HuaweiIt has become a hot topic again, because they have recently suddenly terminated their relationship with Che DiCarsThe partnership between Home and BitAuto. The news sparked widespread speculation and discussion, and people speculatedHuaweiThere are disagreements with these platforms, and some people even suspect that it is becauseHuawei's winter test incident caused them to have an awkward quarrel with Emperor Che. But actually,HuaweiThe response shows that this is only the result of the expiration of the cooperation, and the new cooperation has not yet been determined, and the specific renewal time needs to be further discussed. However, the circumstances in which this cooperation expires are inCarsThe industry is not common, which has led to further reflection on the reasons behind it.
Over the years, almost every oneCarsManufacturers are associated with these three major onesCarsPortals work together to get leads, howeverHuaweiThe choice to cut off cooperation with them illustratesHuaweiDissatisfaction and disagreement with these three platforms. Moreover, such a decision may lead to:HuaweiLosing opportunities that bring in a lot of leads every day. ForHuawei, such a loss could mean that there are a lot of potential sales opportunities missing, which are among othersCarsIt is not scarce in the manufacturer.
The three families relied on high membership fees to stay afloat, but as time went on, they became more and more inefficient in selling cars. Last year, Hunan ProvinceCarsShang sent a complaint letter to these three platforms, accusing them of "raising prices and grabbing money". The document describes the spike in dues for the three platforms and says the situation has become unaffordable for dealers. However, the letter caused a chain reaction in many placesCarsThe association has supported Hunan's **, and eventually byChina Automobile Dealers AssociationCoordinated resolution.
After all, these three portals have more than 1500 million monthly active users,CarsThe house is even more played "4300 million people are watching", with such a huge amount of traffic, they come from every yearCarsBrands get a lot of advertising revenue there. However, over time,CarsThe industry's lead generation services are declining, and these platforms often attract brands by increasing the number of leads in order to prove their ability, but this will reduce the experience of users with low willingness to buy a car, so that they are heavily recommended to 4S stores. In other words, traditional stores can't do without the clues provided by these platforms.
However,HuaweiAs a company rolled out of the digital circle, through its own brand power and topicality, it does not need to rely on ** for publicity. On the contrary, they need to use their traffic to boost their own ** and discussion. This phenomenon can be seen fromHuaweiwithXiaomiThe heated discussion and attention after the launch of the model can be seen. HuaweiwithXiaomiAs soon as the model is launched, it can easily occupy the home page of the information, and even some ordinary people will call** to inquire about the situation. This kind of discussion and traffic is very important for **, and if they don't follow up, they may be questioned for being unprofessional. In addition,HuaweiwithXiaomiAs a mobile phone manufacturer, it has established a strong online sales channel and online communication capabilities, and they hold countless traffic entrances and topicsCarsPortal**, may be more competitive.
Therefore,HuaweiTermination withCarsThe cooperation of the portal** may herald traditionCarsPortals may fade away, and their business models need to shift. With the rise of the new ** platform, the influence of car critics has gradually become prominent, and users are no longer limited by the information of the three major companiesCarsThe influence of the portal has also gradually diminished. ForCarsAs far as manufacturers are concerned, they may be more and more inclined to cooperate with new platforms to gain more popularity and user attention. For consumers, they will rely more on their social networks and personal word-of-mouth to choose a model, rather than just being recommended by portals**.
CarsWhat the portal needs to think about is how to serve it betterCarsVendors and users, providing valuable content and services, retaining them by innovating business models and improving user experienceCarsA partner of the brand. Only on the road of continuous innovation and keeping pace with the times can we survive in the fiercely competitive market. Huawei