Huawei has suspended cooperation with three major portals, including Knowing Chedi, and the logic of automobile marketing has changed
Not too long ago, there were many reports that Huawei brands such as AskWorld and SmartWorld had dissolved their partnerships with Dongchedi, Autohome, and ECAR.
Many netizens linked the test to previous Zhihu car tests, claiming that Huawei is no longer working with Zhihu cars or other companies because the test has caused Huawei outrage.
Of course, this is not a refusal to cooperate, but the expiration of the original agreement and the suspension of cooperation.
Of course, it is not clear whether cooperation will continue on this issue, as can be seen from what happened later, but there is a real problem behind this problem: the logic of car sales has changed.
In the past, car sales followed a top-down model, from car companies to dealerships, 4S stores, secondary stores, and then to ** stores.
In this model, the car company only has a reference to the final sale, and also passes this ** on to the channel, so there are differences in information between dealers, channels, and even regions.
Therefore, consumers need car portals to make various comparisons between channels, and combined with the original Internet model, everyone understands what a car is, not only mainly through these portals, so car portals also have traffic, because car companies need to cooperate with these portals. Automotive companies need to work with these portals**.
However, now the situation has changed, we have entered the era of new energy vehicles, the main models of the first national consistent, the preferential range is basically the same, and there is no obvious difference in information.
This means that consumers don't have to search through a large number of stores on the portal** and don't have to make various comparisons.
In addition, traffic and information for mobile internet models is no longer concentrated on car portals**, but is provided by car companies through their own official websites** and various applications and internet platforms. Platform.
In other words, the car portal is no longer so important to the user, the traffic of the portal is no longer so important to the car company, and whether or not to work with the portal is no longer so important to the car company.
This is also the reason why Huawei suspended cooperation with the portal**, of course, now the portal ** still has traffic, and the cooperation should continue, but this model will definitely not last long, the times have really changed, so the next must change.