Text |Chen Feixiang Design |Small Universe Producer |Chen ZixuanWedges
Some things have been around for a long time.
Some things, step by step.
The rules in the rivers and lakes are passed on and obeyed by people, and they are finally broken by people.
People's thinking and cognition sometimes take things that should be done in their left hands, and then rack their brains to think about how to achieve innovation in their right hands.
But I don't know that the key to innovation is in the left hand; But we don't know that at the bends of those streets, it is not the buildings that limit our vision, but the angles.
Just as 2023, when involution has become the main theme, the curtain has come to an end, and in 2024, there will finally be new forces bursting out.
One
Huawei is the brave one.
The marketing team of every automobile company under extreme pressure should also find a new perspective and re-choose the marketing track. Thousands of troops crowding a single-plank bridge has never been a characteristic of automobile marketing, and that may have been the Chinese college entrance examination about 10 years ago.
When you are in a predicament, in fact, it is also a time to strive to break through the boundaries of cognition, and the many tests are the rest of your life after the catastrophe, the longing to break the situation, and the mixed feelings after success.
Thankfully, 2024 is a new beginning. In those difficult situations, there are always sober people who are swimming against the current. In the pursuit of truth and truth, they are not sure of it, but they dare to fight, dare to use the only courage to "rebel".
People with "capital" always have nothing to fear.
Is the default of the industry necessarily the best choice? Huawei has its own answer.
II
On January 3, 2024, it was reported that Huawei's Hongmeng Zhixing's Wenjie and Zhijie stopped cooperating with Knowing Chedi, Autohome, and Yiche.com, and their stores suspended the opening of three-car platform members, terminated cooperation with the three platforms, and was told that it would be postponed indefinitely.
Huawei's relevant personnel also responded that due to the expiration of the original cooperation agreement between HarmonyOS and some platform member stores, the business cooperation of member stores will be suspended until the new business negotiation is agreed, and other cooperation businesses will still be carried out normally.
With the change of the times, the portal with a single function is gradually declining, and in the fragmented and fast-paced era, shopping has become a very professional and luxurious thing.
Today, the table of vertical portals seems to rely on only three hard supports, namely Autohome, which was founded in 2005, Yiche, which was founded in 2000, and the new army, which has risen strongly with the power of today's headlines, understands the car.
And the former portal car ** was submerged under the torrent of the times and went into decline. Relying on the data traffic dividends and algorithms of the mobile Internet, the three major automotive vertical platforms (hereinafter referred to as the three verticals) have gradually become the "catastrophe" and industry "consensus" that cannot be avoided in the marketing matrix of automobile companies.
Three
As early as the end of 2022, the Hunan Automobile Chamber of Commerce issued an official document accusing the sharp price increase of the automobile network drainage platform and several vertical platforms, which has brought a serious burden to the majority of car dealers. Although the ** volume was very large, it was only because there were few responders, and it was finally stopped.
In the face of the "three-vertical platform", the three mountains that automobile companies cannot avoid, Huawei chose to break the shackles and move forward bravely. In fact, the idea of breaking free from the "three-vertical" platform has long become a consensus in the automotive industry, but the first to shout out loud is Huawei.
The intensification of competition in the terminal market and the arrival of the era of involution are even more challenging for car companies that are not particularly abundant in funds.
Not every company has the opportunity to choose a good vertical traffic information transaction, and not every company has enough marketing expenses and the confidence to fight the "survivor bias" in the Internet era.
Those marketing executives who are ** by intention clues and KPI data are not completely brainwashed, most of them want to maintain their own style and brand tonality, but the power of being wrapped up in habits and consensus is too strong, and they can't avoid it.
IV
In this process of alienation, the "three verticals" have been shaped into a high-flying existence, and it seems that automobile companies can only use limited marketing expenses to carefully exchange for the small favor of the three verticals.
With the passage of time, more and more people and enterprises have been swept away, and the bubble is getting bigger and bigger, in fact, although the bubble is colorful on the surface, it is fragile on the inside, and the conversion rate of about 1 in 10,000 leads is already a very beautified data.
The ** war in 2023 will not show the slightest sign of abating in 2024. In the Internet era, the fast-paced information revolution has brought about a great limit of information cocoons, and it is far more comfortable to be content in a small place than to break through the shackles.
It's just that today's post-00s young generation, growing up in the mobile Internet environment, their needs for mobile phones are not limited to a single functional app. In the new era, Sanzhui related apps and ** are no longer a necessary choice for many car users and potential users.
Woo
This is a change that is not complicated.
The marketing logic of automobiles has changed, the "captivity" logic that the "three verticals" are proud of has long been broken, the illusion of the top layer is gradually being blown away by the times, and the elimination of poor information no longer needs to be solved by the "three verticals". At the same time, diversified information acquisition methods have made the drainage, volume, and clues present more multi-dimensional changes, and more and more automobile companies, especially the new generation of car companies, are struggling to break free from and break the shadow of the "three verticals".
Once again, Huawei has become number one.
Huawei and its models have their own sales channels and promotion methods, and there are many ways to attract customers, as a new upstart in the car circle, Huawei has never trusted, or relied on the promotion of the three major vertical categories and potential customer portraits, Huawei is confident that their insight is enough to cope with the survival rules of the Internet era.
Huawei's unique advantages are exclusive sales channels and offline supermarket sales methods, and of course, Huawei has other brands, including established multinational companies, that is, strong brand influence and appeal.
Relying on big data, it seems that Sanhui has become accustomed to lying down to win, and innovation and collaboration are disappearing. In fact, the core advantage of the "three vertical" platform is still the sales leads that have been injected with water, and these are obviously not enough to impress the new car brands represented by Huawei.
Whether Huawei is confident or arrogant, the decision to terminate the cooperation must be based on meticulous research and careful research, and there are many ways for them to get everything they want.
Land
Huawei has never been an automotive company in the traditional sense. Whether it is the concept of "resolutely not making cars" or the powerful power of the "Huawei Basic Law", Huawei is a height that many automotive companies and Internet elites cannot reach.
Under informatization, the occurrence of information cocoons is no longer an isolated event, but in the same way, new ** people are also rising in large numbers, and the influence of KOLs in the traffic era will obviously be much more appealing than the traditional "three vertical" platforms, and the rise of Douyin, Xiaohongshu, B station, Zhihu, etc., obviously also provides more possibilities for car sales.
Nowadays, the shaping of IP is the main theme of the Internet, and the various expressions of IP are showing a trend of popularity. In addition to the vertical category, the large-scale coverage of information flow advertising, the soft implantation of the short platform, the planting of the new platform, the traditional high-flying, and even the e-commerce platform with goods, etc., the marketing focus of automobile companies no longer has to rely on a single channel, and will no longer be subject to the "three vertical" platform.
Times are changing, and those who can keep up are the heroes.
We can foresee that when the automobile companies begin to resist on a large scale again, the posture of "Sanshui" will be slapped in the face and cease to exist.
Epilogue
Huawei is brave and full of confidence, although there is no public noise, but still high-profile announcements. More people have similar views to Huawei, and no one can hinder or limit Huawei's development.
Breaking the routine and becoming an "outlier" is not everyone who has enough confidence. Ordinary people like you and me, the shackles on our bodies are not so easy to break through, so this kind of courage itself deserves to be praised.
Ordinary people often have, and capable people do not often have, today, breaking the consensus will definitely be criticized, although not all of them are questioned, but in the face of the tide of the times, it takes great courage to go against the current.
In 2024, more marketing teams and dealer executives of automotive companies will follow Huawei's footsteps and begin to seek the implementation of new marketing concepts with courage and courage.
Maybe it's Xiaopeng Motors, maybe it's NIO, maybe it's Xiaomi, maybe it's a traditional brand, or someone else, no matter who it is, no matter whether it will be said out loud or not, but the trend is coming, and it can't be stopped.
All this, like the tide of the times, the mighty soup, the flow does not stop, never stopping.