After the Spring Festival, the car companies that started work are not waiting for "good luck", but for the market environment of "big rolls".
Recently, BYD threw out the "king bomb", two plug-in hybrid models, compared with the previous version, the price dropped by 20,000 yuan to 7980,000 yuan.
SAIC-GM-Wuling, Nezha and other car companies chose to follow upThe price of its 100,000 yuan model has been reduced
Previously, He Xiaopeng, the founder of Xiaopeng Motors, bluntly said in the commencement letter, "This year is the first year for Chinese auto brands to enter the 'sea of blood' competition, that is, the first year of the knockout competition." ”
Geely Automobile Group CEO Gan Jiayue also made a similar statement, saying that 2024 will be a "most volatile" year, "volume **, volume products, volume services, volume traffic".
With the opening of a new round of knockouts, how can car companies increase sales and stay at the table?
Seize the new tier cities
BYD's new move is aimed at the 100,000 market segment.
According to the data of the Passenger Association, the sales of new energy vehicles in the domestic A-class sedan in 2023 will be 9720,000 units, with a market penetration rate of only 222%, well below the 357%。
The top two sales in this market are still the products of joint venture car companies, namely Dongfeng Nissan Sylphy (37.).610,000 units), SAIC Volkswagen Lavida (34580,000 units). BYD Qin PLUS DM-i at 30740,000 units, ranking third.
A-class car users are mostly in third- and fourth-tier cities. They are more sensitive to **.
Due to factors such as imperfect infrastructure such as charging piles and low acceptance of new brands, gasoline vehicles still have a strong influence in these markets.
The low penetration rate of new energy means that there are many opportunities for future growth.
In the view of Wang Qiufeng, head of Kuaishou auto business, first- and second-tier cities tend to be saturatedThe huge "new tier cities" (third-tier cities and below) have become potential markets for car companiesIt has the characteristics of high base, high growth rate and higher growth rate of new energy.
Data shows that in the past few years, the proportion of car sales in new tier cities has stabilized at more than 40%.
Not only 100,000 gears, but also car companies that focus on more first-class models are also making efforts in this market, which is regarded as an important increment.
Taking Li Auto as an example, it is expected to achieve 100% coverage in third-tier cities and more than 70% coverage in fourth-tier cities by the end of 2024.
Whether it is BYD, which is "lower than oil", or Beijing Hyundai, which is "stronger than electricity", or Beijing HyundaiCar companies are also competing for customers in new-tier cities
Having a huge number of users in "new line cities" is the characteristic and advantage of Kuaishou, a short platform. These users have developed the habit of consuming content and goods on the platform.
An optimistic user in a Kuaishou documentary.
In the past two years, the contribution of this group to the growth rate of Kuaishou's GMV has remained above 30%. From the perspective of car companies, the sinking market has obvious stamina, and its clue contribution TGI (target group index) reaches 149.
* A gathering place that is also a car sales center. Car companies that have seized the new line market are accelerating the "short-term traffic pool" to fish out incremental customer groups.
Hug short**
The data shows that there are more than 1 billion short-term users in China, and the average daily usage time per capita is more than 25 hours.
Douyin, Kuaishou and other short platforms have become one of the most important channels for users to obtain car information.
Take Kuaishou as an example, insiders revealedThere are more than 200 million "old iron" on the platform every day, and they brush car-related short ** content on it
The electrification transformation of the industry has pushed the automotive industry to embrace the new channel of short **.
*: Visual China.
In the era of fuel vehicles, the whole cycle from product planning, to R&D, manufacturing and delivery usually takes 40 months.
In the era of electric vehicles, its product development cycle has been greatly reduced, and car companies can launch a new car in only 13 months.
The number of models available to users has increased dramatically, and the perception of car brands has also changed. According to ** statistics, more than 100 new cars will be launched this year.
Brands have sprung up like mushrooms after a rain, and there are all kinds of models, and people don't know what car to choose. ”
Wang Qiufeng observed that the earlier decision-making path for buying a car was "people looking for a car", that is, users picked out alternative models according to their own budgets, and then compared the product parameters in the vertical category, plus the test drive of the 4S store, and the purchase behavior was completed.
At present, it has become "car looking for people", and car companies need to take the initiative and spend more energy to continue to convey brand concepts, battery life, intelligent driving systems, and even AI large models in order to get orders.
Car companies need to reconstruct consumers' perception of their own brands and products.
* Under the channel, car companies open stores in supermarkets intensively, with the aim of attracting users as much as possible in dense places.
Platforms with high traffic such as short ** are new channels for car companies to acquire customers online
In the future, 80% of the clues will come from online, and 80% of the clues will come from the short ** platform. ”
Li Xueyong, deputy general manager of Chery Automobile Co., Ltd., believes that the influence and sales conversion ability brought by short platforms such as Kuaishou for automobile marketing are huge, and it is worthy of the attention of every practitioner in the automotive industry.
In fact, dealers who perceive the changes in users have long tasted the "sweetness".
Kuaishou platform,At present, there are more than 50 OEMs, 2More than 70,000 dealer accounts are in operation, forming a business position with the main engine factory as the core.
Represented by the sales staff of the 4S store, they insist on cultivating potential customer groups by means of daily live broadcasts and short releases, generating an average of 6 million business opportunities per month.
Build a marketing position
On the short-** platform, car companies not only have to compete with their peers for volume, but also for traffic. It's not enough to just rely on the marketing department to open a few accounts for live streaming.
Car companies that have seized the opportunity have explored a set of systematic ways to play and establish a solid marketing position on it.
*: Visual China.
Taking Chery as an example, for Kuaishou's product transportation efficiency solutions in the automotive industry, Li Xueyong briefly summarized Fang ** into four dimensions:
The boss bowed into the game, the company participated in all employees, built a benchmarking force, and self-built core capabilities including short **, live broadcast and other content production.
Li Xueyong himself opened a personal account and appeared on camera to shoot short**. Chery's official and 4S stores are also leveraging the platform to plant grass and complete customer acquisition.
Chery Automobile's Kuaishou store has achieved a cumulative sales volume of 1540,000 units
marketing strategy to do strategic upgrading", the founder of Xiaopeng Motors has settled in the Kuaishou platform and released a number of short ** content.
He Xiaopeng said in the short **, we will shoot whatever the old iron likes.
Even traditional luxury car brands, such as FAW Audi, launched advertisements on Kuaishou in January to promote their Q4 e-tron electric car product.
From brand promotion to the cultivation of potential customers, to the completion of order conversion, and the subsequent operation and maintenance of the owner group, Kuaishou has completed the construction of a new marketing position for car companies.
With the continuous improvement of new automotive infrastructure, more and more OEMs and dealers are adjusting their traditional marketing modelsPut more marketing budget on the short** platformto capture the attention of online users.
From what short ** is released in the account matrix, to how long the live broadcast is, how to cast the stream, to how to open up offline store channels and digest sales indicators, car companies have formulated detailed short ** marketing plans internally.
Kuaishou is still a value depression in the automotive industry. Kuaishou insiders believe that as more car brands settle in, 2024 will be the year of Kuaishou Auto's breakthrough.
In the new year, people in the automotive industry will not only roll up, but also roll traffic and marketing on short platforms such as Kuaishou.
Only by gaining a high voice from users can car companies achieve high sales.