How does car home build 8 18 Auto Festival IP with the help of content advantages?

With the new media era, young people born after 90s and 00s have gradually become the mainstream consumer groups, and people's requirements for content are getting higher and higher, so simple product marketing can no longer meet the needs of consumers. Under such circumstances, the rise of automobiles from the media has become one of the main channels for users to obtain automobile information. Before buying a car, users also began to refer more and more to the car KOL content.

Major car companies have also changed their marketing strategies, from focusing on operating products to focusing on operating users. Deeply cultivate high-quality content, drive the growth of brand sales, push the content out of the circle with more and more diversified marketing methods, expand the audience, and integrate automobile content into the daily life of the public. No matter on social platforms or vertical platforms, the reading volume and interaction volume of car content are constantly rising. Among them, new car information, car quotation and professional evaluation are the most concerned, and they are also in line with consumers' car purchase needs.

Car home has been adapting to the changes of industry trends, deeply cultivating content and empowering content creators in all directions. From last year to this year's "8 18 Global Super Auto Show", car users have all the strength to drive content creators to produce high-quality content, promote the development of car content, and provide high-quality content and services to consumers according to their specific needs of seeing and buying cars, and guide the transformation of consumer consumption.

Post-pandemic era

This is a bold exploration.

During the epidemic period, China's automobile market faced unprecedented changes and challenges, and the market performance was sluggish. 1-6? In June, the retail sales of the national passenger car market declined? 23%。 However, under such market performance, consumer demand has been accumulating and precipitating. With the normalization of domestic epidemic situation, the accumulated consumer demand has been quickly released and erupted, and the automobile industry has also found opportunities in the crisis.

In order to boost automobile consumption, stimulate industry recovery and accelerate transformation iteration, many entrants in the automobile industry have begun to explore new means. Car home's "8 18 Global Super Auto Show" is a bold exploration in the post-epidemic era.

At the same time, compared with the theme of releasing fans' potential energy and empowering creators last year, this year's "8 18 Global Super Auto Show" Super Partner Carnival (hereinafter referred to as "Super Partner Carnival") focuses more on empowering creators in an all-round way, promoting creators to export high-quality content and helping consumers to buy cars better and more satisfactorily.

"Super Carnival" is the first large-scale integration of resources in the automotive industry to empower content creators. This activity truly opens the full chain and full scene capability of car home to content creators, so that creators of different categories and levels can accurately match each chain and help consumers achieve full scene service and coverage.

Super Carnival is divided into four sections, namely, online auto show carnival, car night carnival, car carnival and brand carnival. Among them, online carnival and car carnival focus on scale, completing the vertical penetration of car content from online to offline. Car night carnival and brand carnival are mainly "broken circles"

In these sections, we also found some highlights in the "Super Carnival".

"Super Carnival"

Strengthening IP of Automobile Festival with Content Ecological Advantage

1, How does Super Carnival give full play to its content advantages?

No matter in what era, content is king is an eternal truth.

Only when the content is of high quality can we better serve users and complete wide dissemination. Car home has also been deeply involved in automobile content, and the ecology of automobile content is undoubtedly the core advantage of car home.

In the Super Carnival, car home played an important role in helping users to see, buy and use cars. Through high-quality content, it has carried out comprehensive, efficient and systematic dissemination, and comprehensively enhanced users' cognition.

There are various forms of content expression: the content forms involved in this super group carnival include pictures, words, small videos, videos, live broadcasts and so on. And realize the coverage of the whole scene with various forms of content expression.

The content types cover a wide range: the content generated by this carnival includes not only new cars, but also used cars, auto finance and auto services. , covering more audiences with diversified content types, so that users can better understand automobiles and related services.

High-quality content: In this activity, more than 3,000 creators produced more than 7,000 pieces of content, which was not only recognized by the audience, but also recognized by many media and spontaneously reprinted, making the automobile content widely spread. The recognition of the audience and the scale of spontaneous communication by the media also confirm the high quality of car home's content, and at the same time, prove the correctness that content is king from the side.

2. In order to obtain high-quality content, creator empowerment is indispensable.

In the era when content is king, the output of high-quality content cannot be separated from the content creator. If you want high-quality content, the platform can not be absent from the empowerment of content creators.

In the four sections of "Super Carnival", car home combines innovation with scenes, gives full play to car home's media attributes and functions, empowers platform creators with highly matched innovative scenes, and guides content creators to release their abilities and create better content. At the same time, it also empowers consumers, guides consumers with high-quality content, and makes users feel at ease and satisfied.

Online auto show carnival

In the online auto show carnival, car home set up seven creative activities, namely theme content essay writing and spike live broadcast, and linked a large number of high-quality creators to create content around users' car selection.

When creators participate in activities to publish content, they can not only get traffic support, but also divide creative funds and commodity bonuses, which can better generate income for creators, improve the enthusiasm of content production and boost professionalism.

I participated in the onion ring of the online auto show carnival, and I really felt the brand-new gameplay in car home. This online auto show has realized the one-stop service of short-distance exhibition, long-time car viewing, multi-angle guidance, high-frequency interaction and car purchase per second from five links: shopping, watching, listening, chatting and buying.

Relying on car home's massive data, this online auto show can also accurately recommend corresponding models according to users' preferences. A large number of original content and evaluation videos of car onion rings have become tips for users to buy cars when they look at cars, helping users to understand the products more deeply.

Chewan carnival

Car Night Carnival is the climax of this "super carnival". Car home has created a "6+ 1" live matrix, and six car nights are combined with warm-up live broadcast 12 hours of continuous live broadcast, which is hosted by car content creators and cross-border celebrities? CP, presenting interesting and knowledgeable car content for users.

12 hour continuous live broadcast not only invited car content creators, but also invited cross-border celebrities and star guests from different fields to help out, expanding the platform and brand volume, and draining the 8 18 global car night.

On that day, the number of live broadcasts exceeded 6.69 million, and the content and topics of the whole network were exposed to more than 320 million, which achieved a strong circle for car home and enhanced its influence.

Yan Chuang, a car content creator who participated in the car night carnival 12 hour live broadcast, also talked about his feelings of participating in the event. He believes that this 12-hour continuous live broadcast is a successful live broadcast, and it is very appropriate to choose music and basketball, two categories with strong correlation with the automobile industry, to integrate with the automobile.

Yan Chuang also bluntly said that this live event not only gave the automobile industry a chance to break the circle, but also gave the car content creators a chance to break the circle. With the help of car home platform's traffic resources, it also gained higher exposure and popularity, and enhanced its commercial value.

Car carnival

If the online auto show carnival is mainly online, then the car carnival is the organic linkage of online and offline resources. Car Carnival, with the urban content officer of the car owner as the main force, created the live content of 16, covering the dealer's 100-city auto show, used car and financial business exploration activities, completed effective online and offline linkage, and vertically expanded the influence of the activities.

In addition to large-scale vertical coverage, car home focuses on waist-tail creators, empowering local high-quality creators, financial scene creators and used car creators, looking for the most suitable scenes for different types of content creators, matching the resources of car home, empowering creators, and thus providing consumers with more choices.

At the same time, in the car carnival, car home also encourages car owners with task bonuses to generate income for the creators, so as to realize the close connection between the platform and the creators.

Brand carnival

Brand Carnival is to invite the creators of automobile KOL, industry, finance and entertainment media to enter the carnival before and after the event, and get a deep understanding of the platform and the event, and interpret the gameplay and core of car home 8 18 from different perspectives, so as to further empower future cooperation and promote the deep alliance between the platform and creators in different fields.

In this brand carnival, car home joined forces with 20 Chejia number creators to form the 8 18 cooperative media alliance. The creators are divided into four categories: finance, cross-border, marketing and industry, and have produced 23 articles related to 8 18. Through these contents, this super group carnival has also expanded its influence and further completed the circle-breaking.

Professor Che Wan participated in several sections in this "Super Carnival", including online auto show carnival, car night carnival and brand carnival. In these sections, he felt more and more ways of playing in the automobile industry, and also brought users to see more different things and better served consumers.

3. The new game creates a new atmosphere.

In addition to the super carnival's measures to empower creators, in other senses, the super carnival also has some new ways of playing that deserve our attention.

How to play 1: Innovate and cooperate with various creators to enrich platform consumption scenarios.

There are some new attempts at the car carnival 100-city auto show. This year's Baicheng Auto Show not only has dealers, but also introduces used cars and financial services, making innovations and attempts in financial content, mobilizing high-quality creators from different fields and regions, creating new consumption scenes and enriching the ecology of car home.

Game 2: Boldly explore the form of live content and enrich the content ecology of the platform.

According to statistics, there are 52 live broadcasts of this super carnival, and such a large-scale live broadcast is rare in the automobile industry. In this year's environment, such a large-scale live broadcast also reflects car home's determination to adjust its strategy in time in line with the industry trend, and reflects car home's bold exploration of the content form of live broadcast. These 52 live broadcasts also enriched the content ecology of car home.

Game 3: integrate the automobile industry and the entertainment industry to complete the circle breaking.

The continuous live broadcast of 12 hours on the eve of car night is also an attempt by car home to break the circle. This live broadcast includes four wonderful content sections, telling the story of car night, car stories and the car life of star guests for users, so that users can really understand all aspects of car night and the wonderful stories behind the scenes.

In this non-stop live broadcast, car home cooperated with various resources to integrate high-quality automobile content and cross-border roles, broke down industry barriers, and constantly made efforts to integrate the automobile industry and the entertainment industry, resulting in a circle-breaking effect.

These innovations have brought a new atmosphere to car home's "Super Carnival", which embodies car home's professionalism, entertainment and determination to break the circle.

label

This "8 18 Global Super Auto Show" activity uses various support policies to tap high-quality content creators and help build a high-quality content ecosystem in the automotive industry; In the aspect of breaking the circle, we have explored and taken a powerful step.

As the epidemic situation has just improved, car home's "8 18 Global Super Auto Show" can be called a grand event in the automobile circle, and it is also an important step to boost the confidence of the industry and promote the vigorous development of the automobile industry.

In the communication with Kimmy, the director of Maker Cloud Department and the head of Chejiahao business, we also learned that car home's deep cultivation in the automobile industry is far from being reflected in this "8 18 Global Super Auto Show". In the future, car home will further cultivate smart technology, content creation and distribution, fan business and advanced products, empower consumers with smart technology, and create smart business realization scenarios; Provide technical support for content distribution with intelligent operation tools; Attract users with high-quality, preemptive hot content, diversified content expression and differentiated content; Complete the extension of the fan economy with the series of activities of "exploring stores" and derive the fan operation matrix.

At the same time, in the interview, we also learned that Chejia's "Star Creator" plan will be launched soon, which will train star creators with millions of fans and make fan value an indicator of the platform.

The holding of "8 18 Global Super Auto Show" in car home and the planning for the future show us car home's determination to deepen the content and intelligent technology, and cooperate with industries, authors and merchants to build a good automobile ecology from the media.

In the future, as more and more people with different identities join the automobile industry, the automobile content will become more and more generalized. We also expect that car home can provide more and more high-quality and detailed content for the vast number of content consumers, and build a richer and better automotive content ecosystem.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.