China News Service, Beijing, October 5 (Reporter Yan Xiaohong) Industry experts said that for the Chinese auto industry, the current fierce competition environment is accelerating industry change, and the sudden new crown pneumonia epidemic this year has also given birth to the upgrading of the structure of auto companies. Accelerated the pace of marketing changes.
During the Beijing Auto Show held here, the "Jianrui·Co-Production Industry Development Summit Forum" co-sponsored by Huanqiu Automobile Group and Phoenix.com tried to discuss the current problems faced by the automotive industry, as well as innovation and solutions.
Experts at the meeting believed that the inheritance and innovation of classic products, the upgrading of traditional car-making concepts to platformization and structured cars, and the diversified development of new car forces and traditional car companies to complement each other have become current hot spots.
And this is inseparable from the collaborative efforts of the automobile in many aspects and fields such as technology, products, intelligent manufacturing, and after-sales service. Only in this way can it truly stand out from the complicated situation.
The "Kindness · Co-production Industry Development Summit Forum" tries to discuss the current problems faced by the automotive industry, as well as innovation and solutions.
Provided by the organizer
Zhao Fuquan, chairman of the World Federation of Automotive Engineers and Dean of the Institute of Automotive Industry and Technology Strategy of Tsinghua University, shared his insights on how the automotive industry will build a new ecosystem of manufacturing + service in the era of intelligent connectivity.
He believes that clear and differentiated brand positioning is the key to brand improvement.
In the traditional automobile era, independent brands have not surpassed foreign brands because the hardware and product capabilities have not kept up.
The era of smart cars is based on data and ecology, and hardware is only a necessary condition rather than a sufficient condition.
How to empower products through ecology determines the competitiveness of future auto companies.
Huanqiu Automobile Group Chairman and CEO Wu Yingqiu analyzed and pointed out that despite the decline in the auto market, from a single month perspective, the production and sales of China's auto market have maintained a growth trend for five consecutive months, of which sales have maintained more than 10% for four consecutive months. The auto market is in danger, showing resilience; in addition, "symbiosis" is still the mainstream of the current auto market development, and the technical routes between auto companies are far from reaching the watershed stage.
Li Lei, deputy general manager of Keda Group and general manager of the business management and promotion department of the automotive business management center, said that the average daily use time of short video users in 2019 is still far from online video, but in 2020 it has been a perfect counterattack.
From the perspective of the penetration rate of different industries, as a heavy-weight product, the automobile has a relatively long chain of consumer decision-making links. Therefore, the penetration rate of short video in the automobile field is obviously insufficient, only 9.7%, but there is a good prospect in the future.
Liu Yi, the co-founder and chief strategy officer of Jiatui, said that in the era of data traffic, private domain traffic and user data must be split into auto marketing empowerment.
The essence of marketing is to obtain as much and accurate traffic as possible. Whether it is new car sales or after-sales service, it is closely related to traffic acquisition.
The main channels and methods of auto companies' marketing still rely on online and offline collaboration.
In online traffic, the fission of private domain traffic and user data is a very important link.
Experts at the conference emphasized that 2020 is destined to be an extraordinary year. Under the dual pressure of the negative growth era and the post-epidemic era, major auto companies are facing unprecedented operating pressure.
As far as the entire automobile industry is concerned, in-depth adjustments are accelerating, and both traditional auto companies, new automakers, or the entire auto industry chain are becoming increasingly mature.
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