Recently, the National Development and Reform Commission issued the "Measures on Restoring and Expanding Consumption", in which new policies such as optimizing the management of automobile purchase and use and expanding the consumption of new energy vehicles have attracted much attention. Industry insiders said that the effect of automobile consumption policy continues to appear, and consumption potential will be released. At the "2023 China Automotive Forum" hosted by the China Association of Automobile Manufacturers (CAAM), Long Quan, chairman and CEO of Autohome, also pointed out that the automotive industry has entered a period of transformation and adjustment, and with the rapid growth of new energy vehicle production and sales and new forces in car manufacturing, the demand for replacement in the second-hand car market has increased.
Driving the market recovery and promoting the accelerated popularization of new energy vehicles has become an important issue in the industry, and many practitioners have also joined in it, giving subsidies to consumers under the condition that prices affect decision-making, effectively driving sales increase. Autohome, a leading domestic automotive Internet service platform, launched the "Super Subsidy" activity and recently concluded successfully, according to incomplete statistics, the activity covers more than 20 brands such as Audi, Volvo, FAW Hongqi, Changan, BYD, etc., more than 56,<> popular car series, nearly <>,<> users receive car purchase subsidies online, with a subsidy amount of nearly <> million yuan; Linking the offline <> Cities Auto Show and Chengdu International Auto Show, the event attracted tens of thousands of users to participate in the ranking activities online, and more than <>,<> media celebrities spread simultaneously across the network, with a network exposure of <>.<> billion, becoming a phenomenal event in recent auto market marketing.
Tap the potential to help consumption rebound
According to the China Association of Automobile Manufacturers, China's car sales in the first half of this year were 1323.9 million units, less than half of the car sales in 2022. At the same time, the China Automobile Dealers Association announced that only 24.9% of dealers achieved the sales target in the first half of this year. How to increase off-season sales and detonate the "Golden Nine Silver Ten" in advance is particularly important for the Chinese auto market, which urgently needs to recover.
Local governments have successively launched a series of measures to promote automobile consumption, among which the replacement subsidy preferential treatment helps to accelerate the release of replacement demand, and the strength of subsidies can also directly affect users' car purchase decisions. With the advantages of fan scale and traffic accumulated in the industry for many years, Autohome has launched a variety of promotional activities, bringing new opportunities and new marketing paradigms to the industry through new themes, new activities and new ideas.
Among them, the "super subsidy" activity directly linked to car buyers has further tapped the consumption potential of China's car market. Launched in early July, the campaign has provided real subsidies covering more than 7 car brands for car buyers, and this long-lasting and wide-ranging campaign has stimulated economic growth by distributing real benefits, promoting consumer purchases, and stimulating domestic demand; Offline, the super subsidy activity linked with the Baicheng Auto Show - Full Engine Test Drive, accurately reached the popular business districts of 4 cities, provided a multi-vehicle comparison test drive experience, made up for the disadvantage of the traditional 2023S store layout far from the city center, allowed users to enjoy the convenience of a test drive experience of multiple vehicles, and provided convenient conditions and real benefits for consumers in sinking cities to purchase cars, and promoted efficient purchase conversion. At the same time, at the <> Chengdu International Auto Show, Super Subsidy will join hands with Autohome's "Help Buy" activity to provide precise benefits for users attending the exhibition, allowing users to get real discounts while watching, visiting and listening to explanations.
IP creates a revolutionary car buying experience
At present, the domestic automobile market is accelerating towards a comprehensive "youthful" direction. The survey of the National Big Data Alliance for New Energy Vehicles found that at the level of automobile consumption, the market size of the post-90s and post-00s groups is growing day by day. The "China Auto Consumption Trend Insight Report" shows that the group under 30 is becoming a new force, and the market is changing to a simple and diversified "car life" perspective.
This "super subsidy" activity initiated by Autohome is to combine the catalyst habits of Generation Z users with the car life under the Internet+. After placing an order online to buy a car in the store, consumers only need to upload the information and pass the speedy review to enjoy the subsidy, and there is no quota limit; At the same time, the event specially arranged non-threshold task activities such as points rankings, and won rich prizes such as Apple mobile phones by doing tasks to receive rights, attracting many potential consumers to participate.
Accurate insight into user needs, non-play activity strategy, so that this event has been widely participated and disseminated, tens of thousands of users across the country participated in the task ranking activity online, and shared the real experience of seeing, choosing and buying cars on multiple social media platforms, more than a thousand Internet celebrities spread simultaneously, forming a word-of-mouth boom on the whole network, precipitating more than a thousand pieces of real content on social media platforms such as Xiaohongshu, Douyin, Kuaishou, Weibo, etc., and related topics covering dozens of popular car brands, including Audi, Volvo, FAW Hongqi, BYD, Extreme Krypton, etc., forming another brand new IP in the car circle.
The linkage between online and offline brought about the "circle-breaking" effect of the event, with a cumulative exposure of more than 56.<> billion people across the network, and many users shared their participation experience through various channels. A user left a message saying, "I have been using the Autohome App to retrieve information before, and after paying attention to the subsidy activities, I participated in it with the mentality of trying, but I didn't expect to really receive it!" At the auto show, Ms. Li, who has a demand for buying cars, also said that as a consumer, it must be able to save money, and it is most cost-effective to buy a car with subsidies, and Autohome's subsidy activities can indeed bring real benefits to consumers. In addition, some car companies who participated in the subsidy activity said that the Autohome super subsidy is a real money investment, and with the help of accurate reach and welfare subsidies for potential car buyers, it has indeed played a role in improving car sales.
Industry experts pointed out that as one of the "four troikas", the recovery and revitalization of the automobile industry will directly affect the overall national economic level. By issuing consumption coupons or giving replacement subsidies, it can accelerate the demand of potential consumers, so that more consumption willingness can be released, and sales can be greatly boosted in the short term. Autohome's super subsidy campaign matches this purpose, building a bridge between consumers and car brands, and stimulating demand into purchasing power.
It is reported that in order to further present the role of the brand and promote the sales of car companies with efficient communication, Autohome will continue to explore and innovate marketing methods to provide customized solutions for brand manufacturers. At the same time, it is oriented to precipitate user voices for brand customers, form user communication power, influence and user recommendation with word-of-mouth influence, and enhance brand awareness and recognition. Through continuous close cooperation with brand manufacturers, we provide consumers with better products and services, release the consumption potential of the automotive industry, and promote the high-quality development of the industry.