Eco-linkage to understand the car emperor’s ＂online new store＂ to help seize the growth opportunities.

　　With the deepening of live broadcast in recent years, online automobile marketing has gradually entered the "live broadcast era". As a powerful promoter of this wave, Knowing Car Emperor has become a popular platform for auto dealers to start "live broadcast selling cars". Driven by the new online business model, how to grasp the online development opportunities and achieve the growth target in the fierce competition environment is a common topic faced by automobile brands and dealers.

　　On September 23rd, the first stop of the series of activities "2021 Gravity Summit of Dealers Who Know Car Emperor" with the theme of "Building a New Store by Emperor" was held in Shanghai. The activities brought a number of industry head experts and business line leaders who know car emperor together to explore ways to break the current growth of automobile marketing online.

　　Market transformation intensifies digital marketing into a way to break the situation

　　According to the data forecast from Otis Research, the retail volume of passenger car terminals in 2021 is estimated to be 21.6 million, which is roughly the same as the sales volume in 2020, which is somewhat different from the general optimistic expectation of the industry at the beginning of the year.

Lang Xuehong, Deputy Secretary General of china automobile dealers association

　　According to Lang Xuehong, Deputy Secretary-General of china automobile dealers association, the structural shortage caused by chip shortage has a certain impact on the automobile market, but the more important and deeper reason is the insufficient support of consumption kinetic energy. Lang Xuehong suggested that under the background of the rapid growth of sales and ownership of new energy vehicles, car dealers need to change their thinking and rely on digital means to change from "people looking for cars" to "looking for someone" actively. At the same time, make good use of vertical platforms, expand online marketing channels, build digital capabilities of enterprises, and strengthen online customer collection and transformation capabilities.

Wang Sai, Digital Marketing Strategy Transformator

　　Wang Sai, a strategic transformer of digital marketing, believes that subtle changes have taken place in the user’s car purchase link, which has promoted the continuous increase in the proportion of online marketing of dealers. "Seeing (understanding), searching (attracting), entering (asking), comparing (competing for comparison), entering (entering the store), purchasing (purchasing for the first time), linking (private domain connection) and expanding (active sharing)" are brand-new. "The industry needs cognitive expansion, and car companies and dealers need to start from the details, grasp the marketing actions of each step, and build new communication capabilities represented by short videos and live broadcasts, new pioneering capabilities represented by cross-border connections and smart recommendations, and new brand capabilities represented by customer portraits." Wang Sai said.

　　Product service upgrade, selling cars and proofing "new store"

　　As of July, there are more than 23,000 4S stores that know how to sell cars and connect cars, ranking first in the industry at this stage. The effective rate of clues is as high as 52%, which is at the leading level in the industry. The car purchase rate of potential customers obtained from a large sample survey is over 47%, and the conversion efficiency is really visible. In the 2021 online sales clue market, the clue of knowing the car emperor accounted for more than 31% in the same period, which provided a strong guarantee for the growth of online marketing for dealers.

Cui Qiao, head of commercial products of commercial dealers who know Chedi.

　　"The so-called’ new store’ is essentially an extension and expansion of the traditional sales scene. On the one hand, through digital marketing means such as live broadcast, more customer acquisition scenarios are provided for dealers. On the other hand, through the binding of live broadcast and e-commerce, the extension of customer acquisition to transaction scenarios is completed. " Cui Qiao, the person in charge of commercial products of Chedi commercial dealers, said.

　　It is understood that in order to better provide high-quality services for dealer partners, in 2022, the car-selling car link will be fully upgraded: the strategic end relies on the three cores of "increasing to the supply side, increasing to the new track, and increasing efficiency to the business side", and the "new infrastructure" of dealer marketing will be built with the "1+6" advanced matrix. The product end will open up the whole line of car-selling and Tik Tok live broadcast, deeply integrating the ecology and capabilities of live broadcast+e-commerce. Utilize functions and services such as "ecological access, dual broadcast on one machine (which can be broadcast live on both sides of Tik Tok and Zhiche Di at the same time), 0-threshold e-commerce, asset precipitation of merchant’s B-side account system, full-link conversion diagnosis, and terminal after-sales income increase" to help dealers fully develop increments and create new business possibilities.

2022 understand the car and sell the car in an all-round way.

　　At the meeting, Wang Lingyun, the operation manager of Lantu Automobile Shanghai Ruihong Road Branch, shared the experience of emerging brands on how to use live broadcast to create new online stores and win transformation. According to her introduction, at the beginning of the launch, Lantu faced the embarrassment that "the wine is also afraid of the deep alley". Adhering to the attitude of "making friends with users by live broadcast", the brand chooses to cooperate with the platform of knowing the car emperor, and through live broadcast at least four times a week, the transaction will be generated within one month after the launch.

　　Gain insight into the link value and seize the growth opportunity.

　　While continuously expanding the opening of the "production end" of clues, and bringing more gains to dealers with massive real and effective clues, Knowing Car Emperor also relies on digital and intelligent means to improve the conversion efficiency of key nodes such as clue follow-up and invitation, and help dealers to improve the efficiency of the back link.

Feng Wei, the person in charge of knowing the clue operation of Chedi.

　　Feng Wei, the person in charge of knowing the clue operation of Chedi, pointed out: "In the post-link stage, there is only a single step between consumers and distributors. The essential goal of post-link marketing is to interrupt the whole purchase process from information acquisition to transaction transformation as little as possible and help distributors’ leap the last mile of the transaction."

　　Based on the strategy of improving link efficiency, Zhiche Di put forward a set of mature methodology and operation system: improve the efficiency of clue circulation through comprehensive diagnosis of link problems; After the feedback of link data, the full link conversion behavior can be better restored. Through the effective attribution of the model, the data-driven optimization of the previous delivery model can improve the conversion efficiency of users at all stages of the entire online car purchase life cycle, and help dealers achieve real transformation by outputting targeted optimization solutions and other services.

　　From content to service, Knowing Car Emperor always takes the development trend of the industry as the basis, and takes the actual needs of users and dealer partners as the guide, and constantly digs deep into the value of the platform, releasing innovative research results outward, so as to better promote the positive evolution of the industry. Gravitation Summit will continue to serve as an important window for deep communication between the platform and dealer partners, and undertake the original intention of both parties to explore industry trends and seek common long-term growth.

　　It is understood that this year’s dealer gravity summit will continue to land in Changchun, Beijing, Chengdu, Jinan, Haikou and other cities, and discuss with local dealers the new possibilities of online growth of automobile marketing.