Where is the method of taking stock of online marketing for half a year?

Affected by the COVID-19 epidemic, the global automobile industry experienced production suspension and resumption in the first half of the year. During the period of working from home, the traditional sales and marketing model is useless, and online marketing has become the only traffic route.

By then, the epidemic has not disappeared, and the online marketing model has been fully rolled out in the first half of the year. From the beginning of February to the end of June, new car release, brand marketing, industry exhibitions, product sales and other industry-related work were mainly carried out in the cloud.

Some people say that this epidemic has played a catalytic role in the development of online marketing. With the accelerated improvement and update of the marketing model, it will completely replace the traditional marketing model and become the mainstream in the future. It is also said that the virtual nature of online marketing determines that the audience is not intuitive about the product experience, and the consumption of large automobile products is different from that of small commodities. The final experience and purchase link still need to be carried out offline, and online marketing of automobiles will not completely replace offline marketing.

So, what did the online marketing of the automobile industry do in the first half of the year? Did it achieve the expected effect? How does network marketing go ahead? Through the systematic review of enterprise network marketing in the first half of the year, we can see some trends.

"Cloud Auto Show" and "Cloud Listing"? What's the effect?

On February 29th, the organizer of the Geneva Motor Show, one of the first batch of "five world auto shows" in the New Year, announced the cancellation of the landing event. Subsequently, major international auto shows such as Detroit Auto Show, new york Auto Show, Frankfurt Auto Show and Paris Auto Show in 2020 were cancelled.

After the cancellation of the auto show, many manufacturers changed the launch of new cars and new strategies to online release. On March 3rd, the opening day of the original Geneva Motor Show, Volkswagen Golf GTI, Mercedes-Benz new E-Class, Audi fourth-generation A3, Porsche 9 1 1? Heavy models such as Turbo and BMW i4 concept car all started online as scheduled, without delay.

But this does not mean that the online auto show is a complete success. Combined with the previous plan, 150 car companies will display more than 900 heavy new cars and hold 96 press conferences at the 2020 Geneva Motor Show. However, combined with the final implementation results, the scale of the online auto show has shrunk dramatically, and many enterprises directly canceled the original release plan.

In addition, for the domestic media, when the booth was moved from the exhibition turntable to the online live broadcast platform, there was no guide to receive media cards and public tickets, no cheers from the audience in the past, and only the factory leaders made concise speeches, which greatly reduced the interest and sensory experience of the previous exhibitions. Online live broadcast is also seriously affected by signal instability. The media can only get incomplete information from intermittent information, and the exhibition effect is really unsatisfactory.

However, this does not mean that online press conferences are useless.

In the first half of the year, the new generation of Tiggo 7/ Tiggo 7 in China? Pro, GAC Toyota Willanda, Beijing Hyundai Fista pure electric, Pentium T77? Pro and other heavy models have been listed online. Among them, the launch of Geely's new car ICON showed its products through CG scenes combined with virtual VR. Geely ICON started a dialogue with the audience in the first person, and the new car technology label was fully displayed. The launch was also widely praised by the domestic media.

According to Buycar.cn, for online press conferences, content is still more important than form. Whether online or offline, it will be the content of the press conference. If the online conference can also bring full "dry goods", it can also arouse the audience's thinking and heated discussion. Therefore, "content is king" will still be the standard of success or failure in the future.

VR watching cars and selling live cars? What was the result?

In addition to the auto show and the release of new cars, during the epidemic, many brands have launched marketing programs of online VR car watching, online car buying and on-site car selling. However, compared with holding an online press conference, the sales link has also been moved online, which contains more passive colors from the beginning.

Analysts believe that in the first few months before the epidemic was completely controlled, offline sales basically stopped, but the 4S shop had to start again, and there were no customers in the store. Selling cars online became a choice that many manufacturers had to make.

On February 14, Yu Jingmin, Deputy General Manager of SAIC Passenger Cars, presented a live show of automobile executives with the theme of "Special Love for Special You" and "Bringing Goods" for Roewe and MG. On March 1 day, FAW-Volkswagen executives and managers joined hands with dealers to launch the "66-day live broadcast of all the stars" in Aauto Quicker and Tik Tok. The data shows that in this "green and yellow" period, including luxury brands such as BMW and Audi, there are more than 100 Taobao live car sales every day. However, no company has made a high-profile voice about the actual results of the delivery of goods.

But it is said that it contains more passive colors from the beginning, because in the subsequent sales process of live cars, some people have already stepped out of the feasible road.

On April 30th, Viya Live Studio sold 1750 sets of Dongfeng Yi Xuan GS within 7 minutes, with a turnover of over 200 million yuan. The live broadcast attracted more than 35 million people from the beginning to the end. May10,4180 roewe? Rx5？ Plus sold out in just 30 seconds. You know, a regular 4S shop sells dozens or hundreds of units a month. In contrast, the live broadcast of goods among online celebrities undoubtedly makes enterprises see great potential.

But in the final analysis, the industry generally believes that offline marketing is one of the most important links in product exposure. Through the high-density and detailed content presentation and display between people, the highlights of the model are conveyed to consumers. During this period, interpersonal communication is better than persuasion, which is ultimately conducive to transforming marketing into actual sales performance. This advantage is difficult for network marketing to achieve.

Therefore, as a mass consumption of automobiles, offline marketing is still a necessary link for consumers to understand products. However, when online marketing gives more favorable conditions than offline, it is entirely possible for consumers to place orders through online marketing. Therefore, in the foreseeable time range, the existence of both should be the general trend.

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