分类归档 sangna

1. There is a problem with the seat belt prompt, and 817,000 cars are recalled in the United States

Recently, it was learned from relevant channels that due to software problems, the driver did not fasten the seat belt after the vehicle was started, and the seat belt prompt tone would not ring, affecting driving safety. Tesla recalled 817,000 cars in the United States.

Tesla will perform over-the-air (OTA) update fixes to address vehicle-generated issues, with this recall covering 2021 and 2022, as well as 2017 to 2022 and 2020 to 2022.

Source: Easy Car

2. Hengda Automobile (Tianjin Company) starts large-scale recruitment

Recently, a Hengda Automobile (Tianjin Company) recruitment poster shows that Hengda Automobile is recruiting more than 100 positions from environmental health and safety officers to chassis engineers. A staff member of Hengda Automobile also confirmed to the media that Hengda Automobile is recruiting on a large scale.

Source: First Electric

3. Skyworth Automobile’s new car plan is exposed, and the EV6 hybrid version will be delivered in the third quarter

Recently, pictures exposed on the Internet revealed the latest development trend of Skyworth Automobile. At the product level, Skyworth EV6, as its first model, will deliver a new model with a cruising range of 620km in the first quarter of this year. The hybrid version mentioned in the previous launch conference has a cruising range of 1200km and was delivered in the third quarter. In addition, the CE11 project of its second model has now completed the styling development work.

Source: Easy Car

4, the delivery volume broke 10,000

On February 9, JKR officially announced that the delivery volume of ZEEKR 001 exceeded 10,000 vehicles, creating the fastest delivery volume of the first model of the high-end intelligent pure electric brand.

Source: Extreme Krypton

5. Some vehicles produced by Tesla in China are reduced to steering parts

Recently, according to foreign media reports, according to internal Tesla documents and two Tesla employees, Tesla’s Shanghai factory has reduced the production of Model 3 and Model Y parts to deal with the chip crisis. At the same time, foreign media reports said that tens of thousands of adjusted cars have been shipped to customers in China, Australia and Europe. It is unclear whether Tesla will take the same measures against the United States and factories.

Source: First Electric

6. Announcement of the 2022 Spring Festival holiday travel report

NIO released the "2022 Spring Festival Holiday Travel Report". The data shows that during the Spring Festival holiday, users drove a total of 5,7366,215 kilometers, drove a total of 1,737,905 hours, and reduced carbon emissions by 3,771 tons.

Source: Autohome

7, Yu Chengdong: AITO Q Jie M5 will be delivered in March, pre-sale 250,000 yuan

Recently, Huawei Managing Director, CEO of Consumer Business, and CEO of Smart Vehicle Solutions BU, Yu Chengdong, mentioned the delivery time of the AITO M5 in Moments. It is reported that the first batch of vehicles of the M5 will be shipped one after another at the end of February and delivered to most users in March. With the significant increase in production capacity in April, the delivery cycle is expected to be further shortened.

Source: Easy Car

FF’s second car, FF81, will be produced in cooperation with Myoung Shin

A few days ago, Faraday Future () announced that it has signed a contract with South Korea’s Myoung Shin Co., Ltd. to produce Faraday Future’s second car, the FF81. The new car is targeted at the market and is planned to be launched in the third quarter of 2022, with production starting in 2024.

Source: First Electric

9. Hengchi 5 once again boarded the MIIT declaration map catalog　　

On February 11, MIIT released the 353rd batch of "Road Motor Vehicle Manufacturers and Product Announcements" new product announcements. This time, we once again saw Hengchi 5parameterWith the last announcementbasicSimilarly, there are also two models.

The Hengchi 5 is positioned as a compact pure electric SUV model, and its appearance follows the design style commonly used in mainstream electric vehicles. The front face is equipped with a closed grille, and the use of H-type through-type LED headlights is highly recognizable.

In terms of size, Hengchi 5Length 4725mm, width 1925mm, height 1688/1676Mm, wheelbase 2780mm.

Source: First Electric

10. The length of the vehicle is increased by 3mm and delivered at the end of the third quarter

Recently, many eagle-eyed users have found that the NIO official website showsET7 is 5101mm long, an increase of 3mm over the previous one.It is understood that NIO ET7　Test drives for small subscribers will begin on March 5, and the first deliveries will begin on March 28.

Online bloggers have exposed a set of ET7 glow orange real car pictures. The orange body color is full of vitality, the closed front face shape is matched with an X-shaped bumper, and there is an air inlet with horizontal bar decoration under the front of the car, which stretches the entire horizontal visual effect and is full of sports. In addition to Li Kong Silver and Glow Orange, ET7 also provides Antarctic Star Blue, Star Grey, Cloud White and Deep Space Black for consumers to choose from.

Source: First Electric

　　　With the advent of 2024, the development of the new energy vehicle market has also begun to enter the "fast lane". Under the continuous surge of new energy waves, Geely, Changan, Great Wall, FAW and other traditional car companies have accelerated their strategic layout in the field of new energy vehicles with their years of brand precipitation and car-making experience. With the increasing abundance of new brands and new products, the competitiveness of these traditional car companies in the market cannot be underestimated. Not long ago, Huo Yue, general manager of Beijing Zhonghe Vision Geely Galaxy 4S Store, shared with Yiche how to manage a new brand and new store well in the new energy era. Let’s take a look.

　　Crossing the "Milky Way" and finding the location

　　In February last year, Geely Automobile launched a new mid-to-high-end new energy series, "Geely Galaxy", which mainly covers the price range of 150,000-300,000 yuan, and plans to launch a total of seven models within two years. After the launch of the new brand, Geely Galaxy 4S stores across the country have also opened, and Beijing Zhonghe Vision Geely Galaxy 4S store, which belongs to Hunan Huashuo Group, also officially opened in November last year. Huo Yue, general manager of Beijing Zhonghe Vision Geely Galaxy 4S store, said, "This is not only the first store of the group’s northward layout, but also marks the group’s determination to enter the northern market."

　　At the moment when the competition in the new energy market is fierce, the new new energy brand Geely Galaxy has been doing well since entering the market, and has achieved a "good result" of cumulative sales exceeding 100,000 vehicles in just 8 months. Huo Yue believes that in today’s highly competitive market, brand volumes, product volumes, and price volumes have become the new normal. If new brand stores want to break through, on the one hand, they need to find the right positioning and strive to improve the brand’s influence and service capabilities to connect customers; on the other hand, they need to form a strong team to support the long-term development of the store.

　　Although the competitive pressure of the same brand in the same city intensifies, it is still necessary to combine the advantages of the store to find the service capability that meets the current customer needs. Huo Yue specifically mentioned the importance of dynamic experience for car purchase decisions. The test drive experience not only allows consumers to actually feel the comfort and handling of the vehicle, but also more intuitively understand the overall performance of the vehicle configuration. During the test drive experience, it is a very important part of the customer’s purchase of a new car. In addition, under the premise that the customer does not have a deep understanding of the product, the store will take the initiative to provide customers with door-to-door in-depth test drive services. In-depth experience helps customers better understand Geely Galaxy, and fully experience the product in order to gradually gain customer recognition of the product. " "I learned that in the four months since its opening, more than 200 car buyers have finally chosen the Beijing Zhonghe Vision Geely Galaxy 4S store for their services.

　　Connect with customers, break through service

　　At present, Geely Galaxy has seven stores in the Beijing market. Huo Yue believes that the most difficult part of the operation of the new store is to build the influence of the store and the ability to connect with customers and constantly break through the service. "Service is the first, all work is based on service, and the so-called customer is our food and clothing parents." He told "Easy Car" about the store’s new attempt in service.

　　First of all, each sale needs to establish 100 friends and friends, the sales consultant registers the customer information of each car sold, guarantees to call the customer every month to inquire about the use of the vehicle, and guarantees that the customer can receive a return visit call from the sales consultant within one year; secondly, regardless of the price of the new car purchased by the customer, we provide the customer with a customized surprise delivery ceremony, which truly makes the customer feel the unique delivery service; finally, the store has launched a sharing plan, "Looking for Galaxy Sharing Officer", Galaxy Junior Sharing Officer and Ultimate Sharing Officer, the customer promotes and shares notes on the social platform, posts pictures, collects likes to receive gift packages, and further expands the store’s popularity while increasing user stickiness through interactive activities.

　　As we all know, Geely Galaxy’s brand is mainly aimed at young consumers and family users. At the beginning, the group chose to join the Geely Galaxy brand not only valued the technical strength of Geely Automobile, but also valued the car-making concept of putting users first, which is highly consistent with the business philosophy of the group and even stores. During the interview, Huo Yue also talked about the importance of strengthening customer connection, strengthening new media operations, and continuously building store IP in addition to the whole process of car purchase services. He felt that through the dissemination of new media, it can not only effectively connect potential customers, but also form more exposure to the brand, so as to obtain more private domain traffic and potential leads, which will be of great help to future sales conversion.

　　In the new era, new media operations are indispensable

　　To complete a brand live broadcast, not only do you rely on the live streaming host to explain it alone, but also rely on the cooperation of the entire team outside the live broadcast room to operate for a long time. At present, Beijing Zhonghe Vision Geely Galaxy 4S Store has established a new media operation center separately. In order to ensure at least two live broadcasts a day, the team is equipped with three live streaming hosts, as well as five operation positions such as new media directors and live broadcast event planners.

　　As a new store that has only been in operation for four months, the use of new media is crucial to the development of the new store business. Huo Yuechen talked about two factors with deep experience. First, the group mainly focuses on exploring the southern market, and the group resources available in the Beijing market are limited. Second, when the new brand new store competes with brands in the same city, its own advantages are not fully exerted. In this context, we must build our own "blood team", and the construction of new media is a key step. He said, "Although the process of early operation is a bit difficult, as long as we insist on summarizing and reviewing, we will still achieve phased results."

　　With the continuous investment in new media operations, the store’s exposure has also increased. While appearing on the live streaming host to explain the product’s selling points on the spot, it has also attracted more target users, established the customer’s impression value + trust in the store, and then stimulated the purchase intention of potential customers. Huo Yue revealed that through a month of live broadcast efforts, the store has collected more than 400 clues, and finally converted more than 10 orders. In the future, the store will continue to increase investment in new media, especially strengthening the investment in the "short-term" operation of WeChat Channels, obtaining the "first pot of gold" in the new blue ocean of traffic counting, and gradually forming a new media matrix with its own characteristics.

　　Three wishes for 2024

　　The current new energy vehicle market cannot be described with the word "volume". Today, the automobile market is not only "volume price", but also from the brand to the dealer level. During the communication process, Huo Yue said that under the premise of increasing homogeneity of brand products, for automobile dealers, brand and product are one of the core competitiveness, and the stability of the team is another core competitiveness for long-term operation.

　　At present, Geely Galaxy L7, L6 and E8 models have been launched, and two other new products will be launched this year. Huo Yue told "Yiche Zhi" that with the increasing abundance of new products, this will play a key role in improving store sales. Towards the end of the conversation, he also talked about his three wishes, one is to continue to improve the customer experience, the second is to strengthen the construction of new media, and the third is to hope that the store can achieve the annual sales target of 1,000 vehicles, provide a "model" reference for the group to enter the northern market, open more branches, and lead the team to create a new world together.

According to [car home Haikou Preferential Promotion Channel], preferential activities are currently under way. The starting price of this luxury car in Haikou area is 224,900 yuan, and the highest discount amount reaches 88,800 yuan. If you are looking for a high-quality luxury car, Volvo S60 definitely deserves your attention. Please click "Check the car price" in the quotation form to get more detailed preferential information and strive for higher discounts.

Volvo S60 is a classic medium-sized luxury car, with simple and generous design and elegant overall style without losing the sense of strength. The front face design is unique, the air intake grille adopts the classic Volvo family design, and the straight waterfall chrome-plated decorative strip and the large Volvo LOGO make people recognize its identity at a glance. The body lines are smooth, and the shapes of the front and rear are exquisite, showing a simple and lively style as a whole. The waistline on the side of the car body is smooth and powerful, the window lines are simple, the roof lines are smooth, and the overall shape is very beautiful. In addition, Volvo S60 also uses the unique "Raytheon Hammer" LED headlights, which are unique in shape and very eye-catching when driving at night. In a word, the design of Volvo S60 is simple and luxurious, which makes people feel its high quality and excellent craftsmanship at a glance.

Volvo S60 is a medium-sized car, with a body length of 4778mm, a width of 1850mm, a height of 1437mm and a wheelbase of 2872 mm. It has a relatively slender body proportion and beautiful side lines. The front and rear wheel tracks are 1600mm, which is 225/50 R17 in tyre size and 225/50 R17 in tyre size. The car side lines are simple and smooth, and the rim style is fashionable and atmospheric, showing the elegance and exquisiteness of Volvo brand. At the same time, the moderate height of the car body is not only conducive to the full use of the interior space, but also brings better handling performance and comfort.

The interior design of Volvo S60 is simple and generous, adopting Nordic style, giving people a comfortable and warm feeling. The steering wheel is made of leather, which provides manual adjustment up and down and back and forth, so that the driver can easily find the most comfortable position. The 9-inch central control screen has a large size and is equipped with a voice recognition control system, which can control functions such as multimedia system, navigation, telephone and air conditioning, which is very convenient. In addition, the front and rear rows are equipped with Type-C and USB interfaces, which are convenient for passengers to charge. The seat is made of imitation leather. Both the main seat and the auxiliary seat can be adjusted back and forth, height adjustment and lumbar support. The driver’s seat is also equipped with electric seat memory function. The front seats also have heating function, which makes drivers more comfortable in cold weather. Generally speaking, the interior design of Volvo S60 pays great attention to details and comfort, which provides a good experience for drivers and passengers.

Volvo S60 is equipped with a 2.0T 197 horsepower L4 engine with a maximum power of 145 kW and a maximum torque of 300 N m.. This engine is matched with the 7-speed wet dual-clutch gearbox, providing smooth acceleration and efficient power output. The engine adopts advanced technology to ensure low fuel consumption and excellent performance. Both urban driving and high-speed cruising can provide sufficient power reserve. At the same time, the engine also has excellent reliability and durability, providing drivers with a safe driving experience.

In the eyes of car home car owners, the appearance of Volvo S60 is its most attractive place. "The appearance of the Volvo S60 is very beautiful. It is attractive at first sight, and it is calm and atmospheric," he commented. Undoubtedly, the design of Volvo S60 is its most impressive point. Whether it is the unique front face design or the smooth body lines, it shows Volvo’s exquisite craftsmanship and pursuit of details. And this kind of design has become a favorite of car owners, which makes them feel confident and proud when driving Volvo S60. Whether it is a daily commute or a business trip, the appearance of Volvo S60 can attract the eyes of countless people and become a beautiful landscape on the street. Therefore, the design of Volvo S60 is undoubtedly one of its biggest selling points, which makes car owners fall for it.

With its absolute advantages in the field of new energy and accurate grasp of the current situation, BYD has developed at an amazing speed in recent years, and has successively launched a number of hot-selling new energy vehicles. A few days ago, BYD officially released a brand-new poster and marked it at Chengdu Auto Show. The brand-new DiLink& Han EV (parameter picture) "mysterious" cockpit was listed.

The appearance of BYD Han adopts the Dragon Face design language of BYD family, the front face adopts semi-closed grille design, and the headlights on both sides are also very sharp. The internal matrix LED light group is highly recognizable after lighting, and the overall shape is very attractive.

The tail shape is also very fashionable, and the penetrating taillights are supplemented with exquisite chrome trim strips, which enhances the texture and also stretches the visual width of the whole tail.

In terms of power, BYD Han will provide two versions of front drive and four-wheel drive, with the maximum power of 163 kW and 321 kW respectively and the peak torque of 330 Nm and 650 Nm respectively. The blade battery carried by the whole system is one of its biggest selling points, depending on the configuration, the cruising range is 506 km, 550 km and 605 km respectively.

As the flagship car of BYD, BYD Han is positioned as a medium and large car. Starting from the listing of Han in July, 2020, it took Han only one year to reach the milestone of 100,000 vehicles off the assembly line, becoming the fastest medium-sized and large-sized vehicle in China brand to break through 100,000 vehicles in mass production.

In April this year, Huawei upgraded its smart car solution on the eve of Shanghai Auto Show. The new upgrade includes a series of products such as HUAWEI ADS 2.0, HarmonyOS cockpit 3.0, smart car lights and smart car lights.

Among them, the powerful strength of HUAWEI ADS 2.0 and HarmonyOS Cockpit 3.0, we have already felt it on the version of the M5 Intelligent Driving, and the true colors of the other products will not be revealed until the M9 goes on the market in the fourth quarter.

Except for their XPIXEL smart headlights.

Recently, a demonstration video suspected of Huawei’s XPIXEL smart headlights went viral on the Internet, and the contents on the PPT of the conference seemed to be realized one by one.

In my opinion, this video can be divided into two stages. When watching the previous paragraph, the psychological activity is probably like this:

Oh, the effect is not bad.

Can animation be customized?

But when I saw the content behind, I lost the skill of speaking, so I had to watch the video with my mouth open.

I divided the functions shown in the video into three levels:Ordinary level, progressive level, and fate level..

Let’s look at the "ordinary level" first.

The so-called "ordinary level" refers to those functions that look ordinary, have little use, and at most bring some emotional value. Although these functions look different, they actually project words or images through the brightness changes in some areas of dot matrix headlights.

Including small animations when starting and leaving the car:

Small eggs for the other half on Valentine’s Day:

An animation that follows the rhythm of the music in the car;

And, weather reminder:

Well, isn’t it more clear and readable to put the weather reminder on the head-up display or screen? If the weather reminder can have some practical use, other functions are more like "doing it for the sake of doing it". Moreover, this is not a difficult function to achieve, and models with similar functions can be found in the current market.

However, it is not bad if users can customize the projected animation.

Let’s look directly at the function of "entering the class".

First of all, it is a distance reminder in the car-following scene:

And this world’s most intuitive lane change reminder:

When passing through some narrow lanes, the headlights will outline the next driving track of the vehicle to avoid rubbing, which is similar to the width-indicating carpet of Zhiji L7:

The turning carpet below will light up the whole lane for you when you turn.

Compared with those fancy words and patterns, these driving functions are much more practical, right?

What is more worthy of recognition is that Huawei’s smart headlights are very accurate in identifying lanes, and at the same time, they can quickly adjust the brightness when the ambient brightness changes.

Finally,What I call "anti-sky level" are two functions that combine autonomous driving.First of all, it is a relatively basic courtesy to pedestrians.

It can be seen that after the automatic assisted driving is turned on, the vehicle can inform other traffic participants of the vehicle status through headlights. When pedestrians on the roadside need to cross the road, they will project a guide line to give way to pedestrians.

I think the most necessary thing to do is the following function, which I would like to call "Wang Fried".

Due to the prohibition of motorcycles in urban areas, Guangzhou is a city that relies heavily on electric bicycles. When you walk on the road after work at night, you can often see some electric bicycles driving on the motorway, which is very dangerous, especially in some dark places.

The "Chu River-Han Boundary" projected by Huawei’s smart headlights clearly defines the next driving trajectory of the vehicle, which has a certain warning function.

Don’t come here. jpg

Although Huawei’s smart headlights have not been officially put into production, we can still draw the conclusion that:

Headlights in the future will not be limited to simple lighting. With the further exploration of smart cars for users’ needs, headlights will also become a bridge for communication inside and outside the window. From simple flashing lights to reminding others of the change of driving route,The amount of information that headlights can carry will be greatly improved..

Today’s smart electric vehicles are strikingly similar to the era of smart phones more than a decade ago.

At the press conference, Yu Chengdong shared his views on the development trend of intelligent electric vehicles before officially unveiling the new products.

Because I was in charge of Huawei’s terminal business ten years ago, I deeply felt at that time that many giants might not survive such fierce market competition or major changes in the industry.

This is indeed the case. The listing of iPhone opened the era of smart phones, and the function machine has since disappeared.

Yu Chengdong believes that the "iPhone moment" of intelligent networked cars will appear in 2025, and it may really be Huawei that will build this "iPhone".

Following the fire of Liu Genghong fitness live broadcast, Oriental Selection also dominated the whole network by means of live education with goods. At the moment of repeated epidemic, most industries entered the cold winter, but the live broadcast was in full swing.

In the automobile industry, live broadcast has brought new opportunities to the online marketing of automobile manufacturers. Compared with the traditional offline promotion and advertising, live e-commerce is more economical, efficient and comprehensive in terms of car viewing and car selection.

(The picture is from the network. If there is any infringement, please contact to delete it.)

According to the survey, nearly 60% of the respondents also said that before buying the next car, they would be more inclined to screen their early targets by live broadcast or short video.Thus, live e-commerce is expected to become the latest way for China auto companies to get customers.

Live e-commerce has brought to the automotive industry"New Channels", "New Models" and "New Efficiency"Opportunities, stimulate the potential demand of young users, can promote the rapid outbreak of products. Especially in the epidemic environment,Live e-commerce has become a highland for automobile brands to spread their market influence.

At present, the car live broadcast is still in the period of dividend growth, and various car manufacturers have entered the market one after another. From products to technology, from culture to brand, the marketing "competition" has gradually escalated. In the booming era of live broadcast, how to maximize the value of car live broadcast e-commerce, the following"Three Want and Three Don’t"The principle hopes to bring some thoughts to the industry.

Let’s talk about "three essentials" first. Which "three essentials" do you mean specifically?

In the past, car companies made an offline press conference, that is, invited hundreds of media to gather in one place, held a huge press conference, and then spread the information about the listing or release of new cars through various media.

In the era of live broadcast, car companies have become the largest new media platform, and family matrix operation of "new products" has become a new choice for online marketing. For car companies,Through the matrix account, the vertical domain can be subdivided, different business paths can be completed, and the cost of content production and operation can be reduced.

The common matrix account layout consists of brand master account number, brand matrix number, employee number/president number and dealer number/store number. The brand DNA, brand tonality and visual style of the account matrix can be consistent, but the core content of each matrix account should be expanded around the core population and goods, and the function and positioning of the matrix account should also be differentiated and diversified.

(The picture is from the network. If there is any infringement, please contact to delete it.)

Take one plus one used car as an example: the main account creates an IP "one plus one car", which only sells one-price boutique used cars, the secondary account "one plus one story meeting" takes pictures of employees’ daily life, the in-store sales, the anchor establishes the employee number "Luo G", and after opening up a new business second-hand name list, the "one plus one little cousin" account is created, each account has an independent person in charge, and then it is uniformly drained to the main account live broadcast room.

As a young China automobile brand, Auchan Automobile is the first one.“1+3+N+X”Live mode."1" refers to an official main account; "3" refers to 3 sub-accounts; "N" refers to about 20 head dealers who are doing well in the field of live broadcast at present. In the planning of Auchan Automobile, this N will reach 100; "X" means that all dealers must have the ability to carry goods live.

Through the family matrix operation, Changan Auchan began to plan daily live broadcasts, transform into auto show media coverage groups, and participate in large-scale live broadcasts of various node brands, relying on the efforts of brand parties, KOL and media, as well as hundreds of dealers and Auchan sales champions.

In the previous pre-sale of Changan Auchan Z6, it was broadcast live through a 12-hour press conference and realized.2309 sets of 2299 yuan large order.. These 2309 large orders directly exceeded5.3 million live broadcast deal, more indirectly realized Changan Auchan.The sales amount of more than 300 millionThis also provides a solid and powerful case for family matrix operation of new products.

After the matrix construction of automobile live broadcast is completed and the brand volume is effectively expanded, how to make the brand unique in the minds of consumers has become an urgent problem for the brand.

Brands do live marketing, and use direct ways and opportunities to communicate with users in depth, which can not onlyDeepen the deep links between brands and users., not badFurther improve marketing transformation.

In the live broadcast, the anchor often talks about "family …", but cars are different from other daily products, and it is not just a few words of "family" that can attract consumers to place orders.

(The picture is from the network. If there is any infringement, please contact to delete it.)

Automobile consumption has the characteristics of low frequency, high customer unit price and long decision-making chain, so it is not as easy to carry goods as FMCG. With these thoughts, Changan Auchan chose to start from the periphery. In the blind subscription live broadcast of Auchan Z6, she realized emotional connection with users and planted grass through car models and other commodities, and the viewing volume of the live broadcast for 2 hours broke through.2 million person-times, blind order arrival2887 sets, not only completed the acquisition of customers, but also established brand goodwill, laying the foundation for successful delivery.

After continuous innovation and exploration, Changan Auchan chose to pass."Emotional Grass Planting"Establishing initial contact with users has also deepened consumers’ understanding of Changan Auchan brand and products. In this process, we can’t think that a live broadcast can be "popular". It is very important to manage expectations in advance, otherwise more haste, less speed.

In addition, compared with other car companies, some car companies will spend a lot of money to invite star platforms and then hold a lively press conference online. Most of Auchan’s live broadcasts don’t invite traffic stars, and all Auchan’s anchors come from employees and users. And such an anchor without a star aura has increased consumers’ sense of trust and intimacy, allowing employees to connect users and users to connect users, making the audience feel that the people in the live broadcast room are themselves!

Let the "viewers" before the live broadcast have the opportunity to become "participants" in the live broadcast and truly embrace users, so as to drive more users into the brand marketing construction.

Expand the volume of live broadcast with family matrix to embrace users and build deep communication links between brands and users. Next, what the live broadcast needs to do is to attract users in the content value and trigger emotional resonance between the brand and users.

For live broadcast, IP has gradually become a new tool or new way of brand building.Create a distinctive style and high-quality IP content,Can have valuable interaction with users, and then win more people’s love and continuous attention.

Successful IP will be deeply rooted in people’s hearts, leaving a deep impression on the audience’s hearts, and there are emotional resonance points that can touch people’s hearts, such as "buy it, buy it" and "come on, buddy", which are very distinctive IP.

(The picture is from the network. If there is any infringement, please contact to delete it.)

Taking Xpeng Motors’s "Pengke Planet" as an example, the protagonist Pengke brothers explored the virtual world of interstellar desolation and science fiction in the meta-universe from the first-person perspective, making the audience watching the live broadcast feel as if they were there, creating a live broadcast scene that users have never seen before, which not only increased the brand’s exposure, but also locked in the young group pursuing technology, trends and freshness.

Changan Auchan has also concentrated its advantages in building a brand user image and created two anchor IPS, one isYounger Tiantuan, and the other isYouth car group.

(The picture is from the network. If there is any infringement, please contact to delete it.)

Take "Younger" as an example. They are ordinary female employees who work for Changan Auchan or dealers, but they are also one of the many "super goods delivery officers" bred under the new digital retail system of Changan Auchan.

(The picture is from the network. If there is any infringement, please contact to delete it.)

In the test drive of Changan Auchan Z6 Hainan in June, the Younger Open Group was formally assembled. Through the local customs and tourism culture of Hainan, it came into close contact with Auchan, and the audience learned the product strength of Auchan Z6 in a scene while traveling with Younger Group.

The youth said that the car group is also composed of Auchan employees and dealers’ male employees. Through professional introduction and data analysis, the audience can get the latest information of the products most intuitively.

Through live IP, users will not be limited by time and space after Changan Auchan opens the center and sales of the Meta-Universe. Using IP to establish brand values, arouse users’ resonance, and establish deep emotional links with users, thus further enhancing users’ goodwill towards brands, truly turning users into loyal fans of brands, and making users willing to "pay the bill" for their favorite brands, and on this basis, promoting users to realize consumption transformation.

The above content is the "three essentials" principle of car live broadcast. Next, let’s see what the "three don ‘ts" are.

Car live broadcast is the general trend, but it is not advisable to follow the trend. For some car companies that have just entered the market, in addition to learning from experienced peers, they need to do more rules and games on the live broadcast platform to fully understand the current industry hotspots and consumers’ thinking and preferences.

Live car broadcastInstead of simply moving content from offline to online.It requires adoption in the context of the current "internet plus"Multimedia, artificial intelligence, VR and other technologies.Provide power support,Ensure that the ultimate experience is presented to users without discount.

Fun car live broadcast should break through the limitations of traditional live performances, create a new experience space by using internet thinking through the high integration of virtual and real performance content and digital presentation, and explore new formats and new normal of automobile marketing. In this context, the era of "meta-universe" has begun.

Recently, many press conferences in the automobile circle have made use of the concept of meta-universe, and they have also unveiled their own virtual images of digital people. For example, Gong, the first digital employee of Changan Automobile, Ida and Changan Auchan, the guests of FAW-Volkswagen Meta-Universe, created Xiaoou as the navigator, and Hijiajia, the owner of Baidu Digital Man, also took the opportunity to appear.

With the continuous development of technology, car live broadcast will be a digital, intelligent and experiential platform. With the full help of mobile internet, Internet of Things, big data and artificial intelligence, in addition to realizing the basic functions of offline information exchange, dissemination and experience, it will realize the complementarity and linkage between online and offline cars through many emerging technologies.

At the once large-scale auto show site, in order to attract people, various booths have various large-scale car models. With the increasingly standardized rules of the auto show, the main body of the auto show has returned to the car itself. However, with the arrival of live car broadcast, this bottomless phenomenon has also moved from offline to online. In the current fan economy, in order to keep the audience, the anchors began to use surprise to win. All kinds of strange tricks are compared to who is bolder and who is more different than who.

Similar problems will occur in the car live broadcast room nowadays. In the listing conference, car companies oftenThe promotion method of "exaggeration"Use public opinion to build influence and increase the volume of communication. Dealers often attract consumers to place an order and deliver the intended deposit in the process of watching the live broadcast through promotional means, exaggerated discount gimmicks and other publicity means.

As for the situation that some car companies exaggerate the product performance and quality in their external publicity language,Legal sources said that words such as "best" and "complete" were suspected of violating the advertising law.Whether it is an open press conference or a promotion of goods or services through online platforms, including live broadcasts, once such communication is involved, automobile operators may face the risk of being punished by market supervision and management departments.

Therefore, while live broadcast marketing is becoming more and more popular, there are also some consumption traps, which cannot harm consumers’ rights and interests, otherwise it will not be worth the loss, and it will also affect the brand image of car companies themselves.

Liu Genghong, the former "fitness guru", followed by Dong Yuhui, a "bilingual genius", occupied the top stream with excellent professional quality. Therefore, the live broadcast track will always win with "quality", and it is possible to "circle" at different levels.

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The fan economy is also a traffic economy. Live broadcast without a bottom line by blog eyeballs is nothing more than to improve the conversion of traffic. This method is also not desirable.

In the past,"Flow is king"Everyone is keen on investing in traffic stars, rubbing hot topics, and smashing resources on the platform in exchange for traffic. Many enterprises do not hesitate to spend huge sums of money on traffic, users skyrocket and financing continues, as if it is "politically correct" to smash resources for traffic.

At present, the traffic volume of "more than enough porridge" is everywhere, and there are more and more participants in the live broadcast track. In addition, with the increase of economic cost of traffic, the first half of traffic has come to an end, and the second half of the new traffic era will beRefined operation, content value and user experience are the key points of assessment.

As the saying goes, people come and go in a hurry in the world. Instead of being ostentatious and relying on gimmicks to attract the world to look at you more, it is better to use the real thing and let her "stay". Then, through emotional planting, we will continue to strengthen user relations and make friends with users sincerely, so as to turn traffic into retention.

People’s Daily Overseas Edition once commented: "Only by making content with your heart can you infect the audience. Without the blessing of high-quality content, traffic is just traffic. " Each car company, whose ecology is more complete, whose content is more valuable, who can truly treat users as friends, who has a greater chance.

In recent years, more and more young people have begun to pay attention to and devote themselves to the funeral industry, injecting new vitality into this industry with their enthusiasm and wisdom. In Heze, Shandong Province, a post-90 s treasure mother chose to be the anchor of the shroud. Every night, this treasure mother introduced the shroud in the live broadcast room and tried it on and displayed it according to the audience’s requirements. Sometimes she needed to try on more than 40 pieces in one night.

In this treasure mother’s view, the shroud is like the dress of the deceased. It is a traditional custom to prepare the shroud for the deceased, but it is difficult to see the effect of wearing it when buying it offline or online, and now many people are not so shy about dying. Some even choose the shroud for themselves, so she moved the shroud to the live broadcast room.

Qi Jianyue reports from Heze, Shandong Province, Shuo Jinag