Direct hit 315 | hidden under the halo consumer crisis mood okay?

It is 3.15 a year. It will expose a new dark scene.

In recent years, the automotive industry has been booming, and transportation, new energy and other fields have received extensive attention, and high-quality development cannot be separated from high-quality consumption and symbiotic high-quality rights protection.

CCTV 315 this year, the import of Volkswagen Touareg has ushered in a hit, public relations have "shocked" at the same time, but also subvert the people's original perception of the car brand.

The brand's halo shines with hidden defects. How will consumers' heartbeat frequency change?

This article is based on the automobile industry data of the year before 315 in 2017 and 2018. It compares and analyzes the consumer's impression of the automobile industry, and the life and death public opinion field. After one year passed, what changes in consumer psychology?

Obviously, the two years Weibo is the “best network platform” for the automotive industry at the 3-15th party. More than half of the “spid” sprinkling on Weibo, the hot topic # # China Automobile Rights Pioneer # # # 315 # # 15 Problem Auto Show # In the past two years, the amount of reading has exceeded 10 million yuan and it has become a gathering place for large-scale riders. In addition, the amount of information posted on the bar has increased by 10%. Car lovers in various countries have been fighting for "Buy domestic, Japanese, or Korean cars."

With the imminent arrival of the 315, the number of complaint platforms, websites, and forums has exploded, and consumers have expressed their opinions in a special book. The sensational trend has steadily increased. Coincidentally, the CCTV 315 will be exposed to the water problem of the Touareg, causing an uproar over the entire network. Previously, we analyzed the complaint data and found that the German department cars with stringent workmanship and high technical content had ranked top in the complaints filed in hotspots, especially in terms of service attitudes, which accounted for 44.83% of the complaints. Large user base, so that the German car "has no fear"?

Every year public opinion reaches a climax during the week of March 7-14, and presumably netizens have already sharpened their swords and are waiting for the last week to start a verbal battle to cheer up 3.15.

The data shows that in the 17 months before 1978 and 18 months before 1978, the attitude of the public opinion to the auto industry was similar, and it was generally more friendly and optimistic. Among them, 17 years of positive emotion accounted for 51.09%, slightly higher than 18 years. Whenever near 315, public car brands will not take the unusual road to attract luxury auto show, welfare activities, preferential promotions powder, and take advantage of the potential to show their own car's excellent quality and performance, so brave to play, naturally able to harvest a wave of consumption The people's praise.

At the same time, on the National Day for Human Rights Protection, various defects, complaints about cars, and rights protection issues in the auto market will inevitably be exposed. At the just-concluded CCTV 315 party, the Volkswagen Touareg Intake was named. Some consumers' emotions collapsed instantly. When such news comes out, it will inevitably increase the proportion of negative emotions to 30%.

From the perspective of netizens’ attention to frequency of words, negative words such as “exposure”, “black shop”, “Tucao”, “criticism” and “recall” occupy prominent positions, and the framework of national laws and regulations for car consumers has become increasingly clear. And concretely, automobile rights protection is no longer a mirage.

On the eve of 2017 315, "engine", "hydraulic engine", "seat", "engine", "airbag" and "model" became high-frequency words, reflecting that consumers were more concerned with the hardware facilities of the car at that time; and in 2018 "Import," "authority," "ranking," "experts," and "brand" reflect that today's expert opinions and product word-of-mouth are more likely to influence buyers' mentality. Perhaps soft power has become more popular among consumers.

On the eve of 2017 315, most of the consumers concerned about the dynamics of the car were 80, and the owners of the car had been gearing up for a long time.

On the eve of this year's 315, after the 90s and 95s, they got on the stage and became the power to purchase cars. At this node, they can fully understand the advantages and disadvantages of various types of car brands and regard it as a reference for future car purchases. It can be seen that major car companies are the main players for young players.

As can be seen from the figure, the distribution of microblog users' occupations top10 gathers in the fields of limited companies, corporations, the Internet, finance, technology, and real estate, which shows that the cars have a stronger appeal to the white-collar workers who work in the company. In 2018, only TV station workers replaced the investment workers into the microblogging user occupation distribution top10, we can see that the car lovers crowd is relatively stable. The number of Internet and film and television workers has been greatly reduced, while the number of management workers has increased the most. This shows that the current management industry is stable and spare time is more abundant.

In the past year, the frequency of heartbeat among consumers of different genders, occupations, and regions was different. However, the same is true of the long road to rights protection. The era of “not overpowering, not defending rights” has gone far. The way to solve the problem is far more useful than unfounded accusations.

After 315, a new round of market inspections once again started the journey. Rights protection gradually ceased to be a deadlock, and corporate attitudes can only determine people's hearts.