In the Bible? Old Testament? In Genesis 11th, mankind united to build the tower of "Babel," which hopes to lead to heaven; in order to stop human plans, God made humans speak different languages ​​and humans could not communicate with each other. So failed.
Weibo, as a platform for rapid development, has once again set up a “Babel Towerâ€. For those in the auto industry, this is a gold mine, and the microblogging channel is still being explored. It is confirmed that more and more people are joining the gold rush.
A period of microblogs was forwarded more than 5000 times overnight. “There used to be several sales of bread, one was Langlang brand bread, one was Teng Teng brand bread, one was Sou Sou brand bread, and the other was Yi Yi brand bread. The brand competition was fierce. One day, Lang Lang brand bread. Renamed, several other brands instantly petrified, originally it changed to bread bread." From this day, Sina Weibo domain name has become weibo. Com, Sina Weibo’s registered number exceeded 100 million after the 2nd anniversary.
Although Sina CEO Cao Guowei patiently told the media that "Sina Weibo is not in a hurry to make profits," but all businesses are unable to resist. Weibo's marketing in the automotive sector is alive and well. Avant-garde and olfactory fashion car brands have frequently tested water, and conservative and cautious state-owned enterprises are also paying close attention.
The person in charge of the Beijing Xuerun Communication Agency, which first introduced the concept of microblogging communication, believes that “car marketing has entered a micro era.â€
Car prices "micro-era"
So, where did the micro-era come from?
Shanghai Automotive is considered to be one of the first car companies to use microblogging marketing. At the same time, Changan Ford has also conducted microblogging marketing promotion.
At the Guangzhou Auto Show in 2009, Changan Ford did not release heavyweight new cars, nor did it have particularly significant information. Therefore, Chang An Ford urgently needs some innovative forms to interact with consumers so that the core information can get the attention of consumers in a timely manner. At that time, Sina Weibo had just launched and the commercialization operation was still in the exploratory stage. Therefore, an interactive activity named “Wearing the Auto Show†Sina Auto’s large-scale micro-blog started. In 13 days, Changan Ford’s official Weibo fans broke through. 7000 people, the official Weibo received a total of 4088 netizens comments, Bowen was reproduced 1943 times, Sina Sina online company official microblogging in the number of fans, comments first, Bowen reproduced the number of the first official microblogging.
This case became the first case of micro-blogging marketing for automotive companies. Since then, Sina’s micro-blogging car companies have exceeded 70, and Sohu Weibo and Tencent Weibo are making efforts to drive microblogging marketing in the automotive industry.
Beijing Xuerun Communication Agency conducted Internet marketing for several automotive companies such as Shanghai Automotive, and its relevant person in charge believes that: Weibo will help car companies to realize interaction and sharing with users, create marketing tails, and then produce synergy effects. Maximize your marketing value.
According to the latest data released by the Internet data organization DCCI, 72% of Weibo users will pay attention to commercials on Weibo; nearly 25% of users will pay attention to more than 10 official corporate accounts on Weibo; 34.3% of users use micro Bo gains brand discount information; 33% of users click on images, links, videos and other information in Weibo posts.
Make money or earn money
In February of this year, MINI temporarily added the name “COUNTRYMAN AVENUE†to Xiamen’s famous landscape road roundabout. At that time, MINI's generous investment activities and subtle marketing plans were not the focus of our discussion. We must pay attention to this data: “Weibo with the COUNTRYMAN keyword has reached 18129â€. At the MINI event site, we can see that we are always busy with Twitter posts. The guest reporter, a young fashion brand with avant-garde fashion and hit the most popular microblogging broadcast hit it off. Although from a marketing point of view, MINI's microblogging marketing still belongs to the second-line marketing of offline activities, but this provides a good reference for car companies that want to use microblogging in the future.
There is another case worth mentioning. At the launch ceremony of Volvo China's growth plan, a detail of the global CEO Jacobs helping Li Shufu to take off his coat was captured by the media and sent to Weibo, which was widely forwarded. It is only possible to use the keyword “Li Shufu to undress†to search. Found nearly 400 Weibo. This matter was enlarged and overinterpreted by the public as a gossip lace, leaving Volvo PR quite a headache for a while.
Yes, this is Weibo.
As a fast information dissemination channel, Weibo often does not have a firm position when it is forwarding information that is not related to its own interests, and it shows a certain group of blindness. As a marketer, for the important transfer station - the borrowing of celebrity microblogging, it seems worthwhile to exert influence on the direction of microblogging public opinion in a timely manner.
Can microblogging really sell cars? However, in the microblogging virtual and real intertwined world, can it really sell cars? Chang An Ford, a person in charge of the official Weibo operation, explained to the media that, for the moment, although there are more than 100,000 followers on Weibo, the official Weibo is mainly responsible for the functions of the information release and exchange platform.
In addition, the above-mentioned person of Changan Ford further explained that on the Weibo portals of several major portals, a complete credit system has not yet been established, and there is no independent transaction and payment system, so it is necessary to have complete information on Weibo. The car sales process may not be realistic. If compared with the mature model of online sales such as Taobao, Weibo sells cars is not a real "transaction", but at best it counts as a communication channel between customers and businesses. If you want to sell cars on Weibo, you still need to go through the real car dealers to perform transactions.
Throughout the transaction cycle, Weibo can currently only serve as a platform for publishing product information and cannot directly determine consumer buying behavior. As a matter of fact, as of today, no car manufacturer has tried to carry out large-scale online sales on Weibo.
In addition, from the perspective of dealers' interests, the difficulty of micro-blog selling is the same as that encountered in online sales. So far, car manufacturers try to sell online directly by the car dealers or the boycott. For the car's online sales, because the car is a large consumer product in China, to a certain extent it is still regarded as a luxury, so consumers generally do not rashly adopt virtual trading methods. Unless the price on the Internet is too temptation, but if the price of the manufacturers through the online transaction is too low, and directly hurt the sales interests of some dealers, it is easy to cause some distributors to boycott.
In addition, microblogging car sales also encountered price bottlenecks. Generally speaking, automobile manufacturers cannot sell large-scale special models on the Internet. In the current automobile sales field, due to fierce market competition, the price of car dealers' own profits to consumers is already very low. In some periods of low sales, these auto dealers are likely to lose money at a loss in order to ensure ample cash flow. The prices of automakers selling on the Internet are not always lower than those sold by dealers.
News Analysis: The Future of Automotive Microblog Public Relations
Due to the huge popularity of several major commercial websites gathered in the microblog operation for a short period of time, most Chinese auto manufacturers have been collectively on the scene. Some auto manufacturers even require subordinate car dealers to open microblogs and encourage car dealers to try something new. Marketing. This is the case with Shanghai GM Cadillac.
“We are very optimistic about the microblogging platform.†When talking about microblogging auto trading, an industry veteran said, “The company has set up a microblogging division for this purpose. And in the auto PR company, many public relations companies are Only microblogging PR this one."
However, he also pointed out that the development of Weibo is not yet mature, and its business model and value still need to be observed. “We are also exploring, customers are also exploring, as to whether it can directly promote car trading on Weibo in the future, I can only say: Everything is possible.†Since the birth and popularity of the Internet, many “impossible†things have slowly become “possible†in the past. The boundaries between time, space, and region are increasingly blurred, and new life styles and business models are constantly changing our lives.
It is understood that through microblogging to announce product market guidance prices, automotive companies through the first microblogging marketing, and microblogging marketing for automotive companies and bloggers to provide a broader platform for interaction.
The relevant person in charge of the above-mentioned Beijing Xuerun Communication Organization pointed out that Weibo, as a social media, has two major aspects of marketing value from the perspective of users. One of these aspects is as a user's enterprise. Through communication, interaction, and listening with potential consumers, it can subconsciously enhance user brand awareness and gradually establish a normal and equal communication mechanism with consumers. The crowd that owns Weibo is mostly white-collar workers, and it is becoming the most core group of auto consumption buyers in the future. It is just right for more auto companies to focus on and try to do this.
The industry believes that this is only more than a customer and business communication channels in the entire transaction link, microblogging can currently only serve as a platform for the release of product information, and can not directly determine the consumer's purchase behavior. As a matter of fact, as of today, no car manufacturer has tried to carry out large-scale online sales on Weibo.
Weibo, as a platform for rapid development, has once again set up a “Babel Towerâ€. For those in the auto industry, this is a gold mine, and the microblogging channel is still being explored. It is confirmed that more and more people are joining the gold rush.
A period of microblogs was forwarded more than 5000 times overnight. “There used to be several sales of bread, one was Langlang brand bread, one was Teng Teng brand bread, one was Sou Sou brand bread, and the other was Yi Yi brand bread. The brand competition was fierce. One day, Lang Lang brand bread. Renamed, several other brands instantly petrified, originally it changed to bread bread." From this day, Sina Weibo domain name has become weibo. Com, Sina Weibo’s registered number exceeded 100 million after the 2nd anniversary.
Although Sina CEO Cao Guowei patiently told the media that "Sina Weibo is not in a hurry to make profits," but all businesses are unable to resist. Weibo's marketing in the automotive sector is alive and well. Avant-garde and olfactory fashion car brands have frequently tested water, and conservative and cautious state-owned enterprises are also paying close attention.
The person in charge of the Beijing Xuerun Communication Agency, which first introduced the concept of microblogging communication, believes that “car marketing has entered a micro era.â€
Car prices "micro-era"
So, where did the micro-era come from?
Shanghai Automotive is considered to be one of the first car companies to use microblogging marketing. At the same time, Changan Ford has also conducted microblogging marketing promotion.
At the Guangzhou Auto Show in 2009, Changan Ford did not release heavyweight new cars, nor did it have particularly significant information. Therefore, Chang An Ford urgently needs some innovative forms to interact with consumers so that the core information can get the attention of consumers in a timely manner. At that time, Sina Weibo had just launched and the commercialization operation was still in the exploratory stage. Therefore, an interactive activity named “Wearing the Auto Show†Sina Auto’s large-scale micro-blog started. In 13 days, Changan Ford’s official Weibo fans broke through. 7000 people, the official Weibo received a total of 4088 netizens comments, Bowen was reproduced 1943 times, Sina Sina online company official microblogging in the number of fans, comments first, Bowen reproduced the number of the first official microblogging.
This case became the first case of micro-blogging marketing for automotive companies. Since then, Sina’s micro-blogging car companies have exceeded 70, and Sohu Weibo and Tencent Weibo are making efforts to drive microblogging marketing in the automotive industry.
Beijing Xuerun Communication Agency conducted Internet marketing for several automotive companies such as Shanghai Automotive, and its relevant person in charge believes that: Weibo will help car companies to realize interaction and sharing with users, create marketing tails, and then produce synergy effects. Maximize your marketing value.
According to the latest data released by the Internet data organization DCCI, 72% of Weibo users will pay attention to commercials on Weibo; nearly 25% of users will pay attention to more than 10 official corporate accounts on Weibo; 34.3% of users use micro Bo gains brand discount information; 33% of users click on images, links, videos and other information in Weibo posts.
Make money or earn money
In February of this year, MINI temporarily added the name “COUNTRYMAN AVENUE†to Xiamen’s famous landscape road roundabout. At that time, MINI's generous investment activities and subtle marketing plans were not the focus of our discussion. We must pay attention to this data: “Weibo with the COUNTRYMAN keyword has reached 18129â€. At the MINI event site, we can see that we are always busy with Twitter posts. The guest reporter, a young fashion brand with avant-garde fashion and hit the most popular microblogging broadcast hit it off. Although from a marketing point of view, MINI's microblogging marketing still belongs to the second-line marketing of offline activities, but this provides a good reference for car companies that want to use microblogging in the future.
There is another case worth mentioning. At the launch ceremony of Volvo China's growth plan, a detail of the global CEO Jacobs helping Li Shufu to take off his coat was captured by the media and sent to Weibo, which was widely forwarded. It is only possible to use the keyword “Li Shufu to undress†to search. Found nearly 400 Weibo. This matter was enlarged and overinterpreted by the public as a gossip lace, leaving Volvo PR quite a headache for a while.
Yes, this is Weibo.
As a fast information dissemination channel, Weibo often does not have a firm position when it is forwarding information that is not related to its own interests, and it shows a certain group of blindness. As a marketer, for the important transfer station - the borrowing of celebrity microblogging, it seems worthwhile to exert influence on the direction of microblogging public opinion in a timely manner.
Can microblogging really sell cars? However, in the microblogging virtual and real intertwined world, can it really sell cars? Chang An Ford, a person in charge of the official Weibo operation, explained to the media that, for the moment, although there are more than 100,000 followers on Weibo, the official Weibo is mainly responsible for the functions of the information release and exchange platform.
In addition, the above-mentioned person of Changan Ford further explained that on the Weibo portals of several major portals, a complete credit system has not yet been established, and there is no independent transaction and payment system, so it is necessary to have complete information on Weibo. The car sales process may not be realistic. If compared with the mature model of online sales such as Taobao, Weibo sells cars is not a real "transaction", but at best it counts as a communication channel between customers and businesses. If you want to sell cars on Weibo, you still need to go through the real car dealers to perform transactions.
Throughout the transaction cycle, Weibo can currently only serve as a platform for publishing product information and cannot directly determine consumer buying behavior. As a matter of fact, as of today, no car manufacturer has tried to carry out large-scale online sales on Weibo.
In addition, from the perspective of dealers' interests, the difficulty of micro-blog selling is the same as that encountered in online sales. So far, car manufacturers try to sell online directly by the car dealers or the boycott. For the car's online sales, because the car is a large consumer product in China, to a certain extent it is still regarded as a luxury, so consumers generally do not rashly adopt virtual trading methods. Unless the price on the Internet is too temptation, but if the price of the manufacturers through the online transaction is too low, and directly hurt the sales interests of some dealers, it is easy to cause some distributors to boycott.
In addition, microblogging car sales also encountered price bottlenecks. Generally speaking, automobile manufacturers cannot sell large-scale special models on the Internet. In the current automobile sales field, due to fierce market competition, the price of car dealers' own profits to consumers is already very low. In some periods of low sales, these auto dealers are likely to lose money at a loss in order to ensure ample cash flow. The prices of automakers selling on the Internet are not always lower than those sold by dealers.
News Analysis: The Future of Automotive Microblog Public Relations
Due to the huge popularity of several major commercial websites gathered in the microblog operation for a short period of time, most Chinese auto manufacturers have been collectively on the scene. Some auto manufacturers even require subordinate car dealers to open microblogs and encourage car dealers to try something new. Marketing. This is the case with Shanghai GM Cadillac.
“We are very optimistic about the microblogging platform.†When talking about microblogging auto trading, an industry veteran said, “The company has set up a microblogging division for this purpose. And in the auto PR company, many public relations companies are Only microblogging PR this one."
However, he also pointed out that the development of Weibo is not yet mature, and its business model and value still need to be observed. “We are also exploring, customers are also exploring, as to whether it can directly promote car trading on Weibo in the future, I can only say: Everything is possible.†Since the birth and popularity of the Internet, many “impossible†things have slowly become “possible†in the past. The boundaries between time, space, and region are increasingly blurred, and new life styles and business models are constantly changing our lives.
It is understood that through microblogging to announce product market guidance prices, automotive companies through the first microblogging marketing, and microblogging marketing for automotive companies and bloggers to provide a broader platform for interaction.
The relevant person in charge of the above-mentioned Beijing Xuerun Communication Organization pointed out that Weibo, as a social media, has two major aspects of marketing value from the perspective of users. One of these aspects is as a user's enterprise. Through communication, interaction, and listening with potential consumers, it can subconsciously enhance user brand awareness and gradually establish a normal and equal communication mechanism with consumers. The crowd that owns Weibo is mostly white-collar workers, and it is becoming the most core group of auto consumption buyers in the future. It is just right for more auto companies to focus on and try to do this.
The industry believes that this is only more than a customer and business communication channels in the entire transaction link, microblogging can currently only serve as a platform for the release of product information, and can not directly determine the consumer's purchase behavior. As a matter of fact, as of today, no car manufacturer has tried to carry out large-scale online sales on Weibo.
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