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YU7发布会后,小米友商咬紧牙拼了
Xin Lang Cai Jing·2025-06-27 08:17

Core Insights - The automotive industry is increasingly adopting new media marketing strategies, with companies leveraging platforms like Douyin, Kuaishou, and Xiaohongshu to reach consumers more effectively [1][2][3] - The shift from traditional advertising to new media has led to a significant increase in the number of accounts and content output by automotive brands, with an average of over 1,700 accounts per brand in the top 20 sales companies [1][2] - The competition for consumer attention has intensified, with brands focusing on generating leads rather than just traffic or sales, reflecting a fundamental change in customer acquisition strategies [12][19] New Media Marketing Strategies - Automotive companies are utilizing a matrix strategy across multiple platforms, with a focus on high-frequency content output through live streaming and short videos [1][3] - The traditional dealer model is being complemented by direct sales models, where brands like NIO and Li Auto emphasize a more refined and personalized approach to new media marketing [6][10] - The use of Key Opinion Sales (KOS) has emerged, where sales personnel create personal brands to engage consumers more effectively [2][11] Sales and Lead Generation - The automotive sales process has evolved into a three-stage model: "grass-planting, consultation, and conversion," with online channels becoming crucial for lead generation [20][23] - The average consumer now browses automotive information approximately four times a week, indicating a shift towards quicker decision-making processes [20] - Brands are increasingly investing in lead acquisition through new media, with a notable increase in advertising spend on lead generation [12][15] Market Dynamics - The automotive market is experiencing a shift from growth to competition, with over 920 new car models expected to launch in 2024, intensifying the need for effective marketing strategies [17][18] - The rise of new energy vehicles and the emergence of new brands are reshaping the competitive landscape, prompting established brands to adapt their marketing approaches [17][19] - The cost of acquiring leads through new media remains lower compared to traditional media, making it an attractive option for automotive companies [17][19] Consumer Behavior Changes - Consumers are increasingly viewing cars as representations of personal identity and lifestyle, leading to more targeted marketing strategies [24] - The focus on lifestyle-oriented marketing allows brands to connect with niche consumer segments more effectively [24][25] - The shift in consumer behavior necessitates that automotive companies adapt their marketing strategies to resonate with evolving consumer preferences [24][25]