观车 · 论势 || “形式”也是内容和竞争力

Core Viewpoint - The automotive industry is experiencing intense competition, leading companies to open their factories to the public as a marketing strategy, which reflects the idea that "form is also content and competitiveness" [1][5]. Group 1: Industry Context - The automotive sector is in a heated competition phase, with traditional manufacturers seeking breakthroughs and new entrants emerging rapidly, resulting in increased product homogeneity [1]. - Companies are innovating their marketing strategies to stand out, as relying solely on product quality is no longer sufficient [1]. Group 2: Marketing Strategy - Opening factories to the public serves as an excellent opportunity for companies to showcase their capabilities, as seen with Xiaomi's highly automated production line featuring over 700 industrial robots [2]. - This approach allows consumers to visualize complex automotive technologies, making them more relatable and enhancing brand image and reputation [2][3]. - Factory tours cater to the new generation of consumers who seek higher engagement with brands, fulfilling their curiosity and educational needs, especially for families [2][3]. Group 3: Consumer Engagement - Factory visits provide a unique experience that can be easily shared on social media, amplifying word-of-mouth marketing and expanding brand influence [3]. - Unlike traditional advertising, factory tours allow companies to guide consumers through their strengths and production processes, fostering a more interactive and engaging experience [3]. Group 4: New Energy Vehicle Manufacturers - Many new energy vehicle manufacturers are leading the trend of factory openness, leveraging advanced technologies and modern designs without the constraints of traditional automotive legacies [4]. - These new factories symbolize innovation and strength, helping brands convey their advanced capabilities in technology and manufacturing to consumers [4][5]. - As competition intensifies, it is expected that more companies will adopt factory tours as a marketing tool, enriching consumer experiences and invigorating the automotive industry [5].