驶入新纪元：智能出行赛道转型已至，营销如何突围？

Core Insights - The Chinese new energy vehicle (NEV) market has transitioned from a policy-driven "blue ocean" era to a fiercely competitive "red ocean" phase, emphasizing the need for brands to adapt to new market rules to survive [1] - The market's growth is now focused on NEVs, with traditional fuel vehicle sales declining, indicating a shift from incremental expansion to stock competition [2] - A strategic price war is underway, driven by market leaders leveraging cost advantages to capture market share and eliminate weaker brands [2] Consumer Insights - The rise of Generation Z and Millennials as key consumers has transformed car purchasing decisions, with these digital natives relying heavily on online platforms for information [3] - For younger consumers, cars are viewed as "smart devices on wheels," with 63% prioritizing technology and in-car experience over exterior design [3] - There is a strong demand for personalized services and seamless cross-channel experiences, with 79% of Gen Z consumers open to AI-recommended models [3] Marketing Transformation - Traditional automotive marketing structures are often fragmented, leading to inefficiencies and budget waste, which is increasingly problematic in a competitive market [4] - The "Accelerator Engine" service model by Publicis Groupe aims to integrate resources and break down silos, adapting to the shift towards online consumer decision-making [4] - The use of AI and data analytics is crucial for creating precise user profiles and ensuring marketing strategies are responsive to market changes [4][5] Implementation of New Strategies - The CoreAI system, based on generative AI, enables rapid market data analysis and personalized content generation, enhancing marketing effectiveness [5] - Successful case studies, such as the rise of the AITO M9 as a market leader, demonstrate the effectiveness of the "Accelerator Engine" model in navigating the stock market competition [5] - The automotive industry must embrace integrated, technology-driven operational models to maintain strategic flexibility and execution precision in a rapidly changing environment [5]