车展流量营销降温

Core Insights - The phenomenon of executives becoming internet celebrities at auto shows is declining, with a shift towards professional athletes and entertainers promoting products, indicating a return to the essence of business in the Chinese automotive industry [1][2][3] Group 1: Changes in Marketing Strategies - The previous trend of executives as marketing figures has cooled down, with fewer high-profile appearances at the 2025 Guangzhou Auto Show compared to previous years [2][3] - Companies are now focusing on the value of their products rather than just marketing gimmicks, emphasizing the importance of product quality and safety [6][8] - The presence of professional athletes as brand ambassadors is becoming more prominent, aligning their positive public image with the values of automotive brands [3][5] Group 2: Consumer Behavior and Market Dynamics - Consumers are becoming more rational and informed, moving away from impulsive buying based on brand names or celebrity endorsements [9] - The automotive industry is facing a "profitless growth" dilemma, prompting a reevaluation of competitive strategies and a focus on quality over quantity [8] - Regulatory changes and industry self-discipline are influencing a more cautious approach to marketing and product claims [7][8]