内容有了 , 流量有了 , 为什么汽车营销还不够?

Core Insights - The automotive marketing landscape is evolving as the industry shifts from a "traffic dividend era" to a "certainty era," necessitating a more structured and quantifiable approach to influencer marketing [1][4][7] - The introduction of "Dongche Star Selection" aims to create a standardized, transparent, and quantifiable influencer marketing infrastructure for the automotive sector [1][4][12] Group 1: Industry Changes - Influencer-driven sales growth in the automotive sector has slowed, indicating a significant adjustment in the influencer economy, which is particularly urgent for automotive brands [3][9] - Unlike fast-moving consumer goods, automotive purchases require long-term engagement and multiple touchpoints, making it challenging to directly correlate influencer content with sales conversions [3][9] - Traditional "flat-rate" collaboration models are difficult to evaluate, relying heavily on superficial metrics like views and likes without identifying genuine purchase intent [3][9] Group 2: Platform Evolution - Platforms are transitioning from merely distributing traffic to building foundational "value infrastructure" that provides standardized tools and ensures data traceability [4][10] - "Dongche Star Selection" was launched to help brands identify genuine car-buying prospects and make influencer collaborations more data-driven and verifiable [4][10][11] Group 3: Content Production and Evaluation - The automotive influencer carnival represents a structural innovation in content production, allowing for a more efficient and cost-effective mechanism [5][12] - The carnival setup enables brands to provide resources and support, allowing influencers to focus on content creation rather than logistical coordination [5][12] - The introduction of the "Quality Content Ranking" shifts the evaluation focus from follower count to the number of new A3 users generated, emphasizing the importance of reaching potential car buyers [6][12][13] Group 4: Future Directions - The automotive marketing sector is moving towards a model that prioritizes professionalism, authenticity, and certainty, with influencers becoming reliable communicators between brands and consumers [7][13] - The industry is expected to increasingly focus on controllable advertising, content authenticity, and precise targeting as it matures [6][13]