汽车行业品牌矩阵运营水位报告

Investment Rating - The report does not explicitly provide an investment rating for the automotive industry Core Insights - The report focuses on the automotive industry's performance in new media operations, analyzing key metrics such as fan count, active accounts, content output, and interaction levels across seven mainstream new media platforms [5][12][14] - The automotive industry is categorized into four matrix types: starting, growing, mature, and leading brands, with leading brands showing exceptional operational capabilities [12][13] - The report aims to provide a comprehensive understanding of the automotive industry's new media strategies and outcomes, with a commitment to ongoing updates and cross-industry comparisons [5][7] Summary by Sections Industry Matrix Overview - The automotive industry has a significant presence in new media, with 61% of companies engaging in cross-platform strategies [14] - Douyin (TikTok) is identified as a critical platform for automotive brands, with 77.5% of top combinations including it [15][17] - The distribution of new media accounts shows that starting brands have an average of 3 accounts, while leading brands have an average of 900 accounts [12][13] Activity Metrics Analysis - Comprehensive brands lead in activity metrics, with a high active account ratio of 55.6%, while other categories like new energy and commercial vehicles lag behind [22][24] - Douyin and video accounts show significant activity, indicating their importance in marketing strategies [27][29] Fan Count Metrics Analysis - Comprehensive brands dominate in fan count, with the highest 90th percentile reaching over 10 million fans, while commercial vehicles and accessories show weaker performance [33][34] - The top five brands in fan count are predominantly comprehensive brands, with significant engagement on Douyin and Kuaishou [34][35] Content Output Metrics Analysis - Comprehensive brands lead in content output, with a high of 7,385 posts in the 90th percentile, while commercial vehicles and accessories need to improve their content production [47][49] - The top brands in content output are primarily comprehensive brands, showcasing diverse platform strategies [49][51] Interaction Metrics Analysis - Comprehensive brands significantly outperform others in interaction metrics, with the highest interaction levels concentrated on platforms like Weibo and Douyin [62][63] - The top five brands in interaction are all comprehensive brands, with notable engagement on Weibo [63]