2026第十二届金轩奖揭晓，二十大金奖案例出炉

Core Insights - The automotive market in 2026 is expected to face significant challenges including policy withdrawal, demand exhaustion, price competition, product homogenization, channel pressure, and loss of trust [3] - The 12th Jin Xuan Awards held in Beijing marked a pivotal moment for the Chinese automotive marketing industry, serving as a collective "lookout" and "anchor" for the sector [5] - The Jin Xuan Awards emphasize the importance of rational, professional, and sustainable marketing practices, moving away from the previous phase of "barbaric growth" driven by traffic and capital [8][10] Group 1: Marketing Trends and Challenges - The Jin Xuan Awards highlighted three major marketing challenges facing the industry: the need for genuine value, real demand, and authentic trust [11][13] - The industry is transitioning from a focus on traffic to a return to user-centric and product-focused marketing strategies [15] - The role of AI in the automotive industry is emphasized, with a focus on using AI to enhance human judgment and emotional connection rather than replace it [19][20] Group 2: Award-Winning Cases - The Jin Xuan Awards recognized 20 exemplary marketing cases that provide benchmarks for future practices in the automotive marketing landscape [8] - Notable winners include: - SAIC Audi for its cross-industry collaboration with cultural IP [23] - Dongfeng Nissan for its innovative comfort-focused launch event [95] - Great Wall Motors for its impactful 35th-anniversary short film [77] - GAC Honda for its endurance race showcasing the quality of the Accord [59] - Mercedes-Benz for its unique cross-marketing strategy with McDonald's [42] - The awards also recognized initiatives in sustainability and social responsibility, such as Volkswagen's ecological restoration project [26][28] and Toyota's welfare initiatives for the disabled [31][33]