设计 | 甄 尤 美 撰文 | 金 轩 奖 执 委 会 编辑 | 黄 大 路 中国汽车营销现在也走到了十字路口。 一方面，汽车营销正遭遇AI重塑、红海厮杀、结构重塑的挑战；另一方面，营销环境日趋苛刻，政策监管持续收紧。营销人普遍陷入 "创新难、转 化难、合规难"的三重困境。 2025年我们有什么收获？2026年如何开局？ 自11月20日广州车展前夕启动，第十二届金轩奖评选已进入补充申报的最后阶段。 共探新营销，共创新可能 截至目前，本届评选已通过"执委会提名 + 企业申报"双轨制，覆盖近百家汽车品牌，累计汇集近500个案例，并已有68份企业案例经初筛入围。 补充申报结束后，金轩奖即将于2026年1月4日迎来全网公众投票，1月13日举办线下评审会，并最终于1月23日在北京举行金轩奖颁奖典礼。 创办于2014年的金轩奖，是中国汽车营销领域的权威标杆，它始终与中国汽车营销界同频共振，以"公正客观、与时俱进、长期主义"为核心价值 观，致力于汇聚业界精英、前沿洞察、榜样案例，为汽车营销变局提供参考。 金轩奖执委会主任、评审团副主席贾可博士则强调了评选理念的升级："从LOGO焕新传承'以人为本'的核心，到双轨制申报机制， ...

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]

Core Insights - The public relations industry is facing significant challenges in 2025, as traditional narratives based on individualism and corporate power are becoming ineffective and even harmful [4][9] - The marketing landscape is increasingly difficult, with peak traffic, ineffective content, and rising consumer skepticism [4][10] - The evolution of consumer behavior over the past decade has shifted from a focus on consumption upgrades to a more rational and quality-conscious approach [5][17] Consumer Behavior Changes - The past decade has seen a transition from a consumption upgrade frenzy in 2017-2018 to a focus on self-awareness and quality by 2025, termed the "quality awakening" era [5][17] - Consumers are now prioritizing "value for money" and are more discerning, moving from a collective mindset to an individualistic one, where personal preferences take precedence [5][19] - The rise of the "Z generation" emphasizes self-satisfaction and emotional value over traditional consumerism [19][20] Marketing Strategies - Companies must adapt to a "user-centric" approach, focusing on exceeding niche demands rather than catering to average consumer needs [7][25] - Successful marketing will require brands to engage in empathy, consensus-building, and co-creation with consumers [28][29] - The importance of cultural products over functional ones is increasing, as consumers seek emotional connections with brands [6][25] Industry Trends - The automotive industry is witnessing a shift towards "precision specialization," where brands must cater to specific consumer segments rather than broad demographics [7][25] - The concept of "instant retail" is gaining traction, with consumers making purchasing decisions online before visiting physical stores [20] - The dominance of domestic brands in the automotive sector has reached approximately 70%, reflecting a growing cultural confidence among consumers [20][26]

Core Insights - The article discusses the evolution of the Jin Xuan Award, emphasizing a user-centric approach in automotive marketing and the introduction of a new logo that reflects this philosophy [6][8][10]. Group 1: Award Evolution - The Jin Xuan Award has adopted a new logo that symbolizes a user-centered focus, aligning with the broader trend in automotive marketing [6][8]. - The award's evaluation mechanism has been reformed to combine committee nominations and enterprise applications, with 382 cases actively collected [10][24]. - The twelfth edition of the Jin Xuan Award will feature four main categories: Creative Works, Marketing Cases, Public Welfare and Sustainable Development, and Individuals and Teams [15][16]. Group 2: New Marketing Categories - Three new award categories have been introduced: Personalized Marketing, Brand IP Marketing, and AI Marketing, reflecting current trends in the automotive industry [20][22]. - The award aims to ensure transparency and efficiency in the selection process through proactive case discovery and interaction with manufacturers [24][26]. Group 3: Marketing Insights and Community Engagement - The Jin Xuan Award will launch a "Jin Xuan Marketing Grand Prize" account across various platforms to promote outstanding cases and facilitate knowledge sharing among marketing professionals [28][32]. - The initiative aims to transform the award from a simple recognition event to a daily companion for marketing professionals, fostering a collaborative environment for growth and problem-solving [35][32].

Group 1 - Ronglian Technology (002642) and Tianxiexiu (600556) have formed a strategic partnership to enhance AI marketing solutions in the automotive industry [1] - The collaboration aims to provide an integrated intelligent solution for automotive marketing services, facilitating the deep integration of AI technology across the entire automotive industry chain [1] - The AI marketing solution was jointly launched at the strategic cooperation kickoff meeting, specifically targeting automotive marketing service scenarios [1]