The Chinese auto industry is entering a stage of explosive growth.
Research by relevant international organizations shows that when per capita income reaches 1,000 US dollars, demand for cars will enter a period of rapid growth. In 2002, China’s per capita gross national product was close to 1,000 US dollars. Calculated at comparable prices, the growth rate exceeded 7%, and it has reached the initial stage of passenger cars entering the family.
The five-year development plan of the automobile industry from 2001 to 2005 released by the State Economic and Trade Commission of China stated: "By 2005, China will have two to three large-scale automobile groups with international competitiveness. Car sales in accordance with international standards The after-sales service system will take shape and the domestic market share of the product will exceed 70%, and some products will be exported, forming 5 to 10 auto parts and industrial groups with international competitiveness and the domestic market of the three key component manufacturers. The share will exceed 70%, and the export value of parts and components will reach more than 20% of the total."
Judging from the development history of the automotive industry in developed countries, the popularity of automobiles and the improvement of automobile production levels are in the improvement of auto parts production and supply systems, standardized maintenance systems, and sound service trade systems (such as automobile circulation and auto finance). Insurance and leasing services are realized on the premise of existence. It can be said that a complete set of automobile marketing system is an important part of the development of the modern automobile industry.
China's auto industry has a diversified marketing pattern. There are five major existing automobile marketing models, branded stores, automotive trading markets, multi-brand sales stores, chain stores, and online sales. Automobile brand stores, automobile chain stores, and large automobile trading markets are mainly concentrated in large and medium-sized cities. Most small and medium-sized towns and rural areas are still dominated by bazaars or small shop-style operations.
At present, domestic auto companies are rectifying their own marketing systems. The marketing system for passenger cars and even commercial vehicles is shifting toward brand monopoly, and many of them will gradually become mainstream. It is expected that in the future, the Chinese auto industry will gradually form a marketing system that focuses on brand monopoly, auto trading market (tangible market), chain operations, and online sales.
Basic Situation of Network Marketing in Automobile Industry
According to iResearch's statistical data, China's auto industry's online advertising spending has increased from 28.27 million yuan in 2002 to 202.5 million yuan in 2004, accounting for the proportion of the overall advertising expenditure of the auto industry from 0.45% in 2001 to 1.81% in 2003, regardless of the total amount. The ratio still showed a leaps and bounds development trend, highlighting the growing maturity of China's automotive network marketing market and the importance of the industry's advertisers' recognition of network marketing methods. As the development of China's network is still in its infancy, online consumer groups need to be further cultivated, and network marketing fees are relatively low. Currently, the share of network placement is still relatively limited, and there will be more room for development in the increasingly healthy network marketing environment.
From the perspective of advertisers, the number of online advertisers in the Chinese auto industry has grown year by year from 18 in 2001 to 67 in 2004, maintaining an average annual growth rate of more than 30%. Although there is an increase in the number of advertisers brought about by the overall development factors of the Chinese automobile industry, it still shows that more car advertisers are beginning to recognize, try and benefit from online marketing, and further cooperate with online media to develop and use this new marketing method. Exploring the greater market potential generated by the combination of automobiles and networks.
At present, China's auto network marketing market has passed the initial period of popularization and promotion. Online advertising forms have been recognized by advertisers from all walks of life. The auto industry network advertising expenditure is second only to IT, network services and communications. In addition, some of the leading automotive online media have begun to transcend traditional forms of advertising, researching and exploring marketing products that can more effectively exploit the characteristics of the network, making full use of the interactivity, community, and customer positioning capabilities of the network to find business chains from the industry chain. To realize the value chain, develop unique network marketing products based on industry demand and platform characteristics, such as business zones, public relations projects, and car purchase tools, and strive to establish a service platform for advertisers to communicate well with consumers to provide consumers with a satisfactory consumer experience. Create value for businesses and distributors.
The advantages of online media marketing
The media characteristics of the network and the characteristics of automotive products and industries determine the connection and correlation between the two. The network media is very suitable for the promotion of the automotive market and plays an advantage in the promotion of the automotive market.
1. The information characteristics of the Internet media enable consumers to obtain deep and full information
Cars are "highly-involved" commodities. For such high-priced, relatively expensive commodities, the consumer's attention and time spent on "involvement" are relatively "high" before they choose to purchase goods. Generally it is necessary to repeatedly balance.
The high degree of information extensibility and reading convenience of the network marketing platform make the information dissemination of “highly-involved†products such as automobiles have advantages that are incomparable with traditional media.
2. Network media site, can provide consumers with full service
The multiple links of the automobile industry chain and the cross-cutting of peripheral industries determine the diversity and complexity of automobile consumption. In addition to car consumption, automobile consumption can be extended to maintenance, conservation, beauty, accessories, insurance, credit, etc., with a series of Business to do.
The site's nature of online media determines that when consumers need it, they can easily access the web site and enjoy the various information and services provided by the web platform. This ensures that the online media can serve as a consumer's partner in consumer purchase behavior. Car users are given full attention and follow-up services throughout the entire consumer chain before, during and after the incident.
3. The gregarity of online media is conducive to advertisers targeting ads.
The interactivity and gregariousness of online media make it possible for point-to-point communication between consumers and advertisers. The development of information technology has led to the development of database marketing. Registering the information filled by network users on the Internet is one of the accumulation and construction of consumer databases. Important source.
The auto network marketing platform can register information through forms such as bikers' clubs to provide advertisers with a basis for targeted advertising. For example, they can communicate via e-mail and mobile phone text messages on a network, and advertisers can also use the online marketing platform to provide consumption. Database.
At the same time, the automotive network marketing platform through the construction of the online community, the establishment of different automotive brand forums, different automotive needs of the forum (including maintenance, car beauty, maintenance, etc.), this way, on the one hand to cultivate the network users, on the other hand will be different needs of people Grouping together into one community helps advertisers in the relevant brands and related automotive market to target ads on the Internet.
4. The interactive nature of network media makes it easier for consumers to fully communicate
The news of listening to official channels has not listened to the voices of consumer groups. It feels reliable and reliable. The interactive nature of the Internet just provides netizens with such a platform for communication and communication, facilitating the exchange of product information and information between them, and the feeling of consumption and use. Experience eventually led to their consumption decisions.
5. Network media disseminates immediacy to facilitate the quickest dissemination of product information
The network media has a fast and instant feature in the dissemination of information, which is an advantage that cannot be possessed by traditional media. For consumers, it enables consumers to understand the market conditions of the domestic automotive industry in a timely manner, to grasp the latest car sales information, price reduction information, and new models. For manufacturers and distributors, they can grasp market dynamics and competitors' conditions, actively adjust marketing strategies, and promote market competition.
6. Network media's enrichment of the dissemination medium, capable of three-dimensional dissemination of automotive product information
Network media is enriched with multiple media. Network media includes text, video, audio, images, and other media, and can integrate multiple media to communicate. For advanced products such as automobiles, a variety of means of communication and communication media can be used, such as some car videos, dynamic FLASH, and sound effects of automobiles to form a strong three-dimensional communication effect.
7. Network media search function facilitates consumers to locate target products and required information
After landing on a car network channel or website, consumers can use search functions to search through multiple indicators, including prices, brands, models, emissions, the city where they are located, or to search for models that meet their requirements.
The retrieval function and hyperlinks of the online media make it easy to compare product information. Before consumers purchase a car, they must not only fully understand the car information, but also compare the comparison between different models. Therefore, it is relatively convenient in the horizontal direction. In this regard, online media is undoubtedly a great consumer help for car consumers.
8. Network media communication is easy to monitor
Online media rely on databases to publish content and advertisements, accurately record, measure, and count user browsing and interaction behavior. For online advertising monitoring, the number of visits, the number of clicks, and the number of engagements that are triggered can all be fully described through the database of the server terminal. The behavior of the user contacting the advertisement and the user's own consumer characteristics can also be combined through the database. Together, it provides a strong scientific basis for the monitoring and billing of advertisements. At the same time, with the further development of online advertising, independent advertising evaluation and monitoring systems from third parties have also been continuously improved, which also makes the online advertising effectiveness evaluation system more scientific and complete.