China's auto industry enters the era of micromarketing

In 2011, China's top automotive event attracted nearly 100 industry opinion leaders, including millions of audience-level bloggers, veteran automotive media, and car company leaders.

On behalf of FAW Mazda deputy chief Yu Hongjiang, the car company representative stated that the value of Weibo has gone deep into the satisfaction management of enterprise users and employees, and its influence has been deeply involved in the sales of automobiles, services and even the internal corporate culture. The market research agency Ereli also pointed out that Tencent The Weibo platform has covered 110 million users, and its potential energy for marketing cannot be underestimated; the “micro-power” changes the trajectory of the “micro-power” to change the trajectory, “micro-power” to change marketing, “micro-power” to change user behavior, etc. The peak dialogue is even more enthusiastic. In the interactive event, the first China Auto Microblog Summit accelerated the “micro-revolution” process in the automotive industry.

As a fully open media platform, Weibo is changing the trajectory of car information. According to Tencent’s official statistics, during the Weibo Summit, the peak dialogue of multiple issues has become the highest part of the “listening” interaction rate. About a million microblog users follow the summit process and highlights online. Thousands of radio broadcasts participate in the discussion of topics. The flow of information and the speed of proliferation can be imagined.

"Kia's brand and products have given people a second-tier feeling in the past. This time, the K5 has been able to impact the frontline brand products and has already produced a mainstream impression. This microblogging has played a vital role." Senior Media Lee The tide also commented on the scene. In addition to information transfer, Weibo is a platform for direct communication between each auto company and its users. Ms. Jiang Yubin, director of the copy of Dongfeng Yueda Kia Marketing Department, also pointed out that Kia K5's marketing is a combination of boxing: It has experienced pre-heating of microblogging, rapid response and broadcast to the NBA dunk contest event, and the following series of follow-up K5 domestic Listing activity, this continuous planning makes the K5 the most successful product for microblogging promotion.

Participating car manufacturers representatives believe that everyone can express more flexibly during the Weibo era, so word of mouth can also be delivered at any time. "Looking at Tencent's car channels, searching for cars in Soso, and using Tencent's Weibo" has become a trilogy of "car trips" for many car lovers. In the Tencent Weibo platform, users and industry are making more intimate communication and interaction. More and more micro-users have already regarded Tencent Weibo as the “necessary way” for buying a car.