In August, the big event in the auto industry is mainly two, one is Chengdu Auto Show. For the majority of riders, this Chengdu Auto Show is worth seeing because there are many new cars. Second, it is the 818 party of the House and the car. As far as the majority of car people, this is worthy of our chat, because the story behind it is more attractive.
Let’s say the data from the 818 party.
818 data competition
2019, car home first 818 Auto Festival, I hope to create “Double 11” in the automotive world. By this year, the car home has been a three sessions. And the car is here, this year is the first time. Novice VS, how is the data?
Let’s talk about the conclusion: House’s 818 head, quite the meaning of the car to take away.
– Two party cool cloud ratings comparison –
The picture above is the scene of the Cool cloud at the end of the show. Real-time ratings comparison. Zhejiang Satellite TV (Easy Car) is relatively stable, and the second half of Hunan Satellite TV (House) is a little bit to pull. According to the battle report released by both parties, Zhejiang Satellite TV is 1.5 percentage in the net ratings, while Hunan Satellite TV is 0.44%.
In addition, everyone’s attention is hot, from the number of hot players, 228 are related to the home 818, and 208 related to Easy Car 818. House possesses an advantage. But interesting is that at the time, I saw the hottest hot search of Hunan Satellite TV. It is Mao Amin singing running. To this end, I also deliberately to search, this once sang, it is really old, not only running, but also can’t keep up with the rhythm …
From the whole, the two performance Each has the advantages and disadvantages, and is basically difficult to divide. From my personal opinion, the easy car is more attractive, outside the car show + star show, there is also five auto entertainment games that are biased. The overall structure and content level of the party are more abundant. Considering that the car this year is the first hosted, the experience is not as good as homeIn this case, it is also worth the car to be happy with it.
The words come back, whether it is the home of the 818 global car night, or the car super 818 car carnival night, it is not the real strength of the two sides, after all, there are experts behind the two sides – Hunan Satellite TV and Zhejiang Satellite TV, They are all domestic top variety entertainment TVs. But return to the automotive media business, these two competitions are all relying on their own strength.
four “industries first”
2020 On the Easy Car Festival in front of the Guangzhou Auto Show, Liu Xiaoko, president of the car company, showed the four “industries” of the easy car to the outside world, respectively, in October 2020, the first; January 19-10 New first; from January to October 2020, the number of dealer cooperatives in the number of dealer cooperatives, from January to October 2020.
– Easy Car Companion President Liu Xiaomo –
Time to this year, well-known mobile large data service provider is released ” In the 2021 mobile Internet industry data research report, in the mainstream car information app, the application performance of the car system is highlighted, and the 100-month-owned household value of Q mil is 31.773 million. The year-on-year increase is 57.2%, since 2020 Q4, Sitting in the industry head to make a chair. And House, it can be clearly seen that the MAU has sustained in the 4 quarter of 2020, and it is far less than the car in the second quarter of this year.
In terms of user growth, the new number of new users in the second quarter of this year reached 237.26 million, the home is 1054,000, not only far behind. Easy car, basically in each quarter, it is lagging behind the emperor.
On the number of dealer cooperative merchants, Yi car CEO Zhang Qian An announced his car enterprise and distributor customers in public, as of 2020, the number of car subscription dealers 2.. 20,000, in the industry, and its 2021 renewal rate reached 85%, the same or the industry first.
Obviously, the car has entered a growing benign circulation – the content is getting higher and higher, more and more users; more users, manufacturers are more willing to cooperate with Easy. At the same time, the dealers are also getting bigger and bigger, and there are trails, and they are naturally more willing to cooperate with Easy car. And the car has a higher income, but also creates more high quality content, attracting more users.
– Car Information Platform Running Circulation –
And House, seems to be unable to break during the bottleneck, moon It has declined in many quarters, and new users have grown weak. For Internet companies, this is a bad news. This negative emotion also reacted in the capital market. Since 2021, the home’s share price has fallen from $ 146.642 from the highest peak to 40+ dollars. In July 202, the US stocks and H shares fell 12.78% and 11.82 percentage, and the first, three.
– House US stock chart –
How to operate the benign loop of the car, its power Where is the source from? House is not optimistic about the capital market in 2021?
The fundamental: content + operation
Quality content, car information The foundation of the platform. In just a few years, the development of car information content has experienced the earth-shaking changes.
From the dimension of content production, it has undergone a change in “self-media + platform” to “self-media + platform” from “main” to “self-media” to “main media”. In the form of dimensions, it has experienced a change in coexistence from the graphic to long video to multi-video type and live broadcast; from the content of the content, after the quality, the quantity to “quality, quantity”.
In this round of content, the easy car seized the industry trend and walked in the leading edge of the industry. From the media era, through the creation of the Easy Car, a batch of boutique content is self-media; and when the media is generally used as a small production unit, it is difficult to produce high quality production, and the car is still “content video “The strategy, the high-ranking, built a batch of original content, such as the” Top Geer “of the Chinese version -” Horse Disease “,” I am a driver “, which integrates entertainment and car content.
As this, it forms a quality and quantity-lifted content matrix in the content to meet user needs of different tastes.
The expression of the opposite is in the content, but it has been eating old. For a long time, its content form is still based on a traditional car assessment, and the graphic is good, the video has never had a original quality content IP that can be impressive. Once a time, the home’s travel is still a feature, but this advantage has not been kept, and now it is rarely seen the high quality travel content. Nowadays, even if I see the industry in the auto website every day, I can’t say that the family is exclusive.
Rethinking Operation.
Operations include a lot of dimensions, I feel that the highlights of the easy car are mainly reflected in the content operation, sales clues transformation operation, and brand operations.
– Easy car home page rolling focus map – One of the examples of the content operation, is the home page design of the car. We open the home page of the car, you can see that the easy car will be large, and add 6 hits, thereby giving 30 focus map positions. This allows the quality of the original or easy car number of the car, and it can get the opportunity to show, increase the sense of honor and accomplishment of content creators, and create more quality content more powerful.
The typical example of IP operation, from the Easy Car Super 818 Car Carnival, you can find: in 5 games, the easy car invites “speed shot”, “the car is beginning to see”, “Wu Pei Channel”, “Yo Yo” and other carMedia IP is involved in the form of judges. This move, allowing these self-media IPs with a chance to showcase in front of the national TV audience, and also increased the cohesiveness between the easy car and well-known IP.
Finally, the brand operation. From the request of Shen Teng as a brand spokesperson, then to sponsor a series of initiatives such as the “Ace”, the easy car brand quickly covers the young population, and there is a quality improvement in the brand’s visibility and good sensation.
When it comes back, it will be defective. The basic version of the home page has not changed for many years. From the media IP operation, a group of excellent self-media is cultivated, but there is more lost; the brand word of mouth is not more used, in knowing, the home is “reputation” For the home of the car, it has never seen it for this negative correction action; the public conflicts between two years ago and the dealer have never been. Silently, I only see the dealer partner, less and less …….
The above analysis, whether it is content or operation, belongs to the tactical level, if we pull up a dimension, from the strategic level As a result, the core of the rising car is: from the B-terminal to the transformation of the C-terminal, and Tencent privatization.
The content and operation of the car, mainly to do around the B terminal. Three years ago, the car began to transform to the C-terminal, and the transfer from the flow operation is used to operate, and the platform positioning of the “preferred platform for buying new cars” has been developed. Subsequently, the easy car ushered in Tencent’s Dongfeng. After being privatized by Tencent, the car has alleviated many, no longer only business income, profits for the development of core orientation. More importantly, Tencent’s data, operational resources, etc., to create a content matrix, enhance the quality of multi-dimensional operation, and provide help and protection.
behind the home is a safe company. From the strength, it is not to be underestimated. In the first half of 2021, China’s peaceful operation profit attributable to the Shareholders of the Mother Division was as high as 81.836 billion yuan.
However, Ping An CompanyFor a financial insurance company, earning the money, there is an internet platform, but there is not much resource that can be injected. Even, I think it is in the corporate culture, and I have biased my home. Houses these years, more value for commercialization, how to spend money for content and operations, attracting more users, making more poor than two opponents.
“Radish Finance” summarizes the competition of the family and the car, which is called a monoform-type enterprise and the competition of the ecological enterprise, and it is very appropriate, and the best is very bad. Strong, at a glance.
Write in the last
No, the home announced the 2021 fiscal year In the second quarter, its net profit attributed to ordinary shareholders was 747 million yuan, down 9.43% year-on-year; business revenue was 1938 million yuan, down 16.22 percentage year-on-year.
In 2021, my country’s economy is in a comprehensive recovery, and this is the same. The family’s earnings report is a year-on-year, which has to be reflected. In my opinion, today’s situation is due to excessive commercialization. If there is no new long-term planning, painful thinking changes, thinking that the advantage is always an advantage, then the first position of the industry taken away by the car, I am afraid it is difficult to take it back.
