“The” British Jane ‘Easy Entertainment “has quietly become the main melody of the auto show. From the past’ people understand the car ‘, to today’s’ car understanding”, the participants in the automotive industry are full of closer and consumption The distance between the people. “
If the analyst of the automotive industry, Liu Zhichao said, 2021 Shanghai Auto Show is full of a variety of marketing interactive experience projects, manufacturers’ modification culture, off-road culture, surrounding culture, especially It is the concept of users who are widely circulated in China’s new car brands, and the auto show becomes a party who participates in vehicle enterprises and consumers.
The society is very simple, complicated is people. In front of the consumer demand in the new era, the auto industry marketing changes from people.
Timed the determination to the user
Differentiate two concepts in communication: audience and users.
As the core concept of the propagation discipline, “audience” is “audience”, which means a listener that is passively received information. With the technological innovation of traditional mass communication, new media appears, medium mode is linearized, technically, consumer audience mode, transformed into user models for nonlinear, social, production and consumption fusion; users are no longer simple The audience, and the first time has two-way communication rights. Media product production is also turning from “audience” as the core with “users”.
When the requirements of the user’s bidirectional communication have been improved, and the development of Internet technology and communication technology is the revolutionary transformation from all walks of life. Among the marketing fields, the marketing method of one-way, off-line activity, etc. is no longer being used. In addition, the use of new marketing methods such as users, community marketing, circle marketing and other new marketing methods.
On this Shanghai Auto Show, Mr. Brought us the most tide products – Mg CyBerster, and through the new form of “Creative Vehicles” Mg Cybercube creates a platform with consumers a participant, decision makers and beneficiaries produced by the vehicle. Zhang Liang, deputy general manager (CDO), deputy general manager (CDO), and marketing executive director of the SAIC Group, and Marketing Executive Director (CDO), the “crowdfunding” mode is 5,000 copies (1 serving of 1000 yuan)The specific rule is that the next day, from July 31, the user can log in to MG Cybercube users to create a platform through Mg Live App and SAF Group, and only pay 1,000 yuan “Dream Gold” to participate in crowdfunding. Once the number of crowds will be reached, Mg CyBerster starts mass production.
On 6 May, we learned from the Ming, as of the day, MG CyBerster crowdfunding plans completed the crowdfunding objectives in 1993, the project officially established, and will be promoted. As the Mg Cybercube users create a platform to create a platform, we can see that the enthusiasm of the fans is very high for this product and the enthusiasm for users to create a concept.
In addition, Xiredan cars also adopted a new user corporate form. According to Juocheng, the user of the Customar users, the intellectual marketing model is not too the same as the traditional automobile enterprises. “We now currently market the system, we will not divide the so-called traditional online or offline channels, we are based on users. Based on a requirement to do a user value company, we will have a very strong private mana, which will explore our superuser, and encourage our users to create together. ”
The first day of the Auto Show, the intelligence officially launched the CSOP User Data Rights Program. The founding shareholders of Ziwelf, returning its 4.9% equity returns to users who contribute data, and put them from the “crystal” and “original stone”. Crystals are points, as long as they participate in the interactive task of the APP, the official organizational activities, or the use of specific functions to obtain crystals. The original stone represents the symbol of user data contribution. After the user signs the data rights agreement, the original stone owns the original stone can be exchanged for hardware upgrades or software air upgrade services for intelligence brand vehicles, and share the growth value of new developments with the company. Through the equity income feedback, it is intelligent to tighten the user tightly. 
Of course, in addition to the two companies, users create, users participate in major brands, especially new forces, and consumers enjoy the process of car consumption. The more initiative and decision, more and more startups are more willing to define themselves as a user-type enterprise.
Automobile culture “Renaissance”
The auto power is not only the power of manufacturing, should also be the power of automotive culture and residentiality. Referral to automotive culture, China seems to be unsatched with the West. However, with the improvement of domestic residents’ living standards in recent years, the transformed culture, and the modified culture have also begun to have barbaric growth. At this year’s Shanghai Auto Show, we not only saw the large amount of use of users to create a concept, but also saw a comprehensive flowering result of all kinds of circles, constituting the independent chapter of China’s automotive industry. On the auto show, the Great Wall Picard, which has nearly 50% in the domestic pickup market, brings the “5 gun 3 bomb” product matrix of full-size leather card X gun, in addition to the market, multi-list, multi-bar , The bruises, artillery, dragon bombs, fire bombs, black bobs are based on the official modified version of the current market selling. Among them, the bomb series is a modified model that Great Wall Motors is from the Yuan Dabi, China Top Train Club, Yunliang Vietnam Professional Refit Agency. The original factory will be on the way, which has extremely important for China’s off-road culture and modification standardization.
At the same time, the Great Wall has just announced that the independent tank has also opened a new ecological plan, released from the high-end trend brand – Tank tide card, will be in the industry The headflow design, supply chain, star, communication and circle resources are striving to create “China’s first automobile culture tide”. In order to better achieve brand and users, the tank brand released the “Tank Ark Plan” during the auto show, set up a tank hand incubation mechanism, and constructs the tank hand star growth value system, and enhance the user’s sense of honor and belonging. The circle marketing concept has been played by the Great Wall, which has played a good demonstration role in the cultivation of domestic automobile culture.
In addition to off-road, “modified” is also a key term for Shanghai Auto Show marketing. According to Zhu Jianbo, the Magical Makaraka Public Relations Strategies, all the cars on the March show are modified cars, this time there is no original vessel unveiled. Among them, MG XPower official modified version MG6 XPower, the third generation MG6’s 哩 哩 电 合版, new MG5, MG pilot PHEV, MG6 PHEV cross-border collaboration version of the same stage debut. From MG brandIn 2021, it will be seen around the “personal sports modification” “fashion trend line” “Intelligent Science and Technology Line” and “Equipment Game Line” four main lines, and the individual sports modification line has been mentioned in the family status. To a certain height.
In addition, Wuling Jiuji Camping Modification, Guangqi Chuanjie Leopard modified version, Wuling Hongguang MINI EV modified version, which 吒 V modified version and other modified cars At this Shanghai Auto Show, a unique landscape is constituted, both new forces, or traditional independent brands; whether it is a fuel vehicle, or a new energy car, modified culture began to grow in China’s brand, a depth participation by consumers The new car era is unveiled.