Tik Tok Operation Strategy in the Automotive Industry

1. Analysis of Douyin customers

1. As the short video platform with the largest number of users, Douyin's user base is mostly young users in first- and second-tier cities. However, as the scale of Douyin users expands, Douyin users are also covering third- and fourth-tier cities and radiating across the country. Moreover, most of the users are young and middle-aged people. Young people have the demand and ability to buy cars, and they themselves are fans of short videos on Douyin, so their recognition of the platform will be higher.

Secondly, Douyin has the largest number of users and is guaranteed by daily active user traffic. In terms of push mechanism, Douyin’s push mechanism is based on friends and surrounding areas, which is first of all a same-city recommendation mechanism. It can ensure that local customers are covered first, and it has a very high match with customers in the automotive industry , making it very suitable for automotive merchants.

2. Among Douyin users, how many are from the automotive industry?

Let's take a look at the data below. As of October 2020, the number of car experts' fans after deduplication reached 280 million, a 37% increase over the same period last year. The number of users interested in cars is also continuing to increase.

2. Current Status of the Automobile Industry

Since the outbreak of the epidemic, offline businesses have been greatly affected. People have stayed indoors, causing the business of offline stores to plummet. Moreover, while offline stores have no income, they also need to bear the purchase cost of finished products, employee costs, and daily costs such as rent, which has put many offline stores in danger of closing. The automotive industry suffered even more severe losses.

In addition to the epidemic, this year's chip supply shortage has made the automotive industry even worse. There is a shortage of new cars. Some customers have chosen a car model, but there is no car available for them to pick up, so they can only delay delivery or wait in line. As a result, many customers who are unwilling to wait may consider buying other models of cars or used cars of the same type, resulting in serious customer churn.

The offline market environment of the automotive industry is getting worse and worse. With the sharp increase in the number of car users on the Douyin short video platform, new marketing methods in the automotive industry are particularly important.

So the bosses will ask, what should I do on the Douyin platform? Are there any operating skills?

3. Short video operation strategy in the automotive industry

The operation strategy is what we often call the account positioning issue. There are more and more customers on Douyin who are interested in cars. If you want to operate your own Douyin account well, you need to analyze the customers on Douyin, analyze the customers who are interested in cars, what are their interests, what age group, gender, etc. You need to label the customers and analyze their interests. Position your account based on the data you analyze.

The more popular videos now include funny songs and dances, plot experts, industry knowledge sharing tutorials (food education technology), etc. So what should our automotive industry do? The editor will introduce it to you below. It is divided into two categories for you to introduce: manufacturers and dealers.

(1) The first category: automobile manufacturers. This one needs no further explanation. 1. Start with the launch of a new car, based on the car's advantages and selling points, introduce the model's advantages, price, performance, practicality, and the application of new technologies such as wireless charging. New energy vehicles are now popular and should be involved by almost all car manufacturers. The manufacturer's focus is mainly on new car releases and pre-sales.

2. Corporate brand promotion and agent recruitment. It mainly focuses on product promotion, using short videos to present its brand design concepts to customers, and is very helpful in building loyal users of the brand. Previous forms of advertising, such as auto shows, new car launches, or directly on TV or other hard ads, let customers know, but the customer coverage is narrow and the advertising cost is high. Short videos can avoid these problems very well. The manufacturer's design concepts and production technologies can be displayed to customers without paying. After becoming your fans, the brand penetration will increase. As long as a new product is designed and released through short videos, your fans will know it first and will continue to follow the company's pace, cultivating customer stickiness with the company. It can also interact directly with customers and understand their needs at the first time, which is also the driving force for the company's progress. Use the brand to attract dealers from all over the country to cooperate and join, increasing automobile coverage and sales capacity.

(2) Automobile dealers: the dealers are mainly assessed on their sales business. Home page, what you need to consider is how to sell the car. The content of the video will focus on introducing the various functions of the new car.

1 can be introduced from the automobile operation knowledge. For example, when it comes to the correct way to pull the handbrake, many people may say that everyone knows this, but this is not the case. Nowadays, more and more people can drive, and there are many novices who do not understand the various small functions and tips of the car and can only learn through their own experience. Such as more practical driving skills in rainy days, parallel parking skills, how to purchase insurance reasonably, etc. These are points that friends who drive daily or friends who have a driver's license and want to buy a car will definitely pay attention to. They are more in line with daily life and very practical.

2. Especially since the epidemic, people cannot go directly to the store to choose their favorite models. Learning through videos is a good way. Indeed, many car dealers have increased sales through Douyin short videos. Therefore, short videos must be a new type of car sales model and a popular trend nowadays.

3. Car dealer short videos. Another short video operation idea can be the introduction of new car performance. There are many factors that influence customers’ car purchase decisions, such as new features of new models, but it is important to be able to grasp the salesperson’s abilities.

When offline customers go to physical stores, salespeople can get in touch with customers, ask them what their needs are, and make targeted introductions. However, on the Internet, especially in the case of short videos, only the merchants themselves can make introductions. When customers are unsure of their needs, they can make special introductions based on previous customer needs, such as what auxiliary functions are available for long-distance buses so that long-distance trips are not tiring. And many of the current automatic reversing and parking functions can be used as video shooting cases.

The selling points of a car can be directly reflected in the video. The demand points are different, but the advantages are reflected in the form of video, which will give customers more choices. It will be more advantageous to start live streaming after reaching the required number of fans. It is also cheaper than offline advertising and covers a wider customer base. It is actively displayed to customers. Unlike offline customers who can only see the car in the store, they may have learned about some of the car's performance in advance through short videos, thus reducing the sales cycle.

Of course, there are many operational ideas in our automotive industry. For example, funny types of daily life for employees are all acceptable. Just find the one that suits you. Here is one thing. If there is a need for live broadcast, it is best to do some shaking and directional traffic push on the video to increase the video playback volume and attract more fans to come in and prepare for the later live broadcast.

Food, clothing, housing and transportation are indispensable to people's production activities. Especially now that living standards have improved and transportation conditions have become more convenient, cars have become a must-have for people to travel. Therefore, the development potential of the automotive industry is still huge. I hope bosses in the automotive industry can keep up with the trend of the times and take their business to the next level.