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At the beginning of the Year of the Rat, a sudden epidemic once again brought a huge impact to the automobile industry, which was already in a cold winter. According to data released by the China Passenger Car Association, the national passenger car market retail volume in February decreased by 78.5% year-on-year compared with February 2019. In previous years, the automobile industry would usher in a small peak in car purchases after the Spring Festival, but this year, due to the impact of the epidemic, users' demand for car purchases has been suppressed, and so is the traffic in the automobile industry. The epidemic situation affects people's hearts. Due to the safety and convenience of public transportation in special periods, people's awareness of self-protection has become stronger, prompting car-free people to have a clearer demand for car purchases. Through the comprehensive analysis of Baidu big data, we found that: – The number of entry-level car buyers has increased significantly, with first-time buyers accounting for 70%; – The ranking recommendations and general quotation words corresponding to entry-level needs have increased significantly; – New car launches saw a 34% increase in attention, and various recommendation demands also saw a significant increase during the epidemic, such as word-of-mouth recommendations +29%, new energy recommendations +22%, and product recommendations +19%… – As companies resume work, industry search traffic is steadily recovering, and a turning point is expected to appear at the end of March; – The information index increased by 155% year-on-year. With plenty of time, a large number of users read information to prepare for the right car. During the epidemic, the average time spent by car users browsing information was 34 minutes. In view of the three characteristics of car users at this stage, namely, they are interested in new cars, rely on recommendation guides, and have a strong demand for car purchases, Baidu has built a full-chain solution of cloud release, cloud car viewing, and cloud car purchase with a global marketing ecosystem , helping car companies to continuously cultivate user preferences, accumulate car purchase intentions, and settle high-potential users during special periods. It helps car companies accumulate energy for the future recovery of the car market and wait for the "spring flowers to bloom". Cloud Release – User’s new car needs are met
First of all, in response to users' attention to new cars, due to the impact of the epidemic, the Beijing Auto Show has been confirmed to be postponed, and large international auto shows such as the Geneva Auto Show and the New York Auto Show have also been canceled or postponed. Also affected are the offline press conferences that major automakers had prepared for the release of new cars long ago, which have to be postponed. This not only means that the release of new cars has lost an important offline display platform, but also for users to lose an important channel for offline viewing and detailed information about the models. In order to cope with users' expectations for new cars and the needs of major automakers for new car releases during this special period, Baidu launched the "cloud release" strategy, transferring the traditional offline press conference model to online, and combining the advantages of online integrated resources to continue the influence and attention of new car releases. Baidu integrates the cloud-based release resource matrix and uses the super debut plan, media live broadcast (live broadcast on the Baijiahao platform) and show live broadcast (live broadcast on the Haokan video platform) to create the Big Day on the day of the new car launch, maximizing the focus on the new car launch; at the same time, it cooperates with content operation and maintenance to continuously release the word-of-mouth influence of the new car during the launch period, interprets new car information from multiple angles, and continuously penetrates users' new car attention content. Cloud Car Viewing – Support for obtaining user model information On the other hand, as people across the country respond to the national call to "reduce going out and stay at home" and all offline 4S stores have suspended business, users' demands for offline car viewing, test drives, and 4S store recommendations and shopping guides have been forced to be delayed, and their in-depth understanding of vehicle model information has been further restricted. Baidu quickly responded to user needs through data insights and launched the Baidu Cloud Car Viewing Platform. With Baidu Pinzhuan MAX as the core, an online car viewing cloud exhibition hall is built to gather core brand and model information and respond to user model concerns in all dimensions. The Pinzhuan MAX cloud exhibition hall will combine various forms such as Encyclopedia Brand LOFT, VR/AR Panoramic Car Viewing, and Model Aladdin to open up a closed-loop shortcut to car viewing. The original encyclopedia brand story has been completely upgraded and can carry more video content, entry editing, interactive topics, AR car viewing, product dynamics and other content. With the help of the content voice of the encyclopedia brand LOFT platform, it will help the brand further deepen the connotation of the car model concept. VR/AR panoramic car viewing Through multiple entrances such as front-end information flow, product specials, and car model Aladdin, users are provided with an immersive car viewing experience, allowing users to view cars from all angles without leaving home and have a deep understanding of the details of the car model. Users can view vehicle price quotes, vehicle comparisons, and vehicle configuration details. At the same time, Baidu's dealer membership system is installed to enable users to further view sales flows. Cloud car purchase – Response to user car purchase needs Similarly, during the epidemic, the impact of order restrictions has suppressed users' car purchasing behavior in the short term. In fact, users' car purchasing needs still exist. In order to better respond to users' further car purchasing needs, Baidu uses technical model capabilities to more accurately find more users with clear needs and strong car purchasing intentions, and cooperates with platform brand and effect resources to achieve potential customer conversion. In the cloud car purchasing link, Baidu uses powerful technical means and platform influence to accelerate brand customer acquisition and user sedimentation efficiency through the integration of brand and effect. At the brand level, we have created an exclusive investment project called [Baidu Cloud Auto Show] , which brings together six core activities: "My AI Cloud Car Viewing", "My AI Cloud Evaluation", "My AI Big Star Promoter", "My AI Big Brand Super Brand Pavilion", "My AI Lucky Draw", "My AI Red Packet Rain", etc., to connect the entire demand chain of users viewing cars, talking about cars, selecting cars, and buying cars , setting off a carnival of online car buying activities. In terms of effectiveness, with the help of Baidu oCPC model's conversion learning and intelligent delivery, it effectively promotes the intelligent and precise delivery of SEM and native CPC ads and the conversion of high-potential users. At the same time, Baidu Jimuyu marketing page self-built website tool supports advertisers to build websites and customize marketing modules at zero cost. The built Jimuyu page can be used as a landing page for multi-entry conversion, effectively improving the landing page arrival rate and enabling lead conversion. The multiple combinations of Baidu oCPC model and Jimuyu marketing page with SEM, native CPC and other advertising resources have greatly improved the efficiency of lead conversion and customer retention. Ultimately, no matter the user traffic obtained through brand advertising, brand marketing activities, performance advertising, etc., if it can be accumulated as the brand's private domain traffic in an ideal state, it will help advertisers achieve a new marketing model transformation from traffic operation to user operation. As the industry's first open format mini program, Baidu Smart Mini Program can accumulate traffic through Baidu's internal and external platforms. Through Baidu Smart Mini Program, it helps auto brands build a brand private domain marketing ecosystem, establish private domain traffic, optimize operational capabilities, rapidly expand potential users, cultivate user stickiness, and undertake effective sales leads in the long term, ultimately forming a complete marketing closed loop link on the Baidu platform. Based on the current situation of the automobile industry in special times, Baidu platform uses big data capabilities to analyze data on automobile industry trends, behavioral preferences of people in the automobile industry, catalyst changes, etc., and uses this as the basis for insight, focusing on the needs of automobile companies for new car releases, user needs for car purchases, and automobile companies' user retention and operational needs. In conjunction with Baidu's global marketing ecological resources, starting from the three dimensions of cloud release, cloud car viewing, and cloud car purchase, we will fully cooperate with automobile companies to carry out cloud marketing and share the difficulties with the majority of automobile companies! |
