On June 28, the first Effie Awards Tuhu Car Maintenance Salon was successfully held in the form of online live broadcast.
At the
conference, Effie in Greater China teamed up with its partner Tuhu Automobile and German brands such as Continental, Shell, and Mobil to share on the topic of Generation Z marketing. At the same time, the Effie Award working group explained the award definition, application rules and precautions in detail to participating units, helping the participating units move towards the gold medal. At the request of applicants, the first Effie Car Award competition has been extended to July 14th.
Focus on the automotive ecology, and actual results help growth
In the opening sharing of the salon, Xu Haoyu, President of Effie Greater China and Senior Executive Vice President of Global Effie, said: "With the continuous development of new technologies such as 5G, AI, and new energy, the automotive ecology Facing new opportunities and new challenges. As the first independent event in the automotive industry of Effie in Greater China in 2022, Effie will work with partners to create an industry communication platform. Effie will continue to break through the industry in the future and be committed to building a car industry. The effective alliance of the whole industry chain will help the continuous enrichment and innovation of China's automobile marketing model and provide continuous impetus for the industry to achieve leapfrog development."
Strategic partner Tuhu Car Maintenance Market Vice President Yan Qi said in his speech: "Tuhu Car Maintenance serves as a The leader in the domestic automobile service industry, adheres to the mission of "making car maintenance easier" and provides genuine and professional car maintenance services to car owners across the country. Tuhu Car Maintenance has reached a strategic cooperation with Effie in Greater China. hopes to This continues to enhance the industry's awareness of aftermarket marketing, and jointly discuss new practices in automotive aftermarket marketing based on the new era and new environment, continue to explore new blue oceans in the automotive aftermarket, and help more brands develop healthily and rapidly "
Multiple parties work together to seek innovative development.
During the industry seminar, the participants conducted in-depth discussions and sharing on the topic of "Focus on Generation Z, Heading towards a New Future". Industry luminaries shared their insights based on the market environment, industry trends, and their own practices, and provided insights into new trends in the development of the automotive ecosystem.
*In addition to the organizer, the following guests are sorted by the first letter of the brand.
President of Effie Greater China and Senior Executive Vice President of Global Effie Xu Haoyu pointed out that the automotive aftermarket occupies a higher proportion in the automobile consumption life cycle. Major brands in the automotive aftermarket are working hard to establish deeper connections with Generation Z consumers, surpassing the imagination of many consumers and marketers, and establishing multiple forms of consumer connections at the same level.
Yan Zhen, vice president of Tuhu car maintenance market, shared that young car owners’ interaction and marketing should achieve four new things: first, a new image, establish a new younger image for users; second, new products, Change the traditional packaging of products; The third is a new brand, creating one that is more in line with the context of Generation Z; The fourth is new communication, establishing online and offline channels to create marketing content that is in line with Generation Z, so as to meet the needs of consumers in the Z era. In addition to the consumer demand for automobile aftermarket products, has made young people recognize Tuhu for car ownership.
"ExxonMobil has always been committed to the research and development of leading lubricant technology and technology. Facing Generation Z consumers, we are willing to continue to deploy full-link experience marketing and expand the boundaries of consumers' car life." ExxonMobil North Yaxin Retail Marketing Director Sun Xice said: From the perspective of the people and goods market, will continue to evolve the content field, brand field, and business field, and the three-in-one "marketing" concept will reach consumers through digital means and enter their social life. Circles continue to inject fresh vitality into the brand.
Wang Di, Marketing Director of Continental Tire China, said: “As a brand owner, we must keep true to our original aspiration, which is to start from the interests of consumers.Continental continues to get closer to consumers in terms of products and channels, and establishes multiple interactions with consumers. Continental has been deploying online since 2015. creates all-round links, improves user experience, and penetrates circle links. more people. ”
Wang Di, Shell China Passenger Car Lubricant Marketing Director, said that as the world’s leading lubricant company, Shell has always been committed to providing consumers with high-quality lubricant products and services through technological innovation and unremitting pursuit of quality. For the consumers of Generation Z, we hope to establish a sincere brand connection with them based on their diversified, personalized and more authentic characteristics, and create a fresh and interesting communication model. At the same time, will comprehensively enhance value with digitalization as the core. Chain efficiency and marketing efficiency, achieving rapid development of the brand
Professional event guidance to help accurate application
During the recruitment promotion session, Wang Xuyang, Senior Director of Effie Events & Business Cooperation in Greater China, made an application for the first Effie Automobile Award. Explain the details of the competition, case writing skills, etc., and provide professional guidance for the applicants to correctly register for the competition.
At the same time, in response to the requirements of the majority of applicants, it also provides more time for the applicants to compile the cases. Effie Automobile Award. The postponed registration period will be started from July 8th to July 14th
