This is the most convenient era for automobile marketing, big data, cloud computing , virtual reality... With the empowerment of more and more "black technologies", automobile marketing seems to be easy, and the distance between brands and users can be infinitely closer; this is also the most difficult era for automobile marketing, with information chaotic, hot spots fleeting, and attracting users to stay is becoming increasingly difficult.
Douyin may be the culmination of many current marketing methods. It can not only achieve the interesting and richness of brand content output, but also stand out in the chaotic torrent of short videos. In particular, Douyin’s huge automobile fan base makes it easier for car companies to water a marketing flower on this fertile soil.
"China Automobile News" and Xinbang jointly collected more than 100 automobile companies that have settled in Douyin. Based on the comprehensive analysis of multi-dimensional data such as the number of new works, number of forwardings, number of comments, number of likes, and number of cumulative fans of its official Douyin account, it finally came up with two "new ranking indexes": "Influence of Douyin Account of Automobile Enterprises" and "Excellent Video of Douyin in Automobile Enterprises".
html In September, the mystery of the top 20 influences of automobile companies Douyin accounts was immediately revealed. Every company on the list has its own skills, especially the few companies mentioned in this issue. It is recommended to see the last one.New car launch is the main theme
will build a marketing point to the extreme
html The top three car companies in September are SAIC Volkswagen (new list index 879.72), Wuling Auto (new list index 862.36), and GAC Trumpchi (new list index 852.41). Among them, SAIC Volkswagen has long dominated the top three, and Wuling Automobile has also ranked at the top several times. GAC Trumpchi, which was included in the statistics for the first time this month, has taken extraordinary actions and won third place when it debuted.Douyin and new cars are also equipped with. After GAC Trumpchi launched the Shadow Leopard, the label of Chinese brand performance cars has become clearer. In order to once again consolidate its position in the hearts of young consumers, another "shadow generation" model of GAC Trumpchi - GAC Trumpchi Yingku, comes with a cool feeling of technology and mecha style. GAC Trumpchi’s Douyin content in September was mostly for the newly launched Yingkuo.
Among them, the most graphic and convincing one is "crossing mountains and seas just because of love" - Yingku 30,000 kilometers of Chinese videos. Zhanjiang , Beihai , Lijiang, Nanning , Puzhe black ... Use the wheel to measure the mountains and rivers of the motherland, and drive from the dream in the horizon into the mountains and rivers. While indulging in the foothills and living towards the sea, we show the details of Yingku in every car scene, automatic parking when parking in the village, L2-level assisted driving on the surfing road, and border style full of large spaces. The product function implantation is naturally not stiff, and it is both about products and life, and marketing is without trace. Insiders call it masters.
, after ranking 18th on the list in May, LePa Motor was on the list again in September, ranking 20th. At the beginning of this year, LePhant Automobile started a "buff" state. Not only did it grow explosively in sales, it brought down the top three new forces, but it also became the fourth new car-making force to go public after "Wei Xiaoli".
html In September, the content of the new car C01 was almost dominated by the C position of the homepage of LeBron Douyin, and hot spots and marketing achieved each other. The story behind the scenes of the new car launch conference, the founder’s personal endorsement, the full-angle insight into the C01 technology aesthetics, the dream of man-made luxury cars for China, and the immersive experience of the full-stack self-developed results... The sense of fashion technology overflows the screen, and the zero-running from immature to exquisite is impressive.Changan Ford can be called the "most Buddhist" car brand this month. When other brands are afraid of insufficient materials and lack of popularity, Changan Ford only released 8 videos in September, which is the company with the least updated companies on the list, but can rank 14th. I have to say that there is something.
html In September, the new Ford Explorer was launched. Changan Ford invited the best in the field of adventure to be "inspectors" around the theme of "exploration". President of of "China National Geographic" magazine, outdoor lifestyle expert, and outdoor explorer led users to experience a compulsory course to reward their lives on 9.6 million square kilometers. Whether it is adventure for life in the city or adventure for survival in the wild, there is the company of the new Ford Explorer.Use adventure to enlighten life, firmly grasp the product characteristics, and create a marketing point to the extreme.Also "Buddhist" is BMW China, with only 15 updates in September, an average of one for two days. BMW can be said to be people who talk harshly but don’t talk much about . Unlike other brands who crazyly pile up keywords in the title to maximize traffic, BMW’s short video title is so amazing that it is not even willing to add more than two # topics. For example, @the person you are thinking about is watching together; ready? It is coming; THE 3, THE ICON; and BMW go to the top of the mountain to bask in the moonlight; Isetta+1+1+1+1+1+1+1+1. The cold and arrogant BMW TikTok is elegant, it is really elegant.
Don’t be greasy to play creative
Please add points to the spokesperson
In the ranking of the Douyin excellent videos of automobile companies, Dongfeng Honda won four of the top ten seats with a stamina. The lowest likes for a single video is 17W+ and the highest likes for 79W+, which is a ruthless "like harvester". Looking at the four videos, they are all in the style of advertising films, but their excellent production is a sense of déjà vu, and the team behind the scenes should add chicken legs. A warm family trip, a bright life of chasing the sea and waves, a pure electric driving fun, a hybrid and refreshing dynamic feeling, Dongfeng Honda has many aspects, and the official Douyin account will take you to learn about it.
Following the list of four videos in July, SAIC Volkswagen was on the list for two more videos in September, receiving high likes of 45W+ and 78W+ respectively. SAIC Volkswagen can be said to be "scheming", and short videos must start with creative situations. From Go moves to new car selections, from the sharpness of haircuts to the sharpness of Passat's 2023 Starry Sky Edition, it is both interesting and not greasy. The short video marketing routine has made SAIC Volkswagen understand, and it has to give a capital "server".
Buick 's single video is ranked seventh on the list, and it has received 24W+ likes. Buick GL8 is the "big brother" in the MPV category. It is not only a favorite choice for business vehicles, but also further expanding the family car market with the increase of second and third children. Buick ingeniously invited Chen Peisi and Chen Dayu to interpret Buick GL8's product philosophy of "having a home and having a business". It has to be said that high-quality spokespersons can empower the brand. Judging from the feedback from fans in the comment area that crazy support for Chen Peisi and his son, the family atmosphere of GL8 is full.
Mercedes-Benz's single excellent video ranks fourth on the list. The wave of electrification is unstoppable, and international giants are also turning around. When technology meets pure electric, the magic innovation of Mercedes-Benz brought many surprises. Mercedes-Benz pure electric EQS is obviously different from the design concept of fuel vehicles. Its more avant-garde style caters to the new aesthetic under the wave of electrification. The magical picture is matched with a narration with a story. The chemical reaction of the collision of a century-old car manufacturing foundation and modern technology brings sensory stimulation. One of the lines is quoted: "Wonderful~"
Text: Hao Wenli Edit/Layout: Liu Xiaoye
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