"Next, we will conduct comprehensive digitization in five aspects: content, user operations, marketing, channels, and brands."
On November 19, the eve of the Guangzhou Auto Show, the annual Autocar Festival was successfully held in Guangzhou. At the ceremony, Liu Xiaoke, president of Bitauto, delivered a speech on the theme of "Data Technology, Leaping Growth". He took the advent of the digital age as the starting point and announced that Bitauto had become a true technology company.
He shared how Bitauto became a technology company driven by data, technology and content from five aspects: content, user operations, marketing, channels, and brands.
The feedback given to Bitauto by data-based operations is the No. 1 of the four industries-the first in the monthly mobile app industry in October; the first in cumulative additions from January to October; the first in the number of clues from January to October; 1- In October, the number of dealer cooperation merchants ranked first in the industry.
The following is the speech transcript:
Huang Qifan's sentence at the New Infrastructure Forum two days ago, I think it can express a real change this year-the arrival of the epidemic in 2020 has accelerated the transition from the industrial age to the digital age.
We also see that the digital age, digital technology, and data technology have become content that has been constantly emphasized by OEMs, distributors and the media. Everyone has emphasized numbers and technology countless times, which in fact proves that this is a consensus of everyone in the industry.
Today, Bitauto can proudly say that after two years, we have become a technology company that is truly driven by data, technology and content.
Why do we call ourselves a technology company? Because next we will carry out comprehensive digitization in five aspects, including: content, user operations, marketing, channels, and brands.
First of all, at the content level: we have a lot of practices in content, and behind this is the support of countless products and technologies.
For example, in the topic selection, we have a "smart cube", to creativity. Thanks to the blessing of technology, the efficiency of our topic selection and the satisfaction of creativity have improved a lot; as well as distribution, now in the intelligent age, accurate recommendation, etc. are the core technologies of a company.
is also about evaluation. What is really difficult, and what we are most proud of, is evaluation. Because if you can't judge what is good content, then all machine recommendations are invalid. It took us two years to build a multi-dimensional evaluation model, and we have been able to achieve a matching degree of over 80% between the good content recognized by the machine and the good content recognized manually.
In fact, this is a difficult thing. For example, reading an article and playing a video, machine recognition is very complicated, after all, there are factors such as human feelings and emotions. And our data team finally overcome this biggest difficulty in the past two years.
is based on content and uses AGC intelligent production.
So this year we achieved a proud achievement of "Double Hundreds": first, we have 1 million content produced by machines throughout the year; second, more than 1 million minutes of video produced by machines throughout the year.
and these have promoted the improvement of our lead conversion efficiency-an increase of 5 times. Therefore, the content produced by these machines is vital to the operation of Bitauto.
is followed by the digitization of user operations.
The first is the ability of portraits. Because Bitauto is a low-frequency platform, the rapid identification of user portraits is of great help for future capital retention effects and various transformations. Our technical team can currently use data to realize image recognition in seconds. With the help of technology,
has achieved the industry's No. 1 coverage in terms of tool content.
In addition, we have address fence technology for intelligent monitoring. Bitcar can now monitor the clues to the store, which is also a breakthrough in address fence technology.
finally has Tengyi plan. Last year, we and Tencent announced the Tengyi plan. So far, we have exchanged data with more than 22 million people, and realized the exposure of the LOOKALIKE expanded crowd of more than 100 million people. All these have greatly improved the efficiency of Yiche's own operations.
The third block, marketing data.
Last year, we proposed a concept-fully automated marketing, which is equivalent to autoThe concept of auto-driving L1 to L5. I am very happy that so far our marketing system has been semi-automated, that is, more than 50% of marketing actions are automated production using the system.
For example, marketing insights. Now 100% of all sales proposal PPT and reports to customers are produced by Bitauto Index; our marketing strategy is 50% machines + 50% labor; and more than 80% of our marketing execution is It is done by the system; the final evaluation, monitoring and effect assurance of marketing are all achieved 100% automation.
believes that in the future we will further increase the proportion of automated marketing in the entire Bitauto commercial products.
The fourth is the digitization of channels.
Around the dealer’s products, we have comprehensive and intelligent product tracking in data delivery, data processing, and data analysis to ensure our effectiveness, the operation of leads, and the high quality of lead operations , And ultimately increase the conversion rate of leads.
finally is the digitization of the brand. This point of is also the point that Bitauto is most proud of. why
? Because the first four digitization is our own controllable ability, but the brand digitization is not. Whether it is outdoor, subway, television, radio, etc., it is hard to say that it is digital so far. So how do we guarantee our monitoring?
Now we use our data capabilities to help these media achieve digital delivery in our internal systems.
For example, we can use electronic address fence technology to truly monitor the number of equipment in outdoor big names and subway kiosks because we have put in new additions.
Another example is our application of video and audio recognition technology:
has a large number of artificial intelligence recognition and audio capture systems to complete the digital assessment of offline non-digital media. These things also allow our advertising to achieve the effect of "not spending so much money, but you can see overwhelming advertising". These digital operations of
have helped Bitauto achieve the first in four industries:
double APP monthly activity in October is the industry’s No.1;
1 to October cumulative increase is the industry’s No.1;
1 to October clues The volume exceeds 90 million, and it is estimated to exceed 110 million for the whole year, which is the industry's No. 1;
finally exceeded 24,000 dealers from January to October, which is also the current industry's No. 1 level. (Note: The data comes from Aurora) The above
is the feedback on the digital operation results of Bitauto.
Finally, thank you for your continued support to Yiche. I believe that we will use better Yiche to serve our better manufacturers and better dealers. Thank you!
[Easy Marketing College]
[Haohao Afternoon Tea]
