/ Aswentong/August 18, 2022 Guangzhou -- The "4th Automotive CIO & CDO Shanghai Forum" hosted by WRE Digital has been concluded in Shanghai under the guidance of Shanghai Transportation Research Center, Shanghai Automotive Engineering Society and Antai MBA Automotive Committee of Shanghai Jiao Tong University. The results of the awards were officially released. As a digital service provider for customer management, Weke Data was selected as the "2022 Automotive Digital Marketing Solution Excellence Award" of Lingyun Award.
This forum focused on how to better apply the new generation of information technology such as big data, cloud computing and digital marketing to the upgrading of the whole automobile industry. The leaders of SAIC Motor, GaC Group, Great Wall Motor and other famous automobile enterprises, as well as the big names in the industry, experts and scholars all attended the discussion. Li Zehui, director of the auto business of Vike Data, was also invited to deliver a keynote speech, sharing the thinking and practical strategies for digital auto marketing based on the customer service experience of domestic leading auto companies.
According to the data from the Association of Automobile Manufacturers, China's auto sales in the first November of 2021 totaled 23.489 million units, down 9.1% year on year and up 1.6% from the same period in 2019. From January to November 2021, the cumulative sales volume of passenger cars in China completed 19.06.0 million, down 4.7% year-on-year and 0.9% compared with the same period in 2019. Overall, the growth of China's automobile consumption market is difficult.
Li Zehui believes that the auto industry is facing a change on the marketing side. At the consumer level, the post-80s and post-90s generation has become the main force of car purchasing. 80% of prospective customers will take the initiative to obtain information through online channels, and consumers are also increasingly concerned about user experience. At the Oems level, the inventory competition of traditional automobile enterprises is intensified, and the demand for replacement and additional purchase becomes the main driving force while the demand for initial purchase decreases. At the dealer level, Tuhu, Tmall and other ways of car ownership are accepted by more and more owners.
The changes have led to several pain points for the auto industry. Take automobile host manufacturer as an example, how to reduce customer acquisition cost through precision marketing; How to achieve closed-loop clue management to improve the efficiency of clue follow-up; How to accurately label and stratify customers, and quickly pull out the crowd package enabling activities; How to automate precision marketing and improve the efficiency and precision of marketing? How to cultivate customer loyalty, do a good job in customer fission marketing and replacement of new cars...... Are the main engine factory urgent problems to be solved.
Based on the above insight and customer service practice, the automobile digital marketing solution of only customer data release empowers automobile enterprises from six dimensions, including empowers traffic gathering incubation, service ability improvement, marketing transaction activities, customer private domain operation, operation and management data, and strengthening business connection.
Among them, the strategy of traffic pooling incubation is to obtain more effective traffic through all-channel pooling, to help the OEM cover all traffic ecological platforms, to transform public traffic into private traffic, to improve the closed-loop clue management/automatic incubation capacity of potential customers, and to realize the deep connection of customers and private domain operation. The improvement of service capability is to realize the upgrade of the full-scene service capability of "online car selection + in-store car purchase" through the integration of vehicle panoramic display, personal selection, financial loan, insurance service, matching service, super rights and interests, test ride, cross-format integral membership, store membership, service card coupon, online customer service, etc.
In general, the auto digital marketing solution is a set of methods centering on the whole life cycle of auto customers. In addition to providing products such as CDP and automated marketing (MA), there is also a mature operation methodology, which can quickly help auto enterprises to land.
< /p>< /p>The acceleration of digital marketing upgrade in the automobile industry has become a general consensus in the industry. As a service provider in the auto industry, WikData will also continue to focus on products, deepen the industry business scenarios, and help more auto companies to promote business growth through digital marketing.
