Control the new amount and circulate new infrastructure. At present, the short video live broadcast platform has become the largest content consumption carrier in the era of mobile Internet, and it is the core channel for users to obtain information, which has a great influence on users’ car purchase decisions and is more advanced. For many car manufacturers and dealers, how to deepen the value on the short video live broadcast platform is no longer a new topic, and how to continuously gain clues on the short video platform is the focus of their attention.
In order to help more auto dealers complete the new media infrastructure and start the positional operation on the Aauto Quicker platform, on November 14th, at the 2023 China Auto Circulation Industry Development Forum, Aauto Quicker Auto and china automobile dealers association jointly released the "Star Plan" to help more partners tap the growth dividend of the auto industry and jointly create new circulation infrastructure.
According to Wang Qiufeng, the head of Aauto Quicker’s automobile business, the Star Project will cover nearly 100 cities in six regions of China, and Aauto Quicker will open 10,000 free dealer support places to help dealers grow rapidly on the Aauto Quicker platform by means of cash incentives and traffic support.
Aauto Quicker has become a clue for car companies to operate the blue ocean.
Where does the clue increment come from? The energy of Aauto Quicker platform should not be underestimated. Wang Qiufeng showed a set of data. The daily active users of the Aauto Quicker platform have reached 376 million, of which the cumulative number of car interest base users has reached 200 million; Secondly, the daily average number of users watching live car broadcasts in Aauto Quicker has exceeded 50 million. At the same time, nearly 5 million users will search for car-related content on the Aauto Quicker platform every day, and the high-intention business opportunities such as capital retention, consultation and comment by users exceed 6 million per month. Aauto Quicker has become a clue that car companies can’t be ignored to operate the blue ocean, where there is a huge amount of potential objects of car consumption.
In this blue sea, there is a huge bonus to be tapped. It can be roughly divided into three aspects: demographic dividend, clue dividend and operating dividend.
The so-called "demographic dividend" is reflected in Aauto Quicker’s penetration advantage for people in new-tier cities. At present, the total number of users in Aauto Quicker’s new-line cities exceeds 238 million, and the coverage of users in third-line and below new-line cities reaches 44.3%. At the same time, compared with other platforms of the same type, the exclusive population value of Aauto Quicker continues to stand out, and the coincidence rate of users has reached a new low in 23 years.
On the Aauto Quicker platform, the total amount of original clues and high-potential business opportunities is also rising continuously, reflecting the huge demand and purchasing power of Aauto Quicker users, and the clue bonus is being further released.
At present, the matrix operation of Aauto Quicker dealers is still in the development period of dividends. However, the dealer partners who settled in early have achieved certain business growth. Through scientific matrix management, they have achieved a steady increase in the number of leads and reduced the cost of obtaining customers. It can be said that during the dividend period, the earlier you invest, the stronger your business ability and the greater your clue income.
Three Incentive Policies Help Dealer Matrix Management
For car dealers, the infrastructure in the offline circulation field is offline site selection and decoration, store management, personnel performance, etc., while the new infrastructure on the line needs a completely different capability model, which includes the ability to make short videos, live broadcast, streaming, and interact with users. The acquisition of these capabilities requires not only the careful work of automobile dealers, but also the support and encouragement of the platform.
Considering the practical problems such as the pressure of new media operation and the shortage of manpower for automobile dealers, Aauto Quicker has launched three support policies to help dealers quickly establish the basic pattern of matrix operation in Aauto Quicker.
In the construction of brand official number, Aauto Quicker provides comprehensive operation services. Provide comprehensive and systematic solutions from account maintenance, short video production, to live broadcast operation. At the same time, Aauto Quicker will provide a series of long-term escort services such as directional traffic support, targeted training for flow-casting personnel, account operation guidance, traffic monitoring, and stage resumption summary. There is also the continuous incubation of dealer KOC benchmark accounts, from content operation to personnel planning, and then to account diagnosis for systematic planning and continuous tracking.
It is worth mentioning that Aauto Quicker’s traffic upgrade in automobile marketing has been iterated from the stage of 1.0, which is only aimed at brand exposure and CPM sales mode to the stage of 3.0. It is understood that in the 3.0 stage, Aauto Quicker platform can help dealers to better optimize the crowd acquisition model and acquire customers accurately at low cost by analyzing the characteristics of the automobile industry. At the same time, with clues as the core bidding target, dealers can control the front-end consumption more flexibly and achieve a high cost-effectiveness ratio.
The product that came into being in the 3.0 stage, Aauto Quicker Automobile Dealer Matrix One-stop Management Platform-Tanchetong, has been upgraded and launched.
Tanchetong mainly helps dealers from traffic to positional management, and deeply penetrates every detail of operation. According to the relevant information released by Aauto Quicker, the core practical application of Tanchetong is mainly reflected in "three managements"-one is account management, and Aauto Quicker platform can help dealers to aggregate the business data of all accounts, and at the same time, with the help of the platform, real-time traffic monitoring can be carried out for single account live/short video works; The second is the management of business opportunities. The background of the car probe can help dealers manage users’ private messages, interactions, comments and other behaviors, and at the same time do effective and timely follow-up after the clues are retained; Another is traffic management. Advertisers can recharge their matrix wallets, dealer groups can distribute traffic to stores, and stores can distribute traffic to anchors, thus realizing the functions of matrix distribution and proxy investment of traffic.
Fanxing plan helps Wanjia dealers complete new infrastructure.
If in the past, the assessment of dealers’ stores was based on store management, personnel management, follow-up efficiency and customer visits, then today’s dealers should not only decorate new media stores, shoot short videos, sell cars live, interact, but also know how to invest and live … New media, new channels and dealers’ ability require rapid iteration and seize opportunities in order to survive in the red sea, the most popular automobile market.
In order to better help dealers to quickly complete the infrastructure construction on the Aauto Quicker platform, Aauto Quicker Automobile and china automobile dealers association jointly released the "Star Plan" to accelerate the opening of Aauto Quicker’s positional operation for dealers, and gain clues and growth.
Stars are the bright stars that Aauto Quicker hopes dealers can become the automobile ecology in Aauto Quicker. It is understood that the "Star Project" includes four stages:
The first stage is the cloud classroom. Aauto Quicker will invite Wanjiamen to participate in the online teaching of systematic courses online, and provide centralized and systematic training and guidance on the topics that dealers are most concerned about in the daily operation of Aauto Quicker platform matrix;
In the second stage, it is an open class. Aauto Quicker will land in six automobile regions across the country, and open 12 rounds of open training classes offline. In combination with the pain points and difficulties encountered in localized operation, it will output targeted special training courses, and at the same time, it will invite experts from china automobile dealers association to participate and truly solve the problems encountered in daily matrix operation;
The third stage is community running. Aauto Quicker will build a private community, invite Aauto Quicker Auto’s operation experts to settle in, answer the puzzles and problems encountered in daily operation and maintenance online, and escort the actual combat;
The fourth stage is the sprint spree. China automobile dealers association, together with Aauto Quicker, will send a sprint spree to 10,000 dealers, covering platform-specific incentives and subsidies in multiple dimensions, such as traffic, cash, car purchase, store arrival and transaction.
What is hidden under the wave of new infrastructure is new opportunities and new growth. Aauto Quicker Automobile will play the role of booster to help major dealers jointly explore the growth dividend of the automobile industry and jointly create new circulation infrastructure.
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