Consumption is in a slump, and the auto market has experienced a “two consecutive declines”. How to revive the market vitality and get the market wheels back on the growth track is a realistic problem that the auto industry needs to solve urgently. On January 7th, the annual Chinese automobile third-tier and fourth-tier market event-the 14th China Automobile third-tier and fourth-tier marketing grand ceremony and the annual meeting of the top 100 tour series activities in 2019 were grandly held in Beijing, from related industries in the automotive industry More than 20 leaders and experts organized by the organization, more than 40 marketing directors of automobile companies, nearly 100 local government departments, car dealer chambers of commerce and marketing service agency leaders attended the meeting to jointly provide ideas for solving the above problems.
On-site event
Zhang Kelin, executive vice president of China Machinery Industry Federation, and Xin Ning, general manager of China Auto News Co., Ltd., delivered speeches on behalf of the organizers of the ceremony. Zhang Kelin said in his speech that although the auto market has experienced negative growth for two consecutive years, the growth momentum of the auto market still exists, including building a well-off society in an all-round way and winning the fight against poverty, which will help the third-tier and fourth-tier markets and below to restore consumption vitality, including auto companies upholding high-quality development The concept of providing consumers with products that meet the needs of a better life, and unswervingly working hard to develop the third-tier and fourth-tier markets and below, including marketing platforms such as the top 100 tour series activities, and continuously marketing the third-tier and fourth-tier markets for car companies The following markets offer premium services. With the synergy of these driving forces, China’s auto industry will surely return to the track of steady growth under the guidance of the recovery of the third-tier and fourth-tier markets and below. In his speech, Xin Ning said that the theme of the 14th Marketing Ceremony was “Breaking the Downward Pressure of the Economy and Gathering the Growth Momentum of the Automobile Market”, which showed that the organizers of the Ceremony were still full of confidence in the future development of the Chinese auto market. This confidence lies in: technically, intelligent networking and 5G technologies are widely used in traditional automobiles and new energy vehicles, and automobiles and the automobile industry are still the main body of new technology applications in the future; in terms of products, the functions of automobiles are becoming more and more More and better performance, lower and lower emissions, the car is not only a means of transportation, but also an intelligent information tool, which can meet the various needs of consumers; in the market, the Chinese auto market is far from saturated in the long run, and is only in short-term adjustment In the platform period, and even in the adjustment period, the total production and sales of automobiles still rank first in the world, and the sales volume of luxury cars still grows strongly. Although the consumption of the third-tier and fourth-tier markets of market players and below is temporarily suppressed, with the final victory in building a well-off society in an all-round way and poverty alleviation, under the effect of relevant policies issued by the country to promote consumption and build a strong domestic market, the first Both rigid-need consumption and exchange-purchasing consumption of cars will come back to life.
Zhang Kelin, executive vice president of China Machinery Industry Federation, delivered a speech
Xin Ning, General Manager of China Automobile News Agency Co., Ltd. delivered a speech
Shi Jianhua, deputy secretary-general of China Association of Automobile Manufacturers, delivered a speech titled “Analysis of the Operation Trend of China’s Automobile Industry”. He said that my country’s automobile production and sales volume has ranked first in the world for 10 consecutive years. The world’s average level differs greatly, strong rigid demand still exists, and there is still room for development in my country’s auto market. However, low-speed development will become the norm, the competition in the auto market will intensify, and the concentration of the industry will gradually increase. Excellent companies will achieve steady growth in sales and performance by virtue of their strong product advantages and brand effects, and new energy vehicles will still maintain rapid growth. The automobile industry has shifted from high-speed growth to high-quality development. Technical strength and product quality are the core competitiveness of enterprises. Transformation and upgrading, becoming a service-oriented enterprise, and making products better meet market demand are the development directions of enterprises. Luo Lei, Deputy Secretary-General of China Automobile Dealers Association, delivered a keynote speech titled “The Second Half of the Automobile Market”, analyzing the main reasons for the market downturn, and pointed out that revitalizing the stock will become the main driving force of the auto market.
Shi Jianhua, Deputy Secretary-General of China Association of Automobile Manufacturers delivered a speech on the situation of the automobile industry
Luo Lei, Deputy Secretary-General of China Automobile Dealers Association delivered a speech on the trend of the automobile market
In his speech, Pan Xinxin, deputy general manager of Changan Automobile Passenger Car Marketing Division, analyzed and predicted the trend of the auto market in 2020; The importance of us, for OEMs, the promotion of marketing activities and services is a prescribed action, and it must be done skillfully. Only in this way can consumers’ needs of “seeing, buying, and willing to buy” be met. In terms of developing the third-tier and fourth-tier markets, Pan Xinxin put forward the idea of “troika”: In terms of channel layout, Changan Automobile will further build a new channel ecology that is “lighter, closer, and more integrated” and realize all channels. Layout management; in terms of marketing, Changan Automobile adheres to the policy of “wide coverage, emphasis on experience, and strong word-of-mouth”, and realizes various forms of activities in various ways. It will continue to strengthen its cooperation with platforms including China Auto News In terms of after-sales service, we will take the consumer service radius as the standard, further strengthen the layout of national service outlets, and carry out regular door-to-door and tour services in some remote areas. Qi Donghui, co-founder and chief operating officer of 17Auto.com, delivered a speech titled “Intelligent Search Engine Marketing, Upgrading Commercial Efficiency of Effective Advertising across the Line”. He comprehensively analyzed the difficulties and pain points that dealers face in online marketing from multiple perspectives. It is proposed that search engine intelligent marketing should grasp the individualized marketing needs of dealers, and realize marketing efficiency, precise reach and high cost performance.
Pan Xinxin, deputy general manager of Changan Automobile Passenger Car Marketing Division and director of product marketing, gave a speech on making efforts in the third-tier and fourth-tier markets and achieving incremental development in the stock competition
Qi Donghui, co-founder and chief operating officer of 17.com, gave a speech on the intelligent marketing of search engines and the commercial efficiency of advertising with full-line upgrade effects
The grand ceremony also awarded the “2019 Tier 3 and Tier 4 Automobile Market Annual Model Award” selected based on the big data of the top 100 touring exhibition series activities and the data of relevant industry organizations. The compact car of the year was Changan Mazda’s next-generation MAZDA3 Angkesai La, FAW Toyota’s new 12th generation Corolla, Beijing Hyundai Festa, Chery Arrizo GX, FAW-Volkswagen Magotan and GAC Honda Accord won the mid-size car of the year, and FAW-Volkswagen Audi A6L won the mid-size car of the year , GAC Fiat Chrysler’s new Jeep Renegade, SAIC Skoda Kamiq family, Dongfeng Honda XR-V, and BEIJING X3 were awarded the annual compact SUV; SAIC-GM Chevrolet Chuangjie, GAC Mitsubishi Outlander, and Geely Automobile were awarded the annual compact SUV Emgrand GS, Hanteng Motors’ 2020 X5, SAIC-GM Buick Envision, Jietu’s new-generation X70, FAW-Hongqi HS5, and Leopard Mattu won the mid-size SUV of the year; SAIC-Volkswagen Touron, GAC Toyota Highlander, Beijing Hyundai’s fourth-generation Shengda, SAIC MAXUS G50 won the annual MPV, Brilliance Renault Jinbei New Express and Foton Xiangling M won the annual urban logistics model, and the best-selling new energy model of the year was BYD’s all-new First-generation Tang EV, BEIJING EU7, Southeast DX5, Dongfeng Fengxing T5L, FAW Besturn T99 won the cutting-edge models of the year, SAIC Volkswagen Lavida, SAIC-GM Buick Hideo, and Dongfeng Nissan’s 14th-generation Sylphy won the annual best-selling SUV Changan Automobile’s Changan CS75PLUS, Great Wall Motor’s new Haval H6, FAW-Volkswagen Tanyue, Dongfeng Venucia Venus Star and Jiangling Ford Everest won the most anticipated new car in 2020, and Great Wall Pickup was awarded the most popular pickup truck brand of the year , Jiangling Pickup, Jiangxi Isuzu, SAIC MAXUS, Foton Tuolu, Changan Kaicheng, JAC Shuailing Pickup, FAW Blueship.
He Guangyuan, the former Minister of Machinery Industry, presented the most anticipated new car award in 2020
Wang Ruixiang, President of China Machinery Industry Federation, presented the best-selling car of the year
He Guangyuan, former minister of the Ministry of Machinery Industry, Wang Ruixiang, president of China Machinery Industry Federation, Liu Jianlin, head of China Energy Vehicle Communication Group, Zhang Kelin, executive vice president of China Machinery Industry Federation, Yuan Zaiqing, president of China Exhibition Economy Research Association, China Automotive Engineering Society Fu Yuwu, Honorary Chairman, Dong Yang, Vice President of China Machinery Industry Federation and First Vice Chairman of World Automobile Organization, Wang Xia, Vice President of China Machinery Industry Federation and Chairman of China Council for the Promotion of International Trade Automobile Industry Committee, China Automotive Journalist Li Chunlei, Chairman of the Association, Li Jinyong, Rotating President of the Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce, Xin Ning, General Manager of China Auto News Co., Ltd., Du Yingzi, Editor-in-Chief of China City News, Chief Editor of China Auto News, Executive Director of China Auto Journalists Association Gui Junsong, Vice Chairman, Wei Shunqing, Deputy Secretary of the Party Committee of China Energy Automobile Communication Group, Xiang Hui, Deputy Secretary General of China Machinery Industry Federation, Shi Jianhua, Deputy Secretary General of China Association of Automobile Manufacturers, Zhu Kongyuan, Secretary General of Auto Dealers Chamber of Commerce, All-China Federation of Industry and Commerce , Luo Lei, deputy secretary-general of China Automobile Dealers Association, Hu Yikun, deputy editor-in-chief of China Automobile News, and other leaders and guests attended the ceremony, presented awards to the winning models, and launched the 2020 Top 100 tour series activities together.
The 2020 Top 100 Tour Exhibition Series Activities Launched
According to Lan Xiangjia, executive secretary-general of the China Automotive Journalists Association and director of the Organizing Committee of the Top 100 Tour Series, the 2019 event was initiated by the China Automobile News Agency, jointly organized by the China Machinery Industry Federation, the China Council for the Promotion of International Trade, and the China Automotive Journalists. The 15th anniversary of the Top 100 tour exhibition series jointly sponsored by the association. Since China Automobile News founded the “National Top 100 Counties and Cities Auto Tour” in 2004, in the past 15 years, no matter how the auto market changes, it has been composed of the National Top 100 Counties and Cities Auto Tour, China Famous Cities Auto Tour, Pickup China Tour and SUV Crossover Tour The top 100 tour exhibition series activities have been cooperating with relevant local government departments, dealers, local media and marketing service agencies. The marketing platform provides car purchase services for consumers in small and medium-sized cities and even towns and villages. It has held more than 1,300 car tours and helped more than 600,000 consumers realize their car dreams. It has become the most outstanding marketing platform in China’s third- and fourth-tier auto markets . At present, the top 100 touring exhibition series activities have transformed from ordinary auto shows to an integrated marketing platform that integrates online data collection, offline marketing scene creation, and interactive integration of online and offline, pre-show, middle-show and post-show. The Marketing Service Award, Media Influence Award and Business Environment Contribution Award issued at this grand ceremony are commendations to relevant local governments, media and marketing service organizations. In 2020, the top 100 touring exhibition series activities will further innovate and reform, comprehensively provide car companies with experiential marketing and customer data conversion services, and provide growth momentum for the car market. It is hoped that more companies will use this platform to market the third-tier and fourth-tier markets and below, so as to increase heat and energy to resist the cold winter.
More than 40 Beijing-based central media, industry professional media and related new media conducted interviews and reports on the spot.
