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Automotive home car family number: how to construct a content ecology

[? Yio guide?] ? Building a content ecosystem, AutoZone wants to better serve users and empower creators.

Author 丨Zhang Nan

Editor 丨Zhang Yan

2019 China's auto market, the winter is getting fiercer.

But the content ecosystem seems to have ushered in greater enthusiasm from creators. The statistics of Automotive Home Car Family show that in the past year, the overall content release on the platform surged 225% year-on-year, the traffic acquisition index increased 47% year-on-year, and the content specialty index increased 9.4% year-on-year. Another interesting phenomenon is that the proportion of video content reached 60%, exceeding graphic content for the first time.

The colder the winter, the more consumers crave for authentic and excellent automotive content, which is still one of the best times.

On December 27th, in order to encourage and recognize more high-quality content creators, the 2019 "Golden Creation Award" presentation ceremony of Automotive Home Car was successfully held in Beijing. The General Assembly awarded "annual best content awards", "annual best creator awards" and "annual honorary awards "*** counting 3 categories and 21 sub-categories for automotive content creators. The awards will be presented in three categories and 21 sub-categories.

"We hope to use this ceremony to bring together all the participants in the automotive content industry chain." At the awards ceremony, Tong Fei, director of the Creator Cloud Department of Auto Home and head of the business of Auto Home, said. Seated on the stage were automobile content creators, the most hardcore "fans" of AutoNavi, and partners of AutoNavi.

From the first successful trial in 2018, to the second warmly sought after in 2019, the "Golden Creation Award" is in line with the development of China's automotive industry, and at the same time, seeks to recognize the diversity of current content creators and creative trends. What is behind this is in fact the continuous deep plowing of the Automotive Home's Car Home platform in the field of content ecology.

The Oscars of the automotive content circle

A small episode occurred at the second Golden Creation Award ceremony.

Self-media "Luga Automobile", when receiving the award for "2019 Best Automotive Technical Content", revealed that he had just finished punishing his team's editors. "Actually, I had just finished dealing with editorial errors within Luga Auto before I came here." The award recipient said with some embarrassment on stage, "One of our editors was fined for a knowledge error in the content posted on Cars, in accordance with our team norms."

"Whether it's in terms of vetting standards or recommendation criteria, Chejia is the most demanding platform in the field." This is what Tong Fei told Euromobile in an exclusive interview a few days before the Golden Creation Award ceremony. This little story that happened on the scene seems to corroborate her words.

The Car platform has zero tolerance for soft copy, black copy, title party, and content with objective factual errors. If plagiarism is triggered, you may face account closure.

The source of this severity is the truthfulness and objectivity of the platform from the very beginning.

In 2005, Car Home was established, and the founding team's original intention was simple: to serve the users and bring the best content to them, and this gene continues to this day.

In 2016, Ping An moved in, and Auto Home entered the 2.0 era, shifting from vertical media to a content open platform. After that, Chairman and CEO Lu Min upgraded the "4+1 intelligent automobile ecosystem" strategy, leading AutoNavi to enter the 3.0 intelligent new era, relying on AI, big data, cloud, to form a new closed-loop ecology.

Along with the new strategy, the related problems of the content side of the motor home are also the object of Lu Min's key thinking, how to maximize the advantages of the motor home in content through big data? How to build an open platform to attract more content creators?

After careful consideration, the creator cloud department was then born to carry the self media platform business. After that, the platform of undertaking creators car family appeared: by creating a high-quality automobile content ecology, help the automobile home to realize the transformation of the platform. At that time, Motor Home invested heavy financial resources to support the platform's outstanding creators, build a professional operation team, and transform from vertical media to content open platform.

Tong Fei, who has 12 years of professional editing experience, took office as the director of the Creator Cloud Department, "In addition to the excitement of doing something from 0 to 1, the brand new model of the Creator Cloud Department also excites me." She told Euromobile as follows.

The model that excites her is "agile development" --? a new approach to software development that has been gaining traction since the 1990s, which puts more emphasis on close collaboration between teams of programmers and business experts, face-to-face communication, frequent delivery of new software releases, compact and self-organizing teams, and a greater focus on the role of people in the software development process. Lu Min decided to adopt this model to build the Creative Cloud business.

"Within AutoZone, the Creator Cloud business is similar to a small independent ecosystem within the company." Tong Fei said. The Creator Cloud division has separate operational teams on the platform, business, product technology and data ends. "That's why it's able to be an efficiently functioning organism, and that's why the whole ecology is growing so fast."

"Relying on the Project Management Mechanism (PMO), the Creative Cloud Department was able to open up the company's resources in the early stages of its growth, and collaborate organically and synergistically with various departments." Tong Fei recalled. Although there were many business departments in the car house at that time, they had all created a direct correspondence with the company's large organizational structure, and formed a linkage with each middle office.

After the establishment of Car Home, it was able to grow rapidly with the agile development model alone, but also with the help of PMO mechanism and the whole company's resources to run synergistically, *** with the same to accomplish the same strategic goals, and thus grow rapidly.

Today, Chejia has more than 20,000 content creators stationed there, with a daily output of 7,000 pieces of content, and the influence of the industry is getting bigger and bigger, and its role as a soul connection between the C-end and the B-end is gradually becoming clearer and clearer.

On the one hand, based on the content of Car Family, AutoNavi can continue to attract users and utilize big data to depict user profiles; on the other hand, through the intelligent system, Car Family is able to accurately match C-users according to the needs of B-end, and convert the needs into user value.

As a witness of the value of Car Family, Tong Fei and the whole team are working hard to make the Golden Creation Award "the highest honor hall of the global automotive content awards, and the 'Oscars' of the automotive content circle" - an industry benchmark. -An industry benchmark. And this is what Lu Min, the helmsman of AutoZone, hopes for.

Car's "CBD" ecology

How to encourage quality content? This is the first question that Tong Fei has to consider.

After a period of time, Car has developed a set of systematic judgment rules. According to the "horsepower value", "credit score", "originality" and other dimensions, the creators will be graded, the higher the level of the head.

The Horsepower Value focuses on a creator's ability to obtain traffic, which is closely related to the level of "interesting and useful" of their content; the Credit Score and Originality emphasize the authenticity and objectivity of the content.

After the creator produces the content, the Chejia system will refer to the creator's level and recommend it to the C-users based on the pendant recommendation algorithm. In this process, the level of the creator will occupy the recommendation algorithm to a certain value and dimension, but "real, objective, interesting, useful" view of the content is still the core recommendation logic of the car is adhered to.

"'All beings are equal', the car is a result-oriented operation of the entire ecosystem," said Tong Fei, "whether the content is high-quality, whether it matches the popular models and events, and whether it has a degree of precedence, is whether it stimulates the interest of users. Whether it stimulates the interest of users is the core of Car Family's concern." The reason why creators can achieve the head position is that their own content is high enough quality, such an ecosystem gives emerging creators and tail creators more "out of the circle" opportunities.

Therefore, a series of high-quality content creators have been born on the Automotive Home's Car Home platform.

For example, "Car Bid", founded by Wang Yin, a senior car critic, has won the Golden Creative Award of AutoNews for two consecutive years. From traditional media magazines to automotive video media, Wang Yin has been practicing for nearly two decades, and is truly an "old man" in the automotive industry. In the content platform of the car, a series of durability comparison disassembly test, as well as useful and dry evaluation content video, attracted a lot of viewers.

"On the AutoNews platform, content creators must have a 'professional foundation'," said Tong Fei, "or else they can't help but picky AutoNews users."

Quality creators can bring great value to the platform, and therefore become an important resource for all platforms to compete for. But the car is not closed, Tong Fei said, "Once we believe that the creator content has a huge C-end value, we will work closely with them through co-production, purchase of copyrights and other ways. But this does not mean that creators can only publish their works on Chejia, and we have always insisted on facing all creators with an open ****winning attitude."

In terms of empowering creators, Car Family has begun to try to assist creators in deepening their fan operations. With the unique UVN grouping model and big data of AutoNavi, the background of AutoNavi not only contains the creator's portrait, but also generates the user and fan portraits, which helps creators to "see" their own fan types and the needs of users of different models. With this as a reference, creators are able to produce work that better meets the needs of users, accurately position their own style, and reasonably plan their growth path.

"The stickiness of a fan's contribution is 2.7 times higher than that of an ordinary user." Tong Fei claimed. In this process, Chejia assists creators in understanding their "fans" - what kind of people are reading their content? Are they male or female? What kind of products do they prefer? What are their spending levels? -- On the other hand, delineating the audience of each IP at a finer granularity will also help auto brands to better reach potential demographics when placing their campaigns.

In the entire automotive ecosystem, Cars, which plays the role of a basic platform, relies on data and products to carry high-quality content from creators on one side, and connects C- and B-side players on the other side in order to realize commercial cash. This is also the C (Consumer) + B (Business) + D (Data) model summarized internally by the Creative Cloud Department.

"All commercial realizations of Chejia are based on C-end value first." Tong Fei said.

When taking over the needs of B-side manufacturers, "whether or not to meet the value of C-side users" becomes the primary screening condition for Car Family. After determining to meet this condition, the car will be based on the background image, accurate matching of the corresponding creators. As for the question of whether the platform needs to balance the behavior of some authors to write softcover articles for cash, Tong Fei bluntly said, "We can't balance it, we must strictly control it, and balancing it means hurting Chinese auto consumers."

She reiterated again and again: "The cooperation between Car Family and manufacturers is value-oriented." In Tong Fei's eyes, content platforms should never give up the bottom line because of manufacturer placement, which can lead to the loss of the value of the entire platform.

This deep-rooted philosophy is inseparable from her personal experience. From just graduated into the motor home to do content, to the creation of culture channel and management "lobbyist" self-media platform, and then to build the entire content ecology, this is not only her growth process, but also the motor home nearly 15 years of change trajectory. "Content is the core, the user is God."

To make everything "extreme"

To 2019, the automobile content ecology built by AutoHome is growing by leaps and bounds. At the Golden Creation Award ceremony, Shi Jingkui, vice president of Automotive Home, officially released the "2019 Automotive Self-Media Ecosystem Big Data Trend Insight" report.

The report shows that in 2019, automotive content users increased by 35% year-on-year, 90% of which are post-80s and post-90s, who favor video-type content expression forms, and also focus on new energy, car maintenance and use of cars, self-driving tours and other types of content. In the past year, the growth of automobile users in third-, fourth- and fifth-tier cities is even closer to 100%.

"Despite the negative growth of the automotive market and the fact that the number of content creators and content is already in a state of white-hot competition, structural blue oceans can still be found." Shijinkui said.

This blue ocean comes from new opportunities for automotive user growth brought by young users, trade-in users and the sinking market. And with the advent of the 5G era, the video content field will be more prosperous, the live broadcast play rapid iteration, automotive content creation tools will be more intelligent. In addition, in terms of commercialization, content marketing intelligence has become a trend, through intelligent matching, accurate reach users, so that the content marketing product effect.

As an important connection platform between the C-end and the B-end, two and a half years after its birth, AutoNavi has continued to incorporate a number of head self-media IPs on its platform, realizing two consecutive years of rapid growth. After helping AutoNavi complete the 2.0 platform-based strategic transformation task, AutoNavi shoulders another important task of helping the company enter the 3.0 intelligent new era. With the top-level design of AutoNavi's Slogan of "Seeing, Buying, and Using Cars", AutoNavi will make efforts in different directions.

"At present, AutoNavi has accumulated a large amount of user data in the two phases of 'looking for a car' and 'buying a car', which can be used to provide feedback to dealers and OEMs in the form of data on user behaviors and even media evaluations, and provide suggestions for their decision-making; at the same time, AutoNavi can also provide advice to dealers and OEMs in the form of data and media evaluations. At the same time, we can provide users with the content, products and services they need by virtue of our intelligent distribution platform, thus forming a 'smart system' for car watching and car buying. Next year, using cars is our key development scene, meaning that if creators have a focus on using cars, they can work with us to create a cooperative and empowering environment." Zhang Jingyu, co-president of Auto Home, said.

As a media content, service and business platform, Car Home will further invest continuously in the four major dimensions of content building, creator service, product building and cash generation to build dividends. Tong Fei gave a speech on the business of Cars 2020 at the conference, and the theme of her speech was "Smart-Creation 2020".

Specifically, in 2020, Car will focus on "full scene, high quality, advanced, innovative" content, plowing the entire scene of the automotive life chain, creating a high-quality content system, building an advanced content ecosystem, and supporting innovative creators to provide in-depth services to consumers.

Tong Fei said that in the future, Car Family will continue to continue the "3+1" program, namely the "Super Partner Program", "Extreme Service Program", "Extreme Premiere Program" and "Extreme Service Program", "Extremely fast first plan" and "car family pass 2.0", through the car family college, satisfied with the 100 service system, car family Club three measures, through the integration of China's automotive content industry upstream and downstream chain, to realize the content **** construction. At the same time, Car Family also intends to build a star matrix, with a million fans program, star IP program, to tap the new force, continue to enhance the influence of creators.

And in order to do a better integration of the C-end and the B-end, Car Family will build a commercial rating system to clarify the value positioning of creators at both ends. Behind this is still relying on the support of big data and technology.

Chejia hopes that, while maximizing C-end content, it will tap the potential commercial value of each creator through its commercial data platform and intelligent task distribution, and match tasks with them in a more precise, intelligent and efficient way.

This is exactly the intelligent ecosystem that AutoZone dreams of building, with intelligence as the foundation and C-end value as the forerunner to maximize commercial realization. In Tong Fei's words: to use the commercial empowerment system to help all creators stand to make money.?

"What is the biggest pressure at this stage?" YEEO automobile asked.

Tong Fei replied, "It's not fast enough."

From Chairman and CEO Lu Min to the entire company, the car home has always had a very strong "sense of crisis". Even now stand firm "industry first" position, but still "thinking of change". "The rivals who beat you, often you can not see." Tong Fei said.

"Our sense of crisis is ever-present, the greatest pressure is from the high demand for their own and faster iteration. We have so many good ideas in our heads to accelerate their realization, and we can do it even faster."

Edited by Yan Zhang

This article comes from the author of Automotive Home Car Family, and does not represent the viewpoint position of Automotive Home.