April 25, 2018 (15th) Beijing International Automobile Exhibition kicked off at the China International Exhibition Center. It is understood that, as a biennial industry feast, this auto show has more than a thousand new cars debut, global debut cars, concept cars, new energy cars, traditional energy cars are all available. Whether it's an impatient senior car fan, a family of car buyers, or a hilarious crowd, the 2018 Beijing Auto Show Thermometer launched by Baidu Index is indispensable in order to grasp the latest news and the hottest information of the auto show in the first time.

Real diagnosis of the pulse of the auto show, hit the brand car series ranking

A week before the auto show, the thermometer shows the auto show hot search terms such as "Beijing Auto Show", "2018 Beijing Auto Show Schedule",

With the opening of the auto show, the influence and attention of users of various auto brands and car series are also gradually revealed: at present, the top three hot brands on the thermometer are Ford, Volkswagen, and Toyota, respectively, and the heat of joint ventures and imported cars remains high, and the independent brands Geely and Zotye have also squeezed into the top ten of the list; from the point of view of the car series, the Roadrunner, the Zotye T500, and the Sanya R7 lock up the top three of the list of car series, and the performance of the independent brands can be said to be eye-catching. Brand performance can be described as eye-catching. Throughout all the list, the momentum of SUVs and compact models is still strong, followed by medium and large cars, pure electric car attention is small but rapid growth.

It can be said that the Baidu Auto Show thermometer is not only a barometer of audience demand, but also a refraction and microcosm of the overall status of the domestic auto industry.

The Internet has become the most effective channel Accurate user profiling is the key

2017 is a turning year for China's auto market, the macro-economy and the new car sales market have stepped into a new normal of low-speed growth, while the terminal sales growth rate has slowed down behind the supply-side production capacity of the low utilization rate and the circulation channel inventory pressure remains high. In the stagnant industry background and the rapid development of Internet technology, the Internet has naturally become the most effective channel for automotive advertising.

To get through the market segments and seek new marketing opportunities, companies should first pinpoint the emotional and functional needs of target consumers and consumer groups. According to Baidu's report "2017 China's automotive potential user market inventory and 2018 foresight", post-90s young people aged 20-29 years old have accounted for 30% of the car-buying users, and the proportion in the potential users has soared to about 50%. On the contrary, although the post-00s under 19 years old account for a very small proportion of car-buying users, they are the fresh demand of first-time car buyers in the future.

Based on the progressive analysis of the data, Baidu pointed out in the report that the number of potential users in first-tier cities is declining, and that second-tier to fourth-tier cities will become the mainstream of car purchases. In this way, car companies can consider focusing their marketing efforts in first-tier cities on replacement and additional purchases, while second-, third- and fourth-tier cities can make a big push to promote first-time buyers, in order to progressively complete the market segmentation.

Whether or not the behavioral profile of car buyers is accurate is the key to the success of a car company's marketing strategy. Baidu's big data and data analysis capabilities can restore the portrait of potential car buyers, show the future trend of the automotive industry, and provide a powerful weapon for enterprises to differentiate their marketing.

Thousands of people, thousands of faces, full link coverage, sales change AI one-stop solution

The next step is that enterprises need to grasp the characteristics of contemporary marketing, and adopt effective marketing strategies to reach the target users. The auto show is a great opportunity, such as the new car debut, interactive experience and other marketing activities can make the brand heat in the auto show during a significant increase, but in order to continue to maintain user attention after the event, and effectively convert it into buying behavior, you need to use the power of artificial intelligence.

Throwing away the cookie-cutter car ads, car companies are increasingly focusing on the combination of creativity and technology in their marketing campaigns to highlight the brand's sense of technology and create a vicarious experience for users. Baidu has completed the transition from a single search platform to a "search+recommendation" information media platform, and is able to utilize Feed Stream technology to achieve "thousands of people, thousands of faces" in intentional marketing, and accurately cover the entire chain of consumers from generating interest to transacting and purchasing. In addition, Baidu's powerful AI technology has pushed Baidu from a single effect-based advertisement to a product-performance combination, which improves advertisement effects through interesting interactions while realizing massive exposure.

At the auto show, Lin Hong, general manager of Baidu's major client department, was interviewed by Beijing TV. Talking about big data and future trends in the automotive industry, she said that in the face of the trend of slowing sales growth, rejuvenation of the consumer group, and the lowering of the sales cities, "the sales model has changed, and the Internet is the first channel of placement. The market launch to cope with the complex and changing media environment and technological development".

When you walk through this year's Beijing Auto Show, you can feel the sense of technology and futuristic, which is not only a brand catering to the needs of consumers, but also a manifestation of their courage to change in the Internet era. The continuous innovation of technology and the re-grasp of future trends are not only reflected in the updating of automobile products, but also penetrate into the marketing strategies and management methods of the industry's automobile enterprises, affecting the development of the whole industry. On this road, Baidu, with its advanced marketing and data strength, will undoubtedly be a strong partner in the automotive industry.