Marketing Research Report of China's automobile industry in 2021

As the priority direction of expanding domestic demand and promoting economic development, automobile consumption may continue to recover. The low base of automobile sales, sustained and stable recovery of macro economy, good prevention and control of domestic epidemic situation and other factors jointly contribute to the strong growth momentum of automobile market. Among them, the growth of new energy vehicles is more prominent. Traditional automobile enterprises speed up the launch of new energy products. Technology giants have entered the market one after another. The trend of electrification in the automobile industry has become a foregone conclusion. However, at the same time, the inherent imprint of automobile brands has been gradually eroded. Consumers have higher expectations for product intelligence. Automobile brands are waiting to launch differentiated products and strengthen brand power, Rebuild the moat of brand recognition.
1。 The domestic auto market has been rapidly repaired, and the display advertising of the auto industry is on the way to a positive start. The total investment index from January to may 2020 increased by 14.4% year-on-year. Among them, the new energy advertising and marketing war started, joint venture car companies, new car manufacturing forces and domestic car companies collectively entered the market, SAIC Volkswagen (id4x) and ID4 Volkswagen (ID4 crozz) new cars were promoted on a large scale, the investment index from January to may 2021 exceeded 60 million, Xiaopeng automobile and BAIC new energy arcfox increased significantly, with year-on-year growth rates of 165.5% and 934.0% respectively.
Advertisers are more interested in full screen advertising, ranking No. 1 with a year-on-year growth rate of 92.3%, of which 61.0% are concentrated in the automotive vertical website.
2。 Although the 2020q1 epidemic is irresistible, the cooperation in variety shows is weakened. However, the demand for variety show placement in the auto industry is stable and strong, and it will be released rapidly in 2020q3. The number of brands (35) and programs (29) implanted in the auto industry is comparable to that in 2019. In 2021q1, the cooperation in variety shows was the same as last year and is expected to grow in the second half of the year.
Car brand variety show sponsorship preference has changed, and the entertainment competition program (eg)《 I'm a songwriter (Season 2) is still the main play, integrated Games (eg)《 Extreme Challenge (Season 6) has become another hot type of auto brand implantation.
The frequency of sponsorship of joint venture brands and independent brands fluctuates. In 2020, independent brands will cooperate 15 times, with a year-on-year increase of 150%.
3。 There are great potential for short video marketing in automobile industry, and traffic advertisers in May tiktok exposure 710 million times, the twelfth largest industry, among which car business brand is the main force of marketing.
The top 15 automobile brand advertising exposure accounts for more than half of the traffic category, accounting for 54.3%.
Master hugs and tiktok platforms are similar to the crowd structure, and the male users are the 9095 main players, covering the main force and potential customers.
4。 The transformation of digital marketing of automobile brands has been deepened and accelerated. Global media dominated by the Internet provides diversified marketing links for brands. Automobile vertical media, social media, video media, etc. enable automobile brands through their respective advantages of service ability, realize full coverage of scene, content, social interaction and traffic, and realize strong links with consumers online, Collaborative development of quality and efficiency.
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