In the cloud, what are the new ideas of the online conference of automobile manufacturers?

A sudden epidemic has pressed the pause button for us. I believe that during this time, everyone has experienced "small scenes" such as undeliverable express delivery, undeliverable take-away, and supermarket snapping.

In fact, the impact of the epidemic is far more than that.

Take the automobile industry as an example, dealers can't open the door to sell cars, and customers can't enter the store for maintenance, resulting in a negative turnover of dealers in recent months. Big stores become small stores, and small stores are facing bankruptcy-this should be the truest portrayal of most 4S stores at present.

For most consumers, the only thing that doesn't affect the automobile industry is probably that a wide range of new cars have been listed recently.

There is no doubt that traditional car companies like to open offline conferences, because everyone pays attention to ostentation and extravagance, and it doesn't matter how much it costs. The data shows that in 20 19 years, there were only 1 field of online press conferences of automobile manufacturers, which is enough to show how much the OEM dislikes "online press conferences".

However, the epidemic raged, and the "Congress Party" held in valleys and yachts in previous years became a bubble. Is it true that the prepared new car will not be issued? Of course it's impossible. Since last year's Guangzhou Auto Show, the timetable for listing new cars of major OEMs has been planned. If the chain is broken at this time, the automobile consumption market, which is already in the "hell mode", will be aggravated by the epidemic.

▲ In previous years, automobile manufacturers often held some grand product launches.

Whether internal or external. Online conference, which was once excluded, has now become one of the most important channels for OEMs to obtain traffic.

In other words, during the epidemic, the PK of major OEMs has shifted from "product battlefield" to "conference battlefield". Whoever can win the attention of consumers through creative, thoughtful and interesting press conferences will lay a solid foundation for the success of new cars.

Today, let's take a look at the online conference that has been coming for a long time. Which manufacturers have really achieved "thinking, creativity and interest".

First, Cadillac "Star Group" conference

Creativity index: ★★★★

Eye index: ★★★★★★★

Dry goods index: ★★★★★

Frankly speaking, Cadillac is no longer the Cadillac of fleetwood era, and its label is "trend, fashion and coolness".

▲ The launch of Cadillac CT4 has many stars to help out.

Not long ago, Cadillac released perhaps its most important product-CT4. In order to highlight the importance of this car, Cadillac specially found many stars to escort it during the epidemic, including Li, nic, TIM, Guan Xiaotong and so on.

At first glance, the only stars I am familiar with are Mabel Yuan, Guan Xiaotong and Li Jiaqi (I don't know if they are stars ...), but after searching other people's information, I found that they all have "extraordinary resumes" and have great popularity in related fields, which shows that Cadillac's operation has cost a lot of money.

The release of CT4 is a very new live broadcast form. There is no fixed seat and main scene, that is, the photographer carries a camera and follows the host from the most realistic perspective. Then, the famous "stars" in related fields will also cooperate with the host to show the selling points of CT4 in a familiar way.

This way of "inviting stars to hold new cars" is not uncommon, so the whole conference has no outstanding highlights and creativity. Moreover, because it is a live broadcast with a handheld camera, there will inevitably be some small jitter in the picture, which will affect the impression.

▲ Because it is handheld, the camera will be a little shaky.

However, the popularity of Guan Xiaotong and others and the grounding characteristics of the live broadcast environment make the whole conference less shocked by the "God Clip" and more intimate, and CT4 itself is indeed a younger product, so everything is very harmonious and orderly. Instead of pursuing a sense of contrast, manufacturers force some "collision elements".

Generally speaking, Cadillac's conference was creative, with all kinds of dry goods. The biggest advantage is the beautiful and eye-catching "star group", which is more suitable for the user positioning of CT4 potential consumers.

Second, Lexus "Fresh Art" Conference

Creativity index: ★★★★★★★

Pleasant index: ★★★★★

Dry goods index: ★★★★

Different from Cadillac's "trend and fashion", although Lexus is getting younger, the propaganda ideas of the two manufacturers are diametrically opposite. Most products of Lexus have a natural temperament, a delicate, fresh and elegant feeling, which is why many young artists are willing to choose Lexus.

▲ Lexus UX300e

On April 26th, Lexus' first pure electric vehicle UX300e was officially launched. Its online press conference adopts a novel style with clear chapters and story lines, which enhances the audience's sense of substitution. In addition, without the disorder that the live broadcast may bring, the theme, editing and host of the conference can spend a lot of time to adjust and optimize.

▲ This kind of chapter conference is really rare.

In addition to some domestic stars, the conference also invited many Japanese "craftsmen", or commonly known as "craftsmen". In order to pursue the perfection of a thing, they often spend years or even decades to pass on this craft. Lexus' slogan "Ingenuity" is also in line with the characteristics of the conference.

▲ Japanese chefs invited at the press conference.

Of course, the launch of Lexus is not comprehensive. Because "literary youth" is only a minority among ordinary consumers, many scenes and pictures appearing at the press conference may not hit the hearts of most people. In other words, the high style of the whole conference has narrowed the distance with ordinary consumers.

In addition, due to the style of the conference, there will be less dry goods on the whole, and there will be more short stories and humanistic links.

▲ Some very stylish scenes are really a little less fireworks.

Generally speaking, Lexus has a very accurate positioning, and it is also very creative to package the conference by telling stories. As for the "high style" of the conference and the lack of dry goods, this is not a mistake, but a feature. After all, it is hard to imagine that Lexus will be "too grounded" …

Third, Link's "Big Movie" Conference

Creativity index: ★★★★★★★

Eye index: ★★★★

Dry goods index: ★★★★★

Compared with traditional brands such as Cadillac and Lexus, as a new brand, Lectra obviously knows more about consumers' psychological expectations. Not to mention the effect, the creativity of the "movie-style" conference alone is enough to prove the potential ability of young brands.

▲ Lectra 05 film conference poster.

In fact, as the owner of Lexus, I should have a greater say, but because Lexus has been "careless" in marketing, I will only shift more attention to the product level-fortunately, it has not let me down.

LinkedIn 05 will be listed on May 5, 2020, but it is not difficult to understand (555). The new brand will really give people some small surprises at the creative level. As for Lexus 05, it is also a maverick car in the current Lexus series, and its press conference is full of "Cyberpunk" style everywhere. From official website to UI, and then to the design elements in the film, the aesthetics of urban opposition advocated by Ke Ling has been fully demonstrated.

Unfortunately, I thought there would be a protagonist in the movie driving a Lexus 05 to defeat aliens and save the world. As a result, the high-level personnel of the factory showed the selling points of Lexus 05 products in a plot way. Think about it carefully, if it is really the protagonist who finally defeated the aliens through the selling point of Kline 05 products, this story is also a bit second.

The real regret of the press conference is that the "straight male attribute" is too heavy. I feel that few girls like this "steel" style. Although the protagonist of the whole movie is a girl, her powerful aura may only attract "excellent" boys.

▲ The heroine in the movie is very powerful.

To put it simply, Lectra's press conference is absolutely eye-catching in terms of creativity and dry goods. The aesthetics of Cyberpunk-style movies tend to be male, and women may only walk into 4S stores to experience the personality of vehicles.

Fourth, Xpeng Motors "Super Long Time" Conference

Creativity index: ★★★★★★★

Eye-catching index: ★★

Dry goods index: ★★★★★★★

This may be the longest press conference in automobile history, which lasted for 24 hours. To tell the truth, the brain hole of this new brand is a bit small compared with Xpeng Motors. I just have one question: has anyone really seen this huge press conference from beginning to end?

▲ Tucki P7

I can't say absolutely not. Anyway, I started watching it from the moment when CEO He appeared.

In order to review the Tucki P7 conference, I specially reviewed the contents of the whole conference at the speed of n times. Needless to say, as far as the content is concerned, the impression of Tucki P7 more than 20 hours before the conference was not so good. On the one hand, the quality of the equipment used for live broadcast is a bit poor, and the noise is too loud in the dark environment. On the other hand, piles of online celebrities and DJs make people feel like they are in nightclubs. Because the audience didn't come to the scene, they just felt sleepy and didn't get high with the music.

▲ The picture quality in the dark light is not good, and the audience in the connected place has no sense of substitution.

Even in the later stage, the screen began to be transparent, the theme began to appear, and big people such as the "bureau seat" were invited, but some people discouraged it in the early stage of the conference, and there would probably be not many viewers left in the later stage.

▲ "Board seat" helps Tucki P7 to go public.

The real highlight of Tucki P7 is not actually made by time, nor is it performed at the press conference, but the car itself has gathered many highlights. Even if the press conference is only 30 minutes, as long as the CEO stands on the stage and confidently says a few parameters, the audience in front of the screen will definitely be willing to applaud him.

Too long foreshadowing, but gild the lily.

Fortunately, the CEO has excellent on-site control ability, and the last few hours of the conference showed the various selling points of the vehicle well. In fact, if he had done this from the beginning, the effect might have been better.

Therefore, there is no doubt that the release conference of Tucki P7 is very creative and full of dry goods. However, limited by the length of time, the look and feel of the conference is too general. This has led many people to skip the first 20 hours directly, and the cost of marketing is not as good as giving potential users a few red envelopes or providing some welfare benefits.

Verb (abbreviation of verb) Buick's "sitcom" conference

Creativity index: ★★★★★

Eye index: ★★★★

Dry goods index: ★★★★★

Compared with other manufacturers' "aggressive" creative conference, the conference of Buick sedan family was obviously much lower-key. There are traditional hosts and invited guests, and they also show their selling points at the right time. Personally, I think the real MVP of this conference is actually the host and guests.

Well, I won't be the suspense. The host is Wang Han and the guest (experience officer) is Yun-peng Yue. Thanks to the powerful influence and eloquence of these two people, the new car launch conference was very lively.

▲ George W. Pinkley's participation has added a lot of laughter to this conference.

Frankly speaking, the popularity of the conference is incomparable to that of other manufacturers, because the Buick sedan family changed its model in the middle period. But because of these two people, the launch conference of Buick sedan family even turned into a "sitcom" special session. Yun-peng Yue's experience of selling in a 4S store may make many people laugh.

Generally speaking, Buick will invite a very warm-up host and guests when the content of the conference itself is not attractive enough. These two people also easily supported the fullness, creativity and dry goods of the press conference. It's just that I really don't find Wang Han and Yun-peng Yue attractive, so I personally would like to give a "fair" evaluation.

5. Audi Q7 landed at "Mars Base"

Creativity index: ★★★★★★★

Eye index: ★★★★

Dry goods index: ★★★★★★★

The biggest problem of the cloud conference is the weak sense of the scene, and it is difficult for the audience to sing in an environment that cannot interact with the car. The new Q7 moved the main venue to the "Mars base" on the desert Gobi, showing the wild side of Q7. At the same time, it also echoes the cooperation project that Audi will participate in the research and development of the rover and the whole vehicle.

At the event site, He Xudong, a driver who participated in the Dakar Rally, and Hu Jun, the fearless ambassador of the new Audi Q7, personally drove the new Audi Q7, showing users the powerful performance and fearless spirit of the new Audi Q7 in extreme road conditions such as Gobi and desert. In many cloud conferences, it is very important to find the right guests, and these two tough guys obviously coincide with the temperament of Q7.

With the launch of Q7, the series of activities of FAW-Volkswagen Audi's "Fearless Experience Season" will also be launched in an all-round way, experiencing the road that has never been trodden and conquering the peak that has never been challenged!

Being able to move the cloud release to the west shows that Audi's positioning of Q7 is very clear, which means that Q7 can not only shuttle through the city, but also have the ability to cross. It is worthy of Audi's big hand.

Write it at the end

In fact, there is no real sense of who is good or who is bad in the competition of online conference. The product strength is the most important factor to determine the reputation of users. After all, the topic we are discussing today is only to see which manufacturers are "willing to spend more energy to create new ideas and new ideas for the conference". As for the vehicle itself, it is actually up to consumers to verify it.

I suddenly remembered Lao Luo's appearance at the new product launch conference, and I had to sigh that sometimes time passed too fast and I was caught off guard. I hope that with the passage of time, this epidemic will pass early. I also hope that we can get off the assembly line as soon as possible and see the moment when the CEO announces the vehicle price with his fist.

Image source network, invasion and deletion.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.