Golden Reward Car Home Special: Return to Content Impact

iQiyi special: iQiyi platform innovative marketing model

Sina Finance News “The 9th Golden Reward International Creative Festival” was held in Shanghai from October 17th to 20th, 2016. The picture shows “Car Home: Regression·Content Influence”.

The following is a record of the speech:

Kang Yan: I am very happy to have the opportunity to talk to some of my friends about the latest ideas in the car home. The content I introduced today is called “The Impact of the New Era”.

Kang Yan, president of the car home

In such a relatively easy way to make quick money, how to make the content creators sink their hearts and produce content that can truly withstand the test of history is also a challenge of our time. But in any case, this era is changing. After 70s and 80s, it now comes down to "old guns." The channels for “young people” to contact and spread with us are different from those in the past. We are in the preferences of consumers and users in content, and in the channels of content acquisition, they belong to a very diverse age in terms of content preferences. In such an era, with the emergence of the media and the Internet, our consumers' demand for content is more fragmented, more personalized, and more diversified.

In such an era, as the producer of our content, how can we truly grasp the consumer's demand for content? Create the best business value with this content? Here, the head of the car home, in fact, our discussion here, in fact, has also experienced a journey. In the beginning, we were an authoritative media content as our vertical Internet media. Slowly, we entered the field of UGC again. Now, after the release of a new car, 93% of the sales are in the car home. In other words, 93% of the discussion is in the car home forum, which is a step in our UGC and consumers very strong resonance. But more and more, with the changes in the external environment, the changes in the media, and the changes in our consumers, including the changes we made today, including: The “Excellent+” launched in June this year, because of the need to adapt to the needs of this era. To make our good content better, better dissemination, and better business realization. In the past, we were editors writing “What we think of professional content” and pushing it to consumers who want to pass it on. The future is what kind of services users and consumers need. What is good in the market should be found on our platform. This is very important for the car home as a car media to be more open to the brand. Implanted.

Such an ecosystem, an open content ecosystem, whose core is actually the producer of all content, includes both professional media and many media friends who are here today, as well as corporate institutions and self-media. Good content is ubiquitous. The most important thing is how to put good content and creation in a very interesting form, in the form of multimedia, multi-platform, including: graphic, VR, AR, around consumption. Various scenes of the person, scenes using the content. Because for car homes, it is to choose cars, use cars, buy cars, sell cars, and play cars. What's more important is that we create a commercial environment that can make these contents produce the most appropriate value. Only if you truly produce the ultimate user value, your business value can be ordered. So this is what I think is the home of the car. It is very important to be our open platform for content and to commercialize our content. It is to take the value of consumers as our ultimate goal.

Of course, the car home has gathered relatively high-quality content in our current position. Including: Internet users accounted for 45% of the car market in the automotive market. New car sales in the new car in 2015 accounted for 51%. Yesterday we just released a new media conference for the “Double Eleven” in 2016. The sales volume of our entire “Double Eleven” e-commerce car will double this year and will increase exponentially. We are all influencing our consumers through our content, and more in the industry to serve industry participants. We are not subverting some of the current markets, but rather how we can better influence the market through our content, through our data, and through our perception of consumers. In the future, the development direction of the car home, in addition to the media business, we have to make more intelligent changes to the transaction, car life.

What do you mean? In other words, we will use our data in the future, we gather a lot of consumer data on our content side. We have 22 million active users on our website every day, using their behavior, using their mouse to tell us what they like. Tell us what they want. But unfortunately, many of their needs have not been met quickly and have not been more accurately met. We need to help our industry participants to better complete the car trading through our knowledge of these users.

As a member of the family, how can we better use our cars to embellish our lives? This is also a step in the future development of the car home. We are actually in contact with the middle class of China's highest value that is active every day. His needs are not only related to the car itself; of course, we will become a big gateway, a car-oriented media, how to surround the car. This media is better for our consumers. I just talked about the most valuable thing about the car home is our content and data, as well as the interaction between consumers and us. In fact, everyone is better able to gain insight into our consumers through all aspects of information. We also have a lot of content that is actually being pushed by thousands of people. Including: What do you like and what you don't like. Including what you don't know, what people like you might be watching, help our consumers better understand themselves. Including our customers with our commercial side, our ads also need to be smarter, which is very important for the media. Otherwise, when our media changes from PC to mobile, the space you display is getting smaller and smaller. But when you do intelligent push and intelligent push system, how do you use this technology to help your business customers better realize his business value, which is actually we have been spared no effort to do.

I sometimes tell our car home colleagues: We are actually doing the media, but our best learning partner and learning benchmark is actually IKEA. When you are in a bedroom, there is a table lamp that you like best. How do we relate our content, our transactions to the most close to the consumer, this is the most important. In our opinion, in fact, there is not enough good content. You have to ask the consumer to interact with you, to quietly put your content, products, and some of your commercialized content into a very attractive compilation.

Overall, the car home will be a full-scenario marketing with content and data as a closed loop. My speech started with content, but I think that really good content can have a huge impact. In fact, it is very important to explain how to commercialize good content. Otherwise, if we have to wait 50 years to make my words recognized by the world, I have to wait a hundred years for the world to write to me. The book is approved, and it may take too long. In a new era of the Internet, we need to quickly commercialize good content for good content, so that good content producers can make a real positive return. This is the future to create constantly updated content. The most fundamental driving force. So what I want to say is that the production of content and the realization of content, the content itself and commercialization are a very strong closed loop. To achieve such a closed loop, data is the most important driver behind.

My concluding remark today is to create a closed loop of content and data. thank you all!

Moderator: We see a closed loop of content and data. In fact, when we come back to talk about "content influence" today, everyone should be familiar with it, because the spring of content creators or content entrepreneurship has been a particularly hot topic in the past few years. What we also need to see is that in a particularly vertical industry such as a car, everyone in the room should be aware that it has a certain degree of closure and so on. Such platforms and strategies have their own unique places. In the following time, we handed the stage to several “YouChuang+” participants, some of our creators.

In the following period of time, we will probably have 25 minutes to talk to you about the topics of interest that Kang Yan always talked about. The first question, I want to ask is: In a vertical field like our car, what kind of content does good content mean?

Liu Tao: I think good content should be summarized in two key words in the current market environment.

1. Content that meets the characteristics of Internet communication.

2. Content that meets user needs.

Under such a large background, the team owned by the car home is currently undergoing a transformation. In the past, the car home was actually a content producer, but slowly in this market context, relying on the needs of customers and users, we are changing from producers to business operators. If you are standing outside the car home system, look at the car home content. In fact, you can think of the car home brand category as a separate IP. In the current communication market, every IP has a label for each IP, for example: Lin Lin is a travel class. In this market context, the car home IP will also have its own label. Faced with such more diversified user needs outside the market, it is obviously not enough to rely on the original car home OGC's content label and personality tag coverage to meet these diverse users. In this context, we need to integrate more diversified and good content in the industry, relying on the operation of these contents to create and provide value for our users and our customers.

Moderator: So what I understand is to turn a original content producer into a bunch of content producers to do such content production?

Liu Tao: Yes.

Moderator: The next question, thrown to Lin Lin. What I am particularly familiar with Lin Lin is that we have had the experience of doing magazines for nearly ten years. When we do a professional automotive magazine, we are doing special professional content. But I found that what you are doing is entertainment content, understanding of this content, how do you understand the content?

Lin Lin: Ten years ago, when we first started to make car magazines, we also caught up with the beginning of the Chinese auto market. What was good content at that time? At that time, even our consumers didn't even know all the car brands on the market. He didn't know much about cars. At that time, popular science and technical articles were very popular. Because everyone has a need. At that time, we did a lot of articles in this category. By the time the car market is developing, you will find that China’s car ownership is one of the best in the world in a flash. Today, everyone pays more attention to the appearance of cars in your life scene. There is a special classic: in the consumer goods you buy in your life, you may only be 5% of them, and you think that it is very important to take a group photo. Many people will take photos with the car. why? Because it is very important in your life scene.

After everyone understands the car, the scene of your life may also in turn affect you to buy a car that matches your character or life scene. In fact, for those of us who have done professional magazines, we are actually a subdivision of this vertical field. Maybe the content form I am doing will be more entertaining and more popular, but it is a subdivision in the vertical field of the car.

Moderator: Lin Lin This self-driving tour is in South America, and it is a cross-country motorcycle ride once. I think the content you are doing is very entertaining content, and it is a content that many people, many of whom may have imagined, have not realized. Do you think there are some small stories that you would like to share with us when doing such content?

"Horse Knight Diary" adventure series producer, global self-driving traveller Lin Lin

Lin Lin: Yes. In fact, I have been a car since the beginning of South American self-driving. It has been five years. When I first went to the South American mainland five years ago, it was a dusk. The day was dyed red and red, and it was shocked at once. The beautiful ones must cry. At that time, I wanted to share this thing with you, but in the process of sharing with you, you will find that this kind of original magazine or such graphic is result-oriented, more people. In fact, I would like to see your process and want to share this process with you. Some people may really be busy because they are too busy to take time to go to this place. You are his eyes. You bring him to this scene. He will feel the same with you. This is also a driving force for me to do this.

Moderator: We then chatted with Wu Yue, you are a engineering man. Your previous work is more about studying the strength of the suspension, etc. How do you think you can do excellent content, good content?

Wu Yue: Actually, I think that good content is not difficult to do. It is just a matter of words. I used to be an engineer. For an engineer, it seems to be far from the media circle, but he has a solid knowledge reserve. On the other hand, when we start our business and start to receive more customers from all over the country, we have a lot of opportunities to understand what our readers, our customers need to know, what they are interested in, their What kind of problems are there in the car, what kind of characteristics do their cars have, and this will produce a lot of grounded content. We will translate the professional knowledge, what we have learned in school, into something weird and present it in a proper form.

Moderator: This is the intensive content of engineering men, that is, translation.

Wu Yue: Yes, we are translators.

Moderator: For Benoit Garbe, you are sitting on the stage today, how can you comment on what happened in our circle?

Benoit Garbe: I understand that there are three characteristics for good content. One is that good content has the ability to bring traffic or attract traffic, the second is to promote the brand or platform, and the third should have a part of commercial value. Today we actually see that the shape of the entire media has changed a lot. For example, as seen here today, the influence of such a microblog is being broadcast live. In fact, this process has been accompanied by the entire content production and media. We have seen that the channels are getting richer and richer now. We have also seen more and more ways of innovation that Lin Lin has just said. What new opportunities will we encounter in our content now?

Liu Tao: I think a good content, whether it is from the media or the traditional media, we finally see whether this content is a good evaluation standard is to see the quality after he touches the user. These indicators are usually used in the Internet, PV, UV. Five years ago, we didn't dare to think about such a thing. Export traffic through Baidu search engine import. Most of the media at that time were traditional concepts, and the media was still done. Five years ago, you can imagine that there is a self-media outside to tell you that I can do very good videos here. Can you push the headlines of your website? Teacher Wu will say: Impossible, this is my traffic, this is my business, why should I open it to you? But the background of the source of Internet traffic today is changing, which is the idea of ​​an open platform that has spawned traffic. In the context of such a concept, there is good content based on the import of such an open platform, and it will certainly produce a very good communication value for users. I think the times are different, the users are different, the industry is different, and the development of self-media is now the goldenest opportunity.

Moderator: We are making an opening now. Nowadays, many people who do media entrepreneurship, doing content entrepreneurship are all looking for opportunities. What kind of opportunity do you think this open platform is for you? Lin Lin.

Lin Lin: For me, this change is huge. When we were doing magazines, we could say that "semi-closed doors" because we have a hard time communicating directly with readers. The fastest way is that we do a magazine every month. It may be that some readers will receive a letter in the next month, which is already the fastest way to communicate. Maybe at that time, I had to adjust the content I made, it was more difficult. At that time, I made a magazine change once a year. We are doing this kind of self-media today. In fact, I think the first point is that efficiency is getting higher. I can be myself, I do what I like, I am on such a platform, I can find people who share my interests, and it is very efficient. In fact, this sense of identity will be much higher and more efficient than when doing traditional media. Today, the Internet is developing too fast. I feel that what I am doing today is different from what I did at the beginning of the year. He will provide you with many means, such as: public number, microblogging, video, and now live, the most popular is live. After you try it, you will find that different forms of this medium, different media are suitable for spreading different content, will draw different people, and have different expressions of content. This is to give each self-media person a set of combination punches, then Better achieve your results.

The third point is that in this fast-developing environment, you will see that the growth of your readers and netizens is also rapidly developing. Everyone will become more and more mature. At the end of the day, you will find that only good content is the only way out. It is king. In fact, this is the opportunity we see, and we are most willing to see it.

Moderator: So we are still returning to the content. Wu Yue, I ask you a question. Without the opening of these media platforms, would you imagine that one day you will become a media person?

Wu Yue: This is absolutely unimaginable.

Moderator: So if there is no open platform, without the opening of these technologies, you should still be an engineer in the form of bitter haha?

Wu Yue: Yes, I will definitely be doing my essential work. I think in such an era of media explosion, if you are a person with a stomach and want to share with others, you are hard to hide. As long as you want to say, even if it is a matter of closing the door to happen in your home, you can't help your brother to be a Weibo satin hand, which is also possible. For example, I am going to the popular media. I have some former colleagues and classmates who are still doing research and development, and are still doing related research. They are also doing their own public number, and they are also running a self-media that they may have a very small audience. But what about their stuff; their reading may be very low and low in our opinion, but for the salon he used to do, or to participate in academic forums and the kind of audience, he is now doing this kind of media. The audience is a thousand times larger and a hundred times larger. On the other hand, what I want to say is that the channels of our media have increased, and it has also brought about an improvement in media technology. Things that were so obscure can be more easily understood with the help of better presentations and better presentation channels. In other words, things that you couldn’t understand at the moment can now become easy to understand.

Moderator: I have seen that you have done a lot of excellent videos, etc., in fact, it is to turn the course of our very complicated automobile construction into a video course. Right?

Wu Yue: Right.

Moderator: I think this channel innovation, including content innovation, must give Mr. Benoit Garbe a lot to say.

Benoit Garbe: From a brand marketing perspective, we see a need for marketing people to do content marketing because it's easier, faster, less expensive, and it can bring high quality content. . There are a lot of benefits. As consumers, they are no longer willing to pay for advertising. They don't want to be interrupted and interrupted, so content can allow marketers to interact with the audience. This principle is now happening. . One trend we have seen, Mr. Kang said earlier, the content is liquid. How do we organize content? Let the content be given to the right person at the right time and the right place. In fact, the opportunity lies in saying that we have to organize the content.

The second point, for marketers, is to improve their content creation capabilities. We now see a lot of cross-border cooperation. These bloggers and content owners want to be able to spread the brand through content and spread it through social media or other channels. We saw, for example, that General Electric hired a Ford writer to let him work with GE's internal team to promote it, so the content created was very good.

Moderator: The content we just talked about is the new way of innovation. For the changes in the media, I personally feel the same. We used to be magazines, and we spend a lot of time to take care of the issue, to take care of the channels, to take care of some places. In fact, the time that can really be done on the content may be less than 20%. In this case, my company began to officially operate in March to the current half a year, I think the biggest change, I can probably have 70% or 80% of the time to do the content. The media is doing a division of labor with the platform, the flow of traffic, the platform of the platform, and now some unique media or individuals can return to the content of a special topic. Therefore, the two are actually things that are caused by the non-stop division of labor.

We just talked about good content, opportunities, and the third topic. Just Kang also talked about Cao Xueqin when he left his life and still didn't know how valuable his work was. So what we have to talk about, what we are doing now, what impact does the impact of the brand mean for the brand, and how much will it contribute to this value?

Liu Tao: I think the value generated for the brand is obvious. There is good content, and the commercial loading can produce higher communication effects, which is widely recognized by the industry. On the other hand, in essence, the media has changed the efficiency of commercial cooperation. We can simply imagine that there are currently 1920 people in the PGC production of the car home. In fact, behind everyone represents the entrance to the flow, in addition to the car home, in addition to the account of the PGC in the car home, there are WeChat and Weibo outside. If you regard these 1920 people as your partner, you will choose what kind of channel and what kind of way to get the value you spread. I think this is also a space that can help us improve the efficiency of commercialization. The other is based on our traffic, in fact, the traffic itself can be realized. The premise of traffic realization comes from the feedback from the client, including: feedback from the commercial side. Combine the two to form two wings, the middle is the ecology of the car home PGC. In the future, we will create an ecological environment with more imagination.

Moderator: Lin Lin is a part of this ecology. Are you currently in a smooth commercialization process?

Lin Lin: I personally think that the prospects are very good. why? Because even in the traditional media era, commercialization is not a very easy process. The so-called good content and successful content, I think the distance between it is still a bad place to appear in the right place. The timing may be that we can grasp it from the media. The right place may actually require cooperation between the two sides of the platform. This is the ecology of the Internet that we are talking about today. But for me, I think why this trend is good? Because just as you said, when we focus on content, the efficiency is actually high. But today, when I focus on content, the combat power of my content output may be much higher than what I used to do before I went to sell, distribute, and go. The era of the Internet is that "the world's martial arts will not break."

Specifically, I focused on the above. After my video was broadcast, the amount of clicks was huge, and I am very grateful to the “YouChuang+” platform for promoting it. Although I didn't deliberately commercialize this season, I have already commercialized it in other content after the end of the broadcast. And in the second season of my video, there are already many people who are interested in investing.

Moderator: So I understand that it is support for the brand, and then the brand is slowly transformed into commercialization?

Lin Lin: Right.

Moderator: In this process, the brand is first used to support the brand, and then commercialized quickly, or commercialized by other means. In fact, Wuyue has already started operations. There is a used car store with millions of fans of real-life high-end riders. I want to ask Wu Yue's is to see that you are very active in the media. Do not do content, is it helpful for you to sell used cars?

Wu Yue: The help is very big. Because I first saved a lot of pushes, a lot of advertising budget, I have cultivated a very large fan circle. And because your content is doing very well, so many car owners are talking to you, the relationship between the customer and you is very benign relationship. I don't know if you have any understanding of the aftermarket. If you have worked in it, you know that the customer and the aftermarket, whether it is repairing or doing sales, doing used cars, the relationship between the customer and the business subject. They are all relatively nervous and have similar relationships with doctors and patients. But the relationship between us is very benign. This may be a very unimaginable thing for a traditional colleague.

In other words, we also know that we can do a lot of work, whether it is opening a restaurant or selling clothing, but the word-of-mouth reward you get may be minimal. This exchange rate is too bad. But if you have a media, there is a big trick for more people to hear from you, see what you are doing, and your every contribution may be very rewarding.

Moderator: Yes, this is also the relationship between the wine and the deep alley. The last question is left to the observer to give us a summary.

Benoit Garbe: For me content marketing value, there is no specific panacea explanation. How do you get through the purchase of content, such as the trend of linking content to e-commerce. Especially in the fast-moving goods industry, especially in the automotive or slow-selling industries, you combine content with customer governance, designing different content to give you different steps for different customer journeys, so that customers have different needs. This way we will meet their different needs.

Moderator: Thank you for giving us a reward for this stage. Thank you for listening to this sharing. thank you all!

Sina statement: All meeting records are on-the-spot shorthand, without the review of the speaker, Sina.com posted this article for the purpose of transmitting more information, does not mean agree with its views or confirm its description.

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