ADMIC Summit Speech: 360Analysis on Cognitive difference of Automobile users


The 2019ADMIC Automotive Digitalization & Marketing Innovation Summit and Awards ceremony came to an end on March 29 at the Greenfield Marriott Hotel in Shanghai. 200 auto company executives, 60 domestic and foreign mainstream media and Martech marketing technical representatives participated in the summit, talking about the marketing and innovation of automobile digitization.

The ADMIC2019 Summit site, in addition to the final announcement and award of the ADMIC Awards of the year, the, iDigital China Organizing Committee, together with the excellent media in the industry, is based on 360 900m user data. Including search, click, browse and other behaviors to analyze the user data on the attention of car brands, and launch the 2018 car list. At the same time, Zhang Kai, a senior head of business research analysis from ADMIC2019, also deeply analyzed the cognitive differences of automobile users during the forum activities. From the user's point of view, tell everyone what the car users are thinking and what their perceptions are different.


(speech at ADMIC Automotive Digitalization and Marketing Technology Innovation Summit 360)


The following is the content of 360's speech at the summit:

It is a great honour to be invited to such a meeting by the General Assembly. First of all, when it comes to 360, we will think of security. It is true that 360 has worked safely for more than ten years, accumulating 500 million PC users and more than 1 billion mobile installations. But in fact, 360 is not only a security company, but also a data company with wide user coverage and high data value. Today, after listening to the sharing of experts all morning, we found that we are still very concerned about the digital transformation and digital application of car enterprises, so today at the forum of the ADMIC Automotive Digitalization and Marketing Technology Innovation Summit, I will make a brief analysis of the difference in car cognition.

When it comes to cognitive differences, let's start with some explanations from the automotive industry. What is the relationship between the whole industry and the perception of users? Let's start with a batch of data. Car production fell 4% in 2018 from the National Bureau of Statistics and 3% in 2018 by the China-Western Association. As can be seen above, the automotive industry was relatively weak throughout 2018, but 360 car users' attention continued to rise, with attention up 32% in 2018 compared with the same period last year. Therefore, we speculate that this is the situation of users waiting and looking is more obvious.


(speech at ADMIC Automotive Digitalization and Marketing Technology Innovation Summit 360)


Take a look at the data of the subdivision industry. This is a slight increase in the data of the multiplier Federation, up 1%. The German and Japanese departments are still on the rise year by year. We speculate from this data. It is possible that a user will consider later input and output, such as energy consumption or power consumption, when choosing a car in the early stages.


(speech at ADMIC Automotive Digitalization and Marketing Technology Innovation Summit 360)


When it comes to energy, we all know that new energy has been a relatively rapid trend in 2018, but the proportion of the whole big car plate is less than 5%, and the potential is still relatively great. Take a look at what users think, and users are also on the rise in 2018, based on our data. In fact, there is a contradiction, and we can also hear it. When I said the whole car, I said that when the user was watching and talking about new energy, the user reacted the same as the market. Why?. One of the main reasons, or one of the reasons, is that the automobile industry is disturbed by policy, which is man-made and unable to intervene. I asked the company's math master, policy disturbances and artificial factors removed to make a graph, the user's attention is the premise to achieve sales, his preposition is very obvious.

We have sorted out new cars that have gone on sale or are about to go on sale between the end of 2018 and the beginning of 2019. Users are more focused on new cars or classic models, according to the data. A very important factor is that some of the new cars will have more marketing activities, thereby increasing the attention of users on the Internet. In terms of behavior on the Internet, we can see from Eli's data that car advertising through Internet channels accounts for 22.4%, a growth rate of 27%. As far as the industry is concerned, the cognition of the whole market and the user is actually matched, and it is also a complementary process in addition to the unstable factors. The whole industry will affect the different behavior of users, so that the behavior of users will ultimately affect the achievement of consumer decisions.

Let's take a look at some of the differences in users' behavioral cognition. A brief look at gender and age, in such car user behavior men must account for more, and car enjoyment valley always said that the post-90s gradually become the main demand for cars, they show a gradual upward trend. This is the data from the whole, let's split the data. Taking some of the simple selected car enterprises as an example, we can see that men are the main audience of cars, and women pay relatively high attention to American cars. This data breakdown, different gender for different car lines, different car brands their cognitive differences will be more and more.
If you split up the different brands of car companies and the age differences of the final consumers, in fact, the cognition of each user will be different, and there will also be some differences in different age groups. But the American department car has a very strange characteristic is each age stage has the higher attention share, so this is the United States department in the marketing or the activity aspect is more balanced, takes into account all sides multi-angle some user needs more.

Let's take a look at the city again. Many experts shared it this morning. The subsidence of the city is very obvious. The second-tier cities account for the highest, and the differentiation degree is also the highest. In fact, the real growth rate is the third and fourth tier cities. First-tier cities are more disturbed by policy.
This picture looks dense. Let me briefly say that I feel that the concentration of attention in the city is arranged, and the concentration of Chevrolet on the far right is relatively high, and the public and the modern are more popular here. Chevrolet is highly concentrated, but second-tier cities are particularly concerned that Cadillac has the highest proportion of new first-tier cities, followed by Nissan, which means that performance varies from user to region. Users also have different requirements for the content, car side they from three dimensions, three levels of some in-depth data observation. The first is the vertical kind of website, such as car house, easy car network and so on. They will also explore, for example, integrated media platforms, such as 360's current car channels and NetEase's auto channels, which have a wide range of users, and at the same time their role in diversion is more obvious. Not only focus on automotive information, more can be from many aspects of multi-angle related content information, related interests to guide users.

Let's take a look at 360 users' concerns about prices. In terms of price, consumer upgrading in high prices and relatively speaking, the concern of economic prices are gradually rising, the middle price is gradually falling process, at the same time, there is a generation of demand. There are also differences in the cognition of search, but there is a process of seeking common ground while reserving differences. For security, users are still concerned about security, followed by interiors, prices and other comprehensive aspects.

(speech at ADMIC Automotive Digitalization and Marketing Technology Innovation Summit 360)

This is the exclusive search term for several car companies. Ford has the most exclusive words, his users are relatively more independent, and Volkswagen's brand is more popular. From the point of view of part of speech, entertainment comes first, brand second, news and then betting. In short, the exclusive words of these brands, you may not know, I made a display, Ford users are really relatively mature, pay more attention to some of the news, fiction, learning stuff. Cadillac is very young, very athletic, and more exclusive search terms are sports. When Lexus searches, it pays more attention to his competitive information. In this respect, it is more to say that some users, in fact, just now these simple user attributes, and after the car company's brand split, you can also find users' differences. That is to say, there are already differences at the level of simple attributes. Let's take a look at how their consumer decisions are reflected.

(speech at ADMIC Automotive Digitalization and Marketing Technology Innovation Summit 360)

+$这是360汽车用户消费决策达成的路径图。首先用户会产生一种需求,对车型进行一些评估,最后达成一个交易。但是并不是一个单车道,用户会在这几个节点里面反复轮回,如何在这个里面圈定用户呢?我刚才说用户一般会通过不管是PC还是移动端,通过多种情况进行数据的触达,时间上来卡用户也是全天候多终端的查询,从早到晚,不管是移动的时候还是在工作的时候。他们主要搜索的一些或者主要查询的相关信息,排名前5,安全还是第一,其次是价格,系统,新款,能源方面的一些信息。我刚才说到兴趣的一些问题,购车的用户兴趣当然是购车的兴趣,我们的用户是谁,我们还想说我们的用户还是谁,需要其他周边的用户兴趣入手,来进行多方位,全立体化的用户圈定,就像一些汽车方面更关注的汽车军事、体育、房产方面的信息。当然还会通过今天很多在说新零售,360会通过线上线下的技术通过综合的在线下的车型评估他的效率。

Of course, the final deal is also a very important process, through the delineation of some users, through the quota of the scenario. Here is to take the Spring Festival travel as the scene to delineate the fixed crowd, and finally increase the willingness to spend or buy up to three times. In fact, in these closed-loop process, through the different roles of each node, or different ways and means to finally form the closed loop on the consumption decision path.

Finally, in terms of data, it's a relatively simple user portrait, without tagging users, white-collar or blue-collar, professional students, and we're all talking about time being fragmented or powdered. In fact, with the progress of big data, the needs of users are also powdered. We can customize them according to the different custom points of each user. In the morning, experts said that in private customization, big data can also be customized privately.

/ Organizing Committee: iDigital China /