TU-TESL

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In the past 20 years, great changes have taken place in China's automobile market. With the improvement of people's living standards and the upgrading of consumption, cars have entered the families of ordinary people from luxury goods. In 1999, there were only 14.52 million cars in China. By 2019, the number was 250 million. With the rapid increase of ownership, the automobile consumption market has entered the buyer's market from the seller's market. Behind this huge digital change, there are tremendous changes in auto marketing and auto content ecology. Especially in the past five years, changes in technology and consumption habits - from PC to mobile, from search to recommendation, from text to video - have made the automotive content ecology more and more active. The automotive content ecology based on users, content creators and platforms is undergoing changes. Twenty years ago, if you wanted to buy a car, you might walk to the newsstand on the street, take all kinds of colorful pictorial magazines home, and carefully read various information; ten years ago, you might sit in front of the computer and browse the web; now? Perhaps mobile phone is tiktok, open car home, understand the car APP, search the headlines today, even Kwai, and quickly brush several videos. In the automobile content ecology, the specialized and interactive media are harvesting people's attention. With the coming of change, the content creators who grasp the trend of ecological change in the next era will be the new generation KOL; only by catching the platform of change, can they have a larger number of users; and only by grasping this trend, can the vehicle enterprises do a good job in new marketing in the new era. Where will the automobile content ecology go? The answer may be simple: change has begun. In the field of automobile content ecology, traditional media has failed. In the era of mobile Internet, traditional magazines, newspapers and televisions are "one-way communication", which let consumers receive all kinds of information with authority and sense of distance. In the era of the seller's market, this method still works, but now, users need a more "considerate" way of communication. Twenty years ago, the era of content communication was dominated by newspapers and magazines. After that, it was the era of PC, but now it is the era of technology and traffic. During this period Kwai Fu, the car owners, even the tiktok and fast hand cross platform have their own opportunities. In the era of mobile Internet, technology has broken the threshold of communication, and also made a group of lively young people appear in people's vision - especially in the ecology of automobile content. For example, super teacher of automobile department and elder brother Yang said that IP like RV was born in such a background. Before the fire, "super teacher of Automobile Department" only taught automobile repair courses in a vocational and technical college in Hebei Province. In less than two years, he's already got 500000 fans in chedi. In the camera, he is wearing gold round glasses, white and thin, and wearing a black collar T-shirt. And the video that sits on the trunk and explains automobile knowledge for everyone has become his classic work. It's not only the video that spreads information, but also the car selling industry has entered the "live broadcasting era". In Kwai Kwai, a brother named IP, who has 600 thousand fans, sells hundreds of thousands of RV to 1-2 fast user every month. He also said: now, the general manager of second-hand car market in Linghai asks every merchant in the market to download Kwai, "there are more than a dozen distributors in the market every day, and they sell well." These new things are just cases in the automobile content ecology, behind which is the change of the whole ecology. In this process, more and more new platforms are gaining the attention of consumers, and the more high-quality content, the more vitality. In 2018, the rapid growth of the automobile consumption market for 28 years ended unexpectedly, which caught quite a number of automobile enterprises by surprise. At the same time, operating users have become their focus. In the cognitive stage, how to "occupy the mind of consumers" and convey the product strength and brand value to consumers has become their more and more focus. At this stage, the value of excellent content creators becomes more and more prominent. The popularity of this field keeps content creators emerging. More and more cross-border self-Media people and ordinary people have stepped into the automobile industry, competing for traffic dividends in this field. According to the 2019 auto content ecological report released by understand car, from November 2018 to October 2019, auto authors continued to grow, with the number growing by more than 217%, and a number of KOLs were born in the strong content demand. They meet the new needs of users: readers need more rich, close and interactive content to respond to their needs in buying, watching and using cars in a timely manner. This is obviously not available in the past paper media era. Now, the communication content has developed in the direction of diversification on the basis of professionalism - first, the diversification of communication content, second, the diversification of communication forms. According to the data released by car understanding, we actively use various content forms to publish creators of images, videos and small videos. The growth rate of fans is 35 times that of ordinary authors. This year, the development of short video and live broadcast is particularly rapid, covering a very large user group of mobile Internet. In this stage of multi content media co-existence, the channels, forms and scenes for automobile users to reach the content are more abundant. On different types of platforms, users have different characteristics and different requirements for content. If creators want to extend their content capabilities to different platforms, they need to fully understand the characteristics of the corresponding platforms. Different platforms meet different needs. On the information platform, the content needs of mass users are more satisfied through interest distribution; the granularity of the vertical platform content label system is more detailed, and users have stronger demand for professional and deep content; the user group of social platform is younger, and it is easier to follow their favorite content and authors through sharing. Therefore, on the platform that is more in line with the four modernizations, the car content has a very rapid growth from content reading, likes, etc., and high-quality content is more favored by users. According to tiktok's 2019 content report, from 2018 to 2019, the reading volume of five terminal vehicles including car drivers, jitter, headlines, watermelon videos and volcano videos increased by 32%, while the user content of car content increased by 88%. Whether it's internal capacity or reading capacity, the car is the top level content product. According to statistics, the reading amount of professional automobile content is 5.9 times of other automobile content, and the powder conversion rate is 2.5 times of other content. While the reading of high-quality automobile content is 4.4 times better than that of the overall automobile content, and the three interactive indicators of powder conversion rate, collection rate and sharing rate are also higher than that of the overall automobile content. Wei Wei, director of chedi big data center, explained "quality content" at the conference, saying that professionalism, objectivity and timeliness are important factors for quality content. Immersion and interaction are new challenges to the platform and creators in the automobile content ecology in the process of technology development. Attention scarcity is the key word of this era. Every creator is competing with tens of thousands of other creators for users' time. It is increasingly difficult to attract people's attention. The best way to "catch the user" is to bring readers immersive experience and strengthen interaction. The data shows that the growth rate of fans is 23 times of the industry average for authors who interact with fans every week. In order to form a joint force with creators and achieve better results, platforms are also changing to attract more excellent creators. From the old platform car home to the new platform car king, we have realized this trend. As an old brand automobile vertical community, in August 2017, autohome launched the "autohome number" to build an online Red Incubation Platform in the automobile field and cultivate high-quality content and IP pool. One year later, in August 2018, chejiahao also officially released the creator service platform to fully empower the creators of automobile content. For a long time, autohome is famous for its original editing content in the industry, and its traffic precipitation is still dominated by a large number of original content. The huge editing team restricts the process of platform diversification. And Chejia is coming with diversified goals, balancing the strong editorial content with PGC content, and expanding new traffic. As a product of the birth of mobile Internet era, the car understanding emperor, just founded in 2017, is also aware of the trend. In November 2019, car number, a new content communication and service platform for car creators, was released by car number. Different from the idea of car home, at the beginning of the founding of car king, traffic was accumulated by diversified PGC content. Therefore, it is particularly important for car king to improve the content creation efficiency of authors in the platform and maintain the author's activeness. According to public data, the number of car creators with multi platform operation capability has increased by 49% this year, but at the same time, many of them are worried about low operation efficiency. Tiktok knows how to get to know the car, emperor, today's headlines, jitter, watermelon video, volcano video and the five terminal resources, so as to improve the operation and dissemination efficiency of content creators. Not only the two platforms that are clearly labeled "cars", but also the video live platforms are grabbing the market. In this car ecosystem, more and more platform players are occupying this field. In order to be winners, they constantly produce good content and enlarge their influence. Compared with the past, good content has stronger vitality. The relationship between the creator and the platform is not only a combination of lips and teeth, but also a combination of not only "addition", but also "multiplication". This is a redefinition of content Ecology - the platform will not only present the automotive content mechanically, but also actively support the content. Nowadays, the value of good content is gradually unfolding in three levels: user value is to help users with information through the touch of content to users; brand value is the IP based content, the recognition and follow-up of users; and business value is the ability to realize content. In this process, the platform is a "magnifying glass", "accelerator" and "digger" of good content value. First of all, they have traffic and better understanding of users. They can accurately push content to readers to meet the needs of users in different content consumption scenarios. Secondly, through traffic distribution, excellent creators can get more user resources, so that users can build their cognition of the author; through fan growth and sticky precipitation, they can follow the creator; in addition, the launch of some lists can also help these creators quickly build their influence. For example, car house, car emperor and e-Car all have "influence list". Check the creators every once in a while, "on the list" is the biggest affirmation of the creators. Finally, in this process, what the platform does is to help creators tap their commercial potential. Only good content, and no excellent platform to show the channel, is "wine is afraid of deep lane.". In the past, traffic is king, but in the future, accurate and active traffic can be king. In the new era, attention is scarce. Besides the specialty, users need diversified, immersive and interactive content; meanwhile, creators need to adapt to the changes of the times to produce and explore different forms and forms