In the past 2017, the Internet in China has followed the wind and stepped on the waves, bravely standing in the forefront, and the good news has spread frequently. High-speed rail, Alipay, bike-sharing and online shopping have become the "four new inventions" in China in the eyes of foreigners. Artificial intelligence has sprung up everywhere, and the Internet of Things, big data, virtual reality technology and the real economy have been further integrated. Emerging industries are booming, and traditional industries are welcoming opportunities for change. Overseas Network invited several experts to interpret this series of hot topics and look forward to the Internet in China in 2018. There is reason to believe that in 2018, China Internet will compose a new chapter and continue to write a chapter!

　　Sharing economy leads the world.

　　Unconsciously, the sharing economy has become a part of China people’s daily life: sharing trips, sharing charging treasures and sharing houses … … It is worth mentioning that bike-sharing’s service originated in China, which is a "Chinese-style innovation" in a complete sense. Both the design level and the manufacturing technology are typical representatives of "Created by China" and "Made by China".

　　Li Yongjian, director of the Internet Economy Research Office of the Institute of Finance and Economics of China Academy of Social Sciences, said that the rapid development of the sharing economy in China has not only resulted in the continuous expansion of the economic scale, but also the emergence of various innovative business models. In the field of transportation, participants in the sharing economy continued to grow, with bike-sharing users growing the fastest; The sharing economy in accommodation has also developed rapidly. In 2017, the transaction scale of China’s shared accommodation market is expected to reach 12.52 billion yuan, an increase of 42.6% compared with 2016. In addition, shared cars have also begun to enter a period of rapid development. A number of shared car platforms have begun to appear in Beijing, Shanghai, Guangzhou, Chongqing and other places, with more than 750,000 EVCARD users. In September 2017, Shijingshan District of Beijing proposed to build the city’s first shared car demonstration operation area.

　　Li Yongjian said: "On the basis of absorbing advanced foreign business models, China’s sharing economy has expanded overseas and formed international influence. Since 2015, many bike-sharing enterprises such as ofo sharing bicycles and mobike have laid out overseas markets. On June 13th, 2017, mobike announced its landing in the 100th city in the world — — Manchester, England; Ofo has now entered 20 countries and more than 250 cities; Didi’s internationalization has accelerated, and it has invested in Brazil’s 99 car, India’s Ola (Euler), South Africa’s taxi application Taxify, Singapore’s Grab taxi software, Uber and Ford in the United States, and Careem in the Middle East and North Africa (Chinese meaning ‘ Generous ’ ) and other seven global mobile travel service platforms, the cooperation network has touched more than 1,000 cities in North America, Southeast Asia, South Asia and South America, covering 60% of the world’s population. Bike-sharing has become a new business card for China. "

　　Artificial intelligence overtaking in corners

　　Turn on the voice of the mobile phone and you can talk to the mobile robot; Open the input method, you can convert the voice into text; Open the electronic map, you can get the real-time road conditions and the best travel plan … … Artificial intelligence has changed people’s lives in every tiny way. According to the consulting data of Ai Media, the scale growth rate of artificial intelligence industry in China reached 43.3% in 2016, exceeding 10 billion yuan, and it is expected to reach 15.21 billion yuan in 2017 and 34.43 billion yuan in 2019.

　　Dr. Wu Jianlong, the Key Laboratory of Machine Perception and Intelligence of the Ministry of Education in Peking University, believes that China has achieved initial success in the field of artificial intelligence. He said: "China has made great breakthroughs in some fields of artificial intelligence. Taking computer vision as an example, computer vision is an important branch of artificial intelligence, and its purpose is to make computers or machines understand the outside world like human beings. Computer vision includes many practical tasks, such as face recognition, object detection and segmentation, and scene classification. With the development of deep learning, the existing technical methods have achieved excellent results in the above related tasks. For example, on the standard face recognition data set LFW (face database labeled in natural scenes), the recognition accuracy of the existing algorithms has reached 99.8%, which exceeds the recognition accuracy of human beings. In addition, in the Tianchi AI (Artificial Intelligence) Medical Competition held by Alibaba, the intelligent diagnosis of lung nodule images has reached the level of professional doctors, and the detection accuracy of tiny nodules of 3 mm and above exceeds 95%. The outstanding achievements in computer vision have further promoted the development of artificial intelligence, which has been fully reflected in related applications such as driverless, smart cities and medical images. "

　　Wu Jianlong said that in the future, artificial intelligence will mainly expand in four directions: driverless, smart city, medical image and speech recognition. China’s development in these fields has reached the forefront of the world, and we have reason to believe that in the near future, China is expected to "overtake in corners" in artificial intelligence.

　　Big data develops in depth.

　　According to the "2017 China Big Data Development Survey Report" published by the ICT Institute of the Ministry of Industry and Information Technology, the growth rate of China’s big data market will remain above 30% from 2017 to 2020. But in fact, some insiders believe that the development speed of China’s big data industry in 2017 has exceeded expectations. Su Meng, chairman and CEO of Percent Information Technology Co., Ltd. and former doctoral supervisor of Guanghua School of Management of Peking University, also agreed with this view. He said, "In fact, the growth rate of some excellent big data companies far exceeds this growth rate. Take the percentage company as an example. In 2017, the percentage market revenue increased by 300%, and its overall big data solution has been widely adopted in domestic public affairs, finance, media publishing, intelligent manufacturing, retail fast-moving and other fields. "

　　Taking the manufacturing industry as an example, in 2017, outstanding manufacturing enterprises in China have applied big data to R&D design, manufacturing, marketing, after-sales service and other links, achieving improved production efficiency, more accurate marketing effect and improved service experience.

　　Su Meng believes that, on the one hand, the global technology open source movement trend has promoted China’s big data companies to achieve breakthroughs in basic technology innovation, and China companies have gradually become the main force of big data technology innovation; On the other hand, China’s rich data resources and increasingly extensive application requirements make Chinese big data companies at the world’s leading level in the innovation of big data applications. In addition, the pace of deep integration between traditional industries and big data is accelerating, and big data is becoming a magic weapon for the transformation of traditional industries.

　　Su Meng is confident about the future development of the big data industry. He said: "The development of China’s big data industry cannot be separated from the support of policies. Percent companies seize ‘ Belt and Road ’ The market opportunity of digital construction in countries along the route took the lead in going to sea and became the first big data company in China to go overseas. In addition, the General Secretary of the Supreme Leader mentioned big data many times in the report of the 19 th National Congress, which made me more confident in the future development of the industry. "

　　Virtual Reality Transforms Industry

　　Since 2015, with the continuous introduction of new consumer technology products, VR (Virtual Reality) industry has become a hot spot. 2017 is called "the first year of VR industry". The integration of smart phones, mobile clients, mobile Internet and virtual products has not only brought earth-shaking changes to people’s lives, but also further transformed traditional industries and spawned a large number of emerging industries.

　　Experts in the industry pointed out that at this stage, the development of China’s VR industry is being promoted by users, technology, hardware, content, developers, channels, capital and other forces. A benign VR industry ecosystem has been initially established, and a whole industrial chain including tools and equipment, industry applications, content production, distribution platforms and related services is being formed.

　　From the national level, virtual reality industry, as a new strategic industry, has been highly valued by the state, and relevant policies, measures and planning schemes have been released in a high density. Various government departments have issued a large number of special policies for industrial development to encourage, support and promote the development of virtual reality industry.

　　Qiao Yueshan, deputy director of the Electronic Information Department of the Ministry of Industry and Information Technology, said at the recent International Virtual Reality Innovation Conference that the development of virtual reality industry can promote integration and innovation. Taking virtual reality as the industrial starting point can promote the cross-border integration of different fields, and then define new standards and technologies, and even split out subversive new products and markets. The development of virtual reality industry can promote industrial transformation, break the traditional closed and chimney industrial development framework, connect key enterprises in different fields of industrial chain in series, and realize the transformation from industrial single-point breakthrough to industrial ecological expansion. Developing virtual reality industry can prosper content application. Virtual reality has rich business forms, great industrial potential and strong social benefits, and VR applications are accelerating to penetrate into production and life fields. At the same time, he pointed out that in the future, it is necessary to strengthen cross-disciplinary technology reserves, enrich the effective supply of products, promote the application of virtual reality key industries and build industrial support service platforms to ensure the healthy development of virtual reality industry.

　　Mobile payment goes overseas

　　In May 2017, the Silk Road Research Institute of Beijing Foreign Studies University interviewed young people from 20 countries along the Belt and Road Initiative. The interview found that the first thing that surprised, envied and wanted to bring back to their country was mobile payment. "Indian version of Alipay" and "Thailand version of Alibaba", China’s mobile payment technology is going overseas and realizing localization, which has a far-reaching impact on the local area.

　　Professor Ouyang Rihui, vice president of China Internet Economic Research Institute, believes that the development of Internet finance in China is in a leading position in the world and is one of the main achievements of China’s digital economy. Mobile payment is the most mature internet financial model in China. After the city is fully developed, it is sinking into the rural market and expanding to overseas markets.

　　Ouyang Rihui said: "The entry of China’s mobile payment into overseas markets has impacted the overseas payment ecology. Mobile payment is the trend of payment development, and overseas payment institutions are also actively embracing changes. However, it is a very complicated question whether to develop their own mobile payment platform or accept payment institutions in China. China payment institutions can take advantage of the lack of development of overseas mobile payment institutions, vigorously promote cooperation with merchants, and cooperate with China in ‘ Belt and Road ’ Infrastructure construction in countries along the route, do a good job in the information infrastructure construction of mobile payment, and cultivate consumers’ usage habits. "

　　Ouyang Rihui believes that in the future, from a spatial perspective, China mobile payment institutions should do a good job in developing markets in developed countries such as Britain and the United States, and at the same time do a good job in market expansion in countries along the Belt and Road; From the point of view of cooperation objects, we should focus on the cooperation between merchants in areas with a large number of outbound tourists in China, first meet the needs of Chinese tourists, and then drive the payment changes of consumers in the host countries; Finally, we must thoroughly study the laws, regulations, customs and traditions of countries and regions, gradually expand the market in an open and cooperative way, and pay special attention to overseas information privacy and anti-monopoly issues.

　　Internet of Things enjoys a smart life.

　　In the Internet of Things era, the Internet of Things industry in China has entered the fast lane. In 2017, the Internet of Things industry in China developed by spurt. As Wang Zhengwei, secretary-general of Zhongguancun Internet of Things Industry Alliance and director of the Innovation Center, said: "If 2016 is the new first year of the Internet of Things, then 2017 is undoubtedly the year of the outbreak of the Internet of Things in China."

　　Wang Zhengwei believes that in 2017, China’s Internet of Things will accelerate into a new stage of "cross-border integration, integrated innovation and large-scale development", and trillions of new devices such as smart wearable devices, smart home appliances, intelligent networked cars and intelligent robots will compete to access the network, forming massive data and bringing explosive growth in applications. First of all, NB-IOT (Narrowband Internet of Things Based on Cellular Network) technology detonated the Internet of Things market. The NB-IoT core protocol standard first put forward by Huawei was adopted in 3GPP (3rd generation partnership project, a standardization organization established in December 1998), thus setting off the hot spot of the Internet of Things. Secondly, in 2017, the three major telecom operators made full use of their full power and stepped in strongly, which led to the new blue ocean of the Internet of Things, fully activating the Internet of Things market in China. At the same time, the Ministry of Industry and Information Technology issued the Notice on Comprehensively Promoting the Construction and Development of the Mobile Internet of Things (NB-IOT), clearly accelerating the deployment of the mobile Internet of Things. By the end of 2017, the NB-IoT network will cover major cities such as municipalities directly under the central government and provincial capital cities, and the scale of base stations will reach 400,000.

　　Wang Zhengwei said that the great development of the Internet of Things will not only further facilitate people’s lives, but also promote breakthroughs in other technologies and promote the development of all walks of life. He said: "The trillion-dollar vertical industry market of the Internet of Things is constantly emerging, which will promote the deepening of supply-side structural reform; The consumer market demand for Internet of Vehicles, health, home, intelligent hardware and wearable devices is more active, which will drive the continuous integration of the Internet of Things and other cutting-edge technologies; Technologies such as artificial intelligence, virtual reality, autonomous driving and intelligent robots will continue to make new breakthroughs. "

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eπ008的前脸设计独特，采用了一体化设计的LED灯组，与下方的进气格栅融为一体。进气格栅采用了网状设计，增加了车辆的空气动力学性能。整体来看，eπ008的外观风格时尚前卫，线条流畅，突显了科技感。

车系eπ008拥有5002*1972*1732mm的长宽高尺寸和3025mm的轴距，为乘客提供了宽敞舒适的车内空间。车身线条流畅，呈现出独特的动感气息。搭配265/45 R21规格的轮胎和精致的轮圈设计，进一步提升了整车的视觉效果和行驶稳定性。

eπ008内饰风格简约而富有科技感，采用了15.6英寸的中控大屏，配备语音识别控制系统，能够实现对多媒体系统、导航、电话和空调的便捷操作。方向盘采用真皮材质，具备手动上下及前后调节功能。车内配备了USB和Type-C接口，方便充电和数据传输。前排座椅支持加热、通风和按摩功能，并配备头枕扬声器，为驾驶者提供舒适体验。此外，电动座椅记忆功能让驾驶者和副驾驶乘客都能快速调整到最舒适的位置，后排座椅支持靠背和腿托调节，放倒功能则为行李空间提供更多可能。

eπ008搭载了一款1.5T发动机，拥有147马力，最大功率为108kW，最大扭矩达到210N·m，匹配电动车单速变速箱，为车辆提供了强劲的动力输出和平顺的驾驶体验。

汽车之家车主 对eπ008的外观设计赞不绝口，认为其整体设计大气，非常耐看，甚至觉得它看起来就像30多万的车。这样的评价不仅反映了eπ008的高性价比，也体现了其出色的设计感。

　　A few days ago, it was reported that Dongfeng Motor Group, including Dongfeng Honda, Dongfeng Fengshen, Dongfeng Nissan, Landmap, Dongfeng Peugeot, Dongfeng Citroen and other 7 car brands, 56 models "limited-time promotion", the highest drop 90,000.

　　The joint venture B-class car can be won 120,000, so favorable, triggered a local rush to buy, and even attracted many foreign consumers to buy cars, sales call "busy". Affected by this, on March 7, A shares of Dongfeng Motor (600006.SH) opened a straight line after the opening of the limit; on March 8, its share price opened red, but then fell into a slump, as of press time, the share price fell slightly 0.29% to 6.78 yuan/share.

　　However, although the scene is prosperous, the automaker may be "making money at a loss". A staff member of Wuhan 4S store revealed to Times Finance: "There is basically no profit in the model store participating in the big promotion."

　　Who will come up with this expensive subsidy? In the face of declining sales and sluggish transformation, can this "super subsidy" ease Dongfeng Motor Group’s transformation anxiety?

　　Dongfeng Motor’s daily limit? It’s really an oolong

　　On March 7, A shares of Dongfeng Motor rose by the limit, with a market value of 13.50 billion yuan per share at 6.8 yuan. However, class A shares of Dongfeng Motor refers to Dongfeng Motor Group.

　　Dongfeng Motor’s board secretary told the media on the 7th that the car purchase subsidy in Hubei Province does not involve the company’s products. "The increase in the limit may be because there is a car purchase subsidy in Hubei recently, which will stimulate consumers to buy cars, but the object of this subsidy does not involve our company’s products. We are making commercial vehicles, and the subsidy is for passenger cars."

　　Times Finance called the customer hotline of Dongfeng Motor’s joint stock company and got a similar answer. "We are Dongfeng Motor Co., Ltd., and we mainly do commercial vehicles and light trucks. Regarding the subsidies for passenger cars in Wuhan and other places, it is recommended to consult the dealer for details."

　　According to public information, the full name of Dongfeng Motor listed on Class A shares is Dongfeng Motor Joint Stock Company, which is a subsidiary of Dongfeng Motor Group Joint Stock Company. The company’s January production and sales announcement shows that the models produced and sold are all commercial vehicles, namely light trucks, passenger cars and bus incomplete vehicles. In January 2023, the company produced a total of 9,511 vehicles, a year-on-year decrease of 50.58%, and sold 5,468 vehicles, a year-on-year decrease of 68.17%.

　　Dongfeng Motor Group is listed on the Hong Kong stock market, the stock name is Dongfeng Group (00489.HK), through Dongfeng Motor Co., Ltd., Dongfeng Honda Automobile Co., Ltd., Shenlong Automobile Co., Ltd. and other subsidiaries for automobile sales and after-sales services, both commercial vehicles and passenger cars. The announcement shows that in January 2023, Dongfeng Group produced 103,466 passenger cars and sold 92,826 passenger cars.

　　On the same day that A-share Dongfeng Motor rose by the limit, the performance of Hong Kong stock Dongfeng Group shares was not good, falling slightly by 0.47% to close at HK $4.28/share, with a total market value of 36.76 billion HK dollars.

　　Shenlong Automobile has a difficult transformation

　　Just a few days before this "epic promotion", on March 3, DONGFENG MOTOR CORPORATION announced that Zhu Yanfeng, the chairperson and party secretary of the group, will officially step down. Zhu Yanfeng has been in charge of Dongfeng Motor Group for about eight years.

　　Mr. Zhu, 62, was born in March 1961 and became FAW’s chairperson at the age of 38, according to public records. He became the youngest head of the four state-owned automakers, known in the industry as the "Young Marshal".

　　Zhu Yanfeng began to take the helm of Dongfeng Automobile Group in 2015. In 2016, Dongfeng Automobile Group’s sales reached a record high of 4.2767 million vehicles, and then declined all the way. By 2022, there were only 2.4607 million vehicles left, a decrease of 42.46% compared with the peak. Since 2018, Dongfeng has suffered many setbacks. The sales of Shenlong Automobile have declined, the sales of its own brand cars have not performed well, and the withdrawal of Dongfeng Renault from the market has followed.

　　In 2021, Dongfeng Motor Group released the "Dongfeng Rise" plan, which was seen as a comprehensive transformation of Dongfeng towards electrification and intelligence. Zhu Yanfeng set a goal: "By 2025, Dongfeng Motor’s sales of commercial vehicles, autonomous passenger vehicles and new energy vehicles will reach 1 million respectively, and Dongfeng’s independent brand scale will enter the top three in the industry."

　　In 2018, Dongfeng Motor established the Lantu brand to compete with a group of new car-making forces. In 2021, Lantu operated independently. In November 2022, Lantu completed a round of financing of nearly 5 billion yuan, with a valuation of nearly 30 billion yuan. However, the sales volume is hardly optimistic. In 2022, the Lantu brand sold 19,409 vehicles, with an average of less than 2,000 vehicles per month, which was far behind the ideals, NIO, and Dengshi of the same level.

　　Zhu Yanfeng once said that in 2022, Dongfeng will accelerate the construction of luxury, high-end, mainstream, and entry-level brand development patterns. After the Lantu brand, the luxury electric off-road brand Warrior came into being. But Lantu has not improved, and the market performance of Warrior has yet to be checked.

　　"Young Marshal" is about to retreat, but Dongfeng’s predicament still exists. The joint ventures that helped Dongfeng sell well have all shown a downward trend, and the performance of Shenlong Automobile in recent years has become the epitome of Dongfeng Group’s transformation difficulties.

　　Recently, a source in Wuhan told Times Finance that "the local factory of Dongfeng Citroen has stopped production, and Dongfeng Honda has remained normal." Times Finance asked Shenlong Automobile for confirmation and has not received a reply as of press time.

　　Shenlong Automobile had four production bases in China, of which the first, second and third factories are located in Wuhan, and the four factories established in 2015 are located in Chengdu. The planned annual production capacity of the four factories at that time was 300,000, 150,000, 300,000 and 360,000, with a total planned annual production capacity of 1.11 million vehicles.

　　These factories were prepared for the sales of Shenlong cars that once exceeded 700,000, but in the second year of the construction of the four factories, the sales of Shenlong cars fell below 600,000 cars, and then went down all the way. In 2020, the sales of Shenlong cars fell to the bottom and only 50,000 cars were left.

　　In order to reduce costs and increase efficiency, Shenlong Automobile has carried out a series of production capacity "slimming". In July 2019, Shenlong launched the F99 project – by optimizing the production capacity layout, the production capacity of the first and second plants in Wuhan will be concentrated in the three plants. According to the annual reports of Shenlong Automobile in 2020 and 2021, the production capacity of Shenlong Automobile is 360,000.

　　After a series of adjustments, the sales volume of Shenlong Automobile increased to 127,000 in 2022, but the capacity utilization rate of the factory is only one-third, which needs to be continued to improve.

　　Another media report said that Shenlong Automobile transferred the original second factory to Dongfeng Honda, which converted the factory into a new factory specializing in the production of pure electric vehicles. Wuhan Economic Development Zone issued a document on March 7, saying, "Dongfeng Honda New Energy Factory Stamping, Welding, Painting, Final Assembly and other major workshops are entering the field one after another for equipment and installation. After completion early next year, Dongfeng Honda will build a million vehicle production and sales system."

　　When Dongfeng Honda, a Japanese joint venture, accelerated its electrification process, the transformation of Shenlong Automobile seemed a little slow. As early as the beginning of May 2019, Shenlong Automobile has obtained access to new energy vehicle manufacturers and PHEV model production access, but currently Shenlong Automobile does not have a competitive pure electric product. Shenlong Automobile has also kept the sales of its Dongfeng Fukang ES500, Dongfeng Fukang ES600, e Elysee, Dongfeng Peugeot e2008 and other new energy models secret.

　　At the Shenlong Automobile Cultural Festival held in February 2023, Chen Bin, general manager of Shenlong Automobile, introduced the future product transformation plan: "In the first half of next year, Shenlong Automobile’s first smart electric SUV for C-end customers will be launched; in the next five years, Shenlong Automobile will intensively launch 9 new models and a variety of modified models, 8 of which are new energy models."

　　Shenlong Automobile has finally begun to "swing the tail of Shenlong", but with 8 new energy models in 5 years, such a transformation is difficult to say quickly. As a comparison, the data of the Passenger Association shows that the penetration rate of domestic new energy vehicles has reached 25.7% in 2022, an increase of 8.7% year-on-year. Can the belated Shenlong Automobile still compete for a place?

　　Boosting sales with subsidies?

　　A change in senior management personnel at a time when the most urgent need to stabilize military morale is not good news for Dongfeng Motor Group, which is still in the downward channel. In the context of promoting consumption in various places, promoting sales through subsidies is a win-win choice for Wuhan and Dongfeng Motor.

　　On February 5, the Wuhan Municipal People’s Government issued the "Policies and Measures to Stimulate the Vitality of Market Entities and Promote High-quality Economic Development", proposing to seize the opportunity to postpone the special project to promote automobile consumption in the province, and support the joint automobile production enterprises and sales enterprises in Wuhan Economic Development Zone and Jiangxia District to carry out car purchase subsidy activities. The activity time will continue until March 31, 2023.

　　"This promotion is an activity led by the Wuhan Economic Development Zone, because Dongfeng Motor Group is headquartered in the Economic Development Zone, so it is done in cooperation with car companies."

　　On March 6, the Wuhan Economic Development Zone held a symposium on stabilizing large-scale consumption. Data show that a total of 56 models from seven brands participated in the subsidy this time. Since March 1, Dongfeng Honda’s 25 special stores in Hubei Province have reached a total of 1,469 orders in five days, with an average of 294 vehicles per day, an increase of 359% over February. The average daily order volume of Shenlong Automobile increased by 984%, and the sales volume increased significantly.

　　At the meeting, Liu Ziqing, secretary of the Wuhan Economic Development Zone Working Committee, said: "Relevant departments and car companies should pressure themselves, continue to work hard, set targets and tasks for the whole year, pay close attention to the scheduling of automobile production and sales, and strive to maintain and continuously strengthen the recovery trend. We must carefully organize and carry out a series of online and offline automobile promotions such as automobile exhibitions and sales, automobile entry into enterprises, government agencies, and automobiles going to the countryside. We must do a good job in creating an atmosphere, tell a good brand story, and become a hot automobile consumer market."

　　A Wuhan 4S store sales told Times Finance that this promotion is different from car companies making profits. It is a government and enterprise subsidy in Hubei Province. Consumers must purchase cars internally in Hubei Province and have a Hubei license plate to enjoy. In other words, this discount may be regarded as a "bailout" by local governments for local enterprises.

　　Previously, similar policies have been introduced in many places to promote automobile consumption. According to public reports, in 2022, Shanghai Jiading District launched a subsidy policy. Users who buy products from local car companies such as SAIC, Volvo, and NIO can enjoy subsidies of 10,000 yuan or 20,000 yuan according to the price of the products. Jilin Province has also introduced a similar policy to promote the development of local car companies. The subsidy scope covers all self-owned and joint venture brand passenger cars and light trucks under China FAW. The total subsidy amount reaches 150 million yuan, and the bicycle subsidy amount can reach 37,000 yuan.

　　Can’t you enjoy the promotion if you don’t go to Hubei? Times Finance learned from many 4S stores in Guangzhou that many mainstream brands in the market have recently launched preferential policies. FAW-Volkswagen launched any brand replacement tour and tour, and can enjoy 16,000 yuan replacement support, and regular customers can enjoy an additional 4,000-8,000 yuan; GAC Toyota launched a landing price of 308,800 yuan for Highlander models, and then enjoyed 5,000 yuan during the pre-sale period. Car purchase gift; GAC Honda launched a replacement subsidy that can enjoy 4,000-6,000 yuan.

　　In the face of fierce market competition, many models without official price cuts also have discounts. Extreme Fox α coefficient T, α coefficient S all end point discounts 40,000 – 50,000 yuan, consumers can also choose less 10,000 cash discounts in exchange for a 5-year car purchase package.

　　There are also some car companies that choose to reduce prices by changing models, such as zero-run cars. On March 1, zero-run cars were all new 2023 models, and all three main models were reduced in price. C01 decreased by 34,000 – 50,200 yuan, C11 decreased by 16,000 – 30,000 yuan, T03 (except 200km new version) decreased by 9,600 – 12,600 yuan.

　　This is also the largest price reduction since the establishment of Zero Run Car. In the words of Zero Run Car President Zhu Jiangming: "With the configuration experience of the past 300,000 – 400,000, redefine the value standard of 150,000 – 200,000 meta-level cars."

　　Regarding the recent trend of price cuts in the car market, many netizens joked, "There is no car that cannot be sold, only the price that cannot be sold." In front of orders, how many car companies will choose to exchange price for quantity, and the smoke of the price war in the car market in 2023 may be even more diffuse.

On September 24, 2024, it was officially launched at Huawei’s autumn all-scene new product launch conference.The new car launched a total of 4 models, the official guide price 25.98-33 9,800 yuan.At the same time, the official also announced that the Max/Uitra version will start mass delivery on October 15, while the Pro model will start mass delivery on November 15. As the first coupe SUV model of Hongmeng Zhixing, Zhijie R7 is a medium and large SUV with crossover style. It is developed based on the Tuling chassis platform. It will be equipped with CDC variable damping shock absorber and air suspension as standard in the whole series, and is equipped with the HUAWEI ADS3.0 end-to-end humanoid intelligent driving system that will be fully launched soon.

In [Easy Car Dongguan Local Auto Market Discount Promotion Channel], we have sorted out the ongoing
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First of all, from the appearance point of view, the front face of the Peugeot 408 adopts a very fashionable and sporty design, using a three-frame air intake grille, which is very sporty. With the headlights, the shape is very stylish and simple. The car is equipped with LED daytime running lights, headlights height adjustment, automatic opening and closing, delayed closing, etc. To the side, the body size of the car is 4750MM*1820MM*1488MM, the car adopts soft lines, the side circumference looks very elegant, with large-sized thick-walled tires, the overall visual effect is very domineering. Looking back, the rear looks very stable, the taillights look very young, and the unique exhaust pipe makes the overall layout impressive.

Sitting in the car, the interior design of the Peugeot 408 takes a simple route, highlighting the layered effect. The steering wheel shape of the car is eye-catching, and it is made of genuine leather, making everything look very deep and elegant. From the central control point of view, the car is equipped with a touch-sensitive LCD central control screen, which makes the interior style impressive and looks quite fashionable. The dashboard and seat are also eye-catching. The dashboard design is remarkable and looks very capable. The car adopts leather/imitation leather mixed and matched seats, and is equipped with functions such as electric adjustment of the auxiliary seat, electric adjustment of the seat, and seat ratio reclining. It is basically enough for daily use.

The Peugeot 408 is matched with an automatic manual (AT) gearbox, with a maximum power of 127KW and a maximum torque of 255N.m, resulting in good power performance.

The Peugeot 408 is a very good model, both in terms of overall space performance and power performance. The exterior design is even more eye-catching, full of fashion and sporty atmosphere. If you are looking for a car that is both practical and good-looking, then the Peugeot 408 is definitely worth a look!

In [Easy Car Lijiang Local Auto Market Discount Promotion Channel], we have sorted out the ongoing
Promotions. As a much-talked-about model, the Asian Dragon is currently offering amazing discounts. The highest discount can even reach 45,000. The minimum starting price is only 143,800. You can get a larger discount by clicking the "Inquire" button in the quotation form. If you are looking for a practical and affordable model, you may wish to find out about the Asian Dragon’s discounts.

Let’s take a look at the appearance of the Asian Dragon first. The Asian Dragon front is very cold and equipped with a big mouth grille, which is very recognizable. With the simple headlights, you can see many interesting details from it. The car is equipped with LED daytime running lights, front fog lights, headlight height adjustment, automatic opening and closing, adaptive far and near light, etc. To the side of the body, the body size of the car is 4990MM*1850MM*1450MM, the car adopts full lines, the side circumference feels very sharp, with large-sized thick-walled tires, the shape is quite fashionable and generous. In terms of the rear, the overall shape of the Asian Dragon rear echoes the front face, the tail lights look very sharp, and the shape is relatively young and fashionable.

Sitting in the car, the interior of the Asian Dragon adopts a cold shape, full of fighting atmosphere. The steering wheel shape of the car is eye-catching, equipped with electric up and down + front and rear adjustment, steering wheel memory, steering wheel heating and other functions, and the shape is very combat. Take a look at the central control, with a 12.3-inch touch LCD central control screen, the interior style is impressive and cold. The dashboard and seats are also eye-catching. The car is equipped with an avant-garde dashboard, which looks very technological. The car uses leather/imitation leather mixed and matched seats, which are wide and thick, and the overall comfort is good.

The overall space performance of the Asian Dragon is very good, both the ride and the storage space are very spacious and comfortable. In addition, its appearance design is also very eye-catching, with smooth and beautiful lines, giving people a noble and elegant feeling. In terms of energy consumption, the performance of this model is even more satisfactory, the energy saving effect is very obvious, and the daily use cost is greatly reduced. Overall, the Asian Dragon is a very cost-effective model, worthy of consumers’ attention and purchase.

Welcome to Autohome Jinan Promotion Channel, we bring you the latest car purchase discount information. At present, this high-profile luxury SUV is having a grand promotion in Jinan area. The maximum discount has reached an astonishing 18,000 yuan, which means that consumers have the opportunity to buy this model with both performance and design at a lower price. The starting price has been adjusted to a very competitive 201,800 yuan. If you are interested in Xingtu Lanyue, don’t miss this excellent car purchase opportunity. Click "Check the car price" in the quotation form now, let’s explore more benefits together and seize this rare discount opportunity.

Xingtu Lanyue leads the trend with its unique exterior design. The front part adopts an atmospheric family-style design, and the iconic air intake grille is as bright as a galaxy, with smooth lines, showing the perfect fusion of power and elegance. In terms of overall style, Lanyue tends to be modern urban style, with hard body lines and spacious body size, giving people a stable and luxurious feeling, which can attract attention whether in city streets or suburban highways. The details all reflect the designer’s pursuit of exquisite craftsmanship and demonstrate the Xingtu brand’s insistence on quality and design.

The side lines of Xingtu Luoyue are designed to be smooth and dynamic. The body size reaches 4970mm x 1940mm x 1792mm, and the wheelbase is 2900mm long, providing a spacious interior space. The front and rear wheelbases are both 1644mm, ensuring driving stability. It is worth noting that it is equipped with 245/50 R20 size tires, with exquisite wheel design, which not only enhances the driving performance, but also adds a sense of style and power to the overall appearance.

The interior design of Xingtu Lanyue is full of luxury and technology. The spacious interior space is made of exquisite leather materials to create a warm and comfortable atmosphere. The driver can hold the leather steering wheel with excellent feel, which has manual up and down + front and rear adjustment functions to ensure the best driving experience. A 15.6-inch high definition touch screen stands on the center console, which integrates multimedia system, navigation, telephone, air conditioning and window control, making it easy to operate and full of technology. USB and Type-C ports are abundant to meet the charging and entertainment needs of passengers, and wireless charging function of mobile phones is also available in the front row. In terms of seats, the front seats provide heating and ventilation functions, and support the electric memory adjustment of the driver’s seat. The main and auxiliary seats can be adjusted back and forth, backrest adjustment and height adjustment to ensure passenger comfort. The second row of seats also supports front and rear movement and backrest reclining, and the seat reclines for flexible space utilization.

The car is equipped with a powerful 2.0T turbocharged engine with a maximum power of 192 kilowatts, corresponding to a strong output of 261 horsepower, capable of delivering 400 Nm of peak torque. This engine is matched with an 8-speed automatic transmission, which ensures the smoothness and responsiveness of the vehicle during driving.

Summarizing the owner’s evaluation, Xingtu Lanyue won his favor with its 23 vertical grille designs. Although he regretted not seeing the white version, he chose the black body, believing that it not only looks atmospheric and stable, but also has the charm of suit thugs. The owner’s praise for the rear and side lines is particularly outstanding. The horizontal and vertical design of the rear shape and the side waist line design both satisfy him deeply. Although the body is prone to dust, this did not affect his overall satisfaction. After all, for him, keeping the body tidy is not frequent, and occasional car washes are enough to deal with it. Overall, Xingtu Lanyue has won the recognition of Autohome owners with its excellent appearance design and texture.

[Autohome Hefei Discount Promotion Channel] Good news, the much-watched luxury sedan is running a full-scale promotion in Hefei. It is understood that consumers who buy Jaguar XFL can currently enjoy a cash discount of up to 176,900 yuan, and the minimum starting price has been reduced to 257,000 yuan. This offer undoubtedly provides car buyers with a very attractive car purchase opportunity. If you are interested in Jaguar XFL, be sure to click "Chatti Car Price" in the quotation form to seize this rare cost-saving opportunity to realize your luxury car dream.

The Jaguar XFL shows British luxury with its exquisite exterior design. The front face adopts the iconic leopard print air intake grille of the Jaguar family, and the streamlined body lines show an elegant and dynamic temperament. The overall style is atmospheric without losing the modern sense, the body proportions are coordinated, and the details are full of luxury and quality. Whether it is galloping on city streets or highways, the XFL can attract the attention of everyone.

The Jaguar XFL attracts the eye with its elegant body proportions and refined side design. The body size is 5102mm x 1890mm x 1456mm, and the wheelbase reaches 3100mm, giving it a spacious and comfortable interior. The front and rear wheels are 1605mm and 1609mm respectively, ensuring driving stability. The unique 255/35 R20 tire specification and rim design not only enhance the driving performance, but also add a sporty feel to the overall shape. Every detail shows the luxury and power of the XFL.

The interior design of the Jaguar XFL is full of luxury and refinement, blending classic British style with modern technology. The steering wheel is made of high-grade leather, which not only provides a comfortable grip, but also is equipped with electric up and down + front and rear adjustment functions to ensure that the driver has the best operating space. The center console is equipped with an 11.4-inch large-size touch screen, which has a clear display effect, supports automatic speech recognition control system, and can easily and quickly control multimedia, navigation and phone functions.

In terms of seats, the Jaguar XFL has selected exquisite leather materials to provide a luxurious ride experience. The front seats not only support 4-way adjustment, including front and rear, backrest, high and low and waist support, but also heating, ventilation and massage functions to ensure the comfort of long-distance driving. The driver and passenger seats are also equipped with electric seat memory function, which can be automatically adjusted according to personal habits. The second row of seats also has waist adjustment to provide passengers with personalized care. In addition, the car is also equipped with USB, Type-C interface, and mobile phone wireless charging function to meet the needs of modern life for convenient electronic devices.

The Jaguar XFL is powered by a powerful 2.0T engine with a maximum power of 221 kW and torque of 400 Nm, capable of pumping out 300 horsepower. This engine is perfectly matched with an 8-speed automatic transmission, providing the driver with a smooth and responsive driving experience.

Overall, the Jaguar XFL has won over Autohome owners with its unique design and excellent price/performance ratio. He emphasizes the high value of the vehicle and the excellent configuration in the same class, and believes that this is a very cost-effective model. For consumers who pursue quality and the appearance they like, the XFL is undoubtedly a trustworthy choice, and they are not afraid of the influence of online opinions and stick to their preferences. So, if you are also attracted by its charm, then act decisively and turn this heart into ownership!

Original new car shopping guide:For consumers, how can there be hard goods under the price war?

How competitive is the Audi Q family flagship?

Looking back at the car market in the first half of this year, both new energy and Chinese brands are showing an upward trend, while the sales volume of the traditional fuel market is further leveling off. According to the data of the Passenger Federation, in the first half of the year, our country’s automobile retail 9.841 million vehicles, of which 910,000 were retail vehicles of conventional fuel vehicles in June, a year-on-year decrease of 27%, the same month; from January to June, the retail sales of conventional fuel vehicles 5.73 million, a year-on-year decrease of 13%, the above data also means that the fuel vehicle market is being further squeezed by new energy products.

In the context of the intensification of the internal volume of the car market in 2024, traditional fuel vehicles have been impacted by many new energy models, and the market competition landscape has also undergone some changes. In the past, luxury brand models were regarded as exclusive cars for the middle class and the rich, but with the increasing maturity of domestic new energy vehicles, it is obvious that the BBA troika has also been impacted to a certain extent.

Recently, the BMW Group also released the data for the first half of 2024. The data shows that in the first half of this year, the BMW Group sold 1.2134 million new cars (including BMW, Rolls-Royce), down 0.1% year-on-year, of which the BMW car brand increased by 2.3% year-on-year to 1.0965 million. However, it should be noted that BMW in the Chinese market has experienced a significant decline in the same period. In the first half of the year, the cumulative sales of BMW China were 375,900 (including BMW and MINI brands), down 4.2% year-on-year.

In the first half of this year, Mercedes-Benz delivered a total of 350,000 new cars in China, down 6.5% year-on-year. Among them, Mercedes-Benz’s sales in China mainly rely on its fuel vehicle products. In the first half of the year, only 11,400 pure electric models were sold.

On the other hand, the Audi brand sold a total of 301,600 vehicles (including Audi imported cars) in the first half of this year. Although there was a slight increase year-on-year, there was still a certain gap with the end point sales of Mercedes-Benz and BMW. And Audi and Mercedes-Benz’s new energy models are indeed not popular with users. In the first half of this year, the sales of its pure electric models were only 9,782, and the number of products has not yet reached the level of breaking 10,000.

In fact, Audi’s electric models are not selling well in overseas markets either. Overseas Audi officials said that it had previously invested heavily in electric vehicle production capacity and technology development, but the demand in the European high-end electric vehicle market was much lower than expected, which hit it hard.

In March this year, the new Audi Q6 e-tron made its world debut. The new car is built on the new PPE platform, and the car is also regarded as an important step for Audi to take towards the electrification era. The new car will be domestically produced by FAW Audi in the future, and will meet users with the product strategy of the Q6L e-tron after the extended wheelbase. At the same time, a new localized cockpit will be added. However, Audi electric vehicles, which are not very popular at home and abroad, have also cast an uncertain factor on the future development trend of the new car.

In addition, in the first half of this year, including BMW, Mercedes-Benz, Audi, Porsche and other brands, their models have started price promotions, but in today’s car market, even the sales strategy of "price for volume" has no obvious boost in some aspects.

Recently, BMW began to announce that it would stop participating in the price war, and then Mercedes-Benz and Audi also began to follow up. At present, some models of the BBA three have begun to return to the original end point market level. In fact, for luxury brands, participating in the price war is actually not a benign development strategy. It is only effective and unsustainable in the short term. Long-term and deep participation in the price war is actually a damage to the luxury brand perception established over the years.

In the face of such a market competition landscape, more and more car companies either adhere to the long-term line, or respond with stronger products. To put it bluntly, when a dealer sells a car, he loses one, and it won’t take long to close the door; for consumers, under the low price, there is no hard goods?

"Life is a marathon, but we treat it as a sprint, fast enough, and it is best to take shortcuts. So the posture is deformed and the mentality is out of balance." FAW Audi and Andy Lau have launched a short video copy of "reverse volume", which aims to directly address the anxiety of people today and express the value of long-termism with a discussion on how to properly "waste" time.

In the era of intelligent revolution, there will always be new words that are comparable, surpassing, and far ahead. But the only thing that is certain is that cars are not mobile phones on wheels, nor fast-moving consumer goods that are thrown away after two or three years of use. It is not difficult to make explosive products, but it is rare that even in the next 10 or even 15 years, the quality of products or machinery will still be reliable and stable.

A truly responsible car company will always tell its users the truth when it is not so timely. What is a good product in the true sense, FAW-Volkswagen and FAW-Audi are the same. In this regard, Li Fenggang, executive deputy general manager of FAW-Audi Sales Company, promised at the launch conference of the Audi Q family flagship SUV,"Audi will never practice with users, and will never compromise on product testing in pursuit of speed to market."

What changes have been made to the new Audi Q7?

On July 22, 2024, the flagship SUV of the Audi Q family was launched, of which 4 new models were priced at 60.98~ 804,800; 1 new model was priced at 1.0988 million yuan; 4 new models were priced at 78.68-108 4,800 yuan. Among them, the new Audi Q7 compartment is also the second time this generation of Audi Q7 has ushered in a mid-term change, and the last mid-term change can be traced back to 2019.

The new Audi Q7 continues to be based on the MLB Evo platform, and the new car uses the latest family style. Among them, the front face of the new car has changed, the front grille style has been replaced, and the interior of the headlights has also been readjusted, which looks more sporty than the old model. In addition, although the new model has not changed much at the tail, it shows the new CI logo launched by Audi. The front and rear use Audi’s new flat LOGO. At the same time, the quattro logo has been cancelled, and the S and S line models have been added as red diamond logo + product name.

The car has not changed much. It still uses the MMI digital virtual cockpit design, and also gives three screens. The whole system comes standard with a 12.3-inch full LCD meter + 10.1-inch central control screen and an 8.6-inch screen. In addition, the new model also comes standard with an interior expansion leather equipment package. The instrument area is made of nappa leather, and it is also equipped with a 23-speaker B & O sound system. The central power amplifier has a power of 1920 watts.

Regarding the power part, the new Audi Q7 offers 2.0T and 3.0T V6 engines, of which the 2.0T model has a maximum power of 265 horsepower (195kW) and a maximum torque of 370 Nm; the 3.0T model has a maximum power of 340 horsepower (250kW) and a maximum torque of 500 Nm, matching the 8AT automatic transmission, and is equipped with a mechanical quattro OurHours four-wheel drive system as standard.

The new Audi Q7 will face competition in the future, mainly and. But it cannot be ignored, even if the car positioning is not at the same level as the above three models, but the price, positioning crowd and target customers are overlapping. Since the beginning of this year, the Q M9 has only taken 5 months from February to June, and the sales volume has reached 58,800, which has exceeded the BMW X5’s 46,900 in the first half of this year.

In the era of new energy, the 3.0T or even 4.0T power in the fuel vehicle market is becoming increasingly rare, which also makes such models with large-displacement power more precious. Of course, like BMW X5, Mercedes-Benz GLE, and flagship SUV models such as Audi Q7 and Audi Q8, the driving experience they bring and the distance they can reach are actually irreplaceable, especially the quattro OurHours four-wheel drive system carried by Audi Q7. As long as the mountain is there and the water is ahead, Audi can take you to any distance you want to go.

The current car market is full of new products, why do many users still like the Audi brand, is it really just its quattro? In fact, it is only one of the two four-wheel drive in the world, and more importantly, at any time, a reliable, luxurious model that can withstand complex road conditions and changeable climate tests can be called a good car. For travel, these above qualities are far more important than "refrigerators, color TVs and big sofas".

Summarize:The new Audi Q7, on the basis of the quattro and air suspension standard in the whole series, also ushered in a major improvement in the appearance part, and the improvement in appearance is still not small. At the same time, the new model is further lowered in the official starting price compared to the old model, which shows full sincerity.

This year is the 116th anniversary of the birth of the Audi brand, and it is also the 36th year of cooperation between FAW and Audi. So far, it has 9 million users. In the face of fierce market competition, Audi adheres to the long-term approach, improves efficiency through innovative technology, adapts to localized user preferences and optimizes production processes, and quickly responds to market changes and brings out new ones. The newly listed Audi Q family flagship SUV products are also here to convey the luxury flagship standard of the new era.

Author: Talking Loud, Source: One Author Column

At the moment of the prevalence of mobile Internet in our country, customers’ consumption habits, living habits, information acquisition paths and other behavioral patterns have undergone tremendous changes. If the entire transaction can be completed with a "click of a finger", who would be willing to come to the door, to the store, to queue up, time-consuming and laborious?

Therefore, the bank anxiously found that although offline transactions were either actively or passively moved to the online, online products such as self-operated APPs and official accounts did not undertake much proportion, but instead flowed out to the "online supermarket" built by the leading Internet platform, and could only reach customers indirectly through the online supermarket.Banks urgently need to drain from the public domain and expand their own private domain traffic.

Insurance companies are equally anxiousThe operating pressure of a single type of insurance, unfavorable expansion of new types of insurance, and re-reflection of the agent model, and the rise of online insurance sellers, under internal and external troubles, there is an urgent need to open up the sales situation through new online business development methods. However, the entry of online traffic into the stock competitive market has led to extremely high prices, and traditional insurance companies lack Internet operation thinking and do not know where to start.

There are many ways to obtain online traffic. We start with the biggest one – short video & LIVE traffic, and deeply analyze the nature and characteristics of current traffic, so as to provide solutions to the private traffic operation problems of Financial Institution Group.

Let’s start with four typical cases

1. New Oriental and Dong Yuhui

New Oriental’s transformation was very successful, but it actually violated the "taboo" of corporate transformation – the main business switched to the big competition, just like a seriously ill person regained life through a big change of blood, the transformation risk is high, and the success rate is low. However, New Oriental fully considered the continuation and re-establishment of its core competitiveness, and selected excellent lecturers to successfully transform the network live streaming host. From the perspective of live streaming host ability training, the transformation is not difficult.

Observing the new business model of New Oriental found that New Oriental does not produce goods or services itself, but essentially uses short videos and live broadcast platforms to build New Oriental’s unified sales and delivery brand. Like a first-level wholesaler with a traditional business model, its core competitiveness can only be a strong delivery ability. How to build a strong delivery ability? What is the difference between operating with Li Jiaqi and Viya?

First of all, New Oriental’s priority is to build the "New Oriental Selection" company brand, rather than a strong personal attribute brand.

However, the IP of "New Oriental Selection" is cold, and the IP of short videos and webcasts must be personal, vivid and personalized, so it is also necessary to create a personal IP. In order to reduce the series of business risk problems that may be caused by the strong binding of the company’s brand to a certain person, New Oriental has created a group of personal IPs: Dong Yuhui, yoyo, Dundun, Shi Ming… Their common characteristic – they are all lecturers of New Oriental. By creating a "iron camp + flowing soldiers" model, strengthen the company’s branding impression and image.

Secondly, New Oriental has reshaped the new fashion of live streaming. Live streaming is no longer roaring, noisy, vulgar, but also intellectual, rational, touching, humorous. It can teach English, pick up a musical instrument and sing unprofessional but heartfelt songs, and it can be a 7 * 24 hour live streaming host.

There were many live streaming hosts, so naturally there was no shortage of topics. Therefore, the square face of the Terracotta Warriors, Dong Yuhui and Yoyo’s CP, Shi Ming’s daughter-in-law… became the title of the short climax video during the live broadcast.

However, New Oriental’s delivery advantage is based on unique forms and knowledge content, and the competitive barrier is not high. With the increase of similar competitors and the aesthetic fatigue of the audience, this advantage and hot spot will always pass. How New Oriental maintains continuous competitiveness and attention is a major issue that accompanies the operation.

2, crazy little brother yang and three sheep internet company

Take a look at the business logic of "Crazy Little Brother Yang", who currently ranks first in the number of Douyin bloggers.

"Crazy Little Brother Yang" is similar to New Oriental Selection, and belongs to the same delivery platform. Different from New Oriental’s transformation and Yu Minhong’s way of increasing fans with its own hotspots and traffic, it started with family funny short videos to build fans, and later transformed into live broadcast delivery. Establish competition barriers with highly cost-effective products, forming a virtuous circle of mutual promotion of "cost-effective products" and "strong delivery capabilities". At the same time, continue to launch high-quality funny videos to maintain fan popularity and attract re-engagement for live broadcasts.

Crazy Brother Yang was also the first live streaming host to adopt a corporate system of operation, which avoided the fate of Viya and Li Jiaqi due to business tax regulations. The operating company behind it, Sanjiyang Network, also tried to launch other Internet celebrity live streaming hosts, but under the strong personal IP, the company’s attributes are not strong, and other Internet celebrity IPs are difficult to build.

Crazy Brother Yang represents the most common Internet celebrity live streaming hosting business model and development process: "self-employed" or "small teams" initially attract fans through creativity, and after finding a self-development model, they continue to stand out from the highly competitive live streaming hosting group, and then live stream monetization.

3. Gree and Dong Mingzhu’s store

Unlike the business essence of Dongfang Selection and Crazy Brother Yang, the Financial Institution Group itself produces goods or services in the hope that the self-operated platform will directly sell to customers – it can reach customers without coercion, improve the stickiness of self-operated customers, and reduce the cost of customer acquisition. Therefore, many of the tactics of the delivery platform do not apply to Financial Institution Group.

Gree and Dong Mingzhu’s store is a more successful transformation of self-operated online sales in the physical manufacturing industry. Let’s try to analyze Miss Dong’s online sales strategy.

First of all, it is also to build an IP – Dong Mingzhu’s store, and to create an online direct brand of Gree air conditioners. Why not call Gree’s store, it may be mainly to make full use of Dong Mingzhu’s personal branding impression, with its own traffic and further strengthening the interest binding between Miss Dong and Gree.

But Dong Mingzhu is over 60 years old after all, and cannot live stream as a live streaming host. In order to attract young customers and create topics, she launched her own stand-in, "secretary" Meng Yutong. Meng Yutong’s debut was in the entertainment industry. He was picked up by Dong Mingzhu for participating in a workplace show, and he joined Gree overnight to serve as Dong Mingzhu’s secretary. The main responsibility is live streaming, and it seems that he does not hold other real positions.

Dong Mingzhu worked hard to create Meng Mingzhu’s IP, and attended various meetings with him. He asked Xiao Meng to send a hot dance in semi-entertainment occasions, and increased the popularity through short video transmission. Immediately after creating the topic, "Dong Mingzhu’s secretary" and "Gree’s next generation of female successors" became the labels of Meng Yutong. However, all of Meng Yutong’s IPs are dependent, and it is difficult to form a personalized label. The impression left is that there are several hot dances at Dong Mingzhu’s request on different occasions. The label excavation is not sustainable, and it disappears in the public eye after a flash in the pan.

Dong Mingzhu’s shop is defined as an online self-operated channel, which has more practical significance for Gree or Dong Mingzhu. Miss Dong has had several serious conflicts with Gree’s old shareholders, all of which have used the power of dealers to successfully defend the barricade several times. Success is not easy, and failure is not easy. The power of the princes of dealers is too strong, which has also become the biggest obstacle to Gree’s integration into the new retail model. Dong Mingzhu’s shop has realized the replacement of self-operated dealers: in recent years, the total sales of Gree air conditioners have not changed much, but Dong Mingzhu’s store sales have increased to tens of billions, which has invisibly exploited the cakes of major agents and distribution channels.

Due to the fact that it is only self-operated, and white goods generally have the characteristics of low purchase frequency, the frequency of short videos and live broadcasts and the popularity of a single game are difficult to maintain. The sense of topic is not strong, and short videos and live broadcasts are gradually reduced to product introductions. This is also the biggest problem that is common and difficult to solve in the private streaming operation of live broadcasts by manufacturers.

4. Wang Xiaofei’s Six Stories of Ma

It also comes with its own traffic, and Wang Xiaofei’s Ma Liuji is out of the circle. Since Wang Xiaofei’s topics mostly come from failed marriages and couples tearing each other up, in order to form an isolation from business brands, Ma Liuji’s short videos and live broadcasts never mention private life, as long as Wang Xiaofei appears on the camera.

Under the current context of consumer downgrade, high-end hotels are difficult to operate. Zhang Lan, Wang Xiaofei and their son moved to offset and mass hotels, launching offline catering brand stores such as Yue’ertang and Ma Liuji.

How to attract online traffic and drive consumption? Wang Xiaofei cleverly combines premade dishes with online live streaming, making online self-operation productive. Ma Liuji’s business idea since its birth is to drive offline store operations through online sales.

In order to increase the topic and fill the live broadcast content, Wang Xiaofei started live cooking, of course making his own pre-made dishes, selling hot and sour powder, selling homemade sausages, telling entrepreneurial stories, and even recording Ma Liuji executive business meetings to advertise for offline stores.

Ma Liuji is no longer a simple Sichuan restaurant, but has successfully transformed into a "chain restaurant + food company". Through online short videos and live broadcast sales, the online sector is responsible for its own profits and losses. At the same time, develop its own fan club – private domain traffic, play the role of online product promotion and diversion, and divert the flow of offline stores. Offline stores use trendy brands and creative operations to carry the functions of deep customer interaction and product experience.

Implications for the financial industry

At present, Internet operations in the financial industry mostly cooperate with leading traffic platforms to make hard advertisements. Push, at most, carefully select the target customer group, and guide customers to click to buy through product links under more successful online scenarios and pages. The sales conversion rate of this method is extremely low, and the core test is the "stickiness" or "demand rigidity" of the financial product itself. Therefore, it is easy to understand why the conversion rate of online credit is the highest, followed by deposits and wealth management.

For insurance products with less rigid demand, this indirect first-stream cooperation is doomed to be ineffective. Public domain to private domain cannot avoid online self-operated Customer relationship of financial enterprises. Anyway, if you want to operate private domain traffic by yourself, why not take the initiative to attract public domain traffic, but passively convert traffic? Why not integrate into the traffic concentration of short videos and live broadcast methods, but instead cling to the primary gameplay of playing the remaining page product jumps on the Internet platform?

1. The core of online operation is to build IP.

IP is the battlefield of online operation and the memory point of public traffic. Its own tonality positioning sometimes determines the success or failure of the overall operation. Therefore, IP is best to bring its own traffic, at least it is easy to attract attention and fans. This answers why Gree’s online store is not called "Gree’s store", but "Dong Mingzhu’s store".

The financial industry is mostly state-owned enterprises, and it is often difficult to "surprise" on the Internet because of "integrity". A better combination is to learn from New Oriental’s approach, hype the promotion of helping farmers and inclusive benefits, and find product connections around the themes of the rejuvenation of great powers, the heavy weapons of great powers, and the rise of nations, and use fresh methods to arouse emotional resonance among users. This is a creative industry that requires a team that understands finance and is good at advertising creativity to continue to operate.

2. The conflict between IP personal attributes and brand corporate attributes is resolved

In the field of short video and live broadcast, IP has obvious personal attributes of live streaming host. This is an objective law and cannot be subverted. For Financial Institution Groups, there will be great security risks. Just like a company choosing a product endorsement star, once the company’s brand, reputation and personal words and deeds are strongly tied, it will be a long-term and unstable factor.

New Oriental’s approach is worth learning from. It adopts the method of "highlighting the company’s brand + a group of live streaming hosts", creating but not relying on personal IP, and always emphasizing the company’s IP. The specific practices include all live streaming hosts wearing the clothes of the company’s IP, requiring the live streaming host to mention the frequency of the company’s IP, and so on.

Even so, it is still impossible to completely solve the personal instability. If Dong Yuhui changes jobs to other platforms, at least in the short term, the loss of fans and attractiveness of Dongfang Selection will be inevitable.

A trend of live video broadcast may fundamentally solve this problem – virtual human. Virtual human belongs to the intellectual property and intangible assets of enterprises, and the language behavior is completely controllable, which can perfectly solve the problem of highlighting personal IP to create private domain traffic while avoiding the negative impact of personal instability. The technology has matured rapidly so that the short video output of one-way interaction can completely replace the real person. In two-way interaction, pure voice interaction has been close to the real person interaction in some characteristic scenarios, but the video animation technology is not yet mature, and it will take 3-5 years to commercialize on a large scale. At present, a number of domestic Financial Institution Groups have tested the waters to launch virtual human, and are mainly used in the field of publicity products and customer service. This trend will be further strengthened in the future.

3. Continue to create topics, maintain popularity and customer activity

The operation of IP needs to continue to maintain popularity, just like the DAU and MAU of the APP need to be maintained in the 1.0 stage of Internet marketing. The main means to maintain popularity in the field of short videos and live broadcasts are: manufacturing or tracking hot topics, emotional resonance, ultimate cost-effective goods, lady dancing, curiosity and creativity… The audience of short videos can be classified according to the interest label, and the short videos can also be divided into different types: mukbang, funny, travel, cooking, dancing, singing… People gather in groups, and you can consider launching different types of video solutions to attract different types of customers. Of course, the customer group must be a pre-selected target customer group, and the type of scene has a high degree of compatibility with the product or service.

4. The problem of low frequency of self-operated products

Domestic manufacturers’ self-operated short video or live broadcast platforms do not seem to have solved this problem to a high extent. In the insurance industry, we have browsed the live broadcast platforms of Ping An and ZhongAn, which have launched live video broadcasts. Repeated oral broadcasts without new ideas are doomed to bleak popularity and transaction volume. Direct and blunt sales just move the offline sales scene to the online, which is meaningless. Only the brand trust formed through the continuous accumulation of popularity, coupled with the natural transformation of scene-based entry, can truly play the role of online delivery. For example, if an agricultural insurance company can establish an agricultural teaching video platform, it will use the scene areas such as planting and breeding technology and agricultural sales that farmers need to be empowered as the entry point for short videos or live broadcasts. If you think that the self-built online business scene is too heavy, you can at least shoot some low-cost teaching videos or short videos that farmers like to see, and then insert the insurance purchase link into it, which will also play a good role.

Another solution is to introduce high-frequency scenarios. There is no need to insist that your platform only sells your own products. You can consider introducing high-frequency products and services from strategic partners to attract popularity at cost-effective sales prices, and drive your own product sales when selling complementary products.

Author Email: gaoshengtan2021@yeah.net