The last quarter of every year is the quarter with the most activities for various car companies.
Whether it is to offset sales at the end of the year, or to take advantage of the opportunity when everyone wants to pick up the car and go back to their hometown before the New Year.
Anyway, new cars from various car companies are basically launched in this quarter.
First, Geely launched the SUV model King Kong, which can be regarded as officially opening up the blue ocean of the mid-level SUV market with H6, S6, Tiggo and other models.
Immediately afterwards, Changan Automobile's first SUV CS75 also began to conduct test drives, and various related pre-heating news was also flying all over the sky.
Then Chery’s new Fengyun was officially announced to be officially launched at the Yangcheng Auto Show.
Great Wall Motors has also begun to warm up its upcoming H5 model.
As a result, the various automotive media will be extremely happy.
To carry out publicity, soft articles, advertisements, etc. are indispensable.
Various activities also come one after another.
Which tourist city will you go to for a test drive today? Which scenic spot will you go to tomorrow to experience a new car model?
With the salary from the company and the transportation fee from the manufacturer, you will be provided with food and drinks during the event and you will be guaranteed to win a big prize.
Not too moisturizing at all.
Both Yu Yu and He Ling felt that they had gained a few pounds during this period.
"Mr. Cao, I plan to release the spy photos of Xingchen 2 and the news of the start of development of Xingchen 4 on the same day."
"This may have unexpected effects."
"When the sales of Ziweixing reach a new high, spy photos of Xingchen Car are exposed, and the development of Xingchen 4 will be complementary, it will definitely become a hot news in the automotive industry."
Yu Yu now comes to Nanshan Industrial Park every now and then to report to Cao Yang on the situation of Autohome.
Of course, more importantly, she wanted to come over and report to Cao Yang about Xingchen Automobile's publicity work.
"You are professionals when it comes to car promotion."
"If you think it would be more impactful to put them together, then put them together."
"You can expose some other news about Xingchen 2 as exclusive news one after another."
"What about electric four-wheel drive, W12 engine, integrated hot stamping door ring technology, etc., put some out every now and then to keep the heat going."
If you want people to remember you, it is definitely important to maintain sufficient exposure.
Fortunately, Xingchen Auto has enough channels and enough information to maintain its popularity.
"The rendering of Xingchen 2 has been released before."
"Now everyone should be quite interested in its specific configuration."
"Of course, the name of Xingchen No. 2 is also a gimmick. When the time comes, we can hold a separate guessing event and give certain rewards to the guessers."
"Even the price of Xingchen 2 can be included in a guessing session on Autohome."
"Giving certain rewards to those who can guess correctly should be able to fully mobilize everyone's enthusiasm."
"Of course, the cooperation with various hot searches on Weibo is definitely also very important."
"By now, Weibo has become a platform that many people log in to every day."
Yu Yu exchanged publicity-related plans with Cao Yang for more than ten minutes. Only when Mi Ying came over to inform Cao Yang of another meeting did Yu Yu leave Nanshan Industrial Park.
"Mr. Cao, the launch of the new model of Xingchen IV is in the Tianshu conference room, waiting for you to start."
Although some things about Xingchen 4 were mentioned at the last ministerial meeting, the company's formal project launch must still be carried out.
The model has been officially launched, which means that the market research activities jointly carried out by the sales department and the R&D department have ended.
It also means that the R&D department already has clear arrangements for model development and has clear needs for various configurations.
All that's left is for each department to roll up its sleeves and get to work.
“During this period, is everyone’s anticipation for Xingchen 4 strong?”
Cao Yang has already given the appearance drawing of the Porsche Cayenne to Yao Yongxiang, and the institute has already produced the first clay model.
It can be said that this project started faster than the previous three models.
"As long as anyone has seen the appearance of Xingchen No. 4, no one will be without confidence."
"According to my point of view, Xingchen No. 4 is more beautiful and durable than Xingchen No. 2."
"The most important thing is that although it is an SUV model, you can still feel the streamlined lines of a car."
"You can even feel a trace of Ziweixing from Xingchen No. 4."
"Mr. Cao, I have a hunch that Xingchen IV is likely to be our highest-selling model so far."
Mi Ying is obviously full of expectations for Xingchen No. 4.
Such a medium-to-large five-seat SUV is larger than the BMW X5 and Porsche Cayenne.
The shape is much prettier than them.
The selling price is also relatively close to them.
But the power system it will be equipped with will be much stronger than others.
It is conceivable that after the launch, the sales volume is worth looking forward to.
"The SUV market has slowly gained popularity, although many people still think that sedans with butts are real cars."
“But after driving an SUV, I don’t really want to drive a car again.”
"Whether it is Xingchen 2 or Xingchen 4, or other SUV models in the future, the sales volume is very worth looking forward to."
Cao Yang and Mi Ying came to the Tianshu conference room while talking.
The naming of the conference room of Xingchen Auto is quite interesting.
Tianshu, Tianxuan, Tianji, Tianquan, Yuheng, Kaiyang, Yaoguang.
There are corresponding meeting rooms.
This actually made many employees get to know Big Dipper.
Otherwise, under normal circumstances, few people would be able to remember which seven stars the Big Dipper is.
"Hello, Mr. Cao, today's launch meeting of Xingchen 4 will mainly explain the market positioning, product competitiveness, development goals, etc...."
After Cao Yang came to the conference room, the launch meeting of Xingchen 4 officially began.
However, this kind of kick-off meeting is more often a process-based thing, or it is determined based on the needs of the project node.
The main things have actually been reported before the meeting.
Of course, some details will definitely not be as clear as what was explained before the meeting.
Various departments such as the sales department, research institute, and production management department went up to report on their respective department's plans, and then Cao Yang commented that Xingchen No. 4 was officially launched within the company.
Whether it is Nanshan engines, Nanshan gearboxes, or Nanshan auto parts, they have all begun to have synchronized rides.
But in the beginning, most of the work was in the institute.
If they don't draw the drawings, there will be no way to move forward with many tasks.
After the official launch meeting, the sales department immediately started communicating with Autohome to discuss some publicity strategies.
If a star company like Xingchen Automobile develops a new model, it is unrealistic to maintain complete confidentiality.
In this case, Cao Yang simply did the opposite.
Use "leaks" or other methods to promote your own models.
"Xiao Lin, you still need to communicate with them more at Xingchen Automobile."
"For example, if Xingchen Auto provides some soft articles or pictures related to new models to all major platforms at the same time, the publicity effect will definitely be better than if it is provided to Autohome alone."
"We need to make them aware of this and let them know that we are willing to cooperate in doing some publicity."
Fang Dawen just arrived at the office in the morning. When he turned on his computer, he saw news related to Xingchen Automobile, which was also trending on Weibo.
As for Autohome, there are articles or pictures on topics related to hot searches on Weibo.
If you think about it with your toes, you will know that Xingchen Automobile must have given Autohome some exclusive news.
This made Fang Dawen very happy.
It seems that Autohome has secured its first position in the industry, and the gap with other platforms has also widened.
Fang Dawen's mentality is also changing.
After all, when a person's level and status are very close to yours, you will regard him as a competitor.
But if the other party is much stronger than you, you won't be able to think about it at all.
"I take the initiative to contact them every week and ask if they have any exclusive news."
"But although they were very polite to us, they just didn't have any first-hand information."
When He Ling said this, she couldn't help but feel a trace of resentment.
Xingchen Automobile always treats various media differently, and her situation will become very embarrassing.
"Don't treat Xingchen Motors with the same attitude as other car companies."
"You have to treat Xingchen Automobile as your customer and as your bread and butter. Maybe the other party's attitude will be different."
Fang Dawen knew that Lin Jiayan was a little unwilling to bow her head to Xingchen Automobile.
But sometimes, head iron can't solve the problem.
"I see that several other media outlets have not received first-hand information. Every time they release news related to Xingchen Motors, the time is very close to us."
"Could it be that the other party did this deliberately, just to give the heaviest news to its affiliated companies?"
Lin Jiayan found a very convincing reason for herself.
But for the head of the department, Fang Dawen only cares about the results.
The process is no longer that important.
"Their Xingchen 2 will be launched this year, Xingchen 3 will also be launched in the first half of next year, and now they have launched Xingchen 4."
"I estimate that Xingchen Auto will be the hot news in the automotive industry in the next few years."
"In this case, no matter what angle we come from, we must maintain full communication with the other party."
When Fang Dawen said this, Lin Jiayan naturally knew what his consciousness was tomorrow.
"Editor-in-Chief, I'm going to visit them in the next two days and have a good face-to-face communication with them."
…
"Mr. Wang, Xingchen Motors' fourth model is an SUV. It seems that Mr. Cao is really optimistic about the SUV market."
Just when Xingchen Auto was being searched from various angles, many people in the industry were also talking about Xingchen Auto.
As an important partner of Nanshan Group, Great Wall Motors is no exception.
"Judging from this year's market performance, although the advantages of sedans are still very obvious, even overwhelming."
"But the growth rate of the SUV market is much higher than that of sedans, achieving double growth."
"This shows that many consumers are indeed very interested in SUV models."
"We at Great Wall Motors have chosen to bet on SUV models. Perhaps we can rely on this path in the future to become the largest-selling independent brand car company in China."
When Wang Ying said this, Zhu Jianbo was stunned for a moment.
The largest independent brand car company in terms of sales in China?
Although there are some restrictions, is she too bold to think about it?
Today, Chery and Geely are much more famous than Great Wall Motors.
Even the names of BYD and Changan Automobile are more familiar to people than Great Wall Motor.
If it weren't for the glory of the word "Great Wall", the difference would probably be even greater.
"Mr. Wang, I think there is no problem in focusing on developing SUV models."
"But I feel that more and more companies are launching SUV models now."
"Even those joint venture automobile giants have begun to introduce SUV models one after another. Competition will definitely become more and more fierce in the future."
Zhu Jianbo didn't have enough people to express his worries.
"The SUV models developed by the research institute cannot be less competitive than others."
"Otherwise, it will be difficult for the sales department to sell cars."
Wang Ying took this opportunity to hit Zhu Jianbo.
In her view, Great Wall Motor's independent research and development of engines and gearboxes is a bit behind.
As a result, Great Wall Motors has more and more models using Nanshan engines.
This is obviously a little different from Wang Ying's expectations.
The key is that now, at this time, I am still worried and worried.
This made Wang Ying a little dissatisfied.
"You can rest assured that body safety is a selling point of our SUVs."
"In terms of the use of ESP, I am also thinking about whether we can consider giving it to some models in advance as standard parts."
"This is also closely related to the safety we promote."
Great Wall Motors uses ESP provided by Nanshan Group, and the price is much lower than that of Bosch and Continental.
This is why Zhu Jianbo dared to propose such a proposal.
Otherwise, the price increase will definitely not be affordable by Great Wall Motors.
No matter how hard everyone works, if the sales of independent brands are to increase in a short period of time, the prices must be competitive.
Otherwise it's all just clouds.
"I don't care about the specific details. You are a professional in this area."
"But in terms of the positioning of new models, the institute must keep an eye on Xingchen Automobile's developments."
"Although we have no way to directly produce such high-end models, it should still be of some significance to learn some of their concepts and apply them to the development of our new models."
Wang Ying said so, so naturally Zhu Jianbo could only nod.
Fortunately, by now, the research institute has begun to think about developing new models on its own.
This can be considered an improvement.
…
"Ayang, during this period, some companies have contacted us one after another, asking casually whether they can buy hot products. How do you think we should deal with this matter?"
Xingchen Automobile has been trending on Weibo every now and then, and naturally it has also caught the attention of many interested people.
Although there is no solid evidence, some people will definitely have some doubts.
Especially those who have done marketing on the Internet know it well.
"Has someone finally come to their senses?"
"I thought you had already started selling hot searches."
Cao Yang responded quite unexpectedly.
Everything is business.
Everything can be turned into a business.
Naturally, the same goes for hot searches.
Of course, the degree needs to be clarified.
“Before, we didn’t always think about expanding the number of users, so our team is very cautious about things like chess that will affect the user experience.”
"But it will be listed soon. If advertising revenue can increase significantly, it will be good for us to go public."
"That's why I started to feel a little excited."
When Fang Sisi said this, Cao Yang understood immediately.
Logically speaking, there is nothing wrong with this idea.
Naturally, Cao Yang would not worry about it.
“Hot searches can definitely be bought and sold as an advertisement, there’s no problem with that.”
"Du Niang is much more mature than us in this regard."
"Of course, if a hot search is usually filled with advertisements, it will definitely not work."
"So you have to control the speed here."
"Furthermore, for some content that ordinary people can tell is for sale and that is hotly searched, when negotiating with the other party, they require it to be marked as an advertisement at the end."
"Of course, the way of labeling can be discussed."
"And for some content that seems to be a real hot search, if the price is in place, it is okay not to mark it specifically."
Naturally, there was nothing to beat around the bush with Fang Sisi, so Cao Yang directly expressed his thoughts.
Anyway, these routines have been played by others in later generations. If you use them in advance, the effect will definitely not be bad.
Of course, Weibo cannot be like Du Niang, who has no bottom line.
As soon as the search came out, the first few items were full of messy advertisements.
That would be embarrassing.
"This method is good. It can not only differentiate our advertising expenses, but also allow consumers to accept it better."
"After all, we have clearly marked these as advertisements."
"However, there is a big difference in the effect between the first hot search and the tenth hot search. When we set the advertising fee, can we also set it very differently?"
Now that the conversation has started, Fang Sisi might as well ask for clarification.
Save yourself the trouble of taking detours when the time comes.
"You can recruit a few people from Du Niang to do this. They have a lot of experience."
“The difference between the number one hot search and the number ten hot search is definitely bigger.”
"However, the difference between the nouns in the middle is not very big."
Cao Yang thought for a while and gave his reply.
Following the chat between Cao Yang and Fang Sisi, the relevant policies on Weibo were quickly adjusted.
Geely Automobile, which just launched its new SUV on the market, immediately started buying a hot search to test the waters.
There is no secret about this kind of thing, and many advertising companies are naturally aware of this situation on Weibo.
Of course, some opponents of Nanshan Group will naturally know this news.
"Bu Defan, I heard a piece of news from a friend in an advertising company in the past two days, and it has something to do with our company."
Li Jianfeng and Bu Defan went to the supplier for on-site inspection. On the way, they must try to find some topics.
This is also a problem that many people face when traveling with their leaders.
If you grasp it well, you can leave a good impression on the leader.
Similarly, if you don't handle it well, don't expect your boss to have a good impression of you in the future.
"what news?"
Bu Defan's mood has not been so good recently.
He had broken up with Hassan, and he felt somewhat disappointed.
"On China's Internet, didn't a Weibo pop up this year?"
“Not only are celebrities stationed there, but even various car companies have opened official Weibo accounts on it.”
“As a rival of Volkswagen, news related to Nanshan Group often appears on Weibo’s hot searches.”
"Among them, news related to Xingchen Automobile can be found on Weibo's hot searches every now and then."
"At the beginning, everyone thought that Xingchen Automobile's marketing level was very high and that it could make things so popular."
"But judging from the current situation, this matter is not that simple, but there is a story behind it."
When Li Jianfeng said this, Bu Defan immediately became interested.
Xingchen Automobile is definitely a special presence in the Chinese automobile industry.
Although sales volume has little impact on everyone, the various influences are not small at all.
Especially now that they are already developing the fourth model, and the second model will be launched within this year.
Invisibly, more and more people are paying attention to Xingchen Automobile.
"If you have any stories, tell me."
There isn't much going on on the road, and today's wireless network isn't as convenient as it would be in later generations.
So it’s relatively rare to deal with emails or something like that.
"This Weibo has a very close relationship with Nanshan Group, which should be known to many people."
"Before, everyone had some doubts about Xingchen Auto's frequent hot searches, wondering whether Weibo intentionally supported the traffic."
"However, judging from the current situation, it may not be as simple as traffic support at all."
"They just helped put news related to Xingchen Automobile on the hot search."
"There are already rumors from advertising companies that as long as they pay enough, most of the news can be searched on Weibo."
"When I logged in to Weibo in the past two days, I paid special attention to the hot searches on Weibo. There were some hot searches labeled 'business'."
"These should be ads that are directly placed on hot searches after paying for them."
"Weibo can do this with food delivery ads, so it must have been used against Xingchen Automobile before."
"It's just that no one knew about it before, and Weibo didn't mark it specifically."
"Considering the special relationship between Weibo and Xingchen Motors, I think this can be regarded as a way to deal with Nanshan Group."
Li Jianfeng explained in a roundabout way, and Bu Defan finally understood.
However, he had more questions on his mind.
"Let's not worry about this matter and let the sales department worry about it."
“Weibo, as a special platform, is already a place for many companies to promote their products.”
“If we at Volkswagen don’t want to completely disappear from Weibo, it’s obviously not appropriate to jump out and say anything about this matter.”
"Otherwise, Weibo will definitely do something specifically against us."
"We won't be able to enjoy the benefits of the proposal. If something goes wrong, we might be blamed."
When Bu Defan said this, Li Jianfeng couldn't help but nodded.
This is indeed the truth.
They can just watch the excitement.
(End of chapter)
