As the first largest international auto show held in the world after this year's epidemic, Chengdu International Auto Show shoulders the important mission of promoting the kinetic energy recovery of the automobile industry, boosting market confidence and promoting the expansion of domestic demand, which has attracted the attention of the industry from beginning to end and attracted the attention of the world.

since last year, China's automobile market has entered a steady growth from the high-speed growth in the past, and even declined since the second half of this year. With the deepening of market competition, the automobile market in China has gradually developed from a popular market to a mature market. In addition, due to the epidemic situation this year, what are the differences between the ten-day exhibition, which is a key node, and previous years? What are the unique features?

"Shrinking" and Promotion of Auto Show

This year's Chengdu Auto Show is advanced to July, which is the first A-class auto show this year. If we speak directly from the data, this year is indeed not as large as in previous years. Compared with 219, Chengdu Auto Show has gathered more than 13 automobile brands, with a total exhibition scale of 2, square meters, covering 11 exhibition hall-level outdoor exhibition venues. This year, the number of participating brands in Chengdu Auto Show has decreased to about 12, and the number of exhibition halls has also decreased by one compared with last year, with an exhibition scale of 16, square meters. The number of exhibition cars has also shrunk. Compared with more than 1,6 vehicles exhibited in 219, the number of vehicles exhibited this year has also shrunk to more than 1,5.

The independent brands absent from Chengdu Auto Show this year include dozens of auto companies such as Brilliance China, Southeast Auto, Dongfeng Fengxing and dongfeng fengshen. Judging from the recent development of these auto companies, the reasons for their absence are also obvious. Including joint venture brands Dongfeng Renault and DS, also missed the Chengdu Auto Show. Judging from a series of events in the past, it is not surprising that these two joint venture brands missed the Chengdu Auto Show.

of course, due to the severe impact of the epidemic in the first half of the year, the budgets of car companies have been tightened, and some car companies have given up the Chengdu Auto Show. It is also reasonable to focus on the Beijing Auto Show and the Guangzhou Auto Show after the sales volume picks up.

Although the scale has shrunk, the status of Chengdu Auto Show this year has improved compared with previous years. First of all, compared with 32,394 orders generated last year, this year's exhibition * * * generated 38,97 car orders, with a turnover of over 6.86 billion yuan, with a significant increase in the number of orders; Secondly, compared with the Chengdu Auto Show held in the West China International Expo City for the first time last year, the spit about "cold and cheerless", "so much" and "nobody" has been significantly reduced this year; In addition, although the number of participating brands has decreased, the venue layout of major brands has been upgraded, including booth more innovative, more dazzling lighting, more attractive sound effects and heavy models to attract more visitors;

More importantly, the brand attaches importance to this auto show, or it is the upgrade of China's position in the international market. Nearly 5 automobile brand launches brought 69 new cars to a strong debut, including 22 in the world and 36 in the country. Like Cadillac's new booth debut, the new BMW 4 Series, MINI? COUNTRY made its debut in China, including the birth of the 3 millionth owner of SAIC-Volkswagen Skoda at the auto show, and Skoda German executives specially went to the scene to interact with customers, etc., which shows the promotion of Chengdu Auto Show and even China's market position.

Online activities are upgraded, and brand marketing is rejuvenated

This year's Chengdu International Auto Show broke the limitation of traditional auto shows not visiting exhibitions at night, and the online "Fantastic Night of Auto Show" was broadcast live during the prime time from 19: to 21: after the daily closure from July 24th to 26th. Focusing on the main models, concept cars and new cars listed in the museum, online content dissemination was carried out, and dozens of well-known anchors from KOL online celebrity and radio stations were invited to the site to broadcast live through live broadcast platforms such as Tik Tok Live, Live Broadcast, Easy Car Network and Know Car Emperor.

the total number of people watching the live broadcast on the whole network during the wonderful night of the auto show on July 24-26 was as high as 5 million.

The exhibition also launched the "Tik Tok Hi Car Festival", an online topic activity. As of July 26th, the topic of Tik Tok #22 Chengdu International Auto Show has been broadcasted more than 5 million times! # Tik Tok Hi Car Festival has a total broadcast volume of over 4 billion times, attracting 8+ people from online celebrity, Tik Tok, and 2+

Under the influence of the epidemic, short videos represented by Tik Tok, bilibili, Aauto Quicker, etc. have risen rapidly, among which Tik Tok, as a new social interaction position, has increased by more than 6% month-on-month. Live broadcast+short video has more intuitively presented the characteristics of automobile products to netizens, and the interaction with anchors has greatly enhanced their sense of participation.

There is also cross-border marketing of brands. For example, many models of Tesla have landed in Peace Elite with special painting, while the same fantasy purple in the game has painted Model? X appeared at the auto show; Hongguang MINI, a sub-brand of Wuling and Xicha? EV and Xixiaocha cooperated at Chengdu Auto Show; Chevrolet teamed up with Zhong Xuegao to open a stall selling ice cream at Chengdu Auto Show, and invited gourmet experts to teach dessert making. This year's auto show revolves around a core word "youthfulness" from various angles such as brand promotion, marketing, product positioning and cross-border cooperation. With the change of consumption and social habits of young consumers, the public opinion field is also rapidly shifting to a more "younger" platform.

With fewer concept cars, car companies learn to be pragmatic

Compared with the past, manufacturers no longer release a large number of concept cars to attract attention, but focus on new models. Like Mercedes-Benz, BMW, Audi, Lincoln, etc., new models have been released or listed. BMW has brought a brand-new 4 Series and a mid-term MINI? Countryman and both opened pre-sales, Mercedes-Benz not only brought a new generation of domestic GLA, but also brought a new CLA family. Korean brands Hyundai Sonata and brand-new K5 Kaiku are also re-establishing brand heights, last stand.

In the previous Chengdu Auto Show, in addition to releasing new cars, some enterprises will also release some strategic plans that lack substantive content in order to win the so-called "sense of existence". However, when the car market is going down and the budgets of car companies are tight, more car companies are beginning to abandon these flashy contents and become pragmatic. Many brands said: "This Chengdu Auto Show is to sell cars, communicate with the media and observe the market situation." In order to make real achievements in the field of "selling cars", car companies have to play the banner of "promotion", and even Toyota and Honda brands with relatively strong prices have given some concessions. Not only that, the official of Chengdu Auto Show also stepped forward to engage in promotional activities. Every day, 1 consumers who bought cars at the auto show site can get a car subsidy of 2, yuan, and 11 consumers who bought cars later can participate in the lucky draw. It seems that in order to stimulate car consumption, both the organizing Committee and car companies have made a profit.

the popularity of new car-building forces has decreased, but the overall exhibition of new energy has increased?

at this year's Chengdu auto show, you can find that the popularity of new car-making forces has obviously decreased. Only six new car-making forces, Polestar, Weilai, Tucki, Weimar, Aichi and Sailis, came to the exhibition. This year, Skycar and Future Car were absent, and even the famous LI didn't come to the exhibition. In the first half of this year, the reshuffle of new car brands accelerated, and Baiteng, Sailin and Bojun fell one after another, while the head enterprises Weilai, Tucki and Weimar made some progress in sales and financing, but they also showed arduous survival pressure.

However, most automobile brands have entered the field of new energy vehicles, and increased their R&D and investment in electrification. The overall number of new energy vehicles on display has increased compared with previous years, especially luxury brands and joint venture brands, with their new energy vehicles threatening.

Mercedes exhibited a pure electric SUV? EQC series, Audi brought e-tron, Lexus 45hL smart hybrid special limited edition also made its first public appearance at Chengdu Auto Show. As for the joint venture brand, SAIC-GM Buick not only brought the plug-in version of its only pure electric vehicle, Micro Blue 6, but also launched the first pure electric SUV model, Buick Micro Blue 7. Dongfeng Citroen also brought its first new energy vehicle, Tianyi C5? Aircross? PHEV。 When traditional car companies fully enter the new energy market, the pressure on new forces to build cars may be even greater.

the rise of independent brands

judging from the participation lineup of this year's auto show, the participation enthusiasm of various brands is no less than that of previous years, especially the independent brands in China, which are even more brilliant and proud.

The most typical one is the Great Wall, which has just released three technical platforms, namely "Lemon", "Tank" and "Coffee". All its four brands, namely Haval, Great Wall Gun, Euler and WEY, are present, including the third-generation Haval H6, Haval Dog, Great Wall Gun Off-Road Edition, Euler Black Cat/White Cat, WEY Tank 3 and other new models, which is definitely one of the hottest booths at this Chengdu Auto Show. In addition, BYD Han, which has recently been listed, has also attracted much attention. Song PLUS, a B-class SUV equipped with blade batteries, has also been released for the first time at Chengdu Auto Show, and BYD Han has also become the focus model; Geely also named the CMA architecture "super matrix"; Wuling released Hongguang Xia; Jietu also makes tourism more thorough; The Red Flag H9 has certainly gained a higher turn-back rate than Rolls-Royce. It can be seen that China brand has made a qualitative leap in both product design and manufacturing technology, platform architecture and intelligent networking system.

generally speaking, this Chengdu auto show also reflects the miniature of the development of the automobile industry in the recent period. China's automobile market is unmatched by any other country in the world. With the deepening of market competition, some brands have been eliminated by the market in the process of China's automobile market gradually developing towards a mature market. Of course, we have also seen the difficult progress of the automobile market, the recovery of the automobile market and the rise of China brands. After all, today's China automobile market and China consumers really need good news. We also expect the Beijing Auto Show (it is uncertain whether the Beijing Auto Show will be held) to have a better change and turn for the better.

This article comes from the author of Chejia, car home, and does not represent car home's standpoint.