Read Chelshin: Shanghai auto show big explosion mobile video commercial plot

As one of the heavy International Auto Show, the Shanghai Auto Show has been formally closed on 28th, incomplete statistics, the exhibition during the reception of nearly 260,000 spectators, on-site car purchase and booking 16,000 vehicles, sales amount of nearly 2.43 billion yuan.

Wen/Zhang Shule

TMT industry observers, game industry commentators, People's daily, people's Posts and telecommunications column author

But compared to the previous auto show, the most dense is not the booth, but the nationwide mobile video users of mobile phone screen. Just take a look at the technology (seconds, a live, small show parent company) disclosed data for example: In a live, its hand Yan rushed, Ai Mei son two Kol, and Audi on 19th a day live, the cumulative view of up to 8.316 million, Like 7.839 million, the highest online peak is also up to 783,000; In the second shot, and Changan automobile jointly launched the # Changan Auchanyo Contest # The reward activities, but also attracted 10 fans of more than 50w+ different areas of the talent to participate in and recommend the main exhibition model Changan Auchan A800, The total number of active videos is more than 46 million plays.

The commercial appeal of mobile video has been fully revealed by the 10 times times the amount of traffic on a single live or video. Industry insiders pointed out that the past auto show, the exhibition models have repeatedly been beautiful car models to seize the mirror; the Shanghai Auto Show has become a new watershed, the commercial cooperation between manufacturers and mobile video platform, began to let the content depth, thickness and diffusion width of the auto show, achieved compared with the past traditional media show reported, completely different fission.

Rob Play auto Show! Kol in the mobile video on Audi, Mercedes-Benz, Changan new car

The technology of the second shot on April 18 on the official launch of the "Auto Show online" special event, is seen as the mobile video "Rob play" a centralized presentation of traditional media.

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A live event of Mercedes-Benz is also quite bright-eyed. Relying on the technology's powerful large V-matrix, Paul, Chen Zhen and the founder of the auto Onion ring Ma Xiaobo 3 cars in the field of big coffee, have to go to the booth, open live.

Without the bright eye of the model, all of the fine models of dry interpretation, three live broadcast but respectively obtained 4.37 million, 2.347 million and 5.141 million of the cumulative view. Three men "car model" in the testimonials, compared to the beauty of the beautiful cars of the past, the biggest difference is the identity.

Live Big Coffee is exclusively Mercedes owner, Paul's car is AMG A 45, Ma Xiaobo is a C-Class coupe, and the automotive industry, the large v Chen Zhen, as the owner of the Mercedes G-Class SUV, he explained the G-Class SUV and SUV family models, through the video will be the vehicle's many key parts to do professional analysis and sharing, meticulous professional, Let the car fans have a big shout.

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And the second shot and Changan automobile jointly launched the # Changan Auchanyo Contest # is another scene. Different from a live PGC (pro-production content) model, second-shot this activity is a reward for the collection of UGC-based video mode, the user combined with Changan automobile black Technology show its immediate bright smart products to shoot.

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In other words, quite similar to the proposition of composition, in advance through the early production of some short video talent model, activation of participation enthusiasm, but also the formation of content guidance, so that UGC (user-generated content) can be professional video as material and blueprint, further improve the quality and depth of content, At the same time, many people can not personally reach the scene of the content creators, with their own display space.

In just 10 days, there are 1500 works uploaded, from more people unexpected angle, Changan automobile has a more detailed video "exposed", the formation of "No show, video all have" the "special effects" from the media, self-propagating, with fan skills.

Not simple "ads", in-depth customization requirements

The powerful online car show and the mobile video behind it are booming, pushing technology and its three mobile video platforms to the front desk.

Only from the platform traffic, a live with the second clap hand, joint Autohome, the Pacific Auto Network, Global automobile and other first-line car media, Yingduiruliu, DENGFA and other famous host and 闫闯, reunions, Aichomin, Wang Xilin (Wang Xi Shirley) and other car kol, while there are car talk, Cars01 and other media co-sponsored this #2017 Shanghai International Auto Show #online live events, has been a victory.

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Just a live, show live broadcast related microblogging topic has exceeded 46 million, a live platform a total of 288 auto Show related live, cumulative viewing volume exceeded 130 million, and these figures are only the car unfolding screen the date of the day up to 18 o'clock of the amount of data.

But only the traffic is not enough, there must be more commercial cooperation posture. And the technology in this show with the Audi, Mercedes-Benz, Changan manufacturers of cooperation form, quite worth thinking:

One is that the standardized business presentation continues to exert momentum. Second shot United Auto Kol launched a joint production of short video content, each video front of the second shot 6s pre-patch and angle mark, to ensure the brand display volume. At the same time, due to the popularity of the relationship, the use of similar patches and hard-wide mode of traditional automotive media pressure.

The second is the individualized cooperation choice, which forms the commercial custom ecology. Second shot of the reward mode itself near the network crowdsourcing, equal to every UGC creator, has become the car's "spokesperson", plus the second star car Scout + #买啥车配得上我 # and other online activities, so that the past simple from the manufacturer to the target audience's advertising bombing, became the audience consciously participate in, deep interaction, bottom-up brand interaction.

And a live on the big coffee evaluation car, in personalized custom business activities, with strong precision to open up the market, Paul, Chen Zhen and Ma Xiaobo 3 people, itself is Mercedes-Benz owners and industry professionals, interpretation of Mercedes-Benz, without "induction training", directly can lead the audience into the highly specialized "Discovery Channel", The color of commercial cooperation fades, and the new peculiar audience demand is mobilized and stimulated, and the transmission efficiency is higher.

Soft and hard two-tier commercial model, and enough of the package options, so that a live and second in the commercial cooperation with exhibitors, have more voice, but also for exhibitors to open the reality outside the booth of passenger flow, provide a more efficient and timely window.

Commercialization is also content entrepreneurship, mobile video with what?

The success of commercialization is already a key bottleneck that mobile video platforms must overcome.

According to Analysys data, mobile video network users in 2013 for the scale of 246.69 million, and by 2016 the surge of 499.87 million, while mobile network video users accounted for the network video users from 2013 to 57.6%, jumped to 91.8% in 2016.

Sitting on a second, small show and a live technology, is the mobile video is one of the biggest beneficiaries under the wind. The power of the Matrix formed by the three mobile video platforms, together with the seamless integration of micro-blogging, has also made the technology more focused on the commercial layout.

Covering more than 40 vertical areas of 5000+ professional content creators of the second shot, so similar to the cooperation in the Auto show "reward Order" has a full content creator resources. And the industry's first, but also the only one to set up a short video platform for car channels, seconds to open the channel a year ago, the daily upload video of up to 1200 of the performance, also enough to make this "vision" easy to become a reality.

Similar settings, in the technology of the three major product matrix is more present. And the alliances-style cross-media partnership allows commercialization to release more energy.

At the show, the second shot combined with Sina Auto, Autohome, new car reviews and other professional media organizations to create exclusive video content, especially the "media evaluation Vehicle", "online Interview" and other short-sighted content, so that should be present competitive relationship between the car media, has become the content of the Allies, Also let the brand's commercial cooperation space has more on-line extension. At the same time, the cooperation between technology and the mass media has further expanded the scene imagination space of the offline business cooperation.

This article from "Wudang faction Zhang San Crazy" blog, please be sure to keep this source http://zhangshuyue.blog.51cto.com/2133969/1922553

Read Chelshin: Shanghai auto show big explosion mobile video commercial plot