Does Weibo sell cars? Is Weibo marketing too angry?

Earlier in the circle of friends to see 86 (PR man) forwarded the long text of the "Weibo marketing too angry?" ", first of all, regrets can write Ah, just read his long text, a voluminous at least 4,000 words comments on the old and Liu Xiang video debate live ... So feeling the power of the next long text, criticized by other friends: "Run others useful?" Can I have fewer typos? ”

Concise answer: "No".

This is the direct performance of the stubborn, you can lose but not to lose, like the debate, but this is a joke among friends-but by this topic, but can talk about a small fire in the car, "micro-bo selling cars" and car electric dealers.

Weibo sells cars, actually Sina Weibo and Tencent Weibo have mentioned before, as early as 2011, Tencent Weibo launched a similar discussion and case, and formed the later Tencent Micro-bo car micro-friends will be such activities, but with the lack of the potential of Tencent Weibo, Tencent Micro Bo sell cars will not be.

Sina Weibo in the "auto dealer" has never stopped the attempt, and Tencent Weibo, like Sina's strong media role and Sina micro-blog Enterprise Weibo has made Sina in the car electric dealers try to make a score.

If you use the keyword "micro bo sell car" search, it is easy to find similar to the "micro-Bo sell cars daily Sales 666 Mercedes-Benz to show the essence of the" (2013) related content, it should be said that the period of "micro-bo selling Cars" and "group buying site selling cars" similar, more or out of marketing behavior, Use new media to do some marketing innovation--this is hardly a "car dealer", no matter from 4S shop channel, market, after-sale service or many other aspects, the media and automobile manufacturers are not ready for "automobile electric Dealer", are still in the theoretical discussion and marketing trial period.

"Auto Dealer" from theory to landing, vertical car site should be a step out of the key, to see the vertical car Web site driven by the performance of the car's electrical business:

1. Easy car net, horn blows up

2013 11, the Easy Car network launched the "Easy car benefits." The theme of the event, with the official saying is this "carried up the car electric business banner, for the auto market contributed to a grand net shopping" carnival. Unprecedented promotional efforts, the lowest price in history, coupled with multiple concessions and awards, attracted a large number of car buyers to join in. “

The external announcement of the performance of the car network is:

A total of 90,466 booking orders were received, the total order amount amounted to 11.7 billion yuan.

July 2014, easy car on-line business vehicle electric platform "easy Car Mall"

2. Auto, gongs and drums knocked Up

In the same way, the 2013-year double 11 period also launched a car discount activities, the official said slightly.

Auto's performance is:

Double 11 a total of 17,776 car cars, the total order reached 2.643 billion.

Similarly, 3721.html ">2014 year, Auto also launched a corresponding electric business platform

3. Insert a sentence, the cat's car channel actually do well, but in addition to the Double 11 promotion, the basic trading volume of 0 ... More or sell spare parts and ancillary products.

4 Sina Weibo selling car-the "data" story

Since leaving the auto marketing business last year, I didn't really pay much attention to car marketing, but there are a lot of related micro-blogs and micro-credit accounts. Recently, the car media, the media and the technology circle, many of the big V doors are saying one thing, "micro-bo selling Cars"-one day did not see Sina Weibo Sina car, In the industry to toss such a loud voice.

Perhaps for fear of not enough lively, Sina Weibo's official customer service @ Sina Small secretary also mass letters ...

According to the official Sina car number, the activity, which is still ongoing, set a 3.7 billion per 7-day rate.

#欢乐购车季 # The discussion of the topic is nearly million, reading up to 1.08 billion. This can be generally only hot film can reach the number Ah!

Sina Weibo's # Happy car season # The data are staggering, especially the glamour of its platform, and it's a great highlight.

Looking back to the current development of automotive electric business, basically from pure marketing hype-to buy try-and then to the landing, this process is not slow-but and other categories of electric dealers and O2O, the whole car electric business is still relatively less developed.

This, in addition to the car and the house, is a large high-value items, but also the inherent model of car sales-consumers buy cars, not just buy cars, but also buy brands, identity and after-sales service and so on.

Of course, as a potential consumer who has not even bought a car, said that buying a car is a bit sentimental; but from the point of view of the electricity quotient, the three main properties of the electric dealer, the automobile electric dealer already basically realizes:

→_→ Information Flow: Car information, News has already stepped into the Internet;

→_→ Payment Flow: Thanks to Alipay and net silver, this is not too much of a problem, but the transaction limit is still a bit troublesome;

→_→ Logistics: One or two-line and three or four-line cities, should basically belong to car sales coverage? But will consumers accept the "car" door? Or, as in the past, to run the line? Pick a car? Drive back? I don't know.

As a non-auto marketing person, the above problem is only shallow thinking, the industry should have more in-depth consideration.

Back to the beginning of the article, about "micro-bo Marketing" is not a good discussion in recent years is not uncommon, if the combination of "micro-bo selling Cars" look, is basically such a logic:

→_→ Micro Bo Marketing If too angry, micro Bo sell car basically also not very reliable;

→_→ Micro Bo Marketing if not over gas, micro Bo sell car basically very reliable.

Of course, also do not rule out microblogging marketing too angry, but "micro Bo sell car" or the possibility of a reliable, this requires several prerequisites:

1 Sina cars continue to maintain a strong media position;

2 Sina Weibo popularity and brand does not appear big mistake;

3 According to my consistent view, the characteristics of Internet products is "profit delay", meaning that the product is the best time, not the most profitable time, the product is not the best time, is the most profitable time ... This is a tacit understanding

So, "Weibo marketing" too angry?

Talk about "Weibo marketing" too angry? In an essay, the Hand of the Kol is the first to object, because the hand-hands are a part of the play, and Weibo still bears an important portion of the attention economy.

Are you too angry with Weibo marketing? "In the article, there are several names: General Electric China PR director Li Guowei, Huan-time interactive Jinpengyuan and Tencent Weibo open platform Xu Zhibin ... Are very thoughtful marketers, their views are often triggered controversy, but Li He, or mouth kung fu more, Jinpeng far in recent years in the micro-Bo marketing field of the combat faction ... But depending on the popularity can often get some outsiders difficult to get resources or support, so for microblogging marketing is too angry, or to listen to the real "small user" voice.

Earlier, because often with friends debate Weibo is the popularity of the fall and the recent user activity is not a rebound ... A small experiment was done on Weibo to see some interesting things in this experiment.

The experimental process is probably:

Apply for a new Weibo account, in accordance with the rules of Sina Weibo members, and then bought Sina micro-blog lottery forwarding platform members, and then began the experiment, hoping to use the award-winning activities to pull fans.

However, this experiment has not just begun to die ... Sina Weibo does not know for what reason, start to block this account released content, through and customer service communication quickly untie, and then shielding ... Repeated many times ... So this attempt to declare the end of the failure.

The approximate conclusion is:

Sina Weibo for large (corporate accounts and Big V) or connivance, they can engage in activities to send out prizes and so on, but for the new and small, even paid users, is basically ignored ...

We are just experimenting, playing; If a real user encounters such a thing, the cost of hundreds of members is so lost? What would he think?

As a platform, Sina Weibo to maintain the rights of users and marketing marketing open degree is to Da Guo?

"Doubt" does not represent the marketing value of Sina Weibo is really too angry ~

Although many companies for micro-blog marketing feel a little overwhelmed, but the face of the micro-letter, they do not seem to have a particularly good way: still open the official number, do activities, weak wen ... and microblogging marketing.

The difference is the platform, the same is to adapt to the changing mentality, as well as the rise in marketing costs ...

In contrast to current microblogging marketing and micro-credit marketing, in addition to the same account operation, content marketing--

Micro-Blog Marketing more attention to the topic, micro-credit marketing a bit more relationship;

Micro-bo Marketing more biased content, micro-BO marketing technology to increase the proportion;

Weibo marketing cost is not cheap, the hand price is high, micro-credit marketing is the same, since the cost of soft media doubled ...

Micro Bo Diversion effect is poor, fans have not changed for many years, micro-letter reading the number of embarrassing, all rely on chicken soup support ...

Final Summary:

1, micro-bo selling car is not reliable, can not always stare at the data, but also to see the long-term, as well as in the industrial chain to solve the problem of the ability.

2, microblogging marketing too angry? It is not easy to say, but like the micro-letter, the platform's rules are not transparent, gray area so that a few people and institutions to master too many high-quality resources, which affect the overall reputation of marketing industry.

3, the benevolent person sees, the marketing is and the platform and the user and the competition goods and the weather. The process of wits, marketing people can't stop.