What are the new moves in the live show of Shanghai Auto Show?

As one of the most important international auto shows, the Shanghai Auto Show officially closed on the 28th of last month. According to incomplete statistics, during the exhibition, * * * received nearly 260,000 visitors, and more than16,000 vehicles were purchased and booked on site, with a sales amount of nearly 2.43 billion yuan.

But unlike previous auto shows, the most crowded thing is not the booth, but the mobile phone screens of mobile video users across the country. Take the data disclosed by science and technology (second shot, first live broadcast, Xiaokaxiu parent company) as an example: On a live broadcast, we joined hands with two KOLs, Yan Chuang and Amy, to conduct a one-day live broadcast with Audi on 19. The cumulative viewing volume reached 83 1.6 million, with 7.839 million likes and the highest online peak reached 783,000. In the second shot, # Changan Auchan Auction Contest # jointly launched by Changan Automobile attracted 10 people from different fields with fans over 50W+ to participate in and promote the main model Changan Auchan A800, and the total number of videos of rewarding activities exceeded 46 million times.

The traffic brought by a single live broadcast or video is ten times that of a live exhibition, and the commercial charm of mobile video has been fully demonstrated. According to this, the insiders pointed out that in previous auto shows, the participating models were repeatedly robbed by beautiful car models; Shanghai Auto Show has become a new watershed. The commercial cooperation between manufacturers and mobile video platforms has begun to make the content depth, thickness and diffusion width of auto shows completely different from those reported by traditional media.

Grab the auto show! Kols explain Audi, Mercedes-Benz and Changan new cars in detail through mobile video.

Let's take a look at the "Auto Show Online" special event officially launched on April 18. It is regarded as a centralized presentation point of the traditional media of this mobile video.

A live broadcast of Mercedes-Benz is also quite eye-catching. Relying on the powerful V-matrix of science and technology, Paul, Kyle and Ma Xiaobo, the founder of automobile onion circle, took to the booth and started the live broadcast.

There are no eye-catching car models, all of which are fine dry goods. However, the three live broadcasts respectively gained 4.37 million, 2.347 million and 5 14. 1 10,000 cumulative views. In the presentation of the three male "car models", the biggest difference is the identity compared with the previous pure beauty car models.

The live broadcast of big coffee is all Mercedes-Benz owners. Paul's car is AMG A 45, and Ma Xiaobo is a C-class coupe. As the owner of Mercedes-Benz G-class off-road vehicle, Kyle, a great car driver, gave a detailed explanation of G-class off-road vehicle and SUV family models, and made a professional analysis and sharing of many key parts of the vehicle through video, which was meticulous and professional, and made fans enjoy it.

The # Changan Auchan Tournament jointly launched by second-hand and Changan Automobile is another scene. Different from the on-site PGC (professional production content) mode, the second shot activity adopts the mode of offering a reward for collecting UGC videos, and users combine Changan Auchan Auto Black Technology to show their bright smart products for shooting.

In other words, it is quite similar to the proposition composition. Some short video experts make templates in advance, activate their enthusiasm for participation, and form content guidance, so that UGC (user-generated content) can use professional videos as materials and blueprints to further improve the quality and depth of content, and at the same time, many content creators who cannot visit the auto show site have their own exhibition space.

In just 10 days, upload 1500 pieces of works. From more unexpected angles, Changan Automobile was exposed in more detailed videos, forming a "special effect" from the media, self-communication and fan skills that was not available at the auto show.

It is not a simple "advertisement", but a deep customization demand.

The strong online auto show and the surging wave of commercialization of mobile video behind it push technology and its three major mobile video platforms to the foreground.

Only from the perspective of platform traffic, the first live broadcast and the second shoot are hand in hand, plus first-line auto media such as car home, Pacific Auto Network and Global Auto, famous hosts such as Hong Liang and Wang Ruofei, KOL cars such as Yan Chuang, Lu Han, Chu Xiaomin and Wang Xilin, and # 20 1 * * launched by the media.

Weibo topics related to auto show live broadcast alone have exceeded 46 million. A live broadcast platform * * * has 288 auto show related live broadcasts, and the cumulative viewing volume has exceeded 65.438+300 million. These figures are only the data of 654.38+08 on the opening day of the auto show.

But traffic alone is not enough, and there must be more business cooperation gestures. And the forms of technical cooperation between this auto show and Audi, Mercedes-Benz and Changan are worth considering:

One is that the standardized business presentation method continues to exert strength. Secondshot and KOL jointly produce short video content, and each video is pre-posted and corner marked for 6 seconds, which ensures the weight of brand display. At the same time, due to the gathering of popularity, the traditional automobile media with similar patch and hard and wide mode has formed pressure.

The second is personalized cooperation and selection, forming a business customization ecology. The second-shot reward mode itself is almost crowdsourced on the Internet, which means that every UGC creator has become the "spokesperson" of the car. In addition, online activities such as "second shot star car exploration+# What car is worth buying #" have turned the simple advertising bombing from the manufacturer to the target audience into the conscious participation, deep interaction and bottom-up brand interaction of the audience.

On the other hand, in customized business activities, a big coffee car review on a live broadcast explores the market with great strength and accuracy. As owners of Mercedes-Benz and professionals in the industry, Paul, Kyle and Ma Xiaobo can directly lead the audience into the highly specialized "Discovery Channel" without "on-the-job training" when interpreting Mercedes-Benz, so that the color of business cooperation will fade, and at the same time, new and unique audience needs will be mobilized and stimulated, and the communication efficiency will be higher.

The two-tier business model of combining hard and soft, as well as enough package choices, gives the first live broadcast and the second shot more say in the business cooperation with exhibitors, and also provides a more efficient and timely window for exhibitors to open the passenger flow outside the real booth.

Commercialization is also a kind of content entrepreneurship. Why mobile video?

Whether the mobile video platform can be commercialized smoothly has become a key bottleneck that must be overcome at present.

According to Analysys data, the number of mobile video network users in 20 13 was 246.69 million, and it surged to 499.87 million in 20 16. At the same time, the proportion of mobile phone network video users has also jumped from 57.6% in 20 13 to 9 1.8% in 20 16.

Sitting on the second shot, the next technology of small card repair and live broadcast seems to be one of the biggest beneficiaries of mobile video. The strength of the matrix formed by the three major mobile video platforms and the seamless integration with Weibo also make the following technologies have more focus on commercial layout.

The second shot covers more than 40 5000+ professional content creators in vertical fields, so that the "reward order" in similar auto show cooperation has sufficient content creator resources. The first and only short video platform in the industry to set up auto channel, with an average daily video upload of 1200 a year ago, is enough to easily realize this "vision".

Similar settings often appear in the three product matrices of science and technology. Lian Heng-style cross-media cooperation, on the other hand, makes commercialization release more energy.

At this auto show, Second Shot teamed up with professional media organizations such as Sina Auto, car home and New Car Review to create exclusive video content, and specially launched short video content such as "Media Review Car" and "Online Interview Room", which made the auto media, which should present a competitive relationship, become content allies, and also made the brand's business cooperation space more online. At the same time, the cooperation between technology and Focus Media has further expanded the imagination of offline business cooperation.