Zhang Xiang: Has the car company began to "escape" the auto show?

Zhongxin Jingwei September 1st: Did the car company start to "escape" the auto show?

Author Zhang Xiang Jiangxi New Energy Technology Vocational College of New Energy Vehicle Technology Research Institute

On the fifth day, Chengdu International Automobile Exhibition (hereinafter referred to as the "Chengdu Auto Show") was suspended from emergency due to the epidemic. This should be the second time at the history of the Chinese Auto Show. The last time the Shanghai Auto Show in 2003 should be suspended.

As the first A -level auto show held in 2022, the Chengdu Auto Show seems to have bears more pressure than previous years. The Sichuan -Chong area has become a "episode" of this auto show due to high temperature limit. The markets of many markets have regarded the Chengdu Auto Show as a good sign of the "Golden Nine Silver Ten" in the automotive industry.

As the Chengdu Auto Show is suddenly stopped, this will have a certain degree of negative impact on relevant car companies and dealers participating. Of course, this impact is a controllable category.

There is a certain negative impact on "stop"

According to the official data of the Chengdu Auto Show, a total of 128 car brands and more than 1,600 vehicles were displayed at this auto show. On the day of the media, there were as many as 72 new car conferences, and 92 first models were unveiled: 28 new cars in the world, and 36 new cars in the country. When the domestic epidemic improved, the holding of the Chengdu Auto Show undoubtedly boosted the industry's confidence and development enthusiasm.

However, the auto show was suddenly stopped, and the first was the car companies and dealers participating in the auto show. As we all know, car companies have participated in the auto show, including booth layout, lighting equipment, and venue rent, and the preliminary preparations for enterprises. The auto show was suddenly interrupted, and the time for the car companies and dealers to show the time, which made car companies have to reduce the propaganda demands and performance expectations of the auto show to a certain extent.

The Chengdu Auto Show is known as the "vane" in the western car market in China. In the southwest, many people are willing to choose to buy and change the car at the Chengdu Auto Show. Taking the sales results of the Chengdu Auto Show in 2021, a total of 3,7730 new vehicles were sold in 10 days by the auto show, with a total sales of 6.516 billion yuan. At the current Chengdu Auto Show, the organizing committee also gave 2,000 yuan for car purchase subsidies for the top 100 car purchase users every day.

Therefore, this auto show is suddenly stopped, which will inevitably have a negative impact on car companies that originally had sales plans at the auto show, and even resulting in the results of the fact that the sales volume did not meet the expectations of the company.

Car companies began to "escape" auto show?

In fact, in recent years, with the development of the industry and the repeated epidemic, auto companies' dependence on traditional auto shows has declined significantly. Choose to hold a new car conference.

In addition, this time at the Chengdu Auto Show, I saw that some brands including Wima and Tesla did not appear at the auto show. Such companies may be selling products through emerging or self -built channels.

For more than a hundred years, the auto show that started in Germany is the largest marketing carrier in the automotive industry. Auto companies can not only sell cars through auto shows, but also attract media reports from all over the world. A microcosm of industry changes.

However, with the evolution of the industry market, the attraction of the two major functions of the marketing tools and word -of -mouth systems of the exhibition is decreasing.

First of all, cars have changed from luxury goods to daily consumer goods. Consumers have increasingly watching and understanding cars. Auto shows have weakened the behavior of consumers' behavior, and the importance of the auto show as marketing tools is also declining.

Secondly, with the rise of new retail direct operations, and the sales system built by car companies can bring potential consumer groups to car companies, while generating brand effects. More and more companies under the epidemic choose the product "Cloud Release", including live broadcast and cross -border network marketing.

Again, with the changes in consumer consumer demand for the new generation, Internet communication methods have penetrated and experiential marketing is sought after, which has also caused car companies to re -consider the necessity of spending a large price to participate in the auto show.

Not only domestic, but foreign car companies are also starting to "escape" the auto show. Auto shows are not indispensable for car companies.

According to the German "Business Daily", BMW will reduce the budget of the Frankfurt Motor Show in 2021 and transfer it to technical exhibitions such as the US International Consumer Electronics Show (CES) and the Barcelona World Mobile Communications Conference.

Why was the status of the auto show snapped away by the science and technology exhibition?

At present, cars are not only the future transportation, but also a technology product. The competition of car companies has become a competition in the field of science and technology. When the attributes of the car have gradually changed, the car company actively relocated to the platform with electronic consumer goods, and is keen to become a inevitable "show technology strength".

On August 18, the Management Committee of the Geneva International Automobile Exhibition announced that the Geneva Motor Show, which was scheduled to be held in February 2023, was officially canceled, which was already suspended for the fourth consecutive year of the Geneva Motor Show.

It can be seen that the cancellation of the Chengdu Auto Show is not too "new". With the changes in the automotive industry, the service model around the original ecological extension is destined to experience reconstruction. Even if the auto show is canceled, with the diversified marketing channels of auto companies, there will still be many new paths for the display sales of car companies. (Zhongxin Jingwei APP)

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Editor in charge: Li Huicong

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