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People-Centered - Autohome Reconstructs Auto Consumption Ecology
Source: | Author:Jane Wang | Publish Date :2022-09-07 | 540 Times Viewed: | Share:

People-Centered - Autohome Reconstructs Auto Consumption Ecology

On September 5, Autohome officially held a new retail brand launch conference in Beijing and Shanghai. Yang Song, Senior Vice President of Autohome, as the keynote speaker, first gave a wonderful speech on the concept and value of the new retail brand. Later, Long Quan, chairman and CEO of Autohome, delivered an important speech, pointing out that the release of the new retail brand has far-reaching significance for Autohome and even the industry, and spoke with Autohome director, general manager of Ping An Group's post-investment management center and New Founder Group. Chairman Lu Jun and Autohome Senior Vice President Yang Song completed the launching ceremony together, announcing the official opening of the first Shanghai experience store. In addition, the much-anticipated virtual digital avatar of Gu Ailing also appeared at the press conference in the form of holographic projection, which not only pushed the atmosphere of the scene to a high point, but also showed the technological charm of the Metaverse. As a revolutionary work of Autohome, Autohome Energy Space Station adheres to the core concept of people-centeredness, and creatively proposes the "four values" that are useful, informative, attractive, and interesting, and uses cutting-edge technology to directly target users' car selection. Car pain. Autohome Energy Space Station is good for consumers, it can also empower OEMs to reduce costs and increase, help dealers reduce DCC’s call volume and sales consultant labor costs, and jointly build consumers, OEMs, dealers and platforms. A win-win ecology.


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"Long Quan, Chairman and CEO of Autohome"


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"Autohome Energy Space Station Starts"


People-centered, the first ABC model


There is no doubt that the consumption of new energy vehicles is entering a new stage from policy-driven to market-driven. The private consumption market is growing exponentially, the concept of consumers is becoming more and more mature, and the understanding of the concept of new energy is gradually returning to the products and services themselves. . It is precisely based on the insight into the pain points of users' traditional car-viewing and car-selection models that Autohome pioneered the ABC model to empower manufacturers to change their marketing and create a more "useful" experience for users.


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"Yang Song, Senior Vice President of Autohome"


Under the ABC mode, the Autohome Energy Space Station effectively empowers the operation of traditional 4S stores, and uses Metaverse Technology to create an immersive and exclusive interactive service through the three steps of viewing, selecting, and trying. First of all, the energy space station has created a one-stop car selection test service (All in one) for users. Here, through holographic comparison viewing and real car comparison test driving, users can one-stop various new energy vehicles. The perfect experience of car selection and test drive, with a more intuitive product comparison experience to save users time. Secondly, the energy space station will also provide users with exclusive time and space objective evaluation (Belong to customers) to realize the exclusive service space without interruption. In addition, Autohome Energy Space Station's immersive metaverse experience (Creative technology) uses holographic technology to realize 1:1 car viewing, car dismantling, and car comparison viewing in the same frame, bringing users in-depth product analysis and a more realistic technology experience ; Moreover, the energy space station creates the most realistic virtual car experience by linking the actual test data of Autohome, so that users can experience vehicle acceleration, turning, braking, collision and other car scenarios without leaving home, allowing users to save effort.


Integrate the new ecology of automobile culture and make the selection and test service a kind of enjoyment


Today, Generation Z, born after 2000, has become the new main force of automobile consumption. As Internet natives, they have unique values and codes of conduct, which have undergone tremendous changes compared to the previous traditional user thinking. Embracing Metaverse Technology, Autohome Energy Space Station not only focuses on the more "useful" way of testing the vehicle, but also focuses on using cutting-edge technology to make it a "pretty", "beautiful" and "interesting" "enjoyment.


In addition, the Autohome Energy Space Station has more diverse hardcore enjoyment. In the energy space station, users can enjoy 360° popular science energy knowledge, covering 6 major energy sources and the entire development process of electric vehicles. At the same time, with the help of energy columns, interactive screens, knowledge walls and other future technological equipment to superimpose shocking visual effects, it also creates an opportunity for users to touch the charm of energy at 0 distance.


In addition to hard-core science popularization, the energy space station is also full of dry goods at the level of appearance. In this era of "beauty is justice", the Metaverse storefront display style full of technology and Gu Ailing's virtual digital avatar are definitely the traffic passwords that attract users of the Z era. There is no doubt that being able to communicate face-to-face with Gu Ailing's digital human in a different world through holographic projection technology will be an unprecedented novel experience. In addition, there are many novel "fun" experiences in the store. In addition to watching the selection, users can relax through novel and interesting interactive experiences such as mood drink machines, immersive MR games, and brain wave racing.


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At the end of the press conference, Yang Song used the four numbers "1, 2, 3, and 4" to make a high-level summary of the new retail empowerment model of Autohome:


"1" concept, user-centered;


"2" Great value empowerment, empowering C-end users, saving time and effort and worrying about the selection and testing experience; empowering B-end OEMs and dealer partners to reduce costs and increase sales;


"3" innovations, the ABC model brings three innovative experiences of one-stop viewing and testing service, exclusive objective evaluation of time and space, and immersive Metaverse technology;


"4" has an energy space station, which is useful, informative, attractive, and interesting. The four are valuable, and they are all available in one station.


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At present, the automobile market is still undergoing rapid iteration, and new technologies and new models are constantly emerging. Autohome empowers the automobile marketing industry chain with its first-mover technological advantages and innovative user experience. For OEMs, Autohome Energy Space Station leverages the advantages of Metaverse technology, reduces user decision-making costs through digital marketing, helps OEMs tap new user growth points, and achieves incremental cost reductions. For dealers, Autohome Energy Space Station directly delivers high-quality quasi-orders (rather than just a traditional sales lead) to dealership partners with full-scene digital services, greatly reducing the number of dealers’ DCC calls and The labor cost of sales consultants enables car dealers to achieve digital transformation.


With the launch of the Autohome Energy Space Station in Shanghai, Shanghai Auto consumers will be able to experience the immersive service experience brought by Metaverse Technology one step ahead of others, and start a time-saving, worry-saving and labor-saving tour of choosing a test car. In the future, the Autohome Energy Space Station will be rapidly built in various cities across the country, reducing industry transaction costs through continuous technological innovation, and promoting the healthy and orderly development of the automobile industry.