Association Information | Marketing Innovation Excellence Case - New Media Marketing - Zhejiang Dongjiang Automobile

With the rapid development of the Internet and the new media era, traditional marketing models can no longer meet the increasingly diverse needs of consumers. In order to better interact with consumers and enhance brand awareness and sales performance, Zhejiang Dongjiang Automobile Group launched a new media marketing innovation project in 2022.

Project Description

The core goal of the project is to create an all-round, multi-angle marketing ecosystem by integrating various new media platforms. Our strategy includes the following aspects:

• Social Media Operations: We have established official accounts on mainstream social media platforms such as WeChat, Weibo, and TikTok, regularly posting interesting, useful, and valuable content, including car information, promotional activities, and owner stories. At the same time, we interact with consumers through social media platforms, answering their questions, collecting feedback, and improving customer satisfaction.
• Short Video Production and Promotion: We have set up a professional short video production team, creating a series of high-quality short videos, including car reviews, driving skills, and car culture. These short videos have been loved and followed by consumers after being released on platforms like TikTok and Kuaishou, effectively enhancing brand awareness and reputation.
• Live Marketing: We have conducted multiple live marketing activities on live platforms, including new car launches, test drive live broadcasts, and after-sales maintenance live broadcasts. Through live broadcasting, consumers can understand the performance, configuration, price, and other information of the car in real time, and they can also interact with the host, ask questions and answers, and increase the willingness to purchase.
• New Media Advertising: We have placed a large number of advertisements on new media platforms such as Toutiao, Xiaohongshu, and Tencent Guangdian, including graphic advertisements and video advertisements. These advertisements have accurately reached the target consumers, improving advertising effectiveness and conversion rates.

Team Situation

The group has 128 full-time new media hosts, 56 full-time new media operations, and 11 new media management positions. The team has rich experience and professional skills in new media marketing, and can quickly capture market hotspots and consumer needs to create attractive content.

Regarding team management, we have established a sound management mechanism:

• Clear division of labor: Based on brands and regions within the group, five new media operation centers have been established to ensure that each member of the new media team can clearly understand their responsibilities and tasks, forming an efficient collaborative system.
• Training and improvement: The group has established a special new media training empowerment subsidiary, which empowers the team to conduct new media special empowerment, regularly organizes internal training and learning exchange activities, and continuously improves the professional ability and comprehensive quality of team members.
• Incentive mechanism: A reasonable performance reward system is established to motivate team members to maximize their creativity and work enthusiasm.

Implementation Effectiveness

Through the implementation of the new media marketing innovation project, we have achieved the following significant effects:

• Store and brand exposure have been greatly increased: So far, through the extensive dissemination of new media platforms such as social media, short videos, and live broadcasts, our new media platform account matrix has updated more than 100,000 videos, nearly 120,000 live broadcasts, and the total exposure has broken through 3 billion times.
• Sales performance has increased significantly: The implementation of the new media marketing innovation project has effectively promoted car sales. Through precise promotion and interaction on new media platforms, we have successfully attracted a large number of potential customers, improving customer conversion rates and sales performance. So far, the new media project has achieved more than 200,000 new media special clues, nearly 7,000 new media orders, and the new media order penetration rate has reached 19%.
• Customer satisfaction has improved: Through interaction with consumers on social media platforms, we have timely understood consumer needs and feedback, providing consumers with better quality services and experiences. At the same time, through the promotion of new media platforms such as short videos and live broadcasts, consumers have a deeper understanding and recognition of our brand and products, improving customer satisfaction and loyalty.
• Team ability has been improved: The implementation of the new media marketing innovation project has trained our team's ability. Our team members have accumulated rich experience in social media operations, short video production, live marketing, etc., laying a solid foundation for future development.

Next Steps

To further enhance the effectiveness of the new media marketing innovation project, we will take the following measures:

• Optimize content strategy: We will continue to optimize the content strategy of new media platforms such as social media, short videos, and live broadcasts, creating more interesting, useful, and valuable content to attract more consumer attention and participation.
• Strengthen data analysis: We will strengthen the analysis and mining of new media platform data, understand consumer behavior and needs, optimize advertising placement strategies and marketing activity plans, and improve marketing effectiveness and conversion rates.
• Expand new media platforms: We will actively expand new new media platforms, such as Xiaohongshu, B Station, etc., to expand brand influence and coverage.
• Strengthen cooperation and alliances: We will strengthen cooperation and alliances with car manufacturers, media, internet celebrities and other partners to jointly create a higher quality marketing ecosystem and enhance brand awareness and reputation.

In summary, through the implementation of the new media marketing innovation project, we have achieved significant results. In the future, we will continue to strengthen new media marketing innovation, continuously improve brand awareness and sales performance, and provide consumers with better quality services and experiences.

Americ Energy (CHINA) Co., Ltd.

Focusing on the import and export business of automobiles and auto parts, as a comprehensive auto service platform providing services around the whole auto industry chain, covering overseas trade, auto finance, car leasing, overseas import and export business, logistics and transportation business. Using a new model to build a comprehensive service provider integrating customers, capital and vehicles at home and abroad.

The following are our advantages:

• We can provide overseas capital allocation;
• Set up overseas warehouse in Dubai, set up after-sales center in Sharjah, can provide consignment, after-sales, extended warranty services;
• In Bishkek, Moscow, St. Petersburg and other places can provide after-sales service, customs clearance service, pick-up service, storage service, logistics service, vehicle consignment service;
• We can provide high-quality used car resources;
• We can provide some new car special car resources.

Contact Information:

• Website: www.auto-ae.com
• Email: ae@americenergy.com
• Phone: 13521210668
• whatsapp: 13521210668
• Address: No.298 Fengwei Road, Xishan Development Zone, Wuxi City, Jiangsu Province, China