At the 2024 Chengdu Auto Show, the exhibition hall of Autohome was quite creative. During the exhibition, it designed various prize winning interactive activities, allowing the participating audience to stop and participate in the experience. Meanwhile, during the Chengdu Auto Show, Autohome also held the 2024 Autohome Content Conference, aiming to gather industry wisdom and seek future development together. More than 200 senior executives of automobile enterprises, industry experts, creators, Internet ecological partners, investors and others witnessed the release of many innovative contents and cooperation plans of Autohome.
Deeply cultivate the "online+offline" mode
At present, China's automobile market presents two major characteristics: firstly, with the increasing demand for automobile quality and requirements from consumers, a large number of old car models are facing updates and replacements, resulting in a significant increase in replacement demand; Secondly, with the deepening of the "Automobile Going to the Countryside" campaign, the demand for automobiles in third - and fourth tier cities and rural areas is increasingly strong, becoming an important market for competition among car companies.
In April of this year, seven departments including the Ministry of Commerce and the Ministry of Finance jointly issued the "Implementation Rules for Automobile Trade in Subsidies", which directly reduced the cost of consumers exchanging new cars through the implementation of financial subsidy policies and effectively stimulated market potential. This policy not only accelerates the elimination process of old vehicles and promotes resource recycling, but also drives the coordinated development of related industries such as automobile manufacturing, sales, and maintenance.
As the industry leading automobile Internet service platform, AutoHome makes full use of its nationwide layout and rich industrial resources, and at the same time works with Ping An Property Insurance to provide consumers with car selection and purchase services through the innovative mode of in-depth integration of online and offline. In addition, Autohome actively assists car companies in their digital transformation, promoting the transformation and upgrading of the automotive industry towards intelligence, networking, and green direction.
Wu Tao, Secretary of the Party Committee and CEO of Autohome, told reporters from Huaxia Times that Autohome helps car companies and their partners improve quality and efficiency through digital services and ecological networks. At present, the total number of users on Autohome's entire network exceeds 500 million, covering over 100 OEMs and serving 26000 dealers.
From the perspective of online channels, Autohome has created content ecosystem modules such as original content, creators, and forum owners to serve users' car life. At the same time, by creating original content such as professional reviews and the strongest IP matrix, combined with personalized content from creators in multiple fields, as well as real car owner voices and evaluations on the Autohome forum, we provide users with a professional, diverse, authentic, and easy to understand automotive content ecosystem. In addition, Autohome has horizontally laid out 7 new media platforms outside the station, with an account matrix and over 60 million fans across the entire network, achieving full coverage of new media channels.
Offline, Autohome has integrated with the Ping An car owner ecosystem, achieving multi touchpoint sales promotion through the Hundred Cities Auto Show. The reporter learned that the Baicheng Auto Show has covered more than 200 cities across the country, with over 574 performances and more than 2.7 million customers in attendance.
Wu Tao stated that based on massive high-quality data and artificial intelligence technology, Autohome will leverage the capabilities of its self-developed "Cangjie" multimodal big model to empower scientific product positioning and efficient brand communication, precise targeting and efficient conversion of high intention potential customers with big data, and help users make consumption decisions and enterprises reduce costs and increase efficiency.
Promote the sustainable development of content ecology
In addition to continuously integrating online and offline models, Autohome is also constantly updating its professional content.
In the first half of this year, the penetration rate of new energy vehicles reached 42%, and the sales of hybrid models increased by 70%. Among car buyers, young users prefer pure electric models, while low-end users prefer fuel hybrid models, and there is a strong demand for replacement purchases. Safety and intelligence have become the top choices for car purchases, accounting for 43%.
In the view of Autohome, the data changes in user purchasing structure indicate that users need more professional content to assist in consumption decisions. The rise of technology and intelligent security has led to the emergence of more intelligent evaluation content, as well as the promotion of more industry partners to co create and jointly build, bringing more useful professional content and services to users, and thus promoting the continuous development of the industry.
Tong Fei, Vice President and Chief Editor of Autohome's Information Business, told a reporter from Huaxia Times, "Traffic is not innate. We need to work with more partners to achieve co creation and co construction, in order to combine user needs and unleash professional, diverse, and high-quality content value, and better assist users in making better consumption decisions
In addition, Autohome has launched the AH+content brand and original content matrix based on the concept of "content forward, intelligence forward, and car viewing forward". According to Li Haoliang, Director of Original Content Department at Autohome Information Center, this matrix covers over 13 carefully planned columns, each closely related to users' actual needs for viewing, selecting, and using cars.
It is worth mentioning that Autohome has also launched the Real Scene Intelligent Evaluation (AH-IT) system, which is the first "six dimensional integrated" evaluation standard customized for the six core pain points of smart cars in the industry. This system not only comprehensively covers key areas such as intelligent hardware, intelligent safety, intelligent cockpit, intelligent driving (city, highway), and intelligent parking, but also deeply analyzes and tests vehicle performance by simulating complex road conditions and emergencies in real user scenarios. This highly realistic evaluation method not only demonstrates Autohome's profound expertise and authority in the field of car evaluation, but also provides consumers with valuable reference guidance for purchasing cars.
In order to further stimulate the vitality of automotive content creation, Autohome has launched the Automotive Content Co Creation Program, which constructs three major co creation models aimed at gathering the strength of high-quality automotive creators across the network, jointly exploring new boundaries of automotive content, and creating true value.
Qi Tianxiang, Director of PGC Content Department at Autohome Information Center, said, "The return of good content to its essence is the satisfaction of user needs. Currently, high-quality content in the areas of automotive consumption decision-making, knowledge popularization, and pan automotive lifestyle is still in short supply. At the same time, with the continuous diversification of user interests, there is a need for more customized and creative automotive content
Faced with the rapid product iteration and technological innovation in the automotive industry, Autohome recognizes that helping users quickly understand, accurately grasp, and establish trust in new cars and technologies is a key bridge connecting car companies and consumers. To this end, Tongfei released the Autohome Industry Partner Co construction Plan on site, which aims to build Autohome into a smart hub that connects car companies and users, promotes seamless information integration, and supports accurate decision-making.
Regarding the development goals, Wang Youdong, initiator of the Autohome Industry Partner Co construction Program, deputy secretary of the Autohome Party Committee, and senior vice president, said, "Making good cars understandable to users is a common goal of automotive media and brands