Soon it is the annual 315, recently there are a lot of articles on the Internet about the poor quality of some car brands, which everyone understands, here is not in depth! There are some authentic reports such as the Aian water leakage incident, and there are also some bad self-media fishing in the water, such as the recent incident in Wuhan where a self-media evaluated the endurance of a krypton car to be fake, so that this other industry peers have also been wronged, and the industry has become the biggest demand for automotive self-media.
Speaking of cracking down on counterfeiting, well, today we will fry a cold rice, before 315 to talk about the so-called "awards" that everyone is keen on at the end of last year, I hope that 315 will fight the first one to fight this kind of "fake and shoddy" award!
Speaking of awards, for example, the film circle likes to engage in various award ceremonies, don't care if the acting skills are good, anyway, as long as there is traffic, more or less will also mention a name. Of course, how high is the gold content of the award, huh... Anyway, the audience's eyes are shining!
However, there are some problems in this, such as some awards can not be rated, and this judging criterion is actually "hammered out" by the organizers. Therefore, if the organizer is professional enough, then it is fine, but if it is said that some self-media themselves are engaged in the award ceremony, then is this a bit of a drama? Especially in the automotive circle, this happens a lot.
For example, what is the "most watched SUV of the year", what is the "best car marketing award"... It sounds varied, but in fact the moisture is comparable to that of the Pacific Ocean. Even the sales of many models are already bland, such as the three-cylinder Qijun, which was once scolded for suspension and transformation, can also be awarded various awards, which is not directly treating consumers as fools?
Is it too much of a joke for the auto self-media to indiscriminately award awards?
Everyone can search for a message: "The 2021 Fifth China Mainstream Automobile Awards Ceremony ended perfectly." It is estimated that many small partners must be confused, "China's mainstream automobile general appraisal award ceremony" is what is a ghost? After our car 314 carefully pickpocketed, it was found that some automotive self-media spontaneously formed a new media alliance, and then awarded the manufacturers, which is a bit funny.
Maybe for ordinary people, the self-media alliance or what alliance sounds tall, in fact, in the eyes of the industry, this is a fun organization. Like this kind of organization, a grasp of a large handful, is generally to pull a two more well-known self-media to participate, but when the award is awarded, the more famous self-media founders generally will not go personally, it is completely for the car manufacturers to look at.
Looking at the dozens of self-media participating in this alliance, except for one or two that are well-known in the industry, the others simply cannot squeeze into the TOP100 ranking of autohome. Even many self-media fans on the Autohome platform do not exceed 100,000, how can such self-media professionally evaluate car companies or models? (Note: The number of fans of Car 314 on Autohome is 110,000)
In our opinion, in recent years, the automotive self-media industry has been frequently chaotic. Either the recharge is overcharged, or the traffic is rubbed over, and the award is more common. Realistically speaking, the award ceremonies that appear within the automotive industry are not a minority, nor can they be said to be meaningless. For example, heavyweight platforms such as Sohu Auto have some credibility in the awards they present. But if it is a bunch of self-media themselves formed by the alliance to indiscriminately award awards, then sorry, not only are we not blind, consumers are also not blind, will never listen to the one-sided words of these bad media, blindly follow.
For these self-media and self-media alliances, we are not a little famous, everyone is interested in their own can also go to search for it, anyway to the major automotive websites to check the ranking to know, these self-media, down-to-earth content is actually not a few.
Since the media will award awards at the first word, who will guarantee the objective authenticity?
In addition, many awards also look like they are tailored for a certain model. For example, the "Best Marketing Case of the Year" - GAC Acura - Owners Track Day. Could it be that the next track is the best marketing case? Isn't driving a three-cylinder machine to the desert off-road the best marketing case in the universe? The following is even more exaggerated, "the annual high-end car" - the new Passat, to teach me, what is the middle and high-end? Is it between intermediate and advanced? Two years ago, I still had to wear a helmet, and now I have become a middle and high-level? There is also the "most tech trendy play pure electric SUV" - AION V Plus, what is this award? Just look at the name of the award, I feel full of cottage wind, and it is really difficult for the manufacturers to receive the award on stage, and the whole smiley face, to change to me, but really can't laugh out...
Of course, the most amusing is the "Best Mid-size SUV of the Year", this award was actually awarded to QiJun! This is really a laugh-out-of-cheek tooth. It should be known that since the "Three Cylinders Dazuo" overturning incident, the Three Cylinders Novel Jun has long been reduced to the laughter of everyone after tea. Even some car critics in order to verify whether the three-cylinder X-Trail is really suitable for running the desert, but also specially drove a test, the results can be imagined, the engine has not yet alarmed, CVT gearbox can not stand the high temperature direct alarm. The load-bearing body has even been deformed, not to mention the wheel eyebrows that have run away. The funniest thing is that some netizens found that the anti-shake of the three-cylinder X-Trail actually relies on the engine hatch cover, and the idle speed will rise after opening, and it will fall when it is closed. I can't help but wonder where the nearly $20 billion in research and development costs went.
Of course, this is not the point, the focus is that the sales of the new Qijun are dismal, and Nissan has to take the same way as Xuanyi, repackaging the old Qijun into a classic Qijun and selling it again, trying to cover up the collapse of the new Qijun in this way. Therefore, we think that the "best mid-size SUV of the year" is obviously not suitable for the three-cylinder X-Trail, but if you want to award, it is more appropriate to give a "minimum impact" award.
Having said all this, we just want to tell you that this form of awarding is far less convincing than the rankings calculated by professional car websites every year based on the actual data of consumers and dealers. Rather than awarding awards, it is better to say that it is another way to trick some car companies into "paying for awards". Why? Because some OEMs may not look at these self-media alliances at all, it is natural that there are no such brands or models in the list, but these brands or models can't do it? Just look at the sales.
In addition, there are some situations that may be because some self-media want to establish cooperative relations with some brand parties, and suffer from no opportunities, so they specially engaged in such an award ceremony, white to give you an award, the brand side will not always be not to come, right? Of course, there is really hard stubble, so what to do? Directly pick up some black history and do something. Therefore, the automotive self-media circle has been made into a miasma of smoke by these bad self-media.
The award selection needs to be objective and true, and consumers are fools!
I believe everyone has heard that "the gold cup and silver cup are not as good as the consumer's reputation", and the truth is also true. No matter how big the awards are, they are really not as good as the real evaluations after consumers buy a car, because they are more objective and more real. Of course, we are not opposed to self-media group awards, or car companies to carry out corresponding marketing activities, after all, in the current situation of such a harsh environment, everyone is trying to "save themselves". But with a conscience of the mess can not say, take this award ceremony, this year launched so many good reputation models, did not appear on the list.
For the award-winning models and car companies, it seems that it is just a statement of a self-media, which is difficult to be convincing. If you deceive consumers in this way, it will not only make consumers more disgusted with self-media, but even with this car company will be more unpopular, such as the above-mentioned three-cylinder Qijun is the best example.
Of course, we're not saying that these models can't be started. But for consumers, as an automotive self-media, you must at least be objective and fair to conduct the selection, right? Isn't there a better model in the same class than the three-cylinder X-Trail? If it's really so good, why don't you buy it? If the sales volume is high, why does Dongfeng Nissan have to "resurrect" the four-cylinder old Qijun?
Therefore, the key to the unhealthy atmosphere of awards in the automotive circle is that the self-media that select awards are either too amateurish or... You get the idea. If everyone can be like some professional platform, objective and fair selection, ranking, in fact, it is not a bad thing for the industry. In particular, it can also play a role in urging car companies to continue to develop towards a better side, which is what should be done as an automotive self-media, just the right meal, but don't even care about the bottom line for the sake of the right meal.
For example, some time ago, the "so-and-so talk car" that was frequently sprayed on the Internet, originally many fans liked his car form at the beginning, but later found that as long as it was a recharge model, it was flawless, and it was not a recharge model that was sprayed without finish, and the result was that the reputation is now declining rapidly. Therefore, don't be quick to talk for a while, this year's fans and consumers are not the original "little white".
Write at the end
China's automotive industry in 2021 is indeed not too peaceful, and it is also an epidemic and a defect, and many OEMs can be described as very anxious. Of course, Party A's father is not well mixed, and the situation of some auto self-media is naturally not much better. Therefore, it is reasonable to give more awards and establish more relationships to facilitate future cooperation. But then again, it is inevitable to eat just food, but you can't eat too ugly, right? Obviously there are few sales, have to say that it is "the best of the year", really treat consumers as fools? How much credibility does such an award have?
Although the truth we tell this time may offend many peers and even some OEMs, as a self-media with conscience, our car 314 has always been willing to make a copper bowl bean that is not steamed, not cooked, not fried, not flattened, and well-known! The reason why I say so much is mainly because I don't want to see the situation that "bad money drives out good money" often occurs in the industry. Some conscientious content, often appear in the car number TOP100 list, and gained 100,000 + fans of the self-media, but often ignored by some car companies, why? It is nothing more than unwillingness to join forces with some "big guys" of auto self-media.
Finally, I hope that these self-media who like to give awards to car companies will have time to work content. Don't always think about engaging in some award ceremonies that look very awkward, but you don't know that in the end, not only will your reputation stink, but even the reputation of some OEMs will be affected, and the gain is not worth the loss!