Source of this article: Time Weekly Author: Li Guyue
FAW Audi is playing more and more on the new traffic outlet of live broadcasting.
On the evening of April 12, the sixth phase of Audi Channel, the official live broadcast platform of the Audi brand, was launched. With the theme of "Living up to the spring with Audi", the event invited a group of top sports stars to the scene to bring fans a fun, material and dry spring carnival feast.
"This is definitely a live broadcast high-end bureau" "I didn't expect that the live broadcast of a century-old luxury brand would also be so lively." "The offers are great and the prizes are pleasantly surprised." "The epidemic can't always be outdoors, and it feels good to follow Audi sports at home." "The theme of this issue is also very exciting." "After eating the Audi model Amway, I will book a car now and go to test drive when the epidemic is over." ......
On the major live broadcast channels, netizens praised this issue of Audi Channel, and many fans participated in interactive comments and snapped up good things. At the same time, many viewers were introduced in the live broadcast room to the Audi A5, Q3 Sportback, Audi A3 RS kit fuel type, Audi Q2L and Audi A4L RS suite fuel type and other members of the new generation of model family members deeply planted grass, have made a test drive or decided. In addition, the Audi brand does not live up to the spring light, maintains love, and runs to the mountains and seas, and quietly takes root in the hearts of fans.
As a representative and innovative marketing channel under the Audi brand, Audi Channel has undergone six phases of evolution and iteration, focusing on the inner scenes of the audience, carving out the top "intimate" good things, and accurately planting grass core groups with high-quality lifestyles. The grass planting platform also links the system from operation to sales, realizing the double growth trend of high conversion efficiency and brand value improvement, and creating a trendy, efficient and humanized marketing model for the whole industry.
Let the grass be more positive and live up to the spring light with the fans
At present, behind the repeated epidemic situations in various places, many people can only stay at home, and the desire to consume is also decreasing. Faw Audi's current program focuses on the real emotional needs of users in the general environment, relying on the combination of champion guests to create positive live broadcast content. During the period, there is not only fun and interesting life attitude to share, but also a surprise limited number of top equipment gifts.
Around the keyword of "UP", Hui Ruoqi opened the beauty back teaching, shared the secret book of spring yen, and shared the story of the person who devoted himself to sports public welfare, conveying upward strength to the audience, and also brought the two elegant models of A5 and Q3 Sportback to the audience.
As a new sports aesthetic luxury B-class coupe, the new Audi A5 family covers a total of 9 models in three body forms of four-door Sportback, two-door Coupé and two-door Cabriolet, providing a variety of and personalized car choices for young consumers with unique tastes. Similarly, as the first compact cross-border coupe SUV of the Audi brand, the Q3 coupe's unique aesthetic hatchback shape is perfectly balanced with the muscular sense of the body, and the more aggressive and ready-to-go sneaking style also allows the audience to feel the personality charm of the coupe SUV.
And parkour master Gao Jiawen not only appeared to teach, launched a vibrant spring UP advocacy to the audience outside the venue, so that they can actively exercise at home, but also planted the Audi A3 RS kit fuel type and A4L RS package fuel speed type with unique moisture burning sports charm to the audience. It is reported that the RS suite fuel speed type is FAW Audi for the pursuit of avant-garde, distinctive personalized new generation group, the Audi RS performance of the sense of glory, projected to a number of new generation of exclusive models, to create a very high sense of performance, high-grade sense, limited sense of personalized special series of products.
As for Wang Meng, who frequently explodes with golden sentences, while talking about the true meaning of the UP spirit of not yielding and not flinching behind competitive sports, he deeply explored Audi's unique quattro technology, and gave on-site explanations to The three new generation models of Audi Q2L, Q3 and A4L, which completely ignited the interactive atmosphere on the spot.
Among them, the custom luxury personality car Audi Q2L supports more than 50,000 kinds of personalized customization programs, with perceptual aesthetic design and diversified customization options, unlocking the young vision of luxury brands. As a luxury B-class sedan with a very sporty style and enterprising style, when the Audi A4L was upgraded and listed at the end of last year, it not only highlighted its luxurious and sporty product core, but also highlighted the Audi brand's enterprising gene of fully listening to user needs and constantly moving upwards.
At the scene, Zhang Qiang, deputy general manager of FAW Audi Sales Co., Ltd., who had countless fans, appeared in the finale, unveiled the welfare Easter egg, and joined hands with the call video of mysterious guests Xu Mengtao, Qi Guangpu and Li Nina to launch a vigorous advocacy to maintain love, live up to the spring light, and maintain upward UP. Brother Qiang also joined hands with all the "Spring Grass Planting Officers" to bring a surprise 300-second link of double the upgrade of welfare gifts, and a variety of Spring Good Things were given away in a lottery to blow up the whole field.
"The most beautiful April day on earth, living up to the spring light and the times." FAW Audi used a high-end live broadcast to inspire everyone to continue to maintain the firm and upward strength in their hearts at a time full of various uncertainties.
Shouzheng innovation, strength to boost the industry to empower terminal sales
Behind the official live broadcast through the full-link activities of borrowing hot spots, telling stories and sending care, FAW Audi has once again opened up a new path to create a "1+6+N" live broadcast matrix and open up a new concept of spring live broadcast season.
It is reported that the event is introduced by Audi Channel, and in collaboration with six cities offline, the Audi New Generation Model Family Live Broadcast Month is launched, aiming to show the unique charm of different cities to the majority of users in a live broadcast manner, and to show the upward strength of FAW Audi to the public.
In this series of live broadcast activities, the positive, optimistic and enterprising family attitude of Audi's new generation of models is also deeply rooted in the hearts of consumers.
Taking A5 as an example, as a new generation of sports aesthetic luxury B-class coupe benchmark, the A5 family has a more luxurious and comfortable driving experience and a more extreme dynamic driving pleasure, conveying to consumers the continuous upward attitude of the Audi brand. It is equipped with a 2.0T engine known as the "World's Top Ten Engines", and the whole series is equipped with a 12V light hybrid system as standard, which significantly reduces fuel consumption and emissions, and improves start-stop comfort. Mated to the class-leading 7-speed S tronic transmission, it can change gears faster and drive more efficiently. Audi A5 is also equipped with quattro ultra intelligent four-wheel drive system, which has five driving modes of efficiency, comfort, automatic, dynamic and personalized, to meet the driving needs of users in different scenarios. Obviously, whether it is the sportsback with both beauty and functionality, the romantic and elegant Coupé, or the sexy Cabriolet convertible, they all have a unique personality and fully meet the current young users' consumer demand for high value and high taste.
In addition, audi Q3 coupe has previously continued to lead the consumer trend of the A-class luxury SUV market with its design that expands the trend dimension, the strong power performance of efficiency and intelligence, the luxury interior of digital minimalism, the innovative and iterative intelligent technology configuration, and more than 50,000 personalized customization solutions.
"The Audi brand has paid more attention to high-quality growth in recent years, and its current business strategy is called Shouzheng Innovation." Zhang Qiang said in a previous interview that whether it is facing external competition or internal competition, FAW Audi is more in the pursuit of high quality and sustainable development.
In the industry's view, relying on the successful shaping of Audi Channel IP, the Audi brand has once again pried open the incremental entrance to the innovative marketing of automobile brands, providing a broader space for automobile brands to accelerate their online marketing layout in the post-epidemic era.
Constantly advanced, do a brand with temperature
It is worth noting that as the hottest "social, digital, scenario-based" interactive way, live broadcasting has become an important marketing position for major automobile brands. However, at present, most of the gameplay is still concentrated on the single-line output of pure sales or promotional information, and does not form a good interaction with consumers, and is in the stage of self-entertainment.
Faw Audi, on the other hand, hopes to make friends with young audiences and consumers through the Audi Channel, conduct direct communication and exchanges, show a young, grounded side, and further highlight the unique temperature and charm of the brand.
In fact, this is the sixth audi channel event since November 2020. As the first official live broadcast platform for luxury car brands in the lifestyle "planting grass" category, Audi Channel is constantly advancing.
Looking back at the past few activities, not only have their own highlights, but also in terms of content, form, and intention, FAW Audi has achieved innovative breakthroughs with the times. For example, the first issue of "Z Generation Whimsical World" as the theme, strong break the circle, with Michelin-level production standards, show the Audi brand rejuvenation initiatives, set up a benchmark for car companies live broadcast, and then now the sixth phase combined with the topic of spring, in the face of changes in public sentiment and market consumption trends, live broadcast around the majority of users' emotional pain points, emotional care, and launch positive energy advocacy.
At present, under the six-phase evolution iteration, Audi Channel is not only an important marketing card in the hands of FAW Audi, but also has transformed into a benchmark in the true sense of the industry. Through the combination of live broadcast ecological traffic optimization and internal and external resource traffic management, it starts from the three elements "people, goods and fields" necessary for a successful live broadcast, adheres to the user operation thinking, creates a "trinity" differentiated live broadcast content matrix, plays a leading role in the development of the industry, and becomes the "compass" of the leading marketing trend in the automotive industry.
Similarly, continuous improvement has been deeply embedded in the product development concept of FAW Audi. Taking the Audi A4L, a luxury B-class sedan with a very sporty style and enterprising style, as an example, it ushered in the first annual upgrade at the end of last year, further highlighting the A4L luxury and sports product core. Among them, the A4L 40TFSI quattro has been newly upgraded to "RS Edition (RS Kit Fuel Type)", providing an RS-style interior and exterior package with a high performance aura, Kamora gray car paint, Audi RS 19-inch whirlwind wheels, the same level of unique sports chassis and other exclusive configurations, bringing a high-end personalized product experience with a sense of sports, advanced and limited.
Based on FAW Audi's insight into the needs of 7 million users, last year, Audi announced that it will cover all its domestic models with personalized customization services. Faw-Auto Audi takes the strength of the system as the support to realize comprehensive customization services from online to offline, from basic equipment to personality expression, with up to 100,000 collocation schemes, to meet the needs of the new generation of users to customize personalized products. Not only do 586 dealerships across the country provide offline services, but at the same time, you can also place orders at any time on the online ports such as FAW Audi's official website, Audi official mall Mini Program, Audi online 4S store, etc., complete delivery feedback in 0.5 seconds, query the progress in real time, and complete delivery in as soon as 6 weeks.
Looking forward to the future, FAW Audi will continue to take users as the center, adhere to the user's peers, from products to marketing, from research and development to after-sales cycle, continue to advance, to do a deep embrace of users of the new era of luxury brand.