It's almost a week since the media day of Beijing Auto Show ended. Looking back now, the exciting new models, luxury booths and unexpected performances at the auto show are not as exciting as they were at the beginning. Even if they don't appear at this year's Beijing Auto Show, they will also appear at other Guangzhou Auto Show, Chengdu Auto Show and Shanghai Auto Show.
Everyone can do tricks, each with its own ingenious differences. After the uproar, the wheels of China's automobile industry continue to move forward. The difference is that a thousand readers have a thousand Hamlets, and a thousand exhibitors have a thousand feelings. Perhaps, the significance of this year's Beijing Auto Show lies more in the role played by this auto show in the development history of the automobile industry, the attitude it shows, and the exhibitors' thinking about this auto show.
1, deserted
"Please use one word to describe this auto show. What word would you use? " After the auto show media day, "Cheyou Headline" asked a familiar media teacher, and the other party blurted out: "It's cold and cheerless."
"Where is it cold and cheerless?"
"Everything is deserted."
"Where exactly?"
"After waiting for half a year, the car didn't come, and the influence of the new forces was weakening. After a hard day, there are not many things to see and many gimmicks. I just came to accumulate the steps of WeChat. " The media teacher is sincere: "For me, it is an exciting point to see the heads of online celebrities such as Kyle, Xinyou and Han Jingfeng in one day."
Indeed, as the only A-class auto show in the world that has not been cancelled this year, Beijing Auto Show was highly anticipated before its opening. Not only media teachers, but also manufacturers and distributors attach great importance to it. According to incomplete statistics, there are more than 90 multinational car companies, China brands, new car manufacturers and parts manufacturers participating in this exhibition, and more than 1000 models will be displayed and more than 100 new cars will be released.
However, when we arrived at the scene, we found that the scene was not as spectacular as we thought. McLaren, Alfa Romeo, Renault, DS, Ideality, Yunduo, Aichi, Future, Evergrande, Brilliance, Baowo, Haima, Zotye, Cheetah, Bojun, Siwei and other international brands, new car manufacturers and independent brands were all absent from the auto show.
In addition, the Volkswagen ID.4 with its own topic traffic didn't come, the much-anticipated Volkswagen CC hunting edition didn't come, the brand-new Audi A3L that consumers are most keen on didn't come, the Roewe MARVEL-R with higher positioning didn't come, the agreed heavy-duty pure electric SUV Dongfeng Honda M-NV didn't come, and the FAW Toyota Hailia, which has been circulating for more than half a year, didn't come ... And these skip models are all heavy models that can occupy a C position in their own booths.
On the morning of 27th 1 1, riders passed the Cadillac booth, which was full of staff and no audience.
Step 2 Cross-border
On the day of Media Day, a colleague sent a work photo exposed by Starbucks. Hey, when I was running errands in the exhibition hall, why didn't I see a Starbucks? Later, I learned that this was a cross-border marketing between Ford and Starbucks, and it was Ford who let Starbucks enter the Beijing Auto Show for the first time.
The uniform blue Ford booth was very eye-catching at the auto show. In the center of the booth is a blue Ford mustang? Mach-E is surrounded by products such as Explorer, Sharp and Lingjie S, which are also blue. On the left side of the booth, there are creative interactive experiences such as Ford's creative badge making, coffee area in cooperation with Starbucks, co-pilot 360TM pinball table and Jukebox jukebox. For the audience, these things are more attractive than cars.
In addition to Ford's cross-border marketing, there are also commendable cross-border products of Xpeng Motors. At the Tucki booth, T 1 flying car travelers attracted many viewers' attention. Although the plane looks extremely unsafe, the staff at the scene also told the riders that the plane will not be mass-produced for a long time. However, the appearance of this aircraft not only won the attention of Tucki booth, but also reminded other manufacturers not to just bury their heads in building cars, and there are still many places to work hard.
Of course, many intelligent solution providers led by Huawei and Bosch have also robbed the limelight. Just like the theme of Beijing Auto Show "Smart Future", no matter what kind of car power, intelligence is the general trend. Therefore, the number of onlookers at the press conferences of Huawei, Bosch and other manufacturers who are committed to providing intelligent services is not less than that of BMW and Audi booths. The arrival of Huawei means that the cross-border cooperation between the automobile industry and other industries has reached a certain stage.
It is not difficult to understand how the car circle can continue to endure loneliness at a time when the epidemic is spreading, the economy is depressed and the income is decreasing. Only by finding some like-minded allies to play cross-border cooperation can we get more chances of winning.
3. turning point
In addition to the changes in car companies, the people who come to the exhibition have also changed. At this year's Beijing Auto Show, all the exhibitors wore masks without exception, including the security check in front of the exhibition hall, and added the requirement that the health code must be scanned. At the beginning of the press conference of major brands, public relations will also enthusiastically ask: "Do you still need a mask?"
So, what should the third keyword use to describe this Beijing Auto Show? There must be disappointment. At least five media teachers have expressed such derogatory terms as "depression" and "boredom" in their circle of friends. However, considering the need of epidemic prevention and control, it is not impossible to find a reason to excuse the Beijing Auto Show with fewer cars and fewer people.
In this case, it is better to be optimistic and inclusive, and regard the 2020 Beijing Auto Show as a turning point in the industry. The turning point of getting rid of the epidemic, from the suspension of business during the epidemic to the gradual recovery of the market, is also a turning point for new energy vehicles to squeeze into the fuel vehicle market, and it is also a turning point for major brands to desperately survive in the face of the industry crisis. After all, since March this year, the Geneva Auto Show, Detroit Auto Show and new york Auto Show have all been cancelled, and it is lucky that the Beijing Auto Show can be successfully held.
Through this auto show, major manufacturers and distributors should also have a deeper understanding of industry development, market environment and brand positioning. At this difficult turning point, if we don't try, we may miss the 2022 Beijing Auto Show.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.