· Big data to build a new entrance to car consumption

Recently, I heard many startup projects in the automotive industry are talking about consumer imports, especially many entrepreneurs from the Internet field. I don't know what the entrance is, but why do I have to establish the entrance? I understand it - like making taxes.
However, in the era of mobile Internet, the entrance has become less important, and no industry can resist the penetration of cross-border people. These self-righteous entrances are not worth mentioning in the eyes of cross-border players. Therefore, it is time to put down the high-frequency, put down the idea of ​​the entrance, and to achieve the ultimate in products and services in the field that they are good at, this is called the return to commercial essence.
For the automotive industry, regardless of vehicle sales or after-sales service, aftermarket, and used cars, they are faced with the problem of where users come from. With the popularity of Internet+, more and more entrepreneurial projects believe that users can come from the Internet, but the real partners in the first line should be clear, things are not so simple, not because you are a website, there is a huge amount of sales below cost. User influx. Even if you can take advantage of BAT (Baidu, Ali, Tencent) traffic, the cost of acquiring users is not low.
In the past few years, the whole vehicle company has invested tens of billions of advertisements every year, and finally got a new car sales of 20 million class, which means that the acquisition cost of a new car user is about 2,000 yuan! Yes, a new car is only 2,000 yuan for advertising. Improving the effectiveness of this part of advertising has always been a top priority for marketers in the automotive industry.
With the birth of the mobile Internet, the tracking of users can be related to the location, and related to the user's consumption habits. The advertiser has reached an era where accurate advertising can be targeted to the target group, but who is the target user group? What does the user look like? In the past, the portraits of users who came up with the market people’s heads were really reliable? These need to be solved with a concept - big data.
In fact, big data has been vulgarized by people of all colors, but the real use of big data in actual combat is rare. Tencent, Ali, Baidu and Ping An have huge amounts of data, but these data are just flour, just land, to be Flour to make cakes, to dig out gold mines on the land, not only requires professional big data mining technology, but also requires personalized demand data from all walks of life - you do not know the characteristics of gold is no way to dig gold from the mountains Mine.
At the beginning of 2015, the growth of automobile sales slowed down, and manufacturers must have a thrifty day in advertising. In this case, big data has become a new entry point for building car consumption. On the one hand, big data technology can save marketing costs by increasing the conversion rate of ads. For automotive marketing, “Internet +” means that with the help of big data mining, screening, analysis and other technical methods, automotive marketing begins to explore precision marketing and achieve marketing upgrades. On the other hand, the use of big data will change the traditional promotion mode of the automotive industry, greatly improve the efficiency of the use of advertising fees, find accurate crowds for advertisers, and provide guidance for the sale of automobiles and related products.

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