1. The content has a strong sense of amateurism and the identity of the content producer is blurred. It is life-oriented. 2. It is conducive to car owners and fans. 3. Cross-border and lifestyle bloggers bring content output and more voices.

After 1.20, a number of high-quality media test drives appeared one after another, and the volume of voices increased sharply. The model of "high-quality content and fan interaction" was obvious.

The main position of professional car review media people. About 16 articles. The advantage of vertical media (5 articles) is that the Internet celebrity fan base is large and well-known cross-border bloggers can easily bring a large amount of cross-domain traffic.

Weibo-like, communication focus: pre-launch: 1. While paying attention to the visual feast of the starry sky, pay attention to performance and luxurious interiors (paying tribute to the nameplate logo of the 25th anniversary), and focus on the innovative capabilities and technology of the smart brand in the field of electric vehicles. strength. (Pico Proton) thus creates brand and product differentiation, which can differentiate it from many luxury fuel vehicle brands that also share the USP of the starry sky. 2. Emphasis on sporty elements, sports elements (industrial design id, speed car school, Yimiao car, trumpet car, comic car) 3. Starting from a feminine perspective (Car News Society), highlighting the scene and emotional value 3 , cross-border media has a high volume of voice

1. A large amount of content is concentrated on the release of listing information with huge exposure and high web page exposure. For example, the three major website portals, Phoenix, Sohu, and Sina, have a maximum reading volume of 446,000 to 870,000. 2. The content released by media is highly shareable and it is easy to achieve the superposition of article dissemination volume. For example, Netcom publishes on Sina Sohu and other platforms at the same time, and the superposition volume is XX

1. User needs are relatively realistic and focus on actual factors related to car purchase, such as price and rights. 2. It is easier for self-media to guide users’ public opinion. When bloggers have high fan loyalty and a large fan base, almost all user comments are neutral or positive.

Douyin’s vertical media content triggers a lot of negative comments from users, as high as 90%. The negative voices are concentrated on: 1. Price dissuasion 2. No-name brands 3. Smart has no characteristics of its own 4. Unsightly design (wheels, strong plastic feel) 5. Poor pre-sale rights 6. Compared with Jikrypton, there is a lack of confidence