Is Great Wall Motor doing its own media? Or create a colorful "topic marketing"? Or is it to embrace the Internet and do car e-commerce? Media elites from People’s Daily Online, Xinhua Net, Sohu, Auto House, Yiche.com, Yahoo and many other media or websites are returning to Wei Jianjun...
Recently, some online media elites in Beijing have had a new consideration when making career choices - Great Wall Motors.
In the eyes of the people, Great Wall Motors has always been a company that does not bother to make a sound, but at the same time "muffles and makes a fortune." Especially in the past two years, Great Wall Motors is not willing to “sound”. The frequency of Wei Jianjun and Wang Fengying, the chairman of Great Wall Motor Co., Ltd., is getting lower and lower, and there are only a handful of forms of media interviews.
But this does not seem to hinder its media communication and brand building, because the Great Wall is recruiting and absorbing network and media elites on a large scale. Professional journalists and editors from People's Daily Online, Xinhua Net, Sohu, Auto House, Yiche.com, Yahoo and many other media or websites are constantly being placed under Wei Jianjun.
Since the Beijing Auto Show in 2014, Great Wall Motor has focused on building a “multinational column” composed of elites in the media industry. Then, let us boldly speculate that Wei Jianjun, who has always been forward-looking, is making a big move at the moment.
Guess one: Industry, products, technology, the Great Wall to do their own media?
Judging from the media talents that Great Wall Motor currently recruits, it can be described as "business diverse and eclectic", including automotive industry reports, model product evaluations, website technology and operation and maintenance, and professional video shooting. But everyone has a character, a car media person with a certain professional business.
Judging from the overall layout and content extension of the Haval brand official website, it has verified the new achievements of many auto media elites after joining. The column settings cover information, evaluations, videos, exhibitions, events, communities, shopping malls, all-pass, etc., can be described as rich and colorful, quite a "framework" of the portal.
In contrast, the Great Wall Motor is indeed one step ahead of the auto companies that have done so carefully and carefully designed their content. Once again, we may wish to make a bold guess: Wei Bo has made another attempt and innovation. The enterprise can become a processing and optimization platform for secondary information. It can not only create a fresh topic, but also analyze the product professionally and rigorously. When other car companies “outsourced” the webpage to third parties, Great Wall chose “do it yourself”, which is in line with Wei’s style.
Guess 2: Refusing advertisements but not rejecting topic marketing. Great Wall Motor has not directly put in the "hard and wide" approach in recent years. It has become a label, which has caused heated discussion for some time, and even brought "Great Wall Motors are not advertising." The topical effect of advertising.
But from another point of view, as the media people continue to join the Great Wall Motor, more and more packaged planning has surfaced, whether it is the recently launched "everyone can go to the stadium Harvard H6 Coupe track mania guide" "Reading Harvard's Harvard Team's Out of the Ring Tower Rally", or the "Harvard New Lineup Attack 2015 Shanghai Auto Show" and "Haver H9 Exploring the Winter Qinghai-Tibet Line", the Great Wall Motor has always been active in the front line of content processing and information dissemination.
We may wish to make bold guesses: recruit professional talents, do professional things, whether it is to stand on the listed company to save advertising costs, or a channel to focus on "sounding" considerations, Wei boss has never given up dissemination, and focus on making nutrients more Dissemination of content.
Guess three: Embracing the Internet to do car e-commerce?
This speculation seems more reasonable and more grounded. On the one hand, the media people recruited by Great Wall Motor are almost all from the website, there are both comprehensive portals and vertical professional websites. On the other hand, from the official Haval brand website, the content of the mall is very full, consumers can Through the mall column, personalized selection of vehicle configuration, but also provides some additional accessories, although the current optional models are not all products, but already have this posture.
Although Wei Jianjun did not see his discussion of auto e-commerce in a few public speeches, he might boldly guess: At present, the strong investment in the official website, as well as the development and trial of some functions, Wei Bo also Car e-commerce is exploring, even if the official website sells cars can not be equated with car e-commerce.
In addition, it has been confirmed from several channels: Great Wall Motor has always emphasized the establishment of word-of-mouth in terms of integrated marketing communication, and is very concerned about the feedback from consumers and car clubs, and hopes to continuously enhance the trustworthiness of Harvard owners. This is a marketing concept similar to “fan economy”, which is based on excellent product quality and consumer interaction, and is often played by IT companies. Harvard's official website not only increases the interactive means of “community hot posts” and “hottest rankings”, but also sets up the “Wan Shi Tong” column. Netizens can participate in consultations and complaints, and Great Wall Motors will respond within 24 hours.
Looking at the embrace of such a multimedia partner in the Great Wall Motor, I believe that it will not only promote one thing for the company. The tip of the iceberg of Harvard's official website seems to reveal Wei Jianjun's focus and layout, but the speculation is ultimately speculation, collecting seven Dragon Balls (currently learned that at least seven online media employees have entered the Great Wall Motor) Wei Jianjun, how big is it? It still needs to be seen.

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