Shulou(Shulou.com)11/24 Report--

Focusing on the dual-core strategy of "electrification + intelligence" and the constantly upgrading and iterative ADiGO smart drive interconnected ecosystem, GAC MOTOR's transformation to a new energy technology enterprise has achieved initial results and is deeply loved and favored by the majority of consumers. As the main position to get customers, GAC MOTOR App Ecology is deepening its interaction with users through community, mall, service and other core function modules.

In order to operate content more systematically, GAC MOTOR brand App works with Volcano engine to build high-quality community content ecology, realize the diversification of community content and the personalization of content recommendation, help to improve the stickiness of users' private domain, and provide the possibility for follow-up business growth.

GAC MOTOR is a domestic brand built by GAC GROUP to enhance its core competitiveness and achieve sustainable development. It is mainly committed to the production and sales of Chuanqi brand vehicles with international advanced level. Centering on the concept of brand high-quality development, GAC MOTOR actively adapted to the new normal of national economic development, seized new opportunities for industry development, created high-quality products, and embarked on a road of "brand leading, quality-driven, and sustained high-quality development".

From strategy to management to create high-quality community content ecology

With the rise of Z-generation consumer groups, personalized and interesting consumption will gradually appear. How to attract, retain and insight consumers through rich content types, differentiated content operation and data closed-loop system of content consumption, enhance user life cycle value and user experience, and realize the purchase, recommendation and introduction of car owners in the brand system is the main goal of GAC MOTOR App ecological upgrading.

Together with Volcano engine, GAC MOTOR has completed the upgrade of one-stop App community content through three elements: content strategy formulation, tripartite content introduction, content platform and recommendation algorithm construction:

First of all, interest is the first step to attract consumers' attention. after careful analysis and discussion, Volcano engine and GAC MOTOR set up a user interest content pool from three directions: latent passengers, car owner user characteristics and similar user content preference in the public domain.

Secondly, more than 600 selected high-quality creators were introduced into GAC MOTOR App's shopping guide, car circle and other sections, covering new car release, trial ride activities, car sharing, landscape photography, offline store exploration, etc., from pre-sale to after-sales, from professional evaluation to life scenes, not only enhance the brand image, but also create an atmosphere of quality life.

Finally, with the help of Douyin Group's content management and recommendation platform, content intelligent tagging enables GAC MOTOR to further understand the portraits and interests and preferences of core user groups; intelligent content recommendation is used for personalized distribution, and the Douyin recommendation strategy of thousands of people with the same style is realized to meet the content consumption needs of every user.

GAC MOTOR App Community Interface

Length of stay and visit rate, two-way improvement

Under the joint construction of Volcano engine and GAC MOTOR App, the content quality and richness have been greatly improved, and the content base of the whole community ecology has been systematically built.

In terms of user stay: the A / B test data show that the better user experience increases the average length of stay of GAC MOTOR App users by 71%, and higher user stickiness, which also gives GAC MOTOR more opportunities to carry out accurate marketing to users.

In terms of the access rate of the content section: the A / B test data show that the average consumption penetration of the content section of users has increased by about 30% and 35% after 4 months, and the number of clicks per capita of information flow has increased by more than 30%.

This also means that through long-term high-quality content operation, improve user stickiness, firmly grasp the minds of users, and enhance user community participation.

END

Through high-quality, rich content and accurate access, the volcano engine content cloud solution helps GAC MOTOR strengthen his direct interaction with the core user groups and is further favored by consumers. In the future, the two sides will continue to conduct in-depth exploration in the field of content to achieve commercial value while meeting the rich and diversified content needs of users.

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