165438+1On October 29th, Aauto FMCG held the "Express Creator Conference" in Beijing, officially launched the "2020 Express Creator Training Plan", and fully embraced the car content creators. "Car-talkers" is a unique name for the creators of A Auto Quick, who have grown up from the soil of A Auto Quick and continue to provide higher-value car content to ordinary users. At the press conference, Kuaiche announced that it will support 65,438+0,000 professional car dealers through accurate traffic in the coming year, and cooperate with more than 200 institutions to deepen the car content. It is quick to say that the car will help the number of car owners to increase by 200% and help 200,000 car practitioners to realize cash efficiently through the stable output of platform policy dividends, the exploration of efficient growth paths and the enrichment of business realization modes.

High-quality ecology and scarce opportunities to build a vertical content ecology of automobiles

In the past year, more than 200 million creators of Aauto's fast-moving platform recorded and shared their lives, and UGC produced more than 6.5438+0.5 million daily. At the same time, creators have also gained a lot from high-quality ecology. In 20 19, the total income of faster creators of Aauto exceeded 20 billion yuan. Aauto Quicker has also successively launched supporting policies such as "Photosynthesis Plan", "Creator Incentive Plan" and "Media Multiplication Plan" to provide flow and cash incentives for creators, among which "Photosynthesis Plan" will provide 654.38 billion yuan of flow in the coming year and support 654.38 million outstanding creators.

In the content ecology of Aauto Quicker, cars are one of the most concerned areas for users. Kantar data shows that the penetration rate of car users in Aauto Quicker is significantly ahead of the industry average, and the demand for car purchase is strong. According to reports, at present, Express has attracted more than1.20,000 car creators to settle in, covering 450 million fans, uploading more than 60,000 works every day, and playing more than 30,000 times every day, thus building an automobile vertical content ecology covering car dealers, car practitioners, professional automobile media and MCN institutions.

Multi-content incites platform value creators to find their own stage.

Like other fast-moving consumer goods, the fast chat car provides a very fertile content soil for creators, and a number of high-quality creators have emerged. In the past few months, some pioneer creators have enjoyed bonuses. Based on the support of the express train's 2 billion accurate traffic, the car creators have accumulated more than 30 million fans and completed 65.438+0 billion broadcasts.

The creator "Second Brother Flat Car" shared his faster transformation in Aauto at the scene. The second brother moved into Aauto FMCG on 20 15, bought a car for Laotie for the first time on 20 18, and organized a car group purchase for the first time in May this year. He successfully completed the transformation from an ordinary car enthusiast to a professional car salesman, and explored a unique "short video group purchase and car sale" mode on Aauto FMCG platform. In the past year, the second brother sold more than 65,438+0,000 vehicles in Aauto faster, and achieved tangible benefits and growth. The second brother said, "My team has grown from one person at the beginning to 14 people now, and the business has been realized more smoothly."

Niu Ge, who focuses on solving all bugs in the automotive field, worked as a reporter, cameraman and post-production planner before, and finally chose to take root in Aauto faster and become a "self-employed". At the conference site, Niu Ge shared the whole process of "breaking through barriers" with the help of the express platform, such as setting up roles (positioning), playing BOSS (creating explosions) and changing careers (breaking through bottlenecks). While other creators focused on "short" content, Niu Gejian was extreme and polished the video content for a long time. With the explosive methodology of "love, fun, utility and quality", the number of fans increased from 0 to 600,000 in two months. "My Aauto quickless video is getting longer and longer, and there are more and more fans, which fully shows that Aauto quickless is inclusive of content," Niu Ge said.

"I came to Aauto too late", and the host of the radio rights program "Escape from the Old" felt at the scene. During his time in A Auto Fast, he saw the unique advantages of short video in the speed and breadth of communication. "In the past ten years, I have received more than 5,000 complaints/kloc-0, which has saved nearly 100 million yuan in economic losses for car owners. In Aauto faster, we solved thousands of complaints in three months. " . Lao Chang said that the short video platform Aauto Quicker can better link users' real needs, help users solve real problems in life more directly, efficiently and quickly, and help brands hear users' voices more directly.

In addition to individual creators, some high-quality MCN organizations also see opportunities to talk about cars. "The strong demand for car content in the car, the active, rich and sticky ecological atmosphere, and the precipitation of high-value private domain traffic brought by social interaction provide excellent opportunities for vertical creators in the automotive field, which is why we choose to settle in the car." Han Tianyu, the content operator of VideoPlus, shared it on the spot. It is reported that after one year's operation, VISUAJIA has opened 32 accounts in Aauto faster, including "Car Detective", "Car Goddess" and "Family Car Girl", with a total of 38 million fans.

Special plans and comprehensive empowerment help creators enjoy dividends.

In order to let car creators better enjoy the bonus opportunity of talking about cars and achieve more comprehensive and faster growth, Liu Yihan said that talking about cars will bring all-round empowerment and assistance to the creators. In terms of content, from car selection to car play, it is said that cars provide a variety of content segmentation fields to meet the needs and positioning of creators; In terms of products, the creator's tools and management background provide the creator with more perfect instrumental assistance; Operationally, by docking the "traffic flow" entrance and marketing activities, it helps creators achieve data growth and asset precipitation; In terms of ecology, Express will provide accurate traffic support, train more than 1 000 professional car dealers, and introduce more than 200 car content cooperation organizations.

Li Ting, director of content operation of Aauto's Faster Business Innovation Business Center, said that around the "2020 Driver Training Plan", it is said that automobiles will bring more detailed and targeted support and incentives to automobile creators. For example, Aauto Quicker will provide drivers with 10 exclusive rights, covering important dimensions such as traffic support, identity authentication, operation diagnosis, original protection and IP co-creation. At the same time, "Quick Talk Car" provides accurate support such as positioning, powder increase and cash realization according to the cold start, growth and maturity stages of different creators.

In addition to content support, Express also provides creators with a more convenient commercial realization path. It is reported that with the entry of many well-known automobile brands such as Tesla and Jianghuai, it is said that the ecological potential of automobiles in the automobile marketing chain is emerging. In the fast chat car, creators can achieve efficient docking with advertisers through products such as ultra-fast order taking and task square, and complete income acquisition. At the same time, it is said that the high-frequency and diversified marketing activities of automobiles have brought more market demand to creators, and large-scale industry activities such as auto shows and diversified marketing activities of automobile companies and dealers have released more demand for commercial short video content. Xu, the person in charge of the operation of a auto quickless commercial creator Eco Daren, said at the scene that a auto quickless's business helps creators, including automobile manufacturers, accelerate their growth, connect and empower eco-partners, and achieve sustainable business growth and success.

In addition, Express Train also awarded six annual awards to outstanding creators on the platform, among which Tiger Brother Shuoche won the annual influence creator of 20 19 Express Train, and Erge Pingche won the annual marketing pioneer of 20 19 Express Train, Frank Xiaoming and Vernacular Shuoche.

Car content is becoming a rapidly emerging power in short video track. The platform and users' thirst for content has released scarce market opportunities, and there are more possibilities for commercial realization behind the active layout of short videos by automobile brands. Liu Yihan emphasized that "quick car chat" will provide better ecological environment, more direct support and more effective cash support for car creators, so that more car drivers can share the traffic of short videos and commercial dividends.