In 2003, he became the executive editor of Car Guide magazine.
In 2006, the new car review network was founded, and since then, the new car review network has become a well-known professional and neutral automobile media in China.
Tell me about Yan Peng Yu, known as YYP. What is the origin? (ps: The following is the opening self-report of YYP in its WeChat from the media)
I have loved cars since I was a child. How small is it? According to my mother, when I babbled, the adults held me in the street, pointed to the car and taught me "car, car". Since then, I have been shouting "car, car, car" all day. ...
This shows that my love for cars is innate.
Before I went to elementary school, I had memorized the license plate numbers of all the cars in my parents' unit. Junior high school began to read car publications crazily. In high school, I can not only know all the cars, but also draw a very decent outline of the original car. From childhood to senior year, all my textbooks were drawn on cars. I studied at Wuhan University of Technology (also called Wuhan University of Automobile Technology when I entered school), majoring in automobile engineering. In my junior year, I participated in the global automobile design competition held in Japan and won a short prize. I also made my own "China's first automobile design website" called "QA Automobile Design Office" (Baidu is not needed, because it is gone), met a group of friends in the automobile design circle, and cultivated my writing and editing skills. After graduating from my senior year, I should have gone to an automobile company. I "abandoned reason and followed literature" and devoted myself to the automobile media industry. I went to Guangzhou Automobile Heyou Magazine as an automobile editor and fell in love with this industry from then on.
People often ask what it takes to be an automobile reporter (or an automobile critic). My answer most often is "accumulation". What kind of accumulation is enough? You can refer to my experience. Of course, it doesn't have to be as long as I have accumulated, but cars are a cross-cutting business. If you want to do this well, the deeper you accumulate, the better.
200 1 Join the magazine "Cars and You", responsible for writing new car introduction, vehicle database, knowledge column, interviewing used cars and market conditions, and of course participating in the test run and writing the test run report. In 2003, Shenzhen Automobile Guide magazine hired me as the editor-in-chief. Although I am very grateful to Sir Xiao of Che and you for taking me into the business and giving me a lot of space, I have no reason to give up the opportunity to be an editor-in-chief, so I was lucky to become the youngest editor-in-chief in the domestic magazine industry in less than two years. In the three years of Auto Guide, I boldly tried everything I could to make a magazine with characteristics (the slogan is "Li").
It's nice to work in the car magazine circle. Can be invited to test drive all kinds of new cars in advance (because the magazine is published slowly, manufacturers will provide test drive more than one month before listing), and the footprints are all over the world. I am also recognized as a "professional media" in the industry, and I am often looked up by my sister and brother in public relations companies. During my time in the magazine, I interviewed many automobile manufacturers, traveled around the world to broaden my knowledge, and also cultivated my creativity, planning and team leadership skills. I am most grateful to Auto Guide for giving me considerable editing freedom and enabling me to realize most of my ideas. Because I have tried everything I want to do, repetitive activities and working methods can't satisfy me. In addition, the trend of "selling covers" began to rise at that time, and the professionalism and influence of magazines on consumers were declining ... So I led the publication of the 4 1 issue of "Car Guide" (from 59 to 99) in July 2006 and left my childhood.
New car review network is a professional car website founded by traditional media people's thinking, and my partner Gao, another founder, is also from traditional media. The idea of starting is simple: to be the best content in automobile media, with the best content, you won't worry about readers and income. Of course, later we realized that this mode is far from simple to operate. Fortunately, our general direction is correct, and we have also received the help of countless friends at the critical moment. Before the success of the revolution, I won't thank them all (I will always pay them back later).
Let's talk about myself. I call myself a "car critic" on the new car review network, which is the name of a reporter who jumps out of the car editor. As an auto media professional, my requirement for myself is to be able to evaluate auto products objectively, professionally and accurately. Because the core of everything that happens in the automobile industry is that manufacturers sell cars to consumers. "Car critics" should use their professional ability to help consumers choose cars and help car manufacturers improve their products. This is the role of "professional media" in my mind.
The new car review network has an original car review system, and its core goal is to provide the most valuable car reviews. Our attitude towards debugging is serious and professional, which is rare in the industry. Please note that I said "we", because one of the key points of my work these years is to implant my own values and professional experience into the whole system. Now there are more than 30 teams to ensure the good operation of this system, and New Car Review Network is the representative of the most professional car review media organization in China.
The greatest achievement brought by this website is not how it grows and makes money, but how it is highly praised and recognized by netizens/users after each new content is released. I am also willing to face criticism directly, and I can have a direct dialogue and interaction with the audience. This is something that traditional publishing media such as magazines and television can't do, and it is also the greatest charm that the network attracts me. Another big reason is that the online platform provides greater creative freedom, and almost all the topics you want can be made, and the layout, form and even media are not bound. E-magazines, applications, audio and video ... The professional opinions we want to convey are not limited by form at all.
Video is the most successful explanation. I have been used to typing for more than ten years. At the end of 20 1 1, I began to try to appear in person and shoot a video version of the new car review network test program. At first, I just wanted to demonstrate how to make a professional and plain test video, and then let the whole team follow suit. But gradually my program form began to "get out of control", because people obviously prefer to watch my personal views and personality expressions, which is the development trend of new media and self-media today. Therefore, YYP Car Review has become a special series produced by New Car Review Network, and public platforms such as Youku and Weibo have also made more new friends know me, which is actually good for me and New Car Review Network.
The way I make videos is unique-there is no script, which saves a lot of preparation time; Show my true feelings, because every car has the attitude I want to show. All these are due to my profound automobile knowledge and professional experience. Of course, my completely layman's appearance and accent have become the characteristics of people talking about me and remembering me, and I gladly accept it.
To sum up, YYP is such a guy: he loved automobile design since he was a child, studied automobile engineering, worked as an automobile media reporter, editor-in-chief of a magazine, established his own automobile website, debugged automobiles, wrote automobile reviews, participated in video programs of automobile reviews, and also managed a company and worked as an amateur racing driver.