Changan Automobile chose Weibo as a trendy and effective platform for product marketing, and I think it's a great move. Specifically, from the perspective of product characteristics, there's no abruptness or mismatch; in terms of brand tone, it aligns well with the style; and regarding the target audience, it's spot-on. Why is my third point so high? The main reason is that the target audience perfectly matches the product features. Effective communication means reaching the right people with the right message — and that’s definitely worth praising.
Changan Ford’s key models include the Ma 3, Ma 2, Ben Ben, and Mondeo. Its audience is mainly young people who either want to or have already experienced the “bib†culture. The brand connotation is youthful, energetic, and bold. With the Mazda 6 and its parent brand, the target demographic has expanded beyond 30 years old.
In today's media-saturated environment, companies need to grab attention primarily through content. However, this can be challenging unless you're a celebrity or an industry leader, where even average content can drive attention and sales momentum. In such cases, using new channels and platforms becomes a smart strategy for targeting audiences. Even if the content isn't groundbreaking, using a fresh format can make a big difference.
The “bib†is exactly that kind of new platform. Changan Ford was one of the first to use it, which is commendable. It shows that their marketing team is highly sensitive to trends, skilled at leveraging new media, and capable of re-packaging old content into something valuable. This approach can create new sales opportunities.
The “bib†is essentially a personal diary or notice. Sohu introduced a similar feature called “small notes†early on, allowing bloggers to quickly share updates or ideas in one or two sentences. But Sohu didn’t focus much on it. Sina later took the lead with Weibo, and due to its freshness, netizens quickly dubbed it the “bib.†The term was catchy and soon gained traction. From a marketing standpoint, it’s an effective way to spread ads.
Given the nature of the “bib,†users can say anything (as long as it's legal). The content is mostly functional, less ideological, and full of mood expressions—non-commercial and non-utilitarian. Enterprise microblogs are different; they aim to promote company information, products, and events. Unlike blogs, which may still have some hidden messaging, enterprise accounts can openly communicate without sounding too promotional. Otherwise, people won’t pay attention. Weibo allows more direct and natural interaction.
By being the first to open a “bib,†Changan Ford could capture attention and then launch supporting activities, deepening engagement. Their proactive approach created news value and attracted traditional media coverage. At the time, few people knew about the “bib,†even some industry figures like Fang Gang from Sohu were unclear about its existence. If high-end brands had used Weibo, it might not have worked, as their audience wasn’t on that platform. For Changan, however, it was a perfect fit. Still, the “watching the auto show with the ‘bib’†was just a momentary trend, lacking deeper impact.
In the era of Web 2.0, countless online tools keep emerging. It's unrealistic for companies to rely on just one tool to create a big impact. They need to use multiple methods, choose different platforms based on their needs, and treat each case separately. No single tool should be over-relied on.
As the public's attention shifts from public to private channels, the demand for both public and private information remains strong. While public platforms are crowded, private ones are starting to form distinct patterns—some are busy, others are underused. This creates opportunities for those platforms to thrive and bring new chances for emerging internet tools.
Private channels offer higher trust levels and lower user resistance, making them powerful for suitable brands. From online to offline, from public to private, this is the direction for companies to leverage online tools for marketing and achieve precision targeting.
In the past, we thought online could only sell small items like air tickets or gadgets, but now even cars and diamonds are selling well online. This requires a combination of online and offline efforts. Since consumers increasingly rely on the internet to learn about products, marketing, communication, and sales via the web are inevitable trends.
It’s expected that users will not only view car information online but also place orders directly. Two main reasons drive this: first, the novelty factor—wealthy and younger people are more willing to try new things. They might say, “Hey, I bought this Mercedes-Benz Eos online!†showing a sense of freedom. Second, the online experience often exceeds the real-world one. You can see the car from all angles, get professional insights, and feel confident before purchasing—more detailed than visiting a dealership.
Future automotive marketing will be more realistic and gamified. Consumers will experience the car’s performance virtually, and this immersive experience will heavily influence their purchase decisions. Automotive network marketing starts from the product itself but goes beyond it, reflecting a growing trend. The internet is the only medium that can fully express users' imaginations—before driving, during, and after.
Social networks, blogs, forums, virtual communities, mobile apps, and game integrations can all be used, depending on the needs, products, services, brands, and promotions. Different tools or combinations should be selected strategically. There are many tools available, and how to use them effectively is key. Whether you're sharing information or selling a product, the goal should remain clear. The result is what matters most.
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