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Today, the automobile market is changing rapidly. In order to compete for market share, major brands have made big moves. On the one hand, advanced technology is decentralized and configuration is upgraded, thus enhancing comprehensive competitiveness. On the other hand, they are also improving cost performance through price reduction. For example, American automobile brands are trying to win back the favor of consumers with an unprecedented attitude, through the combination of sharp price reduction and product upgrade. Although the effect needs time to verify, it is undoubtedly a good opportunity for consumers to buy a car.

Cadillac XT5

SAIC-GM is one of the largest American-American joint venture brands in China, which includes high-end brands such as Cadillac and popular brands such as Buick, and has recently given large discounts. Cadillac XT5, which went on sale on September 28th, launched three hummingbird four-wheel drive models, luxurious, distinguished and platinum. The limited-time price ranged from 265,900 yuan to 335,900 yuan. Compared with the original price, the maximum price reduction reached 134,000 yuan.

In addition to the large discount range, the new XT5 product strength has also been upgraded. The new car has been upgraded to a brand-new wide architecture, adopting the iconic diamond cutting design concept, having the latest generation of slim headlight technology, and Yan value online has also used new technologies. The interior of the new XT5 is a 33-inch 9K screen. With AKG audio, it can bring a leading audio-visual entertainment experience at the same level.

As for the core power system, the new XT5 continues to be equipped with 2.0T+9AT power combination, and the hummingbird chassis that comes standard in the whole system is equally well-known. The hummingbird chassis Max is equipped with Twin-clutch vector four-wheel drive system, RTD electronic real-time damping adjustable suspension and Brembo high-performance six-piston customized calipers. The hummingbird chassis Air adopts the dual damping mechanism of newly upgraded rigid spring and FSD self-sensing damping variable suspension. In short, the new XT5 not only has strong power, but also maintains a high level of chassis, giving consideration to comfort and control.

Buick angkewei Plus

Buick Plus used to be very popular, and it can only be bought for more than 200,000 yuan. Recently, a limited price strategy was introduced. The prices of the 28T exclusive model, the 28T four-wheel drive exclusive model and the Avia version were adjusted to 169,900 yuan, 179,900 yuan and 199,900 yuan respectively. Compared with the original price, each model was lowered by 60,000 yuan, and the cost performance was significantly improved.

In addition to the price advantage, Buick Angkewei Plus has also been fully upgraded in product strength. The upgrading of the whole vehicle architecture has brought about a longer wheelbase, larger hub and wheel diameters, and more spacious interior space. This design not only improves the handling and stability of the vehicle, but also enables passengers to enjoy a more comfortable ride experience in the car.

In terms of interior, Buick Angkewei Plus has also made a lot of innovations and optimizations. The addition of a new generation of VCS smart cockpit and EYEMAX 30-inch curved 6K screen greatly enhances the sense of technology and luxury in the car. At the same time, Buick Angkewei Plus is also equipped with advanced powertrains such as the eighth generation Ecotec 2.0T variable cylinder turbocharged engine and the 9-speed HYDRA-MATIC intelligent gearbox, which ensures the excellent performance of the vehicle in terms of power performance, handling and fuel economy.

Jeep grand Cherokee

Compared with XT5, the decline of the new model is more exaggerated. The model that was once bought by more than 600,000 people directly entered the 400,000 range, with the highest decline reaching 250,000 yuan. And the new car not only gives great sincerity in price, but also performs well in product strength. The appearance is still quite satisfactory and calm. The most surprising thing about the new car is the change of the interior, which has arranged three large screens including the entertainment screen of the co-driver, and there is also a small display screen in the shift area. On the whole, the sense of science and technology is sufficient.

The biggest highlight of the new Grand Cherokee is power. It is equipped with a 2.0T engine +P2 dual-motor combination, 276kW, comprehensive torque of 637N·m, acceleration of 6s for 100 kilometers, comprehensive fuel consumption of 4.3L/100km in WLTC working condition and pure battery life of 47km, which can be regarded as a transformation of this classic model in the era of electrification, but this time the electrification is mainly to enhance power. In addition, the new car comes standard with an active two-speed transfer case, with a low-speed four-wheel drive mode and five driving modes to choose from. Some models also have air suspension and rear axle differential lock. It can be said that the new car takes into account the comfort of urban SUVs and the off-road performance of hard-core off-road, which makes the Grand Cherokee still maintain a strong competitiveness in the luxury SUV market.

In fact, in addition to the above three models, many American cars have dropped significantly recently, mainly due to poor sales. First of all, American car brands rely too much on traditional fuel vehicles in their product lines and lack plug-in hybrid electric vehicles that meet market demand. Secondly, the market reputation was damaged, and the immature technology such as excessive use of three-cylinder engine in the early stage led to the damage of market reputation, and then the price was frequently reduced, which affected the overall image and sales of American car brands to some extent.

Of course, the most important thing is the rise of independent brands. In recent years, independent brands have made great progress in technology research and development, product quality and marketing. This makes independent brands more competitive in terms of cost performance and configuration. In contrast, American car brands are slightly inferior in some aspects.

Looking back at American cars trying to regain the favor of consumers through price reduction, price reduction does have certain benefits, which can not only directly stimulate consumers’ desire to buy, but also enhance market competitiveness through the improvement of cost performance. At the same time, the upgrading of product strength also ensures the superior position of vehicles in quality and technology. However, price reduction is only one of the short-term market strategies. In order to maintain market competitiveness for a long time and save sales decline, American car brands still need to change in many aspects.

For example, increase investment in research and development of new energy products and introduce more plug-in and hybrid electric vehicles that meet market demand. At the same time, it will further enhance the brand image and reputation, enhance consumers’ trust and loyalty to the brand, and thus promote the growth of sales. In addition, American car brands need to conduct in-depth research and analysis on the target market, understand the needs and preferences of consumers, and conduct accurate positioning and target marketing accordingly. This will help to enhance the competitiveness and market share of products in the target market.

　　Beijing, November 16 (Reporter Du Ximeng) According to the Voice of China "News Vertical and Horizontal" report, the Ministry of Transport and other six departments have recently conducted reminder interviews with eight online car-hailing and ride-hailing platform companies such as Shouqi Car-hailing and Shenzhou Youche, focusing on "aggregation platform access to illegal operation of online car-hailing" and "unbalanced process of online car-hailing compliance". For online car-hailing, new problems have arisen in the ride-hailing industry. What measures have the regulatory authorities taken? How to achieve the goal of "sustainable and healthy development of the online car-hailing industry"? Voice of China interviewed the relevant person in charge of the Ministry of Transport to explain the above hot issues.

　　It has been more than a year since the Ministry of Transport, the Central Cyberspace Administration of China, the Ministry of Public Security and other departments carried out in-situ safety inspections on online car-hailing and ride-hailing platforms last year. But with the re-launch of Hitch, Meituan and other platforms have actively entered the online car-hailing travel market, and the industry has heated up again. Some new problems and new situations have also attracted the attention of regulatory authorities.

　　This week, the Ministry of Transport, the Central Cyberspace Administration of China, the Ministry of Industry and Information Technology and other departments jointly interviewed eight online car-hailing and ride-hailing platforms, including Shouqi Car-hailing and Meituan Travel, in the name of the Inter-Ministerial Joint Conference Office for Coordinated Supervision of New Formats of Transportation. Cai Tuanjie, deputy director of the Transport Services Department of the Ministry of Transport, revealed that the interview was a reminder-style interview. What new issues have attracted the attention of the regulatory authorities? "Recently, some aggregation platforms have been found to connect to non-compliant online car-hailing platform companies, vehicles and drivers, and engage in illegal online car-hailing operations in the name of’aggregation ‘," the six-department notice said. Cai Tuanjie said that they found that some platforms were responsible for passing the buck after disputes arose.

　　Cai Tuanjie said: "The aggregation platform is a measure recently launched by some platform companies to facilitate the people and improve the matching ratio of supply and demand. However, at present, individual aggregation platforms have connected to unqualified online car-hailing platform companies, vehicles and drivers, and have become helpers of illegal operations. On the other hand, individual aggregation platforms also encourage connected platform companies to establish new online car-hailing platform companies to avoid the legal responsibilities that carriers should bear. There are also individual aggregation platforms that are deeply involved in the online operation and dispatch of online car-hailing platform companies. In essence, they are engaged in online car-hailing business in the name of’aggregation ‘. However, when passengers encounter problems, there is a phenomenon of buck-passing between the aggregation platform and the access platform, infringing on the rights and interests of passengers. In this regard, we feel that whether it is an aggregation platform or an online car-hailing platform company, the responsibility for safety production cannot be avoided, and the safety of passengers is a common responsibility. Therefore, there must be joint and several responsibilities between platforms, and passengers must have basic living standards guarantee when encountering problems. Therefore, in this interview, we also ask the aggregation platform to strengthen the review and check the qualifications of the connected online car-hailing platform companies, and urge the connected online car-hailing platforms to strengthen the checks on the qualifications of vehicles and drivers, and resolutely put an end to illegal operations. "

　　At the same time, improving the level of safety and security and promoting the process of online car-hailing compliance are still hot issues of concern to regulatory authorities. Since the beginning of this year, platform companies such as Cao Cao Travel and Meituan Travel have been punished by local authorities for non-compliance of vehicles or sending orders to unqualified drivers. Cai Tuanjie said that safety compliance is an inevitable requirement for the development of online car-hailing, and all online car-hailing platform companies should take the initiative to cooperate with local management departments, organize qualified drivers and vehicles to apply for online car-hailing licenses as soon as possible in accordance with relevant regulations, and strictly implement the relevant requirements for background verification. Cai Tuanjie said: "Last year, we carried out in-situ inspections of major platform companies. Over the past year, each platform company has checked the rectification list and increased the rectification efforts, and achieved phased results. In particular, the safety awareness of platform companies has been greatly improved, and some problems affecting safety have been effectively rectified. Some safety systems have been gradually improved, and the safety mechanism has been gradually improved. However, we still need to continue to advance. For example, in terms of compliance, the compliance ratio of some platforms in online car-hailing drivers and vehicles is not very high. We need to adhere to the combination of dredging and blocking. On the one hand, the relevant city departments can provide convenient conditions for online car-hailing vehicles and drivers to enter the market, eliminate’glass doors’, and provide more convenient channels for everyone to enter the market. At the same time, we need to strengthen the crackdown on illegal operations, and speed up the pace of compliance of online car-hailing through the combination of dredging and blocking. "

　　Not only the safety of passengers is of paramount importance, but also the legitimate rights and interests of drivers, and the relevant regulatory authorities also paid special attention in this interview. Cai Unity revealed that in previous supervision, they found that some platform companies used the form of "rent purchase" to put vehicles on the market. In the process, some criminals used this form to carry out financial financing leases. When drivers entered the industry without knowing it, they encountered trouble when they wanted to quit. Cai Unity said: "Drivers are the direct providers of our transportation services. Compared with platform companies, drivers are at a disadvantage. Recently, there have also been some situations where’purchasing by rent ‘affects the stability of the industry. When drivers want to quit, the main problem is that the contract signed with the leasing company does not adequately protect the rights and interests of the driver, such as the refund of the deposit, the time limit for returning the car, etc., which harms the interests of the driver. We are concerned about this problem and should take measures to require the platform company to properly handle the contractual relationship between the leasing company and the driver in accordance with laws and regulations, to ensure that the legitimate interests of the driver are protected, so that the driver can easily enter the industry, and at the same time, when he wants to quit, he can also easily quit. "

　　The inter-ministerial joint meeting on the coordinated supervision of new transportation formats also requires that all platform companies continue to maintain the safety bottom line, continuously improve service levels, and form a long-term safety control mechanism to promote the sustainable, stable and healthy development of the industry.

　　Cai Tuanjie said: "Safety rectification is a long-term work. We require all platform companies to combine the situation of safety rectification, solidify the relevant mature mechanism, solidify the relevant effective system, and solidify the relevant formed standards. We can institutionalize and standardize the effectiveness of safety rectification and improve the long-term mechanism of enterprise safety production, so as to ensure safety in the long run. We also expect relevant platform companies to pay attention to safety for a long time, integrate the concept of safety development into the corporate culture, into the corporate system, and into the daily operation, and make every effort to ensure the safety of ordinary people’s travel, rather than blindly rely on compensation after the final safety accident to solve the problem."

Text | Chen Shoucheng

Editor | director

The crotch swings from side to side, and the hands swing in relay, with the antique BGM of "You are a passer-by, but you always sigh and leave". This is the most out-of-the-loop dance at present, "Subject 3".

This network old terrier, whose origin is now difficult to prove, has suddenly been reborn recently. Offline, people are pursuing the younger brother who jumped in "Subject 3" and crowded out Haidilao Store and China Gold; Online, as long as you are willing to rub online celebrity, you can get the gift of traffic.

The entry of Haidilao is a key step to promote it to enter the mainstream circle from the network subculture, and behind this, it is the popularity and development of "social shake" which is quite similar to subject three in China Internet for ten years.

However, from the society to subject three, behind the super red stalk, it seems that the sky-splashing wealth has not been given to anyone alone, even though online celebrity, the "master of shadow flow" in ancient times, has only won more than 100,000 fans in the tens of billions of page views.

Offline, how can brand stores that play content marketing well benefit from this wave?

From Guangxi subject three to "subject three"

On the internet, there are many legends about the origin of subject three, and there are also many who impersonate the founder for the sake of traffic. However, it is indeed a recognized statement to add the word "Guangxi" before "subject three" and call it "subject three in Guangxi" coherently.

The source of this statement is that every Guangxi person will go through three exams in his life, one is singing folk songs, the other is nagging rice noodles, and the third is dancing a silky dance. This silky dance, which is generally considered to be original by Guangxi people, has become the current "subject three" after many changes on the Internet.

It can be seen from the rare video materials on the Internet that "Kemusan" has a history of at least 20 years, and it is closely related to the flexible break dance that was popular in China in the 1980s. However, judging from the fact that the lower body of Kemusan only relies on the upper body to make a living, it is quite similar to the characteristic dance with the same long history as "Social Shake".

Source: Xinhua News Agency, look

However, unlike social shaking or break dancing, the former two are still an all-encompassing "big category", and social shaking even derives many classifications such as "elegant shaking", "suspense shaking" and "everything can be shaken". However, subject three, which is more familiar to the audience today, is a relatively fixed "formula" from dance movements to BGM and even video content.

First of all, the soundtrack of subject three is an antique song "Laughing at the Rivers and Lakes" created by the antique creator "Listening to Books" and released in 2020. After being adapted from DJ version, the gear of fate turns quietly.

Before the advent of "Laughing at the Jianghu DJ Edition", although "Subject III" was also famous on the Internet for a long time, it was far from the current popularity. Until February, 2023, one of the talents who made important contributions to the development of "Subject III", "God is not in Handan", began to use "Laughing at the DJ Edition" as the soundtrack of its video content.

Soon after, the expert who danced "Subject III" found in many videos with music that the video traffic with "Laughing Jianghu DJ Edition" as the music was better, and he began to copy the traffic password repeatedly, so the combination of the two became a formula.

It can be said that the original silky dance subject III, far from becoming a national explosion, is short of a song "Laughing at the Rivers and Lakes", while the "God is not in Handan" who pursues traffic has discovered this traffic password in his own continuous attempts.

The contribution of "God is not in Handan" to subject three is not limited to this. He ingeniously linked subject three with "social fear challenge", that is, dancing in the crowd, which made the social fear sweat, and made me feel frightened. Since then, this special content form has also been borrowed by many followers, and it has become one of the other well-known characteristics of subject three, from which famous stems such as "directing traffic" have been derived.

Through the continuous excavation of subject three, God is not in Handan, so he has become a online celebrity with nearly one million fans, while imitators who are not in Handan, such as "God is not in Taiwan Province" or even "God is not in New Zealand", have gained tens of thousands of fans.

Of course, this is just another carnival that is popular on the Internet or even on short video platforms. Before "Subject III" becomes a national explosion, someone needs to continue to add a fire.

Subject three turns red again, and everyone has a share.

The entry of Haidilao is a key step for subject three to become a national explosion.

According to the Baidu index, before November 2023, the search index of "Subject III" remained below 3,000 all the year round. Until the end of November, the search index of Subject III soared all the way, and now the data is about 40,000, which is about 10 times that of the previous one. The explosion of subject three dance even "polluted" the information source of subject three in the driving test in disguise. Someone vomited: "Please stop sending it, I can’t find the course of subject three."

At the end of November, just two talented people from Tik Tok released a video of performing "Subject III" in Haidilao Store, wearing waiters’ clothes, and thus gained nearly 3 million praises.

This internet carnival began to spread to the offline. Soon, "it’s not that male models can’t afford it, but that Haidilao is more cost-effective" Internet hot stalks became popular, and it became a reality to let waiters jump "subject three" in Haidilao. Even the diners who are keen on following the trend have once again turned Haidilao store with the performance of subject three into a hard-to-find queuing king.

Whether the cause of the incident was an unintentional move or a deliberate hype of Haidilao is now impossible to prove. However, it can be confirmed that after the network fermentation, Haidilao made corresponding marketing. On the one hand, it is widely rumored on the Internet that the monthly salary of waiters who will skip subject three is more than 12,000. On the other hand, Haidilao also publicly gives cash rewards to waiters who perform subject three in stores, which is a great joy.

Obviously, while content marketing has become the most popular Internet marketing concept at present, the content marketing of local life businesses also has miraculous effects. It seems that stores that only serve a fixed passenger flow, on the one hand, have a batch of "natural flow" that they will get when they open their doors, on the other hand, they also need to "invest" in exchange for guests.

This way of offline streaming is to attract user groups with content performance in exchange for income. Before subject three, this method has been applied by countless offline stores in China for countless times. Haidilao’s borrowing of subject three only gives the majority of brand businesses a more ingenious and convenient content form to copy.

China Gold, located in the Yellow Crane Tower in Wuhan, took the lead in learning, and invited the master of the "first-generation muyaozi" movie stream to perform "Subject III", which also succeeded in making it attract attention. In the audience’s video, other brand gold shops next to China Gold are inviting "clowns" to perform traditional methods such as folding balloons to win customers, which is particularly lonely.

Although it is difficult to calculate how many specific benefits China Gold and Haidilao’s subject three marketing can bring to their offline stores, one thing is clear: the content marketing of a single store will ultimately not only affect a single store, but also increase the influence of the whole brand.

In the Internet, this is the online brand marketing empowerment offline. Online, this is the marketing empowerment of a single store to the whole brand. In this carnival, the brands that took advantage of the market gained voice, the online celebrity gained traffic, the spectators got happiness, and everyone was happy.

Taking advantage of the situation and linkage, it is important to persist.

The "God is not in Handan" who jumped into the subject three times, from 0 powder to millions of fans, did two things. One was to find a fixed video template that was popular with the audience, and the other was to shoot this routine all the time.

In fact, what many short video experts do is almost all copies of "God is not in Handan". However, some are exquisite and some are rough, but in essence, they all find a unique track and persevere. Short videos are not afraid of "repeating" themselves.

Of course, the track itself is big and small, and its liquidity is strong and weak.

As far as subject three is concerned, it may not be a big track. Roughly speaking, it may be a small category of "social shaking" under the general classification of "dance", and then subdivided into "subject three" This also makes, in this wave of explosion of subject three, a large number of subject three creators are actually not vertical creators, but mostly people from all circles, including the stars who are working hard to operate Tik Tok, and so on.

The smallness of the subject three track is also reflected in the number of Tik Tok fans in Head online celebrity. The number of fans of "God is not in Handan" is less than one million, the number of fans of "Xumou" who invented the sliding step is less than 300,000, and the owner of the movie stream who once exploded has turned red again, and it has only increased by 150,000 fans in one month. Now the number of fans is less than 600,000.

In addition, the style positioning of subject three is also "low". For the catering brand Haidilao, it is necessary to use the heat of subject three to do marketing.It just helps them to continue to establish a brand image of being close to the people and focusing on service.But for the creator himself, just jumping "subject three" means that his style is not high. If the style is not high, it will be difficult to receive high-end brands, the unit price of customers will be low, and the commercial transformation will be relatively poor. With this popularity, the benefits may be limited to the growth advertisements of e-commerce platforms and the benefits of live PK.

As for the world dance champion, whether it can change the public’s inherent impression of "subject three" is another matter.

Brands want to do offline marketing, and they can’t be blind. The first thing to know is that China Gold and Haidilao are national chain brands with offline stores everywhere. Users can contribute to the brand as long as they want to be lively. However, for brands with limited stores, low consumption frequency or far away from the public, whether this marketing can be useful remains to be considered.

In addition, it should be noted that the marketing of Haidilao is not achieved overnight. Since its establishment, Haidilao has been good at creating topics, so it has established an image of "loving the whole job" in the eyes of customers. Now it is not difficult to create marketing events with the help of the heat itself. However, for more inexperienced brands or brands that do not intend to cultivate marketing for a long time, the case of subject three is not a suitable example for learning.

Of course, "Subject 3" is already a cost-effective choice compared with the traditional tricks of inviting clowns to tie balloons at the door of the store, inviting magicians to perform magic, or inviting song and dance troupes to perform songs and dances.

However, the popularity of subject three will eventually pass, and local life merchants still need to find their own universal routines like short video experts.