Online optimization case analysis of automotive supplies industry

In the 21st century, with the rapid development and rise of my country's new car market, more and more families have realized the standard configuration of one private car per household. Therefore, the demand for auto accessories has greatly increased, and the development prospects of auto parts and accessories are huge.

Auto supplies mainly refer to related products used for auto assembly, auto parts, auto modification, auto maintenance, auto decoration and other needs. With the rapid development of society and economy, people's living consumption level is also getting higher and higher, so the demand for automobiles is also increasing, and at the same time, it drives the rapid growth of the sales of automobile accessories, and the market scale of automobile accessories expands rapidly.

In the past two years, the passenger flow and consumption data of offline auto supplies stores have begun to decline. More and more consumers will choose to buy auto supplies online. For consumers, the price of products is relatively transparent. , to achieve the purpose of customer choice. It can be said that China's auto parts industry has developed greatly in recent years, and the market competition has become more and more fierce. While bringing opportunities to customers, there are also challenges. How to do online promotion for customers in the auto parts industry? is the part that needs attention.

Customer business: a high-tech automotive supplies company mainly engaged in semi-finished and finished electronic equipment such as various wireless chargers, inverters, and auto one-key start-stop key anti-jammers.

Online platform: customers currently mainly put on Baidu, Sogou, iSourcing and one-stop product purchasing platforms;

Account budget: The client has complete funds, Baidu's daily budget is 5,000, Sogou's daily budget is 1,500, and other platforms are charged annually;

Delivery period: Because customers are purchasing companies, most of them purchase during office hours, and the online delivery period is from 7:00 am to 20:00 pm;

Place of delivery: The product has no limitations, and the product is advertised in Shandong Province and its surrounding provinces;

Launch business: At present, the online account launch product lines are wireless chargers, inverters, anti-jamming devices, etc.;

Delivery problem: Accounts are often offline in advance, the account cost is too high, and the conversion rate is low, resulting in a serious imbalance in the customer's input-output ratio;

Customer appeal: The customer is currently a top customer in Baidu and Sogou, and the advertising position is in the top three, but professional operation personnel are needed to assist in account diagnosis and investigation, find out account problems, reduce conversion costs as soon as possible, and improve ROI;

Target population: The focus is on middle-aged and high-level young people aged 20-29, 30-39, and 40-49 years old. Because of the particularity of customer product procurement, the age distribution of the demanders covers a wide range. Most of the people at this stage work in the procurement department. Most of the staff or bosses purchase for the company's product line.

Gender division: In terms of the ratio of males to females, the proportion of males in the target users is much higher than that of females, which reflects that the majority of males are in the purchasing department.

In terms of creative optimization, the first is to write new ideas and use 1-3 wildcards. Competitive words do not apply wildcards; the second is to add creative pictures to attract target users, increase the selling point of customer products, and match advanced creative graphics and text components. Use; finally, reasonably operate multiple creative style components such as phone calls, sub-chains, pictures, videos, etc., to improve the creative click-through rate.

After account optimization, according to the OCPC delivery package, the account established intelligent delivery, controlled costs, the number of account conversions was 83, an increase of 78 compared to before, and the account conversion cost was reduced from 254 to 130. The overall conversion cost is much lower than before, and the effect is obvious.