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Recently, the State-owned Assets Supervision and Administration Commission (SASAC) released a 'Notice on Publishing the 2020 Typical Cases of Digital Transformation for State-owned Enterprises.' Among them, the 'JAC Motors Smart Cloud Interconnection Digital Marketing Ecosystem' was selected as an excellent case for the digital transformation of state-owned enterprises in 2020. It is worth noting that among the automotive industry, only Changan Automobile, JAC Motors, and SAIC were selected.
With the development of internet technology and the digital economy, the marketing service market is undergoing three major transformations: communication media, consumer demand, and product perception. Under this background, the JAC Motors Smart Cloud Interconnection Digital Marketing Ecosystem emerged, aiming to help promote the transformation of traditional automotive enterprise marketing service models and strengthen differentiated and sustainable competitive advantages in a digital environment.
Digital Transformation Needs are Urgent
Under the wave of the digital revolution, the way consumers obtain and spread information has undergone fundamental changes. The demand for personalized products and services brought about by消费升级 is growing stronger. Consumers' perception of products is gradually extending from the product itself to the perception of the product ecosystem. The marketing service market urgently needs transformation in terms of communication media, consumer demand, and product perception.
The 'Intelligent Vehicle Innovation and Development Strategy' jointly issued by 11 departments, including the National Development and Reform Commission, proposes that by 2025, China's standard intelligent vehicle technology innovation, industry ecology, infrastructure, legal standards, product supervision, and network security systems will be basically formed. Only by promoting the transformation of traditional marketing service models in a digital environment can state-owned automotive enterprises establish a highly integrated digital marketing service ecosystem of 'car-owner-manufacturer.' Only by building the capability for rapid response and closed-loop feedback for customer service can they form differentiated and sustainable competitive advantages in marketing services and maintain vitality for continuous development.
It is understood that the JAC Motors Smart Cloud Interconnection Digital Marketing Ecosystem includes the construction of a digital marketing platform, the overall architecture of a unified vehicle networking platform, the design and deployment of a customer mobile APP, and the construction of an automotive diagnostic service platform.
Facing the current situation of traditional marketing service models with slow response and many data silos, the Smart Cloud Interconnection Digital Marketing Ecosystem applies IoT, big data, and cloud computing technologies to promote digital transformation. It constructs an enterprise digital marketing service system centered on vehicle networking and customer mobile APPs. Internally, it integrates with traditional marketing management systems (DMS) and sales lead management systems (LMS). Externally, it integrates traditional marketing platforms such as car owner clubs, official websites, and WeChat public accounts, forming a unified application platform for marketing services and establishing a zero-distance interaction channel between automakers and car owners, providing systematic solutions for customers' car selection, ordering, and smart travel.
Highlights in Two-way Optimization
The Smart Cloud Interconnection Digital Marketing Ecosystem shows multiple highlights, providing two-way optimization of digital transformation for enterprises and consumers, achieving data integration and business integration simultaneously, and comprehensive three-dimensional transformation. It realizes the comprehensive transformation of service awareness and models, shifting from passive to active. It realizes the innovation of interactive between digitalization and business, empowering business with digitalization.
The Smart Cloud Interconnection Digital Marketing Ecosystem has built a new channel for communication between automakers and car owners. In the past, communication between automakers and owners was often limited to 400 telephone calls, official websites, or leaving messages on WeChat public accounts, or customers providing feedback at 4S stores, which were then relayed to the manufacturer. Customer demands could not be collected and fed back timely and effectively, resulting in low customer satisfaction. By constructing a customer mobile App, customers can interact with the automaker and provide feedback at any time. The automaker collects and processes customer demands promptly through online customer service, narrowing the distance and improving the efficiency and effectiveness of marketing services, thus enhancing customer satisfaction.
The ecosystem has initially formed a new model of online marketing services, including online test drive reservations, personalized product customization, and remote vehicle diagnostic services. On one hand, it reduces the management costs of offline marketing services, enabling customers and enterprise marketing personnel to 'run fewer errands' offline, while allowing digital business and business data to 'walk more' online. It shifts from passive service to active service, shortening the service response and closed-loop cycle. On the other hand, for the automaker itself, it has initially realized the implementation of the manufacturing service philosophy and management measures from 'We produce what we sell' to 'We produce what customers like,' meeting customers' growing personalized needs for products and services.
In terms of improving security, the Smart Cloud Interconnection Digital Marketing Ecosystem also performs excellently. By realizing the real-time collection and analysis of vehicle condition data through vehicle networking, forming a vehicle networking data cockpit, it achieves real-time monitoring of vehicle safety. On one hand, it pushes alarms for vehicles with abnormal conditions, reducing the probability of accidents caused by vehicle failures. On the other hand, it promptly discovers abnormal trends in vehicle data and reminds owners to send their cars for maintenance as soon as possible. Furthermore, by collecting and analyzing common data of abnormal vehicle conditions and feeding it back to the product iteration design and manufacturing end, it assists in the continuous improvement of product quality, forming a closed-loop feedback of quality data.
The ecosystem can also help establish a big data platform for marketing services, achieving public opinion big data analysis and 360-degree customer画像. By collecting and analyzing big data from internal and external platform marketing services, it identifies the public's cognition and trends regarding enterprise brand image, product feedback, and hot events. It realizes real-time monitoring and in-depth analysis of negative public opinion related to enterprises on the internet, providing a basis for decision-makers to fully grasp public opinion dynamics and make correct public opinion guidance. Through the construction of 360-degree customer画像analysis, it can truly grasp elements such as customer usage habits and preferences, providing data support for providing precise services to users. The depiction of customer images also provides data support for finding potential customers.
Significant Economic and Social Benefits
The Smart Cloud Interconnection Digital Marketing Service Ecosystem provides a mobile cinema, scenario voice, song recognition, active care, remote control, route sharing, Amap online navigation, a brand-new APP, wireless upgrades, one-click rescue, online weather, and music. It has been matched, developed, and mass-produced on a full range of models, winning consistent praise from the broad consumer base. It strongly supports the digital transformation and upgrading of enterprise digital marketing services, meeting market customers' needs for automotive comfort, convenience, and intelligence.
The ecosystem platform provides a channel for actively collecting vehicle condition data, providing reliable data basis for proactive services by manufacturers and 4S stores. The company's proactive service level has been significantly improved, and overall customer satisfaction has risen significantly. Through remote push system software upgrades and remote diagnostic services, the company has reduced the labor costs of on-site services. Calculated at a labor cost of 300 yuan per service and two on-site services per car per year, the annual on-site service cost for every 10,000 cars is reduced by 600,000 yuan. Through the establishment of a digital marketing service platform, the digital transformation of marketing services has been realized. Many traditional marketing service activities have shifted from offline to digital platforms, reducing the comprehensive cost of offline marketing services by an average of 35% and improving overall service efficiency by approximately 20%.
The ecosystem will further promote the construction of an ecological marketing service system, advancing the integrated application of the entire ecological chain marketing service based on the original marketing service ecosystem. It will promote the extension of after-sales market services based on the core architecture of 'vehicle networking + App + diagnostic platform.' It will promote the network collaboration of the entire value chain of the automotive product life cycle, connecting users across all channels, integrating online and offline full value chain content, realizing a unified brand image for automakers, and creating cross-channel personalized content display. It will gradually achieve the optimization of extensive resource integration in the marketing service ecological chain.
The ecosystem will also further promote the construction of intelligent marketing services, promoting the iteration of intelligent products, promoting the iteration and upgrade of in-vehicle systems and the construction of self-learning capabilities to create intelligent terminals. It will promote the business modeling and algorithm systematization of the marketing service system, gradually realizing the digital analysis and reconstruction of business scenarios. It will promote the intelligent application of data, relying on marketing service big data to achieve dynamic matching, optimization, and decision support for multiple scenarios and perspectives of marketing services. It will promote the intelligence of service experience, based on AR/VR technology, combining online virtual showrooms with offline physical digital stores to provide integrated car purchasing services. It will improve online car ordering, further optimize online personalized product configuration ordering, realize deposit payment, and match order progress in real-time. It will deepen the application of proactive services: deepening the proactive service functions of vehicle networking, deeply integrating with manufacturers and 4S stores, applying vehicle networking big data to customize maintenance service plans. During the maintenance process, the mobile App can track the service process and grasp the maintenance progress in real-time, allowing owners to arrange their time for picking up the car reasonably.
JAC Group stated that it will continue to promote data-driven digital transformation, establishing an intelligent, integrated, ecological, and agile digital enterprise, innovating and transforming to open a new era of digital marketing.
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Source of the article：JAC Motors' Smart Cloud Connected Digital Marketing Ecosystem Recognized by SASAC （东方财富网）
