2024年北京车展声量数据报告

Overall Social Media Performance - The report analyzes the performance of the 2024 Beijing Auto Show across platforms including Weibo, Douyin, Xiaohongshu, Kuaishou, and Bilibili, focusing on brand and product mentions [2] - Weibo had over 10,000 accounts creating content about the auto show, while Douyin had the highest average account contribution value Bilibili, despite fewer participating accounts, showed strong performance in average account contribution value [10] - Bilibili's single post contribution value slightly exceeded Douyin, ranking first among platforms in terms of single post contribution value [10] Platform-Specific Content Trends - Beyond automotive content, Weibo's hardcore vertical categories and lifestyle content on other platforms contributed significantly to the overall volume [13] - High-performing content examples include humorous skits by influencers that creatively highlighted the youthful user base of Xiaomi SU7 [15] Top Brands and Models - Xiaomi Auto topped the brand volume rankings during the Beijing Auto Show with 26,387,983 mentions, followed closely by Tesla and AITO [20] - Among new energy brands, Xiaomi and AITO led in volume, while traditional domestic brands like Great Wall and BYD also performed well [22] - Xiaomi SU7 was the most discussed model with 19,540,756 mentions, followed by AITO M7 and Great Wall's Pao [33] Platform Distribution of Brand Mentions - Xiaomi Auto had balanced volume distribution between Douyin and Weibo, while traditional domestic brands like Great Wall and Hongqi saw over 70% of their volume from Douyin [26] - Tesla's volume was primarily from Weibo (nearly 70%), while Mercedes-Benz and BMW saw most of their volume from Douyin [30] User Discussion Trends - Price and configuration were the most discussed topics during the auto show, with keywords like "price," "performance," and "battery" being prominent [42] - The interactions between automotive executives like Lei Jun and Wang Chuanfu generated significant user attention [40] Scientific Measurement of Brand Volume - The report introduces a scientific approach to measuring brand volume in new media environments, considering factors like creator verticals, platform value, and NLP-based keyword recognition [57][58][59] - The measurement system covers 800,000+ accounts across major platforms, monitoring 1 million+ posts daily with proprietary algorithms [63] Business Applications - The volume monitoring system serves various business needs including new product launches, competitive analysis, and marketing strategy optimization [61] - It provides visual analytics for brand and competitor volume trends, helping businesses understand their market position and optimize marketing investments [66][69]