Retail Online Activity

Brief introduction of this position:

Responsible for the overall operation of the national & regional agent account matrix on New media platform such as TikTok and Rednote. Responsible for agent membership account operation on vertical media of Autohome, Dcar and Bitauto. Build the matrix system, create hit content, launch live streaming & marketing activities, empower dealers, optimize operation via data.

Key tasks:

Formulate annual/quarterly operation strategies, content SOP, release schedules and KPI (exposure, followers, interaction, leads, store visits) for TikTok and Rednote.

Build and manage a hierarchical matrix including regional accounts, agent store accounts and KOC/KOS accounts; unify brand tone, content specifications; establish account hierarchical operation.

Plan platform-oriented content focusing on vehicle selling points, new product launches, promotions, owner lifestyle, test drive experience, car maintenance knowledge and brand stories.

Provide training for agent on content creation, shooting & editing, basic live streaming, platform rules, paid traffic placement and lead follow-up; create incentive mechanisms.

Coordinate regular live streaming: vehicle introduction, test drive, store visiting, fan benefits, executive & sales anchor collaboration..

Launch online special campaigns for key nodes including new product launches, big promotions, festivals and auto shows; drive unified exposure via matrix account linkage.

Monitor core indicators daily: play/view volume, completion rate, interaction volume, follower growth, lead cost and conversion rate.

Provide vertical membership operation guideline and related contents, monitor and optimize account operation effectiveness and lead performance.

Qualification and skills:

Bachelor degree or above, major in Advertising, Journalism, Marketing or related fields is preferred.

Minimum 3 years of new media operation experience in automobile, FMCG or 3C industry.

Candidates with proven successful experience in account matrix operation for auto OEM, dealer group or automotive MCN are highly preferred.

Proficient in platform rules, algorithms, traffic logic, content forms and paid placement gameplay of new media.

Strong project management, cross-department communication and regional team empowerment capabilities.