新车大观

# 新车大观：不止于车评，更是你的汽车生活指南

If you’ve ever spent hours scrolling through car content, searching for that don’t sugarcoat flaws or regurgitate press releases, chances are you’ve stumbled upon 新车大观 (New Car Overview) on Netase. With over 1.2 million followers on NetEase alone and a cross-platform presence spanning WeChat, Douyin, and Bilib, this automotive自媒体 has become a trusted voice in China’s crowded car space. But what makes it stand out from the hundreds of other car accounts?’s dive into the details—from its platform roots to its impact on the industry.

一、平台类型与受众特征：扎根，连接千万汽车爱好者

新车大观 calls NetEase its home base, leveraging the platform’s vast user base (over 10 million monthly active users) to reach a diverse audience of car enthusiasts and potential buyers. NetEase’s自媒体 section—known for its high-quality,-generated content—provides the perfect soil for the account’s in-depth, no-fluff style.

Audience Profile

The account’s followers are mix of three key groups:

1. Car Enthusiasts: 35% of followers are “gearheads” aged 2-35, who live and breathe cars. They crave tech deep dives (like battery tech or ADAS systems) and exclusive test drive content
2. Potential Buyers: 50% are people actively looking to buy a car (new or used). They rely on 大观’s reviews and buying guides to make informed decisions. A 2023 fan survey revealed that 82% of these followers the account’s content to narrow down their car choices.
3. Industry Insiders: 15% are dealers, manufacturers, or journalists who follow the account for its unbiased insights and market trends.

Demographically, the audience is 78% male, 22%, with 60% aged between 25-45. Most are urban residents (80%) from tier-1 and tier- cities (Beijing, Shanghai, Guangzhou, Chengdu) with middle to upper-middle incomes (annual salary of 150k-50k yuan). Psychographically, they value authenticity over flash—they trust reviews that include both pros and cons, and they love content that solves real problemslike how to fix a car’s infotainment bug or negotiate a better price with dealers).

Engagement Traits: Fans are not passive—they actively comment, share, and ask questions. For example, a 2023 review of the BYD Seal received over 8 comments, with many users sharing their own experiences with the car or asking for advice on financing. The account’s WeChat group (2k members) a hub of activity, where fans discuss everything from new car launches to maintenance tips.

二、运营者背景与专业定位：从到消费者 advocate

新车大观 was founded in 2018 by Li Wei, a former senior automotive journalist with 1 years of experience at AutoHome and China Automotive News. Li’s motivation for starting the account was simple: “I was tired of seeing car reviews were either paid for by manufacturers or too superficial to be useful. I wanted to create a space where we tell the truth—even if it upsets brands.”

The team now consists of 5 members:

• Li Wei: Founder & Lead Reviewer (specializes in ICE and hybrid).
• Wang Tao: EV Tech Analyst (ex-engineer at a battery company, with expertise in battery degradation and charging tech).
  -Zhang Yu: Mechanic & Maintenance Expert (8 years of experience at a 4S shop, knows every nook and cranny of cars).- Chen Lin**: Market Analyst (tracks industry trends like EV exports and policy changes).
• Liu Na: Content Creator (responsible for videos and social media engagement).

Professional定位: “Your trusted car consultant—combining professional insights with user-centric advice.” Unlike many自媒体 focus solely on reviews, 新车大观 positions itself as a bridge between manufacturers and consumers. It doesn’t just tell you what a car is like helps you decide if it’s the right fit for your lifestyle.

三、核心内容方向与差异化特色：拒绝 superficial，拥抱深度 honesty

The account’s content is divided into 5 core directions, each designed to address a specific fan need:

1. First-hand Car Launches

新车大观 is one of the few自媒体 invited to attend major car launches in person. For example, at the 223 Tesla Model 3 Highland launch, Li Wei got exclusive access to test drive the car before it hit the market. He published a 500-word review within 24 hours, including details like the car’s improved handling, quieter cabin, and updated infotainment system. love this content because it lets them be the first to know about the latest models.

2. Long-term Test Drives

This is account’s signature content. Unlike most reviewers who take a car for 1-2 days, 新车大观 keeps models for 3-6. For the Li Auto L9, the team drove it from Beijing to Shanghai in winter (temperature as low as -10°C) to test range, heating performance, and in-car comfort. They documented every detail—from the number of times the battery needed charging to how well the car handled roads. The resulting article (3000 words + 12 videos) got over 250k reads and was shared 5k times.

3. Tech Demystification

EV tech can be confusing, but 新车大观 breaks it down into simple terms Their “Tech 101” series explains complex topics like lidar vs camera-based ADAS, 800V charging, and battery. For example, Wang Tao’s article “Why 800V Charging Is a Game-Changer (And Which Cars Have It)” used-world data (like charging time from 10% to 80%) to make the topic accessible. Fans say this series has helped them EVs better and make smarter purchase decisions.

4. Practical Buying Guides

These are the most requested content by fans. Topics include:- How to negotiate a better price with dealers (tips like “ask for free maintenance instead of cash discounts”).

• Which car is best for a of 5 (comparing space, safety features, and fuel efficiency).
• How to check if a used car has been in an accident (-by-step guide with photos).

A 2023 guide titled “10 Mistakes New Car Buyers Make (And How to Avoid)” got over 420k reads and was shared 60k times. Many users commented that it saved them from making costly mistakes ( buying a car with hidden mechanical issues).

5. Consumer Advocacy

This is what sets 新车大观 apart from other自媒体. account doesn’t shy away from criticizing brands. In 2023, they published an article titled “Why the 2023 Volkswagen.4’s Infotainment System Is a Disaster” — detailing frequent crashes, slow response times, and lack of OTA updates. The article 280k reads, and Volkswagen responded by releasing an OTA update within 2 weeks to fix the issues. Li Wei says: “ don’t do this to get attention—we do it because it’s our responsibility to protect consumers.”

Differentiation Summary:

• Hon: No paid reviews—they tell the truth even if it upsets brands.
• Depth: Long-term tests and tech deep dives that自媒体 don’t offer.
• Consumer-centric: Content that solves real problems (not just entertains).

四、粉丝可的价值：知识、资源、娱乐与社区

新车大观 offers more than just content—it provides tangible value to its fans:

1. Knowledge

Fans gain access to professional insights that they can’t find elsewhere. For example, Wang Tao’s article on “Battery Degrad in EVs: What You Need to Know” explains how to extend your battery’s life (like avoiding fast charging too often) and what to for when buying a used EV.

2. Exclusive Resources

• Dealer Discounts: Partnered with over 20 dealers China to offer exclusive discounts to fans. For the BYD Song Plus, fans get 3k yuan off and a free maintenance package.
  -Free Test Drives**: Organize monthly test drive events for new models. In 2023, 50 fans got to test drive Nio ET5 before it was launched.
• Closed Events: Invite top fans to attend car shows or launch parties. For example,10 fans were invited to the 2024 Shanghai Auto Show as guests of 新车大观.

3. Entertainment

The’s short videos are fun and engaging. For example, their Douyin video “Can This EV Climb a 30° Hill in Winter?” over 1.2M views. They also do “car vs challenge” content—like seeing if a Tesla Model Y can tow a trailer across mountain road.

4. Community

The WeChat group is a tight-knit community where fans can connect with each other and the team Li Wei answers at least 10 questions per day—like “Which car is best for a family of 5 on a budget of 20k yuan?” or “How to fix a flat tire without a jack?” Fans also share their own car stories—like a user who drove hisuling Hongguang Mini EV across China.

五、更新频率与互动策略：保持 consistency，倾听粉丝声音

频率:

• NetEase: 3-4 long-form articles per week (1-2 reviews, 1 tech analysis, 1 buying).
• Douyin/Bilibili: 2 short videos per week (3-5 minutes each).
• WeChat: 1 weekly with the latest car news and fan stories.

互动策略:

• Weekly Live Streams: Every Saturday evening, Li Wei a live stream where he answers fan questions. A 2023 stream on “EVs vs ICE Cars: Which Is Better for City Driving had over 30k viewers and 1k comments.
• Comment Contests: The best comment on each article wins a car accessorylike a dash cam or seat cover). For the Honda Civic review, the winner got a free set of floor mats worth 500 yuan.- User-generated Content: Monthly “My Car Story” series features 3-5 fan stories. For example, a fan shared how his old Golf helped him meet his wife—this story got over 10k likes.
• Feedback Loops: Every month, the team sends survey to fans asking what content they want next. For example, after fans requested more used car guides, they launched a “Used Car 10” series.

六、关键数据表现：信任转化为影响力

粉丝量:

• NetEase: 12M followers.
• WeChat: 500k followers.
• Douyin: 300k followers.
  -ilibili: 150k followers.

Content Metrics:

• Average readership per NetEase article: 80+.
• Average video views per Douyin/Bilibili video: 150k+.
• Average comments per article: 5k

爆款 Content Examples:

1. **“10 Hidden Flaws of the 2023 Toyota Camry You Must Know” 300k reads, 10k comments. Many users shared their own experiences with the Camry’s poor fuel efficiency and noisy cabin
2. “Long-term Test of the BYD Seal: Is It Worth the Hype?”: 250k reads, k comments. This article was featured on NetEase’s homepage for 3 days.
3. “How to Save 50k Your Next Car Purchase (Dealer Secrets Revealed)”: 400k reads, 60k shares. This guide was widely shared social media and helped many fans negotiate better prices.

七、品牌合作与行业影响力：从 reviewer 到 industry player

大观 has partnered with major brands like BYD, Tesla, Li Auto, and Volkswagen. However, the team insists on maintaining editorial independence:We only partner with brands that let us tell the truth. If a brand asks us to hide flaws, we walk away.”

合作案例:- BYD Seal Launch: Exclusive live stream with BYD’s chief engineer, which had over 30k viewers.

• Tes Model 3 Highland: First-hand test drive and interview with Tesla’s China design team.
• Li Auto L9: Long-term test drive collaboration on a “Family Car Guide” series.

Industry Influence:

• Judging Roles: Invited to judge the 204 China New Car Awards, where they helped select the “Best EV of the Year”.
• Media Citations: Their reviews are cited by media like Xinhua News and People’s Daily.
• Policy Impact: In 2023, they released a report on EV degradation that was referenced by the Ministry of Industry and Information Technology in their policy discussions.
• Consumer Protection: As mentioned earlier, their article the Volkswagen ID.