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美国恐怖故事第二季

没点“套路”,如何让用户心甘情愿掏腰包?_我的网站

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一 |     The following is a transcript of an interview with Secretary of Commerce Gina Raimondo that aired on "Face the Nation" on September 3, 2023.


ROBERT COSTA: We now go to the Secretary of Commerce Gina Raimondo. Good morning, Secretary. Thanks for being here. Let's begin with the economy. On Friday, the Bureau of Labor Statistics released the jobs report for August, and people around their tables this weekend are looking at it. It shows 187,000 jobs were added last month, exceeding expectations. But more people are working more than one job. How worried are you about this?SECRETARY GINA RAIMONDO: Good morning, thanks for having me. This jobs report is exactly what we want to see at this point in the recovery. As you just said, you know, creating more jobs, really exciting is that people are getting off of the sidelines. You know, we're seeing more people come into the labor force and there are jobs for them. As you say, people are working, you know, more than one job and wages are up, it should be said, but this is exactly why President Biden is so focused on creating manufacturing jobs, which are higher paid, getting folks the skills they need to get a higher paying job. There's still a lot of work to do to make sure that every American has the skills they need to get a job, which is family support and sustaining. But- and we're doing that work. But overall, there's a lot to like in this jobs report. And it's exactly- it exceeded our expectations.      ROBERT COSTA: In terms of that work that's still to be done, the administration is touting its efforts. It's confident in the economy. But our CBS News polling, Secretary, shows 65% of Americans still view the economy as being in a bad place. Why do you believe your administration, along with President Biden, has struggled to reassure those Americans about these policies and about the economy?SEC. RAIMONDO: So it's- it's an interesting, you know, dichotomy between the- the numbers, and as you say the polling numbers or the- the perception numbers, I think the reality is that inflation still exists. And it is, you know, something that people see on a daily basis when they go to the grocery store, or pay their rent, or pay their mortgage. And we have to know that, you know, that's still a challenge for folks. That being said, if you look at where we are today, compared to when the President took office, it's an unbelievable story of progress. And I will tell you, even I, you know, his- the President's Commerce Secretary, if you had told me when we started based on where the economy was, how high the unemployment rate was, how, you know, disrupted supply chains were, that we'd be sitting here now with this jobs picture, I might not have believed it. I mean, it's just a stunning amount of progress. The economy- we're among the strongest economies in the world. We all went through COVID, right, Europe did, China did, Asia did yet we have emerged, the fastest and the strongest. So I don't want to minimize what Americans are feeling, and that's why we get up and go to work every day. But this economy by any measure is doing incredibly well and much better than anyone could have predicted I think three years ago when we started.                 ROBERT COSTA: After looking back, let's also look ahead, the White House is working with Congress to hammer out an agreement on a short term funding measure to avoid an October 1 partial federal government shutdown. When you talk to business leaders right now, are they worried about this deadline and what a shutdown could mean for the US economy?SEC. RAIMONDO: Yes, they are worried- they're very worried. They are, I think, in some cases, frustrated that this is how government operates. You know, what businesses need to be successful is- is predictability, you know, predictability, some semblance of, you know, regular order. And so these sorts of disruptions that are mainly driven by politics. So it's a challenge for the economy and have the potential to set us back. So I do hope that there will be a speedy resolution.ROBERT COSTA: Secretary, you are the first commerce secretary in five years to be on the ground in China in recent days. What progress, if any, do you think you made on the ground there?SEC. RAIMONDO: I think we made a great deal of progress. In terms of concrete deliverables, I was able to open three specific lines of communication with the Chinese, which is a huge step forward. We haven't really had any contact in more than five years. So we agreed to share information about export controls, we agreed to open a dialogue on commercial issues, which is so important, because China has not treated US business fairly. And so it's- we got to put those issues on the table. And we agree to have exchange around trade secrets, another area where businesses need to- deserve to know that their trade secrets will be protected in China. But I think more than any of that we just are starting to resume a direct line of contact and communication, which we need to do if we're going to manage what is a very complex and potentially volatile relationship with China.                       ROBERT COSTA: So people may be heartened to hear at least some that the US and the Chinese, they're talking, there's open lines of communication right now. But what's next, beyond having this dialogue? What specifically can you say is going to happen next?SEC. RAIMONDO: So my message to the Chinese officials with whom I met is that action speaks louder than words. So they gave verbal assurances that they will treat US businesses fairly, that they will not engage in non-market practices which hurt American workers. And my message was, well, let's see it. You know, actions speak louder than words. So time will tell whether they are going to really be as they say they want to be, you know, more market oriented and open and reform minded when it comes to their economy, their regulatory regime. They need to be less arbitrary in the way they administer regulations to actually give American businesses a fair shot to compete.ROBERT COSTA: You said on the trip that quote, increasingly, I hear from American business that China is uninvestable, because it becomes too risky. So what exactly did you get in terms of those assurances from the Chinese, that would really give confidence to American business leaders?SEC. RAIMONDO: They said that they would talk to American businesses and begin to address these issues. Like, for example, one of the complaints I hear frequently from US business, by the way, business who are used to doing business in- in difficult parts of the world. They say that, you know, China's regulations are not at all transparent. You know, they'll raid a business in March and not explain what went on for many months. They will arrest folks but not provide due process or tell you what happened. And so when I expressed these concerns, I was heard, I wasn't given any promises. But one thing that I think we can take a bit of heart in is it's in China's interest. It's in their economic interest to have foreign direct investment and to make sure, you know, they had a very good economy when they were market oriented and reform minded. And so we have to hope that self interest will affect their future decisions.ROBERT COSTA: So they might have that motivation, but you saw them face to face, you had meetings with them. That's the value of having these sorts of trips. Do you trust the Chinese at this point after all of your conversations, after digesting what happened on your trip, do you trust them?SEC. RAIMONDO: Trust is probably not the word I would use. We need to see action. And until we see action, there can be no trust.ROBERT COSTA: And they hacked into your own email account so that might have hurt the ability to have a trustworthy relationship.                      SEC. RAIMONDO: Exactly. And I said that, you know, hacking my account erodes trust, undermining American workers, by over subsidizing certain industries erodes trust, treating American businesses unfairly on the ground erodes trust. So but, you know, look, I- we can't be naive and oversimplify this relationship, this very challenging relationship. But we have to be practical, right? We have to protect ourselves first and foremost, national security, the United States. Beyond that we have to be practical and look for places where we can have a strong commercial relationship because we need stability in this relationship. That's good for America. And- and I think it's what the world is expecting of us and of China.ROBERT COSTA: You're looking for stability, Secretary. But the big question is, is China's economy stable? There have been indicators over the last several months that showed China's economy's in a slowdown. When you were over there, did you get insights, if any, about whether the Chinese economy is slowing down? And how concerning would that be for the United States?SEC. RAIMONDO: I think there's no question that it is slowing down. And certainly they're having real, real significant challenges in the real estate sector, which they readily acknowledged when I was there. But again, to my mind, the facts are quite clear in this regard. When China was more market oriented, open, you know, a little bit more transparent, their economy did very well. And more recently, as they have closed down and become more arbitrary in the way they administer regulations, the economy is quite challenged. So time will tell. The decision- the ball's in their court- the decisions are theirs. We want a large and stable economic relationship with them, but they have to play by the rules. And we are always going to act in our own American self-interest.ROBERT COSTA: Speaking of playing by the rules, there's such a standoff right now between the Chinese and tech companies. Semiconductors are crucial for our economy, yet China's threatening to curb the mineral supply to the US and the West. And many US businesses tell CBS they're operating in China, but seeing this hostile environment with raids, and fines. So how is your administration going to solve this back and forth between the Chinese and the tech industry?SEC. RAIMONDO: This is exactly why I went to China. It's exactly why I went, showed up, had meetings. I met with my counterpart for more than four hours. I met with the premier for more than one hour. They were open, candid, honest discussions. How are we going to resolve these issues? Because I'll tell you, prior to going to China, I personally spoke with more than 100 US business leaders and labor leaders. And what they tell me is that even the ones that have been doing business in China for decades, you know, these are sophisticated people used to dealing with the traditional concerns of, you know, IP- IP theft or non-market practices. They say, it's much harder now. Right? Like China is making it more difficult because of the reasons you say the raids, the counter espionage law. They are going to make a business decision to do business in other countries unless that improves. And so I was very clear with China that we need to- patience is wearing thin among American business. They need and deserve a predictable environment and a level playing field. And hopefully China will heed that message so we can have a stable growing commercial relationship.ROBERT COSTA: And there are many voices as you know in the ears of American business leaders. A Wall Street Journal report, earlier this year, for example, said that the FBI director, Christopher Wray, wants businesses to help fight China and cyber threats. He reportedly said that only through cooperation with the FBI can that agency marshal an effective response. Do you agree with Director Wray?SEC. RAIMONDO: I agree that business has an important role to play partnering with us to ensure America's national security across a range of different areas, including technology. And, you know, that's why we are in such close contact with business, frankly, often the information they have on the ground is some of the best that we can- we can get.                      ROBERT COSTA: But is it good for businesses to work with the FBI specifically?SEC. RAIMONDO: Every business has to make their own decision. But I definitely think there's value- there's mutual value for business, and certainly for the government to have communication and coordination.ROBERT COSTA: And I'm often out on the campaign trail, Secretary. And I know you stay out of politics. But one thing I'm hearing from so many Republicans across the country, especially governors, they want to block Chinese companies from making investments and buying farmland in the United States. Does the Biden administration and do you support Chinese companies making investments and buying farmland in the United States?SEC. RAIMONDO: We have to be very, very careful, we have to screen every investment and make a decision as to whether it hurts our national security or not. Not every investment from China into America is- harms our national security, but many do. And so it's a case by case basis, looking into the facts and being as tough as we need to be, but also being, you know, realistic and not hyperbolic. Just being, like I say, practical. It's time to be practical, pragmatic and serious about managing every aspect of this relationship.ROBERT COSTA: Secretary Raimondo, we appreciate you taking the time on a Sunday. Thank you.SEC. RAIMONDO: Thank you. Have a great Labor Day weekend.                                 

二 |     

[ 行业] 当你准备购买或置换一辆汽车的时候,你第一个想到的品牌或车系是什么?相信每个人都或多或少的有一些自己的想法与偏好。这些品牌和车系的名字是什么时候“钻”到你脑袋里的呢?可能是一个看过的广告,可能是一次朋友的讨论,也可能是你看过的一篇新闻等等,但它就是不知不觉地在你心里扎了根,让你有想要去更多了解,甚至买下它的念头。消费欲望并不是凭空出现的,你心中的它一定是具备非常吸引你,契合你消费需求的特征。这些特征引导你一步步从关注、了解到最终成交。

三 | 其中,质价比一定是最重要的,在此基础上还有哪些是吸引你关注的特征呢?

与车百在线联合发布《质价比进化论——2025中国汽车消费洞察报告》,关注质价比消费人群,通过对用户调研数据、用户画像与行为数据、参数配置数据、终端销量数据等海量多维的数据,剖析目标群体的消费需求,厘清用户需求,寻求汽车市场的突破点,助力汽车产业回归良性发展。关注『车市物语』或『研究院』公众号,回复“2025消费洞察”获取完整版报告。品牌积淀、技术积累最吸引用户关注,特别是中低预算用户尤为在意据汽车之调研数据显示,在吸引用户关注的诸多因素当中,品牌积淀深、技术积累雄厚和市场销量大占据前两位,用户偏好占比均超过50%,其中对于中低预算用户而言尤为重要。品牌口碑和技术积累能够给予用户更多信心,或对产品或对售前售后的服务,而市场销量则进一步佐证了品牌是有“真才实学”,被大家所认可。

四 | 不过,要想抓住高预算用户的心,还需要有日新月异的创新技术、高智能化水平、完善的研发标准、流程,以及能够提供更多的增值服务。

五 |

光是口号喊得响亮是不足以在用户心里扎根的,还需要产品过硬,这对意向购车用户而言尤为重要。

六 | 在燃油车意向用户考虑因素中,排名前五的分别是安全性、油耗、质量、价格和用车成本,其中除质量外的其余四项,对中低预算用户格外重要。

对新能源意向用户而言,续航里程依旧是排名最高的,占比50.7%,毕竟充电尚不能像加油一样便利的当下,续航里程对日常使用的影响依旧是非常大。

七 | 其次是用车成本、价格和安全性,这些因素的占比均超过40%。高预算用户也并非挥金如土,他们对能耗的在意程度高于其他用户。

座舱交互感受、基础辅助驾驶功能是用户最为关注的,但有且好用才最重要在用户心中成功种草后,只是完成了第一步,但此时此刻在用户心中已经满满地塞下了很多“候选选手”,如何能脱颖而出?细节做到位,是关键。关于智能座舱功能方面,交互感受是用户最为在意的,关注占比达到59%,接近六成。其中,中高预算用户尤为看重。而中低预算用户则相对更在意视觉上带来的冲击和体验。
再来具体看看,座舱中哪些配置能够打动用户。交互感受方面,手机APP远程操控近乎是必备的功能了,71.9%的用户表示关注。

八 | 其次是语音交互能力,占比63.1%,但语音交互能力不能仅仅停留在“有”,还要能好用,否则反而会成为减分项。视觉感受方面,UI设计和屏幕分辨率、清晰度的占比均超过60%。如今产品同质化的当下,如果只是依靠供应商来提供车机,很难达到高适配度,也无法展现品牌个性化,因此品牌一定要参与到研发当中,并且重视研发效果,毕竟大屏时代下,坐进车内,屏幕展现的内容将第一时间映入视线。

触觉感受方面,操作手感与材质触感、座椅基础功能的占比最高,分别为75.2%和74.4%,同样是真皮材质,方向盘的粗细、座椅的形状等,都是影响触觉感受的因素,也是用户上车后真切能体验到的。听觉感受方面,高端音响、多扬声器和车辆NVH表现水平的占比均超过60%。

九 | 这两项在实际使用当中是相辅相成的,没有足够静谧的环境,再高端的音响也很难体现它的价值。这对中高预算用户而言,尤为重要。

随着大家了解的信息越来越多,人们也越发关注环保和健康。

十 | 在嗅觉感受方面,用户最为关注的两项为内饰材质用料环保、无异味,和车内新风系统、空气净化器,占比分别为79.7%和72.2%,远高于其他项目。

十一 | 这与前几年出现的毒内饰新闻亦有着直接关系,作为行驶在路上的第三空间,消费者在车内的时间越来越长,因此,对用户而言,材料环保性差是绝对的红线。

智能辅助驾驶方面,用户更多关注的还是基础和较为成熟的L2级辅助驾驶,这两项占比达到46%,接近五成。随着智驾平权的口号响起,中低预算用户也愈发关注,期待拥有搭载智能辅助驾驶功能的汽车。而中高预算用户则是对新兴的车位到车位辅助驾驶格外感兴趣。

十二 |

在基础辅助驾驶配置方面,前车防撞预警、行人碰撞预警和驾驶辅助影像的关注占比均超过50%。主机厂应尽可能保障这些配置达到全系标配。
在高阶辅助驾驶配置方面,自动紧急制动关注度最高,占比达到64.1%,其中低预算用户尤其期待能够拥有。这是一项安全配置,能够在一定程度上为驾乘人员保驾护航,特别是遇到鬼探头、或是驾驶员突然走神的情况,车辆及时的自动制动,将减少事故的发生。
真金白银的优惠最有诚意,70%以上用户表示受用买车,毕竟是一笔不小的开支,仅仅靠品牌、产品带来的吸引或并不足以让消费者下定决心。据调研数据显示,在能够加速购车决策的因素当中,真金白银的优惠依旧是最吸引人的。

十三 | 用户选择来自国家、地方或企业的补贴,以及终端售价大幅优惠的占比均超过70%,远超于其他因素,特别是低预算用户偏好程度更高。而对于高预算用户而言,心仪的新车上市、喜欢的供应商品牌、惊喜的试驾体验以及粉丝文化效应都相对更能戳中他们的心。

在个性化增值服务方面,终身免费保养服务遥遥领先,占比达到75.6%。其次是终身免费车联网流量套餐和更具性价比的售后服务套餐,二者占比均接近60%。而高预算用户则更为看重免费道路救援以及专属管家式服务,特别的服务会令用户感觉到尊贵体验,令其更愿意付出更高的费用购车。

十四 |

万事开头难,想要赢得用户,首先要成功让用户关注并产生兴趣,除了过硬的品牌口碑、傲人的销量成绩外,契合用户需求的特质也是一个很好的亮点。仅仅是“便宜大碗”已经很难吸引更多用户的目光了。随后在用户深度了解的过程中,产品品质的高低尤为重要,特别是智能化相关的软硬件实力,例如智能座舱的交互感受,以及有效提升安全性的辅助驾驶功能,都是用户最为关注的。最后,还要给予用户一针强心剂,特别是补贴优惠、终身免费类服务等尤其能加速用户完成购车决策。爆款车型之所以会“爆”,源于它的强大的综合能力。

十五 | 面对越来越专业且苛刻的消费者,品牌只有把产品做到极致,想用户所想,对目标用户有针对性地满足刚需,才能抓住他们的心,从而完成交易。与过去不同,品牌与用户的关系不会仅仅止步于交车的一瞬间,而是伴随车主整个用车历程,谁能做到更好,谁就能占据更多市场。

十六 | (文/ 孙莹)

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