In today’s digital marketing era, the automotive industry, as a vital pillar of the national economy, has seen increased attention on its advertising strategies and qualification requirements. Whether it’s automobile manufacturers, parts suppliers, or dealerships and service providers, all aim to attract potential customers through precise advertising. However, the qualification requirements and ad space in the Tencent ecosystem faced by automotive industry enterprises in different segments vary. This article will provide a detailed interpretation of the qualifications required in various segments of the automotive industry for advertising, as well as the traffic platforms available for placement, helping you better plan your advertising strategy and achieve marketing goals.
Automobile Manufacturers – Joint Venture
●Industry Description: Manufacturers of automobile brands established by Chinese and foreign investors.
●Industry Qualifications: “Road Motor Vehicle Production Enterprise License” or a screenshot from the public information system of road motor vehicle production enterprises and products.
● Business Scope Qualifications:
1. For involvement in car rental services, a “Road Transport Operating License,” “Car Rental Business License,” or a car rental business filing certificate is required.
2. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in the Tencent Ecosystem
Ads can be placed on Tencent News, Tencent Video, Tencent Video Clips, QQ, Tencent Music and Games, WeChat Public Accounts and Mini Programs, WeChat Moments, Youliang Hui, PC QQ, QQ Space, and Tencent Music.
●Personal Account Opening: No
Source: Qiantu, licensed for commercial use
Automobile Manufacturers – Independent
●Industry Description: Manufacturers of automobile brands independently developed by Chinese entities with proprietary intellectual property rights.
●Industry Qualifications: Same as Joint Venture.
●Business Scope Qualifications: Same as Joint Venture.
●Ad Space in Tencent Ecosystem: Same as Joint Venture.
●Personal Account Opening: No
Automobile Manufacturers – Foreign Invested
●Industry Description: Foreign automobile manufacturers or import car manufacturers.
●Industry Qualifications: Same as Joint Venture.
●Business Scope Qualifications: Same as Joint Venture.
●Ad Space in Tencent Ecosystem: Same as Joint Venture.
●Personal Account Opening: No
Special Purpose Vehicle Manufacturers
●Industry Description: Manufacturers producing non-tracked vehicles and specialized fittings for internal enterprise use, including loading, unloading, stacking, short-distance transportation, towing, and pushing operations.
●Industry Qualifications: None
●Business Scope Qualifications:
1. For special equipment manufacturing, a special equipment production unit permit is required.
2. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in the Tencent Ecosystem
Same as the Joint Venture.
●Personal Account Opening: No
Motorcycle and Moped Manufacturers
●Industry Description: Manufacturers and distributors of motorcycles, mopeds (including electric vehicles), and their spare parts.
●Industry Qualifications: None
●Business Scope Qualifications:
1. If producing road motor vehicles, a road motor vehicle production permit is required.
2. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: No
Automobile Parts
●Industry Description: Manufacturers and distributors of automobile parts and spare parts.
●Industry Qualifications: None
●Business Scope Qualifications:
1. For child safety seats or driving recorders, a “China Compulsory Certification” (CCC certificate) is required.
2. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: Yes, a “Self-Employed Business License” or “Business License” (e-commerce license for individual industrial and commercial households) is required.
Source: Qiantu, licensed for commercial use
Automotive Maintenance Products
●Industry Description: Manufacturers and distributors of various maintenance products used in automotive maintenance, such as engine oil and windshield washer fluid.
●Industry Qualifications: None
●Business Scope Qualifications: For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: Yes, a “Self-Employed Business License” or “Business License” (e-commerce license for individual industrial and commercial households) is required.
Automotive Decorations
●Industry Description: Manufacturers and distributors of various decorative items used for automotive decoration.
●Industry Qualifications: None
●Business Scope Qualifications: For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: Yes, a “Self-Employed Business License” or “Business License” (e-commerce license for individual industrial and commercial households) is required.
Automot
Source: Qiantu, licensed for commercial use
Automotive 4S Shops/Dealers
●Industry Description: Automotive dealers or 4S shops providing integrated services including Sales, spare parts, Services, and Surveys.
●Industry Qualifications: Brand authorization from the automobile manufacturer is required.
●Business Scope Qualifications:
1. For involvement in car rental services, a “Road Transport Operating License,” “Car Rental Business License,” or a car rental business filing certificate is required.
2. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: No
Motorcycle and Moped Sales and Stores
●Industry Description: Physical stores engaged in the sale and distribution of motorcycles and mopeds.
●Industry Qualifications: None
●Business Scope Qualifications: For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: Yes, a “Self-Employed Business License” is required.
Used Car Dealers
●Industry Description: Business entities providing various vehicle services such as appraisal, acquisition, rental, and sale of used cars.
●Industry Qualifications: None
●Business Scope Qualifications:
1. For used car auction institutions, an “Auction Business Approval Certificate” is required.
2. For used car trading markets or used car business entities (including used car distribution, brokerage, appraisal, etc.), a record with the commercial department for used car trading markets or operators is required.
3. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: Yes, a “Self-Employed Business License” is required.
Vehicle Maintenance Services
●Industry Description: Business entities providing services such as vehicle cleaning and maintenance. Vehicle maintenance refers to the process of using specialized care materials and products tailored to the different maintenance requirements of various parts of a vehicle.
●Industry Qualifications: None
●Business Scope Qualifications:
1. For involvement in vehicle repair, a “Motor Vehicle Repair Record” or “Road Transport Operating License” is required.
2. For vehicle training or accompaniment, a “Road Transport Operating License” is required.
3. For vehicle inspection, an “Inspection and Testing Institution Qualification Certificate” is required.
4. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: Yes, a “Self-Employed Business License” or “Business License” (e-commerce license for individual industrial and commercial households) is required.
Driving Schools
●Industry Description: Business entities with certain qualifications that train drivers according to the outline of motor vehicle driver quality education.
●Industry Qualifications: “Road Transport Operating License,” with the scope of operations specifying “General Motor Vehicle Driver Training” or a record certificate for motor vehicle driving schools or training classes.
●Business Scope Qualifications: For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: No
Automotive Comprehensive Service Platforms
●Industry Description: Platforms providing automotive-related information and data services.
●Industry Qualifications: None
●Business Scope Qualifications:
1. If the platform is engaged in operational business or involves third-party merchants, a “Value-added Telecommunications Business License” (B21 E-commerce Services) is required.
2. If the website is for self-operated sales of goods/services, a “Value-added Telecommunications Business License” (B21 E-commerce Services) or app screenshots from App Store/Apple Store is required.
3. For cooperation with third parties or promotion of products not owned by the account-opening enterprise, a “Brand Authorization Letter” or related cooperation agreement, sales agreement, or authorization letter is required.
●Ad Space in Tencent Ecosystem: Same as the Joint Venture.
●Personal Account Opening: No
The automotive industry has significant differences in the qualifications required and traffic platforms available for advertising across different segments. Automobile manufacturers (including joint ventures, independents, and foreign investments) and special purpose vehicle manufacturers usually need to provide qualifications such as the “Road Motor Vehicle Production Enterprise License” and do not support individual account openings; whereas segments like automobile parts, automotive maintenance products, and automotive decorations may not require specific industry qualifications and support individual account openings. Additionally, various automobile dealers, service providers, and comprehensive service platforms also need to provide corresponding business scope qualifications based on specific circumstances. It is recommended that automotive industry enterprises fully understand and prepare the required qualification documents before advertising, and combine the characteristics and advantages of each traffic platform to develop a scientific and reasonable advertising strategy. Only in this way can they stand out in fierce market competition and maximize marketing effectiveness.