The booth is the battlefield: Decoding the Game of Thrones behind the “Jianghu Qualifying Race” of the Chengdu Auto Show automakers

When the 220,000 square meters exhibition hall became a must-fight place for auto companies, the Chengdu Auto Show has long surpassed the significance of ordinary exhibitions - this is the power map map of China's automobile industry. In August 2025, the nine exhibition halls in Xibo City witnessed the reconstruction of the order in the new energy era: a 100-meter long queue was lined up in front of BYD's technology experience area, the Chery ecological scene booth was "occupied" by camping enthusiasts, and the classic booth of Mercedes-Benz and BMW was surrounded by independent brands for the first time. Every data change in booth area, location, and flow of people tells a revolution without gunpowder.

Image Gold Booth Battle: Looking at the Pattern from the Geography

The BYD exhibition area at the main entrance of Hall 9 can be regarded as the "traffic heart" of this auto show. Its "Eye of God" dynamic demonstration area receives more than 5,000 people per day, and the audience only needs to lock the car to experience fully automatic parking technology. What is more exquisite is the diversion design of outdoor intelligent blocks, which will form a closed loop of technical narratives to "exhibition in exhibition".

When the 220,000 square meters exhibition hall became a must-fight place for auto companies, the Chengdu Auto Show has long surpassed the significance of ordinary exhibitions - this is the power map map of China's automobile industry. In August 2025, the nine exhibition halls in Xibo City witnessed the reconstruction of the order in the new energy era: a 100-meter long queue was lined up in front of BYD's technology experience area, the Chery ecological scene booth was "occupied" by camping enthusiasts, and the classic booth of Mercedes-Benz and BMW was surrounded by independent brands for the first time. Every data change in booth area, location, and flow of people tells a revolution without gunpowder.

Image Gold Booth Battle: Looking at the Pattern from the Geography

The BYD exhibition area at the main entrance of Hall 9 can be regarded as the "traffic heart" of this auto show. Its "Eye of God" dynamic demonstration area receives more than 5,000 people per day, and the audience only needs to lock the car to experience fully automatic parking technology. What is more exquisite is the diversion design of outdoor intelligent blocks, which will form a closed loop of technical narratives to "exhibition in exhibition".

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Mercedes-Benz and BMW on both sides of Hall 1 staged a defensive battle between traditional powerful men. Although it still maintains its "door god" position, the German two heroes are facing passenger flow pressure for the first time - according to on-site monitoring, their daily average traffic has dropped by 12% compared with last year, while the adjacent Chery exhibition area of ​​Hall 5 soared by 47%. Chery broke through the ecological scene of "Mixer Enjoy Life". The 3,000-square-meter exhibition area has set up Sichuan-style elements such as portable mahjong tables and barbecue grills to transform car display into lifestyle experience.

The spy war in the executive line

The CEO of a certain independent brand was photographed stopping at the competitive booth for 25 minutes, and his team recorded the technical parameters and details throughout the process. This kind of "technical reconnaissance" has become an industry unspoken rule, and top brands even specialize in training "competitive analysts". The schedule of the press conference session is even more hidden: BYD will set a major release at 10 a.m., forcing other brands to adjust their activities to the afternoon, forming a natural traffic siphon effect.

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The differences in abortion control strategies are also worthy of fun. BYD uses "hive-style" traffic diversion to distribute audiences to different experience areas through the reservation system; while new power brands rely more on the concentrated traffic of Internet celebrity check-in points. The Aion booth has created 30,000 social media exposures in a single day because it invites "shaocai arms dealer" Xiao Yang to create creative shaocai on site.

Ten-year history of booth changes: A record of the rise of an independent brand

Comparing the booth map in 2015, we can see three major turning points: BYD expanded from an 800-square-meter edge booth to a museum-constrained scale; the proportion of exhibition area of ​​new energy brands soared from 7% to 39%; and the technology display form completed a qualitative change from "static display" to "dynamic experience". The most symbolic thing is Hall 5 - it was dominated by a joint venture brand ten years ago, and now it has been packaged by Chery's full matrix.

Booth Economics Revelation

When the "face-changing front face" of Equation Leopard Titanium 3 triggered young people to queue up and experience it, and when the mahjong sound at the MXV Life booth overshadowed the roar of the engine, the value coordinate system of the automotive industry has been reconstructed. The essence of the booth battle is the redistribution of user attention resources. Next time, we may witness the hybrid war between VR virtual booths and physical booths - after all, in the new energy era, there is no eternal booth king, only continuous innovation breakthroughs.