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A few days ago, when I saw the following push on Xiaopeng Automobile's WeChat public account, Jian Yanjun once again felt the fear of being dominated by the UC Shock Department.
Suddenly remembering that UC and Xiaopeng Automobile are companies founded by He Xiaopeng, I feel that everything makes sense. How much influence the founder has on the company, we can know a little bit from the "reemployment" situation of the UC Shock Department in Xiaopeng Motors.
This article first introduces the UC Shock Department to the readers, and then takes you to see how the UC Shock Department affects the daily propaganda of Xiaopeng Motors, and finally explores how He Xiaopeng's preference for the title party is reflected in the automotive products.
What the UC Shock Department is
In that year, in order to attract clicks, some headline party articles often appeared on the UC browser, all of which began with shock and an exclamation point, such as:
astound! 99.99% of people don't know about it!
astound! The President of the United States was stunned when he saw it!
astound! CCTV has been exposed!
Netizens therefore ridiculed that there must be a department within UC that specializes in writing such articles and named it "UC Shock Department". Later, the UC Shock Department became synonymous with the title party.
Xiaopeng Motors' "shocking" propaganda
If you only look at the propaganda of the Xiaopeng Automobile family, you cannot deeply feel the shocking propaganda. After all, as a car manufacturer, the number of clicks on promotional articles is not as important. However, if you make a horizontal comparison, you will find that there is still a shadow of the UC shock department in the publicity of Xiaopeng Motors.
First of all, a single point of horizontal comparison, let's take a look at the promotional copy of several new forces for Christmas:
Xiao Peng: There is no one who can refuse the existence of TA
NIO: Christmas wishes from NOMI
Ideal: Christmas has "reason", happiness has you
WM: Please check for Christmas gifts
Nezha: Here is a surprise Christmas gift, please check it out!
Zero Run: Christmas Etiquette | Zero knocks on the door and says "Merry Christmas" to you.
The Christmas copy titles of these six new forces of head car-making, except for Xiaopeng, are directly pointing out the two words of Christmas. Only Xiaopeng is unique, with a suspenseful title and a suspenseful cover. In contrast, the feeling of the title party looms.
Let's look at the overall horizontal comparison. As mentioned above, Xiaopeng as a car company, or rely on the product to speak, take that kind of sensational propaganda copy title will not produce much revenue, but will pull down the product grade. Therefore, on the whole, the title of the article is also relatively normal.
However, in contrast, the use of exclamation statements and exclamation points, questions and question marks in the title makes the title more emotional and is also a means of attracting readers. As in the previous example of the title party, shock must be followed by an exclamation point: shock! XXX。
Here two concepts are defined, exclamation point content and question mark content, i.e. the percentage of all articles that contain exclamation points or question marks.
From December 1 to 26, among the six families, Xiaopeng ranked second in the number of articles, ranked third in exclamation point content, the highest question mark content, and ranked first in the overall content of exclamation points and question marks. Among them, the overall number of articles in Weima is relatively small, and the number and overall content of Articles in Xiaopeng and Nezha are similar.
This data is somewhat of the aftermath of the UC Shock Department.
Xiaopeng Motors' "shocking" products
At present, there are three new forces listed: Weilai, Ideal, and Xiaopeng. Mention these three, you may wish to recall the propaganda of each family to see if it is the same as what Jian Yanjun thinks:
Weilai: luxury, substation, good service;
Ideal: extender, quad screen, six/seven seats;
Xiaopeng: Sense of technology, scissor door (P7), in-car cinema (P5).
The above mentioned points, everyone carefully feel it, Weilai and the ideal selling point is more inclined to the comparison after the experience. Whether it is the relief of mileage anxiety caused by the power station and the extender, or the various value-added services of Weilai, or the ideal four screens, it needs to be experienced before you can know where these things are.
Xiaopeng is different, taking a simple and rough approach, paying attention to catching the attention of consumers from the beginning. Seeing the 300,000-priced car with scissor door, seeing the function of lying in the car to watch a movie, and the publicity of the vehicle's appearance, at least at first sight, are worth a "wow". This is in line with the UC Shock Department's explosive title.
Write at the end
Whether it is UC's shock title or Xiaopeng Automobile's public account title, it is unlikely that He Xiaopeng directly instructed it, after all, as the big boss of the company, it is unlikely to pay attention to such a trivial matter. However, when this practice becomes a style, He Xiaopeng must be aware of it, and at least not against it. In the end, this style is either subtle or intentional, affecting the products of Xiaopeng Motors.