Xu Xiaoping, the founder of Zhen Fund, once had a view: every entrepreneur or executive should become an Internet celebrity.
Like this question I've always been puzzled about. There are so many bosses in the marketing mouth of the automotive circle, why did SAIC Volkswagen Yu Jingmin (the name of the jianghu flower fat head Yu) become a unique Internet celebrity?
In the minds of many people, car executives are inherently equal to mystery, living in the temple for a long time and rarely appearing in the public eye. When it comes to Fat Tou Yu, not only is there no shelf at all, but also sells his own models on major short video and other social media platforms every day, and everyone can leave a message in the comment area to "entertain" him, but he has always been happy.
By the way, in the past few years when the new crown pneumonia is raging, Fat Tou Yu has also done live broadcasting with goods, compared to other car executives with straight suits, he wore a black sweatshirt that was slightly kawaii, and interacted with netizens in a Shanghainese dialect, and sometimes he did not forget to stare wide-eyed and joke with netizens, causing netizens to brush the bullet screen.
I remember asking a media colleague why I was particularly looking forward to the press conference where Fat Tou Yu was present?
That's what he said at the time, the condescending press-style propaganda of the past, and the young people were becoming more and more indifferent. Create topics, form dialogues, and let everyone have a sense of participation in order to arouse users' interest and feelings for the brand.
Take the nickname of Lingdu L "Spicy Steamed Buns", which has been making a lot of noise on the Internet these days, with the new appearance of SAIC Volkswagen Lamando L Lingdu L, the official not only introduced many selling points of the new car with the theme of "Spicy La", but also opened his mind to let netizens decide what the nickname of Lingdu L should be called, and gave "Spicy Steamed Buns", "Spicy Tiger Tiger", "Spicy Hot", "Ferry Spicy", "Spicy Spicy", "Romantic", "Spicy Full", etc., which can be said to be very grounded. Many netizens half-jokingly said that this is still the Unsmiling Volkswagen in their impressions?
Although the official nickname is not announced until the name Lingdu L is officially listed, from the current voting results, the vote rate of "Spicy Steamed Buns" has reached 69%. If there are no accidents, "Spicy Steamed Buns" is the official nickname of Lingdu L.
Speaking of which, I have to think of the one from seven years ago. In August 2014, at the Chengdu Motor Show, Shanghai Volkswagen unveiled a new compact car called the Lamando Lingdu. Later, at that time, the "Run Bar Brothers" reality show that was a fire, Ling Du won the naming rights, and many people remembered this car.
Later, on social media platforms such as Weibo, in addition to the discussion about Lingdu, some small partners half-jokingly called it "spicy steamed buns", which was a little teasing at the time.
The author still remembers the half-joking self-deprecation in the circle at that time, "If the 'spicy steamed buns' were not added in double quotation marks when writing the manuscript, would I not receive a summons from the Shanghai public." ”
Nowadays, SAIC Volkswagen faces this insurmountable stem, the mentality is also very casual, since some netizens like to call it so, then it may as well come to a whole network vote to see if it is spicy steamed buns or spicy spicy peppers are more popular.
As many people in the industry say, if it were not for the fat head Yu in charge of saicutical volkswagen marketing, perhaps Lingdu L would not have played so open. But it is the empowerment of Fat Head Yu that makes SAIC Volkswagen truly enter the hearts of Volkswagen.
Data doesn't lie. Let's take a look at the industry's well-known Baidu Index, which comprehensively and accurately portrays the netizens' attention trends and demand characteristics for the industry, market segments, and brands. As shown in the chart below, Lingdu L's Baidu index began to rise from January 17, almost explosively rushing to 3120 on January 18, and the heat remains high these days.
These data show that young people pay close attention to Lingdu L, and it can also be seen that the SAIC Volkswagen marketing port under the leadership of Fat Head Yu has increasingly grasped the key points of the digital marketing era.
Because from the perspective of communication, the traditional marketing era emphasizes the importance of scale, modeling and process, as long as the information effectively reaches users. But the digital marketing era emphasizes the ability to react quickly and create a personalized brand image. Ling Du L successfully broke the circle with the nickname of "Spicy Steamed Buns" this time, which can be described as a beautiful warm-up battle.
Counting the past thirty years of SAIC Volkswagen, it can be regarded as the pre-Internet era, entrepreneurship is first business, first cash flow, and then there is a brand, and the brand is made by entrepreneurs bit by bit.
In the Internet era, it is to first have a brand, occupy people's hearts, first establish a personality, let users pursue you, and then bring users the products they need and increase their fun. That's what Fat Tou Yu is doing now.
It is foreseeable that the successful breaking of the circle by Lingdu L's "spicy steamed bun" nickname is just the beginning, and it is better to give Fat Head Yu more time to let the bullets fly for a while, and then what will be presented to the public will be a completely different SAIC Volkswagen.