Introduction: There is no unprovoked love and hate, everyone don't be a little cute; recharge advertising is not weilai ideal Xiaopeng obvious or not fake, but in fact, Tesla is also a good hand at playing marketing!
On the occasion of the Lunar New Year, Tesla is once again out of the circle.
The reason for the fire, I think, is well known, at least the car circle, or the men and women who pay attention to the car circle, more or less have heard about it.
Tesla, which has always been very "hard", revealed to the outside world that it has filed a lawsuit with the court to sue Douyin Auto, which has nearly 1500w fans of tens of millions of big Vs - Xiao Gang Senior.
Tesla sued tens of millions of fans for big Vs, triggering public opinion
Hasn't Senior Xiao Gang heard of it?
The super hot bald tiger "Tiger Brother" and the love monkey "Monkey Brother" on The vibrato have always brushed it, and they are a circle and volume of super vibrato car masters (or tacky a little bit called big V bar).
Even "traditional" car video bloggers and big Vs like Chen Zhen, for a long time in the past, often "lowered their stature" to run to the bottom of Xiao Gang's Douyin video, leaving messages, messages, interactions, interactions...
What concept?
To put it bluntly, the new auto bloggers and big V on the Douyin platform such as Xiao Gang were once "red" to the point where even Chen Zhen needed to "rub heat and traffic".
This is beyond reproach, or another topic, just like the "small fresh meat" in the film and television circles such as a certain fan and a certain Han in previous years, the flow and attention of the big red and purple far overshadow some old drama bones and old actors.
But now "its rise and fall are also abrupt".
Because of Xiao Li Feisi's grip on the crazy "smashing cylinder", Xiao Gang was forced to publicly admit under various pressures, and last year he "secretly stepped on the electric door" when comparing and testing the active braking function of Tesla Model 3 and Xiaopeng P7.
The unfair and even fraudulent test results and video dissemination are suspected of constituting commercial denigration against Tesla.
Tesla revealed that it has recently submitted a complaint to the court and will file a lawsuit such as "reputation infringement" against Xiao Gang.
Senior Xiao Gang posted a video about being prosecuted
For a time, the news that Tesla sued Douyin for ten million big V quickly became a big hot news inside and outside the industry.
Leju Auto noted that related topics have soared to the hot search list of platforms such as Douyin, which has become one of the hottest topics on the Internet in the past two days.
That momentum, which has caught up with or even surpassed the "brake door" of Tesla last year, is too hot...
Tesla does not engage in marketing and advertising? Too naïve
For this industry news that quickly caught fire out of the car circle, the author tweeted in our last article "Tesla sues Xiao Gang Senior? For the Sake of Cute Fairness", a few questions and personal opinions are put forward, which will not be repeated here.
In a word, Tesla chose to file a lawsuit at this point in time, and the reason behind it is intriguing;
At the same time, Xiao Gang was sprayed by netizens as "recharge just", but Xiao Li Feisi worked so hard to "escort" Tesla, and the motivation was also not "only for cute fairness".
Or that sentence, the legal level is handed over to the law, we still from other angles to make some analysis and discussion, and today we want to focus on the perspective is - Tesla is worthy of the marketing master!
First of all, let's explain that there are too many melon-eating masses and small cute people on the Internet, naïve to think that Tesla is not like other majority car manufacturers, and does not invite (car) media to "recharge" to advertise;
Therefore, after tesla accidents (such as the brake door caused by the "rights protection" of the female owner of the car at the Shanghai Auto Show last year), the media likes to attack it in groups and loves to engage Tesla.
This recognition is not unreasonable, but it is very one-sided and not objective.
Because Tesla does not "recharge" the media is only relative, perhaps not as obvious as Weilai, Ideal, Xiaopeng, BBA, but in fact, Tesla is also "recharged" to advertise. The melon-eating masses on the Internet may not know this point, but the industry does not need to say much, and understands everything.
Not to mention Tesla, which car manufacturer can really do not engage in marketing and advertising?
It's just that Tesla is not as obvious as the ideal ONE, Xiaopeng and other manufacturers, "recharge" on platforms such as Douyin, and all kinds of Internet celebrities concentrate on brushing the screen to advertise.
Because Tesla itself has its own traffic and attention, people have that confidence and strength, ideals, Xiaopeng can't.
This is also understandable, because of the different stages, brand background and product characteristics, etc. There are differences, how to engage in marketing "recharge" advertising, each manufacturer's strategy and strategy are naturally different.
Tesla's founder came with his own traffic
Take our domestic brands as an example, in the past, Great Wall Motors, BYD and other brands were not good at marketing and "recharging" advertising;
But in the past two years, they have also had very obvious changes, in terms of marketing investment and various recharge advertising, no less than Geely and Chang'an.
The front foot lawsuit detonated public opinion, and the back foot posted a financial report card
Back to Tesla, a car company and brand that originated from the United States on the other side of the ocean.
Tesla engaged in electric vehicles early, and the domestic new energy leading car company BYD Automobile began in 2013, plus Tesla began from high-end products, foreign monks good chanting...
Various factors are superimposed, tesla in 2010 after the introduction of the Chinese market, the rapid popularity has become synonymous with high-end electric vehicles and weather vane.
In fact, today's domestic car-making new forces such as Weilai, Ideal, and Xiaopeng have more or less been Tesla's "apprentices", of course, in some fields, it is not surprising that blue is better than blue.
Tesla's popularity, the pulling effect of China's and even the global new energy automobile industry, this is the consensus of the industry, undeniable.
Therefore, compared with the new forces such as Wei Xiaoli, who are accustomed to packaging and various recharge advertising, Tesla does give people an intuitive impression, and it seems that they do not like to recharge and advertise. A lot of advertising and traffic, everyone and the media took the initiative to send him to the headlines.
But this does not mean that Tesla is really not good at marketing and packaging, advertising also hits traffic of course.
You see, just when Tesla sued Xiao gang senior related topics to trigger public opinion, Tesla announced the 2021 annual financial report and report card today (January 27).
Tesla official micro today released the financial report card
Revenue, sales, profits, can be described as a record high across the board, bull Kras, everyone directly look at the picture to speak or look at Tesla's official public tweet.
Le Tease Observation:
Unlike the "brake door" triggered by the protection of female car owners at last year's Shanghai Auto Show, Tesla has been widely criticized by public opinion;
This time Tesla sued Xiao Gang, the current public opinion trend on the Internet can be described as one-sided flipped into "support for Tesla to win the lawsuit"...
Whether you admit it or not, Tesla's lawsuit against Xiao Gang is a big hot news, Tesla has not only won a lot of attention, but also harvested a wave of consumer goodwill.
Tao Lin, Tesla's global vice president, who was once scolded for the brake door
On this occasion, Tesla took advantage of the situation to release a variety of bullish Klaas's financial reports and report cards, "Let's see, the Network once scolded Tesla into Xiang, we this sales do not fall but rise and rise!" ”
Seeing this, you can still naively think that Tesla is not good at marketing?!