As a Porsche brand with a very limited amount of ownership in the domestic market, Porsche can often be seen in the Little Red Book app. According to statistics, there are nearly 170,000 Porsche planting notes in the Little Red Book app. Other notes such as Maserati and Ferrari are also numerous, while well-known brands such as BBA and Toyota Volkswagen have rarely seen them.
So why is Porsche so "hot selling" in the Little Red Book, and who is the team that promotes Porsche for free? Looking at these 170,000 notes, it is not difficult to find that the content sent by Porsche dealers themselves is extremely limited, and the personal experience of Porsche users is even more rare, most of them plant grass for Internet celebrities, "celebrities" carpooling, of course, more is the "opening few pictures, the content is all edited".
Who wrote Porsche planting notes
"21 years old, Kitty's first Porsche 911", "Porsche 718, my coming-of-age ceremony", "Porsche's bargaining guide." ”......
There is no shortage of notes in Xiaohong's book that are full of such understatement. Of course, among these users who show off their wealth, it is not excluded that there are real rich second generations, white rich beauty and real celebrities. After being materially satisfied, they look for spiritual identity and envy on the Internet, but this situation is rare, and when reading such notes, readers need to put a question mark on most bloggers who claim to be Porsche users.
When Little Red Book was just starting out, there was a former big blogger - Maggie Xie, who often posted gold and silver jewelry and famous cars and mansions on the app, claiming to have been in the business world for many years and was familiar with many luxury bosses. The blogger's celebrity personality also attracted a short period of time to attract everyone to watch, and became the "first sister" at that time. Not long after, the blogger was pulled out of the Internet and the pictures posted were stolen on the Internet.
Because this type of blogger is easy to be found by netizens, it has slowly derived an advanced version - carpooling luxury cars, luxury houses, an average of 200-300 yuan per person.
Last year, a Porsche Macan was all over the Internet, but not because of its handsome appearance, but because it became a celebrity carpool. Since last year in the Little Red Book in a number of short videos, this Porsche Macan can be described as bowing down, accompanying many famous rich and handsome guys to appear in the video.
Everyone says it's their own car, never lies, but this unchanging license plate, different mansion backgrounds, different shooting angles, all kinds of facts have made the lie public.
Most of this kind of carpooling behavior is done by some MCN institutions to incubate Internet celebrities. Because MCN wants to successfully hatch an influencer it takes 3-5 months, or even longer, or the final input is not enough. Therefore, renting a luxury car for multiple celebrities to take turns to take photos and videos can make the chance of success of Internet celebrity incubation greater.
However, now looking through the notes of luxury cars, we can find that this kind of luxury car racing behavior is hidden deeper, and it is difficult for readers to see the license plate of the model in the photo, avoiding the embarrassing situation in the above article.
The reason is that Xiaohongshu is carrying out the "crackdown on showing off wealth" activities. With the removal of the Xiaohongshu application, the deterioration of word of mouth and the launch of the "Qinglang" action of the Cyberspace Administration of China, at the beginning of last year, Xiaohongshu officially launched the "Community Convention" to avoid illegal and ostentatious wealth, and from May to October of the same year, Xiaohongshu carried out special clean-up activities, and the official announcement was that nearly 300 illegal accounts were handled and nearly 10,000 illegal pictures and texts of the xuanfu category were deleted.
However, despite this, due to the increasingly rigorous packaging of Xuanfu manuscripts and the limited AI recognition, the Xiaohong Book is still full of many Xuanfu pictures and texts.
Not everyone's Porsche
It has been exactly twenty-one years since Porsche entered the Chinese market. During this period, with its long history, beautiful appearance, extreme control and other excellent performance, the Chinese market has become porsche's largest single market for many years, and its sales and revenue have been maintained at a high level.
According to the 2021 sales data, Porsche's cumulative global sales reached 300,000 units, a record high of 11% year-on-year; in the Chinese market, Porsche's cumulative sales reached 95,000 units, accounting for one-third of the brand's total global sales. According to foreign media reports, a Porsche executive said that despite the shortage of chips and other obstacles, Porsche is still expected to hit a new record delivery high this year.
It is worth mentioning that in 2020, when Porsche's sales volume was less than that in 2019, its net profit still achieved positive growth, and Porsche also became the profit cow of the Volkswagen Group with its outstanding profitability.
In fact, not only Porsche, but also other luxury brands in China in 2021 sales performance can be remarkable, China and the United States market tied as Rolls-Royce's world's largest market; Ferrari's sales in China soared by nearly 100% year-on-year, obviously China is already an important market that luxury brands cannot bypass. Some insiders commented on the reason for the sharp increase in luxury cars in the Chinese market: the success of luxury brands is inseparable from the "selfless" recommendation of Internet celebrities and the buying and buying of Chinese local tycoons.
As an ultra-luxury brand, Porsche's performance is undoubtedly successful, but looking at the sales of its models, it is not difficult to find that Porsche's main sales benefit from the Minimum Price of only more than 500,000 yuan of Macan, reaching 88,000 units, followed by the lowest price of 910,000 Cayenne, which has accumulated sales of 83,000 units. Therefore, there is often a lot of discussion on the Internet about whether Porsche is an ultra-luxury brand. In the Little Red Book app, there are bloggers who share the newly acquired Macan (not sure if it is the real owner), and many people downstairs despise the Macan owner.
Browse the planting notes about Porsche, trance, let people feel that everyone has a Porsche and other luxury cars. "Am I alone poor?" A netizen commented. In fact, it is not only netizens who are poor, according to CNNIC statistical survey data, more than 70% of netizens have a monthly income of less than 5,000 yuan. The price of a low-end version of Macan is already the wealth that ordinary people can save without eating or drinking for ten years, not to mention the fixed car cost of 30,000 yuan per year. In this way, it is self-evident who wrote the planting notes of 170,000 Porsches.