What the? Wei Pai publicly called "Wei Xiaoli" on Weibo?? Traditional car companies and new car-making forces have just arrived?
In the vigorous new energy vehicle track, on the one hand, the "new forces of car manufacturing" are in full swing, on the other hand, the silent evolution of traditional car companies, compared with the huge "new forces of car manufacturing", traditional car companies tend to be conservative and silent in the field of public opinion.
However, the silence of traditional car companies in the field of public opinion does not mean that they are not strong enough.
For example, the Great Wall Wei brand has said more than once: "Wei brand is 7 points to build a car and 3 points, always steadfast research and development, low-key car." Technology is their confidence, but on the issue of sales, they also frankly said: Wei Pai did not sell well after the transformation, just because the marketing was not in place.
The wine aroma is also afraid of the deep alley, but the brand always has to fight out. Weipai began to gradually improve the brand image of "sensitive to deeds and unspoken".
No, taking the opportunity of the new car listing, the Great Wall Wei brand, which holds the DHT-PHEV hybrid technology, began to take the initiative to "attack" and boldly "fired" at the new forces of car manufacturing.
Come up and zoom in, this wave of heat is caught off guard
On March 1, at the launch of the new Model of Weipai Mocha DHT-PHEV, a speech by Weipai CEO Li Ruifeng caused an "explosion" in the entire automotive industry.
"Weipai intelligent DHT hybrid technology is the best new energy technology in the world, DHT hanging Wei Xiaoli."
He also said that the current new car-making forces have successfully covered up the innate deficiency of trams with the construction of social psychological superiority, and covered up their embarrassment by playing with their lives for you, and have not really solved the user's anxiety.
@Sina Auto As the industry media reported this news for the first time, it ignited the big vs of the automotive industry in the weibo opinion controversy!
There are many big Vs who are very optimistic about Weipai DHT technology and support the views of Weipai CEO. For example, @Car Female Devil Point out the technical underpinnings of mocha DHT-PHEV pure electric endurance of 204KM, and said, "Endurance 0 anxiety has always been consumers' expectations for new energy, Wei Brand's punch is heavy enough, eagerly looking forward to the ideal one's counterattack!" Keep rolling it up! ”
@Shuang Shuang Kan Che, @ Xiao Xin Said Car and other industry big V also expressed support for Wei Pai, believing that Wei Pai's self-confidence comes from strength, and affirmed Wei Pai's technological innovation, saying that "as a consumer, we are happy to see this kind of healthy competition."
But there are also many big Vs who hold different opinions, such as car critic @ Hanlu who believes that "leave energy to carefully crafted products, coupled with simple and reasonable promotion, and finally use sales to say things, more fair and objective." @Chen Zhen also thinks that "is it not good to do your own thing with peace of mind?" ”。
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These hot discussions directly sent #WeiDHT mixed link is a better technology#, #Li Ruifeng said that DHT hanging Wei Xiaoli #double topic to the auto hot discussion list, of which #Wei DHT mixed link is a better technology # is even at the top of the list, the topic reading volume of 250 million +.
As the topic gradually fermented in the hot discussion of the big V in the car circle, it also further triggered the thinking and discussion of the industry, such as the future of new energy vehicles in the future is pure electric or oil-electric hybrid? Is there a lack of technology in the new car-making forces? The controversy over the future development of new energy vehicles has further created a topic of public opinion, which has aroused the attention and attitude of more than 600 kolls in the automotive field.
In the atmosphere of hot discussion in the entire car circle, Li Ruifeng once again increased the number of points, participated in the #Musk said that the mileage of electric vehicles is too high and meaningless # Lianmai discussion initiated by Sina Weibo, began a new round of industry arguments of "electric vehicle long endurance is pseudo demand", and dialyzed the Mocha DHT-PHEV hybrid technology that Weipai mainly played, expressed the determination to break through consumer anxiety with technology first, and once again triggered a lot of discussion.
The reality is still big talk, mocha DHT-PHEV to prove
The hot topics have built a natural discussion space for the development of new energy vehicles, attracting more users to join the discussion to express their problems and expectations for new energy vehicles, and in this process, Weipai DHT technology has also received a lot of attention.
Under the full attention of users to THE DHT hybrid technology, the new mocha DHT-PHEV has naturally received further attention from users. Wei Pai took advantage of the heat of the discussion and launched the #0 Anxiety Intelligent Electric # # Wei DHT Mixed Link is a Better Technology # Two hot search topics, with the strong exposure of Weibo and the two-way blessing of user interaction, it has obtained 520 million reads, and the "technology card" has been hit by more ordinary users.
Weipai CEOs and executives have also joined discussions on social platforms, face-to-face with users, carried out simple and straightforward technical explanations for "xiaobai" users, and conducted in-depth discussions with the industry big V on mocha DHT-PHEV hybrid technology. @ Automotive Black Technology, @ Car Repair Mechanic Master Wang, @ Cai Test Field and other professional technology science bloggers further entered the market to interpret the Mocha DHT-PHEV hybrid technology.
Technology science, development discussion let netizens further interest in the new model of Wei brand, many netizens released their own test driving experience for Wei brand models, attracting a large number of netizens spontaneous messages to consult the relevant information of the model, Wei brand thus experienced from "understanding" the brand to "planting grass" brand process, Mocha DHT-PHEV also ranked first in the car hot list, the volume increased by 545 times.
epilogue
Behind this industry-wide discussion, we analyzed all the blog posts that participated in the topic discussion and got very interesting findings.
In the past, hot topics or content discussions, the proportion of original blog posts will be relatively small, a large number of users will choose to forward the big V blog posts to express their approval or opposition, and this time in the discussion of Weipai DHT technology, the proportion of original Weibo is as high as 88%.
This data can actually show to some extent that this issue has aroused a large number of users' original discussions, who are more inclined to express their own views rather than "silently take sides". We can see the interaction and communication between the brand and the user here, and we can see the communication and interaction between the user and the user.
But not all content can become a hot topic, and not all platforms can become platforms with topic effects. We know that Weibo's "topic dissemination" attribute is one of the biggest advantages, in the field of free discussion and common voice built by Weibo, users express their true attitude towards the development of brand or industry technology, which not only reflects the vitality of Weibo's auto field, but also allows brands to quickly set off voices in the discussion of hot topics, and achieve a strong connection between brands and tens of millions of consumers.
For Wei Pai, this initiative that occurred during the new car listing period is undoubtedly a "self-help", trying everything possible, leveraging the brand voice and enhancing the brand's favorability.
Previously, CEO Li Ruifeng also said that Wei Pai can only achieve true renewal if it fights against the water, only nirvana is reborn, and only when it is born to die. Dare to say dare to do is the label of Wei Pai. In the face of faster and faster changes in the times, Wei Pai is learning to be a "lifelong progress" brand, not only at the technical level of self-personality, through the use of Weibo, but also to open a new exploration on the marketing road.
Where there is a point of view, there will be controversy, there will be a discussion, and there will be discussion to stimulate attention and heat. Therefore, brands may wish to boldly express their views on Weibo, and may get unexpected gains in the hot discussion.