Text/Nonsense chatter
Since 2015, the sponsors of the Spring Festival Gala every year are basically some Internet companies.
For example, Tencent, Alibaba, Baidu, Kuaishou, Douyin, JD.com, etc., all appear in turn.
In 2024, some new car companies will also appear on the stage of the Spring Festival Gala one after another, such as Huawei Wenjie M9, GAC Trumpchi E8, VOYAH Automobile, etc.
We all know that 2023 will be a year of rapid rise of domestic new energy vehicles, with new energy production and sales of 9.587 million and 9.495 million respectively, a year-on-year increase of 35.8% and 37.9%, respectively, and a market share of 31.6%.
Therefore, it is not surprising that these new energy vehicles will go to the Spring Festival Gala, and the way they will go to the Spring Festival Gala is also relatively high-profile, they are all directly lottery to send cars, VOYAH sent 100 VOYAH cars, and Wenjie M9 also sent 10 units. Like Wenjie M9, with the beginning and end of the entire Spring Festival Gala, the host can always see the figure of Wenjie M9 in the background when the curtain is announced.
However, there is one thing that is a little surprising, that is, in the advertisement of the M9, it is no longer called "Cialis M9", and it is called "Hongmeng Zhixing M9" in the entire advertisement, and the word "Cialis" is not mentioned.
This subtle change also shows that the M9 is also gradually weakening the manufacturer, constantly emphasizing Hongmeng Zhixing, indicating that its main focus is still Hongmeng Zhixing. At the same time, it also shows that this advertising fee is not from the manufacturer, but from Huawei.
In stark contrast to the high profile of Huawei Wenjie M9 is Xiaomi SU7 low profile, in the entire Spring Festival Gala, and only when introducing the representatives of the winners of the "July 1st Medal", the representatives of the "Model of the Times" Chinese foreign aid medical team, etc., can you clearly see the car model of Xiaomi car SU7 on the table in the lens.
And it's just a small car model ornament, which is placed on the same table as AD calcium milk, which is completely eye-catching. To be honest, at that time, the editor also watched the Spring Festival Gala seriously, but I didn't notice the Xiaomi SU7 car model at all, and I only stared at AD calcium milk during the whole process.
It wasn't until later that he went online and read Lei Jun's Weibo, he circled the Xiaomi SU7 on the table, and saw that the original Xiaomi SU7 was actually on the Spring Festival Gala, which is too low-key!
Moreover, careful netizens also discovered that the Xiaomi SU7 car model is not available at every audience table, so I don't understand why not prepare a few more?
In this regard, netizens also ridiculed Lei Jun: "Is it not enough funds?", Mr. Lei also responded to this, although there are only a few "smiley" expressions in the response, it certainly does not mean that Xiaomi Auto has no funds, but it also shows that the advertising investment of Xiaomi Auto in the Spring Festival Gala in 2024 is indeed not very large.
Xiaomi car, the reason why it is so low-key, I personally think there are two main reasons.
(1) Xiaomi Auto is the youngest new power car company
At present, Xiaomi Auto is the youngest of all the new power car companies, and it has only been established for just three years, and it is the little brother of the new force.
Therefore, in such an involuted new energy vehicle circle, it should not be too high-profile, from the recent Xiaomi car technology conference can be seen, Xiaomi car, to all new power car companies, it is very clear about its current position.
(2) The Xiaomi SU7 is not officially available yet
As mentioned earlier, Xiaomi Auto is a very young new power car company, and its first production model, Xiaomi SU7, has not been officially launched so far.
Although, its popularity is indeed very high, and the whole network is about the appearance of Xiaomi SU7 and the discussion of the price.
However, for a model that has not yet been officially launched, and many people may not even have seen the real car, it is really unnecessary to spend a lot of money on advertising. Especially in the Spring Festival Gala, the cost performance is not high.
In the Spring Festival Gala, it's good to brush up on a little presence!
Of course, Xiaomi SU7 has no shortage of traffic at all, and there has never been a model that has such a big popularity before it is listed. I can't remember how many times Xiaomi SU7 has been on the hot search list.
Therefore, Xiaomi SU7There is no need to invest too much money in advertising on the Spring Festival Gala!
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