Wei Jianjun's first Weibo led the car circle to shake, and everyone "suffered" the Great Wall for a long time?

MEGA sales were dismal, and Li Xiang's crown of "King of Weibo" fell. thought that Lei Jun would pick up the crown and become the next "king of Weibo". However, on the occasion of Lei Jun's imminent coronation, the news of "Wei Jianjun's first Weibo" is particularly dazzling in the hot search on Weibo occupied by Xiaomi Automobile.

As early as 2011, Wei Jianjun opened his personal Weibo, and he was almost the first car company executive to settle in China. However, Wei Jianjun, who is obsessed with "technology", is a little low-key and has not released content, but his account already has 186,000 followers.

As of press time, Wei Jianjun's first Weibo comment has exceeded 1,500, which shows his strong appeal.

However, the content of the first Weibo post is relatively simple, and only mentions three points: First, it is delivered to users by hand

Tank 700 Hi4-T, experience the latest version of the city NOA, second, promote the "Global Tank User Conference" on March 30, send an invitation to car owners, and experience the off-road culture together, third, listen to the voice of users.

Reading between the lines, it shows that Wei Jianjun is actively adapting to market changes. In fact, as early as June 13, 2023, Great Wall Motors convened a large number of senior executives to settle in, including Mu Feng, President of Great Wall Motors, Fu Xiaokang, Vice President of Great Wall Motors, Chen Siying, former CEO of Wei brand, Liu Yanzhao, CEO of Tank Brand, etc.

Although the news of the Great Wall executives' entry into Weibo at that time also appeared on the hot search, after a year, the comparison

Geely Yang Xueliang,

Wuling Zhou Yu, Denza Zhao Changjiang and others, and the executives of the Great Wall without exception, did not set off any "waves" on Weibo.

In other words, behind Wei Jianjun's entry into the game, it is revealed that Great Wall Motors is in a stage of internal and external difficulties - there is a shortage of generals and commanders at home, and there are strong enemy soldiers outside the city. In short, when friends set off a wave of public opinion on social platforms such as Weibo, Great Wall Motors had no one to fight, so the "boss" could only go down in person to "break wrists" and grab traffic.

On the same day that Wei Jianjun posted, Liu Tao, CEO of Zhiji Automobile, broadcast live on his personal Douyin account to explain the problem that Zhiji LS6 is equipped with a solid-state battery. Because the day before the live broadcast, Zhao Changjiang, general manager of DENZA Auto, had questioned Liu Tao's statement about solid-state batteries and thought that he was playing with words.

In addition to the above three car circle bigwigs, Lei Jun has recently frequently promoted Xiaomi SU7 and Weilai Li Bin on Weibo and other social platforms to enter the Douyin live ....... I don't forget when it began, the car circle began to become more and more lively, and executives from all walks of life gathered on social platforms to set off round after round of public opinion wars, and the scope of discussion continued to expand, extending from products to technology.

In this regard, many people asked, why can't we see this kind of scene in the era of fuel vehicles?

The reason is very simple, the era of fuel vehicles almost spans the entire "bonus period" of China's auto market, and the "incremental" superimposed products have a small range of options, and car companies can "make money" while lying down, without the need for executives or bosses to show up. However, when the car market enters the stock era, the range of choices for the common people becomes wider, and the price war sweeps the car circle, this series of changes makes the "lying and earning era" completely end.

As some industry insiders said, how fierce the competition in the auto market is, so car companies are more and more eager for traffic. For example, on March 6, more than 6 car companies released new cars on the same day, and if they were not careful, they would be covered up by friends.

Traffic is a "double-edged sword", which can not only help car companies or individuals achieve "myths" overnight, but also make century-old car companies fall to the bottom in an instant.

At this point, in the new era of "traffic is king", car companies will also face multiple challenges for public relations:

First, Wei Jianjun's "end" indicates that the battle for traffic in the car circle will continue to escalate, and the conflict between car companies may be more intense than now, and the information is growing in a blowout. Under the inundation of massive information, it will be a big test for brands to compete for the scarce attention of consumers and deliver useful information to users.

Second, the public opinion war continues, and public relations needs to reduce digital noise and create a high-quality image for the brand. On April 1, 2023, Great Wall Motor issued a "statement" saying that BYD's two models were suspected of failing to meet emission standards.

Both sides are leaders in independent private car companies, and the "statement" caused a shock in the industry. Subsequently, when BYD rolled off the assembly line of the 5 million new energy vehicles, it shouted "together, it is a Chinese car", which reversed the trend of public opinion, not only received a response from friends, but also reversed the direction of public opinion, making netizens call it "big pattern".

The above two points alone are enough to see that under the torrent of the times, in addition to the need for car company executives or leaders to adapt to market changes, brand public relations urgently needs to keep up with the rhythm, strengthen the public relations thinking of the new era, and help car companies successfully get out of the circle. Referring to a series of public relations events such as Great Wall Motor's "Forgive Green Door", it is urgent to upgrade public relations "skills".

In Wei Jianjun's first Weibo, a comment was particularly eye-catching: "Mr. Wei, since you want to listen to the truth on Weibo, but the truth is often difficult to hear, unlike your subordinates who will manage you upwards." ”

Unlike the various compliments in the comment section, a short sentence may seem out of place, but it is in line with the current situation of Great Wall Motors. According to the data, from 2021 to 2023, the sales achievement rates of Great Wall Motors will be 85%, 55%, and 43% respectively, and the achievement rate will continue to decline, and the crisis is fully revealed.

At the same time, it was reported that around the Spring Festival, more than 10 ministers and section chief-level employees, including Fan Xiaofeng, public relations director of Great Wall Motors, Liang Ge, sales director of Haval Raptors, and Wu Hao, senior director of Wei brand, submitted their resignations. For a time, the news of Great Wall Motor's personnel turmoil spread in the car circle. In this regard, some industry insiders revealed that the rise of Great Wall Motor's resignation tide is related to Wei Jianjun's over-product-oriented thinking, which cannot keep up with the pace of market transformation.

Perhaps Wei Jianjun is trying his best to adapt to the changes in the environment, but if Great Wall Motors wants to continue to move forward, a young team is an indispensable part. This may also be why Yin Tongyue said, "If I really can't change, just replace me", 66 years old

Akio Toyoda handed over the "baton" to 53-year-old Tsuneji Sato.