A new product launch conference, on the surface, fight for products, compare prices, in fact, play strategy, show the hole cards.
This press conference has become famous overnight, attracting wealth and treasure, and has missed the opportunity and has been criticized by thousands of people.
Whether it is a smartphone that became popular more than ten years ago, or a hot new energy vehicle, there are many embarrassing scenes of accidental overturning at the press conference.
For example, in the year of the release of the iPhone 4, Steve Jobs could not open the web page when he demonstrated the smoothness of browsing the web on the mobile phone.
In 2010, the Volvo S60 sports car was released, and the live demonstration of how strong the new car ABS was, directly showed the reporter a picture of emergency braking failure and rear-end collision.
However, it is quite rare to come out and publicly apologize immediately after the press conference.
From last night to today, Zhiji Automobile (hereinafter referred to as Zhiji) has made such a whole.
Let's briefly talk about what happened ~
At the launch of the Zhiji L6 new car, the Xiaomi SU7 was benchmarked, and I don't know whether it was unintentional or intentional, and the PPT marked the wrong parameter of the Xiaomi SU7;
was so angry that Xiaomi Public Relations posted 3 Weibo posts in a row late at night, asking Zhiji Company to publicly clarify and apologize;
Zhiji CEO Liu Tao and the company also quickly apologized late at night and early in the morning last night.
But after dawn, more netizens knew about it, and public opinion continued to ferment.
The latest development, at 16:11 this afternoon, Zhiji Company issued another apology note, hoping that Xiaomi will "show mercy".
This farce can be regarded as stable.
The reason why it has been making trouble for so long is mainly because behind this incident, there are many details that have been amplified by traffic.
Netizens pay more attention to whether Zhiji's mistake was intentional or unintentional, whether Zhiji has lost or earned this wave, and where is the boundary between the press conference and product marketing......
If we want to get closer to the truth, we have to look at the details.
Looking at last night's press conference, I don't know how many people watched the live broadcast of Zhiji L6's press conference last night.
I haven't seen it, the Internet has a memory, and the fox girl helped review a few relatively controversial places:
1. Liu Tao talked about the team's serious efforts in entrepreneurship at the press conference, saying:
Our classmates even missed the birth of their own children, we also had friends who stayed on the front line of work four times in a short period of time, and we had classmates who were ruthless enough to send their young children to boarding schools to see each other in a week...... ”
This statement was directly complained by netizens:
"The corporate culture of this company is terrifying";
Isn't this a sweatshop?
Sensationalism can't even be understood. ”
"Talking about the history of blood and tears of employees, are you quite proud?"
Won't anyone in the scene laugh?"
Second, the reason why Zhiji L6 is benchmarked against Xiaomi SU7, Liu Tao said:
"Because Mr. Lei has clearly used SU7 PK to drop Model 3 at the press conference, then we are not better than Model 3 today, so let's take a look at the strength comparison between L6 and SU7";
Let's not talk about the error of the data he compared, but only say that this "Ray's comparison method" is actually not a problem in itself.
The direct comparison of the Zhiji L6 with the Xiaomi SU7 was supposed to be a recognition of the strength of its peers, and it also showed a harmonious scene of "everyone earns money together".
The result should be that Liu Tao was at the press conference and spoke out of the tone of stepping on and yin and yang.
For example, when talking about the L6 intelligence part of Zhiji, what is written on Liu Tao's PPT "is true intelligence";
"Not long ago, we also saw some smart tricks, flashlights, mobile phone holders...... Mr. Lei finished talking about intelligent driving in one minute, and sometimes sighed, or Mr. Lei was highly efficient. ”
This doesn't directly ridicule the Xiaomi SU7 smart driving, and there is nothing to talk about.
Moreover, he bowed at the scene after speaking?
You savor it......
Let's put it this way, even if he doesn't write the parameters of the Xiaomi SU7 wrong, the pattern is small.
How small? At least it's smaller than Lei Jun.
Quite dramatically, after Liu Tao and Zhiji Company came out to clarify and apologize, Lei Jun came to "teach and demonstrate" again~
Today, Huawei publicly confirmed the release time of Zhijie S7, and Lei Jun directly helped forward the promotional poster, and wished it a big sale.
Let's just say, even if you don't talk about the pattern, peer competition, you can't be wrong with being decent.
The fox girl saw that Liu Tao was doing something for Zhiji last night, and today Lei Jun came out to "teach him to do things and be a man" to give Xiaomi a long face.
I can't help but sigh, hey, Liu Tao, you are confused!
3. Zhiji may also be a "marketing master"?
At this point, a lot of netizens brought pictures out to comment:
The most important thing is this, after the release of Zhiji L6, some netizens found that on the test drive applet page, the copywriting directly wrote "Xiaomi Lei Jun invites you to experience Zhiji Auto";
After netizens found out, they directly questioned, "Do you only have the wrong parameters", "Be careful of being sued", ......
When this fox girl saw it, she couldn't confirm the authenticity, but she could only confirm that Zhiji officially turned off the sharing permission of the applet.
In this regard, Fox Mei believes that there is also a great possibility that this is also very likely that some netizens took advantage of the loophole of the Zhiji Mini Program to make it themselves.
But in any case, after such a fuss, there must be more people who know the brand of Zhiji Automobile.
As netizens often say, "black and red are also red", the traffic of Xiaomi SU7, Zhiji L6 is naturally rubbed.
However, this does not seem to be of substantial help to the Zhiji L6, and may even backfire.
Fox Sister went to see Zhiji's official live broadcast room, even if it was so good, but there were not many online people in their live broadcast room.
Moreover, after the release of the new car, even if the pre-sale is opened, they have not yet issued a war report to confirm their product power.
There is traffic, no sales, and no practical effect.
Another fact is that at the press conference, the existing parameter information can be wrong, so what do consumers think?
Will the owner of the car doubt that the parameters of his car are not accurate?
This is really embarrassing, under Zhiji's official Weibo, there are too many netizens who are scolding.
No wonder Zhiji couldn't stand it, and sent another letter of apology, asking Xiaomi to "show mercy".
To tell the truth, our people pay attention to harmony and make money, which is also the marketing bottom line of all enterprises.
Zhiji's matter has also reminded other car companies. It's really not something that can be rubbed by any traffic, and if you don't rub it well, you may "get into a commotion", thankless, and everyone who understands it understands......
In the end, although Liu Tao didn't do a good job of the press conference, he still has to take a look at this Zhiji L6.
Actually, the Zhiji L6 is benchmarked against the Xiaomi SU7, and there is really nothing wrong with it, take a look at the basic information ~
The length of the car is 4931mm, the width is 1960mm, the height is 1474mm, and the wheelbase is 2950mm;
There are 7 colors such as Rembrandt Gray, Ferdinand Pink, Sisley Yellow, Ares Black, and Athena White, and it is said that there is another "collaboration limited color" that has not been announced;
Configuration: The whole system is equipped with a "Grey Lizard" digital chassis as standard, which is claimed to be the first sedan in China that can crab walking, with rear-wheel steering and other technologies, with a minimum turning radius of only 4.99 meters (officially equivalent to Volkswagen Polo);
Also, it is equipped with NVIDIA Orin X + Qualcomm 8295 chip, LiDAR, 900V ultra-fast charging solid-state battery, and more.
But because it is a pre-sale, the pre-sale price range of the Zhiji L6 is 23-330,000 yuan, which is more expensive than the Xiaomi SU7.
To tell the truth, from the perspective of consumers, Fox Mei feels that the final pricing of Zhiji L6 is better than that of Xiaomi SU7......
So, the question is, if you have 300,000, which one do you choose?
Resources:
Sina Weibo, Zhiji, Xiaomi, Douyin, Bilibili and other network materials and screenshots
Editor: CR