On April 3rd, the first batch of Xiaomi SU7 delivery ceremony was held in Beijing, and for a while, the scene of the founder Lei Jun personally opening the car door for the first batch of car owners caused heated discussions on the Internet, and derived from "As long as the 30w 100 billion president gives me the car door" and other interesting hot stalks.
Source: Little Red Book
No matter how car company peers and professional media talk about parameters, they have to admit that Xiaomi's marketing is a dimensionality reduction blow to traditional cars. Previously, TOP Jun has analyzed Xiaomi's new car launch conference that set off the entire Internet "Xiaomi New Car Launch Conference, Why Are the Bosses of "Wei Xiaoli" Coming?", and summarized the three major intentions behind the press conference.
When we take a longer view, we will find that Xiaomi's marketing front is very long, and the new car launch is only one of the nodes. This marketing war is centered on the founder Lei Jun, and important nodes such as the automotive technology conference, the reveal of the automobile factory, the limited sale of the automobile factory jacket, and the delivery ceremony are interlocking, using vlogs, survey interactions, lyrical essays and other down-to-earth forms.
Next, TOP will try to analyze the highlights of the marketing campaign and take you to appreciate the "dimensionality reduction strike" of Xiaomi's marketing thinking.
Tell the story of "entrepreneurship" and create a founder's personality
Lei Jun is Xiaomi's most trafficked propaganda port, and the branding of Xiaomi cars is also inseparable from the character building of this iconic figure.
"Bet on all your reputation and fight for Xiaomi cars. At the press conference of Xiaomi's official announcement of the car three years ago, Lei Jun told the story of a successful entrepreneur who made a desperate bet to start a second business, and the words were loud and sincere enough, which captured the psychology of netizens at the very beginning, and aroused people's curiosity about Xiaomi cars.
At the first batch of Xiaomi SU7 delivery ceremony, Lei Jun interacted with the owner at close range. Netizens jokingly said: "For 300,000 yuan, I can get the president of 100 billion yuan to shake hands, hug, take photos, personally open the door for me, and finally give me a car." Judging from the video, Lei Jun is smiling and kind, and the car owners standing next to him are showing a state of excitement of "chasing stars successfully".
The founder's personality is not something that can be created overnight, no matter when, Lei Jun seems to keep a smile in front of the camera, billionaire but "sincere" and "humble" is the impression he has always left on the Internet public, and in the continuous interaction, it has been deeply rooted in the hearts of the people, successfully adding a bit of personality charm to the founder's personality.
Strengthen the benchmarking strategy and associate with the promotion of friends
Xiaomi Auto has never shied away from mentioning its friends. The day before the technology conference was held in December last year, Xiaomi placed large-screen advertisements in landmark buildings in Beijing, Shanghai, Guangzhou, and Shenzhen, paying tribute to friends such as BYD, Weilai, Xiaopeng, Ideal, and Huawei, which detonated the attention of netizens. Xiaomi's extremely conspicuous and simple and straightforward offline advertising not only lowers its own posture and can win the goodwill of consumers, but also links up with major friends.
In March, the Xiaomi SU7 press conference directly invited the three major car giants of "Wei Xiaoli" and the founders and chairmen of the two old car companies of Great Wall Motor and BAIC Group to gather together, and the undercurrent of the undercurrent made netizens talk about it, and also allowed Xiaomi to take advantage of the situation to attract the attention of users in the automotive field, and get over the identity of "cross-border newcomer" faster, and win the recognition of the car circle through a wide range of exposure.
The picture comes from Weibo netizen @crocodile thirteen
When Lei Jun introduced the product, he directly benchmarked Porsche and Tesla, and the outside world praised and depreciated it, and because of the extremely similar appearance, it also derived "Porsche", "Why must it be Porsche" and other hot stalks, but this is undoubtedly an eye-catching topic, and hot stalks can bring more topic space to netizens Erchuang. Through this benchmarking, Xiaomi was able to leverage the reputation of these established brands to quickly establish brand awareness of Xiaomi cars in the minds of consumers.
Set up price suspense and constantly create conversations
In the months following the technology conference, Lei Jun continued to emphasize the technical parameters and superb manufacturing process of Xiaomi cars on various occasions, suggesting that the cost of Xiaomi cars is not low. In terms of publicity strategy, he also compared Xiaomi cars with luxury brand Porsche, which undoubtedly raised consumers' expectations of Xiaomi car prices. And no matter how the product details and performance are revealed, the pricing of Xiaomi cars is tightly covered, making consumers more and more curious.
This strategy is in stark contrast to the "cost-effective" image that Xiaomi phones initially established, and has sparked great interest from the media and users, who have participated in this "guessing game" about the pricing of Xiaomi cars. The interaction not only improves the user's sense of participation, but also invisibly creates a huge market momentum, achieving the publicity goal of building momentum for Xiaomi Auto. In this way, Xiaomi Auto has successfully created a distinctive brand image and sparked widespread market expectations before it was officially launched.
Put forward the advance proposition and quantify the value perception
Xiaomi body 8-layer painting process, camera 5-layer all-optical ultra-high-definition translucent lens, 9100 tons of integrated large die-casting equipment cluster system...... Although many competitors may be using similar technical standards, these details are not completely transparent to the average consumer. When Xiaomi Auto first advertised these features, consumers who don't know much about it are prone to mistake these unique advantages as innovations in Xiaomi Auto, thus influencing their purchasing decisions, as is the case with Robust's 27-layer purification advertisement.
Xiaomi's marketing strategy has also been recognized by its peers. Zhou Hongyi, founder of 360 Group, commented that Xiaomi's car marketing is a god-like existence, and believes that one of the keys to Xiaomi's success lies in a deep understanding of the needs of users and expressing them in a language that consumers can understand. "Lei Jun said a lot of things at the Xiaomi press conference, and I, as a novice user, listened to them all and felt that I understood them. Zhou Hongyi said that many car companies are to B thinking when dealing with the media or dealers, and this kind of thinking also continues to the marketing of To C.
When other car companies are still using tall professional terms to advertise, and they don't even realize which attributes are the pain points of consumers, Lei Jun has been using perceptible numbers to let consumers understand the industry concept concisely and intuitively, such as his talk about battery life: Xiaomi SU7 starts to support a long range of 700km, 100km round trip per day, enough for a week. Another example is that he talks about sun protection: after 90 minutes of exposure to 38°C light, the interior temperature of the Xiaomi SU7 is 12°C lower than that of the Model 3 rear-wheel drive model, which can be described as a "speech art".
Cross-border interactive marketing boosts the popularity of the circle
Lei Jun interacts with netizens on Weibo all the time, posting records of his thoughts on products, work perceptions, and daily life, so that the sense of distance between the Xiaomi brand and consumers is invisible. The original intention of the video of the unveiling of Xiaomi's car factory is to give consumers an in-depth understanding of Xiaomi's car-making strength, and the resulting Lei Jun's same tooling is more like an "easter egg", and the decision to sell tooling reflects Xiaomi's attention to user opinions and timely feedback, giving consumers confidence and intimacy.
When netizens jokingly proposed to send SU7 to Zhang Songwen, Lei Jun also quickly arrived and turned this "cross-border interaction" into a reality. When "Hurricane" exploded last year, Zhang Songwen once served as a short-term spokesperson for "Xiaomi Image Explorer", and Zhang Songwen, who pays attention to details and loves photography, fits Xiaomi's people-friendly temperament.
Netizens who are full of action took the opportunity to make endorsement posters for Zhang Songwen and Xiaomi Auto, and even the advertising words used a pun: the "hurricane" road of Xiaomi Automobile.
Image source network
Lei Jun and Zhang Songwen's pull was jokingly called the realistic version of "the domineering president fell in love with me", and it also created additional highlights for the delivery of Xiaomi cars. From the perspective of spokesperson marketing, with Zhang Songwen's current coffee position, the price of a top-of-the-line SU7 for Zhang Songwen's "endorsement" effect, no matter how it is calculated, it is a marketing transaction that makes a sure profit without losing money.
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