In the past few years, you may have noticed that those Internet celebrities or car critics who deal with cars all day long, their speed of changing cars is simply jaw-dropping. Imagine changing three or five cars a year, or seven or eight cars a year, it sounds incredible, right?
For ordinary people, cars are still considered luxury, a car can be driven for ten or eight years, and it is already extremely luxurious to be able to change to a new car in a year, and some car critics can even lift seven or eight new cars within a year.
You may mistakenly think that these people are changing their cars so frequently because they have made a lot of money and love for cars.
But this is not the case, there is actually an evolution of a business model behind it. Now, the collaboration between brands and influencers or car critics has become very subtle and win-win.
How is this game played?
First of all, as an influencer, you have to pay for a brand's car first, and then take the invoice to the brand's PR or PR. The brand will sign a contract with you based on the price of the car, agreeing on how many advertising bills you will give you in a year, that is, how much advertising money you will give you to help them produce relevant content. The ingenuity of this method is that:
First, although the brand still pays for advertising, it is a different matter for you to understand and discuss the car in depth than simply lending you a car for a few days to produce content.
Second, because the car is yours, the perspective of your introduction and evaluation will naturally be different. It's also a good kind of publicity to the outside world. In the past, everyone thought that if the Internet celebrities who liked the car reviews bought this car, then the car must be very good, and the Internet celebrity must really like this car.
But in fact, this is not the case. For the influencers themselves, posting a video or photo of the pick-up will greatly increase the credibility of the relevant content. A lot of viewers may think that it's a car that you paid for yourself, so your opinion appears more real and objective.
And, if you have your own media company, you can also register your car in the company's name, which can also be tax deductible. After a year, sell the car again, and the residual value of the car becomes your net income. Sounds great, that's the professional operation.
It's no wonder that some car critics who are not invited to a car brand launch conference will say that they are 2c, not 2b, and they need to figure out their positioning, and they must be clear about whether they are facing enterprise customers (2B) or ordinary consumers (2C). I didn't understand the meaning of this before, but now I finally understand, just like what Luo Yonghao and Wang Ziru said when they pk, "If you are adopted, don't talk about any independent personality." "Those car critics who have completely turned to the brand have lost their independent and objective position.
When you see car bloggers frequently changing new cars, the story behind it is far more complex than meets the eye. The popularity of this business cooperation model has not only changed the pattern of automobile marketing, but also made people think about the content of automobile bloggers in a new way. While enjoying this content, the audience should also remain vigilant and rationally look at the recommendations and reviews of bloggers.
Finally, has anyone noticed that any car reviewer has mentioned the Xiaomi SU7 recently?