The new car-making forces are facing difficulties in live streaming, and focusing on products is the best policy
In recent years, with the rise of live broadcast e-commerce, more and more companies have begun to try to promote products and boost sales through live broadcasts. As a rising star in the automotive industry, new car-making forces have also followed suit to test the waters of live broadcast marketing. However, this seemingly fashionable marketing method has frequently encountered "overturning" in practice. Recently, Nezha Automobile fell into the whirlpool of public opinion due to a live broadcast, which aroused widespread attention and discussion inside and outside the industry.
Nezha Auto is a well-known new car-making force in China, founded by former Alibaba executive Daniel Zhang. In order to boost sales, Nezha decided to follow the example of Xiaomi and other companies to carry out live streaming activities. CEO Daniel Zhang personally became an "anchor", hoping to attract more consumers with his personal influence. However, the effect of this live broadcast was significantly lower than expected. The data shows that Daniel Zhang's live broadcast room has few viewers, which is extremely incommensurate with his identity. To make matters worse, sales during the live broadcast were also dismal, with only a handful of orders. There are all kinds of signs that Nezha's live broadcast marketing ended in "overturning".
Regarding the setback of Nezha's live broadcast, Zhou Hongyi, the company's investor and founder of 360 Group, made sharp comments. He bluntly said that it was "inappropriate" for Daniel Zhang to sell cars live in person, believing that it was contrary to Nezha's positioning and image. Zhou Hongyi pointed out that as a company that aims to revolutionize the automotive industry, Nezha should focus on improving product strength and service quality, rather than engaging in marketing gimmicks such as live broadcasting. He stressed that not only does not help brand building, but can be counterproductive and damage consumer trust.
In the face of investors' bombardment and public doubts, Daniel Zhang frankly admitted in the live broadcast that Nezha's current market performance is indeed less than expected, and there is still a lot of room for improvement in product competitiveness and sales channel construction. However, he also stressed that Nezha's development strategy will not be shaken by temporary setbacks. In the future, the company will continue to focus on the field of intelligent electric vehicles, increase investment in product research and development, quality improvement, service optimization, etc., and strive to win the recognition of consumers with excellent product strength.
Nezha's live broadcast overturned reflects the dilemma of the new car-making forces in the choice of marketing strategies. As latecomers in the industry, these companies generally face the problems of low visibility and low user trust. In order to quickly open up the market, they are often keen to attract attention through live broadcasts, celebrity endorsements, etc. However, although this kind of marketing method can attract traffic in the short term, it is difficult to truly reach user needs and establish brand identity. On the contrary, the blind pursuit of gimmicks may cause consumer disgust and intensify the public's doubts about the capabilities of new car companies.
In fact, Nezha's encounter with the live broadcast Waterloo is not an isolated case. Many new car-making forces such as Weilai and Xiaopeng have also tried to sell cars through live streaming before, but the results are also unsatisfactory. This shows that for new car companies, live streaming is not a shortcut, and blindly following the trend will only bring counterproductive results. In the final analysis, the key factor that determines the success or failure of a business is the competitiveness of products and services. Only by being guided by consumer demand, constantly polishing products and improving quality, can we truly win the favor of the market.
At the same time, Nezha's live broadcast overturned car also exposed the huge pressure faced by new car-making forces in the fierce market competition. With the acceleration of the transformation of traditional car companies, the new energy vehicle track is becoming increasingly crowded, and latecomers must come up with excellent product strength and differentiated advantages if they want to break through. This often requires a lot of money and time, and it is difficult to achieve it overnight. In the context of the cooling of the capital market and the tightening of the financing environment, many new power car companies have fallen into the dilemma of tight capital chains. How to maintain R&D investment and product iteration while ensuring cash flow is undoubtedly a major challenge for these enterprises.
The setback of Nezha's live broadcast marketing reflects the multiple difficulties faced by new EV manufacturers in market competition. On the one hand, they are eager to open up their popularity through gimmick marketing such as live streaming, but the effect is often counterproductive; on the other hand, the fierce market competition and financing pressure also make them overstretched in product polishing and brand building. For new car companies, focusing on improving product strength and winning reputation with high-quality products and services is the fundamental strategy to cope with challenges and achieve breakthroughs. Instead of blindly chasing marketing hotspots, it is better to be down-to-earth, work for a long time, win the trust of consumers with real talent and learning, and create a new situation in the development of the industry.