The rim boss "rolled" into the live broadcast room

来源:时代财经APP(ID:tf-app)作者:贺晴

Wei Jianjun's live broadcast debut, Lei Jun opened the door for users.

On the 15th, Wei Jianjun, chairman of Great Wall Motors, made his personal live broadcast debut, showing Great Wall Motor's full-scene NOA without high-precision maps.

In the live broadcast of "Real No Picture Real Challenge, Great Wall Motor's Intelligent Driving System Zero Mistake Challenge", Wei Jianjun sat in the main driver's seat and conducted actual measurements on the busy road section in the center of Baoding.

On the other hand, Xia Yiping, CEO of Jiyue, and Robin Li, chairman of Baidu, got in the car in the afternoon to experience the latest Jiyue 01. Just the day before, Yin Tongyue, chairman of Chery, live-streamed a live broadcast to test the long-distance high-speed high-end intelligent driving ability of the Star Era ET. Previously, Li Bin, chairman of NIO, also started a live broadcast to test the 150-degree battery pack battery life. After Xiaomi Auto entered the game, Chairman Lei Jun personally delivered and opened the door for the first batch of car owners.

At that moment, the leader of the car circle personally went down to the live broadcast and rolled up, and you sang and I appeared. Yin Tongyue said frankly in the live broadcast room: "This (live broadcast) is also using new Internet thinking to learn from Yu Chengdong and Lei Jun, how to explain and introduce (models) in person." He also joked: "Forcing me to be a 60-year-old man to participate in the live broadcast." ”

Zhang Yi, chief analyst of iiMedia Consulting, told Times Finance: "The competition between car companies is so fierce that the bigwigs in the auto industry have to go on the market in person. ”

"The number one car rim has fallen one after another, and in the short term, it is the effect of Lei Jun and Xiaomi Auto's recent popularity and sales. In the long run, the founders of new forces such as Tewei Xiaoli are also often exposed on the Internet, which has more benign influence on the brand, and speaks out through the platform to interact with users and fans in person. An Yang, an expert in the automotive channel, told Times Finance.

01

Wei Jianjun's live broadcast debut

According to the Daily Economic News, at last year's World Internet Conference Wuzhen Coffee Club Car Night Talk, Wei Jianjun once said: "We still have to learn communication and learn a lot of new knowledge." Wei Jianjun believes that sooner or later the automotive industry will return to its "true colors", that is, to return to the positioning of technology companies and manufacturing industries.

Since the beginning of this year, Wei Jianjun has begun to come to the front of the stage more. In March this year, Wei Jianjun posted his first content on Weibo, "I am very much looking forward to seeing everyone's sharing, and the voice of users will always be the driving force for us to move forward." In addition, he personally delivered the tank 700Hi-T to the user and experienced the latest version of the urban NOA. At the end of March, Xiaomi SU7 was launched, and Wei Jianjun appeared at the Xiaomi Auto launch conference, and actively interacted with Lei Jun, giving each other new cars.

In this live broadcast, Wei Jianjun once again walked to the front of the stage to stand on the platform of Great Wall Motors' NOA, comprehensively displaying the Great Wall Motors' full-scene NOA without high-precision maps, and passing through Baoding's ultra-difficult and complex road conditions.

In the live broadcast room, Great Wall Motors also explained why Baoding was chosen for testing, "Baoding definitely does not have a high-precision map." "Baoding represents the complex and changeable road conditions of China's second- and third-tier cities, and the traffic environment is full of challenges, from the complex "six crossings" to the narrow streets, etc., all of which put the intelligent driving system to the test.

Times Finance saw in the live broadcast that Great Wall Motor's full-scene NOA can accurately identify standard traffic lights and various non-standard traffic lights to ensure safe and reliable traffic at various intersections. According to Great Wall Motors, the system has a maximum recognition distance of 150 meters, and the steering success rate is more than 95%, whether it is a standard intersection or a special intersection, so that the vehicle can pass safely and smoothly in a complex mixed flow environment as much as possible.

In this live broadcast, scenarios such as elevated, downtown areas and large intersections were included, and the test vehicle was able to successfully complete actions such as avoiding pedestrians and detouring obstacles.

Wei Jianjun also responded frankly to topics such as whether Great Wall Motor's intelligent driving is lagging behind in the live broadcast. "Great Wall Motors has been deploying intelligent driving for ten years. I don't think it's what we're talking about, it's important to see the real performance of (the vehicle) in the live broadcast and let the users evaluate it. ”

He also exported his views through the live broadcast, he said: "The premise of intelligent driving must be based on safety, and intelligent driving cannot be talked about without safety." Therefore, we need to conduct sufficient security verification, put safety first, and not use users as guinea pigs for experiments. ”

02

Automotive marketing has ushered in a new revolution

Wei Jianjun's live broadcast debut ended in the morning, and the live broadcast room of Jiyue started in the afternoon, Xia Yiping and Robin Li broadcast live in the same frame to experience the latest Jiyue 01. In the live broadcast session, Robin Li and Xia Yiping jointly announced the launch of a new preferential policy for car purchases, from April 15 (inclusive) to May 31 (inclusive) to May 31 (inclusive) to purchase Jiyue 01 and complete the delivery, you can enjoy ROBO Drive Max high-end intelligent assisted driving for free for life.

On April 14, Yin Tongyue appeared in the live broadcast room to test the long-distance high-speed high-end intelligent driving ability of Star Era ET. Last year, when Li Bin tested the battery life of the 150-degree battery pack in a live broadcast, he said that the CEOs of major car companies have personally tested the real battery life of their electric vehicles. CEO battery life testing should become an industry standard.

At present, the bigwigs of car companies are "rolling up", in addition to the live broadcast to test the performance of products such as vehicle endurance and intelligence. In all aspects such as press conferences and deliveries, the top leaders of car companies have spared no effort.

Xiaomi Automobile, which is considered to have "sky-breaking traffic" in the industry, has remained hot since its launch. When the first batch of Xiaomi SU7 was delivered, Lei Jun went into battle to open the door for the owner. Under the live video of the delivery ceremony of the first batch of car owners in Beijing released by Lei Jun, netizens commented: "For a car of 215,900 yuan, the boss of 100 billion yuan personally opened the door for me." ”

On April 14, the general manager of DENZA Auto issued a document revealing that at the centralized delivery event of the new DENZA N7 in Jinan, Wang Chuanfu, chairman of BYD, also personally delivered the car.

Earlier, Li Shufu, Chairman of Geely Holding Group, and Yu Minhong, founder of New Oriental and CEO of Oriental Selection, visited Geely Satellite Gigafactory.

For a time, the influence of the personal IP of the top car company ushered in a test. Zhou Hongyi, founder and chairman of 360 Group, said bluntly, "Recently, Xiaomi cars have been very popular, Lei Jun posts two short videos every day, and he is also very network sense and influence, and he will destroy other traditional car dealers, this is the power of Internet celebrities." ”

"In the process of being an Internet celebrity, you can actually learn how to express yourself to the public correctly. Zhou Hongyi added.

"The creation of the personal IP of the top leader is conducive to the formation of a traffic siphon effect, by shaping the personal brand of the enterprise leader, so as to attract the attention of the public, and increase the influence and exposure of the car company. Zhang Yi told Times Finance. However, it is also necessary to be wary that if a brand is overly dependent on or bound to personal IP, its direct result is that when the personal image is damaged, it will have a negative impact on the corporate brand. ”

Anyang also believes that not all the top leaders are suitable for personal IP building, and they need better public relations companies and public relations teams to assist, and if there is no professional team, it is easy to make mistakes in the early stage. If the top leader does not fully understand all the details of the company's business or all technologies, and blindly and quickly replies on the platform, the answer may be wrong and have a negative impact.

It cannot be ignored that with the successive entry of Wei Xiaoli, Huawei, and Xiaomi, the automotive industry is setting off a change in marketing channels.

Compared with before 2018, Huawei Xiaomi's press conference marketing has been added, Li Auto's Weibo marketing + weekly list marketing, Weilai's in-depth user operation, Tewei Xiaoli's direct sales model and multi-center channels such as supermarkets. It is believed that in the future, more marketing methods in other industries such as the Internet, FMCG, and catering will be introduced into automobile marketing.

"New energy vehicle products may become more and more 'homogeneous', and the brand of marketing pull may be included in the second round of 'elimination'. Anyang forecast.

At the moment, the bigwigs in the car circle have rushed to the front of the stage to win the voice of their own brands. In the fierce competition, whether car companies can make good use of the double-edged sword of traffic and convert traffic into sales is more critical. Zhang Yi said: "To convert traffic into sales, car companies still need accurate market positioning and effective strategic marketing to convert it into purchase behavior. ”

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