Red Star Capital Bureau reported on April 16 that Xiaomi Group (01810. HK) CEO Lei Jun announced today that Xiaomi SU7 will open a live broadcast at 4 pm on April 18 to "have a good chat with everyone".
Recently, a number of car industry bigwigs have personally come out to promote their products, not only the founders of new car-making forces and Internet manufacturers, but also the chairmen of traditional car companies who are accustomed to the background have also begun to appear. Baidu (09888.HK) HK) founder Robin Li, NIO (09866. HK;NIO.US) founder Li Bin, 360 (601360. SH) founder Zhou Hongyi, Great Wall Motor (601633. SH;02333.HK) Chairman Wei Jianjun, Chairman of Chery Group Yin Tongyue, and Chairman of Geely Holding Group Li Shufu appeared in the live broadcast room.
Liu Hao, an analyst in the automotive industry, told the Red Star Capital Bureau that at present, it is gradually becoming a trend for car companies to display their products through live broadcasts. From "volume price", "volume technology" to "volume boss", in the fierce market competition, the marketing methods of car companies also adapt to market changes, strengthen the Internet communication ecology, and strengthen direct interaction with consumers. "The explosion of Lei Jun and Xiaomi Auto demonstrates how Internet marketing can be applied to the automotive industry. In the era of traffic, the personal IP of the top car companies will help brand communication, which will be an important model for marketing reform. ”
Wei Jianjun's live broadcast debut
"The Great Wall didn't use the Internet and media well before"
On April 12, Wei Jianjun, chairman of Great Wall Motors, posted a video preview on his personal Weibo account, saying that he would test the City NOA function of Great Wall Motors live broadcast in the near future. The video has been viewed more than 700,000 times in less than 8 hours. #魏建军直播首秀实测智驾#话题阅读量已经超过1200万.
On April 15, Wei Jianjun's live broadcast debut attracted much attention, driving for 1 hour in Baoding, Hebei Province, with complex road conditions, to demonstrate the NOA intelligent driving function of Great Wall Motors, and the whole live broadcast was watched by more than 10 million people. Previously, Wei Jianjun had always appeared as a serious image of "technical control" and not good at words, and rarely appeared in such a down-to-earth form.
During the live broadcast, Wei Jianjun said that "the Great Wall does have a tradition, and it used to be just a matter of not talking about it, and did not make good use of the Internet and media."
On March 26, Wei Jianjun posted his first message since registering on Weibo 13 years ago. Since then, he has updated at a frequency of two or three days, and currently publishes a total of 6 Weibo posts, half of which are related to Xiaomi cars.
In June 2023, a number of senior executives of Great Wall Motors collectively settled on Weibo, except for Li Ruifeng, the chief growth officer, others were not very active on Weibo. Wei Jianjun said in the live broadcast that "we must play an exemplary role and communicate with netizens regularly."
Wei Jianjun took the lead in using the Internet, behind which is the operating pressure faced by Great Wall Motors. Great Wall Motor's sales target for 2024 is as high as 1.9 million units, an increase of 54% from 1.23 million units in 2023. In 2023, Great Wall Motor will achieve revenue of 173.2 billion yuan, a year-on-year increase of 26%, and a net profit of 7 billion yuan, a year-on-year decrease of 15%. Due to the increase in the launch of new energy vehicles during the reporting period, the company's sales expenses increased by 41% year-on-year, of which advertising and media service fees reached 4.045 billion yuan, a year-on-year increase of 32.7%.
Chery Yin Tongyue personally tested intelligent driving
"Forcing an old man in his sixties to come out"
On April 14, Yin Tongyue, chairman of Chery Group, had a live broadcast with Luo Zhenyu, the founder of Chery, and Wu Pei, a car critic, to test the long-distance high-speed and high-end intelligent driving ability of the Star Era ET.
61-year-old Yin Tongyue said in the live broadcast that this time he used some new Internet thinking, "Learn from Yu Chengdong, learn from Lei Jun, explain and introduce in person, this is also forcing me, an old man in his sixties, everyone came out." ”
In this nearly 4-hour live broadcast, Yin Tongyue revealed that the two major luxury brands in Europe want to buy Chery's high-end pure electric platform. He set a sales target for Chery: to return to the top three new energy sources in the middle of the year, and to become the second in the industry by the end of this year.
For the involution, Yin Tongyue said that an enterprise's own innovation ability is insufficient, and its own positioning is not clear, resulting in many enterprises not having their own core technology, not having their own hard skills, and can only rely on suppliers, resulting in homogenization of modeling, technology, and quality, and finally can only fight for price. After the price is over, the enterprise is also finished, which also causes harm to users.
As Chery's high-end brand, Yin Tongyue wants to build Xingtu into Toyota's Lexus.
Yin Tongyue has high hopes for the Epoch ET, saying that the goal of Epoch ET is to become a disruptor in China's high-end pure electric SUV market. This time, he is the platform for the upcoming Star Era ET, and he also hopes that Star Era ET can lead the sales of Star Journey to an upward trend.
Bring your own personal IP
The boss of the Internet background car circle is a veteran player of live broadcasting
Compared with Wei Jianjun and Yin Tongyue, who were belated, Li Shufu, chairman of Geely Holding Group, tested the live broadcast early.
In August 2020, Li Shufu's live broadcast debut only talked about education and not selling cars. In January 2023, he appeared in the Taobao live broadcast room and conducted an e-commerce live broadcast for the first time. The live broadcast was watched by 1.31 million viewers that day.
On March 28 this year, Li Shufu invited Yu Minhong, the founder of New Oriental, to visit the Geely Satellite Gigafactory with a live broadcast. He reviewed the development history of Geely Automobile and introduced Geely's safety concept.
The new car bosses with the Internet background are more active in live broadcasting, and most of them have their own personal IP and traffic.
The founder of the car company tested the real battery life by driving, and Li Bin of NIO set a precedent. On December 17, 2023, Li Bin personally drove a NIO ET7 from Shanghai to Xiamen, a total distance of 1,044 kilometers. In the 14-hour live broadcast, Li Bin shared his insights on China's auto industry, commented on some hot topics, and suggested that all CEOs of car companies should personally test and broadcast the real range of their electric vehicles in the future, and connect with He Xiaopeng, the founder of Xpeng Motors (09868.HK/XPEV.US), by phone.
Li Bin also conducted a live broadcast on his personal Douyin account this year, and his debut on the evening of March 14 lasted two and a half hours, with more than 100,000 people online at the same time and more than 10 million cumulative viewers. The day after the live broadcast ended, Li Bin's personal account increased by more than 180,000 fans. Within 7 days of live broadcast, he received a reward of more than 30,000 yuan.
Zhou Hongyi, the founder of 360, was one of the first entrepreneurs to conduct live broadcasts. As an investor in Nezha Automobile, on March 26, he and Nezha Automobile CEO Daniel Zhang livestreamed from Shanghai to Nezha Automobile's Tongxiang factory in Jiaxing City, Zhejiang Province, riding the upcoming Nezha L.
It is worth mentioning that Zhou Hongyi publicly criticized Nezha Automobile in the live broadcast, and also asked Nezha executives to learn from Xiaomi and learn more from Lei Jun. On March 31, Daniel Zhang posted on Weibo, "Accept Lao Zhou's criticism, learn from Lei Jun in marketing, no shame!"
Jiyue Automobile, which was in urgent need of exposure, invited Baidu Robin Li to the stage. Jiyue Auto is a brand jointly established by Baidu and Geely. On April 15, Robin Li and Jiyue CEO Xia Yiping jointly launched the broadcast. This is the first time that Robin Li has come forward to stand for Jiyue since the release of Jiyue 01.
Red Star News reporter Wu Danruo
Edited by Deng Lingyao
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