Text丨Shen Tianxiang
Source丨Bangning Studio
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Red and black motorcycle jersey, dark blue jeans, brown leather shoes...... A car company boss who has entered the age of sixtieth birthday appeared in front of the live camera of an impromptu commentary.
This boss is Wei Jianjun, chairman of Great Wall Motors. On the morning of April 15, he held his first live test.
He drove a Wei brand Blue Mountain to test Great Wall Motor's latest generation of intelligent driving system, Coffee Pilot Ultra, in the urban area of Baoding, where the road conditions are complicated. This is a set of high-definition map-free full-scene NOA (Advanced Assisted Driving) solutions, which will soon be mass-produced and installed in Great Wall Motor's new cars.
According to the test data provided by the Great Wall Motor, the total mileage of the intelligent driving is 16.6 kilometers, the average speed is 24.7 kilometers per hour, of which 11.5 kilometers are driven on complex road sections, 33 intersections have been successfully passed, pedestrians have avoided / detoured 7 times, vehicles have avoided / detoured 12 times, navigation lane changes 21 times, and efficiency lane changes 10 times.
Wei Jianjun in the video is a little nervous, but the overall effect is good.
The day before, on April 14, Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group, invited Luo Zhenyu, the founder of the App, to challenge the long-distance high-speed high-end intelligent driving in a live broadcast, warming up for the pre-sale of Xingtu Star Era ET on April 15.
In that live broadcast, he also talked about many topics such as intelligence, high-end, and industry trends. Compared with Wei Jianjun, Yin Tongyue seems to be more adaptable to the camera, perhaps the reason why he is two years older than the former.
"From some of the edited video clips, you can see that Mr. Yin is very relaxed. He has the potential to be an internet celebrity. Su Jun, founder and CEO of Zhimi Technology and chief product officer of iCAR Automotive, said to Bangning Studio.
Further, on March 28, Li Shufu, 61-year-old chairman of Geely Holding Group, and Yu Minhong, founder of New Oriental and CEO of Oriental Selection, held a three-hour live broadcast to visit Geely's satellite super factory.
As a result, in the era of live broadcast by the whole people, there are more faces of the chairmen of car companies.
The boss of the car company is also the hardest worker, and he still has to move bricks live when he is over 60 years old. After seeing the live broadcast of the automobile circle in recent days, some netizens laughed.
In the past, most of these car company bigwigs lived in seclusion, but now, they not only walked to the front of the stage, but also participated in the marketing of products and brands by impromptu comments and live broadcasts.
If it is said that the live broadcast of car company executives is not new. Since about 2020, due to the new crown epidemic, many offline activities cannot be carried out normally, and online live broadcast has become an important way for car companies to market. From executives to marketing, the automotive industry has begun to make great use of live streaming platforms for marketing.
In the past, the protagonists who participated in the live broadcast were mainly executives in charge of marketing of car companies, or founders of new car-making forces, and few heads of traditional car companies went to the live broadcast to test or visit in person, especially those of such age as Wei Jianjun, Li Shufu, and Yin Tongyue.
What made these leaders change themselves?
"This time, I used some new Internet thinking to learn from Yu Chengdong (Huawei's Executive Director, CEO of Device BG, and Chairman of Intelligent Vehicle Solution BU), and Lei Jun (founder, chairman, and CEO of Xiaomi Group) to explain and introduce in person. This is also forcing me, an old man in his sixties. Everybody's out. 62-year-old Yin Tongyue said frankly in the live broadcast.
This sentence expresses the hearts of those live broadcast bosses.
It is the Internet thinking, the logic that traffic is king, the involution of the industry, the fierce competition, the love of cars, etc., which have pushed the heads of car companies who are over sixty years old to the camera of live broadcast and directly face users.
In particular, the national attention caused by Xiaomi's car marketing has educated and inspired many car companies.
What value can the live broadcast bring to the boss?
First, it attracts attention and brings huge traffic.
In the era of national live broadcast, no matter how fragrant the wine is, I am afraid that the alley will be deep. As more and more new car manufacturers, especially Xiaomi and Huawei, enter the game in different ways, traditional car companies are increasingly aware of the importance of traffic. Its chairmen all bring their own IP, which is easier to attract attention than executives.
The one who drove this round of live streaming of car company bigwigs was Li Bin, the founder, chairman and CEO of NIO. On March 14, he made his live broadcast debut on Douyin and began to share his daily life on the short video platform, and as of April 15, he had gained 686,000 followers on Douyin.
Earlier, he conducted a 14-hour live broadcast of the endurance test on the official account of NIO, and also suggested: "In the future, the CEOs of major car companies will personally test the real range of their electric vehicles." ”
At his suggestion, Xia Yiping, CEO of Jiyue, also opened a live broadcast from Shanghai to Hangzhou to test and demonstrate the pure visual intelligent driving solution of Jiyue.
On the afternoon of April 15, Xia Yiping joined forces with Robin Li, founder, chairman and CEO of Baidu, to experience the high-end intelligent driving technology PPA of Jiyue 01 in Shenzhen live.
These bigwigs personally test the battery life and demonstrate the intelligent driving function, so as to show that they have full confidence in their products, and to a certain extent, they can dispel many concerns of potential users.
Second, interact with users in real time and shorten the distance with users.
Almost all car companies are transforming into user-oriented enterprises, and live streaming is a good communication channel that can answer users' questions in real time. In this regard, NIO has done a better job, Li Bin almost never shies away from the sharp questions raised by users in the live broadcast, and reflects and apologizes in a timely manner for controversial remarks in the past. In contrast, the interaction between the other bigwigs and users is relatively weak.
Great Wall Motors has also paid more attention to approaching users in recent times, and last year, senior executives collectively settled in Weibo; now, Wei Jianjun personally went into battle to post Weibo and engage in live broadcasts, all of which are measures to get closer to users. However, Great Wall seems to have room for improvement, such as in the live broadcast on the 15th, many platforms turned off the comment function.
Third, enhance the brand image with personal charm.
Many people like a brand, but in fact, they like the founder of this brand, and the most representative in the automotive industry should be Tesla CEO Elon Musk (Elon Musk). This characteristic is becoming more and more obvious in the new automobile era, which puts forward new requirements for the heads of car companies.
Up to now, the chairmen of FAW, Dongfeng, SAIC, BAIC and other state-owned car companies have not been seen to make impromptu comments and live broadcasts. In fact, in the era of national live broadcast, the heads of state-owned car companies may wish to get out of the office and conference room and have a live broadcast.
In this regard, Zhu Huarong, Secretary of the Party Committee and Chairman of Changan Automobile, has always been willing to try new things. In the past two years, he has participated in the live broadcast evaluation of Changan, AVATR and Shenlan and other brand cars for many times. Recently, he also opened a personal video account to share his daily work.
In Bangning Studio's view, watching more live broadcasts of car company bigwigs is very beneficial. They are seasoned business legends, and their language is often rich in wisdom that can be instructive and inspiring. For example, the live broadcast between Li Shufu and Yu Minhong talked about talent training from entrepreneurship, and the dialogue was quite meaningful.
After attracting the attention of users, it is a real test to further realize "exchanging traffic for sales".
On March 26 this year, Zhou Hongyi, founder of 360 Company, and Daniel Zhang, CEO of Nezha Automobile, set off from Shanghai to visit Nezha Automobile's Tongxiang factory in Jiaxing City, Zhejiang Province, and visited the factory's production line.
In this process, Zhou Hongyi put forward the view that "doing and saying are equally important".
He believes that Nezha Automobile's team is too engineered, all of them are engaged in technology, although the technology is very solid, but it is too introverted and conservative, and it has done more than 10 points, but the display is not even 5 points. He hopes that Nezha Auto will reverse this trend from top to bottom.
"Car companies should start from the perspective of users, understand what users care about, and what scenarios users are more familiar with, so that the various functions of the car can be understood by users. He said, "It's important to be able to do it now, but in the era of short videos, you still have to learn to say it." ”
Doing more, saying less, and not saying well enough - is precisely the pain point of many traditional car companies. And now, some leaders have taken the initiative to go live to change this situation.
There are two sides to everything, and although the live broadcast of the head is good, it is necessary to pay attention to certain risks. They are public figures with their own traffic, and people have higher requirements for their fault tolerance, so the head of the company must be more cautious in his words and deeds in the live broadcast to avoid "overturning".
Article source: Bangning Studio, thank you