"Learn from Yu Chengdong, learn from Lei Jun, explain and introduce in person, this is also forcing me, an old man in his sixties, to come out. ”
This is Yin Tongyue and Luo Zhenyu's self-ridicule in front of the camera after a 4-hour live broadcast. However, this is also the dilemma that the bigwigs in the car circle are currently facing.
With Huawei and Xiaomi coming across the border one after another, whether it is Yu Chengdong's "far ahead", or Lei Jun's frequent output of content for Xiaomi cars, they have set off waves of huge traffic in the car circle, and taught a lesson to the older generation of car circle celebrities.
For a while, there were several new faces in the national live broadcast room.
On April 14th, Yin Tongyue personally came to the field to test drive the intelligent driving function of Xingtu Star Era ET, and the next day, Wei Jianjun, who has the "Baoding Car God", appeared in the live broadcast room of Great Wall Motors wearing red and black motorcycle riding clothes, and tested the latest generation of Great Wall Motor's intelligent driving system - Coffee Pilot Ultra.
In addition to Yin Tongyue and Wei Jianjun, Li Shufu recently invited Yu Minhong to visit the Taizhou factory of Daoyu in time and space, the chairman of Nezha Daniel Zhang invited the "red-clothed leader" Zhou Hongyi to visit the Tongxiang factory live, and Li Bin, the founder of Weilai, was addicted to live broadcast......
It is unimaginable that Yin Tongyue, Wei Jianjun and other "heads" of car companies are all well-known existences in the circle, but they followed the example of the founders of new power car companies in the year of Huajia and walked into the live broadcast room. Behind the seemingly endless excitement, the "traffic anxiety" of the car circle bigwigs is vividly displayed.
According to data, in 2023 alone, there will be 788 new cars on the market in the domestic auto market. Whether it is a dazzling array of new cars or an endless stream of price-cutting "information", they are all vying for consumers' attention, and there are very few products that everyone can memorize.
At the same time, under the personalized recommendation mechanism of big data, the "information cocoon" is becoming more and more obvious, and there is no shortage of products from listing to delisting, which have never entered the user's field of vision.
For example, when Zhiji and Xiaomi "went head-to-head", there was a voice circulating on the Internet - "If it weren't for Xiaomi, I wouldn't know the brand Zhiji".
It can be seen that in the era when traffic is king, products without traffic are destined to have no sales. This may also be why, many car companies finally embarked on the road of "black and red is also red", aiming to compete for a line of "vitality" for their products. In the same way, the bigwigs in the car circle are also fighting hard for product traffic in person.
At present, "Learning Lei Jun" has become "ibuprofen", which helps to alleviate the "traffic anxiety" of the bigwigs.
The benefits brought by the live broadcast of the head of the house are indeed more likely to attract attention than those of the executives.
For example, Li Bin officially opened his Douyin live broadcast debut on Douyin on March 14, and as of April 15, Li Bin's personal Douyin account has gained 686,000 fans.
Referring to the live broadcast activities of Li Bin, Yin Tongyue and others, most of them are mainly to test the battery life of the product and demonstrate the functions of the intelligent driving system, which also reflects the cleverness of the planning.
The battery life of new energy vehicle products and the safety of intelligent driving systems are the key factors that affect the final decision of potential users.
The most important thing is that through live broadcast and other methods, it not only shortens the distance between car companies and users, responds to user questions in real time, but also creates a distinctive "personal IP" for the head of the company, which is deeply tied to the brand. As the public relations of some car companies said, "there is no charge for the chairman's endorsement".
The spirit of the chairmen bowing down to the game is certainly admirable, but it is inevitable that there will be some fanciful fancies if they want to snatch traffic from Lei Jun, Yu Chengdong and others with a few live broadcasts.
Earlier, Liu Qiangdong once said, "Don't compare marketing with Lei Jun, we can't compare with him." A word woke up the dreamer, the head of the traditional car company is not Lei Jun, and the Great Wall, Chery and other car companies are not Xiaomi Group.
For example, Lei Jun's Weibo fan base is comparable to that of top stars, which is already a threshold that is difficult for most car company leaders to reach.
At the same time, the marketing of Xiaomi SU7 can be called textbook level, including the continuation of Xiaomi mobile phone's affordable thinking, cost-effective route, etc., successfully grabbing the audience's attention. The point is that Lei Jun's personal IP image has long been deeply rooted in the hearts of the people, and even has an emotional link with consumers, invisibly outputting emotional value. All of this is what the rim boss is missing in the short term.
Nowadays, although the "heads" who poured into the live broadcast room are famous, they have only taken the first step to become "Lei Jun", and they are far away from the "goal".
On April 8, Zhou Hongyi said in the live broadcast: "I also know a lot of bosses of traditional car companies, and everyone seems to be very unconvinced in private. In short, behind the influx of the head into the live broadcast room, it is not excluded that the "component" of vindictiveness is suspected of being imitated.
To be sure, the live broadcast of the head of the car company can indeed bring more exposure to the brand, but the live broadcast should not be regarded as the ultimate goal. The head of the scene, who has been behind the scenes for a long time, occasionally speaks out and stands for the product, even if he is not good at words, he can satisfy the audience's curiosity and arouse public opinion.
However, the Internet has already entered an era of low fault tolerance, and in the absence of careful rehearsals, the car circle bigwigs who have appeared in the live broadcast room for a long time will be attacked if they are not careful.
Therefore, in the face of the traffic pressure brought by Lei Jun, Yu Chengdong and others, the head should look at it rationally. After all, Li Shufu, Yin Tongyue and others are deeply tied to the brand, and they need to be cautious in their words and deeds during the live broadcast.