"This is the first time I've done a smart driving live broadcast, and I'm very excited. ”
On April 15, Wei Jianjun, chairman of Great Wall Motors, launched the first live broadcast of his life.
In the nearly two-hour live broadcast, Wei Jianjun personally drove the vehicle, starting from the Great Wall R&D Center, and drove through the busy road section of Baoding city center by the vehicle, and successively carried out traffic light recognition and intersection turning, obstacle recognition and flexible detour, full-scene lane change and lane line management and other driving scene measurements. Demonstrate the technical strength of NOA in the whole scene of the Great Wall for the audience.
The outside world's interpretation of this live broadcast event focuses more on the traffic effect brought by Wei Jianjun's personal live broadcast.
"If you don't do it, you will be left behind", for car companies, from Huawei's Yu Chengdong to Xiaomi's Lei Jun, the overwhelming chairman's live broadcast fever has become an indispensable part of the current marketing model.
It can be said that because whoever masters the game of Internet marketing will get the splashing traffic. And the flow is extremely important for Great Wall Motors at this time.
Double-edged public opinion
Since the beginning of the year, Great Wall Motors has always been at the center of public opinion.
From the news of "the resignation of many middle and high-level executives of Great Wall Motors", jumping out of the industry has become a topic of discussion in the whole society, leading to the outside world's doubts about the Great Wall car-making model, as well as speculation about Wei Jianjun's car-making thinking.
All this has pushed Great Wall Motors to the forefront of public opinion.
This time, Wei Jianjun personally went live to show Great Wall Motor's intelligent driving technology, but also its transformation at the marketing level.
"Great Wall Motors is still too traditional" During the live broadcast on April 15, Wei Jianjun made such an exclamation many times.
Before this live broadcast, Wei Jianjun had already begun to explore the Internet.
"When I come to Weibo, I am very much looking forward to seeing everyone's sharing, and the voice of users is always the driving force for us to move forward. On March 26, Wei Jianjun opened Weibo and issued his first Weibo status without warning, which quickly attracted the attention of many fans.
So far, Wei Jianjun's personal Weibo followers have grown to 232,000.
Not only Wei Jianjun himself, since last year, Great Wall Motors' posture of building user thinking and facing the market has begun to emerge.
On June 13 last year, 18 senior executives of Great Wall Motors collectively "settled" on Weibo, covering brand, technology, supply chain, finance and other fields, hoping to provide real and sincere communication with users.
At that time, in the view of Great Wall Motors, compared with brand accounts, corporate executives had the dual identities of domain experts and brand owners, and could better become an important hub between car companies and users, and build a new bridge of communication with users.
At this time, Wei Jianjun's return to the front of the stage will undoubtedly further attract traffic for Great Wall Motors and let public opinion escort brand building.
Show off technical muscles
In the live broadcast watched by more than 10 million people on the same day, Wei Jianjun's test drive route was 16.6 kilometers long, with an average speed of 24.7 kilometers per hour, including tests such as turning at intersections, identifying pedestrians and vehicles, and entering and exiting ramps.
According to the official data of the Great Wall, the pass rate of no lane or lane line blurred driving in this test was 100%, 33 intersections were successfully passed, different types of traffic lights were identified 36 times, left and right turns were 3 times and 6 times respectively, pedestrians were avoided 7 times, vehicles were avoided 12 times, and obstacles were avoided 4 times.
"It can be compared to an old driver", during the live broadcast, Wei Jianjun made such an evaluation of the measured Great Wall Motor's full-scene NOA.
It is understood that the brain of Great Wall Motor's full-scene NOA is derived from the SEE integrated intelligent driving model, which has unlimited growth and lays a technical foundation for the evolution of L2 to L4.
The live broadcast of Great Wall Motor's full-scene NOA test claimed "intelligent driving without a map".
Up to now, many car companies, including Xpeng Motors, Ideal, AVA, GAC, Huawei, etc., have followed up on the "mapless intelligent driving" plan. It is understood that Great Wall Motor's latest generation of Coffee Pilot Ultra intelligent driving system has achieved 100% high-precision maps, and launched full-scene NOA without high-precision maps, which can cover various driving scenarios such as highways, urban areas, and townships.
For NOA intelligent driving without a map, Wei Jianjun said frankly: the premise of intelligent driving must be based on safety, and there is no safety to talk about intelligent driving, so we fully verify, put safety in the first place, and cannot treat users as guinea pigs and do experiments. Safety is no small matter. This sentence once swiped the screen.
This live broadcast of Great Wall Motor's no-picture NOA intelligent driving is only 70 minutes, but behind the achievement of 70 minutes and zero mistakes, it is the accumulation of Great Wall Motor's intelligent driving technology for more than ten years.
As early as 2009, Great Wall Motors began the research of automotive intelligent driving technology, in 2015 it demonstrated L3 intelligent driving technology, in 2016, Great Wall Motors won the championship in the China Intelligent Car Future Challenge for three consecutive years, in 2017, Great Wall Motors officially released the "i-pilot" automatic driving system, and in 2019, Great Wall Motors demonstrated L4 level urban intelligent driving and 5G remote unmanned driving and other intelligent driving technologies.
At the 2021 Great Wall Motor 2025 Strategy Conference, Great Wall Motor officially announced its transformation from an automobile company to a "global technology travel company", and also released a series of technical achievements such as a new electronic and electrical architecture, the third-generation intelligent assisted driving computing platform DC3.0, the NOH intelligent pilot assisted driving system, and the first self-developed cockpit system GC-OS.
It is reported that based on the accumulation in the early stage, Great Wall Motors has comprehensively built a research and development system for intelligent driving, and has carried out a directional layout in the three aspects of core data, algorithms and computing power - a complete data closed-loop system has been fully established; in terms of algorithms, it has released a large model of 100 billion yuan of intelligent driving, Drive GPT; at the computing power level, it has established its own intelligent computing center, with a computing power scale of 1.6 EFLOPS, ranking among the 100 million-level computing power echelon.
For Wei Jianjun, in the face of the new communication method of live broadcasting, challenges and opportunities coexist, Wei Jianjun said frankly: "I think it is the most basic thing to convey our current situation to users and reflect the truth."
Yue wanted to say:
In the eyes of many industry insiders, the chairman walks into the live broadcast room and attracts traffic directly to users, which is only the first step of marketing, and how to achieve the goal of marketing and be goal-oriented is a topic worth thinking about.
Whether it is the traffic of Lei Jun at the Xiaomi SU7 press conference or Yu Qiangdong's repeated speech responses that have sparked discussions among netizens, starting a live broadcast can bring traffic, which has become the consensus of many brands, but traditional brands, especially traditional manufacturing industries represented by automobiles, still need to have systematic thinking.
It is undeniable that the essential purpose of car companies with the help of live broadcast marketing is to improve product exposure, enhance market awareness, and improve consumers' perception of products, with the ultimate goal of increasing product sales.
Wei Jianjun personally went live to find a traffic breakthrough for the Great Wall, and he was also using his own influence to create a more distinctive and unique IP.
All kinds of phenomena show that with the self-correction and reform of the organizational structure and management mode, the Great Wall, which is gradually adjusting its state, has been waiting for the end of the day and starting anew.