Author | The clouds are flying
Edit | Little Hachi
Source: New List
A group of bigwigs in the automotive industry decided to follow Lei Jun to learn marketing and become a pioneer team for Chinese companies to build digital content assets through social networks.
88,898 units in 24 hours! Recently, the new car sales data of the new Xiaomi car have obviously stimulated many bigwigs in the automobile circle.
Wei Jianjun, chairman of Great Wall Motors and worth 100 billion yuan, not only started broadcasting for the first time, but also reflected: "In the past, (Great Wall) was just doing nothing, and did not make good use of the Internet and media. I will take the lead and take the initiative to communicate with netizens. ”
Zhou Hongyi, founder of 360 and investor of Nezha Automobile, said bluntly to Daniel Zhang, CEO of Nezha Automobile, when he visited the Nezha Automobile factory: "To learn from Xiaomi Automobile, users must (can) understand." Daniel Zhang followed up and replied on Weibo: "Accept Lao Zhou's criticism, learn from Lei Jun in marketing, no shame!"
Among the bigwigs in the car circle, Lei Jun can be called an Internet celebrity. According to the statistics of the data tool under the new list, in the past 30 days, Lei Jun's personal social account has increased by 4.05 million, 200,000, and 260,000 fans on Douyin, Xiaohongshu, and Station B respectively, and the cumulative number of fans on the whole network has exceeded 4.51 million.
From "The Life of Lei Jun, the Male Protagonist of Shuangwen" to "The Boss of 100 Billion Boss Personally Opened the Door for Me", Lei Jun has created a large number of hot topics while earning a lot of traffic for Xiaomi Auto. According to incomplete statistics from the editorial department of the new list, during the launch conference of Xiaomi SU7, there were 37, 12, 4, and 6 related hot search topics on Weibo, Douyin, Kuaishou, Baidu and other platforms respectively.
The founder, Lei Jun, has become a key part of Xiaomi's auto marketing, and has also brought auto marketing into the 2.0 era - the boss is an Internet celebrity.
What kind of secrets are hidden behind Lei Jun's marketing? How do car bosses learn to be Internet celebrities with Lei Jun? By observing Lei Jun's recent social actions and taking stock of the social accounts of the bosses in the car circle, we may be able to find some answers.
01. "Shuangwen Big Male Lead" Lei Jun, who has gained more than 4.5 million fans in 30 days
A "Xiaomi SU7 New Car Launch Communication Review Report" circulated in the industry community estimates that Xiaomi Auto may have invested at least 110 million yuan in marketing expenses for the launch of Xiaomi SU7.
The report mentions that Xiaomi Auto's marketing strategy is to use Lei Jun's personal IP influence to create a hot search topic matrix, and cooperate with multi-scene high-exposure resources to detonate the attention of new car launches.
We can't confirm the accuracy of this report, and we can't tell which of the recent topic events are the active planning of Xiaomi Auto and which are the spontaneous creations of netizens, but from the results, we can sort out the most discussed and disseminated hot topics, so as to summarize several keys to Lei Jun's marketing.
First, reshape the personality
Netizen: Xiao Ai, who is the real-life version of Xiao Nai?
Xiao Ai: Of course it's my father, Lei Jun!
Compared with the slightly boring identity of Xiaomi's founder, Lei Jun's identity has recently undergone a 180-degree reversal.
Some netizens feel that Lei Jun's life is even cooler than Shuangwen, not only is he a young man, but he is supported by nobles, he realizes financial freedom early, and his career has also moved from one success to another greater success.
Some netizens also believe that Lei Jun, who is 1.81 tall, has amazing hair, is in good shape, and his wife is his first love, seems to be the perfect partner to enter reality, and he can be called the realistic version of Xiao Nai. (Addendum: Xiao Nai is the male protagonist in "A Smile is Alluring", and the character is a genius male god.) ）
Although these contents have rumors and exaggerated elements, for example, although Lei Jun is a top student at Wuhan University, he did not score 700 points in the college entrance examination, nor is he the top student in the college entrance examination in Hubei Province, but this does not prevent Lei Jun from having the aura of being the boss.
Compared with the funny "Are You OK", the new image of the 100 billion boss has made Lei Jun more topical, and it has also stimulated netizens' communication, discussion and recreation. With the spread of "Lei Jun's Legendary Life", Lei Jun also has his own exclusive BGM "Xiaomi March", which has been used by more than 1.28 million people on Douyin alone.
At the Xiaomi SU7 delivery site, when Lei Jun personally bent down to open the door for the owner and took a group photo cordially, netizens ridiculed: "The president of 100 billion yuan and the CEO of the world's top 500 companies personally opened the door and took a group photo, and gave a car, which is too worthwhile." ”
Some offline store clerks imitated Lei Jun to open doors for consumers
After many car owners posted the video of picking up the car on social networks, it quickly triggered forwarding and discussion among netizens. For example, the car pick-up video of "Nomy Wang Huameng" has received nearly 1 million likes on Douyin, with more than 50,000 comments.
In the automobile consumer market, cars have strong face attributes, and the luxury version and the public version naturally have walls. Although Xiaomi SU7 is a newcomer in the automotive industry, with the blessing of the president of 100 billion, it has a strong social currency value. Recently, one of the traffic passwords of many car bloggers is to drive Xiaomi SU7 on the street, enjoying the onlookers and envy of passers-by, and "Baoshi Mi" has also become a representative of the trend.
Around Lei Jun's boss character, netizens have created a lot of popular jokes, some regard Lei Jun as the "eighth king of the wishing pool", hoping that he can lower the price of the house, and some are curious about Lei Jun's traffic is so big, why don't you accept advertisements to make money. The endless jokes further deepened Lei Jun's overlord character.
Second, increase social interaction
Compared to other decent car industry owners, Lei Jun is much more active on social media. Lei Jun is also one of the few car bosses who have opened social accounts on multiple platforms such as Douyin, WeChat public account, video account, Weibo, Xiaohongshu, and Station B at the same time.
In the past 30 days, Lei Jun not only posted 207 blog posts on Weibo, but also released 45 videos on Douyin, introducing various details of Xiaomi cars in an all-round way, and also updated the "Answering Netizens' Questions" series to the 18th episode, responding to netizens' curiosity and questions about Xiaomi cars.
When he saw Xiaomi mobile phone spokesperson Zhang Songwen discussing Xiaomi SU7 with netizens, Lei Jun quickly responded, saying that he had prepared a new car for Zhang Songwen. Back and forth, #雷军回复张颂文#, #雷军送张颂文的SU7真车现身#两个话题相继登顶微博热搜榜.
When car bloggers began to test the Xiaomi SU7 at the dismantling level, Lei Jun quickly said: "Everyone is now looking at Xiaomi with a magnifying glass, and we are under a lot of pressure." But a lot of problems that you look at with a magnifying glass may not be a problem. The founder responded in person to reduce the high expectations of netizens and avoid public opinion overturning.
Recently, in response to Yu Chengdong, executive director of Huawei, CEO of the terminal BG, and chairman of the intelligent car solution BU, "why do you want to have a mobile phone holder in the car", Lei Jun also launched a poll on Weibo, asking netizens whether they support the original mobile phone holder in the car.
The fast, immediate nature of social media requires brands to respond quickly to online concerns. Compared with the official account, the founder is not only more humane, can form emotional resonance with netizens, but also can better represent the brand and help netizens solve problems. Therefore, Lei Jun's social account has become one of the important positions for Xiaomi Auto to create topics and guide public opinion.
Lei Jun often haunts the comment area of social accounts
Third, archaeological history
When the topic is always exhausted, it is impossible for Lei Jun to interact with netizens without restrictions, and at this time, archaeology Lei Jun's past has become one of the ways to continue the popularity.
During the live broadcast, he "bewitched" colleagues to compare and brush gifts with each other, ridiculed Chen Nian, an old friend who offended Jay Chou's fans, and said that he wanted to draw a line with him......
These re-turned "black history" not only filled the gap in the topic, but also enriched Lei Jun's character and narrowed the distance between him and netizens.
On the whole, reshaping a character that netizens are more interested in, actively interacting with netizens, and providing non-stop discussion materials for netizens, this set of actions has allowed Lei Jun to firmly occupy the center of recent Internet topics, and has also brought huge traffic to Xiaomi Auto.
It is worth noting that in addition to Lei Jun, recently Lu Weibing, Xu Fei, Wang Teng and other Xiaomi executives have also opened Douyin accounts, each introducing Xiaomi products including Xiaomi cars from different perspectives.
Obviously, Xiaomi is no longer willing to have only Lei Jun, but hopes to have more boss-level Internet celebrities. In the future, in Xiaomi's traffic battle, it may be the Internet celebrity bosses who will take the lead.
02. "Lei Jun gave a free marketing lesson to the car circle"
A few years ago, Liu Qiangdong, the founder of JD.com, once said on a program: "Don't compare marketing with Lei Jun, we can't compare with him." ”
Recently, Zhou Hongyi also looked like a "fan brother of Lei Jun", not only called Lei Jun a "god-like existence", but also sighed that "the release of Xiaomi SU7 has taught a free marketing lesson to the automobile circle", and also called on entrepreneurs to learn to be Internet celebrities.
Now, car owners can't wait to start the road to influence.
The most popular one recently is Liu Tao, co-CEO of Zhiji Automobile. Because of the data of Xiaomi Auto marked at the press conference, Liu Tao had to apologize to Xiaomi Auto on Weibo. Because of his sensational speech at the press conference, Liu Tao was complained by many netizens about "singing the praises of suffering".
On the one hand, he "offended" Xiaomi Auto and netizens, and on the other hand, he frequently introduced his new cars on social accounts, and Liu Tao seemed to have taken a "black and red" road.
In addition to Liu Tao, the most active is Li Bin, chairman of NIO. On March 14, Li Bin started broadcasting on Douyin for the first time, and received nearly 4 million views in 2 hours. Because he used his wife's Alipay account to send a live broadcast lucky bag, he was also caught by his wife on Weibo. The online chatter of bigwig couples has attracted the attention of many netizens.
After the premiere, Li Bin began to frequently post short videos on Douyin, from participating in the Xiaomi SU7 press conference to signing a strategic cooperation agreement with Midea, not only the content is diverse, but also he shoots with his mobile phone in one hand, which is different from the traditional boss's serious TVC-style video.
These videos not only add to the fun, but also bring Li Bin an increase in followers. According to statistics, in the past 30 days, Li Bin's Douyin account has increased by more than 460,000 followers.
Many car owners also walked into the live broadcast room.
On March 26, Daniel Zhang and Zhou Hongyi visited Nezha Automobile's Tongxiang factory on live broadcast. Because of Zhou Hongyi's outspoken criticism and the suggestion of "learning from Lei Jun", this live broadcast has received a lot of attention.
On April 15, Xia Yiping, CEO of Jiyue, brought Robin Li, the founder of Baidu, to experience Jiyue's new car in a live broadcast. Recently, around the reason for the dismissal of a former employee, "is it because of the purchase of Xiaomi SU7 or long-term publicity of competing products during working hours", Jiyue and the other party launched an online battle, which also attracted a lot of people who eat melons.
Even the bosses of traditional car companies have moved. In addition to Wei Jianjun, Yin Tongyue, chairman of Chery Automobile, jointly got founder Luo Zhenyu and car critic Wu Pei to test its new car live, and Li Shufu, chairman of Geely Automobile, walked into the live broadcast room of Dongfang Selection and visited the BYD factory with Yu Minhong.
Yin Tongyue sighed during the live broadcast, "I forced me, an old man in his 60s, to come out", and admitted that he was learning from Yu Chengdong and Lei Jun.
03. The car circle is involuted, starting with the boss
Before Lei Jun, the power of the boss's Internet celebrity has been verified many times.
From Li Xiang, CEO of Li Auto, known as the "King of Weibo", to Musk, CEO of Tesla, the "Iron Man of Silicon Valley", to Yu Chengdong, who is "far ahead", they are all big Internet celebrities in the automotive industry, and they have also brought a lot of traffic to their own brands.
Some people in the industry believe that "far ahead" of advertising expenses worth hundreds of millions of yuan
Today, the competition of new car-making forces is not only the competition of industrial strength behind quality and price, but also the competition of marketing strength and naked traffic competition.
Marketing is not omnipotent, but in the environment of industry involution, marketing has become a necessary skill for automobile brands, and the boss is an Internet celebrity is a "shortcut" to the traffic battle for automobile brands.
Senior marketing experts believe that automobiles are changing from an incremental market to a stock market, marketing competition is becoming more and more intense, coupled with the fact that automobiles have changed from practical goods to consumer goods and trendy products, Internet celebrity bosses have become one of the effective ways for auto brands to pull in the distance with consumers and complete marketing breakthroughs. "The chain of automobile marketing itself is relatively long, and it is impossible for all of it to be traditional advertising, and the Internet celebrity boss is a more flexible and cost-effective way of communication. ”
Previously, auto brands have also thought of other methods: SAIC Motor held a "car delivery anchor" competition two years ago, but it did not cause much splash; the "Weibo Vertical Ecological White Paper" released in March 2024 shows that nearly 200 automotive industry executives have settled in Weibo, but from the follow-up tracking, some brand executives did not focus on operation after opening social accounts, and the contact with users was not close; in December 2023, Daniel Zhang posted a Weibo review of "the marketing system is sorry for the efforts of the R&D team" , and then decided to personally grasp marketing.
Volume employees, volume executives, volume marketing team, in the end are not as good as volume bosses. As the automobile industry becomes more and more involuted, the bosses have to go into battle in person to be Internet celebrities and grasp marketing.
Of course, it's not easy for a boss to be an internet celebrity. When the editorial department of the new list combed through the "Inventory of Social Accounts of Automobile Circle Bosses", it was found that except for a few people, most of the car bosses not only had unclear personalities, but also published mostly uninteresting product materials, which ultimately led to a low number of fans.
For the marketing itself, the car bosses have not yet reached a consensus, not only many car bosses have not yet opened social accounts, but recently BYD Chairman Wang Chuanfu also publicly complained that a certain brand "sells cars all by marketing".
Car bosses do Internet celebrities, but they still need more exploration.
It should be noted that the competition between brands and brands is not only product competition, but also mental preemption. Content is connected to user needs at one end and the core of the brand at the other end, which is becoming the "new shelf" of enterprise products, and creating enterprise content assets has also become a new trend for brands.
For example, with the help of Xinbang's multi-platform new media content asset management system "Matrix Pass", a leading automobile brand not only efficiently managed its more than 400 matrix accounts, reduced the data statistics time from 2 days to 2 hours, greatly improved operational efficiency, but also produced more than 6 quarterly data review reports, accelerating the creation of enterprise content assets through functions such as material management, task collaboration, content review, lead aggregation, and customer retention.
Most auto brands have a huge dealer network and offline stores, and if this force can be mobilized to form a matrix style in which Internet celebrity bosses take the lead and employees/dealer KOCs form groups to follow up, auto brands will also accumulate corporate content assets faster and gain stronger brand power and sales power.
Yesterday, Lei Jun announced that it will be broadcast on Douyin on April 18. After the Xiaomi SU7 is launched, what will Lei Jun talk about in his first live broadcast? Perhaps the car bosses have already lined up and are ready to learn more "Lei Jun's marketing tips".