"Learn from Yu Chengdong, learn from Lei Jun, personally explain and introduce products, and force me, an old man in his sixties, to come out."
On April 14, Chery Chairman Yin Tongyue responded to the self-ridicule of the reason for the live broadcast after nearly 4 hours of test drive live broadcast, which also exposed the thirst and anxiety of traditional car companies for traffic.
After the two traffic kings of Xiaomi and Huawei entered the car circle, they almost subverted the marketing model of the automotive industry. At a press conference of Xiaomi Automobile, more than 10 pieces of relevant information appeared on the hot search, more than 100 million views, and finally won 100,000 orders. No matter what the product strength of Xiaomi SU7 is, after three years of car manufacturing, the strength of the first battle of 100,000 Dading cannot be ignored by car company bosses.
For traditional car companies, they spend a huge amount of marketing expenses all year round, and the effect may not be as good as Yu Chengdong's sentence "far ahead", nor can it be compared to the personal opening of the door by Lei Jun, the boss of 100 billion yuan. In order to get enough attention, the bigwigs in the car circle began to follow Lei Jun's lead to the front of the stage and start the battle for traffic in the car circle.
The CEO of an auto company has become a KOL
On April 14, Yin Tongyue, chairman of Chery Group, took the lead in opening the "Big Guy Live Broadcast", and in order to promote the high-speed NOA capability of its Star Era ET, he started a four-hour test drive live broadcast with Luo Zhenyu, the founder of the App.
On April 15, Wei Jianjun, chairman of Great Wall Motors, opened his personal live broadcast for the first time, in order to test the latest generation of Great Wall Motor's intelligent driving system Coffee Pilot Ultra, Wei Jianjun personally sat in the main driving position and conducted a test drive in the bustling road section of Baoding city center, demonstrating the ability of full-scene NOA without high-precision maps.
In the afternoon of the same day, Robin Li, chairman of Baidu, entered the live broadcast room of Jiyue Automobile, and started the live broadcast with Xia Yiping, CEO of Jiyue, to experience the high-end intelligent driving technology of Jiyue 01. Prior to this, Robin Li rarely stood for the Jiyue bus platform.
On April 16, BYD held a Yuan UP delivery ceremony in Qingdao, Shandong, and Wang Chuanfu, chairman of BYD, personally delivered the keys to the owner of Yuan UP at the event site, and also gave an autographed European Cup football.
The timeline was extended to half a month ago, Li Shufu, chairman of Geely Group, and Yu Minhong, CEO of Dongfang Selection, visited Geely Satellite Gigafactory together and started a three-hour live broadcast for this purpose.
The founders of the new forces, led by Tesla, have often spoken out on online platforms and interacted with car owners and fans. For example, Li Bin of Weilai once tested the battery life of the 150-degree battery pack in a live broadcast at the end of last year, and at that time he also suggested that the CEOs of major car companies should personally test the real range of their electric vehicles.
Due to the strong psychology of the Chinese people, it is relatively easier for the top leaders of car companies to create personal IP, relatively easy to attract public attention, get more traffic and popularity, and help enhance the influence and exposure of car companies. Car companies and models with traffic advantages can siphon the attention of competitors, and as long as the product strength is qualified, the order volume will be guaranteed.
But to survive and win in the highly competitive knockout round, traffic alone is not feasible. Take Xiaomi car as an example, while enjoying the explosive traffic, it also infinitely amplifies any small problems of Xiaomi car, and the whole network test Xiaomi SU7 is also a backlash of traffic. Lei Jun once spoke on social platforms, "Everyone is now holding a magnifying glass to look at Xiaomi SU7, and we are under a lot of pressure." ”
Therefore, when the tide recedes, all traffic battles will return to the product itself, and the product power of the vehicle itself is good enough, which is the only moat of the brand.
Edited by Wen Che