Before reading this article, click "Follow" in the upper right corner, which is not only convenient for you to discuss and share, but also can bring you a different sense of participation, thank you for your support!
- Source/Night Deep Finance
- Author/Night Deep Finance
It's been a bustling few days!
Yesterday,Liu Qiangdong, a digital person on Jingdong's side, just finished the live broadcast,Today,Lei Jun himself appeared on Douyin live broadcast on Xiaomi's side,Talk to everyone about XiaomiSU7。
With the hot sales of Xiaomi SU7, many bigwigs couldn't hold back anymore, and they were so swept up that they started live broadcasts one after another to promote their own products.
Now, the traffic password is understood by the bigwigs.
01、雷军直播聊小米SU7
On April 16, Lei Jun posted on Weibo that he would start a live broadcast on April 18 to talk about Xiaomi SU7.
Lei Jun revealed in the article that the sales of Xiaomi SU7 far exceeded expectations, especially the Xiaguang purple version, which is deeply loved, and the proportion of female users buying cars is unusually bright.
This is not only an affirmation of the product design concept, but also reflects the success of Xiaomi cars in the market.
Lei Jun himself couldn't hide his excitement and announced that he would talk to everyone about this unexpected surprise in the live broadcast.
Source: Weibo @雷军
On April 17, Lei Jun posted a video on Douyin saying that lucky viewers will be selected to give away gifts such as mugs and Xiaomi SU7 car models during the live broadcast, one per minute.
This morning, Lei Jun posted on Weibo again, if you have any questions, please leave a message.
In this regard, some netizens commented: "Mr. Lei's live broadcast in the afternoon should not be too serious, don't be too restrained, just follow your own, don't be too rigid, this is what we like." Some netizens said: "I'm looking forward to that car model, I don't know if it's what I think." ”
If you want to control the popularity of traffic, Lei Jun has to be in the line, and he has been warming up for his live broadcast on various social platforms for several days.
If it was just an ordinary live broadcast this time, everyone would probably go to see Lei Jun's feelings. But this live broadcast can draw a small prize in one minute, and there is a Xiaomi SU7 model that can't be grabbed on the Xiaomi car APP, how can this not be exciting.
After three days of warm-up, at 4 pm on April 18, Lei Jun's live broadcast was officially launched. In just 5 minutes after the broadcast, more than 250,000 people were online at the same time in the live broadcast room, and 600,000 people in 15 minutes.
On April 8, Li Auto announced through Weibo that the launch of the new Ideal L6 is scheduled to be held at 8 p.m. on April 18.
Now Lei Jun has also announced that his live broadcast time will be on April 18th, although the specific live broadcast time does not conflict with the ideal L6 press conference, but the proximity of time still makes the attention of the ideal L6, which has attracted much attention, be dispersed to a certain extent.
On March 28th, the launch of Xiaomi SU7 was the battle of the gods of Lei Jun.
At present, the number of Lei Jun's personal Weibo fans has exceeded 23 million, and the number of Douyin fans has also reached 17.336 million, and this number is still growing. More data shows that Lei Jun's personal account has increased by 4.73 million followers in 30 days.
Source: Douyin @雷军
At the same time, the popularity of the Xiaomi SU7 is also rising.
Xiaomi SU7 went on sale in 4 minutes to break 10,000, 7 minutes to break 20,000, 27 minutes to break 50,000, 24 hours to reach 88,898 units, 7 days to more than 100,000, lock orders more than 40,000.
Not only that, the Xiaomi car app was on the shelves for only 4 days and 1 hour, and it won the first place in the number of downloads on the whole list.
This undoubtedly proves the success of Lei Jun's marketing strategy. Traffic is flocking, and the sales data of Xiaomi cars are also showing a trend of double growth.
02, Lei Jun with fire Xiaomi SU7
Since the launch of the Xiaomi SU7, the popularity has continued to rise. The reason for its success, in addition to its own excellent product strength, Lei Jun's Internet celebrity marketing strategy and deep-rooted user thinking have played a key role.
According to the "Xiaomi SU7 New Car Launch Communication Review Report", Xiaomi Auto's marketing investment in this listing promotion may have exceeded 110 million yuan.
As the core figure of Xiaomi, Lei Jun made full use of the huge influence of his personal IP to build a matrix of hot topics, and fully ignited the market's enthusiasm for Xiaomi SU7 through diversified high-exposure resources.
This kind of marketing style with the help of Lei Jun's personal charm and simultaneous online and offline attacks is undoubtedly the key factor for Xiaomi SU7 to arouse strong repercussions in the market.
Source: Weibo
Zhou Hongyi, the founder of 360 Group, praised Lei Jun's marketing ability and insight into users when evaluating his car-making concept.
He mentioned that Lei Jun is well aware of Internet thinking and user psychology, and can accurately grasp the core points of consumer concern, and interpret complex automotive technology concepts in easy-to-understand language, so that consumers have a deeper understanding and acceptance of Xiaomi cars.
In the field of social media, Lei Jun has shown extraordinary activity. He is one of the few entrepreneurs who spans multiple social platforms such as Douyin, WeChat official account, video account, Weibo, Xiaohongshu, and Bilibili.
With frequent and people-friendly interactions, he has successfully brought the brand closer to its users.
For example, in the past 30 days, he has released a lot of content about Xiaomi SU7 on major platforms, and actively responded to various questions and suggestions from netizens, including spokesperson Zhang Songwen, about Xiaomi cars.
He also cleverly used interactive events to create hot topics, such as #Lei Jun replied to Zhang Songwen# and #雷军送张颂文的SU7真车现身#, which sparked heated discussions on the whole network.
In the face of the in-depth evaluation of Xiaomi SU7 by car bloggers and the high attention of the public, Lei Jun came forward in a timely manner as the founder, responded frankly to various opinions and questions, effectively managed consumer expectations, and avoided the pressure of public opinion caused by excessive interpretation.
For example, in response to Yu Chengdong's question about the mobile phone holder in the car, Lei Jun directly launched a vote on Weibo and invited netizens to participate in the decision-making. This move once again shows his deep-rooted user thinking and open and inclusive brand attitude.
Source: Weibo screenshot
The real-time and interactive nature of social media requires brands to have the ability to respond quickly, and Lei Jun's personal social account plays this role.
It is not only an important platform for Xiaomi Auto to make topics and guide public opinion, but also an emotional bond that connects the brand and users, effectively helps users solve problems, and shapes the sincere and intimate brand image of Xiaomi Auto.
It can be said that the reason why Xiaomi SU7 is so popular is due to the integration of Lei Jun's identity as an Internet celebrity and entrepreneur and the user's thinking that is deeply rooted in the hearts of the people.
03, Lei Jun "forced" all kinds of bigwigs to go live broadcast
With the hot sales of Xiaomi SU7, Lei Jun has successfully created a trend in the market.
He not only promoted the surge in sales of Xiaomi cars, but also triggered a new round of cross-border challenges for entrepreneurs - live streaming.
On April 17, Liu Qiangdong's artificial intelligence image "Purchasing and Selling Dongge" attracted more than 20 million viewers in the live broadcast, the average stay time of users reached 5 to 6 times the daily average, and the overall order volume of the live broadcast room exceeded 100,000. This report card is enough to see the strong influence of live streaming.
Not only the Internet industry, but also the bosses of car companies have been forced to "sell cars through live broadcasts".
Wei Jianjun, chairman of Great Wall Motors, broadcast live for the first time on April 15 to test Great Wall Motor's full-scene NOA.
Source: Screenshot of Great Wall Motor's official Weibo live broadcast
On the same day, Xia Yiping, CEO of Jiyue Automobile, brought Robin Li, CEO of Baidu, to experience Jiyue 01 live.
On April 14, Yin Tongyue, chairman of Chery Automobile, also invited Luo Zhenyu and others to live broadcast to test the long-distance high-speed high-end intelligent driving ability of Star Era ET.
Yin Tongyue said bluntly in the live broadcast, "This (live broadcast) is also using new Internet thinking to learn from Yu Chengdong and Lei Jun, how to explain and introduce (models) in person." "Forced me to be a 60-year-old man to participate in the live broadcast. ”
Source: Screenshot of Chery Automobile's live broadcast
On March 28, Li Shufu, chairman of Geely Holding Group, and Yu Minhong, chairman of Dongfang Selection, conducted a live broadcast on a Galaxy E8 at Geely Gigafactory.
On March 26, 360 founder Zhou Hongyi and Nezha Automobile CEO Daniel Zhang appeared in the same frame on the live broadcast.
On March 14, Li Bin, CEO of NIO, also made his live broadcast debut on his personal account......
To sum up, the hot sales of Xiaomi SU7 have witnessed the success of Lei Jun. He skillfully used marketing strategies such as live broadcasts to integrate his Internet celebrity personality with his identity as an entrepreneur to create hot topics and attract a lot of traffic.
This not only made the popularity of Xiaomi SU7 climb and sales increased, but also led a new trend of live streaming for entrepreneurs.
In the future, we may see more companies adopt this model, and the competition will become more and more fierce, but we are happy to see it happen, so that users will become the ultimate beneficiaries.
Financial anecdotes, business fun, Internet information, more high-quality and interesting content, welcome to follow @夜深Finance