The number of viewers exceeded 100,000 in 1 minute, and the number of likes exceeded 100 million in 48 minutes...... On April 18, Xiaomi's founder Lei Jun's live broadcast of "no goods, only chatting" once again allowed a group of car companies to see the "splashing" traffic. In this live broadcast of the Xiaomi car factory store and the Xiaomi factory, "Reske" talked about delivery and planning around Xiaomi cars, and as of the end of the live broadcast, Lei Jun's live broadcast has received a total of 190 million likes.
In fact, since Xiaomi left to build cars, "Lei Jun", "Xiaomi" and "SU7" have become synonymous with traffic, and their traffic conversion ability is the envy of many car companies in the fiercely competitive automotive industry. As a result, the heads of car companies began to fight fiercely in the live broadcast room, hoping to seize the traffic dividend to complete the sales KPI.
Lei Jun received 190 million likes
Two days ago, Lei Jun posted a message on Weibo: "Xiaomi SU7 has been released for less than 20 days, and there are too many 'never expected': orders far exceed the most optimistic expectations, Xiaguang purple has become the hottest color, and the proportion of female car owners is very high...... At 4 p.m. on the 18th, I plan to open the live broadcast and have a good chat with everyone. ”
On April 18th, Lei Jun drove his Gulf Blue Xiaomi SU7 Founding Edition to the Xiaomi Car Delivery Center to start the live broadcast. During the live broadcast, Lei Jun chatted with the car owners waiting for delivery and introduced the delivery-related process, and then he entered the online chat mode and responded to the topics of concern to the outside world. As of the end of the live broadcast, Lei Jun's live broadcast has received a total of 190 million likes.
According to the official data released by Xiaomi Auto, Xiaomi Auto SU7 will be on sale for 4 minutes, and it will be set for more than 100,000 in 7 days. A reporter from Beijing Business Daily learned from Xiaomi App that the current Xiaomi SU7 is expected to be delivered in 29-32 weeks after locking the order, which is equivalent to 7-8 months. In the face of hot sales, the delivery of Xiaomi SU7 has become one of the topics of most concern to the outside world. In this regard, Lei Jun said in the live broadcast that the sales of SU7 were 3-5 times higher than expected, and Xiaomi Auto also held an emergency supplier conference a week ago. At the same time, on April 18, deliveries of the Xiaomi SU7 standard and Pro models began, nearly two weeks earlier than originally planned.
In addition, for the issue of channel construction, which is as important as delivery, Lei Jun revealed that at present, Xiaomi's car delivery center has covered 29 car cities across the country, and these cities cover the main markets of new energy vehicles. By the end of this year, Xiaomi Automotive Delivery Centers will cover 40 cities.
A reporter from Beijing Business Daily saw in the live broadcast comment area that many netizens also asked Lei Jun about the planning of Xiaomi car products. In this regard, Lei Jun said: "I can't answer, I need to keep it secret." However, in order not to disappoint netizens, Lei Jun said, "There is no plan to launch an off-road vehicle for the time being." At the same time, Lei Jun said that Xiaomi Auto's recent plan is to cooperate with all peers to make the industry bigger, not everything is done, everything may not be done well, only focus can really do a good job of products.
In addition, when Xiaomi SU7 was released, it was compared with Tesla Model 3, and netizens also compared Lei Jun with Tesla CEO Elon Musk. Regarding Lei Jun's online ridicule of the Internet that imitated Musk's attire at the Xiaomi press conference, Lei Jun responded that the blue suits are very similar, and they are just colliding shirts. "Xiaomi is a people, car and family ecological company, and the core is a technology company, focusing on scientific and technological innovation. I visited Musk more than a decade ago, and I was also one of the first owners of Tesla. Don't compare me with Musk, I don't do exactly the same thing with him, it's not good to compare. Lei Jun said.
The bigwigs of car companies "roll" traffic
Only chatted without listing, Lei Jun's live broadcast has received nearly 200 million likes, which has also pushed the traffic of Xiaomi cars to a new height. At the same time, under the traffic, the continuous improvement of the order lock rate of Xiaomi SU7 has also made many car companies realize the importance of linking traffic and sales, so many car company heads "rolled" into the live broadcast room.
Among them, three days before Lei Jun's broadcast, Wei Jianjun, chairman of Great Wall Motors, "got off the field" live broadcast and measured Great Wall Motor's full-scene NOA. In the live broadcast, Wei Jianjun drove the vehicle, from the complex "six crossings" in the center of Baoding to the narrow streets, 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.
In addition, Chery, which has been running wild with its export business in the past two years, has also taken the express train of live broadcasting. Recently, Yin Tongyue, chairman of Chery Automobile, and Luo Zhenyu, the founder of Chery Automobile, conducted a four-hour live broadcast to challenge long-distance high-speed high-end intelligent driving and warm up for the new models that will be on sale. Yin Tongyue said frankly that this live broadcast is to use new Internet thinking to explain and introduce in person, learn from Yu Chengdong, and learn from Lei Jun. In addition, Zhu Huarong, chairman of Changan Automobile, displayed information about the AVATR brand on his personal video account.
In addition to directly bringing goods, there are also heads of car companies who give lectures on technology. Deng Chenghao, general manager of Deep Blue Automobile, recently released a series of trailers of "Deng Gong Talks about New Energy" on the video platform. Deng Chenghao said that this is not to bring goods for Deep Blue Automobile, but to bring goods for new energy knowledge. However, in the eyes of the outside world, as the general manager of Deep Blue Automobile, Deng Chenghao teaches relevant technical information on the video platform, which itself will drive the popularity of Deep Blue Automobile.
According to incomplete statistics, since July last year, six car company leaders have gone live broadcast, namely Li Bin, founder of NIO, He Xiaopeng, founder of Xiaopeng Automobile, Lei Jun, founder of Xiaomi Automobile, Daniel Zhang, CEO of Nezha Automobile, Wei Jianjun, chairman of Great Wall Motor, Yin Tongyue, chairman of Chery Group, and Li Shufu, chairman of Geely Holdings.
Traffic "help" marketing breaks the game
Behind the "volume" live broadcast of the head of the car company is the "volume" of the Chinese auto market.
At the beginning of this year, Geely Automobile Group CEO Gan Jiayue bluntly said that this year will be another "most volume" year, volume price, volume products, volume services, volume flow ...... It's time to "see the truth". It should be said that from the "first half" of electrification to the "second half" of intelligence, every game is a tough battle for car companies. In the view of Cui Dongshu, secretary general of the Passenger Car Market Information Association, this year is a key year for new energy vehicle companies to gain a firm foothold, and the competition is destined to be very fierce.
The auto market is "involuted", and the attractiveness of new cars to consumers has gradually peaked. On the other hand, the traffic of Xiaomi Auto and Hongmeng Zhixing is being converted into sales, which also makes many car companies realize that it is urgent to change their marketing methods.
"The car is good, but I'm afraid of deep alleys, you don't talk about a lot of things, thinking that users know it, this is actually wishful thinking. 360 founder Zhou Hongyi said bluntly during a live broadcast with Nezha CEO Daniel Zhang.
In the traditional era of car manufacturing, it is usually the first-tier dealers who reach out to consumers. Yan Jinghui, a member of the expert committee of the China Automobile Dealers Association, believes that the current market competition is fierce, so it is particularly important for consumers to have a sense of brand and product identity. The heads of car companies face consumers through live broadcasts, and this new marketing model that shortens the distance between each other is becoming one of the ways for car companies to break the game.
It is worth mentioning that in this live broadcast of Lei Jun, Wei Jianjun, who was previously his helper when Xiaomi SU7 was released, also communicated with Lei Jun. When talking about the experience of live broadcasting, Wei Jianjun bluntly said that the company's live broadcast on the platform to interact with netizens is itself a reflection of self-confidence and a more true reflection of the company's situation. In fact, the more they avoid it, the less the public and netizens will understand the company. Lei Jun also said that whether it is on Weibo or Douyin, it is an opportunity to communicate face-to-face with users. In the view of automotive analyst Zhong Shi, through live broadcast, car companies can better display their products and brands, and at the same time shape their corporate image, with the help of traffic, so as to achieve a good publicity effect.
In addition, Lei Jun said frankly: "Because Xiaomi SU7 is too hot, I am also a little worried, the national public test and 360 degrees without dead ends, every little detail is seen with a magnifying glass, all kinds of interpretation and analysis, I am very nervous." ”
Beijing Business Daily reporter Liu Yang Liu Xiaomeng