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- Source/Night Deep Finance
- Author/Night Deep Finance
Liu Qiangdong said more than ten years ago: Don't compare marketing with Lei Jun!
As a result, this week, Liu Qiangdong and Lei Jun successively completed the "live broadcast debut" and completed a public relations PK!
First, on the evening of April 16, Liu Qiangdong opened a live broadcast on JD.com in the form of a digital avatar, with a total of more than 20 million viewers and 50 million goods.
Immediately after the evening of April 18, Lei Jun started broadcasting on the Douyin platform, but he did not bring goods or rewards, and received nearly 200 million likes in 2 hours, and the number of fans of Lei Jun's Douyin account changed from 17.37 million before the broadcast to 18.33 million, and it continues to grow, with nearly one million fans.
Lei Jun started broadcasting, and the number of online people exceeded 10w+ in seconds
Judging from the data alone, Liu Qiangdong and Lei Jun have their own strengths.
But subjectively, he is also an "anchor", and Liu Qiangdong's effect is far worse than Lei Jun's, and he may be as far away as 10 Dong Yuhui.
Why? I'm going to talk to you today.
01
Xiaomi SU7 has been on the market for 20 days, and what bigwigs from all walks of life admire most is not how powerful this car is, but Lei Jun's subversion of the traditional marketing model in the automotive circle!
Similar to most industries, auto brands engaged in marketing and traffic, and in the past it has always been a three-pronged axe of "inviting celebrities, casting advertisements, and moving water army".
Xiaomi Auto also does this, but the added popularity is not as high as Lei Jun's face once and a few Weibo posts.
What's even more annoying is that "the big man in the car circle personally went out to do public relations" is not Lei Jun's first creation, Li Bin of Weilai, Li Xiang of Ideal, Yu Chengdong of Huawei, and He Xiaopeng of Xiaopeng started playing a few years ago.
But looking at the comparison of the number of fans of everyone's social accounts, Lei Jun is "cliff-like"!
Source: New list
Although he does not mix the car circle, the effect of Lei Jun's "personal public relations" explosion circle, Liu Qiangdong is estimated to be in his eyes and red in his heart. At the same time, in order to better stimulate the development of JD's e-commerce business and AI technology, it was finally decided to engage in live broadcasting.
In turn, the news that Liu Qiangdong is going to go live is estimated to have inspired Lei Jun's creative inspiration - he has played the development conference, posted on Weibo, shot test drive videos, factory videos, etc., but the live broadcast has not been tried!
So, at noon on April 16, there were only 6 hours left before the premiere of Liu Qiangdong's digital person, and Lei Jun suddenly posted a Weibo announcement: The live broadcast will be launched at 4 pm on April 18th!
And this more or less diluted or diverted netizens' attention to the topic of Liu Qiangdong's digital human live broadcast.
02
If you want to summarize "Liu Qiangdong's digital human live broadcast debut" in one word, Liu Sanguan will choose "short-lived" or "anticlimactic".
According to the WeChat index, "Liu Qiangdong Live Broadcast" reached more than 300,000 on April 16, and only 8,600 remained on the 17th.
Source: WeChat Index
On social platforms, Liu Qiangdong's live broadcast was also the most popular on April 15th and April 16th, and on April 17th after the live broadcast, there was no imagined enthusiastic swiping of the screen, which is very rare in topic marketing.
In the preview stage, there were actually a lot of topics related to Liu Qiangdong's live broadcast on the whole network, but after the broadcast, although the "number of viewers" and "results with goods" were on the hot search, they were more like routine reports, and there were no fresh and heavy topics to undertake, which led to an abrupt end in the popularity of the topic, frankly speaking, this is an unqualified public relations!
JD PR classmates, it's time to have a good review.
In contrast, the topic marketing of "Lei Jun Live" is more and more popular - preview on the 16th, broadcast on the 18th, and swipe the screen on the 19th!
Today, there are several hot search topics in Lei Jun's live broadcast, such as #Lei Jun denies the "Shuangwen male protagonist", #雷军承认社恐, #雷军谈账户上冷冰冰的40亿, and #雷军否认出SUV车型等等.
Lei Jun also denied rumors such as deliberately imitating Jobs and Musk's outfits, which incidentally brought fire to the old mortals of good friends!
Just looking at the content of these topics themselves, you know that Lei Jun's swiping relies on netizens to take the initiative to watch, rather than buying hot searches.
03
The most important question is, it is also a live broadcast, why can't Liu Qiangdong play Lei Jun?
In my opinion, there are three points.
First, Liu Qiangdong's live broadcast is too purposeful.
Hearing "Liu Qiangdong wants to use digital people to bring goods", the public may immediately associate "This is the need of JD.com's business".
In addition to being curious about what kind of scene the digital human brings goods, it is impossible to output more points to attract the public.
Second, Liu Qiangdong's live broadcast content has no surprises and is conservative.
On the evening of April 16, Sanguan entered Dongge's live broadcast room on time, but came out after watching it for 1 or 2 minutes.
It's not that I'm disappointed, but the content of the live broadcast room is basically the same as Sanguan expected, and there are no surprises.
And to say that he is conservative, just look at the barrage and comments in Dongge's live broadcast room, those peaceful and unnutritious copywriting overshadowed the comments of real users, although it prevented negative things, but also extinguished the enthusiasm of netizens to communicate.
Third, the overall planning is incomplete and there is no continuity.
As mentioned earlier, the topic of Liu Qiangdong's live broadcast is a bit "anticlimactic", how to undertake the popularity after the broadcast, there is almost no backhand, so it can only end hastily, and was quickly robbed of the limelight by Lei Jun and Zhou Hongyi.
At the beginning, Sanguan thought that Jingdong planned to make "Liu Qiangdong's digital people bring goods" a normalized business, but he didn't expect that after 3 or 4 days, there was no follow-up to this matter.
Maybe Dong Ge was dissatisfied with the effect and decisively called a halt, or did they plan to play "one-off" hype in the first place?
In contrast, Lei Jun "open-sourced" his own experience and experience, and classified all routines as "sincere".
How to understand?
Taking Lei Jun's live broadcast as an example, the most important content is more than an hour of "answering questions from netizens"!
First, don't be afraid of how sharp and unfriendly your questions are, you can speak freely (although Lei Jun will not answer them all). Let netizens speak, this is sincerity.
Second, don't say official clichés, and say things that netizens can understand. It's also sincere.
Third, communicate with users first, and then canvass for your own company and products. First meet the user's needs to see the excitement, and then promote the product, this is sincerity.
Why can't the traditional rim learn from Lei Jun?
It's not that Lei Jun's marketing is profound, but that they are used to defending against the people, and they are afraid that consumers will say bad things about themselves, so that they will let go of the hand that gags the user's mouth, and it is psychologically difficult to reverse it for the time being.
What do you think?
Ladies and gentlemen, what do you think? Welcome to discuss and exchange in the message area~
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