Author丨Ruthless
Editor丨Nuts
封面来源丨Unsplash
The two-hour live broadcast made many car circle peers envious of Lei Jun again.
On the afternoon of April 18th, Lei Jun conducted a personal live broadcast on Douyin, according to relevant data, Lei Jun's live broadcast had up to 1.01 million + people online at the same time, the total number of likes approached 200 million, and the number of fans in a live broadcast increased by more than 830,000, and it was ranked TOP 1 on the hot list during the live broadcast.
Such an astonishing communication data may be a height that other brands can't reach even if they throw money, but for Lei Jun, this seems to be commonplace.
Since the Xiaomi SU7 was warmed up on the market, in more than a month, Lei Jun's personal account has increased by nearly 5 million fans on Douyin, which is not only difficult to reach in the technology industry, but also takes several years to see it even in the Internet celebrity circle.
Lei Jun and Xiaomi SU7The super high popularity,It has also driven the enthusiasm of other car circle leaders for live broadcasting,Since entering April,There have been Li Bin、Wei Jianjun、Li Yanhong、Yin Tongyue and many other industry bigwigs have personally gone live broadcast。
Yin Tongyue, chairman of Chery Automobile, even said with a smile during the live broadcast: "Learning from Yu Chengdong and learning from Lei Jun forced me to come out in my 60s live broadcast."
However, after watching Lei Jun's own live broadcast, many car company bosses may sigh that Lei Jun's "traffic holy body", I'm afraid no one can really learn it.
1
"Don't compare marketing with Lei Jun"
In 2013, in an entrepreneurial TV show, Liu Qiangdong, who was a guest to help, said a famous sentence: "Don't compare marketing with Lei Jun, we can't compare with him, those who can sell tens of billions of Xiaomi mobile phones are definitely not ordinary people."
Now more than ten years have passed, Liu Qiangdong's classic assertion is still applicable to every car rim peer who wants to break hands with Lei Jun in marketing.
Although there are always juniors who want to touch Thor's Iron Throne, they have all failed to make waves.
The case of Waterloo is in front of you, Zhiji Automobile released a new car Zhiji L6 after Xiaomi SU7, and it has frequently encountered the popularity of Xiaomi cars since the beginning of the warm-up, but in the end, it did not become an anti-dog, not only failed to enhance brand awareness, but also dragged the SAIC behind it.
At the press conference of Zhiji L6, Liu Tao, CEO of Zhiji Automobile, wanted to learn and use the "Lei's comparison method", but he didn't expect to mark the wrong parameters of Xiaomi Automobile, which directly provoked the other party to post three accountability Weibo in a row, and his brand had to apologize publicly.
In terms of brand stories, Zhiji also wanted to take the sensational route and tell more stories behind the car, but he used too much force, which directly aroused the anger of netizens, and the joke that "every time a Zhiji car is sold, a young child will become a left-behind child" even became a hot meme on the Internet.
The press conference went out of the circle in such a form, which may not have been expected by Zhiji, and when the negative public opinion of Putian hit, Zhiji's decision-makers may regret it. Knowing this, it was better to honestly talk about your R&D strength and background as a large manufacturer.
In comparison, ZEEKR cars seem to be much more sober, although its two main models, ZEEKR 001 and ZEEKR 007, are in direct competition with Xiaomi SU7, and are even called the strongest opponent of Xiaomi SU7 by netizens, but ZEEKR does not seem to intend to be in close contact with Xiaomi in terms of marketing.
As early as before the release of Xiaomi SU7, Lin Jinwen, vice president of ZEEKR, said in an interview, "Xiaomi's marketing is what we need to learn from them, but our technology and product definition capabilities are what they need to learn from us." ”
From the market reaction, it can also be seen that the strategy of ZEEKR's main product technology route has indeed won a differentiated competitive advantage. According to the data released by BitAuto.com, in the sales ranking of the past week, ZEEKR 001 under ZEEKR has become the only remaining model that can still bite Xiaomi SU7.
2
Lei Jun is already the Lei Jun of the times
Although car company bosses want to follow in the footsteps of Lei Jun and ride the east wind of social media marketing, it must be admitted that the super entrepreneur IP like Lei Jun may not be able to replicate in recent years, or even be difficult to approach.
As an Internet celebrity entrepreneur who has been active on social media since the era of 4G mobile phones, Lei Jun's personal understanding of network marketing cannot be said to be perfect, at least it is also three points, although the marketing methods made on the surface are not unique, but on Xiaomi, it can have a very brilliant communication effect.
This is also reflected in Xiaomi's supporting team configuration, the front end may only see Lei Jun's speech alone, but the team behind it may have made many public relations deductions.
This may also be the fundamental reason why Xiaomi rarely overturns in network marketing, first of all, the boss understands communication, and also understands users and public sentiment, and secondly, the team has rich experience in trading, which can minimize risks.
But for other car companies, it is obviously rare to have such team genes, especially some naturally proud traditional car companies, thinking that they have a glimpse of the traffic password, but once they follow the cat and draw the tiger, the result is to pour out the foreign appearance.
From the perspective of the whole environment, the masses need a new era idol, Lei Jun with the cool background of "ten years of cold window to defeat three generations of business", the entrepreneurial experience from the beginning of Jinshan to the final chapter of car manufacturing, and the huge rice noodle group accumulated during the mobile phone period have made him the same as Ma Yun back then, and gradually live as Lei Jun of the times.
Although standing at the forefront of the times seems to be beautiful, but it is also infinitely dangerous, Lei Jun may not have such intentions, but the times chose him.
The hot scene after the launch of Xiaomi SU7 has been far more than within the car circle, and even many users who originally did not care about new energy vehicles have also developed a strong interest in Xiaomi SU7.
Just as Lei Jun's influence is not only the head of a car company, Xiaomi SU7 is not just a tram, but has become a symbol and even a social currency.
In this case, competitors at the same level still want to benchmark with Xiaomi through marketing, so it will undoubtedly be regarded as a copy of Dong Shi Xiaoxi's rim.
In particular, some car companies lack the traffic blessing of super personal IP like Lei Jun, and then invest money and energy in network promotion, then it is obviously a waste of resources, even if it is a little hot, it may be very limited to help sales.
3
Traffic anxiety of car companies
The development of the domestic new energy vehicle industry has entered a very tragic knockout stage, and the founder of more than one car company predicts that the future new energy vehicle market will only survive less than 10 brands, and even only 3-5.
In the face of such fierce competition, although the investment in technology research and development is important, after all, it is a long slope and thick snow, and it takes a long time to accumulate before we can see the return.
In contrast, marketing success can be reflected in sales more quickly, winning more market space for the product.
Before Lei Jun entered the car circle, Li Xiang was an example for car companies to learn earlier, and Mu Feng, president of Great Wall Motors, once called Li Li the "king of Weibo" and regarded it as a model for social platform marketing.
It is also driven by Li Xiang that the heads of many new energy vehicle companies have opened Weibo to enhance communication with users through social platforms.
But like Lei Jun, Li Xiang is like a fish in water on Weibo, and frequently wins attention for Li Auto's hot searches, which is inseparable from his personal ability and resources.
Li Xiang used to be the founder of Autohome and Bubble.com, and his years of experience in content entrepreneurship have made him more sensitive to content and communication, and he is also more able to gain insight into the nature of social networks.
Nowadays, many car circle KOLs started in Autohome in the early years, and even were employees of Autohome, such a special relationship also enables Li Auto to "respond to all calls" when it needs network heat.
From Li to Lei Jun, from Weibo to Douyin, car companies have learned about the change, but what remains unchanged is still the anxiety about traffic.
However, there are exceptions to this, such as Wei Jianjun, chairman of the Great Wall, whose strategy is to frequently interact with Lei Jun online and offline, and the same frame of the two is also jokingly called "meeting between the two armies" by netizens.
During Lei Jun's Douyin live broadcast, Wei Jianjun also broadcast live with his microphone, and the results were immediate, before Lianmai, Wei Jianjun's Douyin fans were only about 2000, and after the end of Lianmai, it has soared to 100,000.
Wei Jianjun and Lei Jun's frequent singing and harmony, on the surface, it seems that the boss of a traditional car company has put down his body to keep up with the new forces, but in essence, the Great Wall has its own product moat, Lei Jun also said in person during the live broadcast that Xiaomi will not make off-road models in the future, because the Great Wall has done well enough.
For other car companies, the examples of Great Wall and Wei Jianjun may also be able to bring some enlightenment, although the outstanding marketing can bring increments to the brand, but the advantages of product differentiation and segmentation may be the confidence not to worry about traffic.