(Image source: Photo.com)
Recently, Lei Jun, the founder of Xiaomi, said that less than 20 days after the release of Xiaomi Auto SU7, the order volume has far exceeded their most optimistic expectations. On April 14, blogger Sun Shaojun revealed that the number of locked orders of Xiaomi car SU7 has exceeded 60,000. In less than a month, the sales of Xiaomi SU7 have far exceeded the sales of many car companies in a year.
Lei Jun's special service, frequent Weibo and live broadcast methods have kept Xiaomi SU7 hot every day. As Ren Zeping said, the out-of-the-circle marketing ability is the strong competitiveness that Xiaomi has accumulated since the era of electronic consumption.
Zhou Hongyi, founder and chairman of 360 Group, also highly praised Xiaomi's marketing capabilities, saying that Xiaomi should become a marketing master for all new energy vehicle manufacturers. He praised Xiaomi's marketing strategy as a god-like existence, and the owners of traditional car factories could not be unconvinced, because Xiaomi is Internet thinking, toC thinking, and they are toB thinking. He also praised Lei Jun for not only doing a good job in Xiaomi cars, but also making marketing a god-like existence.
Xiaomi used a press conference with the participation of the whole network to teach friends a lesson. Recently, the top leaders of car companies have personally broadcast live, including Yin Tongyue, chairman of Chery Automobile, Xia Yiping, CEO of Jiyue Automobile, Li Yanhong, CEO of Baidu, Zhou Hongyi, founder of 360, Daniel Zhang, CEO of Nezha Automobile, Li Shufu, chairman of Geely Holding Group, and Yu Minhong, chairman of Dongfang Selection. The marketing offensive of the new opponent was too strong, and Yin Tongyue couldn't help but ridicule himself, "forcing me, an old man in his sixties, to come out." He admitted that he was "learning from Yu Chengdong, learning from Lei Jun, and personally explaining and introducing products".
Zhou Hongyi has mentioned the importance of short videos and live broadcasts in public more than once, as a corporate CEO and founder, relying only on Weibo and Moments, the influence is already very limited, and it is necessary to learn how to express and communicate with the public in a new way of short videos and live broadcasts. At the beginning of the year, he also said that he went to Yu Minhong to learn from the experience, and realized that his thinking was also lagging behind, and his understanding of Internet celebrities was relatively superficial. Entrepreneurs may not all become Yu Minhong, there are still a hundred Yu Minhong between himself and Dong Yuhui, and the gap is very far, so we must learn this spirit.
Live user analytics
In recent years, middle-aged and elderly consumers with large consumption capacity, large population and relatively avant-garde consumption concepts have become a group that cannot be ignored in live broadcast e-commerce. According to the "2023 China Live E-commerce Opportunity Insight Report", in 2022, the proportion of live broadcast users over 50 years old will reach 18.90%, an increase of 1.7% year-on-year.
The development of China's Internet celebrity culture
With the rapid rise of the Internet celebrity economy, a number of KOLs (Key Opinion Leaders) with online influence have emerged in China. With their own influence and unique advantages, these KOLs can accurately and efficiently market to a certain scale of fan groups to achieve purchases and transactions. These KOLs have a high conversion rate and have gradually become an indispensable core of "people" in live broadcast e-commerce, that is, anchors. At the same time, the formation of influencer culture and the influence of KOLs have also promoted the vigorous development of live broadcast e-commerce.
The driving factor for the development of live streaming e-commerce in China
The driving factors of China's live streaming e-commerce can be mainly divided into technological progress, supply-side promotion, demand-side pull, and policy assistance. The support of technology and policies, and the promotion of the upstream and downstream of the industrial chain have accelerated the development of live broadcast e-commerce in mainland China.
Dong Chenyu, a teacher at the School of Journalism at Chinese Minmin University, pointed out that an important feature of Internet celebrities is segmentation, that is, Internet celebrity anchors on different platforms have influence in a specific circle, and the influence between different platforms and fan groups is basically isolated from each other. He emphasized that the huge group of online celebrity anchors and the large number of fans they have have have become an important force in leading consumption, influencing the supply chain, and changing the economic format, giving birth to an online celebrity live broadcast economy with a scale of more than one trillion yuan.
Internet analyst Ding Daoshi said that through live broadcasts and other forms of interaction, entrepreneurs can not only display their products and ideas, but also directly influence the public's perception, thereby shaping the brand image. He pointed out: "The final effect is what Zhou Hongyi said, 'saving hundreds of millions of advertising costs'." Compared with traditional PR and advertising, this method is simply not enough to save money. He also added: "To really be a good entrepreneur Internet celebrity, you have to work hard." ”
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