Learn from Lei Jun's good example.
Manual Labor/Digging Brother
Hand-edited / Uncle Horn
Produced by Unicorn Watch
There is no new car, like the Xiaomi SU7, the popularity can remain high for a long time after the launch.
On April 18th, Lei Jun, the founder of Xiaomi, pursued again "while it was hot" and started a live broadcast on Douyin "Let's talk about Xiaomi SU7 on sale these days".
When talking about the success of Xiaomi, Lei Jun maintained his usual humility and low profile, saying that it is too early to talk about the success of Xiaomi cars.
Admittedly, it will take a long time to test whether the Xiaomi car is successful or not, but the success of the Xiaomi car in marketing is beyond doubt.
Lei Jun and Lei Jun's Xiaomi car have not only become the object of learning in the car circle, but also become a traffic bonanza on social platforms.
Zhou Hongyi, the "red-clothed leader", is undoubtedly the most successful one in this wave of miners.
01
Splashing traffic
Lei Jun, who is superimposed by buffer, is the best spokesperson for Xiaomi cars.
From the countdown to the launch of Xiaomi Su7, Lei Jun frequently outputs car-related content on various social platforms, and around the car price, this biggest suspense, ambiguous statements, various rumors, various official rumors, continue to output suspense, so that the people who eat melons can't move the bench.
On the eve of the release of Xiaomi Su7, Lei Jun will also visit the Xiaomi car factory live, which has been serialized on the Internet. When Xiaomi SU7 was launched, the Xiaomi su7 press conference successfully broke the circle and became a major spectacle of national concern.
There are data to back it up.
At the Xiaomi automotive technology conference on December 28 last year, the number of viewers on the video number reached 4.8 million people, and by March 28 this year, Xiaomi SU7 was officially launched, and nearly 100 million people watched the live broadcast on the whole network.
According to third-party statistics, in the past 3 months, the number of hot searches about Xiaomi cars has reached more than 70, and on the day of listing, there were more than 30 hot searches related to Xiaomi cars.
The hustle and bustle of the world is for profit, and the hustle and bustle of the world is for profit.
In this era when traffic is king, this "profit" is the traffic that splashes the sky.
During this time, Lei Jun and Xiaomi su7 are the source of traffic on social media, some Internet celebrities rent Xiaomi SU7 to absorb streams, some buy Xiaomi SU7 to do crash tests, and the first batch of SU7 owners, just because Lei Jun opened a car door, Douyin has hundreds of thousands of fans.
Of course, there are also traffic "overturned", for example, Zhi has benchmarked Xiaomi SU7 at the press conference, and as a result, the key parameters of Xiaomi SU7 were wrongly marked, and he was involved in the whirlpool of public opinion, and apologized three times in a row.
02
Cardinal Master
In the wave of traffic of Lei Jun's car-making, only Zhou Hongyi, the founder of 360, caught it.
In Zhou Hongyi's "Uncle Zhou Hongyi" Douyin account, past videos mainly focused on topics such as artificial intelligence, large models, and entrepreneurship, and most of the likes were around a few thousand to twenty or thirty thousand.
As the Xiaomi SU7 began to heat up, Zhou Hongyi also kept up with the hot spots.
Seeing that Lei Jun's live visit to the Xiaomi automobile factory was very popular, Zhou Hongyi went to the live broadcast room of Nezha Automobile, which was invested by 360. What is a little embarrassing is that Zhou Hongyi originally imagined to be like Lei Jun and broadcast the production process of Nezha Automobile live, but he was taken to a place that looked like a construction site.
In the live broadcast, Zhou Hongyi intimidated Daniel Zhang, CEO of Nezha Automobile, and the purpose of his visit was to witness the production process of the car, and users would prefer to see the actual situation of car production rather than a construction site that is being expanded. Zhou Hongyi asked Nezha executives to learn from Xiaomi and learn more from Lei Jun.
Zhou Hongyi's short video also appeared on a number of Xiaomi car topics, such as "What's so good about Xiaomi car marketing?", "Why is Xiaomi called SU7", and the number of likes soared to more than 60,000 or 70,000. Among them, the short video of "Yu Chengdong Drives Xiaomi Automobile, and Lei Jun Who Understands User Psychology", because it has collected two big guys with their own traffic, has as many as 383,000 likes.
Learn from Lei Jun, become Lei Jun, and surpass Lei Jun.
Zhou Hongyi not only rubbed this wave of traffic, but also learned to create traffic topics.
On April 18, Zhou Hongyi issued a "Red Clothes Car Sale Solicitation Order", saying that he had made a difficult decision to sell the Maybach 600 that had accompanied him for 9 years and replace it with a domestic new energy intelligent networked car. He invited second-hand car dealers to help take away the Maybach and issued a solicitation order asking netizens to help recommend suitable car brands.
This topic quickly appeared on Weibo hot search, and netizens enthusiastically recommended models, Yu Chengdong, Li Bin, Xiaopeng...... The bigwigs of the car factory are also "queuing up to send cars", and the downstairs of 360 Company has become a new energy vehicle show.
Subsequently, focusing on "whose car to choose", Zhou Hongyi updated several short videos in a row, talking about the standard of his own car change, and the requirement must be a domestic new energy vehicle.
On April 20th, Zhou Hongyi updated a video to experience the Extreme Krypton 009 sent by Geely, and there are a bunch of new energy vehicles queuing up behind.
The number of likes of these short videos is basically more than 100,000, and the traffic is just now.
To a certain extent, Zhou Hongyi has turned his social platform into a publicity platform for the "competition" of new energy vehicles.
03
Why him?
Since the beginning of Xiaomi SU7, the business district has set off a wave of "learning from Lei Jun's good example".
Wei Jianjun, chairman of Great Wall Motors, who is a big man, made his live broadcast debut, and Xia Yiping, CEO of Jiyue Automobile, brought Robin Li, CEO of Baidu, to experience Jiyue 01 live together. Even the 62-year-old Yin Tongyue, chairman of Chery Holding Group, walked into the live broadcast room and said frankly that he "learned from Yu Chengdong, learned from Lei Jun, and personally explained and introduced products".
Outside the car circle, Liu Qiangdong, the long-dormant founder of JD.com, "appeared" in the JD.com live broadcast room, and purchased and sold Dongge through his digital avatar.
An entrepreneur who can't start a live broadcast is not a good entrepreneur.
However, the job of rectifying traffic is indeed not something that everyone can do, like some of the introverted and low-key bigwigs who are introverted and low-key enter the live broadcast room, and they are somewhat forced to operate.
Why can Zhou Hongyi?
You must know that Zhou Hongyi, known as the red-clothed cannon, is the first generation of Internet celebrity entrepreneurs, famous for his belligerence, the most famous is of course the 3Q war, but it has become softer and more low-key over the years.
In 2017, an article "The People Miss Zhou Hongyi" swiped the screen, which was also the manifestation of Zhou Hongyi's status in the rivers and lakes and the physique of Internet celebrities.
Others are learning from Lei Jun and emulating Lei Jun, for Zhou Hongyi, it is just his true colors.
Since the big model became popular last year, Zhou Hongyi has been active in the short video platform, and the appearance rate has also increased greatly.
In January this year, Zhou Hongyi's tongue battle against Cheng Qian, a post-90s entrepreneur, made this traffic student lose face, and finally apologized publicly.
Of course, there will be various controversies after the high-profile drawbacks.
Some netizens also criticized Zhou Hongyi: "My company is not running well, and I still teach others to do things everywhere, and I treat myself as a business teacher." ”
On April 20, the 30th anniversary of the development of China's Internet was held in Beijing, and Zhou Hongyi met his old friend Ma Huateng and joked: "Thank you Mr. Ma for your support on the video account." ”
Ma Huateng: "Now that you have become an anchor, you are now the red of the Internet celebrity, right?" (ENDS)