Traffic, no matter what industry it is, the word traffic has been placed in a very high position, social platforms are crazy about traffic, funds are crazy about traffic, and even major brand bosses "deign" to ask for traffic.
For some more traditional industries, they may not have realized the importance of traffic before, and they are generally based on sales as a reference, but now the situation is that traffic seems to be linked to sales, and sales cannot be exchanged without traffic, especially in the industry where the marketing model of automobiles is almost fixed, the two are like middle-aged couples, who have a close relationship, but they may not like each other.
Isn't it okay to look at? Life is not still to live, especially such a big market competition pressure, eyeing competitors, no matter what, see what has traffic to follow the whole, but I don't know if you find out, now the marketing of cars for the sake of traffic, but it is really ingenious, a hundred flowers bloom, everything is used.
Seeing the sky-high traffic, the bosses went down in person
The volume of China's automobile market has added another content, in addition to the volume price, volume configuration, and now the volume boss has begun again.
Live broadcast is now a big industry that has not been "right" in China, no matter who or what type is engaged in live broadcast, it is also an important source of traffic, so after seeing the real fragrance of traffic, now many car company bosses have begun to join the ranks of live broadcast, I have to say, one by one, the older bigwigs are still desperately live broadcast to build momentum, it is really amazing.
Wei Jianjun, the 60-year-old chairman of Great Wall Motors, not only began to publish content on Weibo, which has been open for a long time, but also personally tested Great Wall Motors' full-scene NOA in the live broadcast, and also sighed in the live broadcast that the Great Wall is still too traditional.
Although 61-year-old Li Shufu didn't mention much about cars in the live broadcast, he began to get involved in this field in March.
The same is true of 62-year-old Yin Tongyue, who also said that he wants to learn from Lei Jun and Yu Chengdong and learn Internet thinking.
The live broadcast in which these bigwigs participate is different from other simple goods, but shows some technologies during the period, and uses themselves as testers to demonstrate the recognition of technical reliability and advancement, and at the same time, they will also express some plans and strategies about car companies.
For those who are engaged in the automotive industry, this kind of live broadcast is obviously more valuable than all kinds of loud content, but for consumers, can it play the same role? We also conducted some interviews with some consumers who have been paying more attention to automotive products recently.
"I still want to see the things tested, and take the live broadcast of the Great Wall as an example, if he doesn't discriminate against it, I don't know much about the Great Wall and these things in intelligent driving, and I always thought he was doing off-road. ”
"I don't understand strategic planning, I don't look at the brand when I buy a car, it's just a good thing, I probably still like to see the kind of introduction products. ”
"Sometimes I think the live broadcast is too subjective, especially the kind of incendiary fool you to buy, I think the live broadcast is still objective, if you have any technology, you can test it live, don't do any recording or video, who knows if it's fake, the live broadcast is the most convincing. ”
It can be seen that consumers have different opinions on the live broadcast of automobiles, but it is clear that there is a certain demand for the authenticity of the live broadcast, but there are still certain differences in the views of the boss of the car company on this matter directly. So at this time, is it meaningful to look at the boss of the car company to personally engage in live broadcasting?
At this time, we want to take Xiaomi as an example, Xiaomi car is not so much about the traffic obtained around the brand, but rather relying on Lei Jun's personal influence, Lei Jun standing there is actually a personal IP, not afraid of not liking to listen, such a society is actually incomparable to many car company bosses.
It's not good to say, if you don't usually pay much attention to the car, or if you are not a person in this industry, you don't know what you are doing when you mention this name, although the words are not good, but it is a fact, many car company bosses may be unconvinced when they see Lei Jun building a car with such influence, but you must know that Lei Jun has already understood Internet thinking and marketing before building a car.
So at this time, the influence of the car company boss in person may be lower than imagined, which should actually be strung with some anchors with large traffic, the car can be integrated, and the car can be integrated into this matter, in addition to the fact that you are the boss of the car company, the others may not be as interesting as some car critics.
And now we also see that some car company bosses have put down the shelves to engage in live broadcasts, but they have to open the comment area, the biggest significance of live broadcast is not to directly interact with consumers? What is this to do when the comments are closed? Are you afraid that some negative remarks will come out and you won't be able to save face? It's already this time, and there are still so many faceless faceless, since you want to do it, you have to do it thoroughly, so that at least it will be sincere on the consumer side.
In order to allow car companies to survive in the fierce competition, it is understandable to change traffic, which should be respected, but there is more than one means to change traffic, and now there is a bad atmosphere in the market, which is unscrupulous for traffic, resulting in the spread of the current automotive industry.
Changed the smell of the car spread
For the sake of traffic, you can say anything and do anything.
"Hundreds of thousands of cars, in order to attract attention, are crowned as the best within 5 million, the strongest within 10 million, and so on. ”
"During the live broadcast, the car company bosses did not hesitate to violate the rules, but also showed the ability of their products in front of everyone. ”
"A simple technical introduction, but also with an extremely professional term, and then make up a story for the common technology in the industry to make consumers think that only they are the best, in fact, it is no different from other car companies, just let some people who do not know the inside story call Niu X. ”
"When a new car is released, I also want to talk about how my employees are sick and still insist on working, how long and how long they haven't seen their families, and how long they haven't seen their parents when their children are born. ”
I won't name who the above is talking about, but everyone knows it, but this kind of big talk, ruthless words, and even some remarks and ideas that have no lower limit and are not close to humanity are being adopted by more and more car companies, and they are listed as the mainstream propaganda methods, regardless of whether it is black or white, just say whether there is traffic.
In order to mention their sales in the domestic market, some car companies directly called the anchor with the goods, set up a live broadcast machine in front of a show car, and surrounded the new car tightly, and the anchor worked hard to bring the goods and interact with the audience on the other side of the screen.
At this time, you might as well recall what the previous auto show was like, and it doesn't take long, just say that five years ago, in the two most important auto shows in Beijing and Shanghai, car companies often used the auto show as a platform to release their strategies and first technologies.
However, with the faster and faster release of products by car companies and the pace of competing products, many brands can't wait for the auto show at all, and they don't want to be robbed of traffic by the news of other brands' synchronous launches.
Is it really a good thing that the spread of the flavor has changed? What kind of basis should the spread of the flavor change be built to be successful? Some people have even said that "black and red" are also red, but how long can this be red?
Among them, the more representative should be the ideal, the previous expectation for the ideal conference is not what is new on the product, but to see what shocking remarks Li Xiang can say, of course, in addition to the press conference, Weibo is also its main battlefield, all kinds of scare, all kinds of education, Weibo hot search is really not less.
But since March 1 this year, after the ideal release of MEGA encountered Waterloo, Li Xiang, the "traffic king" of the former car circle, has been silent on Weibo, and the once high-profile person is now so quiet also makes people have more longing when the ideal new car is released, and they are thinking about what form he will enter everyone's field of vision again.
But in the press conference on April 18thL6, the ideal choice was to release online, and Li Xiang also met with everyone in the way of recording and broadcasting, recording words in advance, closing the comment area, in the current era of interaction, Li Xiang, who plays with traffic, uses a "traditional" release form.
There is no hype, no controversial topics, simple announcement of configuration, announcement of price, and the circle of friends is no longer spread with its "golden sentence", on the contrary, it is a stylized distribution of listing information, I don't know if it was the traffic that hurt Li Xiang, or realized that the spread of the flavor will eventually eat itself, during this time, Li Xiang also said many times that he was hacked by others, but the tone of a victim was asked: "What did you do before?".
But at this time, we found that L6 is indeed not as hot as before, but do you say that there are few media reports? No, the reason is very simple, the influence of this product in the market is still there, and the market audience is also there, when a number of joint venture medium and large products are lazy, such a car will be paid attention to regardless of whether there is a topic or not, so at this time, look at the spread of car companies, sometimes there is no need to be so exaggerated, cloud and mountain fog cover, isn't it?
Including some of the previous outrageous arguments, if you look closely, we can actually see that what these so-called big mouths say and promote, is basically based on their own products have enough advantages and confidence over competing products in the market, whether it is market positioning or technology application, they have big mouth capital, if they put it on some brands that can't do something, they can't change the sales of flowers.
At the end of the day, the product should be the real traffic
What does buying a car rely on? First, the demand, the second look at the price, and finally compare the differences and quality between the products, and finally choose a product that meets the heart, which should be a normal and universal consumer car purchase process.
Judging from the current communication and marketing of the auto market, car companies often invest more energy in the first two links to create traffic, build momentum, and warm up, but in the end, if the product is not good, it will be a tiger's tail, as mentioned earlier, these brands and founders who can get traffic, and the final topic will definitely fall on the products they launch.
For example, it is best to exaggerate the price range within how many thousands, but in the end there is no rival in the price range of your own products; and then there is the so-called shake lead, that is because there are no other competitors in the current market who can provide solutions; and even say, if you open the sales list, you will find that the existing cars do not even have traffic, but they rely on the reputation of the product to make it far ahead in sales.
Therefore, before creating a topic, before you go out to bring the goods in person, see if you have something you can get your hands on, or even if you talk about the whole topic, it may also be in the direction of comedy, and it is you who makes people feel funny. 【iDailycar】