Recently, Xiaomi SU7 has exploded, and it has also taught traditional car rims a lesson, making them also suffer from "traffic anxiety". What is the marketing behind this? Check out this article to find out.
The explosion of Xiaomi SU7 has taught traditional car companies a lesson, and it has also caused the car circle to suffer from "traffic anxiety", and car companies are eager to seek marketing strategies that can quickly attract attention. As a result, live broadcast marketing has become a new battle that many car companies are trying to try.
Wei Jianjun of the Great Wall said: "The first live broadcast was more intense."
Chery's Yin Tongyue said: "I forced an old man in his 60s to come out." ”
These bigwigs, who were once accustomed to operating behind the scenes, began to go to the front desk one after another and went live in person, although they were not yet proficient, but they tried to enhance brand exposure and promote sales through the emerging form of live broadcasting.
However, the problem is that the live broadcasts of these car companies only imitate the shape of Xiaomi, and do not comprehend God.
The live broadcast of traditional car companies is just a link and action, and behind Xiaomi live broadcast, is the entire system of interaction and dialogue with users, the former is still a marketing action under the thinking of the enterprise, and the latter is the brand strategy under the thinking of the user.
From the beginning of the announcement of the car, Xiaomi has let users participate in every link throughout the process, from the announcement of the car-making plan, to the exposure of the spy photos of the factory that sparked heated discussions, to let everyone guess the price, and then to the story sharing of the live broadcast after the release of the SU7, every node has filled users with a sense of participation and expectation.
It's like a season of a TV series full of user barrage, users have endless questions, and the TV series is broadcast episode after episode, and there are filming footage after the show, and the trailer for the second season (building momentum SUV) will soon be revealed.
As a producer and director, Lei Jun is like a master of rhythm who controls the plot, keeping users in hot pursuit.
This kind of marketing that makes users full of participation is the core of Xiaomi's brand marketing, which is not a simple live broadcast, but a full-link system to establish dialogue and interaction with users.
Next, the show began to play.
1. Episode 1, D2C: Direct Communication with Users
The model of Xiaomi car marketing is D2C, which is inherited from Xiaomi phones.
In the era of the release of Xiaomi 1, most mobile phone brands relied on middlemen such as Suning and Dixintong for sales. Xiaomi, on the other hand, has chosen to sell the phone directly on its official website, a strategy that not only eliminates the cost of offline channels and reduces the cost of sales, but also establishes a longer connection with the company's close connection with Xiaomi's social media, including the community and Weibo, to convert users who buy the phone into loyal fans of the brand.
The launch of the Xiaomi SU7 extends the D2C model from the mobile phone industry to the automotive field.
In the product building stage, Xiaomi develops products based on user data, ensuring that every feature and design can be close to user needs. For example, although the car mobile phone holder was ridiculed by Yu Chengdong, the user commented "I can do without, you can't do without".
In the pricing stage, Xiaomi considers the expectations of users and market changes to formulate a reasonable price strategy. BEFORE ITS LAUNCH, THE XIAOMI SU7 PRICE HAS BEEN DYNAMICALLY CHANGING IN ORDER TO FINALLY GET CLOSER TO THE EXPECTATIONS OF USERS.
In the marketing stage, Xiaomi eliminates the middleman link and sells directly to consumers, ensuring the transparency of information and the fairness of prices.
In the after-sales service stage, Xiaomi maintains long-term interaction with users through intelligent systems, listens to users' feedback and suggestions, and continuously improves products.
Xiaomi's D2C model is a comprehensive system from product development to marketing to service, and is a user-centric brand strategy, which realizes continuous interaction and deep binding with users.
Compared with Xiaomi's flexible and direct user contact method, traditional car companies often rely on dealer networks for sales and service, which is a typical B2C model, making them have a natural disadvantage in obtaining core user data and feedback.
The interaction between them and users is forever separated by a layer, like "looking at flowers in the fog and the moon in the water", limiting the potential for user relationships and product innovation.
Although a number of car companies have tried to shorten the distance between them and users through CEO live broadcasts, this method only touches the surface of marketing, and there is a big gap with Xiaomi's full-link user interaction system.
2. Episode 2, CEO Personality: Sincere and Practical
In the era of traditional marketing, executives of car companies often maintain a high-minded and unapproachable image, and they rarely have the opportunity to communicate directly with users. However, in the current Internet age, this can no longer meet the market demand. Users expect more sincere and tangible interactions with brands, and the personal IP building of the CEO of an automotive company has become the key to achieving this goal.
The rise of CEO live streaming is essentially an attempt by companies to shorten the distance with consumers by creating the personal IP of executives, so that personal charm can help brands and sales.
However, this kind of personal IP shaping is not achieved overnight, it takes time to accumulate. It's not like in the company, where the boss usually stands tall and goes to the factory on a whim to sympathize with the workers, and the image of the boss is humble and close to the people.
From 2015's "Are You OK?" From the beginning, Lei Jun established his image of being close to the people and sincere. The construction of this image is based on many years of direct communication and sincere dialogue with users. Lei Jun's approachable style through live broadcasts and other channels makes consumers feel that what he says is credible and true.
Therefore, he said that everyone thinks that ecology is valuable, and Jia Yueting said ecology, and everyone thinks that it is too big. When he says that he doesn't make money, everyone thinks that he really doesn't make money, and when others say he doesn't make money, everyone will think it's a fool.
In the live broadcast on April 18, Lei Jun continued to maintain his usual style. Although he is known as the "Shuangwen male lead", he admitted frankly in the live broadcast that he is not the top student in the college entrance examination, nor does he have a deposit of 4 billion, and he still focuses on sincerity and truthfulness.
3. Episode 3, Sense of Participation: Users discuss the whole process
Traditional car companies aim to sell cars to users quickly, and their relationship with users is limited to online marketing to get leads, invite test drives (or at dealerships), and once the car purchase process is complete, the connection between consumers and the brand is often broken. In this model, the user's conversation with the brand is usually limited, and the consumer's engagement in brand building is relatively low.
Xiaomi's relationship with users is reflected in the "sense of participation". In 2014, Li Wanqiang, the operator of Xiaomi marketing, published a book "Sense of Participation", which summarized the essence of Xiaomi marketing: the first is to interact with users to make good products, and the second is to rely on users' word-of-mouth to do communication and marketing.
This strategy is fully reflected in the promotion of the Xiaomi SU7.
When Xiaomi announced its foray into the auto industry, they not only announced their plans, but also sparked a wide public discussion, with many people even buying shares to participate and waiting for the price to appreciate.
Before the product release, spy photos of the new car were continuously released intentionally or unintentionally, and through waves of discussions, the popularity and volume of the brand were maintained.
At Xiaomi's automotive technology conference, when all eyes were focused on the price that was about to be revealed, Lei Jun said, "Let's listen to the next decomposition", which sparked widespread speculation and discussion among netizens.
After the product is delivered, Xiaomi Auto still maintains close interaction with users. For example, when some netizens suggested that the electric rear wing should be equipped with physical buttons, Xiaomi not only listened carefully to this suggestion, but also quickly responded and improved.
Through these initiatives, Xiaomi not only makes consumers feel like they are part of the product and brand-building process, but also deepens users' brand loyalty through continuous interaction.
Fourth, shooting tidbits, fan economy: user co-marketing
Xiaomi may not be the creator of the fan economy, but it is definitely the first brand to carry forward the term fan economy. It started with MIUI and built a community of fans, and then quickly attracted a large number of fans with the help of social media.
These fans are not only buyers of Xiaomi products, but also creators of content and co-marketers of brands. Through their own social networks, they share their experiences, exchange product experiences, and even participate in the improvement and promotion of products, forming a strong word-of-mouth communication force.
At a time when traditional auto companies are still relying on high-cost TVCs and large-scale marketing campaigns, Xiaomi has adopted a more open and interactive strategy to allow users to participate in content creation. This strategy not only reduces marketing costs, but also greatly improves the effectiveness and breadth of marketing campaigns.
XiaomiSU7All the marketing with strong communication power,Almost none of them come from the official,No one remembers SU7's slogan-the unity of people and vehicles,My heart is surging,But everyone remembers Li Bin、Ideal、He Xiaopeng、Wei Jianjun's jokes。
Even self-blackening, the phrase "Are You OK", which was originally the accent of Hei Lei Jun, was transformed into a complimentary paragraph that represented his own cordiality. Nowadays, Xiaomi is in the same frame as Porsche, and the jokes of colliding with Zotye are endlessly appearing on Weibo, but Xiaomi has not defended its rights.
In the age of user branding, the logic of marketing has changed. Traditional branding methods such as TVC and outdoor advertising are gradually weakening their influence. In its place, there is a content marketing system with higher user engagement, in which the collective creativity of users often exceeds the individual creativity of the enterprise.
5. Season 2 Preview: Can Traditional Car Companies Join the "New Drama"?
On the one hand, the marketing method of Xiaomi SU7 has given traditional car companies a blow, which makes them face internal and external pressure, and they must take some action, on the other hand, they have to put on an attitude of innovative marketing, at least this is a gesture of change.
However, as mentioned above, many traditional car companies' live streaming attempts only stay at the surface imitation, and do not go deep into Xiaomi's user-centric marketing strategy.
Through in-depth user participation and continuous interaction, Xiaomi has built a user-driven brand ecology, which is not only a means of marketing, but also a strategy for enterprises and users to grow together, which is the result of Xiaomi's genes and more than ten years of accumulation.
For traditional car companies, in order to transform from a manufacturing brand to a user brand, it is necessary to have a real and comprehensive interaction with users in every link of production, marketing and after-sales service.
This means that businesses need to fundamentally restructure their relationship with consumers, incorporating user feedback and needs into every step of product design and service improvement. Enterprises need to establish a platform for direct communication and interaction with users, so that consumers can participate in product testing, marketing, feedback and iteration, and be truly user-oriented.
The best time to plant a tree is 10 years ago, followed by now, 10 years ago Xiaomi planted the tree of user brand, if traditional car companies can plant this tree now, they can harvest the fruit in a few years, which is not a good thing.
Columnist
Xunkong, WeChat public account: xunkong2005, everyone is a product manager columnist, business observer, social marketing explorer.
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