Picture from: Screenshot of Lei Jun's live broadcast room
In 2024, the popular bigwigs in the car circle will be live, especially recently, and a number of car companies at the helm have been on the car to face the camera.
On March 28, Li Shufu, chairman of Geely Holding Group, and Yu Minhong, founder of New Oriental and CEO of Oriental Selection, visited Geely Satellite Super Factory.
On April 14, Yin Tongyue, chairman of Chery Holding Group, and Luo Zhenyu, the founder of Chery App, appeared together to challenge their own high-speed and high-end intelligent driving in a live broadcast, warming up for the pre-sale of Xingtu Star Era ET on April 15.
The next day, on April 15, Wei Jianjun, chairman of Great Wall Motors, also started the first live broadcast, he drove a Wei brand Blue Mountain, and tested the latest generation of Great Wall Motor's latest generation of high-end intelligent driving system on the complex traffic roads in Baoding City. Talking about why he went live in person, Wei Jianjun said frankly many times: "Great Wall Motors is still too traditional. And said that he would try more live broadcasts in the future.
It is worth mentioning that Li Shufu, Yin Tongyue and Wei Jianjun, the three first-generation automobile entrepreneurs, are all over 60 years old, of which Li Shufu is 61 years old, Yin Tongyue is 62 years old, and Wei Jianjun is 60 years old. Some netizens sighed: "The automobile industry is too rolly, forcing the older generation of automobile founders to come out again." ”
The main reason for these older generation of car founders, who are quite prestigious in the industry, to put down their bodies and collectively embrace the live broadcast room loved by young people is generally believed to be influenced by Lei Jun, the founder, chairman and CEO of Xiaomi Group.
Yin Tongyue said bluntly during the live broadcast: "Learn from Yu Chengdong and learn from Lei Jun, this is also forcing me, an old man in his sixties, to come out." Zhou Hongyi, an investor in Nezha Automobile and founder and chairman of 360 Group, also recently said that Xiaomi's Lei Jun's operation in marketing has taught more entrepreneurs a lesson. Let everyone know how important it is to learn how to communicate and express correctly with users from the perspective of users in the era of Internet celebrities.
It is worth mentioning that Lei Jun recently used a live broadcast with full popularity and online numbers to "teach" the CEO of an automobile company how to do a good live broadcast.
In this two-hour live broadcast, the number of viewers soared to 100,000+ in one minute of the broadcast, and 500,000 netizens grabbed the mugs of Xiaomi cars online. Douyin statistics show that the total number of viewers of the whole live broadcast is 33.94 million, the highest number of online users is 1.01 million, and the number of likes is nearly 200 million, topping the TOP1 of the hot list on the Douyin platform. After two hours of live broadcast, Lei Jun's personal Douyin account increased by nearly 890,000 fans.
What are the inspirations for the sky-high traffic brought by Lei Jun's live broadcast to Xiaomi Auto for the CEOs of car companies who are eager to engage in live broadcasts?
Get rid of habitual thinking and try to make friends with users
First of all, due to the influence of inertial thinking, the live broadcast style of some car company CEOs still seems too "boss-like". Although he has been emphasizing that he wants to be friends with users, he has never been able to make users feel that the anchor in the camera is his friend. A recent live broadcast comparison chart of Nezha Automobile CEO Daniel Zhang and Lei Jun on the Internet highlights this problem.
In this comparison picture, when Lei Jun faced the camera, he was half-sitting on the sofa, with his hands crossed between his knees, his expression looked very humble, and he looked respectful as a whole. And Daniel Zhang is in another posture - leaning back on the chair and crossing Erlang's legs. Daniel Zhang's posture is in sharp contrast to Lei Jun, and the former was criticized by netizens as "condescending".
Daniel Zhang's live broadcast posture was definitely not intentional, and he later explained that his waist was bad because of sitting for many years, and promised that he would pay attention to maintaining a standard sitting posture in the future. But it is this unintentional sitting posture that just shows that the CEOs of traditional car companies still have a lot of homework to make up for how to make friends with users.
Let's see how Lei Jun did it.
At the beginning of the live broadcast, he first had a cordial and friendly interaction with three groups of users at the Xiaomi SU7 Beijing Delivery Center. In the process of interaction, I can't see that he is a CEO at all, but more like a Xiaomi SU7 sales specialist, who cherishes the various functions that need to be explained to users on SU7, and shares the thinking logic behind these functions. When he meets children, he can also bend down and interact with them personally.
Picture from: Screenshot of Lei Jun's live broadcast room
And during the two-hour live broadcast time, he set aside an hour to answer the most asked questions on the barrage. For example, in response to the slow delivery of Xiaomi SU7, Lei Jun explained from the complexity of the supply chain, and after listening, people can no longer "blame" Xiaomi. As soon as the conversation changed, Lei Jun said that Xiaomi SU7 has accelerated the delivery schedule, and the delivery time of the Pro version and the standard version has been advanced from the previous end of April to April 18. first explained why the delivery was slow, and then released the information of early delivery, which not only appeased the emotions of car owners who had already made a decision, but also made users who were on the sidelines eager to place an order for a Xiaomi SU7 immediately.
During the two-hour live broadcast, Lei Jun always maintained an equal dialogue with users, and all this was due to his complete understanding of users, he understood most of the questions that users were most concerned about, and also knew how to answer users' concerns with the most correct answers. The image of a humble gentleman and the way of communication between friends have built a down-to-earth Lei Jun live broadcast room style.
Many CEOs of car companies did not know how to communicate with users in front of the camera that seemed to be very popular, and after watching Lei Jun's live broadcast, I believe they will more or less get some inspiration from it. However, inspiration is not only limited to the live broadcast room, but should also help to shape the corporate culture. Just like Lei Jun emphasized in the live broadcast room, the first point of Xiaomi's corporate culture is to make friends with users, interact and communicate with users.
This is a place that car companies should learn from the live broadcast room to the outside of the live broadcast room.
Repeatedly on the hot search is not necessarily a bad thing
Secondly, the second inspiration that Lei Jun's live broadcast brings to the CEOs of car companies is how to produce hot spots during the live broadcast and how to create suspense. These two live broadcast characteristics are an important reason why Xiaomi SU7 has always been short of traffic.
Previously, it was difficult for the car circle news to be on the Weibo hot search, and even if it was on the hot search, most of them were negative news that was not good for the company, such as which brand model was on fire, which model was recalled on a large scale, which brand was on 315 again, and so on. Therefore, car companies were generally afraid of hot searches before, because they didn't know how to use hot searches to turn them into part of their own communication.
Until the entry of Huawei and Xiaomi, car companies realized that the slightest little thing of the brand also has the potential for hot searches, and negative news can sometimes be beneficial to the brand. Lei Jun's first live broadcast of the car showed the outside world his ability to "create" hot searches.
Lei Jun mainly "creates" hot searches in two ways, one is to combine hot spots, and the other is to leave suspense.
Combined with hot spots, this is Lei Jun's most searched searches during the live broadcast. He responded to the most discussed topics on the Internet in the live broadcast room, including his cool male protagonist, who was discussed about imitating Jobs and Musk, and whether the car that most netizens were concerned about was mentioned, and other hot topics.
Image from: Weibo screenshot
Lei Jun responded to these high-profile issues by refuting rumors. For example, when responding to his cool male host, Lei Jun said that he was not the top student in the college entrance examination, he did not score 700 points, and he did not have a cold 4 billion in his card at the lowest point in his life. He also said that his success is based on diligence, hard work, and the opportunities of the times and the help of nobles.
By refuting rumors, on the one hand, these topics were fermented again, attracting "splashing" traffic, and on the other hand, it also guided the direction of public opinion to a certain extent, developing in the direction of Lei Jun and Xiaomi.
In terms of creating suspense, Lei Jun also generated a lot of hot searches through live broadcasts. For example, when faced with the follow-up product planning question, Lei Jun's answer was "confidential", but when answering the question of whether Xiaomi has off-road vehicle product planning, Lei Jun gave the answer "I can't build off-road vehicles". This kind of spoiler and confidential way of answering not only satisfies the curiosity of netizens, but also successfully keeps the outside world paying attention to Xiaomi.
The CEOs of car companies are extremely envious of Xiaomi and Lei Jun's physique with their own traffic, but they should pay more attention to these "splashing" traffic, why only Xiaomi can catch it, and others often end up being eaten by traffic. Lei Jun has actually made a demonstration in his first car live broadcast.
The most important thing is that the user understands the technical language
Finally, and the most important inspiration is that Lei Jun can always transform boring and difficult automotive professional knowledge into interesting and easy-to-understand vernacular, which greatly lowers the threshold for user acceptance, so that users have great interest in the various functions of Xiaomi SU7.
The mastery of automotive expertise is the strength of traditional car company CEOs. However, their shortcoming is that it is difficult to pass on these professional automotive knowledge to users in a way that users can understand. Previously, car companies mainly handed over this part of the work to the media, and they would regularly invite some media to visit their factories and the latest technology, and then organize special engineers to be responsible for explaining, and finally pass it on to users through media collection.
But the problem is that engineers often explain the key points to be delivered by car companies from a technical point of view, which makes many media often accept it as "in the clouds", and you can imagine the effect of delivering it to the user. Therefore, the difficulty of technology communication of car companies in the past is often that they have spent a lot of money on communication, but in the end, the effect of impressing users is often greatly reduced. One of the main problems is the lack of translation of technical expertise into a language that users can understand.
Lei Jun's live broadcast and the press conference on his platform allowed car companies to see a new way for technology and users to resonate. In his first live broadcast, Lei Jun took the lead in making samples for the CEOs of car companies.
During the two-hour live broadcast, Lei Jun spent most of the previous hour introducing various technical highlights around the Xiaomi SU7. For example, the Mona architecture developed by Xiaomi Automobile, the Xiaomi super motor that emphasizes the speed, the 9100-ton Xiaomi super die-casting, and the Xiaomi SU7 cage steel-aluminum hybrid body, etc. And these technologies are presented in front of users in a beautiful way as much as possible, such as when displaying the motor, they are presented one by one in the way of disassembly.
More importantly, when Lei Jun introduced these technologies, he transformed the difficult technical terms into easy-to-understand language and comparable parameters, which not only achieved the effect of allowing users to understand, but also planted the seeds of Xiaomi's leading technology in the hearts of users to a certain extent.
This type of technical marketing is known in the industry as "Rei's Marketing". Although knowledgeable professionals have complained about this method many times, for novice users who don't understand cars and technology, this marketing method is the easiest and easiest channel for users to understand Xiaomi SU7 and the technology behind it. From this point of view, car CEOs should really take the time to watch Lei Jun's live broadcast and the replay of his press conference.
(This article was first published in Titanium Media App, author|Wang Ruihao, editor|Zhang Min)