Source: Uncle Almighty
Today, the Beijing Auto Show opened.
It is said to be a media field, and the general audience will only be able to enter tomorrow.
Almost all car companies hope to grab the "good start" on the first day of this morning.
Including but not limited to Xiaomi cars.
If it is said that Zhou Hongyi's "small car show" in 360 tested the network sense and execution of the car company's brand of "rubbing traffic".
Today's Beijing Auto Show Media Day tested the ability of all car companies to brand public relations, create topics, and seize traffic!
So the question is, which car company "wins"?
Judging from the "live" live broadcast of the circle of friends, the uncle made a comment and shared three details.
Detail 1: Jiyue's "media seat" was instantly "hollowed out" by Xiaomi
This morning, Xiaomi Auto officially announced the sales of Xiaomi Auto Su7:
As of April 24, Xiaomi SU7 has locked orders of 75,723 units.
This data is said to be super "terrifying". (You are welcome to express your opinions in the comment area)
A media friend from the scene told an interesting detail of the scene, called "the press gallery was empty in an instant".
What's going on?
The booths of Xiaomi and Jiyue are next to each other, and there is even a bit of a "Taiwan" feeling.
Originally, the media were all participating in the Jiyue press conference, but as a result, as soon as Lei Jun appeared, the press booth of the Jiyue press conference was empty, and the stage collectively turned backwards, all turning to the Xiaomi booth.
No picture, no truth:
If we zoom in on this picture a little, the person who speaks on stage should be very embarrassed......
In fact, they should "hate" the marketing department more, why did you choose a booth next to Xiaomi.
didn't get the traffic, and even sang the right thing......
So, it seems that this "embarrassment" is found by yourself......
Also "embarrassed" is Zhiji Auto, which apologized after "tearing" Xiaomi at the press conference. Its booth was next to Jiyue, and when Lei Jun spoke at the Xiaomi booth, the people at Zhiji's booth were almost "hollowed out".
Lei Jun has become the "top stream" of today's Beijing Auto Show, and everyone is shooting around him.
He also went to BYD and other exhibition areas to visit, and Wang Chuanfu personally received him!
Uncle, a self-media friend, said:
Uncle's understanding is:
Rim brand, if you don't create a topic and grab traffic, the traffic will be snatched away, and you will be left with self-congratulation.
This can actually be understood from the public relations strategy of Xiaomi Automobile.
All car companies hope that the news released by themselves at the Beijing Auto Show will become a hot spot and be on the hot search.
So what news do you publish?
This should be the core issue that the brand PR department needs to think about the most.
Let's look at Xiaomi's brand communication strategy.
1. Release background:
1/ Xiaomi car SU7, only 24 hours after the press conference, announced that Dading exceeded 88,898 units!
2/ At the delivery ceremony of the first batch of car owners, Lei Jun announced: the number of lock orders exceeded 40,000.
2. Release strategy:
1/ I only have one car at the moment, the SU7, and this is my latest new product.
2/ Everyone is concerned about the sales of Xiaomi Su7, what is the stamina?
3/ Someone intercepted me, on the one hand, I announced that friends who can't wait are welcome to buy other domestic new energy, but I want to tell you today that the loyalty of my brand is still very high.
Based on 1 and 2, Xiaomi chose to announce the latest lock order volume.
Based on the above points, Uncle can derive a "flow formula" of Lei Jun:
Valuable "data" + boss with own traffic = "top stream" of Beijing Auto Show
"Top stream" Lei Jun can bring huge "traffic" when he goes to other booths.
Interestingly, just yesterday, a former CMO of an auto brand who claimed to have worked in the automotive industry for more than 20 years publicly accused "car bosses of performing for traffic".
Uncle wrote a little yesterday, and he deleted this Weibo again, could it be that he was slapped in the face by the reality of today's auto show?
Detail 2: "Internet celebrity" Zhou Hongyi climbed on the roof of the car as a "top stream"!
As mentioned above, another "Internet celebrity" also came to compete with Lei Jun for the position of "top stream"!
This is the new "Internet celebrity" Zhou Hongyi!
Nezha Automobile actually played his headshot on the big screen, publicizing that the Internet celebrity was coming to visit!
Uncle gave Nezha a little thumbs up, and it did make some progress in competing for traffic.
Of course, compared with Zhou Hongyi, Nezha Automobile is still a big difference.
In order to "experience whether the roof of a certain off-road vehicle is strong or not" (this reason is pure speculation), Zhou Hongyi climbed directly on the roof!
Netizens almost thought: He wants to defend his rights......
Some netizens also pointed out:
Another senior media friend of the uncle ridiculed:
The other left a message: Dimensionality reduction strike......
A self-media friend concluded:
With the same logic, we can also derive a "flow formula" from Zhou Hongyi:
There are complaints about the "photo" + "Internet celebrity" boss = the "top stream" of the Beijing Auto Show
But to be honest, the uncle really didn't expect it, and he didn't understand why the cardinal sect leader climbed onto the roof of the car...... Was this a whim, or was it planned for a long time? seems a bit overdone...... Can anyone help to ask him? Thank you
Of course, this off-road vehicle brand, if it is a "warrior" favored by Lao Zhou, you should take advantage of it!!
Uncle thought of it because he wrote two manuscripts in a row, and he also watched Lao Zhou's interview yesterday, and there were warriors in the 4 cars he mentioned, so he immediately searched for it on Weibo. I didn't expect it to be ......
@猛士科技, how can you post a Weibo enough...... Because everyone knows that the red-clothed leader "defends his rights" on the roof of the car, but whose roof is sitting on, the photo information can't be seen!
How about you buy a hot search, such as #Zhou Hongyi climbed on the roof of the Mengshi 917#......
Detail 3: Audi ran to the ideal booth to "pull people's heads"
This afternoon, there is one more detail.
At the ideal booth, just after a press conference, there were workers holding the Audi logo and "pulling people's heads" next to them.
Indeed, anyone who has held an exhibition should know, especially on the "Media Day", in a sense, it is actually a "grabbing" war!
Uncle just didn't expect that the traditional BBA was already so "humble......
Finally, the uncle summed it up a little.
In the era of traditional marketing, the "traffic password" of the auto show is the beautiful car model.
So much so that the relevant departments have issued regulations that clearly require that car models cannot be worn too revealing.
What about the era of traffic?
The car model of the auto show has long been a supporting role, and the boss "Lei Jun" and "Internet celebrity boss" Zhou Hongyi have become the "top stream".
The Internet circle has entered the automobile circle strongly, and it is completely changing, the marketing model and brand public relations of automobiles!
At today's Beijing Auto Show, Lei Jun and Zhou Hongyi taught another lesson to the car circle bosses.
What do you think of this change?
Do you think the "boss" should embrace traffic?