Qianjiang Evening News
On April 25, the Beijing Auto Show opened after a four-year absence.
On the first day of the auto show media day, the most attention was not the new cars unveiled, nor the beautiful models, or even the rights protection incident, but the two heads of the company.
Lei Jun, the founder of Xiaomi Group, wearing a green T-shirt, stood out in the crowd, shuttling between various booths, and Zhou Hongyi, the founder of 360 Group, wearing an iconic red T-shirt, although he is not a person in the automotive circle in the standard sense, but is currently in the limelight, as if he has become a traffic leader.
Lei Jun surrounded by the crowd
Why has the Beijing Auto Show, which showcases the latest products and technologies in the automotive industry, become a stage for them? Why has traffic become the most valuable and scarce resource in the eyes of car companies?
Zhou Hongyi climbed on the roof of the car as a "car model"
Zhou Hongyi became a man who was "hit" by traffic.
On April 18, Zhou Hongyi posted a video on Weibo, saying, "I made a difficult decision to sell the Maybach 600 that had been with me for 9 years." Why sell this Maybach? Because now I need to experience the feeling of a new generation of cars, give up the traditional luxury car, and replace it with a domestic new energy intelligent connected car. ”
Subsequently, many car companies smelled the smell of traffic and drove their new cars to the downstairs square of the 360 Building, including Ideal MEGA, Xpeng X9, Wenjie M7, Chery Xingtu ET, Dongfeng Mengshi, etc.
At the Beijing Auto Show, Zhou Hongyi came to the booths of many brands such as Weilai, Ideal, Mengshi, Zeekr, Huawei, Nezha, Xiaomi, etc., and interacted with the heads of car companies such as Li Bin and Yin Tongyue, and evaluated and made suggestions on domestic new energy vehicles from the perspectives of car safety and large model on the car.
Zhou Hongyi said with a smile, "I like any car I like when I see domestic new energy, and I love one when I see one." ”
When visiting the Dongfeng Motor exhibition area, Zhou Hongyi directly climbed onto the roof of an off-road vehicle and sat on it, playing the role of a "red-clothed car model". Zhou Hongyi said that he has been practicing rock climbing, in order not to be regarded as a "digital person" by the outside world, he climbed to the upper part of the car, and sat and took pictures, and was nicknamed "the oldest car model at the auto show" by everyone.
Zhou Hongyi explained on social platforms why he climbed on the roof of the car.
Netizens call it "top stream":
Sitting on the roof of the car, there is also traffic.
Lei Jun detonated the traffic of the auto show
At 9:10 in the morning, 10 minutes before the start of the press conference, many people gathered outside the booth of Xiaomi Automobile, and the passage was blocked for a while.
When Lei Jun stood in the center of the auto show stage, the crowd erupted in applause.
"As of April 20, Xiaomi has locked more than 70,000 cars, and the annual delivery target for 2024 has been raised to 100,000 units. Lei Jun reviewed the performance of Xiaomi SU7 since its launch, and at the same time gave an optimistic outlook for the future.
In just 20 minutes of press conference, Lei Jun paid tribute to Tesla, believing that it is a global technology benchmark and should be studied seriously. At the same time, he did not forget to send experience invitations to users of BMW, Mercedes-Benz, Audi and Apple, and attracted the attention of these users with intelligent and detailed designs such as sunscreen and storage.
A media practitioner passed by Xiaomi's booth and exclaimed with a slight teasing: "Where is the end of the sea of people?
In fact, after the press conference, the booth of Xiaomi Auto is still the booth with the largest traffic in the entire auto show, and it has been in a state of flow control. If you want to see the car, you have to line up for more than ten meters and wait for twenty or thirty minutes before you can enter the field. However, the Xiaomi SU7, which has been on the market for almost a month, is not a new car in the strict sense of the word, and it can already be experienced in more than 70 stores in 30 cities across the country.
Such a splashing traffic has made many car companies feel envious, and even the booths of Jiyue and Zhiji next door to Xiaomi cars have the blessing of overflowing traffic.
In the afternoon, surrounded by security guards and fans, Lei Jun was at the booths of GAC, BYD, NIO, Dongfeng and other booths, and everywhere he went, they were overcrowded.
"Lei Jun is engaged in marketing, and it really lives up to its reputation. An industry insider couldn't help but sigh.
Even if the traffic is good, it will also backfire
Cars should be the protagonists of auto shows
Under the huge traffic, some car companies have gained more attention. However, if you blindly pursue traffic, it may also trigger a backlash from public opinion.
At the beginning of this year, a 71-year-old Internet celebrity "Grandma Xu" drove to Hainan and was smashed by Mercedes-Benz to smash the hood. At the beginning, Chery's legal department supported a series of operations, such as sending flower baskets for condolences, and providing scooters, which won a lot of praise from "buy Chery when you buy a car".
But with the development of things, netizens found that not all the responsibilities of Mercedes-Benz owners began to reverse, and various questions about Chery's differential treatment, high maintenance costs, and traffic also made Chery fall into the saliva of the Internet.
In the view of an industry insider, different from the differentiated positioning of car companies in the era of fuel vehicles, the homogenization of new energy vehicles is very high. "But in the final analysis, whether the product sells well or not is determined by the core elements of the product, such as performance, safety, intelligence, and driving experience. ”
At the same time, the Beijing Auto Show is the highest level of auto show in the world, and the latest automotive products and technologies should become the protagonists of the auto show. But at this auto show, everyone's attention is on Internet celebrity entrepreneurs, and there is a suspicion of putting the cart before the horse.
Chao News Qianjiang Evening News Comprehensive Zichao News reporter Fan Guofei, the parties' social media, netizen comments, etc
Editor in charge: Yuan Ying
Everybody is watching