Source: New List
Xiaomi Auto may not have expected that when it was being taken away by its boss Lei Jun, it was suddenly "bombarded" by a little girl.
Recently, Douyin blogger "Dalilun loves to eat vegetables" (hereinafter referred to as "Dalilun") with a magical sentence of "Great Wall ~ Cannon ~", which not only allowed him to increase his fans by 3.01 million in 30 days, but also successfully brought fire to Great Wall Cannon, a pickup truck brand under Great Wall Motors, which made Great Wall's stock price soar by 18 billion yuan.
The traffic content war in the automotive circle is sometimes so unpretentious. From Lei Jun's "Shuangwen Big Male Lead" to Great Wall Motor's "Great Wall Cannon", and then to Zhou Hongyi's recent car sale solicitation order, all of them are full of traffic and topics.
How did the Great Wall Cannon get carried away by the phrase "Dalilun"? What is the recent traffic war in the automobile circle? By observing the recent marketing actions and brand official names of major automobile brands, we may be able to answer the above questions.
01. Dalilun said "Great Wall cannon", and the stock price of Great Wall soared by 18 billion yuan
On March 17, "Dalilun" was riding a small electric donkey past a pickup truck when he suddenly stopped and said, "Hey! Yay~ My dream car!"
On the one hand, it is a small, cute and cute "Dalilun", on the other hand, it is a pickup truck with a fierce appearance and is taller than a person, and the extreme contrast coupled with the sentence "Dalilun" is a sinking dantian "Great Wall ~ cannon ~", and finally formed a wonderful chemical reaction.
But at first, the video didn't go viral until April 9, when the gears of fate began to turn.
First of all, "Great Wall Artillery" sent a video @"Dalilun": "Which cannon you like, pick whatever you like!" and showed a variety of its pickup trucks in the video. The next day, "Dalilun" responded in the air: "Can we discuss the advertising fee, I got the bank card overnight." "Great Wall Cannon" quickly replied in the comment area: "Your 300,000 dream love car (Shanhai Cannon) is ready!"
This back and forth made netizens realize that the "Great Wall Cannon" may really want to send "Dalilun" a pickup truck worth 300,000 yuan.
On April 15th, the story came to a climax, and "Great Wall Cannon" posted a video @"Dalilun" again, saying that an exclusive customized version of the Dalilun Cannon three-piece set had been prepared for her, and "Dalilun" could pick up the car at any time.
With envy and curiosity, a large number of netizens rushed to see who "Dalilun" was and why he was so lucky. According to the statistics of Xindou data, the Great Wall cannon video originally released by "Dalilun" increased by nearly 3 million interactions in a single day on April 15.
Stories full of accidents always attract special attention, and the luck of "Dalilun earned a car with one sentence" has aroused the interest of netizens.
With your hands back, your stomach straightened forward, your middle air should be sufficient, and your voice should be loud, accompanied by "March of the Great Wall Cannon", and then shout "Rambo ~ Gini ~" "Tomson ~ Yipin ~" "Di Li ~ Reba ~" ...... Recently, the imitation of "Dalilun" wishing has become one of the most popular content on the Internet.
Almost at the same time as the explosion of "Great Wall ~ Cannon ~", official accounts such as "Chongqing Communist Youth League", "North Sea Fleet" and "CCTV Military" also began to follow suit, bringing "Great Wall Artillery March" to a height that did not belong to it.
The BGM is still the same BGM, but what appears in the video is tanks, artillery, missiles, warships and other heavy weapons of big countries. The contrast between the little girl and the big pickup truck, to the contrast between the Internet meme and the big country's heavy equipment, further stimulated the enthusiasm of netizens to participate.
According to the statistics of Xindou data, in the past half a month, #Great Wall Cannon#, #大力仑长城炮转场#, and #长城炮梗还得看硬核版#等抖音话题的累计播放量超40亿.
So far, from the lucky stories staged by "Great Wall Cannon" and "Dalilun", to the official account and a large number of netizens following the trend, interesting stories + extreme contrast + low-cost reproductions have jointly boosted the birth of another Internet hot stalk.
It is also in this process that the "Great Wall Cannon" has become one of the biggest winners, not only gaining a lot of exposure and goodwill from netizens, from April 8 to April 11, the share price of Great Wall Motors rose sharply for four consecutive days, accounting for the total share capital of Great Wall Motors of 8.544 billion, and the market value of the four transactions rose by more than 18 billion yuan.
Recently, the pick-up of "Dalilun" has brought another wave of new traffic to the Great Wall Artillery. Not only the official number of the Great Wall Artillery, but also many netizens began to make follow-up reports.
Some netizens left a message: "Thirty years in Hedong, thirty years in Hexi, a few days ago, Wei Jianjun, chairman of Great Wall Motors, first evaluated Xiaomi SU7 on Douyin to rub traffic, and now it probably has to be reversed."
02. From "competing for favor" Zhou Hongyi to the layout matrix number, how do auto brands play with new media?
The interaction between the "Great Wall Cannon" and the "Dalilun" represents an important change in the automotive industry: a new generation of car companies is exploring new new media marketing methods.
Recently, because of the 360 founder Zhou Hongyi's car sale solicitation order, the official accounts of automobile brands have started a "battle for favor". The official accounts of major car brands have shown an amazing speed of response and are unwilling to let go of any hot topic.
On April 18, Zhou Hongyi released a video saying that he was ready to sell his Maybach and replace it with a domestic new energy intelligent networked car, and said that if domestic car friends can provide an experience car, he "will not refuse".
One stone stirred up a thousand waves, not only Li Bin, Yu Chengdong and other car bigwigs greeted one after another, but also the official accounts of car brands such as "Xiaopeng Motors" and "AVATAR" also posted blogs saying that they had driven the car to the 360 downstairs and welcomed Zhou Hongyi to experience.
Because Zhou Hongyi's reason for rejecting Wuling Motors was that "the space is too small", "Wuling Motors" also specially forwarded a video of Wuling Motors overloading to refute it, and said that "Wuling Hongguang is already on the way to the 360 headquarters".
As the solicitation for cars grew, the plaza below the 360 building even became a small car show. Some netizens found that the square is now full of more than a dozen cars of different brands, waiting for Zhou Hongyi's "favor".
Zhou Hongyi, who is testing the car
In addition to the response speed, the network sense of the official accounts of automobile brands is also getting better and better, and they are more and more able to get the current hot topics and output more network content.
NIO has launched a dialogue column for car owners, which has been updated to its 43rd issue; Tesla has created a video collection called "Tesla Time", hoping to give full play to the personal charm of its boss Elon Musk; VOYAH has made its own micro-variety shows and micro-movies; and Wuling has launched a "challenge to sell cars in 100 cities" campaign...... With the rise of live broadcasting, live car sales, live test drives, and live press conferences have also become the standard configuration of major car companies.
As a complex industrial product, automobiles have almost endless topics to discuss, and how to use appropriate content to leverage traffic and discussion topics has also become a research topic for automobile brands.
According to the "Marketing New Theory" report, after the technology conference at the end of last year, Xiaomi Auto cooperated with Weibo to analyze the hot concerns of users and predicted possible hot topics.
On the day of the press conference on March 28, Xiaomi Auto also quickly adjusted the direction of the hot spot according to the real-time tracking and hot discussion on Weibo. In the end, relying on keen user insight and strong execution, the Xiaomi car conference became one of the most out-of-the-circle car conferences in the industry.
At the Xiaomi car press conference, this "world famous painting in the automobile circle" was also born
Combing through the layout of major auto brands on major platforms, it can be found that their layout on major platforms has also become more mature.
According to the "2024 New Media Matrix Research Report of Car Companies" released by Xinbang, based on the audience characteristics and marketing advantages of different platforms, auto brands are forming different platform combinations.
On Weibo, most of the official accounts of automobile brands are more active, and the content published is also relatively "miscellaneous", in addition to interacting with bosses and car bloggers, they also undertake multiple tasks such as crisis public relations.
On Xiaohongshu, some car brand accounts have customized the presentation of content in order to reach more female users. According to Xinhong's statistics from Xinhongshu, a data tool under Xinbang, the proportion of female fans of the official accounts of Tesla, Xiaomi and other auto brands is more than 60%. This is undoubtedly a breakthrough for the male-dominated automobile consumer market.
At Station B, the official accounts of some car brands hope to reach more young users. Among them, AVATR specially designed a two-dimensional avatar, and the account profile was changed to a slightly secondary two-dimensional "My life is up to me". Great Wall Motors, which has labels such as hardcore and pickup trucks, danced a house dance on the official name.
With the multi-platform layout, the matrix accounts of auto brands have also become larger.
The official brand account and the founder's IP account can serve as the traffic position and attacker of the car brand, but the car brand also needs the matrix account to deal with the complexity and immediacy of social media. According to the "2024 New Media Matrix Research Report of Auto Companies", matrix marketing is becoming the main way for auto brands to break through traffic, with the average number of accounts for a single brand exceeding 1,700.
In terms of segmentation, the car matrix account can be divided into three categories: executive matrix, dealer/agent matrix, and employee matrix.
At present, most auto brands have already equipped a dealer/dealer matrix as standard, and a small number of brands have begun to explore the executive matrix and employee matrix.
The editorial department of Xinbang observed that at present, the senior management teams of auto brands such as AVATAR, Zeekr, Leap, and Xiaomi have settled in Douyin, Weibo and other platforms and started the operation of personal social accounts.
The most popular is Xiaomi's executive team that has settled in Douyin. Recently, "enthusiastic" netizens have frequently supported in the comment area of Xiaomi executives, and said to Wang Teng, general manager of the Redmi brand, netizens: "I think Wang Teng has the posture of an emperor, and he can go out and work alone." To Lu Weibing, president of Xiaomi, netizens said: "Mr. Lu, seriously, are you willing to be pressed by Mr. Lei all the time?"
was originally a joke of netizens, but Wang Teng's response suddenly aroused the enthusiasm of netizens to participate, and finally brought #Xiaomi Tiantuan to Douyin# to the Douyin topic list.
In addition to the executive matrix, auto brands such as Zeekr and Jiyue have also explored employee matrices. Searching for the keyword "Jiyue" in Xiaohongshu will show a large number of Jiyue employee accounts wearing uniform uniforms, most of these accounts have no more than 100 followers, but they have also made a certain degree of information supplement to Jiyue. In the future, with the continuous exploration of automobile brands, there may not be boutique employee numbers like "crazy subordinates".
It is understood that many auto brands have begun to use the multi-platform new media content asset management system represented by Matrix Pass, which is convenient and efficient to manage matrix accounts, count account data, improve operational efficiency, and turn the text, pictures and videos precipitated on social accounts into real enterprise content assets.
Different from traditional car companies, the competition of the new generation of car companies is a super competition involving multiple dimensions such as technology, marketing, content, traffic, and founders. Car brands not only have to fight for quality and price, but also have to be able to tell stories, play traffic, and make accounts.
It's important to note that marketing explorations for car brands aren't always successful. As we said in the article "Lei Jun Gained More Than 4.5 Million Fans in 30 Days, Auto Circle Bigwigs Formed a Group to Be Internet Reds", although Wei Jianjun, Daniel Zhang, Li Shufu, Li Bin, Yin Tongyue and other car bosses have gone into battle to start broadcasting and learning to be Internet celebrities, only the "top stream" Lei Jun has brought a lot of traffic to Xiaomi Auto
Because of the live broadcast of stilted legs, posting Weibo scolding netizens for licking dogs, Daniel Zhang was "besieged" by some netizens; although many car brand official accounts have begun to try content, most of the official accounts are still in the traditional TVC advertising style.
At present, the Weibo has been deleted
An Conghui, President of Geely Holding Group and CEO of Zeekr Intelligent Technology, once said: "In 2024, the entire industry will definitely undergo major changes, and the knockout round has begun, which may be more advanced than everyone expected." ”
From Lei Jun, who turned the car into a "personal press conference", to Zhou Hongyi, who became the "oldest car model", the Beijing Auto Show that has just opened seems to be a signal, marking that the traffic battle in the automobile circle has officially begun.
As for who will have the last laugh? Let's wait and see.
At the Beijing Auto Show, Zhou Hongyi sat on the roof of the car and became another "world famous painting" in the automobile circle