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I was stunned, the market price of less than 1 million yuan actually tripled.
Is the sky-high price of 9.9 million yuan too exaggerated for a second-hand Maybach? What does this crazy deal mean? Is it a hype made by merchants to gain popularity, or is there a deeper reason hidden? Let's explore.
In fact, the deal attracted a lot of attention from fans across the country long before it happened. On April 27, Zhou Hongyi, the founder of 360 Group, bombarded a blockbuster news on social platforms: he will publicly auction his 9-year-old car Maybach, with a starting price of only 600 yuan. For a top luxury car that was once worth nearly 3 million, this is undoubtedly a sky-high cabbage price. Immediately, the news spread quickly on the Internet, triggering a frenzy of onlookers from all walks of life and investors.
When the dust settled, the second-hand Maybach was finally auctioned by a mystery buyer for a hefty 9.9 million yuan. This staggering price alone is enough to make people jaw-dropping, but it's much more than that. Let's take a look back at what happened at this auction in detail:
At 6 p.m. on April 28, in the Beijing 360 Building, Zhou Hongyi connected with thousands of online audiences on the spot, officially kicking off the prelude to this sensational auction drama. In the venue, dozens of second-hand car dealers from all over the country gathered together, and the scene was extraordinary. From Zhengzhou and Foshan to Shanghai, Xuzhou and Yinchuan, it can be said that half of the top people in China's car circle have come to the scene just to see the true face of this "local tyrant's car".
"I feel like second-hand car dealers from all over the country are here!" The lively scene at the scene made netizens joke. Unexpectedly, the atmosphere was immediately ignited by several rounds of thrilling bidding, and everyone was stunned to watch the price of the car "soar" nearly a thousand times in just a few minutes!
In the end, this "classic car" with a market appraisal price of only about 900,000 yuan was sold at a high price of 9.9 million yuan, which made everyone present fall into an unprecedented frenzy from shock to excitement. "I was stunned, I didn't expect this price!" Even the owner of the car, Zhou Hongyi, was stunned by the sought-after situation.
Do you already smell the slickness?
What does this disturbing scene portend?
There is no doubt that this "local tyrant god car" worth tens of millions is a highlight in itself, but this alone is far from explaining why it has triggered a frenzied influx of car dealers across the country. Because for peers, the value of a second-hand luxury car is not unfamiliar, not to mention that now the domestic new energy vehicle market is in full swing, facing many challenges and business opportunities, how can they have the leisure to pick up "second-hand slag"?
Yes, as Zhou Hongyi proudly said at the auction, "I deeply admire Lei Jun, which has given the car circle a lot of inspiration, how to interact with new communication methods in the new era." The major domestic new energy models that have been unveiled on the scene, as well as the figures of ideal, Xiaopeng, Great Wall, Xiaomi and other car companies, have shown the true purpose of this event: to detonate the boom of new energy vehicles through marketing innovation.
In other words, it's just a well-packaged "variety show". As the number one fan of China's new energy vehicles, Zhou Hongyi has done a crazy new energy marketing in the second-hand car market! He is considered to be one of the most influential figures in domestic automobiles, and his marketing is undoubtedly the best way for automobile manufacturers to be exposed.
Now it seems that the auction has long been hidden, and the enthusiastic participation of car dealers is not without purpose, but to cater to the marketing demands of the organizers. Sales are no longer a top priority for new energy vehicle companies, and how to enhance brand influence with the help of emerging marketing methods is the top priority.
This reflects a new development trend of new energy vehicle marketing: while concocting topic marketing to meet the pursuit of individuality and freshness by young people, traditional product marketing is gradually being replaced by Internet social media elements. The audience is no longer a passive group, but integrated into the interactive mechanism of marketing, becoming the dominant and communication channel of the topic.
This new marketing idea has gained a huge popularity dividend. 780,000 people watched online at the same time, the barrage flew all over the screen, and the wonderful interaction between online and offline achieved a perfect integration. Automobile marketing methods are no longer confined to offline experience exhibitions, but keep pace with the times with the power of the Internet to build a new mobile Internet marketing platform.
In the future, new energy vehicle companies will step out of the traditional marketing model, integrate more emerging elements, and establish more intimate interaction with the majority of user groups. It is not just as simple as the word "marketing", but also fully integrates factors such as brand culture, user experience and even social responsibility to build a three-dimensional and all-perspective new image of the new energy vehicle brand.
Perhaps, when we look back at this 9.9 million yuan magic car transaction, we will find that this is just a microcosm of the new energy vehicle companies breaking through the traditional marketing shackles and turning to the Internet era. Now that the excitement is over, who can guess the far-reaching meaning of all this?
Of course, we can't completely deny the doubts brought about by the high price of 9.9 million yuan. For a second-hand luxury car, this price is a bit outrageous, which will inevitably make people question and criticize.
But don't underestimate the hype ability of 9.9 million! The topic hype has attracted the attention of the whole people to the greatest extent and explored a new track for the marketing of new energy vehicles. There is no doubt that this will become a major trend in the future of marketing.
So, what do you have to say? #周鸿祎迈巴赫拍出990万天价#
References:
9.9 million yuan! Zhou Hongyi's Maybach was sold, and half of the car circle arrived
Zhou Hongyi's Maybach was auctioned for 9.9 million yuan, and the buyer said that he wanted to rub Zhou Hongyi's traffic, "This car is not for sale"