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A 2015 Maybach S600 by 360 founder Zhou Hongyi was sold for a staggering 9.9 million yuan in a Douyin live auction, while the guide price of this model was only 2.888 million yuan. This sky-high auction incident not only refreshed people's perception of the second-hand car market, but also triggered a deep thinking about traffic, hype, charity and the domestic automobile industry.
First of all, from the point of view of traffic and hype, this auction is undoubtedly a successful marketing case.
As a well-known figure in the Internet industry, Zhou Hongyi's every move has attracted much attention. The auction not only attracted a large number of netizens, but also stimulated the public's enthusiasm for participation. However, there are also voices that question that this is a hype aimed at boosting the visibility of individuals and companies. But in any case, this auction undoubtedly brought huge exposure to Zhou Hongyi and the Maybach brand.
Secondly, the philanthropic spirit conveyed by this auction is also commendable.
Zhou Hongyi said that the proceeds of the auction will be donated to the Jiusan Wangxuan Care Foundation after deducting the corresponding taxes to support public welfare undertakings. This kind of behavior of using personal wealth for social welfare undoubtedly reflects Zhou Hongyi's sense of social responsibility and philanthropy.
In addition, this auction also reflects the progress and development of the domestic automobile industry. Zhou Hongyi said at the auction that the reason why he sold the Maybach was to support the domestic automobile industry. He believes that in recent years, domestic cars have made great progress in terms of intelligence and comfort, and have the strength to compete with international brands. This auction is not only an affirmation and encouragement for the domestic automobile industry, but also an appeal and guidance to consumers.
In the traditional concept of automobile consumption, factors such as brand and price often occupy a dominant position. However, with the development of technology and the change of consumer demand, factors such as intelligence and comfort have gradually become important considerations for car purchases. This auction is undoubtedly a challenge and subversion of the traditional concept of automobile consumption.
Zhou Hongyi's Maybach auction price of 9.9 million yuan is not only a successful marketing case and charity, but also a deep reflection on the domestic automobile industry and automobile consumption concept.
It reminds us that while pursuing brand and value, we should pay more attention to the actual performance and value of the product. At the same time, we should also actively support the development and innovation of the domestic automobile industry, and jointly promote the progress and development of China's automobile industry.
