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The recent high-profile Beijing Auto Show has evolved from a large-scale car circle event to a carnival on the whole network.
At this year's auto show, cars have been reduced to supporting roles, but the attention to car company bigwigs has become popular all over the Internet.
Lei Jun himself directly incarnated as the "god in charge of traffic", and the degree of congestion was comparable to that of "5A check-in attractions", and it was difficult for the most luxurious new cars in the audience to steal his limelight.
Li Xiang invited Lei Jun to test drive the new car, but he casually locked Lei Jun in the car and forcibly sold a wave, Li Xiang smiled brightly and staged a simple and unpretentious business war.
Zhou Hongyi on the other end was sitting on the roof of the car, and the people who didn't know the truth thought it was a "rights defender", who was photographed by netizens and uploaded to the Internet and became the new top of the car circle.
This Beijing Auto Show, which is the first time in 4 years, can't help but make people feel that times have changed.
Nowadays, many entrepreneurs have turned into golden signboards and personally grabbed popular traffic, and a "Internet celebrity era" of business tycoons is coming.
Xiaomi Tiantuan debuted, a new weather vane
Since Lei Officer's announcement of "Xiaomi Auto", his every move has attracted the attention of netizens, and now he has become one of the hottest Internet celebrity entrepreneurs.
Especially in the past two months, netizens have joined the team of "Archaeological Lei Jun", and "picked" Lei Jun's student days and social platforms.
Lei Jun's inspirational story has become popular again, and his image of a 100 billion president has more shining points.
Network traffic is tilted towards Xiaomi, and Xiaomi is ready to catch this wave of wealth.
Not long ago, the "Xiaomi Tiantuan" officially announced that it would settle in Douyin-
Lu Weibing, President of Xiaomi Group, Xu Fei, Vice President, Wang Teng, Brand Manager, Lao Wei, Product Manager and other senior executives have opened personal accounts one after another, adding another fire to Xiaomi's popularity.
Their entry injected "joy" vitality into traditional technology companies, and the people who ate melons clicked on their Douyin with curiosity, but they "died of laughter in the comment area".
Some people pointed out the country in the comment area and broke their hearts for Xiaomi, so that Lei Jun could seize this wave of traffic and engage in some side hustles with advertisements for goods.
There are also people who spontaneously output comments, and the stalks and slots are full, bringing high-quality publicity to Xiaomi cars.
Xiaomi's executives began to take off their serious and cold coats, and staged a big drama of "Those Things in the Workplace of Xiaomi Executives" in "infighting" and "ridicule".
Netizens who don't think it's a big deal to watch the excitement naturally join the battle one after another, focusing on "sowing discord".
Before the official launch of Xiaomi cars, some people speculated that Xiaomi, as a new brand, would be "beaten" when it entered the car circle, but Lei Jun was "crazy" at the press conference.
This time, the collective dispatch of the executives of the "Xiaomi Tiantuan" not only saved hundreds of millions of advertising dollars, but also enhanced the favorability of the public, allowing Xiaomi Auto to further expand its influence by taking advantage of the traffic.
These successes are all thanks to Xiaomi's "god-like marketing".
In Xiaomi's internal word-of-mouth marketing manual, there is a section that reads "It's not an advertisement, it's self-media."
As we all know, Xiaomi does not raise idlers, and even the chef of Xiaomi's company canteen knows how to PPT packaging and hunger marketing, and has been on the hot search because of this.
Lei Jun, as the originator of marketing, has now opened a social account on the whole platform, redefining the circle of friends - netizens call him "Xiao Lei", and he will return in seconds, and each account is active as if it is a "companion chat".
Where there is traffic, there is sales.
Xiaomi, who has mastered the traffic password, has opened up a new battlefield, and the heads of other car companies will not sit still.
On April 15, Wei Jianjun, chairman of Great Wall Motors, who has always been low-key and rarely appears in front of the public, opened his first live broadcast.
He also communicated with Lei Jun Lianmai about its industry trends, which became a clear stream in the car circle, and brought a wave of traffic to each other by the way.
Also in this month, Chery Chairman Yin Tongyue test-drove the new car Star Epoch ET in the live broadcast, and the topic of "a 60-year-old man personally live broadcast the test drive" exploded.
Yin Tongyue said in an interview that the reason for his live broadcast was that he was "kidnapped" by the company's young people to keep up with the pace of the times.
Li Bin, CEO of NIO, Li Shufu, Chairman of Geely Holding Group, and Xia Yiping, CEO of Jiyue Automobile...... They have a keen sense of smell and are ready to fight for Internet traffic earlier.
Business figures have put down their figures, walked from behind the scenes to the front of the stage, and personally took the lead, various marketing routines emerged in an endless stream, and daily work continued.
Just like Zhou Hongyi, president of 360 Group, said in a public speech: entrepreneurs will enter the era of Internet celebrities in the near future and form a new business pattern.
And now it's becoming a reality.
The road to internet celebrity for entrepreneurs
The reason why Zhou Hongyi predicted success is because he himself is an "old Internet celebrity" who has been working for decades.
Zhou Hongyi, who is now 54 years old, runs his own social media account, has tens of millions of fans, and has been out of the circle one after another recently.
His AI class and eloquence class have won the love of netizens, and this year's Beijing Auto Show has been a hot topic, even though he himself can neither drive nor even have a driver's license.
Zhou Hongyi's road to Internet celebrity is a lesson for the new generation of "entrepreneur Internet celebrities".
More than ten years ago, Zhou Hongyi's nickname was still "Red Cannon", and as the "king of the mouth", he had frequently fought with Ma Yun, Ma Huateng, Li Yanhong, Lei Jun and others.
He was sued by Robin Li in court at the beginning of his business, and later staged a gunpowder-flavored "3Q war" with Ma Huateng -
On Ma Huateng's birthday, the "360 buckle bodyguard" was carefully launched, and the number of downloads exceeded 10 million in only 72 hours.
Ma Huateng then announced in a pop-up window that he would "stop running QQ software on computers with 360 software", forcing users to choose one of the two.
Zhou Hongyi also gave Lei Jun a "war letter" on Weibo: "At ten o'clock in the morning next Monday, Chaoyang Park, I will make an appointment with you to meet and talk." ”
Lei Jun rebuffed Zhou Hongyi mercilessly: "He thinks too much of himself......"
Zhou Hongyi's initial image was like this, and everywhere he went, there were topics and traffic, leaving many indelible marks on the Internet.
Luo Zhenyu once said in a program: "Zhou Hongyi is a fighter in the industry, in Ma Yun's words, this is a shepherd dog, what he catches and bites, almost biting Chinese Internet companies." ”
Later, Zhou Hongyi gradually faded out of the front line of "Internet celebrity", restoring a trace of purity and tranquility to the Internet.
In 2017, some netizens wrote an article that became popular, saying "I miss someone like Zhou Hongyi who dares to tell the truth, and the Internet needs a steel plate like him."
After a year, Zhou Hongyi wrote in the circle of friends: "My life is a failure", which is vague and embarrassing.
Zhou Hongyi returned to the Internet in January this year.
His personal image has entered version 2.0, with a gentle tone, clear logic, quick thinking, and often puts "down-to-earth" and "sincerity" on his lips, from the original sharp "red-clothed cannon" to today's "red-clothed uncle".
It's just that his enthusiasm for becoming an Internet celebrity is still the same as it was back then.
Recently, he and Ma Huateng shook hands at the 30th anniversary symposium of the Chinese Internet, affectionately calling Ma Huateng an old friend, and Ma Huateng also replied to Zhou Hongyi, "You are now the 'red' of Internet celebrities", and jointly opened the dusty past.
At the auto show, he and his former rival Lei Jun also had a good conversation, and Lei Jun also gave him a thumbs up and said, "You are also quite good at tidying".
In the past, Zhou Hongyi relied on challenging other companies to harvest traffic and topics, but traffic was only temporary after all, but now he lowered his profile to show sincerity, but he gained a good reputation.
In fact, since the birth of the Internet, there have been many old Internet celebrity entrepreneurs like Zhou Hongyi.
Li Guoqing, the co-founder of Dangdang.com, appealed to his emotional discord with Yu Yu in the interview, saying "It's not a thorn, it's not a thorn at all", while slamming the glass on the table to the ground, creating the hottest topic of the year by himself.
The marriage drama between him and Yu Yu was called "Qingyu Year" by netizens, and it maintained its popularity for 4 years.
But with the final divorce of the two, there was no splash.
Zhang Chaoyang, known as the "Godfather of the Internet", participated in variety shows and sang love songs, and he also had a high degree of discussion back then.
And Zhang Chaoyang, who is now 59 years old, decided to return as a "physical Internet celebrity" to challenge the new business era.
The Internet has developed for decades, and there has never been a shortage of Internet celebrities in the world of business tycoons, but many people "disappear when they are red".
It is never easy to ride the east wind of traffic for a long time.
What do business giants rely on to play the new year of IP?
The hype of online marketing continues, and netizens are overwhelmed with fun, but a lot of overwhelming traffic is just a flash in the pan.
With the revolution of information technology, netizens are also growing, and gradually disenchanting those who were born with "elite scripts", just as many people were still addicted to the stories of the rich second generation of drunken gold fans more than ten years ago, and now the public prefers those rich generations who take on their fate.
The reason is simple, elite entrepreneurs are too far away from the lives of ordinary people, and the new generation of self-made entrepreneurs is much more intimate.
Nowadays, entrepreneurs have become Internet celebrities, personifying and endorsing their own enterprises and enjoying the benefits brought by traffic.
But the flow is also a "sword of Damocles" hanging over their heads, black and red, the altar and the abyss, for them are often only one step away.
Especially in this era of online archaeology, the overwhelming traffic exposes part of the life and privacy of entrepreneurs to the public eye, which means that they have to withstand the long-term test of character.
Many celebrities have also experienced the collapse of their personalities and the overturning of word of mouth, which has affected their popularity for a while.
But the Internet has given celebrities a lot of margin for error, and after issuing an apology statement, they "disappeared" for a while, and there is still a lot of chance to become popular in the future.
Compared with celebrities, entrepreneurs have a much lower fault tolerance rate.
Just because they directly endorse the company, and word of mouth is directly linked to the product, every word and deed directly affects the stock market.
Yu Minhong tried his best to turn the tide and rejuvenate New Oriental, but because of negative public opinion, the market value of Oriental Selection evaporated overnight, and this kind of example has never been a few.
So when an entrepreneur becomes an Internet celebrity and walks in front of the public, it is not enough to pretend.
If you want to become a real public idol, you can only be a long-term person who combines words and deeds, and be a person who can not only tell good stories to the public, but also practice them consistently.
The reason why Lei Jun's popularity has skyrocketed is because his words and deeds in the past are in line with people's imagination and expectations for outstanding entrepreneurs, so that more users can be converted into "Lei fans".
Think about it, how can an entrepreneur who pays taxes in accordance with the law, is responsible for his family, does not get caught up in public opinion gossip, and is down-to-earth and hard-working, can not get people's support?
is like Yu Donglai, who has gained a reputation and is loved by the public, just like Ren Zhengfei, who has experienced so many hardships and still thinks about "China is promising", thinks about the country and fights for the nation.
Entrepreneurs are trusted by the people, and their products are supported by the people, so that these enterprises can rise and represent the Chinese to conquer overseas.
Only by always practicing one's feelings and ideals, having noble morals, and caring for the society, can one truly become an entrepreneur who will never collapse. (Small Fish)
(Excerpted from the WeChat public account Visual Journal)