Author|Zhou Yixiao
What will the employees of the dark side of the moon of the AI "popular fried chicken" company see after getting off work when they drill into the Zhichun Road subway station 360 meters next to the company?
Answer: A large huge advertisement placed by the competitor Zhipu Qingyan on his face.
The exit of Beijing Zhichun Road subway station
Moreover, Zhipu's advertising at this stop on Zhichun Road is not exactly the same as what it places elsewhere.
The company, which is in the toB and toC business at the same time, runs their ads in a very Kimi style in Kimi's lair.
What will Alibaba Cloud employees see at the airport when they return to Hangzhou after promoting their large-model AI solutions to customers across the country?
The answer: a huge advertisement for Byte's volcanic cloud.
Hangzhou Xiaoshan Airport T2 Terminal
At the T2 terminal of Hangzhou Xiaoshan Airport, on the territory of Alibaba Cloud, Volcano says to be your next cloud.
Sticking one's own advertisements to the hinterland of opponents used to be the most frequently staged drama during the most lively period of the mobile Internet. And today, the popularity of the large model has made it stage again in the name of AI.
1 Wisdom is everywhere
In order to see how hot the advertising of AI companies is today, we walked around many cities across the country, and found that AI-themed advertisements have spread in key locations such as key airport high-speed rail stations and subway stations with large foot traffic.
The airport high-speed rail station, which has the most impact on business people, is dominated by toB business advertising, and in areas with large crowds such as subways, toC is the main focus.
The picture comes from the actual shooting
And the first feeling we had when we walked around was that Zhipu really had a strong sense of existence.
At Capital Airport T3, you can see that it is showcasing its customers.
Beijing Capital Airport T3 Terminal
In some shopping malls, you can see the same picture design and lines as Zhipu brainwashing: a large model suitable for Chinese babies.
You can also find it in a subway car.
Source: Beijing Metro Advertising Official
Beijing Metro Line 1 Dawang Road Station
Beijing subway waiting for an advertisement in the station
The locations of Zhipu these subway lines are mainly concentrated in places with a high concentration of science and technology enterprises such as Zhongguancun, Wudaokou, and Zhichun Road in Haidian District, as well as crowded nodes such as Chaoyangmen, the transfer station of Line 2/Line 6, and Dawang Road, the transfer station of Line 1/Line 10.
Of course, Zhipu did not let go of office buildings, and in areas where Haidian Huangzhuang office developers are more concentrated, you can see the advertisement of Zhipu Qingyan intelligent body as soon as you look up in the elevator room.
Even on the back of the small table on the plane, you can see Zhipu reminding you to use it to write a weekly report.
The picture comes from netizens
Zhipu shouted "efficient, not anxious", but it is estimated that it will make other AI model manufacturers who can see these advertisements everywhere they go anxious.
2 The big scuffle between cloud vendors and others: in the name of AI
In addition to Zhipu AI, among the advertisers who focus on "large models", we have also encountered Huawei's Pangu large model.
Again, it showcases its own customer stories.
This advertisement promoting the Pangu model is actually from HUAWEI CLOUD.
In the wave of large models, the best way to sell is actually to sell cloud computing.
In the name of AI, cloud vendors have once again strengthened their investment in advertising wars.
Hangzhou Airport is one of the most representative melee places.
You can see the latest batch of Alibaba Cloud spokespeople. The leader is Wang Xiaochuan, the founder of Baichuan Intelligence, a large model company.
Hangzhou Xiaoshan Airport real shot
Then I encountered an advertisement from HUAWEI CLOUD in Alibaba Cloud's hometown.
Hangzhou Xiaoshan Airport
as well as Volcanic Cloud, quite targeted advertising.
The focus of cloud vendors has generally begun to shift to AI, large models, and intelligence.
At airports in Shenzhen and other places, you can see Baidu Cloud's advertisements. Not only does Alibaba Cloud's hometown have rival advertising, but Tencent Cloud and Huawei Cloud also have the same treatment.
Also fully turning to AI are consumer hardware manufacturers.
Samsung is playing with homophonic memes.
Even if the folding screen itself is eye-catching, Vivo will focus on a large model mobile phone.
Lenovo's AIPC advertisements can also be seen everywhere in Shanghai and other places.
Not to be outdone, there are also new energy vehicles.
On the largest billboard at the Beijing Auto Show, which has just begun, a large model is also on the car.
All Internet companies, all technology companies, and ultimately AI companies, this sentence was first realized on the billboard.
After seeing so many high-profile billboards, we also consulted the quotations of many media companies and simply calculated an account.
If you take it as a month, the price of light boxes, pillars and window stickers at the capital T3 airport is 4.5 million yuan/month; the price of the subway is different due to the different lines and stations, but the Zhongguancun area belongs to the S-level station, and the transfer station belongs to the A-level station, with more than 30 light boxes in 4 seals and 1 million yuan/month; and the poster in the elevator is about 200,000 yuan/month for an office building.
In other words, if it is fully rolled out, the offline advertising and marketing expenses will be at least 5 million yuan a month and 1.25 million yuan a week. (We only make a rough calculation, and the specific execution price is not known according to the actual situation of the placement and the different media companies.) )
Offline advertising is always the bellwether of business competition and trends, and today AI and large model companies are beginning to be the protagonists of advertising wars in various ways, and some familiar flavors are back.
Lu, the author of Silicon Star, also contributed to this article.