Be a car model, conduct evaluations, and shoot life vlogs...... Nowadays, more and more bigwigs have begun to learn the way these Internet celebrities live.
In this regard, the public is both happy to see it and a little puzzled: why did the bigwigs put down their bodies, rushed into the Internet celebrity track, and grabbed jobs with ordinary people?
What the hell are they trying to do?
Industry bigwigs have become Internet celebrities
At the 2024 Beijing Auto Show, Zhou Hongyi, chairman of 360 Group, became the only car model on the first day.
He climbed onto the roof of the car in a conspicuous red coat and completely stood on the C position of the traffic of the Beijing Auto Show, and was nicknamed "the oldest car model" by netizens.
Afterwards, Zhou Hongyi posted a response on Weibo: "I'm a little socially phobic, I'm easy to be motionless in front of the camera, plus the live broadcast is a bit stuck, many people think I'm a digital person." To prove that it was a real person, I used my climbing advantage to climb onto the roof of the car. ”
Long before the opening of the Beijing Auto Show, Zhou Hongyi was already a super Internet celebrity in the automobile circle.
On April 18, he released a short video of the "Solicitation Order for Selling Cars", saying that he planned to sell the 9-year-old Maybach, replace it with a domestic new energy vehicle, and solicit experience cars from the whole network.
The news of the car change alarmed most of the car circle, and the major car factories lined up to "send the car" to Zhou Hongyi.
The parking lot downstairs of 360 Group is full of cars of different brands
Source: @三言Pro
At the symposium to commemorate the 30th anniversary of the Internet, Zhou Hongyi also asked Lei Jun, another "top stream" in the automotive circle, for a new car experience, and Lei Jun politely declined the request in a humorous way, and also made a wave of publicity for Xiaomi's SUV by the way.
In the past few years, Lei Jun has also been dominating hot searches on major platforms, and was named the male protagonist of "Counterattack Shuangwen" by netizens.
Although he personally refuted the rumors that "Kari does not have 4 billion" and "is not the top student in the college entrance examination", some people still commented, "Lei Jun is the peak of our era, and ordinary people can reach it by hard work".
Through Internet marketing, Lei Jun has firmly sat on the top spot of "Internet celebrity entrepreneur", and has also firmly established the character of "counterattack", "down-to-earth" and "model worker".
Counting further, Liu Qiangdong, the founder of JD.com, is also working hard.
The AI digital human "Procurement and Marketing Dongge" made its live broadcast debut on Jingdong App on April 16.
Although many netizens complained that the performance of digital people was too blunt, the traffic gained was a lot of real traffic.
There are also more and more CEOs who are jumping into the wave of influencer marketing.
Taking car companies alone, Liu Tao, co-CEO of Zhiji Automobile, took the black and red route, NIO Chairman Li Bin sang online and chattered, Xiaopeng Motors' He Xiaopeng, Great Wall's Wei Jianjun, Geely's Li Shufu, Nezha's Daniel Zhang also began to "show up" in the live broadcast room.
In the past, doing self-media or personal IP was a way for ordinary people to turn over, and now the bigwigs have also plunged into this track.
Netizens were quite puzzled while feeling the novelty: the bigwigs are so rich, why do they still want to be Internet celebrities?
The big guy is an Internet celebrity, what's the picture?
For money, of course.
The bigwigs are all fine, they have long known how to use the communication lever of the media to stir up their own popularity.
In recent years, the momentum of new media has been booming, and at the beginning, the bigwigs were still waiting and watching, afraid that something would cause trouble. Now I don't just wait and see, I don't want to go, even if it's black and red, it's red!
There are several steps to becoming an Internet celebrity, and the first step is often to create a persona.
Because Internet communication likes labeled, private, and emotional content, establishing a popular persona can play a great role in the development of the brand.
In this regard, Lei Jun is a successful model, and many people's good impression of Xiaomi stems from Lei Jun's legendary experience and personality charm.
In the environment of industry involution, marketing has become a necessary skill for enterprises, and the boss is an Internet celebrity is a "shortcut" to compete for traffic.
Bigwig influencers can gain high attention through social media and other platforms, and directly reach a large number of potential consumers.
Not only is this type of marketing low-cost, but it is often more effective than traditional advertising marketing.
The way and channels of interaction between enterprises and the public have changed, and the condescending news release publicity in the past will make the public more and more insensitive.
Only by creating topics, forming dialogues, and making the public feel involved can users arouse their feelings for the brand.
In the past, the public waited for entrepreneurs to promote themselves, but now entrepreneurs need to take the initiative to stand up and form a more real link with the public. After all, no one knows their business, ideas, products, services better than the founder......
Influencers are leadership.
The business boss chose to become an Internet celebrity in order to use the influence of Internet celebrities to enhance his voice in the industry.
Only by putting down the frame can you increase your value. On the whole, the big guys are all Internet celebrities in the end to achieve the same purpose: saving costs, attracting goodwill, promoting volume, and raising stock prices.
So, how many points can a big guy add to the enterprise as an Internet celebrity?
Since the Xiaomi SU7 was launched 28 days ago, 75,723 units have been locked, and 5,781 units have been delivered. It has also set a target of delivering 100,000 new vehicles this year.
Previously, no independent new energy brand could reach this figure.
According to public data, within 40 minutes, AI Liu Qiangdong's live broadcast room had more than 20 million views, the overall order volume exceeded 100,000, and the cumulative turnover exceeded 50 million, setting the highest peak in the number of viewers since the launch of the live broadcast room of Jingdong Supermarket.
AI Liu Qiangdong has also become the "ceiling of digital people bringing goods".
The end point of the big guy is an Internet celebrity?
Industry bigwigs becoming Internet celebrities is actually not a new thing.
From Zhang Chaoyang, who sang "Dear, That's Not Love" on variety shows and talked about physics in the live broadcast room, to Li Guoqing, who grabbed the official seal and smashed the cup to "become famous", and then to Luo Yonghao, Yu Minhong, Dong Mingzhu, etc., who became popular by live broadcasts and variety shows.
In the future, there will only be more and more bigwigs who strive to become Internet celebrities.
There are now 1 billion people in China who are watching short videos, and the bigwigs must master this language of dialogue with users.
As Zhou Hongyi wrote on Weibo: "Old friends came to the East to select and collectively learn about the Internet celebrity economy, and strive to understand the traffic password." Keep up with the times and keep up with the times. ”
And now is the era of eyeball economy and Internet celebrity economy. Where attention is, traffic is there, and value is generated.
Taking car companies as an example, some data show that the bi-weekly penetration rate of new energy vehicles will increase to 50% in 2020~2024. The rapid development is inseparable from the keen and active marketing of car companies.
This is also the reason why everyone wants to go from behind the scenes to the front of the stage and become a big Internet celebrity.
"The end of the investor is Internet celebrity" is changing from self-deprecation to a prominent science, and has become a compulsory course for bigwigs.
Of course, it's not easy for a big guy to be an Internet celebrity.
Even with the blessing of identity, if there is no interesting enough content that can attract attention, and there is no clear and moving story, it is difficult to attract attention.
Therefore, many bigwigs' accounts are still in a state of obscurity and little attention.
The road to Internet celebrity for the bigwigs still needs more exploration.
From the perspective of social impact, influencers are an inevitable product of the Internet era. Becoming an influencer is equivalent to gaining voice, influence, leadership, and wealth.
The words and deeds, dress, and lifestyle of entrepreneurs and Internet celebrities have become the focus of attention.
This increased attention has made them a social and cultural vane, whose words and deeds can influence more people's values and behaviors, and the spread of their entrepreneurial experience and business thinking will help promote social innovation and development.
Therefore, the various tosses of the bigwigs, in a sense, also reflect the return of today's entrepreneurial spirit.
Of course, we also need to be wary of the phenomenon of "pan-Internet celebrity of entrepreneurs".
If Internet celebrities have become a kind of business appeal for quick success, entrepreneurs are obsessed with packaging their personal image, and are keen to catch eyeballs and get rich overnight, rather than focusing on polishing products, improving services, and creating value...... It will have a significant adverse effect.
However, as ordinary people, we watched the toss of the bigwigs, and while feeling novel, it was difficult not to have doubts: the bigwigs have gone down to steal the jobs of ordinary people.
Are there still opportunities and places for ordinary people on this increasingly crowded track?