The quadrennial Beijing Auto Show is here again, and friends who pay attention to the Beijing Auto Show know that this auto show is very fun!
For example, Lei Jun, who makes mobile phones and cars, and Zhou Hongyi, who climbs the roof of the car without making cars, are hot in this Beijing Auto Show.
In recent years, the competition among car companies has been very fierce, TOP Jun has previously summarized the intention of inviting the CEO of friends at the Xiaomi press conference in "Xiaomi New Car Launch, Why are the bosses of "Wei Xiaoli" here?", and also analyzed Xiaomi's concentrated marketing posture in "Xiaomi SU7: Dimensionality Reduction Strikes Traditional Automobile Marketing".
And when it comes to the auto show, the competition of car companies has a different taste. As a scene for car company bosses to communicate and learn with friends, it is also a battlefield for brand marketing. The boss seems to be "fun", but it is actually one of the marketing methods.
Today, TOP Jun will come to a plate, and the marketing of car companies that use the boss as a gimmick has a lot of stalks.
The top stream and car models are all new
As the saying goes, "shopping malls are like battlefields", four years have passed, and the top of the auto show has changed.
On the first day of the Beijing Auto Show, Xiaomi Auto announced at the auto show press conference that Xiaomi SU7 has been on the market for 28 days: the number of locked orders has reached 75,723 units, and 5,781 units have been delivered.
As a result, at this Beijing Auto Show, Lei Jun, the founder of Xiaomi, became the C-position of a group of car company bigwigs.
Judging from the on-site photos sent from all sides of the Internet, Lei Jun not only exchanged product details and professional opinions with Wang Chuanfu, president of BYD (conducting a wave of commercial blowing).
Lei Jun & Wang Chuanfu (source network)
When I test-drove the Ideal L6, I was also "locked in the car" by Li Xiangyi, the founder of Ideal Auto, and the comedy effect was full.
Lei Jun & Li Xiang (source network)
Of course, this "please enter the car" is also a joke of netizens, the real situation is that Lei Jun praised the comfortable armrests of L6, and afterwards Li Xiang also posted on Weibo to express his support for Lei Jun's car.
Li Xiang Weibo
Behind many famous scenes of big guys may actually be like this↓
Terrier (source network)
In addition to the top generation of the auto show, the car models of this Beijing auto show also show an "aging trend".
Zhou Hongyi, the founder of 360, who does not build cars, appeared at the auto show as the "head of the experience group".
What is remarkable about this big man, in addition to the support for new energy vehicles, is probably the act of climbing into a jeep and looking far away.
"Male model in red" Zhou Hongyi (source network)
This picture even has a sense of déjà vu of a world-famous painting......
In addition to the auto show, Zhou Hongyi even made a bold statement that he would open a live broadcast at 18:00 on April 28 to auction his car Maybach 600 at a price of 600 yuan, and promised to donate all the auction money to the Wang Xuan Foundation.
This move also confirms his point of view: domestic new energy vehicles far exceed foreign brands.
The auction results are put aside, and it is climbing the roof of the car and auctioning luxury cars, Zhou Hongyi's wave of traffic can be regarded as a game ~ The boss's personal IP is rare but practical
Using the boss as a brand IP for marketing is not a new thing.
Some time ago, Liu Qiangdong's digital human live broadcast, in the first hour of the broadcast, gained more than 20 million viewing users, the stay time was 5.6 times that of usual, and the number of orders for his explained goods also increased by 7.6 times month-on-month
When the SU7 was just released, Lei Jun's personal action of opening the door made consumers fully feel the respect from the brand and enhanced people's trust in Xiaomi.
In the final analysis, the personal IP of the operating CEO means a lower cost of customer acquisition, and the personal IP can win the favor of the public more than the high investment and potentially lower return on advertising.
In addition, becoming an "Internet celebrity" like Elon Musk, the founder of Tesla, who does not like marketing, will also make the company's CEO an opinion leader and a representative figure in a certain industry.
However, there are so many entrepreneurs in the world, but not everyone can package themselves as an IP.
Previously, netizens compared Lei Jun's live broadcast posture with Nezha's CEO Daniel Zhang, and were very dissatisfied with Daniel Zhang. Daniel Zhang's response cannot be said to have reduced brand trust, but at least it did not attract the favor of netizens.
Daniel Zhang responded to the live broadcast comparison
According to the 2023 Autohome Consumer Survey data, young consumers under the age of 35 account for more than 40% of the intended car buyers, of which young consumers aged 26-30 have the most significant year-on-year growth, reaching 8.3%.
2023 Autohome consumer survey data
Capturing young users means that car company CEOs need to have a sense of networking. But if the CEOs don't have a sense of network, and they don't have a sense of humor and intimacy that can satisfy everyone, making cars diligently is still a down-to-earth choice.
epilogue
According to the official website of the Beijing Auto Show, a total of 117 cars were launched in the world at this Beijing Auto Show, including 30 global premieres of multinational companies, 41 concept cars, and 278 new energy models.
The increasingly fierce competition among car companies has made the bosses have their own tricks. TOP respects the traditional marketing methods of car companies, and is also optimistic about the future of new energy vehicles, and wishes Chinese car companies to keep moving.
- The "Great Wall Cannon", which is difficult to replicate in the marketing circle, has pushed the market value to skyrocket by 20 billion
- Xiaomi SU7: Dimensionality reduction hits traditional car marketing
- Xiaomi new car press conference, why are the bosses of "Wei Xiaoli" here?