"Red-clothed Sect Master" Zhou Hongyi rushed to the hot search again this time.
A second-hand Maybach (9 years old) under his name was auctioned at a high price of 9.9 million yuan, which made everyone lose it......
According to the market situation, the old car was estimated at about 900,000 yuan, but it didn't come to be expected to increase nearly 10 times.
Even Zhou Hongyi himself complained: "I hope that it can be doubled or tripled, but fortunately I donated all the proceeds from the auction, otherwise the people would definitely scold me." ”
Let's sort out the ins and outs of the matter first.
On April 27, Zhou Hongyi, the founder of 360 Group, announced that he would auction the Maybach S600, which had been open for 9 years, with a starting price of 600 yuan, and the proceeds from the auction would be donated to the Wang Xuan Foundation to support the development of domestic new energy vehicles.
At the same time, Zhou Hongyi also followed the example of the "stock god" Buffett to provide the next car owner with 3 opportunities to eat together and have in-depth exchanges.
On April 28, Zhou Hongyi broadcast the auction live in the 360 Building. After several rounds of bidding, this "uncle's own boutique car" was sold at a high price of 9.9 million yuan.
Interestingly, most of the bidders came from second-hand car dealers, import and export car dealers in Zhengzhou, Foshan, Shanghai and other places, and the final buyers also belonged to this group.
According to the Douyin platform, the buyer's public identity is Chu Zhenliang, the founder of "Tian'an Used Cars", who introduces himself as the executive chairman of the Beijing Automobile Dealers Industry Association, and is himself a small Internet celebrity with about 300,000 followers.
This explanation makes sense, after all, the situation of second-hand car dealers in the past two years is not optimistic, and it is understandable that Boss Chu wants to attract traffic and increase customers.
After the auction, Boss Chu struck while the iron was hot and immediately started the live broadcast that night. With Zhou Hongyi's popularity, the number of online users in his live broadcast room once exceeded 50,000, and the number of fans also soared to 800,000 in 2 days.
In the first few live broadcasts, Boss Chu did not explain the reason why he photographed this car, but just talked about his family history, which seemed to be "paving the way" for the follow-up content.
From the perspective of "customer acquisition cost", the "promotion fee" of 9.9 million yuan has achieved the effect of increasing fans by 500,000, with an average cost of about 20 yuan per person, and it will decrease as the number of fans continues to increase in the later stage.
As for whether it is worth it, the author's attitude is optimistic. After all, as long as 500 fans come to him to buy second-hand cars and earn 20,000 yuan per car, this will already be able to pay off. I haven't counted some other items, such as live broadcast tips, sales income, etc.
Of course, Boss Chu's core appeal is not just to increase the number of fans. At the auction site, he once bluntly said: "There is another purpose for auctioning the car by yourself, and you need to communicate with Zhou Hongyi in private." ”
It remains to be seen whether there will be more in-depth communication, or direct business dealings, between the two.
Combing through to now, the context of the matter is basically clear.
With an old car, Zhou Hongyi gained huge exposure, and his personal IP continued to strengthen; for 9.9 million, President Chu accepted the nomination, creating transformation opportunities for himself; and on social platforms such as Douyin and Weibo, the "melon-eating masses" gained after-dinner conversations......
can't help but sigh - in the era of traffic first, anything strange can happen. In order to compete for the right to speak in public opinion, both the explicit cost and the invisible cost are very amazing.
But everything is about a point, and the same is true for traffic hype. Take today's automotive industry as an example, under the leadership of Lei Jun, Yu Chengdong, Zhou Hongyi and others, "CEO live broadcast with goods" has become a trend.
But is this kind of marketing really suitable for all car companies? This point is worth considering.
Perhaps because of the different soil of the industry, compared with the executives of the digital circle, the outbound effect of many car company executives is very average, and the latter is more like completing a "political task", and the symbolic significance is far greater than the practical significance.
As a result, the marketing expenses are spent, but the attention of public opinion is not ideal, which is very embarrassing. Think about it another way, if this fund is used for basic work such as products, technology, and services, can it produce better results?
Perhaps, as Qin Lihong, President of NIO, said: "Traffic cannot become a moat for products, and it is difficult to achieve dominance in the automotive industry by relying on traffic, and cars must return to products, technologies and services in the final analysis." ”
Finally, what do you think about "Zhou Hongyi's auction of second-hand Maybach"? Welcome to speak freely in the comment area.