What can the top leaders of car companies get by "rubbing traffic"?
In the past two years, watching Wei Jianjun, Li Xiang, He Xiaopeng, the bosses of car companies frequently rub hot spots and rush traffic, it can make the people who eat melons happy.
Wei Jianjun cos Jobs on "Offense", Li Xiangshang talked about the prospects of new energy on Zhihu, and He Xiaopeng posted on Weibo to comment on the company's dynamics...... This group of "heads" of car companies who are like mountains across the line have become the "top stream" in the field of public opinion.
Relying on the skillful operation of the gameplay of major social platforms, they have managed their personal IP vigorously.
From a marketing point of view, the bosses of car companies are working hard to be down-to-earth and rub traffic, undoubtedly to attract traffic to brands and products.
In the Internet era, traffic is productivity, especially for new forces that want to expand their popularity, it is simply a standard operation for the boss to "go out of the circle" and bring goods.
Through various voice channels, more potential users can understand their own models, and then drive sales, which is a closed-loop logic.
But any style of play has a periodicity.
In the early stage, it is just enough to attract attention with the boss's IP dividend, but in the long run, traffic is not a panacea, but may become a shackle for car companies.
First, relying too much on social platform propaganda can easily arouse users' rebellious psychology, and once the boss's remarks or behaviors are controversial, the brand image will also be questioned.
Second, how to monetize traffic is a technical job, which depends on whether the product strength and service level of the car company are hard enough.
Otherwise, if you can't retain users, it will be a flash in the pan.
What's worse is that when car owners encounter problems, bosses often avoid talking about them.
For example, some time ago, Li Xiang's statement surprised many car owners by the spontaneous combustion incident of Ideal ONE.
Another example is that the vehicle caught fire due to the failure of Weilai's overcharging, and Li Bin did not give a convincing explanation.
When the bosses absorb traffic, they are loud, but when something really happens, they selectively lose their voices, which is inevitably chilling.
In fact, any industry is product and service first.
This is especially true in the automotive industry, where car companies need to come up with excellent products instead of always working marketing.
Traffic can only help you attract attention, and if you want to win word-of-mouth and gain a firm foothold, you have to rely on the product to speak.
For example, Tesla, although Musk is often "open-mouthed", the market performance of the Model 3 is still eye-catching.
On the other hand, some new car-making forces in China boast of "PPT car-making" all day long, but as soon as the car is listed, its original form is revealed, isn't this smashing its own signboard?
Doing practical things first, and then telling stories, this should be the basic logic of car companies.
Compared with the world's traffic, it is better to focus time and energy on improving product strength.
After all, consumers are not stupid, who will pay for the boss's joke if a car has been driven for ten years or eight years? Of course, there is nothing wrong with properly shaping personal IP and increasing exposure, the problem is to grasp the scale, don't put the cart before the horse.
Therefore, if the top leaders of car companies only care about chasing hot spots and rubbing traffic, but ignore products and services, it is putting the cart before the horse and seeking fish.
Eating dividends in the early stage and retreating tactically in the later stage is the ultimate fate of many car company owners.
After all, consumers want a good car, not the jokes and memes of the boss.
What do you think about this? Feel free to interact with me in the comment section!