Text: Plums in Tiexi District
1
There is a consensus in this wave of collective live broadcast of car company bosses: boss live broadcast is good marketing.
In reality, there are two living cases of both positive and negative sides. On one side is the Xuan Jing we just talked about, although she is not the boss, she is the leader, and the other is Li Bin. The former was discredited and swept away; The latter's affordable brand Ledao will be listed tonight, and the public opinion environment is much better than that of NIO. Why is the difference so great?
First of all, marketing is the equivalent of a Swiss army knife in the automotive industry, and it is multifunctional in itself. If you want to boast about yourself, you can say that you have made great contributions to marketing; If you want to make excuses for yourself, you can also say that you don't know how to market, that's what Zhou Hongyi said about Nezha; If you want yin and yang, you can also say that it "just knows marketing", so everyone said this ideal in the first two years, so Zhou Hongyi let Daniel Zhang learn marketing with Xiaomi.
Nezha CEO Daniel Zhang & investor Zhou Hongyi
What's more, those classic "marketing cases" will have more or less problems in the future. The most typical example: the early one is Dale to Infiniti, and the later development of both is not good; The recent one is the current Li Xiang, before MEGA went public, people in the industry said that he used Weibo to pry the ideal market, and after MEGA was listed, it was all changed to look lively. Of course, there is also Musk, who is laying off employees and fighting a price war, and he knows why he bought a Rausch Twitter today.
Li Bin's crazy appearance only made a good impression because he learned to be careful. He has learned to be obedient since the "Porsche Factory" incident, and this wave of live singing in the car, talking to He Xiaopeng about cross talk, and mentioning Xiaopeng X9, he resolutely does not have a half-word opinion or violent opinion, and will never offend any competitor and its supporters. Although the popularity is not as good as Lei Jun and Zhou Hongyi, his traffic is mainly emotional stability, and he has no enemies.
One more word about Daniel Zhang. He has to study Xuan Jing well, he obviously didn't understand the situation when he broadcast live before, Zhou Hongyi is clearly ready to go down at any time, if there is a day, when he finds out that he has already understood Xuan Jing and become Xuan Jing, it will be too late.
Lei Jun also has to be vigilant. Those bosses' live broadcasts are watching your traffic, and at the same time, they are all staring at you, if you swell, you must be the one who suffers in the end. If you don't believe it, look at Li Xiang.
2
Regarding marketing, the most classic example in personal memory is Malibu 12 years ago. The car's pre-launch warm-up has been overwhelming, Tony Leung's advertisement "The more you insist on yourself, the more you have a broad world", the Chevrolet flagship after the Cruze hit...... At that time, it was the top of China's auto market, and its stable monthly sales after its launch were around 2,000 units. But a few months later, it counterattacked, and the reason was: price reduction, a sharp price reduction of about 20,000 yuan.
This is marketing, always mythical, always pinned on unrealistic fantasies.
If you really say that the bigwigs of those car companies don't understand this truth, we know best as the media, and it's purely a keyboard warrior. So why are this wave of bosses scrambling to do live broadcasts that they are not good at? In fact, it is the same as the wave of live broadcast car sales at the end of 2019 and the beginning of 2020.
At that time, the live broadcast was just popular, and at the same time, the epidemic started, and the door was not daring to go out, the 4S store had nothing to do, and it was better to be a dead horse doctor than to do nothing. At that time, when I talked about selling cars in live broadcasts, it was actually a higher topic than talking about the boss's live broadcast now, but in the end, it was gone. Now the live broadcast is still doing car sales, but it has become a farce that uses the appearance and figure of female anchors to gain traffic.
Now, the competition in the new energy market is fierce, but the non-head companies seem to have hit the ceiling, and they can't find a way to continue to grow, and the price war is so fierce, it costs too much money to burn money, and it is not an overnight thing to engage in products and technology.
The price of SU7 is conventional, the technology is not outstanding, the product is mainstream standard, and the appearance is suspicious of Porsche...... The only special feature of it is Lei Jun's active performance on live broadcast and short video platforms, and then it also exploded into hot searches. Not only did it explode hot searches, but it also exploded sales.
So of course they all went live broadcast, and it was strange not to broadcast live. If Musk hadn't been abroad, Li Xiang would have been PTSD, and they would have "who understands the family".
3
When Wei Jianjun and Lei Jun were connected live broadcast, the latter sat upright, and the former's posture was relaxed, and there was a barrage saying that Wei Jianjun was a little disrespectful; Nezha Daniel Zhang's live broadcast was evaluated by netizens as a "leadership posture"; Many bosses broadcast live, and some netizens commented that "together they are not as good as Musk or Huang Jenxun"......
In 1960, when the U.S. presidential election debate was broadcast live on television for the first time, Nixon applied a layer of covering powder on his face in order to hide his lush stubble. Through the camera, Nixon's embarrassed appearance is exposed to television images in living rooms across the United States, and he lost the election.
Nixon, who was sweating non-stop, was considered cowardly and incompetent, and Lei Jun, who always had a cramped and rustic voice in front of the camera, was considered simple and cute.
In the same wave of boss live broadcasts, Li Shufu and Yu Minhong had cooperated before, and he was extremely skillful in that live broadcast, talking about Geely's advantages and concepts. The performance is almost perfect, but few people talk about it.
Li Shufu's eloquent talk seems to be considered too heavy on the stage, and Lei Jun's self-deprecating "Are you OK?" designed at the press conference. It is considered to be playful and self-deprecating.
The audience's likes and dislikes are really as unpredictable as the mind of their sweetheart.
Yin Tongyue laughed at himself during the live broadcast, and he was very good
Then again, how many Lei Jun are there in the whole of China? Regardless of the external performance of body management and touching hair, he is a real grassroots background, promoting the genuine and affordable software, and creating a national-level smart hardware brand, even so, his words and deeds are still not greasy and not daddy. The last one alone is as difficult as the sky. Even without those personal marketing, SU7's traffic and sales are guaranteed, because because of his characteristics and experience, he naturally has a good impression on social media.
No matter how seriously Zhou Hongyi learns from Lei Jun, he can't make SU7. Because Lei Jun did Xiaomi before, and Zhou Hongyi did 360 before.
The reason why Lei Jun's live broadcast is twice the result with half the effort is that the experience in the first half of his life has laid the foundation, and if other bosses want to get real benefits, they must find their own way after all.
Wang Ziru said that it was a happy thing to follow Dong Mingzhu to a meeting. The words are very crooked, but the truth is that the truth, the bosses are the best when making decisions and working. It's a pity that the content of the bosses' meeting can't be broadcast anyway. If the public discovers that what they have been speculating about or fearing is true, the company will not be able to survive.
4
In the final analysis, the live broadcast of car company bosses is a very ordinary marketing behavior. You don't have to go live streaming, otherwise you'll be left behind. There's no need to lament bitterly that they have been kidnapped by traffic or something, and it's not a violation of morality or regulations, it's not a shame to make money.
A live broadcast is just a live broadcast, not a panacea, let alone a flood beast.
As for the current stage, it is even better to resolutely support all car company bosses to go live broadcast. Everyone should have discovered that most bosses have chosen the scene of intelligent driving during the live broadcast, isn't this a great thing, and it is good to make it a fixed program.
On the one hand, it saves a lot of marketing expenses and builds trust, which is called bowing into the game.
On the one hand, it is important to educate users on the correct way to use it, this is not unmanned, keep your eyes on the road well, and put your hands on the steering wheel obediently.
Nowhere could it be more authentic and effective than this. There is no fairer and more socially responsible marketing in history.
Cover image from "The Devil's Late Show"