Lei Jun alone is worth ten 4A advertising companies.
It is no exaggeration to say that in just two months after the release of Xiaomi SU7, Lei Jun has become the top of the car circle.
Its popularity is not only reflected in the fact that it will be searched every day, but also the impact on the leaders of traditional car companies can prove Lei Jun’s influence in the car circle.
Over the past month, Yin Tongyue, chairman of Chery Group, and Wei Jianjun, chairman of Great Wall Automobile, have become “car bloggers” under the stimulation of Xiaomi SU7, hoping to learn Xiaomi’s marketing tactics and bring new growth to the voice and sales of their own brands by imitating Lei Jun’s personal IP.
In 1998, from behind the scenes to the front of the stage, the leaders of traditional car companies began to play live streaming, short videos and Weibo.
This is undoubtedly an important change in the marketing level of the automobile industry.
However, at present, compared with the new power car company bosses who come from the Internet, the “network sense” of the leaders of traditional car companies still needs to be improved.
How to be real and approachable, professional and create topics, get traffic and increase sales, which is no small challenge for the top leaders of traditional car companies.
, car circle boss, strive to be a “network celebrity”, with Lei Jun as the marketing core, Xiaomi car has achieved great success.
The number of views at the technical press conference reached 4.
8 million.
the number of viewers at the listing conference exceeded 100m.
after listing, there were more than 30 hot searches on Weibo.
one day after listing, the number was fixed to 88898.
This set of data deeply stimulated a group of traditional car companies, but also made the latter salivating.
Began to really pay attention to online traffic marketing.
What can be seen is that after Lei Jun released Xiaomi SU7, many leaders of traditional car companies have come to the screen to cheer for their own products.
On April 15, Wei Jianjun, chairman and executive director of Great Wall Motor, known as the “god of Baoding cars”, started a live broadcast for the first time to personally challenge the city NOA function of Great Wall cars tested in downtown Baoding.
At the scene, Wei Jianjun also set up the Flag of “the smart drivers of the Great Wall will enter the first echelon this year”.
In addition, Wei Jianjun also said that he will often be active in various social media in the future.
Photo: live screenshot of Wei Jianjun.
Interestingly, after Wei Jianjun opened Weibo, the first three posts were related to Xiaomi Automobile and Lei Jun.
Not only that, a few days later, Wei Jianjun appeared to interact with Lei Jun on Douyin.
Of course, Wei Jianjun is not the only one in charge of the traditional car company “Tongwang” recently.
On April 14, the day before Wei Jianjun’s live broadcast, Yin Tongyue, chairman of Chery Holdings Group, 62, also made a live broadcast to test the long-distance, high-speed and high-level intelligent driving ability of Star era ET, which is about to be launched.
The live broadcast also invited Luo Zhenyu, founder of App, and Wu Pei, a media man, to participate.
In the live broadcast, Yin Tongyue said frankly: “to learn from Yu Chengdong, to learn from Lei Jun, to explain and introduce myself, this is also forcing me, an old man in his sixties, everyone came out.
” In addition to Yin Tongyue, earlier on March 28, the day of Xiaomi’s car launch, Li Shufu, 61, chairman of Geely holding Group, and Yu Minhong, founder of New Oriental and CEO selected by Oriental, also launched a three-hour live broadcast, leading viewers to an in-depth visit to Geely Satellite Super Factory.
Previously active on social media platforms such as Weibo, including Zhu Huarong, chairman of Changan Automobile, recently he has frequently posted personal videos through Wechat moments to promote Changan Deep Blue, Avita and other brands.
It is not difficult to see that under the influence of Lei Jun, the leaders of traditional car companies see a new possibility.
They are speeding up to build a personal IP as the head of a car company, constantly experimenting with new ways of online marketing communication, trying to bring achievements like Xiaomi to their own car companies.
The “number one” is the best spokesman, and the top leaders of traditional automobile companies begin to strive to be “Internet celebrities”.
Behind this phenomenon is a change in the marketing of the automobile industry.
In the early days, traditional car companies rarely had direct contact with consumers, basically through 4S stores and secondary dealers in Motor City, especially at the marketing level, most of them were contracted to third-party public relations companies.
As the automobile market was still in an incremental era many years ago, traditional car companies can still achieve good growth and win their own world without having to face consumers directly.
However, as the car market enters the stock era, the decline in demand causes consumers to become more “picky” about cars, while the increasing number of players on the track also provides consumers with more and more choices.
With the great change of consumption concept, the marketing methods of traditional car companies in the early years began to fail.
Unlike traditional car companies, Internet-based carmakers such as Huawei and Xiaomi have accumulated rich combat experience in the last fully competitive market, so they choose to face C-end users directly as soon as they enter the bureau.
In this era when cars are more and more like consumer electronics, facing consumers’ marketing is undoubtedly the right choice.
It can be seen that the new power car companies not only have the ability to arouse topics and attention, but also can turn traffic into actual sales.
At present, the new car-building forces, represented by Huawei, Xiaomi and Wei Xiaoli, have occupied the top of the topic, especially the online celebrity identity of the top leaders, who have become the best spokesmen for brands and models.
This phenomenon awakens traditional car companies: they can’t always work hard on technology, they must learn from new forces, learn their ability to attract traffic, and learn packaging marketing, especially the personal IP marketing of the top leaders of car companies.
As a result, a marketing reform in the automobile industry kicked off in this way.
when the top leader of the automobile company comes to the stage to do marketing, it can not only bring affinity to the audience, but also transfer the mission and commitment of the enterprise directly to the target users, so as to reduce the cost and increase efficiency.
Compared with the leaders who are hidden behind the scenes, the advantages far outweigh the disadvantages.
However, the leaders of traditional car companies have not yet accumulated a large enough fan base in the Internet field, and it is often difficult to attract the attention of young people.
Can they make a change and adapt to it? This has yet to be verified.
Learn from each other and learn from each other.
Judging from the live broadcast effect of the top leaders of traditional car companies, the performance is still eye-catching.
In the case of Wei Jianjun’s live broadcast, the notice alone attracted the attention of more than one million users and triggered competing reports from tap water and many media.
Although there were some minor problems in the actual live broadcast, the overall effect was remarkable.
It was broadcast more than 10 million times, and the official also released the live broadcast results in time.
More importantly, the live broadcast has made many consumers have higher expectations for the smart driving level of the Great Wall.
The top leaders of traditional car companies have opened social media and reduced their posture to communicate with netizens, which is in line with the characteristics of decentralized communication.
But how to stay active for a long time, how to learn to deal with “netizens”, and whether it can really help users solve problems and bring real benefits to the brand, this is the core.
It is obvious that Wei Jianjun do not have these capabilities at present, and they generally remain in the one-way output stage, sending only what they want to post and saying what they want to say.
They don’t care very much about what consumers want to see and listen to, and their “interaction” with consumers is still far from enough.
In Wei Jianjun’s Weibo comment area, some netizens said: “I hope Boss Wei can often read, post and reply by himself.
” “looking forward to my own operation, since I want to come to social media because I want to hear the truth, don’t let people around me block the suggestion channel.
” Source: Wei Jianjun Sina Weibo, as a “learning” object, Lei Jun has posted more than 17000 posts on Weibo since he joined Weibo in 2010.
And in Xiaomi Entrepreneurship thinking, Lei Jun also said that he posted all Weibo himself: I always think that if you don’t post Weibo by hand, it’s hard to really listen to users’ voices and make friends with them.
In addition, in Lei Jun’s Weibo, you can often see him often share the content of Xiaomi products, as well as various text or emojis that interact with netizens.
Source: Lei Jun Sina Weibo, in addition to Lei Jun, including new power leaders such as Lulai Li Bin, ideal Li Xiang, Nezha Zhang Yong, etc.
, they often summarize the experiences and lessons of car building on Weibo and share them with competitors.
and actively interact with netizens.
This kind of realistic, point of view, approachable personal IP image is the place where the leaders of traditional car companies really want to learn.
Of course, no matter what kind of marketing method, it is only an auxiliary means, for car companies, the most important thing is the product power of the car itself.
Traditional car companies need to learn the marketing methods of new forces, while new forces need to learn from traditional car companies to constantly improve their car-building strength in terms of body, chassis, power system, and so on.
Only by constantly trying to change and constantly learning from each other can the top leaders be truly sought after by netizens and car companies can be favored by consumers.
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