“Don’t compare marketing with Lei Jun, we can’t compete with him.
” This sentence comes from Liu Qiangdong, founder of JD.
com, another Internet mogul.
As Lei Jun and Xiaomi’s marketing swept the auto circle, this sentence was mentioned again and again.
Since you can’t compete, let’s keep up with it.
Driven by Lei Jun, car circle bosses not only opened Weibo and Douyin account, but also started live streaming in order to increase their “performance” in the fierce market.
In the past two days, Chery Yin Tongyue, Great Wall Wei Jianjun, Baidu Li Yanhong and Xia Yiping all entered the studio.
Zhiji Liu Tao, SAIC GM Wuling Zhou Yan, Shenlan Deng Chenghao and others are also active on Weibo.
The purpose is self-evident, they want to create a personal IP, with the “celebrity effect” for the brand development, and then achieve the goal of cultivating users and expanding sales.
“you have to give it a try,” some people in the industry joked.
What if there is another “Rebus” in the car circle? Lei Jun will also broadcast live again.
He revealed on Weibo on April 16 that he would conduct a live broadcast at 4: 00 p.m. on the 18th to have an in-depth discussion with netizens about Xiaomi SU7.
It can be seen that this “live broadcast fever” is becoming more and more intense in the car circle.
After Yu Chengdong, chairman of Huawei’s smart car solution BU, showed traditional car circles the confidence of Internet people, the phrase “far ahead” has become a Huawei term and is widely circulated and used in the auto circle.
However, compared with the “Yu Dazhi” can say, Huawei’s greater impact on the traditional car circle is the leadership in intelligent driving technology.
Technology is the foundation of Huawei in the automobile industry.
Xiaomi’s shock to the auto circle comes from the subversion of marketing.
In just two press releases, Xiaomi stood on its heels in the car circle.
The energy of Xiaomi fans shocked the entire car circle, four days “big orders more than 100000, lock orders more than 40, 000”, a few days to do some car companies a year’s sales.
This enviable figure was set in three months last time when the new M7 was asked.
Photo: Lei Jun Weibo, the new car makers from Huawei to Xiaomi, have made the war in the auto circle more chaotic and stressful.
In the face of the automobile market where the growth rate of domestic demand is slowing down, in the case of full free competition in the market, and at the moment of price war and value war, Lei Jun and Xiaomi Automobile provide a new marketing idea for extremely anxious car companies, that is, the low-cost and efficient marketing attempt of “building personal IP+ to improve brand exposure”.
So, half a month after the launch of Xiaomi’s new car, and led by Lei Jun 5G surfers, the big guys in the auto circle moved intensively.
On April 14, Yin Tongyue, chairman of Chery Group, took the lead in the battle of “Big Brother Live”.
In order to promote the smart driving function of ET, Yin Tongyue jointly acquired Luo Zhenyu, founder of App, and launched a live test drive for nearly four hours.
Talking about the reasons for the live broadcast, Yin Tongyue said frankly that it was “learning from Yu Chengdong, learning from Lei Jun, and personally explaining and introducing the products.
” Because the marketing offensive of the new competitor is so strong, it “forced me, an old man in his sixties, to come out.
” On April 15, Wei Jianjun, chairman of Great Wall Motor, Robin Li, CEO of Baidu, and Xia Yiping, CEO of Jiyue, held two live events at the same time.
Screenshot of the city NOA function live broadcast test, photo source: great Wall Motor, this is Wei Jianjun’s live debut, with the theme “really No Pictures Challenge Great Wall Intelligent driving system Zero error Challenge”, he drove Blue Mountain to test the city NOA function of Great Wall cars in Baoding City.
On the other hand, Xia Yiping dragged Robin Li to live experience Ji Yue 01.
What the three live broadcasts have in common is not only that the top leader leaves the live broadcast to narrow the distance with users, but also that the focus of publicity is “key models + intelligent driving technology”.
This is in line with the industry’s understanding that intelligence is the core of the second half of the new energy competition.
According to the analysis of people in the industry, car bosses began to be involved in marketing, in addition to being stimulated by Yu Chengdong and Lei Jun, there are also car companies, especially traditional car companies, who want to use marketing to put on the label of “smart driving”.
Analysts at the Global Automotive Research Institute believe that high-level self-driving has become the commanding height of technological competition among car companies, and the endorsement promotion of car bosses is more convincing.
Secondly, it is more suitable for experiential marketing and more intuitive to explain the technical ability.
“if you have the courage to try, even if you fail, the loss will be small,” some people in the industry said.
The change was brought about by Rebs? Some people on the Internet pointed out that in terms of marketing, Xiaomi is a “subverter” image.
“what industry I enter, I will break the industry convention and play in my way.
” Xiaomi’s impact on auto marketing is gradually infiltrating to all levels.
At the level of the public relations team, there is news that at the launch of Xiaomi SU7, the leader of a public relations company sent the live link to the working group for everyone to learn.
There are also insiders of the New Power Company who revealed that there were internal meetings to discuss and study.
The staff of the public relations department of a certain brand said to Galaxy that under the impetus of subjective initiative, he watched the whole press conference and said, “that is the Spring Festival Gala of car circles.
” At the executive level, Zhou Yan, deputy general manager of SAIC GM Wuling Brand Division, also studied the press conference and shared it with Zhao Changjiang, general manager of Tengli Automobile sales Division.
Great Wall Chairman Wei Jianjun opened Weibo and Douyin accounts before and after attending the launch of Xiaomi’s new car, shared the review of Xiaomi’s SU7 on Weibo, and interacted with Lei Jun online.
Source: Zhiji CEO Liu Tao Weibo, to the level of marketing implementation, Zhiji L6, which was listed in early April, drew lessons from the process at the press conference and calibrated Xiaomi SU7 all the way.
From the results, Zhiji L6 rubbed against the heat of Xiaomi car “black and red”, 23 hours on the market orders exceeded 10,000.
Also targeting Xiaomi cars is Cadillac, opening the “ironic” Xiaomi SU7 marketing model.
This confirms the speculation of Internet insiders, “when Xiaomi comes in, the car circle will undergo earth-shaking changes.
” But in fact, there has been a change in the marketing mode of Internet thinking in the auto circle for a long time, but Xiaomi Automobile and Lei Jun, as “high-end players”, have a variety of marketing methods, superimposing a large fan group, and spreading more widely and widely known.
Tesla CEO Elon Musk is the originator of the car circle to create a personal IP effect.
Like Lei Jun, Musk is a 5G surfer, and he shares information about Tesla and himself to the public through his Twitter account.
Some media sources commented that Musk “runs the company through Twitter all the year round.
” With a strong celebrity effect, Tesla is inThe Internet technology circle has a group of loyal users, helping to boost sales.
Last year, Tesla sold 1.
8 million vehicles worldwide, of which the Model Y overtook the Toyota Corolla to become the world’s best-selling model.
Previously known as China’s “Tesla”– Weilai, Xiaopeng and ideal, Musk’s concept was implemented in the domestic market, not only to build an intelligent moat, but also to build personal IP.
Among them, ideal car founder Li Xiang is the most active on Weibo, actively participating in various hot topics and sharing experiences and lessons in the car-building process with netizens.
Photo source: ideal founder Li Xiang Weibo, while Xilai founder Li Bin and Xiaopeng founder he Xiaopeng have become low-key on social platforms in the past two years.
However, whenever there is an important press conference or cooperation, it will be announced on the personal social platform.
Li Bin is more active in the private domain of brands such as Weilai official community and car friends, focusing on creating a brand circle culture.
Recently, however, Li Bin has launched Douyin, and has done a number of live broadcasts, taking the initiative to break the circle culture.
Huawei and Xiaomi, which entered the game later, directly brought automobile marketing into 3.
0 stage.
A more direct change is that they are no longer stingy in praising their own products with words of praise, such as extremely straightforward expressions such as “far ahead” and “the best-looking, best-driving, and smartest” of less than 500000 yuan.
After seeing the marketing effect of the new power of car building, the traditional car companies also took the initiative to learn.
In fact, this change is also related to the change of automobile consumption environment.
Analysts at the Global Automotive Research Institute believe that with the commercialization of automobile consumption, brand IP building has increasingly become the number one project, because it can more attract market attention and marketing communication.
At the same time, the market expansion of electric vehicles began to enter the period of mass consumption from the tasting period.
Many consumers and users’in-depth understanding and understanding of electric vehicles mainly come from the mobile Internet and influential figures in the car circle.
However, today’s users are more and more concerned about the transparency of product definition, research and development, manufacturing and delivery services, which is more easily accepted through the promotion of the top leaders of automobile companies and live communication.
Source: Lei Jun Weibo, the analyst pointed out that this has led to a major change in the marketing and communication of domestic auto products, and that “real emotional plasticity injection products become more important” at this stage.
When the marketing of car companies changes from B-end to directly reach C-end users, the life of car commentators may become difficult.
“will auto media people lose their jobs?” This problem that goes straight to the soul is a dilemma that people in the automotive media must face.
Hey, car circle, can you have another Rebus? “it is very difficult to have a second Lei Jun in the auto circle,” some people on the Internet have analyzed.
In his view, after Huawei and Xiaomi entered the auto industry, their loyal followers followed.
As the first generation of Internet enterprises, Wei Xiaoli is unable to build the IP effect because of the shortcomings in the industrial supply chain.
The problem with traditional car companies is that it is difficult to break the traditional thinking, even if young executives are more receptive, but limited by experience, it may be difficult to achieve Lei Jun’s effect.
Photo: Lei Jun Weibo, as Zhou said, “everyone wants to be Lei Jun, but there is only one Lei Jun in the world.
” Specifically, there are the following reasons: first, the number and demand of user groups are different.
First of all, Huawei and Xiaomi have a huge fan base, and they are mainly young consumers with high academic qualifications.
According to BCI, the two companies ship more than 40 million mobile phones annually in China.
Some of the users are the most pious supporters of the brand and the backbone of the transformation into automobile customers.
The launch of Xiaomi SU7 has attracted 2 million viewers and is by far the most watched event in the auto industry.
Such a large and loyal base plate users are not available to traditional car companies.
For the customers of most traditional car companies, the personal charm of brands and leaders is only one of the reference factors for car purchase, but not absolutely.
This may be why Lei Jun talked about the hardships of starting a business at the press conference, but also did not interpret too much on the Internet about Porsche and Tesla.
While Zhiji L6 borrowed from the template of Xiaomi SU7 launch process, it was complained of exploiting employees for quoting a case improperly, and was chased and apologized by Xiaomi car for misstating Xiaomi’s SU7 configuration, which became a lesson of “turning over” in the industry.
Photo source: BYD Weibo, long before Xiaomi, some car companies provided the full process of “handing over the car, handing over the keys and taking a group photo” at the delivery ceremony of the first batch of car owners.
For example, Wang Chuanfu, chairman of BYD, has provided related services to the first batch of car owners of many brands, such as equation Leopard 5, U8, Yuan UP and so on.
However, due to the hot blessing of Xiaomi Automobile and Lei Jun, strong marketing strategies are involved and the influence is more extensive.
Second, the two sides have different modes of thinking.
Internet companies are characterized by rapid development, while the development of the traditional automobile industry pays attention to stability.
According to the above-mentioned Internet analysis, Internet companies bring their own barbaric genes, “regardless of the process, regardless of the results, focus on marketing and focus on stories.
” At the same time, there is a “concept of leader”, that is, leaders’ personal IP culture prevails.
Source: Lei Jun Weibo.
Third, the energy of personal IP effect is different.
Although a large number of auto executives have opened Weibo and conducted live broadcasts, considering many factors, such as personal charm, EQ, control of marketing rhythm, insightful opinion output, brand appeal and so on, we will find that the number of fans and traffic exposure vary greatly.
Among them, Tesla CEO Elon Musk and Xiaomi founder Lei Jun belong to the “top stream” echelon.
Musk has 180 million followers on Twitter, and every comment attracts countless netizens and prompts the media to follow.
Lei Jun has more than 23 million followers on Weibo.
In contrast, some auto executives have only more than 200,000 fans or less.
Fourth, personal energy is different.
The cultivation of personal IP image takes time and energy to manage, such as Musk, Lei Jun, such as rooted in social media, several messages a day and frequent interaction with netizens, very rare in the top leaders.
There are all kinds of news that Lei Jun works 15 or 16 hours a day and is extremely energetic.
In the view of a brand executive, car company executives learn from Lei Jun to do live broadcast, which is probably “a gust of wind” and will not last long.
Because the energy of leaders is also limited, “professional people do professional things.
” Effective marketing strategy, the strong appeal of the top personal IP, will really give start-up brands a good start.
But if you want to live a long and good life in the market, you have to rely on the power of the product in the end.
After the mass delivery of Xiaomi SU7, the test of Xiaomi Automobile and Lei Jun really began.
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