Xiaomi cars have not come down in the hot search in the past four months since the technical press conference at the end of last year.
More importantly, Xiaomi successfully turned this splash traffic into a “reserve”.
It has only been on the market for five days, and as of the early morning of April 2, Xiaomi had more than 100000 SU7 orders and more than 40, 000 locked orders.
This not only shattered outside doubts about Xiaomi’s delay in starting, but also put pressure on competitors at the same level.
Xiaomi SU7 became an instant hit, making all kinds of voices in the industry.
On April 8, Zhiji L6 launch conference, frequently “connotation” Xiaomi SU7.
After staging a round of “pinch each other”, the two sides ended with an apology.
A few days ago, Cadillac also took the initiative to post Xiaomi SU7 to promote the upcoming launch of the new car-Aoge, embarked on the “black and red” road.
Regardless of the process and outcome, this is enough to prove the popularity of Xiaomi SU7 and move some of the cake of its peers.
At present, some brands have reduced prices in order to stabilize orders.
How Xiaomi makes cars in the end needs to be continuously verified by the end market.
But Xiaomi’s marketing impact on the auto industry has been formed.
, photo source: Xiaomi car, the press conference for users, the launch of Xiaomi car is very different from the past.
As we all know, the automobile industry has formed its own unique industry language and terminology system because of its strong professionalism and high technical barriers.
This makes it difficult for ordinary consumers to really understand the practical significance represented by the configuration parameters.
After entering the era of smart cars, Internet thinking has further penetrated, and car companies have begun to innovate their own terms and vocabulary.
Even people in the industry are easily confused by these complex technical terms.
Lei Jun also said frankly that efforts have been made to understand the speed of the motor, battery technology, and so on.
In order to make the “rice noodles” understand, we saw that Lei Jun explained in detail the technical parameters, body color, selection and other aspects at the scene of two large-scale press conferences of Xiaomi.
I still remember that at the technical press conference, Lei Jun kept asking users, “do you understand?” .
In the view of people in the industry, compared with their competitors, Xiaomi automobile technology and configuration only adheres to the “people have all, people have my excellence”, and there is no eye-catching innovative breakthrough.
However, after packaging, it has become the selling point of its differentiated technology.
This has something to do with Lei Jun explaining the technology clearly.
“sincerity is the biggest skill that must be killed.
” Lei Jun made consumers feel the sincerity of Xiaomi car and was willing to pay for it.
What’s more, the first batch of car owners also got Lei Jun’s “handshake, turnkey, group photo” full service.
Photo source: Xiaomi car, this kind of equal and natural interaction with users is not common in the current auto circle.
The traditional car circle technology or new car press conference is usually mainly for professionals, paying attention to the introduction of technical parameters and technical terms.
To put it bluntly, it is the “heap technology heap parameters”, which will specially highlight the complexity of the technology selling points and lack of effective communication with C-end users.
The launch process of most car companies is also relatively solid, with the head of the design, technology, sales and other departments taking turns to explain it, and the most exciting moment is when the price is announced.
Even if there is a user interaction session, it is a mere formality, basically inviting users who have a certain flow or heat in a certain field to speak on the stage.
Wei Xiaoli, who was born on the Internet, has relatively new ideas in user service and marketing, such as holding regular user meetings and frequent interactions with netizens online.
However, when it comes to large-scale conferences such as new cars or brands or technology, although they have some innovation in the event process, such as the introduction language is more easy to understand, they are not completely out of the inherent framework.
Source: Xiaomi car, however, Xiaomi used only two press conferences to show the car circle the power of Internet storytellers.
In particular, at the launch conference of Xiaomi SU7, Lei Jun explained all aspects from internal and external decoration to body color, and even the information, price and use of selected gadgets.
Obviously, this is an all-round interactive experience for “rice noodles”.
Some netizens said that the central control big screen expansion physical button “is urgently needed.
” This kind of anticipation and satisfaction of users’ psychological needs can also be regarded as a means of cultivating users’ minds, which can be used for reference by other car companies.
With the impact on the marketing of the automobile circle, Xiaomi has entered the bureau to build cars, which has undoubtedly brought freshness and change to the whole automobile industry.
Its performance in marketing innovation is particularly prominent, so that we can see the rich, confident, confident Internet enterprises “play.
” Unlike most car companies mainly spread through the B side, Xiaomi Automobile has the leading right to spread the news.
Some people in the industry concluded that the news related to Xiaomi car was mainly spread through Xiaomi and Lei Jun’s own “media matrix”.
Claims will be made if other media leaks externally.
This helps to focus all attention on Xiaomi cars and Lei Jun.
, photo source: Xiaomi car, the excitement of the press conference still exceeded expectations.
First of all, the invited guest lineup gave people a strong impact.
The leaders of the five major automobile companies, namely, Weilai, Xiaopeng, ideal, the Great Wall and BAIC, were present to congratulate them.
Secondly, Lei Jun introduced the information and price of each selected product, which is the first time in the automobile circle.
Finally, the starting price of 215900 yuan is also in line with market expectations.
It can be said that through two press conferences, Xiaomi successfully turned Xiaomi SU7 into a “phenomenal” popular style.
Among them, Xiaomi’s marketing strategy plays an important role.
Only in terms of pricing, Xiaomi skillfully raised everyone’s psychological expectations through months of extreme pulling with netizens.
Originally, netizens generally believed that Xiaomi cars should be located in the middle and low end of the market, and the price should be 99900 yuan or 199900 yuan.
But under the hint of Xiaomi and Lei Jun step by step, netizens can accept the starting price of 215900 yuan calmly now.
As Jia Yueting said, “Xiaomi’s execution and marketing ability are worthy of praise.
” Liu Qiangdong, founder of JD.
com, also lamented, “Don’t compare marketing with Lei Jun (team).
” The success of Xiaomi’s auto marketing strategy is related to the following aspects.
First, there is a strong financial resources behind the Xiaomi Group as a support.
Xiaomi Group has an annual revenue of more than 200 billion yuan and a net profit of nearly 20 billion yuan.
Unlike Wei Xiaoli, who frequently encountered financial constraints in the early days, Xiaomi was not short of money from the very beginning.
As soon as the car was built three years ago, Lei Jun said that he would invest hundreds of billions of dollars in building cars.
Second, Lei Jun himself has extensive contacts and resources.
In the carCircle, although Lei Jun is a newcomer, but he early invested in Weilai, Xiaopeng and other Internet car companies, with these enterprises have natural ties.
At the same time, Lei Jun visited almost all Chinese brands for research and construction.
And because Xiaomi is currently manufactured by BAIC, the two sides have a close cooperative relationship.
These relationships provide a boost to the promotion of Xiaomi cars.
, photo source: Xiaomi car, third, Xiaomi car has core competitiveness.
Xiaomi has an inherent advantage in building intelligent cockpits and ecological chains.
Through thepaper.
cn OS system and multi-screen interconnection technology, it can realize the comprehensive integration from software and hardware to smart home, and form a closed-loop ecology of terminal equipment, smart home and intelligent car “human-car home”.
This is also the focus of the capital market and the industry.
Fourth, it has a large fan base.
By the end of 2023, the number of monthly active users of Mijia APP has reached 85.
8 million, which has laid the foundation for Xiaomi to expand the market.
An unconfirmed picture circulated on the Internet, and many passengers on the subway were watching Xiaomi SU7 live.
It can be said that Xiaomi with strong financial strength, extensive network resources, core technical advantages, coupled with a large fan group, the marketing effect can be described as “1x 1 > 2”.
In the case of good product power, Xiaomi SU7 is a blockbuster.
This has put some pressure on other car companies.
After the listing of Xiaomi SU7, a number of car companies such as Weilai, Mengjie and Xiaopeng announced price cuts.
What have you learned from traditional car companies? “people on the Internet are very capable and willing to talk,” which should be the first impression of Internet cross-border carmakers on the auto circle.
From Wei Xiaoli in the early days to Huawei and Xiaomi now, these two waves of Internet people entering the bureau to build cars have brought a new impact and impact on the traditional auto circle.
Before Wei Xiaoli and other Internet companies entered the game, it was estimated that only Tesla CEO Elon Musk was fighting against the traditional auto circle, but his focus was mainly on overseas social platforms.
In the domestic car market, the “bosses” of car companies keep a low profile except for the necessary occasions, and there are thousands of mountains and rivers between them and their users.
Marketing is also more inclined to one-way “indoctrination”, and the relationship with customers is not close.
Photo source: Ji Yue Automobile, but the emergence of Internet car companies such as Wei Xiaoli has changed this situation.
They have brought a user-centric Internet thinking, but also focus on the leaders of personal IP building.
We can see that at the large-scale activities of these enterprises, Li Bin, he Xiaopeng and Li Xiang are basically the keynote speakers and the soul of their respective brands.
This is because, compared with traditional car companies, Internet car companies initially rely more on the personal popularity and charm of their founders to open the market and attract consumers.
The employee of Youweilai once revealed, “it is because Brother Bin went to work.
” A number of car owners also said that Li Bin was a major reason for their purchase of Lulai products.
Wei Xiaoli is a model, which undoubtedly has a great impact on traditional car companies.
They have to re-examine their marketing methods and their relationship with users, and their understanding of Internet thinking has changed from the initial wait-and-see to the later attention and active learning.
Although traditional car companies have an advantage in product power and brand influence, they should not ignore the role of “storytelling” executives and creative marketing strategies in promoting brand appeal.
Especially in the new energy vehicle market, traditional car companies need to take the initiative to break the label of “oil vehicle brand”, which requires the help of innovative marketing strategies to reshape the brand.
For example, the promotional video of Wei Jianjun, chairman of Great Wall Motors, launched in 2020, “will Great Wall Motor survive next year?” It not only shows the unique temperament of the person in charge, but also shows the group’s determination to change.
Driven by Wei Xiaoli, social platforms such as Weibo have gradually become positions for car executives to raise their voices, which not only contributes to the cultivation of personal IP, but also maximizes the marketing effect at minimum cost.
For example, Wei Jianjun wrote on Weibo after attending the launch of Xiaomi’s new car that he organized a team of executives and experts to review the results of Xiaomi’s SU7.
“although Xiaomi is only three years old, it deserves recognition for its outstanding performance in detailed design,” he said.
” Source: Wei Jianjun Weibo.
Wei Jianjun took the initiative to like Xiaomi cars.
this benign interaction between “old and new” carmakers not only shows respect for new entrants, but also brings a wave of favor and popularity to Great Wall Automobile.
At the same time, executives of traditional car companies have also begun to follow up on hot spots and improve their brand image in a way that is closer to the thinking of users, without causing questions about show.
For example, during the Spring Festival, new energy vehicles were stranded in Hainan, and some traditional new energy brands, such as Deep Blue and Lantu, provided free shipping services for stranded car owners.
This reflects the promotion of the service concept of the traditional new energy brand, and it is also a good marketing case, which can enhance the brand reputation.
It can be seen that traditional car companies are learning from Internet companies how to use Internet channels for their own marketing promotion.
However, traditional car companies can not simply copy, but should be combined with their own brand tone, personal characteristics of leaders and target customer group portraits to carry out flexible use, otherwise it will be “copycat”.
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