Dongfeng Yipai and Yu Fei’s “friends”, what is the significance of such live shows?

"Dongfeng Yipai and Yu Fei's "friends"", similar to a live show, who would be interested and who would watch it? The general public of netizens and consumers, or Yu Fei's fans and family?

Perhaps for Mr. Yu Fei and others, whether Dongfeng Yipai is good or not in the medium and long term may be very important to them, or not very important, or even not important at all (you never know, they may just jump ship and go somewhere else to gild their skills one day).

In the previous article "Yu Fei's celebrity "friends" expand their circle, who is Dongfeng Yipai paying for?", we briefly introduced a series of so-called big-money marketing events of Dongfeng Yipai in recent times, and the significance of Yu Fei's heavy investment in building this IP.

Just like in the official press releases after the press conference, there were some articles like "Popular male god Lu Yi airborne Dongfeng Yipai live broadcast room", "Almighty artist Han Geng live broadcast support, the big world Geng has a party"...

To be honest, after watching the series of marketing activities of Dongfeng Yipai and Yu Fei’s friends, I was shocked, but I could only smile bitterly and remain speechless.

As a "job-hopping" post-85s automotive marketing professional manager, Yu Fei started his career in the automotive industry at Jiangling Motors, became famous for Great Wall Motors' Ora brand, and then moved south to join the central enterprise Dongfeng. He stayed at the Lantu brand for a short time but "parted unhappily"...

After many twists and turns, to the surprise of the industry, it ended up at the newly established Yipai business unit of Dongfeng Passenger Vehicle Company.

Yu Fei became famous in Great Wall Euler

Since he has been labeled as a professional manager and a job-hopper, Mr. Yu Fei naturally knows that no matter whether he is in Great Wall Motors or in different business sectors of Dongfeng Corporation, his identity as a "non-direct lineage" and "endogenous" talent is destined to make it difficult for him to survive in a "pit" for a long time!

There's no way around it, this is the two sides of everything.

Choosing to be a "job-hopping" professional manager, high salaries come with high risks and high uncertainties. You want both high salaries and stability, but there are not so many good things in the world.

So from Yu Fei's perspective, I can understand his series of practices and behaviors.

After all, whether working for Great Wall Motors or Dongfeng Corporation, he is spending the company's/public money, and using the company's name to gild himself as much as possible, accumulate connections and popularity. Such business does not make a loss for him personally, but he will bear greater risks.

In fact, over the past few years, too many marketing managers in too many sectors of Dongfeng Company, from joint ventures to independent companies and then to joint ventures and independent companies, have been affected by the high-pressure anti-corruption situation from top to bottom. Many people were arrested even many years after they had left.

Of course, if we analyze and discuss this, it will probably be a huge and boundless topic. Where is the boundary? At which level does it count?

How many of the small heads and leaders who were publicly reported as "in trouble" were taking the blame or were they just the tip of the iceberg and sacrificed? How should we judge whether they are right or wrong? Only heaven and earth know. Too many things cannot be straightened out in reality.

So let’s get back to the marketing topic of “Dongfeng Yipai and Yu Fei’s “friends””.

First of all, I personally don’t know Mr. Yu Fei, but after all, I have been immersed in this industry for many years, so I have more or less heard of and known Mr. Yu Fei’s name.

We will not discuss for now how much practical knowledge and skills Mr. Yu Fei has in the field of automobile marketing.

Just regarding the series of live-streaming marketing projects with celebrities and expert "friends" that he launched after taking office at Dongfeng Yipai, as an automobile consumer, netizen, and new generation industry observer born in the 1990s, I still have some opinions and suggestions that need to be discussed with Mr. Yu Fei.

First, in this series of marketing IP labels, are Dongfeng Yipai and Yu Fei’s friends “friends” of Dongfeng Yipai or “friends” of General Yu Fei?

In other words, are Dongfeng Yipai's "friends" the same as Yu Fei's "friends"? Can they be equated? !

I think there should be no controversy on this issue.

Because unlike Lei Jun and his Xiaomi, Yu Fei is, after all, just a professional manager. Moreover, compared with the state-owned enterprise Dongfeng Company, his position and level are not high. So in a sense, Yu Fei cannot represent Dongfeng Yipai, and Yu Fei's circle of friends cannot be equated with Dongfeng Yipai's circle of friends.

President Yu Fei and Director Hou, the "soft rice king" in the TV series

To put it more bluntly, when Yu Fei was at Jiangling Motors, he could attract a group of friends of Jiangling Motors and Yu Fei. When he was working at Great Wall Motors' Ora brand, he could also attract a group of friends of Great Wall Motors and Yu Fei. Yu Fei's "friends" can be used wherever he goes.

Secondly, let’s not talk about whether these so-called “friends” of Yu Fei are real friends, or just friends for fame and fortune, friends for money…

Just in this era of accelerated decentralized communication, where everyone can be their own media and speak out, how much real significance and value does Yu Fei have when he spent a lot of company resources, manpower and material resources to launch and package this so-called "Celebrity Friends Live Broadcast" interactive marketing project?

I think that not only do we have great confusion and doubts about this, but also consumers, netizens, colleagues in the industry, and even within Dongfeng Corporation, probably will have different views and opinions.

Let’s be clear, Yu Fei’s live streaming marketing projects are not simply personal celebrity shows!

The event is centered around Yu Fei, the marketing manager of Dongfeng Yipai, and invites different celebrities and experts including Lu Yi and Han Geng to come and support and participate in the live broadcast to "sell goods", and together promote Yipai's automotive products in the official live broadcast room.

Ask yourself, how many netizens and consumers are interested in this kind of "seller show"?

After Lu Yi, Han Geng came to Yu Fei's live studio

Nowadays, there are too many consumers and netizens who know much more about cars than the various cross-border experts and celebrity artists you officially invited. Do they still have the time and interest to enter your official live broadcast room and listen to the hypocritical self-boasting of Mr. Yu Fei and these so-called celebrity "friends"?

Excuse me for being frank, the money has been spent. Instead of trying to cover up the truth by directing and performing a few meaningless and unpopular live shows, it is better to let these celebrities and experts send you some real pictures/videos on their respective Weibo and other social platform accounts every day or frequently for a week or even a month. This will be much more meaningful and effective.

For example, if Lu Yi flew all the way to Wuhan and came to your Dongfeng Yipai official live broadcast room to live broadcast with Yu Fei for one or two hours, how many people would be really interested and would watch it, let alone listen to their self-boasting introduction of the selling points of the vehicle.

It would be better for Lu Yi to stop wasting time and expressions running back and forth, and sit at home and casually post/forward some real and interesting promotional videos of Dongfeng Yipai, bombard them frequently or even keep them at the top of Weibo for a period of time. This is definitely more meaningful than this live show that tries to cover up the truth.

However, that would be of no great significance or value to Yu Fei in the short and medium term, because it would neither highlight him nor package him and accumulate popularity and cases for him.

In the final analysis, the butt determines the head. The world is bustling with people seeking profit, and the world is bustling with people seeking profit.

For Mr. Yu Fei and others, whether Dongfeng Yipai is good or not in the medium and long term may be very important to them, or not very important, or even not important at all (you never know, one day they may just jump ship and go somewhere else to gild their reputation).

However, as long as he is in charge of Dongfeng Yipai's marketing business, whether Dongfeng Yipai's marketing projects and major events have meaning and value to his own popularity and industry reputation, especially his future/financial destiny, may be very important or even crucial.

Dear readers, let us put ourselves in their shoes and think about it. Isn’t this the truth?

No wonder a reader left a comment in the backend of the previous article:

"Dongfeng also made the Yipai 007 electric racing car to participate in the racing competition. I watched the car overtake all other cars in the race. It was very fast. But strangely, I didn't see any promotional articles on Dongfeng Yipai's WeChat public account. After studying the behind-the-scenes, I found that the car was made by Dongfeng's R&D center.

This is interesting. The R&D unit gave a big publicity highlight, but the marketing company turned a blind eye to it.”

On the contrary, the "Dongfeng Yipai and Yu Fei's "friends"" created by Yu Fei were praised enthusiastically in various official news releases.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.