Live broadcast, interaction, personal IP, the trend of electric vehicle industry marketing gradually becoming fan circle can be stopped

If you stand in the right place, even a pig can fly.

New energy vehicles are the biggest trend in the past two years, but not every pig can fly, because everyone is facing the same trend. Those with insufficient capabilities have been eliminated long ago and cannot even stand on the trend.

So what should we do? A sudden burst of traffic. Many car company CEOs do this: if there is a sudden burst of traffic, they will go for it; if there is no sudden burst of traffic, they will create it. No matter what, they must make sure that the traffic revolves around them.

But here comes the problem. Cars ultimately rely on products to speak for themselves. Consumers test drive, compare prices and bargain before buying a car. Except for some particularly popular models, ordinary models are difficult to generate traffic for a long time. Moreover, the development cycle of cars is relatively long, and the life cycle is often more than a few years. Many car manufacturers may not be able to create a hit model even after decades of history.

In the past, this was an almost unsolvable problem, so most traditional manufacturers were more like "science and engineering men". Apart from advertising in the media all year round, they rarely had any direct interaction with the outside world.

But in the new energy era, some half-way manufacturers have discovered a secret: traffic can be artificially created, and it is not necessarily related to cars. Building an IP around a car is time-consuming and laborious, but if you build an IP around people related to the car, it will be much easier.

With so many people in a car manufacturer, who is most likely to attract attention? Obviously, it is the CEO of the car manufacturer. This is the main reason why the heads of car manufacturers have stepped out from behind the scenes to the front stage after the advent of the new energy era.

Fan club marketing that is all about traffic has spread from the digital circle to the automotive circle.

So, we saw that the bosses of car companies started live streaming to sell goods and introduced their new cars with great effort; some bosses stood under the spotlight every day, bending down to open the car doors for car owners; others were more straightforward and directly cursed people on Weibo to attract attention; of course, there are still some people who do it more exaggeratedly, and they even hype up their wives, college entrance examination scores, relatives and friends.

This kind of thing was originally what the younger generation of CEOs liked to do; but under the huge impact of traffic, even some older entrepreneurs over 60 years old have to go with the flow. On the one hand, they drive live and communicate with netizens; on the other hand, they post their own criticisms of employees on the Internet, trying to create a certain persona.

These old-generation entrepreneurs seemed very reserved in front of the camera, and sometimes couldn't help but glance at the camera in the car, but no matter what, they got the traffic they wanted. For the development of the company, they fought hard.

Why are the bigwigs in the automotive industry so keen on traffic?

First of all, traffic can save a lot of promotion costs. When the CEOs of car companies go live, consumers always want to see what they say, so the traffic generated is almost free, and its cost is just the face of the CEO.

Secondly, traffic helps to narrow the distance with potential users. The new energy vehicle market is booming, but it is still a new thing. Many users don’t know much about new energy vehicles. During the live broadcast, the CEOs of car companies often introduce the performance and configuration of the vehicles, giving people a more down-to-earth feeling.

In addition, the live broadcast by the CEO of the car company also took advantage of some human weaknesses of admiring the strong: he is so rich but he still opened the door for me, so I succeeded; he is so rich but he dared to drive his own car with unmanned driving, so there must be no problem with this car; he is so rich but he still answered my questions in person, so I have a very high status in his mind, and he will definitely not cheat me if I buy his car.

Has it been sent? These car company CEOs who are doing live broadcasts and verbal battles are very different from the image of entrepreneurs and start-ups in the past. They are more like entertainment stars. Fans are not concerned about their works, but what they eat, what they wear, and what friends they make. In short, fans have elevated fan behavior to the idol itself.

From an objective point of view, any kind of publicity can exist as long as it is not illegal. Whether this kind of traffic is effective and whether it will bring sales is also the manufacturer's own business. But if these car company bosses really regard the car industry as the entertainment industry and traffic as their core competitiveness, it is a very dangerous signal.

A bad show in the entertainment industry can be forced onto the TV, computer and mobile screens of the audience through big data, but you can’t force a bad car on the user. Even if the CEOs of car companies live broadcast 24 hours a day, people still have to test drive and compare cars when buying them.

What does our new energy vehicle industry really need? It is continuous technological breakthroughs, perfect after-sales service, and reasonable car purchase and use costs, and none of these things can be brought by "talking". China's new energy vehicle industry can remain the world's number one and dominate the global market, not by traffic, but by continuously expanding R&D investment and good industrial policies.

The CEO of a car company can become an internet celebrity, but if he wants to gain a foothold in the market, he must have real stuff in his hands; no matter how much traffic he has, it cannot stop the users' keen eyes.

A pig standing on the vent of the wind can fly to the sky, but when the vent of the wind passes, the pig is still the same pig. Moreover, if the customer buys a car that turns out to be a bad car because of the charm of the entrepreneur, then the pig will inevitably reveal a mess behind it.

The ancients' military tactics once said: If you want to get something, you must first give it. It is good for entrepreneurs to show their charm to users, but if this method becomes a kind of sweet soup or even a magic potion, and all the goodwill is for the customer to sign the order, then this performance is better to end early. It is better to improve the product than anything else. If the product strength cannot be improved, then go back to the factory to help the engineers look at the drawings. If you can't understand the drawings, then go to the production line to help the workers tighten two screws. In short, doing anything is more necessary than this kind of flattering appearance.

There is a famous saying in football: Football, the feet speak, the mouth can't score the ball. Let's share this with the big names in the automotive industry who are active in major live broadcast rooms.

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.