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Seeing the traffic of Xiaomi SU7 since its launch ， The "propaganda war" of automobile enterprises has entered a new stage. the near future, Great Wall Automobile Wei Jianjun, Chairman of the Board, Xia Yiping, CEO of Jiyue, Zhang Yong, CEO of Nezha Auto, and other auto industry leaders appeared in the studio. Chairman and CEO of Xiaomi Group Lei Jun also announced that he would broadcast SU7 live on April 18.
The onlookers said that the auto enterprises started to "roll the boss" before the price was finished ” Has.
Online "rolling" to offline
On April 16, Lei Jun made a new move and announced on his microblog that he would start live broadcast on April 18, "Talk about SU7 sales these days" 。
Source: Weibo Since the launch of SU7, the traffic and topic degree have remained high. Lei Jun spared no effort to promote the new car on the social platform. As of April 16, Lei Jun has released 18 episodes of "Xiaomi SU7 Answering Netizens' Questions" on his microblog, which is the first line of publicity.
A salesperson of a new force brand told the reporter that Xiaomi SU7 had "reached another level of popularity since its release, which is Lei Jun's personal charm. It is difficult for other brands to copy" 。
With the introduction of Xiaomi and Huawei, more and more car enterprises have realized the importance of marketing publicity. Recently, many "top leaders" and executives of automobile enterprises have stepped down from behind the scenes to in front of the stage.
On April 15, Wei Jianjun gave a live broadcast of NOA smart driving without pictures, and completed a 16.6 km smart driving test in Baoding, Hebei. In the live broadcast, Wei Jianjun said that he would increase the frequency of live broadcast in the future.
On the same day, Xia Yiping and Baidu Chairman and CEO Li Yanhong also jointly launched a live broadcast of "dual CEOs". At the same time, they introduced Baidu Apollo pure vision intelligent driving, Wenxin Yiyan and other AI technologies.
On April 14, Yin Tongyue, Secretary of the Party Committee of Chery Holding Group, broadcast live with Luo Zhenyu to challenge long-distance high-speed high-level smart driving and warm up the products to be sold.
In March, the live broadcast of Zhou Hongyi, founder of 360 Group, and Zhang Yong, co-founder and CEO of Nezha Motors attracted a wave of attention because of Zhou Hongyi's outspoken "mad hatred". In the face of the "investors" 'relentless complaints, Zhang Yong was embarrassed, which surprised many migrant workers.
In addition to online live broadcast, you guys are also non-stop offline. Recently, Wang Chuanfu appeared in Jinan, Linyi, Qingdao and other places to deliver the car for Denza, Fang Chengbao, and YuanUP owners, and visited the county market, which won praise from many consumers. Wei Jianjun, Lei Jun, Wang Chuanfu and other "directors hand over the car in person" seem to have become the "standard configuration" of enterprises.
Intensified competition between automobile enterprises
In the live broadcast of each big shot, the main content is not to promote products or show the level of enterprise intelligent driving technology.
With the automobile industry entering the second half of the "intelligent" competition, intelligent driving has become the most important theme in the automobile industry.
At present, Weilai, Wenjie, Jihu, Avita and other manufacturers already Basically realize the implementation of urban NOA technology; Zhiji, BYD, Krypton, etc. also plan to launch urban NOA technology in 2024. However, the actual use experience of intelligent driving technology of various manufacturers is mixed, so the chairman and CEO's live driving has become a new way for enterprises to "show muscle".
The boss's next publicity is just a means, but the essence is still the enterprise's competition for the market. The upgrading of "price war", "technical war" and "publicity war" reflects the fierce competition in the automotive industry. Behind Xiaomi's "sky shattering traffic", SU7 broke through 10000 units in 4 minutes after its listing, and the liquidity of nearly 90000 units in 24 hours is what all car companies really care about and want to have.
In April, more than ten auto brands launched preferential activities in succession. In addition to price cuts, many brands attract consumers by adding and reducing prices, separating cars from electricity, replacing subsidies, etc.
The Beijing Auto Show is about to open, and new brands and new models of many leading auto companies are getting ready.
A few days ago, Ideals officially announced that Ideals L6 will be officially launched on April 18; Weilai ET7 opened its reservation on April 16 and will be unveiled at Beijing Auto Show; The new M5 of Quest will also be launched this month.
Weilai and Xiaopeng will launch their new brands in the near future. The second brand of Weilai, "Ledao", will be officially launched in mid May, focusing on the price band of 150000 yuan to 250000 yuan, and its first model will be launched in the third quarter; He Xiaopeng, CEO of Xiaopeng Auto, revealed on the financial report conference that Xiaopeng Auto will officially launch a brand new brand at the level of 100000 yuan to 150000 yuan during the Beijing Auto Show.
Guohai Securities Research News believes that China's automobile industry is still in a catalytic intensive period at present, and the announcement of several new models in April will improve automobile sales from the supply side. The medium term change trend of automobile will remain unchanged, which will drive the medium and long-term growth of automobile quality target.
Reviewed by: Xiong Yonghong
Edit: Zhang Lijing
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