Lei Jun and Yu Chengdong frequently produce explosive products, is it too difficult for traditional car companies?

These days, traditional car industry leaders have to “roll” into live streaming rooms.

Recently, the remarks made by Yin Tongyue, Chairman of Chery Automobile, during his live broadcast have attracted widespread attention across the internet.

What’s going on? Let’s take a look together.

Xiaolei, let me give you a brief summary. This matter also concerns the two major traffic kings, Lei Jun and Yu Chengdong. In the live broadcast, Yin Tongyue self mockingly said, “We old men are also forced to go on stage to talk about our products, like Lei Jun and Yu Chengdong, who are the real ‘genius traffic kings’.

It is reported that in the live broadcast of Star Era ET test, Yin Tongyue personally appeared on camera, driving on mountain roads, testing intelligent driving, and jokingly claimed that he was “imitating others in the east”. To put it simply, it means being kidnapped by this era and sales.

You should know that Yin Tongyue is already over 60 years old this year, and it’s not an exaggeration to mock himself as an old man. In theory, it is indeed past the age of personally standing on the platform and shouting. At this stage, most car company CEOs play the role of commanding and assigning tasks from behind. Why do we have to “force business” to get to Yin Tongyue’s place?

The answer is simple – traditional car companies that cannot generate traffic will be left behind by the times. Although it sounds very heart wrenching, it is indeed a true portrayal of reality.

Traditional car companies used to rely on 4S stores, advertising, and dealerships to gradually expand their market. Although the speed was a bit slow, it was still solid and stable, and some customers would also help promote it after purchasing.

Now it is mostly spread by the Internet. Take Xiaomi and Huawei for example. In a press conference of SU7, the whole network searches and screens, and many fans are waiting in line to pick up the car; At a press conference for the M9, it went viral.

If you don’t speak up or promote the advantages and technologies of cars, relying solely on introductions in the store will naturally not spread as quickly as a press conference.

So when Yin Tongyue went off to live stream, it seemed like he was learning from Lei Jun and Yu Chengdong, but in reality, he was also pushed by the times. Either stay in your comfort zone and adhere to traditional marketing models; Either break out of the comfort zone and adapt to the new marketing model. Obviously, Yin Tongyue chose the latter. But what Xiaolei has to say is that at this age, he can still put down his body to face the camera, and face the ridicule and roast of many netizens. His courage is commendable. As expected, netizens are not deceiving me. My 60s is the age to break through.

Why did Yin Tongyue single handedly recruit Lei Jun and Yu Chengdong when car companies have millions of marketing opportunities?

The main ones have real marketing skills.

First, let’s talk about Lei Jun, the fastest Internet surfer. Before the launch of Xiaomi SU7, Lei Jun had already made sufficient preparations. Every day, not only did I post a “car making diary”, but I also took pictures of the chassis adjustment to the production line, and generously contributed various emoticons. The most amazing thing was the launch event, and the last sentence ‘Please supervise Xiaomi to make good cars’ directly ignited the whole audience. The viral traffic directly translates into sales, and some people jokingly claim that what they bought was not a car, but the entrepreneurial story of Lei Jun.

After Lei Jun finished speaking, let’s take a look at Yu Chengdong again. The catchphrase ‘far ahead’ is still a popular internet meme, but of course, it is rarely used now. At each press conference, several hot topics are always brought up, such as how many times stronger it is compared to other competitors, and how to beat other car models in the same class. As a result, it has been ridiculed by many netizens as the “king of talk”. Jokes are just jokes, the key is that their traffic can be monetized. Before the launch of the Wenjie M9, he held a “technical interpretation meeting” for a week in a row, discussing one core selling point every day. After going public, the first month orders directly exceeded 30000 units.

This strong brand influence and marketing capability are exactly what traditional car companies lack.

Of course, speaking of which, Xiaolei believes that traffic cannot be completely equivalent to sales. If car companies want to “roll out” their core competitiveness, they still need to be strong enough. It’s not enough to just put in a lot of effort, and if the products are not up to par, they are still prone to collapse.

Speaking of which, do you think Yin Tongyue can replicate the “traffic gameplay” of Lei Jun and Yu Chengdong?