Li Yanhong, Liu Qiangdong, Wei Jianjun, and other big names got together for live broadcast, all of which were forced by Lei Jun？

Editor’s note: This article is from WeChat WeChat official account Sanyan Finance (ID: sycaijing). Author: Sanyan, the startup state is authorized to publish.

Recently, many big names have come off the stage to broadcast live.

It seems that the live broadcast has become a new battlefield. If you don’t start the live broadcast quickly, you will delay the fighter.

In the past, big bosses gave people a sense of mystery and rarely appeared. Want to see them, often through news, talk shows, etc.

Why are you rushing to "show your face" now?

This morning, Great Wall Motor Wei Jianjun was first launched on the official account of Great Wall Motor.

In the live broadcast, Wei Jianjun, together with Wu Huixiao, Vice President of Intelligent Driving of Great Wall Motor, and Jiang Haipeng, Senior Director of Intelligent Driving of Great Wall Motor, demonstrated the NOA intelligent driving function of Great Wall Motor and challenged the downtown area passing through Baoding.

The first leg of the journey was driven by Wei Jianjun himself. The second part of the journey is to be driven by Jiang Haipeng.

At the end of the live broadcast, Wei Jianjun said that not long ago, he had opened Weibo, and he also took the lead in making some videos. In the future, we will also register on various short video platforms and communicate with netizens more.

Wei Jianjun also revealed that at the Beijing Auto Show, the motorcycle technology of the Great Wall will also meet with you.

Not long ago, Extreme Yue began to publicize, and Baidu founder Li Yanhong will be airborne in the live broadcast room this afternoon, and broadcast with Extreme Yue CEO Xia Yiping.

This afternoon, when the official account of Extreme Vietnam started broadcasting, the official account of Baidu also synchronized the live broadcast.

However, Li Yanhong did not appear immediately. But the CEO Xia Yiping and the car critic Liu Liuge are in the same box.

However, Xia Yiping had a little accident when he was demonstrating the voice to open the door.

Xia Yiping repeatedly called the voice assistant SIMO, but there was no response. Later, Xia Yiping said that it might be a problem with the key in the car.

After going on the road, many netizens pointed out that the car screen in the live screen was too small to see clearly. They said that they looked at the performance of Extreme Yue through the car screen and road conditions, rather than looking at the CEO of Extreme Yue.

Around 15:40, Li Yanhong appeared.

In the car, Xia Yiping showed Li Yanhong some intelligent functions of Extreme Yue cars, most of which were based on the ability of large models.

Li Yanhong also made some suggestions, for example, let the speeches written by big models be displayed larger on the screen.

At the end of the live broadcast, Li Yanhong pointed to the central control screen and said, "This is the future."

Prior to this, many car companies have broadcast live.

On the evening of March 14th, Li Bin, CEO of Weilai Automobile, made his first live broadcast on his personal account.

The whole live broadcast lasted for two and a half hours, at the same time, the number of online users exceeded 100,000, and the cumulative number of viewers exceeded 10 million. The day after the live broadcast, Li Bin’s personal account rose by over 18w.

Rumor has it that the live broadcast brought Li Bin about 1.3 million yuan.

However, on March 21st, Li Bin released a video to respond to his live broadcast income, saying that because it was his first "business" and he was unfamiliar with his business, he opened a reward function. In recent days, he saw netizens discussing his live broadcast income, so he officially responded.

According to the screenshot released by Li Bin, the total income of its account in the past 7 days was 33,088.5 yuan.

Now, Li Bin will update a short video every few days and interact with netizens frequently.

In fact, Li Bin had contacted the live broadcast several times before.

On March 26th, Zhou Hongyi, founder of 360, and Zhang Yong, CEO of Nezha Automobile, broadcast live in the same frame.

However, during the live broadcast, Zhou Hongyi scolded Zhang Yong.

Zhou Hongyi said that the naming method of Nezha cars is very strange, which is hard for consumers to remember, while Nezha cars are disorganized from product marketing to planning, and they only care about themselves.

When the vehicle arrived at Tongxiang factory, Zhou Hongyi pointed out that the camera should be cut outside. "There is something wrong with the director, too. Is the director stupid? I didn’t come to the factory to see the factory. What are you doing if you don’t go to the factory? "

After entering the workshop, Zhou Hongyi named Zhang Yong again, showing something wrong, so he should learn from Xiaomi.

On March 31, Zhang Yong said at the Weibo, "It is not shameful to accept Lao Zhou’s criticism and learn from Lei Jun in marketing!"

Yesterday, Yin Tongyue, Chairman of Chery Automobile, launched a live broadcast with Luo Zhenyu and well-known automobile media person Wu Pei to personally test the long-distance high-speed high-order intelligent driving ability of Xingjiyuan ET.

Yin Tongyue said in the live broadcast that this time he used some new Internet thinking. "Learn from Yu Chengdong, learn from Lei Jun, explain and introduce in person. This is also forcing my 60-year-old man to come out."

Yin Tongyue set a new goal for Chery: to return to the top three new energy sources in the middle of the year and become the second in the industry by the end of this year.

Although Liu Qiangdong is an investor in Weilai Automobile, it seems that Liu Qiangdong’s preparation for live broadcast has nothing to do with the automobile.

Not long ago, JD.COM announced that it would invest 1 billion yuan in cash and 1 billion yuan in traffic to add short videos to attract more original authors and high-quality content organizations.

As soon as this news came out, it attracted the attention of netizens, and the voice for Liu Qiangdong’s next live broadcast continued to rise. Netizens were looking forward to a live broadcast in Liu Qiangdong.

The relevant person in JD.COM responded: "In preparation, it will appear in a new form, so please pay attention."

This afternoon, JD.COM officially announced that at 6: 18 pm tomorrow, the "No.1 Purchasing and Selling" Liu Qiangdong AI Digital Man in JD.COM will open the "Live First Show", and at the same time, it will appear in the live broadcast room of JD.COM Household Appliances and JD.COM Supermarket.

Since the release of Xiaomi SU7, the heat has remained high. Many netizens shouted Lei Jun, saying that they hoped Lei Jun would have a live chat.

Lei Jun also replied to many netizens. However, Lei Jun’s replies are basically expression packs, and some are "perfunctory".

For example, many netizens suggested that Lei Jun broadcast live, and Lei Jun replied to the "fuels" expression pack; Some netizens said that the collision test came out, and Lei Jun also replied to the "fuels" expression pack; Some netizens said that they supported the re-queuing, and Lei Jun still replied to the "fuels" expression pack.

Some netizens even said that the production capacity could not keep up, and let Lei Jun go to the factory to make screws. Lei Jun still replied to the "fuels" expression pack.

In fact, for Lei Jun, there have been many live broadcast experiences. The Xiaomi car conference itself was a live broadcast, which exploded the entire Internet that day.

As early as the evening of August 15, 2016, Lei Jun conducted a live broadcast of "Xiaomi 5 Black Technology Experiment" on multiple platforms, and explained many black technologies carried by Xiaomi 5 to users through on-site experiments.

On August 16, 2020, on the occasion of the 10th anniversary of Xiaomi, Lei Jun made his debut in Xiaomi’s live broadcast room.

The next day, the official data released by Xiaomi showed that the sales amount of Lei Jun’s first live show with goods was 210 million yuan, and the cumulative number of viewers reached 50.53 million, setting a double record for live broadcast with goods in Tik Tok.

On New Year’s Day in 2021, Lei Jun once again conducted a special live broadcast in Tik Tok. It is reported that the cumulative viewing volume of the whole live broadcast exceeded 38.49 million, and the sales amount exceeded 188 million yuan.

Many of the recent live broadcasts of these big brothers are related to cars.

Although Zhou Hongyi’s main business is not cars, he is an investor in Nezha Automobile. And Li Yanhong took the lead in founding Jidu’s car, which was the predecessor of Jiyue Automobile.

This also seems to indicate that the automobile industry has rolled from offline to online. You have to play on the internet.

More than half of this is due to the emergence of Lei Jun and Xiaomi automobile, which has played a catfish role in the new energy vehicle market. The huge sales volume makes it impossible for car companies to stay in the office every day. The boss must work harder!

At least half of the energy must be put into marketing.

One is to follow Lei Jun’s personal IP marketing, and the other is to learn a series of marketing tactics of Xiaomi.

Even Yin Tongyue, the 62-year-old chairman of Chery, said with emotion: Lei Jun Yu Chengdong forced my 60-year-old man out!

Wei Jianjun, the boss of Great Wall Motor, who attended the Xiaomi auto conference, is an old-timer of Lei Jun in the auto industry. He also expressed his admiration: Xiaomi’s conference really deserved its reputation!

Later, General Wei opened the Weibo and broadcast directly.

The first battle of rim marketing after Xiaomi Automobile was that Zhiji and Xiaomi Automobile had "connected three moves". Whether it is black or red, Zhiji is out of the circle.

On the other hand, some car companies may not develop smoothly and want to seek more attention through live broadcast.

For example, the sales volume of the ultra-Vietnamese car has not been objective, the marketing has not kept up, and the sense of existence is very low. Not long ago, the marketing team was adjusted.

The data shows that last year, the sales volume of Extreme Vietnam 01 was only 774 vehicles. From January to March this year, the sales volume was 218, 147 and 511 respectively.

In today’s live broadcast, Xia Yiping has been showing some functions based on the ability of the big model, and seems to want to use the big model as a new selling point of the super car.

Li yanhong’s platform is also to bring some traffic to the pole.

JD.COM, on the other hand, has always wanted to bring live broadcasts with goods. Last year, it focused on selling anchors, but there was still a lack of big IP such as Xiao Yangge and Dong Yuhui. So, I had to go to Liu Qiangdong myself.

However, JD.COM’s content ecology has to be built continuously, and it is impossible for Liu Qiangdong to broadcast live by real people every day, so a digital human live broadcast was set up.

At present, live broadcast has become an indispensable marketing method, and it is also a bridge for direct communication between enterprises and consumers.

However, just broadcasting is not enough.

What does the audience like to watch? How to broadcast it to get consumers to place orders?

In a word, if enterprises want to win a great victory in the "new battlefield" of live broadcast, they still need to constantly explore and innovate. What is important is how to make good use of the founder IP. We have to cooperate with Weibo Interactive and Short Video Interactive.

Not long ago, Zhou Hongyi once said that the marketing of Xiaomi Automobile is not only a master, but a god-like existence.

Liu Qiangdong once said, don’t compare marketing with Lei Jun, but he can’t. But it is hard to say that this live broadcast was not inspired by Lei Jun..

Maybe we can really find new ideas by studying Reebs’s marketing methods.

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