auto industry leaders gathered at the chengdu international auto show to personally promote products and earn traffic
2024-09-01
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at the 2024 chengdu international auto show, the most eye-catching thing is that the bosses of major companies promoted their own companies online and offline to attract traffic.
this year's chengdu auto show presents a new feature - after internet people entered the automotive industry, they changed the marketing model and cultural output form of auto companies, and the auto show became a show. this also reflects the new trend of the industry: in the era of intelligence, new energy vehicles not only compete on technology, but also on network sense.
the bigwigs who used to keep a low profile began to show up frequently. he xiaopeng, founder of xpeng, qin lihong, president of nio, an conghui, ceo of zeekr, lu fang, ceo of lantu... it can be said that there are "many stars gathered", and wherever they go, the audience is crowded inside and outside.
"the boss is coming out soon. if any of our friends in the live studio want an autograph, just type it on the public screen..." at the press conference where the boss appeared, the video bloggers and a large number of viewers surrounded him and gave a live explanation. at a glance, it was a sea of mobile phone screens. people just wanted to raise their selfie sticks higher and take closer photos.
in the byd exhibition area, "new energy vehicle world champion" appeared on the lintel of the booth. on august 30, byd dynasty's new ip "xia" was officially released at the chengdu auto show. dynasty's first medium and large mpv "xia" made its global debut. 20 minutes before the press conference, byd's booth was already surrounded by people.
as the speaker, lu tian, general manager of byd dynasty online sales division, played the "culture card". most of the 15-minute speech was about culture, from the origin of chinese culture to the naming of the dynasty series. "as the first dynasty of the chinese nation, the xia dynasty has pioneering significance. this also represents the positioning of the dynasty's first large and medium-sized mpv. we hope it will become a masterpiece representing chinese design."
this mpv features a new national trend aesthetic, with a curved body like mountains and rivers, a grille design that uses the image of chinese armor, and taillights that use chinese knot elements. the anchors swarmed around the booth to give live broadcasts, and new people kept entering the live broadcast room. one anchor said, "i've been to so many auto shows, and this year's byd show is really big."
the major new brands have firmly grasped the mentality of the younger generation and paid great attention to booth interaction. at the auto show, lantu zhiyin started pre-sale, and ceo lu fang announced the price on the spot, which caused the audience to exclaim. "when i announced the price, many people applauded and cheered. it seems that everyone agrees with this price. i think this is a good start." lu fang said in an interview.
he xiaopeng held a ceremonial delivery for the first batch of xiaopeng mona m03 owners at the chengdu auto show. the owner who came on stage was an "e-person" young lady who received he xiaopeng's autograph on the spot.
in light of chengdu's characteristics, nio president qin lihong promised at the press conference that "pure electric car owners can drive on national highway 318 by themselves." he said, "nio will take about three years to cover every county in the country with charging and battery swapping systems. we have built 93 battery swapping stations in sichuan, 24 of which are deployed on highways. we have decided to turn the sichuan-tibet highway into a full-range battery swapping route within about a year and a half, so that everyone can drive a pure electric car from chengdu all the way to dingri, tibet."
▲ qin lihong
"a literary and artistic presence in the automotive industry" - hongmeng intelligent driving has always linked top artists, entrepreneurs, and stylish celebrities in previous auto shows. before the chengdu auto show, hongmeng intelligent driving preheated the promotion - huawei's executive director yu chengdong will have a dialogue with miwei media ceo and host ma dong in the live broadcast room. although ma dong was unable to attend the event due to flight problems, he also expressed his attention and support for the chengdu auto show through a recorded video.
on august 31, yu chengdong and chery chairman yin tongyue appeared at the hongmeng intelligent driving booth to promote the newly unveiled new car zhijie r7. they said that this car is equipped with huawei's latest intelligent technology and integrates chery's advanced vehicle capabilities, and "the prospects for cooperation are huge."
▲yu chengdong and yin tongyue
volvo invited sohu founder zhang chaoyang to appear at the booth and gave a "physics lesson on cars" on the spot, which became a big surprise of the chengdu auto show.
▲zhang chaoyang appeared at the chengdu auto show
almost every brand has felt the fierce competition at this year's chengdu auto show. a booth staff member said that regarding the boss's marketing, "(they) mainly value the chengdu auto show as an opportunity to increase sales and try to provide emotional value." he said that personal image and brand image are connected together, which is a differentiated strategy to improve sales performance.
creating traffic and topics is not the mission of an auto show, but the chengdu auto show may provide a signal: in the "internet +" era, industries are mutually penetrating, and simply emphasizing technological attributes is no longer sufficient to attract consumers. the close combination of manufacturing and "internet +" to form cross-border marketing will help to form a more personalized and dynamic brand image.
red star news reporter zhang zhiyi
edited by li yuyi
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