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author: gong jinhui

recently, when zhao xiaohui, a talk show actor, was asked who is the biggest internet celebrity in the automotive industry, she blurted out lei jun. "after he started shooting short videos, many executives of auto companies followed his example and also set up their own self-media accounts, but no one reads them at all."

she suggested that everyone should just focus on their own work and not put pressure on their colleagues at the brand, as they are also working very hard. "i run this account for you, but no one reads it. i still have to write scripts for you every day, do the data for you, and tell you that the boss took great photos and gained followers."

this is true, social marketing has always beenmilletin the past, weibo was the main platform. in march this year,xiaomi su7on the eve of the listing, lei jun began to try to make efforts on the douyin platform. by shooting a number of interesting and informative short videos, he attracted widespread attention from netizens and laid a solid foundation for the popularity of xiaomi su7 on the internet. not only that, just like the collective entry of xiaomi executives into weibo that year, he also requiredlu weibing, xu fei, wang teng and others have joined douyin.

after the launch of xiaomi su7, lei jun did not slack off, but continued to cultivate the douyin platform. through n live broadcasts and daily short video updates, his fans have been increasing. at present, it has reached an astonishing 29.49 million. it is just around the corner to break the 30 million mark, making him the veritable no. 1 internet celebrity boss in the automotive industry. anyone with a discerning eye can see that lei jun personally stepped in to helpxiaomi motorswaving the flag and shouting loudly not only increases the popularity of xiaomi su7, but also saves a lot of marketing costs.

under his leadership, the car industry has set off a trend of rolling up bosses. as zhao xiaohui said, car industry bosses have followed lei jun's example to create personal ip, such asgreat wallwei jianjun,nioli bin,xiaopenghe xiaopeng,nezhazhang yong,gacgu huinan,dark bluedeng chenghao, jishi changjing and other senior executives of automobile companies have all put a lot of effort into operating their own self-media accounts. while updating the daily news of their own automobile companies, they also actively interact with netizens.

however, the results of car industry bosses building personal ip vary greatly. some have been on the right track, while others are still struggling. currently, no boss has the same number of fans and influence as lei jun. it is not easy to become the next lei jun. therefore, i think what zhao xiaohui said is right. those car industry bosses who have failed to build personal ip should give up when they see difficulties. if they can't do it, they can't do it. forcing it will only make brand colleagues suffer and exhaust their subordinates.

it is worth noting that although 360 ceo zhou hongyi did not start making cars, but only invested in nezha auto, he continued to attract attention by selling and then buying cars, and quickly became a well-known internet celebrity in the car circle. his fame and influence exceeded that of many car company bosses, which made people unconvinced. by the way, zhou hongyi himself is the most enthusiastic advocate of the idea that car circle bosses should build personal ip. he practiced what he preached and set an example for car circle bosses.

maybe you will say that zhao xiaohui is just a talk show host, who has nothing to do with the automotive industry and is not qualified to comment on automotive industry affairs. you are wrong. she is really qualified. talk show is just a sideline job. she is a serious member of the automotive industry. zhao xiaohui, who graduated from jilin university with a major in industrial engineering, was responsible for the standardization of international quality systems at gac.

after becoming famous on the "talk show conference", gac saw zhao xiaohui's celebrity effect and transferred her to the marketing department, hoping to use her fame to sell more cars for the company and attract more traffic. however, being a vase and having too little work was not what zhao xiaohui wanted. she wanted a stable job where she could do practical things. after leaving gac, zhao xiaohui wanted to join the popular xiaomi auto, but the two sides did not choose each other, and she was so angry that she unfollowed lei jun on weibo.

however, gold always shines. in november 2022, zhao xiaohui joined weride, a star company in autonomous driving. she no longer had to do boring work like a vase. her new employer gave her enough sense of security. a few months later, zhao xiaohui performed a talk show at the 2023 cctv spring festival gala, which directly brought her new employer weride to the limelight. people all over the country knew that weride's year-end bonus would be issued after the spring festival.

therefore, zhao xiaohui, who has a certain amount of experience in the car industry, is certainly qualified to comment on the car industry, and every word she says makes sense. although she has no chance to work with xiaomi, it does not prevent her from recognizing lei jun, the top marketing god. if other car industry bosses want to become the next lei jun, they are destined to have a long way to go, and they can only do so by continuing to work hard. come on!