Correct opening mode of online live broadcast in automobile enterprises

Nowadays, online live broadcast and online conference are the hottest topics that car companies can think of during the current epidemic.

During the epidemic, I watched a live webcast of BMW. In the exhibition hall of BMW Shanghai Experience Center, two men wearing masks listed the parameters of related models in front of the camera and drove out to show some driving dynamics ... But to be honest, I think this official webcast is no different from ordinary self-media car live broadcast.

The most embarrassing thing is that some netizens asked, "How much is this car?" The BMW brothers can't give any answers-the terminal prices of different dealers in different sales areas are different, so of course the BMW brothers can't answer. But netizens don't care about this. You are the official live broadcast. How can an official not know the price? So some netizens are unhappy.

A few days later, Lei Jun released Xiaomi 10 and Xiaomi 10. Pro mobile phones are also broadcast live online-and it is a 72-hour continuous live broadcast, which is the Guinness World Record in the field of live broadcast. This is not the first time that Xiaomi and Li Li have cooperated. Xiaomi Max was released live in Bili, attracting 39.54 million people, while Xiaomi Max was released at 20 17? The online live broadcast conference attracted more than 85 million viewers and the number of barrage exceeded 400 million. The 72-hour live broadcast will bring rolling traffic that BMW can't even think about.

Actually, it's not just Xiaomi. Apple releases new products online, and its attention will never be lower than that of Xiaomi. Some people say that cars are durable consumer goods and mobile phones are electronic consumer goods, so there is no comparability. Then, is there any car company's online live broadcast traffic comparable to Apple Xiaomi? The answer is yes.

I don't know how many people actually watched Xiaomi's 72-hour live broadcast, but at least I clicked in and watched it for half an hour. The amount of information released by Xiaomi's 10 line is huge, so I think of a "100 million pixels". Xiaomi also sent this mobile phone into space and took a 1 100 million pixel photo of the earth. ...

Therefore, the core element of online publishing is whether there are really core product points and how many consumers will pay attention to these product points in the early stage.

The so-called product point can be design, function and performance, but it can't be price-price can only be regarded as one of the core information of online conference, and it can't be regarded as a valuable product point at online conference.

As I said before, the online live broadcast of a car company can be as successful as Apple Xiaomi. There is no doubt that this car company can only be Tesla. I think during the 20 19 Guangzhou Auto Show, the bosses of various car companies were in high spirits at the booth, while the media sitting under the stage bowed their heads and turned on their mobile phones and watched with interest as Musk smashed the window of Tesla pickup truck with iron eggs ... Familiar media colleagues met in the exhibition hall, and the greeting with high probability was actually "Did you watch the live broadcast of Tesla?"

So that some media feel that the entire Guangzhou Auto Show can't be a Tesla.

Why are China media sitting at Guangzhou Auto Show willing to watch Musk's live show? The reason is nothing more than a few points. The first is that Musk's "Ma Dazui" is ridiculous-although I am not sure whether the China media watching the live broadcast can understand what Musk is saying without Chinese subtitles, they all understand the "rubble in the chest" and the gimmicks of iron eggs smashing windows; The second and most important point is that Tesla has never made a pickup truck before. Everyone is curious about what Tesla's pickup looks like. Without curiosity, you won't watch the live broadcast, and naturally you won't be able to see the "rubble in your chest" and the "shock" of iron eggs hitting the window.

So, does it mean that if Land Rover or Jeep builds a car, a live webcast will make the media flock to it? After all, everyone is curious about the captain of Land Rover and Jeep.

Land Rover and Jeep cars will cause some curiosity, but what I want to say is that if they are released online, they will never reach the sensational effect of Tesla's release of pickup trucks, because the root cause of network traffic is corporate culture. When Lamborghini, Rolls-Royce and Bentley released their own SUV models, their sensational effect was incomparable to Tesla pickup trucks.

What is the difference between traditional car companies and Tesla's corporate culture? In fact, it is the attitude towards the market.

All traditional car companies adhere to the principle of "risk minimization" at the level of market public relations.

Tesla never lacks controversy, doubts and jokes, but Tesla is never in a hurry to find a water army to wash the ground-you can say that Tesla has no money as a traditional car company, but on the other hand, Musk can send Tesla's car into space. You can't even get the money to wash the floor?

For Musk, spending money to send Tesla's car into space is far more important than spending money to wash the ground-this is the difference of corporate culture-when Tesla went into space was broadcast live on the Internet in February 2008, it also attracted the attention of the whole world.

So, does this mean that the online publishing channel is a chicken rib? This is not entirely correct. Although the online publishing activities of most car companies are difficult to achieve the effect of Apple or Tesla, they still have the effect of "saving money". In addition, during the current epidemic, online publishing seems to be the only choice for car companies.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.