Porsche holding hands with Li Jiaqi "Ouch! Oh, my God! "Follow Harvard's example.

"ouch! Oh, my God! "

This is one of the modal particles commonly used by "Live Brother One" Li Jiaqi when she brings goods. Girls who love lipstick must be very familiar with it.

last night's brand-new Porsche Taycan? At the Show scene, such modal particles repeatedly appeared in the audience's ears. The listing activity of a hard-core pure electric sports car has thus become a lipstick delivery scene, and the people who don't know the truth thought that they had mistakenly entered the live broadcast room of a certain model of Harvard brand.

The brand-new Porsche pure electric sports car that accelerates 1 kilometers within 3 seconds shouted out the live effect of selling lipstick. Did Porsche make a profit or lose?

Of course, compared with the talk show talent Pang Bo running through the audience, the live challenge of Lego talent and the accelerated competition between cars and cheetahs, Li Jiaqi's presence was obviously the part that brought the most traffic in the live broadcast that night.

However, while maintaining Porsche's consistently high-quality production standards, the whole conference was infinitely close to domestic second-rate variety shows in terms of viewing effect, plus slightly embarrassing questions, interactions and lottery sessions ... This contradiction and dislocation makes people wonder: Is Porsche's "grounding" behavior in marketing activities really a little too hard?

it goes without saying how lofty Porsche is in the hearts of car fans.

from 356 to 911, Porsche, loyal to the track, defined the outline of "sports car" in the hearts of countless people with a series of simple numbers. Compared with the unattainable Italian bull prancing horse, this brand from Germany offers a more intimate price. For consumers with different social roles, Porsche is a Dream that can be really touched by hard work. Car。 Its existence is as meaningful as the spiritual totem.

and who is Taycan?

it is Porsche's first pure electric sports car with the ability to accelerate 1 kilometers in 3 seconds and the traditional artistic ability of "infinite ejection". It is the trendsetter of the new era in which Nissan GT-R and pagani Zonda, which used to be old fuel guns, are suspended at a high speed in New North Circle. Gear host Chris? Harris described it as "really? Fast "silent track machine.

In a word, we have no doubt that Taycan is "rooted and young" in the Porsche family. As Yan Boyu, President and CEO of Porsche China, said, Taycan is a Porsche through and through. Even if I no longer have an internal combustion engine, the fast soul has not changed at all in this electric car.

that's why Porsche fans want to see a more exciting and hard-core show. However, they were disappointed. Because no matter from the product or brand, Porsche Taycan is totally inconsistent with Li Jiaqi's temperament and language framework.

"The wheel hub can also change color? So advanced! "

"The tail tag is very low-key. What kind of car is this? Wow Porsche! "

"OMG, there is a name on the pedal!"

Although it was recorded in advance, in the whole fifteen minutes, the studio was filled with the "awkward performance" of Li Jiaqi and his assistant, which was really dramatic for the audience who were preoccupied with watching the car. Moreover, Li Jiaqi, who doesn't have a driver's license, has limited knowledge of automobiles, and slips of the tongue such as describing the wheel hub banner as a "bone shaft" and the side skirt as a "pedal" frequently occur.

considering that the main content of this section is to introduce the customization options of Taycan exterior interior, Porsche may have invited Li Jiaqi intentionally. After all, this "live broadcast brother" said that the car is not good, and it is still good to talk about the color of car paint and leather materials. Coupled with the usual operation in the beauty industry that you can get "the same configuration" in Li Jiaqi when you go to official website, Porsche has taken a good look at Li Jiaqi's cargo constitution, and its intention of "planting grass" for female users is quite obvious.

There was a rumor on the Internet earlier: nine out of ten straight men didn't know Li Jiaqi, and one of them gnashed his teeth at him. According to the data of 219, the ratio of male to female owners of Porsche in China market is 5:5, which means that half of Porsche in China street are driven by women. This is extremely rare among automobile brands all over the world.

but combined with the previous analysis, the remaining half of male car owners are basically "steel straight men". The cross-border sharing of Taycan and Li Jiaqi is an emotional blow to the existing Porsche male users and hardcore fans. A Porsche male owner even told us angrily after the live broadcast: Porsche's image in my heart is completely ruined.

Porsche is not bad at marketing, on the contrary, it is very good at marketing. Take Taycan, a new car, as an example. During the whole process from preheating to official listing, Porsche has made great efforts at the marketing level and frequently offered "God Operation".

For example, on June 3th last year, the London Eye on the Thames suddenly "broke down", with its lights flashing rapidly and accompanied by the sound of code, which once triggered a heated discussion among netizens all over the world and got to the bottom of Morse code lovers. After the official decryption of Porsche, the truth of the incident finally came out. It turned out that this series of signals was a true confession about electricity, which was intended to warm up the listing of Taycan.

another example is Taycan's advertisement with the theme of "stealing cars", which strengthens the highlights of new products with full creativity and shows a wave of classic models in its own history. The communication effect was even so good that Bill Gates couldn't help ordering one (Gates once owned a classic Porsche 959, which was limited to 23 cars worldwide).

why did the marketing activities on gaoda become so rustic as soon as Taycan landed in China?

the bad environment may be the most important factor that most people think of.

in p>219, Porsche sold 28,8 new cars, with a net profit of 3.86 billion euros (about 29.54 billion yuan) and a net interest rate of 14.2%. In other words, every time Porsche sells a car, it can earn 15,2 yuan, and the bicycle profit cover a joint venture brand A car in minutes. Although affected by the epidemic, Porsche's sales in February this year fell by 6% compared with the same period last year, it was at least better than the market average, or better than most car companies.

of course, in the current market environment, cross-border marketing with grounding gas and entertainment is an industry practice, and it is understandable for Porsche to follow suit. Choosing Li Jiaqi must also be the best solution after repeated weighing by Porsche China PR team. After all, he is the most popular in the live broadcast industry today, and has the most attention. No matter how many transactions can be converted in the terminal market, the communication effect on the network is at least the best.

There is no denying that Li Jiaqi is an excellent anchor. Once the audience enters his home court, it is likely to be influenced by its peak appeal. This kind of "reality distortion field" is valuable for the spread of any brand. As for whether the emotional feedback of the infected audience is positive or negative ... Based on different audience circles, the results will be very different. This is exactly what Porsche needs to consider further.

at present, it seems that Porsche has really pushed too hard to cater to new users in China market. It's understandable if it's forced by the situation, but Porsche, which has made a lot of money in China, can be among the "landlords" who have surplus grain and don't panic even if they look around the world. Coupled with the spiritual totem image painstakingly managed for many years, Porsche fans may only be able to shout "No need" when facing Li Jiaqi.

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