reporter: Duan Siyao editor: Sun Lei
"This is my first time doing a smart driving live broadcast, and I am very excited." On April 15, Wei Jianjun, chairman of Great Wall Motors , made his first "end" live broadcast, actually measuring the Great Wall Full car scene noa.
During the live broadcast, Wei Jianjun drove the vehicle from the complex "Liudaokou" in the center of Baoding to the narrow streets, and successively performed traffic light recognition and intersection turning, obstacle recognition and flexible detours, full-scenario lane changes and lane line management. Waiting for actual testing of driving scenarios.
Image source: Screenshot of Great Wall Motors’ official Weibo live broadcast
Behind Wei Jianjun’s personal exit from the live broadcast, the live broadcast of the car company boss is gaining momentum. "If you don't do it, you will be left behind." For car companies, live broadcasting has become a defensive business, because whoever masters the gameplay of Internet marketing will get a huge amount of traffic.
"Orders exceeded 50,000 in 27 minutes" and "88,898 units were ordered on the first day." After the release of Xiaomi Auto , the driving force of traffic on sales has been self-evident. It is difficult not to make the "old guns" of car companies jealous. On the same day as Wei Jianjun's live broadcast, Jiyue CEO Xia Yiping also announced a live broadcast experience of the latest Jiyue 01, and invited Baidu founder Robin Li to help out. Prior to this, top leaders of many car companies such as Yin Tongyue, chairman of Chery Group, and Li Bin, founder and chairman of NIO, had personally launched live broadcasts to promote their products.
Actual test of smart driving without pictures
Wei Jianjun’s first smart driving live broadcast, why did he choose Baoding as the challenge location? In addition to Baoding being the "home base" of Great Wall Motors, as a second-tier city in China, the road conditions are complex and changeable, and the full-scenario NOA test environment is full of challenges.
According to the test data officially provided by Great Wall Motors, the total mileage of this smart drive was 16.6 kilometers, with an average speed of 24.7 kilometers per hour, including 11.5 kilometers of complex road sections, successfully passing 33 intersections, pedestrians avoiding/detouring 7 times, and vehicles avoiding /12 detours, 21 navigation lane changes, and 10 efficiency lane changes.
is "comparable to veteran drivers". During the live broadcast, Wei Jianjun said this when talking about his feelings about the actual test of NOA in the full scene of Great Wall Motors. It is understood that the brain of Great Wall Motor's full-scenario NOA is derived from the SEE integrated smart driving model. It is the first integrated smart driving model in China that can be put on the car. It has unlimited growth. As long as it is continuously "fed" with data, it can continue to grow. Evolution has laid the technical foundation for the evolution of l2 to l4.
Picture source: Daily Economic News Photo by Tan Yuhan (data map)
It is worth noting that Great Wall Motors’ full-scenario NOA actual test live broadcast claimed “intelligent driving without pictures”. According to Wu Huixiao, vice president of intelligence at Great Wall Motors, "no map" refers to the removal of high-precision maps. According to data, the coverage rate of high-precision maps of intelligent driving systems on the market for all roads is only 6%, which means that 94% of roads cannot rely on high-precision maps to achieve accurate intelligent driving.
Against this background, more and more car companies are choosing “intelligent driving without pictures”. Up to now, many car companies, including Xpeng Motors, Ideal, Avita, Guangzhou Automobile, and Huawei, have followed up on the "mapless smart driving" program. It is understood that Great Wall Motor's latest generation coffee pilot ultra intelligent driving system has achieved 100% removal of high-precision maps and launched full-scenario noa without high-precision maps, which can cover various driving scenarios such as highways, urban areas, and towns.
Car company boss "rolled" into the live broadcast room
This time Wei Jianjun "ended" the live broadcast in person, not only to demonstrate Great Wall Motor's smart driving technology to the outside world, but also to change its marketing level. "Great Wall Motors is still too traditional" Wei Jianjun lamented many times during the live broadcast on April 15.
"Coming to Weibo, I am very much looking forward to seeing everyone's sharing. The voice of users is always the driving force for our progress." On March 26 this year, Wei Jianjun opened Weibo and posted his first blog post without warning. With a few simple words, Wei Jianjun made headlines and quickly attracted the attention of many fans. So far, Wei Jianjun’s personal Weibo followers have grown to 230,000.
Image source: Sina Weibo (@伟ijianjun)
In the live broadcast on April 15, Wei Jianjun also said that he would increase the frequency of live broadcasts and generously disclosed the progress of the motorcycle business: "It will be at this year's Beijing Auto Show Relevant motorcycle technology was unveiled on the Internet. "
It is worth mentioning that in June last year, a group of Great Wall Motors executives also opened personal accounts on Weibo in an attempt to get "closer" to consumers.
"You don't talk about a lot of things, and you think users know it. This is actually wishful thinking." Zhou Hongyi, founder of 360 Group, once commented when talking about car company live broadcasts. At present, live broadcast has become a new marketing method. Different from the live broadcasts of car companies in the past, with the intervention of various digital circles, the "top leaders" of car companies like Wei Jianjun have come to the stage and are no longer rehearsing at the press conference. A good appearance and a more realistic live broadcast have become a must.
As the 2024 Beijing International Auto Show approaches, how to stand out in new car launches one after another is testing the marketing wisdom of each car company. In the next period of time, many car company bosses may appear on live broadcasts. For car companies, in 2024 they will not only focus on technology and price, but also on traffic.
Daily Economic News
