In this year’s car war, new media has become the main battlefield, and the management of car companies have personally participated in the battle. After automobile executives started the trend of live broadcasting of products and driving live broadcasts (for specific reports, please see "No Automotive Executive Can Escape the Live Broadcast Room"), a new batch of car company management started to "debut in a group". .
Recently, careful car enthusiasts discovered that on Weibo, Douyin, and video account platforms, the management of GAC Toyota all opened their own accounts and announced that they would "face users directly and fully enter new media."
Gu Huinan, the general manager of GAC Aian , also opened his personal video account and interacted with Yi Jianlian, the "number one fan". In the second video on his personal account, Mr. Gu took netizens to visit the Zhilian Automobile Town of Guangzhou Automobile Co., Ltd. and talked about his feelings when he started working more than 30 years ago.
Huang Yongqiang, general manager of GAC Passenger Vehicle Co., Ltd., said in his personal account that he is neither a "sharp style" nor a "moderate", but a "service style". He must listen to the real voices of netizens and speak freely. communication, and also promoted a wave of new solutions and "Internet celebrity cars" that GAC Trumpchi will launch in the near future.
Prior to this, the new media videos of various brands of GAC Group were generally product introductions and brand promotions. In the live broadcast rooms on platforms such as Douyin, special anchors were also hired to conduct real-time Q&A exchanges. It was rare to see other employees of the company, let alone Management.
Now that the management has made a "collective debut", it is obviously a new game of "soft and hard strength combined with transformation", which will significantly help improve the brand's tone and deepen the product's recognition in the minds of car enthusiasts. . Moreover, similar to the "idol" team in the entertainment industry, each executive who "debuted in a group" has also made a clear distinction in their personal positioning, focusing on different fields.
For example, the first video of Wen Dali, the executive deputy general manager of GAC Toyota, was of sitting behind his desk with the words "Working together for a win-win" above his head, reviewing with netizens how GAC Toyota has grown from a banana forest 20 years ago to Today's "Toyota Global Model Factory" journey, and stated that he will share more stories of Guangfeng's "Change for China" in the future, with a sincere and approachable attitude.
Peng Baolin, deputy general manager of GAC Toyota, took everyone into the factory workshop to the production line of the ninth-generation Camry to experience up close what "original quality from a major manufacturer" is. Although the talk was all technical, it was popular. It's easy to understand, eloquently told, and a lot of effort has obviously been put into the copywriting.
The first video of Li Ying, public relations director of GAC Toyota, was taken in the company lobby. She is wearing work clothes. She looks a little nervous but has a friendly smile. She is an approachable person.
Zhang Bin, director of the marketing department of GAC Toyota, dressed in formal attire and spoke in a fluent and standard broadcasting voice, introduced to netizens the test drive events of the 9th generation Camry that had just been held. He also went outdoors and gave advice inside and outside the car. Everyone introduces the advantages of 9Kai. It is obviously a bit of a "product spokesperson" and focuses on "planting grass".
What is the biggest difference between the personal accounts of car company executives and their official corporate accounts? The reason is that it is not a simple product promotion output, but a social tool that can interact in real time. Therefore, successful personal accounts are often not about "self-pleasure" from above, or reciting scripts as if they have completed a task, but real and effective communication with users.
For the car circle, the threshold for becoming an “Internet celebrity” is actually very low. Even if you don’t have good looks and don’t have to do all the work, as long as you can communicate sincerely, speak meaningfully, and even occasionally do something that exceeds netizens’ expectations. By sharing, you can stand out and maybe even successfully "break out of the circle".
Therefore, at a time when new media has become another high ground in the business war in the automotive industry, we should see more car company executives making their "debuts." Whoever can make his or her personality drive the brand to impress more people, and whoever can come out and set the pace as soon as traffic topics arise, may have control over the future direction of the brand.
Written by: Nandu·Wancaishe reporter Hu Wenwen
