The "volume" of the automobile industry has become the norm in recent years. Under the new normal of industry involution, major car companies are competing and increasing their marketing efforts. For example, BMW has renovated again and hired Fang Wenshan to write copy and Jiang

The "volume" of the automobile industry has become the norm in recent years. Under the new normal of industry involution, major car companies are competing and increasing their marketing efforts. such as and BMW have been revitalized again. Fang Wenshan was hired to write the copy and Jiang Wu was the dubbing artist to present a driving art blockbuster to all bimmers.

This promotional video not only has beautiful pictures, but more importantly, the copywriting is also very good, especially Jiang Wu’s magnetic voice, which is true and never gets tired of listening to it. After the short film went online, it quickly received a lot of praise. Some netizens commented that this advertisement is a rare masterpiece in China in recent years. In the video, we not only see BMW's long-term marketing thinking to fight against the car market's collapse, but also feel its "conservatism" and "innovation" in marketing.

Unlike promotional videos that increase the goodwill of the BMW brand, Ideal Auto pushed it to the forefront because of a commercial. The Yu Shi incident has become a hot topic recently and has become a gossip topic after dinner. Li Auto also fell into the whirlpool of public opinion for inviting Yu Shi to become the special experience officer of Ideal l6.

Inviting celebrities, does it really work? Different people have different opinions. In fact, more than ideal, car companies’ marketing overturning incidents have become common in recent years. While eating the melons, we might as well think about a question: What is the significance of celebrities endorsing automobile products?

Ideal hired a celebrity for the first time but fell over?

"Good things don't go out, but bad things spread thousands of miles." Since this year, it has become common for traffic stars to collapse their houses. The collapse of the idol's character may not be the fans, but the major brands that are most distressed. Once a product spokesperson collapses, the brand will inevitably be unable to get out of the relationship. Now that Yu Shi is deeply involved in the whirlpool, Li Auto also feels the risks of signing an artist contract.

Li Auto’s cooperation this time was originally an attempt to increase brand awareness and favorability by following hot topics, but it never expected that it would now be “laid on the gun”. It is worth mentioning that Li Xiang also publicly stated before: "As for celebrity endorsements, we will not do it. I insist that the car is the best spokesperson." Director Li's face really slapped, and he didn't I know he has not forgotten what he said. The incident is not only a test for Ideal Auto, but also a warning to the entire automotive industry on cross-border cooperation.

is more than ideal, Audi , Infiniti , Changan Ford and other car companies have experienced marketing "rollover" events. Previously, Rolls-Royce launched a test drive video of an internet celebrity couple, which was criticized by everyone for being "low price", "low", and "not back-tracked". The company took the video offline more than half a month later and apologized.

After every "rollover", the most common process is for brands and companies to issue apology statements and remove promotional content, but what really needs attention is how to avoid such incidents from happening again. In the future, when car companies hire spokespersons, they must not only keep their eyes open, but also need correct marketing concepts. After all, "brand personality" is more important than traffic and hot spots.

Marketing changes, the boss is the spokesperson

At present, traffic has become a "must compete" for car brands, which is the so-called no promotion without traffic. It is understandable that car companies spend money to promote their products, and choosing celebrities to promote their products is also an effective way. However, because celebrities have too many "uncontrollable" and "unknown factors", the risk of choosing celebrities to promote is also Multiplied.

Whether inviting traffic stars or Internet celebrities as brand spokespersons, there are certain risks. It can even be said to be a "time bomb" planted by the company for itself.What's more, in today's world where traffic is king and live streaming is the rule, can marketing methods such as celebrity endorsements no longer keep up with the pace of the Internet?

Therefore, now the new car-making power car companies have another way to play with traffic. Basically, the founders are personally involved. NIO Li Bin, Li Xiang, Xiaopeng Motors He Xiaopeng, etc., they will build their own Become an "Internet celebrity" and brand spokesperson, and the results are very good. Even the CEOs of traditional car companies that are considered “conservative” by the public also joined in. For example, Li Shufu of Geely Automobile, Wei Jianjun of Great Wall Motors, etc., all stepped in front of the camera and started “performing”.

The Internet has become a new battlefield for car companies, and every leader is trying to earn more traffic from it. However, even if the top leaders are deeply aware of the importance of traffic and personally engage in marketing and traffic, it is still difficult to judge whether it is effective? In addition, not every car company’s top leader is suitable to be a spokesperson, so most car companies have to take the traditional route - relying on advertising or celebrity endorsements.

Of course, it is difficult for car companies to go far by relying solely on marketing. Behind this, they need extraordinary product strength to lay a solid foundation. No one is perfect, and neither is the car. Enterprises spend a lot of money to hire spokespersons or attract traffic. It is better to invest this money in R&D and manufacturing, accumulate better user reputation, and let users become "spokesmen". This is the best solution. Good solution.

Although the traffic bonus of celebrities is gradually fading, celebrity endorsements in the automobile market will still be an important means of product marketing, but brands will make them more marketable. Considering the risks of hiring celebrities, all car companies must think twice before making a decision. The most important thing is that building a car well and relying on consumer word-of-mouth promotion is the right way.