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Core Viewpoint - The automotive industry is experiencing a surge in live streaming as a marketing strategy, driven by competition from tech companies like Xiaomi and Huawei, and the need for traditional car manufacturers to engage more closely with consumers [1][2][5] Group 1: Live Streaming as a Marketing Strategy - Executives from various car companies, including NIO, Great Wall Motors, and Chery, have begun participating in live streaming events to showcase their products and engage with consumers directly [1][5][6] - The live streaming trend is partly a response to the competitive landscape, where companies like Xiaomi have demonstrated the effectiveness of this approach, achieving significant order volumes shortly after product launches [2][5] - The penetration rate of new energy vehicles (NEVs) in retail has surpassed 50%, indicating a shift in market dynamics where electric vehicles are capturing market share from traditional gasoline vehicles [5] Group 2: Impact of Competition and Consumer Engagement - The entry of tech giants into the automotive space has altered marketing rules, prompting traditional car manufacturers to adapt their strategies to maintain relevance [2][5] - Executives are now taking a hands-on approach to marketing, recognizing the importance of direct consumer engagement to build brand recognition and loyalty [5][7] - The success of live streaming events has been notable, with some broadcasts attracting millions of viewers, highlighting the potential for this medium to enhance brand visibility and consumer connection [6][7] Group 3: Challenges and Considerations - Despite the enthusiasm for live streaming, companies must ensure that their marketing efforts are well-planned and not merely reactive to trends, as effective marketing requires a comprehensive understanding of product quality, pricing, and consumer needs [7][8] - The automotive market is highly competitive, with numerous new models being launched, making it essential for companies to differentiate themselves through effective marketing and product offerings [8]