3 6 Ke·2024-04-19 00:51Core Insights - Xiaomi's SU7 car launch has seen significant success, with over 50,000 units reserved within 27 minutes and 8,899 units in 24 hours, although CEO Lei Jun cautions that it is too early to declare success [1] - The marketing strategy leveraged Lei Jun's personal brand, resulting in a substantial increase in his social media following, with over 4.5 million new followers across platforms in 30 days [1][2] - The automotive industry is witnessing a trend where executives are increasingly engaging directly with consumers through social media and live streaming, inspired by Xiaomi's approach [1][5] Marketing Strategy - Xiaomi's marketing for the SU7 utilized Lei Jun's personal influence to create a buzz, with a report indicating a focus on high exposure and topic generation [1] - Lei Jun's active engagement on social media platforms, including 60 posts on Douyin and over 200 on Weibo in the past month, has positioned him as a leading figure in automotive marketing [1][2] - Other automotive executives are following suit, with notable figures like NIO's Li Bin and Great Wall's Wei Jianjun participating in live streams to connect with consumers [5][6] Industry Trends - The automotive sector is experiencing a shift towards direct consumer engagement, moving away from traditional B2B marketing strategies [6] - Executives are increasingly adopting a "celebrity" approach to marketing, with many entering social media to enhance brand visibility and consumer interaction [5][6] - The competitive landscape is intensifying, with industry leaders acknowledging the need for innovative marketing strategies to survive in a "bloodbath" competition [6][7] Challenges and Considerations - While engaging directly with consumers can enhance brand loyalty, it also poses risks, as public statements by executives can lead to controversies [6][7] - Successful marketing must align with broader corporate strategies, emphasizing that effective branding goes beyond mere promotion [7]