Zhou Xin, deputy general manager of SAIC-GM-Wuling's product marketing center, remarked, "In China, a splendid dividing line has been drawn between new forces and traditional forces, and the previous new forces no longer count."
Zhou Xin stated that previously, "new" mainly referred to "new brands, new energy, new technology," while now, "new" refers to "car brands that have control over traffic discourse, possess sales status and technological thresholds." In his view, at this year's Beijing Auto Show, in addition to the above, the focus should also be on styling and the human-vehicle ecosystem, including detailed designs close to scenarios, integrating cars into life, and products becoming increasingly intelligent and lifestyle-oriented.
Another prominent feature of this year's Beijing Auto Show is the "big shots." Under the influence of Xiaomi's car founder Lei Jun and 360 founder Zhou Hongyi, the flow of the entire exhibition hall is leaning towards these two individuals. Especially Lei Jun's influence, surpassing various celebrities who endorse car companies.
Xiaomi's car has also become one of the few Chinese brands that require queuing for entry. It is worth noting that previously, only super luxury brands like Aston Martin and Ferrari generally restricted the number of visitors.
Clearly, with Xiaomi and Lei Jun entering the scene, the traditional automotive industry's marketing model is being overturned. The CEO going live to promote the brand and attract traffic is becoming the norm. "Everyone wants to be Lei Jun, but there is only one Lei Jun."
The competition in the automotive market is becoming increasingly fierce, which is an industry consensus. A netizen commented, "This year to next year is a big battle, and next year will be a big merger and acquisition. Many car companies are about to start dying."
Image Source: SAIC-GM-Wuling Zhou Xing's Weibo
