Does anyone care about these “violent theories” at the Shanghai Auto Show?

ChatGPT was born a while ago, and Microsoft 365 Copilot's one-click PPT demonstration earned a lot of attention.

Many people are amazed that they are about to be replaced by AI, and "proficient in using PowerPoint" will truly disappear from the intern's resume.

However, the overwhelming publicity pages at the Shanghai Auto Show tell us that the brand PRs who wrote PPTs day and night before the event will resolutely defend the dignity of human beings and will not leave easily.

After all, AI can't boast what humans can boast, and can't bear the blame that humans can.

At this year's Shanghai Auto Show, the concept cars of new cars and god cars are all making a footnote for my country's prosperous auto market; car companies' violent theory of God and theory of relativity are also facing each other across the air. Tit for tat.

This also reveals to us from another angle how fierce the competition in my country's auto industry is.

Although everyone likes to say "Don't look at what he said, look at what he did", but since the leading words of car companies are not surprising, let's change the angle, don't look at the car, today we will see how everyone is doing The anger brushes the sense of existence.

No violence, no cars

The new forces will know it, and we have learned it in three years.

We will, and the new forces will not be able to learn it in ten years.

– Volvo

No one could have imagined that this kind of publicity would come from Volvo with thick eyebrows and big eyes.

There are two problems with this passage: one is the arrogance and empty targeting that everyone can smell; the other is that Volvo seems to acquiesce that it is the so-called "old force".

This is why the term "new force" has always been used by new car companies, the media, and netizens, while traditional car companies usually don't.

After all, the ending of the old forces is usually not very good.

As for Volvo's "learned in three years", what exactly did it learn, and did it really learn? Hard to say.

If it refers to learning "violent theory", it can be regarded as a success in learning.

Nio Li Bin responded to this: "This is obviously not in line with the facts. We will change the battery, but it will not. You can't lie with your eyes open. So many of our peers are very good, and each has its own unique weapon. It must not have learned all of them. Right. If you have learned it all, then it’s okay? Then it won’t be Monkey King? Then we can all buy its stocks, (of course) it has no stocks.”

Whether it is horsepower or computing power, the new ES6 is the ceiling of high-end mid-size SUVs.

It is recommended that those who are considering buying GLC, X3, and Q5 first test drive the new Weilai car before making a decision.

——NIO Li Bin at the ES6 press conference

On the one hand, Li Bin made a sharp comment on Volvo, and he was also full of firepower to bring enthusiasm to his new car.

But to be honest, the word "ceiling" is definitely not the most "violent theory" in today's Internet context, especially after adding the previous attributives.

Of course, if ES6 and GLC are to compete on the same stage, in terms of product strength alone, NIO is not in the slightest panic.

But compared to the ideal "the best SUV within 5 million" next door, Brother Bin is a bit gentler in terms of words and sentences.

Every year is a "very important year" for Weilai and Li Bin . The key to Weilai this year is to make the models that sell in volume really sell in volume.

Under such a goal, models such as ES6 and ET5 are the trump cards held by Li Bin, and they are also the key to the trend of NIO.

This year, Li Bin wants to use 8 models to make Weilai Station sell 20,000 yuan last month, but in the past March, the ideal next door achieved this result with only 3 models.

Weilai still has a long way to go, and the road is still tortuous and the future is bright.

I think there may be only two reasons:

Or he doesn't know the industry well,

Or he said this on purpose, he hasn't done well in this area, and deliberately came to attack this industry.

—— Yu Chengdong replied "Automatic driving is a fool"

Under Yu Chengdong's words, Huawei's confidence and ambition in the field of assisted driving are clearly revealed.

Although the name was not named, the big guy who recently called autonomous driving a fool is obviously Wang Chuanfu, the chairman of BYD.

Wang Chuanfu previously said at BYD's 2022 financial report exchange meeting: " Unmanned driving is all nonsense. If you make a fool of yourself, it's all fooling around. It's an emperor's new clothes. "

Yu Chengdong has Huawei's technical resources in his hands, while Wang Chuanfu is more concerned about the regulations on autonomous driving. It is normal for the big guys to have different opinions.

But it is still relatively rare to put it on the table like this, especially in the automotive industry.

Yu Chengdong brought Huawei's ADS 2.0-equipped Qjie M5 smart driving version at this conference, and said that ADS 2.0 is a high-end smart driving that is infinitely close to L3, and it should be called L2.999999999…

Mr. Yu's ability to shout slogans is much more proficient than those of car companies. But for car companies, Yu Chengdong's slogan is likely to be a horror story-many of the slogans Yu Chengdong chanted before have come true.

How many car companies are there that have the confidence to say that they are "not afraid of Huawei"?

The three different "violent theories" correspond to the different states of communication and self-positioning of companies in different positions in the Chinese auto market today. There is confrontation, anxiety, cover-up, and long-planned ambition.

The turmoil of people in the Shanghai National Convention and Exhibition Center couldn't stop the abacus of the car companies from shaking the sky.

Learned, also learned bad

Stronger than Musk, the promised Tesla FSD and system version updates are often delayed even overseas. Two weeks after two weeks, so many weeks.

And every time I pass by the Guangzhou Hengchi Exhibition and Experience Center on Zhujiang East Road, I always think of Xu Jiayin's high spirits when he shouted out the 15-character motto of "Buy Buy Buy, He He He, Circle Circle, Big Big, Good Good".

I don't know if the Shanghai Auto Show is in full swing, whether there is a midnight dream in Boss Xu's heart. But "violent theory" is destined not to disappear in marketing communication. After all, if you want to attract attention, outputting "violent theory" is almost the cheapest method.

The more exaggerated and out of line, the higher the attention.

In contrast, the practice of accumulating brand value through continuous building of word-of-mouth and long-term operation seems a bit stupid. In the Internet age, traffic seems to come first.

It’s too tiring for traffic niches to set up personal settings, so let’s skip the more complicated ones.

The problem is that traffic niches can make money and run away. What car companies want is not only prosperity for a century, but also stability and stability. Playing with the crowd to please the public, be careful to play the eagle and get pecked by the eagle.

Like Volvo.

The three words Volvo almost have a taste of the North Sea sea breeze. With "safety", "design", "restraint" and a series of familiar Nordic impressions.

All of this is built by decades of brand marketing. From this perspective, Volvo's brand marketing is almost in the most sustainable position among car companies.

Until these words at the Shanghai Auto Show, the disguise was torn off, and it turned out that everyone was equally greasy and vulgar.

The big Swedish "Hej hello ;)" on the back of the EX90 on the booth is even more eye-catching.

Although many people are looking for steps for Volvo, such as just groping for marketing rhetoric, it is better to seek change than remain unchanged at the moment, etc., they are not wrong. The brand can't open up the situation, and occasionally it needs to make some deafening voices, but it can barely be understood.

But personally, I still feel very sorry for Volvo's slogan. Considering that Volvo can be said to be one of my favorite brands, emotionally, I feel a little resentful.

More importantly, Volvo, what have you learned, can you explain clearly? This is Shanghai, not Gothenburg. If you say something harsh, you want to leave. We don’t play like that.

As the so-called Dong Shi imitates, Handan learns to walk, what others will know, may not be what you want. I don't know if Volvo's car owners and target customers are also happy to hear about it?

how to brag properly

Back to "violence".

Violence theory can actually be divided into two categories, one is purely emotional output, and the other is to fully highlight product power through strong sentences.

The first type of violent theory is believed to be familiar to everyone who has been surfing the Internet for many years, while the second type is to let more people see their "far ahead".

If the skills are hard enough, then speak out loudly, the brand earns enough word-of-mouth, users get new technologies and new experiences, and the cool articles written by car companies are also loved by car owners. If you just rely on pulling and stepping to improve yourself, then it is unnecessary.

In other words, it is not scary to talk about violence, it is scary to talk about meaningless violence and violence that cannot be implemented .

Shanghai has never been short of topical traffic and rhetoric, but in the end, those who stand up to the forefront are always those who have done practical things.

In this long-lost spring, we also wish those car companies who have the confidence to speak out "violent theory" and the strength to speak out "violent theory" at this year's Shanghai Auto Show, to break through the loneliness of the auto market like a spring thunder.

Be natural.

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