Lei Jun drove 20 million people live to watch. What happened？

Original Lu Pengpeng Blue Whale News

Blue whale reporter Lu Pengpeng

On Saturday morning, Lei Jun, a model worker, took a group of senior executives to start the live broadcast in Shanghai. During this period, Lei Jun not only responded to the "Singer" rocking incident, but also encountered a malicious car. The three and a half-hour live broadcast revealed a lot of information.

What happened to Lei Jun’s live test drive for 3 hours?

In this live broadcast, Xiaomi SU7 Pro model was officially unveiled, and Lei Jun drove the vehicle from century avenue to Mengma Town in Hangzhou for the delivery ceremony.

Lei Jun’s live broadcast is mainly to show the NOA (automatic assisted navigation and driving) function of Xiaomi city. With the help of Xiaomi intelligent driving system, how vehicles can intelligently respond to various road conditions. At the same time, it will also test the real battery life and real energy consumption performance of Xiaomi SU7 Pro.

1. The intelligent driving scheme is self-developed by Xiaomi, and the annual cost exceeds 2 billion yuan.

First of all, when talking about the smart driving scheme, Lei Jun said frankly: "The annual cost of developing smart driving by Xiaomi itself is more than 2 billion yuan, and the investment is extremely high. There are few manufacturers in China who have researched it from beginning to end."

When asked, "There have been rumors that Xiaomi’s vision intelligent driving scheme will be carried out by cooperation or third-party bidding in the future", Lei Jun personally blamed: "We set a goal from the beginning, and all the intelligent driving of Xiaomi should be developed by ourselves."

In addition, Lei Jun also shared Xiaomi’s team building in the field of intelligent driving. He mentioned that Xiaomi Auto’s intelligent driving team has more than 1,000 engineers.

Lei Jun said that companies such as Huawei and Weixiaoli are very determined to invest in intelligent driving, especially in Xpeng Motors. Lei Jun himself is closely related to He Xiaopeng and an early investor in Xpeng Motors.

2. Encountered a malicious car at high speed and almost had an accident.

Despite NOA’s blessing, Lei Jun still encountered some uncivilized driving by car owners. The Blue Whale reporter noticed that a white car suddenly accelerated and maliciously changed lanes during high-speed driving, which almost caused an accident and did not turn on the turn signal.

Lei Jun said that this driving style is very dangerous and called "I want to report him".

3. Lei Jun responded to the singer’s shaking: I just want to do my best to make Xiaomi well.

In the live broadcast, Lei Jun also responded to the singer’s rocking incident, saying: "Many colleagues discussed this yesterday, but I haven’t figured out what it is yet. Thank you for your support, and now I still try my best to do a good job in Xiaomi. " Recently, Lei Jun climbed to the top of Singer 2024, beating Han Hong, Phoenix Legend, Jay Chou, Jacky Cheung, etc., and gained the support of a large number of netizens.

Finally, after three hours’ journey, Lei Jun and his entourage arrived in Mengma Automobile Town, Hangzhou, and ended the live broadcast after the car delivery ceremony.

4. Fans are crazy about giving gifts, and they occupy the list in the old age.

It is worth noting that during the last live broadcast, Lei Jun did not turn on the reward function and was squandered by fans. At that time, Lei Jun responded: "I am not rejecting it, but I am worried that everyone will brush too much, and the live broadcast room will be more chaotic. Why don’t I consider opening presents or something next time? In fact, I think it’s good to receive some gifts from everyone. "

Today, Lei Jun fulfilled his promise to open a gift reward, and the whole gift was screened in the live broadcast room. Vanke Eslite CEO Chennian even brushed several carnivals, becoming Lei Jun’s "big brother on the list", and the second user on the list was the official flagship store of Vanke Eslite.

Lei Jun said that when he went back, he would count the amount of gifts received and replace them with millet products as welfare products for fans in the next live broadcast.

According to archaeological data, the cumulative number of viewers of this live broadcast exceeded 27 million, the number of online users at the peak was as high as 4.8 million, and the Lei Jun account added 360,000 powder.

De-intermediation of enterprise communication

Bosses get together to be online celebrity.

Lei Jun’s last live broadcast was in April. The number of viewers exceeded 100,000 in just one minute, and the number of viewers in two minutes was over 10 million.

In the live broadcast, he responded to a series of questions, such as "the cool man, there is no cold 4 billion in Cary, imitating Musk", and related topics once dominated the hot search in Weibo.

As a "model worker in Zhongguancun", Lei Jun has always been active in the front line of new media when the first generation of Internet tycoons gradually retired from the rivers and lakes, and his output of vibrato audio and video is an average of two per day. Lei Jun showed entrepreneurs what is the real "top flow".

Blue Whale reporter found that not only Lei Jun himself, but also many senior executives of Xiaomi Company personally went off to build online celebrity IP.

For example, Lu Weibing, president of Xiaomi Group, settled in Tik Tok in February this year, Xu Fei, CMO of Xiaomi Group, settled in Tik Tok in March this year, and Wang Teng, general manager of Redmi brand, settled in Tik Tok in March this year.

During the period from February to May, Xiaomi executives released as many as 40 or 50 videos, almost maintaining the frequency of the day.

After Lei Jun started the first shot of "de-intermediation" of corporate public relations communication, the trend of learning Lei Jun spread from the automobile circle to the whole Internet circle.

For example, 360 Zhou Hongyi, Weilai Li Bin, Gree Dong Mingzhu, etc. Recently, even Jia Yueting, who is far away from the other side of the ocean, has started to do self-media. He said that he would start the commercialization of personal IP, make some money as soon as possible, partly pay off debts and partly supplement the company to build cars, and strive to support the basic operation of FF.

Can the boss get together and "roll" into the live broadcast room, saving hundreds of millions of advertising fees? This seems to be a very cost-effective deal, but it is not easy to do it. Whether it can create a successful network red IP varies from person to person.

After all, the bosses personally leave the scene, facing the quality inspection of the whole network. The true expression may win the crowd of netizens, but people will always talk too much and lose too much. Once the opinions are controversial, the effect will be counterproductive. As Lei Jun said in the live broadcast today: "I thought the live broadcast was to get a mobile phone to talk to the camera, but it was far from simple."

Original title: "Lei Jun drives 20 million people to watch live: being maliciously driven, responding to" Singer "and shaking people, and rewarding old people with crazy gifts"

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