The Influence of Lei Jun's Marketing Philosophy on the Automotive Industry

After Xiaomi's SU7 and YU7 made a phenomenal entry into the automotive market, traditional car manufacturers have witnessed the traffic dominance of 'cross-border players'. This has sparked a deep analysis and collective imitation of 'Lei Learning' within the automotive circle. From founder IP operation, emotional value, price expectation management, to service experience, 'Lei Learning' is permeating various aspects of the automotive industry. However, behind the desire for traffic lies the anxiety of car manufacturers regarding sales. As the traffic dividend fades, the ability to convert marketing efforts into sustainable sales growth becomes crucial. While traffic acts as a catalyst, product strength forms the core. Therefore, car manufacturers need 'hard innovation' to transition from 'single explosive products' to 'evergreen brands'. This summer has seen a fierce competition in the automotive industry, with heavyweights like Xiaomi YU7, XPeng G7, and Li Auto i8 launching in quick succession, capturing significant traffic. Interestingly, the 'internet marketing methodology' that Lei Jun popularized has quietly seeped into the promotional DNA of various automakers, from suspenseful posters during new car teasers to 'parameter visualization' at launch events. On July 25, Li Xiang, chairman and CEO of Li Auto, posted his first video on Douyin, humorously referencing his past controversies with the phrase, 'Let me finish my story first.' By July 28, he had posted three videos and gained over 140,000 followers. Previously, Li had mentioned on Weibo that many people suggested he learn from Lei Jun and engage with users face-to-face through videos. This shift towards direct user engagement is not limited to Li, as XPeng's founder He Xiaopeng has also launched a video series named 'He Xiaopeng Reports', using this format to connect with consumers. The wave of 'founders facing users', initiated by Lei Jun's entry into the automotive industry, continues, with industry leaders expressing the need to cultivate their own 'Lei Jun' and 'Yu Da Zui' to boost traffic. The marketing success of Xiaomi YU7, which gained 200,000 orders in just three minutes, has set a high bar for other manufacturers. The 'Lei Learning' phenomenon represents a quest for more user-centric, efficient, and imaginative paradigms in car manufacturing. As the industry evolves, the ability to balance emotional value with product quality will determine which companies can thrive in a changing market.