Hot search for new energy

The topic of new energy vehicles appeared on the Weibo hot search list, and it felt that it has become a commonplace.

On the evening of June 21, with the official release of the ideal new flagship SUV, the ideal L9 was officially released,#Ideas L9 priced at 459800 yuan#,#Ideal L9 listing#,#Ideal car conference#three topics continued to board the hot search. The excited car fans have nicknamed L9- "Daddy's Car", "Big Nine", "Picking up a baby artifact" ...

Have you found that there are more and more hot search for new energy in the past two years,#Xiaomi Automobile officially completed the industrial and commercial registration#,#He Xiaopeng responded to Xiaopeng Automobile named Taitu#,#Chinese people should think of autonomous driving#and so on These topics that were originally discussed in the car circle have become hot topics of netizens, and the thresholds and circles are becoming more and more popular.

It is worthy of fun behind this. In addition to the vigorous support of national policies, from the perspective of the industry, how new energy itself has risen, why can it quickly enter the ordinary people's home and truly complete it through just five or six years. Breaking the circle of all levels of society? In addition to the excellent product, which steps are the right behind new energy vehicles? Who is the helper behind? Compared with traditional car companies, why can new energy make everyone feel free to discuss entertainment gossip and mobile phone performance, and become a talk about everyone after a meal?

Circular boss started to become idols

The world's most famous business net red Musk, his identity label often makes Tesla is also hotly debated on social networks. And Musk can become an idol -like existence, which is inseparable from his active active on Twitter, sending humans to Mars and establishing Mars Democratic government. These tweets make him the focus of discussion between people all over the world again and again. It can be said that Twitter is Musk the biggest catalyst for Volkswagen idols.

Some opinions believe that Musk, a domestic carboss who collectively imitates new energy, has spoken in social media and harvested fans fans.

But if you observe the resume of the founder of the new forces of the car, you will draw conclusions -as early as the era of fuel cars, the Internet thinking of these big guys has taken shape.

For example, the founder of the newly popular car "Wei Xiaoli", the most popular car -making forces, has worked at the top Internet companies for many years before starting a business. They attach more importance to individuals' voices and brand operations on social media.

Just as fans of entertainment stars pay attention to idols on Weibo, new energy interested users are also paying attention to these new energy leaders on Weibo. If you have paid attention to the Weibo of Lei Jun, Li Xiang, and He Xiaopeng, I believe it should not be unfamiliar with this.

For example, Li Xiangle shared L9's design ideas with consumers, such as why L9 abandoned the instrument panel configuration; He Xiaopeng, the founder of Xiaopeng Automobile, also once because of the source code technical dispute. Can't find Dong. "

When the user's tucao brand is not as good as Tesla, He Xiaopeng also directly throws out a long text response: "Toyota, Honda, Ford, Mercedes -Benz Daimler, Peugeot Citroen all originated from human names. Isn't the brand? "Because of these words, He Xiaopeng sucked countless fans and boarded hot search.

People feel that new energy vehicles appear more than traditional cars in front of the public. On the one hand, from the upstream of the industry, the power batteries that new energy vehicles depend on, Chinese companies have entered the world's first echelon. This gave He Xiaopeng and others standing out of the anger of Tesla, and on the other hand, the founder's Internet thinking also made them more brave.

The founder is no longer the cold trader behind the scenes, but has become a viewer and personality. These "Internet+new energy" background brought the public impression of new energy to a new height.

The car is more like a smartphone five years ago

Many fans are thinking about Jobs' "shocking". In 2007, Jobs unlocked the mobile phone with a sliding method at the initial iPhone conference, allowing users to feel that the original mobile phone could be such a hard -core and cool trend consumer product. Today, new energy vehicles seem to bring the same technical shock to users.

Audu is a Weilai owner. Before becoming a new energy car owner, Audu had more than ten years of fuel vehicle driving experience. He believes that the experience of fuel vehicles is limited to the car itself -shock absorption, fuel consumption, seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats and seats. Comfort, etc.

For new energy vehicles, Audu did not have a great hope at first, thinking that the intelligence of new energy vehicles was limited to controlling door switches and windows. But after practical feelings, Audu was shocked by the function of new energy vehicles. He has repeatedly praised Weilai's automatic power replacement function:

"It's so cool. Drive the car to the door of the battery exchange station. The car will drive into the station and change the electricity by myself. I don't need to do any operation. People can be liberated from driving. After intelligent function, I feel that driving can no longer be separated from these black technology. "

In Audu's view, intelligence will become the core competitiveness of new energy vehicles. In social media, there are still many owners who are similar to Adu. New energy vehicles are constantly iterating and upgrading functions like mobile phones, so we can see that users now pay more attention to the information released by the new car. During each new car release, a large number of users gather together to discuss the upgrade characteristics of this model. Essence At the same time, due to the existence of intelligence, the public's discussion threshold for new energy vehicles has decreased.

Seven years ago, new energy vehicles were still an emerging term. Ordinary users' awareness of it still stayed in "burning electricity without oil". Now, you can find users everywhere. Essence You can even see the owners' suggestions on the technical level of electric vehicles and put forward their views on product function innovation. When users can discuss product design ideas with the brand, this is a more mature manner in itself. The most intuitive experience of users of new energy vehicles is that cars are no longer a high -level mobility tool, but more like a smart product that can be used at any time. When the product is closer to life, The desire to discuss more naturally.

Who can "ignite" the user

Obviously, in the process of expanding social influence in new energy vehicles, Weibo with both media attributes and social attributes played a key role.

The public opinion ecology of Weibo has created a very convenient environment for the founding people to accumulate fan assets. Their words and deeds can be displayed in front of fans to the greatest extent. When fans have accumulated a certain amount of magnitude, and with the refined operation of the brand, the founders, brands, and fans will form a close relationship. Once new product messages are released, the volume of discussion will be constantly generated.

On the other hand, the content produced by professional car reviewers on Weibo is also an important factor in promoting the volume of car. For example, the number of Weibo fans of the car reviewer Han Lu has exceeded 6.4 million. 100,000 to one million. On Weibo, there are also a group of similar "million" cars KOL, which cover the content of the contents of the test drive, technical evaluation, lifestyle, and so on. These contents are also constantly injecting new vitality into the circle ecology.

As mentioned earlier, the user's physical sensation of the car has changed, we found that in addition to traditional car reviewers, some bloggers in some technological fields, 3C digits, and fashion life on Weibo have also begun to conduct new energy vehicles from their own perspective Evaluation and discussion. Their joining made the evaluation ecosystem more and more complete, and let more users see the story of the car circle.

These two phenomena are the cause and effect, which together form a snowball effect, which has enlarged the overall sound volume of the new energy vehicles in the platform, and the speed of fermentation is significantly accelerated. An important manifestation is that everyone can see more and more new energy vehicles on Weibo hot search, and the popularity does not lose other social topics.

As some time ago, BYD released a new brand logo. With the same content, there was a slight "weight loss", and the topic quickly rose to the top of Weibo. Following the old and new version of LOGO, netizens launched a "Everyone to find faults" competition: "I suspect BYD hired Xiaomi designers." As the discussion gradually transferred from LOGO to brand and products, logo replaced has achieved the BYD brand’s brand’s Large -scale breaking circle.

Just as American scholar Everett M. Rogers put forward in the book "The Prosperous of Innovation", consumers' perception of innovation is often from the stage of exposure but little understanding, to gradually generating interest , Contact your own needs evaluation, test whether the test is suitable for personal situation, and finally enter the actual adoption.

The development of new energy vehicles is the same. The founder's thinking and users' perception of new energy technology are changing. This change is recognized in communication, and the open social characteristics of Weibo provide a field and atmosphere of multi -party communication. Therefore, we have seen that the acceptance of new energy in the past two years has become higher and higher, and the volume of discussion has become increasingly louder. It can even be said that the existence of social media has accelerated the process of consumers from understanding interests to acceptance, and also allows the industry to mature faster.

@创

Author 丨 Bai Yan Editor 丨 Moon See

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