Automobile companies' fancy marketing has sparked further discussion. On October 11th, Yang Dacheng, Vice President of Jike Intelligent Technology, posted a video on his social media platform titled "Eating Hotpot on Jike MIX". In the video, he is sitting inside the upcoming new model of Jike, Jike MIX, with three people sitting face to face in the car. Hot pot, tripe, and dipping sauce dishes are placed on the expandable table in the middle. Yang Dacheng called it a "mobile hotpot restaurant".
Yang Dacheng, Vice President of Jike, released a video titled "Eating Hotpot on Jike MIX". Social media screenshot
However, the release of this video sparked heated discussions among netizens. Some netizens say that eating hotpot in the car is not practical for most people and is almost unusable. Some netizens hold different opinions, believing that "this is a successful reverse marketing strategy that uses' eating hot pot in the car 'to attract users. Outdoor camping is becoming popular, and Jike has strengthened its imagination in space utilization through this
Afterwards, Yang Dacheng responded on his personal social media, stating that the original intention of "eating hot pot in the car" was to showcase more diverse scenes of the new Jike car, but he did not expect it to trigger discussions among netizens.
Yang Dacheng responded by eating hotpot in the car. Social media screenshot
In the highly competitive automotive industry, both sales and traffic are indispensable. In recent years, it has been common for car companies to "liven up" their marketing efforts.
In May of this year, Chang Jing, founder of Jishi Motors, released a video stating that the development of a car toilet is currently underway, which has sparked market debate. Previously, in the winter of 2023, Zhiji Automobile launched a live streaming event. Zhiji Automobile's co CEO Liu Tao wrapped dumplings in the car and posted pictures and text on Weibo. This marketing tactic was widely questioned, and Liu Tao ultimately deleted the relevant pictures and text. In addition, Skyworth founder Huang Hongsheng has been frequently questioned for emphasizing the health functions of car seats in public, such as relieving fatigue and promoting blood circulation. The industry believes that behind the marketing competition, it reflects the increasingly fierce competition in the automotive industry.
New Beijing News Shell Finance Reporter Zhang Bing