A few days ago, Zhou Hongyi wanted to change his car, but the entire rim shook three times.
He posted a video saying that he would sell the Maybach 600 that had been with him for nine years and replace it with a new energy smart connected car. Because the ancients said: a broken cauldron sinks a boat.
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Anyway, I didn't understand what the relationship between changing cars and burning the boat was. Maybe I just wanted to use an idiom.
At the end of the video, in addition to asking netizens to make suggestions, he also called on major car companies to provide him with a trial car.
To put it simply, this is what a big guy wants to do to change his car.
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But unexpectedly, the video went viral on multiple platforms after it was released.
Major car companies have team-building in the comment area, hoping to make Zhou Hongyi turn over.
Some big bosses even took shortcuts. For example, Yu Chengdong and Li Bin contacted Zhou Hongyi and asked him to try out his favorite work. Li Shufu even prepared to customize an extended-range version of Ji Krypton 009 for Zhou.
To say that the most popular industry in China right now is new energy.
The car companies even drove their cars to the 360 headquarters one by one so that Mr. Zhou could experience it just downstairs.
Now, the park has become a wild new energy auto show.
For people who don’t know Zhou Hongyi (such as my mother), they may wonder: Why does this truck driver have so many people waiting for him when he buys a car?
But for those who are familiar with Zhou Hongyi, as an Internet veteran, it is normal for him to have friends in major car companies, and it is reasonable to receive such treatment.
He didn't even need to send a video. After a few phone calls, many cars were delivered.
But look,With this high-profile car change, related topics will become hot searches and traffic will come.
Seeing that the video became popular, Zhou Hongyi was not idle. He posted a series of follow-up videos one after another. The number of likes and shares far exceeded the previous videos, and two of them were even on the Douyin hot list.
He obviously caught this wave of traffic.
Seeing this, you may think: Isn’t Zhou Hongyi the boss of 360 this time? Why is he now like an Internet celebrity, with hot searches every three days and enough traffic?
I really told you right, Zhou Hongyi has long made it known that he wants to become an internet celebrity.
In January this year, Zhou Hongyi posted on Weibo that he was going to Oriental Selection to learn about the Internet celebrity economy and understand the traffic code.
A few days ago, he told Lei Jun that he had seen the power of Xiaomi marketing and was now learning how to do online marketing.
I estimate that during this period of time, Zhou Hongyi really understood the Internet celebrity’s traffic password.
Every day, you can see his name on the hot search list, single-handedly accounting for half of the Internet technology gossip news.
One moment, he was favored by car companies, the next he shook hands with Ma Huateng, the next he asked Lei Jun for Xiaomi SU7 but was declined, and so on.
Let's just say that a few days ago, the China Internet 30th Anniversary Development Symposium was held.
Ma Huateng, Zhang Chaoyang, Lei Jun, and Zhou Hongyi gathered together.
Originally, this was an official symposium that would not arouse too much discussion from the public, but the details at the meeting became the subject of idle chat among netizens.
“Zhou Hongyi and Ma Huateng shook hands”, “Zhou Hongyi asked Lei Jun for Xiaomi SU7”.
I can only say that Zhou Hongyi is so good.
As for the handshake between him and Ma Huateng, if you give me an exclusive report, I will be so excited that my mind will spin.
14 years ago, the offensive and defensive competition between Qihoo 360 and Tencent in the PC security market triggered the “3Q War”. QQ and 360 cannot run at the same time on the computer.
Ma Huateng claimed that he was “threatened by Zhou Hongyi's text messages and had no choice but to fight”, while Zhou Hongyi posted on Weibo that “Tencent must resist if it wants to put 360 to death.”
The scene of fighting back then is still vivid in my mind and affected hundreds of millions of netizens.
And 14 years later…the two faced the camera, a scene of harmony and wealth.
Zhou Hongyi said, “I met an old friend,” and Lao Ma laughed and said that he is “now an Internet celebrity.” The “handshake of the century” set the internet on fire.
On Douyin, this video has nearly 500,000 likes and nearly 70,000 shares.
The media were also shocked and reported one after another that “the grudges are forgotten with a smile.”
In fact, Zhou Hongyi and Ma Huateng have probably reconciled a long time ago. Zhou Hongyi said many years ago that it doesn't make much sense for 360 and Tencent to hold grudges against each other.
And if you search for news from the past few years,You can find that they are in the same frame more than once or twice.
However, Zhou Hongyi may understand this:The public is not familiar with the stories of the big guys, so it needs to be “officially announced”. So with both hands holding hands, tens of millions of traffic will come.
This was not enough. Zhou Hongyi arranged separate videos for several big shots. Zhang Chaoyang filmed them for Lei Jun, and then uploaded them to various platforms.
He seems to know what the audience wants to discuss, what they care about, and what is most effective.
Look at him, he usually shoots from bottom to top, focusing on a casual angle.
He didn't shave during the filming, and occasionally his nose hair was exposed.
Look at him, he's all greasy, but suddenly he can give you a dozen pull-ups.
Occasionally show off the astronomical audio and video system at home to remind you that your buddy is actually a rich man.
In addition, it is very different from the previous image of gunpowder.
Zhou Hongyi now focuses on making money by being friendly. Not only does he generously share some short video experiences with friends, but he also humbly says that only by seriously experiencing and learning from other friends' cars can Nezha make progress.
These heartfelt words sounded quite disgusting at first, but he had to say them.
He wants to display his personality so that everyone can see his personality and image. This is the basic element of “Internet celebrity”.
Not only Zhou Hongyi, but based on the recent situation, I can feel more and more:In 2024, Internet giants no longer want to keep a low profile.
There seems to be a trend in their circle. Everyone wants to move from behind the scenes to the stage, to become a famous person and be recognized by more netizens.
Take the car rim as an example,Li Bin from NIO, He Xiaopeng from Xpeng Motors, Wei Jianjun from Great Wall, Li Shufu from Geely, and Zhang Yong from Nezha all started live broadcasts and played short videos, hoping to “show their faces.”
Whether active or passive, why do the big guys want to become “Internet celebrities”?
Because judging from historical experience, a popular and influential entrepreneur will inevitably have a positive impact on the brand.
Let’s start from a simple point: if a boss becomes an “Internet celebrity”, then the company’s marketing costs will be greatly reduced, and the publicity effect will be better.
For example, Xiaomi's marketing is inseparable from Lei Jun. The Xiaomi SU7 introduction video posted by Lei Jun on Douyin easily received hundreds of thousands or even millions of likes.
The success of Xiaomi's car launch conference a while ago has a lot to do with Lei Jun.
Why can Lei Jun become the key to Xiaomi’s announcement? Because he is an “Internet celebrity entrepreneur” with countless fans.
Everyone has heard many stories about Lei Jun. A top academic, the programming homework he wrote in college was incorporated into the new version of the textbook by his teacher. The DOS platform memory management tool he wrote has been open source, and he completed the four-year credit course in two years.
Since 1997, Lei Jun has donated to Wuhan University, established the Tengfei Scholarship, and has continued to donate for 26 years.
On the 130th anniversary of Wuhan University, Lei Jun also personally donated 1.3 billion in cash to his alma mater.
Lei Jun has also experienced many ups and downs. The three-color company he founded in college failed due to piracy issues. When Kingsoft was in trouble, he went to the front line to sell products.
In addition to the story, Lei Jun, as a company CEO, has no airs at all. His speech at the press conference is very friendly, and he will open the door in person when customers buy SU7.
With Lei Jun's entrepreneurial spirit and personal charm, he has won countless fans.
He no longer needs to spend money to find KOL, he is the KOL himself.
His endorsement value is higher than any celebrity Xiaomi can hire.
Zhou Hongyi once said: “Many entrepreneurs have already taken the first step.Xiaomi’s Lei Jun and Huawei’s Yu Chengdong are both god-level internet celebrities., I want to learn from them, speak out for 360, and save the company advertising costs. ”
You see, why wouldn’t the boss be an Internet celebrity?
Let’s talk about another example, Dong Mingzhu. Everyone will feel that she is very capable, but she also loves to do all kinds of things.
For example, when Gree was promoted to enter the smartphone market, although the response was very poor, she still insisted on making her own decision, and her photo was included in the startup animation. She originally wanted to acquire Yinlong to enter the automotive field, but after shareholders opposed it, she invested in Yinlong as an individual. .
Almost all her operations are tossing, so she always maintains a very high level of heat.
Because of her high popularity and topicality, as an “Internet celebrity entrepreneur”, Dong Mingzhu's one-day live broadcast sales exceeded 6.5 billion yuan.
In the second half of 2020, Dong Mingzhu conducted 13 live broadcasts on behalf of Gree Electric, with total sales reaching 47.6 billion yuan.
With this data, you can't even ask Gree to hire a hundred beautiful and handsome guys to live broadcast for half a month.
There are many similar examples, such as Yu Minhong and Musk.
A colleague in our company bought a Tesla entirely because of Musk’s personal charisma.
It can be said,A sufficiently influential entrepreneurial image can turn the tide of the company's crisis.
By this point, you probably already understand. The senior executives of these technology companies and the bosses of car companies are all making short videos and live broadcasts. They want to become “Internet celebrities”. It makes sense no matter how you look at it.
After all, their identity is still an entrepreneur, and they are still labeled as a businessman.
There is nothing wrong with showing off your own strengths and personality, creating an influential person, and keeping up with this new publicity model.
To be of great value, it is also necessary to save costs.
And no matter how bad it is, “Internet celebrity entrepreneurs” are also an insurance policy.
Even if your business fails and you are in debt, you can still go live to bring goods, make friends, and stage a “True Return”.
Editor in charge: Shang Shangwen Q