Last year at this time, the hottest topic in the Chinese car market was undoubtedly the series of industry shocks caused by the official entry of mobile phone manufacturers into the car market.

Everyone is chasing after the popularity of making cars with their mobile phones, or taking their popular electric cars to the racetrack to create topics, or getting caught up in the frenzy of traffic explosion around the founders and business leaders. Since then, the market has given absolute recognition to its products, and the sales system has been unstoppable.

Entering 2025, under the inertia of traffic, companies that are proud of their performance will confidently raise their annual sales targets from time to time. But the uniqueness of the Chinese car market always lies in the fact that consumers' inner thoughts are too elusive. If car companies want to see the explicit appeal of their brands and obtain sales, they may face tricky issues brought about by changes in public opinion.

On the eve of the Shanghai Auto Show, compared to previous market trends, due to the impact of some unexpected events, car companies finally saw the true face of high traffic backlash. When people follow the crowd, no company can come with its own filters to avoid the vicious gaze of consumers. A brand with a strong mass base, once there is a divergence in public opinion, will be full of variables in its future development.

Shanghai Auto Show disdains' toxic 'traffic | moments of dispelling charm

In other words, in an extraordinary period where bayonets are everywhere, no one can afford to be swayed by public opinion. After experiencing the power of traffic bringing sales dividends, we should also understand that in order to firmly stand at the center of the Chinese car market, we often need to rely on reliable products and brands with inherent trust.

For many years, the term 'internet celebrity' has been exerting its own magic in every field due to its duality. At the same time, it also shakes the development direction of the entire industry to a certain extent. In the automotive industry, when unexpected events trigger the toxicity of traffic, I believe rationality related to industry development will naturally return.

Although the traffic is good, do not be greedy for drinks

Throughout 2024, I don't know what kind of demon the market is facing. Almost everyone in the industry is focused on how to generate traffic. With traffic, there is a sense of existence, with traffic, there is a sense of user identification with the brand, and with traffic, there is sales. It seems that there is nothing more important than doing this one thing.

The most exaggerated thing is that when many new force founders single handedly rewrote the focus of attention in the car market, from last year's Beijing Auto Show to the Chengdu Auto Show, and then to the Guangzhou Auto Show at the end of the year, both consumers and manufacturers were deeply trapped in the vortex of pursuing traffic. Creating a personal IP for leaders or frequently interacting with netizens on social media has become the key to self promotion for enterprises.

Of course, in terms of results, the sales of internet famous new cars are inevitably proportional to the traffic they display. The main reason why each car model can sell well, whether it is a new power internet celebrity car or a new car from other Chinese brands, is the brand image that far exceeds the attention and sufficient favorability of its peers.

Shanghai Auto Show disdains' toxic 'traffic | moments of dispelling charm

As a result, a strange trend has emerged since the middle of last year. From state-owned enterprises to major private car companies, as long as the internal level is in place, they compete to open social media accounts. It is better to rely on internal brainstorming and collaboration, or to create articles based on hot topics. Everyone rushes to the front line of enterprise publicity.

I know that such behavior is not spontaneous, it must be related to the traffic brought by the jealous persona. In this fiercely competitive environment, if there is a way to give one's own product a release path, it is not impossible to give it a try.

However, in this era where right and wrong are difficult to predict, is competition for traffic really a beneficial and harmless thing? The term internet celebrity has been at a neutral level since its inception, with a strong duality.

The saying 'water can carry a boat, but it can also capsize a boat' has been passed for thousands of years, and today, I think it is still the most correct statement. How many so-called internet celebrities have crashed outside the automotive industry? The story of 'one person prospers, enterprise prospers' is constantly unfolding, which should alert people and provide alternative solutions for promoting their own products.

Indeed, Steve Jobs once said, "The ultimate goal of marketing is to create a unique and irreplaceable value in the minds of customers." But is this value really limited to emotional value? Obviously not.

Shanghai Auto Show disdains' toxic 'traffic | moments of dispelling charm

Moreover, after decades of development in the Chinese market, do you really think anyone would have a flawless persona? Given the complex nature of social composition, it is almost impossible to achieve a one-time result solely through this marketing strategy.

On the eve of the Shanghai Auto Show, as the government stopped false advertising about smart driving, regardless of the source of traffic, the entire consumer end seemed to calm down immediately.

Previously, the momentum of chasing brands and internet famous car models is gone forever. From business leaders to the entire enterprise, reorganizing thinking has become the top priority at this stage.

What is the core of winning user recognition? Every company that comes to participate in the Shanghai Auto Show should carefully consider this issue.

Returning to rationality is ultimately a good thing

The importance of the Shanghai Auto Show in the Chinese automotive industry is self-evident. For everyone in the industry chain, a trip to Shanghai is not as simple as promoting one's own products.

As observers, we have also put forward the viewpoint that 'the Shanghai Auto Show depends on both traffic and quality', which means that unlike any major auto show last year, the Shanghai Auto Show is more like an arena rather than a grand stage for show.

Shanghai Auto Show disdains' toxic 'traffic | moments of dispelling charm

The ultimate goal of any brand coming here is to gain attention around their core products and innovative technologies. So, after the "toxic" traffic is diluted by the fierce competition wave, no matter how many eye-catching gimmicks are still hidden in these nearly 200 press conferences. Everyone's focus is still returning to the product or technology itself.

Until now, I still believe that the 'smog' is the deepest impression left by the Beijing Auto Show at the same time last year. The crazy state of passers-by chasing small internet celebrities, small internet celebrities chasing big internet celebrities, and big internet celebrities circling around car circles and celebrities is unprecedented in any international auto show in years.

At that time, if you ask anyone working in a traditional car company, most of them would be very surprised and suddenly think that after years of experience, can car shows still be held like this?

Of course, at this auto show, the market had already set the tone for the exhibition in advance. The price war never stops, only better products can impress people's hearts. Besides, doing anything else is ineffective.

We acknowledge that the automotive market is still full of gunpowder this year. Since the beginning of the year, not to mention the series of problems caused by price wars, the market discourse power that was originally dominated by domestic brands has loosened. The comprehensive counterattack of Toyota, Honda, Volkswagen, and Nissan not only presents a strong sense of power, but also truly brings consumers' attention back to the product itself.

Shanghai Auto Show disdains' toxic 'traffic | moments of dispelling charm

In fact, this year's Shanghai Auto Show has once again expanded this trend significantly. Any new car that appears at the exhibition site will no longer have any internet celebrity traffic attached. To win the support of users here, it depends on how strong its product strength is.

On the eve of the auto show, although a large number of new cars have already been launched or unveiled, the technology of BMW and Mercedes Benz has also conveyed the fierce side from foreign brands to the outside world.

At the auto show, the Jike 9X, also known as the "Hangzhou Bay Cullinan," and the extended Look Up U8L lifted the price ceiling of Chinese cars in one fell swoop. Next door, the Toyota Platinum 7 and Mazda EZ-60 abandoned their joint venture stubbornness in the most Chinese way. Compared to the past trend of following traffic, did all of these immediately bring the industry back to normal development?

To be honest, as participants, we still feel that the Shanghai Auto Show still has the hustle and bustle that an auto show should have. However, when external restlessness is curbed and the plan to "launch satellites" no longer appears on the PPT of the press conference, everything can return to normal. In this noisy era, it is a blessing for anyone.