Recently, the Xinhua News Agency criticized the chaotic marketing practices in the new energy vehicle industry, such as the use of "Wuxia-style" product naming, "dissing-style" comparative marketing, and exaggerated claims like "thousands of orders in minutes.".

Under the mindset of prioritizing traffic, not only in the passenger vehicle sector but also among some new energy logistics vehicle manufacturers, there is a trend toward flashy competition characterized by "emphasizing hype over product quality." This reflects not merely the simplistic replication of "traffic formulas," but a deeper survival anxiety driven by "involution" at the expense of the industry's long-term healthy development.  01 Traffic Frenzy: The Misdirection from "Tool" to "Purpose"  Currently, traffic has gradually evolved from an auxiliary tool into the perceived marketing "endgame" for some manufacturers. The乱象 in the new energy vehicle industry criticized by Xinhua News Agency essentially exposes a distorted competitive ecosystem shaped by traffic-driven pressures. Although the manifestations of such phenomena in the new energy logistics vehicle sector may vary slightly, their underlying logic remains identical: generating controversy, exaggerating product parameters, and other tactics to grab attention and compete for limited user focus within short timeframes.  This marketing strategy stems from the pressure faced by the new energy logistics vehicle market—slowing growth and demand differentiation—forcing manufacturers to continuously seek new growth drivers. Live-streaming sales, short video marketing, and KOL collaborations, with their "low-cost, wide reach, and high interaction" characteristics, have rapidly become market standards. Taking TikTok as an example, many manufacturers and dealers have already positioned it as a "new battlefield" for customer acquisition. A Wuhan-based new energy logistics vehicle dealer noted, "A certain commercial vehicle brand requires all dealers' general managers, professional managers, responsible persons, and employees to promote one TikTok or self-media advertisement daily."  Through new channels like short videos and live streams, the reach can expand several times that of traditional methods, achieving efficiency unattainable by conventional approaches.

However, when car companies overly focus on surface indicators such as viewership, interaction data, and lead count, while ignoring the real user needs and long-term brand building behind traffic, it is easy to fall into the misconception of "traffic for traffic". Ultimately, marketing actions may evolve into a self entertaining "data game" that not only fails to effectively translate into actual sales, but may also damage brand trust and the professional image of the entire new energy logistics vehicle industry due to exaggerated and inaccurate content. What users want is reliable tools, not marketing performance new energy logistics vehicles, which are essentially production materials and operational tools. Its user group, whether it is logistics companies, transportation fleets, or individual drivers, generally has distinct pragmatic characteristics: they do not pursue flashy designs that are not practical, nor do they believe in performance commitments that lack basis. Instead, they place practical values such as vehicle reliability, durability, full lifecycle costs, and after-sales service efficiency at the core of decision-making. It cannot be denied that live streaming, short videos, and other forms of content provide efficient channels for car companies to vividly showcase their products and engage in real-time interactive Q&A. They can lower the information threshold, stimulate potential demand, and even reconstruct the interaction between "people, cars, and goods", becoming an important supplement for car companies and dealers to acquire customers. For example, through professional anchors' intuitive demonstrations of scenarios such as fully loaded vehicle climbing, actual range, and cargo space, users can have a clearer understanding of product performance and shorten decision-making cycles. Successful online operations can indeed bring effective sales leads and brand awareness enhancement.

However, traffic is only an amplifier and connector, and it cannot replace the value of the product itself. For new energy logistics vehicles, the true "traffic password" is not in the language of live streaming rooms, but in the quality of each vehicle, in every efficient service response, and in the word-of-mouth reputation passed down by users. Host manufacturers should be aware that any marketing that deviates from the essence of products and services is like a rootless tree, difficult to sustain in the long run. When the traffic boom recedes, the enterprises that can ultimately stand firm in the market will always be those that adhere to technological accumulation, strictly control product quality, and continue to create real value for users. In the midst of the digital wave, it is understandable for host manufacturers to embrace traffic and innovative marketing, which is even an inevitable choice to adapt to the times and be close to users. But the key is to balance the relationship between traffic and products, marketing and services. Traffic thinking should be an extension of user thinking, rather than a replacement; Online voice should serve brand value, not dissolve it. In the face of the future, host manufacturers need to establish a more mature and rational view of traffic: actively learn and apply new communication tools tactically to achieve precise reach and efficient communication; Strategically, it is necessary to maintain composure and always anchor resources and energy on breakthroughs in core technologies, improvement of product quality, and improvement of service systems. Only with solid product strength as the foundation, sincere user service as the link, supplemented by healthy and professional traffic operation, can the host factory build a true and sustainable competitiveness in the rapidly changing market, and achieve a steady leap from "traffic noise" to "value return".