Produced by Three Words Pro by doraemon
On January 8, Rolls-Royce announced that a total of 6,032 cars will be delivered worldwide in 2023, a record high. Among them, the United States remains the company's largest market, followed by Greater ChinaIn Europe, the UK is the largest single market;In addition, record sales in the Middle East and Asia-Pacific were recorded.
The author sent this message to friends around me, but I didn't expect many people's first reaction to be "Why so little?".”。Usually brush short**, on various social platforms, you can brush all kinds of "Ticulinan" ** and posts of Internet celebrities at every turn.
Netizens also expressed "disbelief" about this news, and Chinese Internet celebrities must have bought more than this.
It gives people a sense of feeling: buying a "big job" in these years is as simple and convenient as buying vegetables, how can it only sell more than 6,000 cars in the world in the end, and it has broken the highest record in history?
Influencers do love Rolls-Royce.
For example, in December 2023, Internet celebrity Hua 33 announced on social platforms that he had raised a Rolls-Royce Phantom Extended Edition worth 13 million, showing luxury.
However, then netizens found out that the owner of the Rolls-Royce of Hua 33 was Zhang Moushuai, chairman of a group worth tens of billions.
Internet celebrity Er Donkey is also a Rolls-Royce owner, and he owns many Rolls-Royces.
Last year, it was reported that Erdonkey also ordered a limited-edition Cullinan, which is only three in the world and is worth more than 60 million.
Later, it was reported that after the accident of the second donkey, he sold two of his Rolls-Royces to pay taxes.
The national husband "Wang Sicong" is a loyal "fan" of Rolls-Royce. Wang Sicong has a customized Rolls-Royce Phantom of more than 10 million yuan and a blue Rolls-Royce Flare with a price of 5.2 million.
Simba and his apprentice are also Rolls-Royce owners;
There was also a sky-blue Cullinan parked in the ruffian's garage;
There are also many influencers who are happy to share their happiness mentioning Rolls-Royce on social platformsAnd in addition to Internet celebrities, on social platforms, it is not uncommon for micro-businesses to publish their own Rolls-Royce content.
The author searched on mainstream social platforms such as Douyin, Kuaishou, and Xiaohongshu and found that there were many ** and posts announcing that he was "happy to mention Rolls-Royce".
First of all, in the search engine, with "Ticulinan" as the keyword, there are more than 320,000 search results;On Douyin, with "Ticullinan" as the keyword, the number of search results in half a year is 200. On Kuaishou, with "Ticullinan" as the keyword, the number of results obtained is 320;On Xiaohongshu, with "Ticulinan" as the keyword, the results obtained are 224.
Even taking into account that these results are inevitably duplicated and not picked up, the amount of data is not significantWhat's more, these are just one of the Rolls-Royce models
The number of these search results is not 100% accurate, but it is far more than the official sales figures.
So, is the official data wrong?
Today, the author called a number of Rolls-Royce stores, but the other party refused to disclose specific sales figures.
However, Rolls-Royce executives have previously disclosed sales figures.
Mr. Li Long, then director of Rolls-Royce Motor Cars in Greater China, once said that in 2019, Rolls-Royce delivered 5,152 cars to more than 50 countries around the worldAt the same time, the Chinese market accounted for about 25% of the global sales volume in 2019, becoming the second largest market for Rolls-Royce in the world. According to this calculation, Rolls-Royce sold about 1,288 units in China in 2019.
By 2023, Rolls-Royce will sell just over 6,000 units, and China remains its second largest market.
From this point of view, no matter how good the Rolls-Royce cars in the Chinese market are, it is impossible to sell more than tens of thousands or hundreds of thousands of vehicles a year.
The official data does not match the situation of "one per person" of Internet celebrities on social platforms, what is going on?
First of all, there are some well-known influencers who have actually bought Rolls-Royce;
Secondly, there are Internet celebrities who choose to buy second-hand Rolls-Royce.
For example, Chen Zhen, a well-known car critic, shared the experience of using the second-hand Cullinan he bought. The author also consulted insiders around me, and the other party said that only a few Internet celebrities I knew bought Rolls-Royce were second-hand.
In addition, there are also some Internet celebrities and micro-businesses who are purely "posing". For example, netizens often share that they see the micro-business "Xiti Rolls-Royce" in the circle of friends**, this kind of ** is often "posing", not really buying.
Finally, there's car rental.
According to Beijing Business Daily, during the Spring Festival in 2022, Beijing's luxury car rental market encountered a situation where it was difficult to find a car. Industry insiders engaged in luxury car leasing said that ultra-luxury cars are expensive, so some Internet celebrities will choose to rent a car to increase traffic.
So combined with the above factors, it is not surprising that Rolls-Royce appears to be everywhere on social platforms.
In the news that Rolls-Royce announced its global sales on the 8th, it was also mentioned that the Cullinan model was the company's most popular model. This is followed by Gust, and the Phantom is also in the spotlight.
Interestingly, the Cullinan is indeed a favorite model of domestic Internet celebrities, and many Internet celebrities post Cullinan. Influencers greet each other with "Where's your Cullinan?"."Did you buy the Cullinan?”
Li Long, then director of Rolls-Royce Greater China, mentioned that in 2019, Cullinan models accounted for more than 40% of total domestic sales.
He also said that Rolls-Royce Chinese consumers are very young and have no historical baggage. As long as the products and services are good enough, the marketing methods are diversified, and the local culture is respected, Chinese customers are very willing to accept new brand changes.
In 2021, Li Long said, "Judging from our full-year data last year, the average age of Rolls-Royce customers is 39 years old, of course, this number fluctuates a little bit from year to year, but the fluctuation is not particularly large. In addition, in the Chinese market, 16% of car owners under the age of 30 accounted for last year. ”
Rolls-Royce has its own understanding of the Chinese market, which is significantly younger than the global market. "First of all, compared with other countries, China is in a leading position in the development of smartphone-based online communication platforms, which is an objective situation. Li Long said that as a result, the recent Chinese debut of the Phantom "Tianlu" Collector's Edition was the first attempt to sell. ”
Li Long said that Rolls-Royce is constantly promoting the brand to be younger, personalized and modern, attracting new customer groups and allowing the brand to reach more people. Chinese customers are the youngest consumer group of Rolls-Royce in the world.
Therefore, Rolls-Royster invited Internet celebrities to endorse before, perhaps thinking that Internet celebrities are the main force of domestic Rolls-Royce purchases.
So, from an influencer perspective, why do they like Cullinan, or Rolls-Royce?
First of all, from a practical point of view, this car is really easy to drive.
Car critic Chen Zhen pointed out in an issue of introducing his Cullinan** that Cullinan is really comfortable to drive. Its chassis, seats, space, and everything else is a top-of-the-line experience.
Chen Zhen believes that Rolls-Royce is not a car in essence, but a luxury product. Therefore, people who are buying this car don't care whether it has any technological intelligence attributes, nor do they care about its high fuel consumption, but they want a comfortable and luxurious experience.
Secondly, for some people with specific needs, Rolls-Royce is the embodiment of strength.
For example, companies and some business people talk about business, cooperation, reception and other needs, and driving a Rolls-Royce itself is a reflection of "confidence".
Brother Xiao Yang explained why he bought a Rolls-Royce, because he needed to have some business receptions frequently, "You have to have things, and you need to receive them." Some brands and chairmen have come to the airport, and they have to use this car (Rolls-Royce) to receive them." Brother Xiao Yang said that he really needs Rolls-Royce to lead the brand to Hefei, and sometimes a car can change the other party's perception of himself.
The impact that Rolls-Royce brings on such occasions is something that ordinary business class cannot provide.
Third, satisfy vanity.
This is actually the reason why many people choose to buy a Rolls-Royce, which is "showing off" in layman's terms. Some people believe that after people are prosperous, they first satisfy their own selfish desires, and then talk about more other things.
Driving a luxury car like a Rolls-Royce is simply and rudely showing off one's financial resources and showing off that he has reached a height that ordinary people may not be able to achieve in a lifetime.
The age of the Internet celebrities is also in line with the young consumer group mentioned by the above-mentioned Rolls-Royce executives, and the young Internet celebrities really have no historical burden and enjoy the present.
In addition, Internet celebrities themselves have a high demand for traffic, so buying a luxury car like a Rolls-Royce can also attract more traffic.
Finally, why the Cullinan model?
On the one hand, this may be because the Cullinan is an SUV model, which is taller in appearance, so it can better meet everyone's pursuit of luxury and luxury.
On the other hand, Rolls-Royce executives say that the Cullinan became the brand's best-selling all-new model. Because it opens up a whole new market segment and attracts a whole new group of customers. Traditionally, people have the impression that Rolls-Royce is dominated by back-row riding. Now this perception has slowly changed. Cullinan was able to let the guests drive themselves.