数字化时代，流量已成为衡量企业影响力和市场竞争力的重要指标之一。在汽车行业中，车企从来不掩盖自身对流量的渴望，先是雷军、周鸿祎等车圈大佬在北京车展上演“行走的流量包”，带来叹为观止的高人气效应，再是奇瑞尹同跃、长城魏建军等传统车企老板们纷纷走进直播间，立人设、打造IP、赚流量，不再保持低调。为了争夺流量，激烈的市场竞争已经从“卷”价格延伸到“卷”老板。
皮卡车企同样向流量倾斜，过去的半年多时间里，多位企业老总开通微博、打造个人视频号、参与直播，从幕后走向了台前，一些品牌开始自建流量平台，推出特色栏目、培养明星主播，通过社交媒体、短视频平台等新媒体渠道与用户建立连接，希望在流量时代持续获得声量。
车企下场抢流量的原因不难理解，流量为王的时代，谁掌握了流量密码，谁就更有希望在市场立于不败之地。近年来，皮卡领域被越来越多的车企关注到，新品牌不断加入，新产品推新速度也在不断加快，车企要想持续获得消费者关注，就需要不断发声，自建流量矩阵、老总走向荧幕前，就是获得声量的方式之一。
一定程度上，这种做法带来了立竿见影的正面效果，尤其是知名度高的企业负责人所具备的高关注度是显而易见的。从雷军和周鸿祎在北京车展现场被人群里三层外三层围住的情况来看，车能不能卖出去尚不可知，但展台的人流量爆棚，品牌知名度也得到了质的提升。
相比之下，皮卡领域因相对小众，营销效果难免有所打折，但车企和老总亲自下场“吆喝”，既减少了对外部流量的依赖，降低营销成本，也可以更直接地控制品牌形象和信息传播的方向，确保品牌信息的一致性和准确性。其中，负责人以开通社交账号、直播“带货”等方式亲自参与宣传，能够使消费者感受到企业的诚意和对产品的重视，即时获取用户反馈，尤其是拥有个人魅力和影响力的车企负责人很容易在这过程中圈粉，助力品牌形象的提升。
那么，是不是车企下场参与营销宣传，便抓住了流量、接住了“泼天富贵”呢？
当然不是。我们要意识到一个前提，在越来越内卷的竞争环境下，市场已悄然回归“产品为王”的时代，决定企业竞争成败的并不是多种多样的营销手段，而是车企自身的产品实力，这来自于企业的技术创新。若产品品质无法让消费者满意，最后终究会失去消费者的信赖，因此，车企在追逐流量的同时，也不要忘记对技术的研发制造与积累。
回归营销本身，车企自建流量平台带来了好处，但也存在一定弊端。企业自身的宣传渠道和影响力有限，很难形成社会话题和趋势，这也就导致宣传效果受限，触及的潜在客户较少，若投入大量资源来建设和维护自己的宣传渠道，则可能分散企业在产品开发和市场研究上的注意力，更容易陷入追求短期流量和宣传效果的漩涡，使企业忽视长期战略规划和品牌建设。最重要的是，在铺天盖地的营销浪潮中，消费者更倾向于相信第三方媒体的报道而非企业的自宣传，因为后者可能被视为“王婆卖瓜，自卖自夸”，在营销层面反而起到了适得其反的作用。
因此，皮卡车企在考虑是否下场做流量时，不应只看到短期的投入和回报，而应从长远的品牌建设和市场发展角度出发，合理分配资源，在打造自身传播矩阵的同时，不应忽视与第三方合作伙伴的协同效应，通过与媒体、经销商、KOL等合作，进一步扩大品牌影响力，丰富营销手段，同时也能够借助外部资源和专业能力，提高营销效率和效果。更重要的是，无论何时，都不要忘记对技术的研发制造与积累，要知道，好产品才是立于市场不败之地的核心武器。
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