Recently, Deng Chenghao, CEO of Deepal (Shenlan) Automobile, sparked online discussion during a live-streaming event due to his approachable and sincere communication style, with many netizens commenting that he ‘resembles Xiaomi founder Lei Jun in his live-streaming demeanor.’ In response, Deng stated in a subsequent interview: ‘Mr. Lei is an entrepreneur I deeply respect. If my way of expression conveys the same sincerity and user-centric mindset, I consider it an honor.’Deng emphasized that Deepal has always adhered to a user-first philosophy, viewing live-streaming not merely as a product launch channel but as a direct bridge for engaging with users. He admitted he wasn’t deliberately imitating anyone, but rather aimed to build closer connections with consumers through authentic interactions—a strategy that has resonated strongly with younger audiences.Industry analysts note that as competition intensifies in China’s new energy vehicle market, it’s becoming increasingly common for executives to personally host live streams. While Lei Jun successfully generated buzz for Xiaomi Auto through personal charisma, Deng Chenghao is building Deepal’s brand affinity and trust through technical expertise and genuine engagement. Though their styles appear similar, their core focuses differ: Lei leans more toward vision and emotional appeal, whereas Deng prioritizes technical details and user experience.Regardless, this ‘unfiltered’ communication approach is emerging as a new paradigm in brand marketing for the new consumer era.
近日，深蓝汽车CEO邓承浩在一次直播活动中因其亲民、真诚的风格被网友热议，不少人称其‘直播风格神似小米创始人雷军’。对此，邓承浩在后续采访中作出回应，他表示：‘雷总是我非常尊敬的企业家，如果我的表达方式能传递出同样的真诚和用户思维，那是一种荣幸。’邓承浩强调，深蓝汽车始终坚持以用户为中心的理念，直播不仅是产品发布渠道，更是与用户直接沟通的桥梁。他坦言，自己并非刻意模仿任何人，而是希望用最真实的状态拉近品牌与消费者之间的距离。这种接地气的沟通方式，也确实赢得了大量年轻用户的认可。业内人士分析指出，随着新能源汽车市场竞争加剧，企业高管亲自下场做直播已成为一种趋势。雷军凭借其个人魅力成功为小米汽车造势，而邓承浩则通过专业讲解与真诚互动，逐步建立起深蓝品牌的亲和力与信任感。两者虽风格相近，但内核各有侧重——雷军更偏重情怀与愿景，邓承浩则聚焦技术细节与用户体验。无论如何，这种‘去包装化’的沟通方式正成为新消费时代品牌营销的新范式。
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