Car Market Starts The Online Epidemic Prevention War: Can Live Broadcasting Really Sell Cars?

More than a week after the Spring Festival holiday, a lot of businesses started this week.

However, due to the fact that the outbreak of pneumonia caused by the new coronavirus has not yet been fully controlled, many industries that rely on actual experience and offline transactions are hard to really get back to work, and car sales are one of them.

Although some car companies have adjusted the phased assessment method for dealers in the light of the current special situation, the pressure of the industry has not disappeared. Many brands of car dealers and dealers have turned their attention to online. They hope to attract more consumers through online live broadcast and VR car watching.

Over the past two years, with the development of the electricity supplier, the concept of "live selling cars" has gradually emerged. But because the automobile is not fast consumer goods and has high value, the industry has not recognized the mode of direct broadcasting with goods.

However, in this round of online marketing, live broadcasting has become the most common way, including Tesla, Wei Lai, Xiaopeng, BMW, Audi, Changan and other brands have begun to try, "how to live" instead of "live can sell cars" has become a topic of concern in the industry.

Live broadcast can only "chat"?

"What brand is Model 3?" "If there is a mortgage, is there any factory cooperation?" "Where can I test drive?" In a live broadcast of Tesla, there are occasional problems flooding into the comment area.

In addition to very few people giving gifts and rewards, the live broadcast by car dealers and distributors is not very different from the live broadcast on all platforms. They are starting from their own areas of interest or interest, and communicate with viewers in real time. In the above live broadcast of Tesla, a sales executive first introduced Tesla and his own experience in Tesla, and then answered the questions raised by the audience.

In twenty-first Century, the economic report reporter observed on several platforms such as jitter, fast hand, Tmall and so on. The majority of the main hosts of the live broadcast were car salesmen. In live broadcast, some of them were chatting with the audience purely, and some samples were displayed around the exhibition hall. Others were tested or tested to further demonstrate the performance of the car.

Take Tesla as an example, sales from all parts of the country have completed the multi-faceted live broadcast of auxiliary driving to Beijing, State Grid charging, tutorials, charging and waiting for car entertainment system, the domestic Model 3 practical energy consumption test, Model X vehicle display and high-speed energy consumption performance.

In order to increase the interest of live broadcast, some live will connect owners, programmers, technicians and other personnel to interact with audiences from different perspectives. In a live broadcast of a sales manager from Shanghai Wei, he even launched a challenge for shop floor support, explaining the knowledge of coffee and using these "do nothing" operations to attract traffic.

Flow problem

Live selling cars is not a new concept.

Last year, during the double eleven period, more than 2000 salesmen of thousands of 4S stores were incarnated as Taobao anchors, trying to sell cars online. Previously, Bao wo had invited live actors and actress Lei Jiayin, net red handmade Geng and electricity supplier anchor Chen Jie Kiki jointly to make a live broadcast. It was alleged that orders were over 1600 vehicles. Earlier, Taobao's first anchor, Wei Ya, also sold a live car, with a total turnover of about 1 million 900 thousand yuan.

The overall effect of selling live cars by 4S shop salesmen is unknown. However, judging from the current "record", the results of live selling cars are mostly in the live broadcast of professional anchor or net red.

A person who has been consulting with auto industry for a long time told reporters that the main mode of selling live cars at present is cooperation between KOL Key Opinion Leader and key opinion leaders. KOL will also enhance brand awareness and reputation in the minds of recessive consumers to some extent, but this is essentially a marketing activity.

The broadcast boom is also aimed at marketing, but many brands focus their marketing on the Internet, and more are exploring their own resources, instead of well-known anchors, instead of selling them directly for sale.

In twenty-first Century, the business reporter learned that at the end of last year, Tesla launched its own media marketing program, encouraging first-line sales to build influential accounts in various media platforms, so as to form a long-term access channel. However, personal accounts with limited sales have limited influence.

Traffic is an obvious problem. During the Spring Festival, a reporter watched a live broadcast of a jitter on line. There were only 70 people in real-time online. It is understood that the number of other live broadcaster is also very limited, far from the participation of well-known anchor.

Resource aggregation is a way to solve the problem of too little traffic. At present, most brands are distributed online under offline 4S stores or direct stores, and if the host plant takes the lead, it will be easier to attract traffic.

BMW is a typical representative of traditional car companies. In addition to the live broadcast of the distributors, BMW also organized a live broadcast activity, which was explained more professionally by the mainframe personnel, and the different models were clearly scheduled. Meanwhile, it was publicized in the channels of official micro-blog and other manufacturers.

There are also car sales with live accounts with live accounts. Mr. Sun Shaojun opened his own knowledge account to many brand sales during the Spring Festival to test the water for the live broadcast of the exhibition car. His online dealer platform gathered more than 400 front-line sales, providing daily answers to questions related to buying cars, which accumulated nearly 170 thousand fans for him.

The first one who used sun Shaojun's account to do the live broadcast was a Tesla sales. The live broadcast quickly attracted more than 1000 people to watch the crowd. The highest number of viewers reached 2200. Even if the two dropped in the middle, the audience finally had more than 1800 people.

It's not easy to sell live cars.

"(live broadcast car) is a good attempt to make consumers understand the brand better, or increase the stickiness of consumers, and do some competition in the vertical media access to information, but I am doubtful about its effect." The auto consulting industry said.

Traffic is one thing, and the transformation of traffic is another matter. Whether marketing activities can really promote sales volume is a problem often considered by all enterprises doing marketing activities. As a new marketing activity, how to evaluate the actual effect of live broadcast?

Those who are familiar with car sales are directly saying, "live broadcast is hard to sell." He gave a live broadcast of the treasure wall which he had done on the fast hand, although orders were over 1600, but these orders were not brought live. "All the transactions are from pre warming activities, and there is a free day trial drive before the live broadcast." The person said, "and when the world's single mobile phone gift."

Only a few people can actually turn online traffic into actual orders. The last one said that the owner of the car, "the second brother appraised the car", had sold 288 cars in a group purchase (six live broadcaster). When he shared his experience, he stressed that "selling live cars is the threshold, and trust is the foundation. There must be accumulation in the early stage."

Taking himself as an example, he has been in the fast track for four years, and has only done the new car content in the past four years. In order to ensure the viscosity of the fans, he will also add WeChat, who has received more than 60 yuan in the live room. He promises never to delete it and reply to the consultation information in time. He said he had "9 micro signals filled with friends", and someone had consulted him for a year's advice on buying a car.

In the process of continuous output related content and dealing with the audience, it gradually accumulated this sense of trust. "Second brother commenting on cars" became the so-called KOL.

This is also the direction for Sun Shaojun and his "car dealers" platform to try to do. Through gathering a number of front-line sales, readers and users can provide trustworthy content. On this basis, if the user really needs to buy a car, it will automatically pass through the platform.

Sun Shaojun said frankly, there is no reference mode for live broadcasting cars, including live broadcast content and cash flow methods. However, he believes that whether it is a live broadcast or an article writing, involving the purchase of car related issues, the most important thing is to be sincere, "shortcomings must be clearly pointed out."