Under The Epidemic Situation, 4S Shops Sell Cars Blocked: Auto Sales Enter The Era Of "Live Broadcasting"?

The sudden outbreak of the new crown pneumonia has made the car market still raging, the delay of reemployment and the sharp reduction of passenger volume, which made the car dealers feel the chill of winter.

Recently, the passenger car market information conference (hereinafter referred to as the "Federation of trade unions") announced the data of passenger car sales nationwide in the first half of February this year. Data show that in the first half of February, the average daily retail sales of domestic passenger cars were only 2249, compared with 29090 in the same period last year, a 92% drop.

Among them, the first week (1-9 days) in February, the retail market of the passenger car was in an "ice" state, with a daily average of 811 retail units, a year-on-year growth rate of 96%. In February, the retail sales of second weeks (10-16 days) reached 4098 per day, up 89% from the same period last year, and the number of dealers in each district was less than that of the distributors.

The Federation predicts that the retail market of the national passenger car market will be very low in February, thanks to the combined effects of the Spring Festival holidays and the epidemic situation. The sales volume of the manufacturers will be significantly lower than expected, down by about 70%.

On the afternoon of February 23rd, in twenty-first Century, the economic report reporters visited Beijing, Chaoyang District, Wangjing, Lai Guang Ying District, including more than ten auto 4S shops including Mercedes Benz, BMW, GAC TOYOTA, Dongfeng Honda, Dongfeng Nissan, FAW Volkswagen, Beiqi new energy, etc., and found that the spring Festival overlay the epidemic situation. Besides the Mercedes Benz and BMW two luxury brands, most 4S shops were left behind, after the Spring Festival. The volume is even a cliff slide.

4S stores are "crowded".

"On average, on Saturday and Sunday, the average two days per day can sell about 30 units per day. Affected by this epidemic situation, the traffic volume has been greatly reduced. Only 5 cars were sold yesterday (Saturday), and only 3 units have been sold so far." On the afternoon of February 23rd, a sales consultant told a reporter at a Guangzhou TOYOTA dealer store in Wangjing, Chaoyang District. "Now there is no official work in the store, and several people take turns on duty every day."

Only a few staff members are on duty in Beijing modern store, which is next to the 4S store of TOYOTA. "Up to now, there have been two people who have seen the car. The sales volume from February to present is 0." Beijing modern dealer store sales staff told reporters.

In the dealer store of Dongfeng Honda, Dongfeng Nissan, FAW Volkswagen and other dealers in Chaoyang District's Guang Kun Ying camp, the front desk could not even see the staff on duty. The reporter went into the shop many times to inquire loudly, only when the sales consultant appeared in the rest room after the exhibition hall.

"Because there is a suspected patient near Lai Guang Ying, we have not formally come to work in accordance with the requirements of Lai Guang Ying government." FAW Volkswagen 4S shop sales consultant told reporters that after the Spring Festival, the store only sold 5 cars.

Compared with the dealers, the business of Mercedes Benz dealership is relatively busy. When the reporter arrived, there were more than ten consumers in the shop looking for cars or consulting business.

"At ordinary times, we can sell 10-20 new cars a day, and now we have 4-5 shipments per day, which is still quite large by the epidemic." The store sales consultant told reporters, "fortunately, we have a stable supply of goods, and now we can make a reservation for a week or so."

According to the latest data released by China Automobile Circulation Association, as at 16 hours in February 24th, in the survey conducted by 73 dealers group and 4661 distributors in the whole country, the comprehensive reemployment rate of dealers was only 14.83%, which was 2.06 percentage points higher than that of the first three days.

Among them, the local government clearly stipulated that the factor of reemployment time accounted for 66%, and the factor of unsuccessful application for reemployment accounted for 51.1%. In addition, the shortage of epidemic prevention materials did not support the resumption of work, the difficulty of staff returning to work, and the factors that could not support the expenses of resuming businesses, which also affected the efficiency of the reseller work.

Car sales online

Under the epidemic situation, the temporary sales of the offline sales channels, the sharp reduction of passenger traffic and low order rate, etc., dealers also have another way to carry out "self rescue", carry out online marketing, fancy goods, support consumers VR online car watching, online ordering.

It is understood that Dongfeng Nissan has launched 24 hours online car watching and online financial services; SAIC Roewe has launched online VR intelligent exhibition hall, car service and other online services; FAW Pentium has launched VR exhibition hall and VR car watching service; BYD has also launched VR online car watching, car service, live vehicle sales outlets, etc. BMW has opened special live broadcast at Tmall official flagship store and Jingdong official flagship store. When the "online exhibition hall" is set up, videos can be viewed online and in real time. The new forces such as Wei Lai, Wei Ma and Xiao Peng have also launched live broadcast activities and online car watching services.

"Due to the impact of the epidemic, 4S shops can not normally operate, customers can not shop to see the car, live selling cars can only be regarded as a way to do nothing." Insiders said.

In February 14th, Yu Jingmin, deputy general manager of SAIC passenger car company, turned into the "Li Jiaqi" of the vehicle industry. It was jointly broadcast with the net red "G monk Dong", and was personally the two brands of SAIC Roewe and queen. The chief executive of vehicle company is the leader of the bicycle rim. This is the first time in the automobile circle.

"We hope you can choose our vehicles. Our smart network and new energy vehicles are basically equipped with a unique air purification device. You see, my eyes are wide open. It must be true. " In the live room, "fat head Yu" is struggling to bring goods. The theme is "special love for special you" live on nearly 500 thousand people in multiple platforms.

At the same time, the live broadcast of 4S salesmen can be described in a variety of ways. Most salespeople choose to live alone in the 4S store, while displaying the models and environment while explaining the details; others are two people cooperate with each other, one person explains the performance of the new car, and one person takes a mobile phone to shoot, but these two are unavoidable to bring the uncomfortable feeling of the dizziness of the camera in the process of moving. The unstable network sometimes makes the blurred pixels become high paste, and also small. Some of the salesmen were not in the 4S shop. They were directly at home carrying models to explain or live in the car.

After watching several live selling cars, the reporters found that the level of live broadcast was uneven. If the salesperson is a master of his own platform, such as playing jitter, fast hand and other platforms, he has a certain amount of fan base, and there is a lively atmosphere in the studio. Some salesmen are proficient in speaking skills and interact with netizens frequently, but some salesmen are not very natural for the lens, tense expression, poor radio reception, and Putonghua with various dialects make it difficult to listen to the live broadcast for two hours. Some live only five or six fans were watching, and there was silence and embarrassment in the middle.

It is worth mentioning that when the netizens are watching the live broadcast, they ask the most questions about vehicle prices, how to place orders and terminal preferences. A number of distributors in the live broadcast stressed that online sales are more favourable than offline. For example, a salesperson broadcast live: "friends who live online for online loans can be exempted from handling fees and given three years of maintenance." In addition, sales personnel have repeatedly stressed their WeChat or cell phone numbers in live broadcast, so that users can have further communication after the end of live broadcast.

Live selling cars become bonus draught?

For car dealers and dealers, live selling cars have broken through the traditional car selling scenes, opened up barriers under the lines, broke through the limitation of time and space, and realized a wide range of consumer coverage. The huge volume of turnover in a short time is astounding and delighted, but is it really effective to sell live cars like live selling cosmetics? Is it really possible to sell cars like this?

Some people think: "watching live can stimulate your desire to buy Dior, but it can not stimulate your demand for Audi."

Indeed, compared with large consumer goods vehicles, small consumption such as lipsticks, eyebrow pencils, air cushions and so on will be "small." The number of people who chop cars on hand is limited only by watching live broadcast. There seems to be a huge gap between online shopping and online shopping.

"Live selling cars and online cars are usually launched by the main engine factory or the regional large dealer group jointly launched by the net red. It is difficult for a single 4S store to sell cars by live broadcasting. On the one hand, these 4S stores themselves are few fans, even if they are broadcast live, there are not many people watching, so it is difficult to form traffic, and the conversion rate under the line is much less. The salesmen have not returned to work or are segregated. There are only one or two attendants in the shop every day, nor do they have the conditions to sell live cars. Insiders of a dealer group told reporters.

The dealer said that because the car is heavy line, heavy service products, trial driving, licensing, and all kinds of formalities need to be carried out online. Although selling live cars will help enterprises to get traffic and attention, but for consumers, hundreds of thousands of transactions are difficult to complete online, and there is no need for offline services. Online selling of cars is not true.

"At present, we do not have live selling cars and online car watching services. If customers need, we can have a look at WeChat video link, but the effect is far less than the shop to see the car." A sales consultant at a BMW 4S store in Wangjing, Chaoyang District, told reporters: "the car is a more complex product. Affected by the resolution of the light and cell phone, online live broadcasting can not be very good (appearance), there are also some details that require consumers to physically examine. In addition, the live broadcast is a one to many explanation, or one to one needs to understand the needs of customers. Communication effect is not ideal, or encourage consumers to shop in the car. "

Similar to the BMW 4S store, a number of 4S shops visited by Mercedes Benz and Dongfeng Nissan on the afternoon of 23 also said they would not offer live selling cars and online car watching services.

Cui Dongshu, Secretary General of the information conference of the national passenger car market, does not think that the effect of the live broadcast is driving the consumers to buy a car, but the demand for buying cars has accelerated the sale of cars by dealers.

"VR car watching and online selling are actually the frustration of car dealers and dealers. As a large piece of goods, cars need large expenditures, and the delivery of vehicles is physical delivery. The efficiency of communication is the highest under the line. Only the dealers in the special period are the guides for the diversion under the special line, which can serve as a reference for consumers who are unwilling to come to the shops or not to shop. All the means and ways of subverting 4S shops have finally become the guiding tool for 4S shops. Cui Dongshu told reporters.

In fact, in the industry view, live broadcasting has become a new wave of automobile marketing, to a certain extent, it can alleviate the temporary parking crisis of car dealers and distributors, and at the same time, open up a new mode of automobile sales, and promote the development of new automobile retail. But how to use Internet means to make car marketing icing on the cake, how to change users' long-standing consumption habits, and how to realize the scale of online sales process is still worth considering.

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