How To Realize The Normalization Of Auto Live Sales From Traffic To Transaction?

Under the boom of live broadcasting, even high unit price goods such as automobiles have entered the live broadcasting room. Auto executives, celebrities, 4S shop sales and so on have joined the live broadcast army, and live car sales have become popular throughout the industry.

However, it seems that the problem behind the live broadcast is still the busy traffic. A research report of China Merchants Securities shows that the automobile industry live broadcast belongs to the end of the flow in the industry; on the other hand, automobiles are commodities with a unit price of at least tens of thousands, but 76.8% of the online consumers with online consumption capacity less than 1000 yuan account for 76.8%.

But for the car industry, the way to live is still quite attractive. In the view of some auto e-commerce platforms, on the one hand, live car selling has huge traffic, on the other hand, it can present products in the form of mobile video, which is likely to become the mainstream in the future, which is a necessary layout.

Although the voice volume of car live broadcast has decreased recently, MCN organization has been set up on the existing platform to normalize the car live broadcast.

On the eve of 618 this year, Dasuo announced the launch of MCN in the field of automobile vertical. It is committed to incubating offline automobile sales into KOL (key opinion leader), helping automobile enterprises and brands to build online sales system and enabling sales transformation. "We have been selling cars live for more than a year, and we also want to do live broadcasting with sales as the goal, rather than live broadcasting with brand as the goal." Li Zhiyuan, co-founder and COO of dasuoche, told reporters of the 21st century economic report.

Li Zhiyuan introduced that during the 618 period of this year, in 21 days since the warm-up on May 29, Dasuo invited a number of auto KOLs to assist in the live broadcast of nearly 10000 shows. 586 vehicles were delivered in the first phase of the activity, and 27958 high intention customers were obtained.

In addition to such large-scale activities as 618, how to cultivate the KOL of the platform itself and effectively drive the car sales is the next direction to be explored by car lake.

Under the boom of live broadcasting, even high unit price goods such as automobiles have entered the live broadcasting room. Visual China

Driving Koc with KOL

During 618 this year, car Lake undertook the live car sales service provided by Volkswagen, haver, Chery and Geely, and launched a full link live marketing campaign from product planting to sales transformation. At that time, auto vertical KOLs such as Xiaobei, the host of city voice of Zhejiang Radio and Wen Liang of Zhejiang TV station, also joined the activities, attracting a lot of traffic for the live broadcast.

However, 618 does not often exist. In order to make live car sales the norm, it is more practical to cultivate your own KOL. At present, CHEJIANG lake has signed more than 1000 anchors, who mainly come from dang'e car community store.

Li Zhiyuan, the anchor of this newspaper, knows more about the sales volume of cars than the head of this newspaper.

After the normalization of car live broadcasting, car lake will carry out more systematic live broadcast training and daily race track competition, and require the anchor to have a fixed duration of live broadcast every day, so as to improve the content quality and conversion effect of live broadcast.

"What anchors fear most is talking about the same thing every day, so our MCN organization mainly provides them with more help in some daily planning and content, including products, and constantly trains their live broadcasting ability, so that they can have more customers in their daily live broadcast." Li Zhiyuan said.

Car sales live broadcasting is faced with the problems of low base and long cultivation time. The way of car marketing is "rich first, then rich", giving priority to the well done anchor, forming a virtuous circle. "We hope that the institutions can gradually cultivate some live broadcast players, and they can continue to drive live broadcast players from all over the country." Li Zhiyuan explained that because of the strong regional nature of car sales, it is easy for everyone to form a linkage mechanism through experience sharing.

Chejiang Lake tries to create a "live broadcast matrix" in which anchors from all over the country can be connected. For smaller anchors, this may bring the first wave of audience and customers. Especially in 618, a larger marketing activity, a part of the traffic of vertical KOL will flow to the regional anchor.

Li Zhiyuan believes that the role of live broadcasting in automobile sales has potential. Although it is difficult for most car anchors to become KOL, they can also be Kocs, that is, key opinion consumers. They hope that KOL can drive a large number of Kocs and realize better transformation.

In a deeper level, why do we insist on cultivating car live broadcasting? Li Zhiyuan believes that first, live broadcasting is a very huge new traffic entrance, which will share a large part of the traffic of the original traditional Internet media; second, no matter what industry in the future, the introduction of products with sound, picture and texture through video may become the mainstream. "You have to do this thing, from the new traffic, from the new way of sales, must do."

Supply chain is the pain point

When the air outlet comes, we should catch up with each other and have a solid system behind it. To a great extent, car Lake benefits from the system construction of product and network behind big search car.

In terms of products, dasouche has established cooperation with more than 50 automobile brands. In addition, this year, Dasuo car also has a number of "special vehicles" directly sold by brands. Li Zhiyuan said that at present, Dasuo has reached strategic cooperation with Geely, Chery and other brands, providing direct sales of models on the platform, one-off price, and exclusive discounts on the live broadcast platform.

Take the product Geely Binyue Pro Light Knight BSG, which was the focus of live broadcast during 618, as an example. This is the first direct selling model launched by Geely and Dasuo since their strategic cooperation was announced in mid May. This model tries to create a c2m (user direct connected manufacturing) mode, so that customers can buy Geely products at "factory price", like in Direct stores, eliminating all intermediate sales links It's impossible to realize the marketing mode.

In addition to the above-mentioned "special vehicle supply", some car companies will cooperate with Dasuo to provide a certain number of models for special sale in a certain period of time. In addition, car companies will also make profits jointly with big search vehicles, which will be reflected in the activities of the car platform.

It is worth mentioning that car live broadcasting seems to play a more important role in the second-hand car business. The traffic obtained online can realize the nationwide landing in the established sales network.

"What is the biggest problem with the existing KOL? He has limited resources to make cars. However, for second-hand cars, the needs of customers vary a lot. He can't meet them by one person or a team. So now there are many who have 2 million fans and 3 million fans. In fact, their transaction volume is very small. The main reason for their low trading volume is that there are no more kinds of automobile products in the background, so they can't make a deal. This is a pain point of KOL in the existing automobile industry that we can see. " Li Zhiyuan said.

He said that dasou's second-hand car supply chain is very complete. More than 90% of the medium and large used car dealers in China are using the dasou system, and they provide high-quality second-hand cars. In this way, a large number of clues can be matched with car sources by means of the Internet, so as to make a deal.

As a matter of fact, the driving force of the "big car" is also reflected in the "high-efficiency" of the platform.

Li Zhiyuan believes that the connection between vertical KOL and the "sub anchor" of various places on the platform during the live broadcast is the "sub anchor" drainage, which is different from the exploration of car live broadcast in the general sense. "Take a live broadcast we did before, for example, we actually did a lot of connection work, because the KOL traffic is large, our own anchor traffic is relatively small, but after the traffic is flooded, we can redistribute it to different places to follow up separately, so that the sales conversion will be much better."

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