Although the bosses who are often stationed at various new car conferences are all experienced in battle and have quite deep stage skills, the live broadcast routines have their own merits.
The most skilled routine is SAIC bus. Yu Jingmin, the deputy general manager of passenger car nicknamed "Fat Head Fish" by netizens, is the most "temperament" anchor. The partner of Fat Head Yu and funny video blogger G Sengdong made the atmosphere in the live broadcast room full of enthusiasm, and even many netizens gave gifts. The live broadcast of SAIC passenger cars is also a template for live marketing of car companies.
In addition to the normal live broadcast routine of SAIC, there are many unexpected operations. Yan Hongbin, deputy general manager of Dongfeng Passenger Car, unexpectedly started cooking programs after introducing the company's situation and products normally. On the spot, Roth, a master from Regan Noodles, and a bowl of Regan Noodles were connected, which was an exemplary completion. It seems that the "epidemic situation" is very obvious for the improvement of national cooking.
There are also those who win by exclusive content. Because of the "epidemic", almost all China media canceled the trip of the Geneva Motor Show. Fu Qiang, co-founder and president of Aichi Automobile, went to Geneva alone and started his own trip, broadcasting the Geneva Motor Show live with Vlog. These live broadcasts have almost become unicorn reports in the domestic media of the Geneva Motor Show.
Of course, the Geneva Motor Show was also cancelled.
In the epidemic, the live broadcast of car companies may be dangerous, but in fact, this is not the first time that car companies have tried live broadcast. Or to put it another way, the emerging auto e-commerce has always been highly anticipated, but it has not met expectations.
For example, a live Baowo car was launched before, and Lei Jiayin, a traffic actor, was invited to sell it online. Nearly 5 million people watched, and finally Lei Jiayin got the order of 1000+ in one operation. In the end, most of these audiences came to see Lei Jiayin and were not interested in buying a car.
According to insiders, these orders only paid three figures. Finally, because the appearance fee in Lei Jiayin is really not cheap, the marketing cost of each car is about 65,438+10,000 yuan.
The live broadcast of Baowo Auto ended in "losing money", which proves from another aspect that this kind of star with a large number of fans is generally of little help to the consumption of products such as automobiles.
In fact, from a technical point of view, the flexible production lines of automobile factories and so on can completely realize the pure e-commerce sales of automobiles. Customers choose their own color matching and configuration online, and then pay the order and deliver it to your door.
After all, automobile consumers are still in a heavy part of household consumption in China, which is not comparable to impulsive consumption such as lipstick, so this is one of the reasons why the automobile industry has not got rid of such a heavy part of dealers until now.
Li Jiaqi, a genuine live broadcast anchor, is the envy of car companies, but judging from the current case and conversion rate, it is difficult for car companies to copy it.
Therefore, in an extraordinary period, it is very good for the owner of this car company to go to the scene to bring the goods in person, from establishing communication channels with consumers to being a very powerful way to promote brands and models at this stage.
However, after the "epidemic" dissipates, it is still debatable whether the mode of selling cars on the spot is worthy of "Lei Jiayin-style" investment.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.