This is a common picture in the automobile industry recently.
After the offline business caused by the epidemic stopped, live car sales became a means for many car companies to save themselves.
According to incomplete statistics, luxury brands such as BMW and Audi, joint venture brands such as Ford, Buick, Toyota and Hyundai, independent brands such as Geely, Chang 'an and Great Wall, and new car-making enterprises such as Weilai and Tucki are all trying network marketing.
Although many enterprises claim to be in the state of returning to work since this month 10, most of them actually work from home. At the same time, offline consumption except daily necessities has not recovered, and the business growth brought by the resumption of work is very limited.
Therefore, in order to gain market increment, overnight, many automobile practitioners have transformed into eighteen-line anchors and "brought goods" in front of mobile phones every day.
Deformation anchor
During this period, many employees in the automobile industry have become the "Li Jiaqi" of the automobile industry, including former automobile company executives, 4S shop salespeople and automobile media.
For example, on Valentine's Day not long ago, Yu Jingmin, deputy general manager of passenger cars, officially debuted under the stage name of "Fat Head Fish", and together with the network celebrity anchor "G Sengdong", held a live show with the theme of "Special Love for Special You" on various platforms such as Taobao. In the end, the total number of online viewers on each platform reached 500,000.
The more important live audience is the dealers. Among them, Tesla is the most responsive car company. From the third day of the first month, Tesla's staff established hundreds of WeChat groups through friends circle. The staff will broadcast live for several hours twice a day in Tik Tok, and the store will instruct or invite the old car owners to show their car performance, official website reservation method, charging warranty, intelligent call, etc.
After Tesla, new domestic car-making forces such as Weilai, Weimar and Tucki also began to sell cars on the test line. For example, Weilai has promoted Tik Tok's "cloud car watching" service in nine cities including Beijing, Shenzhen and Hangzhou, communicated with car owners through social platforms such as live broadcast, and created WeChat groups. People interact every day. At present, there are cases of transactions in Beishangguang. Xpeng Motors and Weimar have taken similar measures.
Even luxury brands like BMW have begun to put down their bodies and join the live broadcast army of the automobile industry. BMW's official flagship stores in Tmall and JD.COM hold live broadcasts every day and set up "online exhibition halls".
Live car sales have long been tried.
However, selling cars live is nothing new.
After the live broadcast+e-commerce model is on fire, the automobile industry is also eager to move.
During the Double Eleven last year, thousands of 4S shops and more than 2,000 shopping guides became Taobao anchors, striving to be "shopping guides among online celebrities". For example, on June165438+1October1day, the first order for live broadcast of 10,000 people in Jietu was 56 12.
Earlier, the most sensational live car sales came from Baowo Automobile, which invited actor Lei Jiayin, Aauto's one-step online celebrity "Manual Geng" and Taobao anchor Jie Chen Kiki to enter the Baowo factory for live broadcast. After three and a half hours of live broadcast, * * * brought 1623 orders to Baowo, with the total order amount exceeding 220 million yuan.
Internet companies behind the live broadcast platform are also aiming at the business opportunities behind "selling cars live". In September last year, Taobao and its well-known anchor viya Viya jointly sold cars live. In the two-hour live broadcast, the total turnover of automobiles was 6.5438+0.9 million yuan, Haval H6 654.38+09, and Chery Tiggo i7 2.
Previously, Aauto Quicker also launched the Express Channel. Cheng Ningning, general manager of East China sales of Aauto Faster Business Innovation Business Center, said, "In the coming year, traffic will support 65,438+0,000 professional car dealers and cooperate with more than 200 institutions to achieve a 200% growth in the scale of car dealers."
Can it become mainstream?
Then, will this "live car selling" model become the mainstream sales channel in the future?
In the past, the general view in the industry was that the marketing nature was greater than the sales nature. For example, Baowo Auto's "Lei Jiayin Live Car" is also full of controversy, and the outside world still has doubts about the order quantity and transaction amount, because the sales volume of Baowo Auto has not improved significantly since then.
Because cars are "experiential" high-value products, live broadcast is only a unilateral information output, which can't solve the problem of lack of experience. Because of its high value, it is difficult for consumers to place orders quickly and sell cars as lively as lipstick. The actual transaction volume is actually not good.
In addition, for many car companies and 4S stores, there is no perfect online sales system at present, and the transaction procedures of cars are complicated, so they all need to go to the store. At present, online shopping is often just about car watching and car booking in the process of car purchase, and the actual consumption experience has not been greatly improved.
"Live car sales" cannot be separated from offline. Now it is only used as an auxiliary tool for offline store sales, and the direct increment is still very small. More stores are under the drainage line, and the marketing nature is greater than the sales nature.
label
The popularity of "selling live cars" is inseparable from the current reality. It can be regarded as a transitional measure during the epidemic, which can bring limited increment to car companies.
However, nothing can be broken. SARS in 2003 contributed to the outbreak of Ali's personal online consumption. Through the COVID-19 epidemic, it has also greatly promoted car companies and dealers to try the business of "selling cars live", and more consumers began to accept this new consumption pattern. It can be predicted that in the future, with the improvement of relevant supporting systems, "live car sales" will gradually become an important sales channel.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.