MG 5 sells well, but the function of YCY is limited.
The MG 5 was officially listed on June 5438+065438+ 10 in 2020, but only 8 10 vehicles were sold on June 5438+ 10, and many big coffee makers in the automobile industry also completed the relevant evaluation on June 5438+ 10. However, unlike online rumors, the sales volume of MG 5 in 165438+ 10 did not exceed 1 10,000 vehicles, only 4,724 vehicles. By 65438+February, the sales volume had greatly increased, reaching 1 1379 vehicles. In the compact car sales ranking in June 5438+February, the ranking 15 is quite good for a car with its own brand.
As for how much role YCY played in it, I personally think this problem should be viewed from two aspects. From the propaganda point of view, YCY turned MG 5 into an online celebrity car and became famous in the rice circle. But knowing doesn't mean buying, so the function of YCY is to attract the attention of netizens at most.
Therefore, in terms of actual sales promotion, the role of YCY can be ignored. The news of YCY endorsement has become a hot topic long before the official listing of MG 5, but in the first month of the official listing (165438+ 10), the sales volume of MG 5 was not particularly satisfactory. It was not until June 5438+February that the sales volume was raised. There should be two reasons.
First, after the first batch of MG 5 was put on the market, the overall reputation was good. After all, cars are big, and consumers are more willing to believe word of mouth than overwhelming publicity. If the first car owners who buy MG 5 say yes, more consumers will naturally buy it.
Second, before the Spring Festival is the peak season for car purchase, which helps to increase sales. Recently, I went to a 4S shop (non-MG) for two days in a row. It can be said that people who buy cars are in an endless stream, and the yard is full of cars ready to be handed over to customers. I talked to the sales staff and said that I sold more than 20 cars a day.
Buying and maintaining a car are expensive, and most fans can't afford it.
There must be fans who are not convinced about this, but it is not necessary. The lowest car of MG 5 needs more than 70,000 yuan to land, and there are related expenses, including insurance, maintenance, parking fee and fuel fee. These expenses are at least 6,543,800 yuan, which is the most conservative estimate. Referring to the plot in Thirty without Nothing, Wang Manni drives the car that Liang Zhengxian gave her, and the parking fee for each moonlight is 2000 yuan. In this way, in a big city like Shanghai, the parking fee for three or four years is enough to buy a MG 5.
Considering that this group of fans are mainly women in their twenties, not many people can afford a car or even be financially independent. Different from other peripheral products of stars, cars are not only expensive, but also sustainable consumer goods. For example, it is revealed on the Internet that fans send gifts to He Jiong. It is said that many gifts amount to tens of thousands of yuan. However, there are definitely not many fans who can afford tens of thousands of gifts. In fact, many expensive gifts are bought by fans. However, it is impossible to buy a car, so it is only a rare case for everyone to buy MG 5 to support YCY, so the sales of MG 5 are not directly related to YCY.
The personal commercial value of stars is difficult to realize on a large scale.
Therefore, in the sales process of MG 5, YCY's personal business value has not been realized on a large scale. In fact, it is not only YCY, but also the personal business value of most stars is difficult to realize on a large scale. Although many albums or peripheral products of traffic stars easily sell tens of millions, they are limited to this. However, in the film market, the actors who have absolute box office appeal are basically powerful actors, including Jason Wu, Deng Chao, Shen Teng, Bo Huang, Xu Zongheng, Zhang Yi and others. Of course, this statement is also biased, and the accurate statement should be like this. These actors have been recognized by the public, so they have more opportunities to get in touch with high-quality film resources and create films with high reputation and high box office.
In contrast, those traffic stars who claim to have tens of millions or even hundreds of millions of fans can rarely prove themselves in the movie market. Once divorced from the virtual data on the network and all kinds of "investment" and "crowdfunding", the commercial value will plummet. A movie can't support the box office, let alone increase the sales of a car. The unit price of movie tickets and cars is really different.
What I want to say at the end of the article is that the star's personal business value does have some liquidity, but this ability is very limited. For MG 5, choosing YCY as the endorsement will only let more people know about the existence of MG 5, but it will hardly affect the final sales. The sales of MG 5 mainly depends on the quality of the car itself.
Personal opinion, don't spray if you don't like it.