Due to the impact of the COVID-19 epidemic, the automobile industry chain has been greatly impacted. Manufacturers have resumed work one after another and slowly restored production capacity. However, dealers are under greater pressure. "Auto Dealer Inventory" survey results It shows that the comprehensive inventory coefficient of automobile dealers in January was 1.50, and the inventory level was at the warning line. It is an indisputable fact that 4S stores are sparse. If you want to increase sales and generate cash flow, then engaging in live broadcasting is a measure. Many car companies have launched online marketing models with various methods. The core are online car sales and live broadcast sales. Cars and door-to-door delivery.
Is the limelight strong? Car companies are participating in live broadcasts
The camera switches to October 16, 2019. Actor Lei Jiayin, Kuaishou Internet celebrity "Handmade Geng" and Taobao anchor Chen Jie KiKi conducted a live broadcast During an online car sale by Borgward Auto, the live broadcast room received a total of 4.59 million visits within two and a half hours. The final result was that 1,623 vehicles were booked online, with a total order value of more than 220 million yuan. I have to say that the intuitive effect of selling cars online is quite amazing.
In order to sell cars through live streaming, Geely Auto broadcasted three live broadcasts in Taobao live broadcast room. The first live broadcast attracted more than 8,000 people to watch; SAIC Roewe demonstrated the latest developed bacteria in the live broadcast room in detail. Virus protection equipment; NIO carries out live broadcasts through 12 NIO centers nationwide; It opened a live broadcast room with the official flagship store of JD.com to explain BMW models in an all-round way; WM Motor directly joined the Douyin live broadcast camp; New Baojun used dealer stores across the country to live broadcast "bringing goods" on Douyin and other platforms. Dealers of FAW Toyota, Dongfeng Nissan, SAIC Volkswagen and other brands have opened live streaming rooms.
Not only are car companies rushing to land in the live broadcast industry, there are also promoters accelerating the transformation of sales channels to sell cars via live broadcast. Dasouche has officially launched a new car live broadcast incubation organization - 24 Bobao. Through car live broadcast to incubate Internet celebrities, it provides car manufacturers and car 4S stores with live car sales enabling services and broadens new marketing paths. The more than 1,300 front-line salespeople stationed at 24 Bobao represent multiple dealers. After a series of training and guidance from 24 Bo Leopard, they can complete their transformation from sales to anchor.
Want to save yourself? Expect sales to pick up
It seems that live streaming of car sales has a "booming" momentum, but dealers hope that online live streaming will become a breakthrough for their sales growth. It is a helpless move, and it is also a necessary attempt to transform sales. If you want to survive the epidemic, you must be well prepared. Dealers focus on explaining the models, cost-effective analysis, etc. to serve consumers, or focus on some "black" technologies. Physical operations are used to attract audiences. Consumers can selectively find topics they are interested in to watch the live broadcast, or communicate with them in further detail through the contact information left by the dealer during the live broadcast.
Although live car selling looks novel, it is not as large as the overall traffic of other product live broadcasts. Some live car selling can get the attention of large traffic viewers, but that is just an example, and there are more That kind of small flow of ten people. The epidemic has also stimulated consumers' desire to consume, so they are more cautious in placing orders. Some 4S store live broadcast personnel even said that more viewers are purely here to draw prizes and watch the fun, but some dealers believe that long-term strategies will eventually show up. It will produce results and further increase audience stickiness. When the epidemic passes, the recovery effect can accelerate sales.
Is it difficult to monetize? There are many problems that still need to be solved
In the end, live broadcast car sales must monetize the sales process. There are some factors that will become obstacles to monetization, such as rigid interactive links, distribution Businessmen are "chatting awkwardly" and it is difficult to interact with the audience as much as other anchors do, even just to complete the tasks assigned by the manufacturer or leaders; for example, the hotel is too far away, and it is troublesome to pick up the car in another place; for example, the price is favorable, Simply relying on price cuts to attract consumers to place orders is not a tried-and-true tactic. If you like the product, no matter how expensive it is, if you don’t like it, no matter how low the price is, you won’t even “call”.
As a bulk consumer product, it is difficult to complete all the processes required to buy a car online, including viewing, testing, selecting, comparing, placing an order, and picking up the car. In particular, the driving functions cannot be understood and the driving experience is completely blank. This is the current shortcoming. Don’t forget the data from Borgward’s live broadcast of car sales. Those orders seemed to be many, but they could all be cancelled.
AM car mirror summary
The new retail method of automobiles has already opened up a new model. Live broadcast of car sales can only be said to be a novel exploration and attempt. When the technology matures, consumers will It’s too early to truly complete the entire closed-loop car buying process without leaving home. This epidemic has brought a new topic to car dealers. How to complete the integration of online and offline channels. After all, we need to walk on two legs to walk more steadily and further.
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.