Is it really that ridiculous?
I haven't seen Li Jiaqi's live broadcast. Judging from the information in the surrounding areas, Li Jiaqi should have formed a very successful business ecology on the road of daily necessities. But you and I both know that consuming daily necessities and buying a car are completely two concepts. Therefore, it is of course ridiculous when some people sell their cars in the form of "Li Jiaqi-style" live broadcast. But this doesn't mean that selling live cars won't work.
A photographer I followed recently started a live broadcast by himself, and some of the problems he encountered were roughly the same as those faced by live car broadcasts. For example, manufacturers won't give you too many preferential policies on the premise that they can't guarantee large orders, while the preferential policies for cars are mainly local dealers, and cars also involve geographical issues, so live broadcast has no additional advantages.
Another similarity between photographic equipment and cars is that it is difficult to help users establish subjective feelings. In our car recommendation, it is often emphasized that if the demand is met, the test drive is preferred. We can accurately describe the real use/driving feeling conveyed by the product in words, but for consumers who plan to buy a car, it is far worse than touching and stepping on the reality in person.
And more often, consumers often need to test drive repeatedly to carefully take out their own money.
Therefore, the ridiculous thing about selling cars live is that it is unrealistic to rely on this to trade volume.
Correct posture: infiltration
Conscious editors can often give their own answers when asking questions. Please praise me for this.
We can probably prove that selling cars live to reach a deal is an unreliable model, but selling cars live is still promising, which is what we often say as Party B's marketing transformation. ..
Back in the live studio in Li Jiaqi, we can find that even lipstick, a fast-moving consumer product, is facing the pain point of incomplete subjective feelings. You can see the effect of Li Jiaqi putting lipstick on his mouth, but consumers can't see the effect of putting lipstick on his mouth. Even so, Li Jiaqi can still convert large orders.
One word involved here is "basic hypothesis". Li Jiaqi helped users to establish the basic hypothesis that they can look better through his own behavior, and made users establish the basic hypothesis that life is "more leisurely" by frying eggs himself (although it was finally overturned). This is not a new routine in the marketing field. The most famous is the basic assumption that buying a diamond ring = having eternal love. Although many people think this basic assumption is unreliable, it is invincible in business, which is also the charm of marketing.
Then when we put the car in, we can also form a basic assumption. The anchor can combine the characteristics of the product and bring the product into the scene of travel life to show these basic assumptions. For example, intelligent functions such as online voice interaction and 360-degree security images, performance-oriented products can even be brought directly to the track.
Having said that, you will find that even so, it is still difficult to make a deal. At this time, it is necessary to cooperate with another keyword: "infiltration". The value of a car is that the user sits on the sofa, and the time when the wheels below run is the time when the value is output. The Haval H9 in the exhibition hall is far less attractive than that in the sand, which is more convincing than the anchor memorizing three data.
But these are only one aspect. Since "infiltration" is mentioned, we should understand that this is a long-term value establishment. After all, many people who want to buy H9 to run in Gobi don't have time to play in Gobi. At this time, the anchor needs to substitute his own life elements into it to show the charm of automobile products in many aspects. Through such long-term penetration, help users establish the basic assumption that "I buy this car = I can have this life".
Therefore, selling cars live is promising, but the premise is that the anchor should recognize the role of cars and themselves in life and prioritize. Don't just stand in front of the car and block the way of the manufacturer. You want to open the carpet for everyone to see. This is not what everyone wants to see.
Gossip: A few days ago, I chatted with BOSS about the current situation of streaming media marketing, analyzed the feasibility of starting live broadcast mode in my car, and reached some basic understandings. For example, the average face value of employees in my car is at a high level, which fully meets the photogenic standards. It's just that for us who are used to weighing our words, it's not the right time to start live car broadcasting. What is certain is that we will definitely meet you through streaming media in the future.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.