The crisis is a turning point.
When the menacing COVID-19 disturbs daily life, it is often an opportunity to bring new changes and vitality. The automobile industry is doing its best to reduce its own losses in various effective ways. Since the resumption of work in March, both traditional car companies and new car-making forces have turned to live broadcast platforms and online cloud to sell cars.
In this month, the inherent marketing model of the automobile industry has undergone earth-shaking changes, and the explosive growth of Internet video terminals has exceeded the limitations of time and space. How does the new contactless car sales bring benefits to it? Originally, there should be models listed under Shanda offline, how to drain online listing; Online celebrities began selling cars live.
The epidemic situation is a mirror, illuminating the long-neglected industry problems. Today, they have no reservations, but they also bring different light.
May we accumulate wealth, accumulate wealth.
Tongxiang Automobile Factory is only 7 kilometers from Tongxiang Nezha Center, but Mr. Luo, the general manager and investor, has never been there once in February.
"In fact, Zhejiang was also the hardest hit. Although Tongxiang government did not close the city, residents did not consciously go out. Tongxiang Automobile City, where Nezha's car is located, has also been disinfected behind closed doors. We closed in February. The situation of more than 65,438+000 dealers nationwide is similar. Let's just say that February is a tough black month. Our dealers and manufacturers have been trying to insist. It's hard for everyone. We can only see who is optimistic and who will take the initiative to break the deadlock. "
Yes, the uniqueness of this "black swan" has brought pressure to the automobile industry, especially to the new forces making cars. They are facing a particularly bloody qualifying match.
According to the February sales data released by the Riders Association, Weimar, Nezha and Du Yun have occupied the top three positions of automobile manufacturers: Weimar EX5 sold 567 cars. Ranked first; Nezha N0 1 with 102 vehicles ranked second, down 79.72% compared with the same period last year; Cloud π 1 sold 80 vehicles, ranking third.
Although the sales of various car companies dropped significantly during the epidemic, as Mr. Luo of Nezha Automobile Branch said, "I don't know if Nezha can keep such sales, but for me, it is. We are all working hard, and the new force of making cars is also working hard. "
Since February 17, Nezha Auto Liang Zhong Store has been welcoming the resumption of work, and their duty career has begun. Wechat group and telephone became tools for them to keep on duty in February.
"We communicate every day, and manufacturers will follow up the store business at this stage. What we did most in February was to deal with the after-sales problems of new and old customers; Auto City will buy masks in a unified way, 2 for each person and change them every 4 hours. Every day, the store will be disinfected, and they will consciously wear masks; By March 6, the basic rate of returning to work has reached? 80~90%, but in fact there are fewer users coming to the store than usual. "
"Users don't come to the store to watch cars, we will watch cars live online, and manufacturers will give us training in time for these live broadcast forms. Our Tik Tok is broadcast live twice a week. Not only do we sell cars and talk about them, but also the designers and R&D personnel of the manufacturers come in to talk about cars and let users know about Nezha cars. Through the marketing of friends circle, the popularity of Nezha cars has been accumulated, and the active communication rate of accumulated gifts during the epidemic has more than doubled. "
It sounds like a regular change, but professional sales take a lot of time. They even get more information from Taobao live broadcast platform, find more behaviors suitable for online car sellers from their actions and eyes, and make themselves look like a professional online sales.
Not long ago, Nezha U, the second model of Nezha Auto, was released online. This heavy model in Nezha was much smaller in the face of the epidemic, but Teacher Luo said confidently, "I'm not worried about its subsequent sales. At present, there are many cars on sale in the store. When spring blossoms, there will be more users watching cars. This Nezha U will also attract more users' attention. I believe it will accumulate. "
I don't know if it's because of the epidemic, everyone's words are so touching and passionate. I hope they will be honest and let the new forces of building cars accumulate.
Norms are above everything else.
In Shanghai, Xpeng Motors has six experience stores. When talking about how to face the epidemic in Shanghai, the person in charge of Shanghai said decisively, "To achieve standardization, Xpeng Motor must strictly regulate itself and not cause trouble to the society."
Specification, a word that has been mentioned countless times in special things, is particularly awe-inspiring now. The person in charge of Shanghai told BC reporter, "Being in the automobile industry and contacting people of all colors is like fighting a war. Only by doing a good job of Xpeng Motors' own specifications can we ensure our own safety, which is also a contribution to society. "
"During the epidemic, Xpeng Motors customized a number of store operation instruction manuals during the epidemic prevention period and sent them to stores in various regions of the country; Formulate material allocation regulations to ensure adequate material allocation; Formulate emergency treatment plan for suspected cases; In terms of after-sales, during the epidemic, daily maintenance and emergency road rescue will still arrange corresponding staff for promotion. "
As a new force in building cars, Xpeng Automobile, which has just been in business for seven years, has shown clear ideas in formulating perfect epidemic prevention measures. Although the sales ratio of G3 in Tucki was not satisfactory in February, and the overall promotion plan of P7 was shelved, He Xiaopeng, who was born on the Internet, played his greatest advantage on the Internet. For example, news and product information about P7 basically never stopped from February to March, while Xpeng Motors tried to remind consumers of this Tucki P7 with domestic Tesla.
With the gradual improvement of the epidemic situation in mid-March, the store operations of Xpeng Motors and Shanghai basically returned to normal. The staff on duty in the store wear masks, hand sanitizer and disinfectant are used together, and the daily disinfection in the store is also in the specifications formulated by Xpeng Automobile.
Only by reassuring employees can they finish their work better. Xpeng Motors told BC, "this is their obligation." Next, they will continue to complete the delivery work under the epidemic. However, what kind of market performance will Xpeng Motors want to enter the ranks of high-end cars, and can P7 achieve a new screen with its product strength?
When will you achieve yourself if you are restless?
Although everyone is comforting each other, "it is expected that the sales of car companies will be halved during the epidemic. Don't be discouraged. " But in the dark tide, no one wants to lose too badly in sales.
Weimar EX5 belongs to the dark horse in February, and it is not easy to become the first new force to build cars in February with the sales of 567 vehicles. Therefore, when asked how to balance the epidemic situation and sales, Weimar public relations manager Li Nan bluntly said, "Weimar doesn't want to slack off. In this era when life and death are determined by market forces, Weimar can't slack off under the epidemic. "
Like a hero guarding the city, it is obvious that Weimar did it this time. But the efforts behind it are not easily copied by other car companies.
"Contactless car purchase" mode: provide one-stop services such as VR car viewing, door-to-door test drive, 48-hour deep test drive and one-click contactless online ordering. This is the car purchase package launched by Weimar during the epidemic.
At the same time, Weimar launched "Cloud Car APPreciation" live interactive activities on platforms such as Tik Tok APP, a auto faster APP, Taobao APP and Zhihu App. Since February, while everyone is lying at home, Weimar is a "hardworking little bee", silently launching 773 interactive live broadcasts, attracting nearly 6.5438+0 million people to "watch the car in the cloud", and the highest number of viewers in a single game exceeded 20,000. This data is really amazing. According to the calculation of two months, Weimar Automobile's national stores will do 12 live broadcasts every day.
Willing to spend money on special marketing has also become the key to Weimar's sales growth. The layout of the Internet e-commerce platform and the landing of Oriental shopping have also made Weimar the first new force to build a car on the shopping channel.
Taking advantage of the characteristics that everyone stays indoors during the epidemic, online shopping and TV shopping have become popular choices. It is reported that in March, the order number of Weimar EX5 in the first hour of the program quickly reached 120, and the number of live broadcasts on Oriental Shopping, Tmall and Tik Tok platforms exceeded 65,438+10,000.
Writing here, I no longer question why Weimar Automobile will counterattack and become the first on the list. After all, people are almost always idle from February to March. No pains, no gains, this sentence, embodied in today's Weimar car, just applies.
Obviously, the blow to the new forces of car-making in February this year was undoubtedly fatal, such as the sky, singularity and the future. However, the crisis may also be a turning point. Who can properly use the trump card in his hand and counterattack in this "rotten moon"? Like those retrograde medical staff, the eyes of new car manufacturers are full of hope and longing for this "battle". After all, nobody wants to lose.
Text /Ada
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.