With the outbreak of the epidemic, all walks of life have been affected to varying degrees. In comparison, these e-commerce websites have become people's reliance for shopping.

In the automobile industry, many car companies have long begun to adapt to the Internet for marketing and sales on various video websites, and the plan of live broadcast car sales is also on the agenda. This epidemic has actually promoted online "live broadcast car sales" in advance.

Let me give you an example of whether the effect is good or not: Yesterday, a friend of mine complained to me that the brand he works for is going to do an online live broadcast. The commentator is a salesperson for a 4S store, and the live broadcast account has only 3,000 followers. In order to ensure that the number of people in the live broadcast room is more than 500, everyone going to the company should prepare two mobile phones to enter the live broadcast room, and then use the barrage. Even so, the number of people in the live broadcast room has always been maintained between 240-260.

The whole two-and-a-half-hour live broadcast has a total of about 90 people in my friend’s company, plus the 4S store sales staff and suppliers. Let’s assume that the effective number of people is 100, and each person has two mobile phones, so the live broadcast There are only about 40-60 "foreign spectators" in the room. Moreover, “foreign audiences” are also mobile. Obviously, this live broadcast is meaningless, and can even be understood as a way for 4S stores to relieve themselves during the epidemic.

I personally think that online live streaming of car sales is not undesirable. In the long run, this method may be a trend, but judging from the current effects of various live streaming rooms, it is far from what consumers want. required standards.

When selling cars via live broadcast, traffic comes first. Recently, I have watched a lot of live broadcast rooms. Of course, most of them are opened in 4S stores, and the commentators are gold medal sales, silver sales, etc. in 4S stores. Let’s not talk about the content. The most obvious thing is that the live broadcast room is not popular enough. There are generally hundreds of people.

You can say a few hundred people, but the key is that there is too much liquidity. The barrage area keeps showing "XXX joins the live broadcast room" or "XXX is coming", but the overall popularity has not changed. At the same time, there are very few barrages.

How does popularity come about? First of all, the live broadcast theme account needs to have a very high number of fans. This requires continuous introduction of interesting content over time to attract users' attention. When the account performs live broadcast, the platform will often push it to the fans. If there are only a few fans, the number one traffic push mark is obviously gone.

Everyone thinks that the Internet is a sea of ??traffic, and they just want to dive into it and get traffic. The first thing to understand is that the recommendation mechanism of the platform determines whether the traffic is relevant to you. This is an era where "you go to find traffic in the early stage, and traffic comes to you in the later stage."

When selling cars via live broadcast, content is king. To give an example of a relatively successful live broadcast: In October last year, Borgward Auto spokesperson Lei Jiayin teamed up with Taobao’s most popular anchor Chen Jie Kiki, and a handmade man known as the “folk Edison” to launch a live broadcast at Borgward Auto’s factory in Miyun, Beijing. Live broadcast of car selling activities. In the end, during the two-and-a-half-hour live broadcast, users booked a total of 1,623 Borgward vehicles, with an order amount of 220 million, setting a new record for live broadcast bookings by vehicle manufacturers in 2019.

According to the official data of this live broadcast, during the two-and-a-half-hour live broadcast, the live broadcast room received a total of 4.59 million visits, and 1,623 vehicles were booked online. This means that on average, 1,623 vehicles were booked online. Ordered 11 times. Among them, links such as the largest brain collapse in the history of handcrafting and the Gatling nut machine gun challenging the stiffness of Borgward cars became the peak of live broadcast traffic, attracting more than one million people to watch online at the same time.

Of course, this live broadcast was also made with money. In addition to celebrities and Internet celebrities, the biggest highlight of Borgward’s live broadcast is that there is a perfect pre-planning. The entire live broadcast process is step-by-step and without any violation. feel.

Judging from the content of the online live broadcast rooms of 4S stores, most of them go step by step from appearance, interior, power, and configuration, which is too boring. To give an inappropriate example, the ultimate goal of a live broadcast is to "sleep together". A commentator with routines will first show his unique side and cultivate a relationship with the audience, while a commentator without routines will Just take off your clothes...you will know which one has better results.

For example, in the preview session, a certain Mercedes-Benz 4S store released this picture before the live broadcast:

Isn’t it very attractive?

Summary: Judging from the current online live broadcast content of 4S stores, it is actually a special period to rush to the shelves, that is, live broadcast for the sake of live broadcast, whether it is the appeal of the account owner or the excitement of the content , there are still many things missing. Even if you achieve traffic and content, it doesn't mean you can sell cars.

Selling cars online also requires a conversion rate. Many customers want to compare items that cost hundreds of thousands. Which 4S store commentator will openly compare with friends in the live broadcast room? If there is a slightly awkward comment from the audience asking, "Does power burn meat?" or "Does it burn engine oil?", how should the commentator answer? It is obviously impossible to answer "burning engine oil". If the answer is "no burning engine oil", if many car owners pick up the car to protest, then this live broadcast can be announced to be over in advance.

From the current point of view, the transaction rate of online live broadcast car buying is still very low.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.