Ending and Rebirth

In 2020, the "Black Swan" incident accelerated the decline of the traditional marketing model, and a new era of automobile marketing is coming. At the turn of the old and the new, the cruel truth that we didn't face up to in the past has been presented naked. At the same time, new lies are lurking, which deserves the industry's vigilance.

"February, March and April this year are basically useless." This is the unanimous statement that Shuidi Automobile got during the talks with various car companies. The most severe period of the epidemic is not the problem of resuming work and production, but how to restore the market. Because spare parts are in stock, at worst, people can bring goods, and factories can also "negotiate" with the local government. However, when the traditional offline channel was blocked by the epidemic, the OEM suddenly discovered the truth that the distance between itself and users was so far away.

According to the data of China dealers' resumption of work released by China Circulation Association, the comprehensive rate of dealers' resumption of work is only 23.28% after the Spring Festival for nearly 1 month. The sales efficiency is as low as 15.3%. In desperation, car companies and dealers fully touched the net, moved the press conference and exhibition hall online, and learned the live broadcast of goods from the fast-selling industry.

At the beginning of February, the new car-making forces Weilai, Tucki and Weimar took the lead in testing live water, followed by traditional car companies such as SAIC passenger car, BMW, Dongfeng Nissan and Great Wall Haval. According to the statistics of 2020 Auto Live Ecological Report, the broadcast volume increased by 15 times in the first three months of this year, with the highest daily broadcast volume exceeding 7000 and the highest daily audience reaching 5 million. Now I'm afraid there are no car brands in China that don't broadcast live.

In addition to dealers and car company leaders being photographed face to face, Star Net Red has also become a frequent visitor in the car live broadcast room. For example, Li Jiaqi, a super internet celebrity, brought tens of millions of traffic and took over the Cadillac business. Although it is said that the cost of bringing goods in 9 minutes is as high as 3 million yuan, it is still very cost-effective compared with the time-consuming and laborious offline activities that cost tens of millions. More importantly, the live broadcast belongs to young people. In the OEM's view, choosing live broadcast is equivalent to standing with the main consumers of a new generation of cars.

Geely owns an entire video center in an office building in Hangzhou, and they plan to turn 1760 channel into a real media center. FAW-Volkswagen has built a media matrix with thousands of live video accounts. Pentium even set up a department dedicated to live broadcast. ...

However, while the whole automobile industry is engaged in live broadcast, new myths are also emerging. The owner of a brand sales company admitted to Shuidi Automobile that although the group had clear requirements, he himself did not understand the significance of live broadcast. Some peers have also reported that car companies are looking for media cooperation, and the form is still graphic, hard and video, and they are not interested in live broadcast.

The reason behind it is easy to understand, because cars are bulk consumer goods, and it is difficult for live broadcast to bring instant orders. Or the example of Li Jiaqi, in addition to earning enough attention for Cadillac, the actual conversion under tens of millions of traffic is almost zero. Some surveys also show that only 1.3% of potential consumers regard live broadcast as a platform for direct transformation.

Therefore, we often see such an embarrassing phenomenon. OEMs talk about "user thinking", but in fact they don't understand users' needs and behaviors. Either make the live broadcast like a tall TV program, or directly add an offline conference. Online signal. Without a star and a half-price car, it's hard to be popular.

Through thousands of live broadcasts in three years, the water drop car gradually saw two truths. First of all, the most attractive thing about live broadcast is not the stars and offers, but the reality and interaction. In the era of information explosion, everyone can speak freely, but the truth is not easy to get. Pictures, texts and videos can be easily faked. Only live broadcast can happen in real time and cannot be edited. Although it can be arranged, it is closest to reality.

At the same time, from words, pictures and videos to today's live broadcast, behind the iteration of information-bearing media is a process from one-way communication to two-way communication and then to increasing interactivity. At present, automobile marketing has changed from "selling added value" to "selling knowledge". "Interaction" must be the fulcrum to incite the new era. Only by adhering to the operating concept of no interaction, no communication and no cross-border marketing can we break the traditional marketing communication mode of "informing" consumers, let consumers fully participate in it, and communicate synchronously with information reception and feedback, so as to make consumers a secondary source of communication as much as possible.

Another truth based on the above understanding is that car live broadcast is an atypical live broadcast with goods-it is an important means of brand promotion and a part of guiding and transforming young users. However, traffic itself is not equal to sales.

In other words, car companies need to adjust their posture when they participate in the live broadcast. Outside the studio or stage, users prefer to see a variety of scenes and character designs close to life, rather than "brainless" or "brainwashing" sales promotion.

The live broadcast is aimed at a large number of "people watching", so it is better to specifically target a few "right people". When the product is launched live, car companies must find accurate target users. Because of the brand value and trading rules of cars, we can't provoke impulsive consumption at a low price. The low-price strategy not only damages the brand, but also interferes with the product value orientation.

In addition, car companies should correctly treat live broadcasts, and it is unrealistic to rely on a live broadcast to reverse the dilemma. No matter the brand value, the experience scene or the presentation of selling points, the car can not be fully displayed as a bulk consumer product through a live broadcast.

In the era of "selling knowledge", product strength is the foundation, and love is the biggest driving force of buying behavior. But love needs to be warmed up repeatedly. Only by constantly arousing consumers' love for brands and products can we achieve mental occupation. Didi believes that in order to become a "living koi fish", five basic elements must be met: locking people, building people, strong interaction, delivering sugar and surrounding communities. The necessity of these five elements has been confirmed by the live broadcast of countless water drop vehicles.

Layout in curiosity, find the right person, and create interactive opportunities for curious users; Organize the experience to create a complete live broadcast experience ecosystem and give users a reason to "buy"; Ignite in love, and constantly plant grass with high-quality content and community management system; Policy purchase, different from "low-priced goods", water drop live broadcast enhances brand power by rewarding 10,000 yuan blind box lottery, invoice welfare exchange, 1000 yuan car purchase subsidy and "handing candy" to accelerate purchase behavior.

There is no doubt that 2020 will be the outbreak year of car live broadcast-this is not an accident caused by "black swan", but one of the inevitable trends of digital transformation of traditional car companies in the new era. Because of this, even if the epidemic haze dissipates and the offline channels return to normal, the live broadcast will not leave, which has become a normal means of automobile marketing.

Nowadays, automobile marketing is opening a brand-new era, and live broadcast will keep pace with the times and meet its 4.0 stage. Interactive, interactive with users, the outlet of car live broadcast will not stop.

Text/Yin?

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.