Investigation of auto 4S store resumption rate of only 19.8% live broadcast online car sales into "heart pill"?

In the eyes of many car companies, 2019 is China's auto industry deep adjustment period, 2020, the market or will enter the state of stabilization. However, no one expects, 2020 has just started, a "black swan" new coronavirus outbreak but to the automotive industry a heavy blow.February 11, according to the China Automobile Dealers Association news, in further expanding the scope of the dealer resumption of research and samples, in the Association's research of the 2,895 4S store, currently **** There are 573 resumption of work, resumption rate of only 19.8%.

This "war epidemic", usually rely on the amount of store turnover of the car 4S stores appear to be a cold. On the contrary, "live", online car has become the most important keywords in the current car market. It is understood that on February 10, the first day of the Spring Festival holiday resumption of work, BMW China in the Tmall official flagship store in one breath opened three live. Audi, Ford, Buick, Toyota, Hyundai, Geely, Changan, Great Wall and other mainstream car brands, as well as AIC, Azure, Xiaopeng and other new car-making forces are all online to find opportunities. Looking around the entire automobile circle, it can be said that offline quietly, online lively! So, what the ghost wants to say is that the online live broadcast will be automobile manufacturers to seek self-help "pill"?

Offline quiet: flexible resumption of work? Every day into the store one or two groups

Originally, every year after the Spring Festival, from the first month of the fifteenth to the beginning of the next month, is a period of rapid customer warming. First of all, the amount of maintenance customers increased dramatically, but also, the store's new car training, a new marketing campaign also began in full swing, there are many car dealers began to intend to prepare for 315. but this year, a sudden new coronavirus epidemic broke the car dealers originally traditional rhythm.

"No need to be in the store every day like before, but the work is not easy down", said a joint venture brand 4S store sales consultant in Changchun, "Every day, we have to participate in the live training, and then, to do a variety of live preparations, but also the need to organize the WeChat group, with the customer! The company's website is a great source of information about the company's products and services, and it's a great place to learn more about the company.

Really, ? Open Jitterbug, fast hand and other live APP interface, in addition to the common handsome men and women, but also emerged a series of automotive Logo as well as sales consultant avatars - both Mercedes-Benz, BMW, Audi, but also Toyota, Volkswagen, Geely, Chang'an, Great Wall, Rongwei. In addition to the direct involvement of a handful of car manufacturers, in many cases it's the car 4S stores in each region that organize their own live broadcasts. "We have previously accepted the manufacturer's live training", Changchun, an independent brand car dealers said: "For this model, we are also groping and learning, look at the current Netflix anchor how to say, and then think of a variety of ways to be able to interact with the consumer, it is really quite not easy! ".

In the jittery voice, fast hand, as well as Douyu and Yingke live platform, ghosts see, car dealers are also quite spellbinding, not only a variety of content forms, but also very rich. There are car 4S store sales staff, with a cell phone lens with the store video to see the car; there are car 4S store trainers with sales consultants driving hot models on the road, while driving; there are also sales staff in the car 4S store parking lot demonstration of automatic parking, automatic reversing, anti-collision, and other black science and technology features.

Originally, the Internet attributes of the new car-making forces will not let go of this opportunity, in order to be able to quickly seed grass consumers, but also used a full "trick". This is a brand new player. It is understood that the azalea from February 1, began to live talk about the car, car sales activities, in the form of, in addition to the common sales staff talk about the car / sell the car / test set, azalea also invited to some of the owners of the live broadcasts, to the owner of the identity of the product characteristics of the car to explain the experience. Subsequently, it also played the shopkeeper to carry out the challenge of plate support, explain the knowledge of coffee, etc., in short, through a variety of new, strange, special ways to attract traffic. February 14, the Peng car also launched the theme of "although you can not see each other, but you can love each other online" of the many live activities.

It is understood that the automotive industry is affected by the epidemic, from upstream material production, to logistics, to factory production, every link in the supply chain has been affected to varying degrees.

The situation on the retail industry is even less optimistic. Recently, the China Automobile Dealers Association released a report showing that in January 2020, national auto sales were 1.941 million units, down 18% year-on-year, while the January auto dealers' inventory warning index was 62.7%, up 6.3 percentage points year-on-year and 6.5 percentage points year-on-year, and the inventory warning index is still located above the warning line. Due to the impact of the epidemic, despite the fact that last February was the Chinese New Year holiday period, dealers still generally believe that this year's February sales will decline by at least 50 percent year-on-year.

With the epidemic, online live streaming is also a no-brainer. "We in the fast hand or jittery voice live at the same time, will also launch some preferential and policy", Changchun, a brand store sales consultant divulged that "the customer if I recommend the model is interested in, we will add each other WeChat, and then, and then the specific communication". But in terms of "efficacy", the dealer's online live "with goods" situation is not particularly obvious, set the amount of customers and ordering consumers are also very few. After all, this is not Li Jiaqi live hundreds of dollars a lipstick, can not easily "buy it, buy it"! However, now, the car online order process and service is also very perfect, it is reported, if the customer is online order or buy a car, most car brands will have a way to completely through the online operation, and finally delivered to the door.

Ghost: Early this morning, serving as a FAW-Volkswagen a 4S store after-sales service technical director, in the university era was sleeping in the ghost of the second brother of the bunk suddenly called: "Do you think the car 4S store can still live a few years? Salesmen have begun to play all kinds of live selling cars, but in the current situation, our company may not survive this epidemic!" Perhaps too pessimistic, more likely is that the store has been poorly run before, and this epidemic may be the last straw that breaks the camel's back. It is true that under the epidemic, the butterfly effect of the automobile industry has become more and more obvious, whether it is the upstream of the automobile industry or the retail terminal, are struggling to resist, waiting for the last "spring blossoms". For the automobile 4S stores online self-help, it may not be as effective as other "king of the band" as obvious, but this new attempt and exploration will allow them to grow in the road again a big step, perhaps after this epidemic, the form of selling cars will really have a huge change, it is really not good to say oh!

Subsequently, the ghost bucket car cluster will also launch "under the epidemic, the survival of auto dealers white paper" series of reports, in the form of telephone interviews, depending on the real situation and detailed data to show the current survival of auto dealers, if you have any ideas or suggestions, please leave your point of view!

This article comes from the author of the automotive home, does not represent the views of the automotive home position.