More valuable connection! Is the real meaning of car live broadcast.

In the past, this Spring Festival mask has become the most difficult new year's goods. A man in Guangzhou defrauded 70,000 yuan by selling fake masks. He confessed that the 70,000 yuan had been "all rewarded to the female anchor". The netizen exclaimed: This is the annual brain powder.

However, in my opinion, if there is more brain powder, it may really save those car companies that seize the straw of live broadcast. After all, it is not impossible to spend tens of thousands to watch a live broadcast and add tens of thousands to watch a live broadcast to buy a car. But the crux of the problem is that even the brain powder every year, the money in the pocket is spent on beautiful women, not on car companies.

There is no doubt that 2020 is the first year of car live broadcast. Under the weight of the COVID-19 epidemic, the auto show from Beijing to Geneva was basically cold, and the press conference, store activities and offline marketing were all suspended. "At this time, I realized that car brands are too far away from users." A car company executive was deeply impressed when interviewed by the water drop car APP.

"If you don't work hard at this time, it will be too late when you want to work hard." China Autobots, full of wolves in their bones, naturally won't give up the time for users to stay at home, so an endless stream of online car sales followed, and live broadcasts stood out among many choices.

The key words here are online, live broadcast and selling cars. Recently, there have been reports of live car sales in the media, including investigation reports and opinions, the anguish of first-line sales, the bitterness of dealers making money at a loss, and the helplessness of car marketers. The view is also very consistent: live broadcast can't sell cars!

Live broadcast can't sell cars. The logic is not complicated. Selling cars live is just another form of car e-commerce.

China's economy today is inseparable from e-commerce. In the past two months, 654.38+400 million people have been locked up at home, but their basic consumption needs can be met, which is largely due to e-commerce. According to another data, the total market value of newly listed 17 home appliance enterprises in 20 19 exceeded 250 billion yuan, and live broadcast of goods became a new growth point for e-commerce.

But what do users buy on the e-commerce platform? Fast-moving consumer goods and life services account for the bulk, and the high output value of e-commerce lies in the huge trading base, not the value of a single commodity. There is a saying in China that "buy a house and a car". In the eyes of ordinary people, houses and cars are both big purchases of the same order, just as 99.99% people don't buy a house just by a few pictures, videos or watching live broadcasts, and most people don't equate buying a car online with buying a lipstick and a box of masks.

What is the car e-commerce selling? In fact, whether it is an APP of a car brand or a variety of flagship stores, it is nothing more than placing an order or buying a coupon, and the final transaction is still completed online. Buying a car ticket is not as good as e-commerce buying a car, and selling a ticket live is not as good as selling a car live. Even if you place an order and buy a coupon, you still have to look at the products and services in the offline store that don't meet the user's wishes.

Can online celebrity live broadcast sell cars?

Viya, the online celebrity "the first anchor of Taobao" and the number one seller, recently expressed her feelings to the media that she did not sell any luxury cars in the live broadcast room.

In fact, whether it is the current network celebrity or the previous celebrity endorsement, the intuitive effect brought to the automobile brand is exposure, or traffic. Traffic selling cars is also a false concept.

Large traffic increases exposure, makes users curious and interested, and then continues to learn more. Just like the mentality of buying bulk commodities mentioned in the last article, users have to take a look offline and open it, so there is a distance of 108,000 miles from traffic to selling cars. With the utilitarian mentality of selling cars live now, it is far away from water and near thirst.

There is another disadvantage of selling cars online by celebrities. Not long ago, Yu Jingmin, deputy general manager of SAIC passenger car, interacted on a live broadcast of online celebrities with 5 million fans, pushing Roewe MG's N95 air purification system. In the live broadcast, the anchor, known as the boss of the network celebrity circle, not only didn't make a joke, but even the air-conditioning filter was installed inside or outside the car, which made him very embarrassed as a "fat fish".

Cross-border is not everything, and online celebrities can't bring everything. The annual sales volume is nearly 28 million vehicles. Even if this year is special, it is estimated that the car market of about 20 million vehicles will not be driven by the live broadcast of online celebrities. Moreover, users spend more money on the talent of network celebrity anchors than on a car.

Can car executives live by selling cars? The answer is no. But what executives express in the live broadcast is more important than selling cars.

In the special period of people's panic, not only the communication between users and brands is broken, but also the communication between dealers, suppliers, partner investors and car companies is broken. Lin Jie, vice president of Geely Automobile Group and general manager of Link Automobile Sales Company, said that this period is the key time for sales company colleagues to visit users, dealers and partners all over the country.

This year, the lack of these benign interactions has caught up with a special period. It is far more important for car executives to express confidence, boost morale and convey the good direction of enterprise operation through live webcasting than selling a few cars. There must be many partners and even grass-roots employees in the audience of every live broadcast of auto executives. Who doesn't want more support at this difficult time?

From the perspective of auto executives, I didn't do live broadcast before because I had concerns and was afraid that I would make too many gaffes. Now I have to choose, but I find the live broadcast is a good thing. As long as I am fully prepared, most of my previous concerns can be dispelled. More importantly, executives can deliver more comprehensive information to more audiences within an hour. This is an effect that traditional interviews and reports can't achieve. Without intermediate links, what executives want to say and express is more accurate and full.

Can front-line sales representatives sell cars on the spot?

First, calculate an account. According to rough statistics, there are more than 30,000 4S stores in China. If each store has 10 sales representatives live online every day, then more than 300,000 car live broadcasts will cover the whole network.

It must be affirmed that the operation of each of these 30,000 stores is not the same, and the market performance of each car company and brand is not the same. Not everyone of the 300,000 sales representatives is good at live broadcast, and it is normal that the level is uneven.

It must be pointed out that the live broadcast of front-line sales representatives has really brought great help.

The drip car APP learned that the daily sales volume of Great Wall Motor has reached about 2,000 vehicles, basically reaching the level of the first half of the epidemic; Dongfeng Nissan has planned more than 2,000 live broadcasts with remarkable results. The "66-day group" composed of FAW-Volkswagen executives, managers and dealers was broadcast live all the time, which was also worthy of recognition with the blessing of millions of first-line sales.

Why is the live broadcast of front-line sales representatives helpful?

First, it is true, and the first-line sales are played in true colors, which coincides with the essence of attracting audiences; The second is professionalism. Every car company invests heavily in training dealers every year. Well-trained 300,000 sales representatives certainly know more about cars than online celebrities. Third, the coverage is wide, and many people make great efforts. The live broadcast of ordinary sales background does not need platform promotion and traffic burning, which is the lowest cost interactive way.

How long does it take a front-line salesperson to prepare for a live broadcast? The time given by a sales representative in Jiangxi is 1 hour. During this hour, the sales staff spent the most time inviting friends and relatives around them, new and old classmates to watch, contacting new and old car owners and interested users, and linking more users with sales stores and car brands through online live broadcast.

Simply put, 300,000 sales representatives will broadcast live once a day, covering 1 1,000 people each time. This is the people's war of automobile marketing, which is from users to users.

Times have changed. From 2G to 3G to 4G and then to 5G, the technical threshold of live broadcast is disappearing, and expensive satellite signals and professional guide cars are not needed. This is an era when the whole people embrace live broadcast. Similar scenes are familiar. How difficult it was to publish an article a few years ago, but now with the progress of technology, everyone can publish an article, and everyone is from the media.

In any case, 2020 is the first year of car video live broadcast. Live broadcast is a form of communication, and the real meaning is to make more valuable connections with users.

The general trend.

Text/Yan Jiabo

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