How to see the form of 4S store live viewing during the epidemic?

Epidemic outbreak, all walks of life have been affected to varying degrees, compared to these e-commerce sites have become dependent on people's shopping.

And in the automotive industry, many car companies have long been adapting to the Internet to do marketing and sales in various video sites, live broadcasting programs to sell cars is also on the agenda. This epidemic, in fact, in advance of the promotion of online "live car sales".

The effect is good or bad, I'll give an example: yesterday a friend of mine and I touted to say that he serves the brand to do a live online, the narrator for the 4S store sales, live account fans only more than 3,000, in order to ensure that the number of people in the live room in the 500 people or more to go to the company to prepare two cell phones for each person to enter the live room, and then brushing the pop-up screen. Even so, the number of people in the live room has been maintained between 240-260.

The whole two and a half hours of live broadcast, friends of the company's total **** about 90 people, plus 4S store sales staff plus suppliers, let's say that the effective number of 100, per capita two cell phones, then the live broadcast room "outside the audience" is about 40-60 people. And "foreign audience" is also mobility. Obviously, this live broadcast is meaningless, and can even be interpreted as a way for 4S stores to de-stress themselves during the epidemic.

I personally believe that online live broadcasting to sell cars is not undesirable, and in the long run this method may be a trend, but from the current effect of the various live broadcasting rooms, it is far from the standard that consumers want.

Live selling cars, traffic is the first hand. In recent times, I also watched a lot of live broadcasting, of course, the vast majority of them are open in 4S stores, explainers are 4S stores gold sales, silver sales and so on. Not to mention how the content, there is a most obvious place is not enough popularity of the live room, generally a few hundred people.

You can say a few hundred people, the key is too much mobility, the pop-up area constantly shows "XXX joined the live room" or shows "XXX came", but the total popularity of the change, while the pop-ups are also less pathetic.

How does popularity come about? First of all, the need to live theme account has a fairly high fan, which needs to be accumulated over time to continue to introduce interesting content "to raise", to attract users to pay attention to when the account to do live, the platform will often give the fans to do the push. If the fans are not a few, the first traffic push off is obviously not there.

All people think the Internet is the sea of traffic, thinking of a headlong rush into the flow is there. The first thing to understand is that the platform's recommendation mechanism determines whether the flow is related to you, this is a "first you go to find the flow, the flow of the late to find your time".

Live selling cars, content is king. To cite a live more successful example: in October last year, Bowo car spokesman Lei Jiayin joint Taobao's most popular anchor Chen Jie Kiki, as well as known as "folk Edison" handmade Geng, in Bowo automobile factory located in Miyun, Beijing, to open the live car sales activities. In the end, during the two and a half hours of live broadcast, users booked a total of 1,623 units of BaoWo cars, with an order amount of 220 million, creating a new record of live booking volume for vehicle manufacturers in 2019.

According to the official data of this live event, during the two and a half hour live broadcast, the cumulative number of visits to the live broadcast room amounted to 4.59 million, and 1,623 units were booked online, which means that, on average, orders were booked up to 11 times per minute. Among them, the biggest brain crash in the history of handmade Geng, the Gatling nut machine gun challenge to the rigidity of the Bowo car and other links became the peak of live traffic, attracting more than a million people to watch online at the same time.

Of course, this live broadcast is also smashed with money, in addition to the stars, net red, the biggest highlight of this live broadcast of BaoWo is that there is a perfect pre-planning, the whole process of live broadcasting in a gradual and unobjectionable way.

From the content of the 4S store's online live room, most will come from the appearance, interior, power, configuration step by step, too boring. To give a not very appropriate example, the ultimate goal of the live broadcast is "with the bed **** pillow", there is a set of lecturers will first show their own unique side, to cultivate feelings with the audience, and no set of lecturers is directly undressing ... ... who is good, the heart of their own number.

Another example is in the preview section, a Mercedes 4S store咋released this picture before the live broadcast:

Isn't it just very attractive?

Summary: from the content of the 4S store online live, in fact, are special times to catch the duck on the shelf, that is, in order to live and live, whether it is the account of the main body of the appeal or the content of the wonderful degree, there are still missing a lot of things. Even if you do the flow and content, it is not that you can sell cars.

Selling cars online is also about a conversion rate. Big hundreds of thousands of things a lot of customers have to compare, in the live room which 4S store narrator will be open and friendly comparison? If there is a slightly difficult audience pop-ups ask a "power meat or not" or "burn oil or not", the narrator how to answer? The answer "burns oil" is obviously impossible, the answer is not "does not burn oil", in case a lot of car owners to take the opportunity to denounce, then this live broadcast can be declared an early end.

As of now, the turnover rate of online car buying is still very low.

This article comes from the author of the automobile home car family number, does not represent the views of the automobile home position.