Live broadcast of traditional manufacturing bosses with goods

COVID-19, which swept across the country, has brought a difficult start to 2020, and many measures taken by car companies have added warmth to the work of "fighting the epidemic".

Today, the epidemic has passed for nearly a month, and most car companies have started to return to work except for areas with serious epidemics. According to the data of February 13 of China Automobile Industry Association, the rate of car companies returning to work has reached 32.2%. At the same time, there are still some car companies participating in the "battle against the epidemic" through different forms of emergency assistance.

From the initial donation of money and materials, reducing the burden on dealers, to the transformation of masks by enterprises and the live broadcast of goods by executives, these unconventional operations not only show the wisdom and responsibility of car companies, but also open the way for the future transformation of the automobile industry.

"Wuling will build whatever the people need."

On February 13, a touching sentence on the mask box made SAIC-GM-Wuling occupy the headlines of many media.

At present, the shortage of masks has become the primary concern of the national government, enterprises and people. According to the data of the Ministry of Industry and Information Technology, there are 353 enterprises that have obtained masks production licenses nationwide, with an average daily maximum production capacity of more than 20 million. However, affected by the epidemic, many enterprises are unable to return to work, and the capacity recovery rate is less than 80%.

Faced with the current situation of "one cover is hard to find", SAIC-GM-Wuling took the lead in making changes.

A week ago, Baojun Automobile, a subsidiary of SAIC-GM-Wuling, announced that, with the support of Guangxi Zhuang Autonomous Region Government and Liuzhou Municipal Government, it had joined hands with upstream supplier Guangxi Deford Group to produce masks by transforming the production line.

According to the plan, there are 14 mask production lines in the dust-free workshop, including 4 N95 mask production lines and 8 general medical protective masks production lines. It is estimated that the daily output will reach more than 6.5438+0.7 million, which will quickly alleviate the shortage of medical materials in Guangxi Zhuang Autonomous Region and provide strong support for epidemic prevention and control.

The self-produced mask project took less than 3 days, and the first batch of 200,000 masks went offline. This car company, which has refreshed the sales miracle of countless "God cars", continues the "Wuling speed" and also deepens the attention inside and outside the industry.

In addition to SAIC-GM-Wuling, BYD and Guangzhou Automobile Group also joined the team of modifying masks.

Among them, BYD is expected to be in? /kloc-mass production and shipment were realized in February of 0/7. By the end of February, the production capacity of masks and disinfectant will reach 5 million tablets/day and 50,000 bottles/day respectively, and the production will continue until the epidemic situation is eliminated.

Through cooperation with suppliers, Guangzhou Automobile Group has made 30 or 50 sets of mask production equipment, some for its own use and some for other state-owned enterprises in Guangzhou.

These car companies that changed production urgently during the epidemic period not only assumed social responsibilities, but also showed the solid foundation of their production line construction and advanced management of quality and technology system to the outside world, which was conducive to deepening consumers' deeper understanding of their models.

Fat fish: "treat the master as a lover"

Valentine's Day in February 14 this year is a little less lively than in previous years, but it may break a new outlet for automobile marketing.

As the first car company, the first car company executive with live delivery, and the deputy general manager of SAIC passenger car, Yu Jingmin, visited the live broadcast rooms of major platforms. The godfather of trend marketing is transforming into a new online celebrity, and taking this as an opportunity to open a brand-new marketing model.

With the rise of e-commerce platform, compared with small items in life and home, online car purchase has never achieved the expected effect because of consumers' vigilance against large items.

Yu Jingmin, who has always claimed to be a "chubby fish" in the live broadcast, attracted a lot of attention from dealers and consumers in less than two hours. The potential energy behind it is not only a rough measure of the purchase conversion rate, but also the cultivation of consumer brand stickiness and awareness.

Judging from the content structure of this live broadcast, its first essence is not the direct sales of "Li Jiaqi Live Room". The purpose is to promote two apps, SAIC Roewe and SAIC MG, and guide the audience to download and register and redeem points for prizes, so as to deepen consumers' understanding of the brand.

As "Fat Fish" is the first live broadcast, the direct selling mode has been replaced by the gradual marketing rhythm. For all models whose vehicle warranty expires between June 65438+1 October1and February 29th, the warranty period will be extended to March 3 1, which will undoubtedly bring a series of behaviors beneficial to consumers closer to the audience.

In addition, in the live broadcast, he used his love of football to connect with the powerful system strength of SAIC, and through Roewe sponsoring the Super League team-Shanghai, MG sponsoring the Premier League team-Liverpool, he explained the different attributes and product routes of the two brands to the audience.

Not only that, he is good at playing emotional cards, but also frequently bursts with golden sentences, "treat the master as a lover on Valentine's Day"; And revealing the daily life of car executives to the audience in front of the camera, and his "live marketing will continue" and "network celebrity designer Shao Jingfeng will also join the live broadcast" and other information confirm the importance of SAIC passenger cars to live marketing.

It is worth mentioning that in this epidemic, the air quality inside the car has attracted the attention of car companies. However, two years ago, SAIC Roewe and SAIC MG developed a three-stage progressive health protection system such as high-efficiency vehicle air conditioning filter screen and negative ion generator. The comprehensive filtration and sterilization effect reached 99%, achieving "N99-grade" indoor air quality and achieving full coverage in its mainstream models.

Up to now, SAIC and its subsidiaries have donated 22 million pounds in cash and medical supplies. As the head car company in China's automobile industry, SAIC's social responsibility will once again become an industry sample for other car companies to learn, and its innovative marketing ability will also open up new ideas for car companies' marketing under the epidemic situation.

Take the initiative to reduce the burden and postpone it.

From a commercial point of view, giving pressure to dealers can indeed share the sales pressure of car companies themselves, and the start-up time of factories is also closely related to the delivery of terminals, but BMW does the opposite.

20 19 BMW Group won the top spot in the luxury car market in China. Compared with conspicuous sales data, BMW's influence as the sales crown of luxury brands is more reflected in its attitude towards China.

"People-oriented, safety first" has always ranked first in BMW's official promotional materials. For BMW, this concept has already been practiced in many dimensions such as dealers and internal employees.

On February 7th, an emergency online video conference was held for all employees, and the management team of China District had a direct online conversation with more than 6,000 employees. On the same day, the management of BMW China made a video call with nearly 600 dealers in Beijing, advocating to continue to focus on fighting the epidemic and demanding to protect themselves and their families.

Previously, BMW Brilliance planned to resume production on February 9, but recently, "Car Bar" learned from BMW Brilliance officials that in order to ensure the safety of employees, the resumption plan will continue to be postponed, and it is planned to resume automobile production on February 17.

On the other hand, Mercedes-Benz, a luxury car company that won 702,000 vehicles in China in 20 19, suffered from this epidemic.

On February 6th, Beijing Benz issued an announcement, demanding that Tianjin wuqing district let 19 auto parts suppliers start work ahead of schedule, claiming that Beijing Benz only has 1 day safety stock. If it can't resume work on February 6th, it will lose as much as 400 million yuan every day, which will directly bring huge losses to the economic development of Beijing, Tianjin and Hebei.

However, the Tianjin epidemic involved in the announcement of Beijing Benz is far more serious than Liaoning Province where BMW Brilliance is located. According to the data of National Health Commission in February 14, there were 120 cases in Tianjin, COVID-19, and17 cases in Liaoning Province, among which only 28 cases were in Shenyang where BMW Brilliance was located. On the balance between commercial profit and employee care, Beijing Benz chose profit-seeking, making money but losing people's hearts.

Although people from all walks of life have been complaining about this, at Daimler's annual report meeting held in Stuttgart, Germany on June 1 1, Daimler officially confirmed that Beijing Benz began to resume production and its future production capacity will return to normal.

From the "Xi 'an Mercedes-Benz incident" to the "recall of the broken shaft incident", and then insisting on returning to work despite the serious epidemic situation, even though Beijing Mercedes-Benz relies on a large number of brand halo fans at the product end, its paranoid profit-seeking behavior is incompatible with the current severe epidemic situation.

Back to BMW, on June 12, the official said that it would further donate 25 million yuan. Together with the donation of 5 million on October 26th, 65438/KLOC-0, BMW Group has donated 30 million.

In the control of dealers, BMW has launched the application software "BMW Dealer Pocket Office", which has formulated 10 measures for the health and epidemic prevention work of dealer exhibition halls, covering everything from exhibition hall ventilation to toilet cleaning and disinfection, garbage disposal and so on. Jaguar Land Rover, which is also a luxury brand, has launched a triple "heart" guarantee for consumers to ensure the triple safety of consumers when they arrive at the store, buy a car and maintain it.

In addition, in order to ensure the healthy operation of dealers, Jaguar Land Rover, FAW Toyota, Changan Ford, Dongfeng Nissan and other enterprises have announced that they will launch various support strategies for dealers, such as not setting performance targets and relaxing assessment.

At the head of the epidemic, the abnormal operation of "doing nothing" by car companies does violate the conventional business ideas, but it has made all walks of life see the due responsibility of car companies as the pearl of manufacturing.

At this time, the wartime CP composed of "idle" automobile enterprises and front-line autobots buried in the backbone conveyed the temperature of China automobile industry in a special period.

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