Is it a flash in the pan or is it blooming everywhere?

Due to the impact of the COVID-19 epidemic, the automobile industry chain has been greatly impacted. Manufacturers are returning to work one after another and slowly restoring production capacity, but the pressure on dealers is even greater. The survey results of "automobile dealer inventory" show that the comprehensive inventory coefficient of automobile dealers in June 5438+ 10 is 1.50, and the inventory level is at the warning line. It is an indisputable fact that there are many shops in 4 S. If you want to increase sales and generate cash flow, live broadcast is a measure. Many car companies have launched various online marketing models, the core of which is online car selling, online car selling and online car delivery.

The limelight? Car companies have entered the live broadcast.

Switch the lens to 20 19 10 16. Actor, online celebrity "Manual Geng" and Taobao anchor KiKi conducted online car sales of Baowo. In two and a half hours, the cumulative number of visitors to the live broadcast room reached 4.59 million, and the final result was to book 1623 vehicles online, with a total order of more than 2 vehicles. I have to say that the intuitive effect of selling cars online is quite amazing.

In order to sell cars live, Geely Automobile broadcasted three games in one breath in Taobao Live Room, and the first live broadcast attracted more than 8,000 people to watch. SAIC Roewe demonstrated the newly developed bacterial virus protection equipment in detail in the live broadcast room; Weilai Automobile broadcasts live through the National 12 Weilai Center; In the middle and late February, Xpeng Automobile launched "Live Cloud Car Watching" with different themes every Tuesday and Wednesday; BMW has opened live broadcast rooms in Tmall and JD.COM. COM official flagship store fully explains BMW models; Weimar automobile directly joined the camp of Tik Tok live broadcast; With the help of national dealer stores, Xinbaojun broadcasts "in stock" on platforms such as Tik Tok. Dealers of FAW Toyota, Dongfeng Nissan, SAIC Volkswagen and other brands have opened live broadcast rooms.

Not only are car companies rushing to land in the live broadcast industry, but they are also pushing people to accelerate the transformation of sales channels and sell live cars. Dashouche officially launched the new car live broadcast incubator-24 Broadcast Leopard, which provides live car sales empowerment services for auto manufacturers and auto 4S shops through the way of live car incubation among online celebrities, and broadens new marketing paths. More than 65,438+0,300 front-line sales staff stationed in 24 Bao Bo, representing many dealers. After a series of training and guidance by 24 broadcast leopards, the transformation from sales to anchor can be completed.

To save yourself? Sales are expected to rise.

It seems that car live broadcast sales are hot, but dealers hope that webcasting will become a breakthrough in their sales growth. This is a helpless move and an attempt to transform sales. If they want to survive this epidemic, they must be fully prepared. Dealers focus on explaining car models, analyzing cost performance and other services for consumers, or focusing on some "black" technical entities to attract viewers, and consumers can selectively find topics of interest to watch live broadcasts.

Although the sales of live broadcast vehicles look novel, they are not as big as the overall traffic of other commodities. Some live car sales can get the attention of large-flow audiences, but that is only an example, and it is more of a small flow of dozens of people. At the same time, the epidemic has stimulated consumers' desire for consumption, so placing orders is more cautious. Even some live broadcasters in 4S stores said that more viewers just came to draw and watch the fun, but some dealers believe that the long-term strategy will eventually show results and further increase the stickiness of the audience. When the epidemic is over, the warming effect can accelerate the promotion of sales.

Difficult to achieve? There are still many problems to be solved.

In the end, the live broadcast of car sales will make the sales process come true. During this period, some factors will become obstacles, such as rigid interactive links and "chat" of dealers. It is difficult to have more interaction with the audience like other anchors, or even just complete the tasks assigned by manufacturers or leaders; For example, the inn is too far away, and it is troublesome to pick up the car in different places; For example, price concessions, simply reducing prices to attract consumers to place orders is not a trick to try everything. It's not too expensive to see the right eye, and it's not "calling" to see how to reduce the price.

As a mass consumer product, it is difficult to complete the processes of car inspection, test drive, car selection, comparison, placing an order and picking up the car at one time. In particular, the driving function is incomprehensible and the driving experience is completely blank, which is the current disadvantage. Don't forget the data of Baowo's on-site car sales. Those orders look like a lot, but they can all be cancelled.

AM mirror summary

The new retail model of automobile has opened a new model, and selling cars alive can only be said to be a novel exploration and attempt. When the technology is mature enough, it is still too early for consumers to really complete the closed loop of the whole car purchase process without leaving home. This epidemic has brought new problems to automobile dealers. How to complete the integration of online and offline channels, after all, it takes two legs to walk more stably and further.

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