I really appreciate this 92-year-old guy. He works hard and is excellent.
Some people say that there is a huge difference in carrying capacity between Li Jiaqi and Weiya, because the former is a "zero-transaction car sales live broadcast" and the latter is a "seven-minute sale 1750 car"?
A big boy born in 1992 can make "selling lipstick live" vivid. Is there any doubt about this information? More importantly, it's not Li Jiaqi's fault that the live broadcast can't sell motor vehicles.
Sales intention ≠ selling cars
People who say that Weiya "sold 65,438+0,750 cars in seven minutes" have been stealing the concept. They think that "netizens give advance payment in the live broadcast room = live broadcast to buy a car"? On the other hand, Viya is much more generous, pointing out directly: "99 yuan is an advance payment" and "If you don't buy a car then, the money can be refunded".
The price of a car in 99 yuan is around 90,000 yuan. Ask which car company finances, and dare to directly account for the 1750 car with an advance payment of more than 100,000.
Li Jiaqi's so-called "not selling motor vehicles" is not a live event, but a new car is on the market. Li Jiaqi is one of the six supporting guests. His identity is "fashionista Li Jiaqi".
Li Jiaqi didn't sell cars at all, but appeared as a celebrity with 30 million fans on the whole network. Like the other five guests, can this be sprayed? Will the China Women's Volleyball Team call you on the spot in the Spring Festival Evening? And guarantee victory?
Among the six guests that day, apart from the host, Li Jiaqi was the one who tried his best to introduce the car, and Mabel Yuan's push-ups were the least known.
Viya is really a super sincere girl. She admitted in a speech sharing that live broadcasts can't sell cars. It's not that Li Jiaqi can't sell it, it's that the queen with the goods can't sell the car on the spot, because Weiya herself said, "Go to the store to see the car, and buy it when you look at it."
Viya shared in the program, selling cars can't move, buying electric bicycles will be spent in a few seconds.
You have to go to the store to look after the car! If the lipstick is not good, you can change it, or just throw it away. Can you imagine buying a car just by looking at it (or looking at it from a distance)? Will you buy a house because of a live broadcast? Often go to the scene to see the location, lighting and so on.
Viya's other "selling cars on the spot" attracted a heated discussion, saying that "selling 4 180 cars in 30 seconds"? Also said, "Are 4S stores afraid?" 4S shop is definitely not afraid! First, it is said in the live broadcast room of Viya that "the deposit in 5 yuan enjoys welfare", and second, can Viya take you for test drive, maintenance and repair?
Weiya's "car sales revenue" on that day was 4 180 5 yuan = 20,900 yuan.
Support live car broadcasting instead of selling cars.
I really admire the 4S shop sales that I tried to explain in the live broadcast room, because they persisted and worked hard under the difficulties of the epidemic. According to the statistics of China Automobile Industry Association, the national automobile sales in February decreased by 79. 1% year-on-year. Imagine that your monthly income has decreased by 80%. Continue to work hard or fall down?
All kinds of preferential policies are aimed at attracting people to the store.
The salespeople in these 4S stores try to talk about cars on the spot, rather than selling them on the spot. They talk more about "discount on advance payment", "refund at the store" and even "free shuttle service". All kinds of measures are trying to attract people to the store.
In order to attract people into the store to see the car, many dealers held the activity of "giving away masks for free during the test drive".
Including Cadillac's "Pinduoduo Half-price Spike" and "Luo Yonghao Live Car Sale", all of which attract people's attention with low prices. What car companies care about is not dozens of cheap cars online, but millions of advertisements attract the attention of the whole network.
This argument of touting the sales of live cars is likely to come from primary school students.
The sales task of 4S stores is to turn potential customers into transactions. Because people can't see the car in the epidemic, they should introduce the car on the spot. Because people are afraid to enter the shops in the epidemic, they should publicize that their epidemic prevention measures are in place. At one time, there was even an activity of "sending masks into the store for trial operation".
Selling live cars is just like the car e-commerce hype in the previous two years. Is there a successful car e-commerce?
As long as you don't pay the full amount online and deliver the goods to your home by logistics, as long as you choose to go to the store during the car inspection and test drive, then this is not a live car sale, nor is it a car e-commerce. You don't buy facial cleanser on Taobao, it's completely online.
Professor Jia Yi, who mainly studies communication, once said that the biggest difference between live broadcast and traditional media or advertising is "interactivity". The questions of netizens can be answered in time, which will greatly enhance the sense of bringing in and realism.
Isn't it the pursuit of all advertising media to create real scenes and let the audience feel brought in and promote products? Therefore, not only 4S shop sales should be broadcast live, but also car companies should broadcast live, and live broadcast should be aimed at bringing realism.
Haval F started a series of live broadcast activities from May 15, with Chen and Chen as the first guests.
On May 15, Haval F series launched a series of live events, the first stop of which was in Sohu Live Room, led by Olympic champion Chen He and sports celebrities, to show the young posture and quality accumulation of Haval F series to netizens. After the live broadcast of Harvard F series, there are different sides and themes, and more gifts are sent at the same time. You can search a wave.
Wen Dapeng
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.