I appreciate this 92-year-old boy, who works hard and is excellent.
some people say that compared with Viya, Li Jiaqi has a huge difference in carrying goods, because the former is "selling cars through live broadcast" and the latter is "selling 1,75 cars in 7 minutes"?
a big boy born in 1992 can make the "selling lipstick live" a success. Is there any doubt about his intelligence? What's more, it's not Li Jiaqi's fault that the live broadcast can't sell motor cars.
selling intention ≠ selling cars
People who say that "1,75 cars are sold in seven minutes" in Viya have been stealing the concept. They think that "giving pre-sale money to netizens in the live broadcast room equals buying a car in the live broadcast"? On the other hand, Viya is much more generous, and points out directly: "99 yuan is the advance payment" and "the money can be refunded if you don't buy a car then".
With the advance payment, the price of each car in 99 yuan is about 9, yuan. Ask which car company's financial affairs, and dare to take these 1,75 cars directly with the advance payment of more than 1, yuan? 9, yuan ≈ 158 million yuan?
Li Jiaqi's so-called "unable to sell motor cars" was not a live event, but a new car was launched that day. Li Jiaqi was one of the six supporting guests, and his identity was "fashionista Li Jiaqi" that day.
Li Jiaqi didn't sell cars at all, but just appeared as a celebrity with 3 million+fans on the whole network. Like the other five guests, can this be sprayed? China Women's Volleyball Team at the Spring Festival Evening still has to play for you on the spot? And guarantee victory?
Among the six guests on that day, apart from the host, it was Li Jiaqi who introduced the car most diligently, and Mabel Yuan's push-ups were the last thing to know.
Viya is really a super sincere girl. In a speech sharing, she admitted that selling cars on the live broadcast can't move. It's not that Li Jiaqi can't sell it, it's that the queen with the goods can't sell the car live, because Viya himself said, "Go to the store to see the car, and buy it when you look at it."
Viya shared in the program, selling a car can't move, buying an electric bicycle, and it takes a few seconds.
you have to go to the store to see the car! If the lipstick is not good, you can change it or simply throw it aside. Can you imagine buying a car just by watching it (or watching it remotely), not touching it or driving it? Will you buy a house just because of a live broadcast? Always go to the scene to see the location, lighting and so on.
Another "live car sale" in Viya has been hotly debated, saying that "4,18 cars were sold in 3 seconds"? Also said, "Are 4S stores afraid?" 4S shop is certainly not afraid! First, the statement in the live broadcast room in Viya is that "5 yuan will enjoy welfare by deposit", and second, can Viya take you for test drive, maintenance and repair?
Viya's "car sales revenue" on that day was 5 yuan? 4,18 sets = 2,9 yuan.
Support the live broadcast of talking about cars instead of selling them
I really admire the 4S shop sales that they tried to explain in the live broadcast room, because they persisted and worked hard under the difficult epidemic situation. According to the statistics of China Association of Automobile Manufacturers, the automobile sales in China dropped by 79.1% in February compared with the same period of last year. Imagine that your monthly income dropped by 8%. Would you continue to work hard or be depressed?
various preferential policies are designed to attract people to the store.
These 4S stores are trying to talk about cars live, rather than selling cars live. They talk more about "discounts on advance payment", "refunds when they arrive at the store", and even "free shuttle bus service". All kinds of measures are trying to attract people to the store.
in order to attract people into the store to see the cars, many dealers hold the activity of "giving masks for free during the test run".
including Cadillac's "Pinduoduo Half-price Spike" and "Luo Yonghao Live Car Sale", in fact, they all attract people's attention with low prices. Car companies don't care about special cars with dozens of cars online, but spend millions of dollars to advertise, and this advertisement has attracted the attention of the whole network.
This argument of touting live car sales probably comes from primary school students.
the sales task of p>4S stores is to turn potential customers into deals. Because people can't see the cars during the epidemic, they should introduce the cars live. Because people dare not enter the stores during 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 stores for trial operation".
Live car selling is just like the whole vehicle e-commerce hyped in the previous two years. Is there a successful one?
as long as you don't pay the full amount online and the logistics is delivered to your home, as long as you choose to go to the store during the car inspection and test drive, then it's not a live car sale, and it's not a vehicle e-commerce. You don't buy facial cleanser from Taobao, and you go online completely.
Professor Jia Yi, who mainly studies communication, once said that the biggest difference between live broadcast and traditional media or advertisements is "interactivity", because netizens can get timely answers to their questions, which will greatly enhance their sense of bringing in and realism.
isn't it the pursuit of all advertising media to create real scenes, make the audience feel brought in and promote the 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 in a sense of reality.
Harvard F has started a series of live events since May 15th, with Chen Yibing and Han Qiaosheng as the first guests.
On May 15th, Harvard F Department launched a series of live broadcast activities, the first of which was in Sohu Live Room, led by Olympic champion Chen Yibing and sports celebrity Han Qiaosheng, to show the young posture and quality accumulation of Harvard F Department to netizens. After the Haval F series live broadcast, there are different sides and themes, and more gifts are sent at the same time. You can search for a wave.
Wen | Dapeng
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.