On the afternoon of March 31st, in a Geely 4S store in Fangshan District, Mr. Sun (pseudonym) accompanied by Nan Ge, the author who knows the car number, went to the store to pick up the car. The whole process of picking up the car was broadcast live online by Nan Ge, helping Mr. Sun to finish picking up the car and explaining the precautions for users who watched the live broadcast online.
It is worth noting that before picking up the car, Mr. Sun’s whole shopping process took place online. It is understood that Mr. Sun is one of the users of the activity of "Knowing the Car Emperor’s Live Car Season" and a fan of "Nan Ge Said Car". While watching the live broadcast, Mr. Sun noticed the preferential activities of Beijing Lingxu Geometry User Center. After repeated consideration and comparison, Mr. Sun decided to complete the car booking process online.
It is understood that there are not a few users like Mr. Sun in the "Live Car Season" that lasted for nearly two months. During the event, brand manufacturers, dealers and rims KOL conducted more than 100,000 live broadcasts, with a total popularity of 4.295 billion. More than 5,000 dealers participated, covering 91 brands and nearly 293 cities.
At the end of March 31st, four people, Nan Ge, Xiao Xixi, Brown Ni and Zhang Tao, who know the car number live broadcast, divided into two groups to select two users from the fans and went offline to help them complete the car lifting process. During this period, Nan Ge and Xiao Xixi will interact with Zhang Tao and Brown Ni online to complete the whole car lifting process together.
Knowing that the car emperor bought a car and the live broadcast season ended, helping the car consumption recovery under the epidemic.
At the beginning of February, the arrival of "Black Swan" almost stopped the traditional automobile sales, and the dealer inventory index reached a new high of 81%, far exceeding the warning line of 50%, reflecting the pressure on the upstream of the automobile industry. In the epidemic, from the launch of new cars to the promotion of transactions, major OEMs are pinning their hopes on live broadcast to wake up the car consumption that has fallen asleep because of the epidemic.
In this context, the activity of "Knowing the Car Emperor to Buy a Car Live Season" was launched in February this year. On the one hand, it used its own platform to introduce business to car dealers, on the other hand, it also solved the problem of buying a car for users and brought car benefits.
"I had the demand for new car replacement at the beginning of this year, but it was put on hold in the early stage because of the epidemic." A user who knows about the car-buying live season said, "There have been several intentional models before, but they have been stuck in the trading link and can’t go to the field to talk about prices and comparisons."
In fact, under the traditional automobile sales model, it is not easy to complete the automobile transaction. Even if the user has basically determined the intended model, he still needs to go to the store to make an inquiry. After some exchanges, the two sides can finally finalize the transaction. Therefore, once the "to the store" link is blocked, the subsequent inquiry and transaction links cannot be reached. How to put more shopping and inquiry links online is not only a safety measure to reduce unnecessary contact under the epidemic situation, but also a necessary path to promote more efficient automobile consumption. Through the live broadcast room, users can obtain multi-dimensional information from manufacturers, dealers’ stores and automobile media people at the same time, thus reducing unnecessary inquiry and price comparison at the store and improving the efficiency of purchasing.
In addition to consumers, the live broadcast has a greater boost to dealers. "In the past, dealers were relatively passive on the Internet, and it was difficult to really communicate with consumers effectively," said a car dealer who participated in the live broadcast season of car buying. In his view, this is why dealers spare no effort to guide users to the store. However, the interactivity and timeliness of live broadcast can effectively solve this problem, and real and professional content and timely interactive experience will make it easier to generate trust connection with users.
Judging from the attempt to buy a car for the live broadcast season, the duration of a single live broadcast organized by dealers is generally between half an hour and two hours. Compared with the previous sales model of guiding customers to the store for inquiry, this is the duration of negotiating a customer. However, in the live broadcast, the popularity of a single live broadcast with the same duration is often above 100,000. In addition to bringing orders and interested customers, there are still many fans.
"We launched seven live broadcasts in a week, and each one had a deal." Dahai, the online sales manager of Wuhan Jike Automobile Sales & Service Co., Ltd., said that in Wuhan, where the epidemic is the most serious, the normal business of the store has been suspended for several months, and all the transactions reached so far come from live broadcast.
In the eyes of the industry, the live broadcast activities initiated by the professional automobile information platform can better mobilize the participation of automobile customers, thus alleviating the pressure on dealers and OEMs in the industry. Not only the above-mentioned Wuhan dealers, but also in areas with relatively light epidemic, there are many early adopters who buy cars live. A Chery brand 4S store in Jinan ordered more than 10 cars in a week, and a Nissan Luoyang 4S store also received an order for 10 cars in the live broadcast. In addition, a FAW Mazda 4S store in Chengdu not only received an order for 5 cars in a single live broadcast, but also collected 9 intentional customers.
"This is very surprising to us." The manager of a 4S store in Beijing said, "Many of the intended customers collected in the live broadcast are new customers." This means that the live broadcast not only completes the transformation of existing sales leads, but also excavates new sales leads to a certain extent, which is more attractive for 4S stores.
"Buy a car live" to tap the value of content
In fact, live broadcast has become the best combination between content and consumption. According to the statistics of Ai Media Consulting and China Merchants Securities, as of the first quarter of 2020, the number of live broadcast users in China has exceeded 524 million, and 53% of the respondents think that live broadcast can arouse great consumer interest, while 15% think that live broadcast can arouse great consumer interest.
At the same time, the automobile category has always been one of the most concentrated consumption areas of high-quality content. Whether it is evaluation, test drive, car solution, or travel, transportation and socialization, the automobile circle has attracted the continuous creation of countless big V. Excavating the value of live broadcast can better serve the automobile content, improve the efficiency and expand the dimension of information acquisition through various content forms, among which the feedback of live broadcast channel is faster, which can speed up the flow of information interaction and enrich the automobile content scenes, thus promoting the upgrading of automobile content.
Therefore, how to further tap the value of content and live broadcast, realize the common upgrade of user content and consumption experience, enable creators to obtain stable channels for realizing cash, and at the same time improve the customer acquisition efficiency of manufacturers and distributors is a proposition that the industry thinks together.
Judging from the experience of this round of "knowing the car emperor to buy a car for live broadcast", live broadcast can better serve consumption. Through live broadcast, it can not only expand the user’s choice of buying scenes, improve the efficiency of buying, but also shorten the chain of car buying transactions, and finally promote the upgrading of consumption experience.
In view of the characteristics of automobile consumption, Know Car Emperor has been seeking cooperation with dealers. In this round of live broadcast season, Know Car Emperor and china automobile dealers association held the 100-store anchor challenge, which was initiated by dealers as the main activity. And throughout the car-buying live broadcast season, we have been trying to find the greatest common denominator between dealers and live broadcasts. The current live broadcast can put the inquiry link and part of the transaction online, thus simplifying the offline process of car purchase to the greatest extent, but the final transaction is still carried out offline.
In addition, including Nan Ge, Xiao Xixi, Brown Ni, Zhang Tao and other big V’s, they formed a "Know Car Number Live Sky Group" to participate. Because dealers are still relatively weak on the network side, and their popularity and trust are still under construction, the participation of "big coffee" can not only make consumers feel more at ease, but also enhance the popularity of dealers. "This is more in line with the consumption habits of automobile consumers." . The person in charge of the above 4S shop said.
Even if it is fruitful, it is not entirely smooth for dealers to participate in the live broadcast. "The architectural problems in the early stage of the live broadcast are still being explored." The sea said, "After doing it, I know that live broadcast is not a simple matter for one person. It needs company mobilization, and there is a division of labor behind the scenes. We will create a popular and credible anchor in front of the stage, and at the same time explore the experience of retention and transformation."