Sales became the anchor, and friends circle became the second exhibition hall.
People who added WeChat or left contact information when they went to consult and see the car recently may have a deep understanding of the following situations. Friends circle can see several advertisements selling cars from time to time, and the words are particularly unified: "Choose a car at home; The car source is sufficient, so feel free to contact. " Even, there are many car sales that directly "turn around" and become anchors. Although Wuling transformed to produce masks during the epidemic, it was also a manufacturing industry. This kind of sales to the anchor is too big. In addition, the people in the live broadcast room are all in one hand, and few people ask questions. Basically, I talked to myself and showed the 360-degree car I had learned before in front of the camera. It can be seen that this online live broadcast of car sales is not so effective. Therefore, Huluxia also took these questions and first visited a joint venture brand 4S shop.
The door is empty, and the sales consultant is alone in the "empty city"
You need to take your temperature and register when you enter the door. There are not many cars in front of the 4S shop, but they are basically full. But after entering the store, what you can hear is not the welcome, but the sound of the cleaning staff sweeping the floor. In a store as big as 4S, there is only one sales consultant sitting in the office area and playing with his mobile phone leisurely. Judging from the facial expression, it should be playing some kind of sound. It seems that the sales performance during this period should be affected by the epidemic.
During the conversation, Hulu Xia asked the 4S sales consultant about the reasons and effects of anchor transformation and circle of friends auto show. The salesman replied bluntly, "it's useless, because no one saw it at all. It's just a psychological comfort." During the time when Huluxia talked with the sales staff, no consumer went to the store to look at the car. There was only one car with an accident in the after-sales area for maintenance, and basically no owner who did ordinary maintenance came. 4S shopping malls, including other brands around them, are basically in the same state.
The limitations of selling cars online far outweigh the results.
Indeed, the "online service" promoted by major manufacturers has strong limitations. For example, the late online service system can't keep up. Consumers can watch and choose cars online, but they can't enjoy on-site test drive, car delivery and other services. Imperfect and immature terminal services are hard to become mainstream. Many consumers would rather wait until the epidemic is over before buying, and they are not in a hurry to buy a car online. This is a reality that all manufacturers have to face.
In this respect, it has obvious advantages for new force car-making enterprises that are always committed to building new models. It adopts a perfect service system, allowing consumers to complete all online car selection and even customized services by brushing their mobile phones, and truly deliver cars to their doors.
Having said that, it confirms a conclusion that selling cars online is not that simple. Therefore, 4S stores that are still affected by the epidemic and have not resumed work can make efforts in other aspects, such as doing some online preferential activities and redeeming them at the store after the epidemic is over to help the sales growth after the resumption of work. Don't always think that you can sell the car through live broadcast. To put it bluntly, how many consumers will make up their minds to buy a car based on a few pictures, videos or introductions?
Some brand 4S stores have their own "immune" attributes.
Although many 4S stores are relatively deserted, there are still a few brands with their own "immune" attributes. For example, Dongfeng Nissan 4S store will obviously be very interesting. First of all, the after-sales area is full of vehicles coming for maintenance. Secondly, all the sales staff are on duty, and customers who come to the store are greeted in an orderly manner. I have to sigh, it's really "drought death, waterlogging death." The whole exhibition hall was crowded, with people booking cars, watching cars and keeping cars. If it weren't for everyone wearing masks and the cleaning staff spraying disinfectant in turn, there would really be a feeling of returning to the performance period before the Chinese New Year.
Generally speaking, through this interview and investigation, the sales industry is still greatly affected by the epidemic. Although most 4S stores have been able to receive and provide services normally, it is estimated that it will take some time to fully resume normal operation. However, as mentioned before, many potential consumers who need to buy a car will definitely make up their minds to buy a car because of the impact of this epidemic. Then once the epidemic is over, this purchasing power will be released quickly in the next few months. If we can find the rhythm as soon as possible and seize this growth opportunity, we can make up for the lack of sales in the first half of this year.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.