As one of the "Top Ten Internet Celebrities" in 2005, Luo Yonghao shaved off his beard for many years in front of 48 million viewers in the first show of the live broadcast room. During the three-hour live broadcast, he sold goods as high as 654.38+0.10.00 billion yuan, because he had 6.5438+0.6 million Weibo account fans, and for this reason, in his first time.
At present, private traffic has become a hot marketing concept, and almost every industry has begun to broadcast goods directly, especially in the context of the epidemic. The automobile industry, which used to focus on offline sales, regards it as a new way out of the business revolution. ? Although this marketing method of live broadcast is not new in the automotive field, it used to be a terminal sales model led by 4s stores or a brand marketing led by manufacturers. Nowadays, cars rarely appear on the list of live products such as lipstick and crayfish.
Live car sales value
So, what is the value of our Lao Luo's live car sale this time? It is to attract more fans with the lowest marketing cost of the whole network, provide user clues, collect user needs, broadcast products live, and spread ideas without selling anything.
What is live broadcast with goods?
Watch Li Jiaqi live? You may buy a lipstick, but if you turn lipstick into a car, you may not be able to buy it. ? After all, cars are the ranks of mass consumption, and the consumption orientation is completely different from lipstick, and it is not only the product itself, but also a series of supporting services such as pre-sales, after-sales and finance. ? So, what is the purpose of many car manufacturers to launch live delivery? Jumping out of the traditional way of thinking, live broadcast is not just selling things. For products such as lipstick, live broadcast can be realized immediately, but for cars, long-distance communication is the ultimate goal. ? Especially when the impact of the epidemic has not yet dispersed, the normal consumption of the annual communication budget of car companies is blocked, but the establishment of brand culture still needs to be improved. How much does each stage need to spread and who are the consumers? There are also plans, so the most important and effective thing in a special period is to seize the Internet as a tool and develop its product concept.
Live broadcast needs matching of people and goods
A successful live broadcast needs the matching of people and goods, and Lao Luo has his own unique views and preferences on technology products. The suv, which is famous for its technology, just fits Lao Luo's own technology straight male powder, which is simply a perfect precision marketing of matching people and goods. The automobile industry saw the advantages of live broadcast, seized the heat after the first broadcast and directly bought out the second live broadcast. ? Lao Luo may not know much about cars, but he must be good at telling stories and building brands. ? And storytelling is the key to attracting traffic? . Behind this "chatting to make money" is the value of Luo Yonghao's tapping sinking traffic. He himself said without scruple that "most Internet products are for first-and second-tier customers"? This car, which focuses on intelligent technology, has more space and room for "telling stories".
Importance of cost performance in live car sales
Since the products are to be broadcast live, it is natural to attract fans to watch. In addition to the "golden signboard" mentioned above, products with excellent value for money are naturally an important reason for attracting attention. ? Buying a car is not impulsive consumption. It must be that the customer is interested in this car, and has learned the price through various channels. After a test drive, he has to make a purchase decision and will not place an order, nor will he simply watch the live broadcast. ? Because under the premise of low sales, car companies must launch more cost-effective models if they want to better grasp consumers.
Relationship between live broadcast and entity
Although the lowest price of the whole network can make consumers focus on the live broadcast room for a short time, this method cannot become the norm. After all, manufacturers should consider the interests of dealers and are unwilling to attack 4S. The price of the store system is also sold online. ? . ? Webcast is so powerful that it is the preferred mobile platform for flagship products of major brands recently.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.