In the face of difficulties, car companies have also lowered the February sales assessment of dealers, or canceled the February sales assessment. At the same time, car companies have joined hands with major platforms to start live car sales, and launched a series of online sales to door-to-door services. At the same time, dealers also began to broadcast live on their own platform accounts. However, after watching several live broadcasts of dealers, Dachehui also found many problems.
Dealers sell cars on the spot, and the traffic is too bad.
Selling cars live is not a recent phenomenon. If you have been to the used car market or the parallel imported car market, you will find that many manufacturers are already using live broadcast to attract the attention of people who really want to buy a car.
Under the epidemic, the number of people in the exhibition hall of 4S stores dropped sharply, and almost all meetings and promotions involving face-to-face communication scenes were cancelled. Live car sales allow consumers who want to see cars but are inconvenient to go out, and they can watch cars and choose cars online without leaving home.
Who will "sell cars" if the new car circle is on fire? Baowo! 20 19, teamed up with "Manual Geng" to help Baowo sell cars online through live broadcast. During the two-and-a-half-hour live broadcast, the cumulative number of visitors to the live broadcast room reached 4.59 million, and the number of vehicles 1 1,623 were booked online, which means that the average order per minute 1 time.
Nowadays, affected by the epidemic, car companies and dealers have also started selling cars live. In the live broadcast room of a BMW brand dealer, the sales staff explained the model in detail, but there was no question in the interactive area, that is to say, there was no interaction, only the sales staff introduced the model. At the same time, after more than half an hour of live broadcast, the traffic in the live broadcast room is only 25, including some sales staff.
In this regard, "Dachehui" interviewed Miss Cong, a salesperson of a BMW 4S shop in Daxing, Beijing. She said: "Although selling cars live is interesting, the live traffic of each live broadcast platform is not large. From dozens of people to more than one hundred spectators. And it has been broadcast live for ten days, and there are not many really effective customers, only one car has been sold. "
In addition to BMW, the online traffic of several other dealers that "Dachehui" paid attention to during the live broadcast was even bleak. In the face of such bleak live traffic, can dealers really sell cars live?
Where is the resistance to selling cars?
The decisive factor that urges consumers to place orders in live broadcast is price, and what kind of price and preferential policies dealers give in live broadcast is the key. Li Jiaqi's "Oh ~ Buy ~ Ga" can bring tens of thousands of sales for a lipstick in a few minutes.
Buying a car is not as easy as buying a lipstick for consumers. But for car dealers, it is not necessarily possible to sell a car through live broadcast. But also, for the dealer's sales consultant, there is great resistance to the on-site car sales.
If you buy online, as long as it's not Tibet or Xinjiang, you can deliver it home by express. If it is Jiangsu, Zhejiang and Shanghai, it can also save the courier fee. But for selling cars, the distance is one or two hundred kilometers, and the difference is 3,000 yuan. It is very likely that the car was abandoned in different places. But no matter how far it is, it doesn't seem appropriate.
Nowadays, dealers have to sell cars online because of the situation. Although the online live broadcast has a certain amount of traffic, the customer area is very wide. On the phone, Miss Cong said: "After the live broadcast, she received many customers who added WeChat friends, but most of them came from all over the country, and there were very few customers in Beijing or around Beijing."
Compared with the face-to-face and one-on-one conversation with customers in the store, many dealers' sales staff responsible for live broadcast have no live broadcast experience and feel that they have no way to start. Miss Cong said: "I often don't know how to introduce the live broadcast of car sales, and I can't directly understand the needs or interests of customers. Many times live broadcast is to introduce a model in all directions. "
In addition, Miss Cong also mentioned to "Dachehui" that other stores of the same brand have long attached importance to the operation of some platforms or small videos, so they have a huge fan base, and the number of online viewers during live broadcast exceeds 10,000. There will be a certain amount of orders every day during the live broadcast.
Write at the end:
During the epidemic, it is a problem whether many dealers can operate normally. From this survey, "Dachehui" also found that the more important significance of live car sales for dealers is to collect customers. Of course, some sales can be better.
In this live broadcast boom, many brands or distributors put the focus of marketing on the line, more to tap their own resources, without well-known anchors, nor to transform single live broadcast sales. With the epidemic over, it's time to quickly turn these online customers into sales.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.