Live streaming internet celebrity Li Jiaqi’s application to register a “mantra sound trademark” has become a hot topic, saying that he wants to register “OMG, buy it, buy it” as a sound patent. I don’t understand patents. I want to say something today. Another thing, some people should stop using "cannot sell cars" to criticize Li Jiaqi.
I admire this young man born in 1992 very much. He is very hardworking and excellent.
Some people say that Li Jiaqi and Viya have huge differences in their ability to carry goods, because the former "live-streamed car sales with zero transactions" and the latter "sold 1,750 cars in 7 minutes"?
A young man born in 1992 can make a success of "selling lipstick on live broadcast". Is there any doubt about his intelligence? What’s more, it’s not Li Jiaqi’s fault that the live broadcast failed to sell cars.
Selling intention ≠ selling cars
People who said that Viya "sold 1,750 cars in 7 minutes" have been secretly changing the concept. They think "netizens give pre-sale money in the live broadcast room = Live broadcast car buying”? On the other hand, Viya was much more generous and made it clear directly: "The 99 yuan is the pre-sale price" and "the money can be refunded if you don't buy the car at that time."
The pre-sale price is 99 yuan per car, but the price of the car is about 90,000 yuan. Ask which car company's financial department dares to directly sell these 1,750 units with a pre-sale price of more than 100,000 yuan. Cars worth 90,000 ≈ 158 million yuan were recorded?
Li Jiaqi was criticized for not being able to sell the car. That day was not a live broadcast event at all, but a new car launch. Li Jiaqi was one of the six supporting guests, and his identity that day was "Fashionista Li Jiaqi."
Li Jiaqi is not selling cars at all, he just appears as a celebrity with 30 million fans on the Internet. Like the other five major guests, can he also be trolled? Will the Chinese women's volleyball team have to play a game for you on the Spring Festival Gala? Do you want to guarantee victory?
Except for the host, among the six major guests that day, the one who worked hardest to introduce the car was Li Jiaqi, and the one who most didn’t know the most was Yuan Shanshan’s push-ups.
Weiya is really a super honest girl. She personally admitted in a speech sharing that selling cars through live broadcast cannot sell. It's not that Li Jiaqi can't sell, it's that the queen of goods can't sell cars on live broadcast. The reason is that Wei Ya herself said, "Go to the store to look at the car, and buy it if you like it."
Weiya is on the show If you want to share it, you can’t sell a car, but if you buy an electric bicycle, a few seconds will be lost.
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 away. Can you imagine buying a car without just looking at it (or looking at it from a distance), without touching it, or driving it? Would you buy a house just because of a live broadcast? You have to go to the site to check the location, lighting, etc.
Viya’s other “live broadcast car selling” has caused heated discussion, saying “4180 cars sold in 30 seconds”? He also said, "Are you afraid of 4S stores?" Of course 4S stores are not afraid! Firstly, the statement in the Weiya live broadcast room this time is "5 yuan deposit to enjoy benefits". Secondly, can Weiya take you for a test drive, maintenance and repair?
Weiya’s “car sales income” that day was 5 yuan? 4,180 units = 20,900 yuan.
Support talking about cars in live broadcasts instead of selling cars
I really admire the 4S store sales who worked hard to explain the sales in the live broadcast room, because they persisted and worked hard despite the difficulties of the epidemic. According to statistics from the China Association of Automobile Manufacturers, China's automobile sales fell by 79.1% year-on-year in February. Imagine that your monthly income dropped by 80%, will you continue to work hard or give up?
Various preferential policies are designed to attract everyone to the store.
These 4S store sales strive to talk about cars live instead of selling cars live. They talk more about "discounts for prepayment", "refunds if not satisfied at the store", and even "free pick-up and delivery" car service”. Various measures are taken to find ways to attract people to the store.
In order to attract people to come into the store to look at the car, many dealers hold activities such as "free masks for test driving".
Including the very popular Cadillac "Pinduoduo Half Price Flash Sale" and "Luo Yonghao Live Car Selling", in fact, they use low prices to attract everyone's attention, and what car companies care about is not just a few dozens of cars online. Instead of looking for a special car, he spent millions on an advertisement, and the advertisement attracted the attention of the entire Internet.
This kind of argument that praises live-streaming car sales is probably made by elementary school students.
The sales task of the 4S store is to convert potential customers who come to the store into transactions. Because of the epidemic, people can’t see the car, so they can introduce the car through live broadcast. Because of the epidemic, people are afraid to enter the store, so they can publicize that their epidemic prevention measures are in place. There was even a "go into the store to test drive and give away masks" campaign.
Livestreaming car sales is just like the vehicle e-commerce that was hyped in the past two years. Is there any successful vehicle e-commerce company?
As long as you don’t pay the full price online and have the logistics delivered to your home, as long as you choose to go to the store during the viewing and test-driving process, then this is not considered a live broadcast of selling cars, let alone a complete vehicle sale. Business, you don't buy facial cleanser on Taobao, it's completely online.
Professor Jia Yi, who mainly studies communication, once said that the biggest difference between live broadcast and traditional media or advertising is "interactivity". Netizens can get timely replies to their questions, which will greatly enhance the sense of involvement and authenticity. feel.
Create a real scene, make the audience feel involved, and promote the product. Isn’t this the pursuit of all advertising media? Therefore, not only 4S store sales should be broadcast live, but car companies should also live broadcast, and they should live broadcast to achieve a sense of immersion and realism.
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Article | Dapeng
This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.