TU-TESL

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Live delivery is becoming a new sales force, sweeping the entire network platform. According to data released by Alibaba, in the first hour and three minutes of the double 11, the turnover guided by Taobao live broadcast exceeded that of last year. After 8 hours and 55 minutes, Taobao's direct broadcast transaction has exceeded 10 billion yuan, and more than 50% of businesses have gained new growth through live broadcast. From cosmetics to bags, from stainless steel pots to agricultural and sideline products In the past, the products that people used to buy from the Internet seemed to be transferred to the live broadcast rooms of countless hosts in a flash. The live broadcast owners sitting in front of the video cameras sell their pieces of goods to their old fellow through their passionate demonstration. Of course, there are also many cases of live broadcast rollover, but this does not seem to affect the popularity of live broadcast goods. Buying a lipstick and buying some facial mask seems to be quite understandable. It's hard to be surprised that someone actually buys a car in the studio. During the double 11, there were thousands of 4S stores and more than 2000 shopping guides who became Taobao's anchor and competed to be the "red shopping guide of car circle network". For example, on November 11, the first ten thousand people live broadcast of the order of 5612 sets. Not long ago, Lei Jiayin, the anchor invited by baowo automobile, sold more than 1600 vehicles within two and a half hours, with an order amount of 220 million yuan. Earlier in September, taobao.com and the first anchor of taobao.com, via via, made a joint live broadcast to sell cars. In two hours of live broadcast, the total turnover of cars was 1.9 million yuan, 19 Haval H6 and 2 Ruihu i7 - of course, digitally, this is far from baowo and jietu. Tens of thousands to hundreds of thousands of cars can also be sold in the studio? Although it's hard to understand, but now there are many car brands, smelling the magic of live delivery, hoping to sell more cars with the help of the traffic of live network red. But the question is, is it really a good way to sell cars live? One night in late October, Lao Yang, a RV dealer, was at the same time as usual, and entered the live room he opened on Kwai Tat at 7 o'clock. The middle-aged man with a loud voice and a straightforward character was called "brother Yang" by old fellow iron. In his spacious exhibition hall, Lao Yang skillfully introduced several vans to be killed that night to the mobile phone lens. Just as he accidentally entered the RV industry 11 years ago, Lao Yang never thought that the short video and live broadcast he accidentally tried two years ago could bring such a big change to his business. In September this year, Lao Yang sold 11 recreational vehicles through live broadcast, making a turnover of several million yuan, which accounted for nearly 70% of his sales performance in that month. In March 2017, Lao Yang made his first short video in his Kwai Fu account. In the picture, there are two rows of orderly RV in the exhibition hall, without music or explanation. This is a simple video. "I didn't play hard at the beginning. After sending some videos in March 2017, I didn't send them again. I stopped for a year. It's probably March 2018. I play Kwai soon again, start sending videos and play live. During the live broadcast, I was asked about the model and price of my car and the address of our car shop. I realized that there was a huge business opportunity. " Lao Yang told reporters. Today, Lao Yang's Kwai TSE account has attracted about 600000 fans. He has also trained himself in the live broadcast process, and sometimes he can mobilize the atmosphere. "In September, the RV business was very good. Maybe before the National Day holiday, during the live broadcast, there were 11 customers who directly placed orders." Lao Yang told reporters. What's more, through the live broadcast, Lao Yang's store has been noticed by many RV enthusiasts. "There are about eight or nine Chengdu people who come to the store to see the car through the live broadcast," he said Before that, Lao Yang had his own website to attract potential consumers. But in the air of live and short video, this kind of particularly intuitive and interactive way can attract customers more effectively. Lao Yang thinks that the live effect is much better than the website. Live car sales are also recognized by more and more peers. "Last year was not a lot. This year, a lot of dealers are doing live broadcast." Lao Yang said that he made his own RV, which is relatively small, and those who do cars and dealers pay more attention to the number of people. "In particular, there are many people who pay attention to affordable cars. Many consumers can learn about the market directly through live broadcast, which is very convenient and intuitive." Not only the dealers, but also the automobile manufacturers, after sniffing the opportunity of live broadcast, are personally involved in it, and play more. On October 16, in the live broadcast room of Taobao anchor Chen jiekiki, baowo auto invited actor Lei Jiayin and short video blogger Geng to sell cars on site. On September 3, vivia, Taobao's anchor, piloted the Rolls Royce, Great Wall Haval H6, longyi and other classic cars worth tens of millions in Taobao's live broadcast room. Car manufacturers usually directly invite the online Red broadcaster to help them play live broadcast, while those who lack star support can create a lot of poor sales. According to the statistics of Weiya's signing agency, 2 hours of live broadcast actually led to a turnover of 1.9 million yuan. Before that, SAIC and SAIC had launched similar activities, but most of them sold thousands of vehicles. It may be that after the holiday, the demand of users decreased. Lao Yang told reporters that business in October was obviously not as good as that in September. In the end, several live broadcasts of Lao Yang in October did not go well. During the two-hour live broadcast, no one ever gave him a firework reward. "The key is to watch the live broadcast. There is no car." One onlooker said so. Finally, Lao Yang was on time at 9 o'clock. It's also live with goods, but it's not hard to see the difference between selling cars and selling other goods. In the face of a RV that generally sells for more than 200000 yuan, consumers should be more cautious, which is different from buying a bottle of chili sauce or an iron pot during live broadcast. In front of the powerful and provocative anchor, it may be difficult for you to restrain your impulse to consume. In a recent live broadcast by Li Jiaqi, the anchor, whenever he releases a product link, he will soon be robbed by more than 30 million fans watching the live broadcast. Even not the target group of tiger straight men will impulse, a tiger user in the post, "he really can say, I can't help buying a bottle of chili sauce." But it's much harder to sell cars, and there's little chance of impulse. In order to encourage consumers to place orders, distributors of live broadcast often offer lower prices than usual. In the live broadcast on the 23rd, Lao Yang repeatedly lowered the price of a second-hand Coster, which was originally priced at 178000 yuan. At the lowest price, it was as low as 140000 yuan. For several other RV models, Lao Yang also offered a lower price than usual, in addition, he gave away various accessories. "If you want, brother Yang will give you a surprise price." Lao Yang repeatedly stressed in the live broadcast, hoping to mobilize the nerves of potential buyers. Such a strategy is also widely used in the live broadcast of automobile manufacturers. During baowo's activity on October 16, there was the benefit of buying a car and sending it to Huawei mate30 pro. Before that, Alibaba, SAIC, actor Wang Zulan and online Red anchor Weiya all used the way of big discount and car welfare to attract customers. The margin of discount is generally greater than that of offline car purchase. In fact, if you pay a little attention to it, you will find that the live sales of new cars are mainly organized by manufacturers, and few dealers live sell new cars. Most of the good ones are used cars, RV and modified luxury business cars. The prices of these models are not so transparent, and there is more room for merchants to float when pricing. In the live broadcast, we can often hear the hosts shouting similar words: "today, I will sell you 20000 yuan for my temperament." In fact, whether it is a loss making business or not must be known to both the car seller and the audience. An interesting phenomenon is that those consumers who directly place orders in the live broadcast often think that the trust between them and the host is very important. "I was a fan of Yang Ge when I first watched his video, so I trusted him and paid the deposit directly when I watched the live broadcast. In the end, it turns out that the car is as good as it was on the air. " One consumer who placed an order with Lao Yang said. "I don't think a host with a large number of fans will cheat you. If there is a lack of honesty, it will have a great impact on him. " A netizen told reporters that he was considering ordering a used car from a host with millions of fans. On the other hand, buying a car through live broadcast seems to be quick and decisive, but in fact, consumers still need to fully understand the real car offline. Most consumers still have to go to the store to test drive, feel and compare different models. After full research offline, the only way to attract him to order a car in the studio is probably the price. For the car manufacturers in the live broadcast achieved extremely considerable sales results, some insiders expressed their doubts to Ji. In this person's view, the authenticity of booking so many cars in such a short time is not convincing. Although there are some doubts about the sales volume, some people in the industry think that this is really a new attempt, "this is a process of brand promotion, on the other hand, it is also an exploration of new marketing. Take this to create an event, and it will be at least a topic in the future. " Bovo officials seem to be more satisfied with the event. "It's a combination of product and effect. The effect of communication and sales is good." For this event, a person from the parent company of baowo automobile, Shenzhou Youche group, told reporters. He said that the final sales volume, also exceeded expectations. But the live broadcast in baowo was obviously a well planned marketing activity, not just a car sale. As a marketing activity, the authenticity of its data remains to be tested. For automobile manufacturers, such live car sales are still very low-frequency marketing activities. This is quite different from the distribution that can be broadcasted at will. For dealers like Lao Yang, it is objective to spend some time and energy on live broadcast and short video every day. Although no one bought a car in the live broadcast that night, it didn't affect Lao Yang's mood much. "I can't afford it now. I'll find brother Yang when I look for the RV." Some netizens said that he was very pleased with the feedback. In view of the popularity of live and short videos, more auto industry practitioners are ready to enter the live broadcast. A dealer told reporters that someone in his shop is also trying to broadcast live. At present, it is mainly to attract customers. However, there are used car dealers who don't care about it. "Now it's not up to that level. Besides, the car is selling well. There's no need for that." In his opinion, live broadcasting needs a lot of energy and skills, which is not cost-effective at present. However, many factors need to be considered in the live broadcast activities of the powerful automobile manufacturers, which are still in constant exploration. "Live car sales will definitely continue." The above Shenzhou excellent car personage said to the reporter. However, there are also industry analysts who say that it is difficult for live car sales to continue to ship a large number of cars, which is also a great test for manufacturers.