Following the fire of Liu Genghong fitness live broadcast, Oriental Selection also dominated the whole network by means of live education with goods. At the moment of repeated epidemic, most industries entered the cold winter, but the live broadcast was in full swing.
In the automobile industry, live broadcast has brought new opportunities to the online marketing of automobile manufacturers. Compared with the traditional offline promotion and advertising, live e-commerce is more economical, efficient and comprehensive in terms of car viewing and car selection.
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According to the survey, nearly 60% of the respondents also said that before buying the next car, they would be more inclined to screen their early targets by live broadcast or short video.Thus, live e-commerce is expected to become the latest way for China auto companies to get customers.
Live e-commerce has brought to the automotive industry"New Channels", "New Models" and "New Efficiency"Opportunities, stimulate the potential demand of young users, can promote the rapid outbreak of products. Especially in the epidemic environment,Live e-commerce has become a highland for automobile brands to spread their market influence.
At present, the car live broadcast is still in the period of dividend growth, and various car manufacturers have entered the market one after another. From products to technology, from culture to brand, the marketing "competition" has gradually escalated. In the booming era of live broadcast, how to maximize the value of car live broadcast e-commerce, the following"Three Want and Three Don’t"The principle hopes to bring some thoughts to the industry.
Let’s talk about "three essentials" first. Which "three essentials" do you mean specifically?
In the past, car companies made an offline press conference, that is, invited hundreds of media to gather in one place, held a huge press conference, and then spread the information about the listing or release of new cars through various media.
In the era of live broadcast, car companies have become the largest new media platform, and family matrix operation of "new products" has become a new choice for online marketing. For car companies,Through the matrix account, the vertical domain can be subdivided, different business paths can be completed, and the cost of content production and operation can be reduced.
The common matrix account layout consists of brand master account number, brand matrix number, employee number/president number and dealer number/store number. The brand DNA, brand tonality and visual style of the account matrix can be consistent, but the core content of each matrix account should be expanded around the core population and goods, and the function and positioning of the matrix account should also be differentiated and diversified.
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Take one plus one used car as an example: the main account creates an IP "one plus one car", which only sells one-price boutique used cars, the secondary account "one plus one story meeting" takes pictures of employees’ daily life, the in-store sales, the anchor establishes the employee number "Luo G", and after opening up a new business second-hand name list, the "one plus one little cousin" account is created, each account has an independent person in charge, and then it is uniformly drained to the main account live broadcast room.
As a young China automobile brand, Auchan Automobile is the first one.“1+3+N+X”Live mode."1" refers to an official main account; "3" refers to 3 sub-accounts; "N" refers to about 20 head dealers who are doing well in the field of live broadcast at present. In the planning of Auchan Automobile, this N will reach 100; "X" means that all dealers must have the ability to carry goods live.
Through the family matrix operation, Changan Auchan began to plan daily live broadcasts, transform into auto show media coverage groups, and participate in large-scale live broadcasts of various node brands, relying on the efforts of brand parties, KOL and media, as well as hundreds of dealers and Auchan sales champions.
In the previous pre-sale of Changan Auchan Z6, it was broadcast live through a 12-hour press conference and realized.2309 sets of 2299 yuan large order.. These 2309 large orders directly exceeded5.3 million live broadcast deal, more indirectly realized Changan Auchan.The sales amount of more than 300 millionThis also provides a solid and powerful case for family matrix operation of new products.
After the matrix construction of automobile live broadcast is completed and the brand volume is effectively expanded, how to make the brand unique in the minds of consumers has become an urgent problem for the brand.
Brands do live marketing, and use direct ways and opportunities to communicate with users in depth, which can not onlyDeepen the deep links between brands and users., not badFurther improve marketing transformation.
In the live broadcast, the anchor often talks about "family …", but cars are different from other daily products, and it is not just a few words of "family" that can attract consumers to place orders.
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Automobile consumption has the characteristics of low frequency, high customer unit price and long decision-making chain, so it is not as easy to carry goods as FMCG. With these thoughts, Changan Auchan chose to start from the periphery. In the blind subscription live broadcast of Auchan Z6, she realized emotional connection with users and planted grass through car models and other commodities, and the viewing volume of the live broadcast for 2 hours broke through.2 million person-times, blind order arrival2887 sets, not only completed the acquisition of customers, but also established brand goodwill, laying the foundation for successful delivery.
After continuous innovation and exploration, Changan Auchan chose to pass."Emotional Grass Planting"Establishing initial contact with users has also deepened consumers’ understanding of Changan Auchan brand and products. In this process, we can’t think that a live broadcast can be "popular". It is very important to manage expectations in advance, otherwise more haste, less speed.
In addition, compared with other car companies, some car companies will spend a lot of money to invite star platforms and then hold a lively press conference online. Most of Auchan’s live broadcasts don’t invite traffic stars, and all Auchan’s anchors come from employees and users. And such an anchor without a star aura has increased consumers’ sense of trust and intimacy, allowing employees to connect users and users to connect users, making the audience feel that the people in the live broadcast room are themselves!
Let the "viewers" before the live broadcast have the opportunity to become "participants" in the live broadcast and truly embrace users, so as to drive more users into the brand marketing construction.
Expand the volume of live broadcast with family matrix to embrace users and build deep communication links between brands and users. Next, what the live broadcast needs to do is to attract users in the content value and trigger emotional resonance between the brand and users.
For live broadcast, IP has gradually become a new tool or new way of brand building.Create a distinctive style and high-quality IP content,Can have valuable interaction with users, and then win more people’s love and continuous attention.
Successful IP will be deeply rooted in people’s hearts, leaving a deep impression on the audience’s hearts, and there are emotional resonance points that can touch people’s hearts, such as "buy it, buy it" and "come on, buddy", which are very distinctive IP.
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Taking Xpeng Motors’s "Pengke Planet" as an example, the protagonist Pengke brothers explored the virtual world of interstellar desolation and science fiction in the meta-universe from the first-person perspective, making the audience watching the live broadcast feel as if they were there, creating a live broadcast scene that users have never seen before, which not only increased the brand’s exposure, but also locked in the young group pursuing technology, trends and freshness.
Changan Auchan has also concentrated its advantages in building a brand user image and created two anchor IPS, one isYounger Tiantuan, and the other isYouth car group.
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Take "Younger" as an example. They are ordinary female employees who work for Changan Auchan or dealers, but they are also one of the many "super goods delivery officers" bred under the new digital retail system of Changan Auchan.
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In the test drive of Changan Auchan Z6 Hainan in June, the Younger Open Group was formally assembled. Through the local customs and tourism culture of Hainan, it came into close contact with Auchan, and the audience learned the product strength of Auchan Z6 in a scene while traveling with Younger Group.
The youth said that the car group is also composed of Auchan employees and dealers’ male employees. Through professional introduction and data analysis, the audience can get the latest information of the products most intuitively.
Through live IP, users will not be limited by time and space after Changan Auchan opens the center and sales of the Meta-Universe. Using IP to establish brand values, arouse users’ resonance, and establish deep emotional links with users, thus further enhancing users’ goodwill towards brands, truly turning users into loyal fans of brands, and making users willing to "pay the bill" for their favorite brands, and on this basis, promoting users to realize consumption transformation.
The above content is the "three essentials" principle of car live broadcast. Next, let’s see what the "three don ‘ts" are.
Car live broadcast is the general trend, but it is not advisable to follow the trend. For some car companies that have just entered the market, in addition to learning from experienced peers, they need to do more rules and games on the live broadcast platform to fully understand the current industry hotspots and consumers’ thinking and preferences.
Live car broadcastInstead of simply moving content from offline to online.It requires adoption in the context of the current "internet plus"Multimedia, artificial intelligence, VR and other technologies.Provide power support,Ensure that the ultimate experience is presented to users without discount.
Fun car live broadcast should break through the limitations of traditional live performances, create a new experience space by using internet thinking through the high integration of virtual and real performance content and digital presentation, and explore new formats and new normal of automobile marketing. In this context, the era of "meta-universe" has begun.
Recently, many press conferences in the automobile circle have made use of the concept of meta-universe, and they have also unveiled their own virtual images of digital people. For example, Gong, the first digital employee of Changan Automobile, Ida and Changan Auchan, the guests of FAW-Volkswagen Meta-Universe, created Xiaoou as the navigator, and Hijiajia, the owner of Baidu Digital Man, also took the opportunity to appear.
With the continuous development of technology, car live broadcast will be a digital, intelligent and experiential platform. With the full help of mobile internet, Internet of Things, big data and artificial intelligence, in addition to realizing the basic functions of offline information exchange, dissemination and experience, it will realize the complementarity and linkage between online and offline cars through many emerging technologies.
At the once large-scale auto show site, in order to attract people, various booths have various large-scale car models. With the increasingly standardized rules of the auto show, the main body of the auto show has returned to the car itself. However, with the arrival of live car broadcast, this bottomless phenomenon has also moved from offline to online. In the current fan economy, in order to keep the audience, the anchors began to use surprise to win. All kinds of strange tricks are compared to who is bolder and who is more different than who.
Similar problems will occur in the car live broadcast room nowadays. In the listing conference, car companies oftenThe promotion method of "exaggeration"Use public opinion to build influence and increase the volume of communication. Dealers often attract consumers to place an order and deliver the intended deposit in the process of watching the live broadcast through promotional means, exaggerated discount gimmicks and other publicity means.
As for the situation that some car companies exaggerate the product performance and quality in their external publicity language,Legal sources said that words such as "best" and "complete" were suspected of violating the advertising law.Whether it is an open press conference or a promotion of goods or services through online platforms, including live broadcasts, once such communication is involved, automobile operators may face the risk of being punished by market supervision and management departments.
Therefore, while live broadcast marketing is becoming more and more popular, there are also some consumption traps, which cannot harm consumers’ rights and interests, otherwise it will not be worth the loss, and it will also affect the brand image of car companies themselves.
Liu Genghong, the former "fitness guru", followed by Dong Yuhui, a "bilingual genius", occupied the top stream with excellent professional quality. Therefore, the live broadcast track will always win with "quality", and it is possible to "circle" at different levels.
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The fan economy is also a traffic economy. Live broadcast without a bottom line by blog eyeballs is nothing more than to improve the conversion of traffic. This method is also not desirable.
In the past,"Flow is king"Everyone is keen on investing in traffic stars, rubbing hot topics, and smashing resources on the platform in exchange for traffic. Many enterprises do not hesitate to spend huge sums of money on traffic, users skyrocket and financing continues, as if it is "politically correct" to smash resources for traffic.
At present, the traffic volume of "more than enough porridge" is everywhere, and there are more and more participants in the live broadcast track. In addition, with the increase of economic cost of traffic, the first half of traffic has come to an end, and the second half of the new traffic era will beRefined operation, content value and user experience are the key points of assessment.
As the saying goes, people come and go in a hurry in the world. Instead of being ostentatious and relying on gimmicks to attract the world to look at you more, it is better to use the real thing and let her "stay". Then, through emotional planting, we will continue to strengthen user relations and make friends with users sincerely, so as to turn traffic into retention.
People’s Daily Overseas Edition once commented: "Only by making content with your heart can you infect the audience. Without the blessing of high-quality content, traffic is just traffic. " Each car company, whose ecology is more complete, whose content is more valuable, who can truly treat users as friends, who has a greater chance.
