As a traditional industry with heavy assets, automobiles pay more attention to offline experience and service. However, affected by the COVID-19 epidemic, the pace of online and offline integration of the automobile industry has been accelerated. At the beginning of the resumption of work, this wave of goods was a small test. The live broadcast of Shanghai Shopping Festival made people taste some sweetness, and 6 18 began to attack in an all-round way, which brought pickpockets a chance to "bargain-hunting".
Relying on the internet platform, the live broadcast will be carried out to the end.
Thanks to the first entry, Taobao Live still maintained the leading position of 6 18, and directly cooperated with car companies to provide a platform to build brand flagship stores. Then, during 6 18, the channel of "tmall meow group" was opened, and various promotion modes based on live broadcast were set up.
For example, Geely Automobile held the Geely Good Car Festival, which lasted from June 1 to June 30, and took out 2 billion to benefit consumers.
SAIC- Volkswagen Tujia and Weiya jointly sell in the live broadcast room. Since SAIC- Volkswagen handed over the right to use the 2020 King Professional League Spring Finals to Tujia, the champion team of KPL, it directly invited the KPL star lineup to interact with fans in the live broadcast room. To say Viya, it may be regarded as the top traffic with goods, and it has the most cooperation with car companies.
In addition, brand flagship stores of various car companies also opened their own live broadcast rooms in Taobao Live, and held more than 1 00 live broadcasts from June1to June 20th. Even Tesla opened a flagship store in Tmall for the first time and released some interactive projects during 6 18.
JD.COM chose to sign a strategic cooperation agreement with Aauto Quicker on June18 this year to carry out in-depth cooperation between traffic and supply chain. JD.COM Auto Live Festival was established, starting from June 1 year and lasting for 19 days. The big names in the automobile circle will be directly invited to "line up" with consumers in the live broadcast room, including Qing Yan, head of the retail life service group, Wang Minxian, general manager of the automotive supplies department of the retail life service group, Deng, president of the 360 car networking business, Li Jia, CEO of Uni-President Petrochemical, Cui Yulong, general manager of Mobil, and other brand leaders.
During the Double Eleven last year, Suning Automobile tried to broadcast live by combining anchors and professionals, which brought excellent sales increment through live broadcast. On June 17 this year, Suning Net Star Group opened a "super buyer" live broadcast room, and Tik Tok and Suning were broadcast live simultaneously. According to the staff of Suning Automobile, there are more than 20 automobile companies participating in Suning's "Double Billion Subsidies", including Baojun New Energy, SAIC Volkswagen, GAC Mitsubishi, Geely Automobile and other brands.
Relying on the "Kill Ten Thousand People" first launched last year, Pinduoduo has been iteratively upgraded this year. On the one hand, it expands the choice range of ten thousand people's groups, on the other hand, it innovates the mode and gameplay, which further stimulates the initiative and enthusiasm of consumers to join the group. Among them, the automobile mass is one of the highlights of Pinduoduo.
In addition to the integrated e-commerce platform, some car vertical platforms have also entered the 6 18 live broadcast hot war. On June 1 1, Dasou Automobile launched MCN in the vertical field of automobile to organize automobile rivers and lakes, and signed more than a thousand anchors, all of whom were majoring in automobile products. During June 18, they used the square screen to provide suggestions and guidance for consumers to buy cars. The group car network, which was originally based on offline group buying and auto show, launched live broadcast during the epidemic, and 6 18 also launched activities covering nearly 100 cities, fully combining live broadcast and offline activities.
There are many kinds of live broadcasts, and the core is price war.
The 20-day live broadcast of automobile sales activities on various platforms is essentially a price war in various forms of subsidies. In fact, in addition to live broadcast, various platforms have introduced different forms of subsidy policies.
For example, the Tmall meow car tour has two robberies at 8 o'clock every night, with a 7.5% discount on car purchase, group purchase and brand live broadcast. There are many kinds of patterns, and consumers can choose any posture of "bonus hunter".
JD.COM teamed up with Aauto Quicker to launch the "Double Billion Subsidy" policy, which is equivalent to giving you two coupons for an activity, which can be used in superposition. Pinduoduo didn't make a splash this year, but made a direct profit. According to co-founder Dada, consumers "don't need to do math problems".
Suning directly launched the "J- 10%" profit-making activity, benchmarking JD.COM, claiming that the price is definitely lower than that of JD.COM 10%. In view of the fact that Suning advertised Suning Mall in its circle of friends and WeChat group after the outbreak, Suning also paid a lot of money to win this 6 18.
After the popularity of live broadcast selling goods in Li Jiaqi and Viya, after more than a year of intensive market education, the public has formed a fixed cognitive combination of "live broadcast = cheap = great preferential strength". For the anchors they trust, the brand credibility will naturally form, and the quality of the selected goods will become the basic cognition.
In this context, 6 18 preferential promotion and live broadcast form a joint force, and the combination of high-frequency and multi-form live broadcast and preferential treatment attracts consumers with high price sensitivity.
In the industry competition, the platform returns to the core of price war. Different sales strategies and subsidy policies negotiated between the platform and manufacturers will affect the final result of the platform to some extent. The same manufacturer will sell discounted products on different platforms, which will divert consumers accordingly, and the platform will also subsidize hot-selling products to varying degrees to stimulate consumers' desire to buy.
In this national carnival shopping festival, car companies were out of stock to save the bleak sales in the first half of the year, e-commerce increased data, and the live broadcast platform constantly refreshed the GMV height. Consumers do get some benefits and pleasure, which can be said to be a win-win situation.
E-commerce broadcasts strong goods and explores new online and offline models.
From shopping malls to physical stores, to e-commerce online shopping, and then to on-site distribution, the consumption scenes of Chinese people are constantly switching with the development of the Internet. There is no denying the purchasing power brought by the real-time interactive consumption mode of live broadcast.
The attraction of the live broadcaster and the stickiness of fans, coupled with the preferential degree of commodity value and rich categories, are very easy to arouse people's passionate consumption.
On this basis, Viya, Luo Yonghao, and Wang Han have entered the car circle to do live broadcasts, and they represent three typical types, namely anchor network celebrities, KOL, and star artists. Coupled with the entertainment of the live broadcast room, it is like a small party, Tianqiao Theater or variety show. The new interactive mode further aggravates this irrational consumption behavior, and at the same time, it gradually cultivates the consumption demand mode for consumers to obtain vehicle information through live broadcast.
Although the overall data is not yet known, Suning's data at the time of the war can already explain some problems. On June 1 day, e-commerce 6 18 ushered in the first wave of outbreaks, and Suning Automobile released the 12 hour report. Suning's auto orders increased by 189%, auto orders increased by 308%, electric motorcycles increased by 409%, and auto supplies increased by 85%.
The 2020 Auto Live Ecological Report released by china automobile dealers association shows that during the period of 1-3 this year, the maximum number of people watching the auto live broadcast reached 5 million, and the number of users watching the auto live broadcast increased by 6. 1 times year-on-year. The user stickiness of car live broadcast is also increasing, and the interactive users of car live broadcast have increased fivefold in the first two months of this year. I believe this data will only increase after 6 18.
Yao Hongjun, founder and CEO of Dasou Car, also launched MCN in the automotive field at this node, which also represents the industry's recognition of this trend. Replacing two-dimensional graphic experience with professional interaction will become an important direction of live broadcast in the automotive field in the future.
However, no matter how hot the live broadcast is, it can't completely replace offline, and it can't simply be regarded as a function of carrying goods. During June18 this year, the popularity of live broadcast conformed to the marketing trend of the industry, and it was also a compulsory course for all car companies under the pressure of the big environment. As long as the epidemic is not over, the live broadcast has reason to continue to be popular. For the 6 18 e-commerce festival, it has not got rid of promotion in essence. For real car e-commerce, 6 18 is still a small case. With the help of e-commerce channels, we will innovate traditional channels to help dealers reach customers better, give customers more choices and benefits, and dilute the role of node events. For car companies, after 6 18, the off-season of traditional industries in summer is their next test.
For large e-commerce platforms, after so many years of unsuccessful practice, they are also adjusting their thinking. The platform pursues GMV, car companies pursue increment, and consumers pursue preferential transparency. How to achieve consistency depends not on brushing, but on accuracy, transformation and normality, thus promoting the real value of automobile e-commerce.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.