How do you think about the new marketing methods of automobiles and selling goods online?

<>In recent years, live broadcast has become a new business marketing model, and the automotive industry has also followed the market and actively explored the live broadcast operation model. I think that the current marketing method of live streaming car sales is not very mature, and there are still the following problems: First, the anchor cannot form an effective guide for users.

The anchor is the soul of the live broadcast, and it is also the hub for dealers to interact with the audience during the live broadcast. Therefore, under the method of randomly assigning anchors commonly used by various dealers, it will be difficult to form an effective interaction with users without the guarantee of a mature mechanism. In addition, the level of dealer anchors is uneven, and the anchor experience is also varied, and dealers need to screen anchor candidates suitable for their brands and products from different channels.

An anchor who is good at expressing himself, has rich professional knowledge, and communicates sincerely is the key to solving the problem of interaction between the anchor and the audience. It is believed that with the continuous deepening of the development of the automotive live broadcast industry and the continuous improvement of the professional level of anchors, the problem of not being able to effectively guide users will be solved.

Secondly, live streaming will lead to lower store sales**. In terms of transactions, in the live broadcast of automobiles, inquiry and price comparison are part of the detailed services provided by the live broadcast for consumers. A more intuitive experience of vehicle conditions, convenient interaction with sales staff, and faster comparison of multiple models are the greatest value that dealer live streaming brings to consumers.

At the same time, as a bulk durable product, car price negotiation is currently carried out in stores. ** is not the center of discussion during the live broadcast, so the dealer does not need to be too anxious about the transaction** issue.

Finally, there is uncertainty about the efficiency of sales leads brought about by live streaming. The input-output ratio of live broadcast in terms of capital retention efficiency is higher than that of in-store capital retention and traditional network capital retention, and the key to the problem is mainly on whether the traffic in the live broadcast room can be guaranteed. The key to solving this problem is threefold:

First, whether the live broadcast platform selected is appropriate; second, whether the live broadcast content will attract the attention of users; The third is whether the anchor has enough ability to control the field.

I think this marketing method is relatively unsuccessful, because its discount is not large, and there is no test drive function, customers have no safety guarantee, and at the same time, the after-sales service is also very stretched, and it is difficult to develop.

Nowadays, the live broadcast industry is developing very rapidly, so cars will also choose to sell goods online, which is actually in line with the trend of the development of the times.

The value of car live streaming is undeniable. When the development of car live streaming is in full swing, many problems will also arise. The main problems are manifested in three aspects:

First, the anchor cannot form an effective guide to users; Second, live streaming will reduce store sales**; Third, the efficiency of sales leads brought by live streaming is uncertain. The host is the soul of the live broadcast and the hub for dealers to interact with the audience during the live broadcast. Therefore, without a mature mechanism to ensure the random assignment of anchors commonly used by dealers, it is difficult for dealers to form effective interactions with users.

In addition, the level of anchors of dealers is different, and the work experience of anchors is also different. Distributors need to choose the right streamer for their brand and product from different channels.

Advantages of car live streaming.

First of all, car live streaming will attract cross-domain traffic and cause cross-regional purchases. However, as a bulk commodity, the trading and circulation of automobiles involves many aspects such as listing, insurance, and after-sales service, and local purchase is still the habit of most consumers. To a certain extent, live streaming breaks through the geographical restrictions on local distributors and provides a more fair and open competitive environment.

The special competitive environment of dealers means that their competitors are not only car brands of the same grade, but also partners of dealers in the same city or even region. Especially for consumers in high-end cities, when different dealers are not far apart, the cost of buying a car across regions is not high. However, the format of the live broadcast and the trust that a good anchor can bring to consumers may cause consumers to buy typical consumer durables such as cars beyond the distance, thus affecting their final decision.

Secondly, car live streaming will bring a linear increase in transaction volume, but its growth is sometimes based on the accumulation of upfront leads and the overdraft of late-stage leads. The centralized release of car orders can easily lead to fluctuations in monthly car sales at dealers, improper allocation of vehicle resources, and delays in consumer delivery. This is something that dealers must consider when developing a live streaming marketing strategy.

Plus, the value of live streaming is more than just selling a car. By partnering with a variety of businesses, it is easier to realize its value. If the live broadcast cooperates with the after-sales business, the professional technical team will explain the car skills and knowledge to the customer through the live broadcast to improve customer stickiness and customer satisfaction.

In the emerging field of used cars, live streaming can also help dealers promote their used car business.

All in all, <>

Whether it is content supply or user demand, car live broadcast is facing a developing market environment, and the advantages are still obvious. With the continuous evolution of automotive live streaming technology and the continuous maturity of the concept of automotive live broadcasting, the relationship between China's automotive industry and live streaming will become closer in the future.

The main problem is the sales volume. The advantage of live broadcast sales is that it can have more customer sources, and at the same time, it can be explained clearly in the live broadcast, so that more viewers can understand the details, which can also attract more consumers.

Sense of experience, there is no way to experience live sales, there will be some problems in sales, live sales can allow more people to enjoy the preferential **, can be better promoted, can be better understood.

<> with the application of the Internet, there are more and more live broadcast forms, and automobile marketing can show and introduce cars to users by using online live broadcasts, so as to promote the promotion of brands and the growth of car sales. So, what phenomenon does live streaming reflect when selling cars? Here's what I think:

As the number of cars continues to increase, sales in the car market are starting to weaken. New car sales have entered a period of transition, and the consumer group of automobiles has also begun to tend to be younger. In particular, the post-90s generation has become the main group of car buyers.

The Internet is the main channel for young customers to obtain information, and the traditional 4S store marketing model can no longer fully attract young customers, which increases the cost of customer acquisition. In order to meet the changes in customer groups in the new era, it is necessary to innovate marketing methods. As a new marketing method, car live broadcast not only enables customers to obtain product information without leaving home, but also has strong interactivity.

Secondly, as an emerging content dissemination carrier, live broadcast can promote the high-density combination of information and gather users' attention. And it has obvious real-time and interactive characteristics, which can promote the active participation of users. In live broadcasting, through the combination of scenarios, the authenticity of information can be improved and user trust can be enhanced.

At present, the main way of live broadcast during automobile sales is the automobile vertical platform, short ** platform, e-commerce platform and social platform. Among them, the vertical platforms of automobiles are BitAuto.com, Autohome, etc., and their content is highly professional, which can more accurately locate customer groups in marketing and have greater operational advantages. The short ** platform is mainly Douyin, Kuaishou and other platforms, which have more anchor resources, and the production mode of the short ** is simple, which brings a strong visual impact to customers, and can meet the fragmented consumer travel needs of the group, but the positioning of the customer group is not accurate.

However, live broadcast is a new scene of automobile marketing, to a certain extent, the transaction volume of customers after live broadcast is not high, mainly because car consumption has a certain particularity, car is a big sales in the family, the decision-making cycle is relatively long, and consumers need to think twice, not only to see the car, choose the car, but also need to take the car to experience, therefore, it is difficult to simply reach a car transaction through live broadcast, therefore,There are still certain challenges in the development of car live broadcasting.

I think this kind of marketing car is a good means, but consumers should pay attention to keep their eyes open and not be deceived.

The means of marketing cars on the online platform is really good, and this method is very unerective, especially the stool is a lot of Internet celebrities who specialize in selling cars, and they are also very professional, which makes me very excited after listening to it.

I'm not very optimistic about this kind of marketing, they only highlight the advantages of the car when they advertise, and people don't have a comprehensive understanding of the car.

I especially hate this kind of marketing methods and methods, I feel that they are all deceiving. There is no one reasonable price point.

Is live streaming for trading or for obtaining information, and will the new model become the mainstream when traditional vertical network platforms enter a period of decline?

From public domain live broadcast to precipitation of private domain traffic customer pool, the role of live broadcast provides a marketing role for enterprises to help them improve the probability of conversion.

In the live broadcast of automobiles, it can be car supplies or car brand promotion, and different ways can play a corresponding role for enterprises.

When an enterprise first starts to live stream, the first step is to choose a platform, and the platform needs to consider the functions and whether it meets the needs of the enterprise.

To do car live broadcast, you can pay attention to Weizan live broadcast, Weizan provides a one-stop live broadcast solution, which can realize the mode from 0 to 1 for enterprises.