Among the participating live broadcast index data, cars still belong to the “tributary”.
Yesterday, Kuaishou e-commerce company reached a cooperation with Wuling Automobile, and a batch of Wuling Hongguang MINI EV “free” vehicles were sold directly in Kuaishou stores by Kuaishou live broadcast masters.
For this batch of cars, the Kuaishou e-commerce official will subsidize 5,000 yuan per car based on the official guide price of 32,800 yuan, directly reducing the price to 27,800 yuan. This is the first time that Kuaishou e-commerce companies have tried to sell complete vehicles online through “little yellow cars”, that is, “shopping carts” of Kuaishou e-commerce.
The portraits of the two parties’ customers are highly consistent, and it is not surprising to reach a cooperation. Kuaishou itself developed from the vast sinking market and has a natural linking ability to hundreds of millions of consumer groups in the sinking market. Among the top 20 cities in Hongguang’s MINI EV insurance number, the third-tier and below cities accounted for 63%.
With its high cost performance and precision marketing, Wuling Hongguang MINIEV has sold 200,000 vehicles since its launch in July last year. In January of this year, it surpassed Tesla and was listed on the “Hot Search”. Statistics show that Hongguang MINIEV has an average monthly sales market share of 43%, setting a new record for the market share of small new energy vehicles.
Kaishou e-commerce has also performed well since it went online in June 2018. According to the prospectus, as of June 30, 2020, the total six-month commodity transaction of the Kuaishou live e-commerce business has reached 109.6 billion yuan, and the proportion of online marketing business revenue has increased from 4.7% in 2017 to the first half of 2020. 28.3%.
However, in terms of pricing and functions, Wuling MINIEV is more like a fast-moving product. In the long run, it is not easy for the live broadcast platform to have a place in the narrow passenger car e-commerce.
The research report of China Merchants Securities pointed out that among the participating live broadcast index data, automobiles are still a “tributary”. 76.8% of the live online shoppers have an online spending power of less than 1,000 yuan.