As a kind of special consumer goods with high unit price, long decision-making period and high decision-making threshold, the automobile has also joined the brand group of live broadcast and short video sales, and has created many mature cases.
Editor’s note: This article is from WeChat public account “Entertainment Capital Theory” (ID: yulezibenlun) , author Lavender Jia Yang. Authorized to reprint.
Sell 55 cars in 1 second!
On October 22nd, in the special live broadcast of Tmall Double 11 “Shima X Tmall X Jiangling”, the hot scene directly broke the Taobao vehicle live marketing history.
And on October 16, Lei Jiayin and Baowo teamed up to sell a car in a two-and-a-half-hour period with a predetermined amount of up to 1,623 units.
According to the latest figures, more than ten auto brands including Volvo in this year have been on the 11th node to take the live delivery of the express train, thousands of 4S stores, more than 2,000 shopping guide transformation into the Taobao anchor. A Shandong 4S store manager has increased store sales by 20 times after the test water broadcast.
As a kind of special consumer goods with high unit price, long decision-making period and high decision-making threshold, the automobile has also joined the brand team of live broadcast and short video sales, and has created many mature cases.
Quicker account “Yang Ge said that the RV” uses live broadcast to say that the car sells one or two RVs worth hundreds of thousands of dollars every month, with annual sales of 10 million yuan; “Shengye RV” account in Linyi, Shandong From the platform, I received 2 million modified car business in a month.
Vibrato has opened a car vertical channel for the first time in commercialization, and its KOL is also prosperous. According to the statistics of Cass data, there are more than 260 KOL accounts for more than 100,000+ fans on the vibrato.
Seeing the direct conversion from short video and live broadcast, car brands try to run their own short video accounts on the platform (some fans have more than 1 million) while improving the promotion budget for short video KOL.
It is understood that a car company’s placement on the vibrato is about 20 million a year.
“In the past years, it will be implanted and promoted in film and television content, but this year there is a lack of explosive film and television productions. We have tilted the budget to new media.”People said.
In recent years, the car market has been sluggish, and the car companies that have been savvy in the past have tightened their belts. “Every money is expected to be evaluable and ROI is maximized.”
However, not all companies are willing to embrace short videos and live broadcasts, and some car companies are still “holding the shelf”, hesitating about the short video and live broadcast platform to the car companies themselves.
“As a joint venture company, we are relatively conservative about new things. Our cooperation with various KOLs mainly conveys the marketing concept and communicates with the market, rather than directly selling the sales channels.”
In any case, the car’s budget for short video channels is gradually increasing. KOLs are focusing on food distribution, and it is a car that has passed the glory days and is still hesitant about the new marketing methods.
Car brand that loves “early taste”: BMW’s official account fan number is over one million, Lincoln United Muziyang
“Hey Dad, there is a parking space there”
“Hurry and stop in”
“Anyone wants to grab a parking space with me, no.”
A young lady is preoccupied to get in front of the parking space after getting off the bus. Another car owner who wants to grab the parking space can see that there is someone in the parking space. Then she can’t move any further. At this time, the young lady presses the button in her hand, her The car automatically stopped in the parking space and then slammed one sentence:
“Xiaopeng G3’s automatic parking technology is so powerful, do you dare to challenge? Hey!”
This is a video released on May 5th by the “Old Man Saying Car” account on the vibrato. Users who often brush short videos can see at a glance, this is a paid advertisement for Xiaopeng G3 car.
This video has more than 70 million hits across the entire network, and it is the explosion of the old man who said the car.
“At that time, the demand of the sales department was docked. I want everyone to experience the automatic parking function of our G3. It also compares some KOL tonality. This time, we need some interesting interactions. If you are looking for a very professional The explanation may be boring,” said Liu Jie, head of social media at Xiaopeng.
Since May last year, Xiaopeng Automobile opened its official account with vibrato and quick hands. Now it has accumulated more than one million fans on the short video platform. Each new car will be launched on the platform of KOL. Online communication.
The logic is very simple. Unlike a very mature car brand like Mercedes-Benz BMW, as a car brand that is still from 0 to 1, the market is not enough. Xiaopeng car needs a simple, fast and efficient, and Low-cost user access.
The car brand that actively embraces KOL is not limited to Xiaopeng Automobile. The high-end automobile brands of Sino-foreign joint ventures also play very well on the short video platform.
On the platform of vibrato, BMW is the first car account to be settled. The officially operated Blue V account has more than 1.266 million fans, which is a head-car account. In addition, a lot of KOL and platform products have been jointly launched on the vibrato.
When the BMW X3 went public, BMW first adopted the product mix of “Visit Screen + Information Flow 4-1” to promote the launch of the new car, and the fourth video of the screen with the vibrato, the full exposure of 102 million total playback. After seeing the actual results, BMW carried out the second launch. The two promotiones attracted more than 1.06 million visits to the BMW Blue V homepage and 268,000 fans.
Last year 11, the BMW 1 Series was the first in the automotive industry to participate in the “DOU+& Shopping Cart” e-commerce innovation linkage. After two days of delivery, nearly 200,000 people directly went to the official flagship store of Tmall BMW.
Another high-end model, Lincoln, also cooperated with the vibrato. The navigator Nautilus was also listed with the top view of the vibrato. The official account of Lincoln’s official account on the vibrato was in March. On the 18th, it reached 2 million.
Not long ago, Lincoln Motors also cooperated with Muziyang to make a short video content of “Lincoln Drift Showdown”. When the new navigator went public, it included “the number of cars,” “Car Man Tribe”, “Fan Ge said the car” and other vibrato KOL has cooperated.
The short video platform like fast hand and vibrato used to be the “world” of beauty, clothing and food, but the entry of the car account changed the impression of curing. Car brands value short video platforms, mainly for young users on various platforms.
The age of car buyers is getting younger and younger, and these users are in a lot of new media platforms such as Chaoyue Fast Handbook, which is the potential of car brands.