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After 4S shop to borrow a car to do a test drive evaluation, he “what kind of car to open which car to open.” Sometimes I go to the 4S shop at 9:00 in the evening to do the live broadcast. The 4S shop that has already got off work will turn on the lights, and the sales and manager will accompany them all the time. When the old irons saw this scene, they could feel that “this kid has a face.”
Hou Wenliang Office Source: Future Auto Daily
The second brother admits that it is surrounded by money, praise and various special treatments. The most letting him float is the group purchase of a person who arrived at a 4S shop.
Since the last half of last year, fans have been looking for a second brother to help see the car, in case the 4S shop is “routing.” After a few rounds, he decided to simply make a group purchase.
From May 1st to 6th, Hou Wenliang broadcasted 6 consecutive live broadcasts to 2.6 million fast-hand fans to announce the upcoming group purchase, and got orders for more than 300 “old irons” across the country. In the following five days, he ran all over Shenyang, and finally negotiated six 4S stores at a price of 22,000 yuan.
Compared with the price of the fan’s location, the difference in the purchase price of the same car group is more than 5,000 yuan.
In the early morning of May 20th, more than a dozen salesmen of the 4S store in Shenyang New Century Nissan waited for the second brother of the two bus buses. The archway for the celebration was erected at the door, and the banner read “Welcome to the second brother to evaluate the car to buy a car group”. The store manager Zhu Xuyu held a full-time meeting one day ahead of the war, and temporarily prepared more than ten emergency plans. It was so detailed that someone would make troubles, and the room where the fights were to be arranged.
The parking lot near the 4S shop is neatly filled with new Nissan Qijun, Sylphy and hacker cars, ranging in price from 890,000 yuan to 200,000 yuan. Because of the large number of cars, some cars also occupy the parking lot of several nearby 4S stores.
At 9:30 in the morning, more than 100 old irons from Inner Mongolia, Hebei, Shandong and Henan quickly poured in, and sales staff were busy. They took the pre-determined list and named them in turn, led the team to the parking lot to inspect the car, and then returned to the store to pay the money and go through the formalities. The group purchase continued until the sun set, and more than 100 Nissan cars were driven away from the day. In several group purchases organized this year, the second brother has sold more than 1,000 cars.
Forms used by Hou Wenliang to quote fans. Source: Future Auto Daily
This is the first live broadcast of the car circle. The first time there is a cargo anchor like Li Jiaqi, and one person can play more than a 4S shop.
Although the volume of goods is only 288 cars, the group purchase of the first battle has made the second brother quickly become famous, even the fast-handed staff have called “unexpected.” For the first time in the past three years, only the second brother who broadcasts the income of the live broadcast has realized the great power of the live broadcast “with goods.”
“Everything is old iron”
At 9 o’clock in the evening, the second brother broadcasted on time in the live room, white shirt and slim suit, meticulous hairstyle with two well-manicured moustaches, a mouthful of Mandarin, and a new car to buy and repair.
He used this “mature and formal” image created by the purpose to isolate all the temperament that might trigger the association between the rivers and lakes: “When others see you as a triad, can he find such a person to buy a car?” /p>
Since 2016, the second brother has almost guaranteed a live broadcast for more than 25 days per month. It is equivalent to the frequency of Taobao head anchor Li Jiaqi and Wei Ya, and wants to take a break from the fans. The live broadcast has always been in a state of excitement, and he is always on the table. Sometimes a live broadcast for 5 hours, he was so tired that he couldn’t speak.
In the past three years, the second brother has turned the fast hand into a “friend circle” of himself and the old irons.
Unlike well-known car critics such as Han Lu and Chen Zhen, in order to attract fans from the three provinces of Hebei, Shandong, Shandong and Henan, the second brother summarized his live broadcast style as “grounded, pragmatic, relaxed and passionate”. He racked his brains and shook his shackles and squats, accurately scrutinizing the fans’ psychology and the heat of speech. “Do not dry up, don’t swear,” and also “squat” to bring rhythm. When you need to press the keyboard when you want to warm up, the computer will play laughter to infect the audience.
Until now, the bookshelves of his office are all equipped with the medals of the “the whole network with the characteristics of the northeast special automobile drama” issued by the car network.
“They are more literary, and our Northeasters speak straightforwardly. I will tell you all the information.” The second brother told the Future Auto Daily (ID: auto-time), “The old iron is definitely not Stupid, he has an account in his heart, and the money for the toll is clear.” He hangs a poster in the office that says “everything is old iron.”
The live stream requires traffic, and the same is true for selling cars. The second brother knows clearly that Lao Tie’s trust is his core “bargaining power”.
In order to ensure the fan’s stickiness, as long as you enjoy more than 60 yuan in the live room, the second brother will add WeChat friends, and promise to alwaysAnchor: I also have a “Li Jiaqi Dream”” src=”https://img.36krcdn.com/20191107/v2_1573119220145_img_000″ data-img-size-val=”828,1621″>
Second Brother Live Screen Image Source: Quick Screenshot
It is difficult to have Li Jiaqi in the rim
In the cold winter of the overall sales volume, more and more people and companies are plunging into the tide of live-selling cars, trying to share a piece of cake.
The car owner who has 600,000 fans said that “Yang Ge said that the car is on the car”. Since the live broadcast in 2017, the sales volume of the sales car has exceeded 10 million. In May of this year, Sany Heavy Industry, which had only a few thousand fans, sold it for 1 hour and sold 31 road rollers. In Shengyi RV in Linyi, Shandong, half of the customers came from fast-handed, and a popular video brought a modified car business of 2 million yuan.
This year’s double eleven, including Volvo, Jiangling, Jianghuai, Dongfeng Renault, BYD and Chery, many traditional car companies, plans to debut Tmall’s double eleven new energy car main venue, 2000 of thousands of 4S stores Many shopping guides will become Taobao anchors during this period. According to official data, from October 30th to November 11th, Volvo, Beijing Hyundai, Haval, BYD and other more than ten car brands are limited to half price per day in Tmall.
Quick Hands officially launched the “Quickly Say” channel in July this year to aggregate the car content on the platform and support the traffic of the car’s anchors through the “Photosynthetic Plan”. According to the quick-handed research report, the fast-moving user’s attention area TOP10, the car content ranked sixth, accounting for 34.7%, ranking after food, life, travel, star entertainment and music.
The fast-paced business vice president Yan Qiang revealed at the 2019 Fe+ New Business Summit in October that the current fast-track channel has more than 120,000 car creators, covering 450 million fans, and the average daily work is 60,000. 30000. Not long ago, the new car company Xiaopeng Automobile sponsored the “Quick-Win Car” Community Challenge, with more than 600 million broadcasts and more than 600 test drive orders.
However, if you want to copy Li Jiaqi’s myth in the car circle, you must first overcome the difficulties that Li Jiaqi did not encounter.
Compared with FMCG, the car as a typical low-frequency high-priced commodity, the market occupied online is still limited. “China’s online live broadcast industry research report in the first half of 2019” shows that in the first half of the year, Chinese live broadcast users’ shopping type preference in the live broadcast platform, clothing, jewelry, cosmetics, food occupied the top four, accounting for 76.7% of the total, just catching up with the trend The car is still far from the number.
After all, as a consumer goods, the price of a passenger car is much higher than that of a lipstick.
According to industry sources, take the fast platform as an example, electricityThe unit price of the merchants in the business is mostly below 100 yuan. And the car is hundreds of thousands of dollars, and buying a car online requires the audience to establish a considerable degree of trust in the anchor.
When Li Jiaqi screamed, the “girls” turned out to be buying and buying, and the fans of the second brother were much more cautious. In addition to the high price, the car purchase transaction process is more complicated. “Is there a regional restriction on selling lipsticks? There are regional restrictions on selling cars.” The second brother complained to the Future Auto Daily (ID: auto-time), “It’s too difficult to sell cars, models, procedures, loans. It’s much harder than him (Li Jiaqi).”
Lei Jiayin and “Manually 耿” live to buy a car Source: Live video screenshots
This means that it is difficult for the car circle to have a strong anchor like Li Jiaqi. Even if it is, it is hard for the OEM and the dealer to say whether this is a good thing.
Second brother once purchased a live broadcast, and sold 288 cars in the store. The mood of the store manager Zhu Xuyu is somewhat complicated.
Noda’s 4S shop, with more than a dozen sales staff, is opening a door to spend 100,000 yuan, and the popular anchor “just need to open the phone, you can sell a month’s car”, which is inevitable Eyes red. He thought in the direction of optimism, “No matter whether it is a black cat or a white cat, it is a good cat to catch a mouse.” After all, it is only the completion of the sales task to get the factory rebate, this is the most important source of profit for the 4S shop.
The problem is that the store gives a low-priced group purchase of “basic loss of money at the sale”, and the sales staff can not get the commission. What’s more, selling cars to foreign consumers means that the after-sales service income that can bring profits, such as maintenance, is soaked in soup, which is equivalent to “a hammer sale”. Once the live broadcast of the car is on the rise, it will inevitably have a huge impact on the business of 4S stores.
In the automotive industry where the regional price difference is obvious, it seems that it is difficult to bring direct profit feedback to the manufacturers.
A person in charge of a car sales company once told the Future Auto Daily that in order to balance the interests of online and offline channels, manufacturers will provide different brands when they supply two channels, so as to avoid the same model. Price fights. How to deal with the subtle relationship between the two channels is a problem that manufacturers need to solve.
But for the second brother, these problems are still distant and empty.
His first priority is to raise the powder because “8 million fans can do e-commerce.” Next stepI want to be an MCN (content creator platform), go out of Shenyang, and “copy myself” in other cities across the country. If it can be realized, he feels that he can “overturn the existing buying model” by taking advantage of online and offline real-life services.
This ambition is big, perhaps bigger and harder to achieve than becoming Li Jiaqi in the car circle. The second brother intends to go forward step by step. “I only say that the car is done, and the rest is God.”
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I am Niu Xiaotong, the author of the Future Auto Daily, focusing on the dynamics of the car and travel, and welcome the news and exchanges. My WeChat is NEXT0117, please add a note name, position, company.
