Car companies in the “cold winter” to find carnival, live broadcast car into a new hot spot
Editor’s note: This article from WeChat public number “NBD Car” (ID: NBD-AUTO), author Sun Tongtong.
“There is no Olympics, and I dare not participate in Double Eleven.”
“A piece of building is as fierce as a tiger, and you can see two red and five red packets.”
Although the more and more “burning brain” gameplay has caused users to vomit, the “Double-Hand” shopping carnival of the whole people is still on schedule.
In the early morning of November 11, the network army held their mobile phones and clicked the payment button on time and quickly. Many of the goods were robbed and the Tmall payment channel was almost paralyzed.
This year, Tmall’s double eleven trading volume continues to record at an alarming rate. According to Tmall official data, 1 hour, 3 minutes and 59 seconds, Tmall double 11 trading volume broke through the 100 billion mark. In the double eleven in 2018, Tmall reached this number in 1 hour, 47 minutes and 26 seconds. In 2017, it took 9 hours, 00 minutes and 04 seconds. In the end, the total transaction volume of Tmall double eleven in 2019 reached 268.4 billion yuan, a year-on-year increase of 25.71%.
Image Source: Tmall Official Weibo
The automotive industry will naturally not miss this national carnival. In addition to the traditional online promotion, many car brands walked into the live broadcast room, with the power of net red to bring goods.
The National Carnival in “Winter”
Today, the double eleven is no longer the exclusive festival of Tmall, and the e-commerce platforms such as Jingdong, Suning, and Dieduo have joined in, making the Double Eleven truly become the shopping carnival for the whole people. Since 2013, many auto manufacturers have officially joined the “Double 11”, and this year is the 7th year.
At the moment, the domestic winter market is still continuing, and the automobile market has changed from incremental to stock competition. All major automobile brands hope to rush through the stalls of the year-end. . Therefore, the major automobile brands pay special attention to this year’s double eleven, and the promotion activities are various, including deposit deduction, hourly spike, zero down payment, and gold bars.
From November 1st to November 11th this year, Tmall launched a “50% off car purchase” event, including Volvo and Beijing Hyundai., Peugeot, Haval, Baojun, Jiangling and other car brands. For example, the Volvo S60L has a direct drop of 110,000, and the spike price is 138,000 yuan. It is indeed much cheaper than the 4S shop.
Image Source: Tmall Auto Official Weibo
Tmall old rival Jingdong Double 11 launched a number of 50% off new cars to attract consumers. In the early morning of November 11, Jingdong Automobile released data from November 1 to 10, the new car turnover increased by 318% year-on-year. Among them, the order volume of SUV models increased by 9 times, and the turnover of car charging equipment increased by 11 times. The turnover of LED lamps increased by 126% year-on-year, and the turnover of Great Wall lubricants increased by 450%.
The Suning car show shows that overall sales increased by 372% year-on-year on November 11th, and traffic increased by 398% year-on-year. The sales of car products reached a new high, with sales increasing by 169% year-on-year. The number of orders for complete vehicles went up against the current trend, up 1552% year-on-year. Sales of electric vehicles continued to rise, up 507% year-on-year.
However, some analysts believe that the e-commerce double eleven discount car purchase is still a marketing gimmick, far from reaching the level of carnival. Take Tmall’s “50% off car purchase” as an example. Only one half-price car is provided every day. If you want to grab the 138,000 yuan Volvo S60L, you can see the speed and speed.
In fact, despite the hot sales online, the activity is greater than the 4S store, but as a commodity, consumers are inevitably worried, and the car buying behavior still largely depends on the 4S shop model.
Live to bring a new hot spot
“OMG, buy it!” “All girls…”
Almost all the netizens who have seen Li Jiaqi live can’t help but “hands-on”.
This year’s double eleven, thousands of live broadcasts all night long, selling a variety of products, many brand executives also personally walked into the live room to call for their products.
On the display form and the channel of delivery, the live broadcast is already a standard for brands and merchants, and the ability of some head anchors to bring goods is amazing. According to Tmall data, this year’s Tmall double eleven, the outbreak of Taobao live broadcast has become the biggest growth point of the brand. Opening only 1 hour and 03 minutes, the live-directed transaction exceeded the previous year’s double 11 all-day; 8 hours and 55 minutes, Taobao live guided transaction volume has broken 10 billion yuan, more than 50% of businesses have achieved new growth through live broadcast.
The live broadcast of goods as a new game of e-commerce has become an important sales handsegment. According to public data, in 2018, China’s online live broadcast users reached 456 million people, and the Taobao live broadcast platform brought more than 100 billion yuan of goods, a year-on-year increase of 400%.
The car brand also smelled the huge business opportunities brought by the new live air outlet. On November 1st, Li Xiang cooperated with KOL Yan Hao in the live broadcast room to bring goods to Harvard, Hyundai, Volvo and other car companies. Among them, Great Wall Motor has directly purchased more than 200 vehicles in this live broadcast single game. The conversion rate far exceeds the traditional 4S shop sales model.
Image Source: Taobao Live
During the double eleventh period, more than a dozen auto brands such as Volvo opened Taobao live broadcasts, and thousands of auto 4S stores poured in. More than 2,000 gold medal guides became Taobao anchors.
Before, Baowo Auto also tested the live broadcast mode of the water, which was quite effective. Spokesperson Lei Jiayin, network red man handcuffs, Taobao popular anchor Chen Jie Kiki jointly broadcast live at Baowo Automobile Factory. Within two and a half hours, the cumulative number of interviews reached 4.59 million, online booking of 1,623, direct sales reached 220 million yuan. .
“The live broadcast is an innovative way to inspire new consumption power like never before.” The relevant person in charge of Tmall said that through the professional introduction and display of Taobao anchor, consumers can understand goods more intuitively and achieve WYSIWYG. The shopping experience, people’s consumption behavior is also changing rapidly.
However, the live delivery of goods as a new sales model, there are many consumers can not accept, after all, for such commodities as cars, you can not just buy on impulse, offline purchases may make consumers feel more comfortable. Despite this, during the double eleventh period, online promotion, live delivery and other models still bring a lot of exposure and new exploration to the car brand.