Shop around and place an order without seeing it or touching it. I shouldn’t be able to do it. “Liang Shuang, who has plans to buy a car in the near future, said.
In fact, whether a car can finally be sold by means of live broadcast, the performance of the live broadcast room is only a shallow factor, or just a form of manifestation. In the chain of live car sales, multiple links are involved, such as live broadcast platforms, supply chains, dealers, e-commerce platforms, and transaction services. Traffic operation, customer maintenance, brand reputation, etc. are all related to the final transaction result. Although selling a car live is not the same as selling a car directly, the real test of live car selling is the ability of manufacturers and dealers to realize transactions.
How far is the live broadcast from the real deal? In He Jian’s view, live broadcast is still in its infancy in the vertical field, and there should be more possibilities for live broadcast to contribute to car companies. Based on the judgment of the future live broadcast situation, He Jian divided its development into three stages:
The first stage, let everyone know about the live broadcast. For example, when consumers want to buy a car, how many people will ask about the car’s interior and price through the live broadcast room? Therefore, the market is still in the cultivating stage at this stage. Letting customers know that they can obtain car purchase information through live broadcast is the current value of live broadcast.
The second stage is to cultivate trust in live broadcast. That is to say, the prices, services and other information provided online are true and reliable. At this time, the test is that the live broadcast service capability needs to have a certain degree of credit protection.
The third stage is to form an industrial scale and become a normal distribution channel for auto companies.
“At present, live car sales are still in the stage of wanting more consumers to learn about models through live broadcast.” He Jian said. From “knowing” to “trusting” to “scaling”, live car sales still has a long way to go.
However, the good news is that live broadcast is actually bringing customer resources to dealers, and many dealers have already achieved order transaction conversion. According to Wei Shuang, he has been learning about Chedi live broadcast since the epidemic. In more than half a year, the sales leads obtained through live broadcast have been sold 29 orders.
Post-epidemic era: Will the live broadcast continue?