As the main outlet of online sales promotion, the big car circle has tried its best, from dealer employees to car company bosses to big or small online celebrities, but until two days ago, no car company could really keep the style of live broadcast and achieve the so-called "phenomenal" live broadcast.
On the evening of April 10, the second live broadcast of Luo Yonghao's anchor career began. As a vertical "straight fan" audience of Teacher Luo, I kept my appointment on time.
Slightly different from the first broadcast, many people from all walks of life in the automobile industry were mixed in the crowded audience, for no other reason than to see what kind of stage effect Great Wall Motor, which made Luo Yonghao try the live car broadcast for the first time, could present in the live car broadcast industry.
As expected, the "Hello" group won the first battle and really opened the door to the "car live broadcast room" with phenomenal live broadcast.
Real car sales
The climax of the whole live broadcast focused on the moment when the Haval F7 model appeared. The cooperation between Luo Yonghao and Great Wall Motor provided 12 exclusive preferential channels for the fans of the whole network, two of which were won by Luo Yonghao during the broadcast. Although I am familiar with the "routines" of other anchors selling goods for the benefit of fans, it is not a mask of 9.9, but a real car! ?
Strictly speaking, this is the first real on-site car sale, and it is also the first car brand that Luo Yonghao has cooperated with, so it has attracted great attention of the whole automobile industry.
That night, Luo Yonghao's report card also lived up to expectations. The cumulative number of live broadcasts exceeded 32 million, with cumulative sales of 34.427 million yuan, orders of 370,000 yuan and sound wave income of 3.237 million yuan.
Among them, in addition to 12 half-price Haval F7 being killed instantly, 1 1357 2777 yuan vouchers were snapped up, and the estimated sales volume was15.65 million. Lao Luo handed over a very eye-catching report card, and Great Wall Motor also used this achievement to create a new record for on-site delivery in the automobile industry!
Of course, for a huge automobile manufacturer, the significance of this new record is not only as simple as the instant spike of 12 half-price cars: more importantly, all products of Haval F7 have more than 10,000 vouchers, which is equivalent to more than 10000 sales leads of interested customers, and it only takes less than half an hour to obtain these more than 10,000 sales leads, especially for offline activities.
As Luo Yonghao said in an interview with the media, selling goods live was not his purpose, but he accidentally owed money on the way to pursue his dreams, so he had to hurry to earn some money to pay off his debts, and then continue to pursue his dreams.
Obviously, this is similar to Great Wall Motor. The purpose of the live broadcast of Great Wall Motor is not only to sell cars, but to spread the brand value of Great Wall Motor and the product strength of Haval F7 to more potential consumers through such a live broadcast watched by millions of people. By the way, it tells the whole network that Great Wall Motor is a young brand that can play and "surf" on the Internet.
More importantly, the chemical reaction triggered by this live broadcast is not only the exposure of tens of millions of people, but also the discussion it triggered will last for a long time. Whether it's Lao Luo's most expensive product, the first live broadcast of the car, or the attractive half-price discount of Haval F7, or the gift list that the live broadcast room earned tens of millions of dollars in addition to advertising fees, all of which were donated to Wuhan for public welfare, no matter which topic was brought out, it was enough to make people talk about it and make Great Wall Motor get more attention.
Whether it's traffic or sales, clues or word of mouth, this cooperation has been worthwhile for Haval brand and Great Wall Motor.
A successful live broadcast should match "people" and "goods"
Maybe at this time, some people say that no one is in a hurry when they sell the Haval F7 with half price in their hands. Yes, but as mentioned above, selling cars only accounts for a small part of this marketing campaign. When most car brands are doing the same thing, that is, live broadcast, how to maximize the benefits and effects of live broadcast has become a key issue for brands.
We can get some inspiration from the live broadcast of Great Wall Motor holding hands with Lao Luo. A successful live broadcast must first match "people" and "goods", which is the fundamental reason why Cadillac invited Li Jiaqi to live broadcast with goods a few days ago.
Lao Luo is different. Lao Luo has the status of a technology tycoon, has the experience of former CEO of Hammer Technology, and has his own unique opinions and preferences on technology products, and F7 happens to be an SUV famous for its technology. In addition, Lao Luo's 80% technology straight male powder also fits well with the portrait of the owner of Haval F7, which seems to be a perfect and precise marketing of "people" and "goods".
During the live broadcast, Wen Fei, deputy general manager of Great Wall Motor Sales Co., Ltd., was also a highlight. Wen Fei, who is good at marketing and calls himself "product manager", also talked about the core selling point of Haval F7, the highlight moment of Great Wall Motor and the brand value in the live broadcast. Coupled with the overall optimization of Lao Luo and his team, and the cooperation with Wen Fei, the viewing experience of the whole live broadcast soared.
For a simple example, when Wen Fei said that the Haval F7 would automatically open the skylight as long as you said "I want to see the stars", Lao Luo immediately switched on, "Not only can you see the stars in the sky, but you can also see the girl looking at you with a puzzled expression", and you will see that the little white anchor Lao Luo, who is a little flustered and forced, has long since disappeared.
However, the whole live broadcast process was not completely smooth. In the meantime, a small digital oolong appeared in Taobao's trading process, which almost led to a live broadcast "bomb fraud" accident, that is, the goods were removed from the shelves before the half-price car was finished (showing "monthly sales 4").
Fortunately, Great Wall Motor issued an official statement in time the next day, explaining the specific situation, publishing the customer list, and giving corresponding solutions to eliminate misunderstandings. After just holding a large-scale online activity that links multiple platforms and mobilizes multiple resources, it can deal with emergencies in time and calmly, and give a convincing solution based on facts, which proves from the opposite side why this live broadcast of "fame and fortune" will make Great Wall Motor pay the price.
Write it at the end
In other words, this is not the first time that Great Wall Motor sells cars live. As early as the end of last year, Haval let Weiya bring the goods. At that time, the live broadcast of the car circle was not as strong as it is now. Viya sold more than 40 cars in 15 minutes, beating the cliche that live broadcasts could not sell cars at all. Now that Luo Yonghao has joined Harvard, it seems that Great Wall Motor is the old bones of the innovative marketing stage in the automobile circle.
Earlier actual combat experience, more unique ideas and vision enabled Great Wall Motor to successfully create a phenomenal live broadcast of innovative digital marketing changes in the automobile industry. Finally, we were lucky enough to watch a cool broadcast of the automobile circle comparable to Li Jiaqi Selling Lipsticks.
While other automobile brands are still struggling with whether to broadcast live, whether the live broadcast can sell cars, how to maximize the sales effect of the live broadcast, and can't understand the wind direction of the live broadcast, Great Wall Motor has easily mastered the "Feng Shui" of selling cars in the cloud with an unprecedented live broadcast case.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.