Strategy for operating Douyin in the used car industry!

1. Current situation of second-hand car transactions:

According to relevant data from the China Automobile Dealers Association, the number of used car transactions has exceeded 8.4 million to date, which is nearly 30 percentage points higher than the growth rate of new cars. So what is the reason for the increasing demand for used cars among users? Due to objective factors, the chip shortage has led to a serious decline in automobile production capacity, tight inventory of new cars, insufficient supply, delayed delivery of popular models, long waiting times, and even out of stock. Emotional factors: With the arrival of the peak season for the automobile industry, demand has surged, and there is a situation where demand exceeds supply, resulting in customers having to delay delivery and wait in line to buy new cars. This has caused many consumers who are in urgent need of buying a car to turn their attention to the used car market.

In this era of short videos, learning about used car information through Douyin has become a standard for purchasing used cars. As a used car dealer, how should you seize this opportunity and use more marketing methods to realize monetization? Today, I will tell you second-hand car owners how to use Douyin to achieve efficient conversion?

The value of using Douyin to convert customers in the used car industry

First of all, the current user base of Douyin is mostly young people who have the need and financial resources to buy cars. Moreover, they themselves are loyal users of Douyin and have high trust in the information provided by the platform, which makes it easy to attract more and wider potential customers.

Secondly, as one of the platforms with the largest number of short video users, Douyin has guaranteed user traffic, and Douyin’s same-city recommendation mechanism can cover a large part of local customers first and can cover local potential customers in a timely manner.

2. How to operate Douyin in the used car industry?

Seeing such huge business opportunities in the used car market, many bosses will definitely ask, then how can the used car industry use Douyin for operation? Here, the editor will give you some tips.

1. Douyin account registration and certification for the used car industry

I will not elaborate on how an enterprise registers a Douyin account here. I would like to focus on telling all business owners why an enterprise must carry out Blue V certification after registering a Douyin enterprise account. At this time, many business owners may say that they just want me to spend more money. In fact, it is not true. As an enterprise, it is necessary to carry out Blue V certification. What advantages and functions does it have for enterprises? Let’s take the used car industry as an example.

1. Enterprise Blue V Certification: It is an enterprise certification and a brand certification. For the used car industry, it is very necessary to gain the trust of customers so that customers can buy cars with confidence.

Account nickname is unique: Avoid duplicate accounts in the future

Nickname search pinning: can quickly attract users' attention and gain brand exposure

Five major functions of enterprise certification: 1. Private messages can set up automatic reply messages and message cards

2. Contact us Customers can directly call to communicate, which is convenient for contact

3. Pinning comments can provide accurate responses to fans and increase interaction

4. The official website link homepage can be embedded in the company's official website to facilitate customers to view and increase brand exposure

5. Video pinning allows you to pin up to 3 high-quality video contents for free, giving priority to display and attracting traffic.

3. Basic Account Settings for Used Car Industry

The top banner design of the homepage can be used for company presentation or team presentation

Avatar design, design your own avatar to distinguish it from other accounts of the same type and increase its recognition.

Nickname setting, pay attention to sensitive words, set up a unique nickname, automotive industry related

You can also sign your own name and further introduce your unique characteristics, years of service in the automotive industry, qualifications, etc.

IV . Notes on video publishing

1. The title of the title video should be consistent with our positioning so that customers can see whether we are a dealer who buys cars or helps them bargain for cars.

2. Video cover The cover is like a person's whole body. It has a consistent style and looks neat and generous. It can also show our concentration, which is called verticality in Douyin evaluation. Let fans know at a glance that we are in the automotive industry.

3. Video length and format : The best length for general industry videos is 15-25 seconds, but for used cars, there is a lot of content that needs to be explained, so the video is recommended to be around 3-8 minutes, mainly to explain the car content clearly. The horizontal screen is 16:9, the vertical screen is 9:16

4. Release time: 7-8 am, 12-13 pm, 4-5 pm, 8-9 pm. People spend a lot of time on Douyin during these four periods, so the number of views will be high.

5. Update frequency: 1-2 new accounts per day. Once a video becomes popular, another one will be updated to let the popular main video drive the playback.

5. Video operation ideas for the used car industry

The operational idea is what we call the account positioning problem. Faced with such a huge user base of Douyin, it is necessary to analyze the target customers in Douyin and what the target positioning is. It is necessary to label the customers, such as age group, gender, and where they are concentrated. After doing all these preparations, you can position your account well.

Used car dealers can provide content output in four areas:

The first type: door-to-door car purchase, direct door-to-door service. First of all, as a professional second-hand car buyer, we will make a brief introduction to the purchased car, such as the car's mileage, whether the engine is original, and a brief introduction to the car's interior configuration. The purpose is to give customers a preliminary understanding and attract customers to follow the ideas of the video. The general characteristic of used cars is that if a car is available today, it may not be available tomorrow. It is more timely and there is no such thing as mass production. Therefore, it is necessary to make a video together for explanation when collecting the cars, and the shooting environment, car models and styles are all different, which can show the real situation and have high credibility.

The second type is the dealer selling car video. Create a slogan of your own and gain customers' trust through service experience.

Introduce the overall performance of the used car and show the car's advantages and features to customers. In addition, there must be videos of real customers’ car purchase cases, from taking customers to see cars, introducing car models and styles to customers, to selecting and finally purchasing the car, which can be presented to customers in a real way to reassure them. Use video to show the professional image and busy sales atmosphere. Let customers feel it through video, increase customer trust and company visibility, and let customers feel our service.

The third type is the type that provides professional explanation and help for used cars. From a third-party perspective, we provide explanations and help customers buy the models they want. Generally, they are divided into several categories. If you want to buy a used car but don’t know much about it and are afraid of buying an accident car, you need the help of a professional to evaluate it. The second category is people who have a limited budget for buying a car and want to buy a car with a high cost-performance ratio first. They need someone to help recommend a car and help them bargain. In fact, this type of account is relatively more attractive to fans. At present, the number of fans of this type of account that provides car commentary can reach more than 10 million, and it is indeed available to people when they need it.

The fourth type is the professional automobile commentary type. Generally, when explaining the automotive industry, we analyze the knowledge points of the automotive industry. For example, driving skills in rainy days, how to safely pass through flooded roads, parallel parking, tips on car maintenance, how to pay for car insurance more cost-effectively, and precautions for car repairs. These are all problems we encounter in our daily lives. Being close to daily life can further narrow the distance with customers and make them feel that it is very practical. It can satisfy their thirst for knowledge and turn them from ordinary netizens into their loyal fans, thereby increasing fan stickiness, establishing their professional image in the automotive industry, gaining the trust of customers, and achieving the goal of monetization conversion.

6. How to choose a second-hand car Douyin video account operator

Official service providers, a large number of officially selected agents, the number of people in the company's own operating team, the number of customers served, basic hardware equipment, cameras, etc. The officially designated operators can first connect directly with a huge number of official parties, with guaranteed service efficiency, open up green channels, provide targeted traffic support, avoid violations, and avoid pitfalls and detours. The professional operation team provides standardized enterprise account operation, enterprise account registration, decoration script writing, video shooting and editing, operation release optimization and report output, one-stop professional service.

Unofficial service providers

The company's operational service scale cannot be guaranteed, and the operational team's completeness of construction and service capabilities, as well as whether the hardware equipment and cameras meet the standards, cannot be assessed. Service disputes are likely to arise in the later stages, and there is no third-party guarantee.

Therefore, it is recommended that you must cooperate with officially designated operators. The operational cooperation is guaranteed and can achieve mutual benefit and win-win results.