Live streaming car sales gone astray: 4S stores turned into talent shows, making anchors popular but car dealers suffering

A few years ago, live streaming became popular, and all kinds of goods flooded into major live streaming rooms. Celebrities and internet celebrities became sales experts and entered the "new e-commerce" track. As an important bulk consumer product, cars have also become part of the sales circle. Dealers have tried their best to complete online sales with the help of live streaming.

At one time, a large number of live broadcast rooms for automobile products appeared on major short video platforms. The combination of "luxury cars and beautiful women" was spread from offline auto shows to online live broadcast rooms. All anchors worked hard to show various models. Sometimes, in order to attract and retain viewers, the anchors Door They also have to use all kinds of ways to make things happen, even "skirting the edge".

However, live streaming car sales is like a gust of wind, which comes and goes quickly. Nowadays, it is difficult for these live streaming car sales rooms to continue to obtain traffic, and the so-called "purchase conversion rate" has become a castle in the air.

Live streaming of car sales failed to achieve the expected success. 91che believes that the reasons are as follows:

First of all, for dealers who have never been exposed to online live streaming, it is not an easy task to build a mature and complete live broadcast room in a short period of time. The purchase, installation and debugging of equipment, recruitment and training of personnel, marketing and promotion before the live broadcast, etc., are not as many people think, something that can be done by "one person and one mobile phone".

Secondly, after live streaming for a while, dealers discovered a cruel fact: the actual sales conversion rate was not as high as previously imagined, and could even be described as "terrible". A 4S store once said that its live streaming team only sold 9 cars in 3 months, accounting for only 8% of the sales in the quarter.

Third, there is nothing wrong with the live streaming sales model itself, but the problem is that this sales method does not match automobile products. Generally speaking, live streaming sales channels are suitable for low-priced daily products, but cars are a bulk commodity, and their average selling price is much higher than the customer unit price of live streaming sales. Just imagine, how many people would place an order after watching a video of a car on the Internet? Most people will still go to offline stores for a test drive before considering whether to buy it. Therefore, it is difficult for live streaming sales to activate higher-priced cars.

Fourth, in the process of live broadcasting car sales, many of the high-looking anchors who are used to attract fans are not actually from the car sales background, and their understanding of the car products themselves is limited. Even if there are high-intent customers on the live broadcast line, these anchors find it difficult to provide detailed product explanations to attract customers. During the live broadcast, these unprofessional anchors are also very likely to deviate from the topic and turn the car sales live broadcast room into a "talent show live broadcast room." If some fans with "impure motives" verbally harass the anchor at this time, the live broadcast may even become a war of words, causing damage to the brand and dealers.

In general, although live streaming of car sales was indeed popular for a while, the high investment threshold, low sales conversion and lack of sufficiently professional anchors caused dealers to be disappointed with this sales channel and gradually abandoned the path of live streaming of car sales.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.