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Robin Islam
Apr 21, 2022
In Welcome to the Forum
Passenger car sales fell back to 14 years ago - according to data recently released by the Passenger Car Association (Passenger Vehicle Market Information Joint Association), the total sales of passenger cars in the narrow sense in February were only 252,000 units, down 78.7% year-on-year. . This is equivalent to the data in February 2006, which is the largest decline in the past 10 years, and major manufacturers have not been spared. The auto market is Panama Phone Number List so bleak, and the new crown pneumonia is the culprit. Affected by the epidemic, consumers cannot see, test, and buy cars offline, and the cars naturally cannot be sold. Contrary to the pause button being pressed in the auto market, live car sales are accelerated with one click. Car companies, dealers, and 4S stores have been testing the waters of "cloud car sales", and platforms have also launched live car sales activities. From Panama Phone Number List February 26th to March 31st, Kuaishou "Kaishuoche" launched the live broadcast season of "Watching Cars in Place" brand, FAW-Volkswagen, Dongfeng Fengshen, Jetta, JAC and many other brands participated; ” also launched the “Live Car Buying Season”; and not long ago, BMW just completed 27 live broadcasts on Tmall and JD… So, in the current downturn in the auto market, is live car sales a cure or a placebo? 1. From online celebrity live broadcast to national live broadcast, live car selling has entered a new stage Live car selling is not new, and 2019 ushered in many highlights: In September 2019, Wei Ya sold a car live for 2 hours, and the transaction amounted Panama Phone Number List to 1.9 million yuan; In October 2019, Lei Jiayin teamed up with Kuaishou anchor "Handmade Geng" to live broadcast for Borgward for 3.5 hours, and won 1,623 pre-orders, with a turnover of 220 million yuan; In November 2019, Li Xiang teamed up with Yan Chuang (automotive KOL) to live broadcast and purchased 200 additional units for Great Wall Motors. ... However, last year, the live car sellers were Panama Phone Number List either celebrities or internet celebrities, and there were not many professional car sellers like 4S shop salesmen. Things are different now: On February 14, Yu Jingmin, deputy general manager of SAIC Passenger Cars, "brought goods" for Roewe and MG with the theme of "special love for a special you". Launched a live show for car company executives, allowing live car sales to rise from the sales level to the strategic level; On March 1, FAW-Volkswagen executives and managers joined the dealers to join the battle, and launched the "66-day group star live broadcast" on Kuaishou and Douyin. Up to 66 people participated in the live broadcast together, and the scene was very spectacular; From March 16th to 17th, "Kaishuoche" and Changan Automobile held a live show with the theme of "Quality Life PLUS+". Li Chang, senior manager of Changan Automobile's South China Theater, led its digital gold medal sales to the live broadcast room to shout and sell cars; Before that, Chery, Jetta, Chevrolet, Jianghuai, FAW Hongqi, FAW Bestune, etc. also customized Panama Phone Number List live broadcasts on Kuaishou, and many car company executives and 4S store salesmen went off to sell cars live. Aside from the specific car companies selling live cars, it may be more intuitive from a data perspective. According to data released by Taobao, as of February 18, 1,500 stores of 23 car brands, including BMW, Audi and other car brands, have been selling cars live on Taobao, and live broadcasts Panama Phone Number List more than 100 times a day. Judging from the report "Analysis of the Impact of Epidemic on the Automobile Market" released by Knowing Chedi and China Automobile Dealers Association, the proportion of dealers' online live broadcasts has greatly increased, from 1% before the Spring Festival to 49%. It can be seen that under the "force" of the epidemic, live car sales have been accelerated with one click, from "Internet celebrities bringing goods" to "all people live broadcast".
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Robin Islam

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