This is the second live broadcast of "China's first generation network celebrity" Luo Yonghao, and it is also the last time that he became attached to the car. Haval F7, which kills at half price, has earned enough popularity. Did you watch the live broadcast?
April 1 April "April Fool's Day", the first show of live selling goods in Luo Yonghao was officially launched, and it was absolutely successful from the results. The total turnover of more than 65438+ 1 100 million yuan and the cumulative number of viewers made Lao Luo easily rush to the top of the hot search list. A week later, on Friday night, the second live broadcast went online on time. Obviously, you can see that the preparation is more adequate. The display wall behind you is covered with sponsors' products, and a Haval F7 car model is placed in the golden C position. Yes, Lao Luo finally started selling cars.
In fact, a few days before Lao Luo announced his official entry into the live broadcast industry, he had already expressed his views on today's automobile design. After announcing the live broadcast with goods, we also forwarded the cooperation request of Weimar Automobile. Freeman Shen, the owner of Weimar, said excitedly in the Weibo: "I hope Lao Luocan will sell their car on the first live show.". Just when everyone thought that Lao Luo was going to bring goods to Weimar to sell cars live for the first time, Haval officially announced that it would become the first automobile brand.
I believe that in addition to Harvard, many car companies have already submitted resumes to Teacher Luo. However, the anchors from Li Jiaqi and Victoria have always been highly concerned. Consumers get preferential treatment, manufacturers have sales, anchors have income, and the cost is lower. Obviously, it is a very good choice.
Since the live broadcast at 8: 00 pm, the advertisement of Haval F7 has been running through the whole live broadcast. During the first live broadcast, the slightly simple whiteboard in Lao Luo's hand has also been replaced by the slide at the top of the screen, and the information display is more clear and professional. The rhythm of recommending products is much better, and it is no longer procrastinating. Or a full introduction of Lao Luo's style. From the last live shave to this run, you can feel that this "middle-aged guy" is trying to devote himself to the new live broadcast business.
Except for 1 5 kg of oranges, it is almost a free gift. The focus of everyone's attention is of course the last Harvard car, and F7, which has been publicized for one night, also officially appeared in the last finale. Plus the previously announced 10 half-price car, Lao Luo promised to punish himself with 65,438+10,000 red envelopes because of a slip of the tongue in the last live broadcast of rice products, and added two more cars in this "self-punishment" way, totaling 12 half-price car and car purchase coupons, which shows his sincerity.
With the arrival of the climax, the popularity of the live broadcast room at 10 has increased. Naturally, everyone came with the special price of Seconds Kill. Before the "grab", Lao Luo and Wen Fei, deputy general manager of Great Wall Motor Sales Company, made a good publicity for Haval F7, introducing F7 to hundreds of thousands of netizens from the inside, which may be the most important thing for automobile manufacturers. Half an hour's introduction was accompanied by the competition for the first and second place in the gift list. A "carriage" filled the entire mobile phone screen, and the atmosphere reached its climax that night.
Cut the crap and see the results first.
Haval F7' s 2777 yuan coupon was grabbed by 1 1357 people at the price of 7.7 yuan, and this coupon can continue to deduct 2777 yuan after various preferential policies when you buy a car. That's true, but you need to complete the car purchase within May 10, which is also a policy means to promote consumption. After all, this is +0. 58660 . 6886888866 1
For prospective car owners, it is equivalent to a real discount. For those consumers who are considering it, it seems that their goodwill towards F7 has increased a lot. Of course, the recommendation label of "Luo Yonghao" is definitely a plus.
12 When a half-price car appears, it naturally flashes in seconds. When I saw the link in the lower right corner, it was too late to click in, as if it were like the annual Double Eleven Shopping Festival. You know it's hard for you to grab these spikes, but you must also participate. Perhaps, at the same time, there are more than 400,000 online netizens who share my feelings.
Online celebrity anchor+brand representative model, maximize each other's ability. In addition to actual sales, enterprises also consider advertising brands to a greater extent. This is especially true for large-value consumer goods such as automobiles. Luo Yonghao once said in the Weibo: "Many Fortune 500 companies came to us (for live broadcast) without asking about sales. They only asked me to help introduce their high-quality new products to pay for product promotion. "
At the same time, in addition to the crazy sales and product exposure during the live broadcast, the subsequent continuous topic discussion and search are obviously more valued by manufacturers. Just ten minutes of product recommendation is not a visible "insufficient inventory", and the remaining heat can continue to spread. As for another liquor product that night, its Baidu index soared, and the brand's Tmall store became the first trading index of all liquor brands, second only to Taobao's official supermarket trading index. Its CEO even described it as "deeply feeling the power of a live broadcast, as if everything was overclocked".
Why choose Harvard?
If you want to give Mr. Jean Arrow a choice, I think new energy and independent brands must be the first, and giving it to Harvard for the first time is also a very wise and safe choice. After all, Haval has become the market leader of SUV in China, and the global sales volume of national car Haval H6 has exceeded 3 million, ranking first in SUV sales for 82 consecutive months.
Similarly, as the flagship model of Haval F series, F7 also has an obvious growth trend, with cumulative sales exceeding 6.5438+0.7 million vehicles in more than one year, with an average monthly sales exceeding 10,000. The positioning of Haval F series is "an intelligent, technological and young intelligent SUV specially designed for young consumers, which is obviously more suitable for Lao Luo to" bring goods ".
Even Teacher Luo said, "You know, it's scary to sell 3 million cars. Many manufacturers can't even sell 3 million mobile phones. Damn it! " Can this also be included in the quotations of new and old Luo?
In the face of special times, most car companies have shifted the traditional sales model from offline to online. In addition to official website, all shopping platforms, official shopping malls and short video platforms can see the sales entrance. On the same day, executives of major car companies and platform anchors also joined in "leading by example". At the same time, various online exhibition halls, VR car watching, exclusive offers, etc. also hope to transfer online traffic to 4S stores.
Can't you sell the car dealership? Luo Yonghao seems to have given a correct demonstration. Even if there is no half-price car, the value of more than 10 thousand coupons sold will make car companies see more hope of live broadcast. Haval F7 is a hit this weekend. Who will be the next model? Who will be the next internet celebrity to bring goods to cars? And who can have such a high heat as Lao Luo?
The editor said
Is it really time to buy a new car online? At present, traffic anchors use live broadcast to bring more attention to products. Product managers of manufacturers can introduce products in more detail, and consumers can enjoy discounts when watching live broadcast. It is indeed a good thing for the three parties to benefit. A few years ago, online car buying was once regarded as the future trend by many people, but the enthusiasm of manufacturers seems to be not high. But now even manufacturers are actively participating in the live delivery of cars, coupled with the super appeal of online celebrities, perhaps it is really time to buy a car online.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.