"Do you still have a half-price car?" "What is Xuandu's motivation?" "When can I pick up the car?" On the afternoon of December 12, in the spicy car double 12 live broadcast room - Kaiyi Automobile special session, netizens were enthusiastic, and the news continued to brush the screen. The five spicy anchors introduced the relevant models of Kaiyi Automobile to netizens while answering netizens' questions, and they were very busy.
It is reported that on the same day, Spicy Car Affairs and the five anchors of Spicy Tiantuan, in its five major platforms such as Weibo, a live broadcast, vibrato, video number, and peppercorns, broadcast live for 4 hours continuously, with 10.5 million + online views, more than 20,000 messages, and 70 new orders in 4 hours. Because of the strong discounts and hot activities, Kaiyi Automobile also burst the circle of friends and became one of the hottest car brands on the day of Double 12.
The intensity of the offer is unprecedented, netizens are happy to "silk wool"
Since the outbreak of online live broadcasting in 2020, all walks of life have begun to live stream goods. But there are very few companies that really rely on live broadcasting to successfully bring goods, one of the reasons is that most of the live broadcast sales are gimmicks overshadow the "sweetness", and do not really let profits, consumers and users have not really tasted the sweetness.
And this spicy car double 12 live broadcast room - Kaiyi car special, Kaiyi car and spicy car are sincerely put in price, 3 half-price cars and 12 yuan seconds to 2000 yuan of welfare is indeed very heavy.
Taking Xuandu as an example, the double 12 terminal discount is to pay 500 yuan to 4,000 yuan, and then superimpose the policy of deducting 2,000 yuan from the live broadcast room, a total of 6,000 yuan, such a strength, only once a year. In the live broadcast room, Mr. Tang from Chengdu, Mr. Jiang from Guangzhou and Mr. Zhang from Chongqing respectively won the half-price car of Xuanjie Enjoy Edition, Xuanjie Pro Jinku Edition and Xuandu Edition, and they only need to spend 30,000-40,000 yuan to drive the car home. Such a true fragrance benefit has greatly stimulated the enthusiasm of netizens to buy cars, setting off a wave of online car purchases.
Of course, while the discount is powerful, the live broadcast room also has a continuous gift. On the same day, the spicy anchor also sent dozens of rounds of benefits such as throw pillows, customized blind boxes, car models, red envelope rain and so on in the live broadcast room, and the netizens who placed orders also received gifts such as hanging iron machines.
In fact, the Double 12 live broadcast event of Kaiyi Automobile can obtain a double harvest of sound and sales, which is inseparable from the outstanding cost performance of its product itself. For example, Xuandu, the starting price is only 67,800 of it, the appearance is designed by the Italian design master Luo Wei, who has many luxury brand car design experience, the 1.5T Kunpeng power is provided by Chery, who has more than 20 years of car manufacturing experience, the configuration, voice interaction, CarPlay mobile phone Interconnection, front seat electric heating, 360 panoramic images, 6 airbags and reversing radar.
It can be said that Xuandu meets the needs of young people for vehicle appearance, driving control, comfort and safety, such a car, placed in the 60,000-90,000 yuan car market, is indeed quite competitive, and it is difficult for young people to think about it.
Take the initiative to walk into young people and praise the marketing of Kaiyi youth
It is worth mentioning that the set of figures of 10.5 million + and 20,000 + not only reflects the user's recognition and support for Kaiyi Automobile, but also witnesses the results of Kaiyi Automobile's exploration of digital marketing.
In recent years, with the post-90s and post-95s gradually growing into a mainstream consumer group in society, how to achieve brand rejuvenation is a problem faced by all car companies. The answer given by Kaiyi Automobile is to face the problem head-on, adhere to the user demand as the center, on the basis of the brand's young genes, deep insight into the preferences and habits of young users, and target the car needs of young people to be fully released on Kaiyi Automobile. As a result, Kaiyi Automobile has successively established a digital e-commerce platform headed by the Kaiyi Tmall flagship store, and deeply interacted with young users through the youthful marketing method of live broadcast + e-commerce, thus accumulating a large number of loyal fans. Nowadays, live broadcasting has become one of the norms of kaiyi automobile's young marketing.
Of course, the youthful marketing of Kaiyi Automobile is not only reflected in the live broadcast level, but also runs through all aspects of marketing. For example, in terms of model naming, Xuandu's 6 model versions are called the tode version, the bashi version, the comfortable version, the Tieqi version, the Xiongqi version, and the overbearing version, which are both catchy, in line with the regional characteristics of Sichuan, and fit the "taste" of young people, which has activated the brand image. For example, in terms of activity innovation, from the southwest casual dialogue form brought by Lu Dagger and Li Yang, the host of "Dagger Yang Show", to the release of Xuandu listing under the Chengdu Net Red Twin Towers, to the formal establishment and successful operation of the Wing Family Club, people can see the youthful attitude of Kaiyi and the determination to create a "brand that makes young people excited".
In 2022, Kaiyi Automobile, which adheres to the user-centered and uses "user thinking" to build cars, will bring users more cost-effective and quality-price ratios with a more youthful and sporty image, so stay tuned.
Note: The above pictures are from the car life shooting