The live broadcast of selling cars is addictive, and it is completely cold

E-commerce newspaper Pro

2024-05-21 15:52Posted on the official account of Guangdong E-commerce News

The anchor's live broadcast "Springtime", 70,000 fan accounts were blocked

With the rapid development of the Internet, 4S stores that are worried about not being able to sell cars have begun to pour into the live broadcast room, and car anchors have begun to show their powers on the Internet.

To what extent is the car live broadcast circle involved? In addition to the executives represented by Lei Jun who personally started the live broadcast, there are also some sales anchors of 4S stores who do not hesitate to take the dangerous road of playing "edge ball" and engaging in "color" in order to attract traffic.

Source: Douyin

Recently, a series of large-scale actions made by the anchor of a store of Jietu Automobile during the live broadcast of selling cars attracted many netizens to watch, and the anchor wearing a miniskirt did not shy away from bending down and grabbing the handrail in the car in front of the camera, and the camera also focused on the bottom of the skirt of the female anchor, and it was "springy" for a while.

When the anchor introduced, his live broadcast language was explicit and slightly provocative. In the interaction with netizens in the live broadcast room, the anchor even said suggestive language such as "You control me for 7 seconds" and "Big brother is over in 7 seconds".

In addition, the female anchor also said that the two armrests under the center console of the car are called "screaming armrests", and the function is "for the girls in the second row to exercise".

In the comment interaction between the account and netizens, it also replied to the relevant suggestive actions in the live broadcast with a little subtlety, which immediately ignited the enthusiasm of the "big brothers" in the live broadcast room.

Source: Weibo

For a while, the live series of videos about the anchor spread on the Internet and were criticized by all kinds. On May 15, the staff of the store involved responded to the incident as an "unintentional mistake" and denied "rubbing the edge".

The staff of the store involved said that the leader was already dealing with the matter, and the anchor accidentally exposed the bottom of his skirt when he was explaining, and was swept by the camera brother's lens, "It's an unintentional mistake, not a side." The staff member also said that the manufacturer has strict control regulations on the clothing of anchors, and every live broadcast and work will be reviewed by the manufacturer.

It is understood that the female anchor in the video is called "Bingbing", and she generally appears on the Douyin account "Jietu Auto-Ningxia Store" to bring goods, and the indecent video that goes viral on the Internet is suspected to be from the live broadcast of the account.

Previously, the Douyin account had 70,000 followers, but it has now been banned and completely cool. After all, netizens' eyes are bright, and it is not up to him to decide whether to wipe the edge or not.

Source: Weibo

Seeing that the wind was blowing in the car live broadcast room, Douyin and WeChat ruthlessly rectified the army of automobile marketing.

On May 17, the Douyin Blackboard Newspaper released the "Governance Announcement on Severely Punishing the "Rubbing the Edge" Marketing Problem in the Automobile Industry (Phase II), and the platform recently found that some anchors in the automobile sales industry used the "Xiangche Beauty" as a gimmick to play vulgar rubbing balls in the live broadcast room to attract traffic, and wantonly "rubbed" marketing for their own benefits, which seriously damaged the ecological health of the car live broadcast.

Since April 2024, a total of 2,632 accounts have been punished for violating regulations, and 582 accounts with serious violations have been recycled, of which 24 accounts have been banned indefinitely.

It is worth noting that among the 24 accounts that have been banned indefinitely, "Jietu Auto - Ningda Jierui Store", "Ningda Jierui Traveler Experience Center" and "Jietu Auto - Ningxia Ningda Greenland Store" are impressively listed.

Source: Douyin

Recently, "WeChat Coral Security" WeChat issued an announcement on cracking down on vulgar "rubbing" marketing practices in the automotive industry, and among some of the illegal accounts publicized, many anchors were permanently banned from broadcasting.

According to the WeChat announcement, the platform will impose severe penalties on anchors who violate the rules, including but not limited to warnings and reminders, current restrictions, cutting off live broadcasts, banning broadcasts, deducting credit points, etc. Since the beginning of this year, the platform has disposed of a total of 1,191 illegal live broadcast rooms, and disposed of the accounts according to the rules of the platform depending on the violations.

In fact, playing the side ball is just a way for businesses to attract traffic, and it has no substantive significance, which will not only affect the outside world's awareness of the automotive industry, but also reduce the favorability.

In a sense, the marketing of "beauty + live broadcast" in the car circle can indeed attract a batch of traffic, but it may not necessarily bring sales. Some 4S stores have said that their live broadcast team only sold 9 cars in 3 months, accounting for only 8% of sales in the quarter.

In these live broadcast rooms of rubbing cars, some netizens even shouted in the live broadcast room, "I'm not here to see the car, I'm here to see the anchor".

Source: Douyin

The live broadcast of the car is addictive and sets off a crooked wind

In fact, it is not a new thing to rub the edge and work in the car circle, in order to find a new way to attract customers and drain traffic, "Bingbing" racked their brains to attract "big brothers" to enter the live broadcast room to watch the car.

I don't know if the car will sell or not, but netizens in the live broadcast room are really "ready to move" to pay attention.

For example, when a female anchor was explaining the vehicle, she held a billboard with the words "One single hug, two single parents, three orders for dinner, and four orders for you to have the final say", which makes people think about the urge to click into the live broadcast room.

Source: Douyin

In the live broadcast clip of a 4S store, the female anchor is wearing black stockings, and in the process of explaining the performance of the car, she keeps playing with the gear knob with the "black silk feet", which is very visually impactful, and the painting style is difficult to describe.

Source: Douyin

Black silk and provocative advertising slogans are not enough, the anchor directly wears short skirts and stockings to perform a word horse in the live broadcast room.

Source: Douyin

Then there is a female anchor wearing a short skirt, kneeling on the car when introducing the trunk of the car, and the live broadcast screen shoots private parts from time to time.

Source: Douyin

In addition, there are also female anchors who were caught in the electric rear wing of the vehicle with their right hand during the live broadcast, and let out bursts of screams. But instead of calling a colleague to come and help, he picked up the remote control to control the tailgate to continue descending, and screamed again.

Although the anchor's expression was painful, many netizens posted a barrage questioning that the electric tailgate has an anti-pinch function, and the anchor is mainly to attract traffic through shouting.

The anchors who bought cars live broadcast turned the live car live broadcast room into a talent show, the anchors are popular, and the brands and dealers are suffering.

While the anchors are working in the live broadcast room, most of these beautiful anchors who rub the edges are not from car sales. Due to the lack of professional knowledge of automotive products, even if there are customers who really want to buy, it is often difficult for them to provide professional explanation services to increase car sales.

In addition, in the past, the transaction volume of online celebrities selling cars was not very successful, and it may be more difficult for live broadcasts to directly promote transactions, after all, the value of cars is high, and it involves safety, and consumers still need to experience it themselves.

Consumers buy cars, what they value is the product power of the car itself, and those merchants who want to win attention by relying on crooked live broadcasts not only belittle their own stores, but also lower the image of the entire automotive industry.

What else can a car live broadcast do besides wiping the edges

Some people in the industry believe that automobiles are bulk consumer goods, so consumers will be more cautious when choosing products. If car dealers want to develop the combination of online and offline, they need to improve themselves and create good live content.

Instead of attracting traffic through other means, attracting the attention of consumers, doing so will only reduce the brand's influence.

The truly meaningful car live broadcast is to popularize product knowledge to consumers and solve customer problems, so as to increase product sales.

At present, most car dealers pay attention to the audience's intentions in the live broadcast, and if the intention to buy a car is large, they will leave the customer's contact information through private messages and other means, and then communicate with the customer to invite the customer to experience the test drive.

In today's continuous involution of the automotive industry, it is understandable that 4S stores and secondary dealers are anxious, and car live broadcast will indeed become an important channel for car companies to expand their customer sources.

However, what car companies and dealers need to consider is how to improve the quality of live streaming and attract consumers to choose their own products. At present, major platforms have begun to rectify the live broadcast of automobiles, and they have ruthlessly rectified this unhealthy trend.

For the majority of live broadcast businesses, some professional sales personnel should be trained to explain vehicles and preferential policies, so that the entire live broadcast becomes more professional, and the car live broadcast becomes the driving force of the automotive industry.

Author | Li Ying

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