Talk about the live broadcast of goods flip.

Yu Zhao Ying

General manager of the automobile division of demeanor magazine?

The topic of this issue comes from a recent live broadcast by Teacher Wu Xiaobo. Only 15 cans of mother-infant formula were sold in the live broadcast. ?

Actually, who wouldn't roll over? Viya's live broadcast helped farmers turn over, and Li Jiaqi's non-stick pan also turned over. It seems that in addition to choosing the right products, we should also think about what kind of products are suitable for the live broadcast of online celebrities.

Wu Xiaobo also made a profound summary in fifteen cans. He believes that live broadcast should not only have "the lowest price of the whole network", and should not have only one or two presentation forms. I quite agree with that. At present, the best products in the live broadcast room are food, beauty cosmetics, clothing and other products with an average unit price of less than 100 yuan. Teacher Wu's implication is obvious. Although the goods have not been sold, the promotion and attention brought by the brand level have not been in vain. Well, if so, doesn't the traditional celebrity endorsement model look perfect? If things were so simple, there would be no bankrupt enterprises.

Speaking of cars, this product with high unit price and low consumption frequency has not been brought with it recently. For example, Lao Luo recently got goods from Great Wall Motor, and the slogan was very touching, "Make friends if you don't make money." In the live broadcast room, the price of Haval F7 is as low as 50%. Fortunately, only 12 vehicles were sold at a loss, otherwise the old owners and Great Wall dealers would rise up.

Brand selection is very important for stars. And Dior Real Me Perfume is definitely a classic combination, and Dior's choice of Zhao as the brand ambassador in China is even more unexpected, because Zhao was resisted by the ladies who consumed Dior. The same scene also appeared in the car. Wei Lai invited Wang Ziru to participate in the new ES8 live broadcast and become the owner of the car, which also made many car owners really unhappy and directly overturned in the comment area. I want to laugh when I see the following passage in the midst of shouting. "Wei to the owner is not easy. Now I have to consider how to answer the question between friends, "What do you think of Wei's invitation to Wang Ziru? "

I wonder if the owner of Porsche Taycan will encounter a similar scene. A friend came up and said, "What do you think of Porsche inviting Li Jiaqi ..."

In fact, it is not easy for car brands. The global epidemic, there are many things that can't be solved, all for sales. It is a natural trend to find online celebrities to bring goods live, and it is also a helpless move. At least the marketing department or the sales department should let the top management see that the brothers are really busy.

In this era when the brand is becoming more and more "customized", the form of live broadcast with goods may not be the "savior", at least the network celebrities with goods should be carefully selected.

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Li Geng

Chief editor of automobile information

Car Plus One, Let's Go Uncle Geng Vlog,

Founder of "get on the bus and eat food"

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A live car with goods is really not good, and a half-price discount is expected, but it can only be meaningful, otherwise the terminal market will not want to sell it again. Now the live broadcast price with goods is 100 yuan, and it is a miracle that the average transaction price with goods in Li Jiaqi can surpass that in 200 yuan. And from the data point of view, the traffic is tens of millions and the transaction volume is hundreds of millions. It looks objective, but the actual transaction volume cannot be counted. Dong Mingzhu sells air conditioners on the spot, which makes dealers very anxious, because there is no profit. So I don't know how many bitter tears I need behind a piece of pays photogenic.

Due to the epidemic, the film industry was hit hard. In order to support their families, the stars have issued announcements, and the prices are much more affordable than before. Therefore, the frequency of guest replacement in various reality shows is extremely high, even including many top IP. Moreover, car companies have recently signed more and more spokespersons, because the cost performance is really high. Even the product implantation price in TV series is lower than before by more than one equivalent. If the SARFT's previous policy of restricting artists' pay may have been circumvented by means of "the height of the road is one foot and the height of the magic is one foot", now this market is really grounded.

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Heyi

Super horsepower producer

Co-founder of Defiance Technology

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Restricted by the epidemic, many people are locked up at home, and the number of unemployed people is large, which makes the live broadcast popular and can be described as a hero in the current situation. In half a year, with life returning to normal and stimulated by water release, a new wave of economic development will be set off, and socialism will soon be established. By then, the tide of live broadcast may fade. For those who watch the live broadcast, it is still necessary to understand that the live broadcast will only make her spend money and time. For those who broadcast live, apart from data fraud, there is a great possibility that live broadcast will form a real business model. The rise of any model is accompanied by a bubble. Some people will realize at the peak, and some people will definitely catch up with the bursting of the bubble. After the bubble burst, there must be bears, chicken feathers and leek roots everywhere. In fact, car manufacturers who have made live broadcasts know how much water there is in the data, but money must be spent. How do they make money like Li Xiang?

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Liu

Car home Chejia author.

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Car brand live broadcast is essentially advertising, not sales. As Uncle Geng said, selling cars live is too difficult. Therefore, the evaluation standard for advertising should be the communication effect-who to choose? What message is conveyed? How many netizens are watching? What's the feedback from netizens after the broadcast? Not how many cars were sold. Of course, if you can sell a car, "grabbing grass and shooting rabbits" is a good thing. But like Lao Luo, he sold 12 cars at half price in an instant, but that wasn't selling cars, it was a lottery. In the final analysis, online means still have to drain offline, and ultimately a large number of transactions still have to rely on offline.

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liwei zhang

Chronicle of famous cars? Producer? /? editor in chief

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Judging from the outbreak of the epidemic, it can be said that it is a good time to catch up with the live broadcast. However, after a few months of dividend period, the disadvantages undoubtedly appear. More young people are obsessed with the internet, and more young people are beginning to think that this is a way to make money, thinking that they can earn tens of thousands of yuan at home. At the same time, the public security organs also investigated and dealt with a number of offenders during the live broadcast. The data exposed by many live broadcast platforms is terrible, with millions and tens of millions of viewers. Watching live broadcasts and videos every day may not add up to enough people on earth. And this terrible bubble is still being blown up. When it bursts, it will awaken the dreams of many young people.

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Xia Dong

Host and producer of Kicking Car Gang

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Selling things live is a format that should appear in the era of mobile Internet. Once the Internet meets the needs of video, audio, text and pictures in terms of data flow and speed, it becomes a parallel world of virtual space. People can gather and disperse without being limited by body coordinates. This is the "overpass market" or "persuasion field" in the digital space. You can sell things or perform arts. The problem is that the internal logic of who, what and how has not changed. If you are not an artist, you can't sell art online.

Businessmen who are not vendors are not allowed to carry goods on site. Without the powerful tool of Internet, you can do what you can't. For example, the invention of knives was used by chefs, butchers and samurai. Both still have their own advantages and purposes, and they can't replace each other. So I will give lectures online, which is considered as a "teacher", but selling things in a live broadcast room is likely to be an amateur and self-harm. Because I educate others every day, but I can't see myself clearly. Teach others to swim well, but you can't even drift. Knives have ten thousand uses. Can you buy a knife and you'll know? However, the dimension of the Internet is that it is there, always available and constantly upgrading. You can try at any time. In the past, it took a lot of trouble to do one thing. Now, just pick up your phone and do it. There is no cost for getting started, which is its greatest function. However, if you want to do well and win the competition, it is equally difficult, even more difficult, because it is equal. Therefore, it is difficult to fill in the blanks. No matter how well you disguise it, it's always a matter of time before you roll over, and it's much shorter than in the real world.

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Walter WANG

The publisher of demeanor.

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I like shopping and don't have to buy everything. Stop and look at different goods and people. Maybe you can meet delicious dessert shops and fragrant coffee. I don't like takeout either. I was fascinated by the exquisite food on the plate, and it would be better to have a lovely waiter, so I haven't seen the live broadcast yet, let alone buy anything. Some people say that this is recommended by friends and reliable. First of all, I feel sorry that you and I are not friends. It is enough for a person to have a few friends in this life. Where can they come from? Secondly, I really don't need to broadcast what I sell. I'm not a resident. I have my own lifestyle.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.