Haval cross-border Luo Yonghao, made a lot of money with money?

Instead of increasing brand exposure through influencers carrying goods, car companies might as well use the money to subsidize consumers directly.

131,000 people are buying.

This is the number of people who purchased the 12 half-price Haval F7s shown on the Douyin system after they were put on the shelves in Luo Yonghao’s live broadcast room. Of course, this is only a part of the rush to buy, not all.

The online rush of more than 100,000 people to buy is truly spectacular. So, does Great Wall have plans to launch similar half-price promotions in its dealer network? CRRC interviewed Great Wall, and the other party said: They are in a meeting and will reply later. As of press time, CRRC has not received any further reply from the other party.

It is difficult to get half-price discounts offline, and the effect of coupons online is not good

“It is impossible for dealers to offer such discounts.” A Great Wall dealer told CRRC Said: "The current Haval F7 terminal discount in the store is only 11,000 yuan, and the half-price discount on Douyin is also limited to online."

In this regard, automobile analyst Zhang Xiang told CRRC: "Great Wall chose to join forces with Luo Yonghao because it wanted to bring exposure to Haval F7 through Luo Yonghao's traffic. Car companies are still willing to do this kind of thing."

If we only talk about popularity, Haval is undoubtedly the winner last night One of the highlights of the live broadcast. In the two hours from last night's live broadcast to Haval's official appearance, netizens have been asking about Haval's message in the comment area. However, judging from the overall communication effect, Luo Yonghao’s live broadcast may not meet Great Wall’s expectations.

First of all, compared with the 48.92 million cumulative viewers of Luo Yonghao’s first live broadcast, the cumulative viewership of his second live broadcast was only 11.42 million, which will inevitably affect the exposure of the Haval brand.

Secondly, the sales situation of Haval’s other important product that night, 7.7 yuan worth 2,777 yuan of Haval vouchers, was not ideal. Luo Yonghao’s assistant did not indicate whether the vouchers were sold out. In comparison, the 123,000 pieces of Hubei navel oranges that night were sold out in 11 seconds.

Finally, when Luo Yonghao and Wen Fei, deputy general manager of Great Wall Motor Sales Company, were explaining the interior of the Haval F7, netizens’ attention was drawn away by two wealthy people who frequently bought gifts. Haval F7 has become a supporting role.

Traffic stars have failed one after another, and it is difficult to sell cars through live broadcasts

Not only Luo Yonghao, as the current number one brother in selling goods, the cross-border combination of Li Jiaqi and Cadillac is also hard to describe.

On April 8, in order to build momentum for CT4, SAIC-GM Cadillac specially invited Li Jiaqi to attend the launch event. But who would have thought that the hotly searched topic on Weibo that night was "Li Jiaqi did not broadcast live", and there was no discussion at all on CT4.

In fact, although Internet celebrities represented by Li Jiaqi and Wei Ya have suddenly emerged, and the amount of goods brought in a single live broadcast can easily reach hundreds of millions, their main products have always been fast-moving consumer goods. Take Li Jiaqi as an example. One of his well-known titles is - Lipstick Brother. And lipstick is exactly a kind of "cheap luxury product". In economics, the "lipstick effect" refers to an economic phenomenon that causes lipsticks to sell hot due to economic depression. It is also called the "low-price product preference trend."

“Fast moving consumer goods are products with relatively limited prices after all. Coupled with the large amount of perceptual information brought by live broadcasts, there will be a lot of impulsive consumption.” Automotive analyst Zhong Shi told CRRC.com: "But cars are durable consumer goods, with higher prices and more complex product information and parameters. Consumers need a lot of rational analysis to make decisions. Therefore, it is feasible to use live broadcasts as emotional guidance, but if you only rely on live broadcasts for sales I’m afraid there will be difficulties.”

Why don’t car companies directly subsidize consumers?

Data from the China Automobile Association also confirms Mr. Zhong’s judgment. In February, which was hardest hit by the COVID-19 epidemic, major OEMs turned to the front line, hoping to boost auto market sales through live broadcasts. However, data from the China Automobile Association showed that passenger car sales in February fell by more than 80% year-on-year, and online live broadcasts did not have the expected effect.

In March, as the resumption rate of 4S stores gradually increased and some car companies decisively invested in car purchase subsidies in order to stimulate the market, the car market picked up significantly in March. Data from China Automotive Industry Corporation showed that passenger car sales in March reached 1.043 million units, a month-on-month increase of 365.8%, a year-on-year decrease of 48.4%, and the decline narrowed by 33.3 percentage points compared with February.

Among them, SAIC-GM-Wuling’s sales exceeded 130,000 units in March thanks to the previously launched 1 billion car purchase subsidy.

In view of the good subsidy effect, SAIC-GM-Wuling told CRRC.com: "Because the first round of subsidy effect was good, the company will start the second round of one billion subsidies on April 10."

GAC Toyota also benefited to directly subsidize consumers. For users who purchase new energy vehicles in Guangzhou, GAC Toyota will provide a subsidy of 10,000 yuan per vehicle. In Beijing, owners of National III vehicles are given a subsidy of up to 15,000 yuan when replacing GAC Toyota vehicles. These measures have effectively helped GAC Toyota's sales recover. Data show that GAC Toyota sold 48,100 units in March, returning to 90% of the level of the same period last year.

Some analysts believe that instead of spending a lot of money to join forces with Luo Yonghao and Li Jiaqi, it is better to use real money to actually subsidize consumers. Otherwise, the final effect will only be like Luo Yonghao’s second live broadcast. The slogan is the same: Don’t try to make money, just make friends. Because of the discounts in live streaming, it is difficult for dealers to get them from OEMs. "Unlike the fast-moving consumer goods industry, car companies and dealers have a strong binding relationship. The terminal selling prices given by dealers are all written in advance in their contracts with car companies." Zhang Xiang said to CRRC Net said: "The current way dealers make money is by selling a certain number of cars and receiving rebates from the manufacturers. The actual selling price of the bikes they give on the market is actually no longer profitable."

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.