When talking about the various wild ways 4S stores sell cars, what do you think of first? Someone standing at the car door? An Arhat on the roof of the car? Smashing the car with a hammer...
Believe it or not, that’s all I can think of, Sister Fox.
Sorry, times have changed. This classic "acrobatics" part has long been out. What is popular now is another magical way of selling cars - live selling cars.
It’s getting harder and harder to sell in a store these days. If customers don’t come to your door, you’re basically left alone. You can't just make a minimum salary every month and enjoy the northwest wind. As a result, sales consultants have followed the trend and opened a new chapter in live broadcast car sales.
But with the fierce competition, the live broadcast room for car sales has gradually changed. A beautiful anchorwoman with a short skirt, black stockings, high heels, and a three-piece suit, she starts to "get dressed" like crazy as soon as she wears it. If you want your car to sell well, show your thighs and do something about it. In order to gain attention and increase sales, they can be said to have many tricks and side projects. Coconut trees are considered "green and fresh" in front of them. What
knew was that they were selling cars, but those who didn’t know thought they were taking some “cool” photos in the car?
sell cars in underwear?
Recently, a beautiful car broadcaster named "Bingbing" has become popular, not because of how well the cars are sold, but because she sells the big brothers in the live broadcast room "bloody".
was obviously wearing a miniskirt, but he bent over without hesitation, standing in the back row and insisting on grabbing the armrest of the first row. By accident, the bottom of her skirt was visible.
’s live broadcast camera also understands traffic, specializing in close-ups of the female anchor’s underwear and white thighs.
This is not over yet. As she was talking, the female anchor actually started doing "push-ups" in the car, which instantly ignited the emotions of the male compatriots in the live broadcast room, and the barrage followed suit.
Although they claimed aggrievedly afterwards that it was accidental and the anchor was a serious anchor, they understood everything.
Because not only the live broadcast footage is unsightly, but the live broadcast language is also full of vulgar implications. For example, the two armrests under the center console of the car are called "screaming armrests"; their function is to "exercise the girls in the second row"; they also unscrupulously joked: "Big brother is over in 7 seconds."
also outside the live broadcast room Not knowing how to hold back at all, the store account involved openly cooperated with the user in the comment area to "drive", and even licked his face and said it was not intentional.
As the incident intensified, Douyin began to vigorously rectify the "edge" marketing problem in the automobile industry, punishing more than 2,000 illegal accounts. The account involved this time has also been banned indefinitely.
wipe the edge into selling traffic password
However, even if one ice is sealed, countless ices will still stand up. The car selling live broadcast room has become a traffic password that has been tried and tested in the car circle.
shares the landing price every day and makes random gestures with the remote control in his hand. As long as you wear black and white silk stockings, you won't have to worry about lack of traffic in the live broadcast room.
If you want to be more popular, you have to personally demonstrate how to shift gears with your feet.
Nowadays, manual transmission is no longer popular, and "foot-operated transmission" has become popular in live broadcast rooms. From now on, we can no longer talk about "hand-by-hand" teaching, but have to talk about "foot-to-foot" teaching.
However, there is more than one live broadcast room with this kind of "black stocking", and all major 4S stores are rushing to imitate it. If I hadn't seen that the name of the live broadcast room was a certain car shop, I almost thought it was selling stockings.
How can you outdo your peers by wearing only black stockings? Female anchors must also bring their own "unique skills", doing the splits when asked, and doing handstands when asked.
No matter whether it is convenient or not, as long as there is traffic, in a sense, they are really working hard.
This is nothing, some female anchors actually pulled off their pants in the live broadcast room. In order to avoid being banned, I deliberately wore flesh-colored leggings underneath. At first glance, I looked like a veteran who was rubbing the boundaries.
In addition, there are those who take off their shoes after getting as many likes as possible. The beautiful anchors are all good at controlling traffic, and they control the big brothers in the live broadcast room very well.
What’s even more outrageous is that a female anchor was even reported for making some indescribable sounds from time to time during the live broadcast, which made people think.
Even the offline promotional videos of 4S stores are indispensable with various vulgar scenes. The beautiful saleswoman held up a sign to solicit customers: "One person will hug you, two people will kiss you, three people will have dinner together..." Four orders will be more exciting, and you can unlock the ultimate reward "whatever you say." I really don’t want to lose my face just to sell the car.
originally thought this was just a gimmick, but the staff said we were serious and we were not looking for work for the Industrial and Commercial Bureau.
In the past, car sales were about the body, the chassis, and the displacement that makes your heart beat. Today’s female anchors talk about cars that are good, have a lot of space, and can do indescribable things.
However, this eccentric way of selling cars is becoming mainstream. Many people also expressed their frustration. If they don’t wear black stockings, miniskirts, or be vulgar, can they really not sell cars?
can only say that bad money drives out good money. In a 4S store in Nantong, Jiangsu, the female anchor wore formal clothes and worked hard to live broadcast for 8 hours. But unfortunately, no one watched.
Netizens ridiculed that the anchor lady wore the wrong clothes and broke industry rules.
Brand takes the lead in engaging in vulgar marketing
If there are so many 4S stores across the country, it is understandable that there will be a few stinky fish and rotten shrimps. And according to past routines, once something goes wrong, manufacturers will immediately cut off the relationship. It said that all this is the personal behavior of the store and the anchor and has nothing to do with the brand. But in fact, many brands have also taken the lead in engaging in vulgar marketing.
In 2020, at a new car launch conference, a certain car company officially issued the slogan "All men love Ozawa, no matter whether they have Maria or not."
Yes, this marketing phrase that cannot be put on the stage actually appeared in a live broadcast conference in front of a national audience.
There is nothing wrong with calling the Arrizo model "Ozawa" affectionately, but they deliberately combined it with "Maria". You can tell with your toes what they are planning. Do you think you are quite creative?
’s vulgar marketing is tantamount to telling dirty jokes in front of a national audience.
Not only this time, but also some car companies have been using side games and dirty jokes as a way to show off their creativity. For example,
deliberately created an ambiguous title: "With xx, you don't have to worry about being discovered when you eat secretly." It is also accompanied by a picture of a beautiful woman licking her lips and getting off the car, which arouses people's imagination.
You suspect that it is edging away, but it says that you have a dirty mind and everything you look at is dirty.
This can be argued to mean stealing snacks, but there is also a car company's speed test video of "lifting a girl's skirt", which cannot be cleared up.
They seem to be afraid that others will not know that they are brushing aside, and even specially added the topic of "showing you a feast for the eyes".
The stench is so bad, it's heartbreaking. Not only was it chased and scolded by a large number of netizens, but it was also criticized by Xinhua News Agency and the brand had to stand up and apologize.
Coincidentally, there are also some marketing geniuses in the motorcycle industry who have also tried to use women's bodies to attract attention.
I really don’t know who was smart enough to come up with the idea of using a close-up shot of a child hitting his mother’s chest to show the safety of his own car. The visual impact is there, but it is also extremely uncomfortable to watch.
We don’t know whether this air bag is safe or not, or whether it is soft or not, but it is a certain fact that it is a consumer product for women.
There are those who consume women, and naturally there are those who consume men. At the 2023 Shanghai Auto Show, a certain car company arranged for a large number of muscular male models to come to the platform, and also invited female guests to come on stage to graffiti and touch their breasts.
Male models, like female models, need to be respected. It is not very clever to please women by painting on male models or even touching their breasts, and it is to be expected that they will fall over.
Where is the bottom line of live streaming?
Whether it’s the anchor’s marginalization in the live broadcast room, or the brand taking the lead in vulgar marketing, it has been exposed by the official media, and netizens have condemned it countless times, but they just can’t change it.
Douyin severely cracked down on “yellow” content two years ago. At that time, thousands of accounts were blocked at once, but now they have all made a comeback.
Because for a long time in the past, men have been the main force in car consumption. Therefore, manufacturers always like to associate beautiful cars with beautiful women to attract the attention of target groups.
used to make all kinds of vulgar graphics, text, and video advertisements, but now it has turned into a live broadcast selling cars.
It is undeniable that the less you wear, the fewer people you see. Once one store is successful, countless stores will begin to imitate it. But among the viewers who watch this kind of "large-scale borderline" live broadcast, how many of them are really here to buy a car?
During the live broadcast, the female anchor exposed not only her underwear, but also the bottom line of the industry. I really don’t want to see the reputation that domestic car companies have accumulated with great difficulty be ruined by this group of people.
Selling cars through Internet channels is originally a good choice and one of the trends in future industry development. There are indeed many high-quality anchors emerging among them. For example, there is a pair of deaf-mute brothers born in the 1990s who use sign language to live-stream car sales to deaf-mute customers. They have become the top sellers. This is almost impossible in traditional 4S stores.
Actually, we are not saying that selling cars in a live broadcast room must be as rigid as an offline store, but the whole process must be moderate, and you cannot always test the waters on the edge of being banned. Since selling cars, we should return to the essence of selling goods and focus on product quality and discounts instead of thinking about taking shortcuts every day.
When car live streaming is no longer just about showing horsepower, fuel consumption and driving experience, it has become an alternative tutorial of "beautiful anchor teaches you how to exercise". The eyes of the audience were brightened, but the bottom line of the entire racing circle and society was getting darker and darker.
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