This is the first live broadcast of network celebrity Luo Yonghao in Tik Tok.

Let's not talk about how many mistakes Mr. Luo made during the live broadcast. The final result alone made his brand and Tik Tok make a lot of money.

Lao Luo's debut is the peak, which makes many online celebrity anchors envious.

Of course, on such an "auspicious" day as April 1, Lao Luo will naturally not be the stage alone. On the other hand, there is a cargo girl Viya selling rockets live on Taobao. The original price was 45 million, and the Viya live room was reduced by 5 million, which also earned enough attention.

However, it was on this fantastic night of live broadcast that only the car was missing.

In Lao Luo's list of 23 items, we saw three categories, including food and beverage, household goods and technology products. However, under this year's epidemic, a group of car companies shouting "opening up new channels and doing a good job in car e-commerce" were collectively absent on this "key" night, which made people feel a little disappointed.

In fact, even if a car company appeared that night, even if the sales volume was zero, it could get great exposure. No matter how bad it is, it will make headlines in various auto media the next day, right?

Then, what are the reasons for the collective silence of car companies that usually like to rub hot spots?

First, the commodity attributes of cars are simply not suitable for live e-commerce.

The attribute of "high-priced low-frequency bulk consumer goods" is the main reason why car companies are unwilling to invest too much in live e-commerce. Therefore, although the offline channels are restricted by the epidemic this year, car companies are shouting "doing e-commerce" after all.

Buying a car is not impulsive consumption, but a consumption behavior with a long decision-making process.

This process is not that Li Jiaqi and Viya talk about this car in the live broadcast, and then say "OMG bought it", and they can place an order as soon as the forehead is hot.

Even you can't pay attention to a car model just because Li Jiaqi or Viya are selling cars on the spot, which leads to an irreversible problem of understanding channels.

So cars are not suitable for live broadcast. Live broadcast is more suitable for electronic products and fast-selling products with low consumption standards. As long as the price is right, you can place an order immediately, even if you buy it wrong, the loss is not big, and you will not regret it.

Second, the network celebrity anchor lacks professionalism.

The absence of car companies is largely due to the lack of confidence in the professional knowledge of network celebrity anchors.

As we all know, in the ranking of spending power, the ranking order of women > children > the elderly > pets > men is hard to break. People who care about cars happen to be straight men at the bottom of the consumer chain. These "hard-core" consumers can't pay attention to or buy because an online celebrity brings goods.

They pay more attention to function and quality when buying goods, and this alone has very high requirements for the professionalism of the anchor.

Yes, although Luo Yonghao, Weiya and Li Jiaqi can bring huge advertising traffic, they are not big coffee in the automobile field.

I don't know more about cars than ordinary people. So don't bring the goods, maybe you can't even say the model clearly, which greatly reduces the value of these flows.

Previously, Viya, a sister of Taobao Live, was frank, and she sold the car "overturned" live.

Third, "the lowest in the whole network" is neither painful nor itchy for cars.

Finally, one more thing to figure out is why the live broadcast platform can bring goods?

This is all because of four words-"the lowest in the whole network."

In Lao Luo's live broadcast, Zhu repeatedly mentioned the words "live broadcast price". At the same time, he repeatedly stressed that there is no such price in other places without this live broadcast room, please supervise.

Price advantage is the most likely to produce impulsive consumption. Especially women at the top of the consumption chain are very sensitive to the rise and fall of cosmetics prices, often more sensitive than the rise and fall of the property market. But for cars, this is too abstract. The anchor said that many people can't form quantitative thinking, let alone make clear judgments.

Moreover, live broadcast is likely to reduce the premium of brands, especially luxury brands. It is impossible for car companies to break the inherent price range for online channels. Even if there is, it only provides a few gimmicks in the form of "seconds kill". The impact on car sales is basically negligible, and the significance of live broadcast with goods is lost.

Fourth, Kung Fu is angry.

Live e-commerce has a certain effect on the promotion of automobile brand awareness, but it has little practical significance for the promotion of automobile sales.

Of course, if it is in normal times, there may still be car companies willing to spend money to make a gimmick. But in this special period, giving money to consumers is the best promotion than spending money on gimmicks.

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