"In the future, everyone will be famous for 15 minutes." A prediction made by the famous American art master Andy Warhol in the 20th century is the most realistic portrayal of the information age. In the live broadcast industry that is tending to involute, it is even more valuabl

"In the future, everyone will be famous for 15 minutes." A prediction made by the famous American art master Andy Warhol in the 20th century is the most realistic portrayal of the information age. In the live broadcast industry that is tending to involute, it is even more valuable to grasp the "15-minute rule". Similarly, as far as the automobile industry is concerned, it is also very important for car companies to gain continued "popularity" in live broadcasts. As

618 approaches, all major brands are gearing up to prepare for this marketing carnival. To this end, Chery Automobile went all out and launched the latest 618 Tiggo 7 smart factory direct sales event live broadcast. KOL helped, BOSS airborne, and the live broadcast heated up linearly; the new car made its debut, explored the smart factory, and the live broadcast atmosphere ignited the audience, Chery showed a brand new image to everyone with its novel and unique forms of expression and interactive links! This live broadcast event is not only Chery’s in-depth interaction with car fans at 618, but also an epitome of its innovative creation of digital scenario-based marketing .

New perspective: factory exploration live broadcast + new car launch, novel marketing content

For brands, under the trend of normalized live broadcast, if they want to challenge themselves, they must increase their exploration of differentiation. Live broadcast is not about self-promotion and shouting, but about going deep into various scenarios of the product, allowing users to have a panoramic and in-depth understanding of the product from all dimensions. In this regard, Chery has launched a new interactive form: an in-depth exploration of the smart factory and a new three-dimensional car purchase model.

Chery innovatively moved the "Factory Exploration Live Broadcast" into this live broadcast room. This is also a new carrier and new upgrade for Chery's content marketing. Compared with the traditional offline experience, the cloud evaluation of the live broadcast platform provides a more scientific and comprehensive car experience, changing from traditional one-to-one one-way sales to one-to-many, and the anchor can interact and communicate online in real time, allowing users to passively explore Precipitate information, actively acquire it, and shorten the brand awareness link.

It is Chery's strategic development goal to build an "international first-class brand", and the smart factory explored in this live broadcast is not only the birthplace of the Tiggo 7 PLUS Imperial Yellow Limited Edition, but also the manufacturing base for Chery's cars sold around the world. Chery insists on Ingenuity, creating world-class manufacturing technology and product quality, further conveying the technical confidence of "Quality Chery" to users.

Chery insists on building communication scenarios with users, stimulating deeper emotional interaction between the brand and users through highly ritualistic factory explorations, locking in the consumer psychology of target users, achieving the optimal transformation of marketing effects, and making the brand more prominent in the minds of users. The influence and appeal are increasing day by day.

New experience: fancy pet fans, improve user satisfaction

Marketing is not only about "camping", but also about "sales". If you can't attract and retain users, no matter how good your marketing is, it will be in vain. In order to allow users to fully become the protagonists, Chery pampered its fans in a three-hour live broadcast and distributed multiple gifts to bring users full enjoyment.

In this live broadcast, what pushed the live broadcast event to a climax was the heavy gifts introduced in turn in the live broadcast room. Product experience officers Yang Jianbo and Cheng Shi logged into the live broadcast room and transformed into "welfare officers" together with two professional car KOLs Nan Ge and goddess Li Che Tang Xiaotang. They interacted with the users in front of the screen and distributed financial gifts, The "6 royal gifts" including e-commerce gifts, warranty gifts, etc., as well as the "5 interactive gifts" such as purchase tax exemption, financial subsidies, replacement subsidy , and 49999 car purchase coupons, have made consumers grab a lot of money. .

At the same time, highly interactive activities were set up during the live broadcast, accompanied by diversified welfare prizes, such as nearly 5 million Jingdou random grabs, password draws, hundreds of physical gifts, etc., which continue to inspire User interest, keep the live broadcast active. In addition to the real discounts and benefits, the live broadcast also featured band-themed performances of songs such as "Yunying", "Treasure", "Missing the Rain" and dances such as "The Drunken Concubine", bringing users a visual and auditory feast.

In addition, Chery car owners airborne on the scene, interacted with the anchors at close range, asked questions about the car for the users in front of the screen in the form of questions and answers, continued to attract user participation in a "surprise" way, and successfully achieved zero-level interactions with users. Distance brings users a better sense of identity and belonging. Fancy fans, Chery understands consumer psychology well, inspires good psychological responses from users with diverse benefits, and builds a more solid marketing foundation.

This hugely successful 618 Tiggo 7 Smart Factory Direct Sales Fair is another deepening and implementation of Chery’s innovative marketing. From the "cloud launch" of new cars, "zero-distance live broadcast" and "factory exploration" to users participating in circle-breaking carnivals... Chery has actively changed its marketing philosophy, gradually gained in-depth insights into customer needs, deeply integrated online services and offline experiences, and established a relationship with users. A more intimate emotional value link. This live broadcast not only demonstrated the core strength and excellent product strength of the car company, but also achieved "zero" distance communication between the product and the user.