New Car Online Live Streaming Replacing 'Traditional' Launch Events

Event Planning Company - New Car Online Live Streaming Replacing 'Traditional' Launch Events

During the pandemic, almost all new car launches adopted online live streaming, opening up a new model for online launches. Some industry insiders believe that online live streaming is expected to replace traditional launches and become the main theme of automotive marketing. However, is this really the case?

In fact, the biggest difference between automobiles as big-ticket consumer goods and fast-moving consumer goods like lipstick is that consumers will always experience the product through a longer offline experience process when purchasing a car. Few people would place an order just by watching a live-streamed launch. Therefore, even if the traffic of online live streaming is high, it is difficult to generate actual conversion rates.

In the view of media experts Mr. Guan Xuejun and Mr. Lan He, online live streaming is about 'creating momentum,' while offline experience is about 'creating substance.' The two should complement each other. What ultimately moves consumers is the offline experience. In the future, online live streaming may become more diverse, but as the pandemic subsides, traditional offline launches and experience activities will remain the mainstream in the automotive industry.