Benzinga - by Anusuya Lahiri, Benzinga Editor.
BYD Co (OTC:BYDDF) and Xiaomi Corp (OTC:XIACF) are among the Chinese automakers turning to livestreaming to boost sales in a competitive market.
Lately, executives from established and emerging carmakers, including middle-aged veterans from state-owned giants, have joined the trend to appeal to younger consumers and directly showcase their vehicles’ technology and performance.
This new approach allows companies to engage with potential customers without the high costs of traditional advertising, Bloomberg reports.
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Following a strategy similar to Tesla Inc (NASDAQ:TSLA), which has effectively used direct sales and social media, Chinese automakers are personalizing their livestreams.
Executives often embark on long road trips, demonstrating the cars’ features in real-time. This method addresses the top concerns of potential buyers, such as driving range and assistance features.
At the Beijing Auto Show, Xiaomi’s Lei Jun launched the Xiaomi SU7 EV to millions of viewers.
Similarly, Nio Inc (NYSE:NIO) founder William Li’s cross-country trips in Nio vehicles have built a strong follower base on Weibo.
Notably, leaders from China’s traditional carmakers have started livestreaming.
Geely Holding Group’s Li Shufu and Great Wall Motor’s Wei Jianjun have taken to social media, with Wei’s debut livestream highlighting Great Wall’s driver-assistance features, according to Bloomberg.
Even executives from state-owned companies like Guangzhou Automobile Group are participating.
Gu’s initial video featured a greeting from former NBA player Yi Jianlian and playful animations to engage viewers.
Chery Automobile Co.’s Chairman Yin Tongyue began livestreaming recently.
Chinese companies including Alibaba Group Holding Limited (NYSE:BABA) have already tapped livestreaming to broaden their reach, a trend extending to U.S. companies like Amazon.Com, Inc (NASDAQ:AMZN).
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
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