VR really came to experiential consumption brings automotive industry marketing changes

As VR technology gradually moves into the consumer field, enhancing the sense of experience has become a new growth point in today's Internet business. In order to adapt to the new consumption model, the automotive consumption field is also changing.

At first, when VR Technology was first introduced, it was still a novelty for many people. Its initial design inspiration stemmed from military flight simulators. Flight simulators connect the fuselage with controllers, engines and other devices to help pilots. Experience the feeling of flying before entering the real aircraft and arrange a more reasonable training plan. Modern science and technology have seized this characteristic and used VR technology to simulate scenes that cannot be accessed on a regular basis. From the military field to the people’s life, it took only a few short years before VR invaded all walks of life, medical care, education, shopping, and so on. The medical community can rely on VR to simulate surgical operation scenarios to improve the cure rate; the education industry can integrate boring knowledge into simulation scenarios; while the consumer sector can use VR technology to increase the user experience in the shopping process and increase the transaction rate. The new experience brought by VR technology can sweep the world.

Modern people pay more attention to efficiency. People who are afraid of trouble do their best to find simpler and quicker shopping methods. From the physical store to the e-commerce network, from cash change to fingerprint payment, it is proved that "serving as a lazy person" is a general trend, and the consumer field that pays attention to the shopping experience naturally will not let go of VR technology. For example, the real estate industry has launched a "virtual model room" in conjunction with VR. With powerful VR technology, users can quickly see new homes in the future. Another example is the automotive industry. At present, some car companies and car media have launched on the market fresh products such as VR test cars and VR smart showrooms to stimulate consumption. Just like the “Smart Showroom” recently launched by the Auto House, breaking the obstacles of time and space, consumers can walk through 4S stores without leaving home. Through smart showroom users can browse models, view preferential information, and compare the advantages of each store horizontally, so as to select a satisfactory model. This convenient and fast way of looking at cars saves the user time and costs, and it also gives the user a good shopping experience. From the perspective of the development of VR applications, in the future, companies will infiltrate and lay out their own businesses along the two major consumer segments of mass entertainment consumption and quality of life consumption. This “experiential” consumption that is good for businesses and consumers is gradually changing the rules of the market.

With VR technology gradually entering the consumer field, enhancing the sense of experience has become a new growth point in today's Internet business. Consumers can feel the vivid experience brought by products or services without leaving home, which will greatly increase the consumers' trust and dependence on the products or brands, so as to achieve the purpose of stimulating consumption. With the changes in consumer behavior and the formation of new consumption patterns, businesses have also created new marketing models in response to changes in the market. For example, the tourism industry uses VR equipment to present beautiful scenery to potential consumers and guide and stimulate the demand for tourism. In the past two years, in the housing environment, the decoration industry has entered a period of vigorous development, followed by the market competition, in order to compete for customers, lock in advance consumers, the operators show decoration through VR technology Designing styles puts a sense of experience in living.

In the automobile consumption field, changes are also being made to comply with the new consumption model. In recent years, sales in the auto market have been declining. Distributors are striving to expand new marketing methods and seek to integrate VR technology. The appearance of the “Smart Showroom” of the car home is exactly satisfied. This demand. 4S Store launched internet marketing through “smart exhibition hall” products, and made use of offline entities and online showrooms to break the geographical restrictions of 4S stores and allow businesses to really go out. It is reported that a Mercedes-Benz 4S shop in Beijing used the "Smart Showroom" of the car home for two months, and the number of new users for car purchases reached 927. The number of users helping businesses has increased by 51.3%. At the same time, businesses can also organize various online promotions in smart showrooms to put promotions previously held in physical showrooms into virtual showrooms, thereby reducing user participation thresholds, expanding user engagement, improving operational efficiency, and marketing. Preposition. The reporter learned that Shanghai Volkswagen has covered 227 Volkswagen 4S stores across the country through the "Pavilion Exhibition Hall and Win the Original Car Model" organized by the Smart House of the Auto House, attracting a total of 20,952 netizens for participation and the intentions brought by the event. The number of car users exceeded 2,000, which was an increase of nearly 10 times compared to the intention to purchase car users when they were not active. In addition, businesses can also use new channels such as WeChat, live streaming, and other new media channels to increase traffic and increase the visibility of online smart showrooms. This has a double-edged role for brand promotion and sales promotion.

In the future, VR technology will further integrate into people's lives, and as a merchant will use VR technology to create a good shopping environment for consumers, how to turn technology into sales performance, and to comfortably serve consumers while also being able to easily complete sales. This will become the direction that businesses will strive to pursue in the future. In the same way, this will also bring great changes to the automotive industry.