Core Viewpoint - The automotive live-streaming industry has undergone significant changes, moving away from provocative content to more professional approaches, as companies and hosts recognize the importance of genuine engagement over superficial attraction [3][30][31]. Industry Evolution - The automotive live-streaming sector initially thrived on provocative content, with hosts adopting revealing outfits to attract viewers and boost sales [5][11]. - Over time, the industry has shifted towards a more regulated environment, with brands now resisting "borderline" tactics that attract the wrong audience [30][33]. - The rise of regulations and changing viewer expectations have led to a decline in provocative content, with many hosts now opting for professional attire [30][35]. Host Experience - Hosts like Wu Xi have transitioned from traditional jobs to automotive live-streaming, finding it more lucrative, with earnings significantly surpassing previous salaries [14][19]. - The initial success of live-streaming was driven by a surge in demand for used cars, particularly during the pandemic, which allowed hosts to capitalize on market trends [22][23]. - Hosts are now focusing on building genuine connections with potential buyers, emphasizing the importance of lead generation over mere entertainment [26][41]. Market Dynamics - The automotive live-streaming market has become increasingly competitive, with hosts needing to innovate and differentiate themselves to attract and retain viewers [39][43]. - Companies are now setting specific targets for lead generation, reflecting a shift in focus from mere viewership to actionable sales leads [37][36]. - The automotive industry continues to rely on the appeal of female hosts, but the strategies employed have evolved to prioritize substance over style [47][41].

深夜12点40分，某汽车品牌直播间的主播声音嘶哑却仍在坚持："最后十张优惠券，放完主播直接下播 了……"背景音里传来急促的吞咽声。这样的场景，正在全国上千个汽车直播间里日复一日上演。 2020年疫情催生的直播热潮，曾让汽车行业看到新曙光。经销商们纷纷押注直播，期待它能成为客流枯 竭时代的"救命稻草"。某经销商主播坦言："一天最少播2场，早上9点开播，晚上10点下播是常态。"然 而当流量红利退去，也暴露出行业在数字化转型中的集体焦虑。 数据显示，2024年汽车直播的获客成本已降至传统渠道的1/3，但转化率却不足后者的10%。这种冰火 两重天的现状，让经销商陷入两难，继续投入可能面临"赔本赚吆喝"，彻底放弃又恐错失时代机遇。 这种转变迫使经销商从"卖车思维"转向"用户思维"。传统销售话术中的"百公里加速6.5秒"，在直播间被 重新解构为"超车时让后座宝宝不惊醒的平稳体验"。当主播开始讨论"如何用车载冰箱保存药品"，当评 论区出现"这车能装下我的钓鱼装备吗"，汽车直播才真正触及消费者的深层需求。 当蔚来、特斯拉以全链路服务重构人车关系时，行业另一种情况却揭示着隐忧。某汽车主播表示，在他 们公司，新人需经历3个月"话 ...