Xiaohongshu sells cars, Mercedes-Benz relies on legs, NIO relies on face

Different dressing styles and shooting methods make Mercedes-Benz focus on legs and NIO focus on faces, and the different styles attract attention and traffic. Let's take a look at this article to find out.

How to judge whether a car company is a traditional high-end or new energy company? Look at the beautiful saleswomen, are they patting their legs or their faces?

For car sales on Xiaohongshu, if they are from high-end brands like Mercedes-Benz, they will mostly attract attention with their legs. The main postures are: "standing in front of the car", "half-sitting at the car door", "passenger in the car", "truck acrobatics" and "directly patting the legs".

If the sales come from new energy vehicles such as NIO, most of them use selfies to attract traffic. The photo poses are divided into: "scissor hand style", "one-hand chin support style", "face-to-face selfie style", and "workwear photo style". The differences in the photo styles of the beautiful saleswomen seem to be mainly due to the differences in dressing style, shooting methods, and display focus. One is high-end and classy, ​​and the other is smart technology and intimacy. At the same time, Mercedes-Benz, which relies on its legs, seems to have stronger traffic on Xiaohongshu than NIO, which relies on its face; however, the old drivers who are attracted to it often only pay attention to the legs and forget to look at the car, which is not as harmonious as the NIO sales comment area.

Nowadays, the reason why car sales are flocking to Xiaohongshu seems to be because the platform has a rapid growth in users, sales are deep users, car brands are in line with the platform's tone, and beautiful women are attractive to male users. Whether it is Mercedes-Benz or Weilai, or other car brands, the coexistence of these two completely different styles may continue for a long time.

1. Mercedes-Benz relies on legs

Which platform is the best for doing homework before buying a car? In addition to professional websites such as Dongchedi and Autohome, Xiaohongshu is also chosen by many people.

Therefore, many beautiful car salespeople have gone to Xiaohongshu to "recruit customers" and transformed themselves into wild car models. However, judging from the style of the photos, the traditional high-end represented by BBA and the new energy represented by Wei, Xiaopeng and Li Auto seem to have very different styles. Brother Pang found on Xiaohongshu that the first killer weapon of the beautiful Mercedes-Benz salespeople after they transformed into car models seems to be their legs.

After all, the "OL trinity" consisting of short skirts, black stockings and high heels have always been an amplifier of the advantages of the legs, and their shooting postures can be roughly divided into five types: the first is "standing in front of the car", which is also the most mainstream posture. The uniformed beauties stand on the side in front of the car, revealing the Mercedes-Benz logo on the front face. The shooting angles are mostly from bottom to top, making the legs look more slender.

The second type is the "half-sitting style with the door open", where the salesperson opens one door and the person sits in the car with his legs stretched out of the car, highlighting the lines of the lower body; in some of the salesperson's photos, you may see the "space distortion technique": the proportions of the car become taller and the tires become oval.

The third type is the "in-car passenger style". After the beauties sit in the car, they either shoot the car's central control from the first perspective and take pictures of the legs at the same time, or shoot the car's interior from the third perspective and take pictures of the legs at the same time.

The fourth type is the "trunk acrobatics style". Some salesmen slightly change the "car door half-sitting style" so that the person half-sits on the trunk; others crawl into the trunk with their whole body and pose in various postures, which not only highlights their flexible figure, but also shows that the trunk space is large enough.

The fifth type is the "direct leg-patting" style. At this time, the beautiful Mercedes-Benz saleswomen often do not have cars as a backdrop, but they still sit or stand, and use direct leg-patting to attract users' attention.

2. Weilai relies on its looks

Different from Mercedes-Benz, the representative of traditional high-end brands, new energy brands such as NIO mostly only show their upper bodies when car salesmen transform into car models.

This seems to be because the combination of work T-shirts, trousers and sneakers cannot highlight women's characteristics, so salespeople can only rely on their faces to win.

Brother Pan found on Xiaohongshu that judging from the composition style of the photos, their photos can be roughly divided into four categories: the first is the "scissor hand style", which is also their most mainstream posture. The beauties hold up their mobile phones with one hand to take selfies, and the other hand is the perennial scissor hand style. Although the action is cliché and simple, the V-shaped victory sign seems to express their expectations for performance.

The second type is the "one-hand chin-supporting style". There are thousands of gentle and beautiful photos, and half of them are shown with one hand supporting the chin. In order to show their gentle temperament, some salesmen support their chin with one hand when taking photos; others have slightly adjusted this posture and evolved it into versions such as touching the chin and holding the microphone.

The third type is the "face-to-face selfie style", which allows users to give up hand movements when taking photos, allowing them to focus more and see the brand logo on the T-shirt; there are also selfies where salespeople wear casual clothes, and the daily outfit on the upper body may better highlight their beauty.

The fourth type is the "work photo style". Some salesmen are worried about the composition, so they simply put the work photos of the hippocampus on Xiaohongshu for display. The photos of the name, front face and work clothes not only make the salesmen appear more professional, but also seem to represent the brand's aesthetics.

3. Why is it different?

Why do the beautiful saleswomen of Mercedes-Benz and Weilai, who both sell cars on Xiaohongshu, have very different photo styles? There seem to be three reasons: First, it is because of their different dressing styles.

As a representative of a traditional automobile brand, Mercedes-Benz's beautiful saleswomen follow the traditional "formal style" in their dress. Suits, shirts and short skirts are their must-haves, and their legs embellished with stockings, of course, become an eye-catching weapon.

On the other hand, the new forces like Weilai mainly focus on the relaxed and easy-going workwear style, and they changed the shirts of the beautiful saleswomen into T-shirts, the suits into jackets, and the short skirts into trousers. The clothes have nothing to do with sexiness, so they have to force their employees to rely on their looks to make a living. Secondly, the shooting methods are different.

Most of the beautiful photos of Mercedes-Benz sales ladies were taken by him. The perspective and composition were more professional, and the equipment was more comprehensive. Brother Pan found in a photo of a Mercedes-Benz saleswoman that a tripod and multiple mobile phones were gathered together when taking photos, and the scene was professional.

At the same time, many Mercedes-Benz 4S stores also provide convenience for shooting, not only purchasing professional photography equipment, but also hiring photographers to help salesmen pose, just to take high-end blockbuster photos. On the other hand, most of the photos of Weilai salesmen are self-portraits. The salesmen pick up their phones and press the shutter at themselves while working, enjoying the fun of being both models and photographers.

Third, the focus of display is different. As a traditional high-end car brand, Mercedes-Benz salesmen mainly convey a sense of nobility when selling cars, so they need to dress formally and have a grand scene, so that the brand's high-end and luxurious image can quickly penetrate into people's hearts. New energy car companies like NIO highlight the sense of technology and functionality, and focus on the user's comfortable experience. This requires car salesmen to have an affinity in their image, so selfies in ordinary clothes can bring users and salesmen closer.

Mercedes-Benz salesmen attack with beautiful legs, and NIO salesmen use their faces as shields, which one can get more traffic on Xiaohongshu? The answer seems to be Mercedes-Benz. Because when Pan Ge searched for "Mercedes-Benz sales", several notes on the homepage had more than a thousand likes; while when he searched for "NIO sales", the likes of the notes on the homepage were only a few dozen.

However, the huge traffic of Mercedes-Benz sales seems to be of little help in selling cars. Pang Ge found in the comment area of ​​many Mercedes-Benz sales that most of the users who left messages were just trying to strike up a conversation, and few of them really talked about cars.

Although the number of likes for NIO sales is small, users in the comment section often have a lot of fun chatting about brand-related issues.

4. Car sales are concentrated on Xiaohongshu

Whether it is Mercedes-Benz or NIO, as well as other car companies in their respective camps, why do these two groups with very different styles all sell cars on Xiaohongshu? There seem to be four reasons:

First, Xiaohongshu has a rapid growth in users and has become an important reference for many people when buying cars. Qiangua data shows that Xiaohongshu now has 300 million monthly active users, 50% of which are from first- and second-tier cities; the average daily user search penetration rate reaches 60%, and UGC content accounts for 90%, making it an important reference for people's consumption and life. Therefore, most car companies encourage their employees to use Xiaohongshu, and even endorse them.

For example, an ideal salesperson once told Brother Pan: "For some employees' Xiaohongshu accounts, the company will conduct official certification." Secondly, many beautiful car salespeople are already deep users of Xiaohongshu, and the fans they have accumulated will help sell cars. For example, Brother Pan found a beautiful salesperson from Wenjie who had worked for Cadillac and Mercedes-Benz for many years and had nearly 10,000 fans by sharing her life and work; her notes on the car buying process have been collected more than 1,000 times and attracted hundreds of netizens to consult.

Third, the two brands of Mercedes-Benz and NIO are consistent with the mainstream taste of Xiaohongshu, which can achieve a two-way rush of users and sales. Qiangua Data shows that the main active users of Xiaohongshu are still young women in first- and second-tier cities. Active people love life and have strong consumption power.

Therefore, whether it is the high-end representative Mercedes-Benz or the smart leader Weilai, it is easier to arouse discussion among these users, thereby obtaining more traffic on the platform. On the contrary, traditional mid-to-low-end brands such as Toyota, Honda, and Volkswagen have not been discussed much on Xiaohongshu because they are neither high-end nor smart.

Finally, the current Xiaohongshu lacks the influx of male users, and beautiful car saleswomen with fair skin seem to have become a magic tool for attracting traffic. For example, Brother Pan searched for "Mercedes-Benz", "Xiaopeng" and "Tesla" on Xiaohongshu respectively. Among the four pictures that appeared on the homepage, three were pictures of beautiful women. It is hard not to doubt its algorithm.

In the future, the high-end luxury style represented by Mercedes-Benz and the technological intelligence style represented by NIO may continue to compete for a long time in the sales world of Xiaohongshu.

Author: Pan Ge

Source: IQ Tax Research Center (ID: 1089356)