Has the air outlet of e-commerce live broadcast passed? Shop baby hand in hand with small and medium-sized sellers

category:Internet
 Has the air outlet of e-commerce live broadcast passed? Shop baby hand in hand with small and medium-sized sellers


From pick up the phone to order to no replenishment for another 1000 copies. In the early years, the predecessors of TV shopping went through one minefield after another, the rise of e-commerce gradually banned TV shopping, and businesses all expected that new TV shopping could change their lives against the weather.

Live delivery is a new business ecosystem derived from products. In order to achieve a more vivid product display effect, there is a need for video publicity content. Taobao live, at first, is only a live advertising business to make more vivid product details page, to meet the visual needs of customers experience, later models began to sell goods in the advertising film. With the rapid development of live broadcasting industry, it is easy to cause information asymmetry, which leads many businesses to plunge into the wave of live broadcasting under the temptation of bright data and fall into the chain pit of live broadcasting.

The lowest price in the whole network?

The lowest price of the whole network has become a new way of live advertising for e-commerce. The core of live broadcast with goods is low price. Many brands will fall into the low price pit. The price system of existing products will be disrupted. The more brands participate in live broadcast, the more they will have a sense of loss and shouting.

Some time ago, a famous live broadcast with goods overturned and was cheated by the brand side. The live broadcast sales products are not the lowest price. One second before the anchor, he was still enthusiastic about how good the product was. The next was stopped by the staff

With more and more live broadcasts on the Internet, the game of the lowest price in the whole network has been gradually ignored.

How about stealing a beam and changing a column?

E-commerce live broadcasting requires businesses to continuously launch activities and update selling points, but a little carelessness can easily cause loss trading, so that they temporarily replace products, or even use inferior products to replace red line behaviors to constantly refresh the publics awareness of live broadcasting.

Chen he, a famous entertainer, sells crawfish live. Because of the ultra-low price (other crawfishs fellow sellers complain incessantly that they disturb the market order), he is favored by customers, creating a record of 50000 in 5 minutes. However, after receiving the goods, the Buyer immediately lost his eyesight. As soon as the box was opened, it smelled bad. The crayfish had gone bad, and there was a video of unpacking as evidence.

In fact, in case of inconsistency between the samples in the studio and the products finally received by the customers, those famous anchors or stars can ask the merchants for a refund directly because of their influence, but in most cases, the virtual after-sales service can only be the customers own misfortune.

How many slots are there?

As a product salesman, the anchor should do enough product homework in advance and have a certain understanding of the brand to the product. But often, many of the live broadcast rooms are overturned. They call the wrong product name, the wrong brand name, and even have new product functions out of nothing, so that some customers will sigh after watching and feel that entering the live broadcast room is forced consumption.

The popularity of the live broadcast has attracted countless anchors to join in the competition. The threshold is too low, and more and more people are casual and unprofessional. Pan industry anchors lack real live broadcast skills. In addition to improving the product awareness of the anchor, the anchors carrying capacity also needs to be strengthened.

The live track is in full swing. With the arrival of the era of live broadcasting for all, live delivery has gradually become a means of product drainage. Many enterprises have also successfully transformed and shared this dividend. In essence, live broadcast and offline sales are still products, which win by product quality. After all, one hammer business cannot be based on the market.

In addition to the enthusiasm of the people, there are also official interactions to actively promote the prosperity of the live broadcasting industry. It is reported that the Department of Commerce of Sichuan Province has recently issued the action plan for a new high traffic volume of Sichuan live streaming e-commerce (2020-2022). According to the plan, by the end of 2022, Sichuan will promote the implementation of the four ones project of 10 characteristic industry live streaming e-commerce network traffic bases, 100 backbone enterprises, 1000 online Red brands and 10000 online red tape customers, so as to build Sichuan into a whole Chinas well-known regional live e-commerce network traffic center has achieved an annual live delivery sales of 10 billion yuan.

Previously, Alibabas annual strategy was released. In 2020, Taobao live broadcast will generate 10 billion level revenue and invest 10 billion level resources for the anchor. The 10 billion red envelopes have once again attracted peoples attention. In particular, the waist and tail anchors will be the focus of this round of support. In the next year, 100000 typical anchors will be cultivated. The foundation of official policies, capital injection, flow support and other guarantees, help the rapid optimization and upgrading of the live broadcast industry mode, and develop from single type to compound type. 618, as the first national shopping festival in the post epidemic era, will undoubtedly be a decisive point for e-commerce, and a large live broadcast feast with goods is essential.

With the development of science and technology, the users thinking is changing in the direction of pursuing the ultimate enjoyment, from the product details page to the buyers evaluation and follow-up, to video analysis, and now live Q & A. The live broadcast coordinates the relationship among people, goods and stores, and enables consumers to experience more humanized services.

E-commerce live broadcasting has broken through the barriers of production and operation, space-time experience and geographical limitations, and opened the door of the new economy. Live broadcast on e-commerce platform has subverted the previous business model. It is also the first step for offline operators in various industries to step into the Internet and digitalization. The real-time interaction between buyers and sellers in the live broadcast room can reveal the grand blueprint of economic development in the new era.

3u3001 The success of e-commerce live broadcast comes from high-quality content

With a huge number of fans, or with a unique personal IP, such as original video blogger Li Ziqi, lipstick brother Li Jiaqi, etc., they verified the inevitability of e-commerce or live train in this era through high-quality content with goods and the layout of Taobaos content strategy. With Taobao, jitter, micro-blog tiktok and other platforms, we can get traffic and fans, and have the value of commercial realisation to get their own interests.

1. Original video with goods

Li Ziqis high-quality content production has brought her advertising traffic income of many platforms, as well as the income from carrying goods in stores. At the end of last year, according to the global overseas online marketing service platform noinfluer, Li Ziqis advertising revenue on YouTube in a single month was between 1945500 yuan and 3907000 yuan. According to this calculation, the annual income of Li Ziqi and his team on YouTube is 23.34 million yuan to 46.88 million yuan.

As of 9:00 a.m. on December 13, 2019, there are 35 products on sale in the flagship store of Li Ziqi tmall. Financial network has counted the 10 products with the largest sales volume, with the cumulative sales volume exceeding 200 million yuan. In other words, even if the profit margin is 10%, there will be more than 20 million profits. If the remaining products are included, the net profit may reach more than 25 million. It is said that Li Ziqis annual income is nearly 200 million yuan, which may not be too much.

2. E-commerce live broadcast

Li Jiaqi, who sold 15000 Lipsticks in 15 seconds because of a live broadcast that killed Ma Yun, got the name of lipstick first brother. It was once popular all over the country, and still has the same popularity today. It is a well-known online celebrity. Some time ago, it was reported that Li Jiaqi had purchased 130 million top luxury houses in Shanghai.

In an interview with reporters, Li Jiaqi revealed that he had made 389 live broadcasts 365 times a year, each of which lasted about 7 hours. This kind of high-intensity work has a record that the annual sales volume of the studio is higher than that of the large shopping malls in the center of the first tier cities.

The selection of Li Jiaqis team is also tenable in the live broadcasting industry, and few people question his products in the live studio. His love for the job and serious disclosure in various details, advance notice of live products, do not waste fans time, will not hesitate to reject products that are not worth it, do not hesitate to offend the brand and do not let fans suffer grievances. It can be said that the choice of excellent products and the creation of high-quality content have brought him countless fans.

3. Short video platform

On April Fools day, the Internet was full of such content: as the only remaining Chinese first generation of netred, I will demonstrate live delivery at 8:00 p.m. on April 1. We have a lot of good things Basically, you dont make any money, just make a friend. When you see the calendar, you will think its April Fools day. When you see something, you will think its not April Fools day. When you see the price, you will think its April Fools day. Finally, you will think... Is this April Fools day?

In fact, this is net red Luo Yonghao also wants to take a share in the live delivery. Tiktok official statistics tiktok: 3 hours live broadcast, total payment transactions over 110 million, sales number 910 thousand +, cumulative viewing 48 million +, the highest record of the current known trembling voice, Luo Yonghao as a live broadcast goods new achievements to be obvious to people.

After the live broadcast, many platform products appeared the title of lower than Lao Luo, and wanted to rub another wave of Lao Luos enthusiasm. Luo Yonghao himself may not have thought that the first show of live broadcast with goods redefined himself and found a good opportunity for the superior.

4u3001 The small and medium-sized sellers who lead the store baby ride the wind and break the waves.

With the rise of netred economy, most of MCNs capabilities are not excellent. For the anchor, if a good MCN can get resources and support, if it is not fair to meet people, it is equivalent to signing a sale contract with endless troubles. There are overlord terms, irregular operation and other information.

Combined with the current popular live play method, the senior leader of the baby market of e-commerce service platform store has given eight small and medium-sized sellers the skills of taking goods on the live express,

1. Promote and drain in advance before live broadcast, and activate fans

2. The hosts are discerning and vivid

3. Try to sell products with high cost performance and improve the competitiveness of products

4. Empathy, considerate understanding of fans and display of human feelings

6. Be familiar with the comparison of products and make explanations easy to understand

7. Try to take the goods in turn to relieve the aesthetic fatigue

8. Get close to fans, connect to the ground and talk about family life

As a long-term vigorous track, the direct broadcast with goods reflects the offline shopping guide, allowing users to stroll and join the introduction guide of shopping guide. The effect is totally different. As a result, the conversion rate of live broadcast is very high, and the anchor will have a higher premium right in the supplier, thus pushing the price down to a lower level to further stimulate the conversion. After all, the most attractive thing in the live broadcast is the cost performance. Live delivery or two-way information interaction, presenting intensively in effective time and space, closely linking production and sales links. A live broadcast, product popularity, user preferences can have a full understanding. This kind of synchronization of customer feedback directly to the production side is unprecedented, and it can also reverse the efficiency of the supply chain. So as a whole, the core logic behind the business model of live e-commerce is to fundamentally expand demand and improve the efficiency of the industrial chain. Such a large and crowded track needs more help to go hand in hand! Source: editor in charge of mass news: Chen Tiqiang_ NB6485

Live delivery or two-way information interaction, presenting intensively in effective time and space, closely linking production and sales links. A live broadcast, product popularity, user preferences can have a full understanding. This kind of synchronization of customer feedback directly to the production side is unprecedented, and it can also reverse the efficiency of the supply chain. So as a whole, the core logic behind the business model of live e-commerce is to fundamentally expand demand and improve the efficiency of the industrial chain. Such a large and crowded track needs more help to go hand in hand!