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.
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.
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 the first half of this year, the special form has brought the popular live broadcasting industry to a higher level. During the epidemic period, people stayed indoors, and released unlimited consumption potential. Naturally, more and more people will start to explore the business opportunities of live broadcasting. According to the relevant data of enterprise investigation, after March 2020, the monthly registration volume of live broadcast related enterprises has repeatedly reached a new high. In May, the monthly registration volume reached 2877, an increase of 684% compared with the same period in 2019.
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
Li Ziqi, perhaps the most special online celebrity in China, has made millions of foreigners see the charm of traditional Chinese culture. Her official account of micro-blog has about 25000000 fans, B fans 6 million 20 thousand, trembling fans 37 million 800 thousand, and articles on the public address. 10W+, social software platform Youtube fans successfully exceeded 10 million in April this year, and each video playback volume is almost 5 million. Tiktok is a fan of the world. Her fans are all over the world. Although the video has never been equipped with English subtitles, it does not affect many fans abroad to follow her. CCTV news commented on her as follows: no word praises China, but she told Chinese culture and Chinese stories well.
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.
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.
In e-commerce live broadcast, MCN is the core hub connecting the anchor, brand and platform. On the one hand, MCN helps the contracted anchor to build human resources, train the selection, form content and accumulate fans; on the other hand, it strives for flow preference and publicity resources from the platform; on the other hand, it strives for preferential prices from the brand merchants and even manages the commodity supply chain. MCN institutions will implement specialized division of labor, standardized production and process management in all stages.
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.
At present, the few top strip goods are actually coming from the vegetarian step by step. Besides Taobaos live broadcast of Li Jiaqi, Kwai Ya and others, there is also a recent quick live broadcast of the grass root network red Simba, which is broadcast 7 hours, with 60 goods, and the sales volume is broken by 1 billion 200 million. For ordinary people, their success may not be replicated, but in the final analysis, they all have similar carrying skills.
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
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
5. Continuously push welfare during live broadcast to create surprise and improve fans stickiness
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
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!