The Trend Of Live Broadcast + Electricity Supplier Changed By Live Broadcast

In October 2015, Dong Mingzhu established the Zhuhai hima pearl new media limited company as a major shareholder, of whom Dong Mingzhu invested 840 thousand.

After setting up the media, Dong Mingzhu tried to help.

The power of the economy has boosted its own products. GREE phones and big pine small appliances have been sold in the Dong Mingzhu media platform.

Although Dong Mingzhu herself did not mean to make money, she did not deny that the media was making money.

There is no doubt that the ability of the red man to absorb the eye and the marketing ability is beyond doubt. Now the emergence of live broadcast has booster the ability.

Celebrities live in the spotlight, and when the advent of live broadcast has opened a "popular" channel for ordinary people, the powerful communication effect has attracted many celebrities to join.

Celebrities use live broadcasting to display a strong "sales force" to make people see that closer to users, the "network plus live + business" may be a good business.

The core of live broadcast is the celebrities and net red in the live broadcast. They have gathered countless fans, eyeballs and contents behind them, all of which will be converted into purchasing power.

In fact, when the live broadcast entered the era of "Warring States", every platform was seeking breakthroughs, and live broadcast +

Increasingly, it has become the mode chosen by more and more live platforms and enterprises. It has also found a good mode of realisation for the live broadcasting platform.

Live broadcast of celebrities

In the evening of May 25th, Lei Jun released Millet's new UAV products through a dozen video websites and live APP. While Lei Jun introduced Millet's UAV performance, he also asked for flowers, sports cars and yachts.

According to the data of live broadcast of millet, the live broadcast at 19:30 began. After one hour, the number of online users in the platform broke 400 thousand. At the end of the conference, the number of online users was close to 600 thousand, which is only a APP data broadcast by millet.

The same way with live broadcast.

And Yang Yuanqing, President and chief executive officer of Lenovo Group.

In the evening of Dragon Boat Festival this year, Yang Yuanqing launched a five hour multinational mobile broadcast.

In the live broadcast, Yang Yuanqing introduced the flagship new product MotoZ, which was launched at the TechWorld Conference on the same day. At the same time, from the full screen gifts and barrage, the lucky netizen fans were selected to present the latest MotoZ mobile phone to him.

As the best spokesperson for "celebrity live", Zhou Hongyi, founder and chairman of the 360 company, broadcast a "BMW spontaneous combustion" accident in August 25, 2015.

That night, after watching the 360 mobile phone conference site Zhou Hongyi on the way home, its BMW 730 suddenly began to self ignite, but Zhou Hongyi first chose to open 360 live broadcast software "pepper" for live broadcast, during which Wang Si Cong online and Zhou Hongyi interaction.

But later, some netizens began to cry for this BMW car: "acting is so good, it is not intentional, for mobile phone brush existence?"

Live + business trends

Looking at the above celebrities' participation in the live broadcast, it is no exception to promote and publicize their products, and this is also a business model favored by many people in the industry.

The current video live broadcast is mainly made up of three modes. Fighting fish TV, tiger tooth TV and so on are mainly centered on online games, playing the games of the online games, and the live broadcast of the matches. What is more widely known is similar to YY, one live broadcast, and other guests, with live and entertaining nature of the live broadcast platform. Apart from having ordinary people displaying their daily life in the platform, they can also perform similar performances in the show. In addition, the live broadcast business represented by mogujie.com and Taobao live is third types.

However, with the continuous development of the live broadcasting industry, more and more live platforms are drawing closer to the third modes.

In a report on live broadcast released in March this year, Yi Kai capital said that the leading live broadcasting platform and the network red anchors with high quality fans have great potential to carry mainstream advertising and guide physical business operators.

In June 16th, the "2016 nets red ecology white paper" jointly released by micro-blog Consulting Group and iRex pointed out that net red has been upgraded from the phenomenon to an economic industry. In the future, live broadcasting and e-commerce will become one of the main trends of the net red economy.

In fact, when the business model is being questioned continuously, how to realize the realization of live broadcasting has become a platform for consideration. The continuous burn mode is unsustainable. Sina micro-blog CEO Wang Gaofei said that with the rise of the current entertainment consumption mode and the bonus of consumption upgrading and personalized consumption, the content of the future live broadcast and net red will move towards the increasingly vertical content, and only vertical creators can get more verve fans.

This is a positive cycle.

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Live 2 hours turnover nearly 20 million

In May 17th of this year, mogujie.com launched the function of live video streaming, relying on 130 million users and a large number of fashion people resources accumulated as social networking providers. Mogujie.com is ready to tap the bonus of live broadcast to the electricity supplier.

Hong Bo, director of mogujie.com's electricity supplier, said mogujie.com's social networking business will rely more on net Hong and Da people. They will take a more professional approach by attracting their fans' attention by sharing their attitudes towards life and their views on fashion.

On the video live page of mogujie.com, there is an orange shopping bag logo. Click on it to pfer to the merchandise page for shopping.

When the content is professional enough, attracting the fans will be more purposeful and precise, rather than just join in the fun. This will enhance the stickiness of the fans and increase the liquidity of the traffic. This is a seamless mode of cash flow.

Mogujie.com's data show that in the first day of live function upgrade, UV is over 10 times, and mogujie.com's main network is red. Yunxi's total traffic volume has increased more than doubled on the same day, and the turnover has increased by 67.3%.

Zhang Dayi, a network red man, was on the live broadcast of Taobao's "happy Wardrobe" live broadcast. She appeared in her new product, introduced the way of dress for fans, and showed fans to visit the playing room, warehouse and fabric room in live broadcast.

According to its statement, the broadcast started at 20:00 and ended at 22:00. The number of visitors reached 410 thousand, and the number of points was over 1 million. In two hours, the turnover reached nearly 20 million yuan, and the price per passenger was nearly 400 yuan.

However, according to Sina Technology, according to the sales volume shown by Taobao stores, the data is exaggerated.

Live broadcast changed business

Tsiu, founded in 2013, is a personal clothing brand for Internet Celebrities and star entertainers, and sells clothing and clothing through Taobao and other e-commerce platforms.

TISU banner owns many independent and net red clothing brands. It signed contracts with the Internet reddowen, and carried out clothing matching and recommendation in several webcast platforms.

In the traditional supply chain, a garment enterprise should predict the hot and trend of second years in advance half a year, and then ask the designer to design and stock it up until the shelves are ready.

During the past six months, great changes have taken place in the market and the prevailing wind direction.

"Net red can always hold this hot spot at any time."

TSU Su founder Jerry told sina science and technology that the traditional designer could not predict in advance which clothing could be sold well, and most retail businesses need to make stock in advance. This is a gamble, and in fact, 50% of China's listed apparel enterprises have stock of net assets.

How to quickly respond to the market? Clothing enterprises must produce the popular design styles on the 10-15 day. This is a subversion to the garment industry. However, once the power of red net is created, they will create a trend of popularity. In the live broadcast platform, net red will find the fashion of the season at any time according to the interaction with the users and the market, so that it can help the enterprises to design and produce quickly. This is the core competitiveness of the webcast and live broadcast to the electronic business platform.

The subversion of live broadcasting to the electronic business platform lies in a centralization of the electricity supplier experience.

In the past, users searched for a large number of products in Tmall and Jingdong. Users of good products will constantly compare their search results and fall into fear of choice. While in live broadcast, Internet red will serve as opinion leaders to explain in professional fields, such as clothing collocation, sports apparatus and so on, and personification of products.

Micro-blog electric business and general manager of fashion business division two-way Sina Technology said that this is the trend of consumption upgrading.

In the future, users do not have to buy popular brands, but rather choose personalized products, but personalized products are brought by red men.

"What they pass to the user is a way of life, including the taste of clothes.

At this level, net red will become a buyer of users. Live broadcasting will enable them to understand more about the prevailing trends, and even develop trends to spread the trend, so as to help factories decide what clothes to produce.

Yu Shuang said.

The output lifestyle has stronger vitality.

"The essence of live broadcasting + electric business is to some extent the logic of luxury goods. What they do is a flip of a framework."

Gao Hongqing, managing director of Da Chen venture, believes that selling things to customers and fans will take the initiative to buy things.

In the electronic commerce platform, the core demand of users is shopping, so there is a natural sense of trust and dependence between the live webcast and fans. Compared with the more live show mode, cash flow behavior is more fluent.

Compared with the traditional electricity providers, the form of live broadcast has a more vivid effect than picture + text.

In most of the live broadcast platforms, interaction is an important part of attracting fans.

On the live platform, users can see that the anchor introduces products or trial products. Besides the traditional reward function, the functions such as coupons and red packets that can be clicked on the screen, as well as the shopping guide connection of goods can realize the user's experience of "watching and buying" and "playing while buying".

At the same time, compared to the general merchandise in the electricity supplier, the live broadcasting platform hopes that the Internet red will not only pmit a certain fixed product or content.

"Now, the net red life by content output is very short."

Gao Hongqing's "live + business" is a way of exporting lifestyle, which is more vitality than simply talking about the history of Dragon Boat Festival and the origin of children's day.

"Because of the pformation of the electricity supplier to the content business, users are more likely to evaluate individually and passively accept information, thus making users more receptive to perceptual information, hedonic products and novelty products, which requires net red to educate users through live broadcast."

Gao Hongqing said.