Xu Zhisong: How Can Brands Develop Direct Broadcast Business In Order To Achieve The Desired Results?

When you find this opportunity, this is no longer an opportunity.

Therefore, those enterprises that can seize the opportunity will take precautions.

This craze is so formal. It is no wonder that many laymen are still in a situation where they can neither see nor play.

However, as early as the beginning of this year, Zhao Yingguang had indicated that he would hatch a lot of money.

Brand.

These net red resources have provided an important content resource and talent pool for the Korean family's live broadcasting business that just landed on the new third board.

Beginning in May this year, Han dairai has made a preliminary attempt to broadcast live. In two months, four different types of live broadcast have been made: first, the collision between the fashionable IP and the Korean culture; second, the fashiondale deducts the summer CHIC Hanfeng; third, the Korean live overseas shooting site; Fourth, the live fashion trainee's content will be broadcast live.

Xu Zhisong, manager of the Korean Marketing Center, said that the ultimate goal of these activities is to convey the Korean pop fashion attributes of Han Du house brand through various planning schemes to different groups of people.

Why does Han Du Yi house value the live broadcast so much? Xu Zhisong bluntly said that direct seeding is the easiest way to combine marketing with marketing.

"Live sharing can be shared with micro-blog, sharing on the social marketing network, forming a continuous communication to drive the flow of social media into the live broadcast, eventually producing influence and sales.

Compared with traditional electricity providers, the form of live broadcast also has a more vivid pmission effect beyond pictures and words.

How do businesses successfully carry out live broadcast business? What kind of changes will the live business bring to the electricity supplier? For these problems, the reporter communicated with Xu Zhisong.

The following contents are arranged according to the two sides' communication.

Reporter: how can brands develop direct broadcast business to achieve the desired results?

Xu Zhisong: live broadcasting is a great challenge to brand designers' understanding of creativity, content, process, technology and marketing concept.

The success of live broadcast needs three elements: people, content and platform.

Therefore, the preparation for businesses must be built around these three elements.

Businesses should first find the most appropriate dissemination, then plan the most suitable content, and then make the most accurate delivery.

For example, to find out these questions, what kind of IP is the best way to disseminate my plan? How can I find communicators?

In addition to people, content, platform, the selection and launch of live broadcast is also very important. If your social attributes are strong, then choose WeChat. If you want to spread it to more loose relationships, then choose micro-blog to spread.

The selection of live broadcast platform is also diverse. Whether the live broadcast platform chooses one live broadcast or chooses the Chinese prickly ash or is directly related to the user attributes of the platform.

Youku's user attributes are more prone to content consumption, so Youku broadcast brings the highest conversion rate to content consumption and content services. Taobao's user attributes are more prone to shopping, so Taobao's live broadcast brings the highest conversion rate to shopping. Here is a reasonable reason to follow, not just to find a platform for live broadcast, depending on what you want to achieve, and how to plan the live broadcast.

Reporter: what kind of impact will the development of direct broadcast business have on the clothing business? Will it change the pattern of the existing clothing business?

Xu Zhisong: first, in the traditional supply chain, a garment enterprise should predict the fashion trend and fashion trend for second years in half a year, and then ask the designer to design it 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.

And net red and fashion leaders can always hold this hot spot, and it is through the direct seeding channel.

How to quickly respond to the market? Clothing enterprises must produce the current popular design styles in 10-15 days. This may be a subversion to the garment industry in the future. In the live broadcast platform, net red, based on the interaction with users and the market, can find out the style of the season at any time, so that the enterprises can quickly design and produce. This is the core competitiveness of the network redactor and the live broadcast to the electronic business platform.

Second, 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.

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.

Reporter: what kind of businesses can stand out in this wave?

Xu Zhisong: we believe that the brand that can predict the future to adapt to the market quickly and react quickly will be able to stand out in this battle.

And this kind of brand is certainly not just focus on store operation and promotion of traditional electricity providers.

It should be a new type of electricity supplier that plays the major social platforms, strengthens its own brand building, and exports high-quality brand content for the vast numbers of consumers.

Reporter: what kind of impact will the live broadcast business have on the whole chain of the Korean home?

Xu Zhisong: the live broadcast business has brought different influences to our brand end construction, store operation, product design and product supply chain.

First of all, the live broadcast is very helpful to the brand value construction and brand culture construction of Korea's clothes house. During every broadcast process, we export the brand value of the Korean home to the live audience through interaction, product introduction and so on. This is a long and slow process.

Of course, the most direct impact of direct seeding is the flow direction of store end. In the process of store operation, we will make corresponding page adjustment according to the demand of live broadcast, for example, we need to create a "live direct train".

Secondly, according to the feedback and demand of the audience in the live broadcast process, we can quickly capture what products our audience wants and quickly adjust the supply strategy, while improving the gap in product design, and let consumers see the products they want in less than two weeks.

At the same time, good content output makes "live + product + brand content" form a benign marketing closed loop, and let Han Du Yi house firmly stand on the outlet of brand building and market demand.

Just like a few days ago, Han dresses together with the beautiful poetry and Daphne's multi platform live broadcast, not only has the clothing matching, but also introduces the beautiful makeup skill, carries on the multi platform lucky draw.

In this way, the audience can see more directly the advantages of your product, increase its interaction with the brand, and establish a cognitive framework for your brand.

In this way, every good quality output will give the audience a good impression of your brand, which is a good cycle.

The influence on the whole chain of Korean clothing house is also remarkable.