How Does Vip.Com Play The Live Broadcast? Kun Ling Autumn Winter Fashion Show Live Hot

Recently, it was learned that vip.com's original video + guide shopping plan was finally officially landed on a low-key plan for 2 months and zero or one weeks.

It is understood that "vip.com is the first dress of the first costume," which is launched by vip.com, is about 16 minutes in length.

And little P teacher.

The first phase of the program will be pre heated on Thursday, and Friday will coincide with a live broadcast by Li Jing and Xiao P teacher, so as to accumulate popularity for the program.

Vip.com insiders revealed that the original video program of "the only product is beautiful" has a total of six phases in the first quarter, fixed every Friday with vip.com's big promotion line.

There are about 50-60 items in each program.

And accessories, the first time in the industry in video sales of such orders of magnitude.

How does vip.com play the live broadcast?

It is understood that vip.com began to study the layout of the layout half a year ago, and has tried many large and medium-sized conferences, brand live.

In the 616 year special sale, vip.com set a full perspective glass house in the world trade sky scale in Beijing, inviting star artists and human network to create a record of more than six million orders.

Prior to this, vip.com also invited maternal and child experts to broadcast live experience and cooperate with live broadcast to sell the products of Mead Johnson brand.

Today, vip.com is launching a new fashion show with the new autumn autumn event in 8.26. The peak number of online viewers is over 380 thousand.

In this series of attempts, the billion power network found that vip.com's live broadcast seemed different from the simple rude shopping guide.

First of all, on the contrary, with the introduction of a mobile phone, vip.com's live broadcast seems to be heavier and bigger, with live broadcasting venues, professional stars, models, or people, professional knowledge sharing or T shows, and the content of live broadcast is more similar to the texture of TV programs.

Second, vip.com's live broadcast focuses on the personas of live characters, and explores "excellent users" through daring people.

For example, the "only product beauty" program invites P, a fashion designer, to teach "wear" fashion skills and personalities in different scenes.

Users, including fans of small P teachers and users who directly appeal to fashion wearers, are the "best users" positioned by the only product club, which helps to improve sales conversion rate and order price.

Third, directly connect with shopping, and realize buying while watching.

In addition to the live product, vip.com also launched a shopping experience while watching and buying products. Users can click on the product to purchase or join the shopping cart, and seamlessly switch between multiple pages of purchase and video.

Behind these different performances is the logic of vip.com's live broadcast, that is, with PGC content aggregating products, users and traffic, mining fans effect and the commercial potential of the community economy, vip.com will upgrade from the "commodity sales platform" to a high-quality lifestyle platform, and achieve the commercial liquidity of sustainable development.

Vice president, Feng Jia Lu, said vip.com will officially launch a comprehensive effort to "original video + guide shopping".

"Next, vip.com will launch a variety of original video programs, and promote" event "live broadcast in combination with promotions and festivals.

Unlike the mainstream trend of live broadcasting in pursuit of UGC (user production content), vip.com's initial positioning of live broadcast is PGC (professional production content).

Vip.com explained that the essence of "original video + Guide Shopping live" is based on the creation of high-quality content, through the scene of expression, the product, users, traffic together to form a sustainable development of commercial liquidity.

In this process, vip.com has pformed from traditional commodity operation to content operation, and the content under specific scenes has become the carrier of products, and has penetrated deeply with products to promote product upgrading from function to lifestyle and emotional appeal.

At the same time, through the resonance of content and users, a spontaneous user stickiness and sufficient stable flow will be formed. Finally, with the help of content, consumer consensus will be established and commercial realisation will be realized.

Compared with the uncontrollable content of UGC, PGC is obviously more controllable in terms of content quality and business combination.

According to the billion power network, the program of "the only product is beautiful" is built by vip.com and Oriental fashion. The two sides plan the content of the program according to the season, and vip.com is responsible for opening up the goods and the internal shopping process.

Vip.com said that the biggest challenge of the event was cross category and cross brand search, and the suppliers who participated in the activity advanced their inventory of goods in advance for one and a half months.

Vip.com has set up a separate live broadcast team inside, and has a special buyer to integrate and select products.

Although PGC is controllable, it is easy to form a linkage loop from content production to final shopping, but the disadvantage is that the cost of production is too high to be easy to try.

Not to mention the star's high attendance fee, the head broadcast of the live broadcast platform is now worth millions of millions of dollars, and the live broadcasting platform is willing to pay heavily for digging.

In this regard, vip.com has taken part in cooperation with a senior content producer such as Oriental fashion.

It is understood that in 2014, vip.com spent $112 million 500 thousand to acquire the 75% stake in Le bee network, and bought a 23% stake in the Oriental pop group, 55 million 800 thousand of its consideration.

Oriental fashion has produced "very quiet distance", "beautiful pretty girl" and other columns, in the star resources control and column production has a very strong advantage.

In addition, Feng Jialu said that vip.com will sign up a large number of people in various fields, such as home grown people, gourmet foods, make-up artists and skin care professionals.

"In fact, the concept of daring existed ten years ago, but we are now giving him the stage in the form of live broadcasting," Feng said.

It is understood that by the end of September, vip.com will also launch the "Da Ren community" to establish the ecosystem of "daring people live", "sharing people" and "reaching the brand".

At present, vip.com has signed more than 40 people.

The era of video business is coming.

As early as August, when vip.com released its Q2 earnings report in 2016, vip.com founder Shen Ya said bluntly that vip.com's live broadcast is mainly to attract new young users.

Shen Jia Lu also mentioned in the media interview that 45% of vip.com's new customers in the two quarter of the year were 45%.

Live broadcast is the most fashionable product expression form, attracting the youngest trend crowd.

But this group is restricted by income, the purchase frequency and the unit price are low.

By comparison, after 70 and Post-80, these excellent users clearly show that the original high-quality video content can stimulate the purchasing power of these users.

This is why vip.com launched the original video + guided live broadcast.

But it is noteworthy that, with the end of the electricity supplier flow bonus, the huge flow of video sites has become the bonus pool in the eyes of the electricity supplier.

Prior to this, vip.com and Iqiyi have tried various cooperative drainage.

For example, when looking at Chinese new songs, different time nodes will appear marketing push, drainage and download vip.com APP.

By comparison, Taobao and Youku have achieved the full access to membership accounts and merchandise stores, and can complete the shopping process on video websites without jumping.

The strong flow of e-commerce giants and the lack of liquidity in video websites have prompted the video business to become a new business opportunity.

In the interview, Ying Ke Sheng, the founder of video games, said that video business is a great way to achieve liquidity.

For vip.com's own development, to achieve sustainable long-term growth and reduce the cost of flow acquisition, we must realize the pformation from buying traffic to self generated traffic, from "buying blood" to "hematopoiesis".

Instead of relying on the drainage that Iqiyi needs to jump, self producing original video content and achieving closed loop access in the station can produce high quality conversion rate.