Electricity Providers To Enter The Live Platform Personal Network Red Is Not Equal To Sales Experts.

"Pro" and "baby" may soon be fighting.

Behind the "pro" is an electronic business platform represented by Taobao shopkeepers, while behind the "baby" is a new live broadcast platform.

Entering the 2016, the two industries that had not had much competition relationship suddenly discovered that "net red" is becoming scarce resources needed to compete for. This dark battle may decide the future trend of the electronic business platform.

At present, most of the webcast participants are accustomed to the gift and reward mode, but in this mature mode, the online shop is almost the standard of all the anchor, and even marketing companies do live marketing for all online stores.

They also followed up this trend rapidly. Alibaba, jumei.com, vip.com, vip.com, mogujie.com and Midea were all involved in this area. The newest player was Jingdong. In August 18th, Xu Lei, senior vice president of Jingdong mall, said publicly that it would broadcast live to occupy users.

However, some commentators believe that there are fewer types of sales that can be sold live by e-commerce. At present, they are mainly concentrated in the field of clothing and cosmetics, and the future development may be challenged.

However, according to Tencent technology to a number of electronic business platform to understand, live mode can be adapted to many areas, there will be more live gameplay in the future.

In the current situation like this, the electronic business platform is secretly competing for the "net red" resources with the live broadcast platform.

Live broadcast has become the standard of electric business.

How hot is the live broadcast? Zhang Jike ended in August 20th.

On the return journey, the exclusive live broadcast of Zanthoxylum bungeanum led to the explosion of the server. Ning Zetao's live broadcast of the NetEase attracted 4 million 776 thousand users to watch.

In the latest earnings season, unfamiliar street, micro-blog, reunion era, NetEase and other companies all regard the live revenue as the focus of the company's next stage of development.

At present, the types of live broadcast platforms in China are mainly divided into three categories: one is the live broadcast of more than half of the show size, most of which are derived from the PC show, and the type is very consistent; two is the direct broadcast.

This kind of live broadcast is highly professional, high demand for anchors, high stickiness of fans, and finally direct broadcast in the vertical field, such as beauty makeup, tourism and so on.

And the third live broadcast is behind the huge commercial space.

The rise of the mobile Internet has promoted the development of the live broadcasting platform, and the development of the live broadcast platform has given birth to a large number of net red, some of which have the business brain net red to start thinking of ways to realize the flow.

The most common mode of net red + electricity supplier is to run its own Taobao store, and introduce the Taobao shop in real time during the live broadcast.

For example, in the process of live broadcast, the game anchorperson carries out the oral broadcast of the computer peripherals or related game products around the store.

The most typical case is the "net red" Wang Sicong's former girlfriend, Sydney, whose Taobao store opened in 2011. The cumulative turnover has reached about 1300000 entries. It is understood that in the last six months, nearly 460 thousand sales have been well received, and its sales volume is over 100 million.

However, in the current competitive situation, the next "Sydney" may be very difficult to produce, a senior female anchor told Tencent Technology: "when the live platform began to move, some of the red people realized that their fans could easily be converted into purchases. These early awakening hosts almost accumulated a lot of wealth.

But now the competition is so fierce that it's almost impossible to make money by making shop. "

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More importantly, all the electronic business platforms, including Taobao, are entering into the live broadcast field.

Wu Chun sells 1 million 200 thousand yuan of milk powder an hour, Liu Yan's purchase conversion rate is close to 20%, and Taobao women's wear shop advocates 2 hours' sales of 20 million yuan.

These are direct figures brought by live broadcast plus electricity supplier.

Net red war

"First of all, through the hot events to wrap the net red, then confirm the composition of the net red fans, and finally find the right businessmen to be guided by the net red and charge."

A net red marketer describes his net red packaging technology to Tencent technology. He also said that the marketing company operating in China is so few.

Ma Yun (micro-blog) has publicly stated that "not supporting upstream shopping website continues to grow. Ali's traffic entrance should be grasslands instead of forests."

In the field of live broadcasting, the keen business platform has begun to realize that net red should be incorporated into its own system (rather than allowing marketing companies to control upstream), so as to create their own controllable net red economy so as to effectively reduce traffic costs.

In July 2015, cross border live telecommerce brownies online, and did not spend a penny to advertise, realized the growth of twenty thousand new users every day during the first week. At the beginning of this year, jumei.com broadcast live online. At present, the number of people in the United States had a total breakthrough of 50 million times, the number of monthly active users increased by 15%, and the number of new users increased by more than 9%. In May 17th, the live video broadcast of mogujie.com was more than 10 times on the first day, and the total volume of red shop traffic increased by 67.3% on the same day. In July, honey bud CEO CEO personally broadcast live, and a brand of baby bottles sold tens of thousands of new products within 1 hours, which set a new sales record.

The more ferocious data came from vip.com. According to vip.com's latest financial data, the number of Q2 vip.com active users increased from 14 million 200 thousand in the same period last year to 23 million, an increase of 62% over the same period last year. The total number of subscribers increased from 68 million 900 thousand to 44 million 900 thousand in the same period last year, up 54% over the same period last year.

Vip.com vice president Feng Jie Lu told Tencent science and technology that vip.com had already produced the idea of "connecting the front-end fashion e-commerce platform and the eco industrial chain of the back-end fashion products and content manufacturing", and actively layout, "original video + Guide Shopping live", and achieved initial results by producing high-quality content and creating demand.

At present, the electronic commerce platform has not yet plundered the "net red" resources in the live broadcast platform. The founder of the video business flower roll Han Hui told Tencent Technology: "we will not sign the top red men, but aim at some ordinary red men with rising space, and control these red men through signing contracts."

However, some live webcast's anchors also told Tencent technology that the competition in traditional show mode is particularly fierce, and that newcomers are more likely to get favors. In the long run, maybe it's a good choice to do business shopping.

Net red does not equal sales.

There is a general rule in NBA: big shoes do not sell.

The rule behind this is that the way the big players play and the requirements for their shoes are far from those of ordinary people. Ordinary people tend to prefer those who are close to ordinary people.

In the field of live broadcasting business, this rule is still applicable. Han Hui told Tencent science and technology that some super red men in the live broadcasting platform did not reflect the value. Instead, some ordinary "daring people" were very helpful to sales.

A founder of Amoy brands who often put in advertisements on live broadcasting platforms is directly to Tencent science and technology: "good anchor, professional is more important than face value."

In the view of Feng Jia Lu, the vast majority of electricity providers will do event oriented live drainage, but this kind of star live broadcast brings more popularity and traffic, that is, "earn a shout."

If we need to increase sales volume, we need more "live broadcast", that is, "original video plus guide shopping live."

He further explained that the vast majority of electronic business platforms now have enough SKU to meet the diverse needs of consumers, but the guide live broadcast and original video recommendation can enable consumers to change from "I have goods to buy you" and become "I have goods to help you pick and buy with you".

According to the data of live broadcast by Taobao, more than ten million users have watched the live broadcast content. The daily live broadcast is close to 2000 Games, covering cosmetics, mother and baby, agricultural products, sports fitness and so on.

More than half of the users who watched live broadcast were 90, and the proportion of female users was as high as 80%.

The main body of the anchor includes three categories: stars, net red shopkeepers and daring people.

Chen Lei, director of Taobao's live broadcasting, said that from the current situation, net red shopkeepers and daring people have strong user interaction and commodity recommendation capabilities. "Because they are clear about the performance and characteristics of goods, some of them are more successful than stars."

In the Internet era, business forms often go through three stages. Games attract users' interests, social communication paths, and finally the realization of electricity providers, and live broadcasting seems to be going through this last stage.