Outdoor Brands Are Testing The Water Live Mode.

In 2015, the number of online live broadcasting platforms in China was close to 200, of which the market size of webcast was about 9 billion yuan.

The number of platform users has reached 200 million, and the daily peak hours of large live platforms are close to 4 million.

In 2016, more often known as the first year of webcast, the live broadcasting platform sprang up like mushrooms.

From the perspective of communication, live broadcasting provides a new form of communication for enterprises. It is a way of interaction. If the entry point is ingenious, the net red and guests are all in line with the theme, so that they can get good results.

So the wave of live broadcasting has also swept the outdoor industry.

The live broadcast mode has been tested.

July 30th, CAMEL

Hand in hand every day brother Qian Feng through the "star + live + business" way, in mobile phone Taobao and Tmall App live synchronous broadcast.

In addition to interacting with fans, Qian Feng is sharing live experience and trying on camel dress.

While fans watched and bought them in the live broadcast, the live broadcast began in just 3 minutes, and it poured into over fifty thousand people, and the purchase volume increased significantly.

Camels also live through the spokesperson Tong Dawei to Paris fashion week, which has a good interpretation of "brand + star + live broadcast".

Relying on the star effect to attract fans' attention to brands, it also pulls in the distance between stars and users.

In September, an outdoor survival experience was held in Beijing. When the singer Joker Xue visited, an outdoor survival experience was held. In the live broadcast of several platforms, Joker Xue went through outdoor activities in the form of hiking, tents and cooking in the field.

Among them, Youku platform broadcast process PV reached 1 million 690 thousand, fans interactive chat number reached 13481, while the 8264 brand sales also rose on the same day.

Zhang Qing, founder of Beijing's key road consulting company, also said that the live broadcast mode is so popular this year. On the one hand, it is a change in form. With the development of the times, there has been a great change in the way of communication that the audience has come into contact with. The conditions of the screen, bandwidth, flow volume and the habit of using the audience of the mobile phone have all accumulated to a certain stage. More and more audiences and young people are willing to watch the video content through the mobile terminal.

On the other hand, from content, there is an obvious characteristic, the audience's aesthetic orientation is partial entertainment, and the information pmitted by live broadcast in natural state is more direct, real and entertaining.

In short, it is the result of comprehensive decisions in form and content.

Conclusion: with the continuous optimization of the live environment, this year's double 11 will also become a major battleground for shoes and clothing brands and Taobao businesses.

Of course, in order to win the "full hall", in addition to having excellent product strength, we have to consider the needs of users from the perspective of users, and then enrich the content and form of live broadcast.