Can Xiao Hong Book Do The Live Broadcast Of E-Commerce?

Xiao Hong book has to rush through the big mouth of live broadcast.

In November 28th, on the opening day of the creators in Beijing, Jess, the founder of Xiaohong book creation, said that the brand cooperation platform, the good things recommendation platform and the interactive live broadcast platform will be launched in the near future. If the brand cooperation platform and the good things recommendation platform are all based on the commercial update of the picture and text notes, the live broadcast platform is a new attempt of the little red book in the video field.

According to Xiao Hong's book, this live product not only encourages red people to use live broadcast, note taking, connection and red envelopes, but also supports people to do live broadcast of e-commerce. At that time, the platform will also be broadcast live, live and live. This means that when doing live broadcast, the tools and resources enjoyed by people in the little red book platform are no different from those of Taobao's live broadcast, jitter, and quick hands.

Little red book has been a live sign. In June this year, Xiao Hong made an initial live test, and some of the top people received the invitation. Only a month later, Xiao Hong book further expanded the scope of internal measurement, and this survey mainly focused on the "Da" and "vlog" labels. In terms of creation difficulty, vlog can be regarded as a form of short video and live broadcast. Therefore, compared with short videos, the vlog who has the ability to create is more capable of controlling the content of live broadcast.

Vlog can be regarded as an important step in the transition from Xiao Hong to the live broadcast. It is becoming the hottest video content in the little red book community. The small red book community ecological operation is responsible for the economic development, revealing that about 100 million people visit the vlog content every month. Vlog's contribution to video business has also brought Xiao Hong's book a wide range of business opportunities in this field. Over the past year, Xiao Hong has increased its video note volume by 265%. Compared with picture and text notes, the commercialization index of video notes is also more dazzling. The number of people who use video notes such as vlog has increased exponentially in terms of interaction rate, rate of increase or exposure rate. These are the important indicators to judge whether a person can receive advertisements.

In order to compete for more users, Xiao Hong also chose to make video content longer and longer. In recent years, Xiao Hong has been accelerating the transformation from a single picture and text community to a multi content community, increasing video content such as short videos and vlog. Live broadcast is the largest length of time for all community platforms. It helps the community to maximize user sticky time in the community and create more commercial opportunities for the platform. The live broadcast of e-commerce is proving its strength through bright commercial data. Take Taobao's live broadcast, which is the most powerful development trend, for example. On the day of double eleven, Taobao's live broadcast business was close to 20 billion, and more than 50% of the brand businesses grew through live broadcast.

With the increasing number of platform users, commercialization has become a major issue for Xiao Hong's book. In addition to increasing the number of live broadcast of e-commerce, Xiao Hong is constantly exploring the boundaries of commercialization in other links. The small red book also announced the upgrading of the brand cooperation platform for the brand cooperation platform, used to regulate brand launch. The brand can complete the online order, the arrival of people and the whole process of payment. The quotations of Da people have been publicly and transparently, and at the same time, there are 10000 brands to be settled.

On the good things recommendation platform, daring can add commodity cards to single note pages. When fans read notes, they can place a key order, and they can participate in the sale of goods. Xiao Hong will also go to the creators' center and speed up its business realisation with standardized and systematic data resources. One of them is the "French fries" note taking payment promotion tool, which can be released at the fastest hour, providing data analysis for brands and people.

From the perspective of competition, Xiao Hong book can only compete with the platform such as jitter, fast hand, micro-blog and even Taobao, only by constantly improving the content ecology of the platform. At present, the video content of Xiao Hong's book is still developing. Whether it's short video, vlog or live broadcast, the content pool of Xiao Hong is not competitive. Therefore, at the creators' meeting, Xiao Hong published hundreds of MCN institutions' co creation plan, announced that the platform would combine 10 tens of millions of traffic IP synergy agencies to carry out the full coverage of multiple content fields. In addition, it took 1 billion traffic to hatch 10 Super IP, and helped people out of the circle through variety shows.

The question is, can Xiao Hong book do well in the live broadcast of e-commerce?

As we all know, Xiao Hong is a "grass planting community". The first thing people think of is not cash in the book, but how to do it well. Its traffic mechanism is attracting fans' attention and attention. From this perspective, the book of red and the fast hand attract old iron support, and the voice of the old fellow is consistent. All along, Xiao Hong has tried hard to create an image of "sharing real life" and avoid shopping attributes, which is also a key factor for Xiao Hong's ability to grow grass and fans.

Therefore, although live broadcast is an important form to increase the length and stickiness of fans watching, but in the little red book, the live broadcast of electric business is still further strengthening the ability to grow grass. Based on this, the official view of Xiao Hong's book is that the future of Xiao Hong's book is on the path of live realisation. Some high decision cost and high repetition rate commodities are more suitable for the transformation of the small red books. This is a very different way from Taobao's shaking hands.

This will also be the biggest advantage of Xiaohong book. All along, the live broadcast of e-commerce has been the main mode of low price explosion, some of the more parity products are more popular among users. Though stimulated by sales volume, the brand will also choose to participate in live broadcast activities during the promotion period, and set up a live broadcast room belonging to the brand itself, and sell products with certain preferences, but "self depreciation" is definitely not the pursuit of the brand. Xiaohong book is conducive to the transformation platform of high value-added products to mix the live broadcast of e-commerce. In fact, Xiao Hong has always been very popular with big brands.

But there are still many problems to be solved in Xiao Hong's book business live broadcast.

The live broadcast of electronic commerce is a very strong content expression form of shopping logic. Content is all about goods, not people. Xiao Hong's small and refreshing style grass planting community has brought great development opportunities to the video content forms such as vlog's casual style and unclear business contents. But the first meaning of the live broadcast is selling the explosive goods, which is not the same as the style of Xiao Hong's commercialization. To this end, Xiaohong Book community leader Conan also admitted that this is also the problem that Xiao Hong book needs to solve in the internal survey: "how to do the community in the end, and what categories are more suitable for the form of live broadcast of the electricity supplier".

In addition, to make big business live broadcast, we must have a mature supply chain. Taobao and mogujie.com are joining up more than 100 MCN and live supply chain bases (supply sources) to improve their supply chain resources and reserves. 36 krypton learned from the red book that the small red book will still use the commodities of the mall itself, but it will not exclude the more mature supply chain such as Taobao in the future. Ali had previously joined the small red book, and the cooperation between the two will also happen.

The live broadcast time is very long and is real-time broadcast, which leads to the content is very uncontrollable. The content of the small red book platform and the Darren's previously treated content is either the static content of the picture or text, or the content of the meticulous editing such as short video and vlog. The long time live broadcast not only tests the ability of people to respond on the spot, but also tests the ability of the platform to deal with unexpected crises. Recently, Li Jiaqi and other senior anchors have also caused disturbances in the live broadcast. Wei Ya said in the live broadcast that the brand spokesperson has caused the fans' public opinion to rebound, but Li Jiaqi had previously disclosed the spokesperson Faye Wong's name before the brand in the live broadcast of Helena.

The live broadcast of electronic commerce is the only way to integrate the content and the electricity supplier in the past two years except for short videos. Whether it is the electricity supplier platform or the content community, it has gone all the way to this battlefield. However, unlike other platforms, the commercialization of Xiao Hong's book is not intense. It is hard to say whether the content of the real estate demand of the live broadcast is very strong.