How Does Taobao Anchor Help Traditional Retailers Enter New Retail?

On December 19th, at the summit forum of "new consumer new goods and new brands" at the 2019 billion state retail conference in the future, Qian Chao CEO Ollie published a speech entitled "exploring new value and how the red man anchors react with new retailers".
Ollie believes that there are three obvious characteristics of Taobao anchors helping traditional retailers enter new retail businesses. First, it can gather fans to solve the traffic problem, and the live broadcast studio has always been considered as a huge new pool. The most important function of live broadcasting is drainage. Second, let's talk about the experience of buying scenes. Different from the simple "watching live to find merchandise to buy", the live screen and merchandise display can be realized in the live room now. Third, live broadcast to break through geographical restrictions. The biggest limitation of traditional physical retailing is the restriction of space, which can not have customers with larger geographical scope.
He also looks forward to the emergence of a new cloud model in the future of the new retail mode, which is the S side. The cloud can make our manufacturing supply chain more intelligent, giving the retail terminal a lot of data, so that the retail terminal can find consumers faster and more accurately, and live broadcast is also the mode.
It is understood that at present, Hangzhou modest search headquarters has set up a supply base, which is divided into four main directions: clothing, food, life and beauty. Ollie explains that he hopes to replace our customers through the lens and perspective of Taobao anchor.
"We expect to serve more than one thousand anchors in 2020 and serve more than 5000 brands, with a conservative estimate of GMV created at 1 billion." He said /
It is understood that the 2019 fourteenth billion state retail conference will be held on December, 18-19, at Poly InterContinental Hotel, Guangzhou.
On the theme of "new", the conference held the main forum of the four new conference, the new China Cargo summit, the cross-border electricity supplier year-end forum and the industrial Internet year-end forum.
　　 Modest search for CEO ollie
The following is a record of the speech:
In the history of industry development, we first talk about the logic of new retail business. First, the definition of new retail business from the history of industrial development. The definition of new retail Alibaba is a form of Pan Retailing Based on consumer, which is combined by data. In fact, there are many kinds of models. From the perspective of our electricity supplier or live broadcast, we can divide into three online modes. The first is called consumer online. It is easy to understand that our platform, our retailers know who we want to sell to, and live broadcast is that our consumers can see in real time our content and want to express some forms of products, and at the same time know what the sellers look like, what they want to buy now, what they want to buy now, or what they want to buy in the future, this is the mode of consumers in the line. Ollie: Good afternoon, everyone. It's a great honor to be here to share with you some of our experience. Second, it is called online merchandise, two aspects to understand, the first, we directly linked products to the Internet, this is an online, second, we can label it, for example, some of its sales data, its inventory data, its product data and so on, put on the network. The third is the scene online. For example, I have been watching a live broadcast for a while. One morning, I saw a live broadcast in a coastal area. He was a fisherman. Then he was fishing, and I was curious to see that after he went to sea, he was 99 of a basket of fish. I think it was a good scene online mode, he can let you into the scene.
So the three way is very fresh, and the new retail mode will appear in the future. It will be a S cloud. It can make our manufacturing supply chain more intelligent. It can give us a lot of data on the retail side, so that the retailers can find the consumers faster and more accurately. In fact, the live broadcast is also the mode. Live broadcast through the content of the anchor to circle our people, find the products that are most suitable for them through the crowd portrait, the B terminal or the S terminal, the B terminal will go to our supply chain to produce what they want, and form a S2B mode. So we have been doing live broadcast for four years. We have been looking at what kind of crowd the live audience is. What kind of group is the new generation of consumers in the new retail era? We can have some experiences to share with us through the live data and the portrait behind the anchor. We find that our customers' shopping habits are changing. For example, when we used to be consumers, my parents, when people bought things or consumed, it was a fixed time, such as Saturday, weekends, holidays, or commuting, because at that time, for instance, the Internet was not developed enough, the consumption scenario was relatively fixed, and the consumption time was relatively fixed. But consumers are more dependent on the Internet and mobile phones, and their shopping time is becoming more and more fragmented. They may be now, and now everyone may have opened Taobao and bought something just by stroll around. So shopping is becoming more and more fragmented, and consumers are getting younger and younger.
Ten years ago, most of our consumers were 60 and 70. Now they are 80 and 90, and even after 95 or 00, so young is a very important label. Third, their preferences are beginning to change. The last generation of their parents like to buy discounted and cost-effective products. But what do our new generation of consumers look like? We concluded that there are five aspects. First, they are more dependent on mobile Internet devices and mobile phones. Second, they care more about the quality of consumption, not the low price. Now consumers also pay great attention to quality. Third, he is more accustomed to new media methods, such as short video, such as live broadcast, they are more likely to accept these things, fourth, he is more accustomed to a better way of experience, or a 24 hour shopping service. We found a very interesting thing. When we were double eleven, including holidays, our anchor was sometimes broadcast at two o'clock in the morning, but there were still many consumers buying them. They bought anywhere and anytime, not limited to a certain period of time, so we said he was more adept at choosing characteristic goods and shops. Young people today may prefer something unique rather than monotonous.
Let's talk about a new model of the new generation of consumer demand. The live broadcast of Taobao started from December 2016. The 4 years from the earliest is just a platform for carrying goods. It is just a demonstration of cosmetics, and now it has become a diversified platform. People can not only buy things on Taobao live, learn things, but also see many interesting things. For example, I saw a few days ago that Rap was singing in the live broadcast of Taobao, and also saw farmers. The growers in the field taught everyone how to grow the fruit. There were farmers catching chickens at the scene and seeing a lot of patterns. I believe there will be more patterns in the future Taobao's live broadcast. Wei Ya also tried, for example, we went to the movies to publicize, we went to sell movie tickets, we have helped the "kill by mistake", including the two films of the craftsmen, and we also tried to show our content in the more direct way. So in four years, Taobao's live broadcast has maintained three digit growth rate and is developing towards a diversified direction. 同時謙尋做了什么，我們是2017年成立的，那個時候我們是做薇婭，開始2016年做的薇婭，做了一年發(fā)現(xiàn)好像其實是不是可以把薇婭的一些經(jīng)驗放在其他的主播的身上，正式開始是4月份我們創(chuàng)立了謙尋，目前為止有30名主播，將近40名，涵蓋了70、80、90后，同時我們的主播也非常的多，涵蓋的人群非常大，不僅有薇婭，同時還簽約了微博上的紅人，還去跟傳統(tǒng)的淘寶貨源進行了合作，昨天我們又正式對外宣布了我們簽約了抖音的一名接近千萬級別的博主，叫做唄唄兔，我們創(chuàng)造了北京謙尋開始跟林依倫老師，一起建立了合作，包括后續(xù)還會有更當?shù)乃嚾思尤脒M來，我們開始形成了一種矩陣，我們希望能夠幫助我們的所有的品牌方解決站內(nèi)，或者是內(nèi)容端一站式的服務(wù)。
What have we done? For example, the incubator network anchors, we cooperate with the anchor, through our supply chain and operation to help them, second, short video content production and delivery, through the jitter, fast hand, micro-blog and so on, third, we do the content marketing of the whole region, this year helped the brand side to put nearly 1.5 billion advertising fees. We have invested in various channels, and we have absorbed a lot of experience in this launch, so this experience can be used to help more brands. Recently, we have done one thing. We made a supply base in Hangzhou's humble search headquarters. This base is divided into four main directions: clothing, food, life and beauty. We will also make subdivision, simply understand, simply move the offline shopping center from the offline to the online, but still show and present under the offline mode. We hope that through Taobao's anchor, instead of our customers shopping through the lens and perspective of people, we expect to serve more than one thousand anchors in 2020, serve more than 5000 brands, and conservatively estimate the GMV created at 1 billion. This year's beautiful makeup is very strong, from 618 to eleven, showing explosive growth, but many people know that the explosive growth of the beauty makeup has much to do with Taobao's live broadcast. Therefore, let's talk about the cooperation between big brands in our live broadcast. Lancome has been in close cooperation with us for nearly three years. In the traditional sense, the big brand of the head may be more difficult to cooperate in this new media channel, or it is difficult to change some ideas. But in fact, it is often the opposite. If he does not enter the market or break the market, we will find a situation after the head brand comes in. They will reshuffle the industry. For example, Lancome and Lancome cooperate with us. So far this year, we should make a conservative estimate that we will provide Lancome with an increase of nearly 2 hundred million to 3 hundred million of GMV in China market, only through our channels.
They did a few things, relatively simple, we said that it can give the anchor's fans exclusive benefits. If you have seen the live broadcast of Wei Ya, and look at other live broadcast, you should all know that Lancome is buying one get one in our live broadcast, though it is exchanged for small samples, but its total value is still buying one get one. Second, it has some exclusive single product welfare price, maybe some gifts, some prices, third, they quickly sort out a clear product selling point, these four points can be used for other brands to cooperate with the anchor when we need to pay attention to the place, he will collect some fans feedback, later customized development of some products, including the hand drawing of Wei Ya, to Wei Ya's cosmetic bag, all in the broadcast room to collect and summarize, feedback experience and directional development products, so Lancome is very popular in our live room.
Xiao Lihua, vice president of Alibaba, said at the conference that in the past, retail thought was guided shopping, which was guided by offline business, while the idea of new retail was guided shopping rather than shopping guide, called KOL. The demand for shopping guide has changed from offline to online. Anchors, as well as traditional daring people, will become the most direct mode. They will affect our consumers anytime and anywhere. KOL+ live + retail will produce very good benefits and effects, attracting hundreds of millions of viewers to watch. With the increasing popularity of live webcast, live broadcasting is no longer limited to simple entertainment push, but will be more comprehensive direction.
Very obvious characteristics, it can gather fans to solve the traffic problems, including the founder of the little Simon stew, and we are partners. In fact, they found their customers when the products just came out. The original mode of passing through the line is very complicated. For example, we have to advertise, invest in the subway, invest in planes, and invest in public transport stations. That is the general delivery. You don't know which targets are your target people. The cost is very high and the cost is very high. But today we have a new mode. You can find a match anchor to sell with you. Yesterday I gave an example at the annual meeting of Hangzhou metropolis express. I said, if I come to line up today to help you to subscribe to the newspaper, what shall I do? Let's talk about the impact of KOL on all walks of life. How did Taobao anchors help traditional retailers enter the new retail business? There are three. First, I want to find 20, such as recommending books, recommending some news, pushing some magazines, and this kind of knowledgeable people to help me sell newspapers. I can quickly find the crowd that I want to find. If I am a beverage today, I am a dessert drink. It is very simple. I will go to find some gourmet foods. I will go to find some frequently recommended desserts. I often recommend some sweet loving people to recommend my products. Second, we say that buying and selling them has many scenes. For example, the food anchor is to eat. Many people are curious. Why do people eat so many people? Because everyone saw him eating very delicious, so he wanted to buy it. From the earliest tradition, I watched you eat, and when I watched you eat, I could still buy it. This is a very qualitative leap, resulting in a very good effect. The live broadcast has broken through some restrictions. What I have just mentioned is fishing out of the sea. This is a limitation of live broadcast breakthrough. We want to do cloud shopping. This is also a way to break through the limitation of live broadcast. Now we are working overtime for various reasons, for example, we have to accompany children, we can not go shopping. We can break through this geographical restriction through live broadcast.
　　說到突破地域限制，所以我們今年做了很多事情，我們?nèi)チ隧n國、泰國、新西蘭，我們幫助我們的消費者出國，因為大家沒有辦法出去，但是大家又很想買到當?shù)靥厣玫臇|西，所以我們今年用了一年的時間，我們?nèi)チ巳齻€國家，總共完成了接近4個億的銷售額，我們幫助了新西蘭、泰國和韓國的一些品牌成功的到了我們中國的消費者手上，因為他們想要不同的東西，我們就想到當?shù)貙ふ遥瑫r我們還在做一件事情，我們不僅把產(chǎn)品帶進來，我們也把當?shù)氐奈幕吞厣珟нM來，我們?nèi)バ挛魈m的時候，那里有一個非常有意思的民族，叫做毛利族，我們把毛利戰(zhàn)舞搬到了直播間，讓幾千萬的中國的消費者看到了他們的一種傳統(tǒng)特色，我覺得這是一種很好的方式，同時我們?nèi)チ嗽颇稀不铡⒑稀⑶嗪５鹊龋覀兏數(shù)氐恼ミM行扶貧，我們幫助當?shù)氐霓r(nóng)產(chǎn)品從直 The way of sowing has been sold all over the country, and it is also doing the transmission of culture. We spread the traditional culture of Qing embroidery to more users. This is also a new ability and energy that we hope to live in the future. We also hope that many brands will join the ranks.
Finally, we have a chat with you about how our KOL can achieve self value. From three aspects, one is the production enterprise, our manufacturing enterprise, our factory, our clothing factory in Guangzhou, the electricity supplier company is also in Guangzhou, we started in Guangzhou, we feel that Guangzhou has many excellent excellent factories, but they have no way to find their users accurately or called B terminals. In fact, through live broadcast, we can find them through some data feedback. We can promote our new products through live broadcast, through very short time, through very cost-effective marketing methods, such as perfect diary and flower Xizi; third, from the perspective of consumers, we have too many choices. Our parents could not think of steamed buns or steamed stuffed bun at lunch today. Today we have many choices. We can choose Chinese fast food and choose Western fast food. It is precisely because so many choices do not make us feel happy. So the emergence of KOL is to help consumers make decisions, help them choose the clothes that we usually wear, what we usually drink, what we eat, the gifts we usually buy, and even celebrate the new year. We help them find the most suitable products. This is also the way that we KOL realize our self worth. I believe that in the coming era of 5G, after all content producers and all brands are getting more and more clear and learned to broadcast live, there will be a new mode of live broadcast. The live broadcast of electronic commerce has just begun. I believe there will be many different things in the future.
So in 2020, I hope you can do better in your field.
Thank you!