Modest Search For CEO Ollie: Exploring The Influence Of Taobao Anchor On The New Retail Business Structure

In December 18, 2019, in the Centennial building of West Lake, a new year party to salute the future of creativity and future was held in West Lake.

In the past two years, both technology circles and media circles are facing new challenges. Even stronger, such as Ali, Baidu and Tencent, are working hard to answer a series of new topics brought about by the new round of technological revolution. In the face of a more uncertain future, only by constantly breaking the boundaries of thinking and seeking wider cooperation can we reduce risks.

So this year's party gathered the top brands, public relations, market leaders, and the strongest brains of the creative companies in the top domestic companies. With the theme of "the live broadcast" and "the old style" as the two most popular keywords, a series of best creative and explosive cases were shared.

CEO, Hangzhou Cultural Media Co., Ltd., as one of the party guests, held a dry goods sharing theme on the theme of "exploring the influence of Taobao anchor on the new retail business pattern".

New generation of consumer demand in the new retail Era

Create live TV business

Under the trend of escalating consumption demand, the younger generation of new generation prefer to enjoy life. They usually have more entertainment activities and colorful lifestyles. Compared with their parents, they have a stronger sense of consumption and taste. Such a new generation will prefer the convenient, comfortable and attractive way of consumption, so the live broadcast of Taobao will come into being.

When it comes to Taobao live broadcast, Ollie takes humility as an example to share some professional activities of direct seeding agencies.

Ollie said that the modest search was formally established in 2017, and the relationship between the anchors and the two of them is closely related and mutually successful. After that, the company developed itself into a new content provider, T0P1, which is closely related to the development of Taobao's live broadcast.

At present, Qian Chao has more than 30 anchors, including Wei Ya, who has about 3000000000 sales in one year. After nearly three years of credit accumulation, the modest studio has formed the reputation of the best brand and the lowest price of the whole network. The accumulation of sales volume and word of mouth can make Qian search more bargaining power and advantage in upstream brands and products, and this advantage will be strengthened in the minds of consumers in turn.

In addition to doing direct marketing, he will try some other new business models, such as "promoting common development of small and medium brands", "boosting the online market of big brands by leaps and bounds", "red man of vegetarian", "reformers of red people", and commercialization of artists.

　　 Looking forward to the future

KOL+ live + new retail will become a new trend of marketing.

At present, the relevant data of webcast platform is very objective, attracting hundreds of millions of viewers. With the coming of the 5G era, the popularity of live webcast, the live broadcast is no longer confined to simple entertainment push, but to a wide range of all-round development.

So new retail can also be innovated through live broadcast, with the help of the media and KOL, to upgrade the "new retail", so as to enhance the potential and value of the brand in the market, and further promote the explosive growth of online and offline sales.

In the new retail live + brand marketing, Ollie viya broadcast studio as an example, the relevant case sharing.

It is emphasized that after the cooperation with Lancome, almost every field will have three or four Lancome products appearing in the live broadcast room of modesty anchor. Basically, every live broadcast volume is over ten million, and by the end of the year Lancome will have a total turnover of over 2 hundred million.

During the period, it mentioned the specific operation of Qian Xin's brand marketing, and proved that the business principle of Qian Xin always adheres to the theory of real combat + theory: the demand of fans is the first, and the brand of business is second.

On how KOL affects new retail sales

And realize their own commercial value.

Among the many live industries, the most interesting thing is Taobao's live broadcast, so many people will wonder how KOL will impact on new retail and realize its commercial value.

So in this part, modest search CEO Ollie first explains the influence of anchor on the new retail sector from three aspects: fans flow aggregation, consumer experience and geographical space constraints. In particular, direct seeding can break through the restriction of space and also share some modest cases.

At the same time, it is also analyzed that the young people who love to see live are mostly young consumers. They prefer to see the local customs in different places by watching live broadcast. For example, the world's source of China's charm and China's world is similar to the live broadcast.

Next, Ollie explains how KOL participates in the reconstruction of the new retail industry chain and realizes its own commercial value from three angles: supply chain, brand enterprise and consumer.

Finally, in the form of a notice, it is announced to the guests that in February next year, Qian Qian will build a "super supply chain base" in the live broadcast base. This base will make the anchor's explanation no longer confined to the small live room, and for those fans who do not have time to go shopping online next year, they may have the opportunity to go shopping next year with Victoria and other modest hosts.

Pressure and challenge are in the same place.

Learning and innovation will be modest and persistent.

Different industries and different environments will create different thinking. Different thoughts and conflicts will create different business life. The direct broadcast industry has always been a transparent operation. The mode will easily be duplicated and even suppressed by the opponent. So under such pressure and challenge, modesty can only go out of the road of belonging to its own characteristics.

At the same time, Qian Chao CEO Ollie said that he was delighted to have a creative collision with the future brain under the invitation of "West Lake night". This activity is a very rare learning and communication experience for both humility and orlie. It also expects more opportunities for sharing and communication in the future.