Zhao Yuanyuan, Director Of Live Broadcast Of Taobao, 2019 Summary Post: Where Is The Opportunity To Live With Goods?

About content business, about live with goods, 2019 years of thinking.

It is often heard that some big guys say that 2019 is the most difficult year in the past 5 years and the best year in the next 5 years. The main reason why the big guys are playing down their future is that they are being driven down by the younger generation.

Times never fail, but they just can't do it.

My thinking in 2019 is far from that in 2018, because many parts want to be clear and the general direction is fixed, so more energy is spent on argumentation and execution.

2019 there are many external noises. This is a good thing. Murmurs are often accompanied by moving melodies. Thank you for your media friends. With you guys, I don't need to be forced to rely on others.

Content providers can play for another 5 years, and 5 years later, mature and integrated into the main economy become normal, and angels fall into the world.

The basic theory of this industry is really not too complex and complex. Practitioners have a large number of primary school culture, so we have a simple theory like "dividing the field with local tyrants" to facilitate your understanding. At present, the basic theory is still "people's freight yard", so today is still in line with this structure.

　 About "man"

Most of the live broadcast providers are actually online shopping guides, with weak people and strong substitutability. In the future, their biggest challenge is: a large number of short video people who have mastered the supply of goods.

A live room, as long as many categories, buyer mode, whether it is shop number or number, is essentially a daring studio.

Grass owners are the fastest hosts of transformation, and fans are buying their own properties.

Celebrities will gradually become normal, and the age of advertising is just coming to an end. Selling is not low at all. It depends on how to operate it.

To do net red really needs talent. This talent is actually only four words: pleasing.

Net red can be produced in batches. The problem is whether the MCN organization is willing to. After all, the net red has to go solo, and the husband and wife mode is the most solid commercial structure at present.

Hatching net red, from selecting material to making exploding money content, in fact, the basic idea is very penetrating, and so many strokes can be turned over and over again. As for the chest, the platform should push you to the head and catch up with the annual gale, so as to achieve super head and burn incense to touch the sky.

When the sky was born, the flow of jitter to the electricity supplier reached the stage, and the salary limit led to the decline of the famine star, the decline of the network ensemble. The lipstick year of economy led to the birth of Li Jiaqi.

Wei Ya is essentially the first generation of AI anchors. Her operation team, investment selection team and marketing planning team are almost always doing data operations. This is rare in content creation field, which is equivalent to science students entering the math examination room of liberal arts students.

Simba is a very magical presence. It can be said that he is the most intelligent owner of entertainment anchors and also the most entertaining player in e-commerce anchors. He combines "real reward" with "warehouse distribution", which is very advanced.

It is not hard to be a Rednet. Not Dou Jingtong has ancestral fans, nor big G can enter the Forbidden City. Their hardships are far beyond imagination. If you want to practice martial arts, you will have to endure the pain that ordinary people cannot bear. I hope that journalists will not ask whether the industry has developed healthier. Those of us who want to win the battle will not change their lives.

　　 About "goods"

In Guangzhou, I saw a brand new wholesale market for clothing. From the beginning of the building, the service was broadcast live.

1-3 floor wholesale stall, 4-6 floor live room;

Photo wall, T station, studio.

There are training centers and shared office space.

From pick goods to live broadcast, video shoot, online new product release, star with goods net integration. To attend the gathering to listen to training, there is also a policy of synchronization of service providers in the field. This cut and blow is really fragrant.

At this stage, live broadcasting business is hard to help the brand premium, and more efficient marketing transformation. But in the future, with the further enrichment of live content, more scenes and more new products, it is inevitable to help the brand premium and enhance its popularity. In a sense, it can be regarded as a direct broadcast that will take the road of Tmall's development again.

China's brand overall marketing level is low, brand innovation is little, and price war is very popular. Many small brands do promotional activities on holidays. Basically, they lose one thousand of the enemy's one thousand and five hundred.

Many brands in the United States sell very well, such as Lego, Disney, HASBRO, and these grandsons, who sell advertisements for 2.5 hours, and sell tickets on the cinema line. Advertising costs no money but makes money.

According to Maslow's human needs analysis,

The first stage is to satisfy the needs of clothing, warmth and food.

The second stage is safe and reliable.

The third stage is social needs.

Now the trend is: "shopping environment" has become a "social + shopping environment".

What is more interesting is that once we enter the third stage, there will be the effect of the van bloom effect. Maybe one day, your Taobao head hangs on Cartire's LOGO because you really bought Cartire.

　 About "field"

Technical side:

The daily application of Internet products is not innovative in nature. They are all offline effects. For example, the public comment is passed from mouth to mouth. The US group took away the restaurant leaflet, took the place of the phone call the car, and did not write with WeChat. When you have group chat, you don't need to meet at the corner to discuss something.

But in the era of 5G, it's hard to tell the difference between 4G and 5G, like two dimensional animation and 3D movies.

The most efficient offline business is shopping in the commercial street supermarket. Online shopping is a great deal of Taobao Jingdong. However, it is possible that in the next era, it will be efficient to open any app, shopping in any scene, and cloud shops will be popular.

The early impact of 5G on live broadcast is: multi scene switching, high-definition zoom; mid term is: multi intelligent terminal switching, trial wear try out; later stage is: immersive virtual shopping.

Flow end:

The flow of private domain is not started by WeChat group's Micro quotient, but started with CCTV. At that time, each program group was a private domain traffic pool, depending on the front and rear patch advertisements and the commercialization of advertisements in the program. Now it has changed its name, called Feeds streaming advertisement.

The centralization of the electricity supplier starts from the WeChat group in the residential area. The 3-4 treasure mothers who do micro business can make the fruit and vegetable moon cake shampoo in the whole district.

So far, most businesses do private domain traffic or pseudo concept, even if you have tens of millions of fans, in essence, is just a channel for news release, far from the fans economy is far away.

At present, the largest private domain traffic is in the hands of KOL on the big content platforms. Whether it is tattoo, video or live broadcast, the mode of cash conversion is basically advertising, audience appreciation, platform subsidy, and more than 9 of the people have no source of goods.

　 Lan Ping end

Taobao live broadcasting is a labor-intensive industry. With the popularity and maturity of live broadcasting tools, cloning stores will gradually decrease, and the era of selling goods with two pictures will end. In addition, when the length of the start time is close to the line, the business will be a new industry.

Taobao's competitive barrier is a good after-sale and consumer protection system. This part needs heavy investment and pure loss, but it is very comfortable for consumers.

There is an invisible ceiling in the live broadcast of live broadcast by shaking hands and fast hands: the platform is an entertainment attribute. According to the limit deduction method, if you open up 10 fast hosts, 8 anchors, 8 sellers, open up 10 short videos, and put up 5 display windows. The whole APP field will change. Therefore, these two times will expand the scale of users, expand the denominator of electronic business, and dilute the electricity supplier's property of the platform.

The core users of B station are young people who watch animated cartoons grow up. They will eventually become the mainstream of society. But when they wear a suit to become an adult, they leave here for the little red book and WeChat, or do not want to grow up at B station. It is hard to guess.

Xiao Hong has strong competitive barriers, and the content of planting grass is too high. But the problem is that most of KOL are "red and red," lacking representatives.

Jingdong's most valuable content is actually customer service reply, every day, there are many stories, widely sung.

The core content of a lot is social sharing copywriting. This part of the creative ability has been seen, and the drainage effect is very strong.

So, content business is not necessarily a direct route.

Mechanism end

2020 is the watershed of direct seeding agencies. A large number of empty shell organizations and scattered maintenance institutions will be eliminated. Some agencies do not do anything wrong, but they will also be eliminated. Because at different stages, different needs, the expansion of the territory requires the establishment of a vigorous circle of people.

Direct seeding institutions are becoming more vertical and more types, such as broadcast agencies, live marketing agencies, live resources docking agencies, live training institutions, live data analysis agencies. Brand live broadcast planning company.

Li Ziqi and the distant story are very exciting to everyone. The A share market has not had such a big bright spot for a long time. However, capital entry is good and bad. Direct seeding organizations can have longer growth time, but there will be more organizations selling concepts.

The competitors of direct seeding organizations may not be MCN agencies, but advertising companies. Advertising companies are closer to brands, better understanding of customer needs, content planning capabilities, and project execution capabilities. Today's advertising companies are a bit like regular car drivers, but once they learn to fly, they may have a round of carpet bombing.

　　 summary

I hope you will have more insight, less observation, more questions and less sarcastic remarks. Because envy, jealousy, hate can't help you earn 10 Fen.

There are often hidden opportunities behind the obvious facts, and most of you can think of them. But fortunately, it is not necessarily easy to start first.

If you feel like everything can be done, but it is too difficult to do, and the income is not stimulating, it always feels that opportunities are many but not very good. Be careful. This is the omen of high and low quality, and it's time to learn to recharge.

At the beginning of the meeting, the growth of content providers is still 5 years, which is 5 years of errant cost. This is the 5 year that everyone has been excited about. This is the 5 year of fighting for a city. There are several such gold 5 years in life.

Time waits for no man. Ollie!