Cabinet Sister Live Three Hours, Equal To 6 Months To Resume Work: Live Direct Sale

There is no gorgeous living room, no busy rush to deliver products assistant, find a corner at home, open the phone to start live broadcast; some live side by side with baby, some wet dressing, water edge to eat instant noodles, everything is familiar with the familiar webcast anchor is not the same, let netizens call too much ground.
"This is a group of temporary guns," said cloud cabinet elder sister. "Just half a month ago, their work place was the major shopping malls. However, under the epidemic situation, one side is the shopping mall under the open doors and the other is the users who are not satisfied with the consumer demand at home. Under the help of the live broadcast mode, the supply and demand relationship between the two sides is finally perfectly integrated.
Live selling cosmetics, live broadcast clothing, live direct selling, live selling cars, live selling agricultural products... Live to sell everything. If 2019, Li Jiaqi, Wei Ya and so on net red big red to let the electricity supplier live broadcast successfully "out of the loop", the epidemic is expected to open a whole era of live selling. A group of traditional industries, which were deeply affected by the epidemic, are accelerating the embrace of electricity providers.
"Cloud cabinet elder sister" live for three hours, equal to 6 months' resumption.
Qin Cuicui, the source trainer of Yuet wood, did not realize that his first live broadcast attracted 300 people to watch. She admitted that she was rather lacking in live experience. When she was interacting with fans, her daughter accidentally broke into the live broadcast camera and made a grimace.
Qin Cuicui's Live Room
This is a project launched by Taobao, an old department store chain, which was jointly launched by Taobao and Estee Lauder recently. The more than 50 brands of Estee Lauder, Lancome, Yuet wood, Ke Yan and NIKE were transformed into "cloud cabinet sister" to start selling online.
The head of intime Department introduced the effectiveness of the new retail mode to the prism: the number of consumers who guided 3 hours of live broadcast service was equivalent to that of the 6 month service. The sales generated by a live broadcast amounted to a week in the store. Up to now, the first batch of Yintai shopping guide has been accumulated over 10000 minutes at home, with a total of over 100 thousand people.
Offline business super is one of the areas affected by the epidemic. The 365 days of the main shopping malls, which had been on the whole for the whole of the year, were closed or shortened due to epidemics. Many businesses, such as store rents, merchandise inventories, shop staff salaries and so on, began to transform online, building WeChat group and selling live products.
As early as in February 3rd, Beijing vegetable hundred jewelry store began to try to sell live jewelry. The guide was turned to the anchor, online to introduce the characteristics and prices of jewelry, and to guide users to place orders online. The 5 hour live broadcast attracted more than 3000 people to watch online.
In addition, according to the prism, during the epidemic period, Beijing Huarun colorful city, Changchun development Vanke Plaza, Shuang an shopping mall and other large offline shopping centers also released their official electronic business platform, trying online sales.
Apart from the large-scale organization of shopping malls, many brands are also exploring the path of online transformation. For example, a women's clothing brand in Beijing chooses the mode of community + live broadcast. Thanks to the previous member recharge system, they have accumulated a number of original members, set up several WeChat spike groups in the stores during the epidemic period, and encouraged the old members to help pull the new ones by sending small gifts.
The brand tried WeChat group for the first time and sold more than 50 thousand yuan. The girls who sold more than expected were greatly encouraged, and started selling live goods immediately, without professional live rooms. After two weeks, the popularity of the studio has increased from hundreds of people at the beginning to 13 thousand now. A special T-shirt has been sold for 4700 hours in 2 hours on line.
Selling a car one day, a deaf mute brother becoming a sales champion
"Now we have a training session in the morning, a live broadcast in the afternoon, a training session in the evening, and enrich ourselves in all aspects. In addition, it is to develop a channel like "shake hands" and "fast track" to make up for customers who can not go outside the home. Zhu Jing, director of the Guangzhou Millennium car exchange, said.
As an old car dealer, Zhu Jing admitted that the epidemic had a great impact on them. After the Spring Festival, the demand for car purchases was delayed because of the failure to return to work normally, and sales in February were rather bleak. But he judged that the demand for customers to buy cars was still there, and the epidemic also raised people's concern about the safety of private space to a very high position.
"Customers who want to buy a car will definitely get more." He said.
So, Zhu Jing and his team are stepping up learning the live selling car course. Prism has learned that the training course of live marketing has been launched, including the search vehicle University and so on. The course has taught traditional car dealers how to sell cars around the live platform. According to the relevant person in charge of search car University, during the epidemic period, the enthusiasm of car dealer learning was very high. The average number of people watching the course reached 18 thousand, which was 6 times the average number of courses before.
The first live broadcast of the search car university after the festival
According to the information provided by the search engine, it is currently the largest SaaS service provider in the field of automobile industry in China, covering 60% of the domestic car dealers, and has obtained more than 1 billion 200 million US dollars from Alibaba group, ant gold clothing, Xing Xing capital, Huaping investment and so on. Its flagship car financing leasing service, which has the flagship "1 down payment, first lease and buy", is a brand car.
According to Zhu Jing, at present, there are few volumes of live selling cars sold in their stores, which are mostly through live broadcast Plus customers WeChat. After one or two months of talks, customers finally place orders. "In general, it's still learning and groping. "He is optimistic about future sales.
Unlike Zhu Jing group, who is still groping for the stage, Sun Ming, who is 2000 kilometers away from Shandong Weifang, has entered the field of live selling cars. When prism contacted Sun Ming, his team just sold a car through live broadcast, which made the tone of the phone slightly excited.
Sun Ming is a car shop manager of Shandong Weifang Lian Da Fang Yi store. In the past 10 days, they have been broadcast to more than 1000 customers through live broadcast, and the number of vehicles has been ranked the top of more than 5000 community stores nationwide. To achieve this achievement, they rely on a lean team of 5 people, including Zhang Chao and Leanne Li, the deaf and dumb brothers.
Sun Ming introduced to the prism. Although the two people of Zhang Chao and Leanne Li brothers had not been in touch with this industry for a long time, they worked very hard. They often broadcast at three or four o'clock in the morning. At present, tens of thousands of fans have been accumulated in fast hands, and a person can sell 20 cars every month. 95% of them were deaf and dumb, and some customers came to Weifang from Qingdao, Hebei and even southern cities to find them.
Although it began to sell live cars in 2017, Sun Ming really felt that the broadcast began to break out in 2019, especially during the epidemic period. He told the prism that since 2019, their team has sold nearly 200 cars through live broadcast. During the epidemic period, it kept the rhythm of selling a car every day. "A traditional 4S store with dozens of people will not sell us."
He analyzed the reasons for the increase in the volume of sales during the epidemic: everyone was idle at home, and those who bought the car could not go out, so they could only watch the live broadcast at home. The popularity of their live rooms has increased from more than 100 to three or four hundred.
　 Speed raising in the era of live direct selling
According to the data released by Taobao, since February, there are 3 new businesses entering Taobao every day, and the number of live broadcast live by new live broadcasting has doubled, and the number of new live broadcasting has increased by 110% over the same period.
From 2016, Taobao officially launched live broadcasting function, fast hand, jitter in 2017, the incoming e-commerce live, so far, China's e-commerce live industry has gone through 4 years, but the real outbreak is still in 2019: Li Jiaqi, Wei Ya and a number of Red Net anchors began to win red and purple, and successfully completed the ring, 2019 is also regarded as the first year of the live broadcast of e-commerce.
CITIC Securities in December 2019, a live television industry research shows that the 2019 is expected to sell electricity supplier live industry sales is expected to exceed 300 billion yuan.
Under the epidemic, the whole nation began to join the tide of live selling and selling. In 2020, the prospects of the live broadcast industry were more promising.
According to clourey released the "2019 nets red Business Double Tenth report" shows that cars and agricultural products become double eleven nets red belt goods emerging categories; according to "prism" observation, this is also the period of the epidemic during the live broadcast of the rapid growth of the field.
According to the director of Taobao live village broadcast project, in 2019, the village broadcast platform carried out 1 million 600 thousand live broadcast of agricultural products, covering more than 2000 counties throughout the country, and the total sales of agricultural products exceeded 6 billion yuan. After trying out the project of "caring for farmers" during the epidemic, Taobao decided to continue the project for a long time, integrating the previous agricultural development activities of Taobao's live broadcast, Tmall farms, rookies and other teams to integrate sustainable growth projects.
"Prism" from the trembling insiders know that originally had to meet certain conditions to apply for live broadcast of the shaking platform, now can be broadcast live all the people. According to their research, users purchase daily use through the function of jitter shopping cart. Department stores, clothing, cosmetics Among other categories, the younger generation prefers beauty makeup and game products; older generations prefer daily necessities and daily necessities.
During the epidemic, the fast hand launched the zero threshold to enter the activities of the fast shop, aiming at the opening of the stores under the national line. According to the data released by the fast hand, up to now, more than 5000 offline businesses have registered in 5 days. They account for a relatively high proportion of self-employed persons, many of whom are engaged in the clothing industry, followed by the beauty and food industry.
CITIC Securities's previous study mentioned that the leading industries such as Taobao, fast hand, jitter and other head platforms are actively promoting the live broadcast of e-commerce, and in the long run, 5G Such technological innovation is also expected to bring further innovation in the form of live broadcast and realize the form of shopping such as "cloud shopping". The value of the future live broadcast of electric business is expected to be further highlighted, so it is the first time to cover the rating of the "live stronger than the big City" rating of the live broadcast industry (that is, the relative market share index over the same period has increased by more than 10%).
In the view of Sun Ming, a direct participant, compared with traditional sales, fans who live through live broadcast are more intimate. "Why are they called fans? I like you, I believe you. " When the customer picked up the car through the live broadcast, it was as if they had known each other for several years.
Zhu Jing also feels that the communication on the live platform is more equal. Customers used to shop in the shop and feel embarrassed to see the car, worried that sales would be discriminated against, but there would be no such worry on the live platform. "The openness of the live broadcasting platform is beyond imagination."
Although the sale of live selling cars has accounted for more than half of the total sales of Sun Ming's team, Sun Ming is still not satisfied. His expectation is more than 70%-80%, and he believes that in the current trend of hot direct seeding, we can achieve this goal in 2020.