Lining Consignment Of Agricultural Products, Keep Invited Li Jiaqi, The Epidemic Under The Electricity Supplier Broadcast Live Wild?

From December last year when Li Jiaqi recorded the navigation map of Gao De, he was urged to "get out of Keep voice quickly" by netizens. Only two months later, Li Jiaqi really walked with Keep. But in addition to recording voice, Keep also sent his product, 15000 yoga mats, to Li Jiaqi's studio. According to the lazy bear sports live broadcast, Li Jiaqi said "3, 2, 1!" To "can't add up, the 15000 yoga mat is gone", the middle only passed 30 seconds.

This is probably the strong combination of Li Jiaqi's "live goods effect" and "too much boring home."

Because of the sudden outbreaks, fitness agencies have closed down, and physical retail stores are the same. Going out shopping not only does not meet the needs of epidemic prevention, but also is hard to achieve. The pressure of retail stores to stop is letting brands focus on marketing. According to the data released by Taobao, since February, there are 3 new businesses entering Taobao every day. The number of new live broadcasting rooms has doubled, and the number of new broadcasting sites has increased by 110%.

In the face of the epidemic, the live broadcast of e-commerce as a brand's online store, compared with the physical store, its flexibility and flexibility have emerged. According to prism, Yintai Department recently launched a "shopping guide live broadcast" project jointly with Taobao. The relevant person in charge said that the number of consumers who had three hours of live shopping guided by live shopping was equivalent to that of 6 months' resumption. The sales generated by one live broadcast were equivalent to that of a store for a week.

Prior to the Tmall sports outdoor content ecological operations manager Chu Qiang in an interview with lazy bear sports, said that the operation logic of the live broadcast business is actually the logic of the offline store, setting up many new consumer scenarios, the main consumer experience.

Although the main purpose of the live broadcast is to sell goods, we must not ignore its "live broadcast" property. During the epidemic, Taobao broadcast live on the "hidden Live Room - epidemic prevention life classroom", located in the selection page first.

The content of the live broadcast room is very rich. Both doctors have popularized the knowledge of new crown virus prevention for everyone. There are also some front-line stories, life guidance and so on. The audience can interact with the anchor in real time. If there are any problems, the anchor will also answer for the first time.

The broadcaster has also been involved in the fight against epidemics, taking the head anchor Li Jiaqi and Wei Ya as an example. The last selling live broadcast of Li Jiaqi and Wei Ya was in January 16th and January 21st respectively, but the two goods men brought two special live broadcast on New Year's Eve and the first day of the new year. They did not sell goods, but they raised money for Wuhan.

Li Jiaqi and his party were eating hot pot while watching the Spring Festival Gala at the live room. They had the red envelopes at the whole time. Wei Ya led the audience to participate in the official Taobao answer. If the answers were chosen by most participants, they could get a red envelope. Of course, Wei Ya also has the whole point of the sowing prize.

Most of the anchors were closed during the Spring Festival, and began to open in February. Most of the hosts can only be broadcast live at home because of difficulties.

Viya returned in February 2nd. When it first started, the length of the live broadcast basically shortened by about two hours, and the goods were more than a dozen. Compared to the previous 4 or 5 hours, it introduced less than 30 products, but the scale of each product was reduced. However, each time, Wei ya would bring two or three kinds of products that were clean and disinfectant for the current situation and meeting the needs of consumers. Once opened, it was instantly robbed.

The most exaggerated one was a disinfectant spray, which did not grab by itself, and the product had been robbed when teaching new users.

In fact, for consumers, the arrival of the epidemic has blocked their way to shopping malls, and even if they rush to buy, many goods are sold out because of supply chain tightening and consumer panic buying, such as disinfectants such as alcohol. A friend in the circle of friends, "wearing masks to buy masks, masks did not buy, but also lost a mask." in fact, many consumers expressed the voice, from the live channel to buy at present is a more effective channel.

The advantage of Darren's live broadcast is its flexibility, "anything can be sold". But another cruel fact is that the resources are still concentrated on the red body of the head net, and many nets below the waist are red because the supply chain's cut-off can not support the live broadcast of the goods.

The live broadcast of the brand has also experienced a period of empty windows. Most foreign clothing brands have suspended the studio since the "Tmall New Year Festival", but the domestic brands have basically extended to the eve of new year's Eve. In the sports brand, only Anta broadcast the daily live broadcast frequency before the day, the form is also the same as before, the scene or the live broadcast, averaging 8 hours per hour, the field average viewing quantity more than 40 thousand people.

Other domestic sports brands have been re broadcast since February, but the style is slightly embarrassing. Because anchors are scattered in different parts of the country, they are out of stock or even have no goods at all. They can only answer questions of the audience or chat with the audience. Each live broadcast is not long, 2-3 hours, but some brands will broadcast two times a day.

However, from 8 to 9 February, the studio began to "go back to the right track", and the content of the live broadcast was resumed mainly with goods. Even without returning to the anchor in the live broadcast, there are still plenty of samples in hand.

Tmall Chu Chan tells lazy bear sports that large international brands will be launched in February 18th and the broadcasting rate will be even higher at the end of February to the 38 women's day.

In the domestic sports brands that have already been launched, Lining's studio has some "ingenuity".

Lining, who does not insist on direct seeding, is the first to resume live broadcast of the outdoor brand of domestic sports since February 2nd. It has been rebroadcast since February 2nd. At first, the anchor answered the questions, but in February 5th, Lining's live broadcast changed his strategy and made the anchor take you to do sports at home. The anchor in February 5th is not a brand resident anchor, but a fitness coach who teaches audiences to do sports at home. The anchor from head to toe is Lining's outfit. It only instructs people to keep fit while they are on TV. But the audience opens the list of treasures, and finds that the recommended product is changed to Lining's outdoor fashion sports shoes and clothes, all of which are converted into indoor sports training equipment such as sports bra, elastic pants and Yu Ga pants.

After the fitness is over, the live content will go back to the brand resident anchor, and the audience's questions or products they want to buy can be exchanged with the anchors.

In fact, in the history of the longest Spring Festival holiday, Chinese consumers at home have a high enthusiasm for cultural entertainment, and home gym punch card has become one of the most popular pastime activities. This is also an opportunity for sports brands.

Lusheng sports learned from Wilson that the live broadcast was the three party cooperation between Wilson, Lining and fitness giant, and then distributed through two channels, the official account of wills and Lining's brand live broadcast.

Opening the live homepage of other sports brands, most of its live titles are attracted by "home based sports" and "home fitness teaching" as a gimmick.

In February 10th, Lining gave a new way to play -- live broadcast to help farmers. 10 of the treasures that were broadcast on the day were orange, walnut and other agricultural and sideline products. At that time, many netizens wrote "they thought they were in the wrong studio." "Did Lining eat it?" This is a "Lian Mai campaign" launched by Lining and a flagship store "pick up Zao" official flagship store to help each other sell products and ease the unsalable products caused by the epidemic.

Behind this event is Alibaba's "love for agriculture" program launched in February 6th. In February 12th, Taobao announced that it would set up a 1 billion fund to help farmers and implement 10 measures to help farmers to open up sales of unsalable agricultural products until the sale of slow-moving agricultural products was stopped. According to data provided by Ali, the total number of agricultural products sold in China has exceeded 18 thousand tons.

Lining's two special activities are to break the traditional live broadcast mode, which not only provides different live content, but also opens up the barriers between the sports brand and other products, and explores the diversification of the live broadcast of the electricity supplier.

The outbreak forced the brand to reconsider "people's freight yard". In 2019, CITIC Securities estimated that the annual sales of live industry is expected to exceed 300 billion yuan, and 2020 of the direct broadcast industry may be more promising.

This is the worst of times, and perhaps the prelude to the best times.