Advancing Retail Business And Promoting Normalization Of Live Broadcast Before Breaking Ice

Live broadcast has become a fast acting Kyushin Pills for many businesses. The threshold of shopping guide was reduced, and a large number of traditional retailers were introduced, which partly solved the "zero performance" dilemma of stores during the epidemic. "Now affected by the epidemic, there is basically no business under the line, and the shopping guide is forced to go online." Sun Lai Chun, the founder of skin care brand "Lin Qing Hun", admitted that the transformation attempt was a forced move. In emergency situations, live broadcasting does help businesses break the space and time constraints. After the end of the epidemic, is it necessary to make direct seeding a normal operation plan? How to relocate live rooms in stores and how to avoid homogeneous competition among different channels becomes a point of thought for businesses.

Zero threshold settled in Taobao live

"This is a villa in Changtai City, Liuzhou, Guangxi. It belongs to the courtyard design." Tang Lin, a real estate consultant in Liuzhou, Guangxi, has seen the real estate selling live on the Internet. Tang Lin's direct sale is a small success: "after the end of a live broadcast in February 18th, about 20 people added WeChat to buy a house, far more than receiving 2 groups of customers every day online."

During the special period, many industries have been fighting online. There are many starter brands in the army through live broadcast. In February 3rd, the skin care brand "Lin Qing Xu" and Taobao began to meet the demands of live broadcast. In February 4th, hundreds of guide buyers were completed and 300 people were trained online in the afternoon.

Sun Laichun told the Beijing Commercial Daily reporter: "after the live broadcast, Lin Qing can increase more than 3000 new members, and 99% of them come from the Internet."

It's unexpected for sun Lai chun to do live broadcast on the war line. "I never thought I would live in a live studio, forcing myself to have potential." On February 14th, Valentine's day, sun Lai Chun led more than 100 Lin Qingxuan employees to start their first live broadcast. "I didn't expect more than 60 thousand people to see it. They sold nearly 400 thousand yuan of camellia oil and received 360 thousand points." Sun Laichun told the Beijing Commercial Daily reporter that he was satisfied with his first live broadcast.

If the impact of live broadcasting on branding is still emerging, its impact on physical department stores may be profound. Jiang Xinjie, President of business assistant of Yintai department store, said in an interview that intime department store began to broadcast live on Taobao, and over 300 live broadcast has been completed in 10 days, and 1000 shopping guides have been registered. "In the evening of February 18th, Yintai department stores in Wuhan, Jingzhou, Xiaogan and other places had a total of 10 directors, and the number of visitors was 75000. This is equivalent to a weekend trip to a top shopping center. "

In fact, there are some hurdle before Taobao's live broadcast. In view of this year's special epidemic situation, in February 10th, Ali announced that all businesses under the national line could have zero threshold, free live Taobao live broadcast, and free operation tools. Since February, the number of live broadcast live by Taobao has doubled, and the number of live broadcasting has increased by 110% over the same period last year.

Store performance reversal

Before the outbreak of the epidemic, Lin Qing - hung has been dominated by offline business, accounting for 75% of its performance. During the Spring Festival schedule this year, the performance of Lin Qing line collapsed, accounting for less than 5% of the total. "The annual Spring Festival Schedule for the cosmetics shop under the line is the same as the golden week performance, the sharp decline once let Lin Qingxuan fall to the bottom." Sun Laichun said.

Before January 22nd, Lin Qing - Chang was suspended from all stores in Hubei province. From the first day of the lunar year to the seventh day of the lunar new year, there are 157 stores closed up and closed in the whole country. The business of more than 170 stores continues to be dismal, and the overall performance is down 90%.

Sun Laichun calculated the loss of stores when they could not open their doors: "the department stores and shopping center stores under 337 lines and the wages of 2000 people, the monthly cost accounting is 30 million -4000 yuan. On January 25th -31, the 7 day downtime has brought store performance to 5%. Nowadays, Lin Qing HSI has moved 1600 online shopping guides and 400 people at headquarters to the online work.

After the live broadcast, Lin's overall performance gradually returned to the same period last year. From the resumption of work to February 15th, turnover increased by 145% over the same period last year. Some stores in Wuhan and Northeast China can double their performance. Sun Laichun believes that there has been a reversal since February 1st. If 2-3 months' performance can reach the level of the same period of last year or even higher, then 100% will confirm that the company has come to life.

In fact, Lin Qing - Hua tried to do digital transformation two years ago, and launched a series of solutions such as Taobao, nail and hand washing, but the effect was not satisfactory. "At that time, we did a good job of pushing and pushing, but it didn't work well." For reasons, Sun Laichun thought: "wearing digital new shoes, but still walking on the old road of traditional mode."

Usually, after the customer enters the shop experience, the guest price is 1500 yuan, but the online price is about 500 yuan, so the shopping guide is unwilling to let customers order online. "Now affected by the epidemic, shopping guides are forced to go online, trying to teach customers to do facial care in live broadcast, thus promoting sales. At present, online passenger price can reach more than 1000 yuan.

　 Emergency measures will become normal

"Ready to broadcast live as normal, live in stores every day, can effectively introduce passenger flow into stores." Sun Laichun plans to make live streaming part of the store operation. "Lin Qingxuan will move the live broadcast to the store and take the offline store as a new digital live store."

It is understood that Wuhan Han Street store and Shanghai Xujiahui Heng lung store will gradually introduce live broadcasting function, and make corresponding adjustments to store design and layout. Sun Laichun takes the Han Street store in Wuhan as an example, cancelling the cash register and some shelves, leaving the display platform and the middle experience platform, so that the entire store can be turned into a live room.

It is worth noting that the explosive force of live broadcast does not mean that brands abandon their store layout and shift their focus to online. Sun Laichun explained that the offline store is very important to Lin Qing Xu and can build a good experience environment for consumers. In 2020, the number of shops will not be reduced, but the store mode will make a complete switch, just to improve the current offline stores according to the digital scheme, such as live broadcast, transaction, promotion, publicity, customer service and so on. "It is to store the offline stores under the opportunity to digitally train, and to interact with, interact with and communicate with customers."

At the same time, some forerunners are using the opportunity of live broadcast to popularize their operations. Jiang Xinjie explained that Yintai has been trying to let Taobao guide live on Taobao, which is also a strategy in the 2020, but the epidemic has accelerated the promotion of live broadcast.

Jiang Xinjie believes that the future shopping guide will be normalized and large-scale. The live broadcast may not be at home, but at the counter. "Although some shopping malls have been opened one after another, there will not be a scene of crowd surging before shopping in the foreseeable one or two months. Therefore, shopping guide may still be broadcast live in the counter in this time period. If the store business is restored to normal, even if it is difficult to have a large amount of coherent time for live broadcast, it can also try to excavate online passenger flow with new ways such as short video.

There is no doubt that direct broadcast breaks the restriction of time and space on traditional department stores. Jiang Xinjie admitted that the department store opened at 10 in the morning and closed at 10 o'clock in the evening. At the same time, it is also restricted by geographical space and can only radiate around 10 kilometers. On the one hand, live broadcasting can be done online for 24 hours. On the other hand, it has attracted many new customers, and 90% of the new customers are not in Yintai. "For a department store, it is a very important thing to get new customers from the coverage that stores cannot cover. Based on this, the live broadcast is not entirely an emergency measure, but can be regarded as a new growth point.