Subversion Of Traditional Marketing Mode Why Live So Popular?

Net red live with goods is a new sales method derived from the development of the e-commerce industry. Shopping on the platform through the network is the product of the Internet era, but why is it so popular in the broadcast platform?

The 2 reason is that on the one hand, the China Mobile Internet traffic pool in 2019 has entered the era of stock game. The vast majority of it owes to our post-90s. After 95, we have moved out of campus and moved to work, bringing a new trend to the consumer market. On the other hand, the net red concept in the capital market has been continuously touted.

Mango TV issued a research report on the behavior after 95. The group born between 1995 and 2009 is defined as "Z generation", which has a total of 260 million people. This group of people spend 8 hours a day online, like online consumption, pursuit of entertainment, and not stingy about "beauty" consumption.

Over the past decade, the main force of the development of e-commerce is after 70 and after 80. By 2019, a more obvious change was that 95 became the main force of consumption gradually. According to this phenomenon, it is concluded that the rapid spread of live goods is the most direct thing is that the consumption age group is changing, and the main users are changing.

Over the past decade, the continuous growth of users means that new users are sucked in while serving good old customers, so traffic in 2019 has become extremely expensive. Under such background, "net red concept stock" has been born and developed in many listed companies.

For example, Yu Jia Hui, Yu Jia Hui company and the network red anchor cooperation mode mainly includes net red live broadcast, short video implantation, etc., through the company signed the agreement with the live broadcasting organization, the net red anchor or through the Ali V task platform order, in the Tmall, Taobao, fast hand, jitter and other platforms live or short video implantable way to plant grass recommendation and sales, the company will press According to the contract, the corresponding promotion fee and sales commission shall be paid.

However, according to Yu Jiahui, the promotion cost of the company's short video platform is relatively large, but it is relatively small from the amount of investment and the total promotion fee, and does not constitute a major marketing promotion mode. It also revealed that the total cost of its short video platform promotion from January 2019 to September amounted to 47 million 857 thousand and 300 yuan, accounting for 11.92% of its total promotion cost. This also means that the current net red live mode is not a mainstream, but a supplement.

Is it a new mode of retailing, or will it become an addiction to death or subvert the traditional marketing mode and grow into a new mainstream? This is a test of time.