Who Is "Stealing" The Rice Bowl And Anchor'S Rice Bowl?

Chen Cong's cell phone keeps on ringing. Since he was dragged into a WeChat's "warm gun buying group" by his friends, he has more and more people asking him for supplies.

"I have one hundred thousand orders on this side. Can you answer it? When can it be delivered? The news came from a small program entrepreneur who wanted to take advantage of the opportunity to do business in the medical circle.

Due to the shortage of medical resources, people who can find the source of goods have become micro businesses, selling warm guns, masks, disinfectant and other items in the circle of friends.

"What is spot, this is the spot, to rush quickly", a group of friends excitedly sent into a group of videos, people in the video to open a van's trunk, inside are several boxes of newly purchased frontal gun, but the price has been raised from the original one hundred or two hundred yuan to more than 400 yuan a.

There are many such snapping groups and spike killing groups.

And the entities affected by the epidemic are also on the line selling their products.

In February 11th, a clothing brand in a shopping mall set up its own kill group. At half past one p.m., customer service Beibei sent a message in the group. "Welcome to join our kill group!" We will provide online services by 5 professional fashion consultants. The kill time will start at 2 p.m. every day.

Buying is simpler than usual. Private chat with shopping guide, confirmation of size, transfer, waiting for receiving. The price is 50 percent off of normal, even Three point five Folded, groups of friends have placed orders.

Some shopping guides also started live broadcasting, trying to sell products in a more direct way through live broadcast, though they were slightly younger at the beginning, but they still tried new tricks.

Housing prices and car companies have also joined the trend of micro commerce and live broadcasting. The number of live cars has been even more than 30 days a day, while Hengda relies on online selling.

There are many forms of online sales, but WeChat's circle of friends and WeChat community have become the main publicity positions. Whether direct sale or direct broadcast drainage, WeChat's strong social relationship reflects the superiority of "shopping guide".

　 Shopping guide to strive to become "Li Jiaqi"

Gao Zhixia, who was 30 years old, did not think that she had opened the first live selling of her life a few days ago when he was shopping in Xiantao, Hubei, a month ago.

At 4:30 p.m. on February 18th, Gao Zhixia entered the studio, and spent the first thirty minutes on the adjustment equipment. She repeatedly asked the audience across the phone: "can you hear the voice?" "Do you see anyone?" If you want to guide your attention in the middle, but you don't know where to go, there's not enough online shelves.

No special live broadcast equipment, no makeup, no goods around, even a suitable live broadcast site.

Gao Zhixia, who had eaten at the mother-in-law's house the day before Xiantao's closure, was in strict control because of her mother-in-law's residence in the county town. She could not go back to get skin care products and cosmetics. On the day of the live broadcast, the cotton padded jacket was worn only once a month ago. The only decoration on the live room was on the wall, with A4 paper on "Wuhan refueling", but the picture was not clear.

Although the first live broadcast was slightly clumsy, she found that there were many people when she first entered the live broadcast, and there were about 10 thousand people.

As early as last May, intime Department Store Co operated with Taobao Tmall, when many shopping guides were sold live by participating in the "cloud cabinet elder sister program". Meanwhile, Yintai also regards online live broadcasting as a new growth point. Usually, a guided tour live on line needs 30 hours of preparation, and there is a special broker team to train them.

The epidemic obviously boosted more shopping guide participation. According to the data provided by Yintai, up to now, the first pilot Yintai shopping guide has accumulated over 10000 minutes at home, and has accumulated more than 100 thousand people.

Yintai told Insight that one of the number of consumers who guided the live 3 hours service was equivalent to the 6 month service resumption. The sales generated by a live broadcast is equivalent to a week in the store.

Gao Zhixia's Xiantao is only a three or four line city, where Yintai mall has not been involved in the plan, but after this broadcast, Xiantao Yintai formally applied to headquarters.

This Valentine's day, Gao Zhixia officially launched online sales. First of all, we put the box on the meow street App limited, and then promote it through the circle of friends, attracting the old customers who accumulated online before buying online. Because the epidemic in Hubei is more serious and the express delivery can not be delivered normally, she encourages consumers to place orders.

Gao Zhixia also hoped that fans attracted by live online could be directed to the offline counters. The sale of cosmetics products, focusing on one to one, needs to be recommended for each other's skin problems. However, under the condition of small online counters, online restrictions can be broken and more people will be recommended.

Apart from the fission and live broadcast of WeChat's circle of friends, the community is also a way out.

Gao Peng, a shopping guide from Wuxi, received the demand of shopping malls in February 9th. "Every brand built a group of VIP, and we started online sales at that time."

In order to ensure sales volume, many new spring festival products are also on sale. He said, "there is no way. The boss wants to help us to pay social security, we need to pay wages, we have to survive, so we can only sell it at a low price. But not all of them. There are no discount for many new products. "

Gao Peng is selling shoes category, consumers will consider fit and other comfort, need to try on, so Gao Peng found that many consumers will be entangled when ordering, spike is not good.

The sales volume caused by spike group is not even up to 1/3 compared with usual stores.

Even so, it's much better than offline. In February 20th, his shopping mall was also open, but he could not see a few people all day, and the counter could sell one or two pairs a day.

Therefore, under the condition of online shopping mall opening, Gao Peng's spike killing group is still focusing on operation.

　　 Selling masks on the micro business

Chen Yu, who entered the medical industry in 2005, is the chief operating officer of Rukang medical area in China. The medical device company set up in 2003 mainly engaged in breathing equipment and consumables such as nebulizer and oxygen generator. After the outbreak, they rushed back to work to produce a batch of aerosol treatment equipment and supplies to the hospitals in the epidemic area. But he found that "our original product demand has not returned to normal."

Jia Rui Kang originally sold mainly to hospitals, and there were about more than 2300 hospital customers in the country. But because of the outbreak, many people in Hubei were segregated at home, most of them did not dare to go to hospitals, and sales declined sharply. "No orders have been received until around 20 of the first month."

Chen Yu began to think that the hospital market may be relatively cold in the first half of the year, so it is better to change the channel from the original OTC (OTC) business. The direction he predicted is "must be transferred to the online."

After making the channel transformation policy, they began to face another problem. Once the "online" is mainly aimed at all kinds of electronic business platform, after transformation, they also first chose to sell on these platforms, but under the epidemic situation, the express stopped. Chen Yu found that users' willingness to visit the electronic commerce platform was not strong, but they stayed longer in WeChat's friends circle.

"Comparing data on the same day, the number of micro stores is several times that of several other platforms, reaching a maximum of 15000 people," he said. He told Insight.

So they began to move to the next position, micro business.

At the beginning of ten, Chen Yu and his team began to do some preparations for the transformation of micro businesses. After two days, they began to plan, to find some experts to shoot videos of home atomization or home treatment to spread.

The new change took place after the Lantern Festival of January fifteen. They found that the demand for masks became very large. "Many reports that China needs masks per day is hundreds of millions of needs, but only about 20 million capacity can be satisfied," he said. So they started making another important decision, changing the mask.

At that time, the mask on the electronic business platform was out of stock, and the gap was huge. Some small factories are working to produce masks, and even large car companies such as BYD have begun to join the camp of mask production.

Chen Yu can't sit still. "We have all the production qualifications, production environment and equipment. I think we should also arrange for this aspect."

Then their team began to look for the mask machine. In conjunction with the Shenzhen municipal government and the Shenzhen industrial and commercial office, 10 plane mask machines have been deployed and put into operation. "We expect to produce up to 700 thousand disposable medical masks a day." Chen Yu told the connection.

But achieving this capacity is not easy.

The difficulty lies in the equipment and raw materials needed for production. After purchasing the equipment through the government, they find that the price of raw materials has risen from ten thousand or twenty thousand to more than ten to twenty thousand tons. "So we thought a lot of ways and made a lot of communication, and the process was very difficult."

After the mask came out, they went to the micro shop, and at the same time, they worked with some vertical public numbers to insert links in the text, and forwarded them in the relevant communities, and worked with some professional teams to invite them to become micro shopkeepers.

At the same time, Chen Yu team is trying to develop WeChat small program, do some marketing activities, "in the future may try the advertising function of friends circle to do directional dissemination."

Chen Yu's Micro shop also has agency mode. If the client submits to become the first class agent of the micro mall, he will have his own micro shop. The first class agent can resell in the circle of friends. "We probably have more than 100 salesmen in the whole country, they will become the first class agent of the regional store, and then sell it to the people in his area."

This is a typical fission game of microquotient. With the help of manufacturers, people who did not do micro business have begun to sell masks in friends circle and WeChat group.

According to the twenty-first Century economic report, a report from the Sai Di consultant of the Sai Di research institute directly under the Ministry of industry and Commerce showed that the mask production in mainland China exceeded 5 billion in 2019. The report predicts that the growth rate of medical masks will reach 28% in 2020, and the output value of the mask industry will increase, and the annual mask output will exceed 13 billion yuan. Some of these masks will be sent to hospitals. At present, the logistics of the e-commerce platform has not yet fully recovered, and a considerable portion will be consumed by micro businesses.

The rush to buy masks has not cooled down, and the rush to buy them has been followed.

Chen Cong's previous work was a distributor of medical devices, but in the outbreak of the epidemic, there was a large demand for temperature and gun in the group that originally communicated with other medical devices.

"The list of government's list and enterprise is 20 thousand, and there are 100 thousand more." He saw a lot of people in all walks of life trying to do the forehead gun business. But orders are many, supplies are few and prices have risen several times.

He found that some people pretended to have factory supplies, defrauding capital turnover, and finally notified the goods and returned the money, but in fact, "they may have changed hands at a higher price."

With the increasing demand for frontal guns, Chen Yu's team has also increased the production line of frontal thermometer guns.

"After the adjustment of online channels in early February, the sales volume of all products on line is about 500000, which is almost the same as that of previous years." Chen Yu told insight that he had been feeling a great change in just over ten days.

　 Online self help in residential, real estate, automobile and whole industries

At present, the direction of self-help in almost all industries is focused on the Internet. It is unprecedented that enterprises pour all their manpower and material resources onto the line.

The loss of an important holiday peak residential industry will also put more energy into the online.

Cao Xiaoyan CEO did not expect that the rural preferred electronic business module, which should have started after more thinking and preparation, suddenly started.

A few days ago, she received the notice from the local government of Songyang. Therefore, the first place of the family house, the original house and the tree house, started to resume work. After the completion of the project, there were about 200 houses in the two phase of the original house, and the trees were also built. In connection with the communication, Cao Xiaoyan was informed of the situation of the tea farmers. In the field.

"Homestay and location are symbiotic and common." Cao Xiaoyan said that since then, as the home of the boutique residential chain, the original home has begun to help tea farmers sell tea based on their original customers, and the important position of selling is through WeChat friends circle.

During this period, Cao Xiaoyan found that many offline brands were making online planning. During the epidemic, users also developed the habit of online shopping. She saw the importance of entity stores to build online and offline interaction capabilities.

In the past, former home had sold Songyang smoked ham, Mogan Mountain sweet potato and other local customs, at that time, the original house pursuit is not sales, but through more contacts to link users.

Cao Xiaoyan thinks that the mode of self catering operation is very heavy, and users should be pulled into the store through the operation of online brand traffic. The income from selling local scenery and local products is negligible compared to the most important night income, with little revenue, but low marginal cost. It is very important for the establishment of the online system and the accumulation of operation experience in the private area.

In addition to home stay, in the past two months, the concept of online channel and private area traffic has become popular, and has penetrated into more industries.

Hengda "25% off discount" online marketing, so that housing prices under the epidemic online sales model has been concerned.

In February 13th, Hengda announced the implementation of marketing measures for all real estate purchases on the Internet. From now on, the buyers will pay 5000 yuan deposit and sign the online subscription book on the commercial housing platform in February 29th. In this wave of marketing, Hengda has taken the biggest strength of the discount, and the purchase threshold is reduced.

Hengda saw the opportunity of private domain traffic. In February 10th, Heng Fang Tong online distribution incentive, recommended transaction award commissions for 1% of the total housing.

Among them, for different situations such as self purchase, recommending other people's purchase, third party buying, and recommending new customers, different commissions and awards are given, such as recommending other people's purchase, not only for the full refund of the deposit, but also for the 1% Commission and the 10 thousand yuan reward.

According to the data released by Hengda, in the 3 days of from February 14th to 16th, there were more than 3 million new users of "Hengfang Tong", and 47540 units were subscribed for housing, with a total value of about 58 billion yuan. The largest number of houses was directly subscribed to 870 sets.

Marketing is behind the housing enterprises in the past few years to open up online channels. Poly Real estate, Vanke, Biguiyuan and so on have developed a group of small programs, as well as housing enterprises on-line VR showings, but also the use of live online sales.

The online sales campaign also started in the automotive industry.

Tesla opened the online live selling mode during the Spring Festival, and continued to publicize Tesla through short video and live broadcast. On the first day of the resumption of the Spring Festival holiday, BMW China opened three live broadcasts in Tmall official flagship store.

In mid February, Wei Lai was questioned because of the delay in the payment of staff salaries. Later, Li Bin, the founder, mentioned in his letter that the epidemic situation had increased the difficulty of Wei's work, and they were trying to sell the car online.

Wei Lai added the service of the national live broadcast cloud watching service. In February 8th, there were 26 live broadcast days. The live broadcast was held in the center of Beijing, Shanghai, Shenzhen, Guangzhou, Hainan, Harbin and other cities. From 10 a.m. to 10 p. m., it was arranged very closely, with 5 live broadcast at the same time.

Who is "stealing" the rice bowl and anchor's rice bowl?

The content of live broadcast is also varied. For example, online cloud test drive, site station experience extreme speed change electricity, evaluate the endurance of car, complement system, safety explanation and so on.

Under the epidemic, more and more enterprises are joining the tide of online selling. With the gradual resumption and recovery of offline entities, the online marketing system built up in this period will continue to play a role.

(Chen Cong and Gao Peng are alias for the interview.