Cabinets "Cloud Business": Lifting The Shopping Center Performance Revival

Last week, Hangzhou Tower operated on the first day after the Hangzhou epidemic remission, and took 11 million of the turnover in 5 hours. People have been depressed for too long, and they need to make up for themselves by spending money. But before the resumption of business, these shopping centres and department stores remained open. Rely on those counters female shopping guide salesperson (cabinet elder sister) cloud live broadcast, micro business form, hard to support business without pause.

Over the past month, shopping complexes across the country have been shut down and lights have been switched off to "cloud business" mode.

Xiang Chao is a salesperson in the friendship store in Changsha, Hunan. The business hours of the shopping mall have been shortened from 9:20 to 10:00 in the morning to the morning and evening. With shorter business hours, he and his colleagues feel more busier than usual. Every day, he and his four and five team team will broadcast live four or five times to make up for shorter business hours and less traffic.

The intime department store in Hangzhou, Zhejiang, has been closed for the past few weeks, and these two days have begun to open. "Just received the notice from Yintai the day before, and sold it on Taobao live on the second day." West Lake Yintai Lancome guide Mei Zi has been in the "cloud business" state for two weeks before its store business.

Fang Ani, king of Guangdong, Huizhou, has recently been more busy than usual. Under the influence of the epidemic, Tianhong began to accelerate the online business, and moved more store counters and merchandise to online. Fang Ani, a category manager, not only helps and guides shopping guides to create shops and merchandise online, but also helps pack and deliver goods when busy.

In the ten days when the epidemic was stranded at home, the micro business and live broadcast in the circle of friends were still active. But those who only sent out products in the circle of friends began to become more systematic online business during this period.

　 Shopping guide for cloud business

After the outbreak, intime department store in Hangzhou was closed. In January 30th, Prof Mei received a notice from the company that the store was still temporarily unable to open its business, hoping that at least one person in each cabinet could sell live products.

As the first shopping guide for Lancome counters, Mei received a live announcement in February 8th and sold it on Taobao live for second days. The number of live viewers was over 10 thousand, and its sales volume was 3000 yuan.

Two or three days before notifying the live broadcast, Yintai gave a group of shopping guides to participate in live broadcast, and gave a simple training for everyone to tell you what to say in three hours of live broadcast. Each cabinet sister is equipped with a broker to follow up the entire live broadcast.

Up to now, Lancome counters have conducted three live broadcasts. In addition to Lancome, there are more than 50 brand counters including Estee Lauder, Nike, treasure island glasses and so on. According to Yintai's plan, Yintai shopping guide will be broadcast at home for 100 times a day.

In January 31st, Tianhong stores in the country were also closed down. Three weeks ago, the rainbow, which learned that the holiday continued to extend, started organizing and mobilizing people to do the live broadcast. From February 5th to February 17th, there were 32 live broadcasts, and the length of the live broadcast reached 60 hours, and 120 thousand people watched the live broadcast.

Unlike Yintai, which relies on Taobao's live broadcast, Tianhong directly broadcast live on its own small program and live broadcast. The live broadcast was started in December last year, and the small program live broadcast began in early February.

In December, Tianhong made the first live broadcast on the small program by watching live broadcast, although it also tried to do some live broadcast, but the key is to promote the actual situation during the epidemic. "We also realize that this is a good opportunity for us to push the direct seeding of the live broadcast, and we have to go all the way to push the store forward." Mabel, who is responsible for the live broadcast business, told reporters.

The friend of the largest department store in Changsha, the parent company of Changsha friendship store, has been more active on the direct seeding path. Over the past week, friends have been running more than 200 daily live broadcasts.

It is worth mentioning that, through the live broadcast of Taobao, Yintai is relying on its own live program applet, and began researching and developing this live broadcast function since 2018. Last August, you began to use this platform to broadcast live.

Xiang Chao told reporters that the four or five live broadcast every day was similar to that before the epidemic. "Basically we are two shifts, and usually work in the morning, probably at 3:00 p.m. shift. If sometimes I feel that my performance is not very good today, I may stay and do the live broadcast again."

　 It's not easy to have a cupboard cloud.

As a matter of fact, Yintai makes the video with goods earlier than friends. Relying on the economy of Ali, Yintai, as early as last April, began to try video with goods, and Taobao Tmall launched the "cloud cabinet elder sister plan". At that time, however, it was not a live mode of 3 hours, but a short video. At that time, the 24 shopping guides were once called "the first Li Jiaqi successors" by the outside world.

At that time, data showed that on the day of the short video line, the intime Intelligence Bureau homepage got 3 million 728 thousand people onlookers, the video broadcast total amounts to 1 million 350 thousand. In a week, the topic only got on the homepage of Taobao's wow video channel, and got nearly 15 million people's onlookers. The maximum video volume of the single video is over 1 million 800 thousand, and the total video playback is over 3 million 860 thousand, so that the sale of Yintai meow street has increased 6 times compared with that of the previous year.

The highest volume of shopping guide is Wu Shaoqing, NewBlance shopping guide of Hangzhou Yintai Department Wulin general store. "The person we were directly in charge sent to me that day, saying that you were in the same frame with Li Jiaqi."

On the same day, Wu Shaoqing's video and Li Jiaqi appeared on the front page of Taobao, which set a 1 million 980 thousand playback volume at that time. A sandal displayed in that video sold dozens of pairs on the same day and became the sales champion of NewBlance East China store.

Wu Shaoqing was also surprised at the high volume of the video. As for why she was pushed to the front page with Li Jiaqi, she did not know.

This is the last time that Wu Shaoqing appeared as a protagonist in the video with goods. During the same time, more than 20 shopping guides did not participate in the live broadcast. "During the recent epidemic, new live faces are not known."

After that, Yintai did not seem to have promoted the live broadcasting business on a large scale. In the impression of Wu Shaoqing, he made some videos on several important promotion nodes, and mainly acted as a "small assistant" in conjunction with the professional anchor.

Until these two days, Wu Shaoqing's live broadcast skill was restarted again. Considering that after the store started, it was difficult to resume the passenger flow in the short term. The company told the guide buyers to conduct a training for everyone and start the live broadcast.

For such a sudden talk of two or three hours, but also constantly interact with fans mode, Wu Shaoqing admitted that it is much more difficult than the short video before.

Many shopping guides have similar concerns. I can talk about it for three hours. Therefore, when Yintai launched the live broadcast initiative, the initiative to sign up for shopping guide is not much.

"At that time, the brand side may not have attached much importance to this thing. It is more important for Yintai, because our daily business is pretty good, like we are the first place in the shopping mall, so maybe you didn't look too much in the direction of live broadcast." Mei Zi said.

And this is a big part of the drive to bring the plum and Lancome to the live force. Because of the sudden outbreak, Mei and his colleagues have been resting at home for nearly half a month. The income from the performance commission has been greatly affected, and the brand side has fallen to zero because of the closed shop business. The live broadcast has become the choice we have to choose.

Xu Yongbo CEO, a friend, also gave a similar answer. "Before the epidemic, it was done, but it was not so urgent. The main reason is that when you still have a bite to eat, you may not expect to go begging for food on the line, but now you have to do that."

Xu Yongbo told reporters that before the epidemic, the passenger flow of the amendian store was relatively large, so the shopping guide was also a priority to receive on-site customers. The online business was only supplemented, accounting for less than 10% of the total business, and the promotion of the original online business also encountered many difficulties.

Take the live broadcast, unlike other occasional live broadcasts, the friends of the self built live broadcasting platform are going to live in normal operation. One mall has to open dozens or even hundreds of live broadcasts a day. One of the 400 counters of a store has 1/3 and 1/4 brands being broadcast live.

And this large-scale live broadcast also needs to be carried out every day. For those without professional training, the challenge is great. Previously, friends and friends had encountered some conflicts on the supplier side or the shopping guide side when promoting the live broadcast business.

"He said I could not do it, I was not professional, and then said I would like to receive customers under the line. But now there are few customers. Shopping guide is also very clear, he is relying on the sales commission to eat, do not sell things, not long enough to rely on the basic salary, so they are now willing to accept the live broadcast, many of which may not be able to say anything before the camera, now after two training, jump to the pond, and soon learned to swim.

In addition to live broadcast, WeChat community, which had not been systematically promoted, was also put on the agenda quickly. The WeChat group, which was built in the past but not built in the past, was built up quickly in a short time. Within a few days of the outbreak, the group of friends under the Asian store built a brand WeChat group, a WeChat group on the floor, and a WeChat group. The brand has also built up a more differentiated group of new products and discount groups.

What Yintai is doing is to screen the members of its electricity platform meow street by labels, and then communicate with the customers by the brand side, whether they are willing to enter the group.

　　 Accelerated online epidemic

In the way of community operation, Shenzhen Tianhong is also taking the Internet. Different from the way to add customers to WeChat by personal shopping guide, Tianhong's shopping guide is to add WeChat to customers through WeChat, and then invite customers into the group.

Unlike WeChat, a company with only connection functions, Tianhong has developed a shopping guide on WeChat, which can provide personalized and meticulous marketing services. At the same time, WeChat and other tools, including live broadcast, can be broadcast directly in the WeChat group of enterprises.

These explorations are part of the business of Tianhong Department store, and the department store's home business is an important part of the Department Store digitalization launched in 2019. The Department Store digitization project was opened in late 2018, and it was launched in early 2019. Last May, WeChat and WeChat jointly launched a digital solution for department stores.

Similar to the problems encountered by friends, in the process of carrying out this business, Tianhong also encountered the problem of low enthusiasm for brand and shopping guide.

"At the beginning, the enthusiasm of shopping guide was not so high, because sales under his line still accounted for most of the sales, but now because of the impact of the epidemic, online sales are the mainstream, so everyone has a very high enthusiasm, including the creation of merchandise, shopping guide and customer dialogue, the whole lifting is very high." Shenzhen Longhua Tianhong relevant responsible person told reporters.

Unlike Hong Kong's partners, Tianhong and Ali's Yintai, they chose to build all their own businesses, relying on the self built WeChat applet "friend buy" to get through to their home business. Through such a small program, friends and friends put together a set of shopping functions such as commodity shelves, commodity display, sales, payment, logistics, settlement, customer service, and live broadcast.

At present, most shopping centers in Changsha, including all department stores in friends of Asia, have tried "cloud sales". Online sales and orders have been made through small program live broadcast, home business or by means of life service platforms such as American group, hungry, Jingdong and so on.

However, the most obvious problem of self built platform is traffic. Taking live broadcast, compared with Taobao's live broadcast, fast hand and jitter, the flow of self built platform is beyond comparison.

But to some extent, it is also a kind of helpless action. Many shopping malls have tried to broadcast live platforms such as Taobao live directly before, and the traffic can not be directly converted into sales, which is the most realistic problem.

Unlike Taobao, which has shops, Yintai can directly link links. Some other department stores can only guide users to place their own orders on the platform when they broadcast live by taking some two-dimensional methods, such as anchor players, and the conversion rate is not ideal.

Even Yintai, backed by Ali, is not easy to let its own shopping guide stand out from Taobao's live broadcaster.

Taking several live broadcasts of West Lake Yintai Lancome, the number of live broadcasts in the first live broadcast is over 10000, after which several live broadcasts are only over 1000. Therefore, Taobao's live broadcast has not been excluded from the first live broadcast.

In addition, some of the recent reports about the live broadcast of the box sister live are considerable. They may also be looked at in two ways: one is affected by the epidemic, people are unable to go out, directly improving the viewing quantity of each entertainment platform.

In addition, before the impact of the epidemic, the national logistics has stagnated in large areas, which makes it possible for the department store to distribute goods to the city. To a certain extent, when the business entities on the line and offline have been restored, the department store industry will once again return to the original competitive environment, whether it is live broadcast, or the effectiveness of online production may yet remain to be seen.

After all, the challenges faced by department stores in the past have never been broadcast or electricity providers. The optimization of the supply chain is endless and endless, upgrading the agent level, changing the settlement mode with suppliers, and getting through with the supplier logistics system. There are still a lot of tedious transformation work waiting for the entities to do so. Besides the efforts of the department stores, this huge project depends on the transformation and upgrading of the entire retail industry.