An Epidemic Has Led Businesses To Discover How Important It Is To Build Their Own Private Cloud And Database.

The live broadcast is undoubtedly the biggest business explosion in 2019, and it also brought Li Jiaqi and Victoria's super network red. Last year's double eleven, Taobao broadcast live a day driven turnover of nearly 20 billion yuan. More and more anchors are coming into the live broadcast market of e-commerce under the stimulation of transaction splitting. Taking the goods has naturally become the main scene of live broadcast applications.
But a sudden outbreak that swept the country broke this formula.
In February 12th, sports brand Nike launched a fitness course on WeChat and jitter to enable users who were isolated from the epidemic to be able to exercise. On the first day of the trip, the number of people watching the live broadcast on WeChat was over 60 thousand. Many offline gymnasiums, which have been hit by the epidemic, are also actively investing in the online live area to find opportunities.
Taking into account the limitations of fitness at home, the content of fitness was adjusted in a timely manner. "Because of the special circumstances of this epidemic, we can not go out, so our coaches are broadcasting live at home. They also make some adjustments to the usual NTC courses according to the situation at home. For example, no instruments can be used instead of stools and water bottles to ensure the effect of movement," Nike Greater China Nike Wu Qian, senior director of Direct digital brand marketing, said in an interview.
According to Taobao's data, since February, more than 100 kinds of offline occupations have found new possibilities in Taobao live broadcasting, such as cloud selling, cloud selling cars, cloud concerts, cloud spring outing, and cloud conferences. Millet, Adidas and other brands have chosen to launch a new product conference in Taobao live broadcast, while Taobao's live "cloud conference" schedule has been scheduled for March 31st.
The epidemic has enriched the application scene of the live broadcast. It has rich knowledge of doctors, experts, epidemic prevention knowledge and health care. There are also live broadcast houses and live music festivals in the performing arts industry. Consulting company Kayu predicts that after the outbreak, many businesses will break the shackles of the industry and make bold use of the live platform to interact with consumers. In the future, more industries will be integrated with direct seeding, and new services and business models will be developed to find out potential users of a number of live platforms.
This has allowed many players who have joined the live broadcast game for the first time to have the possibility of surpassing Taobao.
Last year, in addition to Taobao, Jingdong, fast hand, jitter, mogujie.com and other platforms have been put into the live broadcast, and in the second half of the year, more and more, Xiaohong, WeChat, Suning and so on have announced their entry into the live broadcast area. As the origin of the atmosphere of live broadcasting, plus its own business attributes, Taobao has always been the number one player in the live broadcast of e-commerce. But with the extension of live scene triggered by the epidemic, compared with the shopping guide, the brand effect of the live content itself has become a new concern.
In the epidemic, Nike's first live broadcast of WeChat's platform chose a small program that was developed by Tencent and live in WeChat.
The live broadcast was officially opened to the public at the end of last year. According to the official introduction, it is a live broadcast of information flow based on Tencent's live broadcast capability. It is composed of two parts: APP live broadcast and small program live broadcast. It can provide online live services for content creators and businesses of WeChat system, as well as live broadcast solutions for e-commerce providers, and widen the flow of information flow channels.
For users, its biggest advantage is to simply scan the content live two-dimensional code of the content operators, and then enter the live broadcast of small live programs to interact with each other without downloading the App. The subscription to the viewing and interactive experience are all locked on the WeChat platform. For content carriers, the public address ID can be registered on the "live Tencent" App, which can create live broadcast tasks, and generate small program posters, H5 and so on to share their own public articles, friends circles or communities.
The appearance of live broadcast is likely to have an impact on the live broadcasting platforms that were originally not the main suppliers. Fans with high sticky web will prefer fans to WeChat to facilitate their community operation. The live broadcasting function is bound to be a powerful addition to WeChat, attracting more net red to join WeChat ecosystem.
For Nike, which has a large number of fans on WeChat itself, WeChat live streaming is more convenient for them to direct diversion. "We chose WeChat because we ploughed the WeChat public address and WeChat small program, hoping to give our core users a smooth and convenient experience," said Huang Ting, director of brand media in Nike Greater China, told BoF.
But WeChat is not the only platform for Nike fitness live broadcast. They also choose to vibrate. Huang added: "the choice of jitter is because of its massive user and entertainment content consumption, which can cover more consumers at the initial or entry-level level, and complete training and fitness in unwittingly interaction."
In view of this, for Nike, WeChat live broadcast can help them provide better experience for the existing fans, while the value of jitter live broadcast is to let the brand quickly attract more new products.
Xiao Hong is another platform that emphasizes the main content, plus its strong social attributes. During the epidemic, the form of live connection is a major feature.
In February 10th, Xiao Hong's on-line psychological aid platform for epidemic diseases provided 7x24 hours free psychological consultation for front-line medical staff, patients and the general public who were affected by the epidemic. More than 1000 professional consultants participated. Before that, Xiao Hong had adjusted the psychological state to the ordinary users during the popular science epidemic situation through the live broadcast of live broadcast in Wuhan.
Xiao Hong published a psychological aid platform for epidemic prevention during the epidemic.
Xiao Hong's book was first launched in December last year, and the connection function soon came on line, mainly considering the two demands of the anchor's need for fun interaction and diversified content forms. Wired is instant feedback, which can greatly reduce the threshold of anchors' broadcasting. Topics can be discussed without topic chatting and interaction. At present, the connection between anchors and anchors appears in interactive live broadcast. The connection between hosts and fans will appear in teaching classes, such as yoga, fitness, English learning and so on. The content of these live broadcast can also be transmitted through two times of later video clips, affecting more people.
The outbreak of the disease provided a special topic for discussion.
"In the little red book community, we see that people affected by the epidemic have some mood swings, and some may need psychological assistance. The quality of information content and interaction between people in psychological counseling is very much in line with community attributes," said Jess, director of Xiaohong Chuang Hao. The little red book has chosen to let other high-quality anchors and psychological counselors live together to ensure natural content presentation, professional and accurate information and better user experience.
Professor Xiao Jinsong, President of the Hubei Psychological Consultants Association, is the first consultant to popularize the mental health knowledge of the epidemic through the live broadcast. He linked up with Chen Yihui, the creator of Xiaohong book. By telling his own case, he analyzed how to correctly face the doctor-patient relationship in a special period, how to persuade parents to isolate at home, and how to alleviate self - remission of panic.
"Under the background of the epidemic, these contents are first-hand, or professional, which are helpful to users or touch users, so they are very popular," Jess said.
In February 11th, according to the news sent by assistant of Xiao Hong book company, considering the current special circumstances, the small red book enterprise will select some of the accounts free to open live broadcast function, and support the flow of some distinctive live content. In the Xiaohong book company's live demand collection survey form, Xiao Hong official provided 7 live content modules, namely, cloud lessons, cloud fitness, cloud and light shopping, commodity display, knowledge sharing, e-commerce sales and others.
This means that live broadcast will not only be for content creators, but in the future, brand businesses will be able to create live content independently of KOL or MCN. In the Taobao live broadcast ecosystem, there has been a similar brand self seeding (live shop).
Jess believes that after the end of the epidemic, live connection will still be an important interactive mode of live broadcast. Chatting, teaching, beauty, fashion sharing, travel and many other scenes will be suitable for live streaming. For example, two beauty bloggers can talk about the same beauty topic together, even try the same color test or makeup, and the same beauty products have different effects on different anchors. For fans, the experience of live broadcast will surely become more interesting and interesting.