Rush To Rush To Increase The Number Of Live Broadcasts, And Also Focus On Brand Stores.

Recently, Barbara brand agent Jiang Xueying received special attention from the company headquarters. During the epidemic period, when most of the brand stores and franchisees were closing down, she became one of the few businesses that could take advantage of the fast selling platform to carry out online sales.

"This emergency transformation has made me feel very deep. It is like the beginning of a new era, a great turning point after the crisis. The era of universal live broadcast has arrived, and all entities have begun to pay attention to the live broadcast." She said.

In the same time, the first time to activate the live broadcast of the live broadcast and the perfume enterprise Guangzhou Xue Lei, for the early snow settled in the fast track, this fast moving hand is more like a ride. In addition to launching live broadcast and store direct broadcast, snow Lei intends to cooperate with the official cooperation to hatch fast brand. "The epidemic will accelerate the development of the whole new retail format. It may take 3-5 years, but now it can be compressed to 1-3 years." Snow Lei group chief strategy officer Cao Dongzhi said.

Just now, ready to open the market, the luggage brand, di Ke Wen, said that more energy will be put into operation this year. "Next, we will interact with customers and fans through the live broadcast of the store, deepen their awareness of the brand, and enhance customer loyalty to the brand through offline experience and online order." Guo Yutong, general manager of dekevin bag and suitcase.

Affected by the epidemic, many brand stores across the country have fought online to break through. As an emerging content business platform, the fast hand also launched the "warm spring plan" during this period to provide a series of supporting policies and free commodity services for the brand merchants. Up to now, the fast business operators have helped businesses recover their businesses under the about 500000 line. The number of starting broadcasts has increased by more than 200% compared with the previous week, and the number of mobile sales businesses has increased by 300%. The number of people who watch the live telecast on a single day exceeds 100 million, while the number of small yellow cars hits over 200 million.

Barbara: rapid transformation of store expansion with live goods

Jiang Xueying, a brand agent of Barbara, operates 13 brand line stores in the urban and county areas of Mudanjiang, Dongning and Hailin. After the outbreak of the epidemic in 2008, all the stores under the line were suspended, and she was in a hurry.

"At that time, it was more urgent that there was no income from the entity store, but also to maintain the basic expenditure, so the live broadcast was launched in the new year's Eve. Up to now, it has not been interrupted for 6-9 hours a day. From the fast start to now, there are 150-200 people living in the studio every day, with sales of about 30 thousand per day. Less than a month's time, the total sales revenue of the direct broadcast studio is over 400 thousand.

Jiang Xueying told the billion power that if placed in peacetime, even if sales doubled ten times, it would not be noticed by the company headquarters. In this special period, its sales performance is among the best among all the store agents, and therefore, it is strongly supported by the company in the logistics and transportation links.

In fact, as early as the end of 2018, Jiang Xueying had been concerned about the retail mode of live broadcast with live goods. Over the past few years, Jiang Xueying has expanded the business of two stores every half a year to develop the offline business. Every shop has to be busy with the training of the preparatory personnel and the supply chain of commodities, so it has no time to take care of the online business, so it also missed the air gap of the 2019 business.

"The promotion of the entire online business is not enough, always considering whether it is worth investing in. Since 2015, I have opened 13 offline stores, and all the funds are used in store expansion and business development. Relatively speaking, the ability to resist risks is relatively weak. If stores are closed until March, they will be basically bankrupt. " Jiang Xueying said.

The temporary transformation of live broadcast with goods, the sales performance is also far beyond her expectations. "I didn't want to take it as my main business. I could do ten thousand or twenty thousand a day. But now we can see that it can develop the same scale as the imaging line, and it can also be used as a chain store online. "

It is understood that at present, nearly 400 balbara line stores are stationed in fast learning operation skills, and more than 50 are opening up fast shop. Jiang Xueying also took the initiative to mobilize the business backbone of each store to form a team that specializes in quick business.

"We plan to open 1-2 live rooms for each entity store, shop guide shopping to explain goods for customers, and the entity store itself has more functions such as packing, delivering and clearing goods. I have more than a dozen private shops, and fans can return them at any time. We must adapt to this trend and provide convenience to customers. " She said.

Snow Lei: store scene shopping guide will be normalized.

"Affected by the epidemic, our online sales channels have been affected to varying degrees. We know that there are support policies for quick hands. We moved the focus of our operations to the fast track at the first time. Compared with other physical stores, this time, our response is still very fast.

Snow Lei group chief strategy officer Cao Dongzhi told the billion power, during the epidemic, snow bud mobilized many offline store partners to enter the fast track, from offline to online live with goods. Up to now, more than 10 cooperative stores have been stationed in the quick opening of the store function.

Snow Lei is an old perfume and cosmetics manufacturer in China. It has its own brands such as miles, Lang Jin and Vee Veigneau, and is engaged in OEM and ODM businesses at home and abroad. There are retail outlets for its own brand stores, shopping malls, boutique chains, and super stores.

"We first contacted the former co operative anchors, and on the other hand, we mobilized the store to purchase the new live broadcast. At the moment, the online sales situation is pretty good. For example, the sales volume of our co host can reach 20000 bottles, and the perfume gift box with over 100 guests can sell more than 2000 sets in a live broadcast, which is basically equivalent to the monthly sales volume of the daily chemical chain store. The sales volume of our own stores on the first day of the first day is one thousand or two thousand yuan, which is basically equivalent to the daily turnover of a small store. "2 Cao Dongzhi said.

It is understood that, in order to meet the needs of the epidemic protection, snow Lei has also launched an emergency 75% ethanol antivirus spray solution. The current sales volume of the market is considerable, and to a certain extent, it alleviates the business challenges faced by the enterprises.

In addition to launching live broadcasting business at a fast track, snow Lei also plans to focus its efforts on the fast track this year, and develop new products by joining the fast brand program, the official platform and the broadcaster. Cao Dongzhi believes that the overall planning of the brand should start from the perspective of the whole ecosystem and carry out business around the whole ecological partners, not only about how many fans the brand accounts on the platform, but also how much private domain traffic has been accumulated.

"Aiming at the fast brand plan, we will design products that meet the needs of fast user needs, and the entire product planning and pricing will match. For example, when we launch a product, we will have the design of suit, single, small box, and so on. So the sample box is more for the user to do the preliminary test experience, the product will be sold to the anchor, and some box packaging may cooperate with the whole fast hand platform to do some large-scale activities. When planning the product line, we will think about how the brand can better cooperate with the anchor and platform and bring higher value to the users.

Cao Dongzhi said, perfume products in the entire beauty category is special, because unlike skin care products, beauty products can show the use effect, perfume products can only rely on the anchor to describe the smell characteristics of perfume, the professional quality of the anchor is still relatively high. "We are more concerned about the private sector operation of the anchors in the cooperative anchors, and pay close attention to whether their fans have relatively strong shopping demand. In general, we can understand the needs and feedback of users through the live broadcast of anchors, which is also very helpful for developing and optimizing products.

He finally told the billion power that the brand will invest more energy in the operation of online business this year. Even the operation of the next store will change the focus of operation from the traditional retail format to the product experience format. The live broadcast of the shopping guide will gradually become normal in the store scene, and at the same time, a complete new retail loop will be formed through the online layout.

Dekevin: the second list is more suitable for the physical store to spend the cold start period.

Dekevin is an old bag business founded in 1998. At present, there are more than ten brand outlets in large shopping malls in Hongqiao, Beijing, China, Wanda and Yintai. Affected by the epidemic, the business of offline stores is also affected.

At present, the major shopping malls have launched support policies to support businesses to carry out live online business, and Guo Yutong, general manager of Di Kevin bags, has planned for the transformation line. "We contacted fast hands last year. After a period of operation, we feel that the effect of live broadcasting is good. So now that stores are coming back to work, we also plan to open up some fast track accounts and strengthen the live business. She said.

Prior to the idea of protecting brand outlets, dekwin bags did not invest too much energy in the business of e-commerce. Today's shopping malls are getting worse and worse, coupled with the impact of the epidemic this year. The operation of offline stores is also faced with great challenges. This year, Guo Yutong decided to focus on brand operation.

"Bags and bags are fast priced for the customers, but we belong to the former store and factory management mode, which can get the first hand supply, the price performance is still relatively high, and there are more than ten direct outlets under the line, and the after-sales service is also more secure, so these advantages are still easier to be recognized by the old fellow iron."

Guo Yutong told the power of billion power. By the end of 2018, she came into contact with some fast hosts to visit factories. She wanted to seek cooperation. At that time, she had a preliminary understanding of the fast hand, and the ability of the net red lady to bring her to see the business opportunities of live broadcast business.

"We have been doing bags and luggage shops for more than 20 years, and many online repeat customers have been accumulated. So after opening the quick account, we can turn these VIP old customers back to the fast hand through WeChat group, and also attract some customers from the big anchor's fans group through the second list."

It is understood that at present, dekevin bags have two accounts in quick hands, and a dedicated operation team is responsible for direct broadcast and after-sale services. The total number of fans is over 400 thousand. "Under normal circumstances, every day the store reaches 6 hours of live broadcast, and the daily sales volume can reach more than 100 single; if it is linked to the big anchor, it can reach thousands of single sales, and regular stores. The daily sales volume of the shop is at most seventy or eighty. Guo Yutong said.

In addition to the regular short video and live broadcast operations, Guo Yutong has long grasped the way to sell fast sellers and endorsed the traffic transformation brought about by this way. She observes that such suitcases are not suitable for bulk delivery with anchors, and are more suitable for screening their target consumers from the big anchor live room through the form of second lists, and then attracting them to transform their own live rooms.

"We feel that the more fast platform is the net red people to guide consumption, so for our physical enterprises, by giving big anchor to gift gifts to get the opportunity to hang up the list, we can play our product interpretation advantage and get the trust of the old fellow."

In addition, Guo Yutong and his team are still trying to customize young fashion and cost-effective luggage products according to the demand characteristics of fast users, and also hope to have the opportunity to join the "fast brand" program and further develop the national own brand. "We also came from SARS in 2003. For the luggage industry, the demand for bags will be increased after the reemployment and business travel, so there is still confidence in the development of the industry," she said.