Shopping Guide Has Become Taobao Anchor Five Years Ago, Li Jiaqi Is Entering A Large Number Of Offices.

A consumer living in Hangzhou walked into Yintai, West Lake. This is the first time she has walked into the shopping mall since the Spring Festival and epidemic situation. Although there are not many people, the shopping mall is not cold at all. In a cosmetic cabinet close to the entrance to the shopping mall, "cupboard" is sitting in front of a circular filling light, introducing products to the cell phone. Such scenes also appeared in Nike, Li Quan, Adidas, MAN.G and other counters.

　　 Shopping guide has become Taobao anchor?

"This is the second stage. It has been broadcast live at home some time ago." Yintai department, a shopping guide, said that during the epidemic period, she resumed work earlier, and regarded her study as a live room. After selling live products by Taobao, after the formal resumption, everyone had not "let go" shopping, so the counter became her new live room.

Another avatar anchor shopping guide, Gao Zhixia, a Lancome counter in Hubei Xiantao Yintai, said she had completed a 3 hour live broadcast at home, attracting more than 10 thousand people to watch. Seeing the "Wuhan refueling" posted on the wall, the audience in the live broadcast also gave full screen blessings.

Another anchor in West Lake, Hangzhou, caught her little puppy from the audience during the live broadcast. When she could not go shopping, she hoped to chat with her customers in the live broadcast.

In the evening of February 18th, 10 shopping guides of Yintai department store in three cities of Wuhan, Jingzhou and Xiaogan started the "cloud resumption" through the live broadcast of Taobao. The live broadcast of the day attracted 75 thousand people to watch. At present, hundreds of brands including Estee Lauder, Lancome, Ke Yan, Yue Mu source, IOPE, skin philosophy, Nike, FILA, VANS and treasure island glasses have been added to the "guided shopping live" project.

According to the briefing, the number of consumers in Lancome shopping guide Gao Zhixia's live 3 hours service is equivalent to the 6 month service turnover. Wulin Yintai Estee Lauder special store shopping guide sales directly generated by live broadcast, equivalent to working in the store for a week. In all the Yintai shopping guide participating in Taobao's live broadcast, sales of live broadcast products with better performance were over 100 thousand, and sales of more than 10 thousand shopping guides were also rare.

Up to now, Yintai has registered more than 2000 shopping guides to become Taobao anchors, and has completed more than 1000 live broadcasts. Among them, the first batch of pilot shopping live at home has been accumulated for over 10 thousand minutes, with a total of over 100 thousand people. In the Yintai store that has been restored to business, the shopping guide also brought the live broadcast to the counter.

"A shopping mall is often one hundred thousand square meters, with hundreds of shops, and the traditional form of communication is not enough." The director of Yintai shopping guide said that in the past, the publicity of department stores could not reach the brands and counters, so that the shopping guide could become a anchor and could deliver the good products and experiences more efficiently.

Why can our parents watch TV shopping? Because the guided shopping in that form has a clear target, professional shopping guide + vivid explanation + urgency, which can be done live directly. The official said that the same form of presentation, coupled with interactivity, is undoubtedly the core mode of retail sales.

In his view, shopping guide for a large number of customers has become the "big data of human flesh". It is very clear that every commodity selling point and professional degree can serve as a fashion consultant. These are the natural advantages of shopping guide changing anchor. In the past three years, Yintai has explored the digitalization of goods accumulated in new retail outlets and the logistics network covering the whole country (15 stores reaching 2 hours in 10 km range).

"Taobao live is the first choice." The above person in charge thinks that Taobao live broadcasting is the tool of all the live broadcasting tools that have the most perfect electricity supplier foundation, which can better support the completion of the transaction and the reverse link after sale, which means that Taobao's live broadcast can protect the brand reputation from the products, and is suitable for serving those large-scale brand businesses that have the ability to build live broadcast.

　　 How to turn shopping guide into anchor?

Related media know that the guide to become the anchor is the joint efforts of Yintai department store and Taobao live broadcast. Taobao live broadcast provides live and e-commerce capabilities empowerment, inbound department store leading project landing and various support in the business, including guiding the brand and shopping guide to join, helping to guide the purchase of registered Taobao live personal number, training guide, providing live room assistant, after sale. Customer service.

It is understood that Yintai has achieved digitalization in the commodity terminal. Every shopping mall in Yintai has opened an official store in the platform, which already exists in the platform commodity pool. The shopping guide is called "a guide from a certain store in Yintai", which can be directly linked to the official flagship store. Consumers can place orders through the live broadcast, and the transaction is generated in the official store of Yintai.

Among them, the guide shopping live in real-time through the Amoy system to obtain sub Commission, and the sub Commission and offline sales proceeds the same.

"Shopping guide communication skills are very strong, the lack of live confidence and skills, in this regard, we need platform to help train." On the one hand, the director of Taobao will transmit the experience of live broadcast to Yintai, on the one hand, find mentors for the shopping guide and communicate with others in the nail group in real time; on the other hand, the staff of Yintai shopping center will act as "live brokers" to help select products, conduct business and analyze data.

It is revealed that after the project is stable, Yintai will consider setting up half off production and off production training for the shopping guide. "Live broadcast looks simple, but if you want to do better, you need a lot of experience and skills, such as how to dress before the camera and how to create hunger." The responsible person said that although it is difficult to change from shopping guide to net red, Yintai will set up a ladder type training system to excavate a batch of net red guides.

However, in Taobao's live streaming pool, it is very important for new players to purchase traffic. Yintai's approach is to learn the skills of live broadcast by Taobao, and promote Yintai's propaganda system to help drainage, including the media, community and so on. It is reported that the WeChat public number matrix of Yintai Department has covered more than 6 million fans, corresponding to the community of each store is also a contact for the live business to get traffic.

"The brand gets the sales increase, the brand obtains the new customer, the guide purchase obtains more income, three conditions are indispensable." The person in charge said that it is necessary to satisfy three essential conditions to pry the brand and guide to participate in the live broadcast business. According to the current data, 90% of the sales of the brand in the live broadcast are all new sales.

　　 The imagination of the third runways

"Yintai has always been the concept of" two party B ". Yintai and brand are both Party B, and the only customer is customer. The goal of "serving good party a" is consistent. As long as transactions and praise are generated, Party B will take an active part in it. Yintai related personnel said that Yintai's positioning of the live broadcast business is not a contingency measure, but a normal one, and there will be other "imagination" in the future.

"This will be an ecosystem. Do people outside shopping mall have a chance to become Yintai shopping guide? Is the live broadcast outside the mall? The above stressed that the formation of a larger ecosystem requires only "high income from the anchor, brand new sales and more active platforms."

He disclosed that Yintai's Guide Shopping live in the future may be the starting point of the live broadcast of the same city. The scene is: when you have been shopping, you have guided your shopping guide in live broadcast, and you can receive the goods within one or two hours after buying the live room. While the platform wants to complete the live promotion of the same city, it is also technically easy to implement. It only needs to set up a "local product" entry in many contents, based on the priority of geographic location.

With the completion of the resumption of work, the shopping guide will bring the live scene to the counter, and the problems will not be solved if the goods are not around, and the logistics will not recover. The live shopping guide will also become the third runway of the intime department store, online meow street. According to the above analysis, China's shopping malls have gone through two states:

The first stage of the special store is limited to customers and communication, which is restricted to shopping malls, and requires customers to visit. This mode will even be affected by the weather. In the second stage, the mall will try new retail mode, move offline goods to online, and have App or other online channels. The third stage is to maximize the ability of shopping guides, and increase the communication between shopping guides and customers through live broadcast.

"The three states are superimposed on each other, and Yintai can do so because of the new retail base. But the whole industry needs a certain amount of time. " He admitted that the new retail base of the Chinese department store industry is not good enough, which restricts the industry to play the role of shopping guide, but let guide shopping become an inevitable trend.

He laughs that Li Jiaqi will not be "killed" by himself five years ago, but the new shopping guide may become a big challenge for the middle and low net. "This is a good thing. Any ecological development is a process from the masses to the masses. The development of the industry will continue to enrich."