Live Broadcast Is A New Retail Opportunity, But Not Everyone Can Become A Net Red.

When the "waiting for delivery" order accumulated in the shopping cart is decreasing, the express logistics that has been sleeping for a long time has been moving. After the repackage, the package has been delivered to the destination, and people's suppression of consumption has started to erupt at last. What they are more willing to think about is what to buy next?

The electricity supplier sends the answers to these people in the form of live broadcast. For those who come to the electricity supplier, this is a rare opportunity.

Before and after the Spring Festival, the characteristic agricultural products or seafood products sold in many areas were seriously unsalable, for different reasons: wholesale markets were shut down by the new crown epidemic situation, the most important link in the traditional circulation was cut off; the purchasers failed to reach the sales limit as agreed, and some areas were subject to traffic control, and logistics restricted products could not be shipped out. On the other hand, consumption power is suppressed and frozen for a long time.

Logistics, platform and traffic become the most needed resources for slow-moving businesses, which is exactly what electric business players are good at. In this way, the electricity supplier has opened up a new access to live goods.

Live selling, e-commerce platform better?

"Now we have arrived at the flower base. There are many scattered flower farmers here, and their flowers are not sold in the field."

Jingdong Jingxi anchor is at a flower base in Zhao mast village, Yuxi, Yunnan, and is selling spectators of flowers to the audience. The 50 acres of flower fields, more than 100 thousand roses are rotten in the ground.

Ceng Xiaogang, a flower trader in Yuxi, said in a live broadcast that the epidemic affected the logistics and sales channels, and the flower shop under the line was basically closed. The original acquisition of the flower farmers could not reach the contract as agreed. Most pesticides and fertilizer merchants will collect the arrears of the farmers after the Valentine's day, and the land rent will also be paid in 3-4 months. The farmers are in a very difficult position.

The flower growers are eager to sell the unsalable flowers on the basis of the electricity supplier channel, and the electricity providers rely on resources such as logistics, platform, operation, promotion and so on to sell through the form of live broadcast. 36 krypton learned that the online sale of flowers in Yunnan has gradually opened up, and Jingxi has sold millions of flowers.

More than Jing Xi, many of them and Suning have found a breakthrough in the live broadcast of the electricity supplier during the epidemic. Many businesses sold more than ten thousand catties of purple skinned onion in two hours after opening the live broadcast of the "epidemic prevention and aid agriculture" area, even though there was no beauty lamp and no live broadcast station. Suning also focuses on helping farmers broadcast live. Before and after, they organized more than 1000 live broadcast of farmers, and sent professional network red anchors to help sell.

Live broadcast of agricultural products is not new. Old fellow's video has spawned the "old iron economy", bringing more grounded agricultural products to the direct seeding room, and realized the realization of traffic flow. It can be said that fast hand and jitter live broadcast to promote the marketing of agricultural products on the Internet side reached a small climax, for a long time, the information flow of short video platform is full of agricultural products and seafood related.

But to some extent, the electricity supplier is more suitable for live broadcasting than the short video platform, especially in the face of the same batch of users who pursue high frequency, low consumption and cost-effective. The electricity supplier has to sink, and the live broadcast is the same. Especially in the scene of the live broadcast, the corner of the room which is meticulously decorated but still monotonous is not more attractive than the field and factory workshop.

The main source of fast hand is good at low price, which is actually the strong point of Taobao, Jingdong, and many other electric providers. For example, the 10 billion subsidized products of Jingxi platform are factory direct supply, and there are many overseas brand representative factories in the industrial belt, and a lot of agricultural products upstream channels from fields to residential areas and direct selling areas are established. In addition, many spelling factories and Taobao sell every day, and Suning brands claim that they are directly linked to the factory to remove intermediate links, thereby improving the cost performance of goods.

The same is the pursuit of factory direct supply, direct supply of goods, brand direct supply, electricity providers and suppliers to discuss chips are obviously more. For example, promoting digital upgrading at the factory side, providing direct contact with consumers, helping manufacturers build their own brands, and opening a green channel for fast opening shops, providing flow support, open operation and promotion resources, as well as a series of data capabilities such as promotion, pricing, inventory management and so on.

On the other hand, due to the lack of retail genes, users' trust is low, the function of the electronic commerce is slow, and the after-sales service is not perfect. The same is direct sale, quick hand, jitter can give users richer content add, electronic business platform can truly guarantee the quality of products, provide a more complete and stable one-stop service.

Without Li Jiaqi and Wei Ya, what can we win?

Shopping while shopping is the current consumption trend. The well versed selling way of electric business is constantly promoting the transformation of the three elements of people, goods and venues.

"Fixed sale" is the traditional sales mode of the electricity supplier. With the overloading of commodities, social networking providers, led by more than one group, try to break the logic of search business and reconstruct the human freight yard, and actively recommend the limited SKU to users to facilitate consumption transformation. "People looking for goods" gradually moved to "goods looking for people" stage.

The logic of finding goods is that the limited consumption of purpose often requires a certain plan and demand to promote; in fact, even without definite consumption plan, a large number of random consumption can be promoted under appropriate scenarios, which not only depends on the recommendation mechanism of the algorithm, but also depends on the content. As a supplement to content expression, live broadcast can make limited products more vividly displayed in front of users and stimulate consumers' desire to buy.

Mogujie.com can be called the originator of live broadcasting, but also derived from the mode of "pre broadcast and post factory", but Taobao really grasped the opportunity. The live broadcast of Taobao live in front of the Jingdong and the front line of the live broadcast of the live broadcast. The Taobao broadcast has gone out of a flower road, but the live broadcast of Jingdong has been in the stocking state for a long time. Subsequently, the short video platform such as fast hand, jitter, and so on, broadcast the electricity supplier directly, and then developed into the three new power of live broadcast by the live broadcast of Taobao live.

In fact, in 2019, after the phenomenal explosion of Li Jiaqi and Wei Ya, Jingdong and Su Ningdu had frequent movements. For example, Jingdong launched the "Beijing product recommendation officer" plan to hatch the red belt with goods, but the effect was rather small. Jingdong and Suning "accompany run", after a lot of spells, to the present stage, a few live broadcast business of electric business is lagging behind quite a lot. But do they really have no chance?

Under the epidemic situation, the national live broadcast presses the fast forward key, this is the online education, the online office opportunity, is the electricity supplier's opportunity. Take the slow-moving agricultural products as the incision, spelling a lot, Jingdong and even Su Ningdu opened a new access to live goods. The reports of several companies reveal the same signal: the help of agricultural direct seeding is particularly prominent, bringing a large number of orders for farmers and businesses. Zhang Qianrong, director of Jingxi's live broadcast, told krypton 36 that the peak of Jingxi's main live broadcast reached millions and tens of millions.

This allows business players to start thinking, what kind of live broadcast is suitable for themselves, fast, Taobao's live strategy is omnipotent.

The rapid live broadcast emphasizes the attraction of eyeballs, deliberately creating an atmosphere of value for money and rush to buy to guide the audience to impulsive consumption, which will test the quality of the anchorperson and the ability to control the field. Taobao is training the anchor to keep the water flowing, but the problem at the present stage is that the traffic is too concentrated and the Matthew effect should be intensified. For Jingdong, many of them, Suning, the platform lacks star KOL, graphic text and short video content are scattered, strong categories have different focuses, and the road of the former is hard to duplicate.

The solution is to innovate on the anchor, such as the live broadcast (director, boss, farmer anchor), the source anchors and the broadcaster. During the epidemic, a lot of special anchors went into a lot of live rooms, such as warehouse packers, logistics brothers, and the government staff such as the Secretary, mayor and county magistrate. This is actually a dimension reduction attack. A precedent is that among the sales people who sell TOP20, there are 8 fans with less than one million fans, and the ability to carry goods is not inferior. This is because they have professional knowledge accumulation and unique consumption opinions in the field, with little fans but high stickiness.

Zhang Qianrong said to krypton 36, whether there should be a head KOL in different live broadcast methods, according to the platform characteristics. Beijing Xi will pay attention to the hatching of the head KOL, but this KOL does not necessarily need more red fans. Jingxi pays more attention to the broadcast of the industry and the source of the hatchback, so it is independent of Jingdong's main station live broadcasting business.

The industry belt live mode focuses on the source of the industrial belt, the good source of the source, and the shortest link from production to sale. The source tracer is more like a group of "buyers", who are sent to the major industrial belts across the country, and go deep into vegetable greenhouses, orchards, flower fields, producing factories, cars, stalls, and even scenic spots to excavate good origin goods. Jingxi is expected to focus on incubating 100 industries in 2020, with more than 1000 source traceable live broadcasts and over 10 thousand broadcast businesses.

According to the market forecast, after 2020, China's live broadcasting business will be a trillion market, and the users of the live broadcast live more young, more leisure and sink more. Earlier, smaller cosmetics, daily necessities and snacks are the favorite of live rooms. Under the impetus of the epidemic, agricultural and sideline products will become consumers' good intentions and help businesses to rip open the live goods.