The Direct Broadcast Platform Creates "Net Red" Enterprises. What Is Needed Is Tangible Benefits.

How attractive is the live broadcast? Let Luo Yonghao finally face up to his "net red" status.

In the past few days, Luo Yonghao said in social media that he will enter the live broadcast industry of e-commerce, followed by 60 million exposure of the bytes, and 80 million of Taobao's live broadcast.

From 2006 to 2020, in less than 4 years, the live broadcast became the key word in the electricity supplier industry. Although the development time is not long, the carrier anchors are already popular among the people. The supporting role of Bonnie in the hit play "perfect relationship" is the teacher of adult education company, while the sideline is a anchor.

　　 The sudden outbreak at the beginning of the year has made the live broadcast of electric business enter into the period of rapid development, and even become one of the ways for enterprises to save themselves.

"The epidemic has brought more social resources to the efficiency improvement brought by live broadcasting," said Yu Yu, director of mogujie.com's anchors agency.

According to the WeChat index, the key word "live broadcast" after the outbreak of the outbreak, after January 24th, the search index surged, the daily ring ratio reached 234.99%, until now, the fever is higher than before the epidemic.

The era of "live +" accelerated in the epidemic environment. According to the data provided by the small program service providers, the number of new attention people in the first broadcast of Fu Tai Department store was tens of thousands of people, and the sales growth increased by 1 million 200 thousand yuan. The "fan in Chengdu" premiere fans grew by nearly 10 times, and the number of them was over 400 thousand. Wangfujing department store's single live live sales have exceeded 2 million, and in February, it achieved a single store sales of 10 million and a breakthrough of 5 million people.

Up till now, I don't know what the live broadcast is. It's really late.

　 01. "Live broadcast platform" is an inevitable phenomenon in 2016, "CEO, a founder of live broadcast," said publicly. Will inevitably affect the direction of the traditional television industry.

At that time, few people thought that the trend of traditional TV shopping was more obvious than traditional TV industry.

Human nature is curious, like exploring and shopping.

Consumers are eager to pay for brands and are keen on brands. They try to catch every detail that they like, but the fact is that they never know enough about products.

In the era of pictures and texts, the information displayed on the details page is screened and even carefully edited by businessmen. It does not display all the information of the product, or the information displayed is not what consumers need.

In short, users are in a passive position and the information is one-way.

Consumers always want to know more and want more. They seek truth, not only to understand all the technical and functional characteristics of the brand, but also to find the emotional elements. "Where is the product producing area? What is the composition and how to test it? Will my friends envy me because I have them, but they do not?"

Einstein said, "the problems arising from the mode can not be solved in the original mode". In the new mode of the live broadcast of the electricity supplier, many of the original shopping problems were easily solved.

The live broadcast of e-commerce has realized the face to face communication between the anchor and the consumers. What consumers want to know can be returned to the anchor in time. The anchor will answer according to the needs of users, and consumers can choose the information they need to take the initiative.

On the other hand, throughout the history of economic development, human history has shifted from the product economy era to the service economy era, and now to the experience economy era.

"During the period of experience economy, we buy a product to express ourselves and become our own expectation," said Luo Luo, director of brand marketing of Xiao Hong book. Therefore, consumption is no longer for "having", but for "becoming".

In the era of experience economy, anchors are not only a salesman, but a emotional connection between anchors and fans. When talking about products, anchors not only introduce the functions of products, but also add more experience to them and sell their own lifestyle.

In this case, the atmosphere created by anchors will attack the emotional level of consumers. Driven by strong emotional drive to create demand, in the process of watching live broadcast, consumers will always buy something that they do not need very much.

Emotion is the "weakness" of human beings in economic activities, and it is hard to get rid of it.

02. The electronic commerce platform can get consumers' feedback at the first time, thereby deepening the understanding of consumers. But there are also problems such as content homogeneity, lack of professional anchor and low user viscosity.

In the past, the performance of the show was valued and talented, but in the era of live broadcast of e-commerce, more efforts were made to identify and operate the category.

In the era of picture and text business, beauty, clothing, food, fast food and so on are the first to be the best selling category, followed by mother and baby products, electrical appliances and other categories.

In the era of electronic commerce live broadcast, there is a slight change in the order. At present, the four top categories of Taobao live are clothing, jewelry, food and beauty.

Their unity is characterized by strong display attributes.

Why jewellery will become one of the most popular categories in the live broadcast of electric business? Take Taobao live as an example, observe the jewellery's live broadcast room, anchors are well aware of each jewelry's quality, origin, price, usage and so on. Every viewer's questions and anchors are answered as much as possible, and they are professional answers.

In contrast, mother and baby, electrical appliances also belong to a relatively strong display category, but has not really burst out of potential.

The general manager of baby tree electric business said to billion euro: "live broadcasting business is undoubtedly a form that is very compatible with the needs of mother and infant users. Borrow Li Jiaqi's sentence: we are not stars, nor is net red. We are anchors. I think (for anchors) the most important thing is to set up and accompany.

For maternal and child users, the demand is even more so. In the most special stage of women's life, it is necessary for experienced people, professional doctors and intimate Companions to guide the sale of commodities. We also believe that after mother to child users develop the habit of live shopping, such demand will blowout.

Therefore, the combination of various forms of content and industry and live broadcasting will create a new fission. The future live broadcast will no longer be a personal show, but also a marketing mode of an enterprise.

Zhao Yuanyuan, director of operations before the Taobao broadcast, once said: "at present more anchors still come from stalls, promoters, flight attendants, shopkeepers and other groups, and lack of experts, researchers, inventors, product managers and other industries in the leading figures."

"With all kinds of new products coming out of the market, the market competition is becoming more and more intense. What new products need to face is how to impress the users in addition to" new ", and overcome the inherent sensitivity and suspicion of mother and baby users. At this time, the live broadcast provides a more convenient solution. General manager of baby tree electricity supplier said.

The cycle of new product from user education to effective transformation has been greatly reduced in live broadcast. Based on this insight, the professional consumption represented by mother and baby may become the new marketing force in the next stage of the industry.

03. Nowadays, many brands have been able to get through the store direct seeding and strengthen their contact with consumers. This is like 2014, when the two are very hot, they are shouting "everyone is from the media". Nowadays, in the era of live broadcast of electronic commerce, "the whole nation is broadcast live".

Can people really sell live products? From the point of view of human beings, what kinds of characteristics do anchors need?

The owner of a Taobao shop at Jiangsu Normal University said that the anchor of the live broadcast was not easy. Different from other entertainment platforms, the anchor of the electronic commerce platform needs a lot of preparations before broadcasting, such as the choice of commodities, the in-depth understanding of commodity information, the understanding of the interests of business coupons, and the selling points of products.

These highly professional jobs require a lot of time for the anchor to prepare and learn.

Even in terms of time and energy and learning ability, the short board of anchors is still obvious. They are generally lack of job skills and experience in other professional fields, and lack of necessary industry accumulation.

Therefore, fighting alone is not the main theme of this era. In the fast hand, jitter, Taobao live broadcast of the head net red, the overwhelming majority are backed by professional institutions.

In addition, "lens sense" is a lack of many ordinary people, but this is a necessary skill for anchors. The lens sense determines whether the anchors can naturally convey information and create personal settings through the lens. Naturally, it means providing a sense of trust to consumers. This is a natural "anchor filter".

Epilogue

In the era of consumption as entertainment, live broadcasting is not only a channel for draining and selling goods, but also a position to quickly reach consumers and engage in brand promotion.

Under the environment of material surplus and consumption upgrading, spiritual consumption is far more important than material consumption. Direct seeding electricity providers can cut through these two needs of consumers and achieve unprecedented and rapid success.

The epidemic is a crisis for many industries. But behind every crisis is the opportunity to change the market structure. Electronic business live broadcast this draught, it is worth catching up with. .