117 Years Old Stores Also Sell Live: Live, Talk About Creating Records Again!

Time is always flowing, and the market is still peaceful.

Around two p.m. on March 19th, the commercial pedestrian landmarks on Wangfujing street were not too large, indicating that the continuous impact of the epidemic on life did not dissipate completely. However, at this time, the department store of Dongan market on the two floor of Wangfujing street was somewhat Restless: the staff members there were nervously preparing for the two hours' Sonic live broadcast with goods, which is also the Dongan market calendar. For the first time in the history, live with the sound.

For this live broadcast, the Dongan market has selected two of the most handsome hosts who have had experience of hosting large-scale events, and has prepared 54 competitive explosive products.

The 6 hour live broadcast, when the number of viewers is better, has more than 6200 people. The Dongan market's trembling account "Dongan relaxed moment" has increased more than 2300 fans. After one hour of live broadcast, the volume of business is approaching 10 thousand yuan, and then the one thousand one thousand turnover will go up.

For the Dongan market, which is the first time to cross the river with the feeling of stone, the first time to do the live broadcast of goods with vibrato is quite good.

You know, from the decision to do the first live broadcast of live shaking to the real live line, with the sound of live broadcasting, it is only two short weeks left for the Dongan market in Beijing.

In March 5th, the head of the Dongan electricity market project saw that the poster of the "voice cloud shopping" project was touched by a group of numbers: in March, the trill sold 100 thousand yuan in a live broadcast at the first shopping mall in Nanjing, and the Wangfujing sold 2 million 400 thousand yuan in one night.

At that time, due to the impact of the epidemic, some offline entities were shocked, and the Wangfujing street, which mainly relied on foreign tourists, was at a critical moment.

As a result, the Dongan market has decided to do live broadcast. After analyzing the shopping characteristics of users, the Dongan market has developed a live broadcast route: the brand with goods, the brand name is high, the price can not be too expensive, the main cost performance line, for example, less than 300 yuan Coach scarf, 199 yuan small household electrical appliances.

And after seeing thousands of people in the live room, one of the hosts of the live broadcast is also the head of the electricity supplier in Dongan Market: thousands of people have not seen so many people in this month.

More importantly, this also means that in the post epidemic era, the live broadcast of goods by electronic commerce is a sustainable operation mode for the 117 year old Dongan market.

　　 Dongan market with 117 years of history

The Dongan market, which has gone through a hundred years of wind and rain, has witnessed the prosperity of Wangfujing commercial street and has become the memory of generations of Beijing people. As the anchor in the live broadcast said in the introductory remarks, "there are many markets in the old Beijing, but when it comes to" market, "without prefix, the default is Dongan.

The Dongan market was originally a training ground at the end of the Qing Dynasty, and was named for its proximity to the Dongan gate of the imperial city. In 1903, the Dongan market, which was the first of its kind to open up many businesses, is the first comprehensive commercial market in Beijing. It has a history of 117 years.

In 1993, the Beijing Dongan group and Hongkong Sun Hung Kai, on the basis of the original site of the Dongan market, have been elaborately built in 5 years. In 1998, we have built the modern Beijing new Dongan market that we have seen. Because of the original design, the project has won the Luban prize for the 1999 construction project.

Before the 2008 Beijing Olympic Games, Sun Hung Kai reinvested in Dongan Plaza and introduced a number of world-famous international brands, including food, fashion, entertainment and so on. The new Dongan market has also become a sacred place for many foreign tourists to punch in.

In order to commemorate the great changes in the hundred years of the Dongan market, the first floor has also opened the "old Beijing Street" with a total area of 2700 square meters. It truly reproduced the development of the customs and Commerce of the "old age" imperial city.

Because in the Wangfujing commercial street, the geographical position is superior. Over the past years, the Dongan market has been like a passenger flow, and the business condition of the shopping mall is also very good.

However, at the beginning of 2020, a sudden epidemic had evaporated the usual bustling crowd. After 117 years of vicissitudes, the Dongan market was also facing the most difficult time in history.

　　 Survive and talk about creating records.

Fortunately, even during the epidemic period, people who have stopped at home have no desire to go shopping. This is a good way to see the "melon seeds, cigarettes, mineral water, boiled noodles and eight treasures porridge" from the group during the epidemic period.

The Dongan market, after all, is the location of Beijing's landmark commerce, although its appeal is still in the epidemic season. While the jitter provides a channel to show the brand and the situation on the Wangfujing through live broadcast, it brings us a different experience of online shopping. It is reasonable for Dongan market to chime in with the jitter.

However, in this Dongan market, the first trial of water shaking and live broadcasting with goods, if we really want to sum up, there are still some imperfections.

First of all, the accumulation of users is not enough.

For some offline businesses, they do not think that online customers will start to accumulate online users when they are offline, and they will not be able to open up online e-commerce channels. Just imagine that if the Dongan market had opened up the small programs, APP users and even integrated supply chains such as logistics, products and businesses a few years ago, the energy generated by the live broadcast could not be mentioned in the same breath.

Secondly, live experience is relatively lacking.

For live broadcasting, a live broadcast itself is a huge systematic project. The simultaneous subtitle, the appropriate facial expression package to mobilize the user's mood, excellent product performance, and emergency records in case of unexpected situations need to be considered comprehensively. After watching this live broadcast, as a post-90s, Xiaobian must point out that some links in the live broadcast need to be improved, for example, the good white bottom and the scarlet letter of the anchor are not fresh enough.

This shows that a lot of operators are in the habit of doing business online, and there is a certain gap between marketing ideas and online. It is from this aspect that we say that it is really not that the electricity supplier has defeated the entity business superstructure under the line, but that there is still much room for improvement.

For example, the operation efficiency of electronic commerce operation is very fast: now, the electronic business platform has daily activities such as subsidy, spike, group and other activities. The frequency of these activities is very fast. However, for some offline businesses, each time is spent on preparing the plan and preparing materials. Activities have been carried out for several rounds, consumers are looking at the new preferential policies of the electricity supplier platform, and naturally they are heading to the electronic business platform.

The Dongan market and the first live broadcast of vibrato shows that if we dare to change, companies will always find new incremental space.

The empty room was empty. In those days, the hut was full of beds. This is an era of change and development. Enterprises and individuals in this era must always prepare themselves for the second routes that can be launched at any time. Otherwise, just as someone has gone against the trend to harvest results after the outbreak of the epidemic, you will find that you have not worked yet. In this rapidly changing world, you must be as brave as the 117 year old Dongan market. Change oneself, create new possibility, after all, only then survive first, then is eligible to talk about the creation record again.