New Retail: It'S Very Important To Create A Network Of Red Operators.

No doubt, the business mode of live broadcasting is ushering in an unprecedented outbreak. Whether it is a hundred years old traditional industry, or relying on the platform of CPS system, it has invested a lot of budget to open up its own live line.

Under the catalysis of this epidemic, "live broadcasting can stop losses or even make profits" has become the consensus of businessmen all over the world, and all walks of life rush into the track regardless of consequences. They are eager to have a share in this time period. Among them, the most obvious one is the micro industry, the most easily shaken industry.

But is live broadcasting really suitable for all micro businesses?

Net red micro business, micro business network red

In August 2019, a fast Xin Youzhi anchor quickly went out of circulation, and the name was no longer just circulating in the old fellow iron and live broadcasting platform. A nearly one billion reading volume of micro-blog hot topic "net red wedding flower 50 million invited 42 stars" let him successfully circle, Xin You Zhi also became a household anchor in a short time.

After the event fermented, the about 20000000 - fans' quick anchor also made many businessmen outside the circle interested in the live broadcast industry. Simba also has hundreds of thousands of sales and millions of single sales, so that a person has a little reverie for live broadcast.

Simba was so successful in his fast track that he even broke the circle.

Chu Lai snow became famous earlier than Xin Yi Zhi. It was the founder of CBB, the founder of the micro business team, and founded the ZUZU, a young beauty beauty care brand.

Later, due to various reasons, SNR began to transform into a fast seller, and under occasional circumstances, it helped Xin Youzhi get a lot of attention and opened up the fast track of the couple.

Snare is also an example of a successful transformation from micro business to fast track carrier. Besides, there are many micro business transformation hosts, some of them are full time carrier hosts, and some are full-time for their products.

With the innate connections and good oral broadcasting ability, many micro businesses have achieved good results.

Morning grandma and Nice ran sister is a good example. In 2018, grandma in the morning shook her voice, and now fans who have 104w, through sharing the story of entrepreneurship and some entrepreneurial skills, have become a lot of micro business ideals.

Another Nice ran elder sister is a demon female boss's identity, through sharing his story and life, deeply sought after by the circle, now has about 1400000 fans, which is a "annual salary in Shanghai tens of millions per month to spend much money" to win 2 million 450 thousand points.

In addition, there are many micro dealers and anchors "identity swap", that is, micro business can also be anchors.

Homologous homogeneity

Early micro businesses, including many micro businesses, are now narrowing the mobile Internet business in a closed way, that is, simply using WeChat's mobile internet tool to spread and exchange simple values.

The emergence of webcast anchor is the product of an era. The main reason for this group of people to explode is that the direct seeding electricity supplier has become the highest way to buy and transform at this stage.

Take Taobao anchor as an example. In 2018, it had 100 billion GMV, the total number of orders was over one hundred million, and its growth rate was as high as 400%. For this reason, Taobao has developed a new app, and the official has allocated a large amount of traffic for the anchor.

With the support of consumers and officials, the survival rate of the anchor of middlemen is not as high as expected. The main reason is that the way of choosing the anchor is different.

The anchors of e-commerce are different from those of early reality TV hosts. The requirements for appearance are not strict. On the contrary, more attention is paid to defining personalization.

With its distinct style and fans' support, the flow and revenue generated by the fans are constantly accumulating. Finally, it has become another well-known anchor. They share a common trait: they cannot replace personal influence.

This is often the most needed and the most scarce part of the micro business community. It just wants to be the name of the micro business. If it is the founder of a brand, it will be understandable that it will be put into production. But if it is a micro business team, a product is only a recent item of yours.

Like today's e-commerce anchor, you will try because Li Jiaqi recommends, but not because of a product to remember Li Jiaqi well.

There are also many examples around the network red anchor to do micro business. A star team successfully launched, the team grew into a well-known anchor, or a director with micro business, increased visibility and potential energy.

So the microblog and live broadcast anchor are the same, but the products and audiences are different.

What should we pay attention to when micro businesses do live broadcast?

If the epidemic has not come, the live broadcasting business will not be catalyzed to such a level.

In the absence of financial resources or even large losses, it is natural for individuals and enterprises to see that some industries quickly return money because of live broadcasting in a short period of time.

But is broadcast really suitable for every industry?

As we all know, 80% of consumers choose to live with goods because the price is cheap, because there is a lack of complicated intermediate links, and ordinary consumers can get the products they want at the ideal price.

That is to say, the majority of consumers are aware of the "live clearance sale" activity. The brand can be rushed to the sales volume, but there will be many problems in the follow up.

Consumers are "not discounted without buying", but the whole brand will lose initiative when building brand image. It has been hard to maintain brand image for many years, and it is easy to get a face off because of a big sale.

The same micro quotient also has problems closely related to price.

As early as the short video appeared just now, there were many micro merchants promoting their products through short videos. Even lucky people even set up a new team, but the early stage was only a small publicity, mainly to introduce products.

Subsequently, many brands and founder of the brand also began to publicize the products. Because of the official appearance, many problems involving agents and prices appeared. The price of brands, agents and agents were different, and the concessions offered were different. Eventually, a large number of agents lost and goods accumulated.

A lot of problems have also been put to a temporary stop. Many brands still need to pay attention to this. If a comprehensive layout of live electronic business providers, we need to consider the issue of good ending, that is, the mood of agents and the price between different levels.

In addition, considering the characteristics of micro business products, it is not suitable for all platforms.

For example, for Taobao live, the top KOL of the head and the star have more advantages, and the official traffic is more. In the construction of the ecosystem of direct seeding industry, Taobao pays more attention to docking excellent anchors and excellent sources of goods.

For the fast user, the old fellow has formed a reward and hang up culture, which in some respects also reflects the loyalty of fans. For businesses and consumers, this part of the anchor prefer to retain fans through short videos, and cash in through live broadcast.

So even if you choose live broadcast, you need to consider your own plans and ways in many ways.

Today, the brand and consumers are more rational today. The direct seeding electricity supplier gives the imagination of product, effect and sales volume three in one. Many individuals and enterprises hope to get into the industry and see the real gold and silver so as to get a share.

There is no shortage of short video from a large number of micro business teams and brands. Some of them have become red net anchors and have led the team to step up. Some people have become short leeks in the short stream due to inadequate preparation.

Rational attitude and careful consideration are the most important attitude for micro business to face the video.