Live Sale Of The Second Half: Shops Into The Audience, Few Spectators, Jingdong, Suning Back To The Boring Origin.

618, the flames of war were burning.

With the Jingdong and Suning's live broadcast, this year's 618 is undoubtedly a "war" with goods. It is just different from the way Taobao and Joule are known as the daring people. The Jingdong and Suning chose the new market of live broadcasting, trying to bend over.

In 2019, Li Jiaqi and Wei Ya successfully made a circle in the presence of Taobao anchor, marking the opening of the war with goods. When the new anchors, such as stars, head of the village and village head, were admitted, this year's 618 wrestling shops showed that the second half of the war was about to start.

The story is similar.

At the beginning of the entrance, Li Jiaqi and Wei Ya's live broadcast room was deserted. Nowadays, many live shops haven't received much attention from consumers.

The outcome is circular.

When more and more consumers rush to live broadcasting rooms, traffic saturation is always a curse, seeking novelty and changing. Under the "Whoopi circle", the "waves" will still face many tests.

01. Shop direct seeding: 24 hours of car battle

At present, there are three main modes of the live broadcast of the electricity supplier, namely, the mode of the big man, the kill mode and the shop mode. The former two representatives are Li Jiaqi, who is knowledgeable in lipstick, and Wei Ya, who has great discount in commodity prices.

However, there is no mainstream mode of store mode.

This may be the chance of Jingdong and Suning.

In May 27th, the fast hand signed a strategic cooperation agreement with the Jingdong, and some of the fast track anchor products will come from Jingdong.

"Jingdong and fast hands are likely to be Jingxi platform products." A close to the Jingdong said that the fast hand corresponds to the sinking market, which fits Jingxi's brand positioning.

The whole case marketing program service provider Chung Chung brook advertising CEO Wen brother, has worked with Taobao, joui, hi, and Jingdong brands of many live broadcast platforms for content marketing cooperation, he told the IT Times reporter, from the industry big data to see, shaking customer preferences priced 130 yuan or so products, Taobao live users mainly focus on coupons subsidies and live content.

Jingdong users mostly choose proprietary products, and their price sensitivity is relatively low. They are looking for fast logistics and commodity quality.

"Jingdong consumers do not have customer service awareness like Taobao users, and generally do not ask for price concessions or goods delivery. If Jingdong live broadcast can solve the problem of consumer products in the shopping process, it can increase the conversion rate of store traffic. Wen said.

Gu Wei, vice president of suning.com group, has said publicly that Suning's live broadcast will be launched from a two person cross talk live broadcast to a more diversified and professional direction.

Taobao has also said that one of the important directions of 2020 is direct broadcast by businesses. Consumers may find that while Wei Ya and Li Jiaqi help bring the goods, shops will not stop on their own.

It is perhaps the key highlight in the second half of the 618 open live broadcast that the live goods are carried by people and transferred to goods.

"What you see now is the flow and volume of Li Jiaqi and Victoria, which is phenomenal. At present, many brand shops are coming off the stage, but they may not seem to be moving. But in the future, they are likely to explode. In the view of Wen brothers, the brand store has more advantages than personal anchors.

Compared with the 20%-30% Commission of head anchors, if the traffic is directed to the brand, it will not only save Commission, but also enhance the real performance of the brand side. In addition, the supply chain and product pricing are also more dominant.

It is just that many live broadcasted businesses of the same category mean that the live broadcast traffic is thinner.

My brother's suggestion is to extend the time of store sowing and prolong the duration of a live broadcast to five or six hours, or even 24 hours. The logic behind this is that if competing products are not broadcast, consumers who are concerned about the same category are likely to be attracted to the live broadcast rooms.

Indeed, for personal anchors, it's not easy to sow for 24 hours in a row. But for a brand shop, several people can solve problems in turn.

Just when all the shops are being broadcast, the whole industry seems to be in the process of thinking about new ways to play.

On May 27th, at 2 p.m., reporters opened the live broadcast of the Jingdong. At this time, Haier is broadcasting live, but there is only one reporter in the studio. The anchor is still pouring out.

It is not hard to recall that in the second half of 2016, when Li Jiaqi was in Taobao's studio, he did not dare to stop. He just wanted more people to see him while others were resting.

02. Anchors syndrome:

No traffic, no attention and no worries.

Chen Jie (a pseudonym) will be anxious. Sometimes when he shows a product, he talks and stumps, and his eyes subconsciously avoid the camera. Live broadcast is not his specialty, but in the first half of 2019, as a young employee, he was arranged as a temporary anchor of Taobao shop.

He thought that with the hot broadcast this year, the performance would be improved, but I did not expect it to be a problem.

The company mainly buys products from processing plants and sells them through Taobao stores. At the beginning of the live broadcast, he remembered a word in the industry that if the live price is 1.4 times the cost price, it can make profits.

In fact, it is not. This sentence applies only to products that do not occupy stock. If the goods purchased by the company can not be liquidate, they can only be backlog in the warehouse, and the warehousing cost is a big expense. He moved several times even because the company kept adjusting the location of the warehouse.

He told reporters that if you want to make money, the price will be at least 2 times the cost price. An industry insider said that the public often saw hot seeding. They thought that the host, MCN and brand owners could eat meat. In fact, they were still exploring a viable direct seeding profit model.

In the early days, in order to create a hottest scene in live broadcast, Chen Jie bought the flow, equipped with fans interactive robot, and once found a million fan's anchor seller, but the whole live broadcast came down and sold only 80 thousand yuan.

Chen Jie is very confused about the future of store selling live goods. He said that Taobao's support for new people's traffic is not much, and Taobao's preference for live broadcast is not easy for shop direct seeding. The company is ready to try on the vibrato platform with new traffic support.

Even with abundant cash, the effectiveness of some large brand shops is still unsatisfactory. "This is the task of leadership arrangement, but there is not much demand for how to do the live broadcast." A large state-owned enterprise marketing department said.

Lin Yu, a personage in the industry, told the IT Times reporter that some state-owned enterprises did not pay too much attention to the live broadcast. "If there is no sales performance appraisal, it will be cheaper to find a staff member to do the live broadcast than to find the head anchor."

There are similar problems, and there are also anchors to sign cooperation agreements with enterprises.

"All the products you sell this month are the same. Do you want to introduce different points of view and design several stems in each live broadcast?" the reporter asked.

"No, there is no time." This is a response from a anchor. His main income is MCN's fixed salary, which is low when he commits a live broadcast, and sells 10 thousand yuan products.

Weak support for new store traffic, lack of attention from enterprises, and lack of care in cooperative hosts have become a direct seeding difficulty in shops. This is also the experience of personal anchors nowadays.

03. 100 seconds: golden time for staying

The consequences of the syndrome are obvious: live content is not nutritious.

Wen said that the average consumer had only 100 seconds to stay from the studio to the order.

In less than 2 minutes, how to attract consumers quickly and lengthen their stay time to enhance user stickiness is a difficult problem before broadcasting hosts and brands.

What is the value of live broadcast? Good shopping experience, answering questions, understanding, smiling, and new forms of content.

Dai Yinda is an artist signed by media in Mai Di. He has 10 years experience in hosting TV shopping programs. At the end of last year, in addition to hosting some of Jingdong's large live events, he also became an anchor of Jingdong's technology in the top 10 places.

He told the IT Times reporters that before every broadcast, they would do their homework. In addition to understanding the parameters of various digital products and the meaning behind them, they would also look for the adaptation scenarios behind various concepts and numbers, so that users could understand the content.

When he is a live person, he will try to greet every audience who comes in and sends out a signal that attaches importance to the audience.

Once in a while, he will meet with the "Gang bickering party". He can only laugh at the scenes and turn to professionals in the studio to answer all kinds of tricky questions. This is an interaction between him and his fans.

Wen also said that when he was making a live broadcast plan for the brand side, he was most concerned about what questions the users would care about and what knowledge they could acquire.

Therefore, in order to design the brand of an air conditioner, his idea is to let the nearest air conditioning designer to be the anchor to answer the related questions.

However, Lin Yu is cautious about the status quo of live broadcasting. When there is a star carrying goods, a senior executive carrying goods, a county official carrying goods, who will bring the goods next? What new ways will there be?

If there is no update, it may mean that the user can not get the high viscosity of the live broadcast.

According to the online survey report of consumer satisfaction online broadcast by the China Consumers Association, the survey shows that the proportion of consumers who use Taobao live is 68.5%, while that of loyal users is 46.3%, while that of consumers who live in Taobao is 57.8% and 41% respectively. The proportion of loyal users is 21.2% and 15.3% respectively. The proportion of loyal users of other live platforms is not more than 5%.

When all shops compete live broadcast, plus the saturation of live broadcast market, will everything return to the starting point?

But in a quiet studio, a continuous two hours of live broadcast is exhausting. When the idea of giving up flashed on his mind, Dai Yinda began to comfort himself: at the end of last year, he won the first prize in a live selling competition of Jingdong, not to mention the fact that there is no head anchor in today's Jingdong live broadcast.

He thought it might be an opportunity. His goal is Wei Ya and Li Jiaqi. Here is the second half of live broadcast of the electricity supplier.