Live With The Goods, Began To "Move"?

The scenery is infinite, the live broadcast takes the goods, seems to have begun to "take no action". In front of entrepreneurs, there are two big difficulties: finding a net to carry goods is difficult.

Chen Yi, a founder, has recently fallen into a dilemma. He didn't even figure out how the live goods were exploded. But because he was afraid of being abandoned by the times, he acted ahead of time when he did not want to understand.

However, the final result is not ideal: 100 thousand yuan pit fee +10% sales commission for 57 thousand yuan performance. Later, he turned himself into a team to carry goods, and the result was even worse: the 2 hour performance was not as good as the 10 minutes before the anchor.

Apart from Chen Yi, these ordinary entrepreneurs, even some big KOL, star enterprises, the performance of direct broadcast goods also encountered a big dive.

First of all, the stars. Even if the elder sister who is willing to take the wind and break the waves, the result of the first show is only about 3700000.

Then there are celebrities and big IP. Recently, Yang Tianzhen, a gold medals broker who sent live goods with a high-profile player from the entertainer's brokers, had a direct broadcast of the first live broadcast. The sales volume was 4 million 904 thousand and 100 yuan, and the number of sales and sales were even less than that of Tmall's Vegetarian shop.

The net red anchors who had been invincible began to falsify data. According to a joint report released by WeMedia and Phoenix Entertainment Network, the national broadcaster TOP50 was announced, and in May, GMV announced that the total amount was about 12 billion 300 million yuan, but its actual sales amount was only about 130 million yuan, and the rate of fraud was 98.9%.

Whether stars, celebrities, or net red or brand dealers, the reasons for carrying goods are different.

For the live goods that are supported by celebrities and celebrities, if there is no professional operation and long-term deep tillage, it will eventually become a live broadcast variety, resulting in more people watching than buying. For brands, there are many reasons why live broadcasting is not portable. It may be anchors, prices, or products and content.

Insiders say that although the scenes of motionless goods often appear, this is actually a process from market madness to rationality. At present, the live goods are still in the bonus period. For the brand, under the premise of more extensive mines, we should not only consider the cost of capital invested, but also have to solve many problems such as the training of anchors, user operation and products.

Only when the brand goes to fine operation, it is clear that the essence of live goods is "goods". Taking the product as the top priority, we can grasp the real dividends and avoid becoming cannon fodder.

It is difficult to find the net red belt, but it is more difficult for the store to carry goods.

For a few months, Chen Yi (a pseudonym) was tired.

Recently, the result of a live broadcast of goods is still not ideal. Many times it has been re opened, leaving two questions at last: is it suitable for the company to broadcast live goods? Should we stick to it?

Under the outbreak of the first half of 2020, the retail market formed a "double hot day" situation: one side is the offline market downturn under the epidemic, while the other is the rapid development of online business and the miracle of live broadcast. As the founder of a clothing brand, Chen Yi also wants to let his own projects rub up the dividends of live goods.

In fact, Chen Yi had never been able to figure out how the fire started. "In terms of brands, many businesses were doing similar things last year, but they were not very warm."

Do not want to understand, do not want to act first.

In March of this year, Chen Yi formally took up the team and set up a group of live goods. In order to create fame and boost sales, he spent the first time at a certain website to join the online shopping list. The pit fee is 100 thousand yuan plus commission ratio 10%, in return for ten minutes of anchor time and 57 thousand yuan sales.

Without signing any guarantee agreement, Chen Yi reluctantly took out the money.

From the first scene, Chen Yi began to doubt that the net red and the star took the goods, but he still maintained an optimistic attitude towards the live goods. "It may be that our brand is not suitable for taking the net red route. We should not be able to meet the needs of the Internet Tucao," he said.

Having tasted the loss of finding the net red belt, Chen Yi felt that instead of giving money to the anchor and MCN, it would be better to use this money to create its own live exclusive team, when to broadcast it and how long it would like to sow.

The ideal is plump, but reality gave him a lesson. The two hour effort is not as good as net red for 10 minutes. There are only a few thousand spectators in the shops, and fewer are placed.

Although the number of fans has been growing evenly, so far, the number of fans has not been broken. Chen Yi himself calculated an account, sold hundreds of pieces per session and had some tasteless food. When broadcast, the cost had been reduced to the minimum, and the profit was deducted from the manpower cost and material cost of the team.

Two days ago, the Chen Yi team made the last live broadcast of this time. When he started broadcasting, he went to the live broadcast site to cheer the team up. He obviously saw that the team's spirit was gone. "Unlike the first live broadcast, enthusiasm, aggressiveness and aggressiveness are no longer visible to them. Today's live group is like a set of programs that go through every process mechanically and punch out.

Cars are turning more and more, and the belts are getting less and less.

It is not only Chen Yi, but also the big anchor and MCN. Now, all kinds of live news reports are hundreds of billions of minutes, but in fact?

Recently, a company was taken to court because of the immovable goods.

Recently, the Tianjin Free Trade Zone court accepted a legal dispute arising from live goods: a Biotechnology Company Limited signed a Taobao store live service contract to promote the sale of its porridge products, and only sold 4 boxes of products for 20 days in live broadcast.

The contract signed by merchants and live broadcasts is: 30 days, 30 games per day, 30 minutes per game, and 100 thousand more fans. The direct seeding arrangement is: the daily broadcast is mixed, the live broadcast is intermittently and continuously for 30 minutes, and the daily live broadcast of N hosts is increased to 100 thousand.

In addition to the ordinary live agencies, there are also big net red, stars and big guys.

In June 16th, Chen he and his friend Lu Han were carrying live goods on the shaking platform. According to the data platform, the total number of viewers in the live broadcast of more than 6 hours was 22 million 826 thousand and the peak value reached 493 thousand. Compared with the number of people watching in the last 18 million 235 thousand, the peak of popularity was 314 thousand.

But higher traffic does not lead to better sales. From the data of cicada mother, this time sales are only 15 million 964 thousand, down by nearly 3 million compared with 18 million 477 thousand in the previous session. Nearly 70 million of Chen he's first live broadcast is far apart.

Cicada mother data shows that through the current voice data that has been recorded in live broadcast, we find that most of the stars live with goods are declining.

Wong Cho Lam's live data dropped from 2000 to 5 million. Liu Yan, who sold 15 million of the first speed show in the fast start, went to the second time in the live broadcast of the sound, although it worked hard, but only brought out nearly 4 million of the sales.

Even if there is a large flow of IP, it may not be able to drive goods.

During the Dragon Boat Festival holiday, the second day of the first round knock-out was broadcast in the elder sister of the wind and waves. Three elder sisters and Huang Xiaoming boarded the quivering live room and shouted for goods.

However, after nearly five hours of live broadcast, it was found that sales data were not as "brave the wind and waves". Third square platform flying melon data showed that the number of people watching the live broadcast reached 6 million 246 thousand, the peak number was 101 thousand, and the number of new fans was 163 thousand. A total of 28 items were sold on live broadcast, with sales of only 3 million 719 thousand yuan.

On the same day with "sister" live broadcast, in June 26th, Luo Yonghao's live broadcast sales amounted to 10 million 96 thousand yuan. Data showed that as of June 29th, Luo Yonghao conducted a total of 12 live broadcast on the tremble, and the total number of spectators was 6 million 454 thousand. The total sales of field averaged far exceeded the first show of their sister, reaching 25 million 647 thousand yuan.

Although Lao Luo's achievements outperformed his sisters, the trend of sales decline was like a vertical drop.

Recall that in April 1st, the first selling show and the old Luo scenery were 3 hours to create a record breaking total of 110 million of the total payment transactions. The total number of visitors was over 48 million, and only 3 million 630 thousand received the reward of live broadcast.

But since then, it has been difficult to renew the grand occasion, and everyone's attention to the old rolls has begun to drop sharply.

The brand itself is the "King explosion".

For many users, many stars or celebrities live more like entertainment programs. With the decline of heat, sales decline is inevitable. In the live broadcast room, when watching stars buy more products over a long period of time, the distance from the brand is not far away. But for brands like Chen Yi, there are many reasons for inconvenient goods.

In general, many businesses like to shift the responsibility of low sales to MCN institutions, or the anchor is not selected. However, Meng Lei, who lives in the live industry, does not seem to think that the main reason that affects sales is not the content itself, but the low price. "Consumers want the lowest price of the whole network, and the live broadcasting room of anchor is just a channel to show low prices."

In his view, branding merchants need to have two sober understanding of live goods.

First, sometimes brands choose to live directly with goods, that is, drinking poison to quench thirst. When you cast some red net anchors, you will find that the data will be very good in a short time, but if you turn the price back to normal, you will not be able to sell it.

It can be seen that the capacity of live broadcasting is not a myth. As a step in the closed loop of marketing ecology, it only carries the last purchase behavior, so the brand and function are not the key, and price is the most sensitive place.

If you watch two live broadcast of the business, indulge in other products for tens of minutes, empty tens of thousands of sales myths, delusion to bypass the steps of brand building, product tonal, social / content marketing, and go directly to the live platform. The result will only be a brief clearance of some stocks, and then the products are labeled with cheap labels, which will never sell again after the price is restored. Go. Moreover, for an unknown brand, the effect of taking the goods with itself will drop sharply at the same time.

Second, the brand loyalty of live goods can not bring the loyalty of the anchor.

Most users know that Li Jiaqi and Wei Ya live cheap, but this is their fans, rather than fans of commodity brands. "After the net is red, the fans only know that this product is Li Jiaqi, Wei Ya or other net red belt brand. As for the name of the brand, fans are not very concerned about it, and few consumers will go to the brand shop to buy it again."

It takes a lot of time and effort for the brand to retrain its fans and increase the repeat purchase. It is very likely that, like Chen Yi, he has not been able to see the effect for several months and is still struggling.

However, even if he lost his money and didn't make any money, Chen Yi still didn't want to give up the live broadcast. He thought his strategy was problematic. As for the live broadcast, the track was still good, and he thought it was still in the bonus period. He believes that "for small and medium enterprises, the purpose of live goods is to sell goods, if only to rub down the heat, there is no need to waste time and money."

Meng Lei is very sure that Chen Yi's departure from net red and MCN's own road is also in line with the trend of the platform: from last March and April until this year, Taobao has given more traffic to businesses, prompting many brands to open live shops, and find their own anchors to hatch and operate.

But he also stressed that for brands, to increase sales of products through direct delivery, we should not only consider the cost of investment, but also consider several issues seriously.

The first is people. In addition to the product itself and the viscosity of the fans, there is also the personal charm and eloquence of the anchorperson. The anchorperson should have the level of a senior sales person. Therefore, the brand needs to cultivate its own anchors. In addition to regular live broadcasting, these talents should interact with fans more frequently, so that fans can gradually become familiar with and build trust.

The second is operational capability. From the user's point of view, live goods are online shopping guide activities, and small and medium sized brands are hard to invest large sums of money to hire live stars, so the audience who watches live is only concerned with the product itself, without celebrity effect, without a large number of fans.

For enterprises, the accumulation of fans is a long process, not over consumption of fans. The number of live broadcasts should be reasonably arranged so that the live broadcast can be arranged during the promotion period. Enterprises need to push valuable content, similar to TV shopping guide, rigid placement of ads will make most people feel sick. Companies need to plan more interesting content, attract fans and increase stickiness.

Now for the brand, we are fighting the channel integration capability, which is the operation capacity of the traffic, and the planning ability of the sales. After the epidemic, the demand competitiveness of the brand itself has changed substantially. The brand needs to rearrange and plan its own content and traffic channels online.

Finally, the key is goods, and the key is quality. In the final analysis, the brand still has to do a good job in the whole link of consumer goods, from supply chain to product itself to marketing end. If the supply chain is not well done, the product will not be able to fight out, and the brand is not enough.