The Connection Between Live Delivery And Supply Chain

After that, they only made a lot of products with the same performance as that of Lao Zulan.

Does star carry goods contain gold? Is live broadcasting a fake demand? On the decline of the discussion of this new tuyere, with the number of fake orders in the industry, the exposure of turnover data pushed to the peak. Is live e-commerce really just a flash in the pan?

E-commerce needs traffic, just as stores must be placed in places with strong flow of people. For example, fast hand tremolo converges large traffic with short video, occupying the fragmentation time of users. For these live e-businesses growing on the content platform, traffic is an advantage.

However, it is impossible to make e-commerce only with the flow, and it is possible to effectively transform the flow through appropriate ways. Throughout the market, the e-commerce platforms that have stepped out of the early stage of development have distinctive characteristics that can hit users' minds.

Alibaba has Taobao, which has a large number of Taobao products and tmall, whose brand has settled in. Jingdong is mainly engaged in 3C household appliances and self logistics, while pinduoduo has occupied the depression of low-cost group shopping and social e-commerce. So, what are the characteristics of live e-commerce platform?

Online guided consumption

The shop, which is less than 20 square meters, is a temporary live broadcasting room for the anchorperson.

There are shelves on both sides of the room. On the shelves, there are all kinds of ornaments made of mahogany, long strips of Ganoderma lucidum, and Guan Gong's carving with a big knife in his hand... These are all kinds of products with bare head and live broadcast.

The first mahogany festival was held on July 10. This is a live broadcast promotion specially planned for mahogany products. In Xianyou, Fujian Province, the "hometown of mahogany", barehead had two live broadcasts on the same day, one broadcast late into the night.

In front of the camera, the bald head turned on the flashlight, grabbed a hand string of Indian red sandalwood, and kept turning the beads. While showing the audience in the live room, they explained the products of this batch of goods. "There's a little flaw here," the sharp eyed bald head said to the supplier standing by. "You can make an offer for these strings."

"400 one", the supplier carefully quoted the number.

"No, there are some flaws, two hundred at most," replied the bald head.

The supplier of the material will be rejected again. Finally, 20 strings were put on the shelves in the studio at a unit price of 220 yuan. In less than five minutes, these strings were robbed.

The sales career of skinhead began in the Spring Festival of 2017. Bargaining is the feature of his live e-commerce. Generally, he is holding a mobile phone in the mahogany market in the street to live.

There are fans in the comments who say they want anything. They go to look for them now, look at the products after they find them, bargain with the boss, and make a deal to deliver goods. The first thing sold in the first live broadcast was a goldfish worth 1500 yuan, which was sent from Guangxi to Heilongjiang.

In essence, live e-commerce can be understood as group buying. In the past, e-commerce also did group buying, and the number may be limited to hundreds or thousands of people. Live e-commerce can effectively organize millions of people to buy.

On the night of mahogany Festival, in addition to several hundred pieces of string, bareheaded also sold 231 mahogany statues and tens of thousands of mahogany treasure pots. According to the official data of express, the total sales volume of the mahogany festival was more than 12.05 million, the total number of orders exceeded 84 thousand, and the total number of visitors exceeded 3.88 million.

Luo Yonghao once said: "live broadcasting can sell a lot of things that can't be sold before. This is a great value. "

After that, you need to listen to the non-standard products. At present, the supermarket and e-commerce platform of Jingdong have been fully sold. But in the retail market, there is also a very important sector, that is, guided and introductory consumption.

A person in the industry believes that using the form of live delivery to bring online sales of guidance and introduction, which is already existing offline and has a huge market volume, may become the differentiated characteristics of live e-commerce to seize users' minds.

From "cost performance" to "emotion price ratio"

In 2017, barehead began to broadcast live in fast hand, with three or five fans watching in the earliest live broadcast room. Every day, he went from street to street to live for more than ten hours. He also took some short videos related to mahogany knowledge, and even sent some strings to the followers by parcel post. Fans are accumulating day by day.

Today, the number of bareheaded fans is 63000, and there are 6700 people watching in the live room. Compared with the head anchor who often has millions of fans, the number of bald fans is not much. But it is this group of fans that will sell 20 million transactions in 2019, and the highest turnover of hand strings in a single day is 240000.

Why is the transaction conversion rate so high? Because of the trust in bald heads, the repurchase rate of fans is very high. In the comment area of the bald live broadcast room, you can often see the following message: "I've watched the live broadcast of bald head for two or three years, and others are very honest", "bald I believe you, you can recommend anything, I'll place an order now".

"Last year, a fan bought more than 1 million goods in my hand. This year, affected by the epidemic situation, the sales volume decreased, and the single person who spent the most money also had 2.3 million yuan," sighed the bald head. "The power of fans is too strong."

In particular, retail sales can be made more convenient, especially through the sale of goods.

In this process, the task of retail enterprises is to organize specialized sales, use their professional ability to organize more accurate sources of goods, and then sell them to consumers. Skinhead is responsible for this task by finding good products from the source and selling them to fans with good quality and price.

However, different from the traditional retail behavior, the logic of anchor selling is to use content, whether it is short video or live broadcast, to let potential consumers first establish the cognition of the anchor, and then establish the cognition of consumer goods after the introduction of the anchor.

In this mode, people's emotion, especially the popularity of the anchor, will become an important factor to urge users to pay the bill. In addition to the pursuit of "cost performance", people will also pursue the satisfaction of this "love price ratio".

During a conversation with Zhang Peng, founder of geek Park, Fang Sanwen, founder of snowball, also mentioned that the video contains a large amount of information. While conveying the scene, it also conveys emotions. Live broadcasting is more efficient for emotional exchange. Whether it is live broadcast on the show or live broadcast by e-commerce, emotion plays a role in triggering transactions.

In short, if you make me happy, I'll be willing to pay, in the form of a reward or a physical transaction. "Happy oneself" is becoming a new consumption concept.

In this regard, Huang Ruo, once the founding general manager of tmall, has made an analysis. "With the enhancement of the immediacy of information communication, consumers are no longer just audience or audience. They participate in it in a familiar way and become participants and commentators in the sales process," he said

Supply chain is the core competitiveness

When this phenomenon becomes a large-scale trend, it is bound to set off corresponding changes in the retail service industry.

Serving the new consumption, transforming the demand in the new consumption environment into productivity, and improving all service links in the retail chain are the core of the content platform to cut into e-commerce by live broadcast.

The three elements of retail e-commerce are people, goods and market. It's the advantage of live broadcasting and live broadcasting. They have a large volume of live video consumption and new consumption content. "Goods" is the current short board. It is very important to supplement the supply chain capability.

Take express as an example. In the past year, it has made a lot of layout for the retail supply side. On the eve of 618 this year, Kuai signed a strategic cooperation agreement with Jingdong. According to the agreement, Jingdong will provide the advantageous retail categories in the platform to express through supply chain cooperation, and both sides will jointly build a high-quality commodity pool for the anchor's selection and sales.

In addition, on July 10, fasthand e-commerce officially announced the landing of the fast hand mahogany live broadcasting base in Xianyou and openly recruited merchants. Yang Weisong, the operation director of fast e-commerce, told geek park that the establishment of a live broadcasting base is to help local industries realize industrial transformation, and on the other hand, it is also to complete the goods of express e-commerce, so as to meet the rich consumption needs of fast hand users.

It is understood that 11 live broadcasting bases will be built in 2019, involving jadeite and turquoise. The core function of the live broadcasting base lies in category selection and quality control from the source of goods, so as to improve the closed-loop service of express e-commerce.

For the new live broadcast e-commerce, scale does not represent efficiency, traffic is not everything, and price war is not a panacea. Only by building a stable supply chain as support, can the content platform make up for the shortcomings of product quality and after-sales service, and finally grow a real platform type live e-commerce.

It is said that in the Internet business model, e-commerce is the most efficient way to realize. This is also the reason why baidu and Tencent have repeatedly fought in the field of e-commerce for many years, but they do not give up easily. They are not lack of flow and capital, but why not?

There are industry insiders analysis, "first of all, from the concept, they all hope to use the imitation of Taobao to eat Taobao. In the opponent's territory, use the other party's invention and use of skilled weapons to try to attack the other side, the effect can be imagined. They lack a real new way of thinking. "

What is new thinking? At present, perhaps the online marketing of shopping guide brought by live e-commerce is to meet the cost-effective demand of consumers and take into account the "price / sentiment ratio".

Only when the supply chain and other retail services are complemented can its characteristics be truly revealed. This is also the key to determine whether live e-commerce can develop rapidly.