Live Broadcast: Stay Up Late And Watch The "Double 11" Live Broadcast With 800 Million Hits

　　 Stay up late and watch the live broadcast of "double 11" with 800 million hits?

original CHIC CHIC yesterday

I really can't sleep. When you wake up, there's nothing left... Half an hour has passed in the morning of October 21, Li Jiaqi Directly move out of the gongs and drums, while banging hard and shouting. Li Jiaqi and Li Jiaqi are not the only ones at the beginning of the day Via With such a "double 11" promotion, more star anchors and big V anchors on Taobao live broadcast have opened the curtain of "the lowest discount of the year" at 0:00. For a time, the number of famous and good things gathered. The number of watching in Li Jiaqi's live broadcasting room exceeded 150 million, that of Weiya's studio exceeded 130 million, and the total sales of the two head anchors reached 7.4 billion!

Although these head anchors will focus on beauty products on the 21st, it is undeniable that in today's situation where everything can be broadcast live, clothing has become one of the key sales categories of the live broadcast platform with absolute advantage. Both clothing brands and fashion accessories are actively involved in the golden wave of live broadcasting, but whether or not to participate in it can reach the sales peak without any loss? From the complaints of many participating brand companies, some disadvantages are gradually clear: the popularity of fake, high return rate, no cooperation with high-quality Internet celebrity anchor are all the realistic difficulties we are facing. How to ride through the wind and waves in the live broadcast, and constantly break through, has become the focus of common concern of brand owners.

"Not infatuated with the Internet"

In people's inherent impression, the online celebrity anchor's ability to carry goods is more professional and more attractive to consumers. However, when the live e-commerce enters the "deep-water area", the disadvantages of online celebrity anchor carrying goods are gradually revealed: data fraud, false high pit fees, inconsistent Commission and commission, and high return rate caused by malicious brush orders to increase sales data will bring unimaginable to businesses Loss. Because of this, businesses are gradually introspective and focus on the live broadcast of their own stores.

"In fact, 90% of the live broadcasting events in Taobao platform ecology come from merchants' live broadcasting, and 70% of Gmv's are from merchants' live broadcasting." Li Ming, head of the MCN operation of Taobao live, said that the commercial live broadcast of Taobao tmall has become the mainstream form. They know more about the goods and are more professional, so they can create better sales. For example, some women's clothing stores with small number of original designs are broadcast by the owners themselves, which can accurately show the advantages of the products, and at the same time, they can also tell about the design inspiration and highlights, so as to better attract "like-minded" loyal fans. Similarly, some businesses that specialize in large women's wear with distinct style and accurate audience also prefer "self broadcast".

There are also some products with high customer price, such as fur, cashmere coat, etc. How can we make fans in the live room place orders at tens of thousands of prices? A Taobao shopkeeper, who specializes in fur, said: "our own employees know more about products than online celebrities." In addition to intuitively feel the upper body effect of the product, fans will also put forward a series of questions about product material, care and maintenance. Professional answers can enhance fans' sense of trust in brand stores, so as to improve product sales.

It is worth mentioning that at the first chic online exhibition this year, many brands were live broadcast on the chic online exhibition applet. At the same time, at the chic Shenzhen exhibition and chic 2020 autumn exhibition in July and September, many participating brands also picked up mobile phones for live broadcast on their booths. Whether it is the online live broadcast platform provided by chic applet or the brand spontaneous live broadcast, live broadcast has become one of the important channel exports.

In KPMG's questionnaire survey, more than 64% of brand businesses said that it was better to carry goods in their own live broadcasting room. It can be seen that more and more businesses will end up in person, and live delivery of goods by merchants has become a new trend in the field of live e-commerce.

Powder absorbing content of "brain cavity opening"

Live broadcast is also working hard

Powder absorbing content of "brain cavity opening"

Live broadcast is also working hard

Not long ago, the shaking sound official propaganda live broadcast completely cut off the outer chain. The major platforms have launched a series of support plans in the field of clothing and clothing. Taobao launched the "incentive policy for clothing merchants" to lower the threshold of broadcasting and provide preferential flow for fashion anchors; shuoyin app released "seed plan" to provide flow support, service fee reduction and other preferential policies for five categories of clothing, shoes and bags; Fasthand app has made public the "clothing business flow support plan", launched support for new clothing brands, and recruited fashionable MCN ······. It is not difficult to see that live broadcast has become the place of contention among major platforms.

As the traffic responsibility of the platform, how can clothing brands create popular video content and attract more fans' attention? Clothing evaluation category, venture vlog, wearing sharing category, dry goods sharing category and style card category are all popular content creation forms now. For example, some Taobao shopkeepers will publish the video content of clothing and sharing on the tremolo every day. From the beginning, the number of likes was only 1000 or 2000, and now the highest number of likes can reach 20W +, which directly drains Taobao stores. There are also some shop owners who will take pictures of the shopping process and try them on directly to show the effect. In the comments, many users leave a message: "like it, where can I buy this one?" in this way, not only a vote of fans are gained, but also the sales of clothing are increased.

Nowadays, more and more "short" video platforms are used to make music. At the same time, we should expand the brand influence and establish the fans group to achieve the goal of increasing sales volume. Of course, blindly pursuing the flow is inevitable to put the cart before the horse. The person in charge of an online brand said: "if you have quality, you can't do without cost performance; if you only have cost performance, you can't do without quality." High quality products and the discount of live broadcasting room is the fundamental to attract consumers for a long time.

Two years ago, live broadcasting was just a little "decoration" among many channels. Now, when live broadcasting becomes one of the indispensable key channels, it can be seen that businesses have a strong demand for channel innovation and expansion. Whether it is the popularity of webcast, or the professional explanation of "self broadcast" by businesses, or the increase of live broadcasting with more new methods, we can see that businesses are constantly evaluating the advantages and disadvantages of channel expansion while introducing live broadcasting channels. As a comprehensive multi platform combination resource, chic has been deeply exploring the combination configuration and innovative development of channels for many years. If you need more channel resources, China International Clothing Expo 2021 (spring) to be held on March 10-12 next year will bring you more unimaginable and diversified channel combination resources. What are you waiting for? Click on the registration now and expect to live up to the expectations.