What will your stores do due to that the era of live streaming to seize traffic is coming?
With the spread of the idea of bringing goods across the country, “influencer marketing to bring goods” and”sell goods in live stream”have become a new form of online shopping. Influencer marketing is very popular nowadays.Under the influence of the epidemic, all the companies in China and the grassroots personnel have joined the industry of e-commerce live streaming.
On May 11, the China Employment Training Technical Guidance Center issued the "Announcement on Publicizing the Information on the Proposed New Occupation", and plans to add 10 new occupations. Among them, the most concerned is the job of "live salesman" which was created under the profession of "Internet marketer". Finally, the Ministry of Human Resources and Social Security issued an announcement, which means that Li Jiaqi had been "named" by the national government! An industry that has just emerged for less than 5 years has since entered the "regular army"! To put it bluntly, it is that live streaming has officially become an emerging profession with national certification. To put it more bluntly, this is, Li Jiaqi sells lipstick! " The online celebrity or social media influencer of live streaming,such as Li Jiaqi," finally found their own type of work and entered the era of professionalism.
Selling 300 million yuan in 3 hours, Dong Mingzhu becomes the queen of sales
At present, Li Jiaqi is one of the hottest anchors in China. There is even a popular saying in lipstick circles: " We are not afraid the sky and the earth, but we are afraid that Li Jiaqi said Oh my god!"
How strong is his ability live streaming to bring goods ? Domatters will use the data to speak to you.
* He tried 380 lipsticks in a live streaming;
* Sold 15,000 lipsticks in 15 minutes;
* Received 3.53 million turnover in 5 and a half hours;
* In the two months of Douyin, he gained 14 million followers.
This performance not only allowed Li Jiaqi to achieve financial freedom, but also made him a synonym for live streaming and Internet marketing.
Not only he is so, many big businessmen of a lot of enterprises have tried the way in succession through the spring breeze of live streaming.
Recently, the sales queen Dong Mingzhu successfully turned into the queen of bringing goods in her second live streaming. After 30 minutes of sales, the sales of three products exceeded 100 million yuan, and they exceeded 100 million yuan after 100 minutes. According to Kuaishou Fast short videos official data, the total sales in the final 3 hours reached as high as 310 million yuan.
Similarly, in Luo Yonghao's first live show, the performance was equally impressive. Luo Yonghao brought more than 110 million yuan in 3 hours, and the cumulative number of viewers exceeded 48 million. This has led companies to have to look at the blue ocean of live streaming again. Lao Luo is a qualified crosstalk actor, he has a good eloquence, countless fans, huge traffic. This also laid the foundation for his successful delivery.
Under the impact of this epidemic, Ctrip has suffered a lot. The founder Liang Jianzhang changed the style of the previous Sven. In order to sell special hotel products, he changed several styles in succession. He reversed the little dragon girl for a while and put on a Korean sauna suit. It seems that Liang Jianzhang is crazy to bring goods live.
So, why does the live streaming industry led by head broadcasters such as Li Jiaqi, Wei Ya, Simba, and Zhang Dayi attract corporate bosses to join the game? What is the reason for the live streaming of selling goods?
Why is it so popular for selling goods in live streaming in China?
"To bring goods in Live streaming" is definitely a hot word in the past two years.
According to the "Statistical Report on the Development of China's Internet", as of March 2020, China's online shopping users reached 710 million, which accounted for 78.6% of the total netizens. The number of e-commerce live streaming users reached 265 million, which accounted for 37.2% of online shopping users. Such a huge user scale has laid a solid foundation for the strong rise of live streaming.
So, what makes the industry so hot?
1. It is an upgraded version of TV shopping, which effectively improves users' purchasing decisions
Against the backdrop of e-commerce still gaining momentum, live streamings have developed rapidly and it has triggered new growth. In fact, today's live streaming is an upgraded version of TV shopping in earlier years. The anchor is the promoter. He can face the customer directly and solve the problem of switching from "conversation between goods and people" to "conversation between people" on the shopping platform.
Nobel Prize winner Robert J. Shearer found that 94% of people's decision to buy stocks was not based on news on newspapers or TV, but on recommendations from friends and family. Therefore, Robert concluded that face-to-face verbal information transmission has the greatest influence on decision-making.
Therefore, face to face communication is still the most effective method of communication today when communication methods are very developed. The use of live streaming to bring goods is to shorten the distance between people, which crosses the physical boundaries and creates a sense of scene. Especially for many users, they watched the live streaming while chopping their hands to solve the psychological motivations of on-site consumption such as "decision-making time is short, immediate, impulsive, and scarce."
Whether Li Jiaqi and Wei Ya who were borned on Taobao live streaming,or Sanda and Matsutake Xishi in Kuaishou and Jiangtian Gudao who were borned on Douyin, they accumulated a large number of loyal fans during the live streaming.
For example, Wei Ya has 21.38 million fans. They call themselves "Wei Ya's women." Under such huge traffic, the stars of the entertainment circle have also become regulars in her live studio. Therefore, many big brands are scrambling to engage in a "marriage" with the head anchor.
Under the fan economy, anchors can easily trigger emotional marketing. Real-time interaction with the anchor allows fans to feel the maintenance of emotions. With more and more attention and more and more purchases, fans gradually transitioned from new powder to iron powder to diamond powder and then to love powder. In this process, emotions have been established, and watching live streamings has become a habit. Fans are willing to buy and buy for the anchors they support and trust.
3. Reconstruction of "People, Goods, Market"
live streaming e-commerce is the reconstruction of "people, goods, and Market". The effective combination of the three aspects makes the live streaming industry more attractive.
- People-content, professional,purchasing power. Some people say "If a live streaming is successful, the importance of the goods will not exceed 60%, and the rest will be output by the content of the anchor." The content here is to provide what users want and need. At the same time, the anchor must be professional in his Market. For example, Wei Ya has entered the entertainment industry, worked as an offline clothing store, and operated a Tmall store. She has the characteristics of entertainer + boss + operation. Therefore, the more professional the anchor, the more likely to be fans.
- Goods-price, product selection, supply chain. Goods are the key to the entire live streaming. Enough goods, good discounts, and good after-sales services can bring enough appeal to users.
- Market-direct broadcasting room, network platform. live streaming e-commerce sells goods in the form of live streaming. Different live streaming platforms have different rules and gameplay. Through the personalized live room settings, it can also attract fans of different preferences.
4. The epidemic makes online shopping "boom"
Under the impact of the epidemic, the physical industry suffered a great deal of trauma.And many retailers in the retail industry have saved themselves by selling goods through live streaming. According to Taobao data,the number of merchants who launched Taobao newly increased by 719% in February 2020. Throughout February, the total number of orders received by Taobao live streaming merchants grew at an average rate of 20% per week, and the turnover is also doubled. Not only there are more people engaged in the live streaming industry, but user participation has also increased.
Will "marriage" with top anchors hurt brands?
As more and more people flock to live streaming, it is more important to keep a rational analysis. Are all brands suitable for live streaming?
Nowadays, live streaming has entered the rhythm of the strong and the strong. The Law of the Second and Eighth appears again, and 20% of the head anchors have taken away 80% of the users' attention. When the brand cooperates with the head anchor, it seems that it has earned the call and had the sales volume.
However, please don’t forget that the core of the live streaming is low price, which is a big national group purchase. After the live streaming, the low price will disappear, then the attractiveness of the product itself may be greatly reduced. Coupled with the appearance fee, service fee, sales commission, etc. of the anchor, the loss is still calculated, which means that the more you sell, the more you lose.
For example, it can be seen from Li Jiaqi's quotation.
* The release price of original video in Douyin: about 1.635 million per video.
* The package price of cooperation on the whole network platform is about 3 million / time.
* Commercial commission for live streaming: 1 million + 40% for domestic brands / 30% for international brands.
For enterprises, looking for top online celebrities to sell goods in live streaming just makes a cry, which does not help real profit growth. It is not necessarily a wise move for the brand to marry the big anchor in order to make the data look good, create a sense of presence, and join in the fun."The lowest of the whole network" will only lead the brand into a price war, which may also disrupt the overall channel layout and sales price system. In this way, it is a kind of damage to brand equity and long-term accumulated premium capacity.
Live streaming with goods are gaining momentum, but under the 2th and 8th rule, newcomers still need to enter carefully. And for brands, the focus is still on training themselves to avoid falling into the trap of over-marketing.