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Information Details
Live with goods! A "wind" or a "wind"?
Release time:
2024-03-19 11:42
Source:
With the development of the Internet, people's lives have become more and more colorful. With the popularity of smart phones, the increase in network speed, and the reduction of traffic costs, boring graphic messages can no longer meet the cultural needs of the public, so rich Diversified live video broadcasting is gradually becoming a major way of people's pastime. The development of the technological era has promoted everyone's demand for information communication media, traditional words, pictures and sounds have evolved into video expressions. On Tmall and Taobao, the live broadcast section has gradually become a key and normalized level. Not only is it dominated by net red, but many businesses are also participating in their own live delivery.
On March 19, Luo Yonghao (founder of Hammer Technology, teacher of New Oriental, founded Niubo Network and Lao Luo English Training School successively, and wrote the book "My Struggle".) Official announcement, decided to enter the live broadcast world. On the evening of April 1, Luo Yonghao completed the first show of live delivery in trembles. Data show that the whole live broadcast lasted for 3 hours, with the total payment transaction exceeding 0.11 billion yuan and the cumulative number of viewers exceeding 48 million.
In 2019, "Double 12", Gao Xiaosong was a guest in Li Jiaqi's studio to do a live broadcast of pure public welfare poverty alleviation. 400000kg of Inner Mongolia Zhalaite rice will be sold out in 5 seconds, 50000 cans of Anhui Jinzhai pecan will be sold out in 5 seconds, and 120000 bags of Kangbao oat flour will be sold out in 7 seconds, which is expected to drive 1114 poor households in the three places to increase their income by 4.39 million.
The play of each platform has its own advantages and disadvantages, which can be generally divided into two categories: the first is Taobao, Jingdong, Little Red Riding Book and other live broadcast platforms. Brought goods on these platforms is relatively pure, the process is also very simple. After introducing the brand and function of the product, the anchor can guide consumers to receive coupons to purchase and complete a "bring goods". More than 90% of Taobao's live broadcasts are self-broadcast by merchants, with only 10% of talent. The second is platforms like trembles and fast hands. They are more recommended by the platform traffic master through short video content. Usually through the interpretation of a segment of life, to fictitious consumption scene.
From a marketing point of view, it may not be easy for some new products without brand power to push the market. At this time, with the help of live broadcast, the "communication demand" and "selling demand" are solved at the same time. These products are more common in some products with Internet genes, fashionable and interesting design, and more easily accepted by young people.
The epidemic in early 2020 led to many offline enterprises forced to switch to online sales, can be said to be an e-commerce live push, but also the achievements of several traditional mass enterprises, the success of online live broadcast let people see that the market does exist for the public demand for e-commerce live broadcast, e-commerce live broadcast has become a new outlet.
Advantages: 1. The most significant advantage of live broadcasting for marketing lies in the real-time interactive environment, which can collect user feedback in time, so as to achieve the marketing level of optimal efficiency. Secondly, the dissemination of video media has become more extensive and efficient, and the recorded live broadcast can be watched again, which can form secondary marketing.
2. Live marketing at a relatively low cost to obtain multiple exposures under concentrated traffic marketing methods effectively save the operating costs of enterprises, and with the progress of science and technology and the development of innovative marketing methods within the live broadcast platform, the future live broadcast market scale will continue to expand, the proportion of revenue will continue to grow.
However, the new outlet is also facing many problems. For example, the problem that e-commerce live broadcast has always faced: Is the supply credible? Is the price low enough? Can the brand last? For example, after online live delivery becomes the normal sales channel, how to complete the price unification with offline channels, and how to solve the profit problem? For example, after the brand exposure and consumer education of industrial products, a special product, are enlarged on the live broadcast platform, is it necessary to adopt a way to avoid the brand and the product itself and use online red traffic to enhance the brand image and product value? These are worth pondering.