"Cloud shopping", "cloud new", "cloud travel" and "cloud selling houses" are popular in Guangzhou
Is "Live Broadcast Hot" a gust of wind
Economic Daily · China Economic Net reporter Zheng Yang Pang Caixia
Affected by the new coronary pneumonia epidemic, the physical retail, catering, tourism and other industries are facing severe challenges. However, the sudden emergence of live broadcast e-commerce has become a "life-saving straw" for businesses to break through from the epidemic. Through live broadcasting, many businesses have opened up new sales channels, and at the same time formed a new business model and found a new living space.
However, some people have questioned how long this live broadcast e-commerce boom with the epidemic can last? Is the form of live streaming bringing fresh air, or is it a flash in a special period? Let's take a look at the investigation by the reporter of Economic Daily-
Guangzhou, with its reputation as the "Millennium Business Capital", recently shouted out its vision of creating a "live broadcast e-commerce capital".
On March 23, Guangzhou issued the "Guangzhou Live Broadcast E-commerce Development Action Plan (2020-2022)", which proposed to build a batch of live broadcast e-commerce industry clusters, incubate 1,000 online celebrity brands, and train 10,000 bands within three years. Goodsman has become the nation's famous live broadcast e-commerce capital. Can Guangzhou, who is good at drinking "head soup", use this live broadcast to open the door to the new economy? How long can the live broadcast e-commerce boom last?
New mode opens new market
At 8pm on March 30, the 2020 Guangzhou Live Broadcasting Year was grandly launched. Taobao, JD.com, Douyin, Pinduoduo, Kuaishou and other major live broadcast platforms teamed up to synchronize live broadcasts for the first time and introduced the largest annual preferential policies for Guangzhou merchants. Various major platforms have brought up leading people, shared their growth experience, and endorsed the live broadcast of "Guanghuo".
Under the epidemic, Guangzhou seems to have transformed into a huge live broadcast room. The Taobao live report shows that since February, Guangzhou has been the most active in Taobao live broadcast, with the highest proportion of post-90s. “Since February, the number of Taobao live broadcast merchants in Guangzhou has quadrupled. From shops to factories, from cutting-edge brands to time-honored brands, from restaurants to laundry, the whole city of Guangzhou has set off a Taobao live broadcast boom.” Alibaba Group ’s Strategic Development Department South China General Manager Manager Liu Nan said.
The Shahe commercial district in Guangzhou has become one of the largest Taobao live broadcast bases in the country. Zhang Lei, who was the boss of the Shahe market stall, has been well-known in the Shahe market for his successful transition from stall owner to Taobao live broadcast. In the second half of last year, his Taobao live broadcast was on the right track. The live broadcast room opened by his lover now has the ability to bring goods to 20,000 or 30,000 a day, and a live broadcast can achieve a performance of 2 million yuan. The live broadcast bonus made Zhang Lei sublease the stall and concentrate on online business.
After the epidemic occurred, the demand for live broadcasting in professional market stalls such as the Shahe Market increased significantly. In the past month, many people have come to Zhang Lei for advice every day. At present, there are more than 100 professional markets in Guangzhou for live broadcasting. In addition, shopping malls with a strong offline customer base also turned their attention to live broadcasting during the epidemic, and dozens of shopping malls in Guangzhou have already started Taobao live broadcasting.
In the past, limited by the cooperation mode between brands, merchants and shopping malls, online channels in shopping malls have been difficult to develop. Today, the reporter visited Tianhe City, China Plaza, CapitaLand and found that many watches, jewelry, apparel and other businesses have opened Taobao live broadcast rooms. A skin care brand revealed that live broadcasts have seen sales soar four times year-on-year. In addition to the brand's counter live broadcast, Guangzhou Zhengjia Plaza also took the lead in launching the Himall Taobao live broadcast base. During the time of sparse crowds, the live broadcast is not closed, which opened a "cloud shopping" for Guangzhou citizens.
Not only the sales side, but also the production side in Guangzhou has blew live broadcast. In Panyu District, Guangzhou, a Mars live broadcast agency conducted live broadcasts at hundreds of factories in Panyu in March. Wang Ping, director of Mars Live Streaming e-commerce, said that all of its anchors were "snapped" by the factory. The lively anchor room was empty now, and 90% of anchors went to the factory showroom.
Not only that, under the epidemic, live broadcasting has even become the key to the start of resumption of work in all walks of life in Guangzhou. Zhong Yuan Real Estate's "post-90s" sales Chen Zhuoyan set up a mobile phone at home in mid-February, sold the house in the Taobao live room, and attracted tens of thousands of people to watch it once. According to incomplete statistics, more than 30 housing enterprise projects such as Guangzhou Duhu International and R & F Tianhai Bay all broadcast live "cloud selling houses" on Taobao.
In the past month, Guangdong Roaming China Travel has broadcasted a total of 15 live broadcasts on Taobao and Feizhu, with a total of over 1.6 million viewers, and took fans to "cloud tour" Huashan and museums. According to statistics, more than 100 merchants in Guangzhou are doing "cloud travel", and nearly 100 special restaurants have also been connected to live broadcasting.
Guangzhou's well-established brands are not far behind. More than half of the old brands such as Guangzhou Restaurant, Jiabao, Zhimeizhai joined the Taobao live broadcast sequence and sold good results. The sales volume of Cantonese sausage in Emperor's Emperor's flagship store on Tmall tripled year-on-year in March. The live broadcast set a new record and sold 36,000 pieces of sausages at a time.
Live streaming has become a trend
"Affected by the epidemic, the willingness of traditional businesses to transform and develop online is stronger than at any time." Said Lin Guoqiang, deputy director of the Guangzhou Municipal Bureau of Commerce.
So the question is coming, can the live broadcast e-commerce outlet become a "life-saving straw" for businesses to break through from the epidemic? How long can this "wind" blow? Let's take a closer look at the apparel industry with the highest penetration rate of live broadcast e-commerce.
The reporter found in the Guangzhou Baima Garment Market, one of China's 10 largest apparel wholesale markets, that before the epidemic, the average daily passenger flow in the market could reach tens of thousands, and the annual transaction volume was more than 2 billion yuan. Now, although it has opened its doors to welcome customers on March 1, the market has not returned to popularity. Many businesses report that due to the backlog of winter clothing caused by the warm winter, the epidemic has caused the sales of spring clothing to miss the peak season, and the new summer clothing faces uncertainty. This year is much more difficult than in previous years.
This is consistent with a recent survey result of the Guangdong Apparel Industry Association. 54.8% of the apparel companies surveyed reported that due to the stagnation of physical store sales and the delay of order delays, which led to inventory backlogs and liquidity shortages, 70% of the companies considered expansion Product sales are currently the most urgent problem to be solved.
"We have set up a WeChat group to broadcast live on the Internet, and we can send the clothes immediately after placing an order on WeChat." A business in the White Horse Clothing Market told reporters that there is an urgent need to use online live broadcast to open the market. The reporter saw in the market that live broadcast of "new on the cloud" through the e-commerce platform has become a common practice for breaking the game.
However, it is not easy to break the game. Small and medium-sized enterprises in the Baima apparel market generally report that they do not have the e-commerce professionals and operational experience and are concerned about operating costs, making it difficult to adapt to the live broadcast model in a short time. In response, the White Horse apparel market launched 10 measures to resume work and warm enterprises, one of which is to provide live sales services and training services. Not only does the official live streaming platform of the White Horse Market match the influencers to bring live goods to merchants, but the Baima Cloud Business School also provides special business training for live broadcast operations free of charge, helping merchants quickly improve their live streaming capabilities.
At the same time, with the epidemic becoming a global pandemic, there has been a "tide cut" for foreign trade orders in the apparel industry. Bu Xiaoqiang, president of the Guangdong Apparel Industry Association, revealed that about 30 to 40% of orders in the apparel industry are foreign trade orders. Due to the epidemic, foreign trade orders from Europe, the United States and the Middle East have been canceled on a large scale.
"Do you like this dress?" In a clothing wholesale market opposite the Baima apparel market, Xu Yi is broadcasting live video to Mauritius customers in English in the shop, trying on clothes and asking the customer's opinion on the other end of the phone. Xu Yi is an interpreter of an import-export trading company. She told reporters that because of the epidemic, the Mauritius client she was connected with could not come to Guangzhou to pick up products and pick them up. The shop owner Wang Huolin was next to Xu Yi, adding details and prices of clothes during the live broadcast from time to time. "At present, the store mainly relies on Xu Yi to take the goods to maintain the business." Wang Huolin said that she mainly does export and offline retail. Foreign customers can't come, and there are few people coming to the store. She was very anxious, thanks to Xu Yi for her live broadcast Get the goods.
Bu Xiaoqiang said that the impact of the epidemic on the apparel industry may continue into August, and online live sales will become normal and form a new trend. Consumers' lifestyles and consumption methods have changed. Apparel companies should actively deploy new online retails such as live broadcast, small-program e-commerce, and community marketing to form a new pattern of online and offline integration and development.
"The deep-seated reason for the live broadcast e-commerce outbreak is the change in user behavior habits. This outburst is not temporary, but it is periodic. It represents the e-commerce industry has entered a new stage." Executive Director of Smart Law Research Center, Guangdong University of Finance and Economics Yao Zhiwei said.
E-commerce platform continues to innovate
Today, live broadcasting has become a new track for e-commerce platforms. On March 30th, Alibaba upgraded its live broadcast gameplay — Taobao Live Broadcast and the rookie supply chain ’s long-prepared “Cainiaocang Live Broadcast” debuted in Guangzhou for the first time. Brands such as Kazlan, Jewell, and Han Xizhen participated in the first live broadcast. The celebrity celebrity anchor has adopted this new model of bringing goods. The giant shelves behind the anchors are full of "just waiting". "Alibaba's rookie supply chain will cooperate with anchors to complete the work of grouping goods, forecast sales, warehousing management, distribution, etc., plug in the 'supply chain wings' for the anchors, and consumers can receive the goods as soon as possible." Liu Nan said.
A well-known live-streaming e-commerce platform in Guangzhou, YY. After the outbreak, in order to solve the dilemma of the offline closure of businesses, quickly launched a 100 million yuan subsidy program, and hand in hand to guide businesses to play private domain live goods. Lu Fang, the deputy general manager of YY's live broadcast platform, introduced that the platform uses exclusive technology to promote live broadcasts and carry goods, connecting the unavailable anchor with the backlog of the goods, helping both parties keep business and sell goods as usual. "Since the release of the" Guangzhou Live Broadcast E-commerce Development Action Plan ", our confidence has greatly increased and we have quickly launched a series of support policies. Next, we will deeply build the business layout of the Guangzhou Key Market Live Broadcast Center and other business layouts for various wholesale markets in Guangzhou, The physical supermarket brings our experience. "Lu Fang said.
Based on the concept of Canton Fair, Pinduoduo built a live exhibition hall for industrial clusters. According to Shi Qiuju, director of Pinduoduo South China, Pinduoduo officially launched the live broadcast function in the second half of 2019. During the epidemic, he created a “spelling fair” to help various industrial clusters build large-scale online exhibitions by creating a collective live broadcast exhibition hall. High-quality commodities can directly connect users, helping companies stabilize orders and promote growth.
"Douyin has made many attempts in the field of live broadcast e-commerce, such as Douyin shopping carts, small stores, etc." Lin Jie, regional marketing director of Douyin, introduced that under the epidemic, many merchants began to try live streaming on the Douyin platform , Driving sales are obvious. Cooperating with the 2020 Guangzhou Live Broadcasting and Carrying Year event, Douyin launched the "Douyin Huacheng Wandian Opening Plan" and launched the first phase of "Live Broadcasting and Carrying Together-Douyin Special Cloud Class" for merchants. In the future, Douyin will continue to vigorously support the Guangzhou "Cloud Classroom" project to provide more customized courses for merchants.
Pan Helin, Executive Dean of the Digital Economics Research Institute of Zhongnan University of Economics and Law, believes that Guangzhou is the first to vigorously develop live broadcasting, which is a powerful act for integrating digital infrastructure. How to boost the development of the local live broadcast market in the future will require more in-depth exploration, as well as the strong participation of live broadcast platforms with a good e-commerce reputation and mature e-commerce experience. As he said, Ali, Douyin, Pinduoduo, YY Yiyi, WeChat and other major e-commerce platforms are competing to participate in the live broadcast feast of the "Millennium Business Capital". Each has its own innovative forms and introduced preferential policies to empower traditional commerce with live broadcast. Enterprises to achieve a win-win situation.
Grab the deep layout of tuyere
It is not accidental that the outlet of live broadcast e-commerce falls in Guangzhou. According to the latest data, Guangzhou ranks second on the list of the top 10 "Taobao Live Broadcasting City". Not only are Guangzhou's bosses using Taobao live broadcast the most diligently, the number of opening broadcasts ranks first in the country, and Guangzhou citizens play live broadcast also the most In the industry, the number of in-depth buyers is also the first in the country.
"Guangzhou has 644 professional wholesale markets that lead the country and radiate the world, and also has the" China First Exhibition "Canton Fair, which connects the trade networks of more than 220 countries and regions in the world, and has unique advantages in developing live broadcast e-commerce." Yao Zhiwei analysis On the one hand, Guangzhou is located in the Pearl River Delta region, a world-class manufacturing center, and has a strong supply advantage; on the other hand, the strong business atmosphere has spawned the country's largest and most active e-commerce seller group, and YY Live was born , Huya Live and other leading domestic live broadcast platforms.
The Guangzhou Municipal Government seized the opportunity of industrial reform and proposed 16 supporting policies in terms of strengthening top-level design, building industrial clusters, promoting applications in the commerce and trade field, building a talent support system, and creating a good atmosphere for development, to build a live broadcast e-commerce capital.
To achieve this goal, Guangzhou has to solve a series of problems that restrict the development of the live broadcast e-commerce industry. First, we must carry out industry integration. "E-commerce itself is cross-industry and cross-border. Live e-commerce merchants, goods, and markets need to be integrated. Therefore, an industry alliance must be established to form a resource fusion. At the same time, experts and scholars and authoritative persons in the live broadcast industry are invited to form a think tank for the live e-commerce industry. Strengthen the top-level design. "Lin Guoqiang said.
Second, we must use live broadcast e-commerce to upgrade traditional industries. Guangzhou will promote the integrated development of live broadcast e-commerce and professional wholesale markets, e-commerce poverty alleviation, "night economy", traditional business enterprises, etc., promote businesses to online transformation, and cultivate a number of online celebrity brands, "net celebrity bosses", online celebrity tourism Punch points, guide accommodation, catering, tourism, automobile, education and other enterprises to develop live broadcast e-commerce business, and develop a new model of "online drainage + physical consumption".
Third, we must solve the problem of talent support system. "Live broadcast e-commerce is a new industry, and many people see the opportunities it brings, but they do n’t know exactly what to do to drive sales." Lin Guoqiang said that for this purpose, Guangzhou has joined the major e-commerce platforms to set up "Guangzhou Live "Cloud Classroom provides non-profit training for businesses.
The start of the 2020 Guangzhou Live Broadcasting Year is the beginning. The Guangzhou Municipal Government looks forward to the realization of “government platforming and corporate singing” in the form of “government + association (union) + e-commerce platform + anchor (with delivery) + merchants” to attract more quality platforms, enterprises, products and Bring goods to participate, and promote the leap-forward development of the live broadcast e-commerce industry.