China News Service, Hangzhou, May 8 (Reporter Guo Qiyu) Under the epidemic situation, a large number of offline stores were closed, and the new economic format of "live broadcast with goods" took advantage of the trend, realizing the breakthrough of the "epidemic" situation. At a theme salon initiated by the Zhejiang Provincial Association of Democratic Construction Entrepreneurs, participants in the government and enterprises believed that in the current era of "everything can be broadcast", the epidemic has accelerated this trend. However, under the live broadcast craze, companies and businesses also need to calmly think about how to seize this air outlet and find a path that suits them.
Shi Guorong, executive deputy chairman of the Zhejiang Provincial Association of Democratic Construction Entrepreneurs and chairman of Hangzhou Sanhao Industrial Group Co., Ltd., is a traditional real estate developer. After participating in a live cooking cooking training during the epidemic, he described the "live streaming" as A spiritual hug to keep warm.
"Currently, traditional enterprises are facing the problem of conversion of old and new kinetic energy. The epidemic has forced us to transform and look for new kinetic energy." Shi Guorong said that live broadcast is a form of restructuring of the marketing system. This extended supply chain can be derived from many Variety of products and services, has a broad market blue ocean.
In the opinion of Zhu Xi, senior operations expert of Alibaba Taobao Live Broadcasting, live broadcasting is opening the door to a new economy. Among them, the e-commerce live broadcast breaks the concept of various scene boundaries, and has good instant interaction with consumers, thereby forming a higher sales conversion rate.
"In the two-dimensional era, we describe a product in the form of pictures and texts. After technological innovation, the speed of video and live broadcast of goods is getting faster and faster, and it has become a trend." Zhu Xi said.
Data from Taobao Live shows that the number of Taobao live broadcast accounts in 2019 has increased by 100% year-on-year. There are more than 100 careers switching to Taobao Live. Both the identity of the master and the identity of the business are driven by Xinfengkou. Under the epidemic, more industries and entities joined the live broadcast.
“Live broadcasting is being regarded as the core kinetic energy of a business in all walks of life, because the penetration rate of live broadcasting is rapidly increasing, and the live broadcast guides the fastest growth of transactions.” Zhu Xi said that the rapid coverage of live broadcasting in all walks of life also urgently needed to establish a new live broadcasting economy. Ecological norms to optimize platform governance capabilities in practice.
In terms of specific live broadcast incubation operations, Cheng Yang, general manager of Bi Orange e-commerce marketing, said that e-commerce live broadcast will be its next key incubation sector. In the incubation, the proportion of sales volume within the industry will be considered, and different platforms such as WeChat, Douyin, and Kuaishou will be integrated to create differentiated scenarios, and then provide related services to establish links with consumers and deepen communication.
"For the judgment of live broadcasting, I think that there may be some vertical live broadcasting in the future. At present, live broadcasting in some vertical fields is not fully developed, so the follow-up vertical live broadcasting will be blossomed on all platforms and output their own content." Cheng Yang said.
In this new format of live broadcasting, all businesses are flocking, CEOs from all walks of life shouting, and various "net celebrities" changing positions ... However, relevant people have suggested that enterprises and businesses also need to think cold under the trend of live broadcasting.
"After the epidemic, many companies asked us how to do live broadcasting. In fact, it was nothing more than first understanding the attributes of the platform, knowing what to do, and then continuing to output content and train the team." Director of the Member Department of the E-commerce Promotion Association of Zhejiang Provincial Department of Commerce Lu Rongrong said that the commonality of businesses doing live broadcasting is to insist on doing it, and at the same time, different companies must find their own development path that suits their personalities.
"Everyone knows that live broadcasting is the current air outlet, but how to catch the air outlet and who is the most important. The platform gives us a lot of traffic resources. It requires companies to operate and operate themselves, meet the needs of the platform and users, and find a path that suits them." Lu Rongrong It is believed that enterprises in the tuyere should have rational thinking, strategic layout, and long-term planning.
Wang Liyue, deputy director of the United Front Work Department of the Zhejiang Provincial Party Committee, said that it is necessary to grasp the live broadcast of the enterprise, but it cannot be rushed to the battle, and it needs to be repositioned according to the situation of the enterprise. "Live broadcast is just a form to shape the corporate brand image. The logic behind it is the digital transformation of the enterprise, and digital transformation is a more complex and full-chain process."
Regarding the phenomenon of "live broadcast of goods" by corporate CEOs and local officials, Wang Liyue believes that this is just an accidental situation under special circumstances, and is very normal. If enterprises want to deepen the field of live broadcasting, they also need to cooperate with platforms, institutions and talents. (Finish)