China-Singapore Online Online (Reporter Kang Yuzhan) During the epidemic, offline merchants turned to the Internet one after another, setting off a wave of live streaming. On the afternoon of the 17th, one of Shanghai ’s most famous commercial and cultural landmarks, Yuyuan Mall, brought out a few hundred-year-old brands and Guochao boutiques “Bao Tuan” live broadcast “Bring Goods”, the entire live broadcast lasted 4 hours, from Outdoors to indoors, walk around Yu Garden in the camera. This is also the first cultural and tourism block in Shanghai that attempts to promote the overall resumption of work in the form of live broadcasting.
The staff of Zhang Xiaoquan interacted with the anchor in the store to introduce their own brand history and product advantages. Photo by Kang Yuzhan
The reporter learned that the well-established merchants participating in the live broadcast included Xinghua Building, Kung Tak Lam, Ding Yixing, Zhang Xiaoquan, Songhe Tower, Huxin Pavilion, and Green Wave Gallery. Many relevant persons in charge of the well-established brands said that this “touching the net” was not just a “very means” during the epidemic. Reaching consumers through the internet can help the well-established brands to continuously innovate and upgrade.
Many centuries-old brands in the Yuyuan Mall and Guochao boutique "Huan Tuan" live broadcast "Bring Goods". Photo by Kang Yuzhan
From a Chinese pastry chef who immerses himself in dim sum to an enthusiastic "anchor", the role of Zhang Jiquan from Xinghua Lou is easy to switch.
The entire live broadcast lasted for 4 hours, and the female anchor walked from the outdoor to the indoors, walking around the Yu Garden in the lens. Photo by Kang Yuzhan
Zhang Jiquan is the deputy technical director of the catering department of Xinghualou Food Co., Ltd. He also has a name called "Net Red Dad". This name is because Zhang Jiquan "invented" Shanghai's well-known "Net Red Youth League"-egg yolk Roussong Youth League, a new taste that once had to wait in line for 8 hours, has changed the fate of the Youth League.
As the opening highlight of the 4-hour live broadcast event, Zhang Jiquan sat in the Yuyuan Lake Heart Pavilion teahouse. He talked to the live broadcast camera with the young and beautiful "net red" female anchor, "bringing goods" while chatting.
In order to be a qualified anchor, Chef Zhang has to work harder, "I watched Li Jiaqi's video, Oh my god!" Zhang Jiquan smiled and imitated with exaggerated expressions, "I can't compare to Li Jiaqi, but in the chef world Here, I am still a good image anchor. "Zhang Jiquan is confident, he said he can talk non-stop as long as he is in good condition.
"As a pastry chef and a product producer, in the past, I generally did not have the opportunity to directly contact consumers. But now, through the Internet and through live broadcasting, I can directly interact with many consumers to understand the needs and preferences of consumers. This will help us as producers to produce products that meet the needs of consumers. "Zhang Jiquan said that the direct connection of the production end to customers and the sales end can boost the enthusiasm of production enterprises to reform and innovate according to consumer needs.
In addition to introducing time-honored products in fixed indoor scenes, the "net red" female anchor will also walk around Yuyuan in the camera, and walk into the old time-honored stores and Guochao stores in the block to check it out and communicate with the staff. interactive.
Walk through the Jiuqu Bridge with the meaning of "Nine Songs, All Things Go"; watch the fried tea masters stir-fried tea in the Huxin Pavilion; visit the "Town Hall of the Town Hall" in the Agarwood Museum in the "Hua Yi Tang" in the Huabao Building in Yuyuan "Treasure" ... When the anchor walked all the way to Zhang Xiaoquan's store, the store prepared hot-selling household knives and scissors. The staff of Zhang Xiaoquan interacted with the anchor in the store, introducing their own brand history and product advantages.
"Arrange staff to participate in the live broadcast, let more staff go out through the new media platform, through the live broadcast to better promote Zhang Xiaoquan's products to everyone, and also serve our consumers." Cheng Cheng, director of operations of Zhang Xiaoquan, said Yu Garden In addition to simply introducing products, the live broadcast event of the mall also allows consumers to understand the connotation and culture of the time-honored brand by exploring the store.
Cheng Chen said that seeking innovation is the direction many old brands have been working hard in recent years. "Old brands are sounding old, maybe because of the word" old ", in fact, the marketing model of old brands is not old at all, regardless of the design of the display In the promotion of the market, it has always been advancing with the times, that is, keeping the tradition and keeping up with the times. "
The relevant person in charge of Yuyuan Mall told reporters that many merchants in the business circle do not have online sales experience, and most stores do not have the ability to plan large-scale online live events. This time, the online interaction between the business circle and the short video platform on the head can bring together high-quality brand and product resources in the business circle and work together.
In order to make the 4-hour live broadcast event more abundant and exciting, Yuyuan Mall carefully designed the entire live broadcast line and scene, and also wrote detailed live broadcast programs and scripts for the merchants participating in the live broadcast to help merchants choose more suitable live broadcast sales Products of.
It is understood that this live broadcast event is the first test of the live broadcast of Yuyuan Mall. In the future, Yuyuan Mall will also hold live broadcasts of different themes in the neighborhood, and work with offline merchants to jointly promote online and boost the confidence of the merchants. At the same time, it will also help Yuyuan attract more young consumer groups and help the brand Renew and upgrade. (Finish)