Beijing's time-honored live broadcast seeks "breakout"

Our reporter Sun Qiru

Non-genetic inheritors made tea, shoe soles, and Jianbao in front of the live camera. The masters appeared in front of the camera and turned into "little brothers" and "sisters" with considerable cargo capacity. Wu Yutai, Inline Sheng, Pan Jiayuan ... Now, more than half of Beijing's old names have settled in Taobao Live, opening online stores, doing live broadcasts, operating fan communities, and iterating products. Under the sudden epidemic, Beijing's old business districts and time-honored brands accelerated their digital transformation.

100,000 yuan for 4 hours of live broadcast

"Some babies ask, many cloth shoes on the market can be bought for dozens of dollars. Why do the cloth shoes of Inlian Sheng cost hundreds of dollars?" The anchor in the Taobao live room of the flagship store of Inlian Sheng asked The audience interacted while holding the needle thread and soles in their hands to demonstrate the technique of handmade cloth shoes inline. "The babies are watching. Let me show you. When I was learning to wear shoes, it took me a full 10 minutes to wear the first stitch."

The interactive demonstration behind the supplementary light and camera is not a full-time webcaster, but Ren Chenyang, the fifth-generation descendant of Inline Sheng, a non-genetic inheritor of Xicheng District, Beijing.

In another live broadcast room, Ling Zejie, the inheritor of jasmine tea making skills of Wu Yutai, a national intangible cultural heritage, also started a tea ceremony class. "Why is a non-legacy master a younger sister?" Ling Zejie was a little shy when she asked her netizens, and she quickly explained: "If you replace it!"

In the second half of last year, Wu Yutai tested the water live. After the outbreak, Wu Yutai's clerks began to increase the frequency of live broadcasts, and the sales of live broadcast rooms increased from 1% to 15% in the early days. On the day of Women's Day, they achieved a record of nearly 100,000 yuan in 4 hours. "From watching the item details page to reading pictures to see the evaluation, then to watching videos and live broadcasts, consumer spending habits are changing." Wu Yutai general manager of e-commerce Zheng Yan said.

Panjiayuan, a well-established business district, has also started an online "cloud resumption." On March 24, Pan Jiayuan's chief appraiser Shi Junchao broadcasted Jianbao on Taobao for the first time, attracting over 10,000 people to watch.

Inline Sheng, Wu Yutai, Baihua Honey, Tongrentang, Yili, Daoxiangcun, etc. Xue Siyuan, senior director of Taobao Live Broadcasting, introduced that as of now, half of Beijing's long-established brands have been stationed on Taobao Live Broadcasting.

From "can't get on the table" to a complete embrace

"Does n’t this follow the guidance of buying, selling and selling goods?" A few years ago, the live broadcast has just taken off, and Cheng Xu, the deputy general manager of Beijing Inliansheng Footwear Co., Ltd., did not like this "online TV shopping" model and felt a bit Can't get on the table.

Until the colleagues around him began to buy large pieces or even gold jewelry in the live broadcast room, until the epidemic arrived, the stores in more than 80 cities across the country closed before the spring, and online store sales fell by 80% year-on-year. The "prejudice" completely disappeared.

At the end of February, several in-line employees who had been out of business for the first time started their first Taobao live broadcast attempt. Ren Chenyang acted as "anchor" and introduced more than 90 hand-made "bottom layers" to the "babies" in the live broadcast room. This time the live broadcast brought a turnover of 3,000 yuan-equivalent to half a day's turnover of a physical store during the off-season.

At this moment, they bought equipment such as fill light and live broadcast stand. Not only the clerk, but also the non-heritage masters also "broadcasted". Yesterday was the 12th live broadcast of Inline. Cheng Xu introduced that live broadcasting will be included in the normal operation of Inline Alliance in the future. "Some branches have low customer traffic during certain periods of time. When the clerks are okay in the store, they can also sell live products."

Compared to Inline Sheng, a live broadcast "newbie", Wu Yutai, who has been exploring live selling from the second half of the year, has gone faster. However, in the initial test of live broadcast, each user stayed in the live broadcast room for only tens of seconds, which is difficult to convert into sales.

The team began to find problems and make up for shortcomings in various ways: learning live broadcast knowledge at Taobao University, organizing employees to watch and learn outstanding anchors, insisting on live broadcast three or four times a week, and exploring more relaxed interactions ... Now, Wu Yutai live broadcasts Sales have increased by 15 times.

"I went to watch the master brew tea, and almost forgot to place an order." In the live broadcast room, the appearance of non-genetic inheritors has made many netizens "circle the fan", and the length of stay of users has increased by dozens of times.

Time-honored "Broken Wall"

Over time, the time-honored brand is a representative of heritage and culture in the eyes of many people. Today, the time-honored brand is looking for "breaking the wall", hoping that they can also embrace the words fashion, life, and young people.

"This is suitable for wearing on a carpet. If you wear it on a wooden floor, I recommend the latter one. Business travelers are suitable for this one. It also comes with a pair of leather storage shoe covers." Show the effect of various shoes to the hand-cutter family in front of the phone screen.

"80 before" is the consumer group occupying half of the inline increase. Cheng Xu frankly said that Inline Sheng hopes to attract more "post-95s".

Embracing live broadcasts brings them closer to young people. Cheng Xu found that after doing more than a dozen live broadcasts, many new customers lamented that in the past, when referring to Inlian Sheng, they thought it was embroidered shoes. Already.

"The live broadcast interaction really brings the two sides closer together, allowing brands and users to have emotional communication." Ling Zejie, the non-genetic inheritor of the first live broadcast, lamented.

Planting trees online, harvesting the sun, collecting tea in the house in reality ... Online orchard games that young people love to play are now being used by Wu Yutai to interact with consumers on Tmall Farm. Wu Yutai's loyal consumers.

"Using these digital tools, we seem to be wearing smart glasses and see what our consumers look like." Zheng Yan said.

After entering Tmall, Wu Yutai, an old Beijing regional brand, has quickly covered the whole country. Orders outside Beijing have grown to 75%, and the consumer base has also accelerated to rejuvenate. Online consumers aged 20 to 35 now account for 70 %. Last year, Wu Yutai's online operation has doubled its fan base from more than 200,000.