Reading tips
Any new thing has a "preservation period". If it is not properly guided, the live broadcast will likely be "short-lived" like most Internet celebrities. How to normalize live broadcasting and achieve sustainable development is worthy of attention from all parties.
"Boss, have you livestreamed?" Recently became a buzzword. With the rapid development of the online industry after the epidemic, "live with live" as a new format of online consumption is becoming a trend.
With Li Jiaqi in the front and Weiya in the back, the anchors who brought the goods with their huge flow and popularity are setting off waves after wave in the capital market. After the "Li Jiaqi concept stock" gold word ham and the new culture skyrocketed, Mengjie shares, which became the authentic "Weiya concept stock", also ushered in their own highlight moments. On May 12, 13, and 14 three consecutive one-day price limits.
There are not a few entrepreneurs who have jumped from cross-sector business circles into e-commerce live streaming. On the evening of May 15th, Gree Electric Chairman Dong Mingzhu appeared in the JD live broadcast room and started the brand welfare live broadcast. The live broadcast of the goods was 703 million yuan, setting the highest transaction record in the history of the live broadcast of the home appliance industry.
If the e-commerce live broadcast ushered in explosive growth in 2019, the “home economy” that was born in 2020 due to the new coronary pneumonia epidemic will make live broadcasts completely hot.
Various fancy anchors debut
At 10 a.m. on May 16, a special live broadcast of the well-off group of the leaders of Shapingba District, Chongqing was held. During the live broadcast, Jiang Tao, Secretary of the Shapingba District Party Committee, and Chang Bin, the mayor of the district, made a guest appearance on the "Celebrity Anchor", which was the platform of "Shapingba Smart Manufacturing" and brought goods for Xiaokang Automobile.
As of 12:00 noon, the total number of live broadcast views reached 2.66 million, the number of viewers was 1.316 million, and the number of likes and interactions reached 200,000. According to statistics from the Tmall flagship store, there are 818 orders in total, with a value of approximately 112 million yuan.
Chongqing Dazu Longshui is a veritable hardware town. Statistics from the Dazu Industrial Park Administrative Committee show that by the end of 2019, the park had gathered 595 hardware enterprises with an output value of 20.5 billion yuan. During the epidemic, live streaming with the advantages of visualization, interactivity and experience began to enter the enterprise's line of sight. The companies that have tasted the sweetness have ignited the enthusiasm of live streaming and bringing goods. For example, Deng Jiadao, a "Chongqing time-honored brand", invited the famous anchor Lier baby in Hangzhou to sell goods, and guided more than 1,000 orders in only 3 minutes.
Yang Aimin, executive deputy director of the Dazu Industrial Park Administrative Committee, told reporters: "At present, there are 78 enterprises in the park that carry out live webcasts to bring goods, and most of the online transactions can reach 30 to 40% of the total sales of enterprises. Six public parks are built in the park Live broadcast room, but this is far from enough. "Next, the park will guide the e-commerce industrial park to build a large-scale live broadcast base of 2,400 square meters, planning to build 50 public live broadcast rooms.
On May 10, on the 280-meter-high suspended glass gazebo at the Tiansheng Sanqiao Scenic Spot in Chongqing, Wulong District Mayor Lu Hong became an "internet anchor", enthusiastically and wittyly introducing Wulong's scenic spots and texts to netizens. Create products and special agricultural and sideline products. In just two hours of live broadcast, it has more than 730,000 views and sells 4.11 million yuan of special products such as fairy black tea and dried lentils.
In recent times, a large number of district and county leaders in Kaizhou, Qijiang, Tongnan, Jiangbei, Rongchang, and Yunyang in Chongqing have entered the live broadcast rooms on platforms such as Douyin, Kuaishou, Pinduoduo, and Taobao to promote live streaming and " "Celebrity economy" development. According to the big data report jointly released by Kuaishou and Ctrip, through the "live broadcast + tourism", Chongqing's tourism popularity has rebounded significantly, becoming "the top 10 most popular cities in the country."
Enterprises have transferred live to bring goods
Currently, e-commerce live streaming has become a new force driving the transformation of traditional business models. Standing on the new outlet of live streaming, many unsalable products have not only been sold smoothly, but even become "net celebrity products".
According to incomplete statistics, since this year, there have been more than 40 well-known entrepreneurs who have live broadcasted and brought goods, covering tourism, sports, catering, home appliances, clothing, shoes and bags, beauty and personal care, digital 3C, fresh e-commerce, maternal and child, heavy-duty Industrial fields such as trucks.
"Traditional stores need high-quality development, and in marketing innovation, they must keep up with the pace and demand of consumers. During the epidemic, we launched the Tencent small program live broadcast to bring goods, Chongqing Department Store, Century New Capital, Kairui Shangdu, Ruicheng Shangdu And the five major department stores in Wanzhou Shangdu can be broadcast live at the same time. "Relevant people in the department store business department of Chongqing Commercial Corporation Group told the Workers Daily. Now that the front-line sales employees in the department store sector have an additional job role, that is, the anchor brings goods.
At present, all department stores under the trading company group can carry live broadcasts. Each shopping mall of the five major department stores has a 30-50 anchor team, which is composed of mall employees after training. In addition, there are brand's own anchor staff. On average, nearly 200 department store anchors are online at the same time for live broadcasts.
The effect of live broadcast and delivery of goods far exceeds people's expectations. In addition to enterprises, many local governments are also trying to use it as a new way to expand consumer poverty alleviation and e-commerce to help farmers. The demonstration effect of the live broadcast of goods brought by leaders of various cities and counties is obvious. Farmers, merchants and major platforms have also benefited from the boom of live broadcast of goods.
Live streaming brings new consumer potential
However, when there is a high tide, there is a low tide, and when there is wind, there is a fall. How to normalize live broadcasts and achieve sustainable development is worthy of attention from all parties.
Any new thing has a "preservation period". If it is not properly guided, it is likely to be a "short-lived" like most Internet celebrities. With the gradual popularization of live broadcasts, the number of offline merchants, brands and amateur live broadcasts is increasing. In the popularity of the anchor's shouting and live broadcast, consumers often rush to place orders. Researcher Mo Yuanming of the Yangtze River Economic Research Institute of Chongqing Technology and Business University admitted that live streaming with goods happens to be short-term, explosive marketing, which bears a certain reputational risk. If the quality and logistics of the goods can't keep up, the people on the entire chain will have to do it.
The Chinese Consumers Association sorted out the relevant statistics of consumer complaints and found that some anchors had exaggerated publicity and guided consumers to bypass private transactions on the platform when bringing goods. Some consumers encountered counterfeit and inferior commodities and difficult to guarantee after-sales services. Sellers and platforms The relationship between the live broadcast platform and the e-commerce trading platform is complicated, which leads to a great discount for consumers' rights to know, fair trading rights and reasonable rights protection.
According to the statistics of the association, 37.2% of the respondents had encountered consumption problems in live broadcast shopping. "Worry about product quality is not guaranteed" and "Worry about after-sales issues" are two major consumer concerns, accounting for 60.5% and 44.8, respectively. %.
In order to avoid risks and make live broadcasts a new channel for product sales with advantages of high quality, good price, fast delivery, good reputation, etc., Chongqing City promptly launched the 2111 project, from the cultivation of the main body, the improvement of the ecology to the application level. Turn live broadcasts into a credible and controllable new business ecology.
As the first city to enjoy the dividends of the "Internet celebrity economy", Chongqing recently issued documents such as "Opinions on Accelerating the Development of Online Services and Online Management of Online Formats" and "Chongqing's Action Plan for Accelerating the Development of Live Broadcasting and Carrying Goods" and other documents to promote the Internet Work such as retail, live streaming and online and offline integration has accelerated the release of emerging consumer potential.
On May 10, in Chongqing, a conference on promoting the "three lines" of new formats and new models to promote online consumption was promoted. Relevant leaders of the city stated that only through a serious system can traffic be turned into "sales" and long-term output can be achieved. Only in this way can we open a credible and controllable new channel for promoting the sales of special agricultural products.
Our reporter Li Guo