[Commentary] "618" shopping carnival is coming, 50% off new products, 100% off... Many department stores start discount promotions. The recent epidemic situation has made Beijing's prevention and control situation grim, and less going out and gathering less has once again become the people's guide to epidemic prevention. Under the premise of strict prevention of epidemic situation, how to deal with the reduction of passenger flow in physical stores that have started various types of promotion?

　　On June 16, a reporter came to a department store in Beijing and saw that the promotional billboards for Mid-year celebrations were all over the place, but there were few consumers in the mall, and the staff was disinfecting the hall. According to the person in charge, due to the sudden and severe situation of the Beijing epidemic, although the shopping festival has already begun to warm up, the offline passenger traffic has been greatly reduced.

　　[Same period] Shao Qing, a staff member of a department store in Beijing

　　There is a very cliff-shaped decline, and the passenger flow is now down by 80%. We have also prepared nearly 500,000 gifts for customers, which are for all members who come to the store and customers who have consumption. But because this epidemic is relatively sudden, we have also turned all our forces online, and urgently made some consumer discount coupons online. Tonight, we have a live broadcast that will also be invested in some consumer coupons. If (consumption) reaches 618 (yuan), we will ship the goods directly to SF and postage free, so you don’t have to worry about its security issues.

　　【Contemporary screen】Anchor live broadcast screen

　　[Commentary] The reporter saw that in the live broadcast room, the anchors were introducing products in front of the camera and interacting with consumers. It is understood that this live broadcast involves 20 brands and 30 products in the mall, mainly cosmetics. The anchor told reporters that during the epidemic, the most popular products for consumers were beauty products and home products.

　　[Same period] Anchor Yi Xuan

　　In terms of order quantity, the amount of cleaning products and moisturizing products will be a little larger, and home products are also very hot, including some bedding. You will find that everyone starts to pay more and more attention to detail and hygiene. In addition, I also want to remind everyone that in the live broadcast, I heard many anchors exaggerating the saying that they are the best, the brightest, and the fidelity effect is the most true. I think everyone should not easily believe it. According to its price category and brand positioning, if the volume is already greater than its price, I think this must be carefully considered.

　　[Commentary] In the live broadcast room, merchants of various brands are always paying attention to the sales situation.

　　[Same period] Chen Xiaoyu, director of a cosmetics counter in Beijing

　　Our (counter) decline has been almost 5 times since last weekend. On a normal weekend, the running water is about 100,000. From the epidemic of last week, our (one day) performance is such a situation of 20,000 yuan. If you look at the live broadcast from today, just over half an hour after the live broadcast started, it has actually caught up with the last day of the weekend. Performance. Recently, we still pay more attention to this part of the online live broadcast to sell.

　　[Commentary] The staff of the mall said that in the future, the mall will increase the number of live broadcasts, hold a shopping guide PK contest, and strive to build an online shopping platform. It is expected that the investment will exceed one million.

　　[Same period] Shao Qing, a staff member of a department store in Beijing

　　This year may be a cold winter for business, but at this stage of the cold winter, we must also highlight the encirclement. In the near future (live broadcast) will increase. We will have 12 live broadcasts from next Monday to Friday, including we now need to train our own anchors, train our own KOL, and assist all merchants to bring goods, online investment words It's basically over one million.

　　Liu Xuanting reports from Beijing

Editor in charge: [Ji Xiang]