Is online celebrity live streaming the only "antidote" for the transformation of the professional market?
Rows of crowded clothing shelves are gone, replaced by live broadcast racks, mobile phones, ring lights, fill lights and other equipment... During a visit to the professional market in "Anhui Fashion District" in Hefei, China Youth Daily·China Youth Daily reporter Feeling the new atmosphere that is rushing to the face-merchants have tried live broadcasts, and some shops have been transformed into fashionable live broadcast rooms. In a luggage shop in Baima Clothing Mall, the owner's daughter became the anchor, while the father was busy helping to get the goods and cooperate.
On May 1 this year, Anhui's first short video live broadcast base was inaugurated and operated in the Baima E-commerce Industrial Park. At present, 14 live broadcast companies and 36 professional live broadcast rooms have settled in. "During the epidemic, many merchants tried to live stream'self-help'." Wang Denghou, chairman of Anhui Baima Group, said that the base will help Baima Clothing City and surrounding merchants to fully transform their business formats. Many stores only display new models on the shelves, and the anchor will try it out. Wear and display.
In the past year, the live broadcast of goods is undoubtedly a "high-frequency hot word", this year's epidemic has pushed Internet celebrity goods to the forefront. The monetization link is short and the sales efficiency is high. In a short time, the online celebrity live broadcast has become a "sweet and sweet" sought after by the merchants. A leading internet celebrity or popular star can help the merchant sell hundreds of thousands of orders in a very short time. The product has made traditional operators "envious, jealous and hate".
What kind of sparks will be created when the trendy thing of live streaming and the traditional professional market "meet"? How should it be broadcast, and who will broadcast it? Is online celebrity live streaming the only antidote to market transformation? Reporters from China Youth Daily and China Youth Daily conducted a new round of visits.
Internet celebrity live broadcast cannot be a "one-shot deal"
During the interview, some clothing retail store owners said that they would not consider live broadcasting because they have no fans. "Some friends who are in specialty stores bought professional sound cards and microphones, and broadcasted them several times in the store, but nobody watched them."
Bao Fenghua, president of the White Horse Chamber of Commerce, believes that this is not so much a victory for "net celebrities" as it is a victory for "fans". The essence of live streaming is to focus on fans. Whoever the fans trust, who is the "net celebrity", can bring traffic gathering. "I have been a clothing brand for more than ten years. At present, I leave the profitable stores. The online and offline transformation will be live broadcast, but if there are no online fans, the transformation will be very painful."
After nearly 20 years of business, Wu Renyou, the head of Anhui Dianmao Network Technology Company, has witnessed the impact of the Internet on the traditional professional market. He pointed out that live broadcast is the main battlefield of new retail, but the sales logic and planning of physical stores and e-commerce are different. The live broadcast of Internet celebrities tests the number of fans and influence. Once broadcasted, they leave. It is often a "one-shot deal." ", not necessarily suitable for physical stores.
"Wholesalers and retailers have live broadcast needs, but they must adapt to local conditions and create a normalized and sustainable marketing strategy and live broadcast planning. It is blind and irrational to blindly pursue online celebrities to live broadcast." He added.
Sun Xianhong, the person in charge of Hefei Sijiqing Market Commercial Management Company, analyzes that at present, national live broadcast is an outlet, an industry trend, and a "medicine introduction" for the development and transformation of the professional market. Through the host's explanation, it can give the audience a high sense of experience. However, as far as traditional stores and wholesalers are concerned, the many styles of store products and the small stock may lead to "not broadcast."
"Live broadcasts pay attention to small profits but quick turnover. It must be supported by rich sales data and a stable supply chain. Before the live broadcast, merchants cannot predict which product is a hot product, and it is impossible to purchase large quantities of every product. These are pain points." , Live broadcast can be used as a supplementary source of income for physical stores, as a subsidiary sales channel, and complementary to the main business.
"Internet celebrity anchors", it is better to cultivate by yourself
An industry insider of a live broadcast company told reporters that, under normal circumstances, Internet celebrity live broadcasts are operated by the brokerage company behind them. However, some Internet celebrities and companies lack professionalism and sense of responsibility, and are concerned with product information, supply chain characteristics, and customer groups. , The platform rules are not well understood, once the live broadcast "turns over", it may even damage the reputation of the business.
During the interview, many small bosses "tagged", not because they didn't want to broadcast, but because they were not broadcast well. Facing the camera, I don't know what to say, and often "masked". The reporter learned that in the professional market, many operators do not understand live broadcast technology at all, let alone attract fans.
Therefore, in the transformation of the professional market, professional anchor talents are indispensable. In response to this problem, many parties are "breaking the game."
The person in charge of Changhuai Street, Yaohai District, where Anhui Fashion District is located, told reporters that the short video live broadcast base will continue to connect with the professional market and provide a complete set of talent training and operation programs around anchor training, supply chain management, brand incubation and other modules.
In this regard, Wang Denghou listed a set of figures: There are more than 2,600 merchants in Baima Clothing City, which require more than 1,000 live broadcast rooms and 3,000 anchors. "Since the pilot broadcast of the live broadcast room, more than 20,000 items in stock have been sold for the mall. It is necessary to integrate the "people-goods-field" tripartite resources, specifically incubate anchors and assistants who understand the professional market, and provide live broadcast programs to form a closed loop."
The above-mentioned short video base plans to train 3,000 network anchors this year, and at the same time send e-commerce live broadcast talents to enterprises outside the mall, and will sign contracts to train and focus on incubating 1,000 network anchors.
After long-term research, Wu Renyou led the company to design a "shop broadcast" system, based on the characteristics of physical stores and commercial complexes, to create exclusive live broadcast mini programs for businesses. Stores promote and distribute through social platforms such as WeChat and Moments to activate stores. Private domain traffic to expand potential consumer groups. At present, it has helped more than 10 traditional clothing brands to transform online.
In view of the problem that the store staff will not broadcast or cannot recruit professional anchors, the company and Anhui Xinhua University signed a strategic cooperation agreement to integrate e-commerce theory courses and practice, and introduce trainers from more than 30 MCN institutions across the country to teach one-on-one, hands-on teaching , Not only let the "suren" employees quickly get started live broadcast, but also solve the employment problem of related professional students.
The path of new retail is not just "live broadcast"
Because of the live broadcast, Wu Xiaofei, an entrepreneur in the food industry born in the 1980s, has opened up new ideas. This year, in her bakery stores and imported snack stores, the bakers will regularly broadcast live on Douyin, popularizing scientific baking knowledge and skills.
"We intend to develop a small program for live broadcast to normalize the live broadcast and attract new and old customers." Wu Xiaofei's entrepreneurial road is closely connected with the Internet.
Ten years ago, she opened a snack shop in Hefei, purchasing goods from wholesale markets inside and outside the province and distributing them to franchisees and lower-level wholesalers. At that time, the professional wholesale market was very lively, and it was easy to operate the store. As long as the door was opened, the business continued.
Around 2015, she created a bakery brand, but she observed that the stores were gradually deserted and there were fewer people shopping. The only way to increase sales was with the help of Internet food delivery platforms and concessionary promotions, but the effect was not satisfactory because of a lot of consumption. The person "cannot find" this brand.
In 2016, Wu Xiaofei developed online shopping malls and small programs to mobilize store members to "light entrepreneurship". As long as the store is shared and introduced to others, there will be corresponding commissions, and the new retail stalls will be distributed through "people".
Wu Xiaofei's exploration of "touching the net" tasted the sweetness. "The store is connected to the Internet from the cash register software to the distribution platform to the settlement system. We know the customer's buying preferences and needs. Even if there are no customers in the store, it is fine. The physical store only serves the role of advertising and building an image." According to the introduction, during the epidemic, the stores were closed, but the sales volume had increased four times compared with last year, and it also attracted many new customers.
During the interview, Wu Renyou has always emphasized that the Internet is an inclusive technology, which is not only reflected in live broadcasts, but also empowers physical stores in multiple dimensions. For example, the Internetization of stores and the digitization of products can enable customers to quickly locate and find their favorite stores and products through social software and other channels.
Therefore, for the traditional professional market, new retail is the direction of transformation, and live broadcast is a sales weapon, but these must be based on product quality and competitiveness.
“In the traditional market, when goods enter the storefront, it is inevitable that there will be large and small shop rental costs. Merchants have to increase the price and sell. When the product price and value'do not match', they have to use gorgeous language to package and promote.” Bao Feng Hua said frankly that at the moment, consumers can find the upstream and downstream markets and customer groups of products through certain software, and the market tends to be transparent. Therefore, during the transition period, wholesalers and retailers must adjust their mentality, actively "squeeze out" price moisture and return to the actual value and price of commodities.
"Only when the original brand is more influential, the live broadcast will be more powerful and confident. In the final analysis, good products, good prices, and good services are the fundamentals. Only by polishing the brand and enhancing competitiveness can we cope with the ever-changing and let the traditional professional The market is bursting with new vitality." Wang Denghou sighed.
China Youth Daily·China Youth Daily reporter Wang Haihan and Wang Lei correspondent He Yuanyuan Source: China Youth Daily