This year's most watched live broadcast of goods played an important role for companies to respond to the impact of the epidemic and directly transform sales.
Statistics show that in the first half of this year, there were 10 million live broadcasts, 400,000 active anchors, 50 billion viewers, and more than 20 million items on the shelves.
Different industries have different penetrations of live broadcast and short video. 70% of advertisers use live short video to communicate with consumers.
Xu Lijun, general manager of the market research company CCTV Market Research (CTR), called it the "running into the market" for the whole people.
In this emerging field, there are both the miracle of GMV and the embarrassing rollover. Some people report good news frequently, and some people are secretive about the record.
Some companies take the goods to clean up inventory, some companies use this to pull in new products, and there are also the lowest price and the most expensive pit fee.
At the same time, the Chinese advertising market fell 19.7% year-on-year in the first half of 2020.
The data from CTR Media Intelligence reflects that the advertiser's 2020 is not easy.
“Under the epidemic, we are concerned about two'scissors gaps' that are worthy of attention. One is that the proportion of advertisers increasing their budgets has hit a ten-year low, and the proportion of reducing their budgets is the highest in ten years. The two curves form a scissors gap for the first time in 2020. The other is that our business owners and marketing circles are becoming more and more urgent under the pressure of operation, and they are impatient for the effect of conversion. On the contrary, consumers tend to be more rational, pay more attention to health, and have less vanity." Xu Lijun Say.
How long can the live broadcast of goods be popular? Will it become the norm or continue to explode?
"Although live streaming is very popular, the basic logic has not changed. The basic part of our communication is to reach and reach high-frequency." CTR Assistant General Manager Zhao Mei mentioned that the basis for a good live streaming is live streaming. There is enough traffic in the room, and many companies and TV stations jointly conduct live broadcasts.
Taking the central government as an example, the first live broadcast of "Little Zhu Peiqi" was fully covered and promoted, and finally formed top traffic. The number of live broadcast views reached 122 million, generating 40 million revenue, which is the effect of bringing goods under the top resource allocation.
Secondly, content creativity is still the core competitiveness of the advertising industry.
The ability to establish a closer communication relationship with consumers and to retain users in the live broadcast room depends on product introduction and anchor expression.
"At this time, the advertising creativity we talked about is no longer whether the commercial is attractive, but more likely to be in the process of interacting with consumers, what is the content creativity, and what is the point that allows consumers to stay and continue. Keep in-depth communication with you." Zhao Mei said.
Third, the entire live broadcast is an advancement from the promotion scene to the demand scene.
Live broadcast is a communication behavior, and bringing goods is a sales behavior, which is a comprehensive scene.
In this demand scenario, it is necessary to resonate with consumers. Such a process of creating demand, responding to demand, forming resonance, and forming a better conversion efficiency process is actually a transition from a communication scenario to a demand scenario.
Fourth, brand value is always a moat.
Price comparison has shifted from offline to online e-commerce, and live broadcasting makes price comparison even more naked, because all are the lowest prices.
"For companies, this must not be a long-term useable method, and it will inevitably return to a reasonable price. How to form a price difference? The brand difference in live broadcast will be recognized by consumers in the long-term operation, and the value will be released." Zhao Mei believes that brands are still the core opportunity for companies to make money, because they can bring reasonable premium space for products and loyal consumers, and help companies escape the predicament of being kidnapped by channels and prices.
Fifth, the tendency of corporate media to become more and more clear, and more content creation is returning to the enterprise.
"My personal suggestion is not to reject or follow blindly. You should bend into the game and learn while doing. In a new class like live streaming, everyone is the same class." Xu Lijun believes that live streaming is a formality. The combination of product sales and communication, but the essence is not selling goods, but marketing. Live delivery of goods reflects that the marketing environment is advancing from the spreading scene to the demand scene, and enterprises should also pay attention to the brand value when trying to live broadcast the goods. It is the moat of the enterprise.
Corresponding to corporate media is the corporate media.
If distinguished from the relationship between the audience and the media, CTR divides the media into four categories. The first category is called inertial media.
Due to the long-term and stable formation of strong media habits of the audience, typical representatives are TV, Weibo, and WeChat.
The second type is sticky media, which has a characteristic that can stimulate the interest of specific groups and form super-strong links with specific audiences, such as e-sports, games, and short video platforms.
The third type is rigid media. This type of media can achieve forced access at a specific time and a specific scene, such as building elevators, corporate WeChat, work mailboxes, and learning software.
The fourth category is called flexible media, which has a certain degree of randomness and uncertainty in reaching the audience, such as paid video, social e-commerce, and so on.
Of course, there are also the same media with different attributes for different audiences or under different conditions.
Chinese media presents a diversified pattern of coordinated transformation of the aforementioned four types of media. Media's integrated communication strategy is also accelerating the transformation of account-based and online celebrity, and media integration has entered the deepening stage of institutional reform.
This embodies the form of an account that is spread in a smart push mode, and the creation of an account is the key to the effect of communication.
For the media advertising industry, there are not all opportunities.
Advertisers have been more cautious in investing in marketing and promotion expenses in response to the crisis; China's fast-moving consumer goods market has shown a steady recovery since the second quarter, positioning the categories related to health and safety, happiness, and home dining, while focusing on health and sustainability. Development and rational consumption have gradually become the new normal for Chinese consumers.
Xu Lijun has a vivid description and a clear understanding of the overall trend: all industries need to adapt to the new normal of the epidemic of "peace war transition", holding an umbrella with one hand, and working with the other, and through immunization of organizations such as branding, digitalization, and gridization Strengthen the building and improve the ability to resist risks.
Author: Ningjia Yan