[Market Viewing] The live broadcast of data "water injection" is not a sales panacea
Our reporter Zhao Ang
"Double 11" came to an end, and live broadcast became the sales highlight of all major platforms during the "Double 11" period.
However, after the curtain ended, the car overturning also began. Some celebrities and Internet celebrities were questioned that the number of real audiences was far less than the number of onlookers on the Internet.
In other live broadcast rooms, a large number of orders were returned in the early hours of the next morning, and many of the order addresses were suspicious.
Different from the “self-sales” of online celebrity live broadcasts in the past, this year many companies have purchased internet celebrity live broadcast resources to sell products, and found that their actual sales not only deviated too much from the number of viewers, but also far behind the live broadcast. "Pit fee" and other costs.
In fact, do these questioned live broadcast rooms have orders?
Is the data suspicious?
If so, what is the ratio of scalping orders to doubts?
It is not easy for relevant companies to thoroughly verify, because the key data is not in their own hands, and there is no technological advantage at all.
But from another point of view, looking at the actual sales figures, the company’s true feelings are self-evident. Is this round of live broadcast fever more than the gain?
For a long period of time, the live broadcasters were mostly sellers, and the high sales figures announced to the outside were not meant for the tax bureau, but for the audience.
In other words, the higher the number, the more likely real consumers are to buy from the crowd.
Of course, the major platforms also hope that their own live broadcast data will continue to rise to increase the platform's influence.
With the popularity of live broadcasts, many manufacturers have also directly joined the live broadcast army, hoping that live broadcasts can drive the online sales of their own products and allow their stores to be noticed by consumers.
But the problem is that the manufacturer has the actual factory and sales figures, and once the deviation from the online data is too large, a rollover situation will occur.
In fact, the promotion of online sales channels is not limited to live broadcasting.
The channels for consumers to understand a certain brand are not necessarily through the Internet.
In other words, to gain the attention of online sales, companies cannot "only live broadcast", rely solely on live broadcast, or even "only online", rely solely on online channels.
In fact, many traditional channels, such as news releases, street advertisements, and program naming, can still gain the attention of target consumer groups. Consumers can still obtain a lot of product information offline, but the purchase method has shifted to online.
Of course, there are many ways to get attention online, such as advertising on integrated websites and video platforms. These customer acquisition channels are also of no value.
Therefore, if companies want to boost sales in online channels, they need to integrate online and offline models in brand promotion, and they cannot rely solely on one method.
In the face of the live broadcast marketing model, companies must earnestly consider whether their target consumer groups are compatible with the live broadcast target audience, and whether their investment costs are proportional to actual benefits.
After all, any marketing model has a cost, and there is no promotion model that can be applied to all products.
Of course, the suspicion of individual Internet celebrities' live broadcasts can also make companies realize one thing: any traffic data, only in their own hands, is the most authentic and can be used for strategic and marketing decisions.
Recently, the State Cyberspace Administration of China drafted the "Internet Live Marketing Information Content Service Management Regulations" and publicly solicited opinions, which clearly prohibits traffic fraud.
It is hoped that with the introduction of the new regulations, the falsification of live broadcast data will disappear.