No customer flow in the fear of the physical store "Cloud Rework"

Affected by the suspension of work during the epidemic period and the drastic reduction in the number of people, many companies face difficulties. At the same time, while online celebrities such as Li Jiaqi, Wei Ya and so on are carrying live goods, thousands of physical stores have also begun to test the online live broadcast, and usher in the "warm spring".

The figures show that in the past month, more than 50% of the brand's e-commerce flagship stores have opened live broadcast sales, and offline store live broadcasts have also ushered in explosive growth. There are 5 times more merchants starting store live broadcasts and 10 times more shopping guides doing live broadcasts, and they continue to grow at a rate of double every week, driving both online and offline business growth.

Physical Store "Cloud Rework"

Hundreds of brands in the mall collectively launched

"Many stores in our mall are still closed. We do n’t have any customers in the store now, only I am broadcasting live to you." A trendy women's clothing business in a shopping mall in Tongzhou District, Beijing did not seem to have stalled due to reduced passenger traffic. The shopping guide sister opened a live broadcast and sold goods online. She showed the new styles in the store one by one to the camera and interacted with netizens in real time. Netizens can purchase through the product window on the live page.

Store live broadcast allows “unemployed” shopping guides at home to sell goods “cloud resumption” through live broadcast. As stores resume business one after another, more and more shopping guides from live broadcast at home to live broadcast in stores, mobile live broadcast room to break the time and space restrictions of traditional retail industry, becoming a sharp tool for merchants against the trend of growth.

The "makeup artist sky group" of the beauty brand Shu Uemura was broadcast live in stores across the country such as Harbin, Shenzhen, Wuhan, and taught everyone to draw the hottest "mask makeup". The first live broadcast attracted more than 220,000 interactions. The official flagship store of Sulwhasoo Tmall live streamed offline through a shopping guide, with sales up 731% year-on-year and visitor numbers up 648% year-on-year. More than 300 people have turned into anchors in the shopping guide of Baodao Optical offline stores, which has also driven the sales of new products in flagship stores.

Intime Department Store has linked hundreds of brands including Estee Lauder, Lancome, Keyan's, Source of Yuemu, IOPE, Skin Philosophy, Nike, FILA, VANS, etc., launched store shopping guide live broadcast, and trained thousands in a short time The new retail "counter brother counter sister" went online to explore new customers and new markets.

It is understood that, taking the live broadcast room on the Taobao platform as an example, the newly settled businesses include international big names, emerging brands, new retail transformation representatives, and offline retail bosses, large head businesses, and countless small and medium businesses. On March 21st, Taobao Live will also launch the first “Live Shopping Festival” in history, and 10,000 offline stores will be launched collectively.

"The live broadcast brought us almost all the turnover during the epidemic, so that we can survive," Huang Chao, general manager of the silver jewelry brand Fallacy, told reporters that one more way out is crucial for small and medium brands.

Since the epidemic, Huang Chao has fallen into despair: five stores, including Beijing Xizhimen Kaide Mall and Wudaokou Shopping Center, went out of business. The original sales season had zero credits and a large backlog of stocks. Relying on the flagship store of the e-commerce platform, he took the lead to buy and try to do live broadcasting in the store. After two days of exploration, the fans of the live room went from 0 to 1,000, from 1,000 to tens of thousands, and quickly sold the first order.

"For a business like ours with a physical store, live broadcast allows us to have a channel to sell goods during the epidemic, instead of waiting." Huang Chao said.

Same-city logistics distribution

Bulk furniture tasted the sweetness of live broadcast

In addition to clothing and beauty brands' outstanding performance in the field of live broadcast, traditional home furnishing brands also tasted the "sweetness" of live broadcast. It is understood that the home actually "Cloud Reconstruction", live broadcast of 4,810 games in 7 days, is expected to bring goods to 480 million. Zhihua Shi launched more than 2,000 offline stores to organize a live broadcast, and the single-day transaction increased 13 times.

What if I need some furniture at home? Even in the days when you can't go shopping, people's lives still have to continue. At the same time, the inability to resume operations on time has become the biggest difficulty in maintaining physical business operations. Pressures on wages and store rents have become apparent. In addition to home dealers and stores in the middle, brand stores in the stores are also worried. Get on your mind.

In February of this year, the House actually conducted 4,810 Taobao live broadcasts in 232 stores across the country. The broadcast lasted nearly 7,000 hours and is expected to bring in a turnover of 480 million yuan and 110,000 new customers. The furniture store Zhihua Shi's corporate store combined with more than 2,000 offline stores to do a "factory purchase fair" live broadcast, the transaction week rose 13 times year-on-year, and the day-on-month rose 470 times.

Such a chemical reaction is unexpected. Furniture customers have high unit prices and low consumption frequency, and attach great importance to the experience scene. At one time, they were considered to be incompatible with online operations. But in this special February, the home furnishing industry is the dark horse of new retail. In the case that the store cannot be opened, new customers can still patronize online, and the goods can still be delivered to the warehouse for disinfection and distribution, helping home stores and merchants to reduce the impact of the epidemic.

For the cross-city trunk logistics issues that everyone is worried about, some cities have also opened a "same city station" model. Consumers can choose the brand and product of the corresponding store in their city. They can choose to pay a deposit, visit the store or pick up the goods, or directly. The furniture is delivered from your local store like a takeaway.

Demand for live talent soars

Increased salary to nearly 10,000 yuan in the past month

From the live broadcast of a house, the first broadcast in the history of the Potala Palace, to the live broadcast of Taobao on the Wuhan University Sakura a few days ago ... Everyone was talking about the live broadcast in February and March. Behind the boom, recent reports from multiple recruitment agencies show that Taobao's live-streaming talent needs have followed suit.

On March 18th, Zhilian recruited and released the "Spring 2020 Talent Report on Live Broadcasting Industry", which showed that after the Spring Festival, the recruitment demand for the live broadcast industry increased by 132% year-on-year; the average monthly salary of Taobao's live broadcast talents reached 9,845 yuan, and it was again within a month. "Salary increase". Reports from the day before the hunt also showed that the number of live recruitment positions for the whole year of 2019 has more than tripled year-on-year.

In fact, the growth rate of recruitment positions is far behind the growth rate of businesses. Throughout February, the number of newly launched merchants on Taobao Live Broadcast increased sharply by 719% from January. Because of the strong demand, as early as February, the first live broadcast graduates of a college in Yunnan had been "booked" by the enterprise before leaving the school.

According to the data of Zhilian Recruitment, in the live broadcasting industry, Qicheng posts have no academic qualifications and experience requirements, and pay more attention to the inspection of practical skills.

Geographically, Guangzhou, Beijing, and Hangzhou rank among the top three, and the demand for live broadcast talent is strongest. Since February, cities such as Zhengzhou and Shenyang have ranked among the top ten in demand for live streaming talent. Text / Reporter Chen Si