Wu Yutai, Neilian Sheng and other non-genetic inheritors have played

Beijing's half-time-honored online broadcast of "circular fans"

Pan Jiayuan Jianbao, Wu Yutai on the tea ceremony, and Nei Lian Sheng made shoes ... During the epidemic, "Old Beijing" collectively broadcast live "circular fans." Opening online stores, doing live broadcasting, operating fans, and iterating products, Beijing's old business districts and established brands are very busy.

It is understood that more than half of Beijing's established brands have already settled in Taobao Live. The report shows that Beijing's demand for live broadcast talents ranks first in the country.

Miss Wu Yutai's Miss Master Became the "Anchor"

Circle Fan 00

"Shouldn't Master Feiyi be an old grandpa? How could it be a young lady?" On the evening of March 24, Ling Zejie, a national-level intangible cultural heritage-Wu Yutai jasmine tea making skills inheritor, opened a tea ceremony class on Taobao live broadcast. The "questions" of the curious babies made Ling Zejie a little shy, and quickly explained "like fake replacement"!

Wu Yutai ’s normal live broadcast began in the second half of last year. Since the outbreak, Wu Yutai ’s offline stores have been affected. In order to increase online sales, the staff increased the frequency of live broadcasts. The sales of live broadcast rooms increased from 1% to 15% , Within 4 hours, nearly 100,000 yuan. "From looking at the item details page to reading the picture to see the evaluation, to watching the video and live broadcast, people's consumption habits are changing." Wu Yantai, general manager of e-commerce Zheng Yan believes that as a new consumer experience, live broadcast will become a new Trademark matching.

The advent of the epidemic has allowed 167-year-old Inline Communications to accelerate its embrace of digitalization. "The babies are watching. I will show you that when I learned to wear shoes, it took me 10 minutes to wear the first stitch." A month ago, Nei Lian Sheng tried live broadcasting for the first time. The fifth generation successor, Beijing West Ren Chenyang, a non-genetic inheritor in the urban area, personally acted as the anchor and introduced more than 90 purely handmade shoes made by "hands" to the "babies" in the live broadcast room.

"I used to think that the live broadcast was not on the table, but now it has become the outlet that the brand must not miss." Cheng Xu, deputy general manager of Beijing Neiliansheng Shoes Co., Ltd. said that live broadcast can not only drive online sales, but also offline. Diversion, increase user stickiness, so that the brand culture is more fully presented in front of users. Recently, Ninelink has live streamed several games in a row. "The clerk bought all the supplementary lights and prepared for normal operation."

Up to now, half of the well-known brands in Beijing have started live broadcasting. Neiliansheng, Wu Yutai, Baihua Honey, Tongrentang, Yili, Daoxiang Village and other well-known brands have been broadcast. The relevant person in charge said that live streaming is another new breakthrough for the brand on the e-commerce platform since the exploration of cross-border IP cooperation in 2016. Taking Inline Licensing as an example, online sales have accounted for 40% of the total, and foreign users have reached 85%.

"Old Beijing" collective cloud opened

Epidemic accelerates digital transformation

In this epidemic, Panjiayuan, an established business district, has also launched an online "cloud recovery". A few days ago, Pan Jun's chief appraiser Shi Junchao broadcast the treasure appraisal activity for the first time, attracting over 10,000 people to watch. Pan Jiayuan chief appraiser Shi Junchao said that in the future Panjiayuan will continue to exert efforts in digital operation, gather resources to build an "online Panjiayuan" platform, and provide new shipping windows for Panjiayuan market merchants and wenwan jade operators , To provide consumers with quality guaranteed Wenwan jade products.

It is understood that 12 shopping malls such as Xiushui Street, 3.3 Building, Chaoyang Joy City have been broadcast live, and 2,000 shopping guides turned into Yungui sisters. Xue Siyuan, the person in charge of Taobao live streaming, mentioned that the collective transfer of major Beijing business districts to online not only allows consumers to create a new shopping experience, but also opens up new models for merchant operations. To ensure consumers' experience of "cloud shopping in Beijing", Taobao Live conducted exclusive training for the first batch of more than 800 people in 10 shopping malls, and also provided assistance in live broadcast technical support, simplified settlement process, traffic support, event support and other aspects.

"This sudden epidemic has brought challenges to traditional commercial retail, but also brought new opportunities. Innovative exploration of digital retail is bound to become the future trend." The relevant person in charge of the Chaoyang District Commercial Bureau in Beijing said that live broadcasts let businesses Recognizing consumers more accurately has also opened up new consumption scenarios. In the "Cloud Recovery" business district, platforms and enterprises explored a new model of online and offline integration and mall management and operation. Text / Reporter Chen Si