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Mogujie.Com Plague: No Commission For The First Time, No Live Broadcast, Sale And Explosion 2 Million

2020/2/18 17:07:00 0

Mogujie.Com

According to past experience, the Spring Festival is the off-season of the electricity supplier, because people spend more time on the line. This year, because of the special environment of the whole home, all kinds of online scenes broke out, and the demand for fresh electricity providers was blowout. But in addition to fresh products such as fresh grain and oil, killing products and other similar products during the epidemic period, other categories have not heard the voice, especially the clothing beauty that usually occupies the largest share of the electricity supplier. Is there any demand for consumers at this time? How do practitioners help themselves?
Until February 5th, we saw a special live broadcast on mogujie.com.

   One
"Before we started broadcasting, we were all in the bottom."

People in the industry know that in the live selling, anchors fully display and explain the commodity is the key to promoting the order. But this live broadcast, the anchor has no products in the whole process. It's "cloud selling".
In such a special period that the daily consumption demand is considered to be reduced, it is also a way of selling "self discarded martial arts". The atmosphere of the live room is very enthusiastic, and the links of commodities are soon sold out.
This aroused our curiosity. When we made a verification with mogujie.com's co founder Wei Yi Bo, we knew that before deciding to start broadcasting, whether it was mogujie.com platform, brand business, or the protagonist in this live broadcast, there was no experience of mogujie.com's head anchors.
On the first two days of this special live broadcast, in February 3rd, mogujie.com first came out in the industry, responding to the epidemic, and unveiled seven preferential measures for brand businesses. Among them, not only from the platform point of view to reduce the cost of the business, the whole service, but also jointly launched the whole platform anchor to double Commission (that is to say, not only free platform commissions, but also free anchor commissions, merchants only have a 1% payment commission).
One of the details is that when announcing these initiatives, mogujie.com did not choose the sounding style of document style. Instead, it used a sincere, human and human note to express the sincerity of spending time with the anchor and businessmen.
For the clothing industry, the Spring Festival is the traditional sales peak of offline stores, and brands have already allocated large quantities of goods for store stores. When the epidemic suddenly struck, stores across the country were forced to shut down. There was no passenger flow and there was no deal.
Clothing, especially fashion, is actually similar to fresh products. It has a very strong timeliness. If we miss the sales window, the goods will be out of season. A lot of backlog will not be realized. The cash flow of enterprises will not work well. The production in the next quarter will also be seriously affected. There are branding merchants anxious to send a short video to Wei. In the video, the warehouse is full of goods. "No longer sell, it will become garbage." Digestion of inventory has become a top priority for many brands.
On the other hand, a large number of factories are closed down and logistics is blocked. Many of the anchors' E-commerce supply chains also encounter problems. They are faced with the problem of no goods to be broadcast and no shipment to be delivered.
In order to help the industry get through the crisis as soon as possible, mogujie.com launched the unprecedented "full service, double Commission, no margin, no need to enter", and took the initiative to contact the brands such as Hai Lan home. The two sides hit it off quickly and decided to sell the offline products to the online market, but the time was pressing. During the epidemic period, the merchants could not send the samples to the anchor in advance. There was a special live broadcast at the beginning.
Now let's see if the anchors can rely on "cloud sales" to let fans pay the bill.
"Although I am not in kind now, I recommend everything to you. You can see the effect of my eyes, the feeling of BlingBling. If you are not sure, I recommend that you buy these 2 colors. What I like most is Mermaid tears and star dust. It's really beautiful." Although there is no real object, the explanation of the sweetheart is still professional and full of sincerity. (Xiao Bian could not help shaking his hand. He bought two pieces of his order and went home).
6000 homes in the sea, seconds empty!
14000 fast fish, seconds empty!
17000 pieces of beauty, seconds empty!
5000 pieces of beauty, seconds empty!
In the end, the 0 Commission, no real live broadcast, sold over 60 thousand products, and the value of the brand digestion was over 2 million yuan.
What is even more gratifying is that, with the help of mogujie.com, more direct seeding businessmen have invested in the war epidemic. Jingdong, Taobao, fast hand, temple library and other platforms have introduced policies to seize the characteristics of the live broadcast providers in the special period, so as to open up new sales channels for clothing brand businesses and countless fresh farmers who are reluctant to sell.
   Two
Let go of the last bit of selfishness.

With the corresponding preferential policies launched by various platforms, there is no doubt that there will be a comparison from the perspective of businessmen: how much discount can I actually enjoy in these policies? If careful analysis is not difficult to find, the policies of each family are actually focused on two basic issues:
First, let more businesses enjoy the preferential treatment of the platform.
Specifically, it includes lowering the use threshold, simplifying the application process, providing additional help to new businesses, supporting traffic flow, and allowing businesses to really sell out.
First of all, considering the special period, there are many businessmen who are selling online and are not familiar with the sales process of e-commerce. They should help them transfer to the line as soon as possible. Secondly, there is also a selfish desire to win more business customers for the platform. As long as they turn the sales to the line, the future will surely form a benign development of the ecosystem.
The two is to reduce costs and reduce burdens for businesses.
Specifically, it includes reducing all kinds of platform fees, matching account period, financial support and so on.
Although the big frame is not different, but the policies of each family have made more or less limited conditions. For example, some businesses that can only enjoy the Hubei area can enjoy it. Some of them are known as "waiver" fees. In fact, they are originally eligible to return, or they are the small ones.
Merchants discussed the exemption of technology service fee policy for a platform, and found that the original cost was 600 thousand.
By contrast, mogujie.com has not restricted the enjoyment policy in the narrow Hubei area, or even asked for official entry.
That is to say, even if you do not want to run mogujie.com for a long time, it is only a matter of urgency to deal with inventory in a special period. Mogujie.com will also open up a door for you. This is the last selfish desire to win customers for the platform.
As for platform commissions and anchor commissions, the double exemption is even more unprecedented, which means that 0 of the expenses are sold to businesses. For this reason, I have repeatedly confirmed several times, always wondering whether there is any hidden cost that I do not know. But they answered me with certainty. No, it was 0.
Wei Yi Po explains that they have only one requirement for merchants, that is, the intensity of discount. Everyone is to let the industry get through the crisis as soon as possible, the platform does not make money, the anchor does not make money, and businesses can not sell goods according to their usual profit margins. Let's hand over the profit space to the customers, clear the inventory as soon as possible, and invest in the next quarter's production and sales. After all, staying green is not afraid of firewood.
   Three
Why does mogujie.com guarantee a double commission?

In addition to lament the strength of mogujie.com's new deal, the platform will dare to guarantee the 0 Commission of the anchor. By analogy, can you imagine Taobao's policy, guarantee that Li Jiaqi has all 0 Commission for you?
This is a very important difference between mogujie.com and other live platforms, because people (anchors) are their core assets. There is not only a close business relationship between the anchor and the platform, but also a strong sense of trust. This, from mogujie.com's idea of "double exemption from commission", is also evident in the first positive response of the anchor.
Requiring the director to avoid commission would appear to have sacrificed the rights and interests of the anchor. Why do anchors respond positively, is it the face of selling platforms?
Wei Yibo told us that in today's extraordinary times, the Commission is a good opportunity for the anchor. The platform led the plan to negotiate with the brand to discount discounts. Although the anchor is free from Commission, it does not make money, but these scarce special goods are of great importance to attracting fans from the anchor. From the anchor's point of view, it is equivalent to giving their fans the most authentic benefits without any cost. Because of the impact of the epidemic, users actually have plenty of time to watch the live broadcast during this period. So who can get competitive products, who will seize this opportunity and accumulate more fans and loyalty. In the long run, it's good for anchors.
Wei Yibo said that considering the double exemption of the Commission, whether it is a powerful move to tide over the difficulties for both the brand and the anchor, they will implement this policy. It is impossible for mogujie.com to unilaterally sacrifice the anchors' interests. This is a win-win situation. In fact, mogujie.com has been like a gardener, nurturing every stage of the growth of every anchor from the seedling to the finished product, helping them improve their professional skills and sales.
In training new people, there are "two hundred plans". To help newcomers to get started quickly, improve their professional skills such as live broadcast skills, product selection, goods and so on, the fastest newcomers have completed a breakthrough from 0 to 1 million in 49 days, and the competition between the middle and the waist anchors is fierce, so as to provide them with the opportunity to break through and launch the "migratory bird program", that is, to set up a live broadcast base in the core industrial area, and call the anchor "people follow the goods", according to seasonal products. The class is relocated to different industries with live broadcasting base. The anchor GMV increased by 3-5 times.
To the top of the head, mogujie.com will not let you stop growing, focusing on building personal IP and personal brand. This year, mogujie.com sponsored popular network ensemble "miss Beauty" has many brilliant performances of the platform super hero anchor, and has successfully made a circle.
In the whole process, the anchor was born in the interest community of mogujie.com. Fans also witnessed the growth of the anchors all the time, and they had enough trust between them. For example, in the live broadcast of the little sweetheart, many users said, "honey, I ordered immediately, I believe you!" Because they know that this anchor is not out of the net red, it is millions of users like mogujie.com who accumulate with a little praise and attention, plus the support behind the anchor is platform supply chain. Only under such a trust can we easily sell and explode through the special test of "no live broadcast".
Of course, double Commission should not only have good intentions and good reasons, but also have strong support. Previously, mogujie.com had benefited a lot from catching up with the air gap, and already had the strength to give back to the industry. Public information shows that live broadcasting has become the core driving force of mogujie.com, and has maintained three digit growth for several consecutive quarters. According to the financial report, in the 3 months ended September 30, 2019, mogujie.com's live GMV continued to maintain three digit growth, an increase of 115.2% over the previous year, reaching 1 billion 629 million yuan, representing 39.1% of the total GMV of the platform, which is two times the same period in 2018.
After the outbreak of the epidemic, mogujie.com founder June said for the first time that "lips and teeth are cold at the moment", mogujie.com will work together with the platform anchor to provide the most direct sales power for the major brands, and the best relationship is mutual achievement. At present, we hope that mogujie.com will work together with the platform anchor to join hands with every brand business to tide over the crisis and usher in a new future.
There are difficulties in the industry, so we all need to carry them together. It is this simple concept that closely links businesses, platforms, anchors, and even every order user. Because mogujie.com believes that the ability to unite people's hearts is always the hearts of the people, not just concessions.

Source: mischievous electricity supplier

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