Offline Career In Taobao Live To Find New Possibilities, The First Wave Of Economic Warming Up.

2020 was destined to be an unusual year. A sudden outbreak made many people spend a long vacation. In order to prevent the spread of the epidemic, the hot spring festival had fallen into a long silence.
Today, with the continuous decline of newly diagnosed cases outside Hubei, the overall situation is changing to a positive trend.
On the consumer side, there is less material to store, spring clothes to replace pajamas, makeup remover to replace disinfectant... We began to rediscover the impulse of shopping and to yearn for a better life.
At the end of the enterprise, the resumption mode continues to open. Among them, some enterprises that are temporarily unable to return to work on line are also trying to find a way to survive.
Although the economic downturn has not yet completely passed, the "accelerating key" that is warming up is gradually being raised to recapture the time lost in the "winter".
　　 Cloud recovery, offline career in Taobao live to find new possibilities
In previous years, before and after the Spring Festival is the peak period of sales in all walks of life, but affected by the epidemic, this year a lot of enterprises were suddenly pressed the pause button. Although all trades and professions are gradually resuming production since February 10th, but for those companies that prefer to operate under the line, the road to reemployment is somewhat "long way to go".
On the road to reemployment, the problems encountered by various enterprises are generally two kinds: first, the clustered business environment leads to the failure of the stores to meet the reemployment conditions; and the two is that even if there is no sufficient passenger flow to support the daily operation, even if there is no return to work. The most typical example of the former is the restaurant industry, which suffered from "cold current" in the period of the golden revenue, while the latter is mostly the brand retailers under the deep ploughing line.
Both of them have been hit hard in the outbreak. After the outbreak of the outbreak, the restaurant industry closed down business rate reached 70%, business performance generally lower than SARS outbreak in the same period in 2002 50-80%; for brand retailers, sales performance fell sharply, cash flow is tight, inventory backlog is the pressure of the three mountains.
On the one hand, enterprises urgently need to return to work quickly to recover their losses, but on the other hand, objective factors make it impossible for them to return to work. Under the desperate circumstances, "Lian Shang net" finds that more and more enterprises are turning their attention to the Internet and going online to become the theme word for almost all offline stores in the spring.
According to the data released by Taobao, since February, there are 3 new businesses entering Taobao every day. Traditional enterprises from all walks of life, such as restaurants, cosmetics, clothing and so on, have played a fancy "cloud recycling" with the help of Taobao live broadcast and Taobao light store.
The skin care brand "Lin Qing" has just experienced a "Nirvana" rebirth just a month ago.
After the outbreak of the outbreak, 157 shops of Lin Qing's shop closed down, and more than 170 stores opened up business, and the overall performance fell 90% in 6 days.
"Eye opening is 1 million per day and 30 million a month." Lin Qingxuan CEO sun Lai Chun realized that if he dragged on for another 2 months, he would face bankruptcy. Late in January 31st, he sent out a letter to the rescue for the darkest hour.
In February 1st, Sun Laichun decided that all businesses would turn online and start Taobao live. This is a new business form that does not need to be opened offline.
In the first 2 days, there were only 2 fans in the studio. 4 days later, in the same studio, more than 500 people came and business came. On Valentine's day in February 14th, Sun Laichun was "out of the way". He led more than 100 Lin Qing staff to the first live broadcast of his life. I did not expect more than 60 thousand people to see and sell nearly 400 thousand camellia oil. They also received 360 thousand points.
By February 15th, Lin not only had not died, but the business went beyond that, reaching 145% of the same period last year, and some stores even doubled, completing a miraculous counterattack.
"No one on the street does not mean that no one is shopping." The experience of Lin Qingxuan's steering line also proves that this statement is not empty.
Lin Qingxuan is not alone. In the epidemic, the old red dragonfly of Zhejiang has been "pushed to the corner".
After the outbreak of the epidemic, the 4000 stores associated with the Red Dragonfly lifeline had to close shop one after another. On the one hand, the main source of income was cut off, on the other hand, factory expenses, store rentals and other monthly costs of more than 100 million can not stop, red dragonflies at both ends of supply and demand were strangled.
At the critical juncture, the red dragonfly, one of the first Chinese enterprises to access the Alibaba's business operation system, became a young new retail enterprise. With the help of Taobao light store, the Red Dragonfly moved the offline store to the online shop, so that the shopping guide can start at home.
"Red Dragonfly accumulated about 5000000 of its members through Ali's AIPL model, which has been fully social." Qian Fan, vice chairman of Red Dragonfly Group, said that the digitalization of members has become the foundation of global marketing and services. "Pictures of product information at headquarters can be shared by Taobao's light shops and a key share. The customers can get a commission directly after placing orders."
Between February 7th -2 and 17, the daily sales of red dragonflies rose from 150 thousand yuan to 1 million yuan for the first time in February 14th, 5 times higher than the previous day. February 14th -2 month 17 days 4 days, every day sales volume is in the million yuan.
Qian Fan said, "we must mobilize all offline shopping guides and pick up mobile phones to do business. This is not easy for traditional enterprises. " But because of the difficulties, the Red Dragonfly flew up in the storm's eyes.
If Lin Qingxuan, red dragonfly and other brand retailers still have certain digital experience and foundation, for Chongqing chafing dish, Taobao live mode of cloud recovery is undoubtedly a new experience.
Affected by the epidemic, Chongqing chafing dish store has been temporarily closed for a long time, and the industry has suffered serious losses. In order to complete "self rescue", Chongqing chafing dish chooses online takeaway distribution, and builds up the "cloud chafing dish Festival" on the starved platform, and opens the "eating and broadcasting mode" in Taobao live broadcast.
When the offline stores are temporarily closed, restaurants can switch to live online, which can directly drive the sale of online products. According to Alibaba industry operators, in the early morning of February 17th, Xiaolong Kan opened Taobao live with goods. In just ten minutes, it sold tens of thousands of self heating small chafing dish, an increase of 1200% over the same period last year.
Chongqing hotpot is just a microcosm of the epidemic situation. Now, Taobao live broadcasting has become the first choice for offline merchants to survive and survive under the epidemic situation. More and more offline industries have found new possibilities through Taobao, and the "cloud work" mode is becoming the norm.
"Many offline occupations are moving to Taobao live rooms, cloud sales, cloud selling cars, cloud conferences and even cloud concerts," said Taobao's live broadcasts.
　　 After returning to work, ushered in a wave of "revenge online shopping".
In fact, the offline industry can quickly find the "second spring" on Taobao platform, which is derived from the huge demand of consumers.
During the epidemic prevention period, the online platform meets the best way for consumers to shop. At the same time, with the epidemic situation being controlled and the resumption of labor and production resumed gradually, the consumption demand of the public has also changed.
"Lian Shang net" collated the data of Taobao economic warm newspaper in the past week, and found that in the three dimensions of eating, wearing and using, the phenomenon of stockpiling materials was decreasing at the early stage of the epidemic. Meanwhile, shopping contents became richer and even a "retaliatory online shopping" appeared.
From the "eating" point of view, the "home" fever is slowly subsiding. From Taobao's commodity hot search keywords, the three home food: instant noodles, self heating chaffy dish, bread search volume has declined, and disposable straight down 13%. On the contrary, the order of flour increased by 7 times in the last week, and people bought millions of condiments and sauces and began to learn all kinds of dishes.
At the same time, as people resumed work, hamburger fries, milk tea, snail powder, fried chicken string, barbecue, spicy hot... And back to the white-collar lunch menu. Hungry, data show that the national milk tea takeaway orders doubled last week. Especially in Hangzhou and other places, the quantity of milk tea consumed this week is 8 times that of last week.
From the point of view of "use", people no longer stick to masks and stockpiling sterilizing products, but rather concentrate on browsing and buying more products, including beauty products, kitchen appliances, tablet computers and toys for children.
Data showed that the number of people searching for facial cleanser was 3 times higher than that of last month. The number of people searching for shampoo was 4 times higher than that of last month. Even the most scrawled people began to wash their faces and wash their heads out. The gradual release of "going out" restrictions is undoubtedly the direct cause of the sharp increase in the search of these two products.
However, not everyone is only satisfied with the most basic shampoo and wash face. On Taobao, all kinds of beauty products begin to sell out, and the popularity of popular brand lipsticks is generally between 3 and 7 times. Among them, the net red number is crazily replenishment 4 times sold out. For example, the new cigarette lipstick produced by 3CE, Tmall's first product, sold nearly 120 thousand cigarettes a day.
In fact, you still have to wear masks to go out. Generally speaking, you can choose not to wear make-up. However, the fact is that even wearing masks does not prevent everyone from loving beauty.
On the Taobao platform, the anchors dress up the "mask make-up": the eye makeup is stronger than usual. It is convenient to highlight the eyes, the foundation and the lipstick. It is easy to choose the texture that is not easy to be taken off. This special makeup attracted 8 million 200 thousand of the viewers.
From the point of view of "dress", people's intentions are no less than "face". Similar to the search boom of shampoo and shampoo, people began to change their home pajamas that accompanied the whole spring festival to get out of the house. On Taobao, the turnover of windbreaker was 4 times higher than that of the previous month, while the amount of pajamas was 16% lower than that of the previous two days.
In addition, many female consumers began to quietly pack their bags and high grade jewelry into shopping carts. In the "warm spring war epidemic", Tmall's luxury watch glasses increased by 220% compared with the same period last year, and jewelry sales increased by 132% over the same period last year.
Unconsciously, everyone began to say goodbye to the "home life" that did not wash their hair, wash their faces, do not make up and wear only pajamas, and gradually picked up the yearning for a better life and found the exquisite once.
On the one hand, they are eager to open source and save themselves; on the other hand, the whole nation is eager to return to fine life. Between "supply" and "need", Taobao built a convenient bridge to press the "acceleration key" for economic recovery.
epilogue
The outbreak of new crown pneumonia is the most serious public health emergency in China since the founding of new China. After hard efforts, the epidemic prevention and control situation is changing to a positive trend.
At the same time, from the consumer side and business side data, the retail economy, which was once "frozen" by the epidemic, has begun to pick up.
In a newly released "new crown pneumonia impact on China's retail impact analysis", the joint retail network research center believes that although the new crown epidemic has a stronger impact on the retail industry in the near future than that of SARS, the loss of individual formats is greater, but it does not affect the overall growth trend of the retail industry in the long run. More opportunities.
The epidemic has made the physical retail enterprises taste the benefits of digitalized channels, and has also made the existing channel system for a period of time been tested once. The future retail must be a digitalized whole channel world. The epidemic will force business online, and the online business of enterprises will also force enterprises to improve the level of informatization and digitalization. After the end of the epidemic, the digital transformation of retail enterprises will usher in a new climax.
Expect the industry to further pick up.