Eve: There Is A Way To Play.

The domestic epidemic has reached a turning point. Before the epidemic, businesses suffering from the epidemic have been defending growth through new positions such as live broadcasting and communities. With the resumption of industries, the offline retail industry has begun to recover. According to Eve, general manager of the women's clothing brand, Li Li operation center, at present, more than 95% of its stores have been restored to business.

"Although the business hours of shopping malls and stores are shortened by several hours a day, the repurchase of old customers plus the purchase of new customers can be said that the offline business has basically recovered, and the performance of some stores is flat with the sales of spring clothes in previous years." Eve Li electric business leader told the billion power.

According to its introduction, on line business, through all kinds of efforts, Eve Li's overall sales data in February even increased last year. "Our spring and summer new fashions" predicted that sales will grow by 20% year-on-year. Eve Li, general manager of the electricity supplier Zhang Jing said that the reason for this achievement is due to two aspects: on the one hand, the operation of WeChat community, on the one hand is the result of live broadcasting with goods.

It is reported that the social foundation that had been established before played a great role in the epidemic period, for example, Eve Li recommended the new clothes to the old customers in the group through the WeChat community to stimulate their enthusiasm for ordering.  

On the spot, the first is the live shopping project guided by Tmall's new retail team, that is, the shopping guide is registered on Taobao's own personal account. Eve Li electric power official revealed that Taobao live streaming traffic will be weighted, if the number of previous live broadcast more, better interaction, the subsequent live streaming will increase. In the live broadcast of the good guide, Eve Li will live in the direction of direct seeding, so that they can play more potential in the live broadcast.

In addition, Eve Li also made plans for WeChat's small program live broadcast earlier. Before the Spring Festival, Eve launched a small program broadcast function and made several tests. During the epidemic period, shopping malls in Shanghai, Guangzhou and other areas where the epidemic is relatively light are kept in a state of business. Eve preferred to choose the shopping guide with better performance in these stores. Every 2-3 hours of live broadcast, the average turnover can reach about 100 thousand.

According to introducing, Eve Li has a complete cloud storage system. When the customer orders the small program live broadcast, Eve Li will arrange the whole country to allocate the source of goods and deliver goods nearby. In addition, Eve Li's small program live broadcast also includes headquarters small program account live broadcast and regional small program account live broadcast. Among the five regions, there are 1-2 live broadcast in each region every day. The live broadcast of Eve Li brand at headquarters is 2 times a week, with a date of every Thursday and Sunday.

In order to meet the needs of different customer groups, Eve has done a lot of work in the field of private area traffic management, such as making live reservation for a certain period of time, tagging and layered operation of customers. "Eve will divide the fans according to the amount of consumption, and different communities match different interest points. Ensure that customers entering different groups have different communication contents. For example, some members of the community prefer watching live broadcast, we will put more live related content, and some of the community customers like to exchange, we will guide them to discuss some topics. Eve Li related responsible person said.

In order to enable small program live to reach more consumers, Eve made the following promotional actions:

1. the WeChat public number is launched once a week, and the live broadcast time and the two-dimensional code are issued to facilitate customers to subscribe and view.

2. in the small program mall forecast;

3. make posters, let the national shopping guide carry out the promotion of WeChat friends circle and the forwarding of fans.

4. before the live broadcast, the live link is sent to all WeChat communities to guide consumers to watch.

Eve Li electric power responsible person told the billion power, Eve Li's promotion in the private domain are all unified output documents and pictures at headquarters, the national stores uniformly transmit and guide, forming a solidified process, making the activities more uniform. In addition to Taobao live, small program live broadcast and other channels, Eve Li Tmall flagship store, vip.com and other online channels have also become the "life-saving rope" during the epidemic. It is reported that Tmall, during the epidemic period, Eve Li's sales increased over the same period last year. "The reason is that we have done enough preparations, such as the pictures, posters, styles and activities plan of 2-3 months ago, so the customers can normally place orders on these platforms during the epidemic period."  

"Eve's private traffic has 800 thousand fans, so the consumption power of small program live is temporarily in the frame of this volume, and Tmall has massive search traffic, which is open, which is the difference between them." Eve Li relevant responsible person said that at present, although the small program under the outbreak of a great outbreak, but the current traffic and trading volume has not surpassed Tmall flagship store.

For the future, Eve Li relevant responsible person said: "products, personalized clothing demand should be the trend in the future. In terms of new traffic, Eve Li's official account has applied for WeChat video number, waiting to be opened. A lot of short video content has been backed up before, and after the opening of the video number, the overall layout can be completed. In terms of customer operation, we have a set of our own strategies. In the future, we will pay more attention to the operation of members and enhance the stickiness between brands and customers.