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If "Li Jiaqi, Wei Ya, Miss Tung" Live To Sell The Excavator, Can The Routine Still Play?

2020/6/6 9:38:00 0

Wei YaMiss DongDigging MachineRoutine

Just imagine, in front of an excavator, Li Jiaqi, with a red lipstick, shouted to the camera, "buy it to buy it, buy it." Can a routine play?

The answer may be biased to negate more.

Recently, in twenty-first Century, the business reporter in the construction machinery industry made a small scale live selling survey in the construction machinery industry, and found that many of them were directly involved in the company's chairman, executives and sales.

The business side replied to the twenty-first Century economic report that the "Li Jiaqi, Wei Ya" houses, cars and so on can drive the goods, and it is not a problem to bring a brand of digging machine to live. But the construction machinery industry is different from other fast moving houses, cars and cars. The requirements for the parameters are very high, and the stars may not be able to understand these, and relatively speaking, the cost of bringing stars to take goods is also very high.

If "Li Jiaqi, Wei Ya" live to sell the excavator?

Li Jiaqi, the great make-up artist, used "Oh my God!" "This is beautiful too!" "Buy it! Buy it! " Directly exaggerating emotional super magic advertising slogans awaken the ears of consumers.

From the live broadcast of Li Jiaqi, he had to warm up in the early stage, and generally asked for the price of the products sold in the live broadcast to be around half off in the brand aspect. He hoped to play the lowest price tag on the whole network to ensure the core competitiveness of the live broadcast. When we recommend each product, we will first extract 1-2 selling points, and then concentrate on a few minutes to highlight the bright spots. Guide fans to place orders, and live in real time with fans when carrying goods.

Before becoming the anchor of Taobao, Wei Ya entered the entertainment circle, worked as a clothing store below the line, ran a cat store, and fully understood the knowledge of clothing and platform playing. Basically, it was broadcast live every day for 4-8 hours. The products in the live room are products of all kinds, including beauty, home, snacks and so on. "Don't talk much. Come first, wave the prize." It is also a famous quote that verya attracts fans.

Compared with traditional electricity providers, direct seekers have further reduced the process and reduced middlemen, because the brand side can directly cooperate with the anchor or MCN, and the price advantage is more significant. The head anchor has a 3-7 discount rate compared to the flagship store.

Because of the strong ability to carry goods, Li Jiaqi, Vic became a network carrier red man, also became the object of businessmen to pursue, even the capital market with them, also wiped out "sparks", with the cooperation of the dream 8 shares, 7 days limit, if let them live broadcast machine, can move goods?

This picture may be more pleasant, they may also drive goods, but from the economic news reporter's exchange with a number of construction machinery industry enterprises in twenty-first Century, they probably do not choose to cooperate with Li Jiaqi and Wei Ya. Unlike products such as fast moving products, excavators, heavy trucks and so on are more professional, and the model has many parameters. For example, the willow excavator (small dig) 9035E has 27 details. Parameters. Although Li Jiaqi and Wei Ya have many fans, it is very difficult to explain the interaction to the professional target customers of these construction machinery industry.

In fact, the online live group with goods is also different from the target customers of the enterprise. For example, Li Jiaqi started selling lipsticks, although his fans number up to tens of millions, but the young women were the main ones. Many of them were students after the 90s and after 00. They were not very familiar with most of the mechanical engineering works such as excavators.

More importantly, the cost of cooperation with Li Jiaqi and Victoria is higher. According to reports, Cadillac invited Li Jiaqi to broadcast live, only 9 minutes, the appearance fee is as high as 3 million yuan, others take the sales 20%-30% Commission. And from a number of construction machinery industry live broadcast, they have a cost from 10 thousand yuan to tens of thousands of yuan, there are special large, complex is several hundred thousand yuan.

In fact, from the composition of sales cost, the construction machinery industry did not pay the budget of "Li Jiaqi and Wei Ya".

For example, the annual revenue of Shanghai is 4 billion yuan, the sales cost is 1 billion 310 million yuan, and the sales cost rate is 32.75%. In 2019, Jahwa's annual revenue in 2019 was 7 billion 600 million yuan, the sales cost was 3 billion 200 million yuan, and the sales cost rate was as high as 42.11%.

In the construction machinery industry, in 2019 Liugong's annual revenue was 19 billion 200 million yuan, the sales cost was 1 billion 900 million yuan, and the sales cost rate was close to 10%. In 2019, Shan He intelligent sales revenue was 7 billion 400 million yuan, the sales cost was 580 million yuan, and the sales cost rate was close to 8%.

The sales cost of fast selling companies, including labor, rent, advertising, shopping malls, and the cost of building complex marketing networks, including marketing expenses, such as Shanghai's Jahwa marketing expenses, accounts for 75% of its sales cost. One of these costs will be paid to Li Jiaqi.

But according to the sales structure of the construction machinery industry, although there are differences in the definition of each enterprise, they mainly include three packages of service charge, labor cost, travel entertainment fee and promotion advertising expenses, among which transportation, three package cost and labor cost occupy the bulk.

Companies play the live marketing routine?

However, the flow of goods stars also frequent "rollover" accident. According to reports, Li Jiaqi, who is very professional in the lipstick field, is far less attractive than the professionals and 4S shop salesmen in the automotive field. So the above Cadillac products are not particularly popular. Meng Jie shares received direct attention from the Shenzhen Stock Exchange on the second day after 7 trading days.

At the same time, Li Jiaqi was also accused of a state of decline, and his team was also speculated whether it had been all taken away. Fast hand, "a brother with goods", Simba retired from the net in April, and his apprentice and artistes stirred up the beam.

In the net red, the stars struggled to fight, the enterprise broadcast platform is in a new force, some business leaders have the ability to carry goods no less than them.

For example, GREE Dong Mingzhu (Dong Xiaojie) has opened up since April 24th, and the number of transcripts has increased by 230 thousand yuan, 310 million yuan, 700 million yuan, and 6 billion 540 million yuan respectively.

In fact, unlike Taobao live broadcast, jitter, fast hand and other live broadcast, the live broadcast of enterprises mainly focuses on the fine operation and precipitation of private domain traffic. Most of the live broadcasting products are mainly wholesale products and large category owned goods, and the professional staff of the company carry out specific functions to explain.

On the whole, the live broadcast of enterprises is more like the online sale of traditional enterprises, although the overall traffic is less than that of Taobao's live broadcast. For example, the number of users participating in the construction machinery industry is ranging from tens of thousands to hundreds of thousands of people, far less than the number of millions of net red anchors, but the degree of client trust and the volume of single transaction is far larger than that of the platform.

From the case of Miss Tung's shipment, GREE is not only based on online traffic harvesting, but closely integrated with offline.

In twenty-first Century, the economic news reporter learned from some GREE dealers that Dong Mingzhu's live streaming with goods was achieved by dealers online, and then transformed by Dong Mingzhu's online live studio.

"We will gather the traffic in a variety of ways online to collect users' WeChat. When Dong Mingzhu is doing live broadcast, give these users an exclusive two-dimensional code, and the user can sweep the two-dimensional code into her live room." A GREE dealer told the twenty-first Century business reporter.

To motivate users to participate in the live broadcast, users can first pay the dealer 9 yuan 9, when the live room is purchased, the 9 9 can be used for 50 or 100 pieces. Then, when users place their orders online, GREE sends these orders to distributors.

From the operation of Miss Tung, there are similarities with those who sell excavators. Perhaps, with Miss Tung's model, we can sell excavators.

Twenty-first Century economic report reporter learned that construction machinery enterprises are also pre warming through their platforms, professional media and so on, and dealers everywhere will also make recommendations. Online live broadcasting will also give greater preferential treatment, as well as "bonuses" which can be directly deducted, among which the customers' preferences will be greater. Enter.

Liugong chairman Ceng Guangan told the twenty-first Century economic news reporter that the live broadcast of goods is a direct and efficient mode, and it is also a way to communicate with customers at low cost. However, unlike the fast moving products, online trading in the construction machinery industry is only a link, and things have not ended.

"Because of the characteristics of construction machinery products, customers need to understand their operation functions, parameters and so on, and because they are investment products, they should also communicate with maintenance and other aspects, and even include customer operation training." Ceng Guangan said that the construction machinery industry must be combined online and offline.

Miss Tung also said before the live broadcast, "we must stick to the line". After the broadcast, it is a bold statement: "we should normalize the live broadcast."

It is worth noting that in twenty-first Century, the economic news reporter noted that many foreign brand enterprises also joined the live broadcast, but they mostly did the live broadcast of the brand, most of them did not choose to live with the goods.

In the future, there may be more excavators, heavy trucks and other sales coming from live goods, which is a blue ocean.

 

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