The Booming Price System Of Live Broadcasting Is Disrupted By The False Voice Of Public Opinion

While gaining praise from the outside world, live e-commerce is also being questioned by public opinion. The gimmick of "the lowest price in the whole network" is considered to have disrupted the price system of the brand, and the phenomenon of the number of orders being used, creating a false prosperity of live broadcasting with goods. The repeated overturning of star live broadcasting with goods has made businesses cry out: "live broadcasting with goods is everywhere a pit."

In the face of all kinds of doubts from the outside world about live delivery, magic chopsticks, an e-commerce service platform that entered the Bureau as early as 2018, has its own thinking.

It is understood that the three co founders of magic chopsticks technology are from Ali, which makes magic chopsticks with strong e-commerce gene at the beginning. At the beginning of 2018, fast hand day lived more than 100 million. Magic chopsticks became one of the first batch of external service providers to access fast e-commerce, and the only start-up company among them. In 2019, magic chopsticks will serve more than 2 million Internet users.

Since this year, magic chopsticks financing action is frequent. On February 25, magic chopsticks technology added a new round of financing, with Tencent as the investor, with a shareholding ratio of 5%; on April 3, magic chopsticks technology completed the c-round financing of several hundred million yuan, with investors including Zhongyuan capital and Gaorong capital. Prior to this, magic chopsticks technology has also obtained multiple rounds of strategic investment from fasthand and vipshop.

After the latest round of financing, magic chopsticks will still focus on SaaS service and supply chain service, continue to explore s2b2c mode in live e-commerce ecology, including incubating "fast brands" with suppliers, strengthening cooperation with industrial belts, and forming closer cooperation with online celebrities.

Xue Yuanhao, head of magic chopsticks technology strategy and investment and financing, believes that the current stage of live e-commerce is just like Taobao in the early stage. While receiving various complicated public opinions, we should think more about the fundamental changes that live e-commerce can bring to the industry.

"Has it fundamentally changed the supply chain and price chain of the retail industry? Has it really brought value increment to the industry? These are the fundamental factors that determine whether the live e-commerce model can survive." He said.

Break Matthew effect and become the connector of supply chain and Internet red

As a result, the more popular the anchor and service providers in the industry, the more popular they become in the industry.

In 2018, magic chopsticks technology became one of the first e-commerce service providers to access to fasthand. At first, it only provided "magic chopsticks star selection" as the SaaS tool to open stores for quick hand online celebrities. Then, it developed the supply chain business to provide online celebrities with a rich source of goods.

"We are the business model of s2b2c. At the beginning, we made a store opening tool connecting online red and C-end. Through this tool, we can put online products on the shelves and sell them to consumers on the express platform. However, tools do not solve the problem of the nature of the business, and online celebrities are still out of stock, so we do the business of connecting the supply chain and the online celebrities. A series of problems such as goods delivery and after-sales service are solved by the logistics and after-sales service providers. Simply put, we are a connector role, linking the supply chain and online red, to achieve the precise matching of supply and online red Xue Yuanhao explained.

In his opinion, the traditional s2b2c mode is the social e-commerce transaction logic developed in the wechat ecosystem, while the "live + s2b2c" only changes at the traffic end. The traffic focuses on the content form of short video and live broadcast, and the business scene is also transferred to the short video and live broadcast scenario, and the business logic behind it is similar.

Xue Yuanhao described the midrange system explored by magic chopsticks as a "water pipe" for the docking of online celebrities and supply chain. In the future, this set of middle platform system can cross platform and cross ecological empowerment. No matter whether the "water pipe" is connected to express, or Tencent's national karaoke, micro video and other products, the business model is similar, but in the operation end of the front desk, each ecology It will have its own characteristics, and the operation strategy needs to be adjusted according to the characteristics of the platform.

In addition to the accurate matching between the red man and the source of goods through the platform big data, magic chopsticks has also explored its own playing method in the online Red operation side. On the basis of this operation system, all the presenters will be trained on the basis of one operation system. "Among them, magic chopsticks will also deploy operators from the supply chain, Internet service, content production and other departments to assist the anchor in his daily work." Xue Yuanhao said.

At present, most of the anchors who have settled in Sweden with their mother are overseas Chinese. Most of the anchors who have settled in Sweden and are able to live with overseas Chinese express products are worth taking with them.

Xue Yuanhao told Yibang power that many overseas Chinese anchors couldn't figure out the way to operate fast e-commerce at the beginning. Simply imitating the popular methods of the platform may not succeed. Magic chopsticks will give creative suggestions according to their personality characteristics and family background. "For example, Nicole's mother's personality is relatively straightforward, so her personal design does not need to blindly cater to fans. She should maintain this character, and take the details of her overseas life with her family as creative materials, so that fans can feel like a friend or sister in life." He said.

Mass production and brand promotion

Supply chain capability is the lifeblood of e-commerce. In Xue Yuanhao's opinion, there are similarities between the supply chain of live e-commerce and that of traditional B2C e-commerce, but there are still great differences: the supply of live e-commerce must have high cost performance ratio, sufficient Commission for the anchor, and enough brand positioning in line with the ecology of live e-commerce.

"After decades of development, China has accumulated a large number of manufacturing enterprises focusing on products, but they lack channel experience. As a new sales channel, live e-commerce can match the supply side with the channel side. On the other hand, supply chain cooperation itself is also facing certain challenges, which requires industrial belt businesses to really be willing to make changes, meet changes, and make strategic investment in supply chain building. " According to Xue Yuanhao's analysis.

In order to find a suitable supply chain, magic chopsticks has set up a large team to search for high-quality goods in the whole country, and has gradually established large-scale cooperation with the industrial belt through local governments or partners. Hundreds of thousands of goods have been screened for live broadcast scenes, especially fast hand, which is based on the trust relationship between fans and hosts, covering 85% of the commodity categories.

At the end of the supply chain, magic chopsticks not only seeks high-quality goods through visiting industrial belt factories, but also establishes a brand incubation department to meet the needs of manufacturers who want to develop online brands. Since last year, the Department has been able to incubate dozens of manufacturers' brand names.

Xue Yuanhao told Yibang power that magic chopsticks found in the process of assisting brand marketing that most factories were not good at brand positioning, packaging design and combined marketing. Therefore, the responsibility of the brand incubation department is to establish a deep cooperation relationship with the supply chain, assist in the quality control and cost optimization by going deep into the supply chain, and upgrade the brand for the products in the growth period, so as to create IP more in line with the characteristics of e-commerce.

Take the fast brand "heweifang" incubated by magic chopsticks as an example. Heweifang is a food company that started with Liuzhou snail powder. Previously, it mainly distributed offline sales channels and operated several catering stores. Since 2019, the sales volume of snail powder online has shown a trend of soaring. To this end, he Weifang also decided to transform online sales. Although we have spent a year researching polishing products, the transformation of heweifang is not smooth in the strong online sales market.

In the cooperation with heweifang, the magic chopsticks brand incubation department and the quality department went deep into the factory, and put forward specific requirements for the incubated brand from the aspects of quality system, supplier management, raw material inspection and storage, production process control, finished product inspection and storage, etc. the factory has gradually transformed from a manual workshop into a modern enterprise, and has achieved quality in production quality and cost control To improve.

After a period of production line transformation, magic chopsticks began to officially carry out anchor matching and brand planning for the product. It is understood that in the first three months of cooperation, magic chopsticks matched thousands of fast-moving anchors for the manufacturer to carry out trial broadcast promotion, and carried out comprehensive packaging from the perspective of brand VI (visual identity) and brand content. After finding the right anchor and upgrading the packaging, heweifang's sales increased rapidly, with monthly sales of more than 10 million.

"The express platform is the best bearing point for the brand to run in and upgrade in e-commerce. When the brand gradually has a mature trend, it needs to be spread all over the network, which is conducive to the further development of the brand. From July, magic chopsticks brand incubation department took over heweifang's store operation outside the express platform. It adopted the similar thinking as fast hand brand marketing, and through the linkage between the top stars and a large number of medium and long tail anchors, it quickly formed a communication hotspot and promoted the sales volume of the store Xue Yuanhao said.

Taking the live broadcasting base as the hub to improve the operation efficiency of the industrial chain

Nowadays, the live broadcasting bases of online celebrities have blossomed all over the country, and the major e-commerce platforms have also run around the country's high-quality industrial belt, and promote the economic development of the local industrial belt through the incubation of online celebrities and live broadcasting. This year, magic chopsticks is also in full implementation of the offline live broadcasting base plan, with the goal of creating 100 live broadcasting bases.

Xue Haoyi told the local government that they paid more attention to the industrial base during the investigation. Taking Inner Mongolia as an example, in addition to the well-known Erdos Cashmere industrial belt, there are also very high-quality beef and mutton processing enterprises in Ulanqab and Hohhot, including many foreign trade enterprises that export to domestic sales.

The local government also hopes to solve two problems in the form of live broadcasting base. One is to recruit and train a group of local anchors to solve the problem of population employment; on the other hand, with the operation ability of the live broadcasting base, the local high-quality products in Inner Mongolia can be promoted to the live broadcasting platform, and even the brand with national influence can be hatched.

"We have set up a model base in Hangzhou, two bases in Dalian, and more than a dozen bases in Linyi and Shijiazhuang. At present, we are working with partners from all over the world to improve the infrastructure of live e-commerce, so as to help expand the sales channels of the industrial belt, and provide more efficient selection and operation services for anchors." Xue Yuanhao said.

In Xue Yuanhao's opinion, when the webcast base gradually becomes the standard configuration for the economic development of the industrial belt, the operation mode of the long-term sustainable development of the live broadcasting base can form competitiveness in the next stage.

It is understood that magic chopsticks club has exported a set of standardized operation mode for the live broadcasting base to assist the base to operate continuously. It includes the sample warehouse, live broadcast room, anchor training, industrial belt resource integration, etc., and also includes the design of the profit model of the live broadcast base.

At the present stage, magic chopsticks is exploring joint partners to layout cloud warehouses in the live broadcasting base. When holding large-scale live broadcasting activities, the live broadcasting base can ensure that the goods can be put into warehouse in advance, the inventory and service can be controlled, and the commodity circulation efficiency and user experience can be improved. In addition, the live broadcasting bases in various regions will also link some marketing activities with the headquarters to help the local live broadcasting bases run through the operation mode.

"At present, the webcast base has played a very good role as a link, which can improve the operation efficiency of the entire industrial chain, save transaction costs, and improve the live shopping experience on the user side." Xue Yuanhao concluded.