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Live Broadcast: A Simple, Rough And Effective Delivery Channel

2019/11/11 12:13:00 2

Live Broadcast

In September 21st, Zhang Dayi, known as the "Queen of goods", opened her first live show of Taobao.
In the past, Zhang only sold the goods of her shop, but this time it was different. She acted as an online shopping guide, selling products from other brands, and Zhang Dayi was nervous and worried about the unknown results.
Originally scheduled for 7 live broadcast, around 6:40, Zhang Dayi began the live broadcast preheating. The number of fans at the studio was 50 thousand. "It's a little lower than expected." Zhang Dayi said. Micro-blog has over 10 million fans and tens of millions of fans of Taobao shops. Zhang Dayi is obviously not satisfied with this effect. From the live broadcast of the night, we could see the confusion of the team and Zhang Dayi was not at ease when he was promoting the product. 10W, 40W, 60W... 4 hours later, the number of visitors reached about 2700000. Zhou Dafu sold out, Lancome sold out, puppy appliances sold out... Climbing data is constantly refreshing the adrenaline tolerance.
Finally, in the 7 hours, 13 minutes and 31 seconds of live broadcast, Zhang Dayi's sales exceeded 60 million, even if the 2000 meter beauty meter was sold, the sales volume was over 11 million.
For Zhang Dayi's net red top, the effect of live broadcast is not disappointing. The comparison is based on a set of data released by QuestMobile: the number of users of live online shopping users is longer than that of the mobile Internet users, and nearly 8 of the live online shopping users are at a high level of consumption.
Live broadcasting has now become a simple, crude and effective way of carrying goods. The theme of live broadcasting is endless, and the head seeding hosts such as Li Jiaqi and Wei Ya have even begun to be active in major platforms and even variety shows.
It can be said that in the business platform, short video platform, entertainment industry, brand and other forces of the common pool, the 2019 live broadcast business is evolving towards industrialization. In the words of Zhao Yuanyuan, director of Taobao live broadcasting, "it was only in 2019 that we realized that the live broadcast of e-commerce is a relatively independent and complete industry." Many businesses also face the importance of live broadcast this year, and put them in the marketing plan at the strategic level.
   Live broadcast into ordinary businesses
Live broadcasting business is dubbed "high-order version TV shopping". TV shopping and live broadcasting are the replay of "promotion Hawking online" in the offline business super market, but TV shopping is a repetition of the TV terminal, and live broadcast is a repetition of the mobile phone end. Zhao Yuanyuan once broadcast live in the electronic commerce literacy stage, said live broadcast like TV shopping, but now, he also said that this statement is not accurate.
"Virtually all Internet end innovation is not innovation, not a new species that is spun off in real business scenarios. There are no so-called new species, but they are all effective in the offline economy. The logic of the lowest level of TV shopping and live business is essentially a repetition of offline economy online, which is a process of improving efficiency. In the era of mobile media, direct seeding is inevitable. Zhao Yuanyuan said.
As Alibaba identified content as one of the three major directions of Taobao's future development (the other two directions are community-based and platform based lifestyle), in 2016, Taobao's live broadcast took the lead in the electricity business of Ali, and in 2018, Taobao's live broadcast really had a sense of existence.
According to the data of Taobao's direct broadcast ecological development trend report in 2019, the 2018 Taobao live platform took more than 100 billion yuan, and the average daily core users of Taobao live nearly 1 hours. The daily live broadcast of Taobao live was over 60 thousand, and the length of live broadcast was over 150 thousand hours, equivalent to more than 33000 Spring Festival Gala. In February of this year, Taobao's live broadcast, which wanted to increase this business chip, was also launched on its own APP.
Today, with the exhaustion of electricity suppliers, the electronic commerce platform needs more traffic increments and forms of expression. Obviously, Taobao chose to live the best carrier. Taobao's businesses are also looking at the form of live broadcasting.
This year's live business has been accompanied by two characters in public topics: Wei Ya and Li Jiaqi. Some time ago, the two major live streaming vehicles had been "rollover". The details were no longer needed to be repeated. All the subsequent parties made a decent response and remedial measures. However, from another perspective, the live episode has improved the attention and brand exposure of the live broadcast. The influence of fermentation is the amplification of the essential role of live broadcast.
When you turn over, Wei Ya is sitting in the live room of Joyoung. After a few days' stop, there was no other actor in the rollover incident. Joyoung spokesman Deng Lun also brought another live online + fan meeting to Joyoung in Hangzhou.
As a brand name, Joyoung, the left hand and the right hand Deng LAN, has raised the live broadcast to the strategic level, and its live broadcast strategy is called "global live broadcasting", with the goal of completing the 2 hundred million realisation.
It is the "three line" of Joyoung's live broadcast mode that we should carry out gradient cooperation with broadcasts, self seeding of businesses and live broadcast of celebrity endorsers. At present, there are about 710 thousand fans in Joyoung flagship store, almost 50% of which come from the live room, because the continuous action of live broadcast every day is nearly 1000. At the moment, shops are self - seeding, and Joyoung will broadcast at least 8 hours a day in shops. "In addition to the official flagship store, we have co ordinated 24 stores and a total of 25 shops for self seeding." Kang Li, the head of Joyoung's live broadcast, said to the media, who sniffed the tiger.
Joyoung is also implementing the spirit of "full live broadcasting" in the company. 3000 employees and some dealer partners, suppliers, and Joyoung's ecological chain are all trying to do live broadcast, and this has become a rigid attendance card request, so that it can be selected for the future to choose a so-called "live broadcast group".
It can be seen that the direct seeding electricity supplier that has sprouted for many years is exerting greater potential energy compared with previous years. Many businesses began to bet on live broadcast. And brand business crazy access to live media, but also directly brought about another business: net red man incubation and live business third party services.
At the live broadcast of Zhang Dayi, Feng Min, chairman of the holding company, watched the whole process at the door of the studio. In April 3rd of this year, after the opening of the Nasdaq stock market by Zhang Han Yi, as China's "first net Hong Kong electricity supplier", it also made the net red economy and the MCN network of the incubator red become the focus of public attention. And Taobao live is also encouraging businesses and third party MCN institutions to cooperate.
The three party relationship (buyers, sellers, service providers) has always been the basic formula of Taobao's service, and so is live broadcast. The role of the former graphic service providers and the current live service providers is to help businesses do well in order to increase consumer stickiness and improve conversion rate. Zhao Yuanyuan emphasized that businesses should "walk on two legs": on the one hand, businesses must do their own broadcasting; on the other hand, professional live agencies can provide "add a bunch of firewood".
The Nash agency is one of the countless MCN agencies that specialize in direct broadcast services. In order to get closer to the bonus, the company that originally started in Shenzhen moved directly to Taobao stronghold Hangzhou. More than half of its office floors are provided with live rooms for anchors.
When the tiger sniffed and other media came to visit, some anchors were promoting their mobile phones and lighting lamps in their own live rooms. The chairman of the agency said with a smile that there were about more than 100 anchors in the company from the very beginning. The cooperation mode between the MCN company and the anchor is divided into systems (no base salary): agencies sign up and train anchors, provide brands and businesses for docking. The two sides are divided. "Let's train them, teach him how to do live broadcast, and help him find good products."
Nowadays, there are nearly 1000 organizations that provide net red hatching work in China, and Li Jiaqi and Wei Ya also have live broadcasting companies such as ONE and modesty live broadcasting agencies.
   Public domain and private domain
Compared with Zhang Da Yi, Li Jiaqi and Wei Ya are more like the live broadcast bloggers of the original ecology. They have changed from a "sale" to a KOL with a large fan base. Even in the support of fans, they have the courtesy of the stars. Wherever they go, they take the goods wherever they go, and what they bring and fans buy. Just last month, Li Jiaqi's fans in Taobao live room had already broken tens of millions.
Before joining Taobao's live broadcast, he was the owner of seven clothing stores in Xi'an, then turned off the store and opened a Tmall store to become a naughty girl. In order to drain the store, in May 19th of 2016, Wei started the first live broadcast. At that time, only more than 5000 people watched it. Wei Ya was mainly responsible for chatting with fans and sharing the experience in the studio. Slowly, many people began to buy clothes from Tmall store, which also accumulated the first batch of original fans for her.
In 2016, double eleven, Wei Ya found that he could also help other businesses to conduct guided transactions, so selling his shop products at the same time, Wei Ya began to try to guide other products. According to public figures, last year, one year ago, he bought 2 billion 700 million yuan, and only 330 million of them sold eleven on the same day.
It can be said that in this flow feast, Wei Ya and Li Jiaqi have climbed to the top and completed the original accumulation of traffic. This is reflected in micro-blog's hot search list: since the opening of Taobao's live double 11 sale in October 20th, Li Jiaqi has been able to climb micro-blog's hot search list almost every day. In one day's live broadcast, Li Jiaqi rushed to the fans and said, "no more, no more."
However, in the live broadcast of Taobao, the daring part, especially Li Jiaqi and Wei Ya, are still helping, and a larger proportion of them is self seeding.
In 2018, Taobao broadcast live more than 100 billion of the total annual guidance. In today's 81 hundred million live rooms, more than half of the businesses are self seeding, and more than 90% live broadcast businesses are self seeding. On the surface, live broadcasts and business self broadcasting are doing the same thing, but in fact, this is the story of the two traffic pools.
Tracing back to the past, the 2016 is the real draught year of live broadcast, such as fighting fish, pulse and so on. Joyoung marketing director Xu Nan told the media including tiger sniffing, actually Joyoung started to do the live broadcast at that time, and at that time Taobao's live broadcast had not yet started. Joyoung did a marketing in the form of live broadcast. If Joyoung's location was only a propaganda tool, then Joyoung has regarded the live broadcasting platform as an important way to grow grass and harvest. "We have greater ambitions and vision for the live broadcasting platform."
Part of this ambition is to circle the traffic on the periphery of Joyoung moat into its own territory, which is to turn the so-called public domain traffic into its private domain traffic. The public domain traffic comes from the so-called red star and the external network.
"Joyoung is still trying to live with the stars. We hope to bring the peripheral traffic into the Amoy, and work with the brand side to do the penetration of the live room. We will do some PGC columns, and there is no fire at present. This is because consumers are not able to accept some content at this stage of shopping. But when we do a hundred brand interaction, we will find that users are willing to accept other products and categories, and we will slowly add and graft on this. Xu Nan said.
Any brand wants to own Li Jiaqi and Wei Ya, but the top stream is not very common. Their experience is hard to duplicate. The flow of the net red star and the star body can only be the object of the brand's jealousy. They are looking for points that can be crossed with each other in the public and private traffic.
"If you are a man of numbers, you are going to be a fan of OK, but we are the brand side. So in the three points of the people's yard, the first thing we need to do is goods and fields, and goods and fields are set up. On this basis, we will set up a" anchor day group ". Frankly speaking, we have not yet cultivated, but this is a very good vision. As a brand name, Joyoung can only do platform based live broadcast, and drain by external force. It is far from being as powerful as Li Jiaqi and verya.
Similar to Joyoung, for the US who only started broadcasting live Taobao this year, the positioning of the public is public domain traffic. Their focus is on the daring part.
"We will strengthen the positioning of the products of the people. They have both the flow and the transformation. The advantage is that he has a large number of fans, and his interaction with the fans is very high. But his understanding or understanding of our products is lacking. The advantage of our store is that the viscosity of our users is relatively high, and our understanding of the products is very good. This is the difference. " Meng Qiang, the manager of electrical appliance business in the US, said.
Another ingredient brand is slightly different. For it, the way of using stars and daring people to live is rejected. Zhang Wei, director of direct broadcasting of Da Xi Di brand, said that considering the status quo, we still aim to sell at double eleven target. We urgently need fans. At present, 80% of our overall sales are our old fans. During the double eleven warm-up period, we also go to various stores to join in the activities of absorbing powder. Cooperation with people is also necessary to absorb powder. No matter from the private domain or from the outside, they all want to attract fans. "Because we are still content oriented, or we want to do our own private operation."
In the same way, the urgency of brand characteristics and realisation is different, leading to the fact that merchants are different in choosing channels and directions, but they are basically walking on the two roads that are crossing: electricity supplier and content.
   Interlacing is like mountain crossing.
At present, in the case of increasingly difficult access to traffic and increasingly competitive forces, the traditional electricity supplier mode is directing content providers. At present, direct seeding business is known as the way to buy the highest conversion rate. But from another point of view, those short video platforms whose content is king are also trying to cut the cash flow from the content side.
For the daily life of hundreds of millions of trembling, fast thinking, cash is basically still around the imagination of "carrying goods" two words. The shopping cart beside the short video, the live link and so on are all urgent.
The official data show that in June 2019 alone, the order from over 8 million was over 400 million, and sales exceeded 400 million yuan. In the first half of this year, there were over 3000 merchants in the fast moving business, and the turnover of the Zan merchants has reached 1 billion yuan.
The fast action has been very quick. It has already brought Taobao, Zan, Jingdong, many spells, magic chopsticks and other three party e-commerce applications and platforms into the "quick shop" as a main way to expose the merchandise. Guosheng securities has been estimated that in 2018, the GMV of the all - ready platform is in the tens of billions. The head of another short video also has another content distribution logic under the recommendation algorithm.
Short video platforms seem to be more powerful than live content, but it is important to note that fast and vibrant genes are social. After the establishment of trust through short videos and fans, the main transactions are not on the shaking and fast platform.
The essence of fast hand shaking is social networking. They drive the demand for shopping but do not create demand. In the aspect of carrying goods, the role of them at this stage is more as the traffic entrance of Taobao and many other electronic business platforms. In mid year, it was also reported that Taobao's live broadcast had announced a rise in the cost of channel fees: charging a special service charge of 6% of the content scene.
Smile also indicated that when we go to live on the red man route, we will try to do content, but in the process of trying to shake hands and fast hands, but on these two platforms, we still need to focus on content, and our current anchor crowd and the existing audience on the jitter can not be interconnected.
"User habits are different. As far as we are concerned, if we only look at the direction of the electricity supplier, the trembling sound is now pushing the explosion, which is not the same as our own logic. We have also butted up some of the daring people in the fast track. When businessmen need to find fast hosts, we find that their products and requirements are completely opposite to ours. For example, the price and quality of the main customers we sell live in Taobao are relatively high. The anchors on the fast hand will first talk to us about the price and the price is relatively low. Therefore, we are talking about the two platforms, we may continue to invest some money to do content incubation, try more short video, short video direction and live broadcast is different. Smile and say.
When a new potential rises, competition will emerge sooner. This year's double eleven, Jingdong will "Jingdong live" upgraded to the home page location, a lot of spies are also being transmitted live broadcast function (many have denied this), on the other side, shaking voice, fast hand successively caught double eleven this chariot.
Zhao Yuanyuan said that at present, in the field of direct seeding business, whether it is for the electronic business platform or short video platform, or for Taobao live broadcast, or Jingdong, a lot of jigs, jigs and fast hands, it is far from the stage of competition. "Let's talk about this industry first."
Ultimate form
"Professional live broadcasting agencies can not really make timely preparations. Their role is icing on the cake. Businesses do not know how to live directly. If you want to find professional organizations, you will not understand the operation of shops. The prerequisite is that I have done the live broadcast myself, but subject to the limitations of category or level, and the ability to cap it. At this time, a professional organization and cross category, there are many new mechanisms of content marketing, which can be supplemented by businesses. This is the same as the relationship between brand owners and advertising agencies. The relationship between businesses and MCN institutions is explained by Zhao Yuanyuan.
In the big dish of live broadcast, the electronic business platform + business +MCN organization + daring person, in the same live room for GMV, they present a complementary and harmonious scene.
However, those who are holding hands will sooner or later nibble at each other.
As the head of MCN organization, he smiled and said he was considering the transformation of the company. "I've been thinking about what the core of our company is. In fact, the future of the broadcast ecosystem will become what I can not judge. But our company must also precipitate a core competitiveness, or a moat. "
His idea is to enter the supply chain, which is a heavy mode he did not want to touch in the last two years. "After two or three years, we found that it had to be touched." At present, it is already engaged in related financing negotiations.
There are two prerequisites for MCN organization to integrate the supply chain. First, as a MCN institution, it already has a large number of suppliers and business resources. Second, because MCN has no proprietary goods and shops, the right to speak from purchasing to organizing goods is not high, which leads to the fact that they can not guarantee that they can do a live broadcast. "60% to 80% of the factors are around the business, including the quality of the merchandise, the quota of live broadcast, and the delivery, after-sale and data of the back-end. We do not have data, it is very difficult to do more in-depth analysis of fans. " Smile and say.
That is to say, the MCN institutions in the future may eventually return to the way they set up shop. According to the idea of smile, we will complete the transformation from live broadcast to self operated electric business in the future.
Without its own supply chain and products, anchors and agencies have certain limitations in selection and operation. In addition, it is clear that when the live broadcast of the business is everywhere, when everyone is going to cut this big cake, the hand that distribus this traffic bonus will not start to be so generous.
Today's MCN institutions have begun to face the risk that the red head of the head traffic network is hard to copy, and is difficult to survive. In the future, there will also be the maturity of commercial self broadcasting, the homogenization of commodities, the alternation of anchors and the encroachment of organizations.
"We have been developing for more than three years, there are more organizations, more anchors, and businesses have been broadcasting themselves, so there will be homogenization. What is your core competitiveness at this time? The anchor will be iterated away, and some anchors will not be sticky when they are broadcast back, because a lot of products are overlapped and may be hit by other anchors and other businesses. This time, the growth of the anchor will be stuck in a bottleneck, and this bottleneck is not operational capability. If these problems can not be solved at the end of the supply chain, the anchors will feel powerless. Smile and say frankly.
He revealed that 80% of his company's energy in the next three years will be placed on the supply chain. Of course, MCN agencies without the electricity supplier's genes can successfully enter the supply chain.
"When I have the goods, every account, our current account is called the number of people, on the anchor. That account, they are all service providers. In the future, we may hatch. This account is made up of one man, and his supply chain is organized by the company. Then, our operation mode and our operational capability should be upgraded to the capability of the electricity supplier. "
In short, in the next few years, the e-commerce platform is building its own content capability; the business has its own live broadcast system and a traffic pool drawn from the public domain; the organization and the daring people begin to grope for their products and shops... They will form dramatic conflicts in a certain stage in the future.
What will be the live broadcast of Taobao then? Zhao Yuanyuan's answer to tiger sniffing is "super live agencies".
According to Zhao Yuanyuan's deduction, five years later, the "super live broadcasting organization" will be able to achieve the ultimate goal of three people's freight yards. In the end of the content operation, there is a very complete system of personas and anchors. It also has three roles of +MCN agencies and red men brokers. On the cargo side, it is an autonomous supply chain, an independent factory, a self-made brand, a self incubator brand, a service to the brand, and replenishment of its own products, as well as warehousing and distribution.
Ideally, such a live broadcasting studio is the product of the direct integration of +MCN institutions + merchants + supply chain four.
Of course, this is just an idea, or a vision. It's not too long for Taobao to live. What Taobao can live on now is the optimistic liquidation rate brought by live broadcast: Guosheng securities has predicted that after the official monetization, Taobao's live cash conversion rate will be as high as that of Taobao Tmall, and it is expected to contribute 15% to 18% of the domestic retail business in the 2020 fiscal year and the 2021 fiscal year.
At the end of 2018, Taobao said that the sales target of Taobao's live broadcast was over 500 billion in the next three years. Now the live broadcast has really started, and the double eleven of the November 11th zero point is to prove the first hurdle of the live business provider.

Source: one billion consumer writer: Liu ran Hu Hu Jia

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