In the first half of 2020, live broadcasts are surging-whether it is called "live e-commerce" or "e-commerce live broadcast," whether it is "shop broadcast" or "broadcast shop", live broadcast is a lifestyle and commercial infrastructure for the whole people, pointing to everyone Reengineering of enterprise channels, processes and organizations. As an important innovation in the private domain business format, private domain live broadcast has become a shorter chain and more efficient smart retail solution innovation.
1. Private domain live broadcast needs to be
catalyzed by the epidemic of "finding people on the spot" , which has infinitely amplified the digital demand of enterprises, and many stars Entrepreneurs are "going to the sea" one after another. A live broadcast room with its own content and interaction is a window for companies to reach users in a special period. With the company's WeChat, SCRM software system, small program live broadcast, live broadcast base and other infrastructure gradually complete.
Private domain live broadcasting has a broad imagination to be explored, but in the sense of promoting conversion, what it lacks is the natural shopping atmosphere of live broadcasting on e-commerce platforms. Therefore, how to make the private domain live broadcast have a more appropriate solution to form a closed loop and efficiency advantage relative to the public domain has become the key to the exploration and empowerment of "SaaS scenario-based".
2. Crossing the distance:
The essence of private domain live broadcasts around private domain users is to operate and build live broadcast scenes around private domain users. More and more brand owners and celebrities in the industry have begun to build their own fan traffic pools for the purpose of reducing live broadcast traffic costs and increasing conversion rates. This is also the biggest change and trend in the live broadcast industry in the next 1-2 years.
In addition to a smooth live broadcast experience and online requirements, the design atmosphere based on the scene determines the user's progress from "concern" to "conversion." During the live broadcast of Boyang Seven Stars, in order to make the audience immersive, in addition to the preparation of lighting, makeup, and props, the anchor’s sitting posture and speech skills have also been specially designed, with a strong sense of depth and lens language to capture a large area of home. surroundings.
In addition, excellent quality and considerate service guarantee are the only way from experience to trust. Accurate, short-chain traffic requires the construction of a credit system to catalyze social fission. Private domain live broadcast is a shorter chain traffic precipitation, a more vivid community operation, and a more intuitive brand expression. In more scene details, SaaS solutions have a lot to do with deep cultivation.
3. The
end of the live broadcast from "shop broadcasting" to "broadcasting shop" does not mean the end of user operations. Precipitating more traffic as private domain users and forming a closer connection is a complete closed loop.
At the end of the live broadcast, there are 3 common operations for the precipitation and drainage of private domain fans:
① Drain to the company WeChat
② Drain to the community
③ Drain to the company WeChat first, and then from the company WeChat to the community
Whether it is a live broadcast by a master or a merchant’s “shop broadcast” or “broadcast shop”, the ultimate inclusiveness of live broadcast capabilities for online and offline stores is not only forced to go online during the epidemic, with live broadcast as the standard configuration, allowing live broadcast solutions to become businesses The design that store operations have to think about is even the ultimate-whether there is a need for a store program that specifically serves live broadcasts. With the infrastructure of live broadcast decoration, "watching live broadcast to visiting live broadcast" will become the norm.
With the help of more convenient and efficient digital infrastructure, every store and shopping mall can become an MCN and cultivate their own internet celebrity anchors and super KOC communities. Accelerate the promotion of online shopping guides and customer fandom, through continuous activation and connection, so that shelves are everywhere, and content can be shared anytime and anywhere.
The next step in the private domain live broadcast, because the solution scenario has more imagination. The abundant and complex scenarios in the digitalization process are also the opportunities for SaaS.
4. Conclusion
Whether it is Taobao live broadcast, Douyin live broadcast or Kuaishou live broadcast, the cost of diversion is becoming higher and higher, and the development of future live broadcast depends on the establishment of the private domain traffic pool at the bottom of the live broadcast and the refined operation skills of fan customers. As for the landing of private domain traffic, which one is better in personal account, corporate WeChat, and community? We briefly summarized. In fact, we recommend that private domain traffic be retained at multiple points, and try not to maintain fan customers in a single form.
What needs to be reminded is that although we talked about drainage at the beginning, we do not hope that everyone will only focus on drainage for private domain traffic. Because the community era of cutting a wave of leeks by drainage has passed, what is now emphasized is stratification, grouping, and refined operations.
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