In the second half of 2019, short video live broadcast e-commerce has gradually become the standard for brand marketing. There have also been data predictions that the market size of the e-commerce live broadcast field will reach 300 billion in 2020. However, affected by the epidemic, the layout of live broadcast e-commerce has accelerated. Shao Ren has already received the latest wave of live streaming bonuses during this period!
Sleeping can be broadcast live, Bundi can be broadcast live, house selling can be broadcast live, shopping can also be broadcast live...
Intime Department Store launched the “Shopping Guide Live Broadcast Program at Home”, where more than 1,000 Intime counter sisters collectively broadcast the goods, and the number of online viewings for 3 hours is equivalent to 6 months of passenger flow in the mall.
Within 3 days, live broadcast 1000W+!
Not to be outdone, the automobile and real estate industries have joined the live broadcast and moved to the main position of sales.
On February 10th, BMW opened live broadcast rooms on Tmall and JD flagship stores. The sales brother not only talked about cars online, interacted with the barrage in the live broadcast rooms, but also offered coupons and regular lucky draws.
Evergrande released the largest discount in history, selling houses online at a 25% discount, and selling properties worth 58 billion yuan in three days.
There are even real estate consultants selling houses through Douyin live broadcast, closing 23 houses and earning 1.2 million commissions.
At 19:00 on February 28th, Zhuzhou Wangfujing Department Store’s Blue V account was broadcast live on Douyin. As of the end of the live broadcast, the total number of viewers in the live broadcast room exceeded 830,000, the number of live jump sales was 3,000, and the final sales exceeded 2.4 million.
The people trapped by the epidemic used eighteen martial arts in the live broadcast room in an attempt to find a new way out.
So, how popular is live streaming?
Even during the epidemic, many cities and roads were closed; however, the live broadcast will be re-broadcasted after the festival by Li Jiaqi, the devil with goods, live broadcast for 3 hours, 1600W+ people watched, 26,000 boxes of snail powder, 300,000 packs of face towels, 150,000 bottles of red earth foundation Liquid, all seconds light.
How profitable is live streaming?
Wei Ya, the first sister of Taobao live broadcast, had a live broadcast turnover of over 3 billion during Double Eleven in 2019;
Kuaishou live broadcast one brother-Simba, operating 11 billion yuan in 2019;
Li Jiaqi, the lipstick brother, revealed in an interview that starting from January 2019, he has made 7-digit (million) monthly income through live broadcast;
Undoubtedly, live streaming has become the most popular fried chicken for "selling goods."
Nowadays, in addition to Douyin, Kuaishou and Taobao, well-known Internet platforms such as Xiaohongshu, Weibo, WeChat, Mogujie, Pinduoduo, Watermelon Video, Baidu, Weidian, etc. are all experimenting with live marketing, and live streaming has become a platform. Standard.
Everyone knows: this is a new opportunity.
If you don't keep up, you will fall behind.
1. In fact, the live broadcast did not become popular in the last two years.
As early as 2016, the live broadcast of the show was in full swing, and the live broadcast e-commerce began to emerge. In just two or three years, live e-commerce has become a large industry with a scale of nearly 500 billion.
Why is it said that the wave of live streaming in 2020 has come? There are several reasons:
01
Capital entered, platform flow tilted
As mentioned earlier, not only Taobao’s live streaming is now the dominant player, but also Douyin and Kuaishou, including Xiaohongshu, Pinduoduo, JD.com, Mogujie, Meili Talk, and other giants are adding more live streaming e-commerce and launching various live streaming tapes. Cargo support policy.
The entry of capital and the tilt of platform traffic both indicate that the era of live broadcast e-commerce has come.
Taobao President Jiang Fan once publicly stated that the achievement of a live broadcast of millions of people watching and hundreds of millions of transactions is no longer an embellishment, but the mainstream of the future business model.
If you don't do it, the platform will force you to do it.
If you choose to ignore it, you will be eliminated in the end.
02Live
broadcast shortens the time for users to make purchase decisions and makes transactions easier
The unique real-time two-way interaction of the live broadcast, the lowest price of the whole network, transparent consumption scenes, and all-round sensory impact make the live broadcast to effectively promote the conversion rate and turnover of e-commerce and improve the efficiency of traffic realization.
"I bought it as soon as he called, and I couldn't control myself at all." Li Jiaqi's fans thought he was poisonous. Similar to the user's "magic" reaction, the mystery lies in the impulsive consumption brought about by the live broadcast, namely the visual impact.
Moreover, a large number of users who have bought things in the live broadcast room are no longer willing to go back to the graphic page and spend more time choosing.
In the future, live streaming will be more normalized, just like the current graphic sales.
3.5G technology iteration and optimization will bring better viewing experience to live broadcast
In 2020, with the popularization of 5G networks, the video experience will be greatly improved, and live broadcasts will be played anytime, anywhere.
Download speed under 5G network
Coupled with the hardware foundation of the continuous development of intelligent terminal equipment. The next 3~5 years will be an important stage in the transformation of China's Internet video from the graphic era to the video era!
Short videos and live broadcasts will also occupy more netizens' attention time and more commercial traffic! Will greatly change consumers' online habits and consumption habits.
The unique real-time two-way interaction of the live broadcast, the lowest price of the whole network, transparent consumption scenes, and all-round sensory impact make the live broadcast to effectively promote the conversion rate and turnover of e-commerce and improve the efficiency of traffic realization.
It is foreseeable that in 2020, with the gradual popularization of 5G networks and 5G terminal equipment and the addition of giants, live broadcasting will undoubtedly become the biggest opportunity and outlet after short videos.
But chance does not equate to success. Many people only discovered after entering the live broadcast:
Doing a good live broadcast can bring countless traffic, but how to do it well is difficult, especially for people who have never been exposed to live broadcasting.
I want to join the live broadcast e-commerce, but I don't know where to start; platform selection, live broadcast equipment, live broadcast skills, anchor set...I am confused;
● Why have you worked so hard to deploy live e-commerce? After six months of exploring, you are still standing still...
● Why do you watch tens of thousands of other people’s live broadcast rooms, but you are deserted here;
● Why did you talk about it in the live broadcast room for 3 hours, but the transaction volume did not increase...
How to break?
2. What core skills do you need to have a good live streaming delivery?
Although live broadcasting has become one of the mainstream forms of e-commerce delivery, there are still a large number of anchors' delivery methods that remain at the initial stage of "big sale".
Rough decoration of the live broadcast room, insufficient expression ability of the anchors, and frequent loopholes in the transaction link are still shortcomings for a large number of anchors with goods.
If you want to do a good job with live streaming and increase the conversion rate between live broadcasts, you need to deal with at least these three issues: preparation before broadcast, operation during broadcast, and resumption after broadcast.
01
Preparation before broadcast
Pre-broadcasting preparations include the construction of the live broadcast room, the selection of live broadcast equipment, the setting of the host, the live broadcast script, and the drainage before the broadcast.
The three most important elements are the anchor set, live broadcast script, and pre-broadcast drainage.
For more details, learn about "Looking off the Demon Classroom"