In 2021, e-commerce live broadcast will continue to be popular in 2020!
Among the popular e-commerce live broadcasts, online celebrities and celebrities are the most popular, but in general, the rollover rate of celebrities is higher than that of celebrities. Why is this? Let's find out.
1. From the perspective of user habits
Internet celebrities need live broadcasts every day, which cultivates the user's viewing habit, and users are accustomed to watching online celebrity live broadcasts every day. The live broadcast frequency of celebrities is not high, and users' buying habits have not been cultivated. It is a bit difficult for users to place orders directly in the celebrity live broadcast rooms.
2. From the perspective of user trust
From the source of the goods to the merchants to the after-sales service, for their own reputation, the Internet celebrities will carefully select and negotiate the price with the merchants and provide users with high-quality after-sales service. In these processes, users can feel the sincerity of the Internet celebrities and are dedicated to the users. , Users will compare their hearts with each other, and they will naturally trust the Internet celebrities, so they have placed orders for many times in the live broadcast of the online celebrities they like and trust. The most important thing is that the prices negotiated by Internet celebrities and merchants are often lower than those sold in the market, and the products are more practical or interesting.
In the live broadcast of celebrity goods, the products selected by celebrities are not close to the people, because the purchasing power of ordinary people is not so strong, which is one of the reasons why celebrities bring goods overturned.
3. From the perspective of the professionalism of bringing goods
In the daily live broadcasts, Internet celebrities already have their own sales skills to attract users to place orders. However, the frequency of celebrity live broadcasts is not high, and the main business is not to live broadcast the goods, so the professionalism of the goods is not high.
Let's summarize:
Online celebrity live-streaming delivery: high frequency of live-streaming, high user trust, lower prices of goods, and higher professionalism in delivering goods. Live-streaming delivery is the main business.
Live streaming of celebrities: low frequency of live broadcasts, low user trust, products and prices are not close to the people, the professionalism of bringing goods is not high, the main business is to be celebrities instead of bringing goods.
However, the celebrity live broadcast also has advantages, that is, it has its own traffic, which can quickly increase brand awareness; while the online celebrity live broadcast does not have its own traffic, it needs to output value content first, and the training cost and time cost are higher.
In order to reduce the rollover rate of celebrity live broadcasts, the first thing is to ensure the quality of the goods, secondly, the price must be close to the people, and finally, to put down the celebrity attitude and interact with users. The online celebrity live broadcasts must first ensure the flow of fans, after all, there is no flow, and high-quality goods cannot be sold.
To sum up, it is better for Internet celebrities to live broadcast the goods, but the training costs are high, but the subsequent benefits are higher. We will continue to wait and see the development of online celebrity e-commerce live streaming in 2021.