As the first phenomenal e-commerce promotion after the full liberalization, the importance of 618 this year is self-evident. How to meet or even exceed the shopping needs of consumers in the "self-recommendation" big promotion show has become a compulsory course for every brand merchant.
Due to the catalysis of the epidemic and the strong interaction between live broadcast rooms, more and more consumers prefer live broadcast shopping, and brand merchants are also trying to make breakthroughs and increase the upper limit of business. In the fierce market competition, the pain points and problems of multi-platform and multi-store live broadcast are constantly emerging. Scattered operational data, manual acquisition, cleaning, and high data conversion costs, and low data accuracy have plagued countless brand merchants.
RPA has been gradually recognized by merchants as a store operation automation tool. Statistics show that in 2022, the number of e-commerce companies deploying RPA will increase by 500% compared with the same period last year, and the commercial transactions contributed by RPA will increase by 1700%. RPA has undoubtedly become a sharp tool to help various e-commerce companies improve efficiency, reduce costs, and increase revenue.
The brand live broadcast track is crowded, and the data review is not comprehensive enough to reach a consensus
According to the "2022 China Live E-commerce Market Data Report" (referred to as the "Report"), as of now, there are more than 600,000 e-commerce companies whose business scope involves "live broadcasting" in my country, and the transaction scale of the live e-commerce industry has reached 35,000. There are dozens of live broadcast platforms such as Douyin, Kuaishou, Taobao, Video Account, JD.com, Pinduoduo, Vipshop, and Xiaohongshu.
This data means that today's brand self-broadcasting is very popular, with many entrants, and the flow of traffic is wide open. But the other side of the bonus is that the live e-commerce track is unprecedentedly crowded.
Judging from the "Report", dozens of live broadcast platforms mean that the traffic is extremely scattered. If businesses want to break through the traffic bottleneck, they need to open stores on multiple platforms. According to data from Tianyancha, nearly 70% of merchants have live broadcast rooms on two or more platforms.
Dozens of brand merchants of different categories, such as Haier, Marumi, NAP, and Shike, are one of them. In the process of exploring from 0 to 1, opening stores on multiple platforms did bring them more traffic and higher GMV, but they also encountered more problems than expected.
The most difficult thing is that the live broadcast effect cannot be fully reviewed. Due to the different needs of consumers and the large number of merchants' own categories and stores, it has become a difficult problem to collect, classify, analyze and feed back the data of all live broadcast rooms.
The emergence of various problems makes it difficult for merchants to accumulate experience of success and failure, and unable to provide more valuable and feasible solutions for the next operation strategy. As a result, the brand itself can only manage 1-2 live broadcast rooms and lose other business opportunities.
Fill in the shortcomings of business operations and increase the upper limit of brand growth
Brand merchants who value the conversion effect of the live broadcast room began to look for handy tools. Unrestricted by time and place, it can be deployed on the computer or cloud to realize 24/7 automatic acquisition of real RPA digital employees, so it has become the common choice of brand merchants.
Cooperating with the automation capabilities of digital employees, dozens of brand merchants such as Haier, Marubi, NAP, and Shike have completed the acquisition, storage, management, and application of live broadcast data on platforms such as Doudian, Maodian, and Kuaishou Xiaodian, and can quickly find data in the live broadcast. Operate weak points and make agile decisions to achieve continuous planting and transformation.
"Most of our products are low-repurchase and high-customer single attributes. Breaking the circle and attracting new customers has always been the main goal of brand growth," a brand merchant reported, "With the support of real RPA and digital employees, we break the platform restrictions , Timely and accurate collection of global business data, in 2022, the GMV of the whole store will increase by more than 27% year-on-year, and the GMV of live broadcast will increase by as much as 53% year-on-year, successfully becoming a ten-million-level live broadcast room.”
The growth brought about in just one year further proves the importance of choosing the right efficiency improvement tools. This is also a factor that many brand merchants tend to overlook. Good products require good efficiency improvement tools, which can help merchants obtain marketing data efficiently, accurately and in a timely manner. and tools for developing marketing strategies.
Digital transformation, digital employees provide stable services for the brand 618 outbreak
After the start of 618, the real smart customer service team actively inspects the running status of real RPA digital employees every day to ensure that all customer processes are running normally. Among them, in the Haier project, the real RPA·digital employees automatically obtained the operating data of Haier 618. Even at the end of the payment night, the order growth spurt, the digital employees still operated stably and smoothly, and worked with customers to ensure the smooth progress of the promotion and won the recognition of customers. .
Focusing on user needs, bringing about double improvement of products and services. As a pioneer in the digital transformation of enterprises, Haier has brought high-end smart lifestyles to users with its original technology products and customized smart scenes, and achieved industry leadership with its brand strength of continuous innovation.
In the early stage of 618, Haier carried out water storage and promotion in the whole region; in the middle stage, Haier’s live broadcast room raised questions for consumers, provided solutions immediately, and built a global business data dashboard through digital means to optimize marketing strategies; On the digital digital platform, the nearest distribution and timely installation are carried out, so that customers are satisfied throughout the process.
With its digital capabilities, Haier made a good start in 618 and delivered a good answer. At 9:00 pm on May 31st, Haier’s one-hour sales on the Tmall platform increased by double digits compared with the same period of the whole day, ranking first in the industry! At the same time, Haier Smart Home also won many firsts in refrigerators, washing machines, water heaters, freezers and other categories, achieving a good start!
At present, Real Intelligence has built a stable, safe, and reliable digital service system, which can continuously empower e-commerce companies to upgrade digitally, and will continue to provide customers with high-quality products and services in the future.