The well-known consulting firm Deloitte pointed out in the article "Crossing the Digital Divide-How to Respond to the Digital Demands of Chinese Consumers" that according to statistics, a person will stay in a store for 15 minutes on average, and will stay in front of a product area for 15 seconds, while 75 % of people make a purchase decision within 5 seconds.
Although this data is collected offline, it is also applicable to the field of e-commerce. Even online shopping leaves consumers with shorter decision-making time, especially during major promotional nodes such as 618 and Double 11.
Another year, 618, is coming as promised. According to the "5-second theory of consumption decision-making", many merchants are trying to break their heads, trying to push consumers to make quick decisions to complete conversions. But in the field of live broadcast e-commerce, I found that Li Jiaqi's team broke the "traffic-only theory" and was not eager to find gold in the 5-second universe, and even adopted an "anti-efficiency" strategy. The long-chain decision-making path of "people looking for things".
Judging from the "Super 618" rules announced by Li Jiaqi on May 18, the innovative cross-circle of planting grass in small programs and placing orders in live broadcast rooms has become the biggest highlight of this year's 618. Although it does not have any sales function, Li Jiaqi’s live broadcast room’s small program tool "All Girls" in the WeChat ecosystem can provide users with social currency by relying on online strategy documents, broadcast product reservation lists and other functions, and further build a one-stop shop. shopping experience.
Also relying on the social platform WeChat, why social e-commerce chaos occurs frequently, but the model of social + live e-commerce can win the trust of consumers?
The Pain of Social E-Commerce: Expanding Scale, Sacrificing Experience
When it comes to social e-commerce, the public's attention will definitely focus on Pinduoduo. This Internet company, which was listed on the US stock market three years after its establishment, has been amazed by its rapid development, and has followed suit to establish a sinking market business department, in order to get out of the traffic dilemma and open the window to increase user growth. But times have changed, and the operating mechanism of Pinduoduo's rise is no longer suitable for them.
First of all, the rise of Pinduoduo is in the crazy development stage of WeChat, and the weak supervision mode of operation has created Pinduoduo's behavior of using WeChat social relationship chain to acquire customers crazily. However, as we all know, Zhang Xiaolong, a product guru, cares a lot about user experience, especially for the kind of one-way bargaining advertising links that are forced to push to users. WeChat has adopted various algorithms or official actions to suppress them. Although it is rumored that Pinduoduo has a dedicated The team conducts research and evasion, but the commercial dividends of relying on WeChat to acquire customers have basically disappeared.
Secondly, on the track of social e-commerce, the influx of capital and hot money and the fierce competition atmosphere not only failed to promote the long-term development of this industry, but were regulated by the market because of various malicious competitions that harmed the orderly and healthy development of the market. The institution will be fined heavily or shut down directly.
It can only be said that the social e-commerce model such as Pinduoduo, in terms of consumption experience, essentially obtains the traffic conversion of the WeChat social platform by inducing users. It is a typical price-driven model and cannot establish a deeper relationship with users. connect.
Oriented to expand the scale, it is bound to sacrifice part of the user experience. On 618 this year, we can see that Li Jiaqi’s live broadcast room also came to the social platform “cross-circle”, but not for the purpose of enclosing land and expanding the scale, but using the small program tools in the WeChat ecosystem to provide users with one-stop Comprehensive guidance designed to enhance the shopping experience.
Open the "All Girls" applet, and you can see the "Strategy Document" on the homepage at a glance. Not only does it clearly list all the broadcast information during the 618 promotion period, you can also make an appointment with one click, and it will be sent when the broadcast time is up. Come to remind, saving users the time of squatting in the live broadcast room. In addition, all the pre-ordered products of the user can also generate a shopping list with one click, and directly share it with friends to plant grass and make orders for each other, which virtually provides users with a social currency during the promotion period.
A "altruistic" live broadcast room
According to my understanding, live e-commerce is divided into two schools. One is the self-speculative money-making school, which wins with low prices and does not care about product quality. Even if consumer complaints are triggered and the platform cancels the account, it can still make a comeback; the other is the altruistic long-term school, which has a strong supply chain product selection team and continuously optimized operations. The mechanism always puts the consumption experience in the first place, and relies on the value experience to gather fans and grow together.
The former went through the rivers and lakes wave after wave, while the latter was as firm as a rock after going through wind and rain, and finally saw a rainbow.
Leaving aside the former, let’s analyze how the latter grows together with consumers. I think there are the following points:
1. Create a strong trust value system across the screen
Different paths do not conspire with each other. Only when the two sides recognize each other can they go forward together towards the established goal. From the perspective of live broadcast e-commerce, only when the supply and demand sides have strong mutual trust can they break through the one-way commercial nature of traffic in the transaction process and transform it into a two-way equal relationship of sustainable interaction, laying a solid foundation for the subsequent long-term healthy development.
Take Li Jiaqi, the head anchor, as an example. According to my understanding, Mei ONE, the live broadcast agency he works in, has built a two-way trust value system inside and outside. For example, internally, the company has introduced professional supervisors from various industries, including advertising inspectors, ISO quality review system personnel, etc., to ensure the healthy operation of the live broadcast room; externally, it actively cooperates with third-party testing agencies, participates in the formulation of group standards, and is the first to release The industry's corporate standards, etc... After these self-purifying market behaviors have been tempered by the market, they have not only gained a strong sense of recognition from consumers for their brands, but also provided solid consumer protection for their cross-circle operations.
2. Innovative cross-circle operation form
Based on the background of WeChat's diversified products, many companies are looking for breakthroughs in cross-circle operations to enhance the social consumption experience. Some companies are all betting on the WeChat product matrix, using communities, small programs, video accounts, Tencent conferences, etc. to build a new organizational ecology and improve business conversion efficiency. And some companies will also use WeChat mini-program products as a single-point breakthrough to carry out cross-circle operation innovation, reduce marginal costs, and improve conversion efficiency.
Li Jiaqi's team launched the popular science column "Li Jiaqi's Small Classroom" in the live broadcast room as early as 2021 to explain to consumers the knowledge of various categories of products and help consumers choose scientifically. Before this year's Li Jiaqi Super 618 promotion, Li Jiaqi's team innovatively integrated the "Li Jiaqi Small Classroom" and "Online Strategy Documents". Enjoy the "super cost-effective, super selected, super worry-free" shopping experience in Li Jiaqi's live broadcast room.
Compared with the traditional blind "5-second consumption decision-making", Li Jiaqi's team provides consumers with a brand-new consumption decision-making path, that is, small classroom science popularization helps consumers to choose - using small programs to help consumers complete watch appointment reminders, create exclusive Shopping List - Complete final consumer purchases.
The essence of this consumption decision-making model is altruism, and with the guidance of Li Jiaqi’s live broadcast potential energy, I believe that consumers’ decision-making habits will be changed in the future, and this will also force other peers to make changes, thus helping the live broadcast industry to move forward healthily in the long run develop.
It is impossible for any business model to exist permanently in a market cycle. How to wake up the consumer audience from the cold role of supply and demand, watch and grow with consumers, and practice long-termism is a business issue faced by every company. This year's 618, Li Jiaqi handed in a different answer sheet.