On November 11, 2021, live broadcast e-commerce opened a new way to play

Just past 11.11, The most discussed is live e-commerce , Whether it's Weiya lijiaqi's amazing sales , It was announced by Tiktok e-commerce 2546 The total live broadcast duration of 10000 hours is 395 A total of 100 million viewers , All these have enabled brand businesses to think more about live broadcast e-commerce .

One side , Brands need to think about how to improve profits through live e-commerce ;

On the other hand, it is necessary to re-establish a new cognitive system of live broadcast e-commerce and predict the future development trend , So as to formulate corresponding platform and channel strategies , So that the brand can improve its brand reputation through live broadcast e-commerce 、 loyalty , And win more consumer recognition .

In my long-term research , This year, 11.11 after , At least four major changes have taken place in live e-commerce ：

1、11.11 data display , Live broadcast e-commerce has become the strategic highland of brand businesses , All brand businesses need to raise the live broadcast e-commerce to a strategic level ;

2、 Live broadcast e-commerce platforms are showing a trend of diversification , In addition to the active layout and promotion of live broadcast e-commerce on traditional e-commerce platforms , Content platform 、 Social platforms are also constantly strengthening the capacity and ecological construction of live e-commerce ;

3、 The forms of live broadcast e-commerce began to diversify , added “ Scene 、 interest 、 Chat ” There are more and more live broadcast forms of and have achieved good sales promotion .

4、 Brand merchants began to choose multiple platforms to try different forms of live broadcasting , And implement “ Quality and efficiency dual core growth ”.

Live E-commerce 1.0 The formation and characteristics of the times

From the development of live broadcast e-commerce , It was first developed through e-commerce platforms .

Due to the positioning of e-commerce platforms 、 Operation mode 、 Anchor orientation and user awareness , Gradually take shape in the form of “ Peddling ” Mainly in the form of live broadcast e-commerce .

After all, they are all e-commerce platforms , In terms of positioning and user cognition, it is shopping oriented ;

The operation mode of the platform and the anchor are also focused on “ transaction ”, The live broadcast form of e-commerce platform will inevitably be more emphasized “ Sales promotion ”, I hope that through discount 、 Coupons and other methods form a higher transformation in just a few hours in the live broadcasting room .

so to speak “ Order promotion ” Type live broadcast and e-commerce platform are mutually compatible , After all, most consumers have clear shopping needs when opening e-commerce software , This is also confirmed by the record high live broadcast sales data .

Of course , Because user needs are constantly changing , E-commerce platforms not only keep trying “ Star Guide 、 Live concert 、 Theatrical live broadcast ” And so on , And keep adding short videos 、 Pictures and other grass planting contents .

Just live broadcast of e-commerce 1.0 A few years of development in the era of , Users and brands , Even the entire e-commerce industry has gradually formed an inherent impression , It is believed that consumers enter the live broadcasting room with a clear shopping purpose , The brand merchant must only use... When broadcasting live “ Sales promotion ” As the leading .

This year, 11.11 Great promotion period , I observed a change , It can also be said to be another development path of live broadcast e-commerce .

“ Interest in ” Promote the diversification of live broadcast e-commerce forms

Content and e-commerce are more and more closely integrated , Make diversified live broadcast e-commerce platforms and forms gradually take shape ,“ interest 、 Scene ” And “ Peddling ” It has gradually become an equally important form of live broadcasting .

First, let's have a look at 11.11 period , Domestic brands 、 Big international card 、 What interesting forms of live broadcasting have new brand businesses launched in the live broadcasting room of Tiktok e-commerce ：

A small theater of Yanxi palace was staged in the live broadcasting room of herbal collection , With “ Delay the jubilee palace ” Scenario , The anchormans became the queen of the court 、 Concubines and other roles , Many interesting small theatres are created through the interpretation of the series . Dongli cashmere brand merchants launched a campaign in the clothing industry of Tiktok e-commerce “ Ten thousand people live broadcast Festival ” In the activity, two real goats were brought into the live broadcasting room , The anchor touches the real cashmere , Explain the characteristics of clothing materials to the audience ; meanwhile , It also connects with Inner Mongolia factory , Visually show the birth of good cashmere to consumers . This live broadcast brought new guests to Dongli cashmere 、 The explosive growth of fans and sales . Shaking, in The new trend plays a mutual role with Anta and other sports brand businesses “ Kicking ”： Both sides sent team representatives , Carry out plate support 、 Squat up 、 Difficult yoga and other movement challenges . Before that, there were down businesses running to minus nine degrees 、 Live broadcast on the snow mountain at an altitude of 45 kilometers , Just to show the audience the excellent cold resistance of our products ……

These cases show that , High quality content and scenarios adapted to product attributes , It can better highlight the selling points of the product ;

And creative interactive design , It makes users feel more involved , Not only in 11.11 During this period, it captured the scarce attention of consumers through interesting content 、 Better exposure conversion , In the long run, it can also improve brand reputation and loyalty , So as to realize better re purchase ！

It seems , More diversified live broadcasting forms break the inherent impression of users and brand businesses on live broadcasting e-commerce , Not only “ Applaud or sit down ”, Why is that ？

I think there are four reasons ：

1. Content driven ： The production of content can make furniture manufacturers have the ability to make scenes and interesting ;

2. User mind ： Users are here to browse content , Then there is shopping ;

3. Business cognition ： Clearly know that only through good content and interaction can we get more users , And better sales transformation ;

4. Platform oriented ： Effective combination of anchor and business self broadcast , And continue to standardize the content 、 Business operation and management .

First , This is similar to that of Tiktok e-commerce “ Interest E-commerce ” Innovation mode is closely related , The core of the live broadcast e-commerce launched by the content platform is actually based on the users' understanding of “ Content ” The dimension of interest , With “ Interest in ” Mainly , In the content Ecology , Diverse content and users 、 The data dimensions of businesses and commodities are more accurate “ People and goods match ”, So as to achieve higher conversion rate and repurchase rate .

Brand merchants can also be in the user's “ Interest in ” On the basis of , Live broadcast is carried out through appropriate live broadcast scenes and interesting interactive methods , Provide users with products with higher cost performance , While ensuring the profits of brand merchants , Improve user experience and satisfaction .

meanwhile , This process has also changed the management thinking and management ability of brand merchants ,“ Content driven ” It can enable brand businesses to continuously improve the process of creating short videos in the live room “ Scene and interest ” Ability to plan and execute .

Only through good content can we get more users 、 Better sales transformation has also become the common understanding of brand merchants .

secondly , Users come to Tiktok to browse the content , Then there is shopping , This “ User mind ” Let users better accept more “ Interesting and scene oriented ” And generate better sales .

Last , As a platform, Tiktok e-commerce establishes a complete service provider system 、 Standardize content creation and other forms , Continue to promote the effective combination of anchor and business self broadcast , Diversified live broadcast guidance has been formed at the level of platform organization and operation .

How to realize live broadcast e-commerce “ Quality and efficiency dual core growth ”？

For brand merchants who have not done or seldom contact live broadcast e-commerce , Want to do a good job in live broadcast e-commerce , We need to start from two aspects ：

The first on the one hand, ： Establish a comprehensive 、 Correct cognitive system .

More and more data show that consumers accept and recognize live broadcast E-commerce , Brand merchants can reach young consumers faster and better through live e-commerce , Promote the younger image of the brand 、 Covering a wider range of users nationwide .

According to China Internet Network Information Center （CNNIC） Issued the first 47 Time 《 Statistical report on Internet development in China 》 data display , By 2020 year 12 month , The scale of live e-commerce users is 3.88 Billion , a 2020 year 3 Monthly growth 1.23 Billion , Accounting for the overall number of Internet users 39.2%.

Users who have purchased goods in e-commerce live broadcast have accounted for... Of the overall e-commerce live broadcast users 66.2%, among 17.8% Users' e-commerce live broadcasting consumption accounts for more than 30% of all their online shopping consumption .

In terms of age structure , Young and middle-aged people are the main consumers of live broadcast e-commerce products in China . From the age structure of users watching live e-commerce on the main platform , Tiktok 95 And after 00 The proportion of post users is the highest , Showing a younger character .

From the Tiktok e-commerce this time 11.11 From the practice of a large number of brand businesses' live broadcasting rooms ,“ interest 、 Scene ” and “ Peddling ” Can get very good sales conversion .

In the second ： It is necessary to develop strategies suitable for multiple platforms and channels .

At the initial stage of the development of live broadcast e-commerce , Content and e-commerce are relatively independent , The content platform has been regarded as the position of brand marketing , E-commerce is “ transaction ” Place .

In the era of content e-commerce , Content and e-commerce are constantly integrated , The e-commerce platform does content , Content platform as e-commerce .

Brand merchants can no longer guide the decision-making of e-commerce operation and brand marketing with separated thinking and organization , The platform and channel strategies should be adjusted in time , Adapt to the pattern of diversified live e-commerce platforms and forms .

If brand merchants still look for and match platforms and channels according to their original positioning and image , Future growth is bound to be limited , It will also be overtaken by competitors .

According to the survey data released by yiou Consulting , At present, the proportion of multi platform businesses is close to 60%, The proportion of business operators of the two platforms is 36%, The proportion of business operators of the three platforms has also reached 22%.

In this context , Brand merchants should respect and deeply understand the positioning of different platforms and channels 、 image 、 Operation rules 、 Business model and consumption habits , Reach a wider range of consumers through more platforms and channels , It has been recognized by consumers of various platforms and channels .

Brand merchants will be in the next live e-commerce , We should abandon “ E-commerce live broadcast =321 Link up ” Stereotype of .

As mentioned above, Anta 、 Herbalists and many others have abandoned stereotypes 、 The first brand to try , In the live broadcast room on Tiktok e-commerce, more content has been obtained 95 after 、00 Recognition after , These are all in line with the positioning of Tiktok e-commerce platform 、 The target audience , At the same time, it matches “ Interest E-commerce ” Innovation of business model, live broadcast e-commerce form .

in other words , With the formation of the diversified pattern of live broadcast e-commerce platforms and forms , Brand businesses should gradually abandon the mode of making a live broadcast with multiple mobile phones synchronized on multiple platforms , Design live broadcasting rooms with different live broadcasting forms and contents for different platforms .

Last , I think Tiktok e-commerce is “ Interest E-commerce ” The mode can pass “ interest 、 Scene ” A variety of innovative live broadcast forms , It can not only sell goods but also build brand image , take “ Product effect ” Combine ：

When users are no longer just for “ At a low price ” Enter your studio , They are attracted by the content , Users are not just consumers of a brand , And become a fan of the brand .

When the brand is not only based on the product and price as the contact point , Fans' perception of a brand is more three-dimensional , So their recognition 、 The favorability will naturally be at a relatively high water level , Such a group is a group with more long-term value for the brand .

At a time when the e-commerce pattern is constantly changing , Brand merchants should change their thinking 、 Abandon habitual thinking , According to their own team and organizational processes , Continue to develop more diverse channel strategies and try different live broadcast forms .

11.11 After the promotion , Brand merchants are “ Product effect ” Find a balance between , Design different live broadcast forms on different platforms and channels , After practice, it will be continuously improved and optimized according to the data provided by the platform , Only in this way can it be truly realized through live broadcast e-commerce “ Quality and efficiency dual core growth ”！