2B When you stand with goods, you should learn from New Oriental

source ： New entropy （ID:baoliaohui） author ： lemon edit ： See you on the moon

The success of Oriental selection ,UP The masters may be able to duplicate .

“ Nine nine one , Take photos of friends in need .”

Every one of them accidentally broke into B standing “ Brother Daxiang is here ” The audience in the studio , Will subconsciously sigh ：“ This is a complete set of playing methods of Tiktok live broadcast moved to B Stand ”, If a small yellow car is hung in the live broadcasting room , The anchor explained the selling points of the products one by one , From time to time, they return to the market to pop up products , At a low price 、 seckill 、 Red packets and other routine drainage have also been copied .

Sit close to 500 Thousands of fans , Head UP Elder brother Daxiang came to 6 month 17 in B The station made its first show with goods , Release live broadcast preview five days in advance , However, it is different from the open cargo atmosphere of platforms such as Tiktok , stay B Take goods at the station , It is very likely to be scolded . Brother Daxiang broadcast live the same day he brought the goods , Many fans use it in the comment area “ A comedown ”“ Diaphragmatic person ” To show his disappointment , But some fans said “ It's good to put the ads together , So you won't see ads in normal videos .”

For the live broadcast delivery business ,B The station has been eager to try , As early as 2020 In, the corresponding functions were launched for small-scale test , But the live broadcast is now B The station is still a “ A secret corner ”, No entry found , Search keywords can not find , The platform rarely makes active exposure and promotion , We can only know in advance from the anchor's personal news .

at present , When the management loses confidence in the realization path of the game business and advertising business model , Who will be responsible for the next commercial growth ？ Is the newly launched paid video ？ Or the live broadcast with goods that have been half hidden ？ Or not at all .

01 Take the goods for two years , The response was flat ？

Two years ,B The station has been quietly carrying goods for two years . During this period, Tiktok live e-commerce has grown into a trillion GMV Towering trees , and B Standing like a shy girl , The attitude towards live broadcast e-commerce is ambiguous .

2021 year 9 month ,B The station is open for the first time to conduct live broadcast with goods test , The selected products and the style of the live broadcast are mainly quadratic , The invited guests are also the heads of several pan quadratic elements UP Lord , It's not hard to see. B Stand on the heart of this test . multiple buff Under addition , The peak traffic of this live broadcast exceeded 500 Thousands of people , but UP The owners obviously don't adapt to the work of live broadcast and delivery , Frequently look down at the copy , The test has not yet released specific sales data ,B The station only disclosed in the follow-up report , Accumulated sales have far exceeded expectations .

2021 year 11 month ,B The station takes down the payment license plate , It is further away from the open live broadcast , Movie hurricane 、 Move the gun DongDongGun、 Please close your eyes and wait for a batch of heads UP The host is invited to participate in the internal test of the small yellow car in the live broadcast room , In this batch of internal tests GMV The highest UP The active gun revealed in the live broadcast room , During the "Double Twelve" period 70 Minutes of live broadcast with goods , The final turnover exceeds 100 Ten thousand yuan , In the same position as before “ Rush toward street, ” The Eastern selection of status is almost at the same level .

Now , There's always new UP The owner is qualified for the internal test of live broadcast with goods , But considering the fans' feelings , There are not many people who are really willing to try , Just like the initial status of receiving the business order , Restrained and cautious .

Take brother Daxiang for example , From the release of live broadcast preview to the day of live broadcast with goods , The amount of powder dropped in five days exceeds 5000. Live broadcast with goods is very popular among many fans “ Earn fast money ” The label of , This recognition also makes many people cherish their feathers UP The LORD chooses to keep watching , but UP The problem facing the owners is far more than fans' support .

The live broadcast and delivery industry ,B Standing and drooling , But never hatched head with goods UP Lord , And it doesn't drive a lot UP The Lord actively participates in it .

because B The attitude of the station itself has been ambiguous , Actively connect with those who participate in the internal test UP Lord , But there is no more support in other aspects , As a result, the live broadcast and goods are still in the station “ Semi invisible ” state .

from B Station official release of the tutorial , At present, it seems that only the links of Taobao alliance platform can be hung in the live room ,UP The master is connected to his own Taobao alliance through the live broadcast center PID, Add a product link to the product library , Only after the official review can the product links be posted in the live broadcasting room , The operation process is complicated , The product selection scope is also limited to Taobao alliance platform .

At present, the live broadcast with goods function still seems to be in the internal test stage , Need to meet the standard UP Main initiative application , There are parts UP The Lord revealed , I applied for the internal test qualification for one year in a row . Only recently obtained the qualification for internal test UP Lord Nanfeng F Express , Get the qualification of internal test UP Lord , You also need to pass the corresponding exam .

Now the live broadcast has reached a new stage , As a flow depression to be developed ,B The station is doomed to be unable to avoid the general trend of the industry , Even now B The station's attitude towards live broadcast and delivery is still unclear , Maybe B The more important thing to consider now is , How to better integrate the live broadcast delivery business into our own Ecology .

02 Live delivery , Incorporeal B Stand on the ecology ？

Today's way of carrying goods , Really with B The community atmosphere of the station seems out of place .

When the live broadcast with goods is started UP In the Lord ,「 New entropy 」 It is found that some of the anchors use the random delivery method , Put up a small yellow car link when you broadcast your original content , It does not specifically explain product highlights or recommendations , Such anchors usually have their own brands , Or e-commerce stores with long-term cooperation . But more anchors still follow the traditional way of bringing goods , A special live broadcast with goods will be held in a certain time period .

Most of the anchors involved in bringing goods are already on Taobao 、 Tiktok and other external platforms have relevant experience in carrying goods , And in the B Live broadcast station with goods , Not the best choice , part UP The Lord has publicly stated in B The effect of station carrying goods is not as good as that of other platforms . So many UP The Lord does not stop at B standing , The live broadcast on other platforms will not give up , Like a pet UP The main persimmon fungus is selected in Taobao and B Stations and other platforms start broadcasting at the same time .

Even if the B Station users are approaching 3 Billion , The user portrait is also very suitable for the impulse consumption mode of live broadcast and goods , But when choosing a platform , except UP The Lord will not be right in B The station has too much expectation for goods , The brand side will also be cautious .

Close to 20 The beauty makeup of million fans UP Lord Hemerocallis daylily Once expressed in the video ,“ For example, the advertising links of a certain voice and a certain sweet potato will not make the audience feel disgusted , But in B Standing links are not only useless but also easy to be scolded , So more and more businesses are not B The station has promoted .” In the live broadcast preview , She sometimes reminds her fans ,“ Some brands are really not made B standing , You can squat on Saturday .”

However UP Strong stickiness between the host and the fans , yes B Resistance to station realization , It's also an advantage . stay B Standing on the top video list , Full of creativity and UP Main personal style advertising videos are frequently listed on the list , When the advertising video is full of UP The personal style of the Lord , Have content or creativity , Fans don't have much antipathy , Even love to see , Then the case selected by the East may be B Station provides a new idea .

Now , Oriental selection has nearly 1700 Thousands of fans , The daily sales volume soared from hundreds of thousands to tens of millions of yuan in ten days , Become a new generation of Tiktok platform “ The elder brother ”, Dongyuhui, a New Oriental teacher, lost thousands of people in his own live studio , In his words “ A sense of atmosphere ” Crazy order .

Before that , Two head anchors of Taobao platform , Lijiaqi and Weiya , Beyond professional competence , Li Jiaqi's “ girlfriends ” persona , Weiya's “ Hegemon ” persona , It is also one of the important reasons that its live broadcasting room can harvest thousands of fans and maintain the stickiness of fans . Now Viva evades taxes , Lijiaqi stopped broadcasting , But the fans still miss the two live studios that haven't been opened for a long time .

and UP The personal characteristics of the Lord are just B One of the advantages of the station , Xu Sheng, head of business cooperation at BiliBili marketing center, talked about B The differentiated features and playing methods of station content with goods also mean ,“ We have a lot of functionality 、 Individualization 、 Hard core products , It is not very clear through the pure e-commerce content platform , adopt B standing UP Features sharing , It is easier to explain these things thoroughly .” So if UP The master can bring the personal style of the content to the live broadcast room , Maybe we can better play B standing UP Owners' advantages in carrying goods .

Dongyuhui's case may be able to B standing UP The owners provide new ideas for carrying goods , The foundation for personalized live broadcasting with goods has already been laid , But the final height depends on B Standing attitude .

03 B It's time to take the goods with you

B The station seems to have tried all the means of live broadcasting and carrying goods , But it's like trying to be lonely .

B There is no special entrance to the live broadcasting room with goods in the station , Hidden in each partition . Brother Daxiang crowded in the original God section to bring goods , Persimmon mushroom stays in Mengchong district to sell pet products , The film and television hurricane is the last one in the entertainment section 618 carnival . There is no relevant logo on the cover of the live studio , It all depends on the fate with the anchor , Only the most loyal fans , Can be in UP See the live broadcast preview in advance in the main dynamic .

In a sense ,B Live broadcast station with goods , It is a private business , Lack of external traffic support , That means UP There is a strong correlation between the main effect of carrying goods and the stickiness of fans .

The stickiness of vermicelli is high B Advantages of the station , But it also leads to the low realization efficiency , Fans regard the creator's qiafan as a kind of “ betrayal ”. Forced to make a living UP Primary direct “ To flee ” To other platforms .2022 Beginning of the year , not a few UP The main reflection said that his creative motivation decreased compared with previous years 80%, The drastically reduced creative incentives allow full-time UP Owners are in urgent need of more liquidity channels , Have no time to cherish feathers . Apply to B Before the internal test qualification of live broadcast with goods , Hemerocallis also tried to bring goods on the Tiktok platform , Find more sources of income .

B The station will UP The Lord regards as B The most precious treasure of the station , Now this group “ The most precious wealth ” But not in B Stand and feed yourself . Recent dance UP Master Su Simao 、 Funny UP The main hook, Mr. Duncan, and others are trying to increase their income , Already using the paid video feature ,“ Either way UP Lord , Just send paid video , Immediately pull black , There will be no hesitation .” This function dates back to 2019 Years have UP The main has been tested , However, due to the strong opposition of users , Regarded as an alternative , Nowadays, under such great pressure, we still have to launch paid video , Maybe UP The Lord has run out of water .

In the long run ,“UP The Lord has fled ” May no longer be a joke . How to UP The Lord offers more ways to make money , yes B The most urgent problem at present .

Compared to paying to watch video , The live broadcast with goods obviously has a better basis for people to accept . but B The station has been very interested in live broadcasting and goods “ be perfunctory ”, Even the basic functions of live broadcasting have not been built well ,UP Lord XuanCao once said in the public news that ,B The operation of live broadcasting station with goods is rather tedious ,“ It is very troublesome for products to be put into storage and to play with coupons , There are many jumps in the middle , There will be problems in crawling , So it takes a long time to preprocess .” But even if you make arrangements in advance , There will still be various small problems during the live broadcast .

2024 Year of “ Profit node ” More and more close , but B The financial report data of the station is getting farther and farther away from the target , Loss continues to grow ,B Standing in the financial report meeting also said , Then we will spend more energy on income growth .

Today's income “ The main ” It has become the value-added service business of the live broadcast , Current contribution 40% income , and B However, the live broadcast business of the station once reported the news of large layoffs at the beginning of the year , At the same time, many departments released their opinions on standardizing the live broadcast reward , The pressure of live broadcast reward business is increasing , There seems to be no difficulty in solving this problem .

B Station to learn Tiktok vertical screen mode “Story Mode” Cause a lot of users' antipathy , I have contributed to the membership purchase 80% The revenue of the blind box business magic reward has also fallen into “ The nature of gambling ” controversy , Learn from Tencent 、 Iqiyi's payment model has also encountered a lot of ridicule , On the premise that the business is difficult to realize , Whether it is the pursuit of income growth , Or bring new increment to the platform business , Live broadcasting with goods seems to be the most prosperous development direction , But it must play out B Station and UP The talents of the masters , Bring the e-commerce live broadcast with goods and features , Bring out the level .

2022 year 5 month ,B The station also released a batch of recruitment information for the project team with goods , Keeping UP Under the dual pressure of ownership and profitability , Maybe B It's time for the station to take the live broadcast business seriously , The case of New Oriental , about B Station is a good inspiration , So many interesting souls , Why not take the opportunity to release your talent ？