"Return index" of live broadcast E-commerce

Through the practice and research of retail e-commerce shopping process and conversion rate , I took live e-commerce as an example to get “ Return index ”.

In depth understanding and learning of retail e-commerce industry “ Return index ”, Can effectively help improve and optimize the existing shopping process , Improve conversion rate and user experience .

More advanced is through “ Return index ” Create new business models .

Changes and changes in the retail e-commerce industry

Everyone who has just entered the retail e-commerce industry will be informed of the eight character Scripture of the industry ： Increase of efficiency 、 cost reduction .

It can be said that this is the only constant part of the retail e-commerce industry , Other forms of expression with the development of Technology 、 Changing consumer groups .

So how to improve efficiency 、 To reduce the cost ？ I usually think of ways in the foreground and background , Platform e-commerce will also join “ Zhongtai ” Part of .

“ Return index ” The main research is that the front desk is “ Increase of efficiency ” Part of .

With the development of technology , The dominance of shopping has shifted from retailers to consumers .

Before there is no e-commerce , Consumers are limited by geographical location , Its shopping dominance is actually in the physical retailer , They determine where and how much consumers can spend 、 What kind of goods and services do you buy .

The rise of e-commerce 、 The logistics industry is increasingly developed , Consumers are free to choose how, where and what to buy , Compare prices and services anytime, anywhere , Ignore complicated processes and low returns directly .

In the past ten years , The retail e-commerce industry has undergone earth shaking changes .

From the price war of grabbing consumers , To who is closer to consumers in the same city retail and community group buying , And the retail e-commerce secret war of entertainment and social mode that allows consumers to spend more time .

The traditional centralized e-commerce is followed by community group buying 、 Community E-commerce 、 Live E-commerce 、 Entertainment business （ Plant fruit trees 、 Chicken and other games ） And retail （ Doll machine 、 Blind box, etc ）, For details of this part, please refer to the article on entertainment e-commerce and retail analysis of zhuangshuai retail e-commerce channel ：《 Entertainment retail to death 》

All these changes are nothing more than the hope that consumers can in different shopping processes , Get the corresponding “ Return ”, This “ Return ” Some buy goods directly , There are also free gifts of small games and promotions , There are also emotional connections between cash incentives and social networking .

Shopping process and corresponding return

Many shopping processes are considered simple , After careful study and analysis , It is not easy for consumers to operate .

For example, the offline wechat code scanning payment process is not simple , For consumers , There are still many steps .

Take out a cellular phone —— Unlock —— Open the WeChat —— spot + Number —— scan —— Scan the QR code provided by the merchant —— Enter the password and confirm , The system completes the deduction —— Return to wechat interface .

Count it down , A wechat code scanning payment involves 7、8 A process , There are three returns for consumers ： Deduction 、 No change required 、 Won't receive counterfeit money .

Of course , Compared with the payment process of paper money , Although consumers take more steps , But got more in return , This is why wechat code scanning payment can quickly replace paper money payment .

That is, wechat code scanning payment “ Return index ” Higher than paper money , What improvements did Alipay pay? , So that it can catch up with the rapid rise of wechat payment ？

Let's take a look at Alipay's sweep code payment process. ：

Take out a cellular phone —— Unlock —— Open Alipay —— Click Scan on the home page ——— Scan the QR code provided by the merchant —— Complete deduction payment without secret .

Obviously, Alipay scan code payment is two steps less than WeChat scan code payment. , Consumers get the same return .

from “ Increase of efficiency ” From the perspective of , Alipay has only lost two steps. , But it makes offline code scanning payment more convenient .

Yiguan release 《2021 In the first 3 Quarterly report on China's third-party payment mobile market 》, Alipay ranked first

So this is the way to think about it , You can try to refine the actions of each consumer , Disassemble all refinement steps .

How to calculate “ Return index ”？

By a simple example , Have a good understanding of the relationship between shopping process and return , In this way, we can turn the two into an equation , Calculate values for different shopping processes and returns .

Return （B）- technological process （P）= Return index

Wechat code scanning payment “ Return index ”：3-8=-5; Alipay scan code payment “ Return index ”：3-6=-3

Obviously Alipay scan code payment. “ Return index ”（-3） Higher than wechat code scanning payment （-5）.

You can try to apply it to face brush payment , The process has now been simplified to ： Look at the screen —— Fill in the mobile number —— Confirm completion of payment . This payment method is consistent with the code scanning payment .

that , Pay by brushing your face “ Return index ” by ：3-3=0

The core of this equation is to constantly make the equation tend to 0 Even positive numbers , If B-P=3, Prove that consumers get far more return than they pay （ Less process 、 Shopping efficiency is high ）.

Let's try and calculate the difference between the hot live e-commerce and the traditional e-commerce “ Return index ”.

First , It should be clear that live e-commerce belongs to “ Non purpose shopping ”, The corresponding traditional e-commerce shopping process should also be “ Non purpose shopping ”.（ Due to filling in address information 、 Payment and purchase are common processes , Direct purchase is simplified to direct payment purchase ）

First, disassemble the shopping process of live e-commerce ：

Mobile phone —— Open Taobao —— Randomly click the live room from the home page —— See the right product —— Direct payment for .

Then disassemble the shopping process of traditional e-commerce ：

Mobile phone —— Open Taobao —— Browse a product from the home page or category page or search —— Return to the home page or category page or search again —— Switch to continue browsing （ These two steps will be repeated many times ）—— See the right product —— Direct payment for .

Of course , Live broadcast e-commerce will also dislike all products in the anchor and live broadcast room , Form a process of repeatedly exiting and entering the live broadcasting room .

If you add this possibility , Then there is not much difference between the shopping process of live e-commerce and traditional e-commerce “ simplify ”.

However, there are differences in the returns of consumers in these two ways , In addition to buying goods, live E-commerce , also “ Emotional connection 、 Interaction ” Equal return ; The return of traditional e-commerce is basically only to buy goods .

The final live broadcast of e-commerce “ Return index ” Still higher than traditional e-commerce .

ordinary “ Return index ” Complexity

It looks very simple “ Return index ” In the complex and changeable retail e-commerce industry , It will also show complexity .

For example, in different demand states （ Including time limit ） when ,“ Return index ” Just one more “ Variable factors ”.

For the retail e-commerce industry “ Time and space ” I have done in-depth research , And wrote an in-depth analysis article 《 The ultimate ideal of retail e-commerce industry 》 Published on the official account of zhuangshuai retail e-commerce channel , Through this article, you can understand different “ Demand state ” Corresponding retail formats .

This is why offline physical stores are seen by many consumers , Still full of “ Attractive force ”, Because the rationality of the long-term existence of physical stores can be seen from “ Time and space ” Two dimensions to understand .

Secondly, there are many physical stores, which e-commerce does not have “ Return ”.

Offline physical stores , Live E-commerce “ Emotional connection and interaction ” It's more intense .

Whether it's a shopping guide or consumers in the same space , Can make people feel the strong impact of physical stores “ Emotional connection and interaction ”.

Finally, the logistics delivery time of e-commerce and the arrival time of consumers after arriving at the store , There is a huge difference in subjective feelings between the two times .

After all, it may take longer for logistics delivery to touch and try products than for consumers to touch and try products in stores .

Of course , This time does not take into account the time when consumers arrive at the store , This is because the arrival time is often easily ignored by consumers , The time of waiting for express delivery is deeply remembered .

This difference in time memory leads to “ Return ” Differences in understanding , This part is more complicated .

Return to “ Demand state ” Yes “ Return index ” Impact analysis of , Take up a “ Buy shampoo ” Examples of better understanding “ Demand state ” This “ Variable factors ” How does it affect “ Return index ” Of .

E-commerce shopping process ：

Mobile phone —— Open Jingdong —— Search for shampoo or frequently bought brands —— Find the right product and place an order —— Complete the purchase process —— Waiting for express delivery —— Sign for —— Unpack —— Use .

Shopping process of physical stores ：

Open door —— Press the elevator or take the stairs —— Walk or drive to the physical store —— Go to the shampoo shelf —— Take the right goods —— Line up at the cashier to complete the purchase process —— Walk or drive —— Press the elevator or take the stairs —— Open door —— Use .

The rewards of these two shopping processes are the same , If you don't join “ Demand state ” Words , E-commerce “ Return index ” Much higher than physical stores .

If you will buy shampoo “ Demand state ” Turn into “ emergency ”, If it's going to be night 10 Use shampoo within half an hour after ordering ：

“ Return index ” At this time, we can't just calculate from the equation of shopping process and return , And need to put “ Demand state ” Add in , Turn into ：

【 Return （B）- technological process （P）】*  Demand state （S）= Return index

Of course ,“ state ” This is a word that is difficult to have a clear definition , It is more difficult to quantify it .

For more difficult numerical “ Variable ”, Generally, you can follow the 1～10 A simple numerical definition of .

That is, the more urgent , The greater the numerical .

For example, the above example of shampoo , The state of emergency is 8.

The reason for setting the value to 8, Mainly considering the night 10 Order large supermarkets to close 、 Many e-commerce express can't deliver goods , I want to buy shampoo in half an hour , Can choose 24 Convenience stores and community stores open 24 hours a day .

obviously ,“ Demand state ” There is a problem with the value setting of the variable “ Fuzziness ”, Maybe we can make it clear according to more consumption habits and shopping data .

The example of buying shampoo involves “ Demand state ” The numerical “8” Add a new formula , So the physical store “ Return index ” Is much higher than e-commerce .

except “ Demand state ” outside , image “ Price ”、“ Sales promotion ”、“ Little games ” Will it also become “ Return index ” Of “ Variable factors ” And have an impact ？

These I will continue according to different types of retail e-commerce business models and shopping processes 、 Returns and corresponding data are continuously studied in depth .

“ Return index ” And business model innovation

Business model innovation is a systematic project ,“ Return index ” Obviously, it can play a positive role .

• Is there room to simplify the shopping process of the business model created by new technological innovation , Or it can increase the return beyond buying goods ？ 
• Is the return index of community group purchase and community e-commerce better than that of traditional e-commerce ？
• Is there a better way to simplify the process on the basis of community group purchase and community e-commerce ？
• VR and AR Is technology ok ？
• VR and AR What impact does the technology have on the existing live broadcast e-commerce ？
• These effects can be effectively improved “ Return index ” Do you ？
• If possible ,VR or AR Whether e-commerce can establish and replace the existing live broadcast e-commerce ？
• In addition to face brushing and payment, face recognition technology , Can consumers get more in the shopping process “ Return ”？

From the design of the above problems , Depending on the “ Return index ” Establish business model and innovative thinking , So as to think and study out “ New business model ”, And verified by low-cost trial and error .