Is The Live Broadcast Of The Epidemic A Free Ride On The "Mobile" Line Of Retail Enterprises?

At present, shopping centers and shopping malls have been suspended or shortened business hours, and most people are staying indoors. Most of the offline businesses in the new year are splashed with a cold water at the beginning of the 2020 lunar new year.

Which line of development can run smoothly during the epidemic? Small program providers, social networking providers, live broadcast business is not a dose of antidote?

The number of visitors and the increase in the number of transactions and the time nodes of the outbreak were basically consistent with the number of different brands, and the obvious trend of increase was before and after January 29th.

That is to say, to some extent, there is a certain relationship between the epidemic and live broadcast. What is the live broadcast under the epidemic situation?

　　 Live broadcast is just "time", express or key points.

In recent years, when investigating nearly 50 enterprises including seven wolves, happy west cake, Willie group, Taiping bird, Bao Dao and Lin Qingxuan, it was found that most enterprises cope with the epidemic situation and recover the losses under the line.

Take the clothing brand Taiping bird as an example. At present, some shops of Taiping bird have been suspended from operation due to the epidemic situation, but some of the franchisees have responded quickly. They have started the live goods business, launched new products, strengthened communication with online consumers, and actively sought new retail routes to recover losses.

In addition, Chen Hongzhao, chief executive of Taiping bird, mentioned in a letter to all the partners of Taiping bird that in the process of developing retail business, all teams need to be unified in terms of yield and discount rate.

At the same time, we have noticed that many MCN agencies and shop agent service providers have caught the trend and promoted the live broadcasting business in the circle of friends:

In terms of the growth of direct seeding users, Shirasawa, the head of the media broadcasting brand, said: "most people do not go out, voluntarily or compelled to complete the online technology. Especially those who sink the market, the growth of users who enter the broadcasting room is inevitable. For the direct seeding organizations, whether we can seize this wave of growth is also a challenge. "

In the live broadcast business, a number of direct seeding agencies have indicated to the power of the billion state that the live broadcasting rooms they have operated have taken the initiative to work hard on the matching of goods in the live broadcast.

Taobao MCN agency Beijing micro related responsible person said that during the epidemic period, the "home economy" was in the right time, and the cooperation between direct seekers would be more inclined to health related (such as oximeter), fitness related (such as yoga mat), fast food products (self heating pot, etc.), snacks, toys related products.

Yi Bang power also noticed that in the 3 live broadcast after the launch of viya in January 31st, January 31st was a special brand of Lancome. In February 1st, the commodity style of the live broadcast was not prominent, and daily necessities and cosmetics were the majority. But in February 2nd, there was an obvious tendency of "home products" and epidemic orientation in the live room of February 2nd. Among the 9 commodities that were broadcast live on the spot, 2 were fast food / snacks, 3 were sterilization and sterilization, 2 were cosmetics (one of which was the main body of the night selling artifact), and 1 were garments.

Hangzhou can also express a similar view that the weight loss fitness products are expected to be welcomed in the live room. With the media director of the media brand, Bai Ze said, "the match between the live rooms is obvious, but for the brand live broadcast, the scope of the selected products is limited, and there is not much room for adjusting the goods in the live room."

In addition to the adjustment of commodity terminals, many direct seeding agencies are more worried about logistics problems. "Live broadcast data are rising, but the key lies in the lack of smooth logistics, and we are watching." "

At the same time, the reply of "billion state power" to the MCN institutional network red cat CEO Zhang Shuai consulting its live broadcast business is also received, "see the express logistics of express No. 10". "

Due to the fact that logistics is still not smooth at present, the Jingdong shop representative office, who is responsible for burning text interaction, said, "the content of the live broadcast area is biased towards grass, and it focuses on communicating with customers, waiting for the full restoration of logistics and readjustment. "

It is understood that some businessmen feedback, currently only Shun Feng, Jingdong logistics and Debang express is still in normal business. According to a feedback from Taobao merchants in Hangzhou, the full recovery of Jiangsu, Zhejiang and Shanghai is expected to resume after fifteen (February 8th). "A number of live business people also told the express recovery time is expected to be around February 10th.

As of press release, billion power to Shen Tong, Yuantong, Zhong Tong, Baishi Huitong, rhyme asked about the start time has not yet been given a clear response.

In the current express logistics situation, with the representatives of the broadcast room between Wei Ya and Bai rabbit live, most of the goods were sold in advance (such as the sound of the host, the rabbit), or the delayed delivery (the live broadcast room), the delivery time to be determined, the Lok Ting, the Korean clothes house, the three squirrels, the MG small elephants and other brand shops. When they were broadcast live, they often used the new product preheating (Lok ting), the advance purchase (MG small elephant), the pre-sale, the delayed delivery (three squirrels), and of course some of the products were sold by SF full mail.

　　 Electronic business platform "group pet" live: traffic, subsidies, resources and then raise the code.

During the epidemic, the major e-commerce platforms, including the content business platform, also made timely adjustments in the live broadcast business.

The Jingdong announced today that it has given traffic support to the live broadcast of Jingdong, and launched a live subsidy scheme aiming at the needs of the epidemic during the epidemic season, providing subsidies for live, food, beverage, and other categories of live direct subsidies, stimulating more people to help businesses sell their products, and providing vouchers and Beijing beans subsidies for consumers, fresh and home fashion businesses to promote business sales.

Zambia, the exclusive live service provider, has launched the "love shopping and cloud shopping" campaign in early February. It has been active from today (February 3rd) to February 28th. It has appealed for official participation in fresh fruits, cultural creation, health, health, home consumption, food, jewelry, pet products, flowers and other categories. Meanwhile, it said that during the epidemic period, businesses could use shelving to create simple store live broadcast activities, and the official sent 8888 love parks to promote the new TOP10 anchor in the weekly qualifying match, and top20 senior anchor sent points and resources.

Prior to this, Taobao broadcast live on the theme of "New Spring Festival" (from January 24th to 30th), invited a number of businesses and adult anchors to participate, the official platform to give a number of station resources and traffic holdings.

A few days ago, Taobao announced the cancellation of Tmall's start season, 2020 Tmall Valentine's day and 2020 Tmall spring Huan Xin and other activities scheduled for February. In this regard, billion state power to Taobao official asked whether Taobao's corresponding cancellation of related activities received negative response, "Taobao live February activities will be normal. "

Note: Taobao's live February activities list: 9 day jewelry day, 15 day village sowing date, 16 day dress day, 17 day goods day, 18 day life day, 19 day beauty makeup day, 20 day parent child day, 21 international day, 23 day shopping market, 24 day star opening day, 26 King's qualifying match, and the date of power elimination day.

　　 This Spring Festival, live TV providers not only sell goods

In addition, during the epidemic period, the major e-commerce platforms and content business platforms were launched on non-commercial topics.

The live broadcast of Taobao live together with physician specialists and online inquiry experts conducted more than 10 popular science knowledge programs, including the details of epidemic prevention, psychological construction during epidemic prevention, and nutrition matching during epidemic prevention.

The Jingdong broadcast live on the theme of "concerted efforts to fight pneumonia", covering the contents of war epidemic information, attending doctors' epidemic science popularization, and health free clinic.

Suning.com online "beat the virus, Suning action" live special topics, including hospital construction, expert live broadcast, healthy life tips and so on.

Jitter real-time tracking of the new pneumonia epidemic situation in real time, to provide users with epidemic tracking, direct attack Wuhan, Jian Zhen rumor, personal protection, the most beautiful medical care and other live and video content.

Meanwhile, live broadcasters from major platforms are also taking action.

Taobao's anchor, Wei Ya team, donated 30000 N95 masks, 10080 disinfectants and 100000 ready to eat foods to Wuhan in 23 January. The woman representing Wei Ya donated 1 million yuan to the Wuhan Charity Federation's new crown pneumonia special fund.

Taobao anchor Li Jiaqi team donated 9000 sets of medical protective clothing, 47 thousand N95 respirators and disposable medical masks to Wuhan area.

Xin Youzhi's team donated 100 million yuan to the Charity Federation of Wuhan City, and invested 50 million yuan to set up a special fund for Xin Zhu anti epidemic. It mobilized all social resources to purchase, raise, produce masks and other urgently needed materials.

The rabbit is donated to Wuhan Charity Federation for 200 thousand yuan in cash.

It is worth noting that on the eve of new year's Eve (January 24th), Taobao put on a "special commodity" - Wuhan refueling, which is actually a public welfare project. Click on the goods link will automatically jump to the donation page to Wuhan.

That night, Li Jiaqi, Wei Ya, Lei Er Bao, Zhu Ai Ma, Chen Jie Kiki, Zhang Kaiyi and many famous anchors spontaneously spread their live broadcast rooms without the promotion of commission, and most of the anchors only hung the "commodity" link in the live broadcast of that night.

It is reported that the commodity shelves on 24 at five p.m., after the night natural flow growth and the promotion of live rooms, half an hour nearly 80 million of the donations have been fully filled. Subsequently, when the public welfare project was launched again, three brands of squirrels represented the "special commodities" in their live rooms.