Electricity Supplier Live Broadcast Is The Layout Of Sports Brand At The Time.

Live broadcast was just then, and sports leaders joined in. Under the new crown epidemic, garment enterprises have been fighting online. The direct seeding business has become one of the important ways to sell. We found that the leading sports leaders at home and abroad are also distributing in Taobao.

(shooting: Zhongfu net)

Adidas Taobao and live broadcast live together. Adidas opens the Taobao live broadcast from 2019/7. 2020/2/4-2020/3/4, the official flagship store of Taobao has 9 live broadcast live in Taobao's live broadcast, the number of people watching more than 130 thousand people each, and the number of 2/20 "shell 50th Anniversary Conference" is nearly 1 million 550 thousand. The brand is also open to live broadcaster, 2020/3/2. Li Xuanzhuo, the anchor of the Internet, hosts the Adidas live broadcast. The products cover 65 shoes, hats, clothes and accessories. According to flying melon data, the live broadcast sales amount is about 1 million 440 thousand yuan, the number of viewers is at peak 20 thousand, and the price of direct seeers is about 218 yuan, and the audience conversion rate is estimated to be about 33% (144w/218/2w).

Anta and Lining jointly released new products by Li Jiaqi. 3/4 and 3/5, Anta sports flagship store two live "Hua Mu Guan series" and "Anta X hundred antelope joint new" watch number respectively 100 thousand, more than 130 thousand people.

On the basis of keeping the Spring Festival uninterrupted, the new products continue to live on Amway's high frequency live broadcast. 3/5, brand joint Li Jiaqi launched the bubble running men's and women's couple rebound sports shoes. Panning data showed that the live broadcast sales amount was about 4 million 930 thousand yuan, which accounted for 23% of the total sales of the brand network on that day, and the total sales volume of the whole network was 21 million 290 thousand yuan on that day, about 4.8 times the sales volume of 3/4. And another domestic sports leader, Lining, also co worked with Li Jiaqi to broadcast live, releasing the "Lining's CF series", and the number of new products in Lining's live broadcast is as high as 190 thousand.

Taobao's live broadcast price is wider and faster discount. By comparing Adidas's live goods with Taobao live and live broadcast, we found that the price of Taobao's live broadcast is wider, and the discount of the quick hand platform is more favorable. Take two live Taobao live "seashore legend night" and "38 Queen's day beauty not stopping" for example, the main price of the live broadcast merchandise is 300-900 yuan, the average discount rate of the top three products is 32% off, the main price of the latter is 230-1200 yuan, and the average discount rate of the three products before sale is 17% off, Adidas. Compared to the fast hand, the main price of Li Xuanzhuo Adidas live broadcast merchandise is 100-400 yuan, and the average discount rate of the top three products is 58% off.

Head net red has a large number of active fans, helping brands to tap the potential of consumption. We have estimated the proportion of Anta's adult 2020/1 live sales in the published thematic report, "live in the electricity supplier", "home consumption", estimated that it accounted for 4% of the total net sales of the same period, while the 3/5 brand joined hands with Li Jiaqi, and the live sales accounted for 23% of the total Taobao network. At present, 17 million 980 thousand fans of Li Jiaqi's Taobao platform show that 2020/2/4-2020/3/4 and Li Jiaqi share 12 live shows, with more than 13 million viewers per game. The conversion rate of live browsing is over 72% (the number of fans / fans). In contrast, the number of people who watched nearly 1 million 550 thousand people in Adidas watched the "shell 50th anniversary live broadcast" (2019 pairs of eleven live broadcast 1 million 250 thousand people), and its browsing conversion rate was 6%. We believe that head anchors, while accumulating large scale fans, have strong fans stickiness and purchasing activity, providing more intuitive and efficient publicity and sales channels for quality brands.

Mature waist web red conversion rate is stable, with potential of extension category. Li Xuanzhuo, a fast fan anchor, has 1 million 850 thousand fans at present. He is a good waist sowing master in liquor and food. Sports category is not the main live broadcast product. We believe that its Adidas live broadcast has maintained a stable conversion rate, which not only embodies the elasticity of professional anchor's category extension, but also reflects the quality MCN institutions' investment and selection capabilities.

More anchor will enter the brand line of vision in the future. We believe that the share of brand live TV sales is less than that of the e-commerce channel. The cooperation between the future brand and the head and the middle waist anchor will be more frequent. The reasons include: (1) the efficiency of the professional anchor is high, and the technology and skills of live broadcast have a mature system.

Risk warning. Brand online expansion and live broadcast cultivation are not as good as expected, and the retail environment caused by the economic downturn is weak.