When The Live Broadcast Became The 618 "Ticket" Of This Session.

In June 10th, Yan Ligang, director of the Beijing Municipal Bureau of Commerce, proposed that Beijing will accelerate the development of the new mode of "Internet +" consumption, promote the promotion of real estate promotion, live selling and other new modes to accelerate the expansion of online exhibitions and promote consumption.

It is not difficult to see that for a long time in the future, the live goods will occupy a very important position in the traditional retail industry.

In the new retail battlefield, live broadcast has been in C.

This year, 618 of the game has changed. The live broadcast has made this new retail corner become more interesting. In addition to the electricity supplier, the live broadcast platform, businesses, MCN and independent anchor have ushered in a nationwide test.

Comply with the requirements of the platform, borrow the potential to save the flow, and let the live broadcast produce a substantial effect. How big is the live broadcast, and everyone is looking forward to the final answer of 618.

Live broadcast becomes the standard of business.

Now do not live on the TV, it seems that no progress is to retreat.

This is the third 618 that Wang Jun (a pseudonym) has gone through. In the first two years, he made warm sales ahead of time, determined the main products, put advertisements, designed packaging and stocking. Follow these routine steps in an orderly manner, but this year there has been a change in strategic planning, that is, live broadcast.

Wang Jun is a domestic agent for a foreign brand safety seat. Now, though he has a week away from the official 618, he has already started the related pre-sale activities and product live broadcast a month ago.

"Live is now the standard of business", Wang Jun told the zinc scale, now the main business platform almost requires businesses to match live broadcast, "in some electronic business platform this is a rigid demand, otherwise it can not participate in 618 activities." Coupled with the platform's support for live streaming, businesses are also forced to broadcast live in order to receive traffic and enjoy the bonus.

So, Wang Jun contacted some MCN agencies and asked the agency to recommend a host to match the product he sold to broadcast live. At present, Wang Jun's shop is going to take a live delivery every other day, with an average length of 2 hours. "The closer to 618, the more frequent the live broadcast."

Now there are very common anchors. There are two kinds of expenses, one is the order placed during the live broadcast, the other two are negotiated, and the other is charged by the hour. The average time is 300~800 yuan per hour, two hours a day, that is, 600~1600 yuan. "Most of the small and medium-sized businesses are carrying live goods, MCN organizations will still choose to pay on time, because no one can guarantee the sales volume in live broadcast". This, Wang Jun calculated an account, according to the time charge calculation, continuous a month down is also tens of thousands of yuan cost, not counting the other cost of advertising.

When it comes to how much the live broadcast brings to the store, Wang Jun said that this is not yet a good measure. The total amount of orders placed in the live broadcast process and the non live broadcast period is not much more than that of the previous live broadcast. "At least there is not a very obvious promotion, and the time, experience and capital are much more", but this wave tide has to catch up with him. Witnessing other business friends selling live through the live broadcast, he blamed himself for being too late or not doing enough well.

Zinc scale survey found that now the live broadcast of electronic commerce has indeed become the standard of the merchants. The head brand business is hired or invited to cooperate with the head webcast. The waist and the following businesses choose small and medium-sized net red, focusing on considering cost-effective. And smaller businesses will be able to bring the owner to the scene to save money.

A senior person engaged in the electricity business said to the zinc scale that now there are more profits and more helplessness on the live broadcast of the business. On the one hand, the platform has the support to the live broadcast, perhaps the live broadcast may not be able to carry the quantity, but the streaming support brought by the live broadcast can bring users, so it is sure to go on.

On the other hand, most businesses are still in the stage of blindly following the live broadcast. If money is spent, users will not necessarily be able to achieve transformation and bring orders. How to spend money on the knife edge is an urgent problem.

MCN busy horse enclosure, independent anchor is busy.

Facing the trend of live broadcast, the first MCN war set up by the end of last year was 618.

"This 618 is the shopping festival that I received the most demand for live broadcast, so this is also an opportunity for us to continue to flow and keep our horses open." For startups, in the fierce competition of the live broadcast, there is a small amount of red and red. The main thing is to rely on the early accumulation of traffic and accumulate fans to enhance the attention and popularity.

Zhu Jie's MCN company now has more than 30 anchors, according to the amount of fans, as well as the previous live in the data, to carry out the row. And this ranking corresponds to business cooperation, which is the price of the anchor.

Zhu Jie told the zinc scale that their anchor is now playing the middle waist brand and business. The quotation can be calculated according to the site number or by the time. A maximum can reach 20000 yuan, an hour can reach 6000 yuan, then the cost will be increased, and the percentage of the anchor will be deduct. The percentage of the general Commission will be about 30%.

"Until now, most of our company's anchors have received direct cooperation from merchants, mainly focusing on clothing, food, digital products, cosmetics, maternity and baby products, and some other brands of Internet Co. Without receiving the anchor of cooperation, the company will arrange them to broadcast live continuously during the 618 period to enhance the heat.

Zinc scale found that independent anchors outside MCN are also busy for this 618. Zhu Ziwen (a pseudonym), opened his account on a social platform in 2018. After working for more than half a year after working, he had tens of thousands of fans, and also received her first list for a digital product with live broadcast. Since then, the development has been relatively smooth.

In 2019, the live broadcast was popular. She quit her job and devoted herself to the live broadcast. She opened several accounts of the live broadcasting platform and took part in the product to attract people's popularity.

This 618, her schedule is already full. The zinc scale has seen from her working schedule that in addition to having two days for a limited edition of the limited edition of the casual shoes, the shooting posters, and the other from May 15th to June 22nd, all of them are doing live goods every day. Nearly 618 days, almost every day there are 2~3 venues.

Zhu Ziwen told the zinc scale that in fact, the earliest she did live broadcast, mainly because she was a photographer, shared some photographic knowledge with her fans, and was later invited to carry live goods with them by a digital camera brand. Then her live career accelerated the key.

In contrast to Zhu Ziwen's excellent independent anchor, some small anchors who didn't sign MCN, though the living space has been backlog badly, did not give up on this 618.

Ling Zi (a pseudonym) entered the broadcasting industry a year ago. This time, 618, though there was no cooperation between the brands, she chose the products with live products in the 618 period as early as the beginning of May.

"618 for us, it is also an opportunity to save users of traffic." Ling Zi believes that the platform has flow support. During this period, the live broadcast will be faster than usual fans. Therefore, when you pay for a wave of marketing, you may be a chance to turn around.

Ling son's expectation is, perhaps in double eleven, their circumstances will be completely different.

Cold thinking under the gold rush

Compared with the traditional picture and text, live broadcast can display richer and more complex information, and can interact with anchors to increase perceptual experience. Coupled with more intensive discounts, the direct delivery of goods is receiving more and more attention in a short time, rather than the definition of "simple hours of high intensity advertising".

But this industry, known as the "2020 strongest draught", concealed many problems under the bright appearance.

On the one hand, a lot of businessmen took the momentum of breaking the boat and sinking the heavy truck to catch up with this express car, and they smashed a lot of money to cooperate with the net red anchor, and made substantial profits to consumers. But at the end of the year, when dealing with the refund order generated after impulsive consumption, we found that after the cancellation of service charge, commission and production cost, there was little profit or even blood loss.

Perhaps some businesses participate in the live broadcast of goods with the purpose of playing signboards, increasing brand exposure rather than actual sales and profits. But for those small and medium-sized businesses pushing forward by the times, in the face of this unhealthy cooperation mode, they can only destroy their teeth and blood swallowing, but they will not be able to continue to burn money and play with them any day.

On the other hand, due to the uneven level of current carrier anchors, some of them have overlooked the user experience in order to speed up their preemptive share. Some joint businesses staged different dramas to stimulate consumers' shopping, but the products were not worthy of the name, resulting in a higher return rate; some of them pursued the market at a low price, but they did not control the quality. All sorts of circumstances will make consumers no longer confident of live shopping.

As a new thing that is moving steadily upward, the live broadcast has attracted attention from all walks of life. From CCTV host, network Hongda V to enterprise CEO, water tries to get a slice of it.

But at the same time, the gold rush is also needed to guide and standardize the live broadcast. Otherwise, when the businessman realizes that the profits brought by live broadcast are very small, when consumers are immune to this freshness after being disappointed again and again, it will be hard to go far with live broadcasting.

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