Why do e-commerce companies like to use the live broadcast platform to promote their own advantages of live broadcast marketing?

The core of the live broadcast is celebrities and online celebrities, and there are countless fans, eyeballs and content behind them, which will be transformed into purchasing power. In fact, when the live broadcast entered the "Warring States" era, every platform was seeking a breakthrough. Live broadcast+e-commerce became the mode of choice for more and more live broadcast platforms and enterprises, and also found a good monetization mode for the live broadcast platform.

Celebrity live broadcast "selling Meng"

On the evening of May 25th, Lei Jun released a new product of Xiaomi UAV through more than a dozen video websites and live apps. While introducing the performance of Xiaomi UAV, Lei Jun also asked users for flowers, sports cars and yachts. According to the data of Xiaomi Live, one hour after the live broadcast of 19:30, the online number of the platform exceeded 400,000. At the end of the conference, the number of online users was close to 600,000, which is only the data of Xiaomi Live APP.

Yang Ye, president and CEO of Lenovo Group, also released the product through live broadcast. On the evening of Dragon Boat Festival this year, Yang started a five-hour transnational mobile phone live broadcast in Yingke. In the live broadcast, Yang introduced Lenovo's flagship new product MotoZ launched at the TechWorld conference that day. At the same time, he selected lucky netizens and fans from the full screen of gifts and barrage and presented them with the latest MotoZ mobile phone.

As the best spokesperson for celebrity live broadcast, Isabella Chow _, the founder and chairman of 360 Company, broadcasted a "BMW spontaneous combustion" accident on August 25th, 20 15. That night, after watching the 360 mobile phone conference, Zhou Hong _ on his way home, his BMW 730 suddenly started to spontaneously ignite. However, Zhou Hong _ first chose to open the 360 live broadcast software "Zanthoxylum bungeanum" for live broadcast, during which Wang Sicong went online to interact with Zhou Hong _. But afterwards, some netizens began to shout for this BMW: "The acting is so good, isn't it intentional to brush the sense of existence for the mobile phone?"

The trend of live broadcast+e-commerce

Throughout the above-mentioned stars participating in the live broadcast, they are all promoting their own products, which is also a business model favored by many people in the industry for the live broadcast platform.

At present, the live video broadcast is mainly composed of three modes, such as Betta TV and Tiger Tooth TV, with online games as the main mode. The public is familiar with the live broadcast platform with life and entertainment attributes, such as YY, Live Broadcast, Yingke, etc. Besides ordinary people showing their daily lives on the platform, they can also perform song and dance performances in one program. In addition, live e-commerce represented by Mushroom Street and Taobao Live is the third type. However, with the continuous development of the live broadcast industry, more and more live broadcast platforms are moving closer to the third mode.

In the report "Live Life" released in March this year, Yi Kai Capital indicated that leading live broadcast platforms and network celebrity anchors with high-quality fans have great potential to carry mainstream advertisements and guide physical e-commerce. In the "20 16 White Paper on the Ecology of Internet Celebrities" jointly issued by iResearch Group and Weibo on June 6, 2006, it was pointed out that Internet celebrities have been upgraded from a phenomenon to an economic industry, and live broadcast and e-commerce will become one of the main trends of Internet celebrity economy in the future.

In fact, in the case that the business model is constantly being questioned, how to realize the consideration of live broadcast as a platform, and the mode of constantly burning money is unsustainable. Wang Gaofei, CEO of Sina Weibo, said that with the rise of pan-entertainment consumption and the bonus brought by consumption upgrading and personalized consumption, the future live broadcast and online celebrity content will move towards more and more vertical content, and only vertical creators can get more pure fans. This is a virtuous circle.

The two-hour live broadcast has a turnover of nearly 20 million.

In May of this year 17, Mushroom Street launched the function of live video. Relying on1300,000 users and a large number of fashionista resources accumulated as social e-commerce, Mushroom Street is ready to tap the dividends brought by live broadcast to e-commerce. Hongbo, head of e-commerce in Mushroom Street, said that social e-commerce in Mushroom Street will rely more on online celebrities and talents. They will take a more professional path by sharing their attitudes towards life and fashion, thus attracting the attention of fans.

On the live video page of Mushroom Street, there is an orange "shopping bag" sign. Click Enter to enter the product page for shopping. When the content is professional enough, attracting the coming fans will be more purposeful and accurate, not just joining in the fun, which will improve the stickiness of fans and increase the monetization rate of traffic. This is a seamless monetization model.

According to the data of Mushroom Street, on the first day of the live broadcast function upgrade, UV exceeded 10, and another store, Xu Yunxi, a network celebrity mainly promoted by Mushroom Street, basically doubled the overall traffic that day, and the turnover increased by 67.3%.

Zhang Dayi, an online celebrity, broadcasted "My Happy Wardrobe" live on Taobao. She appeared wearing her own new products, introduced how to wear them for fans, and showed them around the printing room, warehouse and fabric room during the live broadcast. The live broadcast starts at 20:00 and ends at 22:00. The number of viewers reached 465,438+00,000, and the number of likes exceeded 654,38+000,000. In two hours, the turnover was nearly 20 million RMB, and the customer unit price was close to 400 yuan.

Live broadcast of changed e-commerce

Tisu, founded on 20 13, is a personal clothing brand for online celebrities and celebrity artists, and sells clothes through e-commerce platforms such as Taobao. Tisu owns a number of independent and online celebrity clothing brands, and through signing contracts with online celebrities, it matches and recommends clothing on multiple webcast platforms.

In the traditional supply chain, a clothing enterprise should predict the hot spots and fashion trends in the next year six months in advance, then ask designers to design them, and then stock them up until they are put on the shelves. During this half year, the market and the dominant wind direction have changed greatly.

"Online celebrities can always win this hot spot." Shi Jie, the founder of Tissu, told Sina Technology that it is impossible for traditional designers to predict in advance which clothes they design can sell well, and most retail enterprises need to stock up in advance, which is a gamble. In fact, 50% of the net assets of dozens of clothing enterprises listed in China are stocks.

How to respond to the market quickly? Clothing enterprises must naturally produce popular design styles in 10- 15, which is a subversion to the clothing industry. However, once the power of online celebrities is used, they will create fashion trends. In the live broadcast platform, online celebrities can discover the popular styles of the season at any time according to the interaction with netizens and market reflection, thus helping enterprises to design and produce quickly, which is the core competitiveness brought by online celebrities and live broadcast to the e-commerce platform.

The subversion brought by live broadcast to e-commerce platform lies in a decentralized e-commerce experience. In the past, users searched for a large number of products in Tmall and JD.COM, and users who found good products were constantly compared and fell into a phobia of choice. In the live broadcast, online celebrities will act as opinion leaders, explain in professional fields, such as clothing matching and the use of sports equipment, and personalize the products.

Yu Bidong, general manager of Weibo E-commerce and Fashion Division, said that this is the trend brought by consumption upgrading. In the future, users don't need to buy popular brands, but choose personalized goods, but personalized goods are brought by red people.