What are the problems in e-commerce live marketing?

The characteristics of e-commerce live broadcast marketing model include playing the role of opinion leader, establishing consumer identity, setting scenes, mobilizing consumers' desire for consumption, and enriching consumers' consumption experience through interaction and socialization. In the marketing process, there are some problems in e-commerce live broadcast, such as repeated live content, single stimulation method, poor audio and video effect of live broadcast and serious platform stratification. What are the characteristics of the specific e-commerce live marketing model, and what are the problems in e-commerce live marketing? Keep looking down! 1. What are the characteristics of the e-commerce live marketing model?

There is no obvious difference between e-commerce live broadcast and TV shopping in audio-visual information and sales methods. However, in the era of mobile internet, consumers have the right to choose, and product marketing has also started to rise from exaggerated rhetoric and low-price promotion to the study of consumer experience, from the connection between people and goods to the communication between people. Today, the e-commerce live marketing model has the following characteristics:

1. Give play to the role of opinion leader and establish consumer identity.

Opinion leaders build a visual window between consumers and commodities, and they themselves become additional information of commodities, which can eliminate a lot of invalid information and help consumers find their own commodities in the shortest time. Consumers buy products based on the sharing and recommendation of the anchor, even if there is no actual purchase demand, they will buy products because of the recommendation of the anchor.

2. Scene setting to mobilize consumers' desire for consumption

According to different consumer needs, live e-commerce can often create rich consumption scenarios. The anchor replaces the user and walks into large shopping centers around the world. On the one hand, introduce the details of goods, increase consumers' "personal" experience and arouse their interest in goods. On the other hand, the communication between consumers and anchors can be regarded as a real shopping service process. The form of live broadcast has narrowed the distance between them, and consumers can buy it immediately.

3, with the help of interaction and socialization, enrich the consumer experience.

Consumers of live e-commerce are interested in the same live content, and everyone has the same topic in the whole interaction process, so it is easy to gain a sense of group belonging. On this basis, if consumers make secondary distribution through social media, it will realize the fission spread of information content and have a far-reaching impact on the surrounding acquaintance groups. Vibrato short video makes full use of the social function of the platform, promotes live broadcast while strengthening intelligent distribution, effectively promotes the global spread of commodity information, and taps a wider range of potential consumers.

4. Pay attention to quality and low price to attract consumers' consumption.

Although promotion can introduce higher user traffic in a short time, if low price becomes the normalization mechanism of live e-commerce, users will only care about whether the price is cost-effective, which will damage the loyalty of merchants and brand building, and it is difficult to improve the repurchase rate of products, forming a virtuous circle.

Second, what are the problems in e-commerce live marketing?

1, the live broadcast content is repeated and the stimulation method is single.

The limitation of live broadcast in time, a live broadcast lasts for 2 hours, often the live broadcast content is repeated and the stimulation means is single.

2. The live audio and video effects are very poor.

One of the advantages of e-commerce live broadcast compared with TV live broadcast sales is the low threshold. This experience is not only reflected in the low requirements for the anchor, but also in the requirements for equipment. Basically, all you need is a mobile phone or a computer and the Internet. However, it also brings some disadvantages. For example: the video image is blurred; The voice is harsh and noisy. Even if the network is unstable, there will be intermittent live broadcasts. This greatly affects the user's viewing experience.

3. The platform is seriously stratified.

For many big sellers, they are invited individually or through their own channels, and they already know their roles. They have achieved their talents and cooperated with them. Many of them quickly set up their own new media teams, signed female anchors on the live broadcast, quickly deployed them, and then organized a large number of people to start looking for good cooperation talents. However, the small sellers on the platform have suffered. If they want to share this part of the traffic, they can only do it themselves.

4. There is bad live content.

Although some categories prohibit live broadcast, when sellers operate Taobao live broadcast, there will inevitably be some bad live broadcast content because there are too many sellers participating in the live broadcast and the content is mixed.