Author | Zhao Tiancheng
“As long as 98, you can take home the 998 infrared therapy device! What are you hesitating, quickly pick up the phone and order it…”
When the screaming TV shopping ads are hard to flicker to the audience, Li Jiaqi, a “lipstick brother” in the mobile live room, is calmly and confidently demonstrating: “I bought it, it is definitely cheap and practical.” Non-stick pan, ladies and girls don’t miss it… it won’t stick, so it won’t paste…”
The result is that the voice has not yet fallen, and the egg is not “faced” with a face. The scene was very embarrassing.
Li Jiaqi is known as “the most rigorous selection of Taobao”, and the result is a non-stick “sticky pot”. The net red is brought into the “pit goods”. No matter who the back of the “pot” is, the user has really felt the feeling. It’s not reliable to live delivery.
I have to say that the current online red live delivery, like a TV shopping ad 10 years ago, and seems to be repeating the same mistakes.
TV shopping “Death History”
In 1992, the first TV shopping program was broadcasted on Zhuhai TV Station in Guangdong. In 2004, Shanghai Wenguang established the first TV shopping channel. Although TV shopping has repeatedly been criticized, no one has ever doubted the power of TV shopping advertising.
The peak period, allThere are more than 2,000 shopping programs in the country, and many well-known TV direct selling brands, such as Ozing Star, Back Back Jia, Oxygen, Purple Ring, etc., have even spawned three listed companies, namely “Acorn International”. (listed in 2007), happy purchase (listed in 2015), fashion purchase (2015 new three board).
The two TV shopping companies went public in 2015, but this has also become the last highlight of TV shopping.
In the first quarter of 2015, Acorn International suspended the TV direct sales channel and pursued multi-channel development. In 2018, Hunan Radio and Television’s “Happy Buy” reorganization, the happy sun, mango mutual entertainment, Tianyue media, mango film and mango entertainment five companies packaged a total investment of 11.5 billion into a happy purchase, the stock abbreviation has become more ” Mango Super Media has changed its business scope from “daily department stores” to “production, management and distribution of radio and television programs”.
The “Fashion Purchase” controlled by Jiangxi Radio and Television Station is not good. In the first half of 2019, Fengshang’s purchase revenue decreased by 18.04% and net profit was -31.98 million.
It is more ironic that in December 2018, the public and agricultural channels of Jiangxi Radio and Television Station were notified by the State Administration of Radio, Film and Television for illegally broadcasting TV products such as sexual products, medical drug advertisements and micro-businesses, and were ordered to stop commercial advertising. On the 30th, a comprehensive rectification was carried out.
The reason why TV shopping is going to “dead” is mainly due to four reasons:
The quality of the business is mixed, and the TV station is not strict, which has led some unscrupulous businesses to use the false propaganda, exaggeration and even deception to deplete consumers’ trust in TV shopping.
Young users are moving from TV to the Internet, the TV turn-on rate is constantly falling, and consumers are becoming more and more aging, purchasing power is decreasing, and users are decreasing;
The State Administration of Radio, Film and Television released a wide range of TV shoppingThe “banned broadcast order” was called for a suspension of drugs, medical devices, breast enhancement, weight loss, increase, sexual products, health products, film and television crowdfunding and other TV shopping advertisements, and strict censorship of TV advertising products and words, leading to television Advertising is not as exaggerated as it is, nor can it be too inflammatory, so TV shopping has become “cool.”
The rise of mobile e-commerce and webcasts has completely divided the cakes of TV shopping.
Now TV shopping ads still exist, but they have been “played bad”, and the scenery is no worse than before. Once the trust of consumers is destroyed, it is difficult to get repaired.
Do not believe in “television shopping”, why is it crazy for “live selling”?
In fact, many people have already been deeply touched. Ten years ago, there was no bottom line advocating and bombing brainwashing shopping advertisements on TV. Now, they have been intensified through a series of live webcasts.
According to media reports, Li Jiaqi, who broadcasts the non-stick pan, is sold at a rate of minutes and seconds. Last year, he sold 15,000 lipsticks in 15 minutes. This year, 618, he sold for 3 minutes. 5,000 single Shiseido red scorpion muscle active essence (sales over 6 million). And through the live delivery, Li Jiaqi, 27, already has a team of 300 people, has formed a mature sales chain.
The 2019 Taobao Live Ecological Development Trend Report shows that the number of anchors who joined Taobao Live in 2018 increased by 180% year-on-year. The Taobao live platform brought more than 100 billion yuan of goods, a year-on-year growth rate of nearly 400%, creating a brand new The billion-dollar consumer market. Moreover, “live delivery” has become the “standard” for major e-commerce platforms.
Under this trend, Li Xiang live sells sanitary napkins, Liu Yan live sells silk stockings, and Guo Fucheng sells shampoo live. More and more stars have joined the camp of live sales, racking their brains to suckBring the attention of fans.
In fact, it is also well understood that in the case of the increasing cost of traditional e-commerce customers, massive anchors become the most effective channel for customers.
The usual way to play is to convert a large amount of traffic into fans through content, and then convert the potential purchasing power of the fan group into real sales volume through the product to realize the flow of cash.
Compared with TV shopping, the “instant interaction” of live sales has obvious advantages: The information dimension of live delivery is more abundant, making consumers more intuitive. And a comprehensive understanding of product content and service information, and consumers can directly communicate with the anchor (seller) through live broadcast, real-time question and answer, allowing consumers to integrate into the shopping scene.
The live broadcast itself has social attributes that bring the distance between the consumer and the merchant (the anchor) closer. The anchor not only plays the role of sales and customer service, but also has a unique vision and star effect. This allows consumers to successfully quit the difficult choices and effectively reduce the cost of purchase time.
And the hot atmosphere of the live screen, with “this product, we have sold 100,000 sets in the live broadcast room before, zero difference evaluation”, “this product, drug sales sales ranked first” exaggeration The rhetoric makes it easy for users to create a “conformity effect” that stimulates users to follow suit.
That is to say, the online live broadcast is more provocative than the TV shopping advertisement, especially in the absence of supervision and the number of net reds, it is even more difficult to prevent.
Does “live delivery” take the old road of “television shopping”?
As a popular business model, “live delivery” is nothing wrong. But if the product itself is not too hard, this “cargo” may become “fraud.”
Zhao Benshan apprentice fat 赵 (Zhao Dan) was fined 500,000 yuan for selling fake diet pills through live broadcast and sentenced to 3 years in prison.
Although the fat live broadcast is only a special case, but the problem of net red goods has already emerged endlessly.
A lot of users have doubts about products and services after purchasing net red products, and there are not many complaints and complaints. This not only directly affects the public image of the goods network red, but also consumes the trust of network users. In the long run, it will definitely endanger the benign operation of the commercial mode of live delivery, and even embark on the old road of “television shopping.”
Traditional TV shopping advertisements and SARFT are constantly supervising and reviewing, and countless live broadcast rooms are like ones that are unsupervised (in fact, the number is too much to supervise). Things look even more without the bottom line than TV shopping.
Before the “People’s Daily” once named “Net Red Belted Goods”, “Don’t lose the conscience for the malformed interests, trampled on the law. Once there is a lack of awe, red and black are only one step away.”
On November 1, the State Administration of Radio, Film and Television issued the “Notice on Strengthening the Management of Online Audiovisual E-Commerce Live Events and Advertising Programs during the “Double 11″ Period.” Requirement: Strengthen the monitoring and management of the live broadcast program during the “Double 11” period; the live webcast must comply with the advertising management laws and regulations, and also comply with the relevant regulations of network audiovisual program management, and the term should be civilized and standardized, and must not be exaggerated. The words must not deceive and mislead consumers.
Obviously, at the policy level, “live delivery” has been supervised, and attempts have been made to force the brutal growth of “net red goods” to take the road of standardization, but no specific and effective measures have been formed yet.
However, it is certain that the network red goods as a business behavior, once there are problems such as poor product quality, exaggerated product utility, after-sales service, etc., can be in the current “Advertising Law”, “Never The corresponding provisions are found in the Law on Competition and the Law on the Protection of Consumer Rights and Rights, and rights are defended.
Now the policy is constrained, the e-commerce platform is under supervision, and the net red with the goods also needs self-discipline. “Live-lived delivery” is understandable, but don’t bring fans to the pit, let alone this business model become “OneHammer trading”.