This article is from WeChat public account:Internet and Entertainment Strange Group (ID: TMTphantom), author: head of the monster group Pei Pei, the original title: “red live with a cargo net can go far? Ten key questions, and our answer, cover from: Oriental IC
About the net red goods, our basic point of view
The net red live broadcasts the topic of ten questions and ten answers, breaking the misunderstanding and filling the blind spot. From the fundamental pain point of the net red live delivery solution, we analyzed in detail the economic and long-term nature of the net red live delivery, which compares the difference between the merchant self-broadcast, the star live broadcast and the net red live broadcast. The distribution and characteristics of each level are described from the two dimensions of net red and user. From the point of view of consumption, the differences in the form of brands, categories and prices in the live broadcast of net red have also been answered. Finally, we return to the evolution of the live broadcast of the red live, and look forward to the industry and give corresponding investment advice.
Net red live delivery not only guarantees strong interactivity and real-time feedback, but also improves efficiency. What is completely different from TV shopping is that, by leveraging the strong image-capturing ability of Net Red, the online red live delivery has solved the problem of the information difference of the intuitive experience and the shopping and entertainment attributes have not been fully online, from search to experience. The leap. In addition to the goods, the net red live delivery is essentially live broadcast, the user’s primary need is to kill time, then it must be interesting enough. The reason why Net Red is red is precisely because of its unique interest. For Net Red, e-commerce is not a purely traffic business, and the product mix is also a core competitiveness. For the merchants, the role of the net red live delivery has a number of reasons, such as volume, destocking, and Ali system flow ratio. For the traditional e-commerce platform, the merchant self-broadcast is usually to transform the existing merchant resources and user base, while the online red live delivery offers the possibility of new users and merchants.
The Matthew effect of the live broadcast of the net red is based on the platform ecology. The users are mainly low-line cities, and the age and gender distribution are comprehensive. The degree of centralization of the platform’s traffic determines the degree of centralization of the network red live delivery. Taobao Live’s head anchor traffic aggregation effect is prominent, the traffic of small and medium anchors is almost waist-slung; the vibrato is guided by “high-quality content”, and the degree of centralization is very high; the fast-handed is “creator”-oriented, and the degree of centralization is relatively low. From the user’s point of view, Taobao live broadcasts are mainly women between the ages of 25 and 35, and the fast-moving live male purchasing power is not to be underestimated. In addition to personal consumption, women may also assume the role of household consumption decision-makers. Therefore, in addition to clothing, jewelry and beauty care, Taobao live broadcast categories, food fresh, maternal and child children’s wear and household department stores also account for a large proportion. Among them, there are plenty of time, relatively small economic pressures, and the need for offline shopping that has not yet been met, and users in low-tier cities are constantly emerging from the story of “high growth”.
(All this is the choice of the Gate of Destiny!)
The evolution of the online live delivery model is constantly approaching the source of supply. The flow, supply chain, and ability to perform are the mountains that e-commerce can’t. In the live broadcast room five years later, the “people-goods-field” may be the ultimate. On the content side, the anchor system is perfect, and it has the advertising company +MCN+ red person broker; in the cargo terminal, the independent supply chain, the independent factory, the self-made brand and the ability to self-produce replenishment and warehouse distribution; on the market side, the e-commerce Both the line and the line have extremely rich experience. In the future, there may be more “live broadcast institutions + MCN + merchant + supply chain” four-in-one super live broadcast organization.
About the net red live delivery, our investment advice
It is an indisputable fact that Net Red Live brings in the vitality of the traditional e-commerce platform. We believe that Alibaba, a centralized e-commerce platform, will continue to benefit from the rapid development of Taobao Live. However, the fast-handed players involved in the decentralized e-commerce sector and China have praised, or will usher in greater development opportunities.
Risk: The macro economy continues to declineInsurance; technological change, Internet traffic decline risk; policy regulatory risk
Question 1: Why isn’t the online shopping of TV online?
Shopping behavior is a combination of shopping and entertainment, returning to scene consumption
Net Red Live is not a simple upgrade of TV shopping. The two solve different problems, and TV shopping is unlikely to precipitate private traffic. In the mode that traditional online shopping is very mature, there is already a “grassing” of the graphic guide shopping platform, but the online red live delivery has solved the information difference of the intuitive experience and the onlineization of the shopping and entertainment attributes. The problem is the leap from search to experience, from buying things to being accompanied by shopping. The most important thing is that the user’s active choice is not only the initiative to choose the goods, but also the initiative to choose who to sell to themselves and accompany the purchase process, has been mentioned to an unprecedented height. There are real people to explain in detail and live chat. Net red has obvious traffic aggregation effect and interactive positive feedback mechanism due to the user’s active choice. The user really feels the desire of many buyers to purchase, the collective consumption of carnival. Climb to the high point of emotion in the link “seconds” of the product. TV shopping solves the inconvenience of shopping. When people turn on the TV at home, they can know the product information, instead of going to the mall, they can reduce the cost of obtaining information and stimulate the current consumption impulse. Coupled with slightly exaggerated expression skills, and the price of products and gifts that were attractive 10 years ago or 15 years ago, TV shopping has entered people’s horizons. Thanks to the credit endorsement of TV stations, the audiences facing the shopping guides may cover a very wide range, but a wide audience will basically never become a fan of the guides themselves because of lack of interactivity. (loyal buyers), while the online red live delivery has more or less can do this.
Offline shopping becomes online shopping, and it changes back to “offline shopping”. The problem is “the end of the snake.” Traditional online shopping is a supermarket model where users browse their own choices and joinThe shopping cart is settled and the transaction is completed. Then, the live delivery of goods is from the state of only “people-goods” to the mode of “people-goods-field”. According to the Nielsen Online Shopping Report, 47% of consumers will go to the store to view the items before they shop online. The need to visually “view merchandise” still exists. And 70% of consumers are affected by social media, which changes the decision to shop online. Combined with the demand for “viewing goods” and the influence of net red, the online live broadcast of the net red started in 2016, and the rapid development in 2018 is not without trace. Whether it is a business, or a network red or a star, they are responsible for visually and dynamically displaying products and telling the user experience. Users really have the feeling of shopping, staying in the same live room for a long time, like not like Sitting in the store and starting the stage of squatting. The anchors with low traffic are small street shops, and the anchors with high traffic are wholesale markets. Online shopping has channelized the Internet, and the form of live delivery has met people’s trading needs and companion needs, and this has not changed. The trend of online shopping has become more and more obvious. There is a qualitative leap in killing time, enhancing interaction, discovering fun, and constantly creating new products, new consumer objects, and new consumer content.
The biggest difference between the online red live delivery and the offline shopping guide is who is the initiative. The network red anchor attitude is actually more intimate, even the head network red anchor attitude is very good. The user basically has no sense of oppression of shopping, face to face through video, but eliminates the embarrassment and neglect of the line. The user chooses to take the initiative when leaving or leaving a live broadcast room. Back to the person itself, peer-to-peer, trust is easier to build.
Taobao live broadcasts rapidly, and the vibrato and fast-track live broadcasts are not overlooked. When discussing the live broadcast of the red network, I had to mention Taobao live broadcast. Backed by Taobao’s strong e-commerce flow base, a major upgrade in content, traffic and gameplay took place in 2017. Compared with the net red of pictures and texts sent from Weibo in the early years, in 2017, under the strong expansion of short video, many net reds have become faster and the scope of dissemination has become wider, and there is a lot of Taobao live broadcast. Strong flow backfeeding. Taobao Live also intends to cultivate or support a batch of net red, Li Jiaqi is one of the benefits. In 2018, the scale of Taobao live delivery exceeded 100 billion, with a year-on-year growth rate of 350%. In addition to the traffic advantage of hatching net red, the vibrato and fast hand have also achieved good results in the scale of their own goods. In April 2018, the fast-handed small-scale test “My Little Shop”, in June, cooperated with Zhuang to launch “Short Video E-commerce Shopping Guide”, and added “Quick Hand Shop”, and launched the “Magic Chopstick TV” applet. , guide the user to complete the purchase with one click. In May 2018, the vibrato was on the line to the entrance of the store. 2019 can be said to be a year of live broadcasts. In 2019, Taobao live “618” as of 15:30, the transaction volume was 13 billion yuan. According to QuestMobile’s “2019 Double 11 Insight Report”, the number of users watching live broadcasts in the mobile Taobao App was 41.33 million, a year-on-year increase of 130.5%. The double 11 Taobao live broadcast transaction volume is 20 billion yuan, of which more than 10 billion yuan live broadcast room, more than 100 million yuan live broadcast room.
The ability to fully utilize the visualization of NetRed is exactly what users need for shopping decisions
Net red is unique because of personality or professionalism, or both, and the trust and likeness of users is difficult to separate. The human brain does not have an accurate and independent storage function, unlike shutters and lenses that record everything and store it as a stand-alone impression. Everyone’s brain actually has different imagination mechanisms and spaces. In the process of accepting outside information, various information will be merged, interwoven or diluted. Each information is not recorded independently as a term, but is transformed into a unique impression through the imagination different from person to person. In the process, we often like to personalize things. The human part of the decision made by the user is hidden in the impression of personalization after processing with imagination.
In Walter Lippmann’s “Paradox” book, “If you want to arouse people’s interest, you must first abstract the original image and then present the abstract things visually.” In the process of making purchasing decisions, because we are not omniscient, we often want to ask for talented people who are good at refining and refining things. It isBecause each person’s visualization ability is different, NetRed (KOL) is generated. They or I have a good face and body, good at showing the good looks and appropriateness of the goods, or have strong professionalism in some areas, such as a variety of beauty products such as several Jane, the products selected by him are particularly good-looking And thus popular. Then, the head net red Li Jiaqi, who is now very hot, may have exactly the above two points. Through the vibrato, the short and concise video was released, and the communication was quickly spread in a way that surpassed the text and the grass to enhance the imagination. People heard the news and was impressed by the personalized sales and promotion in the live event. In each segment, the most personal features (real humanity) and the ability to visualize the network red accumulate users, and the closed loop of the transaction from cognition to planting to purchase is opened. The net red live delivery market is snowballing, which is also determined by endogenous transmission and mechanism.
Net red goods are essentially “growing grass”, so why is the video or live “grass” more appealing? When looking at this problem, the first thing that comes to mind is that video or live broadcast is more intuitive than text, more intuitive than pictures, and live broadcast has real-time feedback. The process of planting grass is actually a question and answer process, and straightforward problem solving is the most efficient. this is correct. But when we think about it further, we will find that the purchase behavior is a persuasive process and a process of sharing intuition. Especially in the category of beauty, clothing and other brands that do not rely entirely on product value-based pricing, intuitive sharing is more important. Users are easily impressed by the vivid expression of intuition, and intuition has a high degree of privacy, which is almost inaudible. Therefore, when there is space and tactile barrier, if many people need to unify their thoughts and act, they will only become lively and interesting and resonate, and it is easy to reach the user’s inner demands. The video provides a convenient way to express as much intuitive as possible. Therefore, the short video method is easier to spread than the graphic (for forwarding impulses), which is the onlineization of word-of-mouth marketing, and the live mode can be more Quickly complete the closed loop of the transaction and create an exciting atmosphere for collective consumption.
Question 2: Since the merchant can also live delivery, why do you need a red network?
Conditions are adversity, and the improvement of stickiness means the difficulty of attention grabbing
The aquarium provides the living conditions for the fish and also defines the boundaries of life for the fish. If it is only for discounts, then the graphic will be directly displayed.It is more efficient, even considering that the traffic aggregation effect of Net Red can be used as a “distributor”, and the brand “quantitizes the price”, and it is difficult for the brand itself to do this. It is more difficult for an unknown brand to do it. . This is not the core reason why Net Red cannot be replaced in live streaming. The live broadcast can show the goods more intuitively, but you can’t forget that the live broadcast is not only the one with the goods, but the form of the live broadcast will consume a lot of time for the user. Even if the speed is fast, it can’t change everyone only 24 hours.
The primary requirement for users to watch live broadcasts is to kill time, so it must be interesting enough. Interesting people and interesting content are the basis for the sustainable business model of Net Red Live. This also explains that with so many traffic platforms, merchants can put the best discounts directly on top to attract buyers, but still choose to cooperate with Net Red. The traditional graphic and grass platform, such as Weibo and Xiaohongshu, has a strong traffic aggregation effect, but the short video and live or short video + live broadcast methods greatly improve the fun and net red personality. The display reduces the difficulty for the user to grab the attention of the merchant. The emotions that the user trusts and likes are more likely to occur, the shopping behavior is more likely to occur, and the retention rate is also increased. According to the “2019 Taobao Live Ecological Development Trend Report” of Taobao.com and Taobao Live, the conversion rate of Taobao live into the store in 2018 is over 65%. The core user Visit Taobao live for more than 3 days per week) Stay on the average day for nearly 1 hour. The process of transitioning from a non-core user to a core user is the value of Net Red. The element of net red is not easy to be eliminated. It may be that a certain net red will be outdated, but there will be waves in the Yangtze River, and new people will quickly come up.
Why is the live broadcast of the Taobao live broadcast 90% of the merchants self-broadcast, the network red anchor accounted for less than 10%? The e-commerce live broadcast industry is actually in the early stage of development and is still growing at a high speed. In 2018, users on Taobao watched more than 150,000 hours of live content, and the number of items that can be purchased exceeded 600,000. Not only Taobao live, but also vibrato, fast hands, and WeChat live broadcasts are also thriving. From the point of view of the number of live broadcasts, it is true that the proportion of self-broadcasting on Taobao is very large, but if you look at it from GMV, it may be a tribute to the red anchor.The offer is still relatively large. The self-broadcast of the merchant is a single-brand live broadcast, which is divided into two types, that is, the brand owner or the own employee, or the brand of the net red itself, the net red is the merchant. The network red anchor is generally a live broadcast of multi-brand and multi-category, and extracts a certain commission share in it. Because it needs to have its own traffic base, the total number of red anchors is lower, but the head network red anchor. The outbreak of sales of goods is very strong.
For Net Red, it usually charges a single-chain fee and a lot of money. The income is quite impressive, and the trend of private brands is more obvious. Li Jiaqi’s single-course expenses for live broadcasts in September ranged from 15,000 to 90,000, and the single link during the double eleven was even more than 210,000, and will be drawn at the original price of the product. For the vibrato, fast platform live broadcast, the content platform will also share a piece of cake.
In the live broadcast of the vibrato and fast hands, you can also divide the net red with your own brand and the third-party brand. The fast-handed and vibrating network reds have stronger attributes, and the development space of the net red own brand and white-brand goods is very large. According to the 2019 Nielsen Social E-Commerce In-depth Research Consumer Survey data, 82% of online shoppers have unplanned consumer behavior, of which 61% of users’ unplanned shopping comes from friends around, followed by a friend’s product link. Social fission produces unplanned purchases. Trust endorsements of “Recommended Friends Around” and Net Red It has the same effect. In this case, the live broadcast organization was also born. Similar to the role of MCN or the guild, the network red anchors are responsible for the mains investment, operating fans, after-sales and external publicity. Nowadays, many live broadcasters are also beginning to contact the supply chain. They are actively looking for or creating marketable products for the main broadcast, as well as the personal brand of the incubator red anchor. Moreover, most of the merchants have a complete marketing link from WeChat-Weibo-Xiaohongshu-Jiaoyin/Quicker-Live. Undoubtedly, the investment of the live broadcast of the goods is even greater, whether it is to do it yourself, or to find the net red to do, the overall level is improving.
The smaller the product itself, the more you need to be given a new definition
The category of online red live delivery is often low price and high repurchase rate, behind the user’s preference for small consumption and hoarding consumption. In addition to FMCG, toiletries, toilet paper, household items and snacks, in recent years, with the rise of domestic beauty products, in the beauty products, the relatively low-cost consumption of skin care products such as masks and make-up products The trend of lipstick red live delivery of goods has achieved impressive results. But in fact, these low-priced and high-repurchase products are in use.The difference is not outstanding. Then remove the price (often the price difference between brands is not particularly large), brand or consumer awareness accounted for the purchase A large part of the implementation of the decision. Net red, whether it is Taobao models, counter BA, fashion bloggers, they usually understand the consumer psychology, use their excellent visual ability, use their personal characteristics to give new definitions of products or brands, and resonate with users. Or empathy.
The rapid growth of categories and channels is unified in low-tier cities, focusing on cost-effectiveness, emphasizing the effect of the mature population and the live broadcast of the net red. Today, when consumption upgrades and consumption downgrades coexist, when the word “sinking” appears repeatedly in people’s eyes, we talk about the contribution of low-line cities when the net red live broadcasts are in full swing. What are we talking about? According to Nielsen research statistics, since 2015, about 60% of the fast-moving consumer goods market has grown from low-tier cities. Compared with other cities, low-line cities are also the fastest growing rate. The average annual growth rate of low-line cities is 7.9%, while that of first-tier cities is 2.6%. Take personal care products as an example. In June 2019, sales in first- and second-tier cities fell by 2.9%, while in low-tier cities, they increased by 1.7. Beverage products also show a higher increase in low-tier cities. Taobao live broadcast and vibrato live broadcast have also achieved great development in low-line cities, constantly absorbing the dividends from offline to online shopping.
The high unit price and low repurchase brand are also benefiting from the online red live delivery, and the category is still expanding. Consumption penetration penetration accelerates, especially among young people, straightThe broadcast of goods has been further developed, while the category has been expanded. The popularity of installment payment has contributed to the occurrence of trading behavior, and the e-commerce platform’s consumption installment payment methods, such as ant flower bud, Jingdong white strip, Suning arbitrarily paid, etc. also contribute a lot to online shopping. On the one hand, it lowers the threshold of consumption, on the other hand, it also reduces the psychological resistance for users to impulsive consumption. Especially for the higher unit price category (more than a thousand dollars), such as electronic products (mobile phones and computers, etc.) , big-name beauty and skin care products, home appliances and other e-commerce installment payments seem attractive. What’s more, the car also has a successful case. On October 16th, 2019, Baowo Automobile invited the spokesperson Lei Jiayin, the anchor Chen Jie Kiki and the net red “handcuffs” to enter the factory and start the live broadcast of the car. During the live broadcast, the total number of viewers exceeded 4.59 million, and the cumulative booking of Baowo Automobile was 1,623. The transaction amount reached 220 million yuan, setting a new record for the number of live broadcast bookings of vehicle manufacturers in 2019. According to the “New Youth·New Consumption: Post-95 Consumer Staging User Growth Report” released by Nandu Big Data Research Institute on April 18, 2019, 22 to 25 years old (95) 55.9% of respondents use installment consumption, using the highest proportion of installment consumption among all age groups, and the second is 26 to 29 years old. The population (90 after) accounted for 47.1%. In the double 11 report released on November 12, 2019, Suning Finance showed that the amount of 24th installment of the willfulness payment increased by 498% year-on-year. During the Double 11 period, the number of post-95 people who applied for willfulness increased by 70% compared with last year, becoming the new main force of installment consumption. After the 95s, people use high-frequency online shopping, which has strong entertainment companion demand, and the e-commerce installment payment method also provides flexibility for funding. From the perspective of the city level, in fact, the proportion of people in the third- and fourth-tier cities using the staged consumption is actually higher, the penetration rate of the third-tier cities is 67.3%, and that of the fourth-tier cities is 75.9%. Young people, especially in the third and fourth-tier cities, in the process of further release of consumption power, each e-commerce payment in installments, saving the cumbersome credit card application links and meeting a large amount of early consumption demand.
. In June 2019, the number of heads with more than 20,000 fans on Weibo or more than 100,000 readers per month was 780,000, an increase of 32% compared with the same period of last year, with fans larger than 500,000 or monthly readings greater than 1000. The size of the large V user is close to 60,000. In the first half of 2019, 78,000 content authors earned income through e-commerce, and the proportion of e-commerce content released by large V users reached 30%. However, the flow doping of Weibo must be )
Bytes are beating. Compared to “beautiful and exquisite”, the “fun” component has been amplified by a lot of vibrato. When economic pressure is high, life pressure is high and work pressure is superimposed, the user’s priority for “fun and funny” will be mentioned before “pursuing high-end”. Li Jiaqi’s popularity as a “small lipstick” is not accidental. The centering traffic support mechanism of the vibrato is destined to give excellent content with the greatest traffic distribution advantage. However, it is precisely because of the dependence on the algorithm and not on the attention, the process of the user continuously brushing the sound is also the process of continuously distributing the traffic, and it is more difficult to form a stable fan group belonging to a certain person. From the perspective of the platform as a whole, such a mechanism is more friendly to the realization of advertising. And every creator who gets angry in the vibrato will try his best to realize the value of his own traffic as soon as possible. It is best to stabilize it. The e-commerce live delivery is undoubtedly fast and stable. Precipitating fans (loyal buyers) and improving retention and stickiness. Taking full advantage of the natural repurchase advantages of the categories, the stability of the content creator’s income will be guaranteed. Therefore, the tone-oriented e-commerce platform such as Taobao may also be inevitable. When the content creator fires with the vibrating sound, he will switch to Taobao live broadcast. It is human nature to stabilize the live broadcast every day to obtain a relatively stable income. However, the vibrato is still a very good platform for the announcement. After all, it gives the creator the possibility of bursting into the head, which is no doubt. Returning to the vibrato itself, because the closed loop of the transaction needs to be completed by means of the e-commerce platform, the benefit brought by the vibrato may not be as high as that brought to the e-commerce platform. If the component of the goods is too heavy, it may affect the platform itself. Entertainment attributes.
Quick hands. As the platform with the strongest cargo collection capacity in the content category, not only has the head traffic anchors such as Sanda, Simba, etc., but also a large number of medium and long tails. benefitFor the distribution of social distribution and fairness algorithms, the fast-track anchor has the ability to have private domain traffic, giving the majority of the long tail trailer commercialization opportunities. According to Nielsen Research, 84% of merchants get commercial transactions in fast hands, 42% of which have annual revenues of more than 100,000, and fast-handed majority of their transactions (more than 56%), with an average revenue per video. 1068 yuan. In terms of categories, brands, prices, etc., fast-handed goods and more and more have the same effect, food and beverage as the first, white / private brands, low-priced products. In the short-term, the fast-handed player will become an important catcher of Taobao’s sinking, and Tencent will stop the vibrating forwards. Benefiting from the giants’ “co-ordinated vertical and horizontal”, the traffic and commercialization capabilities are expected to be further strengthened. Since September, the official has cracked down on private transactions. The fast-handed reds have increased rapidly in the chopsticks and the proportion of the products. In the long run, it is inevitable that the fast-handed players will go deeper into the e-commerce sector and become a strong new force in the e-commerce sector.
Alibaba. Ali has determined that contentization is one of the three major development directions of Taobao in the future. Taobao Live is one of the initiatives of the strategy. In 2016, Taobao live online. In 2018, in order to support Taobao live broadcast, Taobao launched the “Super IP” program, and the network red that can introduce traffic from Taobao will be allocated more internal traffic. After all, the entertainment platform (graphic, video) is a “grass” process, then the completion of the transaction closed loop is the result of “grassing.” The main advantage of Taobao Live is in Taobao itself, which lies in the huge business volume. The merchant self-play has a very important position in the Taobao live broadcast. At this stage, the volume of live delivery goods has been small. In 2019, the double 11 all-day, the turnover brought by Taobao live broadcast is close to 20 billion yuan, and more than 10 live broadcasts have led to over 100 million yuan. Ali e-commerce is building its own content ecosystem, weakening the inherent trading relationship, and wanting to increase the interaction and emotional connection between users and strengthen user stickiness. Then live delivery is indeed one of the ways to provide assistance. In order to let Taobao live broadcast quickly attract users’ attention, the net red live broadcast can also be regarded as one of the shortcuts of content ecology. Then, when considering the ultimate form of live delivery, it is more likely to be a situation where net red and merchants coexist, but there will be more in-depth interweaving. Part of the head of the network red may create its own brand into a business, and the new network red will become the head to replenish the content of the interest of the business, the content of the creative components of the incremental and imaginary space is far greater than we think, basic It is unlikely to be smoothed by the merchant. In the short-term and long-term perspectives, the live broadcast of the net red is a bright spot for Ali.
