For a lot of fights, it’s too late to do live broadcasts.
文丨彭倩 乔芊
Edit | Yang Xuan
Learn from multiple sources,Too many people are incubating the live broadcast business, and first test the WeChat applet around November 24th.
A person close to a lot of people told me that A lot of co-founder Dada (Sun Wei) personally stared at the project and was responsible for specific business communication, and was also the highest person in charge of the live broadcast business.
In addition, some recruitment websites have related information out. Lagou.com shows , and many of them are hiring jobs related to live broadcasts such as “Net Red Organization Operations Manager” and “Video Creative Manager”.
Try a lot of recruitment information, the picture comes from Lagou.
But it’s a lot of official denials of the news of incubating the live broadcast business.
Although the official gives a negative answer, but an informed person is symmetrical, and the fight will be broadcast on the WeChat platform before the end of the month. Customers and fans can see a lot of logos at the time of settlement. The live small program and the multi-inside corresponding shop backstage are open, this channel is only visible to merchants and platforms, and fans are not visible.
At present, there are many live broadcast reservation pages on the “Bai Xiao Ma Ma” on the 10 billion subsidy page, and the page is related to the “good goods purchase” small program.
Pictures up to a maximum of live broadcast appointment screenshots, and associated applets
“Large Opportunity”, when asked how to think about how to treat more if you want to do more live, the merchants answer.
The sales live broadcast has been verified by Taobao live broadcast, which is a way of loading with good conversion rate and turnover. Take Taobao as an example. In 2018, Taobao straightThe sales volume exceeded 100 billion yuan, and the conversion rate into the store exceeded 65%. On the first day of the double eleven pre-sales this year, Taobao live sales led sales increased by more than 15 times, and 17,000 Tmall brand merchants achieved dozens of sales growth with Taobao live broadcast.
In the case of a lot of users who have already accumulated a large number of users, the capital market is waiting to see that it can make these users make considerable money and increase the price of the customer – live broadcast is an obvious good way.
However, it is still to be seen how much to do and how to do it. In the past three years, Taobao, Vibrato, Fasthand and even Mushroom Street have launched e-commerce live broadcast services. They not only preempted most of the professional MCN organizations, but also incubated a large number of head anchors. The platform traffic has also been highly commercialized. When you want to do more live broadcasts, you must consider them. Is it necessary to compete with them for big net red and MCN, or do you want to find another way?
We learned from people familiar with the matter that we have to choose to open the live broadcast business to the brand merchants first. After the live test is completed, the game will be opened in the station, and then the home page will be displayed. The multi-player live broadcast service will not be launched on the APP alone, but will be embedded in the iPad. In terms of technology, the company will use a live broadcast system called “Gude” to develop independently.
For the merchants, what they need to do is to open the number and platform to open the multi-platform and give more rights to the live broadcast rights and the right to emerge. The brand merchants will invite the anchor to join the live broadcast room, and the live fans will also belong to the brand. Store all.
For the opening of the Daren track, there is still a lot of advice. Businesses have high demands for this, and many merchants who cooperate with each other have said that they “hope that they can open up the race track.”
The above-mentioned insiders said that it took only a short time to fight a lot of live broadcast business from project establishment to landing. In order to open the Daren track, the platform needs to provide a certain live broadcast ecology and soil, and create a benchmark case to activate the live broadcast business of the entire platform. In this regard, a proposed solution is to abandon Taobao’s first incubation of the reds and then find the supply chain route, but to match the talent cultivation according to the style of the goods, and at the same time carry out multi-category matching. Similar to Taobao live broadcast, the multi-play live broadcast will also adopt a strategy based on clothing and supplemented by daily makeup.
An industry insider commented, “All tools that prove effective for Tmall will be done more and more.”
(I am the author Peng Qian, paying attention to the consumer field, welcome to add WeChat to exchange industry information, please indicate the company position and intentions)