Page layout, signal quality, playback and purchase methods.
What is it like to join a group while watching the broadcast?
At 7:56 pm on the 27th, the WeChat mini-program “Good Goods Purchase” and the Pinduoduo 10 billion subsidy page started the live broadcast simultaneously. Nearly 4,000 people have watched the live broadcast room of the anchor “Xiaobaobao”. It is 4 minutes from the agreed time at 8:00 pm.
I have previously reported Pinduoduo is incubating the live broadcast business. Although officially denied, this day is still coming Already.
Pinduoduo has been striving for upstream in terms of its compelling capabilities. It took three years to complete the listing, successfully making “Chopping One Sword”, “One Hundred Yuan Withdrawal”, and “Ten Billion Subsidies” widely known. Low-price strategies and social fission. It has also been imitated by the industry. Pinduoduo’s live broadcast internal test is bound to be onlookers.
The considerable revenue brought by Taobao Live is visible to the naked eye. In addition to the entry of the e-commerce platform, the short video platform representative Douyin and Kuaishou also joined the game. On the 28th Little Red Book Creators Open Day just passed, Xiao Hongshu said it will be opened soon Live interactive platform.
In the face of so many contestants, what are the highlights of this live test?
The anchor who participated in Pinduoduo ’s live beta test was “Little Little Bag Ma Ma”, a big media player in the field of mother and baby. Its WeChat public account of the same name has 8 million followers. During the live broadcast on the evening of the 27th, products were sold in addition to mother and baby products. In addition, snacks, beauty, and home are involved. The anchor “Xiao Xiao Bao Ma Ma” repeatedly mentioned the Pinduoduo 10 billion subsidy plan in the previous promotional video. Its product selection also matched the subsidized standard, following the combination of explosion + daily use + low price + quality . For example, Freeplus (Fulifangsi) 100ml cleansing live broadcast room is priced at 80.9 yuan, if the three people in the group before the live broadcast booking, you can get a 50% discount on this basis.
Pin Duoduo live streaming products are intercepted from the “Small Little Bag Ma Ma” Pinduoduo Live Page
Half an hour after the broadcast, the anchor said in the live broadcast room that 1,000 products had been sold. In the live broadcast for about two and a half hours, “XiaoThe number of “Xiao Bao Ma Ma” live broadcast rooms has reached from 100,000 to over 100,000 towards the end. As of press time, baby wipes had the highest sales volume at Pinduoduo Stores, which sold more than 1,300 pieces.
Through comparison, we found four major differences from Taobao Live:
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Page layout
The difference between pages is the most intuitive. I checked the video of “Xiaoxiaobao Ma Ma” live streaming on Taobao and found that the live broadcast page of Pinduoduo cannot slide left and right, and lacks the like function in the bottom right corner. Maybe it’s because it’s in the internal beta stage, there is no information such as the hot list, live ID and so on.
Comparison of “Xiaoxiaobao hemp” on Taobao Live (left) and Pinduoduo Live (right)
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Image quality and signal
Compared with Taobao Live, the quality and signal of Pinduoduo ’s live broadcast are almost meaningless. Whether entering from the WeChat mini-program or entering the live broadcast from the Pinduoduo APP, the screen is not clear enough, and the anchor also repeatedly mentioned the problem of being unclear. The bad signal is also one aspect. At 7:59 that night, the reporter was watching the live broadcast using the “Good Goods In-App Purchase” applet. Replied that it was because of a large number of audiences in a short time. At about 8:13, the fans reacted very badly and couldn’t place an order.
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How to buy
The normal way to buy Taobao Live and Pinduoduo Live is to click “Products” at the bottom left. The difference is that in Taobao Live, merchants will present the products being broadcast in the lower left, and click to jump to the link. This function was not presented in the Pinduoduo live broadcast yesterday. However, the middle part of the Pinduoduo page updated the real-time information of “XX initiated a spelling order” with product information.Then click “Go to Order” to make a purchase.
Click “Puzzle Order” in the red box in the picture to place an order for purchase
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Playback
At present, neither the applet nor the APP has an entry for watching playback. Prior to this, “Xiaoxiaobao Ma Ma” also participated in the internal test of Tencent live broadcast, whether it is the Tencent live test small program “Look at the live broadcast”, or Taobao live broadcast supports the playback function.
Of course, these are just summaries from the perspective and feelings of the consumer’s front desk. For the “little little bag” who participated in the internal test of Pinduoduo, maybe the background operation and use experience are different. From the viewer ’s perspective, there was a fan response at 9:45 that night that the price of the facial cleanser was incorrect. The anchor replied that the price was being adjusted. It took about ten minutes before the price was set properly and explained to fans that the first use was not very skilled.
Pinduoduo ’s 10 billion subsidy program has been going on for a long time, and some consumers who have never used Pinduoduo have also verified the “True Fragrance Law” with their own actions. The live broadcast of Pinduoduo has helped the tens of billions of subsidies, and it is unclear how much acceleration it can bring in the future. Click to open the latest page of Duoduo 10 billion subsidies, the words “Billions of subsidies X Amazon” have come into view, the battle of Pinduoduo to use Amazon products to hit the Black Friday is continuing.
(Source of header image: WeChat Mini Program “Buy Goods”)
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