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From offline to online

From offline to e-commerce, from merchant to anchor. For 17 years, it seemed to me that the only constant was “change.” In 2003, I opened my first clothing store in the Beijing Zoo Wholesale Market. At one time, my clothing store was flourishing. Later, he moved to Xi’an and opened ten clothing stores in succession. In the following years, the rapid rise of e-commerce has quietly changed everyone’s lifestyle. One day, a girl tried clothes in my store and did not worry about buying but opened the mobile phone to compare prices on the Internet. My first reaction at that time was angry. The second reaction was like it should be done! This matter touched me a lot. I did n’t know where the courage came from, or even just an inexplicable impulse. I immediately went home to discuss with my husband and decided to close all offline stores and open online stores.

The road from offline to online is not as easy as imagined. In the first year, I didn’t understand anything and lost two million. I sold two suites. At that time, it was arguably the darkest day since I started my business. I kept doubting myself and my physical and mental state was very poor. Although my husband and I often quarreled at that time, one point we were always consistent, no matter how difficult we had to grit our teeth and persist. Because we believe in our judgment of the current situation, we also believe that as long as you are down-to-earth, respect business rules, and do a good job in serving your customers, you will definitely gain something. Looking back now, from offline physical store owners to Tmall store owners to e-commerce anchors today, many things are changing, but the set of values ​​that supported me in the past has not changed.

Everything can be broadcast live

Many people say that 2016 is the first year of e-commerce live broadcast, and 2019 is the year of e-commerce live broadcast. There are also many people who say that Wei Ya is the pig standing in the air. I personally feel that I am really lucky and fortunate to be able to grow together with the e-commerce live broadcast industry. In March 2016, Taobao Live was launched. Since then, live e-commerce live broadcasts on various platforms have begun to emerge. At that time, no one knew what e-commerce live broadcasts could develop. By 2018, Taobao’s live-streaming turnover was 100 billion. In 2019, e-commerce live streaming was pushed to the forefront, and Taobao’s live streaming sales reached 20 billion during the Double Eleven alone.

I’m almost the first group to enter live e-commerce. In May 2016, I sold clothes and jewelry in my store. Do you know how many people came to my first live broadcast? At that time, there were 5,000 people, and those two hours were really nervous and I didn’t know what to say. Today ’s live broadcast room not only has clothing, but also beauty, snacks, home appliances, daily use, and so on. It also sold movie tickets and sold books. They said that our live broadcast roomIs a large department store super. Some people say that it ’s really powerful that Wei Ya seems to be able to sell everything. In fact, I do n’t think it ’s really powerful, but in a way, this shows that live e-commerce is affecting everyone ’s consumption habits. Some traditional offline The industry has also begun to slowly try to transform.

In November of last year, the movie “Beneficiary” sold tickets in our live broadcast room. Previously, audiences were used to buying on the platform in advance, or buying directly at the movie theater. In addition to rushing to buy low-priced pre-sales, there will rarely be a large number of audiences. In the case of buying tickets in advance, it is the first time to sell tickets in a live broadcast room. At the time, no one was sure whether fans would pay for it. The final result was 110,000 copies sold in 6 seconds on the day of the live broadcast. Immediately afterwards, Director Feng Xiaogang and actor Huang Xuan also took the new film to the online live show for an online roadshow. At that time, the atmosphere was particularly good, and 170,000 tickets were stolen in 15 seconds. In addition to the movie, when Mr. Xu Zhiyuan came to the live broadcast room, many media used the collision of Mars against the earth to describe this difference. In fact, the period was particularly happy and not at all inconsistent. In January of this year, Professor Xue Zhaofeng also came to Wei Ya’s live broadcast room. Before the live broadcast, Professor Xue was particularly nervous. After the start, 65,000 copies of “Xue Zhaofeng’s Economics Lectures” were snatched up almost instantly, and Professor Xue himself did not grab it. Sharing these is not to say how strong Wei Ya ’s ability to take goods, wonderful is live broadcast + film entertainment, live broadcast + publications, and even live broadcast + catering, live broadcast + car, etc. Chemical reactions are taking place in the two areas that cannot be linked at all, and such attempts are still widening the boundaries. As an e-commerce anchor, I am very happy to be able to participate in breakthroughs time and time again.

I am willing to try something new, just like my live studio category is growing, not because these people give me money, but because my fans need it, and this product is really enough Well, this is the principle I always adhere to. I like this job, I like to talk and share, cherish the need and trust of fans, and enjoy the kind of satisfaction that helps fans find what they want. Every time I am affirmed by fans, it will make me more determined to persist. “Via’s woman” is the nickname between me and my fans. We are family, friends, and girlfriends. I ’ve said it many times, but I ’m still touched every time I think about it. Once I accidentally said that I wanted to eat cold noodles, a Northwest fan remembered it, and she made it with her mother-in-law. Soup material, made a large bucket of Liang Pi, brought it to the scene during the “521 Wei Ya Fan Festival” last year. Because Liangpi couldn’t bring it on the plane, she also paid 650 yuan for consignment. I got this bucket of liangpi at that time, and the feeling was really unforgettable, so I must not disappoint.

Via’s selection direction

Many brands will say that Wei Ya is too difficult to cooperate. I admit that we have a very strict selection process and a professional selection team. The core personnel in each category are the elderly in the industry: Knowing the best manufacturer, raw material base, and production base price for each item, it is impossible to touch the fish. Although they have been screened in the early stage, I have tried every product, tried it, tried it. Make sure it works, is delicious, and is fun. The pro test is the first dimension I consider. The second dimension is market enthusiasm. For example, the previous “Yanxi Raiders” was very hot. To match the market, we will find some “Yanxi Raiders” eye shadows. Or it’s almost summer, we are looking for sunscreen. This is the market heat, and we choose products based on the market heat. The third dimension is the needs of fans. Through live communication, including store micro-tao, we go to understand what lipsticks fans want to buy recently and what they want to buy recently. This is also the direction of our selection.

What to do

Affected by this epidemic, many business owners are already or are preparing to go “online”. If you think that as long as you find Wei Ya to help you sell goods, everything will be fine, you may be disappointed. Preparation before the live broadcast, cooperation during the live broadcast, and protection after the live broadcast require the full participation of the merchant , then what specific tasks must the merchant complete?

First, after the product is selected, the merchant will introduce the selling point. The understanding of live broadcasting based on trials is somewhat one-sided, and sellers must know the products best, so the sellers need to be introduced.

Second, give some small points of interest to the live broadcast appropriately. We can give some small gifts appropriately and provide some lucky draws. This is the point of interest of the intermediate communication room.

Third, set up coupons , coupons can bring rhythm to live studios.

Fourth, according to the time when the anchor is on the shelves. Each anchor has the rhythm of each anchor, there are almost 60 ~ 70 links in the live broadcast, there must be a sequence, the anchor is the central point of the live broadcast, and it must be matched with the anchor’s rhythm. Go to shelves.

Fifth, inventory settings. Each live broadcast room is different. When working with merchants, you should make sales estimates and set the inventory quantity according to the anchor inventory.

Sixth, in accordance with the anchor rhythm. The anchor sells goods differently. Some anchors are educational, and some are random. Disrupting the anchor rhythm will make the anchor unconscious and affect the live broadcast effect.

Seventh, customer service responsiveness. Customer response must be well communicated, which is the key to ensuring fan trust.

Eighth, the review after the broadcast. Resumption is an important factor that determines the next time the product is sold in the live broadcast room. We must dig deep into the reasons behind the good and bad sales of the product, collect fan feedback, and use the survey to make a statistical summary.

So which are the red lines for businesses?

First delayed shipment. In the case of pre-sale, delayed shipment will greatly reduce fan trust. The live-streaming room has a lot of sales. I think the more you sell, the better. As a result, you can’t sell the goods if you add inventory. Then the brand will have a big discount in the hearts of fans.

Second product quality issues. The samples displayed in the live room must be the same as the items sent out. Taking beauty product packaging replacement as an example, the anchor was given a new packaging, but the actual packaging was an old packaging, or oranges, fruits, and the live room display was very large. As a resultReceived in such a small size will greatly reduce customer trust.

The third point is inconsistent with the interests of the anchor. It is good to buy this mask to give 4 free gifts today, but as a result, the free gifts are gone, or 2 are changed, and changed to another, which will also reduce the trust of fans.

The fourth customer service ignores people and does not deal with after sales. When there are many people, the customer service is really busy. But to think of a solution to circumvent this problem, the customer service is the most annoying problem for fans in contacting all merchants. Because if the problem is not resolved in time, fans will think that they do not want to deal with it.

In fact, the fundamental purpose of the above is to protect the trust of fans. This is all the starting point and core of our work. If we grasp this, we will certainly not go wrong. Fans, businesses, and anchors are a triangle relationship, and the link between them is the trust between each other.

My friend ’s Q & A:

1. What dimension of information do you pay most attention to in the selection?

@ 薇娅: There are a few misunderstandings for those who don’t know this. 1. They think that as long as you give Wei Ya enough money, Wei Ya will broadcast you live. 2. Is n’t it cheaper the better it is on live broadcast. But this is not the case. As a host, especially a host who wants to maintain a good fan, then in the long run, we have several dimensions for the selection: your store business rating, including the historical evaluation of the store , Evaluation authenticity, user experience, after-sales, customer service response speed. For general selection, we will simulate the customer to go to the store to buy, and also simulate the dialogue with customer service, and then evaluate the team of this store for us to choose.

2. Will there be a large operation team behind the anchor? Can you briefly introduce the operation process behind the anchor?

@ 薇娅: Each anchor is actually different. At the beginning my live studio background was my husband, my current live studio is my anchor, sub-cast (buffer between live broadcast, introduction of coupon information settings in the middle of the anchor’s speech, auxiliary live broadcast), backstage (uplink, hanging link, Coupon pop-up settings, sweepstakes interaction), and some people who ca n’t see, such as the docking of food category, the docking of beauty category, because my live broadcast is all categories, but one cannot be professional I have more professional people, so there are special people to connect with different types of businesses, they will tell me how to set up coupons and so on. Other categoriesThe selection team is also independent.

3. For the live broadcast, what do you think will happen in the future? What is the future business model?

@ 薇娅: Taobao Live has always been questioned along the way. I started as a costume, and later expanded the video, but when others thought that Weiya could only do low-price units, I went to sell cars , Sell something that others find impossible to sell. Later, others felt that Taobao live broadcast was only a year old, but we cooperated with offline to sell movie tickets and fast food. I personally think that Taobao Live has unlimited possibilities. It will bring everyone a change in consumption patterns and convenience in life. Especially with the advent of the 5G era, you don’t have to worry about traffic in the future. For example, when the farmer Bobo fishes, you can choose which fish you want; when you dig potatoes, you can tell me which potatoes to dig. Many people say that the epidemic has brought a lot of difficulties to catering, but I think there is a lot of room for expansion. Virtual ones can be used for food and clothing. When Mr. Xue Zhaofeng came to sell live “Economics Lectures” at that time, everyone was holding a joke, but we sold more than 60,000 copies that day. In April, we will also sell live. Anything is possible.

4.How to do a good job in the accumulation process from 0 to 1?

@ 薇娅: Many people now say that you have so much traffic when you broadcast live, and you can give me so much traffic. But in fact, my earliest traffic was 0, and my current fan should be 1600W. When you are offline, maybe 20 people in the store will feel a lot. Tens of thousands of people, you may not be able to persevere, if you think about it from another perspective, what is your physical store like? I think this is accumulation, as long as your product is excellent, you can do your service well. Hold a service mentality, no matter how many people you are.

5. Do you think that the large profit margin of the merchants in the live broadcast room is the biggest guarantee for the surge in sales?

@ 薇娅: For this reason, but not absolutely. For example, I previously sold a glorious laptop. The computer unit price was more than 4,000 yuan. I sold 10,000 units that time, but the discount was not particularly strong. I think the first depends on the needs of the users, and the second depends on the quality. In the live broadcast room, we will ask merchants to have some preferential activities, at least not more expensive than big promotions.

6. What are the live broadcast recommendations for paid knowledge products?

@ 薇娅: I have also sold a lot of these products this year. It seems that Baidu Wenku has sold 50,000 copies. This needs to be guided, and users have such needs. Don’t have any fixed impression and thinking about live broadcasting. Different people have different needs, I think we can take the testThink about how you can combine the content to make a live broadcast.

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