Is Teacher Luo suitable for live broadcast on Douyin E-commerce?
Editor’s note: This article is from the micro-channel public number “top products of thinking” (ID: dingjianchanpinsiwei) , Author: Wolf and Husky.
Mr. Luo is preparing to broadcast live
I’m actually looking forward to Mr. Luo boasting Xiaomi and Huawei from the “Friends Merchants” in live sales. This feels full of ridiculous comedy.
Lao Luo not only talks about cross talks, he makes himself the best cross talk.
The new chapter of Luo’s Crosstalk, [Advance E-commerce Live] is about to meet you, your demon Luo Yonghao is coming.
Before cooperating with Douyin, in fact, the industry is most concerned about only one question: Is Teacher Luo suitable for live e-commerce?
After confirming cooperation with Douyin, the above question becomes more specific:
Is Teacher Luo suitable for live streaming on Douyin E-commerce?
— 01 01 —
The logic of selecting vibrato
Mr. Luo’s choice of Douyin is both unexpected and reasonable. The essence of e-commerce live broadcast is a channel, which is different from the past. In the past, whether online or offline, physical stores or online stores, the essence of the channel is still “field”, but the live broadcast has become a person. Building channels around people is the most important and critical thing.
For live e-commerce, traffic and professionalism are the core resources and capabilities of “people” as “fields.” Jiuyin just held Teacher Luo’s two points.
First of all, Mr. Luo naturally does not need to say more about traffic, but this traffic is more concentrated on the Internet and elite white-collar workers. From the perspective of the three major e-commerce live broadcast platforms, only Douyin and Taobao are suitable.
Then, from a professional perspective, Mr. Luo’s specialty is more concentrated in the fields of technology, digital, cultural and creative, and Taobao Ecology is more suitable for cosmetics and daily necessities, and the Matthew effect on the head is obvious. Doing things that are not necessarily professional in the professional field, Teacher Luo must have more than oneStepped over this pit one time.
So, although Taobao has a stronger cash-generating ability and a faster hand-carrying gene, Teacher Luo still chooses Douyin. Of course, the ability to monetize and carry genes is also important, but the flow and professionalism are the core resources and endowments. I chose an angle that is suitable for you to cut in. It can be seen from the selection strategy.
Selection strategy
Technology, cultural and creative products and books have precisely matched Mr. Luo’s professional knowledge and audience, and has also mixed his understanding and testing of popular e-commerce live broadcasts. The most obvious one is [Equipment and snacks with high cost performance], which corresponds to what he understood in Weibo: Live e-commerce is [limited time, limited price and limited group purchase] This is indeed the easiest way to e-commerce live broadcast. also explains why some live broadcast products can be so cheap that you ca n’t grab them.
In addition to the reduction in channel costs, it is more important to fully reduce costs through scale and timeliness. Putuoduo’s time-limited fight group follows a similar logic.
— 02 02 —
New categories of live e-commerce explosions
According to Mr. Luo’s style, he must be the leader of this line when he is doing a job. So when he announced the live broadcast of e-commerce, he promised that he could do a lot of goods. . The standard configuration of “One Brother” is an explosion, and Teacher Luo actually did it like this,
But how do you create an explosion?
After in-depth observation and reflection, I finally concluded that live e-commerce explosion models can actually be reduced to a formula:
Explosion model = traffic × professional degree × category × price × supply chain, This formula actually reflects the gene of the explosion model. We can see if the live e-commerce created by Mr. Luo meets the.
First of all, Mr. Luo chose a category and cooperation platform that is highly in line with his own, in terms of traffic and professionalism.Guarantee, The next step is to sacrifice quality and price in the supply chain, to create a group purchase with a limited time, a limited amount, and a limited price. The only thing that is not sure is the “category”. Mr. Luo’s selection of a highly suitable category only guarantees professionalism, and it does not guarantee that this category can be explosive in the field of live e-commerce. Look at Li Jiaqi ’s lipstick and Wei Ya women, think about it and know why these categories can be explosive.
And [digital technology, cultural and creative, books, home miscellaneous goods] + Luo Yonghao, destined to be straight men and fans economy, explosive potential has yet to be verified. Mr. Luo is also fully aware of this, and keeps open enough on the selection. Weibo welcomes all types of contact, even fresh lettuce.
In addition to the uncertainty of the category, there are also supply chain capabilities. Many people think that Mr. Luo has made mobile phones before. The supply chain of mobile phones is more complicated than the supply chain of e-commerce live broadcasts, so the supply chain is definitely not. problem. That’s really a layman’s perspective. The most important capabilities of the live e-commerce supply chain are quality control and bargaining.
The bargaining power is essentially related to the ability to carry goods. The stronger the ability to carry goods, the stronger the bargaining power. Weia can require that each product that passes her selection has a discount that is exclusive to her. The confidence is known as the ability of the e-commerce live broadcast ceiling to carry goods. The quality control is different. The quality control of live e-commerce generally has two layers, which are divided into company quality control and anchor quality control. Why? One is to ensure the quality, and the other is to ensure that the anchor has a fuller understanding and a more authentic experience of the products with the goods,
Whether it is Li Jiaqi or Wei Ya, these two layers of quality control are extremely demanding. For example, Wei Ya and the modest team behind her, Xun’s investment promotion team will first screen online registered merchants based on brand awareness, evaluation of various platforms, and fan needs.
After the initial screening, the sample is the sample. Qianxun has formed a 50-person product experience team, tried it out and filled in the experience feedback report. More than 80% of people thinkGood to pass. If it involves beauty products, members of the experience team will have a chemical professional doctor, doctor, and other professionals to check the ingredients, and skin care products will give a specific experience report after one week of use.
After the company’s quality control is personal quality control, this is the most critical step. Whether all the products that have been screened by the team can be broadcast live depends on Wei Ya. She will try out all the pending products and try them again, and I will join the live broadcast schedule after I highly approve. Fully understand the product + a real sense of experience, this is an integral part of the professionalism of the anchor. This means that Teacher Luo needs to invest a lot of time alone. And energy to personal quality control, so it is not necessarily good.
— 03 —
Long-term battle
Through the above analysis, in fact, you can see that it is too early to discuss the success or failure of Mr. Luo’s e-commerce live broadcast.
Instead of focusing on the successes and failures of the first few live broadcasts, in fact, what should be more concerned is whether Teacher Luo can keep doing it, and if he keeps doing it, how can he fight a protracted battle? Creating a blockbuster may be accidental, but it is often not the case. “One brother” actually means to make the blockbuster normal.
We already know the gene of the explosion, so how do we do it?
First, the foundation needs to be laid. The foundation here refers to the professionalism of the anchor and the quality control of the supply chain. This is the core value delivered to the live broadcast users. The live broadcast is largely an economy of trust. The more the user trusts you, the more hesitant to pay. Every interaction between you and the user, whether to deposit a new type in their trust account or consume the balance, depends on Products you deliver every time. With a good foundation, you need to find a growth model in the e-commerce live broadcast field. I estimate that there are three models to choose from:
The first is the traffic growth model, which directly corresponds to new traffic and new categories. The new traffic is easy to understand. The more fans, the more traffic, the more growth. New category refers to the mining of user demand for new categories and making this category a hit. People are a collection of needs. At present, there are still many new categories of e-commerce live broadcasts that can be explosive.
The second growth model is operation-driven growth, which directly corresponds to refined operations for fans. For example, to increase fan loyalty and increase the conversion rate of traffic, you can keep growing based on the same traffic. For example, to meet the more needs of fans and increase the repurchase rate of fans, the corresponding is actually to increase the LTV (total life cycle price) of fans on e-commerce live broadcast.Value refers to the total value that a user contributes over the life of a product). LTV growth, on the basis of the same traffic, can also grow.
The third growth model is to return to the stage of “basic skills” competition. The competition is the core delivery products, behind which is the supply chain and the anchor. The third can also be classified as the second.
The first method is often applicable to the period of traffic bonus. For example, the current e-commerce live broadcast, in fact, there are still many new explosive categories to be discovered. The second and third methods are often applicable to the decline of the dividend period, the traffic ceiling appears, and the rough traffic growth method has to turn to refined operations. Or when the competition is fierce, in order to stand out from the fierce competition.
Friends who are familiar with the Internet will definitely be able to react at once. Isn’t this the development law of the mobile Internet? Yes, the current live broadcast of e-commerce is still included in the category of mobile Internet. Mr. Luo needs to seriously consider the long-term battle of live e-commerce. In the current industry context, how to choose the business model of live e-commerce and how this business model should be better. In combination with their own resource endowments, how should they overcome their own disadvantages.
Many people think that after laying the foundation, Mr. Luo should only need to fine-tune the operation of fans. After all, this is an industry that is highly dispersed upstream and downstream, and is extremely dependent on fan loyalty, and Mr. Luo already has With such a huge fan base, Teacher Luo should choose the second growth model.
In fact, the first is more likely to be the first one, because Mr. Luo’s own fans and fans of live e-commerce are not very coincident. Ms. Luo’s fans are more elites and intellectuals in the Internet and technology circles. These people are not so busy. They are always waiting in the live broadcast room. Many people download Ms. Luo for the first time because of Ms. Luo. The sound can be known. After hearing a few cross talks, and after a few lively conversations, a lot of them broke up. So Teacher Luo must break the circle, otherwise the original fan basics alone will be difficult to sustain.
Of course, I still hope that Teacher Luo can continue to do it. After all, I love cross talk.