Selling a car, selling a house, selling a rocket … Really bringing goods in the air is really going against the sky?
Editor’s note: This article comes from the WeChat public account “Shiqu Interactive” (ID: SocialTouchCRM) author: Ann week.
Cars, houses, rockets … The live broadcast room in 2020 has broken through the imagination of many people, and you can never guess the next one that will appear in the live broadcast room What exactly is the product.
Taobao ’s first female anchor, Weiya, is called “Dora Weiya” by fans because her live broadcast room is like a pocket of “Doraemon”. You don’t need to refuse or resist, because you may become a buy-and-buy member in the live broadcast sooner or later.
What is the charm of the live broadcast room? Do you really think someone will buy a house in a live broadcast room? Where is the live broadcast ceiling?
Maybe you still disdain the sale of live broadcasts, but you ca n’t pretend to ignore them—live broadcasts are changing the lives of each of us at an alarming rate.
According to the research report of the famous China Merchants Securities “Cat Fighting Dogs”, the total GMV of live broadcast e-commerce in 2019 will exceed 300 billion yuan, and the future live broadcast e-commerce is expected to impact trillions in volume. According to the “Taobao Live Broadcasting New Economic Report 2020” released by Taobao Live Broadcasting, the penetration rate of Taobao Live Broadcasting at the end of 2019 is nearly double that of the same period in 2018, and the growth is strong.
picture from Taobang list
If the live broadcast e-commerce can maintain rapid growth, the live broadcast imagination is undoubtedly huge, but the live broadcast delivery is also facing certain breakthrough problems.
The impact of Taobao live streaming on the total market turnover of Alibaba is still relatively small, with a single-digit penetration rate, and the two short video platforms of Kuaishou and Douyin also face the problem of customer unit prices. According to a 30-day survey conducted by Cass data, 84.61% of Douyin’s belted products have a price below 200 yuan, while Kuaishou even have 88.95% of the products with a price below 80 yuan.
The picture is from Cass data, and the left hand shakes the right hand quickly
The same is true from the category. The highest proportion of goods brought in the live broadcast room of Douyin is still FMCG, which mainly consists of food and beverages, followed by women ’s clothing, personal care, daily necessities, etc. The order of product categories sold is only slightly different from Douyin.
The picture is from Cass data, and the left hand shakes the right hand
Shiqu CEO Zhang Rui once wrote in “Change” and “unchanged”? “article said that different industries, categories, products, user decision-making patterns are different, we can roughly divide the product into four categories of fast-moving consumer goods, conventional consumer goods, high-value goods, 2B commodities.
Fast-moving consumer goods are mainly based on low prices, and are more suitable for the impulsive consumer psychology of the live broadcast. The user ’s decision-making time is shorter and it is easy to be stimulated by the anchor ’s sales rhetoric; Lu Chang, not only is not easily affected by impulsive consumption, but most of the users need to buy after the brand has reached many times; as for high-value products such as cars, real estate, finance, and education, they already have a certain 2B nature, which belongs to the family ’s bulk decision making Marketing will be more limited.
But this does not mean that live broadcast goods can only erupt in FMCG and other product categories. We found that the current live broadcast goods category has a strong correlation with platform attributes. For example, in the Taobao platform, the growth rate of live broadcast transaction volume of “unpopular live broadcast categories” such as automobiles, home appliances, home improvement and 3C digital is high, and the increase of live broadcast penetration rate is high