Create a product brand.
That is to say, Wei Ya and Li Jiaqi are more likely to become “Wal-Mart” instead of “Apple”. As an intermediate channel brand, they can more effectively integrate the supply and demand sides of the brand and users and improve the efficiency of commodity circulation.
For the platform, the self-made shopping festival of Weiya and other anchors is more like the discount season of “Online Wal-Mart”, which will promote the more efficient circulation of vertical traffic within the Tao ecosystem and stimulate users’ all-category and all-weather consumption , Users can always catch the “discount season” in a certain anchor’s shopping festival.
But for the brand side, it means that there are more optional promotional shopping festivals. Deeply binding a certain vertical anchor for long-term cooperation may become a major marketing trend in the future. The anchor resources and vertical categories Brand marketing interaction will become more and more frequent.
At the same time, the influence of the anchors with goods has already surpassed the field of live broadcast e-commerce, and further penetrated into the field of cultural entertainment. For example, the anchoring of merchandise has affected the brand’s commercial valuation standards for entertainment stars. More and more brands are beginning to use the power of merchandise to measure the commercial value of stars. On the other hand, the head anchor’s broken circle has also Let the anchor not only become an online celebrity, but also become an IP symbol with popular influence.