Why does the shop live broadcast take so long?
Editor’s note: This article is from the WeChat public account “Chaos University” (ID:hundun-university), author Chaos University.
The live streaming in 2020 is very hot. Whether it is a large company or a self-employed person, they are busy looking for anchors to help them sell goods. Is the anchor really that important? My answer is no.
Guest sharing: Xiangyun, Founder of Qianyuan Live Broadcasting, President of Chaos University Hefei Branch
E-commerce live broadcast market analysis
Let’s take a look at the general trend of live broadcast first:
The “Statistical Report on Internet Development in China” shows:
The scale of the e-commerce live broadcast market in 2019 is 433.8 billion, and it is expected to be nearly one trillion in 2020;
The number of live e-commerce users in March 2020 has exceeded a quarter of netizens: there are 265 million live e-commerce users, 710 million online shopping users, and 900 million netizens;
From 2017 to 2020, the live broadcast e-commerce market has grown from 19 billion yuan to 961 billion yuan, a very fast growth rate.
From the above data, the live broadcast e-commerce is developing very rapidly. It is a scene-oriented node, just like the graphic sales link in previous years. Unlike what some people have said, live e-commerce is only a short-lived and will only be popular for a while.
The rapid development trend of live broadcast e-commerce is well reflected in the data of our partners in Qianyuan:
In 2019, the sales of many cooperative brands of Qianyuan accounted for about 5% of the total sales, but by 2020, the data has increased from 5% to 10%, and some even reached 20%. Of course, various categories are different. For example, the live broadcast of Wenwan such as jade has reached more than 50%.In the middle of the night, especially around 2 o’clock, all the big customers came, and sales during that time period would have soared very quickly. This is what we feel.
Six core points for breaking the industrialized live broadcast
Finally, I will share the six core points of the industrialization live broadcast, which are very important.
First, the anchor training should be standardized.
Secondly, the live broadcast process should be scripted.
Third, brand information must be continuously exposed.
Fourth, store users need to refine operations.
Fifth, it is necessary to target private domain traffic to drive public domain traffic.
Sixth, it is necessary to focus on the underlying operations to drive sales.
In short, we believe that store broadcasting will be a major trend in the entire live broadcasting industry. It is recommended that you put your energy and time on the store broadcast and lay a good foundation. When the store broadcast boom rises, it will surely make a big difference.