Tianxia Online Merchants Wang Zhuolin
Edit Li Danchao
dong——October 24, 8 pm on October 24, in the Tmall Supermarket live broadcast room, a loud gong opened the curtain of this year's Double 11.
The anchors are wearing red battle robes, which means good luck. They started talking passionately, and from time to time, the countdown of the "321" came, and the "babies" were invited to receive coupons and place orders.
htmlOn October 24, the pre-sale of Tmall Double 11 in 2022 was officially launched. As a venue for direct interaction between buyers and sellers, Taobao live room is very lively: Li Jiaqi live broadcast room has 460 million views; Luo Yonghao made his "first show" on Taobao live broadcast . He played for two hours and his view exceeded 10 million views; the leading live broadcast agency Yaowang Technology invited Cecilia Cheung to help; Yu Minhong officially announced the live broadcast period; countless merchant brands' self-broadcast rooms and platform official live broadcast rooms have begun to move forward to live broadcasts and launch new ones.
In the past year, 25,000 live broadcast rooms in Taobao live broadcast have annual transaction volume of exceeding one million, and 334 categories have transaction volume of over ten million and a growth rate of over 100%.
live e-commerce has developed to this day, from the initial "adding a sales channel" to becoming a "combat content field for merchants". Behind this small screen, new buying and selling relationships are constantly born: the hawker's shopping guide method is changing, the supplier's goods group logic is changing, and the trading habits of placing orders are also changing, showing a full posture.
This Double 11, "Tianxia Online Merchants" entered the Taobao live broadcast room of brands and industries, and felt the hot atmosphere and changing trends of live e-commerce from the spot.
"Branched up"
Although the pre-sale time for Double 11 this year was 8 pm, many live broadcast rooms have been broadcast since noon, and some even pulled the "front" to 8 pm.
:00 pm on October 24, "Tianxia Online Merchants" saw at the Tianzi Live Base in Hangzhou that in multiple live broadcast rooms, the anchors had put on red "battle gowns" and introduced the products to be put on the shelves on the day, preheating and planting grass in advance; barley (meaning "big sale") was placed in the office area, and banners cheering for Double 11 were hung on the wall; many live broadcast staff were conducting script verification for the official pre-sale period that night. Da Zhuang, the person in charge of
Day Living Broadcasting, introduced that the atmosphere in the live broadcast room has become stronger since the day before the pre-sale, and many anchors in the live broadcast room took turns to take up their posts until two or three in the morning. The sense of ceremony in the live broadcast room of
ushered in a small climax at 8 pm. "Tianxia Online Merchants" observed Taobao live broadcast platform and found that when the pre-sale was officially launched, some live broadcast rooms beat gongs to show that they started selling, and some live broadcast rooms were filled with milk tea and coffee to provide supplies for the "war". Most anchors raised their voices, speeded up their speeches, and introduced the products more vigorously. When talking about discounts, they would also ring the bell to remind them to "key points". In the live broadcast room of
Xiaomi , the important guest of the night was welcomed - Liu Yi, Vice President of Xiaomi Group China. He also wore a red "battle robe" and was a guest in the live broadcast room to recommend Xiaomi's leading products to users. For a while, the interaction in the live broadcast room became high frequency. In the live broadcast room of
Ulike, the pre-sale mainly involves passing through product details and planting grass. "Babys, I'll teach you how to buy it!" The virtual anchor is responsible for explaining the product's effects, and the real anchor is responsible for demonstrating and answering questions. The live broadcast time covers almost the entire day.
Compared with the exquisite and beautiful appearance on the mobile phone screen, the live broadcast room outside the screen is mostly "busy".
"Tianxia Online Merchants" saw on the scene that in the live broadcast room after 8 o'clock, tables, chairs, headlights, goods, wires, chargers, etc. were all surrounded by staff: the live broadcast operation was staring at the computer, checking the words and preferential prices of the next product, even if this information was repeatedly confirmed two hours before the broadcast; the field control shuttled between the equipment like a forest, entering and leaving the live broadcast room from time to time, communicating with the brand, or grabbing a small bag of unknown origin and stuffing it into his mouth. During the period of
, two live broadcast operators in their 20s said, "Today is a big day, no matter how tired you are, you have to keep your feet on your feet."
live broadcast room is more content
"Frost is sweet, fruits and vegetables, and the good persimmons are red, and the Frost fall of course needs to eat persimmons!" Tmall Supermarket live broadcast room entered the rhythm of Double 11 in advance. On October 23, it started the "Frost fall special session" and launched a new batch of seasonal good goods. On the screen, the anchor picked up the Fuping Persimmon Cake on the plate, and introduced it one by one from appearance, taste, production to nutritional value. The scene-based explanation of
is completely different from the previous "hawking-style" sales, and the marketing copy is tailor-made for each item. In order to do a good job in content exploration, many live broadcast teams have also added a new position: an operation assistant, specializing in exploring selling points and writing content scripts.
This year, Taobao Live officially announced that it had entered the "new content era" of 2.0, and adjusted the traffic distribution mechanism, changing from the main transaction indicators to the dual indicators of transaction and content, and conveying more public traffic to live broadcast rooms with good content and high conversion, helping it achieve "from content planting to transaction explosion." The fundamental purpose of
contentization is to extend the length of users' stay and improve the conversion efficiency. Contentization has also become a prominent feature of this year's Double 11 live broadcast room.
An industry insider told "Tianxia Online Business" that they found that "fans and live broadcast rooms generally have relationships in 15-20 seconds. The first is not to leave, and the second is to browse the product list and listen to the anchor introducing the platform and products. A good live broadcast room can have an average of 60-90 seconds for a single stay time."
This point is particularly prominent in the Oriental Selection Live Broadcast Room, which was very popular this year. The anchor relies on outputting knowledge points or scene-based introduction of products to increase the stay time of fans and become a typical example of "knowledge to sell goods". For example, Xiaomi Tmall Live Room has made a lot of innovations in the past two years, including XR live broadcast (extended reality live broadcast), holographic live broadcast, etc., to enhance its attractiveness to users. Cheng Daofang, general manager of Taobao Live Business Group, also said that this year, the entire strategic upgrade of Taobao Tmall 's "from transaction to consumption" is also reflected in the live broadcast sector. In addition to paying attention to the maximum conversion rate of existing traffic, we also need to pay attention to the discovery scene of user consumption, so that more people who do not have clear shopping needs can stay in the live broadcast field, obtain more professional and diverse shopping suggestions, and form new consumption decisions.
At the same time, some merchants have already started 1+N accounts, that is, they operate in matrix operations according to their fan characteristics, time periods, identity, and scenarios. According to reports, the daytime field is a traffic-rich mine. Many live broadcast rooms have a low penetration rate of during the day. As it turns out, as long as there is good content, fans during the day can also enter the live broadcast room.
More refined operations during the effective period
In the view of industry insiders, to gain a place in the live broadcast war on Double 11, compared with long-term live broadcasts with flooding, how to refine operations within an effective time is more critical.
In the pre-sale live broadcast on the evening of the 24th, "Tianxia Online Merchants" saw this scene in the Juhuasuan 10 billion subsidy live broadcast room: Yan Zhi, the head of Juhuasuan live broadcast business, "transformed" from a waiter to sell goods, standing in front of the screen, bargaining for consumers on-site and explaining product performance.
Yanzhi told "Tianxia Online Merchants" that he joined the Juhuasuan team in 2015 and participated in the development of Juhuasuan's 10 billion subsidy from 0-1. He is very familiar with product selection, price comparison, consumer needs and other links. In May this year, he walked from behind the scenes to the front stage for the first time and started live streaming to sell goods. "The biggest feeling is that the perspectives are different. We stand in the perspective of fans to strive for benefits and achieve fans' wishes." Every month, he will live in the live broadcast room 3-4 times, and will talk to the team together to finish 50-60 goods.
Professional people can also achieve twice the result with half the effort in the live broadcast room. During the live broadcast process, if the anchor can give consumers purchasing advice with more professional knowledge, it can shorten the consumption decision time of potential users, and the live broadcast can also be upgraded from the original traffic consumption field to the traffic creation field.
Dazhuang said that the current trend of live broadcast rooms is vertical category. This type of anchor has a deep accumulation of knowledge for a certain category. "For example, the live broadcast of an industry account involves multiple categories, and it often requires multiple vertical anchors to complete a live broadcast together, and it takes about two to three years to cultivate a vertical anchor."
A service provider also said that when they seek cooperative anchors and experts this year, they will focus on finding partners whose content field, live broadcast style, and fan consumption ability are more consistent with their brands. "The live broadcast and grass conversion effect of experts in the vertical field where the goods are sold will be better."
New consumption field
Live e-commerce is still changing China's business ecology.
From a human perspective, a large number of employment needs are extended from the live broadcast room. Many ordinary people enter the live e-commerce industry, especially young people, and find new career development paths around the various nodes of the live streaming link.
Take anchors as an example. "Tianxia Online Business" found that compared with the "wild anchors" who had previously taught themselves, live broadcast institutions have begun to absorb many talents from radio and television majors and broadcasting and hosting majors, and more and more new ecological anchors participated in this year's Double 11. Many college students have entered one after another. They have built new business and sales interactive relationships in the live broadcast room with a fresh perspective of selling goods. "Live broadcast salesperson" has also been recognized as a new occupational job. A set of data from Taobao Live shows that job opportunities were provided to 2 million people last year.
"Being an anchor, appearance is not the first priority. The important thing is to have affinity, have a high emotional intelligence and speak, be able to endure hardships and be willing to study. This work is relatively intense, and you must have better physical fitness." Dazhuang said that since this year, the anchor team of Tianzi Live has doubled, and currently has more than 200 anchors, of which the post-95s account for the highest proportion.
From the perspective of goods, the pallets in the live broadcast room have become a key link in merchants' operations. The live broadcast room no longer just provides merchants with "one more sales channel", but uses goods to allow sellers to face diverse consumer needs and tests, becoming a place where many merchants promote new products, brand trends, and explode in magnitude.
From the perspective of the scene, the live broadcast room has become an important scene for communication between brands and consumers, and users’ "love and hate" about brands will be intuitively reflected in the live broadcast room. Previously, Hongxing Erke caused fans to "wild consumption" due to donations, and millions of people flocked to the live broadcast room. After more than a year of operation, Hongxing Erke's Tmall official live broadcast room has now exceeded 16 million fans, and the live broadcast room viewing on the 24th was 814,000.
More and more merchants regard store broadcasting as their base for intensive cultivation. For example, Xiaomi has formed a solid anchor matrix and will send different anchors for different live broadcast scenarios and goods to more efficiently match various user groups. According to Taobao Live statistics, a total of 120 million users joined the brand membership last year, precipitated into the brand's population assets and continued to obtain brand services.
:00 on October 25, many live broadcast rooms remembered the sound of gongs and drums again. The new day begins, and the live broadcast war on Double 11 is still continuing.
