Jimu News Reporter Zhou Dan
Recently, online shopping people who love to watch Douyin often see live streaming of goods. The anchor in front of the camera is not an online store model or an internet celebrity expert, but a flight attendant from various airlines.
Under the epidemic, airlines with performance pressure have started to "side business" and look for new growth points from the e-commerce live broadcast track. Jimu News reporter learned that at present, the live broadcast accounts of airlines with better operating operations can exceed one million yuan in a single live broadcast, and most of them focus on sales, which are beauty products.
Experts said that based on consumers' perception of airport duty-free shops, flight attendants have certain advantages in live streaming to sell goods. However, if you want to achieve longer-term development through live e-commerce, it is not enough to rely solely on this. The professionalism of live broadcast personnel and the supply chain control and after-sales service behind them must also keep up in time.
live broadcast room product price advantage
"Babys, I have used this essence water for many years, but I didn't expect it to be on the shelves in our live broadcast room today, and it's still a 'fracture price'..." At 7:30 pm on April 20, the stewardess anchor Nini and another colleague sat in the live broadcast room as usual and interacted with fans for more than 3 hours.
This is the official Douyin live broadcast room of an airline. Jimu News reporter saw that 86 items were listed on the live broadcast room that day, 90% of which were beauty products. There are also certain advantages in terms of price. Take a lotion as an example. The counter costs 1,540 yuan toner, and the live broadcast room price is 649 yuan, which is lower than the tax-free minimum price of 821 yuan on the official APP of "China Free Daily" that day.
reporter compared the top three products sold and found that the prices are cheaper than the online mini programs of some duty-free shops in Hainan, with a discount of about 100 yuan. During the more than half an hour of the reporter watching the live broadcast, many fans interacted with the anchor in the dialog box and took the initiative to ask for a certain product to be launched as soon as possible.
"Just compare prices, it is indeed cheaper than the duty-free shops in Sanya." Some netizens left a message.
A flight attendant's live streaming of goods (screenshot of Douyin)
price is indeed one of the important factors that attract netizens to place orders. So, why can the live broadcast room of the flight attendant have such a significant advantage in price?
"Babys, all our products are cross-border goods, because our cross-border e-commerce and bonded warehouses have cooperated, and all of them have been exempted from taxes, so there will be such low prices." Nini will explain the prices in the live broadcast room from time to time.
In the comment area of the window product, the reporter saw that some buyers had doubts about the authenticity of the product, believing that the outer packaging was not plastic sealed, and were worried that they had been opened. "The details are different from those of domestic counters."
In order to avoid similar negative comments from reappearing again, during the live broadcast, Nini also explained this kind of question: "Because we sell overseas versions, it is normal for the product packaging to be different from domestic counters, everyone is worried, the quality is definitely OK."
After live broadcasting, the income increased several times after selling goods
0000000011. The reporter found that in the live broadcasts of many airlines, the source of goods for selling goods was explained.
For example, in the video released by "XX Aviation Cross-border Mall", it mentioned: "Global purchases are large-scale purchases and large-scale transportation, with low costs, and the goods are shipped directly to bonded warehouses without transit, so the warehouse cost is lower. At the same time, cross-border trade taxes will be much lower than general trade taxes, so the price is generally lower."
Faced with the doubts about whether the goods sold are genuine, the account also explained in its video that sellers selling overseas goods on the platform need to pay a deposit of 100,000 to 200,000 yuan, and need an official targeted invitation to join. They also replied in the comment area: "Fidelity and authenticity, one fake one will compensate for ten."
Through a private message, Jimu News reporter contacted Wang Xue (pseudonym), a stewardess born in the 1990s. She is from Huangshi, Hubei. She has been living in Shenzhen and has been a flight attendant for more than 6 years.
"It was only at the end of last year that we started to be an anchor. We all trained live broadcast skills and took turns to broadcast."Wang Xue told Jimu News reporters that although the company hired professionals and conducted live broadcast training for everyone, "but before I actually started live broadcast, I still watched many videos of mature hosts selling goods, and even dreamed of doing live broadcasts when I was sleeping. "
Fortunately, when Wang Xue actually entered the live broadcast room, a senior stewardess who had been live broadcasting for a while took her. The two of them had a tacit understanding of their cooperation, and the fans in the live broadcast room also had a certain foundation. "The number of people watching a single live broadcast is generally around 10,000 to 20,000, and it can reach nearly 100,000 during the big promotion. "When the sales reached the highest sales, the number of viewers of the 4-hour live broadcast exceeded 300,000, and the sales exceeded one million yuan. In terms of salary of
, she admitted, "The basic salary of the flight attendant is not high now. I have been getting the basic salary for a long time. After doing live broadcasts, the performance salary is several times the basic salary. "Because of this, many flight attendants chose to resign and engaged in live streaming and selling goods themselves, and some people also did a good job. "As far as I know, a colleague of ours, after resigning, his monthly income of selling goods can reach tens of thousands of yuan. Of course, this is just a few, and most of them still choose to rely on the company, and there is always a guaranteed income. "
is both a self-rescue and a move to adapt to development
Jimu News reporter sorted out relevant data and found that in 2021, the three major domestic airlines all suffered losses of over 10 billion yuan. Since March this year, the transportation and warehousing industries have been restricted, and the number of domestic flights has also decreased.
Civil Aviation Administration Information Center data shows that as of December 31, 2021, a total of 97,307 flight attendants in civil aviation have been certified, which is more than the previous year. The total number of employees decreased by more than 5,000.
On April 21, the reporter searched and found that the prices of air tickets from Wuhan to many cities across the country had "baby price" tickets, even as low as 10% off, which was much cheaper than train tickets.
The reporter contacted several airline flight attendants. A Hubei-born flight attendant who had been in the industry for 11 years told the reporter: "In the past, flying international routes, three or four flights a month, and more than 90 hours of flight hours, could earn more than 10,000 yuan. Now many international routes are suspended, and domestic flights have also decreased. Some of our colleagues can fly one flight a month, which is almost the basic salary of two or three thousand yuan. "
Therefore, airlines are also actively looking for ways to expand their performance. New measures such as promoting promotional products such as " Suixinfei ", cross-border corporate group meals, and encouraging employees to live streaming and selling goods are gradually developing in this context.
Aviation industry insiders introduced that starting from 2020, airlines have gradually begun to broadcast goods, "but the goods they brought before were just airlines' own air tickets, package tickets, etc., and later they gradually developed into food, beauty, and cross-border goods. "Previously, the airlines also held a special anchor "audience" competition to select suitable hosts, which not only attracted the few flight attendants, but also caused more than a thousand people to participate in multiple departments of the company. "For the company, the live broadcast interval can also show off its own characteristics and culture, killing two birds with one stone. "
Wuhan University School of Economics and Management Professor Wu Xianming said that under the epidemic, this transformation of airlines is not only a self-rescue, but also a positive measure to adapt to development. "Based on consumers' awareness of airport duty-free shops, flight attendants have certain advantages in live streaming big-name beauty products. However, if you want to achieve long-term development through live e-commerce, this is not enough. The professionalism of live broadcast personnel, the supply chain, after-sales service, etc. behind it, is the key. "
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