Any product circulation, in fact, is more important than the popularity and traffic channels. Platform e-commerce traffic is limited, and the cost of buying traffic is too high. Offline entities, lack of traffic, and conventional marketing methods are no longer suitable for the development of the times. Although social networking sites have traffic, they have not been able to effectively integrate and regulate resources. In the early years, micro-business was originally a good marketing model, but the platform lacked supervision and guidance standards, and gradually became a disguised Internet MLM . And WeChat marketing only applies to acquaintance marketing. Since the acquisition of Weibo by Alibaba, Weibo has evolved from a social forum where bloggers express their personal opinions to a platform for promotion and drainage off Taobao and Tmall. With the development of the Internet, the social concept of Chinese people has evolved from an acquaintance social circle to a virtual social circle, and is no longer limited to a certain circle.
Based on the above-mentioned reasons, the live broadcast of goods from the media has become a marketing method for many businesses. Many people think that in fact, the live broadcast of goods from the media is actually the 2.0 version of TV shopping. In fact, the two seem to be a little bit the same, but they are not exactly the same. Purchasing advertising broadcast time and launching TV marketing promotion. Bringing goods through live broadcast from the media needs to circle fans and attract traffic. Individuals do not have their own traffic. Only when the number of fans is too large or the traffic can be led to live streaming.
Recently, I believe everyone is paying attention to one thing. Wang Han’s live broadcast, Dong Mingzhu’s live broadcast, Li Jiaqi’s live broadcast, and Li Jiaqi’s live broadcast. Combining the above factors, first of all, we found that the anchors are all with their own traffic, and there are many fans. Through their live broadcast of goods, a certain commission is enough. Of course, Dong Mingzhu’s live broadcast of goods is to sell his company’s products, so no commission is required.
live delivery of goods, cost accounting is actually very important. Although there is no shortage of traffic, there will be a conversion rate and sign-off rate. There are a large number of viewers, but how many people have the desire to buy and cannot be converted into an order transaction, and there is no room for profit. The live broadcast of the platform also requires a certain commission. Low conversion rate naturally high cost. Receipt rate. If the receipt rate is too low and the return rate is too high, a certain cost will also be incurred. Therefore, not everyone can engage in live streaming. First of all, the anchor needs to know enough about the product to see if his fans have a demand for this. For example, his fans are mostly women, and the anchor sells men's clothing live, so the natural conversion rate is low! The rise of
live streaming products seems to have become normal. Whether the Internet celebrity economy will impact the entity is also a topic of discussion and attention!
Since the rise of the Internet, Internet celebrities have always existed. Some amateurs and even fans can reach the level of certain celebrities. I still remember the popular era of If You Are the One, Manuo would rather sit in a BMW and cry than laugh on a bicycle, so he had millions of fans! The appearance fee even reaches the level of second-tier stars! With the development of the Internet, people have more and more ways to obtain information, not just limited to TV, newspapers, etc. The current life pressure is too great, and many otaku otaku have been produced. They prefer to pay attention to the lives and emotions of other people through the Internet, so the product of Internet celebrity was born!
Now return to the topic of whether the Internet celebrity economy will shake the foundation of the real economy. First of all, live streaming from the media is just a marketing tool, as a supplement to other marketing methods. It may have a certain impact on the real economy in a short time. It exists at a certain stage and will be replaced by new marketing methods! Online celebrity live-broadcasting is only a copy of offline marketing to the Internet.
Each marketing method has its advantages and disadvantages. Only by absorbing the advantages of various marketing methods can it develop and grow. Many fans buy for their idols. The price/performance ratio of the purchased products and whether the products are suitable for use is still a question. Live delivery of goods may have a certain impact on physical stores, but if physical stores can keep up with the trend and adapt to the development of the times, gradually improving the marketing mechanism can well cope with the impact of live delivery of goods! In the future, with the development of new retail, the integration of offline and online, and the increasingly complete infrastructure, we can buy the products we want without going out of the community or in a local activity area, and the live broadcast of online celebrities will also decline. !
