Loss is also selling. What is the future way out for brand live broadcasting?

Live delivery with goods has become the most popular mode in 2020. Star artists, business tycoons and top stream of the head create digital myths in the live broadcasting room. Can live delivery move from brand endorsement to revenue increase? In fact, it is not. < / P > < p > in the interview of the reporter, both the industry giants and the new brands are talking about the same fact: the lowest price of the whole network and the high “pit fee” behind the brand exposure rate have obliterated the real pricing and profit margin of the products. The person in charge of a snack business told reporters that a live broadcast of a popular show was a loss for each sale. < / P > < p > “the carnival of live broadcasting with goods is temporary.” Gao Min, vice president and Secretary of the baby room, told reporters that live broadcasting is not for short-term economic benefits, but a long-term plan for brand promotion made by enterprises in the omni channel layout. Whether the future live broadcast mode will be profitable does not depend on the head’s carrying capacity, but depends on the development of small and medium-sized talents. < p > < p > < p > in her live broadcast experience exchange with reporters, “Mishi understand” said: “in the cooperation with the brand side, they usually want to complete the brand promotion and look forward to the sales transformation, but they don’t set the targeted discount for the live broadcast room, which can’t realize the transformation, because it’s already a fixed pattern of the industry.” < / P > < p > so are consumers really inclined to low prices? A post-80s generation who loves to watch live shows said that he likes watching some anchors because they are very interesting. “I may not be able to stare at them. I am also doing my own things, but I will turn on their live broadcast, and only when I hear something interesting, I will take a look at them and consider whether to buy them.”. < / P > < p > “when we realized that we didn’t have a strong professional anchor, we began to look for more diversified forms of live broadcasting and make it interesting through other content.” Gao Min said that the baby room held a large-scale experiential interactive live broadcast in “618”. Compared with the previous two live propaganda, the “kitchen King competition” is more like a variety show. However, the live broadcast also showed the baby room new vitality of this channel – its total sales volume was the largest among the three shows. “In the future, we will continue to do this kind of live broadcast, it is not to sell a lot of goods.” Gao Min believes that it is through this way that more consumers pay attention to the brand, and regard live broadcast as a tool to attract more customers to know the company. In addition to these, Gao Min believes that live broadcasting, especially the delivery of goods by popular people, can not make money for brands and manufacturers except for the anchor. Therefore, if you think calmly, you will know that this business will not last for a long time. < / P > < p > “long term business is win-win.” Gao Min said: “we can see that there are many problems in the live broadcast itself, and there are few stars who can really do live broadcasting. What’s more, brands are not willing to use live broadcasting to lower the price, which will disturb the price system of the whole market and have a far-reaching impact.” Of course, this has something to do with the characteristics of the industry. Mother and baby anchor “Xiaoxin and beta” told reporters that in the field of mother and baby, it is a common phenomenon in the industry to bring in new products, and it is normal for no fans to grow after several live broadcasts. The low conversion rate means that the brand side needs to maintain a long-term mentality in the live broadcast investment. < p > < p > < p > therefore, Gao Min thinks that it is not necessary for stars to bring goods with them, but the necessity is not so strong. The purpose of live broadcasting is more like endorsements. Through the platform, potential customers can understand the products and be familiar with the brand. < / P > < p > “is to find a person to promote, so the baby room’s exploration in live broadcasting tends to find some trusted professionals to cooperate.” Gao Min said. < / P > < p > nowadays, more and more MCN organizations begin to deepen their moat. These companies will gather the big and small talents together and connect the brands on the platform for the talents to choose. < / P > < p > “the matter of selling goods has become more and more scattered. There are thousands of Xiaoda people under the head anchor to join the ranks. Therefore, whether the live broadcast can make the brand side make money depends on the development of Xiaoda people.” Based on this, baby room invested 20 million yuan in July this year to invest in frog cool culture, becoming the second largest shareholder of the latter, Gao Min said. < / P > < p > this is a vertical MCN platform for mothers and infants with more than 200 cute babies. They value ranku’s ability to remotely cultivate cute children’s talents. These online cute children have established a fan group under the art training of ranku, which has a great combination with the maternal and infant ecology that baby room wants to do.

Kwai min believes that in addition to product consumption, maternal and child education is also a great market. If the baby friendly room tiktok and fast track and other channels, through the KOL training plan, it is expected to build a competitive edge in this industry to improve customer stickiness. According to Gao Min, there are two core competencies of MCN in the future. First, it needs to have some top talents, and the second is to have the ability to continuously cultivate top talents. Live broadcasting is no longer simply selling goods, but should be developed towards entertainment and specialization. Therefore, the baby room will also learn from ranku how to operate the fans of the live broadcast platform in this process. To some extent, with the help of Frog Cool’s relatively perfect talent matrix, the baby room will be drained. < / P > < p > “in terms of the whole strategy, there is no big change in the operation process because we always adhere to the dual drive of brand and channel.” Gao Min said that in the supply chain upstream will dig more unique products, downstream will expand their own channels. < / P > < p > since its listing in 2018, the power of capital has boosted the baby friendly room to go hand in hand in multi-channel development. Whether it is live or home business, it is a layout of baby room in all channels. < p > < p > for the future, Gao Min said that during this period of time, he saw many live rookies break through, but to what extent can this matter be achieved and what kind of situation it will eventually form? Now, no one can say, “so the baby room should be arranged as far as possible, not backward, so that customers can see us wherever they are.” Continue ReadingDeveloped a “plug and play” solar power generation scheme, and “5B” won a $12 million round a financing

Author: zmhuaxia