How to treat the phenomenon of live broadcast with goods

Live broadcast is an irreversible trend, and with the development of 5g, Internet of Things and the promotion of artificial intelligence, live broadcast will be more intense, intuitive and convenient!

At the end of March, Taobao released the 2020 Taobao Live New Economic Report. The data shows that in 20 19, the total turnover of national live e-commerce exceeded 300 billion yuan, and the growth rate remained above 150% for three consecutive years.

Zhaopin Recruitment joined hands with Taobao, and * * * released "Talent Report of Spring Live Broadcasting Industry in 2020". Nationally, within one month after the resumption of work during the Spring Festival, the number of live broadcast-related recruits increased by 132.55%, and more than half of them were live broadcast anchors.

Under the epidemic situation, such a development speed and the demand for talents will also make the production of World War I masks possible!

There are several reasons why so many people have joined in, including stars, celebrities, politicians and businessmen.

1, live broadcast is more intuitive, interactive and timely, which shortens the psychological distance between products and users, makes people feel immersive, and brings better consumption experience through the vision, hearing and touch of the anchor.

2. Driven by the fan economy, it is now a traffic society. Stars and celebrities bring their own traffic and have a large number of fans. The power of example is infinite! The live broadcast has narrowed the distance between the stars and the public, satisfied their curiosity, and the stars can also accumulate a lot of income. Why not?

3, the live broadcast discount is strong, in order to attract users and fans, low price is the biggest means, look at the live broadcast room of Taobao Double 1 1, coupons, red envelopes, full reduction and so on!

4. The overall supply of products in China exceeds demand. In addition to entities and online stores, there is now another low-cost marketing method, especially for some remote economically underdeveloped areas. Smart phone is no longer just a tool for talking and texting, but a big platform for information acquisition, product promotion and income generation!

Of course, live broadcast also has some shortcomings:

1, the anchor's ability to carry goods is uneven. The conversion rate of Daniel V is above 30%, and the mature V is about 10%. Most of them have no training or special study, and their body movements and language expressions are unattractive, and the conversion rate is below 5%. Nowadays, wine is afraid of deep alleys and many products. How attractive is still the key! Not just a casual appearance and a few words. It is not so easy to have a comprehensive understanding of products, customers, after-sales and services, and to express and show them. There is a demand for talents, and it is necessary to increase training efforts!

2. It is difficult to build a big brand by live broadcast. At present, the added value of live broadcast products is not high. Although there are many big names in the live broadcast, most of them are not well known. The lack of brand has hindered the rise of the "segment" of live broadcast. In addition, quality control and classification are still unclear, especially in rural areas and agricultural products, lacking quality awareness, after-sales awareness and service awareness. We need to build excellent private brands in the live broadcast room to increase the added value of the industry.

3, live broadcast with goods, the anchor is the key, there are requirements for the amateur of the anchor, the three views should also be positive, not vulgar, kitsch, just look at the eyes! Tell a joke, sing a song, imitate the individual, activate the atmosphere, increase the attention, but enough is enough, grasp the degree, and focus on creating products and personal charm!