What does live streaming mean for e-commerce?

　　Dad Wu Zun's live broadcast of selling milk powder attracted more than 70,000 fans and real-time transaction volume exceeded 1.2 million. Internet celebrity Zhang Dayi live broadcast in his Taobao store, with 420,000 viewings, and achieved a sales miracle of nearly 20 million in two hours. With the upgrading of mobile technology and the growth of the Internet generation, live streaming, a new thing with obvious network characteristics, has begun to receive more and more attention and criticism.

　　For e-commerce, what does live streaming mean?

　　1. New Attention

　　In this noisy era, only the endless fresh things can bring in enough glutinous feasts to entertain all living beings.

　　Although the popular articles, jokes, pictures and videos are very fun, if you watch too many, you will eventually have to replace the old ones with a new generation. As a new thing, live streaming does not need to be very outstanding or connotative. Just because of its newness and the freshness created by mobile technology, it is qualified to gain a bonus.

　　What's more, the most charming thing about live broadcasts is its original rough feeling.

　　Unlike carefully selected TV programs, different from the photo scams that have been repaired and repeated, and different from the popular articles of "I say you listen", the characteristic of live broadcast is the undesigned sense of reality. You can broadcast live when eating, live when wearing makeup, and live when shopping. During this period, various situations may occur, such as the Internet is not good, passers-by are in a mess, the picture is not clear, and live broadcasts are awkward. It doesn’t matter. The stimulation of peeping into other people’s lives, the freshness of looking at the world from other people’s eyes, and the rough feeling of unmodified are already attractive enough.

　　2. New entertainment interaction

　　Loneliness is the first driving force of the Internet

　　One side effect of rapid urbanization is that it has broken apart people’s originally stable social circles, making communication more convenient, but the distance between people is far. So WeChat became famous with the "shake" and Momo became famous with the ambiguous label of "hooking a magic weapon". Human loneliness has become an important feature of the urbanization era.

　　Compared with text, pictures, and videos, the well-known advantage of live broadcast is that it can convey sound, colors, emotions, information, etc. to the viewer in real time, and the viewer can quickly feedback, affect the live broadcast content and form interaction. This interaction has a poisonous attraction to lonely people.

　　This real-time interaction has a strong sense of participation and is easy to collide with sparks, and naturally has high viscosity social attributes.

　　For the first time, the boundaries between content producers and audiences were blurred.

　　The anchor and fans create together, which is the core competitiveness of live broadcasts. Real-time strong participation attributes are the key to live streaming being able to stand out.

　　Looking back at the transfer of users' time, radio stations to TV are because of a richer sensory experience, television to the Internet is for free choice, and live broadcasts are because of more direct and in-depth interactions, and TV programs can of course have telephone interactions. Of course, online programs can have barrage techniques, but this has no direct impact on the creation of content. Only live broadcasts are the first time to directly and quickly incorporate audience fans into the content production process, blurring the boundaries between content producers and audiences, and jointly building a content ecosystem.

　　This co-construction not only greatly enriches the content ecosystem, but also directly and clearly collects audience needs.

　　3. New traffic allocation node

　　Live broadcasts are not popular because of the public, but because of the niche.

　　If you carefully study the entire content ecology of live broadcasts, you will find that mainstream culture is not mainstream here, and sub-divided, niche and rare subcultures are more popular. On the one hand, everyone has seen enough mainstream culture and has a more desire to watch subculture things, such as hip-hop, two-dimensional, extreme sports, and pastoral life; on the other hand, the content of subculture is often more in line with the communication context, just as the media prefers to report that people bite dogs rather than dogs bite people, subculture live broadcasts are more interesting. Just like for a period of time, the media particularly liked to look at MC Tianyou's shouting with strange eyes.

　　New traffic allocation node

　　Live streaming is naturally unable to become a mass media due to its realistic sense, no distance, personalization and strong interaction. Every anchor can only attract fans from a certain sub-field, and even a live streaming platform needs to have its own sub-field. Just as Taobao needs to redistribute massive traffic through Weitao, experts, thousands of people, etc., what live broadcasts are doing is not to attract traffic, but to segment the diverse and diverse user groups that already exist on the Internet.

　　The future of live streaming business may be greater. The sticky internet celebrity anchors can capture fans and divide the chaotic and disorderly fans and difficult to monetize business into small pools with clear characteristics and easy to cultivate.

　　How can e-commerce enter the consumer market by relying on live streaming ?

　　1. Three anchor points for live broadcast content design

　　The logic of live streaming sales is to rely on lifestyle recommendations, personal charm attraction, community value binding, hormone temptation to trigger transmission, and stimulate consumption. Live broadcasts often target impulsive consumption such as beauty, snacks, and clothing. Products such as cars and real estate are still in the gimmick stage.

　　If you want to do a good job of live broadcast, you must have personal characteristics, less routines, and more sincere. Sincere content may not be a hit, but it may not be easy to become a shooting star. Just look at the internet celebrities who play flash every day (one out of breath in a while) and you will know. The purpose of doing live broadcasts is more about interacting with fans and supplementing the image of the store and the owner. It is of course a good thing to create a few hits, but hits are not the only measurement dimension of live broadcasts. Long-term considerations make it easier to tap the potential of live broadcasts.

　　On the other hand, focus on the unique advantages of the store. Play whatever you sell. Don't go off topic. You are a home furnishing, but the anchor knows nothing about home furnishing, you are a soldier of Lao Ganma, but you dance every day. Even if the live broadcast is very popular and the traffic is very high, so what? Can the transaction be completed now or in the future? Isn’t it enough to be cheated by the traffic of the squid? Traffic is not important, transactions are important.

　　Finally, live streaming seems arbitrary, but actually requires high content production capacity. Most sellers obviously do not have the ability to produce high-quality content. It is too testing imagination to produce popular live streaming in minutes. It is more realistic and operational to do live broadcasts step by step or cooperate with corresponding internet celebrity experts.

　　2. The realistic operation of live broadcast

　　Live streaming is not easy. Live streaming is not as good as the Internet says, just having a network or a mobile phone. There are many twists and turns inside. How to introduce the product? How to interact with fans? How to stimulate the enthusiasm of fans to participate? How to facilitate transactions? How to build a community with live broadcast as the entrance? These are all knowledge. To some extent, live streaming is a variant of video.

　　The choice of anchor is even more technical. The first choice is the store owner, but time and talent are big issues; the second choice is to sign a professional live broadcast, but cost and stability are big issues. The choices between this need to be considered by the merchants themselves.

　　Specifically, whether your product is suitable for live broadcast promotion, whether the choice of anchor is suitable for your brand tone, and whether it is necessary to cultivate your own anchor, are all issues that need to be considered.

　　In addition, should we invite celebrities to do live broadcasts? In fact, live broadcasts for celebrities are not the norm and do not play a decisive role in the business itself. It can be used as a gimmick to make people famous, but most of the fans attracted by celebrities are fans who only focus on the stars themselves and do not care about the merchants. Don’t have too much hope.

　　3. Feelings are worthless, and feelings are the most valuable

　　Only unique content is the most recognizable and attracting fans. Looks and talents are too rampant, knowledge and products are too easy to imitate, and only sentiment is the artifact that can best establish barriers. Just like selling clothes is not selling fiber, but the pursuit of selling beauty. Feeling is often the most attractive thing.

　　Live streaming will eventually become a standard e-commerce platform. Wanting to do live broadcasts by being cute is daydreaming.

　　Always remember the cultivation of fan stickiness, do a good job in guiding interests, shaping community values, and social participation, so that fans can become your fans rather than fans of the platform.

　　4. Don't do it at any time for live broadcast

　　Don't think about attracting everyone by live streaming. You must understand that the first purpose of your live broadcast is to please old customers, increase the repurchase rate, and attract new customers is an unexpected surprise. It is of course lively to chase hot spots, but it is useless.

　　Don't be too utilitarian. I rushed to sell the goods. Leave the fans behind before talking about anything else. Just broadcast content in vertical fields, competitive, customized, and interactive.

　　Don't be too simple. I really regard myself as a media person and focus on doing good content. The content is for selling goods, don't forget. Your audience is an old customer, and your purpose is to make a deal.

　　My usual view: Internet celebrities, experts, live broadcasts , videos, direct trains, Juhuasuan, Diamond Exhibitions, and daily special offers are all traffic entrances for e-commerce sales. What you need to do is not to do whatever you are better without discernment, but to integrate various traffic entrances based on your own conditions, give full play to the advantages of team collaborative combat, and act independently, and only increase internal friction.

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