July has come in a blink of an eye, and the 618 Online Shopping Carnival has come to an end. With the support of the World Cup, this e-commerce marketing festival reached 284.47 billion yuan, which created another sales point for e-commerce. However, in addition to the carnival, the marketing crisis hidden in the e-commerce industry is also spreading quietly like the hot wind in the hay field.
Due to the growth of online shopping consumption, more and more users have put forward higher requirements for product quality, shopping experience, etc. In order to increase the attractiveness of purchasing, many e-commerce companies have racked their brains to do creative marketing. The more popular ones are such as inviting well-known internet celebrities to conduct live broadcasts, combining internet celebrity live broadcasts with e-commerce, and creating a new model of "e-commerce + internet celebrity live broadcasts".
Judging from the sales data in recent years, Internet celebrity e-commerce live broadcasts have achieved excellent results, and the development of this model in the e-commerce industry is still heating up. The reasons why e-commerce internet celebrity live broadcast marketing are so successful are the following:
Real and clear live broadcast display, better than product details page
The regular product details are just pictures and text displays, which has a certain exaggeration of quality and overbeautification, which makes consumers unable to understand the products intuitively. After receiving the goods, they often have a large psychological gap, and even initiate returns immediately. This not only greatly reduces the online shopping experience but also makes it easy to lose trust in the platform. Through the introduction of online celebrities to live e-commerce, one-to-many interactive display, the real appearance, details and usage effects of the product are quickly presented to users through videos, increasing the sense of reality. However, if you want to obtain high-definition live broadcast effects, this requires very strict e-commerce platforms.
Mengwang Video Cloud has innovative visual coding models and professional technology helps e-commerce companies to achieve revenue generation. It provides crystal clear video effects, allowing buyers to clearly observe the details and usage effects of the product through the live broadcast screen, and enhance the favorable feeling of the online shopping experience.
One-to-many "interactive shopping guide" to promote emotional consumption
In e-commerce live broadcasts, Internet celebrity anchors also play the role of "shopping guide". While promoting products, they can answer questions and solve problems in a timely manner. During the live broadcast, they can also interact with users in an interesting form to promote more emotional consumption. For example, Mengwang Video Cloud, a professional helping e-commerce platform live broadcast marketing, will add rewards, color barrage, chat rooms, group chats, private chats and other functions according to marketing needs to increase the fun of live broadcasts, so that Internet celebrity anchors can further narrow the distance between consumers and anchors during live broadcasts, increase user favorability, and promote rapid transactions.
The Internet celebrity effect cannot be underestimated and brings new traffic to e-commerce
The economic benefits of fans formed by many internet celebrities on live broadcast platforms cannot be underestimated. Well-known internet celebrities themselves bring a large number of fans, which will invisibly bring more new traffic to e-commerce platforms and play a role in guiding traffic. During the 618th period, JD.com platform invited 618 internet celebrities to interact with users through novel ways of playing, giving gifts, issuing coupons, and grabbing discounts in e-commerce live broadcasts every day, allowing users to play, watch and buy, greatly improving sales conversion rate.
Compared with celebrity endorsements, the greater advantage of live streaming of internet celebrities is that most internet celebrities are born from the general public, which makes ordinary consumers feel equal and makes it easier to accept the products they recommend. In addition, the cost of endorsement of Internet celebrities is relatively low. Therefore, deeply combining Internet celebrity live broadcasts with e-commerce is equivalent to configuring appealing "shopping guides" for online e-commerce, which can achieve the effect of promoting effective conversion while diversion.
The "Internet celebrity + live broadcast + e-commerce" marketing model has made many e-commerce platforms see the marketing trend, but in fact, only a few large e-commerce platforms have the ability to build their own video live broadcast websites. It is difficult for some small and medium-sized e-commerce companies to build their own video live broadcast websites. This not only requires a lot of R&D costs and infrastructure construction, but also requires a certain development cycle. Therefore, most e-commerce companies will choose professional third-party video cloud service providers. Mengwang Video Cloud is an advanced video cloud in the VaaS era. It can provide one-stop video live service support for various e-commerce platforms, helping e-commerce companies achieve success.
With the advent of the "live streaming +" era, the great business potential of e-commerce live streaming still needs to be explored. How to better combine business models with technology is a difficult problem that many people in the e-commerce industry are exploring. Mengwang Video Cloud has never stopped innovating and exploring in the field of video. As a pioneer in the industry, it has a long way to go and will provide e-commerce platforms with more diverse video live broadcast technology services.
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