Taobao Live's Double 11 performance was 20 billion, while Viya and Li Jiaqi sold goods exceeded 1 billion respectively.
The huge ability to sell goods has made many merchants jealous. But are the merchants involved really profitable in this carnival? Should we continue to find experts to live streaming on Double Twelve?
01 "Is the goods good or not" is the prerequisite for selling goods
The ability to sell goods has always been an important evaluation item for Taobao anchors.
Such as Via and Li Jiaqi, they are given to the altar by the e-commerce industry because of their powerful and exaggerated ability to carry goods, and they are firmly on the throne of the top brother and sister.
Their strong ability to sell goods and the hot scene of being put on the shelves in seconds. With the support of the halo of experts, it seems that everything they sell can be snapped up and removed from the shelves, with a huge sales volume.
However, most merchants see the superficial logic of the goods brought by experts, that is, everything can be sold and everything can be popular.
It seems that the anchor has made batches of goods popular, but in fact, the quality of goods is the essence of selling goods!
Take the Li Jiaqi non-stick pan and crab overturn incident some time ago. The response speed and handling method of his team are indeed remarkable, which quickly resolved the embarrassment and eliminated the negative impact.
If the quality of the product is not up to standard, even the top anchors will fail; and such a huge amount of exposure will only accelerate the death rate of the product itself.
02 Master anchor’s trust crisis
In this fan economy era, we don’t know how long this form will last. The topics such as flight attendant Xinyi fake goods, Li Jiaqi’s live broadcast of goods and non-stick pots, Weiya’s apology, Li Jiaqi’s accused of false propaganda have successively appeared on Weibo hot search lists, and the audience’s favorability is actually very little left.
Let’s take a look at a few TikTok comments about Expert Live.
As the leaf falls, the year is about to end. The frequent exposure of top experts and live broadcast accidents have greatly consumed the favorability of passers-by, and have also aroused their dissatisfaction and low trust in the entire expert live broadcast industry.
To a certain extent, experts are "artificial filters". They use their personal reputation and reputation as guarantees to recommend various products worth buying for their fans.
But now this industry is becoming increasingly distorted. A considerable number of anchors are unable to ensure the quality and safety of the products while using the trust of fans in themselves to obtain benefits .
03Recognize the essential requirements of experts in selling goods
"How" and "What" are always two major issues that need to be considered when looking for experts to bring goods, namely how to find experts to cooperate and what size experts to bring goods. If conditions permit, of course, the more the anchors can cooperate, the more exposed the anchors, the better the effect, and the higher the investment and output ratio.
However, you should know that the bigger the anchor, the more he demands the "lowest price on the entire network", which not only ensures the conversion rate, but also symbolizes their identity.
Even if you don’t ask top anchors like Li Jiaqi and Weiya to bring goods, what merchants need to give you is a powerful promotional discount every time in live broadcast: no threshold coupons, full discounts, buy and get free... The most time is the store’s existing promotional intensity, which has become one of the core means to stimulate live broadcast sales.
Therefore, merchants must understand that the greatest value brought to consumers by experts and Internet celebrities is exclusive discounts, not information separation.
04 Businessmen who haven't seen the way forward clearly
As we all know, the fees of the anchor team are mainly composed of link fees + commissions, and the specific price is determined by various factors such as product categories and the status of Internet celebrity anchors.
Now, the anchor’s charges have skyrocketed on Double 12. After a long period of development in this industry, all traffic has gathered top anchors, and the remaining expert anchors are undoubtedly the last wave of money in the circle.
The charging situation of a certain anchor on Double 11
The appearance fees and commissions of experts' products have already made merchants breathless. Even if they have achieved soaring sales performance in the short term, the long-term harm to the brand is often selected: it is absent from the brand tone and damages the brand image.
Long-term large promotional discounts will create an external stimulus for consumers, that is, they will regard "picking up cheap" as the reason for their purchases. This external stimulus will cause dependence. Once the price returns to normal, they will lose the purchase of consumers and even love the brand.
It is still unknown how much profit the brand can make and how high the conversion rate of the final purchase of the product is, but what can be confirmed is that the dividends have passed, and making a lot of money is a luxury.
In fact, this situation is caused by the brand not understanding this point: the company's investment in the online celebrity's goods should be understood as attracting new products rather than selling.
Expert Live should aim to attract new products, and the long-term and stable brand sales position is actually the store live broadcast room.
Taobao official is now mainly promoting "store live broadcast". After a period of time, stores can have more weight in the Taobao system. This is a long-term and worth doing business compared to finding experts to live streaming goods.
Continuous product exposure and brand image output gradually occupy the minds of consumers.
05 Summary
Traffic prices are rising steadily. Once there is a so-called traffic dividend, anxious merchants will go crazy and use something as a magic pill.
Brands that only seek exposure but not conversion can find experts. Ordinary merchants cannot afford to pay. If the product does have a selling point, but it is difficult for consumers to try due to problems such as "average customer price", they can consider finding these top anchors to promote them.
Merchants should always be sober and not be addicted to anchors' sales. Brand building is the driving force.
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