Internet celebrities + live broadcast + e-commerce: How to grab traffic in Double 11 hand-to-hand combat?

Alibaba wants to play live broadcasts. After trying out live broadcasts for the first time last year, the 2016 Double 11 Carnival, Alibaba Group's large entertainment section will also join the live broadcast camp, among which Heyi Group ( Youku Tudou ), Tmall Magic Box, Xiami Music, UC Browser, Tmall Client, etc. appear on the linked live broadcast list. Of course, other e-commerce platforms such as JD.com , Vipshop , Jumei Youpin , etc. are not idle either.

Under the trend of live broadcast, if major e-commerce platforms will expose the best traffic resources and give them to live broadcast during Double 11 in 2016, how can merchants get started so that they can be prepared for any trouble?

Unlike previous years, this year's Internet celebrities + live broadcasts have become a huge entrance to Internet traffic. Since traffic and conversion rate basically determine the final direction of platform sales, the battle of major e-commerce platforms fighting hand in hand to grab internet celebrities and live broadcast resources has quietly begun before Double 11!

Double 11 in 2016 is destined to be a live broadcast + Internet celebrity battle

In recent years, every Double 11 period, there will be a competition theme between different platforms. On Double 11 in 2012, the well-known theme was low prices, and consumers would flow wherever the price was the lowest. By 2013, because consumers were still scared of express delivery overdrafts and serious delays in delivery on Double 11 in 2012, the theme turned into logistics speed. E-commerce companies represented by JD.com and Yixun focus on logistics speed, and Alibaba platform is also strengthening Cainiao Network to solve the logistics pain. In 2014 and 2015, the theme of Double Eleven competition became the quality of the supply.

In fact, whether it is competing for price or quality, the different themes are all due to the need for traffic competition. In the final analysis, the sales that e-commerce companies are fighting for is the result of multiplying traffic, conversion rate, and customer unit price. According to this logic, what will be the theme of Double Eleven in 2016? The answer is most likely: live broadcast + internet celebrity.

The full rise of live broadcast platforms in 2016 has created a huge Internet traffic entrance. Recently, the 38th "Statistical Report on the Development of China's Internet" released by the China Internet Information Center shows that as of June 2016, the number of online live broadcast users reached 325 million, accounting for 45.8% of the total netizens.

According to statistics, the number of people online at the same time during the peak daily daily peak period of large live broadcast platforms is close to 4 million, and the number of rooms that conduct live broadcasts at the same time exceeds 3,000. If such a huge amount of traffic can be diverted to e-commerce platforms, the monetization value generated will be immeasurable . While Yingke, Huajiao, Zhibo and others are fighting fiercely to grab traffic, Taobao , Tmall, Suning.com and others have launched live broadcast functions. According to industry insiders, JD's live broadcast platform will also be launched in the near future, and the strategic intentions of the giants are already very obvious.

Internet celebrity service platform has become the hottest pig

However, there are nearly 200 domestic live broadcast platforms. In order to survive the "Hundred Channels War", the platforms still need to compete for traffic at all costs. Internet celebrities with their own traffic naturally become scarce resources, and the traffic battle for live broadcast platforms will inevitably become a battle to grab people.

Recently, it was rumored that Wang Sicong, who owns Panda TV, blocked the CEO of a live broadcast platform due to the anchor resources. This is not difficult to understand. The competitiveness of the platform is mainly reflected in the anchor lineup. High-quality beautiful anchors can produce economic benefits immediately for live broadcast platforms. Some industry insiders revealed that in order to win internet celebrities, some live broadcast platforms no longer talk about the sharing of gift income, but are willing to pay for money.

Under the capital carnival, although Internet celebrities have become popular, where can we find high-quality Internet celebrities? As we all know, the Internet celebrity circle has been in the grassroots development stage for a long time. It is rare for companies to continuously attract outstanding talents to enter the Internet celebrity industry and carry out deep processing, training and incubation, and finally achieve commercial resource docking.

"We are now a pig in the hot spot. Many live broadcast platforms and e-commerce merchants are coming to find Meikong to be famous, which has not appeared in the past few years." Fu Lei, chairman and CEO of Meikong, said that Meikong, a well-known Internet entertainment talent service provider in China, is a lucky person to truly catch up with the historic opportunity of Internet celebrities + live broadcast.

Scenario-based live shopping guide brings high conversion rate

Industry insiders predict that the scale of commercial monetization of Internet celebrities will usher in a historic explosion on Double 11 this year. Because internet celebrities can not only bring traffic, for e-commerce platforms, the well-known value of internet celebrities is that the commercial conversion rate of traffic is very considerable.

During this year's 618 e-commerce war, Suning.com tasted the sweetness of online celebrity live shopping guides. Suning has recruited a large number of internet celebrities to conduct live shopping guides in Suning’s offline stores. Taking June 1 as an example, as of the end of the live broadcast, the total number of viewers on the Suning.com celebrity live broadcast room exceeded 1 million on the same day, which is equivalent to the audience full of 20 Nanjing Olympic Sports Centers. During the live broadcast, Suning.com's page traffic increased by 280% year-on-year, with 300,000 live broadcast interactions, and an average of 83 barrage messages per second were generated. Not only that, the shopping guide in the live broadcast room of the celebrity has obvious effect. During the 1-hour live broadcast time that night, Lenovo's mobile phone reservation volume exceeded 100,000 units, and Internet celebrity anchors brought huge traffic resources.

A cooperation between Meikong and Biennium once again demonstrates the great value of Internet celebrities in the e-commerce field. From June 27 to 29, the new products of the Bienquan series were successfully promoted on Taobao Live and Sina Weibo platforms for three consecutive days, and US Airways' strong control over Internet celebrities and comprehensive marketing capabilities were fully demonstrated. The 30 Internet celebrities sent by Meikong, from 12 noon to 9 pm, covered the marketing guide of Biouquan products in the entire period from 12 noon to 9 pm, watched more than 100,000 fans online, and liked more than one million, and received more than 100 million views on Weibo.

It can be seen that young people's consumption habits have gradually shifted from traditional web pages to experiential scenario-based sales, and Internet celebrities + live shopping guides have produced a surprising chemical reaction. Alibaba CEO Zhang Yong has praised internet celebrities more than once, "The Internet celebrity family is another manifestation of the entire new economic power. They rely entirely on the power of individuals and gathered a group of like-minded fans to follow her, and eventually created economic opportunities and business opportunities. This is very, very wonderful."

According to people familiar with the matter, Taobao Live has currently conducted multiple rounds of data testing, and many celebrity service providers have entered Taobao Live. Among them, the well-known domestic entertainment talent service provider Meikong. As the platform with the largest number of Taobao live broadcast celebrities and the best conversion data, Meikong has prepared more than ten "Internet celebrity + e-commerce" service products for this year's Double 11 battle, including Weibo marketing and promotion, Taobao expert shopping guide, celebrity live broadcast, celebrity shooting, etc. Some of the products have completed millions of pre-sales. It can be seen that major e-commerce companies have been preparing for the platform Double 11 in a hurry.

On Double 11 in 2016, what other new ways to attract shopping fans to play online celebrities + live broadcasts + e-commerce? What size of the economy will eventually be produced? Which e-commerce platform will stand out in this historical battle and ultimately establish its leading position in the live broadcast era? We might as well wait and see.