Business owners become 'net red' live with goods into the market
Live broadcast for Yiwu market transformation and upgrading into new impetus
Release date： 2020-03-04 Source: Jinhua Daily author: Fang Jing
Yiwu market has a group of people, they firmly believe, turn crisis into opportunity, with live broadcast to empower the market. The move was seen by many as an extraordinary move at an extraordinary time. In the view of insiders, live broadcasting is not a new driving force for market transformation and upgrading. At present, the format of live broadcasting has been recognized by more and more business owners. After the epidemic, business households may usher in an outbreak period.
Business owners become "Internet celebrities"
Taobao live helps Yiwu market "Cloud opening"
"Hello babies, today I would like to introduce a new product to you, just a moment..." At 11 o 'clock in the morning of February 27, in the second area of Yiwu International Trade City, liu Pingjuan, a business owner, wearing a mask and a red scarf, is broadcasting live in her shop. Liu pingjuan's speech is not very fluent compared with our daily "Internet celebrity" live broadcast, but as a live broadcast novice, her performance has been commendable.
On this day, Taobao Live and Yiwu International Trade City held the "Cloud opening" activity, opened taobao live page, there are many yiwu market operators like Liu Pingjuan, they put up mobile phones, in front of the camera into the live broadcast room "network celebrity", for their own products.
"In early February, we received a call from Taobao Live to plan a 'Cloud Opening' event for the offline physical market, which they hope will bring new growth to offline businesses and help fight the epidemic. Yiwu International Trade City as the world's large distribution center of small commodities, has a huge market volume and broad online market prospects, live streaming e-commerce has great potential, so this activity chooses to land in Yiwu market. Yiwu spark information technology Co., LTD. General manager Shi Pengfei said. The company is the official MCN organization of Taobao live broadcast. It was officially authorized in 2016 to operate thousands of Taobao anchors, with more than 100 head and waist anchors. It is also the executive party of "Cloud Opening Market" of this Taobao live broadcast.
In order to attract merchants to participate in this "Cloud market opening" activity, Taobao Live implemented "zero threshold" entry for offline merchants, which received positive response from operators. Participating in "Yunkai City" yiwu businesses covering clothing, bags, ceramics and other ten subdivisions. Among them, more than 80% of the merchants participating in Yiwu's "Yunkai City" are novices within two weeks of its launch. As of 6 PM on the same day, the online live broadcast of "Yunkai City" attracted more than one million views.
Online orders are growing fast
The epidemic has forced operators to accelerate their embrace of livestream e-commerce
Before this "Yunkai City" activity, live streaming e-commerce has become the "traffic responsibility" of the e-commerce industry. Yiwu's live streaming is developing more rapidly, and operators are not unfamiliar with it. In Shi pengfei's opinion, many market operators already knew about this, but most of them didn't know how to start or didn't pay enough attention to it. The COVID-19 epidemic prompted more operators to join the ranks of livestream e-commerce.
Liu pingjuan's family's changing attitude toward livestreaming e-commerce is typical. Yiwu Chuangyi Kitchenware Co., Ltd. founded by Liu Pingjuan has a history of more than 20 years and enjoys a certain popularity in kitchenware industry at home and abroad. Last year, Liu pingjuan got her first taste of livestreaming e-commerce. In August of that year, she opened livestreaming accounts on multiple platforms and occasionally uploaded some small videos without paying much attention to the business.
Due to the impact of COVID-19, the opening of yiwu market has been delayed, and the resumption of factories has been delayed, affecting business. And livestreaming e-commerce has not stopped. Liu Pingjuan, who had been out of work at home, began to broadcast live. At first, family members who were used to receiving orders through traditional channels did not understand. They believe that the market is geared towards the wholesale end and livestreaming is geared towards ordinary consumers, so the target customers do not overlap. And Liu Pingjuan insists on live broadcast, the effect is unexpected family. One of them, a thermos flask, received hundreds of orders.
"A group client in Beijing saw us on The Tiktok platform and has reached a strategic purchase intention. According to the cooperation plan, the customer will visit the factory early this month and sign the contract. Liu pingjuan said that during the epidemic, online orders brought by live streaming have made up for the vacancy caused by the delayed opening of the physical market. With every bit of change, family members have also begun to embrace livestreaming e-commerce. With the support of her family, This year Liu pingjuan plans to decorate the basement of her home into a background wall of different styles according to the use of different products, especially for live broadcasting.
Compared with Liu Pingjuan, Huang Xianping, a market operator in Yiwu International Trade City, got in touch with live broadcasting later. In 1990, with little savings, Huang xianping started a small commodity business. By 2010, Huang xianping had founded Parkson, and it started to get an electric shock. Although traditional e-commerce businesses are thriving, livestreaming e-commerce has never been involved. The COVID-19 pandemic has made her pay attention to livestreaming e-commerce. "Do Taobao live, thank you for your support and support." This is a few days ago, she wrote a sentence in the moments of friends.
The penetration rate of direct-broadcast e-commerce is getting higher and higher in Yiwu market. Statistics show that in Yiwu, only taobao live streaming sellers have exceeded 3,000. Like Huang xianping and Liu Pingjuan, many business owners' first order after the New Year comes from livestreaming e-commerce.
From the supplier to the deliverer
Business households live or usher in an outbreak period
Operators are keen to use livestream e-commerce as the main marketing front during the epidemic. In fact, this is not only during the epidemic market operators to survive the helpless move. Although live streaming cannot replace the original model, it is a new model to increase sales and make up for the lack of offline channels, and many of them have incorporated live streaming into their long-term marketing plans.
Looking at the whole country, it is not a new thing for the market to connect livestreaming e-commerce, and the organic integration of these two economic forms has become a major trend. It was reported that the Guangzhou Chamber of Commerce, Guangzhou E-commerce Industry Association and multi-party livestreaming platform signed a strategic cooperation agreement to jointly build a public service platform that brings together market and e-commerce industry elites, resource information, traffic, and cross-border integration of multiple industries. It is reported that under the efforts of the government, enterprises and associations, the platform will innovate and develop the marketing mode of guangzhou market live e-commerce, strive to build industrial chain brand IP, smooth the channel of real economy and network economy, and realize the overall prosperity of online and offline commerce.
Yiwu has also taken action. Last year, Yiwu mall group successively set up taobao direct broadcast room in the second area of Yiwu International Trade City and lon-yuan clothing market. In the opinion of the industry insiders, the application of the direct-broadcast sales mode in the wholesale market can not only alleviate the problems of shrinking sales and difficulty in making profits, but also guide the operators to make innovation and expansion in marketing channels to cope with the rapidly changing consumption mode. Under the impetus of this wave of market, many market operators in Yiwu have realized the change of consumption pattern and seen the effect brought by live broadcasting.
"Livestreaming can extend the boundaries beyond the reach of traditional market operators. Under the model of livestreaming with goods, the application capacity of big data in the wholesale supply chain will also be greatly improved, and upstream companies will have more opportunities to directly face end consumers and obtain massive consumer data and direct feedback. These data are conducive to improving products, improving market competitiveness, and enabling enterprises to develop customized production, which will be the new development trend of online wholesale channels; At the same time, the traditional model of large-scale and standardized production will sustain the demand for offline channels." "Huang xianping said.
Market operator is activating resource advantage, change from supplier to take goods. Luo hongying, who has run a small appliance business in Yiwu International Trade City for years and previously supplied e-commerce, now has several live study groups active on her wechat chat page. Since she came into contact with the live broadcast, she has been doing it for half a month. Later, due to her busy work, she couldn't get away from it, so she arranged the company staff to broadcast it every day.
"Since the company was stationed in Yiwu International Trade City, we have created many local live broadcasting talents in Yiwu. With the standardization of live broadcasting rules and the diversification of values of operators, live broadcasting of operators may usher in a breakout period, and more live broadcasting experts or even celebrities will emerge in Yiwu market to empower Yiwu market." "Said Shi pengfei.
