The reason why Tik Tok platform supports Lao Luo is that fans want to realize it. Not only by advertising, it goes without saying that compared with e-commerce companies such as Taobao, even profits are a problem. Online celebrities bring goods (live e-commerce), which attracts not traffic, but also the attention of fans and brands. Tik Tok thinks it's worth a try, and tens of millions of bets are still worth it.

Therefore, for Lao Luo's live e-commerce, it is natural to support traffic resources. This is what many online celebrities, including those who do their own live e-commerce, lack. Without traffic, the conversion rate is bullshit.

There are only three sources of platform traffic: platform traffic, fan traffic brought by network celebrities, and off-site promotion traffic. Tik Tok platform DC has solved more than half. Of course, online celebrity Lao Luo has more than 1000 fans, plus the promotion flow outside the preheating station. These free publicity also brought some traffic and solved the traffic problem, that is, reconstructed the "people" (traffic) problem in the new retail.

Now everyone, including the company, is attracting fans and thinking about traffic. Whoever can grab the traffic will become the king. Pay close attention to WeChat and have 1 1 100 million users!

2. Brand

Look at more than 20 brands of Lao Luo Live E-commerce, almost all of which are big brands, such as Liangzi Store, Xiaomi, qiaqia, Panasonic, Fuji, Swarovski, Iflytek, Philips and so on. This shows the characteristics of online celebrities' products, choosing big brands (what does this mean) and big brands, and there are also a little discounts. Although some online celebrities were mixed with some products without brands during the period, for online celebrities, the brands of online celebrities were reduced, and in turn, fans quietly left, and some online celebrity fans have changed.

The "goods" in the new retail reconstruction are almost all brand goods. It seems that being a brand is essential. Otherwise, online celebrity won't take you in for live broadcast, which is still a good way out. Internet celebrities also want to maintain their personal brands and don't want to bring messy things. In addition, brands can also have chips to judge the price reduction.

In this new retail business model, many things may have changed, but the only thing that will not change is people's pursuit of quality brands.

Look at the number of Taobao stores that have made low prices in recent years, including the smart lock industry. Even by brushing and vigorously promoting operations, without a good brand, the spilled value will be eliminated by the platform. Observing the closure of many stores is not a matter of operational ability, but the lack of a good brand to support it, which will only accelerate the demise of stores.

Taobao Tmall will not allow inferior products to exist (forever existence also means the loss of platform traffic), and it is almost impossible for brands that even customers don't know to sell well on Taobao Tmall. Because the platform traffic of Taobao Tmall has become a bottleneck, some brands (including online celebrity brands) are needed to drive the sales of the platform from the outside.

Goods, the reconstruction of this new retail, will never change, that is, new goods, that is, brand goods. Impetuousness and anxiety can't solve the current unsalable situation of products, so focus energy and resources on making brands. Maybe you can seize the best opportunity, which is more realistic than building an online celebrity.

3. Ecology

In the past, we might go shopping in physical stores, or browse Taobao on computers or mobile phones to buy things. Now, we can use our mobile phones to buy things in the live broadcast room. Has this consumption scene changed?

It seems that an online celebrity brings goods, and it seems that the purchase channel has migrated. In essence, it is a new trend of consumption. This is the change of business ecology. Even in ancient times, the ecology changed, and powerful animals like dinosaurs could not survive. Look at the mergers and acquisitions in RT Mart, Carrefour's withdrawal from the China market, and so on. The business ecology has changed.

It's just that Lao Luo's network celebrities are reconstructing this business ecology. What you see is Hawking, including Li Jiaqi and Via. On the surface, they are selling like offline. But the scene is different and the ecology is different. We just haven't found our place yet.

Traffic can be sucked in, and WeChat is still making big moves. Think about 1 1 100 million traffic is terrible; Ecology can be reconstructed. The only brand, whether it is a corporate brand or an online celebrity brand, will never change in this new business, so we should seize the opportunity.

In my last article, I wrote about Luo Yonghao's entry into live e-commerce. I said that it is dangerous to just watch Luo Yonghao as a live e-commerce company, because Luo Yonghao can't be copied, and it is reconstructing the commercial ecological value.

This is a battlefield without smoke. When you see live e-commerce, you say it is a variant of TV shopping, or it is a flash in the pan, but at least it has taken a key step in exploring this business model. Just like Luo Yonghao, it may be a new business model or a new ecology. Who knows!