Things in the air are always ever-changing. If you are not careful, you may not keep up with the rhythm. This is the case with live broadcast. But do live e-commerce make money? What is the role of live e-commerce for businesses at this stage? How can we make good use of live e-commerce?
Is it more sincere to make money or more honest to perform? According to a survey conducted by the reporter of China Business News, the practitioners of the live broadcast platform are deeply thinking about the content beyond business evolution, and the logic is expected to be clearer, but the routine is difficult to copy.
Why is it always an online celebrity?
The word "network celebrity" is popular again, and live broadcast makes it quickly have commercial value and quickly realize it.
It has a long history, but the rapid rise of Papi sauce and advertising auction.
As a landmark event, the network celebrity economy has been pushed to the focus of public attention. Chen Duan of the School of Culture and Media of the Central University of Finance and Economics said: "The essence of the network celebrity economy is the attention economy.
"In the early stage of image communication, Sister Furong and Sister Feng were the network celebrities of that year. In the era of text communication, Xu Jing, the queen of blogs, and Sebrina, the queen of Weibo, were also online celebrities, but there was no such concept at that time. " Chen Duan said, "It can't be said that the live broadcast was born for the network celebrity economy, but the live broadcast strengthened the network celebrity economy.
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The live broadcast platform provides more opportunities for the growth of online celebrities, and the live programs of online celebrities can make the live broadcast platform occupy traffic among fans. "The content of the previous live broadcast was controversial. The anchor doesn't want to share it and let friends around him know. However, Yingke began to broadcast live for the whole people. People accepted live broadcast as a social form. The anchor is widely shared in the circle of friends and can detonate the live broadcast industry. " Meng Libo said.
Yan value is the primary productive force, and fans are the core of achieving productivity. "What can't be satisfied in reality can be realized in the live broadcast, which will attract fans to continue to consume. At present, the live broadcast platform is the realized income that fans reward. " Meng Libo said.
However, Yinghong Tang, a psychological science writer, thinks that there are too many rewards for the main fans on the live broadcast platform.
Many uncertainties need long-term observation.
Merchants should pay close attention to practicing internal strength, and anchor promotion is the key.
With the rise of economic conditions, consumers have higher and higher requirements for health and safety, and anchors who cannot provide professional knowledge will also face elimination. In the future, the live broadcast e-commerce will never be able to bring goods when the anchor shouts "buy". Helping consumers find the most cost-effective products is the future of small and medium-sized anchors and vertical professional anchors. The anchor with goods will experience more ups and downs if he wants to go further. Only by returning to the essence of business and taking time to cultivate internal strength is the right way.
The live broadcast e-commerce base in eastern Yunnan has begun to integrate resources from all sides, set up professional institutions, train new anchors, and strive to train a group of online celebrities. Actively guide small and medium-sized enterprises to carry out live e-commerce business, develop a new model of "online drainage+physical consumption", and encourage live e-commerce to promote the transformation and upgrading of traditional commercial fields.