Online live broadcasting has entered the era of e-commerce live broadcasting, making popular anchors such as Wei Ya and Li Jiaqi. The entry of big names such as Luo Yonghao, Dong Mingzhu and Liu Tao has also brought live broadcasting into the public eye.

Online live streaming has actually been popular for some years. Some people believe that live streaming is the TV shopping of more than ten years ago. In fact, it is very different.

Live streaming is a product of the Internet era. The live broadcast platform is highly interactive. Most of the users who watch live broadcasts are young people. TV shopping is not interactive, and the users tend to be middle-aged and elderly people. Therefore, live streaming and TV shopping

different marketing methods.

Moreover, the charging models for live streaming are diversified, generally divided into three modes: pay-per-view, service fee + commission, and pure commission, giving merchants who want to enter the game more choices.

1. Pay-per-view pricing This model is simply how much the anchor charges for bringing goods once. It is suitable for traditional brand exposure. The anchor produces short videos according to the needs of the brand owner and publishes them on the platform. The operation is relatively easy and relies on its own fan traffic.

Help brand owners to promote their brands.

Therefore, it is more suitable for big brands to choose, and is not recommended for small and medium-sized enterprises.

2. Pit fee + commission Pit fee is a basic charging standard, and the commission ratio is mostly between 10% and 30%.

This model generally means that the company's own products have some problems in packaging and sales, and require third-party companies to help optimize. Therefore, one layer of the pit fee is the cost of product optimization, anchor production of videos, and distribution and promotion.

3. Pure commission model The pure commission model has certain requirements for stores. For example, pure commission only accepts Taobao links. The comprehensive score of the store is above 4.6 points/4.8 points. The product price must be the lowest price on the entire network. At the same time, it also needs to have a certain foundation.

sales volume.

The current commission ratio set in the industry for purely commission-based products is relatively high, above 30%, and some even split it 50-50 or 30-70. Therefore, products with high gross profit and high consumption are relatively suitable, mainly in the food and beauty categories.

Under the influence of this year's epidemic, live streaming + e-commerce has attracted unprecedented development opportunities. In the future, it will definitely be a new mainstream sales channel. Physical enterprises that have difficulty selling goods need to seize this opportunity to solve the problem.

Dilemma.

Shenzhen Letou Culture Media Co., Ltd. is a company that integrates e-commerce live broadcasts (Taobao Live, Tmall Live, Pinduoduo Live, etc.), short video platform operations (Douyin operations, Weishi operations, Kuaishou operations, etc.), IP network

A large company integrating core businesses such as red incubation.

Letu Media has an experienced and professional short video production team that integrates the trinity of short video + live broadcast + community to form a full ecological closed loop of e-commerce live broadcast operations and open up the last mile of live broadcast e-commerce.