Why do so many network healds start to "buy while watching"?

Wen Cui Bai?

When it comes to variety shows, the more intuitive idea of more viewers may be "entertainment", but have you ever thought about using variety shows directly as a marketing tool?

Different from the conventional methods such as patch advertisement, insert advertisement or advertisement title, more and more deep-seated quick means of realizing cash by variety shows have appeared. To put it bluntly, the whole variety show you watch may be specially customized.

There is no essential difference between the online "Crazy Wardrobe"

and the aunt who can place an order in minutes while staring at TV shopping programs. Younger people can also quickly refine all kinds of products they want to buy in the current variety show or live broadcast with the property of "bringing goods".

From TV shopping to online shopping with goods

The Goddess's New Clothes in p>214

On the other hand, the clothes designed and displayed by the stars in the program can be purchased directly by the audience in the online shop where they bought the clothing copyright; Even in the process of playing the program, a QR code will be ejected frequently for the audience to scan, and after the Tmall client scans, it can be directly diverted.

In addition, Hunan Satellite TV's beauty program "I am a great beauty" also belongs to the category of "TV programs with goods". This program is still being updated, and its love women audience positioning is obvious, and its ability to "bring goods" can not be underestimated. It can be called "Yang Mi of beauty variety".

If it is said that the TV program "Goddess's New Clothes" of Dragon TV two years ago was a test of Tmall because Alibaba was its partner; Then, the commercial layout after Ali Entertainment combined with Lian Heng today is the expansion of the industrial chain of the pavement.

As early as this summer's private meeting of Tmall's entertainment marketing products, Tmall Marketing Department announced the entertainment marketing program plan of "6 comprehensive and 1 drama".

Up to now, we have seen the online comprehensive Toast Hehehe produced by Tmall, as well as the home improvement reality show Dream Small Home and the food variety show Crossing the Kitchen produced by Tmall. There is also a fashion network comprehensive "Crazy Wardrobe", with four gears of "variety show with goods"; There is also a column drama "Life Stir-fry" which puts forward the concept of "companion family sitcom".

The music reality show "Rap Scholar" and lifestyle program "Modern Middle Class" mentioned in the plan have not yet appeared.

When "business" is put on an entertainment coat

In fact, trying to combine "business" with online entertainment content, Ali and Youku are not unique.

At the beginning of p>215, the network variety "Falling in Love with Supermodel" broadcast on the platform of iQiyi had the title cooperation with JD.COM and the star wardrobe APP. In addition to brand name and patch advertisement, the "supermodel guests" participating in the program can place orders directly in JD.COM for their clothes and dresses in the reality show. In addition to the feature that the program itself is a "reality show", it is also a show that conducts e-commerce diversion for JD.COM and the celebrity wardrobe APP.

In the same way as TV shopping, food other than clothing and beauty also hides the strong purchasing power of the audience. As for the latest online variety "Fengwei" which was broadcasted by Youku alone, this variety with food elements linked with the title merchants and Tmall flagship store has brought more possibilities for direct realization from entertainment content.

The program group positioned Feng Wei as a lifestyle variety show, which showed Nicholas Tse's personal understanding of food as a "chef". Naturally, on this basis, Nicholas Tse opened a flagship store selling ingredients in Tmall. In the online store, there are foods used by Nicholas Tse in the program, and there are also products of the brand name of the program.

Zheng Wei, vice president of Dayouku Business Group of Alibaba Culture and Entertainment Group, said that Fengwei was the first large-scale attempt of Alibaba Entertainment from content to e-commerce. During the broadcast of the program, Taobao Live, the second floor of Tmall Store and other Taobao resources and the resources announced by Ali Entertainment Media were also gathered.

Fengwei-Tmall Flagship Store

The cooperation of the three parties, including online content producers, brand names and e-commerce platforms, makes people see Ali's purpose-to combine entertainment content with marketing ecology.

In addition, the live e-commerce program that existed before is actually a marketing tool that combines online content, brands and platforms. From the commercial point of view, it is more intuitive to buy while watching, which brings buyers a more comprehensive buying experience. But in terms of content, the entertainment attribute of such live broadcast content is not the main factor.

it is different from the offline sale of film and television and entertainment derivatives, and it is limited to a derivative link in the film and television industry chain; The online businesses covered with entertainment coats reveal the most direct purpose behind some customized entertainment works-commercial realization.

The appearance of this category of online content directly makes itself a "closed loop". First of all, the entertainment works themselves are the production and output of content; Secondly, as long as it is broadcast on the platform, the guiding business behavior presented in the content can be exposed; Finally, the e-commerce platform linked with the content grabs the diverted users, which becomes the ultimate destination of this entertainment marketing behavior-realization.

Conclusion: After in-depth commercialization, network integration and live broadcast may become a "general trend"

With the improvement of living standards, the public's pursuit of cultural and entertainment life is also improving. When a variety of variety shows and entertainment works emerge in an endless stream, the variety shows and contents that are called vertical subdivision in the field of life services are gradually increasing, and the most typical ones are many programs in the entertainment planning of Ali University.

their more intuitive entertainment marketing methods build a bridge between the purchasing power of entertainment audience and vertical users. Just like TV shopping, which is extremely trusted in mom's circle, young people who are free on the network platform and pay attention to network synthesis and live webcast have more trust in "online commercial programs".

Online live shopping programs

Compared with the purchasing power that mothers can buy a mink conveniently by watching TV shopping channels, young people who can't stop ordering all kinds of products with different degrees of food and clothing by watching online comprehensive and online live broadcasts not only lose purchasing power, but also have the courage to place orders in all directions.

When variety shows are not only entertainment, but also part-time "bringing goods", I'm afraid the standard of routine evaluation of variety shows is not enough for this program category. After all, an important purpose of these programs is e-commerce marketing, and the entertainment content interspersed with them is more just the added value of assisting users to buy.

under the influence of choosing more network channels with more resources and more abundant content, and more and more young people are accustomed to the consumption habits of e-commerce, it is almost an extension of the version of "TV Shopping 2." in the network channels to make entertainment marketing methods into tricks and integrate online content with e-commerce. After young people have developed the habit of e-commerce, they may further change their consumption habits in the future because of online e-commerce programs.

a comprehensive network integrating online content, e-commerce and products will become a "general trend".