Live delivery is not a life-saver in the e-commerce field. From the perspective of cost-effectiveness of enterprises, live broadcast e-commerce is not a good channel with low cost, and subject to the form of live broadcast e-commerce, discounts and coupons further increase the audience's misjudgment of brands. Companies must rethink the value that livestreaming e-commerce brings to products and brands. In 2020, the Internet industry has entered the traffic war in the second half. With the intensified competition in the e-commerce field, live streaming has become a hot word of the year. In the past, Wei Ya and Li Jiaqi fought in court, and later, Lao Luo, a senior Duanzi hand, brought goods to pay off the debt. The e-commerce field seems to have ushered in a wave of marketing with live streaming as the core.
Many companies have invested heavily in betting, for fear of missing out on this wave of traffic dividends. But few people can calm down and really seriously think about what is the meaning of live streaming? Can it be a lifesaver for the e-commerce text message service sector? The author stupidly thinks: No. Live streaming cannot save any e-commerce brand from declining Mainly in the following three points: 1. Enterprise cost and cost performance Whether it is Douyin live broadcast, Taobao live broadcast or Pinduoduo live broadcast, the spikes and discounted purchases have not only brought tidal traffic, but also refreshed the product transaction volume again and again. The platform gained popularity, the live broadcast IP got commissions, and the company sold its products. This seems to be a happy ending. When the tide passes, only "shameful bottoms" are left on the beach. Live streaming is not without its gold content. From the style of IP to the meticulous selection process,
it all reflects the gold content. Unfortunately, because of the constraints of the operation mode and the characteristics of the user group, live streaming has only high premium, high frequency, and low price. Products with low unit price and quick decision-making are the best-selling products, such as cosmetics, lipsticks, accessories, snacks, etc. As for mobile phones, computers, cars and other high-cost, high-decision-making products, they are rarely sold as strong as Lao Luo. This is the ceiling of the live broadcast scene, which limits the imagination of this model. The product features of live streaming are: low price, high premium, and high frequency. We have clarified the product characteristics, let's look at the channel itself: The live broadcast platform will generally take a slight commission The brand side has to reserve the pit fee (the most expensive place) Cooperate with discounts and discounts no less than other anchors Unfortunately, powerful IPs are also scarce resources. As long as they are scarce resources, they rarely have bargaining power.
