Behind The "Double 11" Live Broadcast War: The Cost Of Getting A User Is Up To 5 Yuan

The "double 11" in 2020 will come as promised. However, unlike in previous years, the "hand choppers" don't need to rush to November 11, because pre-sale has released a lot of purchasing power.

In the early morning of November 12, Jiang Fan, President of Taobao tmall, disclosed to the media that, compared with the same period and caliber, Gmv during the "double 11" period this year increased by 103.2 billion, or 26%, compared with the same period last year. This is the highest growth rate in the past three years. During the "double 11" period, nearly 300 million consumers watched Taobao live broadcast, and the live broadcast guided transactions also increased significantly compared with last year.

But businesses still need to stay up late to fight. It's not only online celebrities and stars who participate in the live broadcast war, but also some online stores have launched shop broadcasting.

"Now the platform has to find people for goods. Live broadcasting is no longer the demand of early marketing and carrying orders, and the competition is becoming more and more fierce. For the anchor requirements are higher, need to understand product information, customer service, logistics, supply chain and other aspects of information. To a certain extent, this is the whole sales process ahead of time, the change is very big. " In an interview with 21st century economic reporter, CEO of Dr. sleep, raymena, believed that live broadcasting is a process of brand exposure, but we can't compromise on products for live broadcasting, and product strength is still the most crucial factor.

With the shift of shopping demand to social networking, short video and other scenarios, innovation will become a greater challenge for the e-commerce industry. The increasing traffic cost of the platform also makes businesses feel great pressure.

Live with goods to stimulate sales growth. Visual China

Live broadcast holds up half the sky

At more than 1:00 a.m. on November 11, 21st century economic reporter saw a scene of bright lights at the headquarters of Dr. sleep company in bafangcheng, Hangzhou. In three different live broadcasting rooms, the anchor was introducing products to the camera lens of mobile phones. Three people and three mobile phones were broadcast on three different platforms. Leimeina is in the office watching all kinds of live room, but also pay attention to the war situation in her home.

At this time of the past year, lemena has been staring at the delivery in the warehouse, but this year's "double 11" starts ahead of schedule, and the pressure of delivery in the warehouse is much less. "During this year's epidemic, our store's sales also increased by 40% because of sufficient stock." On the one hand, the number of searches for the key word "sleep" during the outbreak has suddenly increased this year, lemena said. At the same time, live with goods also stimulated the growth of sales.

Since the beginning of this year, Dr. sleep has also participated in a lot of live broadcasting, some of which are not selling well and others are full of gains. "I think Luo Yonghao's products are more suitable for our products. A live broadcast can drive sales of 34 million. Because pillows are standard products, men buy more, accounting for nearly 60%, and have a high degree of coincidence with Jingdong users. " Leimeina revealed that for the anchor cooperation costs, the official Jingdong will also give most subsidies.

At present, the sales volume of Dr. sleep on Jingdong platform has ranked first in category, accounting for 35% of the sales volume of pillows on Jingdong platform. However, 90% of the sales of the brand in tmall come from live broadcasting rooms. For tmall, Taobao live has become the main battlefield.

In addition to more than 300 "double stars" in charge of this year, there are more than 300 "double stars" in charge. According to the data of Taobao live broadcast, the proportion of Gmv broadcast by businesses exceeded 60%, and the number of live broadcast businesses increased by 220%. Taobao live broadcast promoted more than 4 million employment opportunities. On the first day of pre-sale on October 21, the total traffic of Weiya and Li Jiaqi's live broadcasting rooms exceeded 300 million yuan, and the accumulated sales deposit exceeded 1 billion yuan.

Coincidentally, Suning e-buy has also formed a full scene live mode, with a total of more than 50000 live broadcasts. Jingdong live broadcast broke 100 million goods in 0.10 seconds on November 1. On November 5, Alibaba disclosed its financial report that in the past 12 months up to September 2020, Taobao's live Gmv reached 350 billion yuan, far ahead of fast hand and tremor.

Ye min, executive partner of China's mainland consumer market industry of PricewaterhouseCoopers, told the 21st century economic report that with the development of a few years, the strategy of using KOL (key opinion leader) and Koc (key opinion consumer) has become an emerging channel, and has brought retail entertainment to a new height. Retailers have tasted the sweetness of improving supply chain efficiency and cash turnover. With the rapid development of live delivery, the Consumer Association of China has recently prompted consumers to pay attention to the authenticity and quality of products carried by anchors. Retailers should take corresponding actions to enhance consumer confidence.

High traffic costs

Dr. sleep has been in the e-commerce platform for a long time, from tmall to Jingdong, pinduoduo, Suning e-buy and vipshop For market changes, remena's deepest feeling is the increase of traffic cost. "In recent years, it is really difficult to obtain traffic on e-commerce platforms. The rise of short video content has reaped most of the traffic. Now the state is that traffic becomes very dispersed. "

Therefore, the "hot money" strategy has become a common means of merchants, that is, to make profits on some commodities to attract users, so as to promote the sales of other commodities. And the competition seems to be more intense than expected.

Jiang Tao, founder of Xingmeng factory, MCN organization network, revealed in an interview with 21st century economic reporter that the cost of acquiring a user in the live broadcasting room on the microblog platform is as high as 45 yuan, while it only needs one or two yuan in the past two years. "That is to say, if a user gets a red packet in the live broadcasting room, he has to pay the cost. The cost of platforms such as tremolo and Kuaishou is higher. If there is no earlier layout, there will be no opportunity to do it now. "

During the "double 11" period, the company's live delivery sales reached more than 80 million yuan, ranking third in the list of institutions. He was very satisfied with the number, "compared with many brands with sales of hundreds of millions of mobile, but in the case of platform traffic becoming more and more expensive, I have felt very satisfied."

It is understood that many businesses have begun to set up their own live broadcast teams. "Our company has set up an internal MCN department, and we will incubate 50, or even 100 to 200 anchors, and then conduct 24-hour live broadcasting." Baby greedy partner Qiu Jiannan told the 21st century economic report that although the cost of building a self-made team is very high, the marketing cost can be reduced in the end.

In addition to the "double 11" promotion wave, the voice of supervision can not be ignored. On November 10, the State Administration of Market Supervision issued the anti monopoly guidelines on platform economy (Draft for comments), and interviewed more than 20 large-scale Internet platforms in China. From webcast to new promotion regulations, and then to the prohibition of "one out of two", the national policy is also increasingly strict on the supervision of e-commerce.

Ye min believes that the winners in the post epidemic era will be those who have both strong online channels and relevant experience stores. With the integration of online and offline world after the outbreak of the epidemic, consumers will expect to purchase products and services anytime and anywhere more than ever before. Therefore, multi-channel marketing must reach a new height to adapt to the increase of consumer expectations. This integration intensifies competition and brings vitality to the industry.