Is e-commerce online live streaming suitable for brands?Views on webcast delivery

A few days ago, I was chatting with a friend who was doing TV shopping. The peak sales volume of Oriental CJ ​​in Shanghai was nearly 100 billion, and now it is about 50 billion a year.

TV shopping station now also invites Weiya and Li Jiaqi to do live broadcasts, except for the 30-35 deductions that TV stations charge;

Each brand will increase the base fee of 10-15 and deduct 15 to the anchor;

This condition is much higher than finding the anchor directly on the Internet, because the TV station has a fixed time slot fee every year;

The original TV shopping has spawned many well-known brands, such as Zwilling, Huiren, Miji, WOLL, cuckoo, Tiger, etc...

On the one hand, a large number of these brands are broadcast on TV shopping stations. On the other hand, these brands have established offline experience counters, so they are gradually familiar and recognized by everyone.

E-commerceIs online live streaming suitable for branding?

Now everyone is thinking about e-commerce online live broadcasts and online live broadcasts to bring goods, can you make several brands?

• Some people feel that there is no way for e-commerce online live broadcast anchors to develop a strong brand;
• Because the anchor has a short delivery time and pursues efficiency, fans are interested in the cheap products integrated by the anchor, and it is difficult to re-purchase and retain;
• Since anchors bring goods more like a group purchase using influence, they basically keep pressing prices at the end of the supply chain. Selling in this way for a long time is not only not good for the brand, but may also be harmful;

Opinions on online live streaming of goods

• The establishment of an e-commerce brand should make users emotionally happy when purchasing;
• Some brands regard live streaming as an advertisement, and are willing to pay for exposure during the time period, but do not pursueInternet marketingPerformance and ROI can make the brand go further.
• Unless some short-term explosive products are sold through anchors, daily sales still rely on their ownSEO和Web PromotionTeam, so that the network marketing performance will be better.

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