Teacher Dong was on fire, but this is not the whole of live e -commerce companies

Wen | Tao Weibin

The appearance of Dong Yuhui has made more than 618 topics that were slightly boring this year.

This man who became popular in the live broadcast room made people look at the "live broadcast and cargo" industry again. Previously, after the development of these years, many people were thinking, will it be from AI virtual human beings in the future? Take over the live broadcast room.

In front of the camera, what we see is often just the endless mouth of Dong Yuhui, but what you may not be aware is that behind Dong Yuhui, there are still a lot of staff to assist him to complete the four or five hours of high quality live streaming.

This is still different from Teacher New Oriental. Although the teachers present in the classroom, although some content comes from collective lessons, this often only standardize and optimize the lesson plan, and the final output still needs to be taught teachers.

The live broadcast room is different. In addition to the anchor in front of the camera, a complete live broadcast is also required to cooperate with the trader, live operation, aid, director, group product, camera and other positions.

"This is a bit like a talk show. What we see is the performance of the talk show actor on the stage, but in fact, the teacher who helped him write a manuscript is also indispensable." A person in the industry who worked hard in the live broadcast room for many years said with emotion Essence

The film needs the director, and the soul figure of the live e -commerce company is undoubtedly a "trader".

Magic -like trader

With a live broadcast of a live broadcast, the goods were finally rescued back to 5.1 million yuan in GMV, and the anchor's single record was broken -the previous anchor Single GMV was generally maintained at more than 10 million.

Although such a thrilling scene, although it has been a few months in the past, when Lin Ye talked, he still felt that "the heart was going out."

"He is one of the customers we serve. The conditions are very good, and the fans are almost 2 million." Lin Ye said that she is the head of the Creative Incubation Center of Shenyang Hu Sniffing Rose Company, Shenyang Tiger Sniffing Rose.

Tiger Sniff Rose is a small and well -known e -commerce service provider in the industry. Many anchors and brands have gained a rapid leap from GMV with their help. "We often help some accounts, to make a monthly time, from zero -based to 2 or 30 million GMV."

Lin Ye said that the live broadcast of the backwind turning occurred in the live room of the "Bo Shuang Shoes Mall" they served.

"Bo Shuang Shoes Mall" entered the bureau three years ago and became a live broadcast e -commerce. The anchor had previously run shoes in Shenyang.

Due to the good supply of the product itself, there are many loyal "old iron" in "Bo Shuang Shoe Mall". However, due to the characteristics of the category, fans are not sticky, "we discuss it to change the current situation by doing a large live broadcast event."

One month before the live broadcast, Tiger Sniff Rose began to communicate with the "Boshuang Shoes Mall", and sent a member of different division of labor members such as trader, field control, upper shelves, Taurus operation, noodle operation, video content, etc. Trading team.

Dong Jiapeng served as the "Chief Director" trader of the live broadcast. Dong has been in the field of mobile Internet business for nearly ten years. It is one of the few "senior trader" in China that is officially certified by Kuaishou.

"We first clarify the anchor's personnel, that is, the factory owner transformed into an e -commerce, allowing the anchor to tell his experience with fans, and use 'human settings' to increase fan stickiness."

As a trader, Dong Jiapeng and the team gave a plan to "activate old fans to increase the repurchase rate through welfare products, use marketing to increase new fans, and transform fans to order to become new customers."

At eight o'clock in the morning, the live broadcast starts on time. After five minutes later, the anchor entered the introduction of the goods.

"We originally arranged the anchor from the drainage product first, and gradually increased the popularity of the live broadcast room." But unexpectedly, the anchor may feel that there are more "old iron" in the live broadcast room, and the drainage models are skipped. The product starts to explain.

This small change directly "disrupted" the rhythm.

Half an hour after the broadcast, the popularity of the live broadcast room began to decline, and the goods hung out did not meet expectations. "Usually there are 1 goods that can sell 2000 orders, but it was less than 500 orders that day."

"We quickly adjusted on the current side to change the strategy. At the same time, through the prompts, the anchor was allowed to communicate in the name of" trial red model ", and a small script was arranged temporarily. ","

Just like the commander on the battlefield, in the face of the unexpected start, Dong Jiapeng resulted in troops. On -the -spot adjustment of live scripts and sequences of products. "Just like during the NBA Finals, the head coach shouted the suspension and called the team members to meet together."

The live broadcast time passed one minute and one second, and before the anchor came to the field, he exhaled deeply.

It's so amazing.

After adjusting the situation on the backcourt immediately, in just 10 minutes, online fans of the live broadcast room rose 200%, and instantly saw 30,000 people from the 10,000 view.

The re -entered anchor took the traffic well this time. After going up, he had a explosion first, and he received more than 3,000 orders in 5 minutes.

In the following two hours, the popularity, conversion rate, and order volume of the live broadcast room gradually tied the expectations of each hour. Finally, 5.1 million GMV was completed, and the excessive target was achieved.

"At that time, everyone was very nervous, especially when the data was not ideal. Fortunately, the last force turned the tide and harvested a good result." Lin Ye recalled, "Many times, the turning point occurs in a certain product. In these 10 minutes, if not cooperated well in all aspects, it will directly affect the overall situation. "" This requires the trader's ability to plan planning, multi -party coordination ability, data analysis ability, adjustment ability, decisiveness, decisiveness, etc. "."

Unknown live service provider

Tiger smelling roses, who grew up with tough battles, quickly became a service provider with considerable potential in the fast -handed e -commerce ecosystem.

In fact, from the perception of the industry, everyone's attention often focuses on the anchor, and does not pay much attention to the service provider.

As we mentioned earlier, after these years of development, e -commerce live broadcast has evolved into system engineering including research, markets, content, ranking and operation.

In the live broadcast of the "Boshuang Shoes Mall", nearly 10 people work in different positions in different positions, which does not include selected staff and later customer service work in the early supply chain.

Taking the core trader as an example, a professional trader requires rich knowledge reserves, not only to know the live broadcast links and possible problems, but also to have the ability of random strain.

This is very similar to the coach on the field.

According to the real -time viewers such as the live broadcast room and the important data indicators such as the live broadcast room, the trader guides the anchor transformation strategy in a timely manner, such as choosing the most favorable time to put advertisements, or decide the speed of the commodity on the shelves and off the shelves according to the performance of the audience of the live broadcast.

With these refined adjustments, excellent traders can often achieve maximizing the unit time value and traffic commercial value.

An excellent live e -commerce service provider often needs three quality.

The first is to have insight into the development law of the live e -commerce industry and even the mobile Internet. "Our company was the earliest Internet search business. The genes include the Internet, including the mobile Internet." Lin Ye introduced to Finance.

Before serving the customer, Tiger Sniffing Rose first built the e -commerce live room and ran a few good accounts. Therefore, more than 20 traders in the company, "They are familiar with all aspects of live e -commerce, and some are an excellent anchor with goods."

Followed by the full -link service capabilities in the live broadcast room. "We started from the market and then we went to serve as a service provider. Therefore, we know more about traffic and understand the rhythm and content of the entire live broadcast room." Dong Jiapeng is both the number one trader of the tiger and the company.

In addition to being responsible for the anchor's live broadcast GMV, Tiger Sniff Rose also needs to be responsible for the cargo plates, launch, field control, and re -inventory. With the ability to predict the next explosive product. "

At the beginning of this year, Tiger Sniff Rose found in several fishing anchors in service that the number of outdoor product consultation in the live broadcast room began to increase and sell well. "We immediately organized the inspection of related goods, and selected some outdoor products in time, and recommended to the anchor for us."

On the eve of May 1st, the camping tropical outdoor products made the whole network of the entire network, allowing Tiger Sniff Rose's anchors to "prepare", and the performance was very good.

The third is the ability to understand outside the live broadcast room, which includes the shortcomings of an anchor or brand owners.

"Some anchor short video performance is good, but the live broadcast has insufficient selection and field control capabilities, and we play the role of the trader to help him play stably in the live broadcast room. The other type is just the opposite. The performance in the live broadcast room is very good , But without the ability to produce and packaged content, we cannot continue to accumulate fans, we will help them and do a good job of work in this area. "Lin Ye concluded.

In fact, the content of the service providers has made a richer supplement. "We are also doing industrial belt -related tasks, such as working with the factory or product base of the source of goods to make the product well from the source."

In fact, in the context of Li Congshan, the person in charge of the ecological and regional operation of the fast -handed e -commerce service provider, she summarizes the ability of the service provider to have the ability to be "five -force model", including traffic operation capabilities, live broadcast operation capabilities, anchor incubation capabilities,,,,,, the anchor incubation capabilities,,,,, the anchor incubation capability,,,,, the anchor incubation capability,,,,,, the anchor incubation capabilities,,,,,,, the anchor incubation capability,,,,,,,, Supply chain capabilities, service performance capabilities.

In practice, the value of Tiger Sniff Rose also confirms the "Five Power Models".

Live e -commerce company entering the dimension time

"Teacher Dong" was popular, and the short -term high -speed growth of "Bo Shuang Shoe Mall" actually confirmed that the upgrade iteration of live e -commerce companies was a certain trend.

People have begun to be tired of selling sales in the live broadcast room, and Dong Yuhui once again explained that "content" is still an important background in the live broadcast e -commerce.

For most anchors, it is a great challenge to continue to optimize business efficiency in order to produce and output continuous content. At this time, the value of the service provider appeared.

Many times, service providers can not only help the "amateur" anchors in batches to achieve a breakthrough from "0 to 1", but also allow the anchors to stabilize the average level of the industry.

This is the effect brought by professional division of labor.

Under the pursuit of efficiency and the guidance of the platform, the industrial chain of live e -commerce companies has gradually realized the professional service capabilities of professionalization -service providers, and quickly help the anchors get rid of the early brutal growth model. In the book "National Wealth", Adam Smith first affirmed the importance of division of labor in increasing productivity. In fact, the maturity and stable standards of an industry often appear in the industry in the industry. In each link, people focus on solving their respective professionalization.

The essence of retail is to improve the efficiency of commodity circulation. The shaping of the professional ability in the live e -commerce ecosystem effectively helps consumers to improve their trust and eventually maximize the efficiency.

从行业进化的角度来说，快手电商提出的服务商“五力”模型，等于是给行业树立了一个标准，而服务商的能力最终能提升到什么样的水平，在很大程度上， It will also decide whether the live e -commerce platform can achieve further growth and open a larger market space.

With service providers as the starting point, relying on professional traders to promote the further upgrade period of live e -commerce has arrived.

And this is also the background logic of fast -handed e -commerce service providers entering professional, systematic, and refined operations.

- END -