"Wu Xiaobo overturned?"

Ding Wei said with a smile: "Last night, the well-known financial writer Wu Xiaobo Taobao completed his live broadcast debut with new domestic products, but it was exposed by 21Tech, and a certain brand participating in the live broadcast had a pit fee of 600,000, but the actual transaction was less than 50,000!"

"Pretending to be forced to sell only fifteen cans of milk powder for half a day?"

Shen Feng pouted, what are you doing as a financial writer?

What level do you have in your heart?

No matter how big the tide is, there will be a time when it goes out, see who is not wearing pants!

"I heard that a few days ago, someone asked Xiaoshenyang for live broadcast and sold a liquor, and there were more than 20 orders that night, and 16 orders were returned the next day. ”

Ding Wei said with a smile: "Fortunately, people are very righteous and have refunded all the pit fees." ”

Shen Feng was a little surprised, even if Xiao Shenyang was already angry, Weibo was also tens of millions of Vs, right?

"Now there are more and more such things, last month Ye Yiqian livestreamed, more than 900,000 people online, and more than 200 teas were only sold ten sets?"

"The pit fee is too high, only micro-business brands can afford it, and the cost of goods can only be made by discounting at least two percent. ”

"For e-commerce products with relatively small profit margins, they can only make a profit by reducing the quality of the goods themselves. The live broadcast of small companies is basically a joint event, and the single pit fee is too expensive, and I can't bear it, and I don't dare to gamble. ”

Shen Feng nodded, e-commerce live broadcast has entered the Red Sea, and there are problems with the quality and efficiency of this model and the standardization of the industry, and it cannot meet the expectations of all parties at all.

Internet celebrity live streaming is popular, but in fact, it can't escape the basic business rules. That is, enough traffic, enough low discounts, and accurate customer groups.

I was curious to open the replay, and I watched it twice as fast, and I can only say that I deserved it.

There are two main reasons for the failure of the live broadcast debut: one is personal performance, and the other is the selection logic.

The whole scene always feels almost meaningless, you think he's reflecting, he's actually flexing his muscles, you think he's insincere, he's really nodding and bowing: "Blame me, blame me, blame me." ”

The audience was stuck in their throats.

When you come up, you call the people in the live broadcast room, shouldn't you call the baby?

You're not here to buy something, but to listen to a class?

Five hours, the abundance of selection, Taobao Live official traffic support, 8.3 million views, professional partner assistants, frequent transitions, and the introduction of the brand founder, it is worth describing in two words.

Before preparing for the war, it was claimed that ten companies sent senior executives to a special meeting to introduce products, including the chairman of Skyworth, Yongyi, Doctor Pei, SKG and Street View Car......

Shen Feng turned off the video, and those who have drunk beer know that there is foam when you pour the wine, right, but you can't say that there is no bar just because the foam is too big?

Luo Pang owes others 600 million for the failure of his business, and he has been playing live broadcast for half a year, and he is about to turn over, you say that live broadcast is not profitable?

The reason for such a big bubble is generally that the wine is better and that you don't pour. To put it bluntly, these later celebrities and celebrities did not come to live broadcast to bring goods, but to take advantage of the fire to rob.

Many people think that bringing goods is bringing goods, this is wrong, for ordinary Internet celebrity bloggers, bringing goods is bringing goods, and for celebrity bloggers, bringing goods also has the meaning of advertising.

One is pure advertising, the other is legal swiping, it is better than price dumping, you understand from this point of view, merchants are not necessarily fools, there are still some benefits.

Of course, blood loss is still blood loss, and if it's not a big brand, don't come to play this kind of money-burning game. And the one who really brings the goods is actually Wei Ya, the pit fee is only 35,000, but it can bring 12 million sales. Reading Temple

In Shen Feng's eyes, live streaming is so popular, in essence, it is still poisoned by the integration of quality and efficiency, and the brand feels that it is impossible to evaluate the effect of the brand, so put the delivery and conversion together to do the integration of product and effect, and also spend advertising fees to get back and sell goods, which must be much better than simply investing in brand advertising, right?

This kind of thinking is to use Rolls-Royce to move, do you think you can move?

I can move it, too, but isn't it cost-effective?

The stars originally looked at five people and six people, and they all claimed that they had strong fan appeal, box office appeal, and market appeal, but as soon as they came on the field to bring the goods, they were immediately beaten back to their original shape?

How will you meet people in the future?

Who still asks you to advertise?

Therefore, it is still very restrained to really come out to bring goods on the front line, or choose a platform with a guarantee, and then match it with a powerful player like Wei Ya and Li Jiaqi to escort it.

In fact, they still specialize in the art industry, but they are not professional in selling and converting goods, and everyone is interested in star brands...... It's the feeling she feels like I use too...... What level of brand can invite what level of stars...... What kind of celebrity endorses what level of brand......

Instead of celebrities selling me directly!

The effect of advanced brands is imperceptible, and it is the voice that silently rings in the hearts of consumers when they are faced with product choices one day.

A brand is a brand, a tonality, a hierarchy, and a driving force for transformation.

The effect is the effect, the traffic, the price reduction, the incitement, and the routine.

This is the difference between long-term and short-term, brand and traffic, Rolls-Royce can move, but if you really use it to move, it is actually a kind of damage to the brand.

The live broadcast originally originated from the grassroots, and it can even be directly said that it originated from Kuaishou, are all the celebrities with goods from there?

Since last year, many big brands and celebrities have come in before the flood has flooded, and the bubble has begun to overflow, destroying the overall environment.

When everyone finds out that it is indeed easy for celebrities to get hurt and quit with goods, in fact, the basic plate of celebrities is still there, and it is still possible to go on with goods......

It's just getting more and more professional.

For example, it has transformed from a public domain traffic platform to a private domain traffic to bring goods, purely become TV shopping, and then use its offline sales power to bring users to live broadcasts.

Although it can't achieve the effect of more than 100 million or even hundreds of millions, there are always millions, and it is also a good sales channel.

The final result is probably that live streaming will become a standard configuration like the company's official website or official Taobao store, and the bubble will be squeezed out and become an ordinary sales channel and model.

History proves that any new model becomes popular, in fact, there will be a large number of people who will disagree and reveal the secret, as if this is the domain of a liar, deceiving everyone.

In fact, things are not so simple, although some celebrities and celebrities have greater influence and volume, the backbone of the shipment is still those ordinary people who can't see it.

Accept more hot things, look for logic rather than insiders, deeply understand its gameplay, find channels that suit you, and finally get your own benefits.

Business is traffic in the short term,

In the long run, it's all a brand.

Ding Wei is very relaxed, with Kerr Edward Hu Fang to set up her own door, Jiajiapang's aunt Sister Liu began to start an internal business, and the MCN of the year now exists in name only.

For Wanli Media, which has succeeded in backdoor trading, the rules of the game have been turned upside down, and even without hard work, as long as the group's other businesses develop steadily, the stock price can rise while lying down.

That's it!