How to treat e-commerce live broadcast?

In fact, no matter whether the live broadcast with goods has arisen or not, it is still a loss.

First of all, small business entrepreneurs only need to do a good job in product content and service, and they will always do it slowly. This sentence also applies now.

But in fact, this sentence has a wide meaning. If we simply do products and services, it is difficult to establish this sentence in the current environment. If you can operate products and services in depth, you have a chance to set up.

The current e-commerce gameplay is not only live broadcast, but also the mainstream gameplay of all high-end players.

Some time ago, the big anchor pressed the price, and the business anchor used the situation of bargaining with each other to create a live broadcast effect. The final sales volume is there, but it is not clear how much money merchants can earn from the live broadcast. This phenomenon does exist. But in fact, merchants who really understand the purpose of live broadcast with goods will not be obsessed with the profit of a single live broadcast, but will pay more attention to the later repurchase. In the live broadcast room, low prices and high sales, merchants use some small means, such as welfare drainage, customer service drainage and so on. , drain consumers to their own private domain traffic pools such as WeChat group, and then guide them to promote repurchase and repurchase. At this time, how much they earn is what businesses pay attention to.

For many businesses, "middlemen" such as live broadcast rooms, e-commerce platforms, and big anchors are actually just a measure to help businesses drain. The ultimate goal is to create traffic that belongs only to themselves and does not belong to platforms and anchors, that is, private domain traffic.

Before the rise of live delivery, a large number of enterprises began to build their own private fields around social media. Small and medium-sized players who can't do it, or can't do it, are businesses that can't use off-platform drainage for further development, that is, the products and services I said are not deep.

Live broadcast with goods is the way out, but it is not the only feasible way, and not all consumers pay attention to live broadcast. Similarly, not all businesses can afford the high and unreasonable pit fees as the topic owner said.

What's more, as shown below, put goods on the platform to attract consumers through "ultra-low price" and "loss-making" products. In this case, "drainage conversion rate" is much more important than "profit".

Data source: EDX data eye

Players in Qian Duoduo have a lot of money to play with, such as asking the head anchor to bring the goods; Players with less money play less money, such as operating in person and pulling cooperation to pull capital.

Selling goods at low prices is not just the privilege of the live broadcast room. Similar scenes can be seen on many platforms, such as second-class e-commerce. Most of the explosions are ultra-low unit price products like the above.

It goes without saying whether it is fair or not. It's all a matter of personal ability and vision. It is not without businesses that have been broadcast live to bankruptcy, and it is not without small businesses that have grown up from the platform.

There is no such thing as relative or fair. If you want to talk about this, you have to say a lot.