In the past two years, the live broadcasting industry has surged and industry giants have laid out. On the one hand, as an emerging consumption scenario, live e-commerce has become a multi-platform and multi-industry standard, and the era of "everything can be broadcast" has come; on the other hand, from 2020, various policies for the live broadcast industry have been introduced one after another, the live broadcast regulatory environment has become stricter, and the industry has entered a benign stage of development. Many people in the industry said that the live broadcast industry will end the era of "barbaric growth" and enter the second half. For most physical bookstores that have been "forced" to step onto the live broadcast track due to the epidemic, they are still in the period of exploring a suitable live broadcast model for themselves, and the journey is long.
Fujian Xinhua Shishi Branch "Little Sister Ye" live broadcast preparation
During the Spring Festival of the Year of the Tiger, in order to further create an atmosphere of "books for the New Year", many bookstores across the country based on online and offline channels moved some important marketing activities into the live broadcast room and interacted with netizens online. In order to further understand the current situation of bookstore live broadcasting, the reporter interviewed more than 30 Xinhua bookstores across the country, based on "people, goods and fields", trying to present and analyze the current live broadcast situation of bookstores from multiple aspects and angles such as live broadcast platform, live broadcast frequency, live broadcast team, anchor selection, live broadcast content/column and live broadcast dilemma.
During the interview, the reporter learned that the live broadcast business of some bookstores relies on the online stores of chain companies/provincial stores as the core platform to plan and operate live broadcasts; some bookstores use companies/single stores as units to open accounts on different live broadcast platforms, and the bookstore's own team plans and operates. Some bookstores also suspended their live broadcasting business in 2021 due to store renovation, business adjustment, and lack of manpower. This incomplete investigation sorts out the current situation and problems of bookstore live broadcasting, as well as the attitudes and views of book industry people on live broadcasting, etc., in order to provide reference for the industry.
A brief overview of the live broadcast of 23 bookstores surveyed
| Store name | The live stream start time | Live streaming platform | Live frequency | The number of team members | Professional live broadcast room construction | Fixed live streaming |
| Wangfujing Bookstore, Beijing | April 2020 | JD.com, Douyin, WeChat video number | Weekly broadcast | adventitious | not | Wangfujing Bookstore quiet reading time |
| Chongqing Book City | June 2020 | Tmall, Pinduoduo, Douyin | Nearly 40 shows are broadcast every month | 4 people | Yes | 100 good book recommendations, bestseller discounts are coming |
| Chongqing Shapingba Book City | February 2021 | TikTok | Broadcast 4 times a week | 5 people | / | |
| Fujian Xinhua Aofengfang Book City | February 2020 | WeChat video number, Kuaishou, a live broadcast | Theme story meeting, the first lesson of the school year | |||
| Fujian Xinhua Shishi Branch | Second half of 2020 | Douyin, WeChat, a live broadcast | Broadcast monthly | 4 to 5 people | ||
| Guangdong Maoming Xinhua Bookstore | Core 2 people | |||||
| Hefei Xinhua Bookstore Sanxiaokou Store | March 2019 | Douyin, watch live broadcast, WeChat video number | Craft activities, popular science classes | |||
| Xinhua Bookstore in Cangzhou City, Hebei Province | In 2020 | Vibrato, fast hands | Irregular | 2 people | Knowing to read | |
| Xinhua Bookstore in Hengshui City, Hebei Province | Douyin, WeChat video number | |||||
| Xinhua Bookstore Book Building, Baoding City, Hebei Province | 2 to 3 people | Little Orange Lantern Live Classroom | ||||
| Henan Zhongyuan Book Building | April 2021 | Douyin, watch live, micro-store live broadcast | Daily broadcast | 8 people | Special live broadcast, special live broadcast, famous live broadcast, holiday live broadcast | |
| Xinhua Bookstore Shopping Center in Xinxiang City, Henan Province | November 2021 | |||||
| Hubei Xinhua Zhijiang Book City | Early 2020 | WeChat live broadcast, Tencent live broadcast, WeChat video number, vibrato, Kuaishou | 11 people | |||
| Hunan Xinhua Book Franchise Store | June 2018 | Tmall, JD.com, Pinduoduo | ||||
| Qingdao Xinhua Bookstore | Taobao, a live broadcast, watch points, vibrato, WeChat video number | 6 people | Noon express train | |||
| Liaoning Anshan Shengwen new life in the north | May 2020 | Haier Xiaojiadian special live broadcast | ||||
| Shandong Book City | February 2019 | A live broadcast, JD.com, Douyin, WeChat video number | Quan Yue Reading - Famous Teachers Public Welfare Lecture Hall, Yan Lecture Reading Club | |||
| Shandong Xinhua Linyi Book City | Douyin, Kuaishou, Tmall, watch live broadcasting | TikTok Book Sales Feature | ||||
| Shanxi Book Building | March 2020 | WeChat Mini Program, WeChat Video Number, Douyin | ||||
| Xinhua Bookstore Anhui Book City Store | ||||||
| Xinhua Wenxuan Chengdu Book Purchase Center | Love to visit the platform | Sister Wenxuan tells stories | ||||
| Yunnan Pu'er Xinhua Simao Book City | ||||||
| Zhejiang Lishui Book City | July 2020 | 10 people |
Survey one
Platform, frequency
Multi-platform live broadcasting is the mainstream The frequency varies greatly
According to the relevant statistics of the Prospective Industry Research Institute, since 2016, the mainland webcasting industry has shown a spurt of development. From 2016 to 2019, the scale of the live broadcasting market continued to expand, reaching 84.34 billion yuan in 2019, an increase of 63.4% year-on-year, accounting for 19% of the total scale of China's online audio-visual industry. In 2020, under the influence of the epidemic, the era of "live broadcasting for all" came, and the online live broadcasting market reached a record high. According to relevant statistics, by the end of 2020, the scale of mainland online live broadcast users has reached 617 million people, and the market size is as high as one trillion yuan. It is also in this context that many physical bookstores cannot operate due to offline stores, opening the era of bookstore live broadcasting in a "self-help" way. After experiencing the development of 2020 and 2021, bookstore live broadcasting has also moved from forced to active and gradually become standard.
Judging from the start time of the bookstores surveyed, 3 bookstores such as Shandong Book City and Hefei Xinhua Bookstore Sanxiaokou Store began live broadcast exploration in 2018 and 2019; most bookstores started live broadcasting business in 2020, with a total of 17, such as Hubei Xinhuazhijiang Book City, Qingdao Book City, Beijing Wangfujing Bookstore, Shanxi Book Building, Hebei Baoding Xinhua Bookstore Book Building, etc.; some bookstores began to explore live broadcasting in 2021, such as Xinhua Bookstore in Cangzhou City, Hebei Province, Xinhua Bookstore in Xinxiang City, Henan Province, etc.; and some bookstores began to explore live broadcasting in 2021, such as Xinhua Bookstore in Cangzhou City, Hebei Province, xinhua Bookstore in Xinxiang City, Henan Province, etc.
At present, the book industry carries out live broadcasting on many live broadcasting platforms, including traditional e-commerce platforms such as JD.com, Taobao, Dangdang, etc.; also includes social live broadcast platforms, such as Douyin, Kuaishou, video number, etc.; also includes bookstores' own channels/platforms for live broadcasting. For bookstores, referring to the cumulative number of fans on the bookstore's online platform, analyzing the threshold, ecological attributes and user relationships of the live broadcast platform is the key criterion for selecting the live broadcast platform.
Judging from the 23 bookstores surveyed, most of them chose multiple platforms and used multiple channels to improve their communication power and influence. Among them, 19 bookstores chose Douyin Live, 11 bookstores chose WeChat video number live broadcast, 5 bookstores chose Kuaishou Live, 4 bookstores chose Taobao/Tmall Live, 4 bookstores chose a live broadcast, 4 bookstores chose to watch live, 3 bookstores chose Jingdong Live, 2 bookstores chose Pinduoduo live, 2 bookstores chose WeChat live broadcast, 1 bookstore chose Tencent Live, 1 bookstore chose Love To shop platform, and 1 bookstore chose bookstore self-built WeChat Mini Program live broadcast.
Figure 1 Select statistics of 23 physical bookstore live broadcast platforms surveyed
The frequency of live broadcast data is analyzed from the 23 bookstores surveyed, and there are 4 bookstores with more than 200 live broadcasts in 2021, 2 bookstores with 100 to 199 live broadcasts, 2 stores with 50 to 99 sessions, 11 stores with 10 to 49 sessions, and 4 bookstores with less than 10 live broadcasts in 2021. Among them, there are 3 bookstores that carry out live broadcasting on a daily basis, 9 bookstores that carry out live broadcasting on a weekly basis, 5 bookstores that carry out live broadcasting on a monthly basis, and 6 bookstores that carry out live broadcasting from time to time.
Figure 2 Statistics of live broadcasts of 23 physical bookstores surveyed in 2021
Data analysis shows that bookstores vary widely in their positions on the live track. Among them, bookstores with more than 100 live broadcasts in 2021 account for 26%, and the live broadcast mechanism of these bookstores is relatively mature, with a clear live broadcast plan and arrangement, which can be launched multiple times a day or a week.
For example, Hunan Xinhua Book Franchise Store began live broadcasting on June 1, 2018, and the current live broadcast platforms include Tmall, JD.com, Pinduoduo, etc. According to You Shuya, deputy general manager of Hunan Xinhua Bookstore E-commerce Company, in 2021, the store will broadcast 548 multi-platform live broadcasts, and the current live broadcast frequency is one per day on one platform.
Hunan Xinhua Book Franchise Store live broadcast
Chongqing Book City has been live broadcasting since June 1, 2020, and the current live broadcast platforms include Tmall, Pinduoduo and Douyin, of which Douyin Live does not hang links, the main purpose is to attract fans. According to statistics, in 2021, the store's three platforms will carry out a total of 400 live broadcasts. Qiu Feng, head of the marketing promotion department of Chongqing Xinhua Reading Tao Network, introduced: "At present, Chongqing Book City maintains a frequency of nearly 40 live broadcasts per month, and each live broadcast will be announced in advance, and if there is a special event, it will be planned 2 weeks in advance. ”
Henan Zhongyuan Book Building began to broadcast live from April 2021, and the current live broadcast platform mainly includes Douyin, Watchpoint and Weidian, etc., with 296 live broadcasts in 2021. According to Sun Shuhong, deputy manager of Zhongyuan Book Building, "The bookstore analyzes the live streaming cycle in many aspects, and currently uses continuous live broadcasting from 9 a.m. to 21:00 p.m., and according to the demand for live broadcasting, it regularly holds live broadcast business exchange meetings every week, including the sorting out of the previous week's live broadcast work (problems, needs, etc.) and the plan for next week's live broadcast work (selection, activities, etc.) to ensure the sustained and benign development of live broadcast work." ”
Zhongyuan Book Building live
It can be seen from the statistics that the most common live broadcast frequency of physical bookstores is once a week or multiple times a month, accounting for 57% of the bookstores surveyed. Among them, Qingdao Xinhua Bookstore, Guangdong Maoming Xinhua Bookstore, Shandong Book City, Shanxi Book Building, Hefei Xinhua Bookstore Sanxiaokou Store, Shandong Linyi Book City, Chongqing Shapingba Book City and Fujian Xinhuaao Fengfang Book City plan 1 or more live broadcasts on a weekly basis; Chongqing Book City, Chengdu Book Purchase Center, Hubei Xinhua Zhijiang Book City, Yunnan Simao Book City, etc. plan 1 or more live broadcasts on a monthly basis. In addition, 18% of bookstores mainly carry out live broadcasts from time to time in conjunction with major festivals and related marketing activities in the store, and there is no clear live broadcast plan and frequency.
Hengshui Xinhua Bookstore live broadcast
Survey II
Team building, anchor style
A team of professionals selects criteria for trend anchors
The threshold for carrying out live broadcasting is not high, and one person and one mobile phone can achieve it. However, in order to make the live broadcasting business regular and orderly, it is very important to establish a relatively complete team, which includes the team building of basic personnel such as operation, field control, and anchors. Judging from this interview, most bookstores have set up a special live broadcast team to ensure the orderly development of related businesses. It is worth noting that as an important part of live broadcasting, the anchor is basically determined by each bookstore, and the appropriate live broadcast content is planned according to the style of the anchor.
Figure 3 Statistics on the number of live broadcast teams in 21 physical bookstores surveyed
The all-rounder of the live broadcast team has become the "synonym" of today's physical bookstore employees, from the analysis of the interview situation, the live broadcast team of the bookstore is basically concurrently held by the bookstore staff, and the team structure is clear, the division of labor is clear, and the number of the team ranges from 2 to 11 people. Judging from the live broadcast teams of the 23 bookstores surveyed, in addition to the uncertain number of live broadcast teams in 2 bookstores, the other 21 live broadcast teams are as follows: 5 teams of 8 to 11 people, 13 teams of 4 to 7 people, and 3 teams of 2 to 3 people.
For example, Hubei Xinhuazhijiang Book City has set up a professional live broadcast team, consisting of 11 deputy managers in charge of Hubei Xinhuazhijiang Branch and all employees of Zhijiang Book City, including 6 anchors, 1 assistant, 1 field controller, 1 planner, 1 data and 1 BD (business development).
The live broadcast team of Zhejiang Lishui Book City is concurrently held by the store department, of which 10 people participate in the online operation of new media. Among them, 2 people are responsible for the overall planning of the theme content and process, the implementation of the medium-term guarantee and the post-hosting review, etc.; 2 people are mainly responsible for selecting the corresponding live book varieties according to the theme and ordering and stocking; the anchor is 2 people, mainly responsible for introducing products, activating the atmosphere of the live broadcast room, enhancing fan stickiness, etc.; 2 people are mainly responsible for the field control, mainly executing and coordinating all the background operations in the live broadcast, etc.; 2 customer service personnel, mainly responsible for after-sales billing, logistics, communication and answering, etc., and concurrently serving as field control assistants.
The live broadcast team of Xinhua Bookstore Anhui Book City Store is concurrently held by the planning department and young employees on all floors, a total of 8 people. In April 2020, Shandong Book City set up a special live broadcast team with a total of 6 team members, all of whom are "all-round players" and can be competent in all work, including live broadcast planning, live broadcast selection, live broadcast display, live broadcast release and stream push, customer service maintenance, etc.
Chongqing Shapingba Book City live broadcast
There are 5 live broadcast teams in Chongqing Shapingba Book City, of which 1 person is responsible for account operation, planning and daily management of the team; 1 person is responsible for store operation, short video shooting and equipment maintenance; 3 anchors are responsible for live broadcasting, short video appearance, online order receipt and delivery, and after-sales work. The live broadcast team of Simao Book City of Pu'er Xinhua Bookstore in Yunnan has a total of 4 people, including 2 anchors, 1 staff member of live broadcast central control and jitter store, and 1 staff member who interacts with fans and has on-site staff.
The anchor configures the anchor individual/anchor team to help users choose more suitable products with professional ability, rely on their professionalism and the trust of fans, and use a variety of interactive methods to meet the needs of the audience, thereby stimulating consumers' desire to shop and guide the order. For bookstores, most of the goods suitable for live broadcasting are related to culture, including books, cultural creations and other products, which has more specific standards for anchors.
Xinhua Bookstore Anhui Book City store live broadcast
During the interview, the reporter found that many bookstores trained and selected anchors. For example, the anchor of Guangdong Maoming Xinhua Bookstore is trained by the company's employees, and the selection criteria include a beautiful image, sunny and cheerful, articulate, and affinity. Yang Jingmin, the anchor of the store and the director of the comprehensive department, gathered many loyal fans through personal charm in the image of "young and beautiful and warm-hearted little sister" in the live broadcast.
Guangdong Maoming Xinhua Bookstore live broadcast
The anchor of Shanxi Book Building is Tian Tian, director of the e-commerce department of the marketing department, who has been engaged in event planning and hosting in the marketing department since he joined the company in 2013, and has hosted and planned hundreds of activities. Tian Tian said: "With the transformation and upgrading of bookstores, I have gone from hosting the signing activities of bookstores to today's live broadcast planning and anchor work, which is more and more in line with the broadcast hosting major studied by undergraduates. ”
Shanxi Book Building live broadcast
It is worth noting that in order to make the live broadcast style more diverse, some bookstores configure different anchors for different live broadcast content, products, etc. For example, Shandong Book City has a total of 4 resident anchors, and in the view of Yan Long, deputy manager of Shandong Book City, there are 3 criteria for selecting anchors, including strong language expression ability and reaction ability, deep understanding of books and good image temperament. Among them, the anchor Li Mengyang, who closely follows the trend of social hotspots, is good at combining new things with live broadcast products, has an active thinking, and has a strong ability to play on the spot; the anchor Sun Yuanxin, who has his own opinions on children's books, has strong affinity and can quickly narrow the distance with small readers; the anchor Wang Yawen, who has a cheerful and lively personality, is good at interacting and chatting with the audience between live broadcasts; the anchor Liu Ning, who has a lively and outgoing personality, is good at creating an active atmosphere during live broadcasts.
Henan Xinxiang Xinhua Bookstore has a total of 5 anchors, including chat anchors Hou Mengxue and Liu Rui, who have good images and good temperament, and are good at interacting with the audience in live broadcasts and guiding orders; talent anchor Zhang Dapeng is rich in talent, and can control cross-talk and cross-talk; singer anchor Wang Yuqian can infect the audience through singing and gather fans; funny anchor Wang Yang is humorous, can bring joy and laughter to the audience in the live broadcast room, and increase fan stickiness.
Xinhua Bookstore Book Shopping Center in Xinxiang City, Henan Province, broadcast live
Shandong Linyi Book City has a total of 6 anchors, served by the promoters of different book categories, among them, the anchor Li Ying is a small bus picture book library children's book promoter, strong on-the-spot coping ability, good at starting from the psychological characteristics of children, accurately grasping children's fun points; anchor Wang Kaiser is a science and education book promoter, strong on-site coping ability, accurate control of the highlights of the book, extension points and pain points of target users; anchor Liu Xiaolin is a multi-product promoter, good at promoting products from the user's point of view, combined with self-use experience, And for the audience to solve questions and answer questions, close the distance with customers; anchor Shi Pingping is a children's literature book promoter, using the professional advantages of broadcast hosting, so that the tone of the live broadcast is more infectious; anchor Zheng Xiaoxuan is a children's book promoter, live broadcast is good at interactive chat, control the rhythm; anchor Han Yue is a small bus picture book library children's book promoter, good at using the form of story collection to carry out live broadcasting.
Linyi Book City live broadcast
Survey THREE
Selection and construction of live broadcast rooms
Borrow the bookstore scene dividend to make the live broadcast more professional
How to attract and retain consumers in the overwhelming live broadcast? The overall construction of the live broadcast room determines their first impression. For a live broadcast, a good scene can extend the audience's stay time and increase the conversion rate more effectively. In recent years, with the upgrading of bookstores, more and more high-value, connotative, literary and artistic "net red" bookstores have become punching places for young people, which has also brought scene dividends to bookstores to carry out live broadcasts.
The selection and construction of the live broadcast room carries all the interaction and display modules of the live broadcast scene, and is also one of the important factors affecting the effect of live broadcast. During the interview, the reporter found that some bookstores have built the characteristic space in the store into a live broadcast room and become a special platform for external display. For example, the live broadcast location of Wangfujing Bookstore in Beijing is located in the area of the children's reading school on the third floor and the library on the sixth floor, reflecting the theme of live broadcast through scene creation. The live broadcast location of Qingdao Book City is in the 24-hour bookstore Mingyue Island and the Little Blue Whale Reading Hall of Book City, and the scene has a high value and is suitable as a live broadcast background.
Xinhua Wenxuan Chengdu Book Purchase Center live broadcast venue is set up in the store "Yang Hongying Children's Bookstore", with an area of 30 square meters, which is more suitable for live broadcasting. Fujian Xinhua Aofengfang Book City main live broadcast scene in Aofeng Wisdom Sunshine Bookstore and Fujian Xinhua Bookstore • Yue Reading Station offline experience area, small amphitheater, according to the manager of the store Yue Zhigang, the live broadcast room with books as the main scenery, according to the needs of the current live broadcast, using mobile phones or computers for live broadcast.
Fujian Xinhuaao Fengfang Book City live broadcast
It is worth noting that many bookstores have also opened up special areas to set up live broadcast rooms. For example, Liaoning Anshan Shengwen North New Life has built 2 live broadcast rooms, each with an area of 6 square meters. Shandong Book City has created a live broadcast space in the social practice base of the East Hall on the first floor, with an area of 40 square meters. Chongqing Shapingba Book City, Henan Xinxiang Xinhua Bookstore, etc. have all chosen offices as live broadcast rooms, with an area of more than 20 square meters.
Live broadcast equipment construction To have a high-quality live broadcast room, in addition to having a spatial background, it is also equipped with live broadcast equipment such as cameras, computers, mobile phone stands, sound receiving equipment, microphones, and sound cards. In the interview, the reporter found that the live broadcast room of some bookstores has been very professional. For example, Hubei Xinhua Zhijiang Book City has built a professional live broadcast room with an area of about 20 square meters, and the equipment is a set of professional live broadcast equipment worth more than 50,000 yuan provided by Hubei Xinhua Headquarters, and the live broadcast room can virtualize any live broadcast scene.
Chongqing Book City Live
Chongqing Book City installed soundproof glass in the office of the live broadcast room, and set up 5 wooden bookshelves, the title board of "Xinhua Bookstore", a tripod, a fill light, a special table and chair for live broadcasting, a laptop computer, 3 mobile phones for live broadcasting, and a small photo studio. Xinhua Bookstore in Cangzhou City, Hebei Province, has built a professional live broadcast room that pays attention to sound insulation and scene-based effects, and the main equipment includes professional fill lights, fixed shooting frames, teleprompters, wireless microphones, props, etc.
Liaoning Anshan Shengwen Northern New Life Live Broadcast
Liaoning Anshan Shengwen North New Life Live Broadcast Room equipment mainly includes 1 professional live broadcast camera, 2 mobile phones, 1 computer, 1 TV set, 2 sets of mobile phone brackets, 4 light effect fill lights, 2 sets of microphones, 1 set of external sound cards and 1 set of live broadcast stabilizer. Hebei Baoding Xinhua Bookstore Book Building's live broadcast room equipment includes live broadcast stand, wireless microphone, fill light, live station, key screen, live mobile phone, etc., in addition to different theme activities equipped with background boards, set off the atmosphere of the live broadcast room.
Survey FOUR
Content planning and event execution
Grasp nodes, cooperate more, and emphasize community to make live broadcasting more effective
For live broadcasting, content is the first, and bookstores need to accumulate experience, fans and word of mouth with good and suitable content in one live broadcast after another. On the one hand, bookstore live broadcasting should seize the important nodes of marketing, launch suitable products at appropriate nodes for different readers, and improve the order rate; on the other hand, increase the publicity and drainage of live broadcast activities, make full use of the power of members, communities and fans, give play to the value of private domain traffic, and bring more popularity to live broadcasting. It is undeniable that the live broadcast of some bookstores is "cold", and the number of viewers and order data are not ideal, so choosing partners driven by traffic to jointly plan live broadcasts is one of the important measures that bookstores can choose.
From the responses of the interviewed bookstores, in the live broadcasts carried out by the bookstores in 2021, the number of live broadcasts with the best effect is inseparable from the important marketing nodes of the year, such as winter and summer vacations, the school season, "6·18", "double 11" and "double 12". Through the effective pre-warm-up publicity in the early stage, accurate selection of products and powerful live broadcast activities, better live broadcast results can be achieved.
For example, the 2021 "Double 11" and "Double 12" live broadcast planned by Henan Zhongyuan Book Building, the products are mainly children's books, "Double 11" achieved sales of nearly 30,000 yuan, "Double 12" sales of nearly 60,000 yuan. According to Sun Shuhong, there are three reasons for the success of these two activities: one is to make full use of the live broadcast platform activity traffic dividend, actively extend the live broadcast time, and drive online sales; the second is to do a good job in advance of the selection of activities and pricing strategies, according to the consumption needs of online readers, select product lines with preferential prices and suitable categories, and actively recommend; the third is to arrange live broadcast personnel in advance, increase the number of online live broadcast personnel, continue to create an atmosphere in the live broadcast room, and guide online readers to consume.
In 2021, Chongqing Book City participated in the opening season, "6·18", "Double 11" and "Double 12" e-commerce live broadcast activities, and cooperated with relevant publishing planning agencies to carry out special live broadcasts, and also participated in 65 reading and reading alliance tutors" "100 Good Books" series recommendation meetings and book club activities, with tens of thousands of viewers and sales of tens of thousands of yuan. According to Qiu Feng, the "Double 11" live broadcast was carried out in a two-person mode, and a series of activities such as the 9.9 yuan second sale book and the purchase and delivery were carried out, which fully mobilized the enthusiasm of fans and improved the stickiness of fans.
For bookstores, members, communities and fans of various platforms are their powerful private domain traffic, and the activity of private domain traffic should be fully mobilized to empower live broadcasting during live broadcasting. In 2021, under the organization and coordination of the group headquarters, Hubei Xinhuazhijiang Branch explored a mature set of live streaming operation processes relying on the private domain traffic of more than 40 chain stores in Hubei Province. Using the "community + membership + multi-format explosion" model to direct traffic to the live broadcast room, while the online and offline traffic is diverted to each chain store, the customer's offline experience once again upgrades the traffic to store sales, expand the store community and Xinhua members, realize online services, offline experience, and form a super sticky.
Hubei Xinhua Zhijiang Book City live broadcast
According to Kuang Changcui, deputy manager of Hubei XinhuaZhijiang Branch, "There are 3 live broadcasts in 2021 with good results, and on April 24, 2021, the World Reading Day live broadcast event, There were 212,000 participants, 151 kinds of products sold, and 640,800 yards; on May 29, 2021, the live broadcast of Very Children's Lehui, with 330,600 participants, 172 kinds of products sold, and 705,900 yards; on July 10, 2021, the summer season live broadcast activities, the number of participants was 169,500, the sales of 168 kinds of products, and the number of yards was 2,106,700. Live broadcast room real-time interactive Q&A, with ultra-long live broadcast + ultra-low discount, explosive spike + free to buy, rush the list of gifts + buy and send and other ways to give back to the majority of readers, the whole process of red envelopes uninterrupted distribution, irregular lottery gifts, a variety of ways to play, the results are remarkable. ”
In order to make live broadcasting events more influential, many bookstores choose to cooperate with well-known writers, Internet celebrity anchors, publishing institutions, cultural institutions, schools and other enterprises and institutions. For example, the 2021 live broadcast of Xinhua Bookstore Book Building in Baoding City, Hebei Province, is a better activity in cooperation with the new media platform of Hebei Youth Daily. Analyzing the reasons, according to Yao Lan, director of the marketing planning department of the store, one is that the new media platform of Hebei Youth Daily has a large number of fans, and the viewing effect is very ideal; the second is to widely publicize before the live broadcast, encourage all members to forward the circle of friends, increase the flow of the live broadcast room, and notify the readers to enter the live broadcast room after the live broadcast starts; the third is that the "Small Orange Lantern Live Classroom" live broadcast sets a fixed time, which helps readers to develop habits and regularly enter the live broadcast room to watch; at the same time, to enrich the live broadcast content, It has also contacted schools and kindergartens to jointly carry out live broadcast activities many times, attracting many small fans to join.
Xinhua Bookstore in Baoding City, Hebei Province, broadcast live
The live broadcast held by Xinhua Bookstore in Hengshui City, Hebei Province, is to invite relevant writers to interact with readers in the live broadcast room, and the number of viewers is large, which increases the popularity of the live broadcast room. Fujian Xinshishi Branch and Longmen Bookstore jointly carried out a special book flash sale activity, and achieved good results. It is understood that before the start of the activity, it was continuously publicized in the WeChat exchange group of local government agencies, enterprises and institutions, and called on all store employees to actively forward the circle of friends, while expanding the influence of live broadcasting with the help of the parent committee. Liaoning Anshan Shengwen North New Life carried out live broadcast cooperation with Talents through the Kuaishou platform to carry out live broadcast cooperation with Haier small household appliances, and cooperated with Li Meixian's team through the Douyin platform to expand publicity and attract live fans.
Survey five
Live streaming dilemmas and explorations
Traffic, monetization, talent Live broadcasting can not avoid the problem
At present, the demographic dividend of the Internet is rapidly fading, and many live broadcast operators feel that traffic acquisition has gradually peaked, and operating expenses and customer acquisition costs are also getting higher and higher. When live broadcasting becomes a daily marketing method, how to enhance the user consumption experience in live broadcasting, attract and retain more new and old users, do a good job in the operation of private domain traffic, and continue to build a brand's differentiated competitive advantage is particularly important.
The talent dilemma of the live broadcasting industry is not only the lack of anchors and talents, from the overall planning, planning, operation to field control, sub-broadcasting, etc., the entire chain of live e-commerce is facing the dilemma of talent shortage. The plight of bookstore live broadcast talents, in Kuang Changcui's view, the live broadcast team is mostly bookstore front-line employees, while ensuring their daily work, part-time live broadcasting, time, energy, training is limited, the need to introduce new ideas and professional talents.
Beijing Wangfujing Bookstore live broadcast
Hu Wei, manager of the online bookstore of Beijing Wangfujing Bookstore, and Tian Yunhong, deputy manager of Shandong Linyi Book City, also hold the same view, most bookstores do not have a professional team to operate live broadcasts, and the professional quality of the anchors needs to be improved, and they need to continue to learn to improve their professional level. For bookstore self-broadcasting, Tian Tian believes that the traffic brought by his own live broadcast is far less than the live broadcast traffic brought by the head or even the waist big V, and the pit fee derived from the rise of the head anchor of the live broadcast is expensive. This also shows the importance and necessity of physical bookstores to create IP anchors in conjunction with larger platforms.
The live broadcast business is not only live broadcast work, but also includes live broadcast planning and recording, video content selection and editing, category selection and negotiation. Sun Shuhong believes that in order to adapt to the development of bookstore live broadcasting business, we should increase the training of live broadcasting business.
Hefei Xinhua Bookstore Sanxiaokou store live broadcast
In interviews, many bookstores pointed out that there are difficulties in quickly draining, increasing fan viscosity, and guiding orders. Live broadcast competition is fierce, and the live broadcast content of bookstores is difficult to break through among many live broadcasts. Yue Zhigang believes that at present, all walks of life want to share a piece of the pie through live broadcasting, and physical bookstores are gradually joining the ranks of live broadcasting in order to survive, but bookstore live broadcasting lacks interest and does not have much attraction compared with other live broadcast types. "As far as we are concerned, there are no Internet celebrity anchors, and the book discount cannot be too low, which is more difficult to attract people." Without enough fans, traffic, and price advantages, it's hard to drive sales. ”
Li Dongjian, head of the book distribution section of Fujian Xinhua Shishi Branch, has a headache over the drainage problem in the live broadcast room: "After each live broadcast event, the traffic in the live broadcast room is relatively small, and the effect of the live broadcast is not obvious. In addition, there are also some difficulties in how to set up the live broadcast link more attractively, and how to optimize the live broadcast content to further promote reading. In this regard, Liu Ye, manager of Liaoning Anshan Shengwen North New Life, said: "We need to find a better product line as live content, and find good business partners to provide competitive products for online sales." ”
Shandong Book City Live
investigate
Physical bookstores do live broadcasting, OK or not?
Physical bookstores carry out live broadcasts, some people think that it has opened up new channels for bookstore sales, which has improved the influence of bookstores to a certain extent; some people think that most of the current bookstore live broadcast activities are not effective, time-consuming and laborious, and are not suitable for bookstore promotion. In this regard, some physical bookstore live broadcast operators have their own views.
You Shuya: New formats need to be tried. If live broadcasting can make the public pay more attention to the book industry, find demand from it, and promote reading for the whole people, I think it is a good thing.
Li Jianxun (Manager of Chongqing Shapingba Book City): For bookstores, live broadcasting is another way of shopping guide that is different from traditional bookstores " promotional posters, classified design, book flower modeling", is the renewal of retail skills, the essence or e-commerce. When the platform can reach the sinking market and harvest increments, there is no reason for everyone to ignore this channel.
Yue Zhigang: As the main carrier of building a bookish society, physical bookstores are an important public cultural space. Although most live broadcasts have not been directly monetized, they have largely broadened the channels of communication between bookstores and users, and brought more diversified forms of cultural expression, which is not only the significance of bookstores as cultural carriers, but also the responsibility and responsibility of Xinhua Bookstore as the main cultural front.
Hu Wei: The live broadcast of physical bookstores lacks an advantage in the sales price of carrying goods. Those who participate in live broadcasting do not use enough live broadcasting skills. Some bookstores should broadcast live on-demand hot activities to increase social influence and divert offline traffic.
Kuang Changcui: Bookstores, especially Xinhua Bookstore, must do live broadcasting. Because the development of each live broadcast activity is a node for us to strengthen our links with the society and readers, it is an opportunity for the bookstore to convey values to the society and readers.
Yan Long: Bookstores are suitable for live broadcasting but not suitable for live streaming with goods. First of all, live broadcasting does bring new channels for bookstores to promote, but it is itself a middleman for book business and lacks exclusive products, compared with publishing houses, e-commerce has no price advantage, there are many fans in the live broadcast room after hearing the anchor's recommendation, they will look for more preferential price channels to buy. In addition, although some bookstores have set up live broadcast teams, compared with professional live broadcast teams, their investment in funds and energy is quite different.
Sun Shuhong: Online live broadcasting has become an increasingly accepted consumption mode and development trend of the public, and bookstore operations, as the main body of market operation, need to face and accept. The live broadcast operation has brought huge cost inputs, such as platform fees, delivery costs, profit expenses, etc., which have brought many difficulties and pressures to the operation of bookstores. Our original intention of doing live broadcasting operations is to promote the bookstore brand, and the ultimate purpose is to direct online customers to offline stores for secondary consumption.
Zhang Lei (Deputy Manager of Qingdao Xinhua Bookstore Book City): At present, the biggest problem facing bookstore live broadcasting is price chaos, platform subsidies, and low-priced books disrupt the normal price system. Observing the people around them, everyone wants to buy good books, especially when parents buy books for their children, they are very willing to choose genuine books, but some algorithms on the platform cause the audience to not see these live broadcast rooms.
Tian Yunhong: Bookstore live broadcast provides readers with a platform for in-depth dialogue and deep thinking. The live broadcast of the bookstore not only satisfies the cultural needs of the society and enriches the spiritual life of the audience, but also drives the reader's enthusiasm for reading, allowing the reader to return to the reading scene and touch the cultural memory.
Pu'er Xinhua Simao Book City live broadcast
Li Jiajia (Deputy General Manager of Yunnan Pu'er Xinhua Simao Branch): Bookstores do live broadcasting, opening up a new sales channel, which can increase sales through live broadcasting. In the era of rapid development of informatization, fewer and fewer readers have entered physical bookstores, and bookstores have sold books through live broadcasting, which is undoubtedly a turning point. How to make good use of this turnaround is a challenge for bookstores.
Liu Ye: Live broadcasting is the outlet of concern of the whole society, physical bookstores must be transformed, online and offline integration, and online promotion and publicity need to be carried out through live broadcasting.
Zhao Guoliang (assistant to the general manager of Xinhua Bookstore in Cangzhou City, Hebei Province): The form of live book with goods is a kind of marketing misleading for the book industry, and douyin live broadcasting needs discounts and profits, and the same platform also needs to deduct corresponding fees, so the quality of books is difficult to guarantee. Benign publication distribution is the recognition of readers, rather than relying solely on price wars to form non-benign marketing competition.
Tian Tian: Bookstores are suitable for live broadcasting, but they cannot only do live broadcasting completely, the core competitiveness of bookstores is the aggregation of space, people and content, so it is necessary to do a good job in the offline selection of physical stores and the content and quality of services. At the same time, it is also necessary to "play the piano with ten fingers", such as opening up online through platforms such as live broadcasting, and viewing live broadcasting as a store window for shaping brands, displaying images, and strong interaction, and finally realizing the integration of online and offline.
Yang Jingmin: Bookstores are very much in line with the objective requirements of live broadcasting. Nowadays, bookstores are turning to the Internet in order to help good books find readers, and bookstores will also get a new wave of dividends in live broadcasts.
Huang Jingling (Marketing Manager of Chengdu Book Purchase Center of Xinhua Wenxuan): Live streaming traffic is very important, bookstores do live broadcasting, should focus on the joint channels or platforms with traffic, and jointly plan cultural topics with them, strengthen the cultural connotation of the platform's live broadcast, and achieve service sales revenue, not only limited to customer-facing live streaming of books.
Yao Lan: In the high-speed development of the information age, bookstores should keep pace with the times, according to their own characteristics integrated into the new media communication, live broadcast does not necessarily have to bring goods, as a window of cultural dissemination, we should promote the whole people to read through live broadcasting, so that fans can better understand Xinhua Bookstore.
Yu Feng (Deputy Director of the Marketing Planning Department of Xinhua Bookstore in Hengshui City, Hebei Province): The development of live broadcasting has become the trend of the times, and bookstores want to expand, enhance popularity and expand online sales, and live broadcast activities are the most direct and effective way.
Qiu Feng: Bookstores are suitable for live broadcasting, and a successful live broadcast event needs to do a good job of warming up before the start of broadcasting, doing a good job of carrying the live broadcast room, and doing a good job of reviewing the end of the broadcast. In the case of familiarity with the rules of the platform, what makes fans trust and affirm is a successful live broadcast.
Wang Jing (Assistant Manager of Zhejiang New Gorgeous Water Book City): Nowadays, live streaming with goods has become a new form of publicity and sales in all walks of life, and it is also an inevitable trend, especially since the epidemic, compared with the depression of offline stores, the concept of online consumption is more deeply rooted in the hearts of the people and the momentum is rapid, and bookstores should also keep up with the pace of the development of the times, with e-commerce live broadcast platform as the medium to expand the scope and influence of reading promotion.
Yang Jia (head of the planning department of Hefei Xinhua Bookstore Sanxiaokou Store): Bookstore live broadcasting can let friends from afar see the bookstore in their hometown, or let online readers and friends participate in activities together, interact and communicate together, guide online readers to offline stores, increase sales, create brand activities, and play a role in publicity. Live streaming is a new channel for bookstore sales, but it is not the only channel, and live broadcasting focuses more on the promotion of bookstore brands and the drainage of offline stores.
Li Dongjian: Bookstores are suitable for live broadcasting, Xinhua Bookstore as a veteran state-owned enterprise to do live broadcast activities is not only reflected in economic indicators such as sales volume and customer orders, but also through platforms such as live broadcasting to spread and share more positive energy content, bringing more warmth to the society.
Hou Mengxue: Bookstores are suitable for live broadcasting, especially physical bookstores need a new breakthrough at a time when they are constantly suffering from impact. As a continuous sales method, bookstores should take the initiative to change live broadcasts. Live streaming can not only sell books, but also combine with offline activities of bookstores to form online and offline conversions.
Transferred from: public account "China Publishing Media Business Daily"
Author: Wang Lin, Special Report Group, China Publishing Media Business Daily