Earn 50 billion in 3 days! How many sellers have been saved by the crowded e-commerce platform?
The 618 promotion has only been over for a month, and the major e-commerce platforms have been crowded again.
Even the sluggish consumer market in the shadow of the post-epidemic cannot stop people's enthusiasm for shopping. As you can imagine, the goods were also robbed crazy.
In this year's e-commerce, in addition to grabbing orders, sellers across the country also dedicated their energy to another thing: please anchor.
I remember that last year, many physical stores also closed down and went bankrupt, and there were many unemployed sellers who changed careers.
And in the hearts of many people, anchors are still a profession with a bad name. When people ask online how to buy well, most of the conscience advice is, "Don't watch the live broadcast." ”
However, this year's anchor has completely raised his eyebrows and become the most popular.
I was so busy that I didn't rest for 2 months, and as soon as I woke up, it was a live broadcast... It has become the norm for anchors, and some anchors who have just entered the industry are directly tired and crying.
Many people are non-anchors and do not shop, and when it is most exaggerated, on the e-commerce platform, ordering a product casually may be recommended by the anchor.
How did the anchor business, which was once scolded for "cutting leeks", become a must for consumers?
01
"I'd rather wait 3 months than buy it with the anchor"
This year's 618, more popular than the price, is not live broadcast.
Many popular commodities cannot be grabbed 7 days in advance, and even scalpers have nothing to do.
In the past 618 period, the e-commerce revenue in 3 days was as high as 50 billion.
Everyone says that revenge consumption is followed by revenge harvesting.
Freight rates have gone crazy, and the logistics giants who fought the price war before have rarely turned off this year, not only that, but also raised the freight price.
When it came to the platform, it continued: shoes priced at 200 yuan were sold for 800 yuan, and even small lipsticks were complained about and sold for more than 300 yuan.
However, no one expected that the anchor, the industry that should be the most "harvesting", the reputation of the anchor unexpectedly counterattacked!
Even one of the hottest Internet celebrities this year is a streamer.
Not long ago, a blogger posted a daily shopping video on Douyin, but he didn't expect to bring a streamer Xiao Li to fire.
Other anchors sell things crazy and exaggerate, but he desperately persuades consumers not to buy things indiscriminately;
While other streamers may be impatient because of consumer demands, he is as thoughtful as a nanny: answering questions, providing after-sales, and giving gifts and coupons.
So good that he is like a "fool", completely subverting people's "shrewd" impression of anchors.
The anchor Xiao Li's account rose by millions overnight, and even Suning caught fire.
Some consumers even said that they originally planned to buy other brands, but because he chose to change brands, orders were directly scheduled for October, and they had to wait for him.
Netizens said that they saw eight words on his body:
Pay silently and treat others sincerely.
In fact, there are many "honest people" like Xiao Li.
Some anchors love to communicate with consumers.
Looking at the goods, I suddenly rose to the height of life, "Believe in yourself and cherish yourself." "In this world, except for health, it is just a bruise."
The reason for this live broadcast is that "the commodity is solid, and we need to fit the emotions of contemporary people to make it come alive." ”
In addition, all kinds of product details and stories are treasured, no matter what is recommended, you can open the mode of telling jokes and fighting culture anytime, anywhere.
For example, the anchor Xiao Wang dragged ancient poems at any time in the recommendation, and the entire live broadcast process carried a bookish temperament, which was not at all inferior to Dong Yuhui next door.
Some anchors even treat consumers as spectators and turn on the performance mode anytime, anywhere.
Xiao Zhang, a 50-year-old anchor, recommended and sang when he recommended. "Me and My Motherland" is his famous work.
The performative anchor and the meme-style recommendation were fused together by him to produce a famous scene out of the circle.
"I think people are bored at home, not here to buy things, I want everyone to learn about products in a relaxed atmosphere. ”
Therefore, even if the goods are so expensive today, meeting a fun and interesting anchor will not make consumers take half a step back.
Some anchors, because people are good at work, are also sent pennants by consumers.
It is not so much that the e-commerce outlet has made the anchor market hot this year, but rather themselves.
02
The most ruthless counterattack:
With a monthly salary of 3,000 to millions, you can't recruit people
If the e-commerce industry that lived the worst in the past was the anchor, the one who earned the most this year was also the anchor.
Last year, physical stores were still at a trough, and many anchors either took only a base salary of 3,000 yuan or changed careers silently.
However, this year has undergone a big reversal: daily income has risen from 500 to 1,500 yuan, and many e-commerce platforms, 200,000 high-paid anchors have been hanging out for several months.
A small county town in Shandong has opened an annual salary of one million to recruit anchors, and more than 1,300 people have applied.
What is even more exaggerated is that the positions that were not cared for before have now become the sweet potatoes of workers, and some of them immediately go to work after consultation. According to industry insiders, this year is the year with the largest number of live broadcasts.
Even so, e-commerce platforms are too busy to digest the surge in orders. "It's either live streaming or on the way to prepare for live broadcasting. ”
There are also anchor fevers in previous years, why is there such a lot of noise this year?
In addition to the recovery of e-commerce, there are two other things that have boosted the popularity of anchors.
The first thing is related to the changes in the anchor industry.
In recent years, Li Jiaqi, the "brother with goods", has come to the scene, star part-time anchor, and the threshold of the live broadcast industry is getting higher and higher, and the competition is becoming more and more fierce.
It is necessary not only to have good looks, eloquence, and popularity, but also to have professional knowledge, resources, and team.
In this way, many small anchors have been squeezed out of the market, and can only rely on low-price promotions, false publicity, and reviews to make a living.
However, the economic recovery has given them another chance.
Due to the impact of online promotion, many physical stores cannot operate normally, and many sellers cannot ship.
At this time, live streaming has become their lifesaver.
They don't need to spend too much cost and time, just hold the mobile phone, and they can show their goods to consumers across the country.
They also don't need to worry about losing popularity, because the e-commerce platform will provide them with traffic support and training guidance.
They don't need to worry about not having professional knowledge, because they are experts in commodities themselves, and they know the quality, function and benefits of goods very well.
In this way, they can recommend their products to consumers in the most real, direct and effective way.
This method can not only increase sales, but also improve trust and word of mouth.
Consumers are also more willing to trust sellers who really understand the product, rather than anchors who can only read lines.
Therefore, in this year's live broadcast market, a new phenomenon has emerged: the more niche, more professional, and more powerful sellers are, the more popular they are with consumers.
These sellers have one thing in common: they are leaders in their industries and have deep emotions and confidence in their products.
They don't need fancy packaging and exaggerated performances, they just need to impress consumers with sincerity and professionalism.
In this way, they stand out in the live broadcast market, and also make consumers feel a freshness and peace of mind.
The second thing has to do with changes in consumer psychology.
The epidemic in previous years not only affected people's lifestyle, but also affected people's consumption concepts.
In the past, many people only looked at price and brand when buying things, and did not care much about quality and service.
But after the pandemic, many people began to pay more attention to health and safety, and paid more attention to the quality and value of goods.
They no longer blindly pursue low price and high end, but seek cost-effectiveness and practicality.
They are no longer satisfied with simply shopping, but want more experience and interaction.
At this time, live streaming has become their best choice.
Because in the live broadcast, they can see the real effect of the product and how to use it,
You can hear the detailed introduction and evaluation of the product by sellers and anchors,
Real-time communication and exchange with sellers and anchors,
You can enjoy a variety of benefits and benefits,
You can participate in various interactions and games...
In this way, not only can they meet their shopping needs, but also their social needs and entertainment needs.
In this way, they feel a kind of fun and warmth in the process of shopping.
Therefore, in this year's live broadcast market, a new trend has emerged: the more real, professional and interesting the live broadcast, the more favored by consumers.
For example, during 618, an anchor led consumers to experience a "cloud tourism" on Taobao Live;
An anchor led consumers to participate in a "cloud auction" on JD.com Live;
There is an anchor who led consumers to play a "cloud catch doll" on Pinduoduo live broadcast...
These streamers have one thing in common: they are experts in their own fields and have unique ideas and styles for their content.
They don't need to rely on goods and prices to attract consumers, they just need to engage consumers with content and interactions.
This way makes them unique in the live broadcast market, and also makes consumers feel a novelty and surprise.
This year's live broadcast market is a market full of changes and opportunities.
In this market, there are not only big-name anchors and celebrity anchors, but also many niche anchors and professional anchors.
With their sincerity, professionalism, creativity and style, they have won the trust, love and support of consumers.
They have also used their hard work, wisdom, courage and passion to save many sellers, brick-and-mortar stores and industries.