文丨酒业家团队(ID:jiuyejia360)
Planning丨Shangyong Editor丨Yunheng Editor丨Yunding
When the cost of traffic continues to rise and the price battle becomes increasingly fierce, is alcohol live e-commerce still a good track?
Although the wine industry is lagging behind in embracing new sales channels compared to other industries, live streaming e-commerce is still an irreversible trend for the wine industry.
At present, the liquor live broadcast e-commerce has gradually broken free from the chaotic stage of savage growth, and the industry competition map is undergoing deep differentiation and reconstruction, showing a fierce game of the stock market pattern. For latecomers, it is extremely difficult to break through this pattern.
But at the end of January, the premiere performance of the liquor expert "Curator Ning Xiaogang" on the Alipay platform broke this traditional perception, and won 32.5 million yuan in sales in a single live broadcast, which is also a leading level in the live broadcast of alcohol on major platforms. When the live broadcast of alcohol gradually entered the deep water area, Alipay's high-energy start brought some new thinking and inspiration to the wine industry.
01
With a strong start, Alipay entered the hinterland of liquor live broadcasting
On January 23, Alipay announced that the "Jiwufu" was upgraded to the "Wufu Festival", spanning the entire Spring Festival, upgrading from a short-term event to a "digital temple fair". During this period, the liquor expert "Curator Ning Xiaogang" officially launched the broadcast on Alipay, and the first live broadcast of "Good Wine and Good Luck Special" won 32.5 million yuan in sales, and the live broadcast also became the first place on the list of talents with goods that day.
It is understood that the main commodities sold in the live broadcast are well-known brands such as Guojiao 1573, Jiannanchun, Xijiu Cellar, and Swan Zhuang Ambassador Reserve Dry Red, with a high average price of products, which not only reflects the full gold content of this live broadcast, but also injects new vitality and business opportunities into the wine live broadcast industry.
For Alipay, which has not been involved in the field of live broadcast for a long time, the growth of its live broadcast business has attracted the attention of the industry. Platform data shows that during this year's Wufu Festival, there will be an average of nearly 3,000 merchant live broadcasts every day to provide consumers with popular New Year's goods, and alcohol is the key popular category in Alipay's live broadcast room.
On the one hand, the brilliant performance is due to the huge traffic carried by the Wufu Festival itself, the only Alipay Jiwufu activity that has accompanied users across the country for 9 consecutive years to spend the Spring Festival has attracted a total of 700 million people to participate.
On the other hand, Alipay also provides a live broadcast incentive plan for new merchants, institutions, and talents, and in terms of subsidies, the platform will give traffic support to the ecological accounts of new broadcasts with goods, and provide subsidy incentives for high-quality products, which greatly enhances the enthusiasm of merchants for live broadcasting, and really brings new incremental space for merchants.
In fact, not only alcohol, but more categories have achieved an increase in sales and conversion in the Alipay live broadcast room. Not long ago, the data disclosed by Laomiao Gold showed that during the Wufu New Year Festival, Laomiao sold nearly 9 million GMV in a single live broadcast of gold, and the sales on Alipay were extremely hot. And the data shows that the sales of gold bars with financial management attributes in Alipay are 4 times that of gold jewelry, and the post-90s and post-00s occupy half of the sky in Alipay's gold live consumption.
Relying on Alipay's strong sense of trust, closer to payment, and stronger purchasing power of customer groups, similar to wine, gold jewelry, 3C digital and other types of goods are particularly prominent in Alipay's live broadcast. At present, many brand merchants have found loyal customers and a more cost-effective live broadcast ecology in Alipay's live broadcast room.
02
Linking high-net-worth users, Alipay opens up a new blue ocean of wine live streaming
From the perspective of the development of the industry, after the crazy traffic harvesting stage, the live broadcast of alcohol has ushered in the second half of intensive cultivation, Alipay, as a new platform in the field of live broadcasting, in terms of time, compared with Taobao, Douyin, Kuaishou and other competitors, it is relatively late to enter the live broadcast industry, why can it gain the favor of major wine merchants?
In fact, the changes in the live streaming e-commerce industry are also reshaping the logic of the entire industry. Although the new changes mean challenges, they also bring many opportunities, and Alipay is a dark horse among the latecomers.
First of all, Alipay, as a national-level platform, has more than 1 billion users and a high open rate, and the industry believes that Alipay users are concentrated in the age group of 20 to 45 years old, with high net worth, strong purchasing power, strong ability to accept new things, and tens of millions of platinum members High stickiness and other distinctive characteristics, it is the main consumer group targeted by wine merchants.
Secondly, as a comprehensive platform, Alipay users can complete purchases directly during the live broadcast through the integrated payment service, without jumping to other platforms, to achieve a more convenient and faster shopping experience.
In addition, Alipay live broadcast is also a rare blue ocean of traffic, not only home page recommendation, search and other public domain scenarios, but also more than 150 service scenarios with high-frequency access by users such as living payment, Ant Forest, medical health, etc., as well as connecting with private domain carriers such as mini programs and communities, effectively shortening the conversion link, and the aggregation effect of traffic should not be underestimated.
Not only that, Alipay's payment attributes in the past have also made users have a higher degree of trust in Alipay, which is more suitable for high-customer unit price products to deepen the Alipay live broadcast scene.
The competition in the live broadcast of alcohol is extremely fierce, and merchants pay more attention to the conversion rate and the integration of quality and efficiency, and "more cost-effective" has become the direction of Alipay's efforts. Although Alipay is a new live broadcast platform, its infrastructure construction and service capabilities have gradually been completed. For wine merchants, a new platform with development dividends may be the best window to enter the live broadcast, and no one is willing to miss the "last train" opportunity of live broadcasting.
03
To seize the dividends of the new platform, wine merchants ushered in the key window period of the Spring Festival live broadcast
Wine live streaming is a new business format in the mobile Internet era, and it is also an iterative scenario of traditional alcohol marketing. At present, wine has also become another popular category in the Alipay live broadcast platform in addition to gold and digital, and this new position is quite worthy of attention for merchants in the wine industry.
From the perspective of the industry, the successful case of "Curator Ning Xiaogang" is just a microcosm of the wine merchants in the Alipay live broadcast platform, whether it is in the field of live streaming or in the dissemination of brand value, it has set a model for the industry. And in the beverage industry, similar cases are not uncommon.
In this Alipay Wufu Festival, Shede Liquor also officially announced that it has officially become the official partner of Alipay Liquor and the in-depth partner of Alipay's Happy Five Blessings Festival.
What Shede Liquor values is the strong digital capabilities and high-quality membership system of the Alipay platform, as well as the advantages of accurately reaching core consumer groups. With the help of Alipay's live broadcast platform, the brand exposure is strengthened, and the public domain traffic is converted into the brand's private domain traffic through live broadcast room drainage and other methods, which is the powerful empowerment that Alipay live broadcast brings to the brand.
For wine merchants, Alipay Live is in a period of development dividends, growing with the platform, leveraging the general trend of the platform, and is expected to achieve rapid growth in the performance of the merchants themselves. More importantly, Alipay Live is also continuing to strengthen its unique advantages, opening up a differentiated competition path, and looking forward to occupying a place in the field of live broadcast e-commerce.
From the perspective of this common goal, the rapid growth of Alipay's live broadcast platform carries not only the improvement and maturity of the platform's own business format, but also a transformative force for the wine live broadcast e-commerce industry. With high-net-worth user groups, high repurchase rates, and high user stickiness, Alipay Live has become an efficient new track for wine companies and merchants to tap the new increment of live broadcast e-commerce.