E-commerce live streaming has become a new channel for the sale of agricultural products. It is reported that in order to help enhance the brand awareness of "Shenshan Younong", broaden sales channels and increase product exposure, the Bureau of Agriculture, Rural Affairs and Marine Fisheries of Shenzhen Shenzhen-Shantou Special Cooperation Zone held a special training course on regional public brand marketing of "Shenzhen-Shantou Younong", and invited e-commerce live broadcasters to share "dry goods". Focusing on topics such as live broadcast opening, new media operation, content innovation, and fan interaction, the celebrities brought the latest industry trends and trends, and provided practical tips and strategies to help students better gain a foothold and develop in the field of e-commerce live broadcast.
The site of the special training course on regional public brand marketing of "Shenshan Younong".
Interest and trust
The secret of e-commerce live streaming
In the Internet era, live e-commerce plays a very important role in promoting the sales of agricultural and sideline products. Among the many live streaming platforms, Douyin is one of the most mainstream brand promotion and sales positions.
At the training meeting, Zhang Yushan, a certified lecturer of macrometry, a special lecturer of "e-commerce live broadcast training" of South China Agricultural University, and a special lecturer of "short video training" of the Cultural and Creative Research Center of Guangdong University of Foreign Studies, elaborated on the two keywords of "interest" and "trust", and solved the two major problems of no one watching and no one buying Douyin live broadcast for students.
Zhang Yushan, a certified lecturer of macroscience, a special lecturer of "e-commerce live broadcast training" of South China Agricultural University, and a special lecturer of "short video training" of the Cultural and Creative Research Center of Guangdong University of Foreign Studies
"You want to keep users interested." Zhang Yushan concluded that short video drainage through system recommendation and real-time screen recommendation through the live broadcast room are the two main ways for Douyin users to enter the live broadcast room. "The conversion rate of short video drainage is much higher than that of live real-time screen recommendation." Zhang Yushan believes that short videos can be designed in advance, and attract a wider range of people by designing scene-based pain points, putting selling points at the beginning, setting suspense and raising viewing expectations, etc., to quickly show the benefits of the product. However, the real-time live broadcast room recommended by live broadcast has higher requirements, which requires the synergy and combination of anchors, goods, and scenes, and cannot display product features in real time.
"I don't recommend companies that build live broadcast rooms from scratch choose to invest directly in the live broadcast room, which will present the live broadcast room that has not been run in well to the audience." Zhang Yushan emphasized.
On how to make users interested in buying products, Wen Feng, a senior operator of e-commerce live broadcast, has the same view as Zhang Yushan: "You need to make users trust you. Combined with more than ten years of experience in brand operation, Wenfeng pointed out that insufficient interaction with the audience, low audience participation, single live broadcast form, lack of interest and interactivity, lack of professional knowledge delivery, lack of authority and trust in content, unclear needs of the target audience, lack of pertinence and attractiveness of live broadcast content, etc., are all important inducements that can easily lead to a decrease in conversion rate. In response to this kind of problem, Zhang Yushan proposed the method of three shots of live broadcast with goods: "The first shot should attract attention, release the scene and selling points, and stimulate the desire to buy; The second shot wins trust through authoritative endorsement and value shaping, and finally the third shot creates price anchors and limited-time mechanisms to guide users to place orders immediately. ”
Wen Feng, a senior operation operator of e-commerce live broadcast
Channels and cross-border e-commerce
A new path for e-commerce live broadcast to break the game
Outside of the Douyin platform, where is the new direction of e-commerce live broadcast breakthrough? Chen Feiyun, a young entrepreneur and founder of Heguang Pian Yu, and Mu Yan, deputy secretary general of the Guangdong Live E-commerce Association, have different answers.
Chen Feiyun believes that if e-commerce live broadcast wants to break through the tradition, it must have the courage to "dare to be the queen of the world" in order to open a new chapter in brand growth. She pointed out that although WeChat Channels is not an emerging platform, as an atomic content component, as the internal integration continues to accelerate, various channels will continue to be opened, and Channels will be more deeply integrated with the entire WeChat ecosystem.
In the context of the iteration and update of the accelerated functions of Channels, which have begun to focus on commercialization and ecological governance, and the continuous expansion of business paths, the "troika" of video streaming, live streaming and cooperative grass planting for the commercialization of WeChat Channels has begun to appear. Everything is ready, only the east wind is owed. "The platform encourages creators to settle in, provides a lot of support and incentive policies, and plans the growth path and income mode." Chen Feiyun believes that this is a good time to enter the video account.
Platform support is a shortcut, and Chen Feiyun also reminded: "Don't rely too much on the platform. "The outside world expects Channels to replicate the traffic miracle, but the platform support is selective, and the traffic dividend is short-lived and belongs to a small number of people. The impatient expectation of the video account stems from the desire for new outlets, and often ignores that there are still a large number of losers under the rising wave of Douyin and Kuaishou. "Creators should have rational thinking about the platform, focus on building their own capabilities, and content and products are where their hard power lies."
and Chen Feiyun, the founder of Light Piece Language and a young entrepreneur
Mu Yan, deputy secretary-general of the Guangdong Live E-commerce Association, discussed another possibility of breaking the e-commerce live broadcast from the path of cross-border e-commerce. She said that the cross-border e-commerce industry in 2024 may usher in new development opportunities in terms of multi-platform layout, brand operation, professionalism improvement, localization strategy, etc., and at the same time, the industry competition will be more intense, requiring enterprises to continuously innovate and improve service quality to adapt to the rapidly changing market demand.
How can enterprises quickly open up overseas markets and achieve cross-border multi-platform development? Mu Yan believes that the transformation of brand operation by building an independent station will help enhance brand influence and customer loyalty. In addition, in order to stand out in the global market competition, cross-border e-commerce needs to improve its professionalism and product power, which means paying more attention to product quality and innovation.
Mu Yan, deputy secretary-general of Guangdong Live E-commerce Association
The training course with rich content and vivid cases is like a "booster", which gives the students a new understanding of e-commerce live broadcast and injects new vitality into brand communication.
"You've come to the right place!" Pei Jingjing of Guangdong Runsheng Organic Agriculture Technology Co., Ltd. said that the planning and organization of this training meeting was very attentive, including the in-depth explanation of e-commerce live broadcast skills, the introduction of on-site practical operations, and the heated discussion of peers, and the training effect was extremely significant. This kind of learning and exchange provides extremely valuable experience for the dissemination and development of agricultural products on e-commerce platforms.
【Author】Zheng Wenyi
Source: Southern Rural Daily