On June 13, after the young audience of Douyu Live was accustomed to seeing handsome men and women singing and dancing, and various celebrity live shows, a unique factory live broadcast made them scream shocked - this time the live broadcast turned out to be a machinery factory. In the process of live broadcasting, the barrage sent by netizens is endless, and the anchor and the audience frequently interact, even more popular than the general popular entertainment live broadcast room. The origin of this matter is that Henan Zheng Mining Machinery Co., Ltd. showed equipment and workshops to a buyer in the field through live broadcast software, and then the live broadcast event of Zhengzhou Mining Machinery topped the list of Sina Weibo topics on the same day, becoming a hot spot for netizens, and the number of related readers exceeded 40 million times. Traditional industrial enterprises Internet + has been a hot topic in the past two years, everyone is eagerly seeking a suitable entry point, the recent hot live broadcast has begun to spread from the initial game field to agricultural products, FMCG and other social fields. The "e-commerce + live broadcast" model, with strong intuitive interactivity, can bring consumers into the corresponding purchase experience, making the purchase behavior more efficient and convenient. Industry + live broadcast shows the frontier exploration of industrial enterprises for the transformation of interconnected e-commerce. The popularity of the live broadcast of mining machinery fighting fish is the innocuous performance show of industrial product e-commerce or the opening of a new model of industrial product e-commerce?
Many Internet communication tools, including live broadcasting, to a certain extent, only help construction machinery companies to solve the problem of information dissemination, live broadcasting as a way of information dissemination, if there is no better product support and a more perfect service system, to break through the industry's bottle is almost delusional. After so many years of Internet transformation, the traditional construction machinery industry has made great progress in the field of e-commerce, but for the whole industry, the sales influence of the industry is limited. Many traditional enterprises have returned to traditional channels after a brief taste of the Internet ineffectiveness. General enterprises have preconceived notions that only by meeting the following conditions can they do a good job of Internet e-commerce, for example: the market has high awareness of products, high degree of product standardization, products with strong brand power, products with low unit value, and low dependence on after-sales service, but after meeting the above conditions, many traditional enterprises still do not get benign data feedback for the integration of Internet e-commerce. Although Tmall Double Eleven and Jingdong, where C-end products are the main force, promote industrial product e-commerce almost every year, there is indeed a clear demand for industrial products in Internet e-commerce. Whether it is industrial e-commerce or o2o model, the main crux is the connection of the online part, and the operation of many traditional enterprises offline 2B channels has been very successful. In recent years, the traditional industry has declined, channel dissolution, e-commerce impact, the decomposition of large production capacity by personalized demand, and the indirect reaction of the general environment... The so-called new normal is forcing traditional companies to innovate themselves. Traditional enterprises have always emphasized that they are good at 2b, but the reality is that with the development of e-commerce 2b and 2c the distinction is no longer obvious, crowdfunding, group buying, reverse customization and other concepts continue to refresh our cognition of e-commerce operations, C-end intensive data feedback has made us blur the distinction between 2b and 2C, including industry 4.0 that we have been advocating, leaving the C-end data feeding and deep participation, it will become an empty concept and can not become the way out of the industry. If in-depth customer participation and big data feedback in various dimensions are inevitable options for future business, and solving problems with Internet e-commerce is an inevitable choice for enterprises, then we must think about other aspects of e-commerce of industrial products.
(1) Not the channel but the underlying logic
After thirty years, the Internet has evolved from information, services, communities... Step by step into every corner of society. Traditional enterprises test the Internet, always around the short-term rol and the constant brand effect to make strategic choices. Compared with traditional retail enterprises in other fields, the Internet e-commerce road of traditional industries is more challenging, such as: whether industrial processes can cooperate with the rapid response of e-commerce, the consumption awakening of C-end industrial products, the choice of Internet channels for dissemination and promotion, and the matching degree of industry and platform... The root cause of the failure of the transformation of many traditional enterprises Internet e-commerce is that enterprises do not have deep genetic changes, but just regard Internet e-commerce as a simple channel, just like giving a shark four prosthetic limbs, let it go ashore and fight with tigers, almost no chance of winning. At present, for enterprises, the adherence to traditional channels and the unclear future direction have become a problem that plagues almost all traditional enterprises. Any attempt to use the concept of o2o to cover up online and offline incompatibilities such as pricing and distribution is actually an escape from difficulties.
(2) Brand dividends for crab eaters
Behind the popularity of each emerging Internet communication tool is the transfer of audience time and traffic dividends. Whether the Douyu live broadcast of Zhengzhou Mining Machinery can last for a long time, perhaps it is still impossible to compete with other popular content live broadcasts after bidding farewell to freshness, and the author does not consider this problem for the time being. However, the test of the water live broadcast has become the industry's first crab eater, as a machinery enterprise and has become a top hotspot on Weibo, the society has given it enough attention, in a sense of the sense of Zhengzhou mining machinery has achieved staged results. Dare to embrace new things, with an innovative attitude to show in front of the broad audience, Zhengzhou Mining Machinery's public relations has been full of applause.
(3) Low-cost implementation of interactive experience
The attempt of "industrial product e-commerce + live broadcast" can allow procurement personnel to get more procurement suggestions online, and understand suppliers more fully from the interaction and communication between others and anchors, which is equivalent to bringing thousands of people's experience and wisdom to purchase products, making it easier to make correct decisions. For suppliers, the online one-to-many communication mode can solve some common problems at one time, which not only reduces labor costs, but also improves work efficiency and work quality, and attracts the attention of more buyers while increasing corporate exposure. The use of Internet tools by enterprises is passively accepted, such as: enterprise mailbox, instant messaging, network cloud services... The underlying infrastructure of the Internet opens up the door to the supporting services of traditional enterprises. Live broadcast is only one of the new Internet communication tools, through live broadcast to let consumers and customers close visit, let the audience and customers panoramic view of the company's production process, so that experts and audiences in a timely and close communication, intensive and efficient interaction in the past is difficult to achieve at low cost, but now it is free to achieve. How traditional industries turn passive acceptance to actively embrace the Internet is the externalized embodiment of the company's internal business awareness.
(4) Commercial monetization of live broadcasting
Industrial product e-commerce + live broadcast is the inevitable for industrial enterprises to embrace the Internet, and Zhengzhou Mining Machinery Live Broadcast Attempt will not be a flash in the pan. If the popularity of the test is only at the level of promotion, such a superficial attempt is of little significance. Want to use a hot live broadcast to achieve the goal of commercial realization is estimated to be difficult to achieve in the short term, live broadcasting is only a means of information transmission after all, traditional enterprises want to use the Internet to break through the existing predicament, need to do more exploration, a complete business model behind the docking should be a matching supply chain integration and perfect service system.
Today's live broadcast industry is not a new thing for commercial applications, has been upgraded to a "social phenomenon", different from the live interaction of consumer e-commerce, industrial product e-commerce must think of more dimensions to tap the potential of the Internet, including live broadcasting. Industrial product e-commerce has its own special attributes, for bulk trade buyers, the use of e-commerce platforms for search and procurement, often the most needed is professional advice to ensure the quality and efficiency of transactions, for suppliers, how to apply the Internet e-commerce model effective marketing is the only way out in the future. Zheng Mine's Douyu live broadcast opens a window for the traditional industry's Internet e-commerce to test the waters, and we expect more enterprises to push the door of Internet e-commerce through innovation.