Break the ice and advance the retail industry to promote the normalization of live broadcasting

Live broadcast has become a quick rescue pill for many businesses. The threshold of live shopping guide was lowered, and a large number of traditional retailers were introduced, which partly solved the dilemma of "zero performance" of stores during the epidemic period. "Now affected by the epidemic, there is basically no business offline, and shopping guides are forced to go online." Sun Laichun, founder of skin care brand "linqingxuan", admitted that the transformation attempt was forced. In case of emergency, live broadcasting really helps businesses break the limitation of space and time. When the epidemic is over, whether it is necessary to make live broadcasting a normal operation scheme, how to arrange live broadcasting rooms in stores, and how to separate customers from different channels to avoid homogeneous competition have gradually become the business thinking points.

Live Taobao with zero threshold

"This is a villa in zhangtai City, Liuzhou, Guangxi. It belongs to courtyard design..." Tang Lin, the real estate consultant of zhangtai city in Liuzhou, Guangxi, took the "house watching group" to watch the live broadcast of house selling online. Tang Lin's live selling is a small achievement: "on February 18, after the end of a live broadcast, about 20 people added wechat consulting to buy a house, which is far more than the daily reception of two groups of customers online and offline."

In the special period, many industries have switched to the online market. In the army of returning to work through live cloud, there are many zero start brands. On February 3, the skin care brand "Lin Qingxuan" and Taobao began to meet the demands of live broadcast. On February 4, hundreds of shopping guides were promoted to settle in. On the afternoon of that day, 300 people were trained online live broadcast.

Sun Laichun told Beijing Business Daily: "after the live broadcast, more than 3000 new members can be added to Lin Qingxuan every day, and 99% of them are online."

It's unexpected for sun Laichun to switch to live broadcasting online. "I never thought that I would live in the studio and force myself to have potential." On February 14, Valentine's day, sun Laichun led more than 100 employees of Lin Qingxuan to live broadcast for the first time in their lives. "I didn't expect that more than 60000 people were watching, sold nearly 400000 yuan of camellia oil, and received 360000 compliments.". When sun Laichun told the reporter of Beijing business daily about his first live broadcast in his life, his words showed satisfaction.

If the impact of live broadcasting on brand merchants is still gradually emerging, then its impact on physical department stores may be profound. Jiang Xinjie, commercial assistant president of Yintai department store, said in an interview that after Yintai department store started live broadcasting on Taobao, there were more than 300 live broadcasting in 10 days, and 1000 shopping guides have completed registration. "On the evening of February 18, Yintai department stores in Wuhan, Jingzhou and Xiaogan returned to work, with a total of 10 directors and 75000 viewers. It's the equivalent of a top shopping mall's weekend traffic. "

In fact, Taobao live before there are some threshold. In response to this year's special epidemic situation, on February 10, Ali announced that offline businesses across the country can enter Taobao live broadcast free of charge and use operation tools free of charge. Since February, the number of new live broadcasting rooms of Taobao live broadcasting has doubled year on year, and the number of live broadcasting sessions has increased by 110% year on year.

Store performance reversal

Before the outbreak of the epidemic, Lin Qingxuan has been focusing on offline business, accounting for 75% of the performance, and online channels are only as a supplement. During the Spring Festival this year, Lin Qingxuan's offline performance collapsed, accounting for less than 5%. "The annual Spring Festival Schedule for offline cosmetics stores is the same as the golden week performance, the sharp decline once let Lin Qingxuan fall to the bottom." Sun Laichun said.

Before and after January 22, Lin Qingxuan suspended all stores in Hubei Province. From the first day of the lunar new year to the seventh day of the lunar new year, 157 stores of Lin Qingxuan closed down nationwide, and the business of more than 170 stores that continued to open was dismal, with the overall performance declining by 90%.

Sun Laichun calculated the loss when the store could not open: "337 offline department stores and shopping centers, as well as the salary of 2000 people, the monthly cost accounting is 30-40 million yuan. January 25-31, as long as seven days of downtime has let store performance fell to only 5%. " Now, Lin Qingxuan has moved 1600 shopping guides from offline stores and 400 people from the headquarters to work online.

After accessing the live broadcast, Lin Qingxuan's overall performance gradually recovered to the same period last year. From the resumption of work to February 15, the turnover increased by 145% year on year. The performance of some stores in Wuhan and Northeast China can be doubled. Sun Laichun believes that there has been a reversal since February 1. If the performance from February to March can reach the level of the same period last year or even higher, it is 100% certain that the company has survived.

In fact, Lin Qingxuan also tried to do digital transformation two years ago, and launched a series of solutions such as Taobao, nailing and hand Taobao, but the effect was not ideal. "At that time, it was good to push it. If you don't push it, the effect is general." As for the reason, sun Laichun thinks: "wearing digital new shoes, but still walking on the old road of traditional mode."

Usually, after the customer enters the store, the unit price of the customer is 1500 yuan, but the unit price of the online customer is about 500 yuan, so the shopping guide is not willing to let the customer place an order online. "Affected by the epidemic, shopping guides are forced to go online and try to teach customers facial care in live broadcast, so as to drive sales. At present, the unit price of online customers can reach more than 1000 yuan. "

Emergency measures will become normal

"We are prepared to take live broadcasting as normal, live broadcasting every day in stores, which can effectively introduce passenger flow into stores." Sun Laichun plans to make live broadcasting a part of store operation. "Lin Qingxuan will move live broadcasting to stores and take offline stores as a new type of digital live broadcasting stores."

It is understood that Wuhan Hanjie store and Shanghai Xujiahui Henglong store will gradually introduce the live broadcast function, and make corresponding adjustments to the store design and layout. Taking Wuhan Hanjie store as an example, sun Laichun cancelled the cash register and part of the shelves, left the display platform and the experience platform in the middle, and turned the whole store into a live broadcast room.

It's worth noting that the explosive power of live broadcasting does not mean that brands give up store layout and turn their focus to online. Sun Laichun explained that offline stores are very important to Lin Qingxuan and can build a good experience environment for consumers. In 2020, the number of Lin Qingxuan's stores will not be reduced, but the store mode will be completely switched. Only the existing offline stores will be improved according to the digital scheme, such as live broadcast, transaction, promotion, publicity, customer service and so on. "It is to take the opportunity of digital training for offline stores, so as to have more ways to communicate, interact and communicate with customers."

At the same time, some pioneers are taking advantage of the rapid popularization of live broadcasting to normalize their operations. Jiang Xinjie explained that Yintai has been trying to let the shopping guide live on Taobao, which is also a strategy in 2020, but the epidemic has accelerated the progress of live broadcasting.

Jiang Xinjie believes that the future shopping guide live broadcast will be normalized and large-scale. The live scene may not be at home, but at the counter. "Although some shopping malls have been opened one after another, it can be predicted that there will not be such a surge of people in shopping malls in one or two months. Therefore, the shopping guide may still make live broadcast at the counter in this period of time. After the store operation returns to normal, even if it is difficult to have a large number of continuous time to do live broadcasting, we can also try to tap online passenger flow by short video and other new ways. "

There is no doubt that the live broadcast has broken the time and space restrictions on the traditional department store industry. Jiang Xinjie said frankly that the department store opened at 10 a.m. and closed at 10 p.m. without any performance outside this period. At the same time, limited by geographical space, it can only radiate 10 kilometers around. On the one hand, the live broadcast can be online 24 hours a day. On the other hand, it attracts many new customers. 90% of the new customers live in cities without Yintai. "It's very important for a department store to get new customers from the areas that the store can't cover. Based on this, the live broadcast is not entirely an emergency measure, but can be used as a new growth point. "

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