In turn, let's take a look at another case, from @nanyi celadon.
Open the live broadcast room of @南一 Celadon, users will find that, different from the conventional live broadcast room of porcelain with goods - the anchor will tell the camera the selling points and characteristics of each porcelain in detail, and Nanyi Celadon's method of introducing porcelain has changed. In order to rap with the taste of rivers and lakes, and from the lyrics to the singing, you can feel the traces of the content after being finely polished.
This innovative form of selling goods once sparked a discussion in the industry, Country Email Listand it is expected to attract more young users to stop, and thus boost the overall audience of the live broadcast room. But can it help bring goods? Not necessarily, and in the long run, it is not conducive to the healthy development of the live broadcast room.
The core reasons are: 1. The users who watch the live broadcast may not be those who really want to buy the product, but the people who like to rap. This can be observed from the comment area of the live broadcast room. When the anchor is explaining the product in detail, there will be a lot of Users commenting on "Shangcaiyi" obviously did not regard this live broadcast room as an e-commerce live broadcast room in the strict sense;
Second, the content of the live broadcast cannot effectively serve for conversion (forcing orders), and the form is much larger than the professional explanation of the broadcasted products. For the conversion of low-customer unit-price products, such a form may have little impact, but if you want to focus on high-end products For the porcelain handicrafts of the customer, professionalism is still the most core weapon to attract users to buy.
※Screenshot of Nanyi Celadon's live broadcast
goods, but also PK and Lianmai, doing entertainment live broadcasts. In addition, the pallets in the live broadcast room have become richer, no longer limited to celadon, but also food. , drinks, clothing and other multi-dimensional products, this may also be the team's compromise on the recommendation algorithm.
Think again of @qudianluo, who has been out of the circle for a few days. If you still want to sell pre-made dishes through the account of the high-speed circle fans, you may face a dilemma in the near future, that is, the active users in the live broadcast room are not the target of the brand. Users have also attracted a lot of "wool parties" because of Dafa Welfare, 1 penny pickled fish, etc. The existence of these "wool parties" may "distort" the crowd label of the account, thereby reducing the long-term operation of the account. value.