"Wanghong" Live Broadcast With Goods To Avoid Becoming A "King Of Complaints"

Recently, the Shanghai Municipal Consumer Protection Commission and the Yangtze River Delta Consumer Protection Alliance announced the statistical analysis results of complaints in the first half of this year. Among them, online shopping consumption complaints and the number of complaints are in the forefront of the list of complaints. From the complaint cases, in addition to the traditional online shopping complaints, live with goods problem is more prominent.

　　 What are the rules in the studio

In September last year, the China Federation of Commerce released the first national live broadcast e-commerce standard, basic specifications for live shopping operation and service, which clarified the responsibilities of front-end anchor, background operation, procurement supply chain, shipowner, information side and fund side. On May 25, this year, the seven departments jointly issued the "measures for the management of live broadcast marketing (Trial)", which clearly specified the rights and responsibilities of the participants such as the live marketing platform, the operators of the live broadcasting room, the live marketing personnel, and the service agencies of the live marketing personnel.

"To manage live broadcasting from the source, practitioners must strengthen self-discipline and correct new problems in time." For example, from March this year, shaking tone found that some of the anchors on the platform made up strange plots in the name of "mediating emotional disputes", attracting users' attention with "selling miserably", and then induced users to buy goods. In this regard, the tremolo security center has carried out a series of special actions to crack down on the illegal behavior of "selling goods with misery, acting and speculation". As of June, more than 350 accounts have been banned.

A person from meione company, where Li Jiaqi, the "first brother of live broadcasting", said that live broadcasting is not a low threshold business that can be done with eloquence. For example, the quality of an air frying pan is good at first glance, but the actual measurement shows that the machine can start normally when the pull basket is not inserted in place, and high hot air will blow out from the gap of the basket, There is a risk of scalding... "Even if the compliance inspection of all products has been completed before the live broadcast, the team should also pay attention to whether the propaganda of the anchor is in compliance with the requirements, and must avoid the forbidden words, limit words, exaggerating the effect, etc. If there is a long live broadcast, it is inevitable that the anchorperson will make mistakes in speaking or saying part of the information. Then, the team must monitor the whole process of broadcasting. Once any information is found missing or wrong, it should be corrected immediately on site to avoid misleading consumers. " Industry insiders said.

　　 From "flow king" to "quality king"

Another major actor in the studio is the related brands with products and services. From the data of Taobao, live broadcasting has made a brand. Last year, more than 1000 live broadcasting rooms with sales of more than 100 million yuan were born on Taobao live broadcasting platform, of which more than 55% of them were operated by brands themselves.

"Starting from the demand segmentation, being good at digital marketing and creating explosive products are the common characteristics of this wave of rising new consumer brands." Liu guangyuanyin, President of the Digital Intelligence Research Institute of the first finance and economics business data center, recently released a white paper on the growth power of new Chinese consumer brands in 2021. According to the analysis, among the 50 strong growth Chinese consumer brands they have obtained, there are not only old brands such as Huili, Gree and bosden, but also new brands such as keep and huaxizi. They are good at making use of marketing methods such as live broadcast. Most of these brands are "flow king" in social communication.

However, when resuming the growth of these consumer brands, many industry insiders have reminded that only by turning "flow king" into "quality king" can we achieve multi win of sales volume and market reputation in the live broadcasting room.

Financial observer Qin Shuo divides brands into "traditional outstanding brands" and "trendy brands". At present, through the live broadcast and other marketing new ways to grow up online brand can be seen as a "trendy brand.". It is worth noting that most of the trendy brands tend to grow fast and perish quickly. The probability of becoming an outstanding brand is not high. There are many reasons behind this, including the increasing cost of online traffic, and traffic management is often too "selling" and "promoting", which is not easy to establish consumer loyalty; And maintaining traffic is an expensive war. Zi Meng, head of the consumption group of Guotai Junan Securities Research Institute, also believes that it is relatively simple for a new brand to rise "from 0 to 1", but it still needs to make new breakthroughs in product innovation, enterprise management and organizational efficiency to realize the qualitative change of "from 1 to 100".

(source: Jiefang Daily)