文/智尊
The COVID-19 epidemic in 2020 has caused explosive growth in many economic forms that were originally tepid, such as online education, live broadcasts, street stalls, etc. Today we talk about the live broadcast of ceramic companies.
In the early days of the epidemic, because people could not go out and shops could not open, all walks of life used live broadcasts for marketing. The ceramic industry is no exception. Major brands are swarming on the live broadcast, but after several rounds of testing the waters, only a few can persist. Most ceramic companies have ceased operations, and only a few medium and large brands are still persisting. For ceramic companies, very few live broadcasts can actually sell goods, and the remaining effect is probably only brand promotion.
So, is it really so bleak for ceramic companies to play live broadcast?
The answer is of course not!
As far as the author knows, there are many people who are good at live broadcasting in the industry, such as Jin Yitao, Dajunjun, Guanzhu, etc. So, how can ceramic companies do a good job in live broadcasting? What are the tips for doing live broadcasts?
1. What is the essence of live broadcast?
If you want to deeply understand and analyze the live broadcast of ceramic companies, you must first understand the nature of live broadcast.
The essence of live broadcast is new retail empowerment.
New retail was first proposed by Jack Ma at the 2016 Yunqi Conference in Hangzhou. Jack Ma said: "The era of pure e-commerce will soon end. In the next 10 or 20 years, there will be no e-commerce, only new retail. In other words, only the combination of online and offline and logistics can be born. New retail. ”
According to Jack Ma's thinking, the retail industry will undergo a transformation process from traditional offline retail, traditional e-commerce to new retail. Judging from the formula "profit = revenue - cost", when the Internet first emerged, the cost of acquiring customers online was lower than offline, so capital was more willing to help the retail industry move from offline to online. Until the development of the Internet entered a mature stage, the cost of online customer acquisition increased and gradually became the same as or even exceeded the cost of offline customer acquisition. In order to ensure the maximum return on capital, e-commerce giants headed by Alibaba began to propose new retail. It is planned to find a model that minimizes customer acquisition costs and maximizes profits through the integration of the two channels.
Picture source network
And we know that the three elements of retail are the "people and goods market", that is, "who the goods are sold to, what they sell, and how they sell them", and what is pursued is the square footage efficiency. Therefore, combined with new technological changes such as AI artificial intelligence, Internet of Things, big data, and cloud computing in the mobile Internet era, we will reconstruct "people, goods, and places" around consumers and provide convenient, humanized, and intelligent consumption scenarios. , this is new retail.
The concept of new retail has been talked about for several years. In other industries besides ceramics, especially those where e-commerce is popular, it is developing rapidly. There has also been some development in the home furnishing field. Some large group companies have even established dedicated New Retail Division. However, the ceramic industry is relatively traditional and closed, with little development in the e-commerce field. The sales links of most brands cannot reach C-end consumers at all. The ceramic industry is more accustomed to the terminal store model of offline dealers. .
So, new retail seems to be still far away from our ceramic industry.
However, after all, we are in an era of rapid development of mobile Internet. When all the things and forms around us are changing, the ceramic industry cannot stay away after all. The most obvious changes are:First, some talents who were not originally in the ceramic industry have crossed over into this industry;Second Some real estate companies and home furnishing companies that do not belong to the ceramic industry have crossed into this industry; < strong>Third, consumers’ demand for personalized customization is more prominent, and designers are a more open group; Most of the other categories have achieved new retail; Fifth, the marketing model of ceramic terminal dealer stores is essentially retail. From the perspective of business development, it also needs to be given more marketing models and scenarios under the new situation to achieve the purpose of transformation.
Huiya Tile "Big Brand Big Action, Live Show"< /p>
In addition, most of the marketing links for our ceramic brands only reach dealers and do not reach C-end consumers. This will cause the following two disadvantages:
Firstly, the brand headquarters is unable to understand the real needs of consumers, responds slowly to the market, and the market research and information feedback dissemination chain is too long. long, resulting in common industry problems such as large-scale production, overcapacity, and accumulated inventory.
The second isTerminal dealers need more marketing empowerment from the brand headquarters. In the era of rapid development of information, people's shopping scenes and habits have changed, and the marketing models of other home categories have also changed. The original model of the ceramic industry where brands produce bricks and dealers sell bricks offline may gradually become unviable. Dealers are unable to respond to the rapidly changing market, lack marketing tools and means, increase customer acquisition costs, and offline storesStore closures occur from time to time, so more marketing support is needed from the headquarters.
In other words, the pure offline dealer store model in the ceramics industry has encountered a bottleneck, that is, in the "people" aspect of retail, offline dealers have a single customer acquisition channel. In the past, selling bricks relied solely on offline connections. The vast majority of dealers themselves do not use new retail and social tools to acquire customers, and it becomes increasingly difficult to do business. At this time, terminal dealers urgently need traffic support from the headquarters line.
Therefore, no matter whether ceramic companies are willing or not, the dilemma of terminals forces brands to embark on the road of empowering dealers in new retail. What brands can do is to use various new retail tools, channels and methods at the headquarters to help terminal dealers acquire customers and empower new retail.
The development of new retail to this day is not only an upgrade in the field of e-commerce, but also focuses on retail as the center, using e-commerce as a carrier to give more marketing models and elements, such asLive broadcast, WeChat mini program, social e-commerce and community marketing etc.
Gold Medal Asian Tile Factory Live Broadcast
So, the live broadcast of ceramic companies is essentially a change in the "field" of the three elements of retail "people and goods field" , the marketing scene has changed, and the brand headquarters helps dealers sell goods through live broadcast. Therefore, the essence of ceramic enterprise live broadcast is new retail empowerment, which is done by the headquarters. One of the means of good dealer support
Understanding the essence of ceramic live broadcast, we will find that at this stage, perhaps because the ceramic industry does not involve e-commerce deeply or extensively, in terms of social marketing It is rarely involved, so the live broadcast effect is not good; butIn the long run, as one of the means for ceramic brand headquarters to empower terminals, live broadcast will have to be launched. Entering the stage of ceramic enterprise marketing has become a must-do project for the ceramic brand headquarters.
2. Why are most ceramic companies unwilling to do live broadcasts?
Although we have concluded through analysis that ceramic companies must conduct live broadcasts, in actual operation, this is not the case.
The author visited some ceramic companies, and when they mentioned live broadcast, they shook their heads. They believed that live broadcast was just a gimmick and of no great use. They even described it as "swarming" or "following the trend". The reason why they conduct live broadcasts is, firstly, to cater to the needs of terminal dealers, because other brands have already conducted live broadcasts, and their own brand cannot do without action; secondly, to cater to the needs of corporate executives, as aAs the brand marketing department of a company, it is natural to take action during the epidemic, and live broadcast is the best form of expression.
So, if you do live broadcast with this mentality, do not analyze the essence of live broadcast, understand the source of traffic of live broadcast, do not study the marketing model of live broadcast, and do not design the product of live broadcast, the effect of live broadcast can be imagined.
After doing this kind of live broadcast once or twice, it naturally stopped. The reason is very simple: Live broadcast sales harm the interests of dealers.
It sounds a bit confusing at first. Isn’t the purpose of live streaming to empower dealers? How did it harm the interests of dealers?
But after watching their live broadcast again, it is indeed the case!
Picture source network
Since most live broadcasts adopt a discount model, the same brick will be sold in offline stores for 80 yuan, and the live broadcast transaction will be 40 yuan. If the headquarters does not provide subsidies or the subsidies are small, then the dealers will not be willing to work with you. Played together. If dealers are unwilling to play, firstly, the live broadcast traffic will be a problem; secondly, even if the transaction is completed, offline services will become a big problem.
So, these ceramic companies have come to a conclusion: things like live broadcasts are fake, a gust of wind, and of no use.
Is live streaming really useless? Are you really harming the interests of dealers? Of course not!
The reason for this perception is that most ceramic companies have never done e-commerce and do not understand the online sales model. In the early days of e-commerce development, some product categories also encountered the problem of product mix between online sales and offline stores, and price wars. At that time, we provided the best solution.Solution: Product segmentation. That is to say, strict product separation is carried out between products sold online and products sold by offline dealers. Online products can only be sold online, and offline stores can only be sold in stores. Cross-selling is not allowed.
There are very few well-developed e-commerce brands in the ceramic industry, so there is naturally a lack of experience in dealing with this situation. So on the surface, the products sold in the live broadcast and the products sold by dealers are the same, but the prices are very different, and the profit gap is huge. Naturally, dealers are not willing to play.
Dajiang Ceramics "Live Broadcast 618 One Yuan Robbery Factory"
In this regard, General Ceramics does a better job. General Ceramics has been selling products through live broadcasts since December last year, and has specially designed customized products for live broadcasts, so that they can be distinguished from the products of dealers’ offline stores, and there will be no cross-selling of goods. The dealers’ original store profits Not affected, and at the same time can enjoy the profits of the products sold live by the headquarters.
Therefore, it is useful for dealers to conduct live broadcasts from the headquarters of ceramic companies. Some ceramic companies are unwilling to continue live broadcasting because they have fallen into the misunderstanding that "live broadcasting harms dealers".
3. What are the characteristics of failed live broadcasts?
The so-called failed live broadcast refers to a live broadcast that has no effect. The effect here means that orders and viewing traffic are not obtained, and the expected effect of brand promotion and live sales is not achieved.
Failed live broadcasts are mainly reflected in the following seven aspects:
1. Wrong platform selection
There are many live broadcast platforms, all of which have different applicable groups and business directions. When ceramic companies conduct live broadcasts, they must choose an appropriate platform based on the purpose of the live broadcast.
If the live broadcast is for dealer training, you can choose Xiaoetong, Qianliao or DingTalk;
If you want to sell goods live or attract investment online, there are two situations. One situation is that you have no traffic source and you want to utilize public domain traffic as much as possible, you can choose Taobao Live, Tencent Kandian Live, etc.; the other situation is that you can solve the traffic problem yourself, and you don’t want users to swipe when observing the live broadcast. If users are lost due to going to other places, you can use WeChat mini program live broadcast, WeChat live broadcast, etc. to establish your own private domain traffic pool.
Therefore, for ceramic companies to live broadcast, they must choose the right live broadcast platform.
2. No traffic
The most obvious feature of failed ceramic live broadcasts is that no one is watching the live broadcast. This is also the situation that all ceramic live broadcasts are most afraid of. It is equivalent to the deserted activities held in our real life, with no one paying attention, so naturally Can't talk about the effect.
3. Unreasonable product design
The purpose of the live broadcast is to sell ceramic tiles online, so we must think from the perspective of consumers. What products do users watch when watching the live broadcast? Which products are popular and are they useful to them? If it works, will the discount be big? Is there any reason why users must buy our bricks? What other categories of bricks do we have, which one do we focus on, and what are their characteristics?
The design of these live broadcast product lines is the key to the success of a marketing campaign. If the product design is unreasonable, user needs are not fully considered, or there is no hot product to detonate, then failure is a high probability event.
4. The live broadcast scene is not marketing
We know that when users make a purchase decision, the advantages and features of the product are only a relatively important part. Customers will also comprehensively consider various factors such as corporate brand, strength, user reputation, practicality, cost-effectiveness, and whether it is strictly needed.
Therefore, we can’t just talk about products and discounts during live broadcasts. We also need to see real-life exhibition halls, factories, production and processing processes, product testing, etc., so that users can get a scenario-based intuitive experience and increase user purchases. determination.
5. Marketing techniques do not conform to e-commerce logic
Because many ceramic companies have not been involved in e-commerce, they are not very familiar with e-commerce marketing techniques. Simply applying discount methods from offline dealer stores to live broadcasts is a single marketing method or does not conform to e-commerce logic. .
6. No conversion, no order< /p>
This is the most direct result of failure. Many ceramic companies conduct live broadcasts because they fail to do a good job in platform selection, traffic introduction, product design and marketing planning. In the end, no conversions or orders were generated after the live broadcast.
7. Chaos at the live broadcast site
Even if the live broadcast does not result in conversions and orders, it is still good for us to do the next best thing and achieve the purpose of brand promotion. But it is a pity that most ceramic companies have no experience in live broadcasting. Therefore, "rollovers" such as not starting on time, live broadcast equipment not being connected properly, anchors' online camera shots, and field control being out of touch are not uncommon. To the effect of brand promotion, it indirectly affects the brand image.
4. Key factors for the success of ceramic enterprises’ live broadcast
This part is the key point, pay attention!
As mentioned earlier, the essence of ceramic enterprise live broadcast is the empowerment of new retail by the brand headquarters. Therefore, when we study the key factors for the success of ceramic enterprise live broadcast, we mainly focus on the three elements of new retail "people and goods field".
1. Get more live broadcast traffic (people)
There are mainly the following methods to obtain live streaming traffic:
First, dealers organize offline customer traffic.
In order to make the traffic more accurate and make it easier to complete transactions, Taoqi Live Broadcast generally uses offline dealers to obtain offline customer traffic ready to complete transactions. The main method is: the brand side requires dealers to invite potential customers of the store or customers to be transacted to watch the live broadcast on the live broadcast day, so as to ensure the traffic of the live broadcast and achieve the purpose of closing the transaction relatively safely. This is a more effective method of obtaining traffic.
Second, if a ceramic brand does well in the e-commerce field, it can use e-commerce store traffic to achieve traffic diversion.
Third, make a good advance notice of the live broadcast and obtain traffic through social communication.
Fourth, place Internet ads to gain traffic.
In actual visits to ceramic companies, the author found that some companies use their own Internet advertising to acquire customers. For example, they generate inquiries through Internet advertising such as Baidu bidding, Baidu information flow, and giant engines, and attract these customers. Drain traffic to the live broadcast. In this regard, I think it is worthy of discussion. Because information flow advertisements, short video advertisements and WeChat Moments advertisements are more useful for attracting investment, live broadcasts that divert traffic to online investment promotion are more effective; but if traffic is diverted to live broadcast activities that sell goods, firstly, users are not very Accurate, secondly, the ROI (return on investment) should not meet expectations, and the customer acquisition cost is relatively high.
2. Make good product partitions (goods)
This point should be relatively easy to understand through the previous introduction. It is also a must-do to enhance dealer confidence and empower dealer sales, so I will not go into details here.
3. Set up product lines and create hot products
Taocqi Live Broadcasting not only needs to differentiate between live broadcasting products and offline store products, but also re-designs the live broadcasting product line and refines popular products (which may not have the highest profit, but must have the highest sales volume). good product).
4. Create a full marketing scene (field)
We know that live broadcast, like previous TV shopping, creates a unique sales scene for consumers. This change in the new retail "field" allows consumers to more intuitively feel the factory strength, production process, and product testing. and headquarters showroom. The quality or badness of this kind of scene creation is directly related to whether the final transaction can be concluded. Therefore, it is particularly important to create a full marketing scene, which is more vivid, vivid and direct than simply discounting.
5. Make full use of e-commerce and social marketing techniques (field)
We have seen live broadcasts by some ceramic companies, and basically the marketing methods adopted are "discount" methods. In fact, just like e-commerce methods, live broadcasts can use a variety of marketing techniques, such as: highlighting the price through price rivets, and promoting transactions through the deposit expansion method. Marketing forms include: consumer coupons, full discounts, membership points, group sales, and red envelopes. For bargaining, etc., you can also use WeChat mini programs to establish a membership system, and use the membership points system and task system to promote and convert users.
In short, live broadcast is to establish a new retail "field". We use this sales scenario to graft marketing forms to form initial sales, and then use the membership system and consumer coupon system to divert traffic to our mini programs and other private domain traffic pools. Then use the points system and task system to promote and transform the community to achieve the goals of fission, repurchase and brand promotion.
This is the true meaning of new retail. Ceramic companies can use these to create a complete brand marketing system to truly complete the new retail transformation of the brand headquarters and empower dealers.
5. What else can ceramic companies do besides selling goods via live broadcast?
Ceramic companies do live broadcasts. In addition to selling goods through live broadcasts, do they have other functions?
The answer is yes. At the same time, many ceramic brands do live broadcasts, which often do not result in many actual orders, but they do achieve the effect of brand promotion. Therefore, they came to a conclusion: big brands live broadcast to sell goods, while small brands live broadcast to promote their products.
I don’t care whether this view is correct or not, but live streaming does have one function that is real, and that is Brand promotion.
In addition, some platforms and companies began to attract investment online at the early stage of the epidemic. There is also a name called "Online"Cloud Investment Recruitment", I don't know the specific effect, but the success of other industries besides ceramics proves that live broadcast can indeed achieve online investment promotion, and the effect is not bad.
Laideli Ceramics Online Investment Fair
Here is the path to live broadcast investment: Online information flow or huge engine acquisition Customers - salesperson invites according to the form - live broadcast room investment promotion - online cloud inspection (see powerful factories, products, production processes, exhibition halls) - online investment promotion meeting (investment promotion policy, headquarters support, profit analysis, Industry prospects, preferential policies) - Inquiry docking.
In addition, affected by the epidemic, the building materials market has shown an overall downward trend, and ceramic tile dealers have frequently closed down. Dealers are strugglingWhile holding on, we are also looking for a way out. In this case, ceramic brands need to improve dealers' cohesion and confidence in the market. They not only complete dealers' daily operation training, but also pay attention to all-round training on corporate culture, market response mechanisms, and new retail empowerment. , which can also be done through live broadcast.
To sum up, ceramic companies currently focus on four aspects of live broadcasting: Sales, investment promotion, brand promotion and dealer training.
Write at the end
In the post-epidemic era, it will become increasingly difficult for dealers in the ceramic industry. This difficulty is not only due to overcapacity and serious product homogeneity in the entire industry, but also due to the impact of cross-border and integration in the large home furnishing field. The ability of dealers to acquire customers independently is restricted by market size and industry policies, and there is an urgent need for new retail layout and empowerment from ceramic brand headquarters.
In the future, brands can directly reach and influence C-end consumers. Consumers’ user profiles and needs will be quickly transmitted to the brand, enabling on-demand customization and flexible production. Terminal dealers will promote the brand at the headquarters Continue to move forward with the support of sales and marketing, and gradually transform into a service-oriented store or central warehouse integrating sales, distribution and after-sales.
This is a difficult marketing transformation process for the ceramic industry. At present, live broadcast is just one aspect of many new retail empowerment.
Author: Zhi Zun
