Live Broadcast: The Retail Industry Has Provided A New Channel.

I have been back in Beijing for over a month. One afternoon in March, I received two local express from Beijing.

Unlike usual, these express are from local shopping malls in Beijing. They are not fully open yet, but they shop on App, such as jitter and so on. Because like me, some of the stores that have been broadcast live are still alive.

The sudden outbreak of "black swan" has changed many people, and many things have changed many people's content consumption habits, which is particularly evident in the field of live broadcast.

I am a typical live voice chatter. Live in the evening, live in the shopping mall where you often visit, find out your favorite merchandise, and then receive the same courier on the second afternoon or evening.

Such live based "contactless shopping" has also become the main business of a small commercial complex. From the luxurious and fashionable shopping malls in the first tier cities to the "wholesale market" of the "sinking city", they have turned themselves into anchor carriers on short videos and live App, and want to spend the winter in the industry in this way.

To what extent will it change the commercial complex?

As early as 2017-2018 years, the direct water trial of offline commercial complex has already begun. Hangzhou's Sijiqing, Guangzhou's white horse trade circle, Zhengzhou's new avenue, and other traditional commercial areas, are restored to the vitality of the past by means of live broadcast channels.

However, the first batch of commercial complexes that were put into full use and benefited from direct seeding, generally sold in a relatively simple category, belonged to a specialized wholesale market, such as the Sijiqing mall in Hangzhou, which is a regional clothing distribution center.

At that time, the more comprehensive shopping malls were only occasionally online, and they couldn't compare with the one hundred thousand levels of passenger flow.

During the housing epidemic, the situation reversed. The larger the commercial complex, the more urgent the demand for live broadcast.

"After the outbreak, sales are only about 300000 a day, but electricity costs 150 thousand per day, and 4 million 500 thousand in a month," he said. Li Yu, director of investment in Shanghai new world city, has worked in the retail industry for 20 years. It is the first time that he has faced such a big crisis.

The high operating cost has become a mountain on the head of the commercial complex.

In 2019, the new world city of Shanghai was upgraded for 9 months until the end of December. Less than a month later, the outbreak was caught. During the Spring Festival, the sales season was only 15% of the normal season, and the passenger flow also decreased significantly.

This is the general situation of the retail industry under the line in early 2020. The Chinese Department Store Association released an investigation report that the Chinese department store industry under the epidemic situation showed that since January 20th, the sales volume of many enterprises was only 25% of the usual value, and the commencement rate of the national department stores and shopping centers was less than 30% during the festival period.

In order to survive, the offline stores must find ways to regain customers. Live broadcast is a good "contactless shopping" channel: customers can not walk into shopping malls, but shopping centers can walk to customers by means of live broadcast.

The practice of Shanghai new world city is to make a long live broadcast of marathon in jitter. On March 8th women's day, they joined dozens of brand stores and invited 9 red voice anchors. The first live broadcast of the old shopping malls was used as the "Spring Festival Gala" to prepare. From the anchor's walk to the choice of commodities, they passed their meticulous grinding.

The live broadcast, which lasted for several days, also made the new world city harvest 13 million passengers and tens of thousands of fans, almost the same as the peak period below the line. Like the new world city, many large commercial complexes have been reborn with live broadcast, alleviating the "passenger flow anxiety".

In the theory of "people's freight yard" in new retail, "field" is the scene of consumer behavior, which is of great significance to enterprises and brands. Because of the live broadcast, the commercial complex is also reconstructing the "field" of consumption, thus reducing the difficulty of developing the electricity supplier business.

"Doing online shopping mall uploads and synchronize products with huge workload. Compared with the general merchandise, there is no price advantage. Compared with the brand, there is no brand advantage, the effect is general." Li Yu believes that after introducing live broadcasting tools, things are starting to turn out differently.

"To do live broadcasting, we only choose products with price appeal and brand advantage, which are simple, convenient, and have topics and can drain, helping us turn the flow of customers into stock customers, and then turn the stock customers into sales."

Live broadcast makes the commercial complex more focus on sales itself, that is, to play its professional carrying capacity.

Unlike other "halfway through" anchors, shopping guides are more familiar with consumer psychology, and have accumulated a deep understanding of goods in long-term business. This is the unique advantage of commercial complexes in taking goods. The "active" commodity display mode of live broadcast has brought this advantage to the maximum extent.

In the process of watching live broadcast, many users also realized the value of commercial complex outside shopping. When the prices of goods on line are higher from price to quality, environment, service and experience are the "long boards" of commercial complex.

In the new world city's quiver live, people saw Madame Tussaud's, Naruto theme park, the world's highest indoor climbing wall, the new world snow and ice world. The live broadcast of the mall shows users not only commodities, but also the environment of the commercial complex and various "hard power".

After the transformation and upgrading of the new world city, the proportion of the shop floor area decreased from 65% to 50%, leaving more space for the project to enhance user experience. Under the help of live broadcast, the users who grow grass are willing to go to the mall for "two consumption" after the restoration of the life order. This will also drive the prosperity of the whole shopping mall ecosystem and realize the feedback from online to offline.

In addition to the impact of the epidemic, the digital transformation of the commercial complex is also inseparable from the direct seeding channel. However, under the "backing" of the electricity supplier economy, there are obviously many problems waiting to be solved in the commercial complex.

In order to balance the shopping and leisure experience of consumers, the commercial complex can not expand the area of the shops without restriction. Only by pursuing the sales volume per unit area (that is, the term "Ping efficiency" of the retail industry), we can increase the profit pressure of the merchants.

As people's shopping habits change, consumer behavior occurs more frequently at night, especially after 21 in the evening. But the commercial complex is often closed, unable to meet the needs of users at this time.

In many cities below three lines, the commercial complex has fallen into a vicious circle of low level duplication of construction. Compared with retail businesses in big cities, there are no advantages in terms of commodity types and prices. Many local consumers prefer to buy on behalf of them.

Live broadcast provides a 24 hour mirror image world which is detached from the real physical world. It is one of the best ways to solve these problems in the commercial complex at present. Over the past two months, commercial complexes have been broadcast live on the platform such as chattering. It is also a good user education and users' habits have been cultivated.

At the end of February, the live broadcast of the Wangfujing shopping mall in Zhuzhou was a classic case of "small shop big counterattack" with the help of live broadcast by commercial complex. The mall only had 400 fans when it opened the store, but in less than a week, they achieved an amazing performance of 2 million 400 thousand hours in 11 hours.

With the support of the jitter, although the mall is located in the three line town of Hunan, it has produced a new style of live broadcast. During the epidemic, they closed the store at 6 o'clock every night. The live broadcast time was at 7 o'clock an hour after the shop was closed, and the live room was placed in the mall where there were no customers. This way ingeniously connects users' shopping habits, and also makes full use of the peak traffic flow.

This "daytime shopping mall and night live base" mode greatly improves the efficiency of the commercial complex's site utilization, breaking the business hours and the limitations of the site. In addition, the number of people watching the live broadcast is over 800 thousand, which is almost the same as that of the urban population of Zhuzhou.

Obviously, the live audience of Wangfujing in Zhuzhou is far more than the locals. The nationwide users can see the live broadcast of the three line small town shopping mall, and there are many people in this shopping mall that may never go shopping in person. The magic power of live broadcasting is also here. The commercial complex can also sell goods to the distant guests who have never thought of, and push themselves from local enterprises to the national market.

The commercial complex is actively using the platform such as jitter to get passenger flow. The platform side also likes to see its success and actively empowers users of the commercial complex. For example, the "home cloud shopping" program launched in early March has produced 1 billion live user traffic to help businesses better touch users.

The direct impact of the commercial complex has gained more support on the platform support. Jiang Xinjie, assistant president of Yintai business of department store, found that users of Yintai broadcast live, of which more than 9 of them are new customers. For traditional retail enterprises, this is a very rare number, which means a larger source of tourists.

The digital marketing capabilities of the platform itself, such as jitter, are also providing a lot of driving force for the commercial complex.

From the essence of retailing industry, the capability of selecting goods and supply chain constitutes the cornerstone of enterprise competitiveness, and the basis of cargo selection capability is data capability. Direct marketing and other digital marketing tools can feedback data in real time and help businesses choose products more efficiently. For the traditional commercial complex, this is a leap in capacity upgrading.

In March 6th, many famous commercial complex groups such as Wangfujing department store, the Mixc, Longhu Tian Jie, Yintai In99 and so on in Chengdu participated in the live broadcast of "cloud shopping". Not long after the event, the jitter provided specialized training to help businesses open stores quickly, and improved their basic capabilities in selecting goods and carrying goods.

It is foreseeable that when the impact of the epidemic is over, the live broadcast will continue to be the way to win and sell the commercial complex. The content + live platform represented by trembling sound will be further integrated with the business circle, providing a brand new channel for the retail industry in the efficient access to customers and the limitation of time and space.