抢滩5G直播风口,全球自选推动行业洗牌
11月7日深夜12点,忙碌的城市陷入了一天中为数不多的寂静时刻,马路上偶尔传来环卫工人清扫马路的声音,曾曾(化名)开始钻进被窝睡觉。虽然已经累得不行,但是她仍难掩内心的激动,辗转反侧,难以入眠。她觉得这几个月来发生的所有一切都像梦一样,美妙得有那么一丝不真实。
在前一晚持续到第二天凌晨的直播中,她做为一个电商直播小白,在全球自选社交电商平台上自己的直播间第一次试直播。出人意料的是,虽然是第一次直播,但直播间的观众异常热情。
“曾曾,能介绍一下XX这款化妆品吗?”
“曾曾,XX卖得这么便宜,质量有保证吗?”
“曾曾,包邮吗?有啥赠品?”
源源不断热情的提问超出了曾曾的预料,虽然回答问题的技巧看起来有些青涩,但是大体上还是在可以把控的范围之内。在跟观众们互动了半个多小时后,她逐渐适应了这个节奏,声音变得不那么紧张,语言也开始幽默风趣起来,推荐商品的时候就像和朋友在安利种草一件好东西。
图:曾曾正在全球自选平台直播
试水:KOL之外,我还是产品经理
这是全球自选社交电商平台第一次社群直播试运营,曾曾则幸运地被挑中作为第一批主播进行试直播。跟普通电商直播不一样,全球自选的直播是在社群内进行的。什么意思呢,简单来说,你的直播间可以在微信内直接打开,直播的观众都是你的亲朋好友,亲朋好友觉得直播间的商品不错,可以把直播链接分享到自己的朋友圈和社群中。所以,直播间的观众都是自己的交际圈或者间接交际圈的人。
为了能给看她直播的观众带来低价优质的商品,曾曾提前一周开始准备。直播间内的商品是全球自选平台提供的,所以曾曾显得特别谨慎。她先是从平台上拿到了样品,包括食品,日用品,或者是化妆品,她全部亲自试用了一番。
对于全球自选平台宣称的有些产品是国际知名品牌代工厂生产的,品质绝对和国际大牌一模一样的说法。曾曾也一一打电话去厂家进行咨询,电话联系不到的,她找到官网,根据官网上的联系方式进行确认。直到确认所有的产品都没有问题,她才开始在全球自选社交电商平台上直播推荐给看她直播的观众。
不仅如此,她还在各大电商平台上搜索了同类商品的价格和规格,做了一张表格和全球自选上的商品进行了对比,确认全球自选上的商品的确是目前全网价格最优惠的。
做完了商品有关的充足准备,她心里稍微有了些底气,也让她对全球自选的直播坚定了信心。谈到为什么这么认真的原因,曾曾回答觉得她不能辜负亲朋好友的热情和信任,“怎么说,我大概也是做了一回产品经理吧。”曾曾笑道。
转型:从大区经理到新人主播
10月的一天,曾曾像往常一样躺在沙发上玩着手机。突然,全球自选的社群内跳出一个消息,说全球自选将要开启直播功能,对直播感兴趣的人可以报名。这对于一心想要寻求转型的曾曾来说,无疑是茫茫迷雾中的一道曙光。
虽然她对于直播的了解仅限于淘宝直播,但她也时常会在新闻中看到某某主播在一场直播中卖货多少万之类的新闻。凭借敏锐的商业嗅觉,她觉得这是一个转型的契机,立马向全球自选报名参加首次试直播。对于这次转型的尝试,曾曾从心底里感到兴奋,这正如4年前她加入大时代,在微商时代的风口抓住了机会,经过自己不懈努力,终于做到了大区经理,掘得人生第一桶金。
她相信在随着时代和技术的发展,商业模式从坐商(死守一个地方开店)、行商(业务员拉生意)发展到电商(网上开店)、微商(社交渠道卖货),一定会发展到播商(直播带货)。尽管如此,她还是有一丝担忧, 直播的产品质量和价格如何保证有竞争力,直播间的流量从哪里来?
在跟全球自选进一步确认的过程中,全球自选的选品理念和直播模式彻底打消了她的顾虑。在选品方面,全球自选强化供应链,精选商品。全球自选有一支专业的选品团队,有严格的供应商标准和制度。选品团队和上百家国际品牌合作,挑选出每个行业中顶尖的明星品牌,再从这些品牌中挑选出最优质、复购比最高、性价比最优、最具竞争力的产品。由于在全球自选上的运营成本比其他电商平台低很多,所以这些大牌都能把更优惠的价格带给消费者。
在直播流量上,全球自选有一支专业的技术团队,专门负责5G时代下直播业务的开发。他们不仅打通了微信端,实现了可以在微信端主播一键开播,消费者一键下单的功能,还设计了主播开播,社群直接提醒的功能。在社群内观看直播的人,如果觉得不错,还能直接分享到其他社群,完成指数级裂变。对于直播新人来说,这个功能无疑是作用最大的,直接解决了新主播冷启动的问题,突破了从0到1做直播这个在传统电商平台上难以解决的问题。
破局:5G下直播行业再洗牌
在曾曾看来,解决了产品和流量的问题,直播成了理所当然的事情,特别是在5G的政策下,直播是下一阶段政府工作的重点之一。
曾曾通过查找资料了解到,国务院在2018年《完善促进消费体制机制实施方案(2018-2020年)》中表示“加快推进第五代移动通信(5G)技术商用”。2019年6月,工信部正式向4家企业发放5G商用牌照,5G正式商用。意味着5G将有力促进信息通信产业的繁荣进步,推动网络强国建设,支撑经济高质量发展。
而全球自选的社群直播恰恰是在5G的基础上发展而来,通过云计算、大数据、人工智能等技术的加持,把社群和直播在更广范围、更深程度、更高水平的产生融合,为传统直播智能化转型创新开辟了一条独特的道路。
和淘宝旗下淘宝直播相比,全球自选的社群直播无疑在未来更具潜力。对于新人主播而言,淘宝直播的模式更类似于传统的电视购物,陌生消费者很难对一个新人主播产生情感共鸣。
而全球自选的直播是在社群内进行的,直接观看的流量和分享裂变的流量都或多或少跟主播有某种关系的连接,在情感上更容易触发“自己人”的感受,因而转化率更高。
在流量方面,全球自选的社群直播把流量向新人主播倾斜,并且背靠日活10亿用户的微信,新人主播通过社交裂变,能轻松获得指数级增长的流量。而整个淘宝直播日活才3000万,光李佳琦和薇娅两人就占据了淘宝50%的流量。业内人士表示,淘宝直播的流量向大主播倾斜,光是排名前十的主播就占据了整个平台80%的流量,这对新人主播十分不友好。
等风来
还有2个小时就要开始第一次试直播了,曾曾有些紧张地做着开播前的准备,她拿出做好的笔记,里面有产品的说明;有生产厂家的介绍;有遇到自己不会处理的问题时的解决方法;还有冷场时要讲的幽默笑话。她一边复习,一边根据自己的思考不断添补笔记的内容。
回想到当初入行社交电商,她也曾考虑过其他平台,如云集、贝店,但她经过谨慎的思考,最终还是选择了全球自选。
打动她的不是“自用省钱、分享赚钱”的口号,她觉得目前社交电商行业已经结束野蛮发展的模式,消费和社交的边界变得更加模糊,产品和售前售后服务都融入到社交生态中,这时候精细化运营水平与服务能力成为社交电商平台致胜的关键。而全球自选是目前整个社交电商行业唯一完全具备这些优势的平台。
加入全球自选没多久,她就遇到了全球自选的大动作。全球自选上线了社群直播计划,这在整个社交电商行业都是首创。从来没有人想过能以直播的形式在朋友圈带货,而全球自选做到了。相比于图片和文字,曾曾判断视频直播的形式一定能带来很好的带货效果。
直播马上开始,曾曾收回思绪,打开补光灯,调试直播手机,全心投入到直播的状态。最终,在第一场试直播中,她卖出了2万的销售额。这在前期没有任何宣传的情况下称得上是一个不大不小的奇迹。
站在社交直播风口上,真是猪也能飞。这是曾曾说的最后一句话。
原文链接:https://www.cyzone.cn/article/564201.html
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