Text/Hong Xiaochun
2020 has not started yet, it has already started in March.
Recently, Alibaba and JD.com have released their financial reports for the fourth quarter of last year and estimated their revenue for the first quarter of this year. Everyone thought that the e-commerce field would show off its capabilities at this stage, but little did they know that the two giants, JD.com and Alibaba, were also hampered by the epidemic.
(Picture source network, intrusion and deletion)
According to the 2019 full-year and fourth-quarter financial reports released by JD.com on March 2, JD.com achieved net revenue of 576.9 billion yuan in 2019, a year-on-year increase of 24.9%; its e-commerce analyst Li Chengdong analyzed that due to the epidemic Due to the impact, JD.com expects revenue growth to fall back to 10% in the first quarter of this year.
At Ali's financial report conference, Ali's chief financial officer Wu Wei said that the epidemic will have a negative impact on Ali's business growth in the first quarter of 2020, and the growth rate will decline severely. The retail business in China, including Taobao, Tmall and local life services, will experience a year-on-year decline in customer management fees and commission income.
Looking back at the trading circulation of products in the entire building ceramics industry, because offline sales are blocked in all aspects, sales from headquarters to terminals have turned to rely on online. Since the beginning of the new year, companies have cooperated with e-commerce platforms such as Tmall to organize and plan live broadcast activities for "a good start to the factory." For example, Gold Medal Asian Tiles, which fully resumed production on February 27, will officially launch Taobao's "Good Start Live Broadcast Purchase" on March 8.
Now if you ask a brick-moving person what his dream is, the answer might be to become "Li Jiaqi in the brick-moving world." To be honest, this kind of scene where everyone joins the live broadcast is very lively, but what is the effect? Below, the author will share with you the status of various live broadcast sales.
一
Headquarters joins hands with e-commerce platform
Mona Lisa Tile X JD Live
▲Mona Lisa and Nobel’s event homepage on JD.com
On February 29, Mona Lisa Tile held a live broadcast event on the JD platform with the theme of "Super Product Live Broadcast, Hardcore Welfare". A total of 265,700 people watched it online and received 183.26 likes. It is understood that more than 10,000 orders were transacted during this 2-hour live broadcast.
Guanzhu Ceramics X JD Live
▲Guanzhu Ceramics live broadcast screen
On February 27, Guanzhu Ceramics' first JD.com live broadcast event was held at the Foshan headquarters. In the first 80 minutes, 65,000 online viewers were watched, 1.281 million likes were received, and orders are expected to exceed 10,000.
二
Brand linkage with local dealers
Dongpeng Dealer X Taobao Live
▲Dongpeng Tile live broadcast screen
Since Dongpeng Ceramics officially resumed work, online marketing live broadcasts are also in full swing. Dongpeng headquarters mobilized hundreds of terminal stores to launch Taobao live streaming, which accumulated 200,000+ views, 1.2 million+ likes and 10,000+ followers in just one week. Distributors are enthusiastic about participating. For example, the Yantai Dongpeng Ceramics team launched the "Beautiful Men and Beautiful Women" show, which started broadcasting every night without hesitation.
Guanzhu Dealer X WeChat Explosion
In order to attract traffic to terminal stores, the Guanzhu headquarters team led dealers to carry out various online marketing activities such as national WeChat blasting activities and store manager live broadcasts. Dealers in various places also achieved gratifying results.
On February 14, a WeChat live broadcast in Guanzhu, Ren County, closed 68 orders, with a deposit of 120,000 yuan collected online, and the expected transaction volume exceeded 1 million.;
On February 16, the WeChat live broadcast of Guanzhu stores in Haikou, Chengde, Cangzhou, Xinfeng and Biyang exceeded 350 orders, with online deposits exceeding 400,000 yuan, and the expected transaction volume exceeded 5 million;
On February 18, Guanzhu stores in Xiayi, Ganyu and Qitai broadcast live on WeChat. Over 100 transactions were completed. A deposit of 30,000 yuan was collected online. The expected transaction volume exceeded 1.5 million;
On February 21, Guanzhu stores in Ningxian, Longyao, Yulin, Shangqiu and Weifang conducted live broadcasts online, with more than 200 transactions, and the expected transaction volume exceeded 2.5 million;
On February 23, five stores in Handan, Langzhong, Shenqiu, Hezhou and Yanzhou conducted live broadcasts, with more than 150 orders completed and an estimated transaction volume of 2 million;
On February 26, there was a live broadcast on WeChat in Nanhe, Maoming, Shicheng, Guangzhou and Jiamusi, with more than 90 orders completed and an estimated transaction volume of 1.5 million;
On February 29, Guanzhu stores in Sanmenxia, Xinyang, Yichuan, Guiping and other places had a live broadcast on WeChat, with 181 online transactions and an estimated transaction volume of 2.85 million;
As of February 29, Guanzhu Ceramics has planned a total of 43 micro-explosive activities, with a turnover expected to exceed 15 million.
It is reported that brands that conduct online live broadcasts include Nobel, Shunhui, Inno, General...
三
Inter-industry alliance of local stores
Xiamen Red Star Macalline Wuyuanwan Store
▲The live broadcast of the carnival scene
From February 28th to February 29th, eight categories of merchants stationed in Xiamen Red Star Macalline (Wuyuanwan Store) jointly launched a live broadcast carnival, and Sofia tiles were the only building ceramics category among them. It is understood that this live broadcast attracted more than 5,000 consumers to watch by giving away masks. The merchant revealed to the author that 146 transactions were completed during the live broadcast, and the deposit amount was 29,200 yuan.
in chinaDuring the "Channel Fission, Market First" terminal research visit sponsored by Ceramics.com, the author learned that live-streaming sales of this type of large home furnishing category is not uncommon. In the past, most dealers paid to participate in live broadcast activities on third-party platforms such as home expos and decoration companies (such as Qijia). Merchants in cross-industry alliances have not yet launched live broadcast activities independently. This is undoubtedly a terminal difference. A brand new attempt in industry alliance activities.
As we can see from the above, the success of various types of live broadcast selling bricks is overwhelming, but the fact is that not everyone can taste the benefits of selling bricks online. Through the sharing of many dealers in the circle of friends, the author watched several terminal store live broadcast rooms. The ideal is very full, but the reality is very skinny. Some have just started the live broadcast, and the audience is scattered; some have an empty product interface because they don’t know how to operate it; some live broadcasts are too boring for two hours, so they start eating chicken wings in order to avoid the end of the live broadcast. In the end, the bricks were not sold, but he became a food broadcaster crazy for KFC.
As for the story about the "two-dollar live broadcast" in the title, it also starts with a bat...
Xiaochun: Mr. H, the live broadcast conducted by your brand’s lead distributor seems to be very good. How is your income here?
Mr. H: Why are others so good?
Xiaochun: The order can be hundreds, and the settlement can be tens of thousands of yuan.
Mr. H: There are not so many. I only received 2 orders, each costing one yuan╥﹏╥.
▲The content of the conversation is the chat between the author and a dealer
The story is funny and humorous, but the moral is positive. At this time, compared to dealers who stay at home and do nothing, Mr. H’s income of two yuan is a big step forward. In the future, the business of 200 million yuan will not start from these two yuan. It can be known. Even Li Jiaqi, the king of goods delivery, started from scratch, didn't he?
Only by trying it will you know whether the front is a golden mountain or a huge pit. If you want to continue to maintain market competitiveness, please act now!
