Alipay, China's leading payment platform, recently upgraded its live streaming capabilities and launched three major strategies that have had a significant impact on merchants' operations.
1. Lower the threshold for broadcasting and help businesses start broadcasting quickly.
Alipay lowers the threshold for live broadcasting, allowing more merchants to participate. For Mini Program merchants who do not have a store, they can start broadcasting with one click through the store opening template Mini Program, without the need to build a Mini Program in advance. At the same time, for merchants who do not have a source of goods, they can also participate in the live broadcast through the "Bringing Treasure" to complete product selection, delivery, and commissioning.
The positive impact of this strategy on merchants is mainly reflected in two aspects. First, it has significantly lowered the threshold for merchants to start broadcasting, so that more merchants can participate in live broadcasting, thereby expanding the market scale of live broadcasting. The second is to improve the broadcast efficiency of merchants, so that merchants can start live broadcast business more quickly, thereby improving the market competitiveness of merchants. Take the plant care brand as an example, through Alipay's live broadcast function, the brand has achieved fans from 0 to 18 in just a few monthsWith the accumulation of 30,000 yuan, the first volume of a single game has completed the 1 million mark, and the scale of goods has also entered the threshold of 600,000 GMV.
2. Traffic support and marketing gain to accelerate the cold start of merchants.
In order to help merchants better carry out live streaming business, Alipay also provides merchants with strategies such as traffic support and marketing gains. The help of these strategies for merchants is mainly reflected in the following aspects: Traffic support: Alipay provides traffic support for merchants to help merchants get more ** and attention in the live broadcast room. Marketing gains: Alipay also provides merchants with a variety of marketing tools and means, such as coupons, full discounts, etc., to help merchants attract more consumers in the live broadcast room. Training support: Alipay also provides professional training support for merchants to help them better master the skills and methods of live streaming. Data analysis: Alipay also provides merchants with detailed data analysis reports to help merchants better understand their consumers and market.
The help of these strategies for merchants is mainly reflected in the fact that they can help merchants quickly achieve a cold start, so that merchants' live streaming business can be on the right track fasterIt can help merchants improve their market competitiveness and attract more consumers through marketing gains and other meansIt can help merchants improve operational efficiency and better understand their consumers and markets through means such as training support and data analysis. For example, the "Fish Leap Plan" is a support program launched by Alipay for small and medium-sized merchants, which provides merchants with multiple supports such as traffic support, marketing gain, training support, customer service, and data analysis. Laomiao** also realized the transformation from online to offline through Alipay's live broadcast room, and the consumption of the store alone was nearly one million.
3. Connect public and private domain scenarios to achieve efficient transformation.
Alipay's live broadcast function also has the advantage of connecting public and private domain scenarios. Merchants can guide users into the live broadcast room through Alipay's public domain traffic, and then precipitate and convert through private domain scenarios. This method of connecting public and private domain scenarios can help merchants achieve more efficient conversion and monetization. At the same time, Alipay also has the advantage of a strong trust foundation. Users' trust in Alipay has also been further transferred to the live broadcast room and merchants, which is undoubtedly good news for brands with high customer unit price products. Through the high trust level of Alipay's live broadcast room, brands with high customer unit value products can better achieve sales and conversion.
On the whole, the impact of Alipay's three major upgrade strategies on merchants is mainly reflected in the following aspects: First, it reduces the threshold and operating costs of merchants;The second is to improve the efficiency and marketing effect of the business;The third is to help businesses better realize the tandem and efficient transformation of public and private domain scenariosThe fourth is to help brands with high customer unit price products to better achieve sales and conversion. These impacts can help merchants better adapt to market changes and improve market competitiveness for live streaming.