What is the reason behind the rising number of commodities in the live broadcast room?
With the increase in consumer goods, the main needs of consumers are:"Low price"。Today, consumers have new demands that are not only demanding"Low price", also requested"Premium"This also makes consumers gradually return to traditional e-commerce platforms.
According to past experience, although most of the lounges, especially the Super Chef Lounge, offer special activities such as fresh food and snacks, Lu Jiu Business Review's friends around him realize that more and more people are beginning to return to traditional e-commerce platforms or offline scenes.
This is a change in consumption that cannot be ignored.
As for the reason why they don't want to squat at the scene, according to them, on the one hand, most of the styles sold on the spot are noisy, and the years are piling up, people are more or less tired of it from an aesthetic point of view, and the enthusiasm for placing orders has faded; On top of that, they found that the super-chiefs of the on-site merchandise **seemed to be quietly**.
Then here's the problem: the super gimbal in the live broadcast room is really getting more and more"Expensive"Is it so?
The lowest price"The aura has faded.
Nowadays, in the final analysis, the biggest killer feature should be in the mouth of the anchors"The lowest price on the whole network", with the help of low-price tricks, super anchors do make a lot of money. However, in the past year, many consumers have found that the advantages of super anchors on live broadcast platforms no longer seem to be obvious.
Take the live broadcast of a super anchor as an example.
Cicido's waist rests on the 23rd, and at the end of October, after receiving the coupon in the live broadcast room, the ** is 59 yuan; In October a year ago, around October, the same product was only 33 yuan after the full reduction, and even if you did not participate in the full reduction, it was only 40 yuan. Depot toilet paper of the same specification, in the product link table of the live broadcast on the 23rd and 22nd, the ** of 16 packs and a box is the same, all of which are 54 yuan; But the ** on the 23rd is after participating in the price reduction, and the ** on the 22nd is before the price reduction.
Screenshot of the consumer's shopping on the social ** platform).
Then analyze the evolution of traditional e-commerce**. For better comparison, we can put it all the way on"Good value for money"tag of JD as a reference.
Take JD.com's advantageous categories"3C digital"For example, the HHKB Classic keyboard, which was priced at 1796 yuan two years ago, can now be bought for only 1599 yuan; Apple's 20W USB-C mobile phone charger plug has increased from 129 yuan two years ago to 99 yuan now.
Let's take a look at snacks. Two years ago, 120g*5 packs of Nongshim shiitake mushroom beef-flavored Xin Ramen were sold for 229 yuan, and now it's only 199 yuan, fill two packs to enjoy an extra 9% off, fill 20 packs to enjoy an extra 5% off.
During the Double 12 period in 23 years, he was a super head anchor"Mr. Dong"A herb-flavored mixed nuts were put on the shelves in the live broadcast room"49 yuan offline, 24 today9 in", but also fight hard to grab the goods, in fact, this is just the daily price of Baicaowei Jingdong official ***! The main thing is not to waste time squatting on the anchor.
Of course, in addition to **, today's consumers have more and more stringent requirements for customer service and fulfillment. At the end of September 23, Xiao Xu considered replacing an iPhone 14 Pro, and when he compared different platforms and found that ** was basically in the same range, he almost did not hesitate to choose to buy it on JD.com, for no other reason, because JD.com has the strongest ability to deal with delivery.
Objectively speaking, although the ** of the live TV hall is not in an absolute sense"Expensive", but from the comparison between a certain product in the live TV hall two years ago and today's **, from the comparison between Jingdong two years ago and today's **, and from the comparison of the price difference between the same type of products in the live TV hall and Jingdong, it is not difficult to see that the live TV hall is indeed getting more and more"Expensive"Finish.
Brother Yang's honorarium was more than 300,000 yuan.
In terms of cost-effectiveness in terms of economic aspects, it is inevitable that the ** of the superactive head will be higher.
Retailers want their products to be displayed live before they are actually sold, so they are faced with a list of costs: the cost of the on-site video, the cost of renovating the room on site, commission taxes, employee salaries, deposits for small shops, etcThe compounding of costs in all aspects directly affects the trend of the final **.
On the one hand, in recent years, the traffic of the short platform itself has been very high, and the super head anchor is the biggest beneficiary of the traffic dividend, and the cost of its live broadcast room as a platform resource has naturally increased.
It is understood that at present, there are usually three types of Douyin advertising classifications: CPM, OCPM and CPC, specifically, CPM is deducted according to pure ** thousand times, OCPM is deducted according to smart ** thousand times, and CPC is deducted according to clicks. However, the specific deduction standard also depends on the settings in the plan, such as contact optimization goals, scene usage, crowd settings, and other factors.
An employee of the Douyin e-commerce operation department said:"Traffic** is adjusted every year, especially last year and this year. Last year, the organic traffic of the business owner was good, but this year it is not good, because the organic traffic has become paid traffic, and it has to be bought by others, so it is not paid at all. "This also means that if you don't have money to buy traffic, it will be more difficult to do business.
On the issue of traffic price, he said that the traffic price is very large, which is not easy to say, because it involves different industries, different departments, different needs, different characteristics, and the difference is not very large, and there are too many factors involved, so it cannot be specifically measured.
Secondly, super anchors often have tens of millions or even more than 100 million fans, which entrepreneurs want"Borrow"The traffic of super anchors has to pay a lot of pit fees and a high proportion of commissions.
For example, in the beauty category, Mr. Dong's Jing Boran is 120,000, and Qi Wei's Jing Boran is 100,000, and the specific commission and mechanism must be combined with specific products. "said the staff of the MCN agency.
Another MCN agency called Perfect Family, which focuses on daily needs, said the other party"We can contact the person in charge of resources, Wang Yan is 50,000+, the disadvantage is reduced by more than 20%, and Venus is 50,000+, the disadvantage is also reduced by more than 20%."。In Xuzhou, an MCN agency called today and said that the drunkard did not mean to drink, and they even mentioned it"Xiao Yang's brother basically has 300,000+"。
*: Little Red Book.
In this regard, a merchant said:"The living room of the waist anchor or even the lower anchor, we basically don't make a profit, just to be popular, let alone the head anchor. "More than 20% of the commission, for small and medium-sized enterprises, is undoubted"To add insult to injury"。However, the business flow is carried by the torrent, and it is difficult to swim against the current.
It can be seen that no matter what kind of merchants want to enter the operation room of super anchors, the profit margin will be very small. Only with enough ** advantages can the retailer get access to the anchor lounge"Passes"。Therefore, some brands can only deliberately increase their products** in the live broadcast discounts of super anchors, and then greatly discount them, barely maintaining their profits.
However, this is still the first step. Traders can only accept"Super head"Strict rules unique to the Trader's Room, but it is difficult to obtain the corresponding credit limit. Even if you get into the trading room by chance, the entrepreneur has to bear it"Trading volume is not guaranteed"with"Lose money and make money"risk.
In fact, even big brands can't escape live broadcasting"Profit traps"。Mousse, a well-known home textile brand, complained on social platforms:"More than 30 companies participated in the home textile special session, with a GMV of nearly 40 million and an anchor commission of nearly 10 million, and in the end, I personally lost more than 1 million. "Such cases abound.
Third, it can't be compared, some small white brands, in fact, many of the standard products in the live broadcast are similar to those of traditional e-commerce, but the cost of the super anchor company is very high, so they will subscribe to the so-called in the live broadcast room of the super anchor"Exclusive**", forcibly selling, it seems cheap, but in fact, the main product is basically the same, and it also spends a lot of money to buy a lot of useless things. Money buys a lot of useless things.
In addition, under the premise of continuous profit-making, the high rate of return of live streaming has also become a problem for merchants. The resulting increased operating costs also add to the burden on merchants.
*: China Industrial Securities Capital Management Co., Ltd.
According to iiMedia Research, the proportion of users who have canceled live shopping orders or returned goods is relatively high, while the proportion of users who have canceled orders or returned goods infrequently is only 270%。iiMedia Consulting analysts believe that returns have affected consumers' shopping experience, and the high proportion of live broadcast e-commerce in this regard will become one of the challenges for the future development of live broadcast e-commerce.
In addition, in recent years, the cost of raw materials has also increased year by year. On the one hand, the production link increases with the increase of the industry cycle, and on the other hand, the sharp rise in marketing costs catalyzed by the super chef's living room, it is almost impossible for entrepreneurs to continue to offer low prices under multiple squeezes.
Super skull's"Mythology"Does it still exist?
Looking back over the past few years, buying"Super headlines"Consumers in the live broadcast room value it more"People (anchors)."It should look good and sound good. However, with part of the live broadcast room"Super streamer"Commissions and other issues, the market began to reflect"Super streamer"exists.
A veteran industry observer argues"From a real-time e-commerce industry perspective, this model remains significant in terms of user reach, increased sales conversions, the presence of other forms of unmatched advantage and value, and more"。
It's just that, just as the impact of super anchors on the normal market ** system, and the deformed ecology formed thereby, it is actually not beneficial to the development of the industry, and the future live broadcast must return from the standard to promote consumption. Because, at the core of the entire industrial chain, it should always be the entity itself, not the anchor. "The person added.
Whether it is JD.com's first attempt at tens of billions of subsidies"Low price strategy", or maintain 99 euros of regular free shipping, single-piece function**, double compensation for purchase** service, these appearances are behind this"A technical service company based on ** chain", efficient collaboration of retail, logistics, production R&D, cloud activities and other business segments. Behind these appearances, there is this one"A technical service company based on ** chain"Efficient collaboration with business segments such as retail, logistics, production development, cloud activities, etc.
When an egg is broken on the outside, it is food, and when it is broken on the inside, it is life. There may be many ways to change the status quo, but the main reason is internal, and in the case of the company, the organizational structure.
But for a company as large as JD.com, that's easier said than done. in order to better apply the "low price strategy", jingdong last year is also restructuring the internal and external benefits distribution mechanism --
In addition, the platform was launched"Million Merchant Program (number of active merchants activated)."with"Chunxiao Program (allowing individual sellers to open stores)."to promote traffic parity between owned merchants and POP merchants; At the same time, the platform introduces more upstream factories and source merchants in the industrial belt. At the same time, the platform has also introduced more upstream factories and source merchants in the industrial belt to promote the rapid growth of white-label merchants.
As for the internal structure, the organizational structure was bravely initiated, and the retail business group was changed to a business unit, and the streamlining of the hierarchy was carried out simultaneously. This is followed by an increase in combat effectiveness, such as 3The total amount of 800 million is popular in Jingdong outside the circle.
Jingdong's self-operated model determines that there must be an industrial group with a deep understanding of the collection and marketing of the personal field, the quality assurance of low-price procurement, the popularity of user goods, and then sell to users with reasonable **.
There is a **report,Jingdong a live pet food seller eats directly**,Behind this is his confidence in his own ** sales - since he started in the industry, he has visited hundreds of factories and personally tried more than 200 kinds of cat food and**. This is the epitome of JD.com's thousands of people and thousands of faces. This level of professionalism is completely unattainable by super anchors who sell hundreds of products live every week, but have never tried them, or even know nothing about the products.
As the main one from the source of the industry to the platform users"Contacts"In order to boost morale, JD also recently announced a salary increase, with an annual fixed salary increase of nearly 100% for front-line business personnel in JD.com, and the average salary increase for retail staff will not be less than 20%. Front-line salespeople with excellent performance can be rewarded with dozens of times their monthly salary.
From 2004"Dark winds"**To the current Jingdong shopping marketing center, the essence of Jingdong's business is"More, faster, better", so that users have a better consumption experience.
To sum up, it is not difficult for us to see that Jingdong's low price is to reduce costs and increase efficiency, and continue to squeeze the ** chain"moisture"In order to achieve it, rather than as a super-life chief, he must achieve profit margins by invading the real economy. And this low price can only go forever"The right way"。