Combining the information of Lao Chen and Xiao Zhao, coupled with some business interviews, I think the reason why it is difficult for these small and medium-sized businesses to do live broadcasts of local life is precisely due to the offline attributes of local life itself, and there are three core reasons:
First, small and medium-sized businesses are rooted in local business and have strong regional attributes.
Generally speaking, the physical radius of the store's radiation is their business scope, which is a few hundred meters near and three to five kilometers away. If they do live streaming, they want to reach potential consumers around the store. This means that merchants in Beijing do not want the traffic in the live broadcast room to come from Nanjing, and merchants in Haidian do not need traffic from Chaoyang or Daxing.
Second, in the "nearby traffic", it is only for potential users who have a clear intention to consume.
The focus of local life live broadcast is to accurately segment users with the help of LBS, and while geographical location is important, it is equally important to clarify consumer needs. This determines the flow and distribution mechanism, merchants do not need more traffic, the better, flood irrigation, but thirst for those with significant demand for accurate traffic, with accurate traffic to have real transactions. Just like the next, why are the most "fitness swimming" flyers distributed at the entrance of office buildings and Internet manufacturers, because this is the target passenger flow, and the probability of transaction is high.
Third, bitter business is more sensitive to the cost of live broadcasting.
The local life track, no matter which sub-industry, is almost a hard business. Rent, labor, utilities ......As soon as the door is opened, it is the cost. The gross profit margin of the merchant itself is low, and the sales expenses of the channel are also low, so it is obviously unrealistic to let a barber shop and gym hire people to do short**, open live broadcasts, and buy traffic. More likely, they can broadcast anytime, anywhere, in an unpretentious format, but with simple and effective content.
The above three characteristics determine that most local life live broadcast businesses do not need traffic in a general and general sense, but traffic with higher accuracy and a lot of words in front of it. They want to evaluate the accuracy of the traffic and the final conversion rate, so that these traffic can be turned into real sales.
In addition, because there will not be a lot of investment in live broadcast equipment and personnel, and there will not be a lot of room for profit through low prices, the significance of local life live broadcast to small and medium-sized businesses is that a small part is the drainage of new customers, and more is to effectively obtain ** orders to achieve "volume".
Will be oily. Open source: Join Huiyou, graft the customer resources of the Huiyou platform, effectively increase sales channels, and make the business of merchants improve immediately.
Throttling: Merchants use idle or drainage to distribute overlord meals as the best welfare products to attract customers into the store, and after receiving coupons, they can be exchanged for goods or services needed for production and life on the platform, saving cash consumption expenditure, and forming a sticky business cycle between merchants and merchants, merchants and consumers.