Rebirth declares war on the honest

Chapter 545 541. E-commerce Festival

Double Eleven is a traditional e-commerce shopping festival, the anniversary of countless girls emptying their wallets.

On November [-]th, Kong Yixuan and Gu Ying took inventory of the goods in the second-phase house in Ampton, preparing for Double Eleven that will come tomorrow.

Since the two started e-commerce live broadcasting to test the water delivery field, the group living in the dormitory, as well as the cramped and quiet external environment, are obviously not suitable for the two newcomers and small anchors.

Gu Yun simply vacated the empty house in the second phase of Ampton, and gave the keys to his sister and Kong Yixuan.

Girls with a background in finance tend to accept new things very quickly. The two live broadcasts mainly focus on women's clothing. Gu Ying is mainly responsible for introducing products, and Kong Yixuan is cooperating with product introductions while acting as a model.

Whether it is Kong Yixuan or Gu Ying, in just a few months, they have gained more growth and experience than the previous ten years.

Both of them learned and explored from scratch for a series of projects such as product selection, docking with manufacturers, speech organization, expression management, and polishing of live broadcast logic and content.

Fortunately, they caught up with the best times.

Dou Le e-commerce has just started. Everyone is struggling on the same starting line. No one has a time machine, and they can find the correct version of the answer as soon as they enter the business.

For example, Kong Yixuan and Gu Ying, just got a few words from Gu Yun, and they emerged in a series of small anchors.

For Dou Le e-commerce, the concentrated burst of orders under the live broadcast mode can take full advantage of the scale advantages of the supply chain and effectively reduce production, logistics and other costs.

This not only enables anchors to directly connect with manufacturers, but also allows brand owners to directly connect with consumers, eliminating a large number of intermediate links.

At the same time, the data platform behind Dou Le's e-commerce launch accurately pushes the real-time data of every day, every game, and every type of product to every anchor, allowing everyone to adjust their live broadcast logic based on the data, and Selection method.

From the current point of view, Dou Le e-commerce's changes to the retail model are not only reflected in the consumer side, but also in the supply side.Among them, the most obvious performance is the effective compression of supply chain links.

This change has effectively compressed the cost of commodity operation and ensured the price advantage of commodity prices.On the other hand, a shorter supply chain also reduces the link and cycle of information feedback.

"Yingying, how about yesterday's data?"

Kong Yixuan shook the new dress on her hand, turned her head to ask her roommate with a smile, she was in a good mood.

"Great, the manufacturer is very satisfied, and specially sent us a large batch of goods for tomorrow, the quantity is ten times that of before."

Gu Ying is debugging the equipment, and the data analysis of the small team is mainly done by her.

"So much? Can we digest it?"

Kong Yixuan blinked, a little surprised.

"Don't worry, these are the numbers we sent the data to and analyzed by the brand owner and the manufacturer. We must believe in science."

Gu Ying gestured yes to her, opened Ele.me on her phone full of energy, and ordered takeaway for two.

During a live broadcast, the sales status of a single product can be immediately fed back to manufacturers and brand owners after the live broadcast ends.

They can adjust production plans based on the most direct user feedback, accelerate product replacement, and adjust their marketing strategies and customer group positioning based on the above information.

At present, Dou Le e-commerce is also vigorously supporting brand self-broadcasting.

In June this year, when just testing water and e-commerce, Dou Le proposed that in the next year, Dou Le would help 6 new brands realize their dream of selling over 100 million yuan.

For suppliers, the attractiveness of Dou Le e-commerce comes from new sales increments, large-scale orders, sales-based purchase models, and easier entry and contract fulfillment models.

More importantly, judging from the current trend, Dou Le e-commerce has the ability to create explosive products, so it is more suitable for the development of new brands.

Little anchors like Kong Yixuan and Gu Ying, who have less than six-figure fans and little influence, are just the tip of the iceberg.

Since Dou Le's trial of e-commerce, Shen Qingcheng and a series of celebrities and Internet celebrities have joined in, and many top Vs have also joined the emerging industry of live streaming.

In fact, in terms of platform operation mode, the decentralization of DouLe gives all merchants an equal opportunity to display.

Here, no matter how influential, as long as there is high-quality content creation and the blessing of algorithms, traffic support can be obtained.

However, on traditional platforms, it is difficult for middle-end merchants to get good exposure opportunities.

From another perspective, Dou Le platform itself is more suitable for the development of new brands.

Dou Le e-commerce is more about random consumption, so most of the products sold are non-rigid-needed products. In addition, there are many young users, who are more willing to try new products and generally have a higher acceptance of new products. It is easier for brands to open up the market.

"Sakura, did you notice something?"

The takeaway arrived soon, Kong Yixuan pushed aside the messy brand gifts on the table, and sat down to eat with Gu Ying face to face.

"what?"

Gu Ying took apart the chopsticks, raised her head and asked.

"It's just that there were a lot of cheap clothes on Pinyuan, which were very difficult to sell, but they are very popular on Doule."

Since Dou Le further improved the supply channels with Pin Paradise, the careful Kong Yixuan discovered this secret early in the morning.

The previous users of Pinleland were mainly young people in small towns in third- and fourth-tier cities. They were mainly concerned about low-priced or even cheap clothes, and they were not interested in products that were slightly more expensive but could guarantee quality.

They feel that since they have come to Pining Paradise, they should focus on a cheap one, otherwise what should I buy?
After such a concept has been deeply rooted in the hearts of the people, there is further patience to slow down, and fewer and fewer people understand product quality.

However, such products have been unexpectedly welcomed by many consumers after they landed on Dou Le e-commerce.

Under the spotlight of the live broadcast, the quality and ingredients of different products can be clearly seen under the introduction of the anchor.

Coupled with the generous subsidies and discounts that Dou Le itself brings to live broadcasting e-commerce, the products are of high quality and low price, and can be seen in people's eyes. Products that are extremely reassuring are often sold out within a few hours of the live broadcast.

"You really mean it when you say that?"

Gu Ying nodded, showing a look of sudden realization.

"Everyone said before that DouLe has no WeChat interface, and the traffic will be a lot less. I am afraid that this year's Double Eleven will not be able to keep the top three e-commerce companies. It is going to lose the adults. Now it seems."

Now Kong Yixuan, as an insider, already has her own professional side when looking at problems.

Dou Le e-commerce quickly became the life-saving straw for Pinyuan to get rid of WeChat, an important traffic party.

For Dou Le e-commerce, it is absolutely extremely difficult to complete the handover with Pinyuan in a short period of time.

DouLe goes up and down, not only to continuously optimize the supply system of Paradise Paradise, but also to connect with new departments to further complete the creation of a closed business loop.

In this process, the role of new brands in Pinduan also cannot be ignored.

In terms of specific operations, Dou Le E-commerce also gave specific operating strategies.

Specifically, Dou Le e-commerce has set up four different methods: top V, marketing activities, talent matrix, and merchant self-broadcasting.

Generally speaking, through the introduction of top-notch Vs, new products can quickly raise their voices and open up the market with the help of star effects, and then continue to expand their brand influence with the help of marketing activities and talent matrix.

"Maybe this is what the teacher taught us, the complementary effect of different user portraits~"

Gu Ying took a bite of the chicken leg and spoke vaguely.

The target groups of Dou Le user portraits and Pin Paradise are actually very different.

Most of Dou Le's users are younger, larger, and have higher consumption power and desire to consume.

In Dou Le e-commerce, the content scene and the consumption scene are integrated with each other. In the few months since the new e-commerce function was launched, the users of Dou Le e-commerce have grown rapidly. That's what you get.

Even without data analysis, it can be seen that Dou Le e-commerce users, women are the absolute main group of buyers, and the growth rate has doubled several times in the past six months.

From the perspective of age distribution, young users aged between 30 and [-] have an absolute advantage, and the group of college students who are still in school has the highest growth rate.

Take Kong Yixuan’s dormitory as an example, almost everyone is a loyal user of DouLe. After the e-commerce live broadcast function is enabled, young girls who love consumption naturally keep up with the trendy pace.

And this is also the characteristic of DouLe e-commerce users' consumption. They pursue beauty, innovation and fashion.

Statistics show that women's clothing, snacks and nuts, and fashion accessories have become the three most popular categories for DouLe consumers to buy this year.

In addition, beauty and skin care, make-up, grain and oil seasoning, fresh food, etc. have also been popular categories for a long time.

"Okay, you, Yingying, you are becoming more and more professional now."

After eating and drinking enough, Kong Yixuan got up to throw away the leftovers from the meal, pinched Gu Ying's round face, and teased with a smile.

The live broadcast industry can improve people's comprehensive ability in an all-round way.

In particular, the presentation ability of the anchors who appear on the scene can be called the core of the closed-loop core of the entire e-commerce consumption.

The display ability of Dou Le e-commerce anchors is mainly manifested in three aspects: product appearance, anchor aura and body language.

In terms of product appearance, first of all, let customers understand the appearance of the product through the mobile phone screen, display the product in a conspicuous position, and put the product first when live broadcasting;
In terms of the anchor's aura, when the anchor is live broadcasting the goods, the aura must be strong enough. Only those who are confident can have their own attractiveness and win the trust of the audience;

In terms of body language: body and expression must be natural and rich, so that the audience can feel the enthusiasm of the anchor across the screen, and even design specific actions exclusive to their own live broadcast room according to the characteristics of the product.

Under Gu Yun's occasional guidance for a period of time, both Kong Yixuan and Gu Ying have developed quite solid expressive skills.

Sometimes when they lie in bed and watch other people's live broadcasts, they can even find fault with their competitors.

"This speech speed is not good."

Dou Le e-commerce anchors should speak as fast as possible within the per capita stay time, but there must be a rhythm.

"This is emotionless, almost meaningless."

Emotionally, the expression should be rich, the tone should be up and down, and the speech should be emotional, so that the audience should not feel that you are reading the text dryly.

"This sister's speech skills are too rubbish, right? Did you prepare the script in advance?"

The presentation of products should be professional, and professional terms should be used to highlight the value of products.

"The ability to control is too weak, and there is no competitiveness at all."

Gu Yun, his sister and his little lover once talked, the most important thing for an excellent DouLe e-commerce anchor is to master the overall control ability.

These include the following three items:

Script process: Communicate with the operation in advance and be familiar with the script process;

Mobilize the atmosphere: drive the buying atmosphere among the shoppers, make the atmosphere of the live broadcast room relaxed and happy, and play music to mobilize the atmosphere;
Response ability: When encountering emergencies, such as the overturning of the experiment in the live broadcast room, and the rhythm of black fans in the comment area, etc., they can respond and solve them in a timely manner.

At this time, the importance of division of labor and cooperation is reflected. Gu Ying is better at mobilizing the atmosphere, and her reaction ability is faster. Kong Yixuan is responsible for communicating with the operation and familiarizing herself with the script.

Two hours of uninterrupted interaction with netizens in front of the screen really made the two girls feel overwhelmed at the beginning, and new problems continued to emerge.

Because it is a product live broadcast for women, as long as key sensitive words are touched, the public screen will pop up the words of violation.

Kong Yixuan is also crossing the river by feeling the stones, exploring while live broadcasting, and constantly adjusting the live broadcast script for the teaching and explanation of brand professional knowledge.

For a whole month, Kong Yixuan and Gu Ying continued to adjust and improve the content of the live broadcast through practice, and finally gained something.

Among their fans, women account for 92%, especially more than 18% of the age group of 25-[-]. As the main group of e-commerce consumers, they have high spending power in beauty makeup, clothing, snacks, etc.

Although the live broadcast of the two is not particularly popular, the excellent retention rate and transaction rate every time can make the brand feel extremely satisfied, and this wave is not a loss.

Compared with other well-known anchors, in the early stage of live broadcast, the operation team of the platform will analyze the suitable categories and groups of anchors based on historical data, establish high-quality brands, and provide professional advice on product mix and other aspects.

With the continuous establishment and deepening of the anchor's own style and tonality, the anchor will gradually clarify its own product strategy.

The professional operation team will provide traffic support and other support, and will also recommend more suitable brand products according to the characteristics of the anchor, helping the anchor to gradually form a stable cooperative relationship with high-quality merchants, and realize the improvement of people bringing goods.

As amateur anchors, Kong Yixuan and Gu Ying didn't have a professional operation team, and they didn't use Gu Yun's reputation to provide traffic support. They just did things well bit by bit based on their hobbies.

And this is also the status quo of countless Dou Le small anchors, and there are also many amateur anchors like them, who are growing rapidly in their exploration.

"Must be professional, baby, survive tomorrow and take off, come on!"

Gu Ying pursed her lips and clenched her hands into fists to encourage herself and her good sisters.

　I was stuck for another day, and finally wrote it out. It took me half an hour to change it~
　　
　
(End of this chapter)