The Epidemic Led The Live Attendant Rocking Line Who Became The Anchor.

Even if it's just a live broadcast at home, Yu Wanjun, the cabinet elder sister, has changed into a decent suit and refined her makeup. After debugging the lights and angles repeatedly, she plucked up the courage to sit in front of the live broadcast camera and became the anchor.

Yu Wanjun is a Japanese cosmetics brand counter shopping guide of Hubei Xiantao Yintai department store, commonly known as "cabinet elder sister". A few days ago, she received a notice from the company that in the evening of February 18th, there will be a live broadcast of "cabinet sister" in Hubei. Yu Wanjun, who was fresh and curious about the live broadcast, did not hesitate to make a name.

Before that, Yu Wanjun's work and life were completely disrupted by the new crown pneumonia epidemic. Under the epidemic situation in Hubei, offline businesses have been almost completely shut down, and a number of shopping malls in Xiantao have issued a notice of closure or suspension of business. Yu Wanjun, who could only stay at home for two days during the Spring Festival, had an extended vacation. She did not dare to go out easily. She could only look out from the window ledge of her two floor everyday, and the streets were sparsely populated.

The live broadcast started at 6 p.m. and lasted until 10 p.m. But something unexpected happened. The live broadcast lasted about two hours. Yu Wanjun suddenly received a notice that there was a little trouble in the background, and there was no way to add links to the merchandise. This means that Yu Wanjun's nearly four hours of live broadcast will be zero turnover, zero sales, zero account.

However, the accident did not upset Yu Wanjun's rhythm. She introduced almost all the counter products according to the plan. Although there was a major mistake, the live broadcast still attracted 14000 people to watch online. What moved Yu Wanjun was, "no fans blame me. Everyone is very considerate." he even said "live in Hubei". Come on, Wuhan! That's encouraging. "

The first live broadcast of Yu Wanjun, the cabinet sister, ended in a beautiful "mistake". And thousands of miles away, Beijing, although many days to resume work, but in the core business circle of Xidan Joy City customers are few, many businesses have begun to try live broadcast of this marketing tool.

On the comprehensive transformation line, WeChat visited customers, WeChat small program mall, WeChat group and friends circle to introduce products and "cabinet sister" live broadcast, becoming the mainstream marketing mode during the epidemic. By the end of February 26th, the official voice account of Xidan's Joy City has opened 10 series of live broadcasting, and more than 18 business outlets have joined it one after another.

Under the pressure of offline consumption, the industry is faced with multiple pressures such as rent, commodity inventory, staff salaries and so on. From shopping malls to brands, and even "cabinet elder sister", they are trying to save themselves and find solutions to cope with the impact of the epidemic.

　 Live broadcast

"Chinese entrepreneurs" know that the jewelry sales season was very high, and the average number of jewelry merchants on the line was more than 100 people a day. But now, there is no way to compare with the traffic volume.

Reporters in Xidan Joy City see, with Spanish jewelry brand TOUS shop for example, one day into the store's passenger volume will not exceed 5 people.

To cope with the epidemic, Xidan Joy City has launched a series of measures.

"Chinese entrepreneurs" learned from the shop staff that the store operation time changed from 11 a.m. to 7 at night. During the epidemic period, employees were reduced to the shops as far as possible, only to maintain the basic operation of the stores, and all the other employees turned to the line.

Before the official live broadcast of TOUS, the mall will arrange for people to do simple training with the live "cabinets" to remind them of the matters needing attention during the live broadcast. "Cabinet elder sister" said that even if it had been rehearsed before, the first broadcast would be tense, and there would be occasional cold scenes.

Due to the emergence of non professional anchors, the live broadcast of "cupboard" is far from being popular with millions of fans. Reporters on the shaking platform observation, TOUS a live broadcast fans watching a limited number, but compared with the offline shop's deserted passenger flow, this achievement can at least let the shop harvest a little popularity.

Under the line, the shop leaders were equally relaxed. They made several live broadcast through their own voice accounts. "The main purpose is not to sell goods, but to share our experience in fashion matching and trend, so that users can achieve cloud shopping in the home at home."

This is the status quo of most "live sister" live broadcast. Compared with Taobao live broadcast, the threshold of live broadcast is relatively low. But it also means that the "cabinet elder sisters" who did not have the fans to sink the foundation were hard to stand out from a large number of professional content producers.

In addition to the current hot live broadcast, small programs, WeChat group and friends circle have also become the "self saving" tools for each brand.

Prior to the cooperation between joy city and WeChat small program, members of Xidan Joy City can directly purchase products on the online shopping mall by landing WeChat's small program. Earlier, the relevant data released by Joy City revealed that the small program mall had generated over 1 million 600 thousand transactions, and the total daily activity exceeded 280 thousand.

We succeeded in introducing Kidsland into the Chinese market, and the offline performance also suffered a cliff slide during the epidemic.

Kidsland's national strategic business manager, Fang Gang, told Chinese entrepreneurs that the passenger flow of the next line of Kidsland line has dropped sharply on the basis of the impact of the epidemic. As of February 26th, Kidsland has not yet been opened in 193 stores and department stores nationwide, close to 40% of the total number of stores under the line, and the remaining more than 300 open stores are generally compressed at 6~7 hours, almost all of them. No passenger.

"During the epidemic, we made a lot of adjustments in online retail. Based on the established WeChat small program mall, we soon organized a WeChat community, opened a business WeChat, started social marketing, and we are also trying to make phone orders based on old customers. Live broadcasting is our indispensable tool." Fang Gang said.

"We have a shopping guide in Nanjing, and live together with shopping malls to live on the vibrato. The first live broadcast has more than 5000 yuan sales, and several sales have been good after that." Fang Gang said.

But everything is constantly groping.

Huang Hua, manager of Kidsland marketing department, told Chinese Entrepreneurs: "many shopping malls and shopping centers are somewhat unprepared for the sudden transformation. The best effect of live broadcast sales is the electronic business platform, which can be purchased directly through live broadcast, and the wastage rate is the lowest.

Zhuang Shuai, founder and retail business analyst of Bailian consulting, said that there are mainly problems of management and personnel structure in the offline shopping center. Shopping malls are centralized management system, centralized headquarters and personnel structure is relatively simple.

"But online live broadcasting is a completely different logic. It needs continuous operation and customer acquisition. For shopping malls, they have no professional organization and operation team, are not familiar with the rules of live broadcasting platform, nor have online access capability, so it is more difficult." Zhuang Shuai analysis.

　　 Pushed by the epidemic

Direct broadcast with goods is one of the hottest keywords of the electricity supplier industry in 2019. The tuyere brought up the platform such as quiver, quick hand and many spells, and also created the myth of live broadcast with Li Jiaqi and vyya. Countless live players and training institutions sprang up like mushrooms.

However, if the offline shopping malls want to realize the backdrop of live broadcasting, they actually contain the test of commercial digitalization under the line.

Yu Wanjun is involved in Yintai and Taobao launched the "guided shopping live broadcast" project during the epidemic. Now there are more than 50 brand counters to join. Up to now, the first batch of Yintai shopping guide has been accumulated over 10 thousand minutes at home, with a total of over 100 thousand people.

As early as the official resumption of work in February 3rd, Yintai began to study the "cabinet sister" live broadcast.

"Since February 6th, we have decided to launch the live broadcast of the cabinet, and the official launch of February 7th. It took us only one day. By February 20th, we have completed the transformation of the total link of the 50 stores and the entry of more than 1000 shopping guides." Wu Sichuan, director of Yintai direct broadcast project, said to Chinese entrepreneurs.

What is the transformation of the overall link? Wu Sichuan concluded, "watching and buying" is the need for shopping centers to have a set of electricity based capabilities, which is equivalent to a shop, first of all goods, click on the goods will be placed, shipped, this is the ability to digitalization of goods, followed by customer service, delivery, logistics, inventory statistics and a series of capabilities.

In 2017, Yintai completed its privatization and officially became a member of the ecology of Ali. Over the past three years, Ali has gradually transformed Yintai into a new retail benchmark for Ali in the department store.

Ali has experienced two stages in the transformation of Yintai, one is the digitalization of people, and it connects the Yintai members and Ali members. In 2019, Daniel Chan, CEO, announced that Yintai's digital members broke through 10 million, and two was the digitalization of goods.

Finally, Yintai set up a digital shopping mall, optimized the process of department stores through Internet technology, and integrated the collection, membership, trading, counters, goods, services, warehousing and distribution to form an ecological closed loop.

This is the ability of many Yintai water test new retail outlets over the past three years. Now Yintai's products have been digitalized, as long as they can be accessed from Taobao's live broadcast system. "12 days to open 50 stores, equivalent to an average of one day to open about 4 stores, if there is no electricity supplier basis, will be a very difficult thing." Wu Sichuan said.

Before Yu Wanjun's live broadcast, Yintai's "live agent" opened a lesson to her through nails, and trained online for more than two hours, including some professional skills and practical skills in live broadcast. Unlike general department stores, Yintai has set up a special way of organizing, specifically targeting the live broadcast of the cabinet.

This organization is not centered on the anchor "cabinet elder sister". Instead, it focuses on Yintai "brokers". Each broker connects 3 to 5 "cabinet elder sister", arranges all matters related to the follow-up live broadcast, and matches the "cloud cabinet elder sister" live group, which is composed of the goods team, the customer service team, the traffic team and the 4 people. 。

The core of this organization lies in the "brokers" team. They are employees of Yintai, understand the core process of live broadcast, and are responsible for one to one communication and training of "cabinet elder sister".

"As long as we continue to train brokers, brokers will continue to train and guide purchases, within a few days, we can complete all the processes from settlement to broadcasting, which can be replicated on a large scale." Wu Sichuan said, usually a guided tour live line needs 30 hours of preparation, including training and the process of getting through the goods.

Yintai has revealed to Chinese entrepreneurs that in order to go farther on the "live broadcast of" sister, "Yintai" has set up its own MCN company, focusing on systematic training of shopping guides.

"Next, our" cabinets "live scale will grow at a geometric level, and it is likely to reach 5000 people, with more than 1000 hours of live broadcast every day. Under such circumstances, we must have a complete training system to complete the guided shopping live from entry to advanced or even higher level.

In fact, since 2019, Yintai has begun to explore the live broadcasting business. Jiang Xinjie, chief executive of intime business assistant, told Chinese entrepreneurs that Yintai had reached a consensus with Taobao's live broadcast group before the new year. In 2020, Taobao will play a key strategic push on the shopping guide. It's just that the epidemic has accelerated the process.

Jiang Xinjie believes that live broadcast has broken the restrictions on time and space in traditional department stores, and the "live" will become a new trend and growth point in the industry. Yintai has a total of 50 thousand shopping guides. The first phase may complete the purchase of 2000 shopping guides. Until the mode runs, all the shopping guides will be broadcast live in the future.

Fang Fang also shared the same feeling: "in 2019, Li Jiaqi let everyone see the live fire with goods. Kidsland realized that live broadcast is a very good way to reach customers.

In our future digital layout, live broadcast and community operation will be the two most important tools for new retail, and guided shopping live will become a normalization.

Huang Hua also said: "what I feel most deeply is that retail under the line has come to a stage that has to be changed. Although everyone is talking about new retail and digitalization, it is not urgent, and under the influence of the epidemic, it has to rely on online promotion tools to achieve sales."

　　 Will it be a flash in the pan?

However, when the epidemic is over, will the "self help measures" such as "live in the box" live in a flash in the pan? This is also a problem that the industry is thinking about.

From the formal resumption of work in February 3rd to the launch of the "cabinet sister" live broadcast in February 6th, the three day in the middle of the day is also a core question: if we only choose to broadcast live in order to fight against the epidemic, will the vitality of the "cabinets" live on the end of the epidemic? Do we have to do it?

In considering whether the "long live" can be kept for a long time, the core judgment criterion of Yintai is only one: can the income of shopping guide be increased? If the live broadcast can't bring them more income, then it can't be long.

The effect of Yintai's initial observation is that the average price of the live broadcast is 100 to 200 yuan per month. During the epidemic period, the offline sales of the shopping guide almost stopped, and the live broadcast brought some revenue to them.

Wu Sichuan said: "in the future, shopping guides can get the sales commission on line, and get the online commission through live broadcast. As long as the income increases, everything will be easy. This project needs a large number of front-line shopping guides to face the consumers, and only if they have the power to participate, can this project run successfully.

Under the support of the quick replicating cloud box sister live broadcast mode, only 10 days, Yintai has completed 1000 registrations, completed more than 300 live broadcast, and this scale is also growing at a geometric level.

In addition, Yintai also found that shopping malls, shopping guide live and on-site services can be compatible with each other. Before the outbreak, Yintai West Lake store in Hangzhou has already run out of a live broadcast mode: in January 2020, the live broadcast of Taobao's live broadcast Festival, a live broadcast of daily shopping, has become the norm of Yintai West Lake store.

In the past time, people questioned the value of Yintai. Is Ali feasible to bring online value to the line? Does development line affect offline sales? In this regard, Yintai said that through practice, they found that online and offline sales are not mutually exclusive relations.

In February 19th, although the flow of shopping malls was much lower than that before the epidemic, the first sale of Hangzhou's first resumed shop, Wulin Yintai, was over the same period last year.

"On the first day of operation, there is no one on the line. This data means that most sales of Yinlin and Yintai are completed online." Wu Sichuan believes that Yintai's layout in the new retail business has strengthened its ability to resist risks under unexpected situations.

The offline commercial complex has its own characteristics, such as the uneven distribution of passenger flow, less working days, more weekend people, fewer people in the morning, more people in the evening, free time to complete live broadcast, shopping guide can also be divided into two persons, one line is responsible for offline services, one focus on live broadcast.

However, Zhuang Shuai believes that Yintai is a relatively special case. Since Ali's stake in Yintai, the line is basically taken over by Ali. Therefore, behind the live broadcast of Yintai "cabinet elder sister", there are actually strong Taobao and Tmall operation teams in support. At this time, Yintai is equivalent to a MCN organization. It can organize the shopping guide to do direct broadcasting on Ali's platform, and Ali can also provide traffic support to Yintai's shopping guide in reverse.

As a brand side, Kidsland also said it would continue to do live broadcasting business.

"Toy itself is a very suitable category for live broadcasting. As a offline toy retailer, our biggest feeling is that a lot of sales are brought by experience." Fang Fang said, "consumers will experience more or more willingness to sell in the store, and the live broadcast is also similar, which can show the characteristics and play of products more effectively."

In the future, Kidsland plans to select a live team in its 1500 shopping guides, unify training and plan future live content.

Xiantao has not yet announced the resumption of work time. Yu Wanjun still needs to visit his customers at home every day and study professional live broadcast knowledge. His workload is no less than that in the mall, and he even recommends his friends circle every day. His P chart technology has made great progress.

At the end of the epidemic, Yu Wanjun plans to go to Wuhan University to see cherry blossoms. "Now the biggest wish is that everything is getting better and everyone can get back to normal work and life."