The epidemic has changed the work and life habits of many people, forcing more services to transform and upgrade. Online fresh food delivery services, led by Alibaba Group’s Hema and JD Supermarkets, have sown seeds of hope in consumers’ hearts.
Second only to the catering industry The lower retail industry has felt the changes on the demand side, and has quietly changed its approach on the supply side. Models such as live broadcast and social marketing have become important magic weapons for clothing companies to save themselves.
Online has become the most effective way of playing.
The total method More than difficulties, in the face of the epidemic, business burst out with new vitality and potential. Take the clothing company PEACEBIRD as an example. During the epidemic, PEACEBIRD opened up connections with customers through online platforms and live broadcast platforms. Its PEACEBIRD men’s clothing, PEACEBIRD women’s clothing, LEDíN women’s clothing, Mini Peace children’s clothing and other brands have launched WeChat online membership Through special events, WeChat flash sales, mini-program distribution, and rotating live broadcasts in different regions, half of the temporarily suspended stores have sales, with an average daily total retail sales of 8 million yuan, and the performance is still improving.
The three-hour online live broadcast is comparable to the sales of a store in January. Who wouldn’t want to participate in such a cost-effective business? Over the past month or so, some traditional clothing brands such as Bosideng and Anta, as well as more online brands that rely on the Internet, as well as non-branded product live broadcasts launched by clothing buyers and Internet celebrities, have finally begun to compete in the same dimension. .
At the same time, various flash sale groups and brand VIP groups in social media are also gradually developing Through this channel, consumers not only enjoy shopping and warm services, but also enjoy care beyond consumption.
A consumer said that since he joined the shopping group of mothers in a certain store, all the food and clothing for his baby are of the best quality, and they can be delivered to his home at the touch of a finger. When you encounter a headache or fever, there is an entire support team as remote guidance. A consumer who joined the designer flash sale group said that since joining this channel, he rarely goes to shopping malls for shopping. This kind of service that saves time and effort to buy the fashion of your choice is very suitable for white-collar workers in first-tier cities.
Different from the fast and efficient monetization form of live broadcast, social marketing brings warm, high-frequency and high-viscosity shopping behavior. Through positive interactions with target consumers, the brand gains With the unique consumption data, under the cloak of warm interaction, feedback to products and brands is realized.
However, there is nothing new under the sun. Live streaming and social marketing are not new species. They have been quietly fermenting in recent years. Merchants rely on the small groups condensed behind them to gradually compete for territory and divert offline consumer demand.
There are many clothing brands that have been involved in live broadcast or social marketing. In 2019, the Internet celebrity group headed by Li Jiaqi, Viya, etc. allowed brands to see their strong monetization capabilities, so they competed to participate. On the Taobao platform, Bosideng, La Chapelle, Li Ning, Anta, Skechers, Most of ONLY, Peacebird, etc. have opened live broadcast rooms.
The difference today is that in the past, live broadcast and social marketing were just one of the many strategies of clothing brands, but now they have become the most important Or the most effective way.
At the same time, clothing brands not only conduct live broadcasts through internal employees, but also link up with leading Internet celebrities on various live broadcast platforms. Taking La Chapelle as an example, it has successively entered Taobao and Kuaishou live broadcast rooms. Since then, it is expected that nearly 100 million yuan of funds have been withdrawn.
What is the magic of live broadcast and social marketing?
Why are live broadcasts and the social economy so magical? This is mainly due to the development of the digital economy.
In the traditional consumption model, consumers’ shopping behavior in shopping malls and specialty stores is random, and the success of the purchase depends on whether the consumer selects satisfactory products. The supply side is basically sitting passively waiting for customers to come to the door.
With the development of live broadcast platforms and community marketing, operators can use big data to analyze consumers’ purchasing demands, and then complete the purchase through Internet celebrities, anchors and buyers behind them. During the product selection process, they used online channels to vividly display and share product experience, allowing consumers to understand the products more directly. In this process, it is for purchased users to gain knowledge, for potential users to be entertained and satisfy their curiosity; for the supply side, it is a proactive approach to quickly match consumer demand and achieve direct monetization.
In fact, many brands have already deployed social marketing models. �Groups are still bouncing around from time to time, but consumers are tired of fragmented information. The good news is that live broadcasts are coming. The “live broadcast + community” format is an opportunity for brands to take a long-term approach and catch big fish.
If live streaming is like a net for fishing in the sea, then the community is like building a pond to raise fish. For brands, they can accurately attract traffic through live short videos, conduct intensive and in-depth operations on old customers through the community, conduct classified and hierarchical operations on potential customers, and improve conversion rates and customer referrals.
With the help of live broadcast + community marketing, brands can establish an ecological system, reshape the relationship between people, goods and places, and form a complete Closed loop of supply and demand.
Today, the epidemic has changed people’s consumption behavior and psychology. It is foreseeable that consumption and channels are being reshaped, and the epidemic is accelerating this process.
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