Taking Taobao Live as an example, let’s talk about the live streaming methods that can be used as reference in 2017

According to a CNNIC report, the size of China's Internet users had reached 731 million by December 2016, and the size of online live broadcast users had reached 344 million, accounting for 47.1% of the total number of Internet users. Live broadcasting is no longer just a phenomenal product, but has become an important part of China's Internet development. From the nationwide live broadcasting craze to the reshuffle and segmentation of the live broadcasting industry, how will live broadcasting develop in 2017? How can companies take advantage of live streaming?

I have been paying attention to and participating in live broadcasts. There are several possibilities for the development of the live broadcast industry in 2017:

1. Live streaming social e-commerce model takes shape
2. Live streaming content IP has developed into large-scale development
3. Live streaming is more vertically segmented

Social e-commerce is the inevitable path for the development of e-commerce. Socialization makes e-commerce traffic more diversified. Under Jack Ma’s “new retail” concept, live streaming has also become a very important scenario in e-commerce sales channels, allowing users to get what they see and perceive products more intuitively. In this regard, Taobao Live, which was born based on Taobao and Tmall , has a unique advantage. So you see those people selling agricultural products in the fields, internet celebrities selling clothes, or companies doing live broadcasts to sell cars . In short, when the omnipotent Taobao meets live broadcasts, it becomes even crazier and more interesting!

Let’s take Taobao Live, which is good at “selling goods”, as an example to talk about the live streaming methods that can be used as reference in 2017:

1. Universal participation

When it comes to live streaming, everyone invariably equates it with internet celebrities. Apart from internet celebrities , is there nothing ordinary people can do to enjoy it? In fact, I have written a similar article a long time ago to elaborate on this point of view. Live streaming can be participated by everyone, but the number of fans participating is different, and the immediate effects are different. Internet celebrities have their own way of playing, and the participation of ordinary users may be more down-to-earth. For example, in the Taobao live streaming cases, there are many ways of playing for ordinary merchants, such as "Shaoxing Pearl Brother" and "Cunhong Live Streaming Catching Native Chickens and Picking Eggs".

Why is live streaming said to be down-to-earth? Consumers who purchase pearl oysters for 58 yuan can obtain a number. Pearl Brother will "open the oysters and take out the pearls" based on the number. It is actually a very simple process, which is to add a live broadcast to the offline process, making it easier for remote users to see the operation process. The real-time sense has greatly increased sales. During the Double 12 period, sales on the first day of live broadcast reached 1,200 orders, and the total number of views on the 8th exceeded 80,000.

Reference points:

1. Real-time display: The links that need to be shown to users will be presented in the form of live broadcast, which will greatly increase the effect. Of course, merchants must operate with integrity. The live broadcast cannot be real-time and then another product is replaced during delivery.
2. Buying atmosphere: Live streaming creates a stronger buying atmosphere in the e-commerce shopping process, and real-time comments by users will increase other users’ favorability towards the products.

2. Live streaming triggers integrated marketing

The emergence of live streaming has added more variety to marketing methods in the past two years, and through the real-time detonation of live streaming, it has become the detonation point of an integrated marketing campaign. Some celebrities even walk the red carpet and their lipsticks sell out, which leads to all kinds of discussion on the internet. At the recent Taobao Live Broadcasting Ceremony, the “Wang Zulan Birthday Imitation Party” planned by Hydrogen Interactive won the “Taobao Live Broadcasting Top Ten Marketing Cases of 2016”.

I am also a "witness" of this case from its initial planning to its award today. As the former spokesperson for Shenzhou Maimai Car, Wang Zulan performed the Maimai Car Dance, and then did a birthday party live broadcast. In the end, 2,717 units were booked online with an order amount of 228 million yuan, and 11 units were sold every minute. This result is indeed not bad. When I saw such shocking figures in early January 2017, I interviewed the behind-the-scenes planning team of this case, "Hydrogen Interactive", and wrote an article "228 million orders in one live broadcast! How did Shenzhou Maimai Che and Wang Zulan achieve the first live broadcast case in history? ”, see the following picture:

Reference points:

1. Integration of gameplay requires pre-buried fuse: Live broadcast is the key point of a marketing campaign, and the early fuse is pre-buried (Wang Zulan endorsement, car shopping dance)
2. The live broadcast content should be interesting: In integrated marketing, the live broadcast content should interact with the previous topic points so that users have a sense of participation. For example, Wang Zulan’s live broadcast of buying a car dance echoes the video disseminated in the previous period.
3. Live broadcasting must be able to amplify and spread the message: In this case, a live broadcast topic #王祖蓝生日直播派对# was initiated on Weibo. Professor Yin, the screenwriter of "Diaosi Nanzi" and "Jipin Madam", Han Fantong, Biaojie Film Review, Huang Jianren and other Weibo celebrities also participated in the topic, amplifying the volume of the live broadcast promotion.
4. The timing of live streaming in integrated marketing: We should note that an integrated marketing requires different stages. The content and meaning of each information theme period are also different. Whether to put live streaming in the first stage for brand exposure or to do marketing conversion in the later stage requires the strategy of the planning team. For example, in this case, the "Buy a Car Dance" video is used as the fuse, and the live streaming becomes the "detonation + sales conversion". At the same time, the timing of the live streaming is the birthday of the protagonist Wang Zulan, and the sense of topic also increases rapidly!

3. IP-based live variety shows

Currently, live streaming presents a "live streaming + variety show + e-commerce" model, and major live streaming platforms are also building their own IPs. For example, Taobao launched a live streaming variety show "Nine Cows and Two Tigers" during the Double Eleven period, which presented users with a "watch and buy" live streaming scene in the form of a nine-square grid of "two stars + nine Internet celebrities + nine major brands".

The live broadcast content design is even more unique. For example, the "Versatile Big Shot" Qu Ying and the "Poisonous Tongue Da Meiling" Jiang Sida used paper towels to jump rope in a unique way... The interactive games between scenes are constantly strengthening and conveying the product quality of the Vinda brand.

Reference points:

1. Game play interactive design: Variety show live broadcasts can be similar to the game scenes of TV shows, and fans participating in the live broadcast can be invited to interact, which will have a better effect.
2. Celebrity and internet celebrity experience marketing: Using a product is the best way of experience marketing. In the past, it was all print or video advertising, but in live broadcasts, every step of how celebrities and internet celebrities use a product is presented through the camera, and the steps are explained. The sense of participation and sales conversion are extremely good.
3. The live broadcast content creates an IP effect: it has the planning thinking of a TV column rather than a live broadcast event, from the name to each link of the live broadcast, as well as games, experiences and other divided presentations.

"Nationwide participation, live streaming triggering integrated marketing, and live streaming variety shows becoming IP-based" are the three main features of current e-commerce live streaming. There are live streaming sales methods by ordinary merchants who are not internet celebrities, marketing wars involving celebrities and internet celebrities, and even IP-based live streaming produced by official organizations. In short, in 2017, the battlefield of live streaming will become more and more professional and segmented.

However, live streaming is not a panacea. It is a phenomenon, a way of socializing, and a communication tool . In commodity sales, live streaming reduces the user's sense of "being there". So in the future we will find that live streaming has become a part of a certain scene, just like Taobao has its own live streaming and Momo also has it.

Furthermore, live streaming has become a link in the integrated marketing chain, which can either trigger an explosion or conversion, just like the "Wang Zulan Birthday Live Streaming Party" case planned by Hydrogen Interactive, which allowed a live streaming to trigger car sales.

In the future, live streaming may be a lifestyle that can be done at any time.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @魏家东 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map