The aquatic and brand-priced game, and it is the contest of the flow of both parties.
When live broadcast is increasingly sold, when traffic gives live betting, how is the price of branded brand products? Who master the product pricing power? How long does it have to have a business for business?
According to the person in charge of many brands, it is said that the broadcast (entering the live broadcast room) product will be re-priced according to its own market positioning, the change of the broadcast specification, and the consumer’s mental price, etc. The sales profit of brand-only single-piece products will not be higher than the market. The leader of product pricing is mainly in the brand, but both the brand and the rough team will be tilted according to the traffic of cooperation objects and the intensity of brand effect. The small brands are more likely to become a "victim" of live broadcast promotions. .
In addition, the waist anchor tells the news reporter, different commercial products, will give different bargaining space according to the aquatic traffic – in the categories of the profitable space such as beauty, apparel, and the biggest space is larger, and In some of some vertical areas, the brand will more "clearly price", give different channels to the same supply price.
Brand bargaining is spelling traffic
Live sales, who has traffic who has the right to speak.
"For the business you want to open the new sales road, or if you want to increase the exposure of the small-scale brand, the pricing voice is more in the hands of the live broadcast team, the aquary will make more killing, or ask for a combination discount." Yingfeng Group’s Mosimomimi Children’s Wearing the head of the trendy live broadcast can be senior people in the live industry, and she accepts the above-mentioned expression when they accept news reporters.
One Danish International Food Brand Online Business Heaven, Wang Tian, ??Wang Tian, ??said that "business understands the cost and market positioning, estimating the basic pricing of the profit bottom line, the anchor team will be based on the live broadcast of the same products according to the same products. The price reduction suggestion, the two sides will go to negotiate. The head anchor is large, and we will be more powerful, so we will be more biased to him, mainly in the welfare, but if the price negotiation is completely alive, ‘ Licening ‘must not do it. "
It can be indicated that due to the selection standards of the supernar predicted, it can be selected, which is equivalent to give the brand a special certification. Therefore, some small brands will rather lose money to enter the super-headed live broadcast. Once the brand is played, the money will be made back in the live broadcast of the waist.
Through the current circulation cost of the live broadcast, the brand will give the live team to the live broadcast team with the form of sales commission commission and the "pit fees" form. Usually, the higher the maid, the higher the pit level fee. Therefore, for small brands, either wear a risk "gambling", or it is "Ladies and Folders".
Senior people from the live industry, Huang Jia, said that some small brands gave the pit fees for the anchor, there was no an an an an an an an an an an an an an an an an an an an an an an an an an an an anchor to the commission admission of the big brand sales, and the small brand belt is more than the live broadcast. Big risk. Therefore, in order to be able to broadcast between the head live broadcast, the small brand will increase the aquaculture fee, reduce the commission, and even kill the price below cost.
"In the past, the market was shattered to cooperate with the super-headed anchor. The rate did not reach sales expectations, the super-deposited goods required by the live team will be tight, and there is basically no extra funds to turn to the operation. In addition, the live broadcast is created to consumers to create a "no purchase", and the brake powder will be placed, and the live broadcast will gradually be woken up with the consumer. .
"For small and medium-sized anchors, the bargaining power is a brutal problem. Different physical volume is indeed different." Xiao Hong Book Announcement Chen Yihui told the news reporter. "After all, Li Jiaqi has a threshold, it is impossible Things can be bought inside. "In Chen Yizhi, it is not as good as head anchor, but also thinks about how to enhance its number and influence in fans, and provide better benefits for fans.
Little Red Book Anchor Chen Yizhi Live Photo
Strong to join hands to become a live industry preference
The traffic of the super head anchor is naturally the best "knocking brick" of the sale.
"As far as the industry is more friendly, the big brand is more friendly. After all, it has the quality advantage of the product and the brand effect, you don’t need to deliberately put the body to please the anchor team." A overseas dairy product Wu Tao, head of brand shake operation, said that the pricing phase will share the market pricing data and sales data in other belts, and will reflect the quality of after-sales service during the previous cooperation, to verify the price advantage of the product, sell well And service guarantees.
"Although big brands can get rid of reliance on the anchor by self-broadcasting, the traffic competition is too fierce, even if it is a big brand, it is not easy to make a certain influence in the live industry, need to rely on the professional band of the anchor The capacity of the goods. "The" small parallel "is said.
The anchor traffic is the key to selecting cooperation. Wu Tao said that most big brands choose live belts, mainly in order to sell, and brand publicity. In terms of shake ecology, 10% of sales in sales have almost 90% of GMV (total commodity transaction). So as a big brand, but also like to cooperate with the head anchor to expand new sales channels.
The descendant of the fruit brand is said to the 新 记 报者, Jindu has cooperated with multiple anchors, according to the fans of different anchors, usually have a good response, even if it occasionally does not reach the expected situation. An anchor will also negotiate some of the renewal opportunities. Among them, there are some head star anchors, with a huge fan matrix, bring more considerable sales, and the long-tail effects of the generated long-tail effect also have a positive impact on the overall pattern exploration.
In addition to big brands more is willing to cooperate with big anchors, the anchor team seems to be more willing to put the "explosive" product.
Viya live photo Source: Oriental IC
Wu Tao said that the head anchor has a high "tube fee" in the market, but in the face of some traffic brands or explosive products, the anchor will also give up the pit level, reduce the commission, and even on the bargain There is loose. "Some single prices of some beauty skulls are usually high, can pull the entire GMV in the live broadcast. In addition, you can grab the net red explosion in the market in the market, and the fans ‘welfare’ is also the head at low prices. Symbol of the active position. "
"The pricing of the broadcast product is inseparable from the preference of the preference for the product. In addition to existing explosions, if the size of the new brand will be sought after by the new brand, it will loose the lowest price requirements, and In the form of a high-pitty fee, the high-ranking fee is promoted. "It can be expressed that some of the live broadcasts of the live broadcast of the live broadcast of the product, and the platform will arrange the live stream based on the high and low of the product. Therefore, Net red products will also give priority to the strength combination with head anchors.
Business is coming to self-broadcast: higher flexibility
"The traffic share of the head anchor is too heavy, especially the double 11 full-year large shopping carnival, usually Li Jiaqi, Wei Ya came out, shake users, Taobao users’ traffic share will be taken away, everyone is quite I am afraid, I don’t want my own store to lose the customer in the big anchor. "Can be expressed.
Double 11 During Li Jiaqi Live Metropolitan stock photo Source: Visual China
More and more brands are not ideal for large-scale goods, and they are not ideal for live broadcast data.
Many branded persons and senior live-educational industry, as a platform, shake is through the weighted drainage of the store, actively support the brand (store himself live). In addition, brand self-broadcast is a relatively low threshold operation, and it is more simple and simpler. But at the same time, the price of live scenes, the details of team discharge, and the visual flow acquisition are generally self-broadcast.
Compared to limited restricted, large-risk live broadcast, brand self-broadcast has greater flexibility and precision, and can form a supplement with the supplied goods. The person in charge said that in the brand Tmall live broadcast, I invited internal employees to do an anchor. They will more understand the characteristics of the product and the story of product cultivation, and can better understand the consumer demand and accurately recommend products.
都 乐 员 自播 自播 照片 photos
"At present, our brand store can also have a sales of hundreds of thousands of dollars, and this year during selling cars, a sales can reach millions of yuan." Li Lei, a live-e-commerce live broadcast operation The news reporter said that the store self-broadcast can help the store promotion and stabilize the fan of the fans of the store. In addition, directional culture, the an expert can be set by the content setting to become an expert in the brand industry. Therefore, for small brands, cultivation and investment of their own anchor is a good choice.