Article/Zencan
Since the resumption of work and production under the new coronavirus epidemic, I have not only read too many articles about live streaming of goods in the ceramic industry, but also written a lot. I didn’t want to write more.
However, a recent article titled "Only incompetent marketing departments will be keen on live-streaming to sell goods" has sparked heated discussions on Zhihu and WeChat. In addition, live-streaming to sell goods has become more and more popular in all walks of life, which makes Brother Chan think about it. The ceramic industry has a new perspective on live streaming, and I want to express it quickly.
一
Professional Internet celebrities Li Jiaqi, Wei Ya and others live-streamed selling goods, film and television stars Yang Mi, Xu Dongdong and others live-streamed selling goods, hosts Sa Beining, Wang Han and others live-streamed selling goods, entrepreneurs Luo Yonghao, Dong Mingzhu and others live-streamed selling goods, the government Officials such as Quzhou City Mayor Tang Feifan, Haikou Mayor Ding Hui and others are live streaming to sell goods... There are elites from almost all walks of life and fields who are devoted to live streaming to sell goods.
Live broadcast sells cosmetics, live broadcast sells clothing, live broadcast sells electronic and electrical products, live broadcast sells agricultural products, live broadcast sells houses, live broadcast sells airplanes, live broadcast sells rockets... There are almost no products that cannot be sold through live broadcast.
For this reason, the "People's Daily" People's Commentary believes that "'live streaming' innovative consumption methods":
"New online consumption methods continue to emerge, which to a certain extent make up for the shortcomings of offline consumption and play a role in expanding domestic demand and promoting consumption."
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"Recently, the Political Bureau of the Central Committee held a meeting and emphasized that 'the popularity of new online consumption will not decrease'. 'Live streaming', online group buying, online education... During the epidemic prevention and control period , new online consumption methods continue to emerge, which to a certain extent make up for the shortcomings of offline consumption, play a role in expanding domestic demand and promoting consumption, and show strong vitality.”
Various facts have proven that live streaming has become an irreversible new shopping trend.
Even rockets can be turned into commodities and sold through live streaming channels. Even high-level meetings such as the Political Bureau meeting of the Central Committee have fully affirmed the role of live streaming. Why can’t the ceramic industry sell ceramic tiles through live streaming?
二
Just moving offline low-price promotions online has lowered the brand level. The results are often suspected of being exaggerated and fake. The conversion rate is very low. It is difficult to really generate much sales performance. There is more publicity than sales, and self-promotion is greater than actual results. …As criticized by some industry insiders, there are many shortcomings in live streaming of goods in the ceramic industry.
However, these shortcomings may be long-standing disadvantages of the ceramic industry, and do not necessarily come from the live broadcast itself.
For example, low-price promotions will lower the brand's quality.
Before live streaming, the ceramic industry was already in a state of low-price competition. Low-price competition is not as scary as imagined. As Bao Jiejun, dean of Guiran Academy and chairman of Oceano, said in Guiran Cloud Classroom in early March, "Behind price competition is actually cost competition. Because When demand is certain and supply is too large, price competition will inevitably occur.", "When an industry begins to decline, there will inevitably be reshuffles and eliminations, so it enters the knockout round. The most important method for the knockout round is price war." "When you have a cost advantage, you are not afraid." "Price War is inevitable, especially under the epidemic situation, consumption suddenly shrinks, so what should we do if we have to find a way out for our production capacity? You can only get orders through various methods."
In other words, even without the epidemic, the ceramic industry would still be on low-price promotions.
Since low-price promotions have become the norm during the reshuffle stage of the ceramic industry, why not move them to online live broadcasts under the special circumstances of the epidemic? Even top brands such as Dongpeng, Nobel, Marco Polo, Mona Lisa, Guanzhu, etc. are not afraid of being downgraded and actively carry out live broadcasts to sell goods. Why do other brands keep carrying it?
The market is so difficult, and you have to find a way out to survive. Live streaming is not only not shameful, but also honorable.
三
In fact, there are many ceramic companies and dealers in the ceramic industry who have joined the ranks of live broadcast sales. After careful analysis, live streaming has at least three major functions.
First, boost the confidence of manufacturers. During the epidemic, most ceramic companies and dealers were not only in deep business crisis, but their confidence was also frustrated. At this time, if the headquarters of the ceramics enterprise organizes a live broadcast to bring goods, or the dealer itself has the ability to do a live broadcast to bring goods, it means that it will definitely be able to connect with some consumers, and the solidified atmosphere that pervades the manufacturers will immediately become active. As a result, confidence gradually recovered.
The second is to promote the brand. Although consumers rarely buy bricks during the epidemic, live streaming can more or less connect some consumers. And as long as it can connect with some consumers, large or small will always serve as promotional materials.The role of cards.
The third is to give manufacturers and dealer staff something to do. Affected by the epidemic, dealer stores will not be able to operate normally for a long period of time, and ceramic sales and marketing personnel will not be able to travel to terminals. Under such circumstances, what can be done to resume work and production? You can't sit in the office all day long for meetings and trainings. You can't just sit in meetings and trainings and just get paid for nothing. Why not try live streaming, which has long been a trend, so that everyone has something to do and can receive their salary with peace of mind.
Fourth, be prepared for market recovery. Opportunities always come to those who are prepared. Only by working hard to "reserve water" during the epidemic can we usher in a performance explosion when the market recovers. Live streaming is undoubtedly the best way to "reserve water" during the epidemic.
From March to April, Shunhui’s Douyin fans increased by more than 2,000 through charity live broadcasts; from April 17 to 18, Eagle Brand held a crowdfunding product ordering meeting through live broadcasts, with a total order volume of 289.93 million yuan; April 20 On April 28, through the "Natural Beauty·Craftsmanship" live broadcast factory, Jianyi comprehensively displayed the headquarters exhibition hall, marble tile R&D center, and intelligent production lines, making the brand value more deeply rooted in the hearts of the people; on April 28, Oceano attracted investment through live broadcast. Successfully signed 74 new dealers; on May 2, Qianghui used a live broadcast promotion to perfectly demonstrate the excellent quality of tiles rolled by 2.6 tons of SUVs and the tiles remained intact... In short, the ceramic company joined hands with its dealers through various This form of live broadcast has achieved a variety of valuable practical results.
People still have to have dreams, what if they come true? You have to try everything. What if you succeed? If there was no live broadcast, maybe some people in the marketing department of ceramic companies would have lost their jobs.
Of course, we can’t put too much hope in live streaming to bring goods. In other words, it is more sensible to upgrade live streaming to “live branding” and “video marketing” – in fact, this is what some ceramic companies do.
More importantly, the new coronavirus may coexist with humans for a long time. If this is the case, live streaming will have more reason to become the standard and norm in the ceramic industry.
