World Net Business Reporter Jiang Chanjuan
has lived in , New York, and for more than ten years. It is the first time that Yangyang has seen such a deserted Fifth Avenue. As the gathering place of many luxury shops and famous attractions in the world, it is known as the most expensive retail place in the world for rent. The most indispensable thing is popularity.
Nowadays, in the torrential live footage, a large number of shops have closed their doors, and scenic spots have been temporarily closed. It is difficult to see pedestrians on this golden street. The
epidemic has become the dark cloud covering every country. Bunnies living in Australia have recently had the same troubles. In supermarkets, the restricted products are far more than milk powder. Frozen vegetables, pasta and even eggs and milk are included in the restricted list, not to mention toilet paper and cold medicines that have been wiped out as soon as they are on the shelves.
Australia-Tutu takes fans to see the current situation of the supermarket
Yangyang and Tutu have a common identity-overseas buyers. They live overseas for a long time, sign contracts with foreign malls, stores, and counters, and sell goods through Taobao live broadcast. The overseas epidemic has worsened and many buyers have returned to their countries, but they insisted on staying.
"During this period, we have promoted a single product that enhances immunity, and sales have increased by 5 times compared to usual." Tutu analyzed that under the epidemic, the focus of user consumption is shifting, and some products are ushering in new opportunities.
Yangyang also deeply understands that consumers' desire to purchase luxury goods has declined, but their desire to purchase home products has increased.
refers to the "examination papers" handed in first in China, and Yangyang and Tutu enter the preparation mode early: adjust categories and live broadcast scenes. They believe that China is the best reference sample. When the epidemic stabilizes, almost all people are broadcasting live, and businesses are relying on live broadcasting to save themselves.
, they gave up returning to China and wanted to copy the live broadcast to overseas. The epidemic is profoundly changing China's business model and even the global business model.
Unexpected outbreak
Rabbits in Australia live a synchronized anti-epidemic life with China. On January 20, a large wave of traffic flooded into Tutu's shop, and thousands of messages bombarded the backstage.
It turned out that a New Zealand mask hung in the live broadcast room attracted a lot of attention. Previously, this product had been pushed for three years and had no sales, and it was almost eliminated by optimization several times. At a time when a mask was hard to find in China, this mask quickly became a sought-after item.
Australia-Anchor Tutu
saw this situation, Tutu immediately contacted the supplier and ordered all the inventory to be put on the shelves, but it still can't meet the needs of users. Almost the product will be on the shelves in the first second and will be taken off the shelves in the next second. Responding to inquiries, coordinating the supply of goods, and contacting logistics, Tutu did not close his eyes before 4 in the morning.
In 2011, seeing people's demand for overseas products, Tutu opened its own Taobao store. Starting from clothing and beauty, it gradually expanded its focus to Australia's relatively popular milk powder for mothers and infants and nourishing health products. The outbreak of the domestic epidemic made her see people's anxiety about health.
Tutu made a bold attempt in the live broadcast. She took a high-customer list of lactoferrin as the main product, and introduced its principle and effect in detail. This attempt was very rewarding. After a live broadcast, this product sold nearly a thousand cans, which is more than 5 times more than usual.
"Lactoferrin is a relatively new type of health care product. A small bucket costs four to five hundred." Generally, new products are pushed through live broadcast. Consumers will not actually try to buy until at least a few times, let alone increase customer orders. Tutu said that the epidemic has made users more willing to invest in health, greatly shortening the process of introducing new products, and many new customers directly place orders. What
surprises Tutu more is that users are paying unprecedented attention to health and their personal protection awareness is gradually awakening. At present, even if the domestic epidemic situation tends to stabilize, the sales of masks and nourishing health products are still maintaining good in stores.
"Our mask supplier was about to declare bankruptcy. After all, there is a sparsely populated area and no one needs masks." Tutu said that because he has always valued health protection, he tried it a few years ago. Cooperate with suppliers. Now the factory has suddenly exploded. The boss is busy pushing orders out every day, and the price of masks on the Australian market has increased by at least ten times.
Dongdaemun anchors only have 20 or 30 left
Obviously, Tutu is the lucky one, manyThe opposite situation is also happening simultaneously.
The streets of New York in early February were full of pedestrians. As a long-lived overseas buyer, being able to bring fans around is one of Yang Yang's biggest live broadcast advantages. She didn't expect that going out would become a headache for her one day.
New York street view
Not long ago, Yang Yang just took a call from her relatives in China. Under the repeated instructions of her family, she stocked up masks, gloves and disinfectant. When she went out, a piece of news made her hesitate, and finally chose to take off the mask she wore. It turned out that on February 4, a Chinese citizen was inexplicably beaten and insulted by an African-American man because he was wearing a mask at the Grand St Metro Station in Manhattan, New York.
“People here think that only sick people wear masks.” For personal safety reasons, and didn’t want to cause misunderstandings among the cooperating merchants, Yang Yang could only go out live broadcast with a nervous mind. “The psychology at that time It’s very stressful.” Every time she goes home, she rushes into the bathroom for the first time and washes herself carefully.
Until March 20th, US time, the Governor of New York announced the closure of the state and the complete closure of non-essential places, requiring almost all residents to stay at home, which made Yang Yang a sigh of relief.
South Korea entered the "pause mode" earlier. After the discovery of a "super spreader" on February 18, South Korea quickly broke out and became the second most affected country in the world. Niuniu, the main live broadcast of Dongdaemun in South Korea, felt that the number of people visiting here was decreasing at a speed visible to the naked eye, and the anchors also began to stage "The Great Escape."
Dongdaemun, South Korea
Although South Korea has been adopting a policy of “no shutdown and no lockdown”, Dongdaemun’s stalls are open every day, but in the face of the sudden reduction in the flow of people, the stall shops dare not easily frequent new items and stock up on stocks. The sharp decline in the supply of goods and the fear of the risk of infection have become the biggest problem facing the anchors. The
return ticket has soared from a few hundred yuan to several thousand yuan. Even so, it is still a difficult problem to grab the ticket. "Did you get your ticket?" It became a greeting for many anchors to meet during that time. Sometimes, I met with the anchor who made an appointment to have dinner with me yesterday, but I only left one sentence today: "My dear, I grabbed the ticket. I will make an appointment when I come back."
In normal times, this market is crowded with 300-500 Chinese anchors, and some popular stalls must be scheduled in advance to prevent crashes. Now when I go to Dongdaemun for a stroll, only 20 or 30 anchors are still insisting on the stall. The successful experience of
keep broadcasting? Will you return home? Niuniu also hesitated for a long time.
takes advantage of long-term settlement in South Korea. Niuniu often helps domestic friends go shopping for goods in Dongdaemun. After years of business, it has accumulated tens of thousands of customers. Amoy, she saw a new opportunity from the influx of anchors.
In 2018, domestic e-commerce live broadcasts have become popular, but for strangers holding mobile phones, the stores in Dongdaemun initially refused. The clothing industry has a serious copying problem. It is almost the consensus of the stalls to "rigorously take pictures" and "exempt peers from entering". The arrival of Chinese anchors has changed this situation.
through a small mobile phone lens, snow-like orders poured in. After a live broadcast, the average stream of some big anchors can reach millions per game, which makes the stores take the initiative to open the door. Since then, Dongdaemun and Live Broadcast ushered in the "honeymoon period."
Niuniu is also ready to move. Over the years, I have accumulated a large number of suppliers on hand, and the style and price are more advantageous than the market. Therefore, soon after Niuniu started broadcasting, there was a small peak of rising fans. By the beginning of 2019, the best live streaming session had already surpassed 1.5 million yuan.
Korea-After the anchor Niuniu
tasted the sweetness, Niuniu wanted to make the plate bigger, so she put more energy into creating a team. In addition to self-broadcasting, she also drains traffic for the new live-streaming buyer store she cultivated. At present, her team has expanded to more than 10 people, and the average sales per game can reach more than 500,000. The successful experience of
is like a booster to last, encouraging overseas buyers. The company where
Yangyang works has also been overseas for many years. The United States, Dubai, Italy, and Japan have their cooperative real estate or merchants. Every day dozens of anchors in the company shuttle in different cities. They are like hunters with a keen sense of smell, walking on the "frontline of products" and serving as their fans.Silk hunting finds satisfactory products and completes the conversion through live broadcast.
Although the logistics timeliness has been affected, it can still carry out overseas shipments as usual. Yangyang and Niuniu are planning to hold on. They expect that the live broadcast may come soon.
"There are a lot of difficulties. We have considered temporary suspension, and this is obviously a long-term battle." Niuniu said that once the shutdown is complete, the team will find it difficult to survive. Moreover, the first outbreak of the domestic epidemic has provided a lot of experience and preparation time for overseas countries to learn from.
is looking for "answers" from the country
do not fight unprepared battles. When
was still in South Korea, Niuniu urgently purchased a large number of anti-epidemic materials: protective clothing, masks, disinfectant and even goggles. At the same time, the focus of the live broadcast was shifted from the stall to the live broadcast room to reduce the risk of the anchor being infected. Faced with the shortage of clothing supply, she also reached cooperation with some beauty and food suppliers in advance to supplement live broadcast products. This is exactly what
is. Niuniu has become one of the few anchors in Dongdaemun who can still live broadcast. Yang Yang, as far away as New York, saw the trajectory of the domestic epidemic and made preparations early.
South Korea-anchor Niuniu
In fact, long before New York officially announced the closure of the state, fear has spread among the people, and some businesses on the street have spontaneously suspended business. In order to ensure the uninterrupted live broadcast, Yang Yang negotiated with partner merchants early in the morning to send samples to their homes, and change the original content from visiting the store to live broadcast at home. In order to enrich the content of the live broadcast, the anchors not only carry out live broadcasts of commodities, but also add some recommendations of their own daily and overseas goodies at home, and anchors with special talents in painting and dancing. Interaction between fans.
"With certain limitations in the goods, we will find that the anchors who carry goods with people have a better conversion rate than those who carry people with goods." Yang Yang feels that there is a margin for anchors who rely solely on goods to carry people. Did not fundamentally change the relationship between the anchor and the product. Under the outbreak of
, it is a good time for anchors to create personal labels, establish new relationships with users, and complete the transformation. "For example, we have an anchor who is a Hanfu fan. Before this, fans did not know this at all."
Some categories are also experiencing an increase in sales. In the past, luxury goods were one of the users' favorite overseas products, but now they are focusing on home, fitness and health products.
New York-Anchor Yangyang
However, Yangyang feels that the real opportunity is still behind: "Many shops just closed the store and they didn’t think it mattered, but after 2 months, they always want to sell the goods they stock. Live broadcast is undoubtedly the best way." This point of
has been confirmed a lot in China. As the epidemic has stabilized and the resumption of work has not yet fully begun, businesses have chosen to use live broadcasts to help themselves.
It is understood that from mid-February to mid-March, more than 50% of Tmall merchants sold goods on live broadcasts, and offline store live broadcasts ushered in explosive growth, with 5 times more merchants starting live store live broadcasts.
Recently, Tutu noticed that there were more live broadcast friends around him. A full-time wife who lives next door came over to ask herself some questions about the live broadcast just two days ago. Taking advantage of the epidemic, it is difficult to go out at home. A company signed a live broadcast cooperation.
"At this time, there are fewer peers, and you will have more opportunities if you persist."
editor Chen Chen
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