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直播撬动618变局: 抖快凶猛、商家清醒

摘要: 大家都在做计算题。

图片来源@视觉中国

tupianlaiyuan@shijuezhongguo

wenshushenxiang,zuozheshuhongjian

haiyoubudaoyigeyue,shangbannianzuizhongyaodedacuhuodong618jiuyaodaole。

彩票平台yushuang11yiyang,youjingdongfaqide618,rujinyibushijingdongyigepingtaidedujiaoxi,ershichengweixijuanxianshangxianxiaxuduolingshouqiyededacuhuodong。

彩票平台zaiguoqu,leisi618zheiyangdedacu,zhujiaotongchangshichuantongdianshangpingtai。danzaijinnianyiqingdeteshuqingkuangxia,zhibodaihuoyijuntuqi,“quanminzhibo”rebeihou,shouwoliuliangdeduanshipinpingtaimeiyoucuoguoturuqilaidexingyejiyu,fenfenxuanzejiadatouru。

youxisuizhigaibian。

彩票平台biru,shenweigelidianqizhangmenren,dongmingzhudediyichangzhibodaihuofangzailedouyin,dierchangxuanzelekuaishou,disanchangcailaidaojingdong——erzaichuantongdexianshangqudaozhong,jingdongwuyicaishidianqiji3cleichanpinzuijujingzhenglidewanjia。

董明珠三场直播截图

dongmingzhusanchangzhibojietu

weimiaodebianhuazhengzaifasheng: benshitianmao、jingdongdengtoubudianshangpingtaijiaolichangde618,yinzhibodehuobaoyinglailexindebianliang——suizhedouyinhekuaishouzaizhibodaihuolingyudefaliheduidianshangbihuandewanshan,liangzhezaidianshangshichangdecunzaiganyulaiyuqiang,xingyezhengzaibeixindeliliangjiaodong。

dianshangshichanganliuyongdong,suoyoudemocahehuoyaoweiyinwei618dacubeijinyibufangda,zhibodaihuochengweipingtaijingzhengdezhuzhanchang,erzuoweiyupingtaizoudezuijindeyifang,shangjiahepinpaiyezaoyichajuedaofengxiangdebianhua。

红利高于一切

jinguanluoyonghaozhibofancheshigubuduan,danzuoweidouyinjiamazhibodaihuodebiaoganzhubo,duiyuxuduoshangjiaeryan,luoyonghaodejiazhiyiranwukefujia。

彩票平台luoyonghaodejiazhizhuyaotixianzaiduipinpaishengliangdefangdashang。

彩票平台ju「shenxiang」lejie,heluoyonghaoshouchangzhibohezuodepinpai,zaizhihoushouhuolekeguandesousuoliuliang,zheijiudadaolepinpaiyuqidexiaoguo。mougeyuchenhezaidouyinzhiboshouxiuhezuodeshipinpinpaifanggaosu「shenxiang」,tamenzaihechenhehezuohou,sousuoshujuyeyoumingxianshangzhang。

彩票平台yukuhahazaichuantongdianshangpingtaizuoliuliang、tuiguang、youhui、haopingdengchuantongfangfaxiangbi,douyinzhibosonglaideluoyonghao、chenhedengmingren,wuyishiyitang“chaoyinsulieche”。

吃到了甜头的该食品品牌方的整体投入策略已经调整,其告诉「深响」,目前品牌在抖音和天猫上的财力和精力投入比例大概是3:1,虽然在销售业绩层面可能是相反的比例。彩票平台在其看来,抖音直播是风口,流量红利优势显著,品牌短期内依然会加码,包括即将到来的618。

zheiyishipinpinpaidexuanze,wulunduiyuyiziyingyewuweizhudejingdong,haishiyipingtaiyewuweizhudealibaba,doubushihaoxiaoxi——zaishangjiadetourudapanzhong,duiadeqingxie,jiyiweizheduibdexuejian。eryigegeshangjiadetouruxuanze,zuizhongjuedingzheshenweipingtaidedianshangjuwubamennengzaizheigejiduzhuandaoduoshaoqian。

彩票平台ruguoshangjiamendouxuanzezaixinxingpingtaijiadatouru——jibianshangweichujiyewugenben,qingkuangyeyishifenbumiao。ercong「shenxiang」jiechudaodefankuilaikan,jiadaduidoukuaidianshangtixitourudeshangjiabingbuzaishaoshu。

qingkuangzaiyinianqianhaiwanquanbushizheifanguangjing。

彩票平台zaijinnianyiqian,douyinhekuaishoudedingweigengduoshidianshangdaoliugongju,jishangjiatongguotoufangduanshipinjiangliuliangyindaozhitaobao、jingdongdengdianshangpingtai,pingtaizetongguojishushangdedatong,jiangliangzhedeshecaipiaopingtailiangzhuanhuaweijiaoyijiazhi。

彩票平台qunian5yue,jingdongxuanbuzaigainian618qijianjierukuaishouhedouyindengpingtai,zheiyidongzuobeiguangfanjieduweidianshangpingtaiheduanshipinpingtaide“lianyin”。erzaigengzaozhiqiande2018nian,taobaojiudatongledouyin,xiwangcongdouyinjudadeliuliangchizhongfendeyibeigeng。

danzaiyujiapojindetiaozhanmianqian,xirimengyoumenguanxidouzaiqiaoqiaozhuanbian。

duiyudianshangxinxiukuaishouhedouyineryan,mianduijinniandejuejiajihuichuangkouqi,erzhedoumeiyouliyouhoutui,erzaijijiangdaolaide618zhiqian,“doukuai”yeyijingtouruzhanju:

  • 5月,抖音发布了“515王牌直播间”直播带货排位赛活动,在外界看来,这是抖音为即将到来的618所做的预演;
  • 继罗永浩后,陈赫、王祖蓝等明星名人也走进抖音直播间进行带货;
  • 快手推出“618快手电商狂欢月”活动,设置11个营销模块,覆盖了3C、汽车、美妆服饰、亲子等全行业品牌;
  • 直播带货是快手的关键商业化能力,据报道,快手今年的GMV目标已经调高至2500亿。

抖音和快手的动作传递出的信号是: 虽然身为短视频平台,但在直播带货的热潮中,日活分别超过4亿和3亿的抖音和快手正以越来越强的存在感搅动着电商市场。

陈赫在抖音直播带货

chenhezaidouyinzhibodaihuo

zaishengshishangyuzhanyuyongdedoukuai,muqianyigefalitoububiaogan,yigeyitutuozhangengduochuilei,buguoyuchuantongdianshangpingtaixiangbi,zaifuzadejiaoyiguizehepingtaikuangjiamianqian,tamenhaizhishi“xiaodi”。

shishishang,jinguandoukuaizaizhibodaihuoyewushangshengshibiren,dancongshijishouyilaikan,taobao、jingdongdengchuantongdianshangqudaozaishijizhuanhua、jiaoyicengmianyiranyouwukebinidejingzhengyoushi。

longmijiachuangshirenjianceojiangfenggaosu「shenxiang」,zuoweidianshangpingtai,tianmaodeshangyefenweijiaonong,danguanzhonglaileyihou“zhiboqifengoubugouhai”shikenengcunzaidewenti。xiangbizhixia,douyindeqifenhuihaoyixie,dandouyinxuyaokuaisuwanshandianshangcengmiandeshangyehuanengli,ruwanshanzhifutixi、wuliutixideng。

shangjiacedeyigegongshishi,youyuyitaobao、tianmaoweidaibiaodedianshangpingtaibenshenyigouwuweidaoxiang,jiashangtaobaozhiboxiangduichengshu,yincizaijiaoyiliuchenghehezuoqiatanshangdoubiduanshipinpingtaigengbiaozhunhuahewending。

以抖音为例,上文提及的食品品牌告诉「深响」,如果仅从ROI的角度来看,淘宝直播效果其实更好。彩票平台抖音目前的问题是,达人的能力更多集中于内容层面而非直播带货,虽然达人本身有流量,但带货能力如何存在疑问,此外,由于抖音发力直播带货时间不长,目前存在报价较乱的现象,品牌不得不投入更多精力和时间去运营。

彩票平台jinguanxinxingpingtaicunzaizhuduobuzu,danzairouyankejiandehonglimianqian,meiyourenyuanyicuoguo。

shangjiaduixinxingliliangdepianaixianranchudonglexingyeneiqitapingtaiwanjiadeshenjing,yixingyelongtoutaobaozhiboweili,jinqizaitaobaozhibodaihuodemingrenyuelaiyueduo,jiashangtianmao618jiang“jiqiyulequan”deshuofa,taobaozhiboyujiezhumingrenyingxianglizuoweitupokoudedouyinfalifangxiangzhengbiandeyujiaxiangsi。

taobaozhibosuiranyiqianyeyouguomingxingdaihuodeanli,dandangshimingxingzhibodailaidegengduoshirenqierfeixiaoliang,qunianlixiangde“fanche”jinglibianshidianxinglizi。suirandangshizhibodeguankanlianggaodabaiwan,danxiaoliangcandan,yugaoangdekengweifeixingchengxianmingduibi。

出现如此状况的原因是,直播带货本质是个导购行为,明星人气是加分项而非必选项,对商品信息、销售话术、直播互动的熟悉程度更为关键。

彩票平台zuizaoyudouyindachenghezuodedianshangpingtaitaobao,zaijinqikaishicaiyongleyudouyinxiangsidecelve,yonggengzhuanyedemingxingmingrendaihuolaixiyinliuliang、qiaodongzengzhang——jiuzaichenhekaiboqianliangtian,5yue14riwan,liutaozaitaobaozhiboshoucikaibo,sanxiaoshimaiguang1.48yi。

彩票平台taobaojiezhuliutaohenhendexiuleyibajirou: chulegaoqidedaihuojinewai,iphone11、daisenchuifengji、53dufeitianmaotai、yezixie、liangzhegongwujiquandenggaopinpaifujiazhichanpindeyouhui,yexianshiletaoxizaishangjiacedeyijianenglihezuohaomingxingzhibodaihuodetourujuexin。

彩票平台duiyudouyinlaishuo,dianshangshiguanggaozhiwaidelingyigeshangyehuazengzhanglujing,qizaizhibodaihuolingyudefalidagailvhuichixuxiaqu,yincishibichujichuantongdianshangpingtaideliyi。youyudouyindedianshangyewushiziyinghedisanfangpingtailianjiebingcun,ruhezaijingzhenghehezuozhongqudepingheng,jiangshiweilaishichangdezhangqihuati,zheiyidianduiyukuaishoulaishuoyishiruci。

彩票平台duanqilaikan,youyuxiaofeijieduiyewuzengzhangyoubaofashicujinzuoyong,jijiangdaolaide618wuyichenglepingtaijingzhengdefangdaqi,mocahehuoyaoweiyishibukebimian,erzhibodaihuolingyuzhengshixiaoyanzuinongdezhanchang。

风口下的计算题

doukuaishengshizhengsheng,“dage”menyebuganshiruo。

mianduiyuyanyuliedezhibore,zai618youzhuchangyoushidejingdongduizhibodejiamarengzaichixu: 5yue22ri,jingdonglingshoujituanceoxuleixianshenzhibojian,zaizhantaijingdong“ziyingfangchan”xinyewudetongshi,yewei618huodongzaoshi。

徐雷直播

xuleizhibo

raner,jinguanpingtaizaizhibodaihuoshangbuduanzaoshi,yulunchangyefenwaihuore,danzuoweiliyizhijiexiangguanfang,shangjiaduizhibodaihuodekaolvyaoshijideduo。

一些体量一般的商家,在谈及筹备618和直播带货时对「深响」表示,和618本身一样,直播带货也渐渐成了头部玩家的游戏。像618和“双11”这种活动,小品牌不容易要到好位置,直播带货虽然火,但淘宝直播马太效应严重,在利润本来就薄的情况下,如果再为头部主播搭上佣金和高昂坑位费,这笔帐算不过来。

dangran,zaitongyangrenqingchengbengaoangdeqingkuangxia,yeyoupinpaixuanzechengshengzhuiji,jiamazhibo。

姜丰告诉「深响」,头部主播就那么些,必须去做,否则“品牌的爆张力不够”,加上大米是讲究复购的品类,直播对品牌来说利大于弊。至于最后能不能赚钱,收益如何,得自己去算。

彩票平台buguo,jiangfengtongshiyetidao,guangkaotoubuzhuboyebuxing,gongsixianzaigengkanhaoyaobudarenhesurenzhubo,zhiyaotamendechuantoulizugou,20gerenjiaqilaidexiaoguoheluoyonghaoxiangdang,neimekendingshihuasuande。

jinguantoubuzhubodebaojiayufagaoang,danduiyujiamazhibodepinpailaishuo,zhaotoubuzhubohezuobuzhiweilelashengxiaoliang,jieqizhibofangdapinpaiyingxianglitongyangzhongyao。

彩票平台congshangjiadegeyixintaizhongbunanfaxian,xiangbirenaode“fengkou”,shenchujuneideshangjiahepinpaijiujingyinggaixuanzeshenmecelve,beihoushiyidaofuzadejisuanti,rujuyufoudoushijiyuyiroiweidaibiaodezhibiaopinggujieguodelixingjuece。

上述食品品牌在采访中告诉「深响」,品牌从去年就开始试水直播带货。一家知名日化品牌的销售也表示,去年年初的时候,公司就把直播带货作为线上重点拓展渠道。从多个叙述中可以感知到: 在直播带货成为今年最大风口之前,就已经有不少商家和品牌入局其中,试图抢占红利。

彩票平台pinpaiheshangjiadesilubunanlijie,wulunshi“kouhongyige”lijiaqituijiandemeizhuang,haishizaizhibozhongtongyangzhanyoujiaodabilideshipinhebaihuo,tamendoushiqudaoqudongdechanpin,ershangjiazhisuoyijizherujuzhibo,hejinxieniandexingyehuanjingbianhuayouguan。

李佳琦

lijiaqi

彩票平台suizhewanggouchengweizhuliu,liuliangzengzhangzhujianjianding,shangjiazaicunliangjingzhengzhongyaliyeyuelaiyueda,yincizaiwenzhuyiyoupanzidetongshi,congxinqudaohuodezengzhangchengweilejingyingdezhongdian,zhibodaihuojiushineigebukecuoguodequshi。

彩票平台zuoweixiaoshouqudaodeyizhong,zhibodaihuoqijidehexinshishangpinyupingrixingchengfanchadeyouhuijiage,jiyilirunhuanpuguang、yongliangdezengzhanglaimibulirundexuebo。ciwai,suizheyuelaiyueduozijinyongruzhibodaihuochanye,xiangguanfeiyongshuizhangchuangao,zheiyiweizheshangjiazaizhudongjiangdilirundejichushang,haiyaofuchugengjiagaoangdechengben。

据商家反馈,早些时候找李佳琦和薇娅带货的费用还能接受,但如今别说是顶级主播,一线主播的报价都已是“天价”水平。

李佳琦和薇娅

lijiaqiheweiya

zaishidashidechengbenhefengxianmianqian,wulunpingtaizenyangweizhibozaoshi,shangjiadouyouqingxingdekaolv。

相比舆论的汹涌,商家和品牌对直播带货的感受更多是冷暖自知,入局者并非盲目追逐风口,其关注的重点更多集中在: ROI(投入产出比)划不划算、是否能为品牌带来背书、能不能消费者中形成认知。对于寻求扩大品牌影响力的商家来说,直播带货是营销的必选项,而618是进一步放大直播能力的关键节点。

彩票平台duominuogupaiyijingtuidao,zhibodaihuoweixianrucunliangjingzhengdedianshangxingyedailaijingxizengliangdetongshi,yeweizhidailaileshiliaoweijidexingyebianju。

在即将到来的618前,基于不同因素的决定共同组成了战局的走向——这场由传统电商平台发起的大促,也将为许多计算给出答案,而这些答案,将决定潮水接下来的流向。

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quanqiushiye,jiazhishijiao。

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