On the first day of pre-sale on Tmall Double 11 this year, nearly 100,000 Taobao anchors started broadcasting, and Special Database nearly 20,000 brands adopted live broadcast sales. Compared with last year, Taobao Live has guided the growth of more than 15 times, and the live broadcast business has been able to generate 100 billion GMV per year for Alibaba. However, on the eve of Double 11, the first lipstick brother Li Jiaqi's live broadcast "overturned" and the live broadcast of the first sister Weiya's inappropriate comments broke out one after Special Database another. While brand owners are excited about the performance of live broadcasts, they are worried about the quality of Internet celebrities.
Facing the next shopping carnival Double 12, should brand owners invite Internet celebrities to live broadcast sales? 1. The Special Database online celebrity live broadcast sales model is a double-edged sword 1. Influencer live broadcasts have the advantages of both offline retail and content e-commerce Any sales behavior is divided into four stages: transmitting information, arousing psychology (emotional desire), breaking defense (rational cognition), and maintaining Special Database commitment . These four stages are progressive. From traditional offline retail to content e-commerce and online celebrity live broadcasts in the Internet era, the essence of sales has not changed, but the sales links are moving in different directions.
Offline retail relies on physical objects to introduce product information, and comprehensively uses the five senses of sight, hearing, Special Database smell, taste and touch to arouse customers' consumption psychology, and then through the sales staff's observation and persuasion, breaking the rational defense of customers, but the scope of influence is limited to geographically. Although content e-commerce lacks physical display and does not have the influence of sales personnel, it can grow grass through graphic content, and implant a large number of Special Database dense stars and KOLs. The current Internet celebrity live broadcast is actually compatible with the advantages of offline retail and content e-commerce.