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生鮮電商出新招直播帶貨造爆款
2020-01-05 22:12  www.idc-online.cn

  近日,生鮮電商每日一淘走進云南昆明尋甸回族彝族自治縣,通過旗下達人社交平臺“每日好貨”,在田間地頭發起了手機直播,不僅讓消費者親眼看到農民勞作的全過程,也幫助農民“帶貨”促進增收致富,助力鄉村振興。統計顯示,通過直播,每日好貨平臺3天就售出了52萬斤云南高原雪蓮果,截至目前,共售出200萬斤高原雪蓮果,輻射172戶農戶。

Recently, fresh e-commerce daily panning into kunming, yunnan xundian hui yi autonomous county, through its social platform \"daily good goods \", launched a live mobile phone in the field, not only let consumers see the whole process of farmers to work, but also help farmers\" take goods \"to promote income rich, help rural revitalization. Statistics show that through live broadcast, daily good goods platform on the sale of 520,000 jin of Yunnan plateau snow lotus fruit, so far, a total of 2 million jin of high-original snow lotus fruit, radiation 172 farmers.

  自成立之初,短視頻、直播就成為每日一淘助力農產品銷售的有力武器。網絡達人在各大視頻、社交平臺上的網絡直播,不僅推廣了扶貧產品,也挖掘出產品背后豐富的內容資源,迅速提升了扶貧產品的知名度。

Since its inception, short video, live broadcast has become a daily sales of agricultural products to help a powerful weapon. Network got Talent in the major videos, social platforms on the webcast, not only promote poverty alleviation products, but also dig out the rich content resources behind the products, quickly enhance the popularity of poverty alleviation products.

  短視頻獨特的傳播優勢可以實現去中心化傳播,打破了城市與鄉村的交流屏障,彌合城鄉差距,觸達更多用戶。尤其是在5G時代,合理利用短視頻和社交電商平臺的資源和優勢,可以挖掘鄉村用戶的數字生產力和創造力,為鄉村帶來新動能。

The unique communication advantage of short video can realize decentralization communication, break the communication barrier between city and village, bridge the gap between urban and rural areas, and reach more users. Especially in the 5G era, the rational use of the resources and advantages of short video and social e-commerce platforms can tap the digital productivity and creativity of rural users and bring new kinetic energy to the countryside.

  2019年初,每日一淘布局視頻社交新零售領域,成功孵化了全域生鮮電商服務商每日好貨,每日好貨聯合直播達人與視頻平臺,為直播達人提供專業電商服務體系和有價值的內容。據介紹,每日好貨采用發現型供應鏈,針對用戶的需求反向定制產品。

At the beginning of 2019, a daily layout video social new retail field, successfully incubated the global fresh e-commerce service provider daily good goods, daily good goods joint live broadcast talent and video platform, to provide live talent professional e-commerce service system and valuable content. According to the introduction, the daily good goods use the discovery type supply chain, according to the user's demand reverse custom product.

  截至目前,每日好貨已與抖音、快手、火山等七大視頻平臺2000位達人簽訂合作協議,對達人開展培訓,并提供專業電商服務體系;同時在全國的水果原產地建立直播基地,帶著網紅們在田間地頭“現場直播”。

Up to now, the daily good goods have signed a cooperation agreement with the seven video platforms, such as shaking sound, fast hand, volcano and other seven talent, to train the talent, and provide a professional e-commerce service system; at the same time in the country's fruit origin to establish a live broadcast base, with network celebrities in the field \"live broadcast \".

  短視頻和直播“帶貨”成效顯著,不到一年的時間里,每日好貨已經成為抖音、快手上生鮮產品供應商的頭部品牌。截至目前,每日好貨在抖音的成交額環比增長40%至50%,呈現出“爆發式增長”態勢。比如,四川攀枝花的芒果、云南的雪蓮果和人參果,都是每日好貨的“爆款”案例。“如今抖音農產品的爆款中,前三名都是我們的產品。”每日好貨負責人王哲說,很多農產品的生長和生產場景對于城市人而言很稀奇,這種新鮮感和獵奇性也是生鮮品類在短視頻和直播平臺上大賣的重要原因。

Short video and live \"bringing goods\" have been effective, and in less than a year, daily good goods have become the head brand of suppliers of shaking sound and fast hand fresh products. Up to now, the turnover of daily good goods in shaking sound is up 40% to 50%, showing a \"explosive growth\" trend. For example, the mango of Sichuan Panzhihua, the snow lotus fruit of Yunnan and the ginseng fruit are all the \"popular style\" cases of daily good goods. \"The top three are our products in the fashion of today's quivering produce.\" Wang zhe, daily head of good goods, said that the growth and production of many agricultural products are unusual for urban people, and that this freshness and curiosity is also an important reason why fresh goods are sold on short video and live broadcast platforms.

  在實踐中,王哲總結出一套用短視頻直播做生鮮電商的法則。比如,“銷售能力”是該平臺直播達人的核心競爭力,因此,每日好貨發掘了一批銷售人才,把他們培養成為“水果博主”。“我們要么去原產地,要么跟大的供應商合作,保證農產品的規模,以及最好的品質、最低的價格。”王哲介紹。每日好貨在七大短視頻平臺開設前綴名為“每日好貨”的小店,有帶貨能力的博主可以從每日好貨的小店中選品售賣。如果用戶開通了抖音購物車,在添加商品時就可以從“精選聯盟”中選品,每日好貨在其中充當了貨品提供商的角色。在合作模式上,每日好貨幾乎都是選擇“一鍵代發”的模式,博主們只需負責“帶貨”,不用為物流、售后操心。

In practice, Wang Zhe summed up a set of short video live to do fresh e-commerce rules. For example,\" sales ability \"is the core competitiveness of the platform's live talent, so the daily good goods to explore a group of sales talent, they become\" fruit bloggers.\" \"We either go to the country of origin or work with big suppliers to ensure the size of the produce and the best quality and lowest prices. Wang Zhe introduced. Daily good goods in the seven short video platform to open a prefix called \"daily good goods\" shop, with the ability to carry goods bloggers can choose from the daily good goods of the shop to sell. If the user opens a quiver shopping cart, you can choose from the \"select alliance\" when adding items, in which daily good goods serve as a provider. In the mode of cooperation, daily good goods are almost always the choice of \"one-click generation\" mode, bloggers only need to be responsible for \"take goods \", do not worry about logistics, after-sales.

  “博主不用擔心自己聯系農場主或賣家選不出好的產品,不用擔心物流及售后,以及到原產地住宿與時間安排,甚至不用擔心當地網絡、拍攝場地等基礎設施情況,因為我們都搭建好了。”王哲說,這種標準化的服務能力也是每日好貨正在構建平臺優勢。

“bloggers don't have to worry about contacting farmers or sellers who can't choose good products, don't worry about logistics and after-sales, and accommodation and scheduling in the country of origin, and don't even have to worry about infrastructure such as local networks and shooting venues, because we've all built it." Wang said this standardized service capability is also a good daily product is building platform advantages.

  目前,農產品和生鮮領域還有很大的潛力可挖掘。一方面,相比線下超市或者線上及時配送方,直播電商的價格更低;另一方面,由于用戶購買習慣尚未完全培養起來,因此客觀上,還有從線下轉入線上的機會存在。王哲的目標很遠大,他想把每日好貨建成全域生鮮電商服務商,建立人無我有、人有我優、人優我全的全國生鮮電商服務網絡。(周明陽)

At present, agricultural products and fresh areas have a great potential to tap. On the one hand, the price of live e-commerce is lower than that of offline supermarkets or online timely delivery parties; on the other hand, because the user's buying habits have not been fully cultivated, there is an objective opportunity to move from offline to online. Wang Zhe's goal is very big, he wants to build the daily good goods into the whole region fresh e-commerce service provider, builds the national fresh e-commerce service network with no one I have, I have the best, I have the best person I have. (Chow Ming-yang)