After the live broadcast of "Oriental Selection", everyone seems to believe more and more in the saying that "the end of the universe is live broadcast with goods". In this article, the author discusses the "essence of live broadcast", let's see what the author has to say. Recently, I started to do live broadcasts by myself, and at the same time, I also started to update the video account, and Douyin will also be put on the agenda. All this reminds me of the old joke: "The end of the universe is live streaming." Although I don't bring goods now, I take it seriously, especially after the live broadcast of "Oriental Selection". After accepting that my attraction is not as big as steak and terracotta warriors, I made up my mind to study the nature of live broadcasting. In June, I basically talked to the heads of several mainstream live e-commerce platforms.
This conversation has refreshed my understanding. I suddenly realized that the live broadcast is no longer the "live broadcast" I thought it was before. It took the script of the counterattack and told everyone here: Whether it is the brand side or the popular KOL in the graphic era: "In the past, you ignored my love, but now I make you unable to climb high." If you don’t do b2b data live broadcasts, you will be quickly abandoned by the times. Live broadcast, especially the live broadcast of e-commerce type, has entered the 2.0 stage from the 1.0 stage. In the 1.0 stage, live broadcast e-commerce focuses on discounts and meets the greatest common divisor of people's needs. If it is "the lowest price on the entire network", what is sought is the cost-effectiveness of "buy 1 get N free",
which is represented by Li Jiaqiweiya. In the 2.0 stage, it has become driven by culture and experience, not only to sell goods, but also to sell beautifully and decently. The hawker-style peddling has no texture, so it began to pursue cultural characteristics and spiritual values. Oriental selection was during this period. represent. Before Oriental Selection, my understanding of live broadcast e-commerce has always been "buy, buy, buy" headed by Li Jiaqi and Wei Ya. Until I saw that in the Knife Technique community, everyone started talking about Dong Yuhui selling steaks. I curiously went to the live broadcast room of Dongfang Selection, and I happened to meet Dong Yuhui explaining "Deliberate Practice". I bought this book a long time ago, just waiting to see what tricks he can tell? As a result, he frowned, lowered his head, and said "hard work pays off" in his English accent.