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生鲜电商出新招直播带货造爆款
2020-01-07 13:30   来源:  www.miss9.cn   评论:0 点击:

生鲜电商出新招直播带货造爆款近日,生鲜电商每日一淘走进云南昆明寻甸回族彝族自治县,通过旗下达人社交平

  近日,生鲜电商每日一淘走进云南昆明寻甸回族彝族自治县,通过旗下达人社交平台“每日好货”,在田间地头发起了手机直播,不仅让消费者亲眼看到农民劳作的全过程,也帮助农民“带货”促进增收致富,助力乡村振兴。统计显示,通过直播,每日好货平台3天就售出了52万斤云南高原雪莲果,截至目前,共售出200万斤高原雪莲果,辐射172户农户。

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,短视频、直播就成为每日一淘助力农产品销售的有力武器。网络达人在各大视频、社交平台上的网络直播,不仅推广了扶贫产品,也挖掘出产品背后丰富的内容资源,迅速提升了扶贫产品的知名度。

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.

  短视频独特的传播优势可以实现去中心化传播,打破了城市与乡村的交流屏障,弥合城乡差距,触达更多用户。尤其是在5G时代,合理利用短视频和社交电商平台的资源和优势,可以挖掘乡村用户的数字生产力和创造力,为乡村带来新动能。

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,每日一淘布局视频社交新零售领域,成功孵化了全域生鲜电商服务商每日好货,每日好货联合直播达人与视频平台,为直播达人提供专业电商服务体系和有价值的内容。据介绍,每日好货采用发现型供应链,针对用户的需求反向定制产品。

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,每日好货已与抖音、快手、火山等七大视频平台2000位达人签订合作协议,对达人开展培训,并提供专业电商服务体系;同时在全国的水果原产地建立直播基地,带着网红们在田间地头“现场直播”。

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 \".

  短视频和直播“带货”成效显著,不到一年的时间里,每日好货已经成为抖音、快手上生鲜产品供应商的头部品牌。截至目前,每日好货在抖音的成交额环比增长40%至50%,呈现出“爆发式增长”态势。比如,四川攀枝花的芒果、云南的雪莲果和人参果,都是每日好货的“爆款”案例。“如今抖音农产品的爆款中,前三名都是我们的产品。”每日好货负责人王哲说,很多农产品的生长和生产场景对于城市人而言很稀奇,这种新鲜感和猎奇性也是生鲜品类在短视频和直播平台上大卖的重要原因。

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.

  在实践中,王哲总结出一套用短视频直播做生鲜电商的法则。比如,“销售能力”是该平台直播达人的核心竞争力,因此,每日好货发掘了一批销售人才,把他们培养成为“水果博主”。“我们要么去原产地,要么跟大的供应商合作,保证农产品的规模,以及最好的品质、最低的价格。”王哲介绍。每日好货在七大短视频平台开设前缀名为“每日好货”的小店,有带货能力的博主可以从每日好货的小店中选品售卖。如果用户开通了抖音购物车,在添加商品时就可以从“精选联盟”中选品,每日好货在其中充当了货品提供商的角色。在合作模式上,每日好货几乎都是选择“一键代发”的模式,博主们只需负责“带货”,不用为物流、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.

  “博主不用担心自己联系农场主或卖家选不出好的产品,不用担心物流及售后,以及到原产地住宿与时间安排,甚至不用担心当地网络、拍摄场地等基础设施情况,因为我们都搭建好了。”王哲说,这种标准化的服务能力也是每日好货正在构建平台优势。

“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,农产品和生鲜领域还有很大的潜力可挖掘。一方面,相比线下超市或者线上及时配送方,直播电商的价格更低;另一方面,由于用户购买习惯尚未完全培养起来,因此客观上,还有从线下转入线上的机会存在。王哲的目标很远大,他想把每日好货建成全域生鲜电商服务商,建立人无我有、人有我优、人优我全的全国生鲜电商服务网络。(周明阳)

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)


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