Shulou(Shulou.com)11/24 Report--

CTOnews.com June 29 news, according to Reuters reported that Apple joined the live broadcast craze in China in May, the first live broadcast was hosted by the company's product experts, providing tips on using iPhone to make movies or using Apple Watch as a sports aid, and received 1.3 million viewers and 300,000 likes within an hour.

▲ Source Pexels It is worth noting that Apple did not choose the online red belt anchor, but focused on introducing the use scenario of the product, which shows that more and more brands are investing in the Chinese market from marketing to content.

William Lau, CEO of beauty retailer Bonnie and Clyde, said: "You have to turn to content rather than promotions. When you focus on building content instead of offering a 40% discount, you actually resonate with more consumers and get a boost in sales. "

Research firm eMarketer said live streaming generated $480 billion in sales in China last year and could grow 30 percent this year, showing the industry's resilience in the current economic climate. During the epidemic, China's live broadcast industry employed more than 1.23 million anchors in 2020, achieving strong growth.

However, while Tmall and Li Jiaqi are still strong, brands are abandoning the strategy of betting on head anchors and relying less on deep discounts to focus more on telling brand stories.

Jacob Cooke, co-founder and CEO of Beijing-based e-commerce consultancy WPIC, said: "Brands are building their own channels instead of paying 40 to 50 percent of live streaming revenue to other companies because it's unsustainable. "He introduced that the live broadcast fee of the head anchor is about 30 times higher than that of the anchor trained from professional institutions, which is not only more economical, but also easier to find the anchor matching the brand tonality.

Zephyr Liu, Asia Pacific head of women's wear brand ba&sh, said: "If the product matches the anchor's tonality, consumers tend to believe,'Oh, this is the product you use.' So when they prefer to see someone recommending a product from the heart, it's not just selling it. "

Liu once thought that her brand clothing sold for about 2000 yuan, incompatible with low-cost live broadcasting. But after six months of trying to use anchors and small online celebrities recruited through agencies on chatter, she found that sales increased even for products sold at the original price.

Shining Li, vice president of live broadcast agency Romomo, said: "Brands are optimistic and open to live broadcasting, and it is very important to establish a solid live broadcast channel because it is an important sales and communication tool. "

Lexie Moris, vice president of Sweaty Betty China, said that the head anchor may have the greatest influence, but it is more important to choose the right person: "Compared with the largest head anchor, the audience size of the small anchor is small, but the target group is clear and the conversion rate is higher. "

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