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

The double 11 Shopping Carnival has finally come to an end. The studio has become the main force with goods, setting off this double 11 national shopping craze. During the Singles' Day this year, brand self-broadcasting and store broadcasting are also on the rise. according to online economic and social data, 37 of Tmall's shop rooms that exceeded 10 million yuan on the first day of Singles' Day increased by more than 100 percent compared with the same period last year. Compared with before, this year's brand self-broadcast presents a situation of "letting a hundred flowers blossom", which is more conducive to the healthy development of live e-commerce. At the same time, brand merchants have opened sales channels through live streaming, which is also of great help to the recovery of the real economy.

However, for brands, how to truly restore the appearance of products in the studio, showing no less than offline stores display effect, especially clothing, shoes, makeup and other problems that may exist color difference, has become a difficult point for merchants. The color difference between the physical object and the live screen will not only directly affect the shopping experience of consumers, but also increase the after-sales and operating costs of the brand. From the source, the reason that affects the color difference lies to a large extent in the choice of live broadcast equipment. Therefore, a reliable live broadcast solution will improve the problem of color difference from the source.

How to truly restore the appearance of the product in the studio has become a difficult problem for merchants.

In order to achieve low-cost and high-color live broadcast performance from the device side, Canon 1 "good Live" HD Live solution (hereinafter referred to as "good Live") jointly transformed the trend sports brand Converse flagship store live studio in Taobao Live. This is the second cooperation between "good Live" and Taobao Live after the joint release of the "E-commerce Live High definition broadcast Guide".

Color, the magic weapon of the new live e-commerce era

Color has always been the "sales secret" of the marketing community. As early as the 1980s, the American popular Color Research Center summed up the "7-second consumption law", that is, consumers will decide whether they are willing to buy goods within 7 seconds, in which the decisive factor of color is as high as 67%. This is also the famous color marketing theory, the major brands also widely use color in brand marketing, using color to seize the brand mind.

Just like this transformation of the Converse flagship store live room, the color is its label. Converse has several classic series of shoes, such as Chuck Taylor All Star and Chuck 70, but each series has a variety of different colors. At Converse, consumers can show their dynamic personality through color. Retain the classic design, through the seasonal fashion color to make shoes take on a new design idea, but also make Converse a trend sports item loved by people from all walks of life all over the world.

Unlike offline stores, online studios get rid of the restrictions on store size and storage space, and can display more colors and styles of goods. Mr. A Chai, the live broadcast operation team of Converse Live Room, Hangzhou Merlin Culture and Creative Co., Ltd. ("Merlin Company"), revealed that the color of Converse Live Room is much richer than that of offline stores, and many colors are special. Milk brown, milk brown, sapphire blue, rhythm blue, Barbie powder, vitality powder, clove purple and smoke purple, and so on, in Converse live studio, each color has its own name. Between color and color, very similar, but there are some differences.

Converse's flagship live broadcast room is rich in colors, and many products are similar in color.

The accurate display of color is also the difficulty of the operation team: "whether Converse or Merlin always pursue excellence, we will try various technical means to improve the live broadcast effect, such as using the popular LED screen as the background this year to make the picture more dynamic. In terms of color, we also constantly compare the output picture with the physical object of the product, trying to get closer to the real color, but we are always not satisfied with some details, such as slight color changes when light color products are displayed in different locations, or similar color products are not obvious enough in the live screen. We are very worried that consumers will have a bad consumption experience because of the color difference between the real object and the live picture. "

Taobao live broadcast X good live broadcast strong union, the first color transformation, just do it.

As an officially certified service provider of Taobao Live, Hangzhou Merlin Culture and creativity Co., Ltd. fed this issue back to Taobao Live platform, and Taobao Live also attached great importance to it. Taobao Live has been committed to providing users with the best broadcasting and viewing experience, especially after entering Taobao Live 2.0 "New content era", it attaches great importance to the output quality of content. In fact, before receiving feedback from Converse's flagship store studio, Taobao Live has been hoping to solve the industry problem of physical and live display reduction. Therefore, Taobao Live decided to join hands with Jiajia Live, taking Converse's flagship store studio as the first "color" transformation object, hoping to reduce the color difference of live pictures and show more physical colors through technical means.

As an expert in the image field, Canon has focused on the research and development of image technology for more than 80 years, and Canon's color science has won wide recognition from professional video professionals. "Jia Live" not only provides hardware equipment for live broadcasting, but also provides one-stop studio construction services, which also includes the overall design, installation and debugging of the solution and image vision guidance.

In the modified Converse flagship live room, the anchorman tests the color restoration in front of the camera.

Live broadcast solution is optimized as a whole, and color restoration is more accurate.

After the on-site visit, Jia LVB team replanned the layout of the studio according to the live space and product sales characteristics of Converse live room. The first is the optimization of the two-seat equipment. The Jia Live team chose the Canon EOS R5C digital movie camera for the Converse studio to make the product texture and color restore more accurate, and the picture more solid. At the same time, the Canon RF lens presents professional optical and color effects. In terms of lens selection, considering that VJs usually focus on station VJs, and the host bit is matched with RF15-35mm F2.8 L IS USM lens, the wide-angle end will make VJs look symmetrical and tall, and occasionally there is no pressure for more than two VJs to broadcast in the same frame together. The close-up stand with RF70-200mm F4 L IS USM lens can achieve natural out-of-focus emptiness when displaying product details, separate the main body from the background, exquisite and oily picture quality, and improve the overall texture of the studio.

The host is Canon EOS R5 C+RF15-35mm F2.8 L IS USM

The close-up position is Canon EOS R5 C+RF70-200mm F4 L IS USM.

Before the transformation, there was no obvious difference between the two products of similar color on the mobile phone, and there was a slight color difference between the real object and the picture.

After the transformation, the two products of similar color can also see the difference in color in the live screen, and the color is almost the same as that of the real object.

Partition light distribution, update system link, unify color

Secondly, the Jia Live team redesigned the lighting scheme for the Converse studio to make the light distribution in the studio more uniform, and update the system link to make the output picture more clear. After the transformation, Converse flagship store studio operation team's most intuitive feeling is that the color restoration is very accurate. "the color display effect after the transformation is very good, and the brand side is also very satisfied!" Now, no matter how far the anchor is from the camera, the color of the product has not changed, and the color is very positive. And the display effect of products with similar colors or light colors is also very accurate, and the clarity is also very high. Consumers are finally relieved by what they see is what they get! " Ah Chai is very happy, he revealed. Also happy are the anchors in the live broadcast room. "when I see my face on the screen, I can't help but feel happy. I don't know where it has changed. I just look good, my skin is very transparent, and my spirit is very good!"

In Converse studio, the anchor carries out live broadcast in the modified studio.

The case of the transformation of Converse Live Studio is also applicable to most of the clothing, footwear and other categories of live broadcast rooms. Mr. Zhao Yingjun, project manager of Canon (China) "Jia Live", shared the transformation experience: "in a live broadcast, the fabric and color span of clothing is very large, so it is very important to choose a camera with high dynamic range. This time Converse studio chose the EOS R5C digital movie camera to make the product texture and color restore more accurate and the picture more solid. At the same time, through the uniform distribution of light in different regions, the color of the goods can be kept consistent in the mobile display of the anchors. In addition, we find that the use of LED background in clothing live rooms is becoming more and more popular, and we suggest that the light center of the light should avoid the LED screen to improve the contrast of the picture. "

It can be said that this live broadcast and Taobao live broadcast provide a new idea and method for the live broadcast room of Converse flagship store, and also demonstrate the innovative ability of "good live broadcast" and Taobao live broadcast in the field of live broadcast. In the future, the cooperation between "Jia Live" and Taobao Live will be landed in more fields, bringing more high-definition live rooms for brands in various industries.

1 * for the convenience of readers, Canon can refer to: canon (China) Co., Ltd., Canon Brand and so on.

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