Live Broadcast Has Made All Fashion Brands Suffer From Fear Of Loss.

For a whole week, people are talking about live broadcasting.

Earlier, Louis Vuitton's first attempt at the live broadcast of the little red book is still continuing, and the first attempt at the "cloud" version of the Shanghai fashion week has come to a close. And the most high point of detonation is the evening of April 1st, Luo Yonghao's live voice and live show, and the live broadcast of the sale of rockets by Wei Ya. Despite the fact that Lao Luo's live broadcast has 110 million of the transaction volume, it is full of embarrassing atmosphere because of its lack of knowledge of goods and even the sale of L'OREAL men's cleanser and blue wave laundry beads, which are totally inconsistent with their personal products. The audience had expected this frequent "golden phrase" not appearing. Luo Yonghao staged a rollover.

Although Herm s, who was always reserved, did not go to the battle in person, but unfortunately he turned over the car in Li Jiaqi's live broadcast. Its lipstick, which costs about 500 yuan, has not yet been listed in China, but it has already suffered from "lipstick". "Color is very common" and "old-fashioned". He also said publicly that his color number is not suitable for Asians. If the brand is to be a Chinese business, please be the color of the Chinese people.

There is no doubt that now in China, due to its outstanding commercial transformation capabilities, live broadcasting has become a new outlet for the whole nation. According to the "2020 Taobao live new economy report" released by Taobao's live broadcast, Taobao's live broadcast has accumulated 400 million users, and the turnover has exceeded 200 billion yuan. But on the other hand, live broadcasting is also a double-edged sword. The online consumer survey report of live consumer online released by the China Consumers Association shows that 37.3% of the respondents had encountered consumption problems in live shopping, and there were many questions about the anchorperson's exaggeration and false propaganda, the links that could not explain the characteristics of commodities, and so on.

At the same time, when mainstream consumers choose to pay more attention to the cost-effective products and the intimate interaction with the anchor, some designer brands and luxury goods seem to have lost some direction here. This week, Zheng Miaomiao, editor in chief of the former SuperELLE new media, made the following comments on our article this week. She said: "the purpose of marketing is to create a" premium ", and sales is a transaction, so the purpose of setting up live content must be clear. Are you marketing or selling? "

The live time of a small hour is very high on the time cost of the audience. The audience's expectations are different for business live and personal anchor. Audiences of different location businesses and different people have different expectations.

The higher positioned luxury goods and designer brands are less fashionable than the fast fashion and commercial fashion brands. If they fail to present the standards and ideas that are compatible with the expectations, and fail to provide the corresponding preferential ways of direct purchase, then no more powerful brands will win the audience's most direct and intense comments in the studio. It is often reflected in live interaction - the most enthusiastic crowd of luxury goods, and often the most demanding consumers.

In a sense, the anchors with personal appealing power have more discourse power than brands. They can be seen as legendary buyers of legendary buyer shops in the digital age. Consumers will pay for their choice of goods (in the context of live broadcast, whether the anchors can pick out good products, and get low prices and concessions from brands) and trust between them. The anchors, such as viya and Li Jiaqi, who have been keeping close contact with the audience for a long time, have chosen the goods already out of circulation. Many people will buy snacks recommended by Li Jiaqi, and Viera even 40 million of the Rockets will also sell. This is exactly the same as Colette once sold small souvenirs, and sells the most precious mineral water all over the world. There are commodities that can easily start but have high profit margins, and there are also marketing gimmicks for the media crowd.

However, in addition to the head anchor, the market demand for live broadcast is so large that it has spawned a number of mass production, such as "tool man" general anchors, for businesses to live broadcast. According to the list, over 90% last year were broadcast live by businesses. Many brands' deliberation in selecting spokesmen and formulating publicity strategies failed to pick the anchor. Relying on the huge market volume and fresh and complex play, the local Internet is good at creating concepts and gods. At present, the rule of live broadcast we know is set by it. Because the live broadcast is now on the draught, Fear of Missing Out lets all brands go forward to the game and automatically bring them into the local context and rules. Bold experimentation and blindly following the wind are only in the first line. A forced battle can only obscure the brand's face and even turn it over.

Perhaps Chanel will bring new inspiration on a live broadcast on Friday. The luxury brand has invited Belgian singer Ang le to perform an exclusive live concert on its official Instagram account. Together with the #LiveWithChanel# tag, Ang Le performs the piano playing in front of the camera. The brand said it hoped that this activity would bring some support to all affected people and those currently isolated from home. It turns out that live broadcasting can also be done without goods.