live—streaming sales专升本英文作文

2023年12月6日发(作者：私人英文)

-

live—streaming sales专升本英文作文

Since 2020, due to the impact of the epidemic, the offline economy has been cold,

and the online economy has rapidly turned into a prairie. Media advertising

marketing business.

However, the wave of live streaming sales has also provided new ideas for TV

media. By combining TV programs with goods, it will reshape the collision logic of TV

+ e-commerce. In the advertising investment promotion conferences of first-tier

satellite TVs in Hunan, Shanghai, and Zhejiang, the integration of live broadcast and

delivery elements into the innovation of program content has become an important

competitive bargaining chip.

In 2020, live streaming sales has changed from industry sales to a national carnival,

which has earned enough attention. From the live broadcast of Internet celebrities to

the end of stars, to CCTV hosts, and CEOs of various companies have joined the army

of bringing goods. The trend of live broadcast e-commerce breaking the circle is also

becoming more and more obvious, from beauty, snacks, daily necessities to lling

hous, cars, ships, and even rockets, etc., constantly breaking people's imagination.

The reason for its popularity is that, on the one hand, due to the change in the age

structure of consumers, the post-95s and even post-00s have gradually stepped into

the center of the stage and become the main force of social consumption; on the

other hand, live streaming sales has become an important factor to combat the

bottleneck of traffic growth and the impact of the epidemic. Grasp.

In the cond half of the Internet, online dividends gradually subsided and traffic

was redistributed and scattered. Ur conversion rates continued to decline, and the

cost of customer acquisition for companies became higher and higher. The new retail

model of live broadcast delivery can greatly shorten the time from advertising. To the

purcha process, the ur is directly converted. At the same time, the epidemic has

restricted offline marketing scenarios and affected the sales of corporate products.

When brands reconnect with consumers, they gradually pay attention to the

innovative model of online business acquisition, which also directly brings the

dividends of live broadcast marketing.

At prent, live streaming sales has begun to be deeply integrated with

entertainment programs. Variety + streaming has become a hot word on the screen,

stimulating a new magnetic field for TV streaming, becoming a brand-new attempt to

acquire and monetize TV content traffic, and also provide live streaming sales

rvices. a new development direction. Undoubtedly, TV media has a large number

of head content IP, which combines the commercial derivation of IP with

e-commerce delivery, providing a new idea for obtaining greater commercial value

and brand value. In 2020, "Ace vs. Ace", "Extreme Challenge" and "Longing for Life"

will all incorporate live streaming sales into the content of the program; on June 19,

"Sister Riding the Wind and Waves" announced the IP chain with "Sister" as the

origin By extension, a total of 12 episodes of Douyin's exclusive live broadcast ries

with goods will be carried out during the broadcast of the program; Zhejiang Satellite

TV's "Run" and Gome have jointly created a super live broadcast of Run to the Beautiful, prenting a "family-style happy party" in the form of a combination of

Shopping scenes with a n of experience and entertainment, etc. It can be en

that in addition to popular variety shows, TV dramas, documentaries and other IPs

can also take advantage of the advantages of traffic pools and influence to embrace

live streaming sales and bring goods through various creativity and gameplay, and

further expand and extend the IP value chain. More importantly, the new trend in

the industry no longer only focus on the integration of popular variety show IPs

and live broadcasts, but rather the creation of programs for the purpo of bringing

goods. The variety shows that have been launched so far include "I'm Waiting for You

at the Summer Palace", "Hometown Good Things", etc., "Let's Sign a Contract",

"Super Red Brother is in Business", "China Village Broadcasting Conference" and

other programs will also appear in the cond half of the year. While such programs

bring goods and cultural and creative products, some programs focus on localized

special products, emphasizing consumption and poverty alleviation, and also extend

the content to the industrial chain of live broadcast and goods, such as the creation

of anchors and the development of e-commerce studios. Management, etc., once

again expanded the context and boundaries of entertainment programs.

The combination of variety show live broadcast and online e-commerce delivery

has also attracted much attention. Through the joint e-commerce platform, TV media,

relying on the content of the large-screen live broadcast of the party, triggers urs to

interact on small screens and test the "cross-border" of large-screen and

small-screen. screen with goods" mode. For example, Hunan Satellite TV launched a

new form of live broadcast program "Shoot! Brothers”, the entire live broadcast

event connected 20 live broadcast rooms on site, and also extended the linkage

tentacles to hundreds of offline live broadcast rooms; Dragon TV and Suning Tesco

created the “618 Super Show” for mobile phone urs. A live broadcast room and a

buyer group were t up, and at the same time, the offline new retail format of

was shown in the form of a reality show.

Through the connection of platform programs and shopping scenarios, TV media

has opened up more possibilities for content scenario marketing. It is a deep

excavation and enhancement of the value of program communication, and at the

same time, it has opened up a new imagination to help brand marketing and the

transformation of consumption structure.

For the live broadcast itlf, it has gradually entered the cond half, which will

bring more opportunities for TV media to integrate the live broadcast mode. At

prent, the content of a large number of anchors is converging, and the ability to

continuously produce high-quality content is insufficient, which has caud urs'

aesthetic fatigue. And after the recent accelerated development since the epidemic,

live streaming sales has been caught up in many controversies, and incidents such as

live streaming sales rollovers and data fraud have emerged one after another, making

the industry gradually return to rationality. In June this year, the Media Shopping

Professional Committee of the China Chamber of Commerce relead the first

domestic industry standard for "live streaming salest + e-commerce" and solicited

opinions from the public. Regulation. In this context, the industry will enter a purification period of survival of the fittest, relatively inferior competitors will be

expelled, and it will become more important to increa the richness and visibility of

the content of the goods. With the advantages of content resources, professional

production capacity, high-quality visual prentation, combined with innovative

interaction, scene substitution, and the linkage and derivation of popular IP, the big

screen will prent consumers with a different experience of live broadcast content.

However, although the integration of e-commerce live broadcast of TV programs

has gradually become an obvious indicator, how to completely convert the high

traffic of its programs is still a problem. Taking "Sister Riding the Wind and Waves" as

an example, a total of 28 products were put on the shelves in the first live broadcast,

with sales of 3.719 million yuan. Compared with the achievements of this variety

show itlf, the performance of the live broadcast debut is not eye-catching. At the

same time, some specially created programs with goods have both the logic of

content and business. Whether they can effectively integrate the fun of variety

shows and goods will also determine the future development of such programs. In

addition, TV media, as a mainstream publicity channel, must avoid excessive

commercialization and profit-making colors and tendencies, otherwi it will

overdraw its own credibility and the gains will outweigh the loss. The grasp of the

intermediate "degree" will be a big test for all parties.

In the long run, the integration and change brought by live streaming to the

pan-entertainment content and marketing market, as well as the cross-dimensional

competition trend of live streaming in the entertainment field, will continue or even

deepen. Of cour, in the increasingly strict market environment of mainstream

supervision and policy supervision, it also means that more content supervision may

be ushered in. Where will this model eventually go in the future, and whether it will

form a situation of "swarming up and dispersing" is worthy of attention!

-