2016 Double 11 Is Destined To Be Live + Net Red War.

Ali wants to play live. After last year's first live telecast, 2016. Double 11 Carnival, Alibaba group's entertainment section will also be added to the live camp, including oneness group (Youku potato), Tmall magic box, shrimp music, UC browser, Tmall client and so on. Of course, other e-commerce platforms such as JD.COM Vip.com, jumei.com and so on are not idle.

Under the direct broadcast situation, if each big Online retailers Platform, in 2016 double 11, will be the best exposure and flow of resources to live, then how the business should first enter the Bureau, to be prepared for trouble?

Unlike previous years, this year net red + live streaming has become a huge entry of Internet traffic. As the flow and conversion rate basically determines the final trend of platform sales, the major electronic business platforms close to each other to fight the battle of net red and live resources have quietly started in front of double 11.

2016 double 11 is destined to be live + net red war.

In recent years, every 11 times, there will be a competition theme between different platforms. Double 11 in 2012, the biggest theme is low price, where the lowest price, where consumers flow to. By 2013, consumers were also worried about the double delay of delivery and delivery of double 11 in 2012. Jingdong, Yi Xun Wei representative of the main business enterprise logistics speed, Ali platform is also strengthening the rookie network to solve the pain of logistics. 2014, two years in 2015, the competition theme of double eleven became the quality of supply.

In fact, whether it is the price or quality, the different themes are derived from the needs of traffic competition. In the final analysis, the sales of the business people are fighting for the purpose, which is the result of the multiplication of the three traffic, conversion rate and customer price. According to this logic, what will be the theme of double eleven in 2016? The answer is likely to be: Live + net red.

The full rise of live broadcasting platform in 2016 has created a huge Internet traffic portal. Recently, the China Internet Network Information Center released the thirty-eighth "China Internet development statistics report" shows that as of June 2016, with the impetus of capital strength, the number of live webcast users reached 325 million, accounting for 45.8% of the total Internet users.

According to statistics, the daily peak hours of large live platforms are close to 4 million at the same time, while the number of live rooms is over 3000. Such a huge flow, if it can be drained to the electronic business platform, the realization value of the immeasurable immeasurable. Taobao, Tmall, suning.com and other online live broadcaster functions are being launched in order to seize the traffic, such as Ying, pepper, and a live broadcast. According to industry sources, the live broadcasting platform of Jingdong will also be launched soon, and the strategic intentions of the giants have been very obvious.

The net red service platform has become the draught pig.

However, the domestic direct seeding platform has nearly 200, and the platform still needs to fight for traffic at all costs in order to survive in the hundred wars. The net red with its own traffic has naturally become a scarce resource, and the battle for the streaming platform will inevitably become a battle for grabbing people.

Recently, Wang Sicong, who owns the panda TV, was sent to CEO for a live broadcasting platform because of the problem of anchor resources. This is not difficult to understand. The competitiveness of the platform is mainly reflected in the anchor lineup. The quality beauty anchors can produce immediate economic benefits for the live broadcast platform. Insiders revealed that some of the live broadcasting platforms had to get rid of the net red, and the net red brokers did not pay the gift income, but instead were willing to pay the money.

Under the capital carnival, although net red has become a good meat and potatoes, where is the quality of net red? Where is the net red circle, which has long been in the development stage of grass roots. It can continuously attract talented people into the net red industry and carry out deep processing and incubation.

"We are now a pig on the draught, and many live platforms and e-commerce vendors are looking for us to get the red guys. This is not seen in the past few years." Fu Leiru, chairman and CEO of the US aerospace company, said that China's largest Internet Entertainment talent service, the United States and the United States, is indeed a lucky winner to catch up with the historic opportunity of net Hong + live broadcasting.

Scene oriented live shopping guide brings high conversion rate

According to the insiders, net red business scale will usher in a historic outbreak of double 11 this year. Because net red can not only bring traffic, for the electronic business platform, the biggest value of net red is the commercial conversion rate of traffic is very considerable.

In this year's 618 electricity supplier war, suning.com has tasted the sweetness of net red live shopping guide. Suning recruited a big wave of net red and launched a live shopping guide at Suning offline shop. Take June 1st as an example. As of the end of the live broadcast, the number of people watching the suning.com live room was over 1 million on the day, equivalent to the audience of 20 Olympic sports centers in Nanjing. During the live broadcast, suning.com page traffic increased by 280% over the same period, and the number of live interactive data reached 300 thousand, with an average of 83 barrage messages per second. Not only that, the effect of shopping guide among red people is obvious. During the 1 hours of live broadcast that night, Lenovo's ZUKZ2 mobile phone booking volume exceeded 100 thousand units, and the network red anchor brought huge traffic resources.

The cooperation between Biotherm and US has once again shown the great value of net Hong in the field of electric business. In from June 27th to 29th, Biotherm's series of new products were successfully promoted on Taobao live and Sina micro-blog platform for 3 consecutive days. The thirty digit net red of the US air spanportation has been running for three consecutive days, covering the whole period from 12 noon to 9 o'clock in the whole time, showing the marketing guide of Biotherm products, watching more than ten million fans online, paying more than one million points, and gaining more than 100 million of micro-blog's topic.

It can be seen that the consumption habits of young people have gradually shifted from traditional shelf sales to experiential scenes selling. Alibaba CEO Zhang Yong has praised the red dot for more than once. "The net red family is another embodiment of the whole new economic power. They rely entirely on the strength of the individual to gather a group of fans who share their interests with her to follow, and finally produce economic opportunities and business opportunities. This is very, very wonderful.

According to people familiar with the matter, at present, Taobao live has conducted several rounds of data testing, and many red service providers have been stationed in Taobao live. Among them, the United States, the largest entertainment talent service provider in the country, is far ahead of the world. As the best platform for Taobao to live in Hong Kong at present and the best data spanformation platform, the United States has already prepared more than ten service products of "net red + electricity supplier" for this year's double 11 wars, including micro-blog marketing promotion, Taobao's shopping guide, red cast live broadcast, red people shooting and so on. Some of these products have already completed millions of pre-sale, thus it can be seen that the major electric providers have been preparing for the platform 11 times.

In 2016, what is the new way of playing double 11, net red + live broadcast + the electricity supplier? What are the new ways to attract the chopper family? What will the economic scale ultimately result? Which e-commerce platform will stand out in this historical battle and finally lay the leading position in the broadcast era? We must wait and see.