你们迷茫么?我想大家都挺迷茫的,不过不用担心,淘宝自己都是迷茫的,后台频繁的更新就表示淘宝直播还在探索中,还有很多的不定因素,这也证明了淘宝直播还有很大的发展空间,我希望大家都能坚持到那一天!
去年年底我还在混迹各大媒体峰会,曾经在一次重庆公开商业课上,碰到刚从奥美转去淘宝直播做负责人的赵圆圆,他背着书包从上个会场刚刚赶来,费尽力气地跟全场安利「淘宝直播」是什么,下面的人却是一脸茫然。
后来江山就渐渐被打开了——今年的营销新玩法从私域这个关键词开始,最旺的一把火烧在了「淘宝直播」身上。如果你还不知道淘宝直播是什么,那我简单介绍一下:淘宝直播就是在淘宝里面可以边看边买的电商直播购物形式,就是淘宝版的电视购物。淘宝直播里今年最有名的两大头部主播:薇娅和李佳琦,不需要我多介绍了。
今年1月我就在《中美美妆博主对比报告》里提到了李佳琦小荷初露尖尖角,因为他帅气的面容,长年累积的销售技巧,搭配抖音+淘宝直播的玩法打开了局面,家喻户晓。
但没想到从2018年第一季度开始,李佳琦这把火越烧越旺,并和薇娅一起带动了整个淘宝直播的生态的快速增长,看下图,2019年同比带货增长接近于400%……
大势之下,各路红人和明星都纷纷下海。除了我之前研究的微博红人张沫凡等都陆续加入淘宝直播,开始规律性开播,明星也纷纷上阵——不论是90后的儿时记忆主持人李湘,还是95后的喜爱的跑男王祖蓝,都走进了直播间。(下一步00后喜欢的虚拟偶像准备准备吧,可以开始卖货了)
在这种全民热度下,品牌们开始「发烧」了,纷纷闻讯而来,抢滩淘宝直播,生怕错过这波红利。最近我们去拜访一家老牌国企,对方的市场负责人很激动地告诉我们,已经组好了一个团队,准备开始大举进攻淘宝直播了。
历史总是惊人的相似:有了所谓流量的红利,焦虑的商家必定会像疯了似的把一个东西当成灵丹妙药:之前是增长黑客,后来是私域流量,最近是淘宝直播……
我一直相信,我们要想玩好一个玩法,想清楚投入多少人力、财力、精力,必须第一步先帮助品牌主看清一个玩法的本质。
淘宝直播不是「万能药」,它的本质也被人说了无数遍是「电视导购」,然并卵。它到底在我们的营销链路里能代替哪一环,起到什么样的作用,它的未来局限又在哪里?
1.淘宝直播的主流玩法
? 投放主播和品牌自播
淘宝直播现在品牌和商家主要的玩法说白了就是两种:投放达人主播或者商家自播。
投放主播就是找类似于李佳琦/薇娅的主播帮你在他的直播间安利,比如李佳琦最近双十一的刊例价是:
说实在的,还是挺物美价廉的。
李佳琦的收入主要来自上架费和佣金这两块,佣金相当于CPS(Cost Per Sale),也就是每卖出一单收一笔佣金费。对商家来说更加有保障,感觉像是共赢。
而李佳琦等主播怎么做到吸引观众?
主播会在开播前花很长的时间来试用产品,然后花很长的时间和商家沟通拿到商家爆款商品的最低价,或者比市面上更多的赠品,这样才能抓住用户的痒点——“在佳琦直播间总是拿到最低价”。
同时今年流行的就是短视频+直播的配套打法,摘取直播里的部分片段,放到抖音快手之类的短视频平台,用内容加大分发,引流到淘宝直播店铺。
于是这个用户——主播——商家链路就形成了:用户在这里蹲低价,主播安利好货,和商家分成,来保证「品效合一」。
2. 为什么淘宝直播火了?
? 本质还是被其他渠道坑怕了。
淘宝直播为什么火了?淘宝直播本质上其实就是一个在1.0图文、2.0短视频之外的一种新3.0内容载体:「升级版的电视购物」。
电视购物为啥好?因为变现效率高。
淘宝直播对比原来的图文或视频载体,优势很明显:实时互动+视频的呈现,使得主播很轻易就能种草、玩紧迫感促销、玩视觉刺激。
在淘宝直播里,李佳琦经常玩的一个技巧就是说「这次雅诗兰黛送4个小样,佳琦直播间再增加两个!」,一边说一边会在直播里把小样摆出一列,并不停重复,不知不觉你就会有种「怎么可以送那么多???好划算!!」的感知。
这种实时的刺激,让淘宝直播注定在成交结果上能够碾压原来图文和视频。
淘宝直播这种「升级版的电视购物」,本质上增加的是图文和视频无法达到的「促销感知」,从而加快变现的效率。
3. 淘宝直播的局限
头部难复制,品牌勿自嗨。
作为一个消费者,我经过一个柜台,连柜台销售对我安利我都觉得烦,还专门蹲在你直播间听你说?我只想要折扣而已。况且大多数主播的技巧并不到位,令人「上头」的专业直播屈指可数,我曾经看到一位初代网红的直播,产品参数都没记熟练,磕磕巴巴,我就退出了直播,心想打扰了……
除非你在直播间做精品节目,转型PGC,那就不是购物直播了,是品牌投入,为什么一定要做淘宝直播呢,这根本不是淘宝直播的优势。
既然自播走不通,那就去投放专业主播吧。但专业主播的头部效应又太过明显,可以看这张10月21日(双11预售第一天)主播热度排名,从第三名开始热度断崖式下跌,不到第二名李佳琦的10%(3~5也曾是上一代网红顶流了)。
而李佳琦和薇娅作为头部,在我看来是很难被复制的,又要有颜、有流量、还要能选品有销售的口才。也许只有综艺主播可以媲美。
主播的头部效应越明显,他们也会越来越倾向于选择头部的品牌,未来小品牌的机会会越来越少。
李佳琦的崛起不代表淘宝直播整体有机会,而直播购物的受众也会像电视购物那样有限,品牌自播最后很有可能走向双微一抖的结局:自嗨。
在我看来,现在许多淘宝直播的热度都是因为阿里巴巴在背后的流量扶持来培养用户习惯,加上双十一促销的力度。淘宝直播的今天,其实就是一个大型喊麦和促销现场的缩影。
4. 品牌建设是最深的种草
在最近的直播间我看到了周大福足金手链、阿玛尼满天星手表这种高客单价的「轻奢品」,他们的品牌心智更不是一天筑成的,来源于你无数次逛商场、逛街时刷出的存在感。否则,只有打折的吸引,不足以让看直播时的你付几千块钱。
现阶段淘宝直播的胜利,其实更多是品牌的一次「集中收割」,更多的工夫花在了前面。想要成功拔草,就要种草种的够深——先建立一个品牌帝国,才能傲视群雄。
直播时令人感到刺激的「限时、限量、限价」更像是一个钩子,达成最终转化,看到收割时的销量人人都会开心,但你不能忽略前期的播种、浇水和施肥,这些都是润物细无声的品牌建设,没有人不播种就能直接收割。
做直播这种效果收割就好像把你的产品放在大卖场里促销,让导购领着消费者挑选。它能快速变现,但是大卖场永远造不出一个品牌。
正如圆圆本人在最近一篇我的好友李怡的文章下的留言所说——“这就是为什么电商平台孵化不出电商品牌,在一个充斥着红包优惠券的场子里做品牌塑造,就像在菜市场里唱歌剧一样难。”
5、请不要跑得太快,停下来才能看清前方的路
其实我们之所以做很多事情没有效率,大部分是因为缺少规划和思考,太急着前进了,以至于我们跑错了路,我们缺少总结,缺少思考,缺少对大局的理解和判断,主播除了播就是睡觉和休息,那个可不行,你得给自己时间学习和总结,你每天的直播才能不断进步,不然很多的努力都是在做无用功!
6、达人直播培养的是人而不是货
还记得网红店么,为什么网红店能做得这么好,粉丝为什么会喜欢买这个店里的东西,说白了粉丝是在意淫,自己没办法过上这种生活,所以希望有个人能替自己去实现这种生活,我崇拜这个人,她的穿着有品,我跟着她穿也会有品,所以我们做主播的要有这种网红意识,我们要尽量去引领他们,做他们的意见领袖,这样你的粉丝粘性才会更强,在线率才会高,
但是恰恰相反,很多主播把自己做成了一个服务员,挑款,介绍款,丝毫没有为粉丝介绍和分析的能力,
诚然,借着淘宝的流量是可以狂卖一阵子,发点小财,但是这不长久,因为货谁家都有,,没有最低,只有更低,一旦做成了价格优势,而不是人格优势,后续的发展会很令人担忧的!货只是一个载体,是用来衬托和实现主播价值和能力的一个介质,货不是直播的本质,所以我们应该跟多的去思考一些更有价值的东西!
7、主播能力提升的几大方向
给粉丝洗脑的能力
消费观,价值观,人生观
把产品销售给粉丝的能力
争取把梳子卖给和尚
直播间演戏的能力
用表情塑造产品价值,努力成为戏精
专业讲解能力
材质,搭配知识,流行趋势
直播间气场的能力
我有好货我很自信,我给你推荐的就是好东西
嗓门声贝的能力
说跟吼的结果是不一样的,加粉率明显不同
体力
3小时就喊累证明你对自己不够狠
8、直播间到底该讲些什么东西
讲产品
讲人生
讲自己
讲消费观
讲婚姻
讲育儿经验
讲时尚趋势
讲直播间作息
讲直播间福利
你们是不是已经进入了只讲货品的怪圈?
9、你们注意自己的形象了么
主播有注意到自己的直播间灯光太暗了么?
主播有发现自己的直播间画质很模糊么?
主播有发现自己的发型很乱么?
有注意到粉丝对手上的款式没感觉么?
主播有注意到自己的粉丝在渐渐的流失么?
有发现粉丝天天在掉么?
未来的一切核心都在人,其他一切能会被机器替代的?
唯有人格和创意是无法替代的?
所以我们不要让自己的直播间变得无足轻重,随随便便就可以被别人替代
一切的一切都是因为我们太过急促,忙着前进,以至于忽略了我们身边的风景,妹子们,可以停播一天好好思考一下自己么?最可怕的不是短暂的停留,而是无用的重复!
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