Do Not Run, Customers Do Not Participate, Live Orders Will Rush Into Small Programs And Communities.

As an electronic supply chain service provider, chip Superman CEO Jiang Lei has been exploring a new mode of B2B marketing for industrial products, which has brought about 20% of the new transaction users to the company. Now, we have begun to explore the route of online passenger and transaction transformation by watching live broadcast. Several knowledge sharing courses planned by the early stage are welcomed by the industry. The average popularity of live broadcast is around 5000 people, and the highest live broadcast is close to ten thousand people.

SaaS service provider Guangzhou quickly approved this year's first joint Stationery & toy industry to organize an online ordering meeting. Through the "live + small program + community" approach, stationery and toy buyers of 7000 people were attracted, and many businesses took more than 70 orders through one or two hours of live broadcast.

The Asian outdoor exhibition Nanjing source Asia team has recently launched the multi brand live direct order meeting, and 26 brands have joined the online audience and transformation through WeChat live + community marketing. It is reported that at present, every live broadcast can attract thousands of users on the B side, and some brands will complete 800 thousand of the order transactions in a live broadcast.

Many B2B practitioners tell billions of power, the amount of live broadcast and live volume of B2B live is not comparable with that of B2C live broadcast, but compared to the offline trading scenario, the resources and order quantity of live broadcast is still quite unexpected. "Before ordering a line, dozens of customers will be consulted and more than ten orders will be very good."

　　 01

B2B is most concerned about the precise broadcast of live broadcast scenes.

In the exchange with many B2B practitioners, Yi Bang power understands that at present, offline exhibition is still a relatively dependent trading scenario for B2B enterprises.

Electronic supply chain service provider "chip Superman" CEO Jiang Lei tells the billion power. For the chip industry, a large-scale exhibition can accommodate thousands of upstream and downstream enterprises of chips, which can provide efficient opportunities for brands and purchasers to connect high-quality resources.

"On the one hand, it can meet the needs of brands to promote brands, issue new products, and discuss cooperation. On the other hand, it also helps chip buyers understand the market situation and purchase high-quality goods. In recent years, domestic chip manufacturers' demand for offshore development has also improved, and many companies have made millions of dollars in foreign orders through overseas exhibitors. Jiang Lei said.

"B2B transactions focus more on precise crowd. For wholesaling industry, wholesalers need to find suitable sources through industry exhibitions and orders. On the other hand, brands also need to get new customers through exhibitions."

Chen Lichang, the fast marketing director, told the billion power that the wholesale industry had a relatively high degree of dependence on offline trading scenes, and that the related offline exhibitions were also frequent. As an enterprise that provides SaaS services for multi industry wholesalers, fast batch often needs to participate in exhibitions such as general merchandise exhibition, stationery exhibition, candy fair and so on.

Li Yangjun, director of the Asian outdoor exhibition project, who has more than ten years of experience in exhibition, also said that the offline exhibition is also an important trading scenario for outdoor sports industry. It will be held annually in summer for the largest industry exhibition. It will be interspersed with three or four small exhibitions and regional brand joint ordering in the two quarter of spring and autumn.

"Functionality is the most outstanding characteristic and advantage of outdoor products, and functional products need more experience, touch and wear on the spot, so the dependence on offline trading scenes is relatively high." He said.

Recently, a large number of industry exhibitions have been postponed or canceled due to the outbreak of the epidemic. Practitioners of the B2B industry have to rethink new operational ideas, and online live broadcasting has become a temporary decision for many B2B service providers in special times.

To build online trading scenarios, precise traffic is the focus of attention of B2B businesses. In the face of commodity trading needs of brand dealers and buyers, how to choose the most suitable trading scenarios and tools on line? Billion state power understands that WeChat based private traffic is one of the promising trading scenarios for many B2B practitioners.

"We have built our own private traffic pool through the operation of WeChat public numbers and communities. Now we have better contact effect on live fans by watching live broadcast, and the transformation effect of live streaming is even higher." chip Superman CEO Jiang Lei believes that the most important thing is to rely on the fission propagation of old users to achieve B2B live broadcast, rather than relying on public domain traffic. Because the most valuable thing is the customer who is introduced by the customer.

Li Yangjun, director of the Asian outdoor exhibition project, also expressed similar views. He believes that because of the relatively high demand for accurate audiences by B2B live broadcast, it is more suitable to choose a relatively closed live broadcast tool to spread fission through the precipitation of customer resources in WeChat ecosystem.

"We adopt the multi brand joint live direct order meeting. Every live broadcast has 3-4 brands to display. Because the brand customers are distributed throughout the country, there is a need to switch between the brand and the live broadcast of the brand, so the live tools we choose must meet the needs of brand switching and ensure the stability of the audience." Li Yangjun said.

After examining the popular live tools on the market, the rapid development team found that there was no B2B live broadcast tool suitable for wholesalers to operate.

"Aiming at the popular fast hand shaking, the Tencent live broadcast, the small program live broadcast and other tools, our first consideration is whether we can successfully jump to our own small program store. Moreover, the current C oriented live platform focuses more on the creation of IP, and for B end businesses, continuous content delivery and traffic delivery are costly, and it is difficult to filter out accurate customer diversion to private domain traffic from public domain traffic.

Chen Lichang, director of fast marketing, believes that B2B's transactions are based on the trust relationship of merchants. What's more important is the accumulation of old customers and intention customers resources. Online transactions need to touch up this part of the precise private domain traffic, so the team decides to add live plug-ins in its own small programs. "Customers only need to upload the merchandise files to the quick approval of APP backstage, and then they can open live broadcast. After purchasing the order, customers can process the order in time, and can see the data report, and the purchase and sale can also be displayed at the same time."

　 02

WeChat eco B2B live broadcast strategy

In many industry personages' vision, the B2B live broadcast has two functions: first, it is convenient for the brand to do new product recommendation, online transaction conversion; on the other hand, it helps buyers to select products online and get quality source. Compared with the familiar B2C live play, what is the particularity of B2B live broadcast? How can we design a live broadcast to achieve the ideal transaction transformation effect?

Through communicating with many B2B live broadcast operators, the billion power has summed up some key operational strategies.

First of all, we need to clarify the needs of B end users to watch live broadcast, and formulate corresponding live content strategy. Compared with the impulse consumption of C end consumers in watching live broadcast, B2B transactions are planned procurement, and the decision-making link and decision-making period are relatively long. There are many problems to consider, such as the quality of products themselves, whether they can be built into explosive funds, whether downstream buyers are willing to purchase, how to make profit space, how to display products online and so on.

Li Yangjun, director of the Asia outdoor exhibition, told the billion power that dealers themselves knew more about the industry and products, and even had a standard expectation for the price of each product. So they looked forward to the professional explanation of the product and the demonstration of the new product's functionality. In this case, the professional nature of the anchor itself was tested.

"B2B transactions are mostly based on the trust of merchants themselves, rather than the trust of anchors. Therefore, B2B live broadcasts are generally responsible for brand leaders, shop owners, operators or people who are highly familiar with products and brands, rather than casual collaboration live broadcast.

Chen Lichang, director of marketing, believes that on the one hand, the anchor should show the strength of the brand and the quality of the product for the purchasers. If the conditions permit, it can also show the production lines such as the assembly line and the lab. On the other hand, it should convey to the buyers the preferential policies for the brand alliance and the support for the agents.

Although B buyers are biased towards rational decision-making and consumption, B2B live broadcast does not need to rely on net red anchors to gather popularity, but the interaction between live broadcasts should be emphasized by businesses.

Many B2B live operators believe that there is popularity in the studio so as to attract more people to stay and watch, and the anchor itself will be more active. Therefore, businesses should do warm-up work before broadcasting. First, attract the old users to live chat in the live room, so that new users will have a better experience after they come in. In addition, businesses can also design some interactive games such as red envelopes, lucky draw, spike and so on.

How to form a closed loop for WeChat's B2B live broadcast is also a common concern of the industry.

It is understood that after the B2B live broadcast scene is set up online, operators will normally undertake the preheating of live broadcast activities and the transaction transformation after live broadcast through WeChat community. Before the live broadcast, the community will release the background of the exhibition brand and release some live product information. After the broadcast, the community will also facilitate the communication between the brand and the buyers.

The B2B mode also has its own characteristics in the transaction process of live broadcast. For different types and levels of buyers, the pricing standard of the brand is different. Based on this, the organizers of the online live order meeting also made corresponding adjustments in the final transaction transformation link.

"When we organize the outdoor brand business live broadcast, we do not encourage the brand dealer to release the order price of the dealer completely. In order to maintain the order price, the current trading link is still confirmed by one direct to one after the live broadcast."

Li Yangjun, director of the Asia outdoor exhibition, said that at present, the interior is exploring how to close the transaction in the live broadcast room. "The solution we plan is that when watching live broadcast, we will first set up an authentication link. Only those who are certified as distributors can see the link of goods and purchase online."

In his view, the closed loop after the close of the live broadcast, as an operation platform, we can better grasp the transformation of every live broadcast, intuitively understand which products are more concerned, and then guide the brand's live broadcasting business.

Chen Lichang, the fast marketing director, is also concerned about the closed loop problem of B2B live broadcast. Through the upgrading of the product function of the technical team, the fast batch quickly found a solution suitable for wholesalers to live online transactions.

"In our small program live broadcast function, ordinary viewers can see live broadcast, but they can't enter shop selection products, nor can they see commodity prices. For different levels of B end customers, branding can also design the price system beforehand, and the prices of different B customers open shop will be different."

For the industrial field where chip Superman is located, there is still a certain difficulty in the closed-loop operation of WeChat eco run through transactions. "Similar to factory sluggish component inventory, this kind of standard commodity can be closed by B2B live broadcast, because users can only purchase by looking at models, but customized chemical products still need a more professional platform to undertake transaction transformation. If there is a relatively large scale of exchange, there is still need for deep communication between online and offline, including sending samples and signing contracts on site." Chip Superman CEO Jiang Lei said.

　　 03

Can B2B live broadcast become the standard of the industry?

After communicating with many B2B live operators, many billion brands learned that many brands did get incremental new customers through live broadcast. These customers were previously unable to reach through traditional channels, and live broadcast based on WeChat ecosystem can be spread through the fission of industry crowd, attracting more precise crowd to join.

"For us, B2B live is worth continuing. On the one hand, we will continuously enhance the product experience of B2B live broadcast. On the other hand, we will combine with offline exhibition to realize the interconnection between online and offline. Online and offline marketing activities are not fragmented. Many times, offline exhibitions offer more than one exchange scenario.

Li Yangjun, director of the Asia outdoor exhibition, believes that the live broadcast of WeChat eco organization can help brands get new customers in a short time. These users may not participate in the exhibition activities before. On the other hand, once there are initial contacts on the line, there is still a need for a offline scene to communicate in depth, and to test the functionality of products in the field. This time also highlights the role of offline exhibitions.

Chen Lichang, director of fast marketing, said that for the fast batches, the online live ordering could be a long-term project because about 20000000 resources had already been accumulated.

"We hope to create a never-ending online ordering meeting, and create a marketing scenario for the daily operation of brand businesses. At present, many exhibition companies also extend their olive branches, hoping to cooperate with us in moving the traditional exhibitions to the line.

She also said that although the live trading scenario is a major trend, it still needs to be ideally treated. There are not many merchants who have the ability to continue to do live broadcasting, especially for wholesale and retail businesses. "The popular live broadcast of e-commerce is just a marketing tool, which can not replace marketing itself. The most important thing is that businessmen should be able to see the essence of the transaction, attach importance to product quality, create product selling points, and do a good marketing plan.

Chip Superman CEO Jiang Lei believes that the chip industry is experiencing the trend of interconnection of all things and the replacement of domestic chips. There are more and more customers in the long tail. Therefore, B2B live broadcasting will also become a standard for some brands to help them operate in the channels they can control.

She also said that at present, in the field of industrial B2B live broadcast, few people consider the issue of IP level, and if B2B wants to live in the long run, it still needs to build IP awareness.

"B2B live trading is difficult to get instant results, not that the commodity will soon be sold out, it may require several attempts in the early stage, relying on brand strength to impress users' minds. And only if we build ourselves into IP and form a deep binding with our business category, can we move the minds of consumers into a more easily transformed transaction. However, compared with the past, the efficiency of mass trading will be improved by the order of magnitude.