Live shock: from the bottom of the heart to skillfully

From the burst of flow to the surge of business opportunities.

Test the waters for the first time in alibaba international station in March B side live, ningbo yi si da electric business head unpaid Grace will keep a close watch on the latest development in this industry, "the traditional marketing model I think is not enough to let us fall behind, with their colleagues so see international station to live for the first time, I am particularly interested in.”

Photo: Grace (left) on air

From Grace's point of view, she pays more attention to the interaction of fans during the live broadcast, while guiding more customers to the background and sending catalog also enables her to see the imagination behind the live broadcast. Later, she found that she had received 19 TM inquiries on the day of the live broadcast and 5 from the studio. "This is much higher than the industry average.”

Opportunities always come to those who are prepared. At the online exhibition of Home health and Life held by Alibaba International site from May 11th to 24th, Grace seized the opportunity of live broadcast and registered for the company as soon as possible.

First live nature is in the mind very nervous, she had to pull a team meeting, full all equipment purchasing one by one, the special product choose live meeting, friends to create a written script, discharge process, the host again and again, therefore, to determine the position of each staff in the team and is responsible for the work, live rehearsal at least 3 times, make sure all the details.

Before the official live broadcast, I also specially sent the live broadcast preview to the inquiring customers, telling them the specific time and time of the show. The harvest of the first live broadcast was "surprisingly good". Grace simply made the duplicate dish.

The traffic, visitors and enquiries brought by the 511 online exhibition increased by more than 100% compared with the same period in April, far exceeding the performance of the industry TOP in the same period.

The most exciting thing is that an old customer became interested in a new product he had never purchased before while watching the live broadcast, and asked for samples and quotes directly after the broadcast.

“I never thought trading could be so efficient!" Grace.

Had my first live experience in network SEC "battlefield" for the second time, she obviously more easy, whether in preparation, and the team the details friend repeatedly polished, or live slowly groping to customers during the period of "grass" technique, network intersection two live down, she found that data more "fullness" and sustainable.

"The live streaming effect of the online trade fair is still fermenting. Background data shows that traffic, visitors and inquiries are still growing at a high rate, with an overall growth rate of about 80%. The number of people watching the live broadcast is much higher than in May, and the interaction rate is particularly high. Many customers ask us questions in the studio."

From the live broadcast of 511 online exhibition to the live broadcast of the Online trade fair in June, Grace said that the biggest feeling for businesses is that the live broadcast is getting closer to business opportunities, and the reusable and precipitable data has also achieved a qualitative leap.

What on earth should B terminal live broadcast show?

All from the buyer's point of view

As the "double anchor" of 511 online exhibition and Alibaba.com fair, Grace herself also summarized a set of experience of B-terminal live broadcast. In her opinion, the biggest difference from C-terminal live broadcast lies in whether to tell the story behind good products from the perspective of purchasers.

"Every product has a story behind it, and when you do a live broadcast, you have to tell that story. Whether it is function or material, how is the product designed, why is it designed, what problems can be solved in life? It's not like some C-terminal [live streaming] for low prices, for high visibility.

At the End of B, we should first attract buyers and tell them what needs this product will solve. My professionalism is reflected in the details of our products, sometimes even including how to lay the market channels, we have to consider for the buyers.

Never forget, you can sell the product to your buyer via livestream, and then he has to find a way to sell the product to his buyer. If you thought of all this for him, your live broadcast would be a success."

Established in 1988, Ningbo Isda, a 30-year-old local manufacturing enterprise, has completed the digital transformation and upgrading in 3 years. It integrates production, research, development and sales with more than 400 patents. Its customers are mainly brand owners, supermarkets and a small number of e-commerce customers from the United States, Canada, Europe and Australia.

Although it has been connected with the International station since 2001 and opened its first store on the platform, the digital operation of Ningbo Isda has not been officially opened until the end of 2017.

Grace, who was assigned to set up the network sales department at that time, even described isida's previous e-commerce operation as "overgrown with weeds". With the encouragement of the company's management, Isda Ningbo launched a continuous strike in the past three years:

1. Open jinpin-Cheng enterprise, and enhance the impact star of the whole platform by virtue of good service ability and data accumulation. Until 2020, the stores of Isda in the international station are basically above two stars, with good reputation.

2. Open the way of digital marketing, especially make good use of data manager, and promote P4P operation delicately. For example, targeting customers in the United States and Europe in the target market through targeted promotion, so that customers and inquiries more accurate, more rapid transaction;

3. Set up a special e-commerce operation team to recruit talents. With young people as the main group, we will pool our wisdom and inject fresh blood into the company through more scientific management to drive the digital transformation of the whole company.

Take customer accumulation as an example. Before there was no special operation, customers' orders were all based on 'fate'. Now, with the continuous efforts of our partners, more and more of our customers have purchased more than one million dollars annually. Grace said.

Now, the digital new foreign trade era is slowly opening under the impetus of Alibaba fair. With the help of new means and new formats such as live broadcast and short video, Ningbo Isida, a local senior manufacturing enterprise with a history of more than 30 years, is ushering in its second digital upgrade journey.

Perhaps, for the majority of Chinese suppliers, there is no need to say that the future has come, grasp the present is the best future.