Live time of foreign trade!Far away!
The main reasons are as follows.
1. Live streaming itself is not suitable for B2B characteristics
Thanks to the spring breeze of short videos, live broadcasting in China in the past two years is very popular.
Especially since the outbreak.Douyin, Kuaishou, Taobao, Pinduoduo, and recently even JD.com and Baidu launched live broadcasts.It's a bit like the bike-sharing and new retail wars of the past few years.
But a brief summary reveals some objective truth.
What is the consumer group for live streaming?
Is C.Individuals.
What is the core competitiveness of live broadcast with goods?
It's not a product.
It relies on the platform to guide the flow, then relies on the network celebrity set, then relies on the crazy low price discount promotion, then causes the group effect, finally transforms.
In essence, live streaming is no different from the annual singles' Day and 618 promotion.However, live broadcasting relies on web celebrity single blasting, while advertising coverage is the major promotion. The transformation means are all crazy discounts and low prices.
And these, do they fit on the B side?
Obviously not.
B - end customers, are professional wholesale customers.
Choose a supplier, not a product.
For the next order, select a supplier to evaluate the supplier's capability, technology, production and management.The quality, price and delivery date of the products;Also has the payment method, the communication coordination and so on later period service.
After matching, and then comparison, the order will be placed.
Not as simple as buying a lipstick.
So, what we see is that.
With such a hot development of live broadcasting in The Chinese market, is there a B terminal for selling live broadcasting?No.Not a single success story.
2. Foreign customers don't have this culture
Culture is a way of life.
Lifestyle, determines a person, a country's consumption habits.
China's live-streaming culture is hot, but its foundation is entertainment first.In their spare time, a large number of people brush douyin, play games and watch WeChat.Thus, it forms the basis of live streaming.
But if you ask around your foreign clients, or if you go abroad a lot, you'll find that most people in Europe, America, Latin America, Southeast Asia, and the Middle East are not enthusiastic about networking online.
Not to mention business people.
WhatsApp, Skype, Messenger, Twitter, Snapchat, and so on are all ways for people to communicate in basic ways, and they're pretty rudimentary.Email, too, remains their primary means of daily and commercial communication.
With more free time, people are more likely to spend it offline, with family and friends, or alone.
That's why Facebook can't do things like WeChat or douyin.It's not that Facebook isn't strong enough, the technology isn't good enough, the marketing is too weak.
But the market does not have such rich soil.
As the soil, so the plants grow;One side of the soil and water, foster is one side of the people;Internationalization is also localization.
It's all the same.
Ordinary social networking and live streaming are difficult to care about, now let customers watch e-commerce live streaming.It must be said that wishful thinking.The effect can be imagined naturally.
3. The basic conditions are not there
Live streaming is about Internet speed.
The speed also depends on the density of the base station and where the servers are stored.
You broadcast live in China, and watching it in China is smooth.
That's because China's 4G network is fast, the servers are domestic, and tech companies are capable of handling data.
But if you're in a foreign country, try it.
Countries in Africa, the Middle East, South America and Southeast Asia excluded first, but Europe and the United States alone did not have the conditions for smooth streaming.
A lot of people have been abroad and have experience with foreign Internet speeds.
How do you feel when you shoot a video and post it on WeChat?How does it feel to be a friend?
Not to mention thousands of people on the air at the same time.
Live broadcasting is about experience.
If the cache takes 3 minutes, and you open it every 2 seconds for 1 minute, would you still look at it?Even if I did, what effect would it have?Li Jiaqi will marketing, give him a bad Internet speed, is also a lipstick can not sell out.
This is an objective condition and needs to be viewed objectively.
4. The main reason lies in the market, not the channel
As a result of the epidemic, many foreign markets have been shut down, which has a great impact on foreign trade. Everyone is worried and can understand this.I'm no exception.
However, we should also be aware that the main reason for the lack of orders is stagnant market demand, not blocked channels or our poor service.Can we solve the problem of the market by increasing channels and investment?Obviously not.It just adds to the burden.
Markets will not recover until the epidemic improves in all countries.
The spring fair online, but also can be said to be helpless.Because we have to take into account the feelings of 2.5 million registered exhibitors, at the same time as China's foreign trade barometer and responsibility, as well as convey China's foreign trade attitude and confidence.
No offline exhibition wants to be online.
Therefore, we can also see that the online Canton Fair mainly consists of three parts: the exhibition docking platform, the cross-border e-commerce zone and the live broadcast marketing service.Putting live marketing services last is an experiment, not a push into the mainstream.
This also requires an objective view and choice.
A lot of people ask me what to do during this time.
There have been articles on this topic before.
If your order is affected and you don't switch to selling masks, your best bet in these difficult times is to hide your strength and bide your time.
Business can be analyzed and sorted out for customers and markets, or products and competitors, and then make a more targeted positioning and layout.Which customers, which products, which markets to focus on push and marketing.This aspect has appeared before article, do not elaborate.
There is really no rush.
A nasty will mess up, a mess may make a mistake.
5. Be sure to do a good job on the display docking platform
What is the display docking platform?
It's your online platform, and it's your website.
Especially your website.
During this period, I found time to help several students to make diagnosis on the platform and official website, and by the way, I also saw some competitors in their industry.Few, if any, stand out from the crowd.
We do the platform and official website, are similar.
A lot of it is a set of templates.
Similar company introduction, similar copywriting, similar product introduction, similar layout, similar pictures, similar videos, are all the same.
What a conversion rate!
For example, if all the restaurants were decorated the same way, which one would you prefer?Who do you think is beautiful if all the girls look the same?
Both the platform and the official website need to be well positioned for competition and marketing.
Then, copy, picture, video and layout should be implanted with strong marketing based on this, and their advantages and characteristics should be extracted. Only in this way, differentiation and professionalism can be formed and customer conversion rate can be improved.
Otherwise put in the money drainage, customers come in and go.
It's really all white.
There are also many enterprises spend tens of thousands of thousands of investment in promotion every year, but are not willing to spend thousands of dollars to shoot professional product pictures and videos, write professional competition copy, I really can't understand.
These are once-in-a-lifetime things that will dramatically increase your platform and website conversion rates.Platform and website is the real soul and competitiveness, never put the cart before the horse!
In particular, the official website, to pay more attention.
I really want to kowtow for emphasis.
Because the official website is the source of all conversion rates.
Your platform into the customer drainage, will look at your official website;You attend the exhibition to send business CARDS, drainage to the customer, will look at your official website;You develop an email to send out, drainage to the customer, will see your official website;Your Google, social media, all channels of advertising to attract customers, will come to your official website.
Whether online or offline development, all your investment, the final drainage to your official website for conversion!
Without strong marketing, professionalism and pertinence, the official website cannot improve the conversion rate, so most of the investment in these years has been wasted.Because customers come in and they leave.
That's too bad.
We must not go on wasting our time like this!
As for live streaming, I hope you can put it in perspective.
Don't blindly follow suit.
If you're already planning and doing it, consider it exercise.
If you do, do your best.
