TV "roasted seeds and nuts" shop "sell goods"

Absrtact: Want to know which program is the hottest recently? Look at Taobao explosion of goods to know! Television and electricity quotient, one word difference of two seemingly unrelated concept, now is being quietly through, a s2o across O2O (screen to online, from on-screen to online) mode is in the wind

You want to know what's the hottest show lately? Look at Taobao explosion of goods to know! "TV" and "Electric quotient", a word of the difference of two seemingly unrelated concept, is now being quietly through, a s2o across O2O (screen to online, from on-screen to online) mode is sweeping.

A market driven by a copycat

From "China on the tip of the tongue" in a variety of ingredients, to "you from the Stars" with the coat, and then to the recent "where Dad" in the children's clothes, businessmen riveting enough strength from the TV show nuggets.

Now, however, the program makers seem to be aware of the truth that they are not in the field, trying to grab the initiative. As early as China 2 on the tip of the tongue aired, Cat's Day cat food will be with the column team to achieve cooperation, synchronization of the first episode of the food ingredients and food recipes, the audience can watch TV on the Internet under a single, the tip of the Tongue 2 film crews also for the synchronization of the online food.

And the recent hit of the "Goddess of the New clothes" and the electrical business co-operation is more in-depth-directly to the business on the screen. Program recording site, four brand buyers to bid, take off the rights of the costumes on the stage. From the program recorded to the program broadcast only a short period of 22 days, during which buyers must complete the fabric supply, processing, mass production and other processes, and develop marketing strategies. On the night of the program broadcast, the buyer bid for the "new Clothes", immediately on the day of the cat online sales. The audience is no longer the "goddess of the same money", but "the goddess personally design."

Consumers of this kind from the television to the electricity quotient "see namely buy" mode is quite bought, "tip of the tongue" food sales hot, "Goddess of the New Clothes" broadcast, four buyers of the day Cat store traffic for weekdays eight to 10 times times. Love online shopping, Xiao Huang told reporters that the show's several female stars have a model of the background, they put the design of clothes on the body, than the pure Taobao PS model map more incitement, "just like to see a Korean drama actress wearing clothes will want to buy the same, before Xin to design the Guardian clothes, I usually will feel very exaggerated, But it looked so damp on her, I couldn't help it. ”

Electric business clothes can sell "futures"

From "The cottage" to the program "that is to buy", television programs on the power of the business is gradually enhanced. "The Goddess's new dress" program investor Blue Flame Chairman Xinri has told the media that the former television is only a way of viewing, and now can be associated with consumer behavior, interactive, and the commercial value of the program has greatly improved.

On the other hand, the electric business platform also makes the star effect of the program "residual heat" found a useful. In addition to the "Goddess" by the star Halo selling clothes, the hit show "The Good voice of China" directly to the star students into merchandise. It is reported that the current Cat on the brand flagship store can be 5000 yuan to start the price of the students for a week to "micro-endorsement", after the new program broadcast endorsement price will be adjusted according to the search index, from the "good voice" of the cat flagship store look, the current status of the top three is Chen Yongxin, Chen Leki and Chen.

In the famous film critics, Mange, the S2O model of the TV and the electric dealer, they have more flexibility in mining "business opportunities". Good voice students of micro-endorsement, through the Electronic business platform to price the way to solve the information asymmetry between supply and demand, maximize the use of the program and students to exchange the influence of commercial value, but also for the survival of the Electronic Business platform for small micro-enterprises to provide a standardized service. Asobio PR, one of the four brands competing for the goddess's new dress, said to the IT Times reporter some styles take into account the concerns of the real wear, will be the original pre-sale way, consumers can be scheduled, accumulated to a certain number of production, but also in compliance with the public a certain size of personalized customization needs. So the marketing way let people see the millet and other Internet enterprises "futures" marketing shadow.

The "focus effect" of the variety show

For the electric business, this S2O mode lets them make full use of the "focus effect" and the star effect of the variety show. Asobio revealed that, since the beginning of the program, Asobio Cat flagship store mobile phone end collection has increased 10 times times, and the PC end also achieved 5~6 times of growth. Shang Star collection of two or three hours to reach 4000 to 5000, many stars and hosts have come to book. Su wear a clothing sales in the program before and after the broadcast of a huge difference, instant with hundreds of pieces of snapped up.

Some analysts believe that the "focus on marketing" has become a new growth model after the price war, resource scramble, advertising and proprietary logistics. Korean TV series with the sale is a good example, and "Goddess" and "good voice" such a hit show, whether the ratings or online discussion is first-class, even if you are "goddess" in the backstage "infighting", not and rumors, to the electric business is "focus marketing" good opportunity.

How far can s2o mode go?

Although the closed-loop marketing from television to electric business people relish, but can not be overlooked is that the effects of variety shows are often short-lived, causing a sensation in the short term, with the end of the program will quickly dissipate. The logic of the above several programs is to bring the audience by the content, the audience brings the market again, finally repay the merchant. How is the long-term value of this business model sustained as the program ends? A cat operator told reporters that 5000 or even tens of thousands of dollars in the endorsement fee for the shop is not a big burden, but she considered that only a week to a few weeks of endorsement can really bring their own sales.

Asobio also failed to give an answer. Miss Luo said, Asobio also hope to be able to have the cooperation with the Star and the designer to have the continuity, but the concrete still must wait for the program broadcast to end, look both sides intention.

On the other hand, this new business model will still encounter many problems in concrete operation. From the "goddess" new clothes to buy the cat flagship store to see, although the collection and pre-sale volume, but the actual sales in most of the more than 10 to dozens of pieces, the sales of a single product is not much. In this respect, Miss Luo said that many of the program's design is really good, but from the catwalk to the actual acceptance of the public may take a certain amount of time.

and "Good voice" cat flagship store customer service to reporters that the current "micro-endorsement" business is being adjusted, temporarily closed. It is reported that before came to discuss "micro-endorsement" business many businesses, but it has not yet finalized a contract, although the group says it's not just about economic benefits, but that it wants to boost popularity and show momentum, but from one side it shows that this new business model may not be as good as it might be.

Has opened the television, the electric business, the industrial chain S2O pattern, at present has not become the populace life tendency, even has many to consider place. But in terms of consumer feedback, this "see-and-buy" approach is a good experience. Has tried the "goddess" with the Wei clothing of small Huang told reporters, they are willing to continue to participate in the new "TV shopping", "like tourism, food, home and many other programs, in fact, can try this model." If ' Chen Leki ' (a good voice singer) endorsement of the Cat shop I will also go to see, because I am his fans. ”