Video E-commerce is just a legend (ii)

Third, the shooting cost is too high

A lot of websites and internet people completely ignore the cost of video electronic business. Think the company after the video, easy to upload on the site. However, the author of the country can responsibly say that this is absolutely impossible. Because this kind of video is not the ordinary entertainment self-portrait video, completely represents the enterprise and the product brand image. Each lens, the plot, all needs the rigorous planning, the execution, the editing, the dubbing. Shoddy video effect, obviously not as good as text propaganda to direct.

Our country's net buys the commodity factory, many or the traditional private enterprise, does not have any propaganda planning ability completely. And the cooperation of agents and operators, and do not want to "plant their own trees, others cool." In the face of tens of thousands of e-commerce sites can be free to cooperate, is very convincing them to pay for shooting, not good at the video ads.

And some goods online or on-line sales performance has been good, the enterprise is no time to take a video of the superfluous. Especially for many small and medium-sized enterprises, not fully aware of the importance of network propaganda, still believe that the Internet is a paradise for free marketing. Therefore, the monthly promotional budget applied to the network does not exceed 10,000 yuan. Ask these enterprises to take out tens of thousands of yuan for the new video shooting, but only for online display, really "pushy".

Of course, the cost of filming by the site to bear, in order to ensure the participation of enterprises and active, but also a good choice. The key is the specific amount of this cost, the website is really able to bear:

Has the economic strength of the video site, has been to the author of the country said: The company will create a business-to-business platform for all corporate members to provide free video shooting. Sounds appealing, but the author can only "Smile". Because of the cost of shooting exemption, it must mean that this fee must be grafted into the corporate membership fee. Otherwise, the site can not afford to provide free video, the enterprise is not guaranteed active situation. A fully emerging business-to-business platform, which collects high membership fees from companies, is a joke in itself.

Assuming that shooting is completely free, membership fees are completely exempted, the site is willing to 3 years of unprofitable, the strategic point of the three years later. Also assume that the first batch of only 4,000 enterprise members, they are also concentrated in the river, Zhejiang, Shanghai, from very close. So how many shooting teams, planning teams, editing teams, and how many high-quality shooting machines do you need to provide high-quality filming services to 4,000 companies? Does it take time to finish? How expensive are the hardware and software costs of these teams? These figures are not interesting to estimate!

Iv. update cost is too high

"Update Cost" is a special term for video dealers, because the ordinary electrical goods only need to provide new pictures and text, by the editor upload release, update costs can be almost ignored. The cost of updating the video dealer is staggering. Because on the electric business website, cosmetics, FMCG, food, beverages and other commodities in the brand, often also launched several or even more than 10 new products. Service-oriented and business-oriented enterprises will also continue to have new projects and businesses launched. If you are launching a new product or service, try to recreate a high quality video. Then the cost will be calculated, more than a new brand or SME annual marketing costs. It is obvious that small and medium-sized enterprises in China can hardly be so heroic.

Plus this video is not on the "Sohu" or "Sina" as an advertising display, only in an electric business platform to display. And the location is not the home page, will be a level two or level three subpages. This "Mo falsely has" the filming cost, whether is the enterprise or the agent, will not be willing to undertake.

Even if you don't talk about big brands with lots of merchandise, only small and medium-sized enterprises with one or several commodities are analyzed. China's many traditional enterprises are almost the spirit of "0 cost" principle, to carry out the sale of electric dealers. It is hoped that can break through the traditional channel sale Fetter, realizes the profit to return quickly. To make them change their minds to pay for video costs, the authors say it's a bigger project than building video-dealer sites.

V. Customer service costs are too high

The customer service cost here is not simply refers to the customer service personnel's salary cost, but is the numerous recessive service cost which derives from the video electricity quotient. As the goods or services are displayed in video form, it is difficult for consumers to glance over a few merchandise videos. E-commerce platform used to compare the advantages of similar goods, at this time by high-tech means to impact off. To select a mobile phone for example, a mobile phone product video display, at least need more than 5 minutes to describe its function, appearance, material, characteristics, operation. Netizens are apt to give up browsing because of impatience. As we all know, changing the browsing habits of netizens is a very dangerous thing in itself. In particular, many white-collar workers are willing to work time online selection of goods, at this time they carefully watch the video display, but also to open the speakers, is also a very difficult thing.

When the Netizen chooses the similar commodity, must choose 2-3 to carry on the comprehensive contrast. When browsing video files, it is difficult for ordinary netizens to have the patience to read them all. At this time, the original glance of comparative information, become complex and troublesome. At this time, of course, netizens will choose to consult customer service staff at first. The workload of customer service staff will become very large, the number of customer service personnel can only increase rapidly.

The customer service personnel's introduction ability, the familiarity degree and the preference tendency, at this time becomes the key which the commodity sells, this violates the electric business platform the information transparency superiority. Especially when the Netizen asks the content of the video of a piece of goods, the customer service staff must not answer "unclear". And this requires customer service personnel on the site hundreds of or even thousands of items of video, all in the chest. The use of working hours is clearly impossible, if the staff to use spare time, all familiar with the video content to post. How many people do they really do? So, the hidden customer service cost of video electronic quotient is quite high.

Of course, if there is a strong investment institutions or enterprises, is willing to completely disregard the constraints of various costs, create a powerful video of the Electronic business site, the legend into reality. As an electric businessman, the author of the country is also very eager to see the rapid growth of the site. However, due to the strong cost threshold limit, video electronic business can not become a widely used business model, then the video power provider does not have to stimulate the vast number of netizens consumption potential, promote the network economy forward business function, will not be China's electricity business "inevitable trend of development."

Today, video dealers can only be a "legend"!