In the field of cross-border e-commerce, live streaming marketing is generally considered to have the following characteristics.
(1) Goods and services are fully displayed. Live streaming can display the size, color, shape, attributes, and usage of the product itself, so that customers can have a very intuitive understanding. This is especially true for some products that are more complex to use, have strong functions, or require assembly. This can eliminate customers’ purchasing concerns and is very helpful for product conversion.
(2) Accurate audience. Whether it is the platform’s push based on big data or the release of short videos before the live broadcast, it can make the customers entering the live broadcast room more accurate, thus making marketing more effective. From the results, it is a better conversion.
(3) In-depth interactive communication, warmth, and emotion. The instant information interaction in the live broadcast room not only answers product questions but also allows customers to participate more deeply. It has commercial and even entertainment attributes. Compared with traditional e-commerce methods, it is more warm and emotional, which is very conducive to improving customer trust, stickiness and loyalty, and at the same time has more communication attributes.
(4) Promote quick sales realization. Live streaming is more suitable for impulsive consumer groups and products. While obtaining sufficient product information, marketing methods such as hunger marketing, limited sales, and flash sales are more likely to stimulate customers’ consumption desire. Compared with traditional e-commerce, live streaming marketing has considerable advantages in this regard. The fact that some top anchors continue to increase their single-game live streaming sales is a clear proof of this.
(5) High requirements for the management and operation capabilities of the anchor and his team, and even the entire enterprise. Because a live streaming involves many products, many anchors usually have a professional and large product selection team, and the resources consumed in product selection are also very large. The product selection team also needs to quickly learn product knowledge and pass it on to the anchor. If the anchor is not professional enough in the product, it will have a great impact on the loyalty and stickiness of fans. High requirements for the marketing and traffic diversion team. Live streaming can divert traffic to the store, but live streaming itself also needs to divert traffic. The layered diversion plan may start long before the live streaming. Undoubtedly, the requirements for the anchor are the highest, because the anchor is the core asset of the live streaming enterprise. The customer service team must handle customer issues and deliver goods in a timely manner. A live broadcast event with a production value of hundreds of millions usually has hundreds of products. When these orders burst out, only an excellent customer service team can ensure service satisfaction, otherwise it will also have a great negative impact on the anchor’s reputation. The main force of these teams is mostly very young, many of whom have just graduated or even have not graduated yet, and their teamwork ability is limited, which puts extremely high demands on the overall management ability of the enterprise.
In short, live broadcast marketing has advantages that other models cannot match in the past, and it also places high demands on practitioners. In this field, my country has been at the forefront of the world. As a new e-commerce model with great lethality, it will surely make a positive contribution to the development of my country’s cross-border e-commerce industry.