Panmax与多品牌联动跨界直播,天猫直播间创新玩法
时间:2020-06-28 15:01:25阅读:77388次来源:扣扣影视 受到疫情黑天鹅事件的影响,众多线下业态几乎停摆,不少企业将业务重心迁移到线上,纷纷加入直播带货行列。在直播带货时代,老牌玩家天猫,早已用数据验证电商直播的累累硕果:仅在2019年双11当天,天猫直播带货近200亿元,10个直播间破亿元。疫情强化了消费者网购的习惯,也为电商直播提供了新的机遇。“赶不上直播风口就输了”,成为眼下企业公认的“真香定律”。
但随着新玩家的不断入局,直播卖货的竞争力也越来越大,而商家介绍手法单一,“纯佣”式合作推介目的又过于明显,粉丝停留的时间越来越短,流量和变现能力逐渐变弱,这是天猫直播间的一大痛点和难点。
当然,在国内经济增速放缓的背景下,电商直播领域也有“模范生”,通过创新营销模式带给广大商家新的启发,作为一个原创潮牌,Panmax自发联合多个品牌跨界直播,抱团发展、流量共享,达成合作共赢的局面。
此次Panmax跨界直播联合了美的、留夫鸭、糖村、同仁堂等多个品牌,品类更是丰富,从电器、日化到零食、农副产品等,用户在欣赏潮服换装的空档,还可以享受美食、便宜家居,直播间的跨界不仅实现了精准触达消费人群,满足消费者多样化的需求,其所带来的市场空间相比传统的线下而言更大更广阔。
目前,电商直播市场上不单单只有竞争关系,更是一种竞合关系。相比以往商家单打独斗只为卖货,近年来不少品牌联盟,在直播中还加入了同步连麦引流的玩法。其中为代表的可参照Panmax与美的的跨界直播,主播连麦开启技术性“商业互夸”,营造出更好的直播互动氛围。这种品牌之间更为深度、巧妙、有趣的结合,极大调动的粉丝们的热情,同时还促进双方粉丝的流动,直播效果更佳。
在Panmax跨界联盟的电商直播间中,不仅仅是Panmax,其他品牌方在直播间的销售价格也达到历史最低价。美的挂烫机不到400元,留夫鸭真空鸭脖直播间价格38.8两包,约为旗舰店价格的7折,糖村粽子礼盒仅售236元,折扣力度空前,还有好礼相送。对消费者而言,吸引自己的,不止有优质的产品,还有美丽的价格。如果品牌方在电商直播中没有价格优势,那直播间和“秀场”并无两样,适当的让利更有利于赢得广阔的市场。
Panmax与美的、留夫鸭等品牌的跨界联盟仅仅是一个尝试,也给广大商家带来新的启迪,进一步探索新的营销方式,在倾听粉丝声音的同时加强情感互动和交流,推动行业健康有序、高质量发展。
从发展的趋势来看,未来直播势必成为业务标配,但即便如此,并非所有的企业都能做好电商直播,还需要综合考虑品牌的用户基础和业务基因。尤其是电商直播,企业能够做到多大的体量,仍然是综合实力的较量。
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