Under the situation of blocked macroeconomic development and sluggish consumer demand, in order to promote market recovery, we all quickly follow up the hottest "live broadcast" with the mentality of "I have no one, I have more people", and in line with the principle of "where consumers are, businesses should be". In the face of such a new form of e-commerce as live broadcasting and live delivery, no enterprise is willing to miss the opportunity.

  Under the new crown covid-19 epidemic situation, as upstream supply chain, many manufacturing enterprises delay production after the delay and resume the logistics and transportation, which leads to a delay between production and supply. As a downstream terminal, "closed door isolation" means that the golden season of sales during the Spring Festival holiday has been lost, and stores rent, utilities and staff salaries are also being faced. Cash flow and inventory problems supporting store survival. "The book is losing money every day, and even after the epidemic is over, the store will certainly continue to be affected." Many small stores with miscellaneous brands are facing the risk of closing down. Offline is silent and online is active. New marketing models in special periods such as cloud car buying, cloud car selling, cloud service and cloud after-sales burst out intensively in a short time. Among them, "live broadcast" is the most popular.

  According to statistics, there were more than 100 new anchors in February's Taobao live broadcast. Businesses opened live broadcasts in person, and the number of goods sold increased by 50% year-on-year, of which more than 20% came from offline stores. Many enterprises have been "forced" into the cloud, and tricycle enterprises are no exception. The chairman, general manager and other enterprise leaders of several well-known brands have put down their bodies and crossed into the live broadcasting room to call their own product platform. Under the situation of blocked macroeconomic development and sluggish consumer demand, in order to promote market recovery, we all quickly follow up the hottest "live broadcast" with the mentality of "I have no one, I have more people", and in line with the principle of "where consumers are, businesses should be". In the face of such a new form of e-commerce as live broadcasting and live delivery, no enterprise is willing to miss the opportunity.

  At the beginning of the live broadcast, Zhang song, general manager of Zongshen vehicle marketing, Zhang Jian, vice president of Jinpeng group and head of the three electric industries, Zhang Mei, chairman of bububuxian power technology and President of bububuxian business school, and others brought their own traffic. Because of their high social popularity, it is easier to get attention. Whether from the discussion of media topics or short-term sales, it is helpful to the corporate image and brand publicity. In addition, in the atmosphere of low market consumption during the epidemic, the leaders personally came to an end, just like the imperial expedition in ancient times. It is a great encouragement for the enterprise, from the management team to the terminal dealers. The boss can still put down his body and embrace change, and the employees will be able to overcome the difficulties with the company.

  From the perspective of consumers, we all know that consumers who pay attention to live broadcasting are often because the anchor can bring additional benefits to fans, that is, cheaper products. The live broadcast of tricycle sales is not simply moving offline to online. An anchor can not recommend products to customers with personalized needs, nor can it meet the needs of consumers to see and ride on the spot. After all, tricycles exist as large commodities with high passenger unit price, which determines that netizens generally do not place orders easily. Therefore, at present, the main purpose of the live broadcast of tricycle enterprises is to let consumers know the brand for the first time. After the epidemic has passed, consumers still need to go to offline physical stores to buy, and the final online order may only be for a more favorable price.

  Although online live selling is a popular marketing strategy in the current special period, it is by no means a "life-saving straw" that can be grasped and trusted by tricycle enterprises facing operational pressure under the epidemic situation. Although we can hope to increase revenue, expand new channels and attract new members during the bonus period of the live broadcasting platform, we must make scientific and rigorous planning to promote enterprise transformation. Because this is not as simple as making fast money. We must form a systematic enterprise structure and establish an exclusive digital marketing system, which is the scientific and long-term way of e-commerce brand development.