Live broadcasting Night Economic Consumption Upgrade Shanxi Province Night Consumption Market "Fire"

The night fell, and the lantern was at the beginning. On the evening of July 18th, in a parking lot in Nanyuan West Street in Taiyuan City, various types of micro -customer private cars in the colorful color came one after another. Low the words, open the trunk, hang out the guise, color lights, all kinds of products are neatly added, special foods are made. For half an hour's preparation time, the trunk market of dozens of stalls kicked off. Unlike the past markets, there were fewer sounds of stalls at the scene, but there were live broadcast equipment. While the stall owner did business, he worked hard to live drainage.

Beginning in July, the reporter visited the night consumer market in our province and found that there are nighttime economies of eating, playing, watching, culture, and consumption, which has become a beautiful scenery in the cities at night. At the same time, physical merchants have aimed at consumers' consumption potential at night, from hawkers, to large shopping malls, to second -hand car dealers, and they have opened live drainage. The live broadcast of the night economic consumption upgrade has made many merchants taste "sweet".

Attract netizens "pocket" at night

On the evening of July 17, the people of Taiyuan Zhonglou Street were crowded, and the camera with high altitudes was broadcasting slowly on the commercial street. Taiyuan citizen Cheng Hao and his family also walked out of the house on the summer night. "Leisure at night, I accidentally watched the live broadcast. I felt very lively, so I took the child to dispel summer." Cheng Hao said, "Although it costs more than 200 yuan in shopping and eating, he can enjoy the fireworks of the city at night with your family. , Still satisfied. "

The characteristic mobile shops with very different styles and full of atmosphere. Through the live broadcast of the mobile phone "small screen", consumers successfully attracted consumers from online. After the 95th girl, Xiao Xiao and her classmates pursued the live broadcast of the trunk market stall owner. On the summer night, they traveled to Nanda Ring West Street in Taiyuan City, Changfeng · Guomao Sixth Museum and other markets. From coffee, tea, food, to toys, clothing, bags, and even home supplies, flowers dried flowers, cultural and creative hands, sports products, etc. "The market site can see the talents of the stall singing and dancing at close range. It can also be used as consumers to choose products for online netizens in the live broadcast room of the store. Such a consumer experience is like opening a blind box. Surprise. "Xiao Xiao said.

In addition to driving offline consumption online, Taiyuan offline physical stores, online live sales after closed stores, are also favored by consumers. At 21:30 on July 13th, the alarm clock of Zhu Jing's mobile phone of Taiyuan citizens rang. She hurriedly opened the live broadcast room and participated in the brand product spike event of the first shopping mall of Taiyuan Qinxian Street. Zhu Jing said, "online can enjoy greater activity than offline, and setting a alarm clock spike product every night has become the 'habit' of me and colleagues."

On June 2nd, the Shanxi Provincial Government News Office held the second press conference of our province's "stabilizing the market, benefiting people's lives, and promoting consumption". At the meeting, Liang Zhiyong, deputy director of the Provincial Department of Commerce, said Local physical retail companies expand online markets through new Internet marketing methods such as "social e -commerce" and "live broadcast" and establish a community marketing distribution model. Through the live broadcast method, the night economic development model driven by online and offline has not only received policy support, but also recognized by consumers.

Night live broadcast merchant "taste sweetness"

"Old iron, the original original paint, do you like your favorite family, and have a message to the anchor." At 21:00 on July 18th, in the Taiyuan Sheng Baolong's preferred car exhibition hall, the general manager of the shop Tian Wenhao incarnate The anchor is introducing used cars to netizens with fluent online lives. In 2021, Tian Wenhao began to contact the live broadcast car, and more than 80,000 fans accumulated in just one year. A live broadcast of more than 4 games per week allowed him to find that it was the golden time of sales from 21:00 to 23:00. When the live broadcast traffic peaked, at the same time, more than 3,000 people can order 6 cars in one night. Tian Wenhao introduced, "The night sales brought by the online traffic to the physical car dealers allow each car to make almost bright lights in each car. normal."

The Tiantumi Shanlshan Outlet, located in Yuci District, uses an ultra -long live broadcast and cargo mode for more than 8 hours to drive physical store sales. Among them, the Sikecci Sports brand live broadcast for three consecutive days to 24:00, and the sales of 3 antennas exceeded 800,000 yuan; the MK brand luggage set up 500,000 yuan in sales of 500,000 yuan in 8 hours. Li Pan, a staff member of the mall's planning department, introduced that the night economy has become an important part of sales growth. In order to expand the effects of live drainage at night, the mall has recently launched a summer night summer summer spot to conduct live drainage of the children's park and trunk market.

You don't have to line up, you can place an order at home with air conditioning at home. Our province's local brand products also enjoy the dividends brought by live broadcast at night. In Shanxi's entire live broadcast incubation base, the old vinegar of Ninghua House broke the sales time of the physical store, and the sales live broadcast every night. Douyin Live Room Vinegar Product Online Sales List.

Live+night economy has prospects

Zhang Wenyan, Director of the Teaching and Research Office of the International Business School of Jinzhong Information, believes that from the perspective of consumer psychology, the consumer groups of live shopping are mainly young and middle -aged, while young and middle -aged consumer groups are in the position of product purchase decision makers in their families It is also the main object of merchant marketing.

"This group is working nervously during the day of working, and there is little time to buy goods. Merchants will open live drainage at night to effectively improve the drainage efficiency. From the perspective of Maslow's demand level theory, live broadcast has certain interaction with certain interaction Sex can meet the needs of consumer social interaction to a certain extent. Live+night economic models have huge market potential. "Zhang Wenyan said. This year, Taiyuan City launched a series of related policies such as extending public transportation night operations, improving online car scheduling at night, and encouraging super -delay business to promote night economic development. At the same time, in the list of the second batch of national night culture and tourism consumption agglomerations released by the Ministry of Culture and Tourism on July 18, Taiyuan City Zhonglou Pedestrian Street, Taiyuan Taiyuan Guxian County, Jinzhong Pingyao Ancient City, Xinzhou Xinzhou Ancient City List Famous. Coupled with the first batch of previously identified Jinzhong City "Seeing Pingyao" Cultural Industrial Park, Shanxi has been selected 5 places.

Yang Yapeng, president of the Professional Committee of the Taiyuan Internet Association, said that our province has a good foundation for night economic development. The empowerment of live broadcast can help physical enterprises break the restraint of business hours and develop faster and better. At the same time, this model will also promote the upgrading and transformation of the night economic structure.

Yang Ya Peng believes that at present, we have achieved a breakthrough in the business model of "night market + e -commerce live broadcast + commercial complex", and have set up a new platform for all ecology, providing a brand new model for other parts of the province's night economic development.

"Maintaining vitality at night needs to continue to innovate the format and content. Live broadcasting the diversified night leisure culture to better present in front of consumers, not only can further promote the healthy and orderly development of the night economy, but also improve the vitality of urban development in all aspects. "Zhang Wenyan said. Source: Shanxi Daily Author: Wang Yu

- END -