How to reshape "people, goods, fields" in the live broadcast room in Kaifeng's food and scenery in Kaifeng

[Dahe Daily · Dahecai Cube] (Reporter Li Yan Yang Xiao Intern Wang Mandiwen Ma Tengfei Photography) The first "Changxiang Yupin" live entrepreneurial competition in Henan Province ended on September 10th, and the awards ceremony was fully ended. In this contest, the anchors of the participating anchors have all million and ten million popular masters, as well as novices and Xiaobai who have just joined the industry. There are also local life and cultural tourism products.

In the past three years, the repeated impact of the epidemic has brought a huge impact on the tourism industry, and the Kaifeng of the people's livelihood industry and the pillar industry has also been affected. In the context of normalization of the epidemic, can Kaifeng's tourism economy recover and reconcile through live blessings? Can you move the Kaifeng cultural tourism IP into the live broadcast room into the live room of Qingming Shanghe Garden, soup bag, and chrysanthemums, and can this ancient city's tourism format reshape its "people, goods, fields" through the live broadcast room?

Breeding more new occupations,

Qingming Shangheyuan made the live broadcast room into a "extra large" customer service center

The large -scale Song culture theme park with the famous painting "Qingming Shanghe" is the only Song River Garden (hereinafter referred to as Qingyuan) in the large -scale Song culture theme park. It is the only 5A scenic spot in Kaifeng and one of the pillar scenic spots in Kaifeng's tourism economy.

In the past three years, the epidemic situation has continued the domestic tourism industry. However, it is also the period when this opportunity and challenge coexist have catalyzed many scenic spots and tourist practitioners to embark on the road of live e -commerce platform to reconstruct linking with tourist consumers. Qingyuan is a sample.

Liu Dong, manager of Qingyuan Marketing Department, introduced that due to the epidemic, in the first half of 2022, the actual operation time of Qingyuan was only more than 60 days. This was never encountered by it for more than 20 years.

On August 10, the Qingyuan launched a 7 -day free park tour. This is unprecedented for this scenic area where this ticket is rare. The demands of "pulling consumption, restarting operations, and stabilizing the team" are self -evident.

What is the value of the live e -commerce platform on the tourist attraction? Liu Dong's answer is that the value of the window, customer service value, and online sales value. "Our own live broadcast room does not sell tickets, but a" extra large "customer service center." According to Liu Dong, the issue of Qingyuan anchor indirectly reached the highest frequency every day is not the scenic area tour information, but whether it can receive whether it can receive it. Tourists outside the province? What are the epidemic prevention requirements for entering the scenic area? The characteristics of people's tourism focus are evident under the epidemic.

The value of the window that Liu Dong said is to pass the live e -commerce platform to the outside world to pass the operation of the scenic area to the outside world in real time, and answer questions about epidemic prevention policies, park operations and tour information. Every day, the Qingyuan anchor team will broadcast various performances and specialty snacks in the park to stimulate the interests of the audience, and at the same time answer the online question that interested in the audience. Usually, the operation of the live broadcast room is about 6 hours, and it will reach 12 hours in the peak season.

Liu Dong believes that the boom of live e -commerce is forcing the service capabilities to upgrade the service capacity. In the past, the links of scenic spots and services were mostly borne by offline travel agencies, PC official website, customer service telephone, and traditional e -commerce. Except for offline travel agencies, most of the other channels are passive promotion, with single drainage methods, and lack of timely and temperature services.

From this point of view, the audience and the anchor "one question, one answer" in the live broadcast room fits the core values ​​such as high traffic and instant interaction of the new platform, thereby achieving a comprehensive upgrade of "grass planting", drainage, and instant service.

"Live broadcasting e -commerce is changing the marketing service system and operation model of the scenic area." Liu Dong said that Qingyuan Video (including live online sales) marketing service team has begun to reconstruct, adding new types of new types such as anchors, photography, video director, platform operations, and other new types Positions are amplifying the employment needs of journalism and communication majors in colleges and universities this year.

Regarding why Qingyuan anchors did not take the initiative to "bring goods" for tickets or performance products in the live broadcast room, Liu Dong explained that the price advantage of self -operated tickets is self -evident, but this is not conducive to the overall ecology of the scenic area.

Compared with ordinary consumer goods, travel products itself is facing problems such as long cycle and low -frequency consumption, which requires other supporting services. "Seven days of free activities, not only the scenic spots, it is also a powerful driving for services such as taxi, vendors, restaurants and other services." Liu Dong said that at present, there are a large number of tourist anchors or video experts in the live broadcast market. Travel agency tour guides, sightseeing tricycles, bus drivers, hotel front desks, snack stall owners, etc. have transformed. In order to enlarge the promotion in the live e -commerce consumer market. "In addition to making money by yourself, the scenic area must also assume the due social responsibility." Self -organizing the cold chain,

Tu Xiaobao let the "Kaifeng taste" float thousands of miles away

It is not just the scenic area. In the past, the original "old names" that could only be tasted locally in Kaifeng, in the increasingly developed logistics industry, also lived on the e -commerce air outlet to take a step of "walking out of Kaifeng".

Package 4 bags or 6 bags into the insulation box, put a layer of heat insulation bag, put a few bags of dry ice on the surroundings, and finally put it in a foam box, seal it with a tape ... This is good ... The packaging process, under the operation of "cooked hand", only takes about 1 minute, but it can ensure that the handmade soup of Kaifeng Huang's old shop can be delivered within three days of JD Express. "Hard". After receiving it, the customer does not need to thaw. When the water is boiled and steam for 10 minutes, you can taste the authentic Kaifeng Soup Xiaolongbao at home at home.

Live selling soup soup bag originated in the summer of 2021. "The original intention was to solve the employment problem of the facade during the epidemic." Said Mao Chunfeng, the general manager of the Huangjia old shop out of Kaifeng's Henan Tuxiao Bao Trading Co., Ltd. through Douyin live broadcast. "But for the first time, let us pay more than 200,000."

The loss of money is not because the sales are not good, it is precisely because it sells too much. Before the first launch, Mao Chunfeng and his colleagues packed the packaged Xiaolongbao with ice packs, foam boxes, put them in a private car trunk and stopped in the sun for two full days. After opening the inspection, there was no problem. Land on the live room. I did not expect that the temperature in the logistics vehicle and the bumps in the middle of the logistics vehicle. The first batch of Xiaolongbao received by the customers was almost "the whole army was covered", which turned into soup. , Claim a mess.

After learning the lesson, Tu Xiaobao improved the packaging of the soup bag. The thermal insulation bag was upgraded to two layers. The ordinary ice bag was replaced with -78 ° C food-grade dry ice. JD Express, which is more advantageous, is rare after -sales due to frozen problems. "It can be said that there are no problems to the north to Mohe, south to Sanya." At present, the Tu Xiaobao shop reviews on the vibrato are divided into 4.94, which is higher than 94%of peers. "Baozi demand is very large, and the noodle division is not enough." Mao Chunfeng said, "At present, the weather is relatively hot, and it is not promoted.

Why did Tu Xiaobao's Kaifeng Specialty Live and Capital "First Artillery" chose the soup bag?

Mao Chunfeng believes that live broadcast e -commerce is more particular about people, goods, and venues, that is, anchors, selection, and scenes, and the part of selection is the most important. "Kaifeng is the birthplace of the soup bag, and the soup bag is Kaifeng's food business card." Mao Chunfeng said that the soup soup Xiaolongbao itself is a big IP of Kaifeng cuisine. Drive more specialty sales.

However, it is not easy to make more Kaifeng special products out. "Most of the special production and sales model of Kaifeng is manual processing, front shop and back workshop, and many have no relevant qualifications and cannot be launched on the e -commerce platform." At present, the Tu Xiaobao team is also actively helping more old -fashioned numbers to handle related qualifications. Drive more traditional store transformation.

A flower soaked out a cup of tea "Northern Song Huang Ju",

I need to embrace live e -commerce

At present, there are more Kaifeng specialty products that rely on the local tourism economy in the past and do offline operations. They need to open online sales through live broadcasting e -commerce.

As the chrysanthemum of Kaifeng City, it has the reputation of "A World". The "China Kaifeng Chrysanthemum Culture Festival" held every year not only achieved a famous festival brand, "Li" has an important investment promotion platform, but also has led to many local industrial development. Chrysanthemum tea is among them. one.

"Kaifeng is based on planting ornamental chrysanthemums. There are thousands of species, but there are few types of chrysanthemums for edible chrysanthemums." Said Liu Weiheng of Kaifeng Songyuan Chrysanthemum Co., Ltd. In his early years, he came to the Kaifeng Factory through investment promotion. He has planted chrysanthemums for more than ten years, and there are also large -scale planting bases in Zhumadian and other places. The company created the "Northern Song Yellow Chrysanthemum" brand. The main use of yellow chrysanthemums is sold with tea gift boxes, and the "tea made of chrysanthemum" as the selling point, relying on the local tourism format and Kaifeng chrysanthemum. Sales and sales reached its peak around 2016.

Liu Weiheng introduced that chrysanthemums are flooded and are suitable for growing in sand, while the soil and climate of Kaifeng provides unique conditions for the cultivation of chrysanthemum cultivation. Although the quality is better, Kaifeng Tea does not have a particularly high share in the current market. The same type of "Golden Emperor Chrysanthemum" initially opened the market as Jiangxi's specialties, and now that Huangshan, Anhui Huangshan, due to the strong support and subsidies of the industry due to the local government, the scale later ranked up.

"The yellow chrysanthemum tea on the market seems to be similar, but there is a large difference in the size, sales, and aroma after soaking. For example, two dried flowers that look similar to the size may be more than doubled after soaking." Liu Weiheng introduced that the most diameter and the best quality flowers are usually on the top of the flower strains, and a chrysanthemum is basically only one. In addition, the first stubble chrysanthemum, seven or eight pounds of flowers can dry out a pound of dried flower tea. When it grows to three or four stubbles, it may be more than a dozen pounds of fresh chrysanthemums to dry out a pound of flower tea. The Lord's high -end market means that the audience of "Huang Ju in the Northern Song Dynasty" has certain limitations. In the past three years, the depression of the tourism industry has also been affected by a lot of sales.

"We also have Taobao stores, but the online sales are not large, and it is still mainly offline sales." Liu Weiheng has a clear understanding of his own product positioning. The unit price of high -end gift box products is too high. In sales, there is no cost -effective advantage. "The live entrepreneurial competition is an opportunity." He said that he hoped to have more similar activities, attract anchors and enterprises to enters, make the specialty products market bigger, and provide diversified sales channels for specialty products.

Responsible editor: Wang Shidan | Audit: Li Zhen | Director: Wan Junwei

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