New layout: why do postal express companies rush to the live broadcasting room?
Source / zinc Finance (id:xincaijing)
Author / sunpengyue
Edit / gale
Recently, the live broadcasting rooms of postal branches around the country have been frequently screened on major platforms such as Tiktok Kwai.
The anchors in the live broadcasting room either wore postal uniforms or shouted loudly to promote products in front of the large logo wall of "postal express": "click on the top left corner to pay attention, there are fans' welfare coupons!" "There are only 10 welfare items. Come to the link, May 4th, March 21st!" "All the treasures in the little yellow car are on sale!"
The image of Postal Express has gradually changed from wearing dark green uniforms and neatly packed weekly magazine envelopes on both sides of the seats to the well-dressed face of the hostess under the beauty lamp in the live broadcasting room.
Although unexpected, it is also reasonable.
Since the e-commerce live broadcast became a new outlet in 2018, more and more enterprises regard the live broadcast as a market rescue, new growth point and enterprise magnifying glass. On the one hand, logistics companies can save a lot of transportation costs by making live broadcasts, which is the natural advantage of express enterprises; On the other hand, express stations all over the country can access a broader supply of goods.
As the express delivery enterprise closest to e-commerce and live broadcasting, it has just taken the first step.
01
Parallel business and agriculture
In the postal express live broadcast room, the most common screen language is: "can you send SF after placing an order?" This joke is all over Tiktok. It has become the biggest memory point for users after postal express set foot in live broadcasting and carrying goods.
The biggest highlight of the postal live broadcasting rooms is that they can be called a huge IP matrix. Every night, more than 20 postal branches with different prefixes start broadcasting at the same time, which is particularly eye-catching.
(source: Tiktok)
China Post has 50000 outlets across the country. These regional branches affiliated to China post are all live broadcasts of their own development, and the head office, China Post, does not directly manage them. According to e-commerce online report: postal services all over the country have autonomy and have been trying different businesses; The group neither advocates nor resists the live broadcast and delivery of goods on various platforms.
Local postal services, which are not under unified management and have autonomy, also choose different products. For example, Jinjiang post and Beijing post, which are the most popular in the live broadcast room, mainly focus on beauty and skin care products with the highest sales volume in the live broadcast; Jinan post mainly sells stamps and cultural and creative products; Xinxiang post and Guizhou post choose to help farmers live, and the selection is mainly agricultural products.
According to the data of cicada mother, among the major postal branches in China, Jinjiang post has the highest sales volume of live broadcasting, with sales of nearly 25million yuan within 30 days, followed by Beijing post and Xinxiang post.
It is worth mentioning that Xinxiang post, located in the third tier cities, is the most in-depth branch of China's postal system in the transformation of live broadcasting and goods delivery. Since 2020, Xinxiang post has begun to explore the field of live broadcasting with goods, established an e-commerce live broadcasting operation exchange center in Xinxiang City, and actively invited local live broadcasting companies to settle in.
In 2021, Xinxiang Post's live broadcasting room achieved a total of 2.698 million sales orders for live broadcasting e-commerce agricultural and labor assistance, with a sales volume of 34.98 million yuan; In Q1 2022, 700000 live broadcast E-Commerce orders were realized, with sales of 12.6 million yuan. This brilliant report card has also been valued by Henan postal branch.
It is reported that at present, 15 branches and bureaus in all cities of Henan Province have successively set up their own live broadcast teams, with all staff carrying goods.
In addition to the popular daily necessities and cosmetics, the most impressive is the live broadcast of helping farmers. Guizhou Post's live broadcasting room mainly focuses on agricultural products. The score of its associated self-supporting store "postal Guizhou specialty" is as high as 4.99, with a total sales volume of nearly 100000 pieces.
Postal Express is the place with the largest number of sites in the country. There is a famous passage on Tiktok: "don't ask if the postal service can deliver it, you can get there in China." The nationwide logistics routes mean that they can contact more villages and more local specialties; Coupled with the background of state-owned enterprises, the masses have a high degree of trust, which paves the way for live broadcasting of agricultural products.
At present, more than half of the direct broadcasting rooms of the postal branches are mainly agricultural products, with the slogan of helping direct broadcasting of agriculture and Rural Revitalization.
02
Express enterprises choose live broadcast
It is not uncommon for express companies to make live broadcasts.
At the beginning of the year, the cross-border bonded warehouse under rookie opened its first live broadcast, inviting well-known actress Jinsha to bring goods on site as rookie's global good strictly elected official and tmall star's exquisite lifestyle home, attracting nearly 4million onlookers.
Shunfeng, Zhongtong and Yunda, which are better known to ordinary consumers, have also tried to bring goods live.
In May, 2020, laimeisong, chairman of Zhongtong express, opened the first boss in the express industry to take goods, with a total of 8.1 million visitors, a total of 600000 visitors in five seconds in Taobao live studio, a total sales volume (Gmv) of the whole event exceeding 15million yuan, and a total of more than 1.1 million packages were generated in the whole live broadcast.
Shunfeng directly invited the head webmaster to the lychee origin, and broadcast the whole process of lychee picking, selection and express packaging live. In just two hours, hundreds of thousands of netizens gathered to watch and place orders. During the live broadcast, the number of orders placed increased by 50% compared with the sales volume in the same period on weekdays.
Meanwhile, Yunda express showed the "unique advantages" of the express enterprises in live delivery of goods during the 2021 New Year Festival: the first online order of the New Year Festival was delivered by Yunda to a customer in Shanghai within one hour.
It is not difficult to see that it is the trend for express companies to start e-commerce to bring goods, and their preferred products are agricultural products.
Agricultural products are a special category in the live broadcasting industry. There are not many anchors who choose them to bring goods, and no absolute head has been born. The most important reason is the short shelf life of fruits and fresh fruits. The longer the express process, the higher the damage rate and the greater the possibility of deterioration. The earlier the express party gets involved, the smaller the loss.
According to MCN zhongkuai media, a partner of Zhongtong express, there must be at least 7 to 8 transportation links in the process of fruit picking, distribution center, fruit stalls of primary and secondary wholesale, and then consumers' hands. However, if our express party sells goods live, at least 3 to 4 links will be saved in the process. If the cycle is shortened, its damage rate will drop, and the cost performance of what consumers get will be better.
Although it has the advantage of logistics timeliness, there are still a lot of problems in the live broadcast of express enterprises.
03
Express companies and MCN
As a particularly conservative industry, in the e-commerce ecosystem with rapid development for more than ten years, express does not directly talk to consumers, and has always adhered to its own comfort circle. Although it has the closest relationship with live broadcasting and e-commerce, express companies are still "recruits in the live broadcasting industry".
From the supply chain to the anchor, it starts from 0.
Even the most "trendy" postal express with the best live broadcast must also rely on the help of MCN: Although the bright hostess in the postal express live broadcast room wears uniforms, she is not a postal employee, but the staff support provided by the cooperation between Postal branches and MCN agencies.
Among them, Jinjiang post, which has the highest sales volume, all the hot commodities in its small yellow cars come from third-party stores, and even dozens of selections come from different stores. The operating entities of these third-party stores have nothing to do with China Post, and postal live broadcasting only serves as a drainage.
The most black humor is that the express used by these third-party stores is also basically accessible. Maybe you can really receive SF express for the goods you bought in the postal express broadcast room.
The MCNS signed by the postal branch are inconsistent. The scores of the stores associated with the selection are high and low. The goods carried are not directly sent through the official website, and the quality is questionable. This has led to the postal broadcast room selling goods from third-party sellers under the gimmick of state-owned enterprises, and the authenticity of enterprise endorsement should be questioned. The aura of trust among consumers is also being tested by third-party sellers.
If you don't sign up for MCN, you won't get the support of the supply chain and the anchor staff, resulting in the problems of too high live broadcast cost and too few selection categories. This is also the fundamental reason why SF, Zhongtong and Yunda live broadcast frequency is getting lower and lower.
Although logistics transportation is an important link in the live broadcast e-commerce field, its importance level is lower than that of the supply chain and anchor. They have no goods and no perfect e-commerce system. Excessive reliance on MCN's supply chain and personnel is an urgent problem to be solved.
However, if express companies want to use live broadcast as the second growth curve, they will have a long way to go.
Source / zinc Finance (id:xincaijing)
Author / sunpengyue
Edit / gal