Did CIBN's video-shopping energy become a "double 11" for big-screen shopping?

Just after the Golden Week in Eleventh, the shopkeepers who hadn't enjoyed shopping were looking at the "Double 11". As everyone knows, the upcoming "1015" video shopping festival is using big-screen shopping as a blast to create a brand-new shopping pattern. The behind-the-scenes pusher is the "practical" country of Guangdong shopping for large-screen shopping (CIBN Internet TV). ).

Big screen shopping, a brand new "battlefield"

E-commerce companies are not unfamiliar to everyone. From e-commerce for all, to giants to divide up the market, they have experienced traffic trafficking and reached the stage of branding and refinement. Today, traditional e-commerce has long been a foregone conclusion. Alibaba and Jingdong occupy nearly 90% of the market share. It is difficult to do traditional Internet e-commerce.

However, for many platform-based and resource-integrated enterprises, the e-commerce dream has not yet died. In the era of big-screen shopping, there is an opportunity to jump out of the traditional e-commerce dilemma.

On the one hand, the rise of smart TVs, a brand new large-screen ecological chain and traffic portals are emerging. Data shows that in the past five years, the number of Internet TV users has soared. It is estimated that in 2016, the cumulative number of smart Internet TV terminals will reach 170 million units, covering more than 600 million people. The market potential for large-screen shopping is self-evident.

On the other hand, at the big screen end, the traffic advantage of traditional Internet e-commerce has become a thinking disadvantage for its layout for large-screen shopping. Trying to continue, but with little success, this dislocation is precisely the opportunity for big-screen shopping.

One is that Internet traffic has not hit the big screen shopping. Jingdong and Ali have a huge amount of traffic on the Internet. However, big screen shopping is a brand new gameplay. Through video display, creating explosive products, pure traffic and a large number of SKUs are not good.

Second, platform thinking is grafted on operational thinking. If the e-commerce business becomes bigger, it must be the platform. However, it is crucial to operate in depth from small to large, so as to obtain optimal sales results by using limited product categories and flow resources. The more in-depth operation, the more valuable it is to accumulate experience and user interaction feedback.

Third, under the new shopping pattern, the new screen-value chain of the big screen is being shaped. Platforms and traffic entrances have been transferred to the Internet TV licensees. The large-screen value chain is no longer under the control of traditional Internet e-commerce.

Platform + Deep Operation, Big Screen Shopping Twin Engine

Compared with Internet e-commerce, the characteristics of large-screen shopping are that product categories are relatively small, product recommendation is more seasonal, and the advantages are in video presentation. Therefore, the SKU and traffic are not the same as the Internet e-commerce.

Liu Qiang, general manager of China Guangdong's (CIBN Internet TV) e-commerce business unit, believes that if big screen shopping is to continue to increase sales, it must increase the repurchase rate in the future. From the strategic point of view, it must be matched and combined to lead dozens of seasonal explosives. For example, during the peak season of home improvement, the combination of home improvement products is recommended to users, so that the big screen becomes the preferred place for home users to purchase household products, so as to ensure stable and continuous sales.

In addition, large-screen shopping must be a combination of explosive products + in-depth operations, which is the key to CIBN global sales growth steadily.

With the example, at present, many traditional TV shopping channels have begun to deploy Internet TV platforms through cooperation with smart TV terminal manufacturers. Most of the practices are through the smart TV terminal to access the live and on-demand content of the shopping channel to form sales.

Judging from the implementation level and sales effectiveness, there is still a huge gap between the sales volume of Internet TVs and the sales channels of traditional shopping networks on the Internet, which is caused by the increase in the number of Internet TV users; One reason is that the traditional shopping channel lacks sufficient understanding and analysis of the TV's operating habits, ratings preferences, regional distribution, and daily behaviors of Internet TV users, and ultimately only completed the landing of the Internet TV, but did not achieve it. Operation, and operation is precisely the foundation of e-commerce development.

Internet TV is a big screen that turns the Internet into reality. Only with Internet-based operation ideas and models can the highest conversion rate be achieved.

CIBN Global Acquisition collects and analyzes big data such as user ratings data, consumption habits, schedules, and shopping cycles, and organizes different combinations of products for different demographics of terminal channels. It is tightly focused on timeliness, seasonality, and regions. Features such as sex, based on the fine data based on the fine operation. As a direct result, smart TV terminals such as TCL, Skyworth, and Hisense, through global cooperation with CIBN, have increased sales in the short-term by several times or even dozens of times, giving full play to the characteristics of CIBN's global procurement operations.

"The same hundreds of products, the same resources, the final effect depends on the operation, which is also very valued by partners. At present, most of the big screen shopping platform is still on the bend." Liu Qiang nail technology (WeChat: dingkeji2015 ) Indicates.

In short, it is easy for each platform to open up a “ground”, but there is a great deal of knowledge to be made in order to have a good harvest. Not only should there be product thinking and operational thinking, but also the transformation of customer thinking into user thinking.

"1015" video shopping festival, big screen shopping windbreakers

The traditional e-commerce business was very lively. Suning teamed up with Tengku and Jingdong for "618" in the first half. In the second half, Ali had a "double 11" position. In the middle, a new shopping festival such as LeTV "919" appeared. In the traditional TV shopping field, home users are covered and occupy some markets.

However, smart TV shakes the trillion-room living room economy, which is bound to promote the outbreak of big-screen shopping and become an effective addition to traditional e-commerce and traditional TV shopping. The launch of the "1015" video shopping festival will fill the gaps in big-screen shopping.

As Liu Qiang said, the "1015" video shopping festival is a large concentration of CIBN's global purchase of "firepower". CIBN Global Purchase, TCL, and Fashion Shopping have come up with unprecedented video shopping discounts and sweepstakes, exemptions, and other activities. Subsequent realization of cable television, smart TV, mobile TV, video live video synchronization of all media activities, aimed at starting the first shot of big screen shopping.

In fact, 2016 is the first year of big-screen shopping. There are a few players in the market, which can be roughly divided into three categories:

In the first category, traditional terminal manufacturers represented by TCL, Skyworth, Hisense, and Changhong actively participated in the establishment of shopping channels, and achieved different results. At the same time, TV box video applications such as CIBN Microvision and CIBN HDTV also actively promoted shopping. The construction of the zone will win over users of traditional TV terminals.

The second category, Internet companies represented by music, set a new path by building a closed-loop ecosystem of content, terminals, platforms, and applications. Its advantage lies in the in-depth operation of its members. The inadequacy lies in the closedness of its own ecology, and it is difficult for users to grow in size.

In the third category, the licensees represented by CIBN Internet TV set up platforms with an open mind to create a big screen shopping ecosystem. Liu Qiang said that relying on the CIBN Internet TV license resources, CIBN Global has signed mainstream smart TV terminals such as TCL, Skyworth, Hisense, Changhong, LeTV, and Samsung, covering 80% of smart TV entry resources.

In addition, CIBN's micro audio-visual (formerly VST) software has accumulated 50 to 60 million downloads, it has been active for several million, and a large number of box users have been harvested. Through software + hardware, 80% of traffic entrances were harvested.

It cannot be denied that platformization and scale can improve the future imagination of CIBN's global purchase. However, it needs to be in-depth operation with each partner. For example, the "1015" video shopping festival is CIBN's global joint purchase of TCL TV and fashion shopping. It is a concentrated training program. Once it is successful, it can be quickly copied to other TV terminal platforms and TV shopping platforms at different time nodes.

For example, it will unite fashion shopping, global shopping, shopping at home, shopping at home, enjoy shopping and other domestic shopping platforms, and use the CIBN global buying platform to expand into new media, build alliances for new media video shopping, and help them integrate traditional media. The users move to new media and explore new directions for the development of video shopping. By then, the scale and platform of CIBN's global purchase will accelerate, and it will become a wind-breaker for big-screen shopping.

In short, in an age of universal innovation and miracles, Alibaba’s “Double 11” leads the global wave of Internet e-commerce, and CIBN Global has joined forces with TCL TV and Fashion Shopping to launch the “1015” Video Shopping Festival, establishing a large-screen shopping benchmark. The diversified shopping business landscape is accelerating.