China Live Stream Marketing in The Pandemic
From March to May 2022, a new round of COVID-19 outbreak occurred in China. In mega cities such as Shanghai and Beijing, the consumer market has been significantly affected by the epidemic. Online consumption has become an important force in the recovery of the consumer market. At the same time, the e-commerce consumer rights protection index has fluctuated due to the impact of the epidemic, and poor logistics is an important factor.
Online consumption boosts market recovery
From March to May, the local epidemic was widespread and spread to most provinces in China, and sales in the physical market were obviously hindered. At the same time, the contribution rate of online retail to market sales growth continued to increase.
Data from China’s National Bureau of Statistics shows that although China’s online retail sales have been greatly affected from March to May, they have always maintained a positive growth. At the same time, the proportion of physical online retail sales in the total retail sales of consumer goods continued to increase. From January to May, China’s physical goods accounted for 24.9% of the total retail sales of consumer goods, an increase of 1.1 percentage points from January to April and an increase of 1.7 percentage points from January to March.
In the process of normalizing epidemic prevention and control, people’s online consumption habits have been developed and continuously consolidated. At the same time, various e-commerce companies have also won the trust of consumers as a new force in the fight against the epidemic.
The development of the epidemic affects the fluctuation of the index
Judging from the dispute rate of subdivided industries, the occurrence and development of the epidemic has caused fluctuations in the dispute rate of some industries.
Due to the impact of the epidemic on the spring home improvement process, the lag in the consumption of later decoration customization and major home appliances in the home improvement consumption chain has occurred. The corresponding dispute rate in the major home appliance industry has dropped by 13%, and the decoration customization industry has dropped by 11%.
Also due to the epidemic, due to factors such as the inability to travel in the air travel industry, the dispute rate has increased by 15%; consumers spend a lot of time at home, and the demand for entertainment consumption is higher than before, so the dispute rate of online games and online service industries has increased by 14% %.
In addition, for key first-tier cities such as Beijing and Shanghai, where performances and events are concentrated, more than 4,000 performances have been cancelled or postponed due to the impact of the epidemic. The epidemic has spread to a wide range, and some consumers have increased their complaints for refunds due to the closure control policy, which prevents them from being able to watch the performance on-site in time. The above two situations have led to a 134% increase in the dispute rate in this industry.
Research by the Digital Marketing Research Institute of China Business Advertising Association shows that during the epidemic, consumers obviously showed special psychological and behavioral characteristics, namely conservative and sensitive psychology, awareness of safety and protection, and excessive stress behavior. This characteristic is mainly formed by the influence of the surrounding environment and their own situation, which is not only reflected in consumers’ daily work, but also in other activities, such as consumption, learning and socializing.
Therefore, relevant government departments, consumer organizations, commercial retail institutions or brand merchants should pay special attention to the quality and safety of goods and services, pay more attention to consumer rights and interests in price, logistics, distribution and other links, and pay more attention to marketing, The content and form of promotions and advertisements should be more strict and prudent, and attention should be paid to adopting a more gentle and soothing approach in complaints and appeals to avoid stimulating the emotions, psychology and behavior of consumers (and relevant personnel in the service chain), and implement them effectively. Good relevant laws and regulations.
Livestream marketing presents new features
In the early stage of live broadcast marketing, it relied on the mode of attracting traffic by the head anchor. But starting from Double 11 in 2021, the trend of live broadcast marketing has also begun to change. Brand live broadcast, knowledge-based delivery and original ecological live broadcast with local flavor have become new features of live broadcast marketing recently.