Watching the video and turning into a future trend interactive live shopping prospects geometry?

In New York, after the normal opening hours of Biggercode, the live show host KanaMa will walk in to open the live video and start describing the details of the various costumes, shoes and accessories sold in Biggercode in Chinese. This kind of shopping live broadcast has attracted thousands of viewers from China.

This is the operation mode of ShopShops, the world's first interactive shopping experience platform, which has attracted thousands of viewers from China.

LiyiaWu, founder and CEO of ShopShops, is a Chinese. She moved to Canada when she was a teenager. She said at the beginning of the platform: "ShopShops is for people who really like design, there are many small-scale stores in North America. Or if independent designers don't have enough money to expand or promote the brand, I hope ShopShops can help them and bring some good design to Chinese consumers in different places."

ShopShops' team is hosted primarily by Chinese micro-influence companies, which are among the smaller but still powerful emerging segments of key opinion leaders. They may not be Chinese stars with millions of fans, but some of them work for American fashion brands, and some American fashion colleges have spent a lot of time to integrate into the local market. These experiences have made them become unfamiliar. A well-known expert in local brands.

“We can plan live broadcasts in our own way. I am mainly responsible for planning luxury fashion brands that are not available in the Chinese market,” explains SimiWu, director of ShopShops.

At the time of each live show, one of the team is responsible for shooting the material, and the rest are taking turns on the camera for hosting, and filling in the comments in the comments, answering a few questions every second. Most of the questions asked by the audience are questions about price and fabric details, so every time someone in the team has to rush into the fitting room to try on something for the audience.

According to SimiWu, the team also recorded a list of “super fans” that recorded consumers who watched and purchased each show during a live broadcast worldwide. Consumers who ask questions in this list will have more detailed questions.

Whenever the show ends, ShopShops sends the order details to the retailer or brand hosting the show. The retailer then sends the order to ShopShops, which then repackages it and distributes it to Chinese customers.

According to a report provided by Deloitte, it is expected that the live broadcast business of 2018 will bring direct revenue of 4.4 billion US dollars to China, 37% more than 2017, and the audience will increase to 456 million. At the same time, ForerunnerVentures data shows that in 2017, China's cross-border e-commerce sales reached 100 billion US dollars. It can be said that live shopping activities and cross-border e-commerce sales are changing the shopping habits of a new generation of luxury consumers.

With the maturity of technology in recent years, China's third-party sales model (such as purchasing) is controlled by the government and the brand (such as Japan Beauty Shiseido), and through these live shopping programs, China's gray market may be restored. vitality.

On the other hand, Chinese consumers are really willing to choose products by watching celebrities or key opinion leaders (KOL) display products on the screen. The rise of shopping notebook apps such as Xiaohongshu is a good proof.

LizFlora, editor of Gartner L2 Asia Pacific Research, said: "The boundaries between China's business, social media and entertainment are blurring, social platforms are invading the business world, and e-commerce companies are incorporating social and entertainment features into their businesses. Consumers are fully accustomed to this new retail model."

Since launching on Taobao in 2016, ShopShops has earned 110,000 followers, and each show can generate almost $8,000 in revenue for its brand and retail partners. Although it also regards brands like Hermès as a big seller, its focus is still on some small brands, such as niche fashion brands like Anthom and TheWebster, Anna.

New brands such as Sui and Theory, digital native brand Everlane, etc., as well as some old-fashioned malls without e-commerce, have become the first choice for ShopShops live broadcast.

Currently, the platform has partnered with 150 partners and plans to double the number of partners by June. LiyiaWu also revealed that the platform has recently raised $6.1 million in funds from Forerunner Ventures, UnionSquareVentures, GGVCapital and FounderCollective, and will be on WeChat in May. By the end of the year, the platform is expected to provide 2,000 real-time shopping activities for Chinese customers from cities such as New York, Los Angeles and Miami.

Editor in charge: Gao Wei