315 exposes the game within the game, scammers are eyeing live streaming

The author of this article uses the live streaming scam exposed on March 15 as an introduction to analyze the advantages of live streaming compared to traditional customer acquisition channels, and calls on more companies to make full use of live streaming to produce high-quality content and make scammers disappear on the right track.

Whether as a business manager or an ordinary citizen, the annual 315 Gala is of great significance. I believe that most readers have paid attention to the live broadcast scam exposed on 315 this year.

"Auntie, take this. It can cure your tumor."

"Mom and Dad, please test your hand speed on the yellow car below and blow it up!"

"All parents, call home!"

The above words come from a live broadcast that Mr. Li’s mother in Pingyao, Shanxi, has been watching on her mobile phone: The "righteous" anchor uses the live broadcast format to mediate family conflicts and resolve emotional disputes in order to gain the trust of the elderly. Then, during the conflict mediation process, he inserts products with "magical therapeutic effects" and calls on the elderly to place orders in the live broadcast room.

However, the so-called disputes in the live broadcast room were all scams with specially designed plots and hired actors.

The so-called "miracle drugs" are nothing more than extremely low-cost compressed candies and solid beverages. Their purpose is to deceive the elderly and make huge profits through live streaming.

This year's 315 Gala exposed this live broadcast scam, and the live broadcast room involved has been banned by the platform.

"Respect the elderly as your own and respect the elderly of others" is a simple moral concept deeply rooted in our civilization. When we see such deception of the elderly, in addition to being deeply angry and waiting for the final outcome of the incident, we can also think about a question: Why do scammers do live broadcasts?

1. Why do scammers choose to do live broadcasts?

In the current discussion context, live streaming is no longer a strange concept. More and more companies have realized the value of the live streaming format after in-depth experience of live streaming.

Live streaming can break through geographical restrictions, help companies conduct deeper real-time exchanges with a wider range of consumers, break down information barriers, and enable effective two-way communication between companies and consumers.

With the rapid development of communication technology and the impact of travel restrictions caused by the epidemic, the live broadcast industry has risen rapidly, extending from the entertainment field to the business field. In the past, a sales guide could only provide in-depth service to one customer at a time, but with the help of live broadcast technology, a sales guide can serve thousands of consumers at the same time.

At present, with the rapid development of live broadcast technology, companies can realize scenario-based live broadcast, allowing consumers to complete an immersive shopping experience in the live broadcast room, helping companies to efficiently complete multi-line conversions.

Why can live streaming rooms guide users to convert quickly?

Different from the purchasing decision logic of B-end, C-end is impulsive when consuming, and live streaming can effectively facilitate C-end consumption decisions.

For example, the well-known Xiaohongshu product promotion. When C-end consumers obtain information about products in the Xiaohongshu community, they will make purchase decisions through graphic and text introductions and then complete the consumption action.

Compared with picture and text promotion, live streaming is a more efficient marketing method. It not only provides a comprehensive and scenario-based product interpretation, but also stimulates purchasing actions through live streaming prices. It can simplify the information comparison process for consumers before making a purchase decision and complete the ordering action directly and quickly.

It is not new to scam people who take advantage of the emotions of the elderly and pretend to be their children to sell them "miracle drugs". What's disgusting is that the scammers have also discovered the business opportunity of live streaming.

In the past, if “miracle drug” scammers wanted to pull off a well-coordinated and covered dream scam, they would need to hire people, live in the elderly’s homes, and spend time accompanying them in order to gain their trust and demonstrate the value of their product.

But when scammers began to use live streaming, the cost of scam design became lower, the scam tactics spread more widely, and the profits obtained became higher.

Why do scammers start live streaming? Lower costs and higher profits are the main driving force.

The reason why we want to take advantage of the incident exposed on March 15 to share this is because there are indeed some companies that have not realized the value of live streaming, which we really think is a pity.

Because live streaming is indeed a particularly good channel for acquiring customers and even rapid conversions.

2. Companies that started live streaming early have already made a lot of money

Coincidentally, last week we shared in the content "How did the companies that have grown against the trend in the past three years break through the problem of acquiring customers and inviting interviews?" that live broadcasting, as a media form different from pictures, texts and videos, allows companies to display more multi-dimensional product information and interact with users in real time and dynamically, ultimately achieving fast-paced customer acquisition and efficient transactions.

A typical example is the automotive industry.

In the past, the automotive industry relied on brand promotion to acquire customers. Through television advertising, celebrity endorsements, offline exhibitions, and other means, the user mind was cultivated and users were guided to visit dealer stores naturally to complete customer acquisition.

However, such links are very imprecise. It is difficult for companies to know which promotion is effective, and it is also difficult to summarize reusable and optimized customer acquisition links. In addition, due to the impact of the epidemic, auto stores have almost lost their natural in-store traffic, and many stores are on the brink of closing.

Faced with a critical moment of survival, automobile brands and dealers chose live streaming as a breakthrough.

Live streaming can display automotive product information in a more diverse and comprehensive manner. The real-time interactive Q&A of barrages can also transform customers' passive understanding into active consultation. Sales hosts can respond to customer needs more quickly and in detail and complete in-depth product introductions. At the same time, they can use the host's oral broadcast and live streaming tools to guide customers to leave information or go to the store to complete customer acquisition.

At present, live streaming has become an important sales channel in the automotive industry.

According to the "2022 Automotive Live Streaming Value and Practical Manual" released by DoCar.com and Julebaosuansu, a car sales company in Zhengzhou, affected by the epidemic in 2020, began to form a new media team to tackle online marketing, and successfully used the live broadcast format to obtain 1,600 direct leads that year (excluding customers who naturally came to the store after viewing the live broadcast), and achieved a conversion rate of nearly 20% for live broadcast leads.

It can be said that the traditional automotive industry has fully felt the value and charm of live streaming in acquiring customers. Although live streaming is a temporary strategy catalyzed by the epidemic, it has become a normalized operation option for the automotive industry because it can establish direct connections with consumers and achieve faster lead acquisition and conversion.

Of course, live streaming for customer acquisition is not limited to the automotive industry. Among Chenfeng’s clients in various industries, many also choose to acquire customers through live streaming, and have indeed achieved gratifying data and achieved a rapid increase in the number of customers. At the same time, with the help of the lead management function, a leap-forward improvement in customer acquisition efficiency has been achieved.

New things always come to us at a speed beyond our cognition and become part of our lives.

Business models always change silently. Choosing to embrace new models first may bring you an advantage over your competitors in business competition.

We sincerely recommend that corporate brands that are still struggling with organic store traffic and high-cost advertising to try live streaming.

A useful and effective customer acquisition channel cannot be occupied by scammers.

END

Under the influence of the epidemic, more and more companies have realized that the original customer acquisition model is no longer viable. In the current environment, live streaming is indeed a very useful way to acquire customers. You can give it a try.

We look forward to working with you to promote the transformation and progress of business models through exploration.

We also hope that in the new media environment of information bombardment, more high-quality, professional and valuable content can be used to eliminate bad scams.