50,000 orders were sold in one minute, 2.4 million crayfish were sold in one minute, 100,000 globes were sold in five minutes, and 100 million yuan was shipped in one hour… The live broadcast of the live webcast can be described as lively.
Standing on the vent of live broadcasts, Mianguang’s inventory and hundreds of millions of sales at every turn attract people from all walks of life and all colors.
Today, this wind of live streaming has also blown into the medical field.
"Live delivery with goods" is a new business model emerging in 2020. After the epidemic, it has become one of the ways to restart Wuhan's economy.
Even U.S. President Trump promoted nucleic acid testing equipment in public at the White House press conference, and took advantage of the "live streaming" boom.
When "live delivery of goods" has become a popular sales channel, how far is the "live delivery of goods" in the medical field from us?
Don't waste a good crisis
The new crown black swan has put many medical companies into trouble in 2020, especially the impact on the aesthetics, oral, and traditional Chinese medicine industries is unprecedented.
However, this new Internet celebrity economy, which broke out at the end of 2019, is the first to "show its prominence" in these subdivisions under the current epidemic, and has a chance to regain its new life:
On June 8, the "Incarnation" anchor Luo Ningzheng, founder of Health 160, recommended 20 products such as hyaluronic acid and 59 sterilization bags to users in the Douyin live broadcast room. During one and a half hours of live broadcast, the cumulative sales amount exceeded 160,000;
In mid-June, Taikang Bybo teamed up with Liu Tao to bring dental implants, and for the first time integrated the three chains of "dental brand + star live broadcast + live broadcast platform", opening up a new sales path for the industry.
During June 18, Taobao’s live broadcast of medical aesthetics and medical services reached 85,800 on that day…
At the moment, users' online shopping habits are emerging, and traditional marketing models are facing huge challenges under the epidemic. It is necessary for medical and health companies to learn new marketing methods.
Live broadcast can minimize the time cost for customers to purchase products, and can also be displayed intuitively. The anchor can replace the customer to experience the quality, breaking the user's psychological defense in real-time interaction.
The live broadcast can make timely adjustments according to the changes in consumers' needs. From live broadcast, order placement to logistics and distribution, one-stop solution to the pain points of users in purchasing goods.
The wave of "live delivery of goods" was catalyzed by the epidemic and swept the entire health and medical field. It is understood that only on the Taobao platform, there are currently more than 5,300 medical businesses of various types that have opened live broadcasts.
Medical "live delivery" is not simple
The live broadcast platform shows its advantages in commercial transformation. Starting from Luo Yonghao’s “Live Broadcasting First Show”, Douyin’s live broadcast has shifted from show-focused to a hot spot for goods. The live broadcast platform has become a hot spot for online goods.
The highlighting of the live broadcast e-commerce dividend has become the consensus of the industry's keen bigwigs.
Of course, live streaming looks "beautiful" and it's not that simple to do.
Due to the particularity of the medical industry, the live delivery policy is very strict. It can only be carried out on e-commerce platforms and is limited to health care products, functional foods and disinfection supplies, as well as some specialty chain services.
Most medical equipment products cannot be sold live. Even if over-the-counter drugs can be broadcast live, most platforms are still afraid of crossing the boundary and focus on science.
Take Taobao as an example. If you want to do live broadcast of "Xiao" brand products, you must submit qualifications and certifications to the platform, including the approval review by the local advertising supervision department, allowing manufacturers or distributors to approve products Live.
Large-scale medical equipment, such as nuclear magnetic, ultrasound and other diagnostic and therapeutic instruments, are restricted by factors such as space, equipment characteristics, and operator capabilities, and cannot achieve live broadcast.
In addition, according to the statistical analysis of big data, the main audiences of the live broadcast platform are relatively young, with a certain herd mentality and consumer impulse, so they have become the main target customer group for live broadcasts.
Most of the customers engaged in the purchase and distribution of large-scale medical equipment are not such groups.
Whether the content we show can be seen by them is also a difficult problem for companies that want to engage in "live delivery of goods".
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Surgaid Medical (Xiamen) Co., Ltd has been committed to surgical product development ,production and marketing for 10 more years . In particular, minimally invasive surgical products. Minimally invasive surgery is a surgical direction of development. Such as Disposable Laparoscopic Trocar, Linear Cutter Stapler, Circular Stapler, PPH, and so on.
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About Surgaid products：
For more product information at https://www.surgaid-medical.com/
