Live-streamed hairy crab sales give you a feast for the eyes first

By DaDa

The fragrance of osmanthus fills the air, and the annual hairy crab season has arrived once again. Companies selling hairy crabs are "cherry-picking" their channels to deliver hairy crabs to consumers' dining tables, so e-commerce companies, new retail companies and traditional supermarkets are all quietly competing, leveraging their respective strengths to fight for both the supply-side and consumer-side markets. Compared with the single discount-promotion approach of traditional supermarkets, the sales methods of e-commerce and new retail companies are far more diverse. This year, live-stream selling, as a newly emerged sales channel, has won the enthusiastic pursuit and affection of young people. Take Taobao Live, for example: it has opened a door to diversified sales for hairy crabs, giving customers a feast for the eyes first.

A huge amount of customer traffic

Some industry insiders believe that live streaming has already become the newest traffic gateway, so Taobao, as a large comprehensive e-commerce platform, is bound to get involved; it cannot let the traffic dividend be carved up entirely by live-streaming platforms outside its own site and end up being held hostage by others. "If Taobao doesn't do live streaming, it loses the traffic gateway, and then it will have no choice but to beg the various live-streaming platforms."

For every viewer on Taobao Live, there is roughly 25% of product traffic, each transaction converts at around 1.5%, give or take about 1 percentage point, and a single commission is calculated at 10 yuan, neither high nor low. So for every 10,000 people there will be 2,500 in traffic generated, the number of transactions will be about 45, and the income from 10,000 people watching Taobao Live will be about 450 yuan. If hairy crab sales can be perfectly combined with live streaming, the abundant customer traffic will certainly boost the growth of hairy crab sales, and with the Mid-Autumn Festival approaching, merchants who are able might as well give it a try.

Witness the plumpness of hairy crabs with your own eyes

Hairy crabs have become an indispensable delicacy on consumers' autumn dining tables, and every year after the start of autumn a wave of buying enthusiasm is stirred up. From traditional e-commerce players that first made hairy crabs popular, to new retail companies focused on quality fresh food, to ordinary supermarkets and convenience stores, hairy crabs have become the keyword for retailers throughout September, and promotional advertising for hairy crab vouchers can be seen everywhere. Merchants never tire of marketing campaigns to promote hairy crabs, and consumers' purchasing enthusiasm keeps rising.

Many young sellers choose to sell on Taobao Live, from on-site catching, cooking to taste-testing, with customers communicating face to face with the sellers on their phones. Seeing is believing, which increases trust in the product and lets customers buy with confidence and eat with peace of mind.

Avoid falling into purchasing traps

This year, Yangcheng Lake hairy crabs will begin to be caught on September 21. According to some merchants, this year's Yangcheng Lake hairy crab output is estimated to be higher than last year, and this year's hairy crabs will be bigger than in previous years. On certain e-commerce platforms, quite a few low-priced hairy crab vouchers are on sale, some even offering 12 hairy crabs for just 99 yuan, a price far lower than that of aquatic product market stores. Some netizens have complained that after buying hairy crab vouchers they could not redeem the goods, and after all kinds of complaints to no avail, they had to wait until the second, or even the third, year to get the goods.

As the saying goes: "You get what you pay for." Hairy crabs sold through live streaming, and hairy crabs bought through live streaming, are generally shipped directly by express delivery after being caught and bound, and can usually reach consumers the next day. Faced with enthusiastic sales hosts and the real, tangible product, customers can easily tell the good from the bad and buy directly below the live stream, getting hairy crabs of good quality.