Author: Helen Wang
In the 2018 China Mobile Internet, the prospect of the live broadcast industry is going dark and doomed.
In the context of Wang Sicong’s 3 billion sale of Panda live, Huya and Yingke successively listed, and the leaving of anchors in Douyu, the live broadcast industry began to usher in the second half of the year. For a time, the lively broadcast industry began to be bleak, very few live broadcast platforms are remembered by people, Douyu, Huya, Pandas, or the absolute big brother YY live in the industry? Or Yi live broadcast, Pepper live, Momo, Tencent Now?
Perhaps, from the user data point of view, the tragic Chinese live broadcast industry has indeed reached the stage of white-hot, and at the same time facing the short-video, long-video user time battle.
However, what many people don’t know is that ToC’s live show is in the midst of a cold winter, while ToB’s corporate live broadcast reveals its true value in the cold winter – according to a recent SaaS and startup research by market research firm Crozdesk. B2B SaaS service will promote the development of the entire software and cloud platform industry, and in the entire B2B market, the marketing market in 2018 will be even more popular. In a word, in the economic downturn, marketing will become more important.
The Vhall that has been focused on enterprise-level services has ushered in the best moments in its history.
Economy goes down period open source saves stream
Enterprise marketing decide life and death
There are not many counter-cyclical industries, but enterprise-level marketing services are one of them.
In 2018, the macroeconomic situation faced by Chinese companies is not very inspiring. The two big dividends in the past 40 years of reform and opening up: the population and global economic integration have basically disappeared.
Even mainstream economists believe that China’s economy will be L-shaped, which means that there is no upward movement in the foreseeable future.
Microeconomics has two main points for enterprises, increase income and reduce expenditure. Usually enterprises reduce expenditure with the help of OA system, financial software, human resource management software and so on. Increase income is to continue marketing and acquire new customers.
During the economic downturn, naturally continuous marketing and customer acquisition will become the inevitable business.
Therefore, the market has changed its status in the past and has become a place where many companies have increased their investment.
In general, the essence of marketing, according to Lipp Kotler, the father of modern marketing, is that marketing is managing profitable customer relationships. In other words, marketing is to solve two problems: first, to pull in new people; second, to retain. Constantly acquire new customers and retain old customers. That’s the only way to survive.
In corporate marketing, along with changes in technology and the environment, in the United States in 2018, marketing in the BIB field is changing. Bidding farewell to the previous simple marketing model, companies are gradually learning to build trust with the customers and ultimately get the order by storytelling and educating users..
This new way of thinking will affect all aspects of enterprise-level service companies, from brand communication to marketing channels that companies rely on, etc. The previous completely closed marketing content and sales contact information has become history. Moreover, today’s customers do not want to “leak” their personal information just to passively get a response from the merchant on a specific date. They want to be able to actively participate and learn. As a result, chat and messaging applications become an increasingly important part of the customer journey.
In this context, in foreign countries, enterprise-level services are undergoing fundamental changes, and their entrepreneurial opportunities and investment opportunities are constant. Statistics show that the total amount of financing in the global SAAS industry is very impressive. From Q1 to Q3 in 2017, the total financing scale has reached 50.22 billion U.S. dollars.
However, from a regional perspective, about 63% of companies and 89% of financing funds come from the US during the financing of enterprise services, indicating that the US remains one of the strongest markets in the cloud services and software industries. The Silicon Valley is among the best. According to statistics, the region brings together 16% of global cloud service and software companies and 39% of financing funds.
However, in China, the opposite situation is applied.
According to a survey conducted by Gartner in 2015, it is found that Chinese companies invest 50% of the money in the enterprise-level service market compared with US companies. But what about sales? China has only 5% of the United States. This means 10:1 operational sales efficiency: the same kind of corporate services in the United States or its startups operating ten times more efficient than the current Chinese companies.
In this regard, Yanting Lin, founder and CEO of Vhall Live, believes that for enterprises, the commonly used SEO/SEM in the domestically effective marketing methods has entered the bottleneck period, the variables are getting smaller, and the number of customers will not be Larger growth, while enterprise-level live broadcasts have become the only variable to address the demand for marketing customers, which will fundamentally change the Chinese enterprise service market.
Of course, as China’s largest enterprise-level video live marketing cloud platform, they are also working hard to solve this problem faced by business owners.
“Enterprises can get live broadcasts on the SaaS platform, get precise invitations through Vhall-tools, push marketing content to the social mass, and introduce traffic into interactive live marketing; if companies don’t want to use third-party platforms, they can also use The PaaS service tailor its own exclusive products. Then, the company can clean the data through different live broadcast scenarios, such as finance, medicine, education and training, on-site activities, etc., to carry out the re-purchase and retained data operations, Lin Yanting said.
Objectively speaking, among the marketing methods used by many companies, the live broadcast marketing method has certain first-mover advantages in technology. For example, big data of the attracted accurate customers, their personnel background and online attention issues can be analyzed and visualized through live broadcast before handed over to salesmen for one-on-one follow-up.
“For products with higher customer unit price and more complicated system, it is impossible to solve the trading behavior by one-time marketing. It is necessary to analyze the high-end and mid-end audience through big data analysis, and then lead back to marketing until the transaction is completed. This also includes the operation of the users. Live broadcast is currently the only one-to-many means of real-time interactive marketing.” Lin Yanting believes.
The mode of Vhall
In fact, the Vhall mode has long been a model in North America.
In North America, Hubspot, marketing cloud and Marketo have long been known and widely used as effective marketing tools. For example, in Marketo’s homepage, product demonstrations, service demonstrations and a series of online live seminars will be listed on the home page.
“In the VC industry in the United States, the overall return rate of ToB companies is much higher than that of ToC companies. Although ToB companies cannot produce explosive growth, or star companies like facebook and twitter, in the long run, it is a business that has the greatest effect on startups and investment,” Lin Yanting said.
This is the reason why Lin insisted on doing enterprise-level live broadcast services for 8 years. In Lin Yanting’s words, “What you need to do is to predict the wind, not to chase the wind.” In fact, when Vhall was founded eight years ago, there was no one at that time understand how the live broadcast is going on. VC’s venture capital industry is not so hot as it is now, because no matter how Lin explained with his friends or explained with VC, everyone did not understand.
Until the rise of the C-side live broadcast in 2015, everyone realized what is called live broadcast, and this time the B-side live broadcast Vhall has also won the attention of people.
“We have done eight years of practice, solved the marketing needs of corporate customers through live broadcast, and empowered enterprise intelligent marketing. This accumulation is not easily surpassed by others, and Vhall has also established its own brand and industry barriers. Yanting Lin said.
It is understood that Vhall is the first live broadcast enterprise in China to launch PaaS service (Vhall Cloud). “PaaS is a natural derivative of SaaS services, just like Force.com , which was later launched by Salesforce on the PaaS platform, but its premise is SaaS service is done first, and customers and their usage scenarios can be understood before they can better meet the needs of customers with PaaS.” Lin Yanting believes.
In China, after years of development, Vhall has gradually been accepted by enterprises. Financial institutions such as China Merchants Bank, Ping An Group, medical institutions such as Pfizer and AstraZeneca, education companies such as China Europe International Business School, Cheung Kong Graduate School of Business, and even China Pudong Cadre College for training local leaders in China. Everyone is getting used to marketing and promotion with the live broadcast service provided by Vhall.
Take the medical industry as an example.
According to the data of the National Bureau of Health and Family Planning Statistics, as of the end of April 2017, there were a total of 930,000 grassroots medical and health institutions nationwide, including 35,000 community health service centers (stations) and 37,000 township health centers. There are 638,000 clinics and 205,000 clinics (laboratory). This series of data corresponds to the theoretical market space of domestic primary medical informatization. For example, cloud clinics and cloud HIS are the core products of informationization needs of primary medical institutions. Currently, they cannot be fully realized in these institutions, let alone marketing promotion, and making more people know them.
” We all know the game rule of the previous generation of internet .The era of BAT is centralization. It absorbs a lot of traffic and distributes to head customers. Now this generation can’t play like this. It’s impossible to have a huge traffic platform, so what done by Vhall is decentralization and empowerment, the vast majority of Internet companies are such a kind, empowering enterprises to have their own tools and platforms to generate users and traffic.” Yanting hopes to be able to empower more companies.
In fact, Vhall’s dream has been initially realized. Since its establishment, Vhall has served 250,000 enterprise users, with a total of 100 million user views and more than 3.5 million live events.
Growing with enterprises, empowering more institutions, Vhall stays true to its mission.
