Lifestyle commerce with more entry

In recent years, instagramers and many influencers (people who have over thousands of followers here) have appeared in recent years. Some of them are not aiming for monetization, but on the other hand they have influence to that extent, so some people will be happy if they can work on it. For them, it is natural to decide how to create monetization points from the community that they made. One of the answers is live commerce.

Live Commerce is a system in which influencers distribute live video to introduce products, and audience can purchase that product. In China, we are prosperously prospering around 2016 and hundreds are delivered only by applications that can make live commerce. There seems to be an influencer that sells to hundreds of millions of yen. In Japan too, players are increasing since the second half of 2017. Mercury channel, PinQul, BASE LIVE, MimiTV, CAMPFIRE Fireball, me & stars whose acting director Takayuki Yamada served as a hot topic. The number of new entrants will increase in the future and the number of operators working with them will increase.

Cande's social live commerce「Live Shop! (Live shop)」It is.

This time, Mr. Oji Executive Officer Candee talked about Live Shop!, The world that I want to realize, the possibility of video and live commerce.

Candee Co., Ltd. Executive Officer Yoshinori Kage (Kaji Yoshinori)

Born in Nara Prefecture in 1981. Graduated from Doshisha University in 2004. Joined Cyber Agent Inc. At the same time he left the company, he established Kar creation Co., Ltd. and became a representative director. After that, after the group manager of West Japan Nippon Sansan Co., Ltd., e-commerce at MARK STYLER Co., Ltd., after the group chief of WEB Section Runway Channel, the division of MARK STYLER Co., Ltd. advertisement and media division divisionized and independent Times Transit shares Appointed the company's representative director. After that he participated in Candee Co., Ltd., and was in charge of brand business as executive officer.

Live Shop! Is "social" live commerce

Live Shop! Is a live commerce application launched in June, 2017. Influencers deliver content in lifestyle fields such as fashion, makeup, and travel, and that follower watches programs. Influencers introduce items in real time and users can purchase the items during the show.

In addition, Live Shop! Has strong social characteristics. In other words, the characteristic of Live Shop! Is that the communication between the users is sideways, the influencer and the user are communicated. Besides being able to sell and purchase products, interactivity and social nature that can communicate are high.

Even influencers that are delivered with Live Shop! Also have features, and there are many people who simply want to communicate with followers, not just popularity and a large number of followers.

Of course I will deliver what I want to send, but they want to analyze what users are asking themselves and to communicate. For example, an entertainer communicates with Twitter or Instagram . It is an image such as influencer / live movie version of it. (Mr. Akira, the same below)

So Influencer also checks comments from users during delivery and responds to them. For example, if you are introducing a bag, "I'd like to check the size of the gusset," "I want you to shoulder", "What kind of coordination would you like for ○○? By doing so far to communicate with the beans, engagement from the user is increased, and the community feeling is more enhanced.

During the live delivery, comments flutter from users, influencers react to it (Credit by Candee)

What Influencer introduces is what I would like to introduce myself or my boom, it's an item I recommend using actually. The reason for this is because "heat quantity" is necessary. For example, suppose you have prepared the same item but white and black ones, and the influencer introduces mainly white. Then sales will be overwhelmingly higher for white.

On the contrary, what you asked to introduce this will be like a stemmer, and the user will overlook it and invite disassociation of fans or sales volumes will suffer. As a result, it is best to introduce products that influencers want to introduce.

"Engagement commerce" with empathy and experiences

It is said that traditional EC as represented by Amazon and Rakuten is "purpose buying". I have the feeling of "I want this", search for it and purchase it.

Even for real shopping, obviously there is goal buying. However, since I found a good one by chance, such as "Impulse buying", I also have experiences that I bought it (impulsive buying is also a bad meaning, but here there is no malice). For example, I found a cute clothes by chance if I was walking through a shopping center. The aim of Live Shop! Is to realize this experience online. Live Shop! Calls this "engagement commerce".

Engagement commerce is emotional in purchasing through empathy and experiences. I think that it is offline that I bought it unexpectedly although I was doing window shopping, I was clinging to the dress of the main character of the drama, and looking for clothes.

Live Shop! Realizes this online. Users do not want to buy something, they are going to visit Live Shop! There, the favorite influencer introduces items that you like with heat. The heat is transferred to the user, and the user also wants the item. This is "sympathy and experience", what we call call engagement commerce.

Live Shop! Also sticks to program production. Studios, cameras, props just like television programs. This is also a necessary ingenuity for enhancing content capabilities and enhancing engagement with influencer delivery.

Studio of Live Shop!

It is said that clothes are not being bought recently, but I think that how to buy has changed instead of not buying it. Current consumers need a story, motivation and sympathy to buy. Live Shop! Wants to maximize its preparation and want to deliver them in the form of animation.

"Private brands also deliver" experiences "

Live Shop! Announced that it will also sell private brands (PB) in November 2017. Rather than selling specific brands, each influencer sets up a brand and develops products together with Candee. In other words, it is not a popular item, it creates and sells original items for each influencer.

If influencers themselves do not sell items with calories, there is no point in doing with Live Shop !. So if you think that Influencer is really nice you can make a T - shirt in winter and it 's okay if it is not a trendy one. Because it is really an item I want it to be conveyed to fans, fans will also be motivated to purchase.

Live Shop! Is never trying to become an apparel brand, and it is "experience" that I want to deliver even in PB. One of the contents is that there is an apparel of jeans or knit. So we will not do mass production, nor will you bathe. It is a policy not to follow the number but to sell a certain number.

Influencer also thinks that contents to be sent will change according to changes in lifestyle. The type of fashion may change, and those who were good at fashion may be born and bothered by meal, and may be delivering cooking content. Every time the circumstances of the person changes, I think that contents to be delivered should change.

Influencer will be a lifestyle creator at Live Shop! And will provide sympathy experience and product value. Live Shop! Will accumulate know-how on content creation, and will support influencers.

From video consignment to platform

Candee's mission to run Live Shop! Is "Creating a New Era Culture and Star". For that purpose I chose a format called motion picture. However, the know-how of movie production was not enough from the beginning, but he seems to have commissioned movies at first. Among them, he noticed that not only the movie but also the distribution needs were great for the client. For example, the press conference not only media but also live on Twitter and Facebook to watch their fans.

Eventually the know-how of video production also gathered and launched live video platform Live Shop! As its own service. Delivery, as well as studios, props, PB etc. Live Shop! Is trying to create a place where influencers can make the most of their work.

In order to maximize the effectiveness of influencers, we have the functions of production, program contents creation, and advertising agent inside the company. For example, when an influencer wishes to deliver a trip program, it is possible to search for a sponsor, and high quality content production is also possible.

Live Shop! Also carries out tie-up content. The photo shows the studio in collaboration content with Zoff.

Finally I asked about Live Shop! And future development of live commerce.

The smartphone is not only a device for passive but also an active device. Live videos and live commerce are the best things, I think that it will be more exciting from now. Various players have entered, and will continue to participate in the future. I would like to raise the industry together rather than rivals.

Live commerce has increased its presence every day. Live Shop! Is trying new selling methods from the perspective of empathy and experiences in times when things can not be sold. If you are interested in apparel, lifestyle company, marketing etc, please do keep on tracking the information.

AUTHOR
Notomi Jumpei
pilot boat, Limited Company
Born in 1987. He graduated from the Meiji University School of Management in 2009 and completed the Graduate School of Accounting at Waseda University in 2011. I passed a certified public accountant examination while I was in college. After engaging in accounting audit with a major audit corporation, participate in Deloitte Tohmatsu Venture Support Co., Ltd. Every week We produce over 300 pitch and venture events, including pitch event Morning Pitch.
In 2017 he independently established a joint venture company pilot boat and continued to engage in venture support. Startup introduction media "pilot boat", Podcast"pilot boat cast", ToC venture presentation event" sprout "operated. FashionTech and other lifestyle / culture toC services are the specialty areas.
Beginning in 2017 ASCII STARTUP serializes a column of BtoC venture. Advisor to Japan Startup Assistance Association.
twitter: @ jumpei.notomi