Yulong, a native of China, came to Thailand for six years and has been engaged in Internet-related work. Now he is in charge of the overall operation of live broadcast business in Medusa Media Company in Thailand. "In 20 18 years, Thailand's e-commerce industry developed rapidly. At that time, the earliest local social media talents had spontaneously transformed into live broadcasts. " Yulong told reporters. Since then, the Yulong team has accelerated the layout of the live broadcast business.
In March 2022, Tik Tok e-commerce entered Thailand. Yulong's company quickly squeezed into the position of live broadcast in Thailand with its accumulated experience and complete industrial chain for many years.
"Of course, I also suffered a lot." Yulong told reporters that his road to bringing goods in Thailand was not smooth sailing. "Many people in the team have lived in Thailand for 10 years, and they can be said to be experts in Thailand. We feel that it is not a problem to be familiar with the local language and culture and bring goods to live, but the actual effect is very poor. " Later, the company turned to sign a contract with a local head talent in Thailand. "In terms of live broadcast, only local people born and raised can resonate with local consumers, so at present, almost all of the more than 400 anchors we have signed are Thai locals." Yulong introduced.
Among the network celebrity anchors created by Yulong team, one is highly recognizable: half of her face is covered by a black birthmark, but she has a lot of fans in the field of beauty. She is the beauty anchor ploypapas4 1. "When we saw her, we felt very special. In the eyes of others, the birthmark on her face may be a defect, but in the field of live broadcast, the birthmark is a feature that can form a visual anchor and catch the attention of fans. " Yulong explained.
In order to make her an online celebrity, Yulong team designed a unique behavioral logic for her and trained her. "Watching her live broadcast, you will find that her live broadcast room is not as noisy as other anchors. She just sat there, without any big physical movements or strong sales promotion. She just briefly introduced the product. " Yulong said. Although the training cost is high, it succeeded in making the audience remember the beauty anchor. Yulong also said that for other anchors selling different categories, the organization will also conduct targeted training to form different styles of behavioral logic.
"In fact, the cost of live broadcast in Southeast Asia is not much different from that in China. A series of live broadcast processes from product selection to sales are roughly the same as those in China. The difference is that the online celebrity cost in China market is higher than the training cost, while the training cost in Southeast Asia is higher than that in online celebrity. " Yulong said.
20 18 Up to now, Yulong has been deeply touched by the changes in the live broadcast of e-commerce in Thailand. He said: "In 20 18, Thailand's live broadcast was still in the Facebook era, and most of them sold local products, such as fish sauce, coconut sugar and handmade soap. Now, people can see China products covering all categories such as beauty, food and electronic accessories in the live broadcast room. " According to his understanding, the consumption scale of the Thai market has been considerable, but in 20 18, the local supply chain in Thailand was relatively scarce, and the scale and links did not match, which could not stimulate the consumption potential. With the maturity of live broadcast with goods in Thailand, Thailand's supply chain is gradually improving, which not only "opens the door" for China products to enter Thailand, but also "gives China products and brands a bridgehead to land in Thailand".
Source: Global Times