The sudden outbreak of the pandemic caught many brands off guard. For instance, offline conference marketing, a long-standing and proven brand tactic, became impossible. Many brands panicked: without offline meetings, how could they achieve their sales targets?

Don't worry; there are always more solutions than problems. The old industry conference landscape has been disrupted, and a new opportunity for online meetings has quietly emerged. AR online launch events have come out of nowhere to solve the urgent needs of brand meetings. Brands that could no longer hold offline meetings as before have taken a different approach, moving their conference marketing online.

For many brands, conference marketing may be even more important than advertising. A large portion of annual revenue might depend on a single conference. However, due to the pandemic, large-scale in-person conferences cannot be held domestically for the time being. Consequently, with the rapid development of technology and 5G networks, online launch events have become a hot topic and a new conference model.

For brands, holding meetings online not only delivers a strong visual impact to partners such as distributors and stores, enhancing brand image, but also saves costs like venue rental and travel, eliminating expenses for hospitality, accommodation, catering, tourism, and procurement. This is particularly appealing to beauty brands suffering from the pandemic. Therefore, online launch events are the ideal choice for brand conference marketing during the pandemic and for a long time to come.

Principles of Online Virtual Meetings

1. Recently, L'Oréal China held its first launch event of 2020 online via live streaming. If you watched the broadcast, you would have noticed that the stage looked highly technological, more impressive than any offline meeting. This is the function of AR technology. ▲L'Oréal's first "cloud launch" of the year

In online meetings, using AR technology to create a virtual stage can achieve effects that are difficult to replicate with physical stage setups, and the stage can be changed during the meeting to better suit the presentation content. Therefore, tech companies like Huawei, Xiaomi, and Samsung often use this technology to launch their new products online.

Online virtual meetings originate from the special effects film industry, where scenes are shot in studios and composited with technology. In the event scene, a spacious green screen (or blue screen) is set up for studio shooting, combined with 3D animation and computer technology for keying out the presenter and overlaying the event scene. The director system switches camera angles to output video feeds presented on live streaming platforms to the audience.

▾Introduction to Online Live Conferences

Traditional offline meeting activities are retained in the stage area, while the audience area is removed, and audience interaction is connected through live broadcasting. The revenue channel shifts to the live internet port, enabling direct online sales.

▾Online Live Commerce

Live commerce refers to a new service model that uses live streaming technology on internet platforms to provide close-up product displays, answer inquiries, and offer shopping guidance. It can be done through a store's own live room or by professional anchors gathering for promotions.

On one hand, live commerce is more interactive and approachable; consumers can communicate and even bargain with sellers as they would in a hypermarket. On the other hand, live commerce often offers the lowest prices online, bypassing traditional intermediaries like distributors to directly connect products with consumers. Especially for influencer anchors, the essence of live streaming is to show advertisements to viewers, requiring maximum discounts through tactics like flash sales to attract and retain consumers.

Why Engage in Live Commerce?

Process for organizing an online live commerce session:

What Can an Online Live Launch Conference Bring?

1. Build user brand awareness. Using live streaming, you can extend offline customer acquisition to online, and it is an important way to build user brand awareness and conduct content marketing.

2. Refined operations to activate private traffic. Through viral live streaming, you can conduct refined user operations, revitalize the enterprise's private traffic pool, and make customer acquisition easier and simpler.

3. Reduce training costs and improve training efficiency. Live broadcasting can meet the needs of enterprises for internal training during the special period of fighting the epidemic. Employees only need to watch and learn through live broadcasting.

4. Improve brand exposure and brand awareness. Live broadcasts can not only show the company's positive spirit but also enable top management to have direct dialogue with the audience in the comment area, making consumers more assured about the company and the brand.

5. Live streaming for customer acquisition and online sales is convenient, fast, and cost-saving. User information collected through live streaming can also become the enterprise's private traffic after the broadcast, playing a greater role.