{"id":45154,"date":"2025-04-08T05:00:00","date_gmt":"2025-04-08T03:00:00","guid":{"rendered":"https:\/\/www.mzone.cz\/?p=45154"},"modified":"2025-04-06T15:14:54","modified_gmt":"2025-04-06T13:14:54","slug":"live-shopping-fenomen-ktery-brzy-ovladne-i-cesky-trh","status":"publish","type":"post","link":"https:\/\/www.mzone.cz\/en\/live-shopping-fenomen-ktery-brzy-ovladne-i-cesky-trh\/","title":{"rendered":"Live shopping: Glob\u00e1ln\u00ed fenom\u00e9n, kter\u00fd brzy ovl\u00e1dne i \u010desk\u00fd trh"},"content":{"rendered":"

Zat\u00edmco ve sv\u011bt\u011b u\u017e live shopping p\u0159itahuje miliony div\u00e1k\u016f a generuje miliardov\u00e9 zisky, u n\u00e1s je st\u00e1le na za\u010d\u00e1tku. Jak ale ukazuje sv\u011btov\u00e1 praxe, spojen\u00ed z\u00e1bavy, autenticity a okam\u017eit\u00e9 interakce mezi influencery a z\u00e1kazn\u00edky m\u00e1 potenci\u00e1l zm\u011bnit pravidla hry. Je jen ot\u00e1zkou \u010dasu, kdy tento trend ovl\u00e1dne i \u010desk\u00fd trh a prom\u011bn\u00ed zp\u016fsob, jak\u00fdm nakupujeme.<\/strong><\/p>
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Nov\u00e1 \u00e9ra online nakupov\u00e1n\u00ed?\u00a0<\/h2>\n\n\n\n

V \u010cesku je live shopping st\u00e1le v plenk\u00e1ch, ale ve sv\u011bt\u011b u\u017e generuje miliardy a je pouze ot\u00e1zkou \u010dasu, ne\u017e se objev\u00ed ve v\u011bt\u0161\u00ed m\u00ed\u0159e i u n\u00e1s. V tomto sm\u011bru je n\u011bkolik trend\u016f, kter\u00e9 se z Asie do Evropy roz\u0161\u00ed\u0159ily. V \u010c\u00edn\u011b dominuje Taobao Live od Alibaby, kde influence\u0159i jako Viya nebo Li Jiaqi dok\u00e1\u017e\u00ed na stream p\u0159il\u00e1kat 40 milion\u016f div\u00e1k\u016f a prodat zbo\u017e\u00ed za stovky milion\u016f dolar\u016f. V Evrop\u011b a USA nab\u00edz\u00ed \u017eiv\u00e9 n\u00e1kupy Amazon Live, TikTok Shop nebo Instagram Live Shopping.<\/p>\n\n\n\n

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\u201eV Evrop\u011b se do live shoppingu pustilo Zalando, kter\u00e9 testuje livestreamy v N\u011bmecku, nebo Sephora, kter\u00e1 propojuje \u017eiv\u00e9 vys\u00edl\u00e1n\u00ed s influencery,\u201c popisuje Ond\u0159ej Tyle\u010dek, gener\u00e1ln\u00ed \u0159editel kreativn\u00ed a marketingov\u00e9 agentury Fairy Tailors.\u00a0<\/p>\n<\/blockquote>\n\n\n\n

\"Influence\u0159i<\/figure>
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\u010cesk\u00fd trh za\u010d\u00edn\u00e1 testovat nov\u00e9 mo\u017enosti <\/h2>\n\n\n\n

V \u010cesku experimentuje Notino, ale masov\u00e9 roz\u0161\u00ed\u0159en\u00ed zat\u00edm chyb\u00ed. Nejv\u011bt\u0161\u00ed \u00fasp\u011bch maj\u00ed m\u00f3da, kosmetika a elektronika, kde z\u00e1kazn\u00edci cht\u011bj\u00ed vid\u011bt produkty v akci. \u201eObecn\u011b n\u00e1kupy z vide\u00ed jsou celkem b\u011b\u017enou prax\u00ed u Youtuber\u016f, sice nejsou v\u017edy ze streamu, ale je vlastn\u011b jedno, jestli je to stream anebo z videa postnut\u00e9ho d\u0159\u00edve, z\u00e1le\u017e\u00ed na publiku,\u201c uv\u00e1d\u00ed Jan Skovajsa, zakladatel a CEO spole\u010dnosti myTimi.<\/p>
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Autenticita a interakce jako tajemstv\u00ed \u00fasp\u011bchu <\/h2>\n\n\n\n

Pro zna\u010dky je live shopping skv\u011bl\u00fd n\u00e1stroj na budov\u00e1n\u00ed komunity i prodej. Kl\u00ed\u010dem k \u00fasp\u011bchu je autenticita \u2013 pokud to vypad\u00e1 jako teleshopping z 90. let, z\u00e1kazn\u00edci odejdou. Pom\u00e1h\u00e1 tak\u00e9 FOMO efekt<\/a> ve form\u011b exkluzivn\u00ed nab\u00eddky jen b\u011bhem streamu. Zejm\u00e9na mlad\u00e1 generace si na tento zp\u016fsob nakupov\u00e1n\u00ed rychle zvyk\u00e1, tak\u017ee live shopping je n\u00e1stroj, kter\u00fd by obchodn\u00edci m\u011bli br\u00e1t v\u00e1\u017en\u011b.<\/p>
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V\u00fdzvy a n\u00e1strahy live shoppingu <\/h2>\n\n\n\n

Nev\u00fdhodou pro obchodn\u00edka m\u016f\u017ee b\u00fdt z\u00e1vislost na influencerech. Spolupr\u00e1ce s nespr\u00e1vn\u00fdm tv\u016frcem m\u016f\u017ee po\u0161kodit reputaci zna\u010dky. Pokud influencer sel\u017ee, negativn\u011b to ovlivn\u00ed i firmu. D\u016fle\u017eit\u00e1 je tak\u00e9 produk\u010dn\u00ed str\u00e1nka.<\/p>\n\n\n\n

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\u201eKvalitn\u00ed live shopping vy\u017eaduje technick\u00e9 zaji\u0161t\u011bn\u00ed, moder\u00e1tory a t\u00fdm na odpov\u00edd\u00e1n\u00ed dotaz\u016f v re\u00e1ln\u00e9m \u010dase. Pokud je produkce amat\u00e9rsk\u00e1, z\u00e1kazn\u00edci ztrat\u00ed d\u016fv\u011bru,\u201c upozor\u0148uje Ond\u0159ej Tyle\u010dek.\u00a0<\/p>\n<\/blockquote>\n\n\n\n

\"Influencerka<\/figure>
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Mlad\u00ed z\u00e1kazn\u00edci a jejich touha po okam\u017eit\u00e9m z\u00e1\u017eitku <\/h2>\n\n\n\n

Rizikem pro z\u00e1kazn\u00edky jsou impulzivn\u00ed n\u00e1kupy a un\u00e1hlen\u00e1 rozhodnut\u00ed, kter\u00fdch mohou pozd\u011bji litovat. Agresivn\u00ed zp\u016fsob prodeje m\u016f\u017ee tak\u00e9 b\u00fdt z\u00e1st\u011brkou pro nekvalitn\u00ed zbo\u017e\u00ed. \u201eD\u00e1le m\u016f\u017ee b\u00fdt probl\u00e9m, jako u v\u0161ech reklam od influencer\u016f, podv\u00e1d\u011bn\u00ed lid\u00ed a prod\u00e1v\u00e1n\u00ed zcela zbyte\u010dn\u00fdch produkt\u016f, kde vyu\u017e\u00edvaj\u00ed d\u016fv\u011bry, kterou v n\u011b lid\u00e9 vkl\u00e1daj\u00ed,\u201c uzav\u00edr\u00e1 Jan Skovajsa.<\/p>
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\"\"<\/a><\/figure>
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V\u00edte, s k\u00fdm si p\u00ed\u0161ete? Na e-shopech st\u00e1le \u010dast\u011bji komunikuje um\u011bl\u00e1 inteligence<\/a><\/h4>
\n<\/div><\/div>\n\n\n\n

<\/p>","protected":false},"excerpt":{"rendered":"

Zat\u00edmco ve sv\u011bt\u011b u\u017e live shopping p\u0159itahuje miliony div\u00e1k\u016f a generuje miliardov\u00e9 zisky, u n\u00e1s je st\u00e1le na za\u010d\u00e1tku. Jak ale ukazuje sv\u011btov\u00e1 praxe, spojen\u00ed z\u00e1bavy, autenticity a okam\u017eit\u00e9 interakce mezi influencery a z\u00e1kazn\u00edky m\u00e1 potenci\u00e1l zm\u011bnit pravidla hry. Je jen ot\u00e1zkou \u010dasu, kdy tento trend ovl\u00e1dne i \u010desk\u00fd trh a prom\u011bn\u00ed zp\u016fsob, jak\u00fdm nakupujeme. […]<\/p>\n","protected":false},"author":4,"featured_media":45156,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"kk_blocks_editor_width":"","_kiokenblocks_attr":"","_kiokenblocks_dimensions":"","footnotes":""},"categories":[25,64],"tags":[2167,4011,6330,806,1531,490,1158,148],"class_list":["post-45154","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-style","category-trendy","tag-e-shopy","tag-influenceri","tag-live-shopping","tag-nakupovani","tag-online","tag-style","tag-trend","tag-trendy"],"yoast_head":"\nLive shopping: Glob\u00e1ln\u00ed fenom\u00e9n, kter\u00fd brzy ovl\u00e1dne i \u010desk\u00fd trh - Mzone<\/title>\n<meta name=\"description\" content=\"Zat\u00edmco ve sv\u011bt\u011b u\u017e live shopping p\u0159itahuje miliony div\u00e1k\u016f a generuje miliardov\u00e9 zisky, u n\u00e1s je st\u00e1le na za\u010d\u00e1tku. 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