Live "Rookie" Zhang Dayi, whose debut record is close to Li Jiaqi and Wei Ya
On September 21, Zhang Dayi completed his own Taobao live broadcast debut: 7 hours, 13 minutes and 31 seconds, more than 2.75 million viewers, L'Oreal, Estee Lauder, Hushubao and many other brands participated in it. In the end, live broadcast products of 4 brands including Chow Tai Fook, Lancome, Puppy Appliances, and Dalong Yi were sold out. The single link sales of the 2,000 yuan beauty instrument exceeded 11 million yuan, and the total live broadcast sales totaled more than 60 million yuan.
More than 60 million yuan in 7 hours, this is a single-person sales achievement that no previous retail format can imagine. And for such a short-term outbreak, Zhang Dayi is not the only person who has made efforts, but also the entire team that assists his live broadcast, and the live broadcast project participants of various brands.
"The company has been preparing for this live broadcast for several months, and finally selected 40 products from more than 1,000 products." Ruhan Chairman Assistant and Marketing VP Cheng Wenqiang said frankly that the team devoted the most energy during the preparation period. It is the selection of products for investment, and there are many products that fans ask for reverse investment, because the purpose of the first live show is "Share good things with fans" .
"There are some products in the live broadcast that she is already using, and she will experience other products in advance, try and screen them, and then recommend them." Cheng Wenqiang emphasized that Zhang Dayi is a very responsible person.
"I didn't dare to fool around. When the product was handed to her, she looked like a glaring eye. She could hit the nail on the head if it didn't work, and which didn't have a differentiated highlight." The person in charge of the live investment promotion told reporters, " We have to compare prices to determine whether it is the lowest price in history. Dayi is not a daily broadcast, so every time it broadcasts (1~2 times a month), we want to give fans real benefits."
How to not disrupt the brand On the basis of the pricing system, fighting for more benefits for fans became the biggest challenge for Zhang Dayi's investment team at that time. What they think of is that, in addition to giving profits, they need to make the brand give more gifts. "We can point as much as we need. At the beginning, the brand was unwilling to give it to us, so we would say everything nicely and grind them off work in the office." A business investment manager said with a smile, "Even a comb and a mirror will do. Just give more to fans.”
At this point, Zhang Dayi himself is very confident. "The lowest in history! If you buy a higher price, tell me, triple the difference, and I will tear it up for you!" This is what she repeatedly yelled at the live broadcast.
In fact, some of Ruhan’s internet celebrities have already had Taobao live broadcast experience, but this is Zhang Dayi’s first show. For Ruhan, the start of Taobao live broadcast by the top internet celebrities can bring a new income to the company, and it can take advantage of the trend. However, Zhang Dayi himself hesitated for a long time as to whether to play Taobao live broadcast. She cherishes her feathers.
In the end, she still couldn't resist the fans' urging.
"Yes, Zhang Dayi is going to broadcast live. I have kept many brands out of the door before, and I want to open my own new field." On September 18th, Zhang Dayi used a long post on Weibo Wen announced the news of his own Taobao live broadcast, as well as his hesitation, worry, purpose and determination:
"Skills industry has specialization, brand price positioning, all are different. If my fans have different I really need to meet different needs. Whether facing you or facing the company's overall income, I have a mission."
▲Zhang Dayi Weibo Announcing the decision to Taobao Live
As Zhang Dayi said on Weibo, she is a newcomer to (Taobao) Live. At the beginning of this debut, she did reveal the shadow of a newcomer.
The live broadcast originally scheduled at 7pm on September 21 began to warm up 20 minutes earlier, whether it is Zhang Dayi, who has done countless live broadcasts as the brand manager, or her team, in so many productsIn front of the branded goods, everyone seemed a little nervous.
"Why (the lens) is so muddy now?" "Drain to Weibo!" "You tell everyone what you have tonight?" ... Until the first few products are broadcast, the scene It's still a bit hectic, but the whole team is working hard to make the live broadcast smoother.
When this live broadcast started, there were 50,000 fans who watched online, which is a satisfactory number for many anchors, but for Zhang Dayi, who has over 10 million fans on Weibo and Taobao , Some are lower than expected. Fortunately, with her enthusiastic interpretation of the product, the number of fans gradually increased, reaching a peak of over 2.7 million four hours after the broadcast.
Cheng Wenqiang told reporters that during the live broadcast, Ruhan did not make any special publicity actions outside the venue. The number of viewers grew at a constant rate, partly due to the platform's display support for this live broadcast, and most of it was From the attractiveness of live content. During
, Feng Min, chairman of Ruhan Holdings, watched at the door of the live broadcast room, and the person in charge of each product brand participating in the live broadcast stood outside the door. They are all people who can "make a decision." This means that the links to increase orders and increase benefits in the live broadcast can be temporarily decided on the spot, and this is also the source of waves of fan enthusiasm.
Behind the enthusiastic explanation and the on-site adaptability, Zhang Dayi had "diligently" understood and memorized the characteristics of each product, even starting to memorize the product characteristics a month in advance. "She will consult doctors and experts about health care products. In order to demonstrate the effect of a'disposable hair dryer spray', she deliberately does not wash her hair for 5 days, just to demonstrate directly in the live broadcast room." said a live broadcast team member .
▲Zhang Dayi Live’s live trial product
Fortunately, the results are frequently sold out and the customer unit price is much higher than expected, which did not disappoint the efforts of the entire team.
Cheng Wenqiang said that an important conclusion obtained in this live broadcast is that as long as the products provided are valuable, the purchasing power of fans can explode.
"Previously, the company’s estimate of the form of live broadcast was that it would be suitable for products with a lower unit price per customer, but the actual situation is that products priced at 2,000 yuan have sold for more than 10 million, and most of them are sold at 300 yuan per customer. Above."
He pointed out that although other celebrities of Ruhan have had experience in Taobao live broadcast before, , for the top celebrities like Zhang Dayi, there is not much to learn from. "The advantages of the top celebrity live broadcast can be divided into two aspects: on the one hand, the influence of celebrities will allow more people to enter the live broadcast; on the other hand, the top celebrities also have strong bargaining power for brands , You can get a better price. The two aspects complement each other to contribute to the final result, and the two capabilities are indispensable.”
In his view, the competitiveness of major Taobao anchors lies in commodity operations. "The focus is on product selection. With such a large market, it is important to find products that consumers really need, and whether they can get exclusive products or exclusive discount systems."
According to reports, make the head red People's involvement in Taobao live broadcast is not regarded as Ruhan's new strategic direction. The company positions it as a "new cut to serve merchants" so that merchants can obtain more levels of Internet celebrity services. At present, in addition to Taobao live broadcast, Ruhan has not considered cooperating with other platforms. "Even if there is cooperation with other platforms in the future, Taobao will be the main transaction field because the Taobao platform has the most complete mechanism, including after-sales and evaluation standards. "
The reporter learned that in addition to Zhang Dayi in , other top celebrities on Weibo have also recently entered Taobao live broadcast, which seems to herald an important cut-off point for celebrity e-commerce.
"An important window is that Weibo live broadcast and Taobao live broadcast have been opened up." Some industry sources pointed out that previously, the top celebrities The main battlefield is mostly on Weibo, and celebrities also live on Weibo. After opening Taobao live broadcast, celebrities can more easily divert the large number of fans accumulated in Weibo to the real trading scene.
According to public information, in late August this year, Weibo Live and Taobao Live began to be deeply integrated. The main purpose of opening up the content is to allow various celebrities to have more commercial tools to facilitate them to bring goods in Taobao Live. The future integration direction also includes that Weibo bloggers can more smoothly allow users to purchase Taobao products during live broadcasts, and Weibo e-commerce live broadcasts already have the ability of Taobao live broadcasts when they create live broadcasts.
According to people familiar with the matter, during Tmall Double 11 this year, the platform will also provide "unprecedented" support for live broadcast, or it will usher in a wave of live broadcasts.
