One win-win situation for platform, brand and anchor.
Written by | Tan Xiaohan
Edited by | Wang Jing
Source | Box Lunch Finance (ID: daxiongfan)
On October 24, the 14th Double 11 officially started.
Double 11 is in its 14th year. For e-commerce platforms, GMV has become a pressure. Continue to accumulate resources and manpower to push up GMV, and the effects on platforms and even merchants are decreasing year by year.
This does not mean that Double 11 should be cancelled. On the contrary, Double 11 is very necessary, and it is still the best traffic field on e-commerce platforms. What should be changed is the value definition of platforms and merchants for Double 11.
It is time to weaken the digital competition among platforms and bid farewell to the protracted GMV competition. replaces the continuous high investment resources, and the effective way of to gather traffic should be to strengthen cultural power and emotional bonds.
For users, participating in the Double 11 promotion has become a habit. If the festival significance of Double 11 is discovered, the nature of its cultural symbols is strengthened, and the emotional connection with users is strengthened, so as to evolve from a simple shopping carnival to a cultural tradition and become a Spring Festival-style festival, the driving force of traffic and consumption will be transformed from users' purchasing needs to emotions and culture, and will last forever.
In fact, Double 11 has been moving in this direction in the past few years. Mao night is an example. The other two important participants in Double 11 - the anchor and the brand - have also realized this.
On the eve of Double 11 last year, Li Jiaqi launched the variety show "OFFER of All Girls", filming the negotiation process with the brand. This is considered to be Li Jiaqi's action of showing the "discount" label of the live broadcast room. Another function of the program is to enhance the emotional connection between consumers and Li Jiaqi and even the brand. "I was particularly popular when I watched "OFFER1" last year," said a fan of Li Jiaqi's live broadcast room.
On October 9, "OFFER2 of All Girls" returned, and the show continued the first season. Li Jiaqi and the brand talked with each other about the content of the Double 11 live broadcast room offer. The Douban score is currently 8.5, ranking sixth in the domestic reputation variety show list in the week. Of course, it should be pointed out that the high ratings of the program are also related to the small number of people participating in the ratings.
"I hope all the embarrassing implanted advertisers in the domestic entertainment variety show, hosts who cannot control the scene, and post-production personnel who only know how to use bad memes to watch and learn repeatedly," a Douban user who called the show four stars commented.
Invisibly, Li Jiaqi and the brands involved have contributed to the cultural power construction of Double 11.
"I bought two copies, and Eric I tried my best." After the broadcast of "OFFER2 for All Girls", Eric, the head of the skin care brand Fresh, once again became the focus of discussion.
"It's really hard this time." In the first episode (Part 2), when Li Jiaqi and Eric proposed that the mask set will be reduced by another 10 yuan, if you look carefully at Eric in the director's close-up shot, you can find that his tears are almost flowing down.
"It's really pitiful. I don't dare to look at his eyes," Li Jiaqi said in the post-programming. He really felt very embarrassed because they are not the top leaders who can make the decision. If the program is finished and there is no chance to make up for it later, their work pressure will be greater.
In the beauty and skin care industry, repeated concessions will put brands in great pressure. This is the reason why many brands would rather give more gifts than lower prices. "This is not a problem of 10 yuan, but a problem that I really have to lose my job." Eric said.
Because of this, many consumers choose to buy Fresh products for Eric. Their slogan is "Works help workers".
电影ONE Director once pointed out that the original intention of producing "OFFER of All Girls" is to open up another perspective of the audience, understands the hard-won offer in the live broadcast room, and the brand's annual feedback for consumers, finds products that truly suit you, consume rationally, and shop happily.
On the Double 11 event, "OFFER of All Girls" is a warm-up; for the brand, it is a display of brand concepts and products, and it is an opportunity to communicate with consumers; for Li Jiaqi, it is a deep content planting.
But this program also derives entertainment and cultural significance. Li Jiaqi said in the live broadcast that many girls commented on "OFFER of All Girls" as a variety show for dinner. "We are actually very pleased. In addition to practical information, we can bring everyone happiness."
This is exactly the emotional value needed for Double 11. As a form of content, variety shows obviously help to eliminate the cold trading behavior of shopping. The core of the rise of live streaming sales is that the platform gradually gives way to personalized and IP-based sales channels, while variety shows will make the big anchors who have become personalized and even the brands they recommend one step closer to consumers.
Since last year, the connotation and form of Double 11 have been changing. The biggest thing is that Alibaba cancels the double 11 GMV display large screen.
Every year on Double 11, we have heard a lot of similar voices - the high sales on Double 11 on the day was due to the sacrifice of the previous month's business, and the GMV was built on marketing expenses and subsidies... For platforms and brands participating in the big promotion, the annual GMV has become the pressure of the following year. It can be said that everyone has been kidnapped by the high-rise GMV, but in the 14th year, if you want to continue to push up the GMV, the platform and brand will undoubtedly have to pay higher costs, and the cost-effectiveness is no longer high.
At present, it is more feasible to give Double 11 more cultural significance and emotional value. This solution is applicable to platforms and brands, and also to Li Jiaqi.
"OFFER of All Girls" may be one of the solutions. Although many consumers once regarded Li Jiaqi's live broadcast room as background sound and variety shows, in the final analysis, live broadcast is a transaction conversion tool and an efficiency tool. Li Jiaqi needs more content forms in .
"It's still a great variety show for dinner, and I feel like I've participated in the negotiations." Another Douban user who also gave 4 stars said that this show was also called "electronic pickled vegetables" by netizens. The program has been over two weeks since the end of the program
. I opened an episode of the program and there are still hundreds of people watching it. If the evening parties held by major e-commerce platforms, such as Maowan, are the "Spring Festival Gala" of the platform, then "OFFER of All Girls" may be the "Spring Festival Gala" of Li Jiaqi's live broadcast room. In the
program, the final prices of many products were mosaiced, which just left a suspense for subsequent marketing and sales, becoming the tap water for this carnival.
Ning Chuan, a leading MCN institution practitioner in Hangzhou, told Xinbang that it is the king to bring traffic and discussion. Li Jiaqi's long and short video content on social media actually makes up for Taobao's content shortcomings in live broadcasts. To a certain extent, Li Jiaqi uses other content platforms to strengthen herb planting minds.
When watching this program, users may be invisibly planted with a certain brand or product. Obviously, this way of acquiring customers is more cost-effective than investing huge advertising resources, and the intimacy with the brand will be higher.
This season's program is broadcast on B station, which also makes the program have a stronger interactive atmosphere. When broadcasting to a certain product, similar barrages such as "This is really useful" and "This can be rushed" will be floating on the screen from time to time. The barrage invisibly completes the subtle grass planting task for the brand.
Compared with the live broadcast room, variety show content has a stronger long-tail nature. Even if consumers cannot buy products this time, they will become Li Jiaqi or a potential user of the brand.
has already benefited from this show. Bi Ran, general manager of skin care brand , Quadi , who participated in two consecutive seasons of the show, said last year that Double 11 is a yearly promotion, and consumers also have shopping needs. Through variety shows, consumers can intuitively understand the information they need, and can also help them make good plans.
More importantly, offer negotiation variety shows are an important window to help consumers understand the brand. During last year's Double 11 period, Fresh achieved good results during Double 11 because of his sincerity on the show. This year, because of Eric's performance, "all girls" were willing to pay for the brand.
Biran said that this variety show is actually a process of helping consumers re-establish their understanding of the brand. "Every year, everyone can only see the brand's price and discount strength in the live broadcast room, and they do not understand the process behind the brand's offer."
In the perception of many people, they think that brands and consumers are in opposition, but this variety show can reverse everyone's previous perceptions and let the audience see that the brand and consumers are actually standing together. The brand also hopes to meet the needs of consumers, and is also using its sincerity to bring more feedback and benefits to consumers.
"If they have made them feel warm in the past two years, this brand will last for a long time," Li Jiaqi told the brand on the show.
Compared with the first season, the number of brands participating in "OFFER2 of All Girls" has increased from 9 in the first season to more than 40 brands, and the brand categories involved have also expanded from beauty and makeup to more categories such as daily chemicals and home appliances.
Obviously, this will provide more brands with a window to communicate with consumers. "This variety show conveys the brand's value, brand philosophy and what the brand wants to say to consumers, helping brands reduce the communication costs with consumers and narrow the distance with consumers," said Biran.
What is even more rare for brands is that Fresh is an example of how to sort out a flesh-and-blood brand image through the program.
A consumer who has paid two sets of Fresh products said, "Eric is too sincere to be recommended by "OFFER of All Girls". He has also leaked nosebleeds several times, and it is too cute." Another consumer believes that if the product is on the shelves and rushes after a few days of the variety show being broadcast, it will definitely be useless.
In addition to Eric, many female executives who participated in the show also received the attention of many netizens, such as Liu Qianfei, the founder of Zhuben, gained favorable impressions because of her good temperament. In the program "OFFER of All Girls", due to insufficient inventory, Zhuben was unable to reach an agreement with Li Jiaqi. After the emergency stock, the brand chose to use another mask to replenish consumers, "I did my best," said Liu Qianfei.
Last year, Liu Qianfei also said that in the process, she could feel that this variety show was the same as Zhuben’s original intention, and she was doing her best to bring good things and good products to everyone at the lowest unit price. "Zhuben has indeed given very, very sincere and concessions, but I think it is worth it. Because I firmly believe that all efforts will not be disappointed."
In addition to the brand, Li Jiaqi naturally benefits from it. The first season of is considered to strengthen the discount label of e-commerce live broadcast rooms in the Double 11 promotion, while "OFFER2 of All Girls" strengthens Li Jiaqi's ability to understand consumers.
For example, in the program, Li Jiaqi will calculate the number of samples that the brand needs to provide, "This is convenient for girls to score orders"; for example, Li Jiaqi will know that girls will calculate the price per milliliter when buying cosmetics; for example, Li Jiaqi will click directly, and the brand will give makeup brushes to open the door to consumers to use professional beauty brushes, but in normal times, consumers may think that the brand's brush is only worth 30 yuan, and they are not willing to spend 30 yuan to pay for one brush.
Before this program was broadcast, many people mistakenly thought that Li Jiaqi was able to get a brand offer because of traffic advantages, but this program proved that it can accumulate a huge user group. In addition to the irrigation of platform traffic, the more important reason for is Li Jiaqi's understanding of the market and users.
In this way, Li Jiaqi's personality in the eyes of consumers is not limited to anchors who can get brand discounts. The establishment of a multi-faceted image will obviously help Li Jiaqi go a longer-term road to live streaming and selling goods.
It can be said that "OFFER2 of All Girls" strengthens the cultural symbolic meaning of Double 11, and also strengthens the significance of Li Jiaqi's live broadcast room on Double 11.
