html On May 19, National Karaoke and the third-party live broadcast Karaoke recording brand Senran held a large-scale e-commerce event "National 519, grab good goods together", setting off a sales frenzy. Six major anchors including
Yi Xiu, Wen Ge Wen Sao, and Yang Haibiao tried their best within 2 hours to compete for the two honors of "King of Sales" and "King of Popularity". In the end, Yixiu became the "double champion" with a clear advantage. The fierce PK between
anchors brought about a surge in sales: 6,201 units were sold in 10 minutes, 10,000+ units were sold in 30 minutes, and they were announced to be sold out in 105 minutes... The first collaboration between National Karaoke and Senran Testing the waters, the results achieved are very impressive.
is an attempt by the platform to cooperate with third-party brands in e-commerce. By combining the two, this e-commerce festival can be said to have created a new delivery model and also provided new ideas for the monetization of e-commerce live broadcasts in the live short video industry.
Senran National K-Sing’s first e-commerce festival
“Take this microphone home and you will be guaranteed to have three S’s on National K-Singing!”
On the evening of May 19, the popular K-Singing anchor dressed in a “super” Mario's COS enthusiastically promoted the microphone in his hand in the live broadcast room. Comments like "I bought a GMC06 microphone for karaoke" that kept floating on the public screen showed that the anchor's business was very hot.
That night, as busy as Yixiu were Wen Ge Wen Sao, Yang Haibiao, Guo Shaojie , Zifeng, Su Can and other five other national karaoke anchors.
That night, the live broadcast rooms of the six major anchors turned into the battlefield of the "National 519, grab good goods together" e-commerce festival jointly organized by National Karaoke and the third-party live karaoke recording brand Senran, and sold the Senran Miba microphone for a limited time of 88 yuan. , competing for the honors of "King of Sellers" and "King of Popularity" that night.
is one of the first batch of anchors to participate in the platform’s first e-commerce festival. The six anchors attach great importance to the event and are fully prepared. The event started at 8 o'clock that night, and everyone, including Yixiu, started the broadcast more than an hour in advance, and even two or three hours in advance to warm up the sales activity.
From sales slogans, microphone functions, user experience to express delivery, the anchors have obviously done in-depth research on live streaming, and have successfully transformed from karaoke anchors to live streaming experts.
"Brothers and sisters, let me tell you that this is a microphone jointly launched by Quanmin Official and Senran Brand. The quality is definitely guaranteed. Platforms and manufacturers will not deceive their users because of a microphone, and I will not deceive myself even if I repair it. Brothers and sisters, I have used this microphone before, and it is suitable for us ordinary users to sing songs every day. If you have any questions, I will be in the live broadcast room. You can come to me." Regarding the quality and after-sales issues raised by users, Yixiu is here. The live broadcast room said so.
"Our microphone is high-quality and low-priced. It supports seven-day returns and exchanges, so you can buy it with confidence!" Senran staff who was sitting in the live broadcast room with Yixiu then added. That night, all six anchors had Senran staff "assisted" in selling goods in their live broadcast rooms.
"I'm going to use Senran's microphone to give you a segment live. No matter how good it is, it's not as good as using it live!" Immediately, Yixiu picked up the microphone and sang to his heart's content, proving the "strength" of Meiba's microphone .
is also like the anchor Guo Shaojie. He picked up his own microphone in the live broadcast room and compared it with Senran Meiba's microphone one by one from the appearance to the buttons. This "steady and steady" approach has also been recognized by fans.
Wen Ge Wen Sao, Yang Haibiao and others, in addition to the introduction and demonstration, shouted passionately and loudly during almost the entire process. The anchor's fighting attitude infected everyone in the live broadcast room.
In order to improve the efficiency of bringing goods and boost sales, several anchors have more or less adopted the "foreign aid" approach. Connect with other popular K-song anchors, seek help from friend anchors, and promote in the form of diverting traffic and attracting fans.
Among them, Guo Shaojie once even had a mic with the popular female anchor Men Li, introducing activities and new microphones to Men Li and her fans.
The anchors who are so dedicated have naturally received a high degree of response from users. Before the event started, fans had already filled in the delivery address information in the National Karaoke Mall in advance and were waiting for the event to start.
even had fans comment saying, "I have already charged up my WeChat wallet, and I am just waiting for the time to buy, buy, buy!"
, with the sincere cooperation of the fans of the anchor, started grabbing at 8 o'clock, "519 for all, let's grab the good stuff together" The e-commerce festival created the first node achievement.
Multiple rounds of sales, anchors rush for goods
"In 2 minutes, we sold 1,000 pieces!"
8:02, only 2 minutes after the event started, good news came from the live broadcast room of Yixiu and Yang Haibiao, and the two sold sales within 2 minutes Breaking through 1,000 items, the first shot for the e-commerce festival.
It is worth mentioning that the anchors of this e-commerce festival are divided into two parts - the sales king and the popularity king. The King of Sellers session is a pure time for selling goods. The anchors participating in bringing goods compete for the honor of King of Sellers based on their sales volume. The
Seller King segment is divided into multiple rounds. In each round, all anchors have a fixed quantity of goods. The anchors who complete the task can snatch the microphones of other anchors. It is understood that Senran has prepared 20,000 Meiba microphones for a limited time. sell. Therefore, anchors who enter the next round of sales in advance can distance themselves. As soon as
completed the first round of sales of 1,000 pieces, Yang Haibiao took the lead in starting distribution. During the short supply period, fans who couldn't bear the urge to buy as soon as possible and wanted to help the anchor win the championship all complained on the public screen: "Brother Xiu, when will the stock be replenished? When I went in, it showed that it was sold out." I’m planning to buy a black one, but it’s gone when I go in.” “Others are still selling it, let’s hurry up and replenish the stock to get away from them.”… The “complaints” of
fans made the anchor wait for it. The staff of Senran were overjoyed and "comforted" fans in front of the camera: "Don't worry, everyone, the backend is being replenished, and you can continue to buy it immediately."
While waiting for the goods to be distributed, Senran and the anchors also provided fans with With multiple rounds of benefits, each anchor can randomly draw multiple rounds of lucky viewers from the beginning to the end of the event and receive headphones worth 199 yuan.
In addition to the benefits of the entire e-commerce festival, there are other benefits: the first 66 customers of each anchor to place an order will receive a buy-one-get-one-free pair of headphones worth 199 yuan. The final best-seller and most popular winners will receive a Huawei P30 and 20 sets of headphones respectively. After the distribution of
was completed, Yixiu and Yang Haibiao received a "supply" of 3,800 microphones. As the top two anchors at that time successfully replenished the goods, the top two anchors pursued the victory. The lagging anchors felt more and more urgent. The e-commerce festival began to truly test the leadership. The anchor's popularity, popularity, connections and other "hard power".
Yixiu, who ranks at the top of the national rankings, exploded with the fighting power of a major anchor at this moment. sold 2,000 units within 11 minutes of the start (including waiting for replenishment), with an average of more than 1,500 units sold every ten minutes, and 20 minutes have passed. Sold 3,000 pieces, leaving other anchors far behind.
Brother Wen and Yang Haibiao also sold 2,000 microphones each within half an hour. The six anchors sold a total of 10,000 microphones within 30 minutes of the event, completing 50% of the e-commerce festival's goal. In the remaining 90 minutes of
, the sales and rankings of the six anchors were clearly hierarchical. Yixiu firmly occupied the first place with a sales volume of more than 1,000 items far surpassing the other anchors. For this reason, Yixiu and the on-site staff changed their positions in the second half of the activity. The COS of "Marvel Superman", "Iron Man" and "Batman" livened up the live broadcast atmosphere.
Wen Ge Wen Sao and Yang Haibiao were extremely close in sales within the next hour, and they were chasing each other to compete for the second place in the e-commerce festival. Guo Shaojie and other three people are working hard to bring the goods "step by step". At the end of the
activity, Yixiu sold 7,672 pieces, and the sales exceeded 675,000 in terms of sales. Without any suspense, it won the sales king title of the first "National 519, grab good goods together" e-commerce festival jointly organized by National K Song and Senran. , Brother Wen and Sister-in-law brought 3,474 items, with sales of 305,000, ranking second in the event.
The two major anchors then had a popularity contest.In the end, Yixiu won another victory with a clear advantage and won the title of Popularity King, becoming the biggest winner of this year's National E-commerce Festival. In addition to the glory of the
anchor, Quanmin and Senran also handed over their first e-commerce activity results -
sold 6,000+ units in 10 minutes and 10,000+ units in 30 minutes;
sold 20,000 items for a limited time and sold out in 105 minutes. , completing the activity target sales of 1.76 million.
The powerful forces join forces to launch a new model of selling goods
There is no doubt that e-commerce live broadcast has become a hot word in the industry.
With the development of the industry, live short videos have become more and more vital in 2019, and various new ways of playing and new forms have been explored. live streaming has become a trend, and the commercial value of interactive videos is amplifying.
As a national karaoke platform that ranks first among karaoke platforms, it goes without saying that its traffic volume is huge, but breakthroughs in commercial realization are also a major problem. This "National Shopping Festival" jointly organized with Senran is the first time it has tried to monetize e-commerce live broadcasts, and it has achieved such outstanding results in its first show, which undoubtedly provides the industry with new ideas for monetizing e-commerce live broadcasts.
It is understood that the cooperation between National Karaoke and Senran is an attempt by one of the few platforms in the industry to cooperate with third-party brands in e-commerce, and there is "high complementarity" between the two parties.
"National Karaoke is different from other live broadcast platforms. It is a typical music platform. Many users and anchors are serious fans of music Karaoke. The demand and market for sound card equipment is huge." said a person related to Senran. As a leading brand of sound card equipment,
's target audience is highly consistent with the user attributes of National Karaoke. This is one of the reasons why user enthusiasm was so high during this sales festival that even "supply exceeded demand".
The Senran brand is very experienced in e-commerce live broadcasting and video commerce e-commerce, because Senran is a brand that emerged from the platform through anchor live broadcasts.
is a shopping festival where anchors bring goods. Among the final orders, nearly 70% of the users are non-live broadcast viewers. National Karaoke has opened up a new e-commerce path. Based on the combination of its own platform genes and live broadcasts, it can tap more loyal non-live broadcast viewers and fans on the platform and carry out multi-dimensional monetization without excessive consumption of the wallets of fans who already watch live broadcasts. .
It is understood that this national shopping festival is also Senran’s first attempt to cooperate with the national karaoke platform. There was no big fanfare in the early stage and only one day of traffic import. As a low-key attempt, the final gratifying results were even somewhat beyond the expectations of National Karaoke and Senran.
National Karaoke wants to explore the monetization of e-commerce live broadcasts, and Senran can help it solve the problem of goods. At the same time, it can achieve the purpose of selling goods by leveraging the influence of major anchors on its platform.
can find that the six National K-Sing anchors participating in the sales festival all have great backgrounds, and they are all winners of various awards at the 2018 National K-Sing Annual Ceremony.
They directly use Senran's microphone to sing during the sales process. On the one hand, it not only endorses the strength of the product, but on the other hand, they recommend strong brand products to fans, which can also enhance fans' trust in them.
In the past, when anchors conducted live sales of goods, one of the problems they faced was product selection. For anchors, especially those who mainly sing like National K-pop, their fans are vertical, highly sticky, and their ability to bring goods is naturally good, but they are not professional in e-commerce. Once
fails to control the goods properly, or sells products that are quite different from fans' preferences in the live broadcast room, it may face problems such as the consumption of fans and low e-commerce conversion rates.
Therefore, the powerful alliance between National Karaoke and Senran has actually solved the problems of both parties. It is a successful marriage case between the platform and the third-party brand in the industry.
According to the relevant person in charge of Senran, they will launch the next e-commerce live broadcast event as soon as possible after the national shopping festival.
As more and more live broadcast platforms, guilds and anchors test e-commerce live broadcasts, the wind is getting stronger and stronger, and there is still a lot of room for experimentation and exploration.Whether this new product delivery model explored by National Karaoke and Senran can be popularized may require more successful cases to verify.
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