The rise of consumer groups, the development of the traffic economy and mobile networks have brought film and television programs, social media, and e-commerce platforms into an era of full-link brand marketing. In this context, the form of live streaming undoubtedly provides a g

consumer groups, the development of the traffic economy and mobile networks have brought film and television programs, social media, and e-commerce platforms into an era of full-link brand marketing. In this context, the form of live streaming undoubtedly provides a good solution for brands. Live streaming can be said to be the key word for e-commerce marketing in 2019. The emergence of live streaming has made content marketing more and more comprehensive and diversified. For e-commerce platforms, deepening the live broadcast model of bringing goods is also an important means to capture dividends.

High-quality resources create high-exposure brand communication

During Double 11, professional MCN organization Fat Hedgehog generated more than 50 million revenue for various brands through live broadcast. The impressive results stem from the in-depth exploration of live broadcasting. Fat Hedgehog integrates global resources and iterates the current live broadcasting model through the mechanism of "multi-touch points - live broadcast landing". For example, in this Double 11 live broadcast, Fat Hedgehog created a "younger" concept theme for a small home appliance brand, using posters, live broadcasts, short videos, and other forms to accurately target common pain points in daily home life. Based on the characteristics of Weibo , Douyin , Kuaishou and other channels, the site will open up Jingdong mainstream new channels, such as Jingdong recommendation, discovery community, etc., with special content for exposure and traffic. While the brand brings huge exposure, the ROI (input-output ratio) is also as high as 1:5 (Fat Hedgehog’s own Beijing product recommendation officer always takes the top position)

At the same time, it targets a certain home appliance brand of air conditioners, water heaters, and kitchens. For products such as appliances, Fat Hedgehog builds fashionable home life scenes based on product selling points. In the field of air conditioning, Daren uses the form of flying ribbons to display kitchen appliances based on the sudden drop in temperatures in autumn and winter and the slow heating speed of air conditioners. The smoke machine has great suction power, making the live broadcast more interesting, and the audience can feel the excellent performance of the product more intuitively.

It can be said that Fat Hedgehog Media has achieved high quality in the fields of short video, PUGC live broadcast, UGC live broadcast, and visual design. The product output has been unanimously recognized by the brand and users. So in the context of multiple live broadcast agencies competing for each other, how does Fat Hedgehog find a new way to achieve overtaking in corners?

Innovative live broadcast gameplay to consolidate its own advantages

First of all, we have to admit it. , JD Live has developed its own unique live broadcast model through cooperation with MCN organizations. Taking Qingdao Fat Hedgehog Media Co., Ltd. (hereinafter referred to as Fat Hedgehog) as an example, as one of the largest e-commerce content channel companies in China, Fat Hedgehog Innovation. 4 new live broadcast gameplays have been launched.

The first is scene-based. By building specific life scenes, Fat Hedgehog connects the brand with real life, and users can also integrate into different scenes while watching the live broadcast. Build fashionable home scenes, equip maternal and infant products with more childlike background images, etc.

(Fat Hedgehog Professional Live Broadcast Team)

The second is network integration. If the live broadcast is just to promote selling points and introduce benefits, the live broadcast process will be obvious. It will appear boring. Fat Hedgehog has changed its sales promotion mode and borrowed from the interesting and interactive gameplay of online TV shows to greatly increase the watchability of the live broadcast. Taking TCL as an example, Fat Hedgehog integrated TV sets into fashionable backgrounds in this live broadcast. It not only simply introduces the selling points of the product, but also combines the pain points of users' daily TV viewing with product functions, achieving in-depth interaction with the audience in the live broadcast room, improving the interest of the live broadcast, and greatly catalyzing user purchasing power.

The third is IP. . Fat Hedgehog has established the JD.com expert IP, packaging the image of Jingdong product recommendation officer. Currently, Fat Hedgehog Media has 40 JD.com own experts and 58 contracted experts, forming a complete set of JD.com platform experts. Human Matrix. Cooperating customers include Gillette, Nippon Paint, TCL, , Ecovacs, and many other brands. Through the continuous output of high-quality content, we have formed a steady stream of word-of-mouth transmission.

(Fat Hedgehog’s own expert matrix)

The fourth is unboundedness. Through off-site experts and on-site traffic, and linkage with Weibo, Douyin and other platforms, Fat Hedgehog has achieved win-win cooperation for the brand, and has received extremely high traffic and praise.

As one of the largest e-commerce content channel companies in China, the Fat Hedgehog team relies on its own resource advantages to provide customers with full-service e-commerce and network-wide brand promotion. Services include: short videos, live broadcasts, e-commerce variety shows, e-commerce celebrities, e-commerce content planning and execution, Weibo and WeChat communication, etc. Taking user needs as the driving force for development, MCN organizations represented by Fat Hedgehog Media open up the public domain and the private domain to achieve the three-step process of "knowing customer needs", "clarifying platform tasks" and "telling customers how to play" to achieve promotion effects. maximize.

Source: China.com

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