With the development of live e-commerce, even parents have begun to have new consumption habits of watching live broadcasts while shopping. The self-broadcasting model may become a new trend in the future.

In last month’s article "Monthly income of tens of millions, build the strongest matrix of live broadcast of video accounts from 0. Can Brother’s success be copied? In 》, we have deeply disassembled the live broadcast mode of Brother Gedi. In a word, Brother Gedi relied on his powerful channel replication ability to create the largest live broadcast matrix in the current video account.

wants to make this headquarters + store matrix, first has enough offline stores, and secondly, the replication and cultivation of store live broadcast capabilities must be done. There are many chain brands that meet the first condition, but there are also many brands that are stuck in the second condition.

Gedi’s success lies in allowing every store shopping guide to have matching capabilities. After this ability is moved online, it perfectly matches the content ability required for live broadcasts. Therefore, when many brand headquarters were still thinking about how to motivate the store to start broadcasting, Brother’s shopping guide had already set up a mobile phone and flourished on the road to live broadcasting.

2. Galia

1 As a women's clothing brand, Galia's video account model is basically the same as that of Galia, and it consists of a live broadcast matrix consisting of headquarters + regional stores. We also adopt the practice of distributing content in one place and expanding the live coverage and brand voice, but the current frequency of video accounts in offline regional stores is lower than that in Brother and Brother.

3. Yageor

In the case that the top instant noodles brands have been tricked by "earth pit pickled vegetables" this year, in addition to declaring that "no cooperation, don’t worry about the shadow slanting", Baixiang also launched a slow live broadcast of the production line on the video account. aims the lens at all production links of the workshop, from flour to bread, from ingredients to finished products, users can perform "cloud supervision" in the entire production process of a pack of instant noodles.

users are also impressed by the clean and tidy production environment in the live broadcast screen while feeling the automation and intelligence of the Baixiang Food Factory production line up close. Although does not bring goods, it brings high brand value , which subtly implants a guaranteed mind in the hearts of users. Next time when facing different brands of products in front of the shelves, the probability of choosing a white elephant will be higher.

2. Luckin Coffee

Luckin 's video number slow live broadcast can be regarded as the representative of the beverage industry , and it has been going on for more than a year. The live broadcast target is a Luckin store located in Beijing, and the live broadcast content is the daily work scene of store clerks taking orders and making coffee. did not promote products during the entire process, but focused on attracting public domain users - by pushing the enterprise micro business card and patch QR code, users who watched the live broadcast were diverted to the enterprise WeChat, and then used coupon bait to divert users to the community to receive coupons and place orders, and finally deposited users into their own private domain traffic pool.

users will feel immersive when watching the live broadcast, as if they are in an offline store, which will bring them closer to the barista in front of the camera. Although does not directly sell goods, based on the user's past understanding of Luckin's establishment of good and cheap taste, coupled with the lack of oppressive sales, they will actively enter the group to receive coupons and place orders. While the live broadcast did not increase the cost of more personnel, also gained brand exposure and traffic, which made a profit.

If Luckin’s video account is a companion slow live broadcast, then in the Douyin live broadcast room it is purely commercial live broadcast . On Douyin, Luckin adopted a beautiful background similar to the regular brand live broadcast room + handsome anchor explanation. The main selling is the commodity coupons of some stores, which are oriented towards GMV output. The reason why

causes this model is that from the platform perspective, is that Douyin is also supporting offline group buying. After users purchase in the live broadcast room, they can directly complete offline verification, which is very convenient; at present, the offline verification function of the video account platform is not high, and brand merchants mainly sell physical products.

From the perspective of traffic, Douyin's traffic is higher based on paid delivery, and the goal is also to complete a single conversion; while the video account can keep traffic in various contact points for a long time based on the private domain system, which is also more valuable than a single conversion to reach a long time.

Finally, from the brand level, is based on the current characteristics of different platforms, there is no need to copy two completely the same live broadcast rooms. One can directly and quickly convert to get GMV, and the other can accumulate long-term companionship for private domain users. It is also the best choice for both worlds at present.

3. The Shanghai Auntie

The Shanghai Auntie also adopted the form of slow live broadcast on the video account, pointing the camera at the offline stores, and the live broadcast content is also the entire process from receiving orders to producing. What is different from Luckin Coffee is that the Shanghai aunt put a full discount coupon package in the live broadcast room. After the user purchases the coupon package, he directly goes to the account to order the mini program, which can be used when placing an order. For brand users, it is also a disguised benefit.

4. Wanda Group

Wanda's slow live broadcast started in early October last year and is about to be a year since now. looks ordinary, but it is interesting to . The theme of live broadcast has been consistent, and in the past year, it has been "the first fourth-generation Wanda Plaza slow live broadcast".The object is Wanda Plaza, Longgang, Shenzhen. The content is very simple. There is only a long escalator carrying people slowly rising. At the end is the universe's sky eye full of science fiction, and a soothing background music is all. , but to this day, it still attracts tens of thousands of viewers.

There are also comments such as "It seems like you go to the scene to experience it", "It's really beautiful like crossing a time and space tunnel", "How high is this ladder? It looks great!" It can be seen that Wanda is not a direct marketing purpose, but creates an immersive experience scenario for users. Through the audio-visual design of live broadcast scenes, users can become interested in it invisibly. While spreading their image, they can also attract offline . This wave of operations can be regarded as a representative of slow live broadcast under the best-quality publicity logic.

4. Content marketing model

Video number's brand live broadcast room is not only a conversion site for selling goods, but also an important channel for brand promotion and event marketing . In live broadcast under the event content mode, summarizes it in one sentence, which is the main passion without bringing goods to . Usually, the brand initiates live broadcasts with marketing activities, knowledge lectures, press conferences, etc., and explains them in the process around brand promotion, knowledge sharing, product introduction and other contents, guiding users to understand corporate culture, establish brand favorability, make an appointment to experience products, etc. What is more worthy of attention is that also contains new possibilities for brand communication under the rhythm of pure content live broadcast . The decline in the advertising business of Internet platforms has become a common situation. On the one hand, the epidemic has impacted the reduction of advertising budgets in various industries. On the other hand, traditional single-point traffic package advertising marketing has faced bottlenecks. brands need to find new channels and content to establish longer-term connections with consumers. It is a good choice to launch a live broadcast of event content with the help of the video account platform.

In our case of dismantling this time, Taikang Insurance, Ping An Securities , and Avita's live broadcasts correspond to this model. Let's take a look at it together:

1. Taikang Insurance Group

Taikang Insurance Group recently launched the third season of the Internet celebrity retirement season happiness journey series live broadcast. The content of the live broadcast can also be seen from the appointment schedule, which is to take users to explore Taikang , which is a pension base across the country - Taikang Home .

Compared with the brand's past, this live broadcast visiting form has naturally eliminated some of the utilitarianism. It will not only not disgust for users, but will be full of curiosity and want to participate. also combines the lucky bag function during the live broadcast process to allow users to stay in the live broadcast room; combines the appointment pop-up function to lock users in a live broadcast in advance.

2. Ping An Securities

As the public's demand for wealth management increases, 's increase in online services has also become the focus of securities companies' efforts, and live streaming has become the industry's standard . In Ping An Securities live broadcast room, attract investment novices and retain old users by sharing investment skills around the clock and answering questions.

3. Avita

Avita is an electric brand jointly created by Changan , Huawei , and CATL . This live broadcast of conducted a comprehensive performance test drive evaluation for the first model launched by the brand. is also a response to the brand's unsubscribe storm some time ago.

In addition to Avita, there are many brands in the live broadcast conference of the Video Account. Among the car brands are NIO , Nezha, Xiaopeng , etc., and among the mobile phone brands, Huawei, Xiaomi , VIVO, etc. The press conference will be held in the video account. With the help of the WeChat ecosystem, we can not only gain greater dissemination, but also have more interactive topics based on the user circle. Overall, content marketing live broadcast also has special advantages in on the video account platform. Under this model, the coverage and accuracy of spread become the primary indicators without pursuing sales output.

. Video account, as an atomized content component in the WeChat ecosystem, can be embedded in various touchpoints such as official accounts, corporate WeChat, WeChat private chat, community, circle of friends, mini programs, etc. Behind the touchpoint is the support of 1.299 billion monthly active users, and the communication coverage has a cornerstone; at the same time, the sharing of target users based on social relationship chains will also bring more accurate potential users . This is an advantage that other platforms cannot match.

5. Conclusion

Looking back, brand self-broadcasting is not incompatible with celebrities and experts' sales. What is important is that for brands, they must understand whether their current purpose is orders, exposure, or long-term operation. The advantage of

Dabo is that can quickly place orders with its IP influence, achieve its established sales goals, and enhance the brand's popularity. The disadvantage of is that users place orders based on their trust in the expert IP, have no perception of the brand, and the high pit fees will not be able to last for a long time.

There is also a space for brand self-broadcast development . Although the ability to sell goods is not as strong as that of experts, it can rely on low-cost investment to take over the long-tail traffic that experts sell goods, and at the same time, relying on high-frequency daily broadcasts, it can also take over the brand's natural traffic as a long-term channel.

At the same time, in terms of choosing a brand self-casting model, it does not remain unchanged after selection, and it also needs to be determined based on the purpose of live broadcast at different stages.

is like Luckin Coffee and Shanghai Auntie, who are currently doing slow live broadcasts on the video account. After the platform's offline verification function is mature or relevant support policies are introduced, it can also transform into the current Douyin live broadcast coupon sales model;

The Gedi live broadcast room, which sells goods for 18 hours a day, may suddenly one day in order to do brand communication, point the lens at the production workshop and take everyone to visit the production process of pairs of pants from design, cutting, sewing, keyhole tuck, ironing, garment inspection, packaging, etc.

To the final implementation of the brand self-broadcasting platform, it still cannot be separated from the goal that brand live broadcast wants to achieve.

uses video live broadcast and Douyin live broadcast for example . Douyin's mature tag algorithm system has the advantage in sales efficiency. The additional condition is that the brand needs to pay a considerable investment fee for this, and the traffic purchased is still a centralized platform after completion of the conversion, and the brand has no sense of control and security.

is also important to believe first and then see. Although the video account is still in the development stage, and its efficiency in selling goods is not as good as Douyin, it has unique ecological advantages in leveraging public domain users and sedimenting them into brand private domain users. Even if the user is not converted when entering the live broadcast room for the first time, as long as it is added to Qiwei and the community, the brand will have the second, third and more free access opportunities.

self-casting also has three philosophical questions: Who am I (category attributes)? Where am I (marketing stage)? Where am I going (next strategic planning)? All playing styles and SOPs are sharp blades. Did the chef who picked up the sharp blade figure out where the first step is going? This is something everyone needs to examine in advance.

This article was originally published by @Operation Deep Selection. It is published by Everyone is a product manager. Reproduction is prohibited without permission. The

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