On Douyin, what kind of experience would it be to carry out a "tempered" live broadcast with goods?
On June 30, the beauty blogger advocated that Kaiyi was over!
Not bad data! The 15-hour live broadcast of , the total exposure in the live broadcast room exceeded 100 million times, and the GMV was finally fixed at 60.37 million.
Who is Kaiyi Zhang? A man who hoped to make some achievements on the music road through short videos, but had no intention of embarking on the "wrong path" of beauty makeup, and finally relied on "irritable" makeup teaching, "conscience-style" planting grass, and just rice, and attracted a large number of loyal fans. Favorite beauty blogger. Douyin alone has nearly 9.5 million followers. The style of
is similar to that of the video presentation. Zhang Kaiyi in the live broadcast room also maintains the rhythm of the wind and the fire, and passes the money at the speed of one item every 5 minutes, and will not wantonly exaggerate the efficacy of the product due to the needs of the live broadcast. This kind of real, refreshing, and unpretentious from the short video infiltration to the live broadcast room also attracted fans to quickly place orders. Just one mask set a single product sales of 35,300 units, which fans called "masks". Sister."
According to Kath statistics, 67 minutes after the broadcast, the live broadcast immediately entered the first place on the list of products. After 78 minutes, the sales exceeded 10 million. It is worth mentioning that among the 130 products on the shelves, nearly 80% are beauty products, of which there are more domestic products and emerging brands.
Two live broadcasts sold 100 million,
Douyin beauty top trend?
This is not the first time that Zhang Kaiyi has brought goods on Douyin live broadcast.
About a month ago (May 24), Zhang Kaiyi used a temporary live broadcast operation team to start his first e-commerce live broadcast on Douyin. During the 11-hour live broadcast, despite frequent occurrences due to the poor network environment, lack of team experience, and insufficient preparations, in Zhang Kaiyi's own words, it was a first-hand broadcast of "people turn their backs on horses." But the sales are still "proudly" fixed at more than 30 million.
That is to say: together with the second live broadcast on June 30, Zhang Kaiyi's cumulative sales increased by nearly 100%.
Regarding such achievements, Zhang Kaiyi bluntly said that he never thought about it before the broadcast.
"The first live broadcast, I just started the broadcast with the mentality of playing, because my videos will often share some niche and practical, non-widespread good things, but fans will often complain that there is no shopping cart in the video, I couldn't find a suitable purchase channel, and over the years, I have also saved some good products, so I thought about doing a live broadcast to give back to the fans." Although there is an estimate of GMV, considering that I am a non-professional anchor , I have insufficient experience in bringing goods, and the live team that has just been established is not mature, "so I estimate that the GMV will reach 5 million, and I will die. Only 10 million. The data in the first game is so good, it can only mean that I have been a blogger for 4 years, and I have insisted on telling the truth, not just eating badly, strictly controlling the attitude of planting grass, and recommending products, and have won the trust of fans. "
is the trust and word-of-mouth, which has boosted the GMV of live broadcasts.
To this end, Zhang Kaiyi shared with us two sets of data from the first broadcast. First, 80% of the users who purchased the live broadcast on the day of the live broadcast were her fans. The stickiness may be higher than imagined, and the explosive power of bringing goods is stronger; Second, on the day of the live broadcast, I rarely do publicity on other self-media matrix accounts, mostly relying on in-site communication and diversion, but there are still more than 30% in the live broadcast room. The user comes from the video , and you can also see: the effect of high-quality preheating and drainage video on the heating of the live broadcast room. Why is
Zhang Kaiyi?
Most of the users who have watched Zhang Kaiyi's video are easily followed by her.
is different from other beauty bloggers who take the trouble to make up, apply foundation, test colors, etc. Zhang Kaiyi's video can be described as "irritable". In the video, she often appears without makeup, while frantically applying foundation to her face, While saying "annoying", "really annoying", "annoying to death", "extremely irritable" and other mantras. Because of the complex makeup procedure, the unlovable face, coupled with her strong northeastern accent, often gives people a feeling of honeyed joy.
It is precisely because of this carefree personality that she has accumulated a vote of loyal fans for her, and fans are used to calling her "big brother".
Although the eldest brother will be extremely "irritable" in the video, he has never been sloppy when it comes to video creation.. "Until today, I cut my videos by myself. I think editing is a secondary creativity, and it is difficult for others to cut what I want." This attitude has also continued to the warm-up and drainage videos shot for live broadcasts. superior.
Kath observed that 3 days before the live broadcast, Zhang Kaiyi released a total of 5 warm-up videos, covering: sharing of nervousness before the live broadcast, first aid plan for bad face, closing eyes and challenging full makeup, etc. During the live broadcast, he also carefully 7 drainage videos were released, and the video content included: celebrity Tang Yan imitation makeup, co-production with fashion blogger Zhou Yangqing , hardcore makeup education sharing, etc. It is worth mentioning that will also promote the release of the streaming video based on the progress of the live broadcast in order to better attract traffic to the live broadcast room. For example, when sells the fragrance of Saint Laurent Liberty Supreme, the streaming video is also carefully prepared to use perfume to grow grass. Collection, which ensures that users with similar needs can enter the live broadcast room based on the determined product content.
Picture/Zhang Kaiyi's imitation of Tang Yan's video occupies the TOP2
Douyin entertainment list. Zhang Kaiyi told Kath that even if it is a video that is warmed up and drained for live broadcast, he is willing to lower the quality, but hopes to take care of the emotions of all viewers, even if They can still get a lot of dry goods without coming to the live broadcast room after watching the video. "So my pre-heating video is also shot as normal content, but during the live broadcast, the content push frequency is higher."
's rigorous and sophisticated attitude towards video content also extends to its live broadcast process. The core of
is reflected in the selection.
Regarding the products appearing in the live broadcast room, Zhang Kaiyi adheres to the principle of "three nos". First, do not cooperate with new products that have just been launched and have not been tried by the basic public; second, do not cooperate with fake imported channel products; There have been controversial and negative products in terms of ingredients, In addition, the cost-effectiveness of the products will be comprehensively considered, "Products with low cost-effectiveness will not be considered even if the ingredients are good."
In order to further understand the needs of users and listen to their real voices, the staff of Zhang Kaiyi's team will also regularly collect private messages and comments from users on various platforms. Find high-quality fans from the community as product selection trial officers, and test products in advance. Only products with good comprehensive feedback from trial officers will have the opportunity to enter the live room. , but there are only 7 selection personnel. Our high requirements for brand selection also ensure that fans will not step on thunder during the purchase process. The more fans trust me and spend more boldly, the higher my confidence in live broadcasting and the stronger my sense of responsibility. "
Zhang Kaiyi revealed that in the past 630 live broadcasts, the live broadcast room selection rate was about 30%. In the future, this value may only be lower.
's excellent first broadcast transcript not only attracted more high-quality supply chain cooperation and excellent talents for Zhang Kaiyi's live broadcast, but also increased Douyin e-commerce's attention to its live broadcast. , around the live broadcast on June 30th, Douyin e-commerce not only provided reliable merchants for them, reducing their risks in merchant qualification and product review, but also gave exclusive traffic support.
"But traffic support It is based on my live broadcast performance increasing little by little. If my traffic capacity is not good, the support will end, which can also urge me to work harder to prepare for this live broadcast. After all, content and strength determine everything."
It is worth mentioning that Douyin e-commerce also arranges professional operators to follow up the effect of the live broadcast room 1v1, and review the live broadcast performance and improvement suggestions with Zhang Kaiyi after the live broadcast.
is not limited to Zhang Kaiyi, in the past Over the past year, we have seen: Douyin e-commerce, through this method of building a platform, has given many talents at different stages with all-round growth support, helping them develop multi-dimensional monetization channels . , the online star map live broadcast business, and the selection alliance also provides a platform for talents/institutions and merchants to choose and attract investment to improve the matching between people and goods; on the policy resource side, the offline product selection meeting with Doulink is launched, and Based on the needs of brands/merchants, the "Nebulas Project" was launched, and online recruitment was used to conduct customized training and incubation of talents, so as to establish a long-term professional talent pool for brands.
At the same time, the e-commerce compass can also get Content flow, commodity supply chain and users are three parties to provide comprehensive data quantitative operation support for Daren. At the E-commerce Ecological Conference in April, Douyin E-commerce also announced the launch of the "Daren UP Program", which aims to help Daren. The annual sales of 10,000 e-commerce talents exceed 10 million, and the annual sales of 100,000 e-commerce talents are 100,000.
In Kath's view, compared with pan-entertainment talents, people like Zhang Kaiyi have vertical content attributes and strong fan stickiness. IP, it is easier to successfully explore the road of live e-commerce, and successfully find your own "growth password".
Taking mother and baby expert @Qianhui as an example, by sharing the content of the two little ones' food and clothing, parenting experience, marriage life, etc., it has gained the attention of 2.29 million fans, and during the live broadcast, it is also easier to inspire users who are also Baoma Empathy, a single GMV of up to 30 million; in addition, @ Luo Wangyu, who has the same beauty attributes as Zhang Kaiyi, has also established an expert personality through dry goods knowledge sharing. In the past 90 days, the average sales of goods per game broke through 4.8 million.
returned to Zhang Kaiyi's live broadcast room on June 30. We also found two interesting phenomena:
First, it is not a popular product, Zhang Kaiyi is willing to push whatever . Instead, based on the needs of fans, they will recommend products that they really like, have excellent ingredients, and are cost-effective. "The reason why I like to explore and recommend some domestic products is that I value their price conscience, and they can be quickly based on feedback from bloggers and users. Improve products, packaging, etc. So I also hope to give more exposure to these brands that have low market budgets but are actually making products." . In the live broadcast room on May 24: She sold 22,000 orders of a mask that was not popular, and on June 30, according to Cass statistics, there were as many as 14 masks on the shelves, and one of the mask products sold It reached 35,300, GMV reached 5.367 million, and in the premiere on May 24, the sales of the product also reached 12,500.
Although there are also big names such as Gucci and Hermes in the live broadcast room, but for Zhang Kaiyi fans, there is a particularly touching part of this live broadcast: that is, "Big Brother" will give fans a mask for 2 years, and will give fans a mask for 2 years. Carefully match mask products with moisturizing, acid brushing, whitening and other functions to lead fans to become exquisite and beautiful.
Zhang Kaiyi quickly came out of the circle, what else can
bring to Douyin e-commerce?
released the "2021Q1 Beauty Industry Quarterly Insight Report" according to huge calculations. Live streaming has become a standard for brand marketing, and major beauty brands have increased their marketing efforts in the live broadcast room. In Q1 2021, among beauty products The popularity of live broadcasts of skin care and makeup products has increased significantly, accounting for more than 2/3.
As more and more first-line brands enter Douyin, the brand structure of Douyin’s beauty makeup has been upgraded, and more and more parties are obsessed with researching makeup and skin care ingredients. "Benefits" are as simple as that.
At this time, the "Zhang Kaiyi" who came from beauty bloggers and have professional and trustworthy endorsements have become the needs of brands and users in the live broadcast room. For brands, cooperation with Zhang Kaiyi, who has accumulated 9.3 million beauty fans, can not only drive product sales, but also further enhance the brand's voice; for users, while purchasing cost-effective products in the live broadcast room, they can also learn Professional makeup, skin care tips, why not?
This may be an important reason why Zhang Kaiyi chose Douyin e-commerce to start live streaming.
is in Kath's eyes: is in Douyin, there is no "one-off-the-other" relationship between the delivery of goods and the brand's self-broadcasting. Self-broadcasting can help brands better communicate with users and achieve brand equity precipitation; The waist and tail experts can rely on their own influence to help the brand expand the circle and user purchase radius, and bring continuous business growth to the brand..In the "F-A-C-T" business matrix model launched by Douyin e-commerce, in addition to F (self-broadcasting), the value of merchants to A (alliance talent) and T (head talent) is strengthened.
The professional and deep-sloping talents like "Zhang Kaiyi", and their amazing explosive power in the live broadcast of the game, while consolidating the brand trust, also established a new trend for the Douyin beauty delivery track. Benchmark.
At the end of the interview, when it comes to personal live broadcast planning, Zhang Kaiyi told Kath that he will also control the rhythm of the live broadcast in the future, and will not lower the threshold for product selection just because he can earn a few cents. "Probably maintain the rhythm of one or two live broadcasts a month, and the small goal is to achieve a single game of 100 million yuan on Douyin." . In the future, we believe that more and more "Zhang Kaiyi" will emerge from to further prosper the Douyin e-commerce ecosystem, and to give interest e-commerce more value and highlights in addition to the "best price".
