How does a virtual chicken live stream with goods?
On December 12, the well-known popular science UP master of Station B @ Moving Gun DongDongGun (hereinafter referred to as Moving Gun) gave the answer. This is a well-known popular science UP owner who appeared as a virtual image "Snow Chicken", and is also the first KOL to live stream goods after the small yellow car of Station B was launched. In several live broadcasts of internal tests during the double 12 period of Station B, this is the one with the highest attention.
This is not the first time that B station anchors have tested the water live with goods. However, compared with the not-so-successful experience in September, it is clear that this time the preparation of The B station is much more sufficient, showing a more mature "B-stop" with goods.
The Snow Chicken is moving its gun and its little assistant is carrying the goods. Source: Screenshots of the live stream
Following the acquisition of the payment license last month, Station B was rumored to be preparing a "small yellow car" (shopping cart) last week, and officially launched the small yellow car function on the eve of Double Twelve, @Film and Television Hurricane, @Moving Gun DongDongGun, @Foodie Please Close Your Eyes and other UP owners obtained the first batch of internal test qualifications.
Of course, the transaction volume of these live broadcasts is comparable to Taobao, Douyin, Kuaishou and other platforms, which is a small witch; however, we believe that it also has its own community style. However, if Station B wants to support this business as soon as possible, it also needs a candidate who can really bring large waves of traffic, build user cognition, and not appear obtrusive in the content ecology of Station B. Just like Douyin originally needed a Luo Yonghao, perhaps Station B can also consider Li Ziqi.
A "B station" type of cargo
"The 5-hour live stream with goods, it's over, the results are very good!" After the live broadcast of Station B on the day of Double Twelve, the gun was written in the dynamic released by Station B.
At 7 p.m. on December 12, the gun was the first batch of UP owners to participate in the internal test of the small yellow car to carry out the first live broadcast with goods. Before this double twelve live broadcast, the gun had been tested several live broadcasts in November, so the live broadcast was more skilled overall.
In the "Honmei Good Things Festival" held in September this year, Station B tried to live stream the goods, inviting 4 UP owners to hold a live broadcast with goods that lasted for 4 hours. At that time, the experience was not yet mature, and several UP masters forgot words and looked down at the copywriting, resulting in a slower pace of live broadcasting.
However, in the live broadcast of Double Twelve, there is basically no similar phenomenon, the goods are on the shelves quickly, and the "little assistant" who acts as the anchor is also very smooth. The layout of the live broadcast room has been aligned with the big anchors, in the process, there is a Coke spike every hour, and a discounted PS5 is also on the shelves at 20 and 22 o'clock.
The live broadcast of the gun on the 12th reached a maximum of 245,000. Source: Screenshots of the live stream
Like the debut of many celebrities and big anchors, The Gun also prepared iPhones, iPads and Cokes for this live broadcast as drainage products, and many users bought 18 bottles of Pepsi for less than 10 yuan, and 230 iPhones and iPads were also bought out instantly. In addition, they also brought their own Taobao store's own brand goods - mainly some small snacks.
"It's a bit like Luo Yonghao's style of live broadcast room." A user who watched the live broadcast commented.
Compared with the goods of other platforms, this live broadcast also has a very obvious B station mark.
The live broadcast of other platforms is basically based on anchors, but in addition to the anchor's "little assistant", this live broadcast also has a virtual UP main image "Snow Chicken" appearing on camera, adding a bit of two-dimensional style.
Of course, the playing terrier link is also indispensable. When the anchor was selling the snack brand "Saliva Baby", the bullet screen immediately floated by: "Is there saliva?" There is nothing I don't buy." When the anchor took out his mobile phone to call the boss to ask for an increase, the bullet screen brush screen "The little assistant's acting skills are very good, and the next time he is not allowed to act", and some users like the anchor very much, directly asking "how does the little assistant sell?" ”
The live room comments continue the tradition of playing terriers on Station B. Source: Screenshots of the live stream
However, as a newcomer to live streaming, there are still some flaws in this cargo. For example, many users in the bullet screen have not updated the software, can not find the small yellow car that placed an order, and the purchase process is not smooth. As the most important drainage products of the day, the iPhone and iPad were sold out very early, resulting in a large number of users pouring in at the end of the live broadcast, but there was no product finale, which encountered some users complaining.
In the dynamics after the end of the live broadcast, in response to the problems that appeared in the live broadcast, the dynamics of the B station released by the moving gun said that many digital products did not control the rhythm and continued to improve next time.
However, from the final results, the live broadcast conversion effect rich in the characteristics of the B station is still good. According to the war report released by the mobile gun team, the 5-hour live broadcast with goods GMV exceeded 1.31 million, and the 70-minute transaction volume exceeded 1 million, during which it also topped the first place in the B station live broadcast hot list.
The moving gun belongs to the waist UP master at the B station, with 734,000 fans. In order to attract more users, before the live broadcast, the moving gun also specially produced a video preheating of the live broadcast of the double twelve day, indicating that the live broadcast planned to lose 100,000 yuan. According to the reply in the comment area of station B after the live broadcast of the gun, they "lost 10W+" in this live broadcast.
Probably because the warm-up is more sufficient, the subsidy range is larger, the selection is more comprehensive, 20 agencies learned that in the first batch of up owners with goods in the internal test of small yellow cars last weekend, the moving gun is the first GMV, the average number of online viewers that night is 45,000 people, the highest popularity is close to 250,000, and the final number of orders reached thousands.
Another well-known UP main "film and television hurricane" also participated in the internal test of the small yellow car at station B on the 11th, but the number of views and GMV did not move the gun. Film and television hurricane is the top 100 UP masters of Station B in 2021, with 3.614 million fans in Station B. Compared with the moving gun, the selection of film and television hurricanes is mainly concentrated in the vicinity of photographic equipment, and there is a lack of drainage products.
In terms of stocking, because it is the first batch of internal test users of the small yellow car of Station B, the moving gun has been supported by brands such as NetEase Salt Selection, Peak, Infinite Spectrum, and Tea Biubiu. Since it is the first batch of live broadcasts with goods after the small yellow car of Station B is launched, many brands have shown interest in bringing goods to Station B.
Official ending
Station B maintained a low profile and restraint in this internal test, and did not publicize it to the outside world. However, according to The Connect Insight, this live broadcast has been officially supported by Station B, and the live broadcast process has been guided by the operators of Station B throughout the process.
In the december 13 report, Wired Insight called this live broadcast "hand-in-hand teaching UP main live broadcast with goods", before every time the gun was launched, the B station operators would follow the whole process and put forward many detailed suggestions.
A person close to Station B revealed to Connect Insight that Station B has dug up a live streaming trader from a short video platform, and the person is currently coordinating matters related to live streaming of Station B.
Industry insiders said that Station B has been preparing for live e-commerce since the National Day, and has been screening UP owners suitable for live streaming with goods. Like the moving gun can be selected by the B station to test the small yellow car, the reason is that they tried early, from June began to try to live stream the goods at the B station, but also very early on the B station home page hung their own Taobao store.
"It may be because their own brand chicken crocodile plans to have a certain degree of popularity on station B, and often co-branded goods with other up owners, and have strong e-commerce experience, so they are concerned by station B." Industry sources told 20 Agencies.
Before that, the attitude of Station B was somewhat wavering. For example, the gun was mentioned in the previous video that when they were broadcast live on station B before, they were cut off by station B because they accidentally exposed the QR code of the Taobao store.
Now the attitude of Station B is more clear. After obtaining the payment license and launching the small yellow car, it is considered to have completed the two important functions of e-commerce and live streaming with goods. However, now Station B has not yet launched its own "Bilipay", and the small yellow car also has to jump to Taobao to complete the transaction, which is still in its infancy.
After the test of 20 agencies, all links on the day of the live broadcast of the gun need to jump to Taobao for trading. Source: Screenshots of the live stream
Previously, 36Kr reported that Station B will give the first up main traffic support to try to live stream with goods. However, in this live broadcast, 20 agencies found that there was almost no publicity in the B station, and only by searching for the name of the UP owner to enter the live broadcast room.
As the most successful live broadcast during the internal test of the small yellow car of the B station, the live broadcast of the gun at least verified the feasibility of the live broadcast of the B station with goods: the user was not disgusted, and it was quite supportive.
Station B needs Plum Ziqi
This batch of live broadcasts of internal tests with goods UP owners, in addition to confirming the existing results, but also revealed new problems.
The current number of fans of the moving gun is about 740,000, which is not small in the station, but it will not have much impact on the community commons. However, the trading volume of more than 1 million GMV, compared with the transaction volume of hundreds of millions of other platforms, is really a dime. If it grows slowly at this rate, it is really worrying for the Internet.
Moreover, of the more than 1 million GMVs, the "just need" of 230 iPhones and iPads contributes at least 750,000 (at the lowest iPad mini 6 price). This did not contribute to the establishment of the anchor's own personality, after all, there are subsidized iPhones and iPads sold in any live broadcast room.
The key to such achievements may be that users have not yet established purchasing habits in Station B. However, the industry insiders mentioned above are very confident in changing this status quo, believing that live streaming with goods wins by volume, as long as a platform carries enough users, it can support the demand for goods, and Station B has 267 million users.
Compared with other communities, the living area and fashion area users of Station B can naturally match the demand for goods, and a large number of student user groups also match categories such as book trends.
This will create a new problem: many users of the living area and fashion area of station B are not users of live broadcasting on station B. When the Q3 financial report was released earlier, Chen Rui, chairman of Station B, mentioned that the number of people online on the day of the League of Legends Finals created a record for live broadcasting - that is, users who watched live broadcasts on Station B mainly consumed live game content.
In addition to League of Legends, most of the popular live broadcasts in other divisions of Station B are only tens of thousands. Compared with game users, the favorite food and beauty users of the anchors with goods have not yet formed a corresponding user mind, and there is no connection between the circles.
On the evening of December 14, the top 15 popular live broadcasts of Station B were all game live broadcasts (the cover does not represent the actual live broadcast content). Source: Station B
That is to say, there are one barrier after another between the user groups of Station B, and live broadcasting is a business model with extremely high requirements for monetization efficiency and monetization scale, and only the ultimate small profit and high sales can break through. If you don't find commonalities between these groups, it's hard to attract a large number of users to live streams at the same time.
This is also the reason why Station B has always emphasized content advertising. Although Station B can impress a group of people with a deep content (the favorite type of luxury), it is difficult to impress everyone with an advertisement, so the efficiency of information flow advertising on Station B has not been high.
In addition, from the perspective of product logic, the "shopping" viewing logic of Station B and Douyin and Kuaishou sliding up and down is also different, which is to identify the "search-style" viewing logic of the UP owner himself.
However, in the previous live streaming process that has been formed in the industry, in fact, many of them are established around the product logic of these short videos. For example, the anchor should try to control the introduction time within 3-5 minutes, and shout "1, 2, 3, link", because there are users who come in and out of the live broadcast room at any time, and they must feel nervous in order to stimulate the desire to buy.
But now, the frequency of live broadcasting on Station B is not high enough, and carrying goods is more like some kind of activity, so if the anchor is not a big KOL, the volume will be the same as now, not very good. Station B needs more appealing people to promote the formation of users' minds.
Obviously, station B with a unique content ecology is not suitable for poaching big V from the outside world. The best way is to find the right person from the top few UP owners in the station - both appeal and network-wide awareness, as well as e-commerce genes.
For example, Li Ziqi, who has just been terminated, is very suitable. Li Ziqi is also very popular in Station B, with nearly 8 million fans in Station B and 13.57 million likes for 142 pieces of content. And she has her own brand, with its own network-wide recognition.
More importantly, I believe that Li Ziqi can bring a different live broadcast style, different from Douyin and Kuaishou, and achieve overtaking in the corner of Station B.