In the first week of November, the circle of friends was particularly lively, in addition to the monthly sports and learning flags, the "unbroken and unbroken" EDG defeated the fierce opponents in the S11 final and won back the championship trophy; # Cold wave is the king of cold air # On the hot search, many places ushered in snowfall and cliff-like cooling, many people opened the hoarding autumn pants mode in double 11...
From the perspective of marketing, the social hot events that have attracted much attention are also the opportunity points that brands and talents can seize. In the first week of November, which dark horse brands broke through with the help of hot spots? What changes have taken place in the performance of talent fans?
CBNData Consumer Station (hereinafter referred to as Station C) and Feigua jointly launched the "Red List" double 11 "Douyin Brand Self-broadcast Dark Horse List" (in the statistical cycle, by virtue of sales ranking for the first time on the list of self-broadcast numbers) and "Douyin Shoulder Talent Rising Powder List" (the number of fans between 1 million and 10 million people), analyzed the November 1 to November 7 cycle, Douyin sales for the first time into the weekly list of dark horse self-broadcast brands and the top ten shoulder masters in the live broadcast with goods, I hope to find out how the best people "cultivate".
Brand self-broadcast dark horse list: League of Legends helped Logitech to the top, pet health food became a dark horse
This week, 3C digital, pets, clothing and shoes are the main industries that have emerged from dark horse self-broadcast brands. Among them, Weishi Pet's self-broadcast performance is excellent, and the three accounts GMV are among the best. During the Double 11 period, Douyin users not only chopped their hands for themselves, but also the enthusiasm for buying and buying for Mao children cannot be ignored.
"Logitech" began nine broadcasts this week, ranking first with sales of nearly 9 million yuan. Among them, 8.43 million yuan of sales came from a live broadcast on November 5, and the "G series gaming mouse limited gift box" contributed more than 80% to the sales of the day.
Logitech G Series, a professional gaming peripheral brand of Logitech, marks the 10th anniversary of league of legends and coincides with the S11 Finals on November 6. At such a node, Logitech's live broadcast on November 5 accurately "pinched" the psychology of game fans, and launched the #League of Legends Collection # product on the day of the live broadcast, inviting the well-known game up master @ Xu who ate by the face as a guest in the live broadcast room to live interpret the hero story. The official account of "Logitech" Douyin and the official Weibo of "Logitech G Series" were promoted in advance, and "Xu Dawang" (the Douyin account of the game's owner) also warmed up for this live broadcast. The brand also set up coser performances, handmade gifts, a variety of hero role customized products, the live broadcast on the day of the real-time live broadcast hot list / 3C digital home appliances first place, the average audience stay time reached 23 minutes and 11 seconds; the main promotion of professional player cooperation series gift boxes sold more than 2,000 sets, contributing more than 7 million yuan in sales.
Image source: "Logitech G Series" official Weibo
For brands such as Logitech that are oriented to vertical audiences, the overall image, product design, live streaming and other aspects of reasonable combination of consumer feelings can bring incremental benefits to the brand. But in addition to a live broadcast, how to continue to create heat and deepen the emotional connection with consumers is also something that brands need to think about further.
Weishi Pet's three accounts are located in the fourth, fifth and sixth places, with cumulative sales of 11.53 million yuan. At the same time as the outbreak of pet consumption scale, there is also a trend of consumption upgrading and refinement, according to CBNData consumption big data, high-end, meat and vegetarian collocation, succulent collocation is an important trend in pet food consumption. For pet brands, it is necessary to be more attentive in brand culture and product research and development, establish an accompaniment relationship with the "shovelers", and gradually gain trust.
During this week, the three accounts of Weishi Pets have maintained daily broadcasts, and the live broadcast time is more than 10 hours, and the highest or even more than 18 hours. The brand popularizes scientific feeding knowledge and provides selection suggestions for consumers through live broadcasting; the hot products of the three self-broadcast accounts are all five-piece freeze-dried cat food, freeze-dried technology, multi-flavor collocation to meet the current pet consumption trend, with the live broadcast room price concessions, to win the favor of consumers.
Affected by the cold wave, a number of clothing underwear, shoes and bags brand self-broadcast accounts appeared in this issue. What they have in common is that the main price is cost-effective, the unit price of goods is mostly tens of yuan or more than one hundred yuan, and the audience in the live broadcast room is mainly in third-tier cities and below. Taking the "Eschen Official Flagship Store" as an example, when the snow fell in many places on the hot search, its two snow boots sold for 4.6 million yuan. But for brands, behind the string of numbers in the live broadcast room, it is more important to cultivate internal skills in ordinary times in order to catch the explosive opportunities brought by "Tianshi".
Shoulder talent powder list: only beauty and food can not be disappointed, clothing, food talent fan performance is good
Compared with the previous two issues, there are no stars in the top 10 of this week's shoulder talent increase. Similar to the brand self-sown dark horse list, the industry distribution is mainly based on clothing and bags. The reason why these brands are on the list is that many places have ushered in cold waves and snowfall, and consumers first need to reserve new winter clothes, after all, "last year's clothes are no longer worthy of this year's self".
However, the difference with the dark horse self-broadcast brand is that the talent in the field of clothing and luggage itself lacks brand influence, and the industry competition is fierce, and the shoulder master wants to break through from it, and needs to tell a differentiated story in addition to the cost performance and discount, in order to convert the audience in the live broadcast room into fans, and turn "traffic" into "retention".
From this point of view, the listed people are all from the physical women's clothing wholesale, and most of them have original design teams. Such a background not only allows them to have rich experience in clothing matching, enhancing temperament, etc., deeply understand the psychology of the audience, know how to enhance the attractiveness of live broadcasting, and provide substantive collocation suggestions; and the products with goods have a certain sense of design and niche, which can meet the psychology of consumers' pursuit of appearance and avoid bumping into shirts; in content production, they also focus on the personal and daily collocation of talents, close to life. Under a variety of factors, it brings a strong powder attraction to these talents.
Among them, "Pippi Sister" ranked first with a 19.3% fan rate, and the audience in the live broadcast room was dominated by third-tier cities and below, 41+ mature women, so in the product, live broadcast style, and drainage video, adjustments were also made for the group, "Don't win the wind and waves but lose to the old pearl yellow", "There is no naturally suitable friend, only a confidant who is sincerely exchanged" and other languages, which can touch the audience and bring psychological identity.
In the field of gastronomy, people who have factories or sources of goods and ensure the quality of products also have a strong ability to absorb powder. "High Chef" is a master of food creation, and the highest sales product is the Australian valley-fed sirloin steak, which requires the ability of the master to endorse the quality. "Make a friend" has its own factory, mainly with goods for nuts, live broadcast avoids the anchor himself, more presentation of product quality and details, content creation of the product into the fun story. The goods with goods of the two talents have achieved good user reviews, the powder growth rate in the cycle is 8.5% and 7.6%, and the total number of fans has exceeded one million, and it has newly entered the ranks of shoulder masters.
Image source: "Make a Friend" live room
In addition to clothing and food, fitness experts "Big S Shaping Expert - Gao Shenghan" entered the list of rising fans. With the rise of the concept of national fitness, the fitness track has grown rapidly in Douyin, but it also puts forward higher requirements for the professionalism of the talents. The talent has cooperated with a number of celebrities, has a number of sports and nutrition certifications, was once a bodybuilding model, the content production is mainly based on fitness knowledge and science, and the live streaming goods are mainly sports equipment, nutritional products, sports drinks, etc. Strong content attributes, its own professional ability certification, and star endorsement effect have brought her 70,000 fans, and the total number of fans has exceeded one million.
From the brand self-broadcast dark horse list and the shoulder talent fan list in this issue, it can be found that while seizing hot spots and external opportunities, it is more testing the brand's ability to precipitate its own value and the ability of the talents in content quality and selection control. Double 11 is coming to an end, who will outperform the second half? We will continue to pay attention.
Author | Tingmu
Edit | Backlight Kashiwa Ziren
Design | Dada, Bai Ziren