Whiplash report In the context of the rise of the short video live broadcast industry, brand self-broadcasting has become a general trend. Recently, the traditional domestic condiment brand Haitian in the Kuaishou Quality New Year Festival "Kuaishou True New Day" activity, a single self-broadcast GMV broke 5.51 million, the true new day during the self-broadcast GMV increased by 516% month-on-month, a single-day increase of more than 100,000 fans, topped the multi-time list of brand sellers.
For brands, new channels mean new growth. How to quickly cold start and achieve long-term operation in new channels? This common concern of brand merchants is not difficult to find out in the case of Haitian.
Create a brand-compatible anchor design + live broadcast rhythm, detonating GMV growth
Like offline shopping malls, consumers must first find their own interested "field" when purchasing goods online, and then buy "goods" that they are interested in in the "field". Different from offline, consumers shop in the online live broadcast room, in addition to paying attention to the quality of goods, they also attach great importance to whether the anchor can establish effective interaction and trust with customers.
Based on this, When selecting and training anchors, Haitian puts forward clear requirements such as image and personnel design. For example, the image of the anchor should fit the characteristics of Haitian's brand and goods, and the anchor with "chai rice oil and salt" pyrotechnics and certain life experience can effectively increase the user's trust in the brand and increase the conversion rate of the live broadcast room.
Haitian is also committed to excavating the different styles of each anchor to create a unique personality that belongs to each person. Taking Haitian anchor Nizi as an example, when Nizi is live- and full of mental state, she can mobilize the atmosphere of the live broadcast room and maintain a high purchase conversion rate during the peak traffic period.
In terms of live script creation and rhythm control, the content of Haitian's live broadcast room always takes the product as the core and fully highlights the product value. In the process of recommending products, the anchor adopts a question-and-answer strategy for the audience's message in the live broadcast room, bringing users a highly participatory live interactive experience, and at the same time, by designing the rhythm of pushing products, creating a shopping atmosphere in the live broadcast room and enhancing the popularity of the live broadcast room, thereby further enhancing the sales conversion effect.
It is the multiple blessings of live broadcast strategies such as anchors, content, and gameplay that have laid a solid foundation for Haitian's self-broadcast data explosion during the "Kuaishou True New Day", and successfully triggered a double breakthrough in GMV and fan counts.
At present, Haitian's brand self-broadcasting in Kuaishou has become normalized. Especially during the promotion period, Haitian launched a 7x12-hour uninterrupted broadcast through a reasonable anchor combination strategy and mechanism, which continuously improved the brand and product exposure while ensuring the optimal arrangement of the anchor's physical strength and live broadcast effect to the greatest extent.
Create the ultimate product strategy, and the hot sale of explosive products will boost the GMV to a new high
From the perspective of consumption characteristics, as a type of commodity with low unit price, how to create a high GMV of 5.51 million self-sown in a single game? According to Hu Yangfan, general manager of Yunhai Yangfan, a Haitian Kuaishou operation service provider, Through the effective combination of different types of goods such as new products and welfare products, Haitian has created explosive models and impacted higher sales while increasing the unit price of customers.
At the event, a "Haitian Perfect Gift Package Combination" that contains various products such as soy sauce, vinegar, cooking wine, and fuel consumption and is priced at 79.9 yuan, as an exclusive combination package launched by Haitian on the Kuaishou platform, has become a live broadcast hit on the day with the ultimate cost performance, with 53,000 hot sales and single product sales of more than 3.76 million yuan, boosting the self-broadcast GMV to a new high.
"Soy sauce, vinegar and other seasonings have a low unit price, if the group of products is too high, it will give users an illusion of hard stuffing, so we choose more practical products in the selection, and the pricing also fully considers the cost performance and user acceptance." Hu Yang said.
It is worth mentioning that on the basis of product selection and pricing considerations, Haitian also gives full play to its brand advantages with strong warehousing capabilities, fully provides product support for live broadcasting, and takes the sales route of small profits and high sales, so that fans can get real benefits.
Strengthen the output of short video content, and promote the efficient conversion of live broadcasting through private domain operations
In addition to the trusted anchor and powerful products, if you want a live broadcast to achieve the desired effect, the warm-up link before the start of the broadcast is essential. Before the start of the special live broadcast on January 8, Haitian outputs a warm-up short video with high frequency two days in advance, and creates a comprehensive momentum for the event through product highlight inventory, welfare advance viewing, etc., effectively increasing users' expectations for live broadcasting and attracting more fans to enter the live broadcast room.
It is reported that Haitian attaches great importance to the strategic layout of short videos, and since the start of Kuaishou, it has continued to enhance its short video content operation capabilities and team building. According to Hu Yang, at present, in the Haitian Kuaishou operation team, there are 6 members of the short video group. Next, Haitian will continue to strengthen the operation and promotion of short video content, and further effectively drain the flow of live broadcast conversion.
With the help of the dual engines of short video and live broadcast, the number of Haitian Kuaishou fans has also increased rapidly with the growth of GMV, and further fed back GMV. At present, the number of Kuaishou fans in the "Haitian Official Flagship Store" has reached 327,000, and the number of fans has risen by more than 100,000 on the day of the real new day alone. New fans have become the key to the growth of Haitian's self-broadcast GMV. Hu Yang said that at present, 70% of Haitian's self-broadcast GMV comes from new fans.
Based on the important value of fans for the growth of GMV, Haitianxia also plans to establish the brand's official account matrix in Kuaishou through the two major accounts of "Haitian Official Flagship Store" and "Haitian Flavor Industry", starting from different account positioning and marketing goals, continuously accelerating the construction of brand private domain operation, making full use of the high user stickiness of the Kuaishou platform, and improving the ability of private domain conversion.
The commercial investment + platform is strongly supported, and the outbreak of the public domain helps the private domain to precipitate
As a self-broadcast "newcomer" who has been broadcasting in Kuaishou for less than 2 months, the reason why Haitian has been able to get a large number of fan attention in a short period of time is not only due to the high degree of compatibility between the brand positioning of its mass consumer goods and Kuaishou users, but also inseparable from the strong support of Kuaishou officials and the comprehensive help of commercial traffic.
At the event, on the one hand, Haitian carried out commercial investment through Kuaishou Magnetic Taurus, obtaining massive public domain traffic for short videos and live broadcasts of brand accounts, and rapidly increasing brand exposure and attention. On the other hand, under the multiple blessings of Kuaishou official traffic, Kuaishou small shop traffic, vermicelli traffic, etc., Haitian further realizes accurate diversion from the public domain, provides more driving force for the precipitation of the private domain, and forms a combination of "public domain + private domain".
In addition to traffic support, Kuaishou E-commerce also provided strong support for Haitian from many aspects such as operation strategy and replenishment policy for this true new day activity. In the daily operation, Kuaishou E-commerce also fully assists brands in screening hard resources and providing professional operation suggestions according to Haitian's phased marketing needs, helping Haitian broaden its business channels and promote the continuous increase of GMV.
At present, as an important position for brand private domain operation, self-broadcasting is becoming more and more highly valued by more and more brands such as Haitian with the advantages of low-cost reach, efficient conversion and long-term operation. According to the data of the "Kuaishou Private Domain Operation White Paper", in Q1-Q3 of 2021, the self-broadcast transaction volume of the Kuaishou platform brand increased by 392%. In 2022, relying on the commercial ecology of Kuaishou New Market, it is expected that more brands will achieve efficient growth and marketing breakthroughs in Kuaishou through self-broadcasting.