The 2022 Kuaishou E-commerce Quality New Year Goods Festival opened on the occasion of the New Year, which also kicked off the prelude to the first stop of the 2022 e-commerce promotion. It is reported that the theme of this year's Kuaishou New Year Goods Festival is "Local Anchors, Authentic New Year Goods", and Kuaishou will launch rich activities such as the first broadcast of the New Year, brand welfare purchase, buying authentic New Year goods with local anchors, anchor challenges, and category days. In 2021, a large number of anchors, brands and industrial belts in many parts of the country will rely on Kuaishou e-commerce and the new city business ecology to achieve rapid growth in commercial value. Therefore, Kuaishou won the "Best Enabling Platform for Domestic Product Innovation" at the "2021 Domestic Product Innovation Ceremony" sponsored by the Southern Metropolis Daily at the end of last year.
As a representative of the new e-commerce channel, many big-name domestic products have approached more old iron through Kuaishou, and many long-established domestic products have accurately touched the young consumer groups on the platform and thus rejuvenated. During this period, Through visits and case studies of well-known domestic brands, Nandu tried to find out how they could use kuaishou's empowerment to find the second growth curve and innovate channel construction, so as to catch up with the new outlet of live e-commerce.
Jump out of the "people looking for goods" thinking to innovate people
Kuaishou quality New Year goods festival five popular products.
In recent years, the rise of domestic products has been fierce, and sports brands can be said to be catching up with this wave of national hot flashes. After the domestic sports brands represented by ANTA and Hongxing Erke made a large donation to the exceptionally heavy rainstorm disaster in Henan, the people's enthusiasm for domestic sports brands has almost reached its peak in recent years. Beijing 2022 Winter Olympic and Paralympic Games are coming, ANTA as the sports apparel partner of the event can be described as its own traffic, last year's Singles Day during their GMV on the Kuaishou platform has exceeded 40 million, but more than three months ago its average daily performance was only 10,000 or 20,000.
Li Yilin, head of an e-commerce Kuaishou channel, said frankly that even if sufficient experience has been accumulated in traditional e-commerce channels, ANTA is still facing the pain of thinking change when entering new sales channels such as Kuaishou. When the early live broadcast effect was not good, the team reviewed and found that the traditional e-commerce was search-oriented, and customers would only make purchases when they had needs, that is, "people looking for goods". Live e-commerce is more content-oriented, and customers are mostly stimulated to buy after hanging out, that is, "goods looking for people".
Nowadays, ANTA's self-broadcast sales on Kuaishou can basically stabilize at 150,000-250,000 yuan, and in the face of big promotions, it can reach 700,000-800,000 yuan. The average daily live broadcast time of the live broadcast team can reach 15-18 hours, and it can start broadcasting almost every day.
In addition, ANTA has created its own strong "human design" according to the characteristics of Kuaishou trust e-commerce to further improve the trust of fans. Li Yilin revealed that ANTA's account is intended to construct a person who loves sports and is close to the people, so that fans feel that ANTA will be able to provide them with cost-effective sports products. "Many of the users of our Kuaishou channel are small-town youth, college students and white-collar workers, and the unit price of customers is maintained at 150-250 yuan."
From entering the Kuaishou platform in the second half of 2021, to now having gained more than one million fans, ANTA's live broadcast team has summed up a set of its own methodology. Li Yilin told Nandu reporters that Kuaishou has vigorously supported self-broadcasting since last year, and it is also very important for brands to enter the market as soon as possible in order to accumulate resources and experience, and at the same time maintain the state of broadcasting. In addition, fully recognize the consumption characteristics of the old iron in trusting e-commerce, take output as the guide, and accumulate private domain resources, so as to see the transformation effect in the later stage.
Also relying on "human design" to attract fans is China Gold, which chooses to arrange live broadcast rooms and live broadcast bases in the form of stores. Create a cabinet sister image for the anchor, with a unified costume and badge. The person in charge of China's gold live broadcast operation said that on the side of the talent, the talent anchor may not have professional knowledge of the jewelry category, but the store anchor appears in the image of the cabinet sister, which will be more credible for the old iron, which also distinguishes the store live broadcast and the live broadcast of the talent.
China Gold currently has three store self-broadcast accounts, each of which has different requirements for anchors. Specific to each anchor, China Gold will also combine the characteristics of anchors to create human settings in its short videos. According to the person in charge of China Gold Live Broadcast Operation, they choose mature anchors, and currently spend a lot of time on anchor training, "We hope to cultivate anchors into operational anchors, anchors to understand operation, understand the logic of traffic." So we will do more training for anchors in this regard, but we don't need to do training on the basic skills of anchors, because the threshold for recruiting anchors is relatively high, and we must first consider mature anchors. "It is worth mentioning that China Gold will not strengthen a single anchor, but choose an account to be a multiple anchor, and increase the live broadcast time through multiple anchors to increase the GMV."
Long-established domestic products are revitalized through new channels
On the other hand, as a snack brand that has been established for 18 years, Saliva Baby may not have thought that after 12 years, it accidentally stepped on the outlet of live streaming with goods, and sold 30 million GMV on Kuaishou every month. It is understood that the saliva baby started online, has its own factory and research and development team, under the layout of heavy assets, its distribution network covers the whole country. It is precisely because offline business is doing well, which makes the mouth ofwater "get up early and catch up with a late set" in the e-commerce business, although in 2009 it has been involved in traditional e-commerce platforms such as Taobao and Jingdong, but it has not caught up with the wave of dividends.
Saliva baby into the live broadcast is actually an accident, because of the impact of the epidemic and fire up all kinds of anchors with goods attracted the attention of The Assistant Chairman of the Mouth Baby Food Xie Yifan, after the introduction of friends to get acquainted with a Kuaishou anchor, after visiting their snack factory decided to start the broadcast that night, the mouth baby temporarily listed 16 products, two or three hours actually sold more than 100,000 goods. Xie Yifan lamented that even if it is placed in the city where the offline distribution point with a population of 1 million is located, it cannot sell this sales volume for a whole day, which makes The saliva baby see the growth potential of the new channel.
However, unlike many brands that have begun to vigorously develop self-broadcasting, saliva is still relatively cautious in favoring the distribution of talents, and the brand itself still hopes to do a good job in products and back-end services. It is reported that the saliva baby is currently in Shijiazhuang, Linyi, Guangzhou and Hangzhou 4 places have set up a live broadcast room, and in the local equipped with a professional operation team, the company has also extracted a set of standard sales templates and words, for the sales of more than 100,000 anchors, they will invite them to the factory directly for special live broadcast.
Xie Yifan recalled that when he first entered the Kuaishou live broadcast, the whole team would only work hard, and the strategy was not clear, when the team laughed and said that "if you can lose less, you can do it." Since September, Kuaishou's operation team has begun to communicate with them about the strategy and set the future development direction, while taking them to participate in the promotion activities on the platform to help dock the anchor. Nowadays, Saliva Baby is already a deep partner of the Kuaishou Good Things Alliance, and Xie Yifan feels that the brand and Kuaishou are actually moving forward together.
After experiencing thousands of live broadcasts with the team, Xie Yifan believes that live broadcasting is still a new thing for them, and they still need to work hard towards the goal, he said that he hopes that in the past one or two years, the live broadcast sales of saliva can account for about 10%-20% of the sales of the entire brand.
Another representative of the veteran domestic products, HuiLi, broke through the conventional sales scene in the Kuaishou live broadcast room, creating a record of more than 7 million yuan in single self-broadcast payment sales. During this year's Double Eleven period, the performance of its Kuaishou live broadcast room ranked in the top three explosive items, with sales of more than one million.
As a brand that has experienced more than 90 years of ups and downs, Huili is naturally no stranger to the operation of traditional e-commerce channels, but it is necessary to create a distinct "human setting" on Kuaishou to build a "play" corresponding to the consumption scene, or let them spend some time to adapt. Miao Zhongjie, head of Kuaishou e-commerce in Huili, revealed that in only half a year of entering Kuaishou Live, all accounts of Huili on Kuaishou have accumulated more than one million fans, with an average of 200,000 or 300,000 field views per game, and sales can be stabilized between 300,000-500,000 yuan.
When the live broadcast team reviewed, it was found that compared with the graphic and text mode of traditional e-commerce, live e-commerce can display and explain the characteristics of the product in real time, making their user stickiness stronger and the trust bridge between brands and consumers easier to build. "Many old fans buy five or six pairs of shoes at a time in the live broadcast room, this probability is quite high", Miao Zhongjie said, the intuitive appearance of the product, what are the advantages and disadvantages, etc., the old iron can get an understanding through real-time interaction with the anchor, and such an interactive process has further deepened the trust between the old iron and the anchor, and placing an order has become a natural thing. It is reported that the live broadcast business team of Huili compared with other channels and found that the fan repurchase rate on the Kuaishou platform will be much higher, of which the old fans account for about 70%, at the same time, more and more new fans began to buy more than one pair at a time.
Many old brands are most concerned about how to attract young consumers at the moment, and Huili has found the answer from the Kuaishou e-commerce live broadcast. Miao Zhongjie said that new channels such as Kuaishou can directly reach the consumer population that traditional e-commerce could not reach before, "This group of people is the core users who trust e-commerce, and we as a brand are no longer waiting for people to find goods, but goods to find people." He revealed that in the past, it took at least half a year for the brand to make a store with a daily sales of 300,000-500,000 yuan in the traditional e-commerce channel, but it only takes a week to achieve this sales in Kuaishou. It is reported that in order to seize the young consumer groups on the new channel, Huili formulated a 365 new product plan, and released a new product almost every day on average, which was jokingly called "the new crazy demon".
Shangkuaishou e-commerce seeks a second growth curve
While the above-mentioned long-established brands have been revitalized on Kuaishou e-commerce, the new domestic products have also found the second growth curve of the brand on the platform. Whether it is offline channels or traditional e-commerce, mobile phone brand marketing and growth have long been deeply involved in the Red Sea, but OPPO has unexpectedly won 220 million GMV in the new e-commerce channel in 4 months by live broadcasting. Looking back at OPPO's brand history, compared with many new domestic brands that need to complete product publicity with the help of live broadcasting, OPPO is already a well-known domestic mobile phone brand before entering live e-commerce, and its footprint is more than 50 countries and regions around the world, which also means that the brand has a mature operating model in the early STAGE of TVC marketing and traditional e-commerce channels. Zhang Zeyu, head of digital marketing at OPPO, revealed that in the second half of 2020, they found that it was a good opportunity to enter new e-commerce channels, while the previous decades of offline accumulation accumulated enough voice and marketing foundation for brands.
However, Zhang Zeyu also said that when they first entered Kuaishou, they were also anxious because they could not work because they copied the traditional e-commerce "playing method". Later, the team found that Kuaishou's live e-commerce is based on the ecology of "trusting e-commerce", users pay more attention to the anchor of the "person", the user can "hang out" the live broadcast room when the non-deterministic demand into a certain demand and then place an order.
After realizing this, Zhang Zeyu revealed that the team began to transform the Kuaishou live broadcast room, first adjusting the tone of the live broadcast room to a warm tone, changing the previous "high cold" style, and then intentionally creating a persona for the anchor and the content number representative. "For example, we have four anchors who have signed up for a long time, one of the male anchors set him up for the OPPO laboratory monitor, and many of his scenes in the live broadcast room are similar to product experiments, such as our Find X3 test microscope function, introducing the back shell material of the mobile phone to drip water and oil on it without sticking." Through such a persona, the user's cognition of this anchor is strengthened and the trust mind is cultivated. ”
It is understood that OPPO is currently doing self-broadcasting and talent distribution at the same time. Zhang Zeyu said that in the future, they will definitely strengthen self-broadcasting, if live e-commerce is a big tree, and the distribution of talents is like a flourishing branch that can help them reach more users, then self-sowing is the foundation of this big tree. During Kuaishou's "Super Brand Day" event in August last year, OPPO won 80 million GMV, with a single GMV of more than 10 million, and the cumulative number of viewers reached 60 million. Content operation, talent distribution, and self-broadcast breakthroughs are the three important starting points for OPPO to do a good job in Kuaishou live broadcasting.
Compared with OPPO, the three squirrels from the traditional Tao brand have the confidence to test the new channel because of the "mistaken hit" in the Kuaishou New Year Festival to win sales of more than 30 million yuan. It is reported that the three squirrels now have more than 90% of their sales on Kuaishou from live broadcasting. When they first entered the platform in the early stage, like most new players, they cautiously chose a better "output" of talent distribution, but with the increase in the platform's support for brand merchants' self-broadcasting in 2021, the current sales contributed by self-broadcasting have been able to account for 30% of the total sales of Kuaishou.
Compared with traditional e-commerce, Li Zihao, head of the three squirrels jitter fast hand live broadcast, believes that the new e-commerce channel can shorten the path to reach customers and improve sales efficiency. He told Nandu reporters that they broke through the million GMV for the first time in the 2021 Mid-Autumn Festival promotion self-broadcast, and the early adjustment of goods rights and interests and the explosive test were indispensable. "We will analyze in advance which products are suitable for this event, how much the proportion should be, and when will they appear", Li Zihao revealed that they have many test items in the early self-broadcast to obtain user feedback, and equipped with corresponding gifts for single-point detonation on the day of the Mid-Autumn Festival promotion. "Our 188 yuan nut gift box tested down for two consecutive weeks of sales data are TOP 3, in the Mid-Autumn Festival promotion day to carry out part of the disassembly of goods, while this gift box with two boxes of mooncakes as customer rights, with the promotion of the flow, to achieve the expected effect."
It is reported that more than 60% of the new customers of the three squirrels are currently brought by Kuaishou, and the most pleasing to the team is that the overlap between these new customers and traditional e-commerce channels is not high. Liu Zihao revealed that the three squirrels will firmly return to the positioning of the nut category in the future, and increase the overall GMV of the new channel to more than 3 billion yuan.
New domestic goods with the help of new e-commerce into sales of dark horses
If the above brands have already experienced hundreds of battles, the toothpaste brand Bingquan is a new consumer brand that has grown up under the wave of new consumption, and has become a dark horse for growth through the new e-commerce represented by Kuaishou. Although it is a new brand, Bingquan has chosen a highly concentrated oral track with head brands.
Cheng Yingqi, general manager of Guangzhou Bingquan Cosmetics Technology Co., Ltd., admitted that the more concentrated the category, the more difficult it is to do, but from another point of view, the higher the concentration of the category actually has more opportunities to break the convention. "First of all, because the higher the concentration, there are not many people who dare to challenge, so its competition is relatively less complicated." Second, the higher the concentration, the innovation of the head brand will often be weak. For cutting-edge brands, if we can find the entry point and offensive point of our own brand, it is not difficult to succeed. ”
It is understood that at present, in the sales channels of Ice Spring, online accounts for 70%, offline accounts for 30%, and in the future, it is hoped that online and offline "five-five". Cheng Yingqi stressed that new consumption should be cut into the new battlefield, but it does not mean that the "old battlefield" will be abandoned. "We play our own momentum online first, and then we go down online to accumulate our energy." He believes that such new e-commerce channels represented by Kuaishou are a main battlefield for brands to establish sales capabilities and innovation, as well as to rush sales. It is reported that Bingquan entered Kuaishou in March 2020, when it was only half a year after the establishment of the brand. Cheng Yingqi revealed that entering Kuaishou was a strategy established at the beginning of the brand's establishment, because such a new channel just fits the consumption dimension of new youth and new media.
It can be seen that Cheng Yingqi's layout of new channels is not "going with the flow", but based on the clear positioning of the brand and sufficient understanding of the ecology of the Kuaishou platform. On the self-broadcast section of Kuaishou e-commerce alone, Bingquan's current daily self-broadcast monthly sales GMV reached the highest of 10 million, quickly occupying the first position in the Kuaishou oral category.
Cheng Yingqi said that the reason for the rapid growth on Kuaishou is that the innovation of oral products such as Bingquan is in line with the preferences of Kuaishou consumers; the second is the "same frequency resonance" with Kuaishou, according to the overall strategy, business model, playing style and operation of Kuaishou e-commerce and the deep integration of the brand itself. "Before the beginning of many fans are converted from live broadcast, compared to the previous Kuaishou pay more attention to the talent end, in 2021 Kuaishou more main brand self-broadcast, we just conformed to the platform trend, seized this wave of dividends."
Compared with other channels, Bingquan pays special attention to the management of Kuaishou fans, because based on the characteristics of Kuaishou trust in e-commerce, the consumption stickiness of Kuaishou fans is strong, and Cheng Yingqi believes that the strengthening of fans' trust in the brand can bring benefits to the long-term development of the brand. "One is to rely on content to attract fans, the second is to classify fans and carry out CRM management, the third is to do a good job in the reach and conversion of fans, and finally to do a good job in the follow-up maintenance of shopping fans, including promotion and welfare promotion."
He revealed that Bingquan will expand to all categories of oral brands, and more new categories such as mouthwash and electric toothbrush will be launched in the future. At the moment when everyone's enthusiasm for domestic products is high, he said that good products are always king, and the so-called "national tide" is actually to seize the understanding and cognition of new consumption and new youth for the national tide to innovate.
Producer: New Retail Research Group of Nandu Big Data Research Institute
Coordinator: Zhen Qin Tian Aili
Written by: Nandu reporter Xu Bingqian
Draft: He Xin