"During the Spring Festival, it is suitable for drinking black tea, black tea is digested and greasy, so that people do not gain weight." Everyone can not buy tea without drinking, good tea is the most valuable to drink in the body. In the live broadcast room near the end of the year, anchor Lulu, wearing a white Tang costume and a pair of jade pendant earrings, was drinking tea while live streaming in her own tea room. Since the goods prepared for the New Year Festival have been sold out early, Lulu did not promote orders in the live broadcast room, but interacted with fans in the comment area, popularizing tea knowledge. The black tea she recommended for drinking during the Spring Festival had sold 5,000 pounds a few years ago.
Lulu is the anchor of the Kuaishou account "Lulu who loves tea", she comes from a tea family, began to participate in the family tea business at the age of ten, and has 15 years of offline physical tea shop operation experience. In Kuaishou, there are countless vertical anchors like Lulu who have transformed from offline business to online, and they have won the trust of LaoTie in Kuaishou with their professional knowledge and years of experience.
From January 1st to 16th, Kuaishou E-commerce launched the "2022 Kuaishou Quality New Year Festival" with the theme of "Local Anchors, Authentic New Year Goods". At the event, Kuaishou anchors from all over the country have become "hometown New Year goods spokespersons", bringing many welfare goods to Lao Tie. From the perspective of the geographical distribution of anchors, during the New Year Festival, the top 3 cities in the north where anchors are most diligent are Changchun, Shijiazhuang and Harbin, and the top 3 cities in the south are Guangzhou, Jinhua and Chengdu. According to the data released by the Kuaishou Ecological Open Conference, the monthly active anchors of Kuaishou have exceeded 10 million.
The offline store is transferred to the anchor of the online live broadcast room
Lulu, who has been engaged in the tea business since she was a teenager, has two physical stores offline, as well as a tea factory and a tea garden for poverty alleviation. In March 2018, Lulu began to shoot a short video in Kuaishou with the idea of promoting the tea physical store brand, but she did not expect that more and more non-local fans were asking her for tea in Kuaishou, and she also began the road of Kuaishou e-commerce.
Lulu refers to consumers as "tea friends", she told Nandu reporter, Kuaishou has greatly improved her "tea friends" range, "physical stores are regional sales, now Kuaishou e-commerce is for the whole country sales, tea friends' awareness will be different." In just a few years, Lulu's sales in the live broadcast room have surpassed those offline physical stores.
Compared with the tense pace of other anchors selling goods, Lulu's live broadcast room is always a story. As she said in her personal profile at Kuaishou, "I love the tea ceremony and love life." A lifetime of tea, tea as fun", Lulu's live broadcast and short video are mainly based on tea knowledge and science, and she is also very confident in her professionalism. "I have so many years of experience, so there is a professional way to evaluate tea. What kind of tea fullness, aroma, taste is better, our awareness will be very accurate. ”
In Kuaishou, there are countless vertical anchors like Lulu who have transformed from offline business to online, and they have won the trust of LaoTie in Kuaishou with their professional knowledge and years of experience. In addition to anchors from the tea family like Lulu, there are also many grassroots anchors who have expanded their sales channels in Kuaishou.
Born in the countryside of Northeast China, Yan Dong is the son of Kuaishou Yan Dong. Anchor of (strict selection of automotive supplies). His fortune was also originally an offline auto repair shop in a small northeastern county. In 2018, due to the construction of roads in the county, Yandong's auto repair shop business was affected, and when the rent could not be paid and was about to be shut down, he began to find a way to survive in Kuaishou under the inspiration of friends. The first video he sent was the paragraph of his own workers repairing the car, which increased by 2,000 fans, and Yan Dong, who touched the doorway, immediately updated it, and each video could bring tens of thousands of fans to grow.
Soon, Yan Dong realized that the number of consumers brought by Kuaishou is far greater than offline. "Offline, I can receive up to two customers at the same time, but when I go online, I can receive hundreds of thousands or even tens of thousands of customers at the same time." Doing offline is what the buyer needs to buy, but the online buyer needs to buy tires at the same time I will also introduce him to the valve, oil, and what is not needed may become a need. ”
The windfall is that Yan Dong's Kuaishou account has also brought a significant increase in his offline stores. In the past, his store could only attract local customers, but after Kuaishou became famous, even customers thousands of kilometers away came to him because they could not solve problems in the local area. "Some customers feel that they are not professional enough in the local area, and think that we have repaired great through short videos, and come to us thousands of miles to repair the car." Through the Kuaishou short video, the turnover of my offline store has increased by about 3 to 4 times. ”
"Tasting" set a single repurchase rate of 93.8%
In terms of gaining user trust, Kuaishou's vertical anchors have won the recognition of consumers by showing their true side.
In the first half of each year, Lulu will personally go to the countryside to go door to door throughout the country to find farmers to collect tea, and she will broadcast the process of tea collection live, and also get the trust of consumers in the live broadcast room, "users can buy with confidence, drink with confidence."
Lulu told Nandu reporter that her store in the 7 days of no reason to return and exchange the fast hand, but also sent a "trial drink" in the plastic packaging of their own tea, consumers can try to drink after receiving the goods, if you feel that the taste does not like after drinking can be returned directly, every year she sent out the trial in the live broadcast room is worth 300,000 yuan. "I often tell clients, if you like it, give me a five-star review; if you don't like it, then I'll send you this bag of tea and let's make a friend." You may not be suitable for this tea, you can choose other teas. "Under such high-quality service, Lulu's single repurchase rate in the 2021 116 Shopping Festival was as high as 93.8%.
Yan Dong also believes that gaining consumer trust online needs to be real. "I need to use it myself, explain where it is good to make, where it is not good to make, which products need to be bought, which products do not need to be bought, and express our true thoughts and use feelings." In the early days, Yan Dong took a piece of music in Kuaishou, and later he found that this may give people the impression of "unreliable", so he decided to shoot the real side of his usual work. "Moving our daily experience of repairing cars to the Internet, everyone feels that this matter is exactly the same as offline, and this product is exactly the same as offline."
It is understood that since the strategy of "engaging in trust e-commerce" was proposed in July 2021, Kuaishou E-commerce has launched a series of platform-level guarantee policies and industry upgrade solutions to create a trust ecology for both merchants and fans. According to the data released by the 2021 Kuaishou E-commerce Service Ecology Year-end Summit, the repurchase rate of new users of Kuaishou e-commerce increased by 10%, and the repurchase rate of stores with trust rights increased by 12%. Kuaishou's third-quarter financial report data shows that the repurchase rate of Kuaishou e-commerce exceeded 70% in September 2021.
Compared with the outside world's impression of Kuaishou e-commerce "selling low-priced goods", Lulu and Yan Dong both believe that on the basis of gaining user trust, the unit price of customers is not low. Lulu told Nandu reporter that the tea she usually sells is mainly 200-500 yuan a pound of mid-range tea, but the high-end tea in her live broadcast room is also sold very hot, 7500 yuan a pound of Shifeng Mountain Longjing tea, in her live broadcast room ten minutes sold 10 pounds; 2900 yuan a pound of West Lake Longjing tea, she sold 300 pounds in three days.
Yan Dong revealed. After transforming from the original scribbleman to recording the true story, his unit price has also increased greatly. "We were probably the most expensive in the beginning and could sell 69.9 and 68.8 products, which was quite laborious. After a long period of running-in and trust, including a large number of reforms of the platform, now our most expensive customer unit price has been sold to more than 3,000 yuan, and the car clothes have sold for two or three thousand yuan, and the trust has been greatly improved. ”
Among the southern cities, Guangzhou anchors are the most diligent
From January 1st to 16th, Kuaishou E-commerce launched the "2022 Kuaishou Quality New Year Festival" with the theme of "Local Anchors, Authentic New Year Goods". In this New Year Festival, Kuaishou E-commerce also provided hundreds of millions of exposures, 1 billion welfare subsidies, and massive cash flow to help merchants grow while launching the first broadcast of the New Year, brand welfare purchase, buying authentic New Year goods with local anchors, anchor challenges, category days and other rich activities.
At the event, Kuaishou anchors from all over the country have become "hometown New Year goods spokespersons", bringing many welfare goods to Lao Tie. From the perspective of the geographical distribution of anchors, during the New Year Festival, the top 3 cities in the north where anchors are most diligent are Changchun, Shijiazhuang and Harbin, and the top 3 cities in the south are Guangzhou, Jinhua and Chengdu. According to the data released by the Kuaishou Ecological Open Conference, the monthly active anchors of Kuaishou have exceeded 10 million.
In addition, according to the data disclosed by Kuaishou, the trust card of Kuaishou Xiaodian covers more than 97% of the orders of the New Year Festival. All along, it is based on the trust guarantee that high-priced goods such as jewelry and jade have continued to sell well in Kuaishou. At this New Year Festival, Liu Guifu, Lao Miao, and Chinese jewelry became the favorite jewelry brands of Lao Tie.
Producer: New Retail Research Group of Nandu Big Data Research Institute
Written by: Nandu reporter Wang Chenchen