The activity GMV exceeded 20 million, and the reason for Yalu's good performance in Kuaishou was that it mastered this "five sets"

Whiplash reported GMV20 million+, live broadcast views 18 million, multi-time brand list TOP1... This is the report card handed over by the Yalu brand store that has been stationed in Kuaishou for only half a year on the Kuaishou Super Saving Day.

According to the war report, during the Kuaishou Super Money Saving Day event, the Yalu brand not only had more than 220,000 orders, but also achieved a bright result of GMV of more than 7.5 million, 80,000 pieces of explosive sweat pants, and 70,000 fans in a single game in the self-broadcast on January 13. How did this clothing brand, which started from zero fans, quickly sell out in Kuaishou?

Kuaishou five-disc methodology: long-term planning of live broadcast operations, dynamic design of live broadcast strategies

Although it was only settled in Kuaishou last year, Yalu is not the first time to test the water brand self-broadcast, before Yalu has been live streaming through other short video platforms. The relevant person in charge of Yalu said: "Before live broadcasting on other platforms, I always couldn't find the way, and the growth was more like looking at luck. However, in the process of kuaishou with goods, the platform has a lot of methodology summaries for our merchants to refer to, and each step of growth is very solid. ”

For merchants, there are problems such as immature style, imperfect products, and unscientific operations in the live broadcast exploration stage, and long-term exploration will shut out a large amount of initial traffic. At this time, the platform-level methodological summary is like the password of the traffic gate, opening the door to share the "secret" of the platform's live broadcast operation, allowing merchants to see the way and direction of growth, and reducing the economic and time costs of business trial and error.

In this Kuaishou Super Money Saving Day activity, Yalu has made remarkable achievements in learning from Kuaishou's five-plate methodology in terms of live broadcasting and goods. It is understood that the Kuaishou five-plate methodology is based on a large-scale merchant growth model summarized, starting from the five dimensions of live disk, disk commercialization, disk goods, disk welfare, and disk highlights, to help merchants comprehensively empower live streaming with goods scenes.

Disc Live: Carefully plan each live broadcast

Looking back at Yalu's achievements in the activity, the growth of each dimension has the figure of the Kuaishou five-set methodology.

In the five-disc methodology of the disk live broadcast, Kuaishou recommends that merchants should be carefully prepared whether it is in the creation of the account in the live broadcast room or the layout of the scene, or the script polishing and process design.

Combined with the experience of the live broadcast link of the five-disc methodology, Yalu designed an exclusive set for the super money-saving day live broadcast room by analyzing the brand tone and customer group characteristics, so that the atmosphere has its own promotional atmosphere. In addition, Yalu also arranged for ace anchors to go into battle and dynamically broadcast live according to the goods and traffic situation to ensure that the hourly flow rate was stable during the live broadcast. The data shows that the broadcast flow rate of Yalu Kuaishou Small Shop reaches 1 million per hour.

Disc commercialization: Improve effective conversions with professional tools

In terms of commercialization, Kuaishou encourages merchants to use Kuaishou's "Magnetic Taurus", "Vermicelli" and other streaming tools to match the corresponding subdivision user groups and carry out targeted and professional user hierarchical delivery.

For the two major traffic channels of public domain and private domain, Yalu used Magnetic Taurus to pull new public domain and reach the private domain with vermicelli, and during the event, its paid ROI reached 2.38, of which the VERMICROI was as high as 5.5. Use magnetic Taurus short video promotion to create live broadcast room explosives.

Inventory goods: there are more goods to have materials

For the brand side, the goods are naturally one of the basic materials for live broadcasting, but the strategic nature of the goods is often ignored. The five-plate methodology emphasizes that while selling goods, it is necessary to formulate a group plan in combination with product selection, product selling points, pricing, hierarchical products, and passing products, reasonably design the structure of live broadcast products, and create live broadcast explosions.

In the early stage of the Super Money Saving Day event, Yalu selected the most cost-effective items for the large-scale event through a large number of products in the store. Rigorous pre-testing also brought a significant improvement to the live broadcast results, on the day of the live broadcast, its single product access conversion rate exceeded 20%, and set a record of 80,000 single product live sales.

Disk welfare: Create an exclusive traffic game around welfare

Welfare, as an operational strategy in live broadcasts, is often used as a short-term play, ending with the delivery of benefits. The Kuaishou five-plate methodology points out that it is necessary to maximize the utility of welfare, combine high-quality goods with the welfare prepared by the anchor, so that the anchor can cooperate with the marketing tools such as welfare coupons and good luck to catch the user's viewing flow and improve the efficiency of traffic when a large amount of traffic is delivered and the user enters the live broadcast room.

It is understood that Yalu's activity benefits include irregular lottery, brand T-shirts of 9.9 yuan, etc., and targeted optimization in live broadcasting, product display, traffic delivery and other aspects before and after the benefits, and amplify the brand benefits brought by welfare products through professional and systematic operation.

Disk highlights: actively create momentum to attract traffic

Looking at the highlights of the five-disc methodology, it is through live broadcast warm-up, special time nodes, special scenes, special events, special commodities, special marketing and other content, to continuously increase the highlights of live broadcasting, attract more consumers to enter the live broadcast, stimulate users' consumption interest with content, and then improve the efficiency of e-commerce operations and business growth rate.

Seemingly simple requirements, in fact, there are high requirements for the brand's user insight, product understanding and other capabilities. Combined with years of experience in the clothing market, the Yalu brand side systematically arranges and packages the warm-up, preview and anchor speech, such as closely following keywords such as "50th anniversary" and "clearance years ago", implanting natural preferential scenes for consumers and increasing the number of live audiences.

It is precisely because of stepping on the experience step of the five-plate methodology step by step, Yalu has quickly obtained the full blossoming of fan growth, GMV, ROI and other dimensions, and ushered in an outbreak in the super money-saving day. It is understood that the super extreme money saving day is kuaishou's long-term marketing IP, based on the advantages and ecological capabilities of the platform, with the help of the brand's unique clearance scene to provide cost-effective goods for the old iron, to meet the consumer psychology of "good quality and low price", to help the brand accelerate the progress of platform sales.

In fact, not only is it a super money-saving day, Kuaishou E-commerce has also created a wealth of activities for brand merchants for various promotion nodes throughout the year, and provided them with various support plans including traffic and resources. In the future, Kuaishou e-commerce will continue to fit the platform's trust e-commerce atmosphere, amplify the advantages of the scene, and provide a growth path with richer content and easier application scenarios for various types of brand merchants.