Singles' Day in 2021 is a little earlier and more ferocious than ever.
At 8 p.m. on October 20, Taobao and Tmall officially opened the pre-sale of Double Eleven. The surging chopper party directly squeezed the server of the merchant platform "Qianniu" on Taobao, and some explosive cosmetics pre-sold "Second Light", and many brands and anchors have set new sales highs. Only Li Jiaqi and Wei Ya, the two head anchors, had a total transaction scale of more than 19 billion yuan on the day, exceeding the annual revenue scale of 4124 A-share listed companies.
40 minutes after the pre-sale began, Taobao responded to everyone on its official Weibo, "Are you so fierce that you don't stay up late?" ”。
Originally, as the pre-sale period of the "warm-up" of Double Eleven, there was a great momentum of matching the main game. The topic related to Double Eleven was logically "lifted" by netizens on Weibo's hot search list.
In the hot double eleven gold rush, in addition to the eye-catching head anchor, in fact, there are many brand self-sowing dark horses. According to the "Online Business World", as of 24:00 on October 20, Taobao Live has given birth to a total of 500 million live broadcast rooms and 69 10 million live broadcast rooms. Among them, among the tens of millions of live broadcast rooms, the proportion of merchant live broadcast rooms is more than 85%.
In other words, although the head anchor is fierce, <b>the merchant's "self-broadcast" live broadcast room is becoming the wealth password for more brands in Taobao live broadcast. </b>
<h2>240 million sold in 4 hours: brand self-broadcast is a good business</h2>
"Comfort is the Chivas First Class sofa".
I believe that many people have seen advertisements for "Chivas First Class Sofas" at the airport. In the past Tmall Double Eleven pre-sale period, Chivas quietly rushed to the first place in the home improvement live broadcast track. In Chivas' four-hour pre-sale report on October 20, its total order amount exceeded 240 million. The pre-sale transaction on the first day of the single eleven pre-sale in 2021 exceeded 82% of the same period last year.
As a vertical consumer goods enterprise in traditional industries and traditional channels, Chivas has been able to achieve such excellent results in the e-commerce channel, which is inseparable from the explosive growth of the brand in the field of e-commerce live broadcasting in recent years:
The day before the pre-sale period, the ROI of Chivas Super Live was as high as 80, reaching 8 times the daily level. A large number of potential consumers have paid a live deposit through Chivas' live broadcast room and enjoyed their beloved sofa furniture.
Although the live broadcast in the pre-sale period was remarkable, the Chivas live broadcast team did not start out as a triumph.
Chivas is one of the earliest brands in the industry to test the waters of e-commerce live broadcasting. When the brand flagship store was just tested live, Chivas's anchor team was only two people, and it was about 8 hours a day.
"There was no income for a while", Zhang Heng, head of live operation of Chivas flagship store, told Pin play that when the team first entered, the first thing to do was to start from the most basic operation, understand the rules, and improve the team's operation level.
For example, Taobao's live broadcast room has 1-5 levels. At the beginning, when there was only level 1, Zhang Heng's team's live broadcast room only had the store's own private domain traffic, and there was no public domain diversion. At that time, Taobao required the live broadcast room to broadcast at least 8 hours a day, and it could be upgraded to level 2 for 18 consecutive days, enjoying certain public domain diversion privileges.
Zhang Heng said that the most important thing in the creation of the brand's self-broadcast room is to overcome anxiety. From the perspective of the brand itself, the initial precipitation period is also a good time to hone the team and understand the ecological rules of Taobao. Compared with the heavy investment in the future, the tuition fee during the precipitation period is relatively small.
Zhang Heng said that there are significant differences between the brand live broadcast room and the live broadcast of anchors such as Wei Ya.
Li Jiaqi and Wei Ya's anchor live broadcast room has more categories, the anchor personality IP is stronger, and there are also a number of sticky audiences. Compared with these big anchors, users in the Chivas brand live broadcast room have more clear category purchase intentions and need to select the corresponding products.
When users click into the Chivas brand live broadcast room, through interaction and questions with the anchor, they can understand the current brand's preferential activities and product characteristics, and then help users specify their best purchase strategy. Some neutral consumers can convert through the live broadcast room.
This difference in user attributes is reflected in the specific live broadcast strategy will be significantly different.
Taking Li Jiaqi as an example, "linking" is a compulsory course for head anchors, and it must be extremely dramatic tension to create an atmosphere of scarce supply and promote massive commodity transactions in a very short period of time. But in a self-broadcast room for brands like Chivas, hundreds of SKUs are on the shelves at the outset. According to the needs of different audiences, the anchor will explain the difference between "No. 122 commodity and No. 110 commodity", and how to buy the wool that can maximize the "brand of wool", and finally draw a professional conclusion:
"You can shoot the XX link at 7 p.m. tomorrow, and I can give you an extra latex pillow on top of the current price."
In Zhang Heng's view, doing a good job in the service of vertical products will be a big opportunity for brands to broadcast themselves.
"Anchors are more likely to go, and most of the time the net profit is very low, or even negative gross profit." Zhang Heng said that the gross profit between brand self-broadcast will be significantly better than that of anchor delivery. There is no pit fee and channel commission, the user demand is more clearly directed, if the conversion is done well, the ceiling will be very high.
Zhang Heng said that Chivas is exploring a "1+N" model with more vertical capabilities. This is also a new feature recently launched by Taobao, which implants more sub-live rooms in the same flagship store.
"When users who want to buy sofa chairs enter the flagship store live broadcast room, Chivas can divert it to the live broadcast room that specializes in selling sofa chairs. In the sofa live broadcast room, there will be a more professional shopping guide to explain to consumers the chivas sofa's own material technology, engineering principles, etc., to provide more professional knowledge services, continue to close the distance between themselves and consumers, and improve the ability to convert."
Through more Taobao system tools, Chivas is expected to sell 180 million goods during this year's Singles Day period. <b>From a medium- and long-term perspective, the proportion of live room transactions reached 60%-70% of the store, becoming a new engine for Chivas e-commerce. </b>
<h2>The black soil of the "long-termists"</h2>
During the interview, Zhang Heng admitted to Pin Play that the secret of Chivas' success is not mysterious and complicated. Its core elements come from three points: <b>strong brand endorsement, team execution, and understanding of the rules of the platform. </b>
Among them, in Zhang Heng's view, in addition to the strong endorsement of the brand and the platform support, the execution ability of the team itself is particularly important.
The logic of encircling users, diversion and conversion, this set of live streaming monetization business is not complicated, but the execution requirements for the live broadcast team are very high. The insistence on some small details often determines the ceiling of the live broadcast room.
Click on the Chivas live broadcast room, and the user will see a live broadcast room similar to the "model room". All kinds of different furniture sets decorate the live broadcast room into a "warm little home" feeling, so that users can feel the quality of Chivas when they come in. Anchors will occasionally shuttle between model houses, presenting a three-dimensional sense of different styles of furniture, narrowing the distance between users and products.
In the Chivas live broadcast room, there are regular red envelopes or gifts distributed every day, and the chivas brand double eleven promotion process is carefully pasted on the top of the live broadcast room.
"The little two in our live broadcast room will also take the initiative to 'Q' users and send bullet screens to interact with them." Zhang Heng said to Pin Play. Although these are some public little tricks. But Chivas will be very concerned about these details, and the frequency intensity is higher. "Whoever has the stronger execution will place an order in whose live broadcast room."
Not only that, Chivas is also the first flagship store in the industry to open a 24-hour uninterrupted live broadcast in the Taobao live broadcast room. The scale of the anchors in the Chivas live broadcast room has also expanded from the first two people to the current scale of 12 anchors. Different anchor partners take turns, even at three o'clock in the morning, consumers can still chat with Chivas anchors in the live broadcast room.
These behaviors, which often seem "thankless", have achieved excellent results in chivas live broadcasting rooms.
Zhang Heng said that Chivas attaches great importance to the cultivation of the team, and the business team is also relatively stable in the field of Taobao live broadcasting.
Chivas anchor teams are often students who have just graduated for one or two years, and the team is young and daring, full of momentum and high quality. "Our salary is relatively high in the industry, and for employees with better performance, the company will pay for them to send them to 'Taobao University' to encourage everyone to grow." In addition, Chivas will prepare "100,000 whys" for the anchor employees in advance, and through continuous drills and reviews, predict in advance what pain points fans have when purchasing, and what questions will be asked?
"We hope to spread the concept of 'enjoying the first class lifestyle' to consumers through live broadcasting." Zhang Heng said that with the continuous deepening of consumer upgrading, consumers have more and more demand for comfortable, healthy, value-added and fashionable homes. It is precisely because there are diverse consumer needs on the consumer side and more in-depth communication and exchanges are needed, that the Taobao live broadcast team of the sales side of the "treasure chest" is more significant.
<b>In Zhang Heng's view, the relationship between business and team is a positive cycle. </b>If the team is good, the business can do better; and if the business is good, the team will get a higher income, a stronger sense of achievement in the work, and the team as a whole will be more stable and more able to continue to grow iteratively.
<b>In addition, the Chivas brand itself attaches great importance to the self-broadcast room. </b>
Zhang Heng said that while the Chivas brand continues to grow, it also attaches great importance to the channel of direct communication with consumers. This has an important role in promoting the growth of self-broadcasting.
Chivas maintains a strong market presence. According to the data, CHEERS chivas first-class sofa has more than 6,000 stores, and its market share in Chinese mainland feature sofa reached 45.3% in 2018, leading the Chinese functional sofa retail market for 9 consecutive years. Through year after year of branding actions, the brand image of "Enjoy the Chivas First Class Lifestyle" has been deeply rooted in the hearts of the people.
Zhang Heng said that Chivas' online and offline price system is relatively stable, which also provides high-quality soil for the development of self-sowing. On this basis, "all the benefits in our (self-broadcast room) are real, Chivas never refuses to complain, Chivas live broadcast room as a window for fans to contact the brand, as long as the fans really and objectively feedback after-sales problems, the anchor will respond positively, respond at the first time, and actively help contact customer service to solve the problem." ”。 Zhang Heng said that Chivas' vision is to bring comfortable, healthy, value-added and fashionable homes to thousands of households. In the long run, consumers who have received benefits have more trust in Chivas' self-broadcasting rooms.
It can be seen that Chivas, as a traditional channel-based company, has been able to succeed in emerging channels such as self-broadcasting rooms, thanks to respect for the objective laws of business. On the basis of this awe, "keeping the right is surprising", and finally being able to reap success in the wind outlet.
<b>If "keeping right" is to do a good job of yourself, then "surprising" is to step on the platform outlet. </b>
As his seniority deepens, Zhang Heng can feel the importance of "understanding the rules of the platform" and promoting the growth of his business curve. "Everyone may be running together, the new features of the platform, some people do it well, some people don't do it." The person who does it will naturally get better and better. ”
Zhang Heng was most impressed by the "watch mark" launched by the Taobao platform, which pushed more than 10,000 public domain traffic views for the live broadcast room at that time. In fact, the rules are not difficult, "the point of view mark requirements must reach 50% of the interpretation rate, the first time the corresponding rules, and the entrance traffic binding, you can have the greatest benefits."
<b>According to Taobao's official data, Chivas's key moments of attention to the ultra-high production ratio is greater than 1000, which greatly boosts the development of Chivas live broadcasting room. Chivas is also increasing its investment in commercial live broadcasting after becoming familiar with the rules of the platform and laying a solid foundation for the team. According to the data, as of now, Chivas's paid channel commercial pre-sale transactions account for 30%+. </b>
It can be said that Tianshi (brand development), geographical advantage (platform policy), and people (team growth) have jointly promoted Chivas to achieve its current results. And these are not from those irreproducible coincidences, tall industry strategies, but are all business barriers shaped by accumulation, fighting for the long-termism of business.
Since 2009, Singles' Day has reached its thirteenth year.
As an annual e-commerce event, behind every double eleven highlight moment, it represents the most representative e-commerce force of an era. From the earliest "Tao brand", to the "Uniqlo" that opened in the second and the Huami OV that pulled Apple off the altar. In the past two years, head anchors such as Li Jiaqi and Wei Ya have continued to increase the volume, and the live broadcast has risen to a new business height.
But no matter how the legend changes, merchants will always be the real protagonists of Double Eleven, and one of the most important forces shaping China's e-commerce pattern. The "Tao brand", "UNIQLO" and "Li Jiaqi" are actually using their own business practice to prove the huge energy implied by a new attempt at e-commerce at a certain stage. After the spurt of development of these forces, it will feed back to all merchants, pushing the business and platform scale of merchants to a new height.
<b>Perhaps the "Chivas" are the beneficiaries who stand at the intersection of the two points in time. </b>
After all, Taobao is a gathering place between merchants and consumers, no matter how the gameplay changes, merchants will always be the protagonists of the supply chain.
Therefore, when asked what advice he had for the brand that was watching the self-broadcast room, Zhang Heng said to Pin Play: "Guard against arrogance and impatience, find a good industry small two, follow the pace of the platform, and do not hesitate to do it." ”
<b>After all, the best time to plant a tree was ten years ago, followed by now. </b>