Image source @ Visual China
Text | E-commerce online, the author | Yang Niwa, the editor | Si asked
As the first E-commerce platform S-class promotion at the beginning of the year, the 38 festivals are somewhat "quiet". But in fact, as early as February 27, Taobao, JD.com, Douyin, Kuaishou and other platforms have opened the pre-sale rhythm. According to media reports, Li Jiaqi, a brother with goods, won 2.8 billion sales with more than 70 million viewers that night, and the cutting-edge live broadcast rooms such as "Bee Surprise Society" and "Shiitake Mushrooms" that are regarded as the shadow of the head anchor also reflect the new direction of live broadcasting at this big promotion node:
Live broadcast is gradually moving from the stage of 2 people to many people, behind which is the performance of the "decentralization" of the live broadcast room; this year's live broadcast room has wrapped the snack festival, fashion festival, and beauty festival in the 38 major promotions, and the strategy of "big festival package and small section" is to weaken the human design and highlight the category operation.
For platforms, the 38 promotion is not only a denominator in the normalization of e-commerce promotion, but also an important part of the value of the promotion at different time nodes. When the spring is new + with women as the protagonists, the superposition of several consumer elements is naturally an important window that the platform and businesses cannot miss.
After communicating with platforms, merchants and other parties, "E-commerce Online" found that behind this promotion that is easily "overlooked", there is a new vitality.
01 Live room "decentralized"
On February 27, the broadcast began at 5 p.m., and in the atmosphere of "beauty class" similar to last year's double 11, Li Jiaqi began the pre-sale of 38 festivals. 280 product links, playing out the "buy one get one free" mentality, the strength of the discount is comparable to double 11. The final result is also fixed at more than 77 million viewers, and more than 2.8 billion sales, while the same period last year, a brother and a sister added up to less than 800 million.
The picture above shows the 38 festivals this year, and the picture below shows the double 11 discount last year
After a year, live e-commerce has long changed the battlefield, and the concentration of talent channels has also made brands more willing to invest in this promotion, which may be an important reason for Li Jiaqi to break through higher sales.
But in addition to a brother, the entire 38 promotion of the live broadcast industry still has a lot of fresh elements. Regarded by the outside world as an important position for Qianxun and Chenfan, the "Bee Surprise Club" and "Shiitake Mushroom Coming" live broadcast room, composed of the original broadcasting team, started broadcasting less than 1 month, on the evening of March 6, the number of viewers of the Bee Surprise Club has reached 9.89 million, and the mushroom has also achieved more than 4.8 million traffic in the near future.
With the emergence of several cutting-edge live broadcast rooms, "E-commerce Online" has also discovered a new trend in live broadcasting:
The live broadcast room began to move from 2 people to one main and one pair to the immersive live broadcast of "human sea tactics". From the appearance of the Bee Surprise Club to the arrival of shiitake mushrooms, they all started broadcasting in the posture of "helping to broadcast the heavenly group", and the assistant broadcasters of several head anchors jointly supported the live broadcast room of the new account. Such changes also happened to the "old anchors", such as Li Jiaqi's live broadcast room also began to appear more and more live broadcast scenes of more than 3 people, in the 38 period of the snack festival live broadcast, but also sat behind 4 assistant broadcasters to form an immersive picture.
Behind this, in fact, is the performance of the "decentralization" of the entire live broadcast room. After the reshuffle of live e-commerce, live broadcasting institutions have also begun to think about how to dilute the siphon effect brought about by the anchor's personal IP attributes; at the same time, as live broadcasting has become an essential skill for businesses and talents, how to enrich the content diversity of live broadcast rooms is also a new exploration.
If you pull to a larger industry perspective, "decentralization" is almost a common trend of live broadcast platforms. On the evening of March 6, Luo Yonghao "rarely saw" sitting in the live broadcast room of making a friend, and he had already spoken, reducing the time of live broadcasting and focusing on live training. Simba's figure cannot be seen in the 38-section promotion of Kuaishou, only the apprentices of egg eggs and shida beautiful are still writing the family's sales results.
Another discovery is that in several head live broadcast rooms, exclusive category days including snack festivals, fashion festivals, beauty festivals, and home specials were packaged during the entire 38 promotions. Such a design, on the one hand, lies in the fact that the 38 promotion is not the level of double 11 and 618, plus the New Year Festival a month ago has "overdrafted" a part of the consumer demand, whether it is a brand or an anchor, it is necessary to use this combination of fist mode to increase the preferential volume of 38 sections; on the other hand, the "decentralized" strategy of the entire live broadcast room is moving from operating around the personal IP of the anchor to the category operation.
02 Short video rush, Tmall intends to push new
In this year's 38 promotions, the first to rush to run was actually the short video platform. The 38th festival of Kuaishou began as early as February 9. From February 9 to February 26, merchants can sign up to participate in the event and formulate the goal and play style of the event, and february 26 to March 8 is the official event period.
Douyin and Kuaishou are particularly active in the 38 nodes of this year, whether it is Douyin Mall or Kuaishou Small Shop, they have marked the label of 38 early, Kuaishou launched 38 Yueji Festival, and Douyin launched 38 Queen's Day. Preemptive betting on section 38, naturally both platforms need to use consumer nodes to consolidate the e-commerce mind, but from the specific gameplay, the focus of the two is not the same.
Kuaishou mainly plays the "set petals" game, through sharing, invitation and other ways to promote the new, the merchant side push the "ginseng fruit plan", the anchor to achieve the goal of pulling new, the maximum reward of each new customer 5 yuan cash, the use of fukuro can also get the official 5-10 yuan commodity subsidy. The gameplay of Douyin includes live broadcast rooms, industry task competitions, national task competitions, cross-store full reductions, flop interactive games, etc., with the intention of continuously lengthening the user's use time.
Left fast hand, right vibrato
Most of the e-commerce platforms, including Tmall Taobao, began to register merchants from mid-February. This is also the first big promotion of Tmall Taobao after the merger of organizational structure, Tmall and Taobao have each opened up a business registration channel, and in terms of preferential strength, Taobao has continued to play the game of 150 minus 10 and Tmall 200 minus 20. Although the two have been connected on the back end to increase efficiency, they still maintain different operational strategies on the C side.
Tmall new product Xiao Er mentioned to "E-commerce Online" that the 38 major promotion of new products place great emphasis on spring new products, and the seasonal nature is strong. For Tmall, which puts new products in an important position, combined with the two labels of women + spring new, the value of the 38 promotions is more in promoting new.
With the help of 38 nodes, beauty and personal care, food, clothing, home cleaning, which are highly related to women's needs and life scenes, have a higher rate of new products. In terms of brand dimension, in addition to the female-oriented category, brands driven by female founders, female managers and female artists will also have more new actions. According to the data, as of March 5, the number of new releases on tmall platforms reached an average of 880,000 per day during the 38 period, an increase of 22% over the same period last year.
Compared with Taobao has already marked the App cover with the words 3.8 section, the original App cover that Jingdong still maintains is much plainer, and the embodiment of the big promotion is only the traffic entrance at the bottom of the home page to the live broadcast room of beauty stylist Ma Rui, which is probably Jingdong's strong shopping node for women, using the attributes of the live makeup room to reach out to the consumer groups that they are not good at.
03 38 sections under the normalization of the promotion
If you look at the reports around the 38 major promotions of e-commerce in the past few years, you can find that both platforms and merchants are looking forward to this node. For example, in 2014, at the time of the fierce O2O war, Ali launched the 38 local life festival, Baidu launched the 37 girls' festival, using the 38 time node, in fact, it is doing the layout for its own local life business.
Today's 38 festivals have become more pure, becoming a force between new and old brands and platforms, from a few years ago the platform and brands named this day girls' day, Queen's Day to today's e-commerce platform to simplify, directly defined as 38 sections, more like the background of the normalization of the promotion, concise and concise point out the rhythm of the promotion.
"Participating in 38 verses is a routine action." A merchant said to "E-commerce Online". Merchants sell stationery categories, and the just-concluded school season is more suitable for his big promotion node, but activities like 38 still have to participate.
In addition to the category will have certain restrictions, the time node of the 38 festival is also more delicate, although it is a female topic + the new two operational grippers on the Spring Festival, but the early stage has just experienced the New Year goods festival, and near 315, it is not easy for merchants to want explosive growth.
"Especially in the merchants of the short video platform, because of the imminent 315, the e-commerce traffic is tight, and the cpm (thousand exposure consumption) is very high." An industry insider told "e-commerce online". In fact, after-sales public opinion in the live broadcast room often appears, for the platform, if you amplify the operation of the e-commerce promotion at this point in time, it actually means that the risk is higher.
Admittedly, women's need to please themselves has always existed, who would miss the opportunity to make themselves happy? 38 is still an important part of the e-commerce promotion, but just like our understanding of double 11 has changed from the low-price mentality of clearing and selling to the most important door for the brand to reach consumers, the cognitive change brought about by the normalization of the promotion is also the new vitality contained in the 38th section.