This article is reproduced
Liang Yi, CEO of Red Rabbit Interactive /founder of Taihuo MCN, would like to express his gratitude. Reproduction of this article is for informational purposes only and use does not imply that Audiovisual Watch agrees with its views or supports its position.
Although this internal sharing is a bit mouthless and fierce, but Feng Nian teacher said, I am a small person, can not set off any waves, OK, then start!
01
Share title: Low-cost brand self-broadcast room launch guide
Shared by: Liang Yi (CEO of Red Rabbit Interactive)
Hello everyone, we have been helping brands on Douyin to do live broadcast rooms all year round, and today's sharing is also a reflection and summary of our DP service this year.
Together, we have more than 20 brands we serve this year, and 5 to 6 have long-term cooperation.
First of all, to summarize the 2021 Douyin brand self-broadcast, I refined 16 words:
Lift high and hit high,
Policy tilt!
Unsatisfactory...
Profits in doubt?
Just this time a year ago, everyone went outside to participate in conferences in all industries, and they would get a signal: 2021 is the first year of brand self-broadcasting, and we must do blue V self-broadcasting on Douyin. And in this matter, Douyin will have the support of policy traffic and so on.
So at that time, both institutions and brands clearly felt the potential dividends of this opportunity. We also keenly seized this opportunity to open the Douyin DP service and became the earliest batch of authorized brand service providers of Douyin.
I remember in the middle of the year to see a data shared by Fei Gua, in just a few months, the growth rate of blue V self-broadcast is 3 to 5 times that of the live broadcast of the talent, this growth rate is very amazing, I think China's e-commerce brands have never lacked response speed, the desire for traffic and new channels is innate, so whether it is a domestic brand or an international brand, it has begun to be rooted in the vibrato to do self-broadcast.
We communicate with many brands and peers, I remember a head DP told me, they do this thing, every month this department to lose 2 million, and another one told me that they lost 1 million per month, busy year in the end than who lost more?
Contact with the brand side, the feedback given to me by the brand owner is basically losing money now. You can see that there are many brands on Douyin with a high monthly GMV and a gratifying growth rate. But the manpower invested in the whole thing, the commission given, the marketing cost invested, etc. add up, and the accounting is indeed losing money.
So the question is, DP loses money, the brand loses money, so where does the money go, so who is making money in the end?
And everyone obviously feels that in the two or three months at the end of the year, the traffic between the live broadcast rooms of the talents has quickly set off a wave of peaks. Why?
Quite simply, this year, the brand live broadcast room is really not contentious, and the platform has also contributed money to support that policy, but the conversion efficiency of the brand live broadcast room to the traffic is indeed much worse than that of the talent live broadcast room.
At the end of the year, the platform must also rush to the performance, ah, hurry up to support Dabo again.
Finally, to sum up, this year really on the Douyin platform brand self-broadcast sold well, and made a voice, and made profits, it seems that there are indeed very few, this is a summary of me.
I summarized several reasons why brand self-broadcasting is not doing well.
The first reason is the problem of people.
To put it very hard, all the operational talents you can recruit in the market are basically mediocre talents, whether he wants 10,000, 20,000, or 30,000 or 40,000.
We interviewed a large number of industry job seekers in Shanghai this year, our personnel in the Boss directly hired on the Jianlian people have tens of thousands, in fact, Shanghai's live e-commerce talents, is not as much as Hangzhou, so we in Shanghai will continue to go shopping, constantly chatting, and constantly digging.
Because whether it is the development of DP companies or the development of brand self-broadcasting, in the end, it is still up to people to achieve and complete. If the live broadcast room is not done well, it is a problem of people, so the scarcity of talents in the industry is a common situation, and this status quo cannot be alleviated within a year.
We found that the job seekers and operators in the market, whether they claim to be in a well-known brand or in a well-known team, have made a lot of achievements, but in fact, through his work ability to confirm it, I feel that we ourselves cultivate a person with a slight operational foundation, basically a month can also be trained to be like him, but the salary is only half of his or even 1/3.
The reason is very simple, the entry threshold of live e-commerce is still relatively low, basically you are smarter, willing to suffer, self-study for a period of time, you can call yourself an operating trader, and you yourself on Douyin to sell goods to earn more money than to work.
So the good traders are all done by themselves, the people you can recruit are basically mediocre, and then you need to use your industry-leading knowledge and experience to cultivate him into a talent that suits your team.
Therefore, if the person in charge of the live broadcast room or the leader of the brand does not understand the business logic of business and vibrato e-commerce, this matter cannot be done well, so the core problem is still a human problem.
The second reason is cognitive problems.
I met a lot of brands that came to me and said, "How much do you charge for a month to do the broadcast?" In fact, when he asked this question, he was calculating one thing, that is, how much money can you sell for me with how much money I give you, and how much money can I make in the end?
There are also many brands that do not understand anything themselves, and when they first come up, they will first find a few DP companies to go to horse racing and do matrix numbers. I can tell you that really good brands don't race horses, because this mentality is not right.
What is the significance of being a matrix number? In fact, it is to explore the differentiated user circle layer.
However, many brands do not have the ability to control the planning of the whole picture, nor do they know how to coordinate and plan the pallets and crowd differences between the various matrix numbers. Originally, I hoped to make the cake bigger, but the result of making it in the end was to grab each other in a cake. In the end, it hurts the brand, it hurts the brand's time and the brand's money.
Because so many DP companies race horses together, the brand's energy is definitely going to be pulled, and there is no patience and trust in each DP, do you think this can be done well?
Many times the brand is not clear about this matter, he feels that at this stage, who runs out will cooperate with whom for a long time. But from a DP vendor's point of view, all PDPs are thinking of two things:
The first thing is to win with the winner. You are the winner, I win with you. The winners include both brands that already have voice and recognition, as well as potential head brands in the category that have a chance to explode on Douyin. No one wants to train the weak to become winners, I have this ability, and help you do live broadcasting?
The second thing is that all the institutions that are willing to pick up customers at low prices or pure commissions are essentially trying to spend the brand's money to incubate their own teams, and you have a cooperation LOGO, can you do it, look at luck.
So back to this question, if you are a brand that has little recognition, you want to find a service agency that is really willing to pay for you, please give money to give time to trust and patience, or trouble you to sneak the inhouse team to do it themselves, use shares to attract high-quality talents, and many inhouse teams do it very well!
The third reason is a mindset issue.
Everyone thinks that douyin live broadcast fire, live e-commerce has gold, "I and the next door who is the same person, in Tmall it can not sell me, but on douyin can sell five million eight million a month." I've heard that too much.
Obviously, in the track of Douyin live broadcast, there is a curve overtaking. But in fact, many brands have done it, not only did not overtake, but overturned.
We have found that unless you have super brand power, or super anchors and super strong pallets this year, it is very unrealistic for you to simply harvest in the live broadcast room. What many brands think is: I directly harvest the users of Douyin in the live broadcast room through bidding ads, which is fragrant, and the multi-product effect is one.
Anyone with a little common sense knows, how is this possible?
At present, the average dwell time in the Douyin live broadcast room is less than one minute, which may be 58 seconds and 59 seconds. Then you want to pull a brand new user to the live broadcast room, through your mediocre human goods yard to deal, your ROI is definitely low, the brand thinks, I ran above 2 to start making money, but in fact he can't even run 1.
In this case, the mentality continues to collapse, and finally it is overtaking and turning over, and it can't last for two months, and I have to blame the platform for not working.
If you really want to be a brand, not simply want to sell goods, then you should follow the FACT logic of Douyin, both to do self-broadcasting, but also to do the talent matrix, but also to do marketing activities, etc., this thing is really effective. It lets you move a portion of your budget outside the live room, but reap the rewards inside the studio.
The fourth reason is the problem of execution
Many brands initially entered the douyin with the mentality of trying, and the execution and reaction speed could not keep up with the rhythm of the vibrato. But we found that the platform of Douyin requires you to invest 100% of your energy, time and resources, otherwise there is no way to do it well.
Unless you say I don't want this business, once it starts, there's no point in saying it. It's cruel, and you have to think clearly that both shallowness and vacillation will only make you pay more of the cost of silence.
The above is the main reason why I have summarized that the brand's self-broadcast has not been satisfactory this year.
The daily active data released by Douyin in August last year was 600 million, in fact, at this stage of this year, 708 million is there. The daily life of Douyin live e-commerce is actually less than 100 million. This means that the penetration rate of live e-commerce is now less than 20%, which means that in the future, there is still a lot of incremental space.
I think that this year, the Vibrato live e-commerce is still on a very healthy rise, and there is no full firepower.
If Douyin wants to pull the penetration rate of live e-commerce from 20% to 40% and 50%, it can quickly pull users to the live broadcast room through the algorithm. But Douyin did not do this, and in the process of this year, Douyin hopes that users will take the initiative to develop healthy, benign and natural consumption habits. So now in the information flow of Douyin, the inventory of the live broadcast room is relatively low.
You will find that after many short video expert accounts do live broadcasting, his traffic is very good, because he converts many users who originally only watch short videos into live e-commerce users.
This is what Douyin hopes to see, which is the trust transmitted to the fans through the anchor itself, and the people who did not have the habit of placing orders in the live broadcast room were pulled to the live broadcast room to place orders, so Douyin will give this kind of live broadcast room a lot of weight and traffic.
This is what Douyin is rewarding you for helping it complete user education and consumption habits, and helping it complete the establishment and optimization of e-commerce crowd labels.
The current situation of the fifth Vibrato live e-commerce
There is a lot of room for growth in live e-commerce, and the entire pool is expanding. There is no doubt that all those who are or will be involved in the process will reap dividends and opportunities in this process. We're looking at the next 2-3 years now and I still think the opportunity is still in the early stages, that's number one.
The second is that under the mechanism of finding people in goods, good goods return to the C position. Last year, your product was not good enough and you had the opportunity to get a lot of traffic, but now if your goods are not good, you will be very limited when you get traffic in the early stage.
The third is to guide sellers to pay attention to long-term operations under the new traffic distribution model. That is to say, you have to look at the long-term ROI, and more comprehensively look at your user population assets on Douyin.
The last one is that the success model is constantly being verified, and the starting cycle of Douyin live broadcasting has been greatly shortened. I have seen many excellent folk grassroots traders, who can not say 100% in the process of starting a number, basically 99% probability of successfully copying a new account.
Some time ago I went to a very small county town, watched a live broadcast room of the numbering process, the team's starting success rate is almost 100%, pure natural traffic to sell white-label beauty, a can sell more than a million.
I also learned a lot of experience, I think that such a good talent, and such a cattle operating method, the reason why it exists in the private sector, not in the brand live broadcast room. The reason is very simple, I have a million performance in a single game, a gross profit of 30-40, why do I have to help the brand to sell goods?
So I think everyone should think carefully about their position and role in this platform today. As a DP, do you want to be a profitable company or a valuable company?
Do you make short-term windfall profits in the process, or do you want to make a long-term stable pool of traffic? I think whether it is a seller, a brand, or a service we do, we should think clearly about this.
You can't say that I am a brand, in fact, doing short-term sales of goods, thinking that there is no tomorrow today, if so you don't have to say that you are a brand, directly to the platform to make money on the traffic is finished. There is no right or wrong choice, but don't screw it up and torture yourself and torture others.
02
Let's talk about a few recent practical dry goods.
First, short videos bring more stable and higher ROI traffic than paid streaming.
This is also how we have felt very clearly lately.
In the first half of this year, including before October, we received some consultations from brands, not the whole case of brands. The brand's money is spent on other channels, and then put forward high KPI requirements for my live broadcast room, I want to say who are you?
The money you advertise is not spent on me, but it requires me to give you a closed loop of final sales performance, but anyone who can accept this request is an irresponsible institution.
In the last quarter of this year, we contacted some brands, and also maintained cognitive alignment with the brand, and took over the whole case of TikTok from customers next year. The whole case is this brand, the money for the production of short video content should be given to me, the money for the cultivation of grass by the talents should be given to me, the cost of the Douyin product publicity should be given to me, and the traffic cost of the bidding live broadcast room should be given to me, so that I can guarantee you the results of the Douyin e-commerce business.
In fact, you can find that in this process, the traffic cost of bidding for live broadcasting is only a small part of the money, but many brands have reversed.
When we can fully control all the money and rhythm that the brand spends on Douyin, we can guarantee the results of his live broadcast room, and can we promise how much money I spend can bring you in return.
This return is not only the return on the performance of the live broadcast room, but also the assets of the 5A crowd, long-term ROI, the repurchase of users, etc., which are all returns. You can't spend your money on someone else and expect me to directly give you a return on auction traffic in the live stream, it's impossible.
Then back to the topic of short video traffic, we have a team in Shanghai, every month to collect live customers about 100,000 yuan of short video production costs, specifically for the brand to produce high-quality e-commerce content, a day about 5 to 10 volume, a month can produce 150 to 300 pieces of content.
This is equivalent to the 100,000 yuan I originally spent on the bidding ads in the live broadcast room, which was moved outside the live broadcast room to pay for content production. This account is currently done, 80% of the traffic in the live broadcast room is free, it contains organic traffic and short video traffic, the whole store is put into production much higher than the industry average, cold start sold more than 2 million in a single month, and also let the brand make money.
In fact, for more than a month, more than 30% of the traffic in this live broadcast room every day comes from short videos, which not only bring live broadcast traffic, but also bring accurate conversion, so I hope that every brand should pay attention to content production.
Although everyone recognizes that short videos are useful, the threshold and ceiling of short videos are higher than those of live broadcast rooms, so many brands live broadcast rooms do not do this well, but in my opinion, this matter has huge opportunities and dividends.
Before, it was often said that paid traffic is a lever that can leverage free traffic. Now in my opinion, short videos are also a lever to leverage free traffic and higher conversions.
Second, the ability of low-powder masters to carry goods and the cost performance are seriously underestimated
Some time ago, a fan of my public account came to me, and the products made by their company are home fitness equipment for children under 14 years old, these fitness equipment are not expensive, and the main role is to be able to jump and jump at home.
Their team will not do live broadcasting, but they know that the vibrato track has a chance, so they set up a team, in the company to go to the manual BD vibrato on the pure maid master, all rely on the employees themselves to brush short videos, one-on-one to these masters to send private messages free samples.
In the end, they achieved a monthly sales of more than three million.
These more than 3 million all rely on these employees to link low-fan masters on Douyin, send samples and short videos to bring goods for free. But if these people do live broadcasting, with their cognitive ability and operational ability of the Douyin live broadcast room, they may not even sell 1 million a month. They are not the high-quality masters on the link star map, they are completely low-fan moms, and may only have 10,000 or 20,000 followers. Many of the people they looked for hadn't even brought goods with them before.
Third, the speech is greater than the anchor, the group product is greater than the goods, and the high CTR = continuous natural flow
We've been stressing how important people yards are.
If your anchor ability is not strong, then your words are strong enough to cover up the mediocre ability of the anchor. After you train the anchor, he is an executor in front of the camera. To understand, a particularly strong anchor is difficult to find, people have such a strong ability, either they are poached by big brands, or they do it themselves, the anchor you recruit is good, the operation is good, you have to accept that he is a mediocre talent, this is the reality and the status quo.
So in this case, what you have to provide to this live broadcast room is a super strong word that has been constantly polished.
What is the group product, may be the goods themselves are unremarkable, but you can also make the product regain value and premium ability by strategically reorganizing the product and cooperating with the process of live broadcasting.
Then there's the good scenario = high penetration rate (CTR) = steady stream of organic traffic.
The live broadcast room that sells white-label beauty in this small county town I just mentioned has also done two million in a single game, without spending money. I looked at their penetration rate in the background and it was 39%, close to 40%. With such a high penetration rate, there will definitely be traffic. So don't blame Douyin for not giving you traffic, Douyin gives you exposure, but you don't have the ability to let users click in, this is your problem, not Douyin's problem.
So everyone looks back at the exposure of their own live broadcast room, don't blame their own live broadcast room has no traffic, the user is not willing to click in the outside of the live broadcast room, how can he be willing to buy something in your live broadcast room?
I think in terms of the penetration rate of the live broadcast room, there is a lot of room for optimization in the live broadcast room, don't always think about how to buy traffic every day, first see if you can increase the penetration rate of your live broadcast room from 5% to 20%, this is the difference between 4 times the field view, a completely different traffic level.
Fourth, the magnitude and ceiling of paid traffic are smaller than those of free traffic.
You may think that if you want to achieve 10,000 people and 20,000 people online in the live broadcast room, you have to invest money. But how much money do you have to invest to achieve this effect? Unless it is a lot of jokes that everyone says that the popularity is full, but if you want to protect a little ROI and care about a little cost of delivery, it is impossible to say that the full investment, many live broadcast rooms have no way to burn the popularity to tens of thousands of people online by burning money.
A lot of talent or head of the live broadcast room, you will find that his view of the field is very high, the number of online people is very high, most of the traffic in his live broadcast room must come from free traffic, because you rely on paid traffic is not burned such an order of magnitude.
In fact, at present, in the live broadcast room, everyone thinks that spending money is the easiest way, because this is the most brainless way, as long as you have money, you can burn traffic. Although organic traffic is good, but free things are the most expensive, and if you want to get free traffic, you need to spend time polishing all your links, including process, speech, group products, and anchor capabilities.
Let me give you another rule.
0 to 1, monthly sales of millions, relying on organic flow
1 to 10, monthly sales of millions to monthly sales of tens of millions, relying on short videos + organic traffic
10 to 100, more than 10 million monthly sales, relying on paid traffic + short video + organic traffic
A brand live broadcast room, really want to do, for example, sell 30 million a month, you must add paid traffic. Paid traffic is no way to reach the level of free traffic, but if you want to break the ceiling of the live broadcast room, you must pay for it. I have a case to support this.
We operated a hairy crab live broadcast room ourselves, and because the season is over, the life cycle of this account will come to an end this month. Our GMV in October sold 9.9386 million, and this account did not invest a penny, relying purely on organic traffic. It cannot be denied that this product is indeed a sharp commodity.
The picture on the right is Feigua Zhitou (Editor's Note: the picture is temporarily missing), our bound live broadcast room screenshot, the lower right corner of the traffic delivery, all of which are 0. The account went live on September 20 and has sold more than 17 million so far. In just two months, we posted 533 videos on the homepage, because without investing money, you had to exchange traffic with Douyin with something else.
In the absence of paid traffic, we sold like this, further confirming that you have a plate of good goods, a good people yard, simply rely on natural traffic and short video traffic can reach ten million monthly sales. But if this live broadcast room wants to reach a monthly sales of 30 million, I think it is necessary to invest money, but we will lose money when it is sold to 30 million. So you have to know what you want, sell 10 million comfort clothes to make some money, sell 30 million tired and tired to lose money. This is TikTok.
Fifth, burning their own anchor + excellent word starting method, you can achieve a single cold start million.
This is the starting path that I think can be copied after watching a lot of live broadcast rooms.
The screenshot on the left is (Editor's note: The picture is temporarily missing, this account broadcast for 37 minutes, sold 1.02 million, the field view is 300,000, the right is sold for two hours and 23 minutes, the field view is 470,000, sold 1.87 million.
You can see the source of traffic, purely rely on natural traffic, a dime has not been invested, how to do it? I summed up these two points, one is to have an anchor who can "burn" himself.
What is burning yourself? The penetration rate is 39%, which is called "burning" itself, based on the ability gap, for some people to do 20% is also considered to burn, but most of the 5% penetration rate of the live broadcast room is obviously not burning themselves, the anchor is sitting there burning money.
In our company, a store anchor, what we asked him to be broadcast was to broadcast 6 hours a day, and if he really burned himself, he could only broadcast 2 hours. After these 2 hours, he will be exhausted, because the consumption of this state on people's physical strength and energy is huge. Including you will find that the anchor sits and stands broadcast, its penetration rate, stay time, conversion rate are different.
To explain this state in detail, that is, the anchor faces the camera and really completely invests in the state of passion and excitement, pulling up the user's stay time, but the state of this thing, I have no way to show what the state is. There should be many people who have watched Zhu Guagua live, and her live broadcast, including her anchor live broadcast, can see the burning state.
Then the user looks at you outside the live broadcast room, he wants to click in, he thinks that you are doing big things in the live broadcast room, the anchor's exaggerated deduction state, burning his own state, is very infectious, this thing is to pull free traffic, but most people can't do it, so the traffic is so fair, you pay a few points to gain a few points, some people are born to eat this bowl of rice, which requires a little talent.
Traffic is always the rule of 28. 80% of the traffic goes to 20% of the live streams. Traffic is the Matthew effect, you have, vibrato also to double to you, let your traffic overflow to catch, you do not have, but also give your only to others. So you can judge whether burning yourself is worth it in this process, in my opinion, it is very worthwhile.
I don't think we need to raise the status of the anchor to such a talent level, thirty percent higher than his current state, I think it can be done. A 30% improvement may make the difference between doubling and tripling your view of the field, which is totally worth doing.
Sixth, the explosive cycle is still the most effective way to live broadcast the brand.
Many brand live broadcast rooms, if you have 10 SKUs, we do not recommend selling 10 SKUs in the live broadcast room, you can choose to promote a hit in the live broadcast room, but this hit must be a high customer order, high gross profit, high conversion.
What should Singles' Day do? Prices should rise. What should Double Twelve do? Prices should rise.
You should group a higher customer order, and a higher value product is sold in the live broadcast room. In fact, all the live broadcast rooms we do are basically pursuing this group product and pricing strategy.
I think this year has been very useful. We did a high-end skin care products live broadcast room before, we did a functional food live broadcast room, the first thing after taking over was to form a high-end single of the main push explosive products in the live broadcast room, and later everyone saw the results, these two live broadcast rooms have run into the head of the category, but also let us become the showcase of the Douyin service provider conference.
In October, we took over a brand live broadcast room of Hu Jiaqing, his Tmall guest unit price is 129, our unit price in the live broadcast room group is 489, and today it has sold more than 200,000. Such a niche category, it is still very happy to be able to sell 300,000 a day in the live broadcast room. The core is still to say that the group of goods should be grouped with high customer orders. The cost of traffic is so expensive, you pull a user into the live broadcast room, you don't let him buy something expensive, it is not worth it.
The pricing of the group in the Douyin live broadcast room is basically 3 times to 4 times that of Tmall. I think this is the meaning of doing vibrato interest e-commerce.
Seventh, exchange traffic with Douyin with good content, good products and good services.
Good service is a basic need, it is just needed. If you don't have a good service, don't come and do TikTok live. If you can't do a good job of store credit score and word-of-mouth score with goods, then your basic requirements do not meet.
Good content includes both good short video content and good live room content, both of which are good content, ask yourself which one you are better at. If you can shoot good short video content, you don't have to start broadcasting 18 hours a day. There are a large number of accounts, is the short video burst before the start of the broadcast, the efficiency is also very high, do not have to be so volume, do not have to raise so many people, a month can also sell millions, especially fragrant.
Some teams, he is not good at producing good short video content, but he is good at creating a human cargo yard in the live broadcast room, which is also possible. He doesn't have a few works on the front page, but his people have good goods, can also pull traffic, and the conversion rate of paid traffic is also high, so see which one you are better at.
If you are good at both good short videos and good people's yards, then I think you have no reason not to make money in this market, there is no reason not to achieve monthly income of millions, the next two years of blindfolded crazy money will be finished, of course, to abide by the law, pay the tax.
I think that in the face of real sharp goods, all operational skills are eclipsed. Really good sharp goods, you put in the vibrato live broadcast room, that is, with its own traffic, there is no need to hold orders, promotions, price changes, and then engage in some routines, do not need. As you can see, there is basically no routine in the live broadcast room where we sell hairy crabs.
That's it for today's sharing. I hope that everyone can have a clearer understanding of themselves and vibrato, and I wish everyone can burst the list.
《End》
Welcome to add savings WeChat 906197909, pull you to the group e-commerce live broadcast, and talk about the story of e-commerce live broadcasting together.