Liu Yuanyuan warmed up for nearly a month of live broadcasting, and today she finally waited!
From 8:00 a.m. to 14:30, 6.5 hours, Liu Yuanyuan with the first half of the live broadcast, sales have completed the target, reaching 101 million, and what kind of results she can achieve in the second half of the live broadcast is still unknown, but it can be predicted that Liu Yuanyuan will become the strongest carrier tonight, with sales approaching 130 million!
From obscurity to now being seen by the whole platform, what has she done?
Today we analyze Liu Yuanyuan's live broadcast room from the four aspects of data, people, goods and fields.
From the perspective of live data
At the beginning of the broadcast, Liu Yuanyuan took advantage of the blessing of heavy benefits such as car delivery, GUCCI bags, and Armani lipstick, and it took only 20 minutes for the live broadcast room to pour in more than 100,000 viewers.
Liu Yuanyuan's live broadcast warm-up in the early stage won her a good start, but through the pictures, it is not difficult to see that the number of follow-up audiences entering the scene is still stable and considerable, and there is no sign of fatigue, which is inseparable from the relationship between video drainage.
In the 6.5-hour live broadcast, Liu Yuanyuan sent a total of 7 diversion videos, most of which were slices of the live broadcast room, or life philosophy, or preferential discounts, which attracted a total of 29.5w viewers for the live broadcast room! People have to admire Liu Yuanyuan's eloquence skills.
In fact, each live broadcast room needs several such powerful videos to make the anchor's personality more three-dimensional and more image. Good content, focusing on "polishing", do a good job, short video is the traffic perpetual motion machine between live broadcasts.
On the one hand, Liu Yuanyuan's control and evaluation and guiding interaction are also a good hand.
The hot words of the reviews are basically around the car / bag / necklace / lipstick and other lucky bag rewards, it can be seen that this time Liu Yuanyuan's lucky bag is a killer, which is very tempting for the audience. Let the audience enter the specified password to participate in the lottery, not only to increase the interaction rate between the live broadcast room, but also to let the audience who has entered the live broadcast room understand the information of the lucky bag, so as to participate in the activity, killing two birds with one stone.
It's so cruel to send a car in a lucky bag!
Let's take a look at the comparison between today's multi-category live broadcast and the previous book special live broadcast.
(The picture above is the book session, the picture below is today's live broadcast)
Data does not lie, when Liu Yuanyuan expanded the breadth of the category, from the book vertical anchor to the comprehensive anchor to transform, the value of UV and the unit price of customers also increased. Toppin not only undertook the overflowing traffic, but also allowed Liu Yuanyuan to obtain higher profit margins. Liu Yuanyuan herself also said in a short video that relying on a single vertical category, it cannot go too far in the live broadcast industry.
From the perspective of people, goods, and fields
(1) People
People refer to the people and people in the live broadcast room, including anchors, broadcast assistants and live broadcast teams.
Liu Yuanyuan's label has three, "Peking University Bully, Orator Champion, Elite", her portrayal of personality is extremely successful, we have detailed in the previous article (click here to view), here will not be too much to repeat.
In terms of the number of anchors, we can see that liu yuanyuan's team has more than one assistant broadcast, but in the live broadcast, they usually go out in the form of "voice-over". For example, when Liu Yuanyuan asks the audience whether they want a car during the live broadcast, the assistant broadcast will naturally pick up "Think!" ”。
The role of the assistant broadcast is to interact with Liu Yuanyuan from the perspective of the audience, not only to increase the interactive atmosphere between the live broadcasts, but also to let the audience quickly have a sense of identity through this way of "self-questioning and self-answering". With the help of this video, let everyone see that behind the live broadcast of a single person going abroad, it is the result of the collaboration of so many people.
In the image of the anchor, Liu Yuanyuan chose different costumes in different special sessions. For example, in the book special, Liu Yuanyuan will mostly choose a professional suit, which is completely different from the assistant broadcast wearing a sweatshirt next to her, on the one hand, highlighting the "elite" personality, on the other hand, creating her own professional image. In today's live broadcast, in order to fit the theme of "Douyin Mid-Autumn Festival Courtesy Season", Liu Yuanyuan appeared in the live broadcast room in a costume style, which not only set off the festive atmosphere, but also made the audience shine.
The average viewing time of this live broadcast reached 3 minutes and 42 seconds, which is a very good result, although fukubakuro has played an important role, but users are willing to spend more time, stay in the live broadcast room to watch content and buy products, but also inseparable from Liu Yuanyuan's success in shaping the personality and image, and the good cooperation between the team will show these to the audience, and only then will there be the results of this live broadcast.
(2) Goods
"Goods" is also commodities, which test the "supply chain" and "selection logic".
Why don't many small anchors make money? The most important reason is the lack of strong supply chain support, they can get the products that others can get, and the benefits they can have are also available, so it is difficult to stand out.
The real confidence of live streaming comes from a strong supply chain, and Liu Yuanyuan's advantage in the "supply chain" can ensure that her live broadcast room has complete products and has a price advantage.
Liu Yuanyuan mentioned the word "broken price" many times in this live broadcast, and the explanation she gave herself was that "breaking the price means that I sell lower than other anchors", and the advantages are clear at a glance.
In addition to supply chain accidents, product selection is also one of the important factors affecting live broadcasting. In March 2020, the China Consumers Association released the "Online Survey Report on Consumer Satisfaction with Live E-commerce Shopping", showing that 37.3% of consumers have encountered consumption problems in live shopping, and 20.7% of consumers believe that there are too many fakes in live shopping.
In fact, the quality of the supply has always been the focus of attention of the live streaming industry, so how did Liu Yuanyuan solve this problem?
In this live broadcast, when Liu Yuanyuan sold a sanitary napkin called "Soft Wind", she stressed many times: "A total of 8 packs of sanitary napkins, one of which is given to everyone to try for free, if you feel that it is not good, you can send the rest back, there is no reason to return in 7 days, I will buy freight insurance for everyone!" It is this statement that dispels the audience's concerns, so that the audience thinks that stepping on the pit can also be returned, do not have to worry about freight, buy to try it, and finally the sales of this "soft air" sanitary napkin reached 246w.
(3) Field (content)
The field, that is, the scene, screen, explanation content, interaction, etc. of the live broadcast.
In previous live broadcasts, Liu Yuanyuan's live broadcast venue not only includes her own studio, but also includes the warehouse of the publishing house. Such a selection and arrangement of scenery gives people a feeling of "high price and low price". Facts have also proved that Liu Yuanyuan chose the scene in this way, and the effect is amazing.
In this live broadcast, Liu Yuanyuan wants to set off the atmosphere of holiday welfare (lottery and prize information on the screen) through the background, mobilize the enthusiasm of the audience (interaction, attention), and promote the live broadcast room to a larger traffic pool.
As a former speech champion, in the live broadcast content, Liu Yuanyuan naturally has her own set of "speech logic", which can be well reflected in her different products.
When recommending books, her tone is very affinity, and the introduction of book content is eloquent. However, in selling other categories (such as food, clothing, daily necessities), the speed of speech will become very fast, making the atmosphere of the live broadcast room become a sense of urgency and oppression, creating a rush atmosphere of no more buying/loss if you don't buy anymore.
summary
Some people will definitely say: "Liu Yuanyuan's success in today's live broadcast relies on attractive lucky bag rewards."
Xiao Luo does not deny this point of view, but in the three dimensions of people, goods and fields, Liu Yuanyuan has done equally well.
In the increasingly fierce competitive environment of Douyin, only through losses and routines can not survive for a long time, only by continuously improving the three dimensions of "human cargo yard", grasping the core of content, and constantly stabilizing output, it is possible to "swim" to the other shore in this Red Sea.
(Private message reply to "Douyin" to obtain information)