Image source: @VisualChina
Text | Hedgehog Commune, author | Chen Shoucheng, Editor | Chen Meixi
Another plot number expert came down to bring the goods.
On Douyin, the plot number "Zhang Ruoyu", who has 18.189 million fans, opened his live broadcast debut on April 21. So far, 16 shows have been livestreamed. However, according to Xinjiu data, Zhang Ruoyu's total sales in the past 30 days were only 75-1 million.
The average sales of only about 50,000 is not impressive compared to its nearly 20 million fans, and it can even be said to be a little chilling.
Live debut
As a plot number expert, this is not surprising. A year or two ago, the plot number was widely regarded as one of the most difficult pendant accounts to convert live e-commerce, because the path from content to e-commerce is long, and fans who originally paid attention to the content itself were difficult to convert to buy goods in the live broadcast room.
The appearance of Crazy Little Yang Brother broke this stereotype to a certain extent. Although it is a plot number transformation, Xiao Yang's average sales per game can easily exceed 10 million. According to the data of Xindou, Xiao Yangge's sales in the past 30 days were 250 million to 500 million, and the data was between making a friend on Douyin's head live broadcast e-commerce account and Oriental selection.
But the success of Brother Xiao Yang has not changed the overall pattern of the talent circle, and from the perspective of the industry as a whole, the difficulty of bringing goods to the plot number is still very large.
Although the end of the universe is for sale, the door to the end is not open to everyone.
Zhang Ruoyu, where did you lose?
Li Hao, CEO of Mars Culture and founder of Karth Academy, told Hedgehog Commune: "Any expert account that wants to sell goods cannot avoid two keywords, one is price advantage, and the other is trust." ”
Zhang Ruoyu lost on both points.
Opening Zhang Ruoyu's live broadcast room, it is obvious that his selection does not have unique advantages, most of them are low-priced and high-frequency fast-selling products, such as food and beverages and daily necessities. Although such products can often be seen in the live broadcast rooms of big anchors, they mostly exist in the form of benefits and drainage, and do not mainly rely on them to make profits.
9.9 ten packs of melon seeds, 29.9 yuan 30 packs of tissues, 39.9 yuan 6 boxes of toothpaste, the price at first glance is not high, but the same price, can also be bought in other live broadcast rooms, which can not form an advantage, users have no reason to "have to buy".
The reason for the failure to provide a price advantage may be related to Zhang Ruoyu's "amateur" attribute. Most of the short videos he shoots on weekdays are taken by mobile phones for rural family members, and he rarely appears in the lens. Judging from Zhang Ruoyu's homepage, he has not signed an MCN contract at present, and his personal introduction clearly says "no team and no company".
However, compared with the lighter "content creation", live streaming e-commerce is a heavy product that requires more team-based operation. In mature live streaming e-commerce companies, a live broadcast often requires the cooperation of professional product selection, operation and lighting equipment positions at the same time.
Without the supply chain bonus of professional MCN, its own product selection ability is insufficient. In the end, only the brand value of Zhang Ruoyu, a "person", can be relied on.
Zhang Ruoyu obviously has certain considerations in this regard, in addition to the nearly 20 million fans he can rely on. Zhang Ruoyu also invited his good friends, who also have many fans, "Yamashiro Oguri Shun", "Affectionate Hangzi" and "Yongqi" to help together. The combined Douyin followers of these four people are nearly 40 million.
The huge fan base did provide a lot of help for Zhang Ruoyu's debut, on the day of the live broadcast, Zhang Ruoyu's two live broadcasts were watched by nearly 2 million people, this data is very impressive, compared to the popular Dong Jie live broadcast room not long ago, the number of views of the second live broadcast is also about 2 million.
However, Zhang Ruoyu obviously does not have the ability to convert this part of the audience into consumers. The main one is Zhang Ruoyu's abnormal performance, which makes it difficult to provide the audience with a "sense of trust".
Not to mention whether Zhang Ruoyu has a unique strategy of bringing goods, in the basic product introduction, links, gifts and other links, Zhang Ruoyu's live broadcast room frequently has problems. Even Zhang Ruoyu himself is visibly nervous, often showing social fear and crampedness.
When users enter the live broadcast room to consume, the first thing they value is the product, and the second thing they value is the person who sells the product. Obviously, Zhang Ruoyu is not a good "salesperson". He also doesn't have the ability to sell his product to people who click into the live broadcast room to watch the excitement with the attitude of giving it a try.
After the debut, Zhang Ruoyu insisted on broadcasting 15 more times, and stopped broadcasting on May 4. On May 16, Zhang Ruoyu broadcast another live, but the sales of this live broadcast were only 1-25,000. As of the press release of the Hedgehog Commune, Zhang Ruoyu did not continue to broadcast live.
The dilemma of the plot number
The problem that happened to Zhang Ruoyu is not an isolated case. From the perspective of the industry, Zhang Ruoyu's creative type belongs to the direction of the plot number. This type of account, as early as a year or two, was considered difficult to commercialize.
"If you have 1 million followers, you won't necessarily get ads." A short video training practitioner described the transformation effect of the plot number to the Hedgehog Commune. CK CEO of Ruhan Holdings also said in an interview: "It is difficult for the plot number to obtain the accurate user portrait of the account. Ruhan's Weibo bloggers, who have more than 200,000 followers, can sell 30 to 50 million clothes a year. Because users are accurate and vertical, but the plot number with 1 million fans may be difficult to receive tens of thousands of advertisements a month. ”
The plot number was once one of Douyin's most popular content categories, which was reflected in its superb ability to attract fans and fast starting speed. Together with the face value account, the plot number used to be half of the sky that supported the basic plate of Douyin content.
Some plot number cases
However, similar to the face value number, the commercial transformation effect of the plot number is not good. Behind the easy to attract fans, it also shows that users do not have a special tendency. An MCN practitioner told the Hedgehog Commune that they now set up multiple accounts for their influencers, because they can use different styles to attract fans with different attributes, so as to better serve the brand and push to the precise crowd.
The blurred fan portrait of the plot number takes it in the opposite direction. Many fans have reached a certain order of magnitude of the plot number, and finally forced to disband because of the high shooting cost and the inability to receive advertisements. The plot numbers "Ghost Brother" and "Weixidi" once came to the brink of suspension.
The transformation to live streaming e-commerce is a successful route for many Douyin content creators, but for plot number experts, this road is also difficult.
On the one hand, the user positioning of the plot number is vague, making it difficult to select the right product at the product selection stage, which is similar to the reason why it is difficult to receive advertising to obtain revenue. Dong Jie's success in Xiaohongshu is largely due to its clear fan positioning, and female fans with strong consumption power can pay for Dong Jie's clothing products that cost thousands of yuan.
In contrast, plot number experts similar to Zhang Ruoyu can only choose some "products that everyone may need" when selling products, that is, snacks and beverages and daily necessities. In the live broadcast room of the plot number master, it is not only possible to sell more accurately, but also to predict the sales volume, and it is impossible to prepare the product supply chain in advance.
Li Hao also told the Hedgehog Commune that many plot numbers will be disconnected from their original accounts in the live broadcast room. Because the script of the plot number is written, it is difficult to match this kind of personality during the live broadcast, which cannot convey a sense of trust to the audience, and users will not easily pay for the anchor.
All this, so that the transformation of the plot number is not smooth.
People and goods yards, all are indispensable
The most successful of the plot number masters with goods is "Crazy Little Yang Brother".
At present, the number of Douyin fans of "Brother Yang" has exceeded 100 million, according to new Douyin data, Brother Yang's monthly sales in the past 30 days are between 250 million and 500 million, which is even better than the "Make a Friends Live Room" where Luo Yonghao is no longer stationed, and the monthly sales of the latter are between 100 million and 250 million.
Although in the eyes of many people, Xiao Yang's billion-level fans are one of the indispensable elements of his success. But in fact, like other plot number experts, the huge number of fans is not a key factor in Xiao Yang's success. Most of these 100 million fans came to see the "comedy jokes" created by Brother Yang, and they may not pay for Brother Yang's goods.
In Li Hao's view, the success of Xiao Yang Ge is inseparable from the grasp of price advantages and trust.
First, in Brother Yang's live broadcast room, there are often bargaining links with the brand side. This form was proven to be very effective by big anchors like Simba many years ago, and Xiao Yang Ge not only reproduced this content form, but also turned it into a fixed link in the live broadcast room. On the one hand, it can be used to present price advantages, on the other hand, it can also be used to create comedy effects and increase user retention.
Second, Xiao Yang's brute force test has increased the trust of users. Many very violent testing methods, although they may not coincide with the use scenarios in life, but provide the audience with such a feeling, "This is not bad, then my daily use is even more fine." At the same time, this exaggerated and comical test method is also the same as the persona presented in its short video content, further increasing the user's sense of trust.
Of course, "Crazy Little Yang Ge", as the personal account with the highest number of fans on the platform, has its scarcity and uniqueness. Even if ordinary plot number experts want to replicate, I am afraid that they will not find a grip.
In contrast, the live broadcast e-commerce road of the plot number expert "Moon Sister Street" may have more reference value for other similar talents. "Moon Sister Street" now has more than 6 million fans, and the number of fans in the field of plot numbers can only be considered medium, but in the past year, through live streaming e-commerce, it has reached an average of more than 1 million sales per game.
"Moon Sister Street" told the Hedgehog Commune that before becoming a TikTok account, he himself was a clothing store owner for more than ten years. When she first posted videos on Douyin, some people were attracted to the clothes she was wearing because of her videos, so she and her husband opened multiple WeChat groups to import these accounts into the private domain step by step through Douyin private chats.
After Douyin's live streaming e-commerce began to mature, they also began to try to bring goods. In order to avoid the problem of ambiguous positioning of user attributes, they opened a live broadcast trumpet, and the number of fans is not high. However, due to long-term persistence, the positioning of fans has gradually begun to become clear, and it is also possible to obtain accurate traffic from Douyin. More importantly, because they control the clothing supply chain themselves, they also have a unique advantage in terms of price, which allows them to grasp the needs of users.
In the larger field of Douyin, "interest e-commerce" is not only a slogan, but also a key point that people need to grasp. As a result, many live streaming e-commerce practitioners have attracted the attention of the audience through the construction of content, such as the live broadcast of the dance of coconut palm water, the rap of the big-mouthed girl, and the bouncing of the beautiful girl live broadcast group.
But the content itself can only attract people who love to watch the content, and in order to make customers pay for your goods, all content directions need to be able to lead to the product, that is, "goods". Whether the product itself has a price advantage and whether there is excellent supply chain support is the reason for the attracted users to place orders for this.
The plot number master itself has the advantage of "content", but it can't sell the goods, and the reason is the same.