Author|XXIV
Recently, on major social platforms across the network, #Guoyu won the Sudirman Cup for the 13th time##Liu Yuchen Ou Wei Yi saved 4 match point reversal#, and other hot searches and hot topics continued to dominate the list, becoming a topic of intense discussion in young circles.
This time the Sudirman Cup is full of twists and turns. In the semifinals on May 21, when Liu Yuchen/Ou Weiyi (Tuou combination) played in the fourth match, the Chinese team was 1-2 behind Japan, facing a back-to-back match. After a few mistakes, the two sent out the match point to trail 16-20, and China was on the precipice of missing the final, and Japan was already preparing to celebrate the victory. However, the Tuou combination did not give up, very patiently chased the points, and after 83 minutes of fierce battle, finally tenaciously saved 4 match points, scored 6 points in a row, and won 22-20.
When playing South Korea in the tiebreaker, he completed the counterattack in the backward situation many times, focusing on "hot blood" and "super big reversal". Especially in the women's singles, Chen Yufei and her old rival An Zhiying fought anxiously until the second half, Chen Yufei began to take the championship point 20-17 by constantly adjusting, but at the last moment An Zhiying rose up to score three points in a row, but the balance of victory was still biased towards the Chinese team, Chen Yufei staged the most bloody dance, scored two points in a row to end the game, and interpreted with strength what is called "the ball does not land, never give up" sportsmanship.
On the first day, he defeated Japan and won the championship by defeating South Korea on the second day. Every time the blood moment arrives, netizens can't wait to enter Youku Sports' "Cool Motion Preferred" live broadcast room on Taobao, wanting to get the same style of athletes, and have asked in the comment area, "What model is Chen Yufei's racket" and "What is Liu Yuchen's shoes?" ”
Xiaoyu learned that the Kudong Preferred Live Room not only created a new high in the live streaming traffic and revenue of the Sino-Japanese battle in the semifinals, but also directly ranked 8th on the Taobao Live Hourly Transaction List that night, and the head badminton brand Yonex exclusive new rackets were released for the first 50 pieces, which were sold out immediately after launch.
As the only one of the three major video platforms to broadcast the game live, Youku has also received many friendly comments: "The barrage real-time immersion is too explosive to watch the atmosphere", "The broadcast technology is good, and you can see the sweat track", "Youku's commentary team is so professional and powerful"
Moving the event commentary and e-commerce live broadcast to the game site at the same time, Youku is not a whim, but has already made up its mind and prepared for a long time, from the operation idea to the content ecology have undergone new changes, not only to broaden the boundaries of sports event copyright operation, but also to bring the project's events into the public's field of vision, to meet the urgent demands of users and brands.
"Event IP + Sharp Goods + Professional Anchors", creating the first sports content IP live broadcast room on the whole network
In the second half of live streaming e-commerce, anchors and MCNs in the whole industry are transforming from pure shopping guide live broadcast to content-based live broadcast, constantly seeking the differentiated value of content, in order to seek long-term popularity.
First of all, it is backed by Youku's countless sports event IPs. Since last year, Youku Sports has reached a cooperation agreement with the International Badminton Federation, and obtained the live broadcast rights of almost all badminton world series such as Thomas Cup, Uber Cup, Sudirman Cup, World Championships, and All England Open for five consecutive years, becoming one of the most and most complete platforms for live broadcast of badminton events in the world, and completing accurate card positions in the field of badminton copyright.
During the Su Cup, the live broadcast room not only presented the original instant game to the audience, but also the greater content value lies in the professional badminton commentary. Youku Sports invited two commentators, the "Champion Commentary Group" includes badminton Olympic champions Gao Song, Li Xuerui, world champions Bao Chunlai and Chen Tianyu, the "High-energy Commentary Group" includes well-known commentators Hong Gang and Xu Dapeng, as well as well-known badminton KOLs Wang Xiaoyu, Wang Yi and others, well-known commentators contribute passionate and interesting commentary to the competition, and retired champions provide professional skills and detailed interpretation, which can also bring athletes' perspectives and observe details such as watching emotions that many people overlook. KOLs use their influence to let more ordinary people have a deeper understanding of badminton events and bring diversified perspectives to the live broadcast of matches.
This has also become the largest content value asset in the live broadcast room of Cooldong Preferred Goods, which brings its own user traffic. For example, in the final of the Su Cup, the moment Chen Yufei counterattacked and won the championship, the patriotic feelings overflowing in the live broadcast room of the event directly prompted users to naturally place orders in Cool Motion, and the same rackets and shoes were directly bought. It is precisely because of the attraction of the event that users can stay in the Kudong Premium live broadcast room for up to 1 hour, and competitions like the Su Cup stay for up to 7 hours, and even many Taobao users are attracted to the Youku platform to watch the game.
The second is to have unique "top goods" in the commodity supply chain (refers to goods of good quality, high price, rare quantity, commemorative value, and very valuable versions). Nowadays, Kudong Youxuan has become a popular incidental keyword for searching and buying badminton on Taobao platform.
"I bought several limited auctions in the cool live broadcast room that were no longer available in the market, and I could earn five or six hundred out of thin air after buying them, just like Moutai, which is hard currency." Badminton enthusiast A Cong told Entertainment Capital.
Xiaoyu observed that the cool live broadcast room is full of leading brands in the field of badminton such as Yonex and Li Ning, and there are highly collectible Sky Axe 100ZZ navy blue and national team color matching version gift box, Sky Axe 99 sapphire blue, Li Ning Thunder series, etc., and the per capita unit price can reach 400-500 yuan.
"On the one hand, we can get these top goods, on the one hand, because Youku Sports IP itself has in-depth cooperative relations with top brands, on the other hand, big brands have a strict price control system, so the goods in our live broadcast room never win by price, aiming to provide long-term value for partners." Zhang Zheng, general manager of Tiku Sports Center, said.
Xiaoyu found that Cool Motion is the live broadcast room that countless brands urgently need. For brands, in the past few years, the pain of live streaming is that low price is the first selling point, the lower the price of the product, the brand is overwhelmed and can only be forced to reduce product quality, do live broadcast e-commerce special contributions to reduce costs, more similar to the emergence of cool sports preferred live broadcast room, not only to provide brand with traffic exposure, sales channels, but also help to improve the brand's profit margin, focus on the improvement of product quality.
The most attractive thing for brands and users is that there are very professional anchors in the Cool Motion Premium Live Broadcast Room. For sports live broadcast goods, bringing goods comes with thresholds, badminton rackets alone, in fact, are non-standard products, style, rod thickness, softness and hardness, as well as handle suspension, pounds are all made of each unique racket. Therefore, users have high requirements for the performance introduction of goods explained by anchors, and they pay more attention to the suitability of products and themselves and the right of broadcasters to speak in the sports circle than to low prices. This is why before Cooldong Preferred, the whole network sports e-commerce track has not yet appeared in the head with goods IP live broadcast room.
"The anchor we were looking for at the beginning was a teacher at the University of Physical Education, who must be professional and able to recruit users with all kinds of strange problems, such as how to pick up the ball with a badminton racket." Zhang Zheng explained that many users are badminton players themselves, and if a streamer speaks unprofessionally and flawed, they can recognize it at a glance and lose trust.
Regarding the professionalism of the anchor in the live broadcast room of Cool Motion, Xiao Cong felt deeply, "In some anchor live broadcast rooms before, I would only tell me that the brand is good, the price is low, and it is right to buy. Cool streamers will ask me about the characteristics and habits of playing, such as playing doubles or singles, playing front or back, how many times a week, favorite colors and acceptable prices, and professional teachers will give advice to exclude beats that are not suitable for me. This is also exactly what Cooldong Preferred Live Broadcast Room is positioned to "let users only buy the right thing, not the expensive one".
"The image of each anchor is also very vivid, and the most impressive Lao Wang is a boss in the live broadcast room and often pays benefits." Xiao Cong said that the anchors also love to work, when there are female anchors, the lottery method is how to praise the female anchors for being good-looking, and the live broadcast room is instantly lively, and crazy interaction in the comment area.
In a sense, Youku Sports is the accumulated event IP, differentiated content, sports field professionalism, operation experience into the live broadcast room, compared with the live broadcast 1.0 era of the "shopping guide" shouting quickly exhausted the audience's desire to buy, Youku took the lead in opening a unique event content live broadcast experience, directly from the unique positioning, top goods selection, professional anchors are excellent, for leading the sports pendant live broadcast goods to the outside "development" has incomparable value.
Two-way live broadcast, user layering, rooted in the depth of badminton content
The reason for doing content sports live broadcast room is that Youku follows the trend under the support of users, brand demands and past experience.
In the past two years, major short and long video platforms have been showing a subtle catch-up trend in sports event copyright, but the broadcast event itself is more just a ticket to win the payment of sports fans, but how to let copyright owners and users see the unique value of the platform at a certain time, so as not only to be an event porter, is actually the key to testing the platform's long-term operation ability of sports copyright.
Youku took the lead in making changes, and the operation of the event changed from horizontal to vertical. "We no longer emphasize how many copyrights there are, but how much we eat a copyright." Zhang Zheng said,
Live streaming is exactly what Youku Sports captures in its content operation, and the common demands of users and brands.
On the one hand, there is user demand, in addition to brisk walking, badminton is the sport with the largest number of participants in the mainland. In the process of operating badminton events, Youku Sports found that unlike other popular sports such as football and basketball, there are more people watching foot basketball than people playing, and badminton is just the opposite, and people watching football on Youku are basically playing people. For them, first, rackets and balls are consumables for such users, second, rackets are from tens of yuan to thousands of yuan, and they don't know how to choose; third, the brand flagship store is limited to top goods, and other channels cannot guarantee genuine products.
On the other hand, there is the brand appeal. At this stage, in the logic of advertising on the B side, customers have certain conversion effect requirements for the platform. The new popularity of live streaming can just meet the needs of both parties.
How to convert content into purchasing power, Youku has experienced a long period of groping.
Initially, Youku Sports tried to hang a shopping cart link on Youku, but the conversion rate was very low. Zhang Zheng explained that the main bottleneck is that the competition scene on Youku is difficult to meet the needs of all users, "Some people come to watch the game specifically, they don't want to buy anything, and if they introduce him to too many products, he will be very disgusted." ”
In this regard, Youku opened two live broadcasts for user stratification. All the way is the live broadcast room of the event in Youku Station, as well as live broadcast, on-demand, highlights and other more beautiful and fun content experience, and even 50 frames Extremely clear algorithm members enjoy pure enjoyment, full sound broadcast, clearly hear the sound of hitting the ball, can be undisturbed, immersive viewing; The other way is the Cool Motion Premium Live Broadcast Room, which is suitable for people who like a sports anchor or have demands for sports shopping.
The first live test of the water was the first time that Kudong Youxuan tested the water live at the Badminton World Championships in August last year, when Chinese badminton star Lin Dan served as the guest commentator for the first time.
"We are all people from traditional sports operations, and the team is also composed of the previous content team, and we have not been exposed to live broadcast e-commerce at that time, and the director of the game site needs to be the director of the live broadcast room as soon as he turns around, from product selection to live broadcast gameplay is a little bit to learn." Zhang Zheng mentioned that most of his energy was in the operation of on-site events, and now he especially pays attention to trends and fashions, such as user preferences and popular models in the market.
The turning point from cold start to fruitful live broadcast room occurred at the All Britain Open in March this year, when CoolMotion preferred cooperated with a Taobao head distributor, and the inventory was directly sold out, and it was also listed on the Taobao live broadcast hourly transaction list.
Until the Sudirman Cup brought about the outbreak of live broadcast room last month, for Youku Sports, it directly opened up the two veins of sports event content and commercialization, and the methodology behind it is to take the event IP as the core, constantly explore the depth of content, and most importantly, accumulate word of mouth with professional and cutting-edge goods, adhere to the long-term value of content live broadcast goods, and truly solve practical problems for users.
A new model of "brand + sports"
"In the first year, we will do live broadcasting, and in the second year, we will focus on branding." In Zhang Zheng's view, the ambition of Cool Choice is to become the largest sports trading platform on the whole network, which is equivalent to the oriental selection of the sports industry.
In terms of content, Youku Sports will continue to bring fans heavyweight badminton world competitions such as the Asian Championships, World Championships, and China Open, and continue to create a "small ball" content feast. In addition, Youku is also broadcasting major snooker events throughout the year, as well as high-quality events such as the Football Champions League and the Basketball China Collegiate Basketball League, providing fans with more choices.
At the same time, backed by Youku, a large content traffic pool, Kudong Preferred will not only invite contestants of popular variety shows to interact in the live broadcast room, such as "This is Slam Dunk", but also allow the anchors in the live broadcast room to enter the variety show linkage, obtain exposure, attract traffic to Cooldong Preferred, and realize mutual feeding inside and outside the station.
In terms of self-operated products, Youku Sports has launched its own brand "Shangzheng", focusing on high-performance fabrics and high-value design sports equipment, currently focusing on badminton products, and the supply chain cooperation to do unique cross-border joint trend sports products, and may also expand to table tennis, snooker, tennis, golf and other small ball categories.
Focusing on marketing, in the future, brands can not only take the path of cross-platform live broadcasting, invite sports experts and celebrities to do grass, but also combine with various commercial gameplay on Youku. For example, provide product coupons without thresholds as a special benefit for Youku members.
For the Youku platform, the successful outbreak of live sports events is a good start, which undoubtedly brings unlimited imagination to the live broadcast of other pendants on the platform. Two days after the outbreak of Su Cup live broadcast, Youku's self-made variety show "This! is street dance" officially announced in the form of IP to enter Taobao live broadcast, up to now, two live broadcasts, sales exceeded 10 million, and nearly 100,000 fans.
Similar to the sports pendant content mode, "This is Street Dance" chooses to enter the trend track, deeply cultivates the street dance singing and dancing scene and the strong binding of goods, the content level of the live broadcast room is presented in the form of a short series, the host Wang Cong and Liao Bo respectively lead the PK, Li Stanni joined hands with Wang Ziqi, Zaki, George and many other star street dance players came to the Taobao live broadcast room, and created the form of links on the fancy towel movement to open the street dance battle-style goods; At the product level, not only the new products of Li Stanni's personal fashion brand Exquisite Brand Red Yao Meteor Arrow shoes are on sale, but also Wu Jianhao, Wang Hedi, Che Che and other celebrities co-branded and the same trend items, covering the user's daily street dance wear needs.
Youku's successful test of sports and trend pendants in the field of live broadcast has not only expanded the business space of long videos, but also allowed more ordinary users to identify with small ball sports, street dance, etc., and rise to a sense of trust in Youku's platform to lead the pendant trend, which in turn translates into sales and becomes its second and third growth curves; It has also explored a new model based on content and not limited to content live streaming from the side of the live streaming industry, becoming a strong upstart in the field of live streaming e-commerce.