Who is the next "first sister" with goods?
E-commerce anchor "Syali Duck Pear" has recently increased the frequency of live broadcasts (live broadcasts with long time and many goods): in the past, she only did live broadcasts every one or two weeks, but recently, for live events of similar scale, Big Duck Pear will hold two times a week.
A live broadcast e-commerce person introduced to the alphabet list that in Kuaishou, anchors with less than 1 million fans are usually small and medium-sized anchors, between 1 million and 5 million are mid-waist anchors, more than 5 million are head anchors, and those with more than 10 million fans are super head anchors of the platform.
According to this standard, Da Yali, who has more than 12 million Kuaishou fans, is already a Kuaishou super head anchor, but she is still eager to grow, although in the live streaming e-commerce industry in 2023, growth is not easy. The choice of the big duck pear is to increase the number of opening times.
"MIMI Children's Clothing King Teacher", which has nearly 8 million fans in Kuaishou, has chosen another growth path - expanding the category. It is not difficult to see from her account name that Teacher Wang has always focused on children's clothing lines. Recently, Mr. Wang decided to expand the category of live streaming goods, and successively opened live streaming sessions covering books, stationery and other categories, expanding from vertical children's clothing categories to pan-cultural fields.
"Many anchors think that the platform gives less traffic, or does not support enough", a live broadcast e-commerce platform person can often hear complaints from small and medium-sized anchors and large anchors, "In the past, there were not so many people competing, but now the number of anchors is increasing, and the competition is becoming more and more fierce." ”
According to a report by Guojin Securities, in 2022, there will be more than 24,000 MCNs in the domestic live streaming e-commerce industry, and the entire industry has entered the stage of stock optimization.
The grim reality that anchors have to face is the lack of liquidity of the anchor ecosystem: it is difficult for small and medium-sized anchors to break through the encirclement, and it is even more difficult for top anchors and super head anchors to grow, and they have to find new paths to achieve growth.
E-commerce live streaming platforms obviously do not want to see this situation. They also hope that the anchor ecology is mobile and fresh, and there is a steady stream of new anchors in the industry, and new anchors, mid-waist anchors, big anchors and other levels can continue to flow upward.
To this end, platforms have successively released support plans. In July, Taobao Live launched the "Rising Star Entry Program" to encourage new anchors to settle in.
Kuaishou E-commerce held the "Pick a Sister" selection event to motivate anchors to increase GMV by competitive competition, one of the selection criteria was the GMV growth value of the anchor during the event, not the absolute value, and the activity also set interactive factors such as fan likes and votes as the selection criteria.
Da Yali and Teacher Wang are striving to achieve a higher GMV goal, precisely in order to win the title of "First Sister" - the title itself is a great honor, not to mention, the platform will also provide the selected anchors with the opportunity and resources to cooperate with the Australian Trade and Investment Commission.
Obviously, both e-commerce platforms such as Taobao and content platforms such as Kuaishou are trying to mobilize the growth of anchors with official resources, and with platform operation and traffic support, help small and medium-sized anchors and head anchors find new growth points.
Only growth can completely solve the problems encountered by anchors. But to truly improve the anchor ecology, live streaming platforms still have a long way to go.
A
As the live streaming e-commerce industry enters a mature period, the driving force of traditional marketing methods such as coupons, subsidies, and investment on GMV growth continues to weaken.
The alphabet list found that live streaming platforms began to introduce entertainment elements and content elements into the live broadcast room to increase user interaction, and they obviously noticed the potential of content + e-commerce and entertainment + e-commerce.
E-commerce platforms and content platforms have embarked on different paths due to their different attributes: one is the introduction of entertainment anchors, content anchors, represented by Taobao, in the first half of this year, Taobao began to support content-based anchors, during the 618 period, Taobao Live launched a new function of "Buying", recently, Taobao Live tested the "reward" function in the live broadcast room of some content-based anchors.
The content platform that already has a large number of content anchors needs to add more interactive gameplay to the e-commerce live broadcast room. This is the case with Kuaishou E-commerce's "Hand-Selected Sister".
Compared with the GMV-oriented conventional goods list, the evaluation of "hand-selected sister" adds content and interactive elements, that is, in the selection criteria, in addition to the GMV incremental index, the number of likes and fan votes also occupy a certain proportion of weight, in addition, the competition also sets a popularity list determined by the number of votes.
According to the rules, users can enter the official event page at any time to vote for the host, and liking the anchor in the live broadcast room will also increase the anchor's score, in addition, fans can also directly send short videos with the topic "hand-picked a sister" to recommend the anchor.
Including the number of content likes as one of the selection dimensions means that streamers need to produce more short video content. In Kuaishou, the super head anchor Qiuqiu, which has more than 26 million fans, participated in the "Hand Pick a Sister" event and won the title of "Hand Pick a Sister" in the overall list. Since May, Qiuqiu has successively released content related to Australian products, including visits to Australian cosmetics companies and laboratories, and opened an Australian live streaming session. Fans learned that Qiu Qiu was participating in the "Hand-Picked One Sister" competition and actively interacted with it.
As one of the selection criteria, the host needs to canvass for himself in his live broadcast room or short video. MIMI Children's Clothing Teacher Wang posted a short video announcing his official participation, and many fans left messages in the comment area, "5 votes have been cast", and even some fans left messages "Support Teacher Wang" under the relevant content of Kuaishou E-commerce official account "Kuaishou Shop".
According to the person in charge of the Kuaishou E-commerce Hands Selection Project, in addition to the self-registered anchors, Kuaishou also issued targeted invitations to some anchors, one of the selection criteria is content indicators, including the per capita viewing time in the live broadcast room, fan interaction rate, etc., "We hope to screen out anchors with both content attributes and e-commerce sales capabilities." ”
Of course, in addition to liking and voting, the most direct way for fans to support the anchor is to shop. The competition-style anchor selection activity itself is the product of the integration of entertainment ecology and e-commerce ecology, which can obviously effectively stimulate the sense of participation and interaction of users, especially anchor fans.
"Fans don't go as crazy as they do for entertainment streamers, after all, fans of e-commerce anchors come for shopping," the person in charge explained, but fans know that the anchor is participating in the competition and will be very enthusiastic to help them place orders.
B
Competition-style goods activities can also mobilize the enthusiasm of anchors.
During the event, the platform will disclose the list in real time and hang the list in the upper left corner of each participating live broadcast room. Whether it is a head anchor or a mid-waist anchor, in order to get a better rank and title, they will find a way to sprint GMV.
Kuaishou anchor "Dodo in Australia" has about 100,000 fans, before participating in the event, Doduo's monthly GMV was less than 100,000 yuan, in order to achieve higher sales, she increased the broadcast time, replanned the pallet, live broadcast rhythm, warmed up before the live broadcast, and improved the team configuration. By the end of the event, Duoduo's monthly GMV had increased to more than 500,000 yuan.
One of the motivations for top streamers, especially super streamers like Qiuqiu, to still actively participate in the competition is the resources that the platform provides to the winners.
After the traditional traffic subsidies and marketing subsidies gradually failed, Kuaishou chose to use platform resources to motivate anchors. The person in charge of the above project introduced that in this event, Kuaishou reached a cooperation with the Australian Trade and Investment Commission, and the anchor who won the "hand-selected sister" will be able to obtain cooperation resources at the government level: first, the national title issued by the Australian government, such as the Australian Good Things Traceability Officer; Second, the government can help connect with local Australian brands, and the brand cooperation is relatively high; Third, the government and platforms will do joint communication, and anchors will get international marketing resources.
These resources are obviously not personally leveraged by anchors, and the platform can just come forward to provide similar levels of honor and resources.
According to Kuaishou, under the encouragement of many parties, the month-long competition unearthed more than 20 anchors who achieved level jumps. These streamers can achieve level jumps, which is due to the competitive competition mechanism and final reward incentives, and is also related to the official operational help.
Kuaishou E-commerce official account "Kuaishou Shop" has 220 million fans, during the event, "Kuaishou Shop" carried out personalized operation, will enter the live broadcast room to participate in the competition and get increased gifts, this personalized care, so that small and medium-sized anchors can be discovered by more users, thereby improving GMV.
Another operational help provided by Kuaishou is the more refined community 1V1 operation. According to the logic of activity circle selection, there are tens of thousands of anchors who have entered the platform operation support list, and about 200 have been selected into the community 1V1 operation list.
For anchors who enter the core anchor group, the platform operation will provide corresponding rights and services and provide operational assistance.
During the competition, in order to get a better ranking, the anchor will try to bring some categories that were not often involved in the past, such as gold, mobile phones, and even cars, in order to expand the field of their own goods, "they will actively link with the official to find the category that suits them, and then, the fast distribution platform will conduct more in-depth docking with the anchor team to complete the matching between the anchor and the business," said the person in charge.
C
According to the activity report released by Kuaishou, "Hand-selected Sister" created an increase of 280 million GMV, GMV growth is indeed one of the goals of this event, but the more important significance of this activity is that it successfully supported small and medium-sized anchors and helped top anchors find new growth points.
According to the person in charge of the hand-selected sister project, during the event, a total of 25 anchors achieved a jump in GMV level, and the monthly GMV growth of each anchor was at least 500,000 yuan, and the maximum increase reached tens of millions.
The anchor "Dayangyang", who won the first sister of the new star, was originally an entertainment anchor, and this year she decided to transform into an e-commerce anchor. Compared with professional e-commerce anchors, Dayangyang's advantage is that she has a stronger fan appeal, and when she turns into the regular army of e-commerce live broadcasts and sells high-quality goods, this trait becomes an advantage, which can quickly absorb and transform the traffic she has accumulated in the past and transmitted by the platform.
Competitive competitions such as "hand-picked sister" can stimulate the potential of such anchors to bring goods, and after the transformation, Dayang Ocean single live broadcast GMV is close to 10 million - this may be a result that ordinary mid-waist anchors take a month to achieve.
There are also many anchors through the competition to complete the expansion of categories, personal image upgrade, "MIMI children's clothing teacher king" is a typical case, in order to achieve higher GMV in the activity, Mr. Wang began to try to enrich short video content and personalities, at the end of the event, Mr. Wang won the "pet fan sister" award, the personality was strengthened, from a pendant anchor who only sells children's clothing to a pan-cultural full-category anchor.
Qiuqiu has also become a benchmark case of the platform, and after several live broadcasts of Australian goods, Qiuqiu's personal image has been enhanced. In addition, during the event, Kuaishou also found that Kuaishou users have a strong demand for international products through co-anchors to bring goods to Australia, and at the same time, the anchors also hope to continuously improve their personal image and go international.
"The combination of international rights, platform-side resources, and the strong growth desire of the anchor will produce a strong chemical reaction," said the person in charge, and the result of the chemical reaction is that the platform's tonality, the anchor's personal image, and user experience are all improved.
The ones who benefit the most from official events are small and medium-sized streamers. Due to the disadvantage of GMV, many small and medium-sized anchors have been in a confused period for a long time and can only rely on themselves to move forward. The selection criteria of the "Hand-picked Sister" campaign specifically changed the absolute value of GMV, which is commonly used in the industry, to GMV increments, which means that mid-waist anchors with a small fan base can stand out from the encirclement of big anchors by virtue of the advantage of growth ratio.
"Because of such official activities, small and medium-sized anchors have finally been discovered." The above-mentioned person in charge said that through the method of productization, coupled with the operation of the official community, small and medium-sized anchors have more possibilities to achieve level jumps.
In order to help more small and medium-sized anchors, in June this year, Kuaishou launched the "Dream Partner" activity to provide anchors with "tens of millions of traffic" and "million rewards" to provide corresponding help for anchors' problems in selling goods.
Of course, these activities cannot completely solve the problem of the times when the anchor ecological structure tends to be stable, and there are still many small and medium-sized anchors eager to grow on various live streaming e-commerce platforms, but at least the platform has finally found a new link that can successfully enable small and medium-sized anchors to achieve a level transition.