With the help of the "local push" investment tool, a number of group buying brand merchants are Kuaishou to achieve business explosion and long-term operation.
Not long ago, Michelle Ice City, which became popular on the whole network, held the debut of Kuaishou live broadcast, with the help of "local push", the average number of live broadcast exposures in a single hour exceeded 6 million, activating users' hoarding mentality while achieving efficient fan growth and user asset precipitation. Michelle Ice City is not alone, after the live broadcast, KFC and Wallace also began to use "local push" to accurately invest in streaming, build a stable private domain growth path, and achieve the definite growth of business.
The three major cryptographies efficiently undertake precise streaming, and the multi-dimensional promotion field transformation breaks out
In the early stage of entering the platform, large-scale activities can burst brand voice, expand exposure, and build user awareness, which is a shortcut for brands to quickly enter the platform consumer market. From July 14 to 16, based on the popular lemonade and other products, Michelle Ice City planned to make its debut in Kuaishou Live Broadcast, with more than 14 hours of live broadcast for each 3 consecutive days, and the order volume reached 439,000.
In the above activities, the average number of live broadcast exposures in the live broadcast room exceeded 6 million times in a single hour, successfully realizing the cognitive breakdown of platform users and efficiently depositing private domain assets. It is worth noting that during the period, the traffic brought by "local push" reached 16.4 thousand exposures, which is 6 times the organic traffic, how did Michelle Ice City do it?
Extremely cost-effective pallets, differentiated scheduling and fine live broadcast operations are the "three passwords" that Michelle Ice City has facilitated the transaction. As the main infrastructure of the event, goods are the focus of the early planning of Michelle Ice City. In the preliminary selection of products, Michelle Ice City selected and assembled products based on product characteristics, sales and live broadcast sales goals, and set "meeting user needs" as the core story line from the beginning.
In terms of pallet configuration, Michelle Ice City distinguishes three types of live broadcast room products: "flash sale products", "explosive products" and "group products" according to different products. While using the super explosive chilled lemonade as a second-sale product to drain and promote conversion, Michelle Ice City will take more than ten hot-selling products as explosive products to retain the user base of accurate drainage with high cost performance. Group products set according to explosive products are used as "anchor products" to promote user consumption decisions with product comparison. Combined with the Kuaishou platform subsidy, the cost performance of Michelle Ice City pallets has also been further improved. In the end, explosive products, including chilled lemonade, accounted for 77% of its orders.
Refined live streaming operations further activate the conversion potential of high-quality pallets. Through the live rehearsal, Michelle Ice City conducted a comprehensive preview of the live broadcast of the event to ensure that the basic content such as live broadcast screens, materials, and marketing were fully prepared before broadcasting. In addition to creating high-definition visual pictures, Michelle Ice City has also prepared a large number of patches to highlight the interests of key commodities, purchase guarantees, etc., to guide orders.
In terms of anchor speech, Michelle Ice City also designed detailed reference techniques from scenes such as opening, brand introduction, product introduction, second product, passing product, and usage rules to ensure the orderly and stable rhythm of passing products in the live broadcast room and allow users to gain a smooth live broadcast experience.
In addition, Michelle Ice City has prepared a variety of preset gameplay in the live broadcast room to continuously heat the live broadcast atmosphere, increase the popularity of the live broadcast, and promote payment conversion. For example, through the "replenishment of inventory" single gameplay, the rhythm control of the live broadcast room is realized, creating a sense of product scarcity, driving users to stay, and maintaining the popularity of the live broadcast room; Use "price comparison" to highlight the extremely cost-effective products and stimulate users to stock up; With the help of "package stacking", "repurchase guidance" and "lucky star lottery" and other gameplay, users are provided with multiple benefits, enhance the popularity of live broadcast interaction, and quickly ignite the consumption atmosphere.
Continuous exposure helps precipitate brand assets and empowers "old players" to operate for a long time
In Kuaishou Local Life Track, the "Local Push" product can help new players create marketing highlights, and can also continue to empower old players to achieve long-term operation and stable improvement, Wallace and KFC are among them.
With the marketing momentum of the 618 platform promotion, Wallace planned the "Kuaishou Friday" welfare live broadcast from June 9 to 10, and joined hands with Shanghai Jinchuang Network Technology Co., Ltd., a service provider of Kuaishou, to use the "local push" product to accurately cast traffic to leverage a wide range of organic traffic, creating a marketing field with an ROI of more than 28 and a total exposure of more than 89.21 million. Through the fine operation of this market, Wallace has also accumulated the experience of "local pushing" product investment and explored an efficient delivery strategy suitable for its own development.
Based on the "local push" product mechanism, Wallace builds a data precipitation feedback model to continuously optimize the delivery path. In order to achieve efficient delivery, Wallace "horse racing" on multiple delivery plans, setting nearly 90 plans per live broadcast, setting them according to single dimensions such as region, age, and gender, and improving the conversion in an all-round way with a wide range of running volume and a small range in each dimension.
For different plans, Wallace will bid on a combination of factors. Among them, the unit price of the main product with the highest sales volume and the greatest impact on GMV is the key measurement factor of the planned bidding; In addition, the breadth of people you plan to reach affects bidding. For different groups under the same plan, Wallace also bids on a tiered basis, so as to avoid the problem of competing for volume caused by the same bid.
In order to make the planned running effect of the "local push" product better, Wallace Plan also carried out a dynamic price adjustment, and adjusted every half hour according to the planned running volume effect. Launch plans with high conversion rates and low running volume need to increase prices in a stepwise manner, and then gradually reduce prices after activating the running volume; Delivery plans with low conversion rates and large volumes need to be controlled in real time within half an hour and stop losses in time.
At present, Wallace has built a stable investment model, and continues to cultivate the precipitation of brand user assets by using "local push" products. Data shows that in July, Wallace completed a total of 160,000 orders on Kuaishou, with a cumulative order amount of 3.32 million.
Similarly, relying on the operation of the large field to precipitate the private domain and optimize the business strategy, KFC insisted on long-term development of brand users after the May Day event, and formed an efficient marketing model to continuously empower conversion and improvement. During the campaign from April 25 to May 2, KFC promoted the campaign with new brand promotion, harvesting 37.39 million GMV and paying 470,000 orders within 8 days.
During the event, KFC launched the new product "May 14 Fort Barrel", and as the main product, it was promoted by large-scale publicity and concentrated momentum. During the peak period of filming during the May Day holiday, KFC continued to expand publicity by using short videos hoarded in advance to maintain sufficient content supply. During the event, the number of works reached 24,000, the peak number of single-day video contributions reached 5,442, and the peak GMV reached 1.37 million.
A considerable part of the traffic brought by short videos is also converted in the live broadcast room. The event lasted for 7 days, and the total number of KFC live broadcast exposures exceeded 500 million. Driven by the "local push" product, the group word click rate, product click rate, bill of lading rate and other dimensions in the KFC live broadcast room have increased by a high margin, exceeding the average of the broader market.
It is worth mentioning that KFC also launched the May Day Stock Raiders H5 in Kuaishou, which cooperated with the poster dissemination of private domain fan activities and guided H5 to scan the code to place orders, etc., achieving 7.6 million GMV in non-content channels such as search. At the data level, KFC gained a large number of new users during the May Day event, and 25,000 of the 41,000 average daily payment users were new users, and the brand's private domain was greatly expanded. In the next step, KFC will continue to carry out brand store broadcasts, precipitate more stable private domain traffic based on the operation strategy of large-scale events and the "local push" product launch strategy, and build its own commercial moat.