Talking about live streaming e-commerce 2.0
Recently, "Make a Friend" and Taobao jointly announced that Mingdao will start its premiere at 7 pm on September 8 in the Make a Friend Taobao live broadcast room. At that time, Hou Peicen will also be a guest in the live broadcast room.
On the eve of Double 11 last year, "Make a Friend" entered Taobao with a high profile, and this year entered JD.com on the eve of 618, and like Oriental Selection, "Make a Friend" has completed a multi-platform layout. In the era of peak traffic, not putting eggs in one basket has become a common choice for all head MCNs.
On the occasion of the first year of Taobao, recently, Southern Metropolis Daily exclusively interviewed Cui Dongsheng, vice president of "Make a Friend" company and general manager of the "Make a Friend" Taobao Business Unit. In December last year, Luo Yonghao frequently suspended the live broadcast in the Taobao live broadcast room due to problems such as price errors and chaotic teleprompters, and said, "Cui Dongsheng, you kid listen to me, all the bad things you do have made me ugly in front of the camera." "Cui Dongsheng" also appeared on the hot search under the witness of millions of netizens in the live broadcast room.
In an exclusive interview with a reporter from Nandu, Cui Dongsheng also responded to Luo Yonghao's swearing incident, "He hasn't scolded people in Taobao Live for nearly a year."
Compared with Taobao and Douyin, Cui Dongsheng believes that "Douyin is like a playground, and Taobao is like a shopping mall." He also bluntly said that when Oriental Selection was selected to enter Tao, everyone was also worried about being divided into traffic, but in the end it was found that the fluctuation was not obvious, "Oriental Selection into Taotao also brought new traffic, and what everyone divided was not necessarily the flow of stock."
Cui Dongsheng, vice president of Make a Friend and general manager of the Make a Friend Taobao Business Unit. Photo courtesy of interviewee
Taobao Live has a higher repurchase rate than Douyin
Nandu: "Make a Friend" was settled on Taobao last year's Double 11, and it has been almost a year now, what is the overall result of this year? What data can be disclosed?
Cui Dongsheng: We have been in Taotao for 10 months now, and as of August, GMV is about more than 100 million. In addition, there are some precipitations that we think are better. From December last year to the present, we have built a precipitation of private domain fans belonging to "make a friend" from 0 to 1, and the number of private domain fans ranks within the top five of Taobao live streamers, and has made a large forward move in a short period of time. At present, the number of goods in the "Make a Friend" Taobao live broadcast room exceeds 30,000, and the number of merchants exceeds 10,000.
Nandu: Private domain fan precipitation, does it refer to the fans within the Tao family?
Cui Dongsheng: Douyin is more a test of the ability to undertake new customers, while Taobao is more of a test of the establishment of fan repurchase behavior. Douyin is more like a playground, selling things in the playground, we need to constantly make people feel new, and then do marketing; Taobao, its traffic is relatively narrow, but also relatively more accurate, more like a shopping mall, what the mall needs to do is to train customers to constantly go to the mall to buy, to shop, so its repurchase logic is also more important. After we did Taobao Live Broadcast, the importance of fan repurchase increased again, and at this time, we hope to do some channels that can actively reach consumers and establish a private domain fan base with WeChat as the carrier. We used the live broadcast room to do some early basic fan accumulation, which may be less than 1%. After that, we used such a small group of fans to start fission, use the content of the live broadcast room to cultivate and serve, and then use this group of fans to fission and form a cycle. Finally, under the Taobao system, we have an external way to obtain traffic to Taobao, and at the same time can form a better consumption habit cultivation.
Nandu: You just mentioned that there are now more than 30,000 SKUs and more than 10,000 merchants in the Taobao live broadcast room.
Cui Dongsheng: If it is compared with the current mature master account, it is not much different. But if the benchmark is at that stage, which is the first year of Douyin, the number (Taobao) is still large.
He was worried about being diverted because of the selection of the Oriental Selection into Tao
Nandu: Taobao is vigorously promoting content live streaming this year, under this general trend, how do you feel about doing live streaming on Taobao?
Cui Dongsheng: The underlying logic of Taobao's content live broadcast is to hope that consumers will change from buying things to shopping. Things that can attract consumers to stop and let consumers have a certain sense of participation can actually be regarded as content live broadcasting.
At this point, "making a friend" is very IP attribute, Mr. Luo (Luo Yonghao) his own content attribute is very strong, he is very humorous style in language output, and terriers, under this inheritance, our anchor is also this style. But because of our own restraint, and the quality is more rigorous and true, we still hope to sell goods seriously and make an efficient and tonal shopping mall. It is precisely this gene that determines that we use a more relaxed and pleasant environment and way to sell goods more seriously, and finally quickly establish a good impression with consumers. In this process, in the face of some support given by the platform, such as traffic support and strategic support, there is also a better undertaking.
The platform is more concerned about whether the traffic can have good undertaking and utilization, undertaking refers to whether customers can have enough stay and interaction, utilization refers to whether the transaction can achieve better customer value, in these two points, we still do well.
Nandu: Oriental Selection and "Make a Friend" are two companies that are often compared, and this year's Oriental Selection has also entered the Tao, will you be under pressure? Do you worry about being diverted from traffic?
Cui Dongsheng: That's what I thought at first, many anchors have this worry. Oriental Selection was launched on Taobao on August 29, and everyone did a big show on the 28th, because they knew that the traffic on the 29th would be tighter, so everyone avoided it accordingly. But on the day of the live broadcast (29th), we found that the fluctuation was a little, but not obvious.
We are also thinking, including whether it was to "make a friend" into Taobao at that time, or whether Oriental selected Taobao, everyone brought a lot of off-site traffic, and at the same time brought new stories to Taobao, a relatively stable ecology, so that consumers have a sense of freshness. Under these bonuses, it is not necessarily the flow that consumes the original stock.
Nandu: Some people commented that "platforms that own goods will be anxious about content, and platforms that own content will be anxious about goods", what do you think of this statement?
Cui Dongsheng: Everyone is the same, the platform will be anxious about the parts they lack, this is inevitable. In the past, we measured the value created by a single user, and now we have come to consider the value created by a single user per unit of time. In order to be more efficient in conversion, users need to invest enough time to buy. Why Douyin pushes shelf e-commerce, in fact, the core is to release users' time and improve users' time utilization.
Under this logic, Taobao is to occupy the customer's time accordingly. After the customer's time is appropriated, it can influence the customer's behavior. The right time occupation is to let him come and don't go, have a better commitment to the user's time, and go to complete the content direction.
Everyone has their own advantages and wants to make up for them, so there are these two behaviors.
The new situation of celebrities on the air
Nandu: On the evening of September 8, Ming Dao and Hou Peicen will premiere on Taobao, which is the live broadcast room incubated by "Make a Friend". What will be the positioning of Mingdao's live broadcast room?
Cui Dongsheng: Mingdao is a public IP, he gives everyone's perception, one is the image of a domineering president, the domineering president is good both in terms of quality of life and responsibility for fans; Secondly, he is still a father of two children, and the image of the milk father also has a relatively clear positioning. The tonality of the entire live broadcast room will still revolve around Mingdao's IP image to do peripheral creation, and there are some entertaining things. The product will tend to the recommendation of daily necessities and maternal and baby products, because he also knows very well about maternal and baby products.
Nandu: Why did Mingdao choose Taobao to start broadcasting? He actually has a certain accumulation in Douyin.
Cui Dongsheng: Actually, you can see that it is now past the period when fans pay when they see celebrity live broadcasts. So what exactly do celebrities do in business next? Taobao is a very strong precipitation platform for repurchase. It also means that on Taobao, hard enough, diligent enough and reliable enough to do better and better, make basic plates, instead of worrying about the undertaking of new traffic, the infusion of new traffic and the acquisition of new traffic every day.
This is also more in line with the logic of operation, now more and more stars choose the Taobao platform, on the one hand, the dividends of some other platforms are decreasing, and the ecology of Taobao in the past two years is much better than in the past, and more resources have been taken out to support stars and institutions.
Nandu: In addition to doing agency operation for brands, making friends also involves many businesses related to brand co-creation.
Cui Dongsheng: Yes, we also have an advertising agency. The essence of e-commerce live streaming is advertising. Many brands have cooperated with us in this kind of business, such as Volvo did relatively large marketing in our live broadcast room when releasing new cars, such as Sony's PS VR world premiere is also in our live broadcast room, and OPPO X6 is also making new product debuts in our live broadcast room. And the previous three anniversaries, the joint sale of satellites with Taobao.
Nandu: It seems that the products you just mentioned are still more "straight men" products?
Cui Dongsheng: That's true, especially Mr. Luo (Luo Yonghao) his external image will be heavier in the straight man. However, after a period of operation, we found that Taobao's female fans are the account with the highest proportion of female fans among our various platforms.
Make a friend in the live broadcast room, Luo Yonghao is live broadcasting. Photo courtesy of interviewee
Multi-platform layout is an inevitable trend
Nandu: Head MCNs such as Oriental Selection and "Make a Friend" are now in a multi-platform layout, what do you think of this trend?
Cui Dongsheng: An inevitable trend. As mentioned earlier, when the growth of the platform is in a bottleneck period in new users and e-commerce users, large institutions need to constantly create increments, and the larger the organization, the greater the natural pressure. When the platform grows rapidly, then we just follow the platform to do it, and where the increment is after the growth rate of the platform slows down is very important. Putting eggs in a basket is not in itself an act that a large institution should do.
Nandu: What is the current state of the Matrix that makes a friend?
Cui Dongsheng: The matrix number is probably one of the most successful decisions made in advance to make a friend. It develops very quickly and healthily. There are currently 12 matrix numbers on Douyin, and the Taobao live broadcast room will also follow this strategy.
Nandu: Do you think you have entered the 2.0 era of live streaming e-commerce?
Cui Dongsheng: Yes, it is the 2.0 era. In the 1.0 period, everyone is doing the problem of new traffic acceptance, and they are trying to do the problem of penetration rate. In the 2.0 era, more to do is the problem of repurchase, the problem of building fan interest. For large institutions, more consideration is what brand image we convey to the outside world as a shopping mall, what kind of shopping experience we create for customers, and whether we can attract customers to keep coming back for repurchase to increase the value of individual users.
Nandu: Doesn't price competition work?
Cui Dongsheng: Competing prices is the underlying logic. The mission of live streaming e-commerce is to choose good things for consumers, recommend them to consumers, and help consumers get good prices. These three are the bottom line of survival, and everyone fights for who can do these three points well.
Nandu: Making a friend is also doing overseas business, what can be revealed at present? Is overseas business a new growth point?
Cui Dongsheng: It can't be said that it is a new growth point, but it is indeed an important strategic decision for us. We also judged that this may be an opportunity in the future, and we also made more important investments and attempts on it, and ran some good results.
Nandu: Digital people are very popular this year, what do you think of digital live broadcasting?
Cui Dongsheng: Early on, we paid attention to the fact that digital humans have value and meaning, and they are a good tool for saving costs. Like automobiles and smart homes, these are industries that are much larger than live broadcasting, and the first applications after the technology matures must be these two industries. When these two fields are not yet mature, I think the road may be relatively long.
Second, from the underlying logic, users make live broadcast purchases based on fans' recognition and trust in anchors. For a virtual streamer, the cost of being recognized and trusted can be relatively high.
Written by: Nandu reporter Wang Chenchen