Laiyuan | Theft
The same effort, the same model, but different faces, will attract different people, sell different products, and get different returns.
As shown in the picture account [Yang Gaga], the monthly sales are 75-1 million, 72.77% of the GMV comes from short videos, and 19.67% comes from live streaming, which means that it is basically an account that relies on short videos to bring goods.
The return rate of such an account is about 35%-50% (don't ask me how I know, ask about industry experience), and the commission rate is about 10%-20% (all alliances can be checked).
That is, calculated according to the monthly GMV of 1 million, the sales after deducting returns are about 650,000, and the calculation of 15% commission is 97,500.
However, compared with another account [Boss Wu's Good Life], which is also a short video with goods, their income is far from the same.
As shown in the figure, the monthly GMV is 2.50-5 million, and 95.76% of them rely on short videos for transactions, and they are not live broadcast at all.
And the most terrifying thing is that her comprehensive commission rate for bringing goods is definitely more than 40%, and the return rate is within 20% (we have similar accounts). If it is calculated according to the monthly GMV of 5 million, then after deducting the return, it is 4 million, and the final commission is 1.6 million.
Moreover, even if an account like Yang Gaga achieves a monthly GMV of 5 million (there is such an account, I am too lazy to find it for you temporarily), their income is still very different. Assuming a GMV of 5 million, deducting returns, it is 3 million, and the final commission is more than 400,000.
So why is there such a big gap? The answer is: crowds!
This is the overall portrait of Boss Wu's short video audience, a new first-tier city, a senior middle class, a woman aged 31-40, you make up for it yourself, is Bai Fumei's image on the paper?
Looking at it this way, you may not have a clear portrait yet, don't worry, I'll continue to give you an analysis, how high-quality Boss Wu's fan portraits are.
The top three of the eight major consumer groups are [senior middle class], [exquisite mother], [new white-collar workers], in short, Bai Fumei.
In terms of device distribution, Apple mobile phones accounted for 59.21% and Huawei accounted for 20.21%. Don't discuss whether Apple Huawei is high or not, but Apple Huawei does represent high spending power.
At the level of customer unit value, the proportion of more than 100 accounts for more than 80%, and the unit price of 200-500 customers is as high as 33%.
Let's look at the geographical distribution of the city, the elite group of first-tier cities!
As a comparison, let me show you Yang Gaga's fan portrait, I will not explain them one by one here, and go directly to the data. On the whole, except for the same age, there are basically differences.
At this point, presumably everyone's understanding of the respective groups of people on both sides should have a very specific portrait. Next, I will give you a very concrete case illustration.
Why is the commission low? 9.9 yuan feather duster, other suppliers earn hard money, how much commission can you give?
Why is the return rate high? With such a cheap price, how much can you ask for the supply chain? Plus the people you have to face, it is very hard to make money, it is not these customers who love to care, it is life that polishes them to love to care.
As a comparison, I will directly take a self-made account data case to show you. A hairpin, 299 yuan, gives us a commission of 35%, and this is the commission rate that we have just made for less than a month, and the sales volume has not risen. Just think about how much commission Boss Wu can get?
And, when I went to see it today, I wiped it, and the store actually increased the price to 399!!!
At the price of 299, there were close to 40 orders on the first day.
Of course, do you want to talk about any skills? There are no skills, Yang Gaga and Boss Wu do the same thing, the underlying logic is completely the same, with ability or hard work, it is possible that Yang Gaga may be better.
It's just that what is different is the temperament of the model itself. Things are divided into groups, people are gathered by likes, and what kind of temperament bloggers will attract what kind of users.
Of course, this thing eats by your face, what do you look like, what kind of temperament, this thing can't be changed when you hold it.
But my purpose in writing this article is to reiterate the truth that has been repeated many times before.
Decision-making ability is the most important ability in life, and judging which road is reliable and which people are reliable is far more important than your rush itself. The process of finding benchmarks and deciding who to use as benchmarks is far more important than the effort itself.
And the ability to integrate resources is far more important than your own efforts. You may not be suitable to be this kind of blogger yourself, but you might as well pay attention to the people around you? and then suppose you are the boss, incubating that category of IP, what kind of bloggers to recruit, is it more important than your own research technology?
Of course, the operation itself is just as important, and when we can't decide what kind of people we can meet and what resources we have, being prepared is the best action in itself.