"I usually give gifts for banquets during the New Year, and I can still get it with high-end liquor. Sitting in front of the live broadcast stage, there was no loud roar, no competition for low prices, and the female anchor introduced everything from brewing methods to drinking scenes. Such a "quiet" live broadcast is not uncommon recently, compared with the crazy selling and low price competition of comprehensive e-commerce live broadcast, the wine company personally goes down to do the field control is quite a bit of a reshaping of the wine live broadcast ecology.
In the early stage of the Spring Festival, liquor consumption ushered in a small upsurge, and unlike previous years, where liquor purchase channels were concentrated in offline supermarkets, cigarette hotels and online e-commerce, this year's live broadcast channels have also become the main force of Spring Festival alcohol consumption. It is worth noting that in this year's wine live broadcast war, wine companies have already jumped out of the low-price "routine" and fought hand-to-hand with comprehensive anchors.
How will wine companies create an exclusive "Dong Yuhui" for live broadcast in the future?
Wine companies do "field control"
"Now the order of Guojiao 1573 is still in stock, and the express company will not deliver the order during the Spring Festival in a few days. After February 6th, the wine lovers will return to normal prices, and there will be 11 days left for the New Year. In the live broadcast room of Luzhou Laojiao, the anchor introduced various products in a loop.
Unlike last year's pre-Spring Festival, where comprehensive e-commerce anchors monopolized the traffic dividend of wine live broadcast, in the early Spring Festival of this year, the addition of wine companies' live broadcast rooms continued to impact the wine live broadcast ecosystem. In this regard, Gu Xiaojiu told the editor that with the rapid development of e-commerce and the popularization of 5G technology, live streaming has ushered in huge business opportunities. "We believe that live streaming should not only be regarded as a means of promotion, but also an indispensable part of enterprise user operation and brand building in the future. ”
In the early stage of the Spring Festival, Xiaobian logged on to the Douyin App and found that the live broadcast rooms of leading enterprises including Wuliangye, Shanxi Fenjiu, Yanghe Co., Ltd. and Luzhou Laojiao basically adopted the form of continuous broadcast to compete in live broadcast channels. At the same time, regional brands such as Guanyun and Gu Xiaojiu are also trying to carve up the dividends of live broadcasting.
Image source: Screenshot of Douyin App
In the live broadcast room of Luzhou Laojiao, when the anchor was fully introducing the shared products of Luzhou Gongshengshi, a barrage of "everyone is at this price" popped up on the barrage, questioning the price of the product. "The price is the same, but we take a box of 10 bottles of wine, and there is a gift box to give, is it fragrant wine friends?" explained the anchor.
Different from the comprehensive e-commerce anchors competing for low prices, as the official live broadcast room, it is difficult for major wine companies to compete for price advantages on the whole network under sticking to the bottom line of price. Based on this, many official live broadcast rooms have played the "welfare" of buying more and giving more away to attract consumers who come to the live broadcast room.
Taking the official flagship store of Luzhou Laojiao as an example, you will receive a small gift box of Guojiao 1573 when you purchase Luzhou Laojiao 1573 Dragon Year Gift Box, and in addition, you will receive four bottles of Luzhou Gong Panda Wine gift box when you purchase Luzhou Gong Shengshi Shared Whole Box. Not only Luzhou Laojiao, but also in the official live broadcast room of Yanghe, buy two bottles of Dream Blue M6+ gift boxes to get 100ml Dream Blue Crystal bottles, and buy two boxes to get a set of wine utensils.
Industry insiders pointed out that as an official flagship store, it must stick to the bottom line of prices, otherwise it will have a certain impact on the price system of offline channel providers and seriously affect the interests of channel dealers. However, for wine companies, the live broadcast channel has now become one of the important ways for many consumers to buy products, so wine companies will not lack this channel.
In fact, the layout of live broadcast channels by wine companies is undoubtedly based on huge market dividends. According to the data of the "2023 Douyin Platform Alcohol Industry Report", in 2023, the number of Douyin alcohol products on sale will reach 416,000, accounting for 0.107% of the total number of products on sale on the platform. At the same time, in the past year, the number of live broadcasts of alcohol on Douyin exceeded 2.071 million.
Driven by market dividends, although the end time of wine companies is not as good as that of comprehensive anchors, the turnover created by them is constantly improving. According to the data of the Daduoduo platform, in the past 30 days, the cumulative sales of the live broadcast of the official flagship store of Shuijingfang Liquor are about 10 million to 25 million, and the cumulative sales are about 5,000 to 7,500, and the cumulative sales of the official flagship store of Luzhou Laojiao are about 2,500-5,000, and the cumulative sales are about 75,000 to 100,000.
Low prices are still the mainstream
When wine companies came down to rectify the liquor live broadcast ecology, the comprehensive e-commerce anchors who had already carved dividends in the field of liquor live broadcast held the traffic password of "low price" and flourished in the field of liquor live broadcast.
In the live broadcast room of Three Sheep Liquor, the female anchor shook wildly with Luzhou Laojiao's products, and then displayed the products under the pillar of light, showing the hop density to consumers in the live broadcast room. At the same time, in addition to introducing the product, he kept repeating: "The live broadcast room has already given a low price, and our live broadcast room will only be more cost-effective." ”
At the beginning of the popularity of live broadcasts, "loud voice" and "cabbage price" became one of the labels in the live broadcast room. Many consumers frequently place orders due to low prices, and some consumers once placed an order for two bottles of Wuliangye in Li Jiaqi's live broadcast room, saying: "No one drinks at home, but I feel that the low price is very cost-effective, the price advantage is also obvious, and the gift also has face, so I did not hesitate to place an order." ”
When the auditory impact of the bargaining sound collides with the excitement brought by the low price, the traffic password of the integrated e-commerce live broadcast room is tightly grasped by the anchors.
As a comprehensive anchor who entered the game early, he has already taken the lead in this huge market dividend. According to Daduoduo data, in the past 30 days, the cumulative sales of live broadcasts exceeded 100 million yuan, with an average sales of about 2.5 million to 5 million yuan, and the cumulative sales of live broadcasts were about 100,000 to 250,000, with an average sales of 5,000-7,500 per game.
Image source: Screenshot of Daduoduo
Cai Xuefei, a liquor marketing expert, told the editor: "Live e-commerce itself is an upgrade of traditional e-commerce, which is essentially a traffic business, and the traffic business is still based on price strategy. In fact, the enterprise side acquiesced to the platform's low-price play, and the two sides reached a tacit understanding to use the 'Double 11' to destock and provide consumers with more low-cost products. ”
Since the start of the live broadcast of alcohol, the low price tag has never been torn off. According to the reality of the "2023 Douyin Platform Liquor Industry Report", in December 2023, the average price of goods in the liquor industry was 169 yuan, an increase of 6.31% month-on-month.
Xiao Zhuqing, a wine marketing expert, pointed out that at present, the live broadcast of alcohol is mainly based on low prices, and it has already become a "dammed lake" of social inventory. This not only dilutes the brand image of wine companies, but also has a negative impact on offline channels.
Hidden behind the low price in the live broadcast room is the fundamental demand of consumers to pursue cost performance. Zhu Danpeng, vice president of the Guangdong Provincial Food Safety and Security Promotion Association, believes that the fit between the live broadcast room and the consumer group is based on the high cost performance, which is also the core reason for the low price band of the products sold in the live broadcast room.
According to relevant survey data, in December 2023, the proportion of Douyin wine consumers by age is 41-50 years old, accounting for 27.78%, followed by 31-40 years old age group accounting for about 26.67%, in addition, over 50 years old, 24-30 years old and 18-23 years old age group accounted for 24.44%, 16.67% and 0.56% respectively.
Industry insiders pointed out that from the perspective of the current consumer group who buy wine in the live broadcast room, although it is the mainstream group of business consumption, it is also more concerned about the cost performance of products. Therefore, if the live broadcast room wants to firmly attract the core group and promote consumption, it needs to attract through good products and low prices.
When will the drink "Dong Yuhui" come
Throughout the past few years, the live broadcast of wine has taken the lead in sharing dividends from making a friend, Dongfang Selection and other talents, and e-commerce anchors with goods, and gradually transitioning to Yanghe shares, Shede Liquor and other wine companies to test the water in person, and now the live broadcast of wine companies and e-commerce anchors go hand in hand to share the dividends of Douyin live broadcast. In this process, it is not only to provide consumers with more choices, but also to show the process of accelerating the integration of domestic liquor companies into the Douyin platform.
Nowadays, from disorganized to gradually standardized, from talents, comprehensive e-commerce anchors to seize dividends to the official end of the wine company in person, when will "Dong Yuhui", which belongs to the wine industry, appear?
Previously, from Dong Yuhui to set off the prelude to the era of live streaming content to the present, what has been given to e-commerce live streaming is not only limited to product form and price advantages, but also focuses on the empowerment of content to products.
Practitioners of liquor e-commerce live streaming pointed out to the editor that the combination of e-commerce and live broadcast has formed a relatively complete "ecosystem". As a content output channel, live streaming has brought a very large amount of traffic. This part of the traffic can be effectively combined with e-commerce, and further integrate the upstream and downstream supply chains. Therefore, it is a relatively complete ecology, which is completely different from traditional e-commerce.
On the other hand, in the form of deep cultivation of wine companies on short video platforms, in addition to live broadcasts, patch advertising through short videos has also become one of the ways. For wine live broadcasts and short videos, it is not easy to incubate an exclusive "Dong Yuhui" IP.
The relevant person in charge of a wine company told the editor: "At present, the live broadcast channel can only be said to be an important channel, but it cannot constitute the main channel. The main price advantage of the wine live broadcast room is to obtain traffic, so in order to protect the interests of dealers, we mainly focus on brand display online and will not build a professional team. ”
Although wine companies give slightly different ex-factory prices to online and offline, low online prices will encourage consumers to concentrate on online channels, which will jeopardize the interests of offline distributors.
Industry insiders pointed out that it is difficult for wine companies to create an exclusive "Dong Yuhui", on the one hand, because online channels are not mainstream channels, and on the other hand, there is a cognitive threshold for live broadcasts. IP with iconic symbols like "Dong Yuhui" can empower the drainage of products and live broadcast rooms, but for the wine industry, it is relatively stronger, and it is at a certain cognitive threshold to promote the realization of products through sales. In the future, if wine companies want to create a wine "Dong Yuhui" in the live broadcast channel, they still need to truly plan from the perspective of consumer groups and cultural levels, and build an exclusive team to deepen the track.