Jia Nailiang joins hands with "Douyin Super Product Day"
Cut out the "super heartbeat" price for consumers
"40 packs of pumping paper, 27 rolls of rolling paper, a total of 99.9 yuan, in fact, only 1.49 yuan a pack, is definitely lower than our daily price, the price of the big promotion. ”
"Wait a minute, if I'm not mistaken, this was the price during the live broadcast of the second anniversary of '8.10' last year, right?"
"You should know that from the end of last year to March this year, the price of raw wood pulp materials increased by 25%......"
"From the consumer's point of view, I only care if I can buy more paper towels than before with this money. ”
Or like this, 80 packs of pumping paper and 27 rolls of paper are 107 packs, a total of 160 yuan. Drop another 5 yuan, 154.9 yuan. ”
"I don't want 154, we want 'a long life.'" Drop 10 yuan at a time, and drop 1 cent per pack - 149 yuan 7, we ......will always depend on each other for a long time."
This paragraph of "fancy bargaining" with frequent verbal swords and golden sentences comes from the recently popular micro variety show "Super Heartbeat" on Douyin - jointly produced by "Douyin Mall Super Brand Day" and Yuanwang Technology, and Jia Nailiang serves as the "manager of the quality-price ratio".
As the head IP of Douyin e-commerce, "Douyin Mall Super Brand Day" has been committed to integrating the advantages of the platform and creating exclusive marketing nodes for brand merchants. What the project is best at is the ability to capture hot spots and content planning, which can well connect the core selling points of the product with hot spots to achieve circle-breaking communication.
Since the launch of the project, many big brands at home and abroad have rushed to cooperate with it, and the "Douyin Super Product Day" has become a golden sign of Douyin e-commerce marketing.
This time, the "Douyin Super Product Day" chose to cooperate with Jia Nailiang, the representative of the Douyin super head anchor, to launch the micro variety show "Super Heartbeat", which is a new attempt to empower brand marketing with high-quality content.
For a long time, Jia Nailiang has insisted on bringing brand goods during live broadcasts, delivering them directly from the official flagship store, and has cooperated closely with many big brands at home and abroad, with remarkable results.
For example, in the "Lancôme Super Product Day" in July last year, Jia Nailiang sold out all the inventory in 3 hours during the live broadcast, breaking 4 brand records; in September, the "Estee Lauder Super Product Day" sold 40.89 million yuan in 3 hours of live broadcast, doubling the brand record; during the Double 11 period, Han Shu created 5 brand records in 4 hours, Proya doubled to refresh the brand special record, and L'Oreal Paris broke 6 brand Douyin platform records;
In December's "Duck Duck Super Product Day", the sales exceeded 188 million in 6.5 hours, breaking the single-game sales record of the entire Douyin clothing and women's clothing industry, and in January this year, the "Three Squirrels Super Product Endorsement Special" broke the sales of 110 million, once again breaking the single-day brand special record of the Douyin food industry......
It can be seen that these brands are also "super products" that cooperate with "Douyin Super Product Day", and Jia Nailiang has helped them achieve performance breakthroughs many times, which is enough to show that he is highly compatible with the positioning of "Douyin Super Product Day", and it is natural that he has become a key cooperation object.
In this "Super Heartbeat" program, Jia Nailiang and consumer representatives, product selection experts, industry experts, etc. jointly established the "Super Heartbeat Quality and Price Ratio Jury" to help consumers negotiate with major brands.
If the price and mechanics offered by the brand team can impress the 4 jury members, they will take a picture of the front lights. Only when all 4 lights are lit up can the brand's products be put on the shelves in Jia Nailiang's special live broadcast room on April 2 - thus forming a complete closed loop from "publicity" to "planting" to "sales", boosting the "super products" to expand the circle and spread, and "integrating quality and efficiency" to amplify the brand's voice.
At the same time, this variety show can also be regarded as the revelation of the behind-the-scenes product selection and bargaining process in Jia Nailiang's live broadcast room: when Jia Nailiang bargained for prices, he deeply empathized and substituted it into the perspective of consumers, knew it with reason, moved it with emotion, and sought more discounts and benefits from the brand. In the end, everyone can buy a "more beautiful, better, and higher quality life" at a lower price.
After the show was broadcast, topics such as #贾乃亮有多会砍价#的话题快速冲上抖音热榜 and exposure exceeded 100 million, as well as topics such as #Jia Nailiang bargained and had two brushes# have also received millions of broadcasts - the coolness of persuading the "opponent" in the negotiation process, as well as the unprecedented lowest price on the whole network of big-name new products and explosive products, have attracted much attention to this variety show.
Consumers and brands are satisfied
A variety show makes all parties win-win
At the negotiation scene, we saw that Jia Nailiang relied on his strong sense of variety show and on-the-spot response ability, and his golden sentences and limericks were frequently published, contributing a lot of baggage to this show, which can be described as a famous scene.
For example, before the bargaining began, Jia Nailiang released a series of cruel words: "Surprise, imminent, lying on the salary, strategizing, and drawing salary from the bottom of the kettle, give our brand a heavy blow." ”
After the brand came on the stage, Jia Nailiang and the jury pulled out a banner and played a bargaining slogan, which directly shocked the brand: "The price should be attractive, and Tim Ke can be called a god", "Peace of mind quality and price ratio, 'sand' price and 'sand' to the end", "The heart is like gold, and Brother Liang bargains to the heart"......
Such a "dismount" naturally fills the effect of the show. The representatives of the brand with different expressions not only met the entertainment needs of the audience, but also deepened the impression of consumers on the brand.
And Jia Nailiang, who is full of tricks and arguments on the spot, the ultimate goal is to win lower prices and better mechanisms for consumers. This is of great significance to today's consumers who tend to be rational in their consumption habits and pursue a "quality-price ratio", and they can even learn a lot of negotiation skills from it.
In addition to the price, we see that Jia Nailiang really took into account the actual needs of consumers during the negotiation process.
For example, a floor scrubber brought by the brand "Tim Ke", the mechanism given at the beginning was 2390 yuan plus a set of roller brushes and 5 bottles of cleaning liquid. At the same time, he also emphasized: "When we made this product, we deliberately chose a more durable and longer-life pouch battery, and durability is the real value." ”
But Jia Nailiang's team immediately noticed the problem: "The roller brush is normally changed once a year, and you only give me one for the price of 2390, and I can only use it for two years", and then pushed the boat down the river, and proposed to ask the brand to send two sets of roller brushes and 6 bottles of cleaning liquid.
It can be seen that when Jia Nailiang negotiated with the brand, he truly put himself in the perspective of an ordinary consumer. In this way, we can find the problems that may be encountered in the process of daily use, and put the "after-sales" link in front to give consumers an intimate and thoughtful shopping experience.
In addition, we also see that when Jia Nailiang strives for the welfare of consumers as much as possible, he does not do so at the expense of the interests of the brand. Instead, it compares hearts to hearts, and also takes into account the future development of the brand.
For example, at the end of the negotiation with Timke, the price of the floor scrubber has been reduced to 2090 yuan, and two sets of roller brushes, 4 bottles of cleaning liquid, and a set of vacuum cleaners will be given. At this time, Jia Nailiang also wanted to break the price to below 2,000 yuan, and even proposed to subsidize it by himself and the platform, "The visual impact that starts with 1 is completely different from that at the beginning of 2."
But the brand side is unwilling to give in, because it is not a question of who will pay for the subsidy, but further price breaking will lead to the collapse of the entire price system, which is not conducive to the long-term development of the brand in the future.
In this regard, Jia Nailiang also expressed his understanding: "Each has its own difficulties, but the significance of this negotiation has been achieved. We have seen what a good floor scrubber is, a good design, a good product, a good core, and what kind of problems we solve in our daily life." It can be seen that mutual understanding is the premise for achieving a win-win situation.
THERE IS ALSO AN EXAMPLE OF WHEN NEGOTIATING WITH THE HEAD SUNSCREEN BRAND "ANGESHA", THE OTHER PARTY MAINLY PROMOTES THE POPULAR PRODUCT "SMALL GOLD BOTTLE" (60ML), AND THE MECHANISM GIVEN IS 218 YUAN PLUS FOUR BOTTLES OF 12ML AND A 4ML SAMPLE, A TOTAL OF 112ML.
Because it is an international brand with a very stable price system, there is little room for further price reduction, but Jia Nailiang still proposed to reduce it to 208 yuan, and the 4ML sample in the gift was changed to 12ML, which is equivalent to a total of 120ML.
After many rounds of tugging, the brand finally relented, but was only willing to sell a limited edition of 10,000 copies. At this time, Jia Nailiang stood from the perspective of the brand and showed the rights and interests he could give one by one.
For example, during the live broadcast on April 2, the core ingredients and brand values of ANESA will be explained clearly, and the high-net-worth users in their own live broadcast room will be able to establish a connection with the brand and convert into loyal users of ANGESA: "Sell 1,000 orders today, and I can tell you that these 1,000 orders can be repurchased into 50,000 orders or 60,000 orders."
After a "painting cake", he directly talked about the heart of the brand, and immediately agreed to fill the inventory.
For the brand, the variety show "Super Heartbeat" and the subsequent official live broadcast, in addition to promoting short-term sales, the more important value is to expand the brand's influence and precipitate more loyal users. Therefore, when Jia Nailiang depicted the marketing prospect of "integration of quality and efficiency", there was no reason for the brand not to be moved.
Jia Nailiang and the brand side experimented with the effect of the product on the spot
So far, we have seen that in this "bargaining variety show", consumers and brands have reached satisfactory results, which is what Jia Nailiang excels at, and it also reflects his strong insight into brands and consumer needs.
It is worth mentioning that Jia Nailiang and Douyin Super Product Day created "Super Heartbeat" also have a far-reaching impact on the platform and the industry.
For example, Douyin e-commerce is now focusing on the construction of shelf yards, and even the IP of "Douyin E-commerce Super Brand Day" has been renamed "Douyin Mall Super Brand Day", which is enough to see the importance of the platform.
In the process of platform development, Jia Nailiang has become a key player, helping to open up the shelf field and the content field - just like the price mechanism finally reached in this negotiation, it will also be displayed simultaneously in Douyin Mall, further expanding the influence of Douyin Mall.
For the industry, "Super Heartbeat" will also help give people outside the industry the opportunity to learn more behind-the-scenes stories, change stereotypes, and have a new and positive understanding of the live broadcast e-commerce industry;
The use of star effect to cooperate with brands to bargain is to create an innovative form of bringing goods, providing a new model for the industry to enhance value.
Continue to deepen the cultivation of live broadcast e-commerce
Jia Nailiang explores the long-term value of the industry
In the past year, the live broadcast e-commerce industry has been in a big wave.
Affected by the general environment, consumers are gradually becoming rational, and the industry is moving towards standardization. This prompted some celebrity anchors to leave the scene, and even the once dominant overhead anchors began to reduce the frequency of live broadcasts, and they were so low-key that they were almost "invisible".
But we see that Jia Nailiang, as the "first person in celebrity live broadcast", although there are also TV series and variety shows that are on the air, he still sticks to the live broadcast e-commerce industry and is evergreen.
Behind this, on the one hand, is Jia Nailiang's sense of responsibility for his career, and on the other hand, it is the result of his continuous cultivation of live broadcast e-commerce - after establishing a close connection with the platform, brand and consumers, it is difficult for him to be shaken by the changes in the outside world.
For example, during last year's "Double 11", some top anchors were once caught in the whirlpool of public opinion because they competed with brands or platforms for pricing power. But Jia Nailiang was not only not affected, but also grew against the trend and broke the record, achieving a GMV of 1.36 billion yuan.
This is precisely because of Jia Nailiang's long-term efforts, the live broadcast room has established a strong and harmonious relationship with the upstream and downstream of the industry, and regards win-win for all parties as the ultimate goal.
is like this variety show "Super Heartbeat", which shows the bargaining process behind the scenes in the live broadcast room. Jia Nailiang's sincere attitude and empathy ability in the show have improved the popularity of passers-by and the stickiness of fans, and precipitated more users for future development.
At the same time, open and transparent price negotiations have also broken the "zero-sum game" of the live broadcast e-commerce industry to compete for pricing power, allowing multiple parties to benefit and develop together.
In addition, Jia Nailiang also frequently cooperates with CCTV to set up special live broadcasts of the Consumer Expo and the CIIE, as well as various public welfare live broadcasts of traceability and agricultural assistance......
These investments, in the short term, may get little income, and it is also something that some head anchors are unwilling to do.
But the reason why Jia Nailiang can be evergreen in the live broadcast e-commerce industry is precisely because he does not pay too much attention to temporary gains and losses. He took a long-term view, actively maintained the bond with platforms, brands, and consumers, and gave full play to the social value of live broadcast e-commerce, so as to explore a win-win way that can grow against the trend.