"This color is like meeting air conditioning in the summer. ”
"The pattern of this skirt is like a garden without pests. ”
"This skirt has the lightest black I've ever seen, and it meets the bizarre requirements of everyone in the world who wants a colorful black. ”
Stepping on high heels and wearing a blue slip dress, on March 22, the UP master of the fashion district "Parrot Pear" opened the third live broadcast with goods at station B.
She introduced the skirt like in the video, which attracted more than 100,000 barrage interactions, and soon after the broadcast, it rushed to the fifth place on the hot search list of station B.
Compared with netizens not placing orders, she seems to be more afraid of netizens placing wrong orders.
During the warm-up video and live broadcast, she will repeatedly emphasize that "don't buy what doesn't suit you", and she hopes that everyone can consume on demand and buy clothes that really suit them.
In the video "Recommend Some Dresses Without Class Flavor!" released on March 7, she recommended dozens of spring and summer dresses, not only showing the advantages of each skirt, but also deliberately highlighting their "disadvantages".
For example, the length of some skirts is short, and tall girls are not suitable for buying, the fabric of some skirts cannot be washed, and it is not suitable for girls who are inconvenient for dry cleaning, and the version of some skirts is fluffy, and girls who are afraid of "showing pregnancy" are not suitable for buying......
In addition to showing the skirt, she also used her own mantra to show a lot of selection and wearing skills, if you don't want to "show pregnancy", you should "choose eight without heart" in the style, if you don't want to "show side breasts", you should choose a skirt with lower armpits and chest, etc.
In the live broadcast on March 22, the skirts that appeared in the video took turns to appear in the live broadcast room. Under the detailed explanation of grass planting in the early stage, many links were snatched up as soon as they were launched, and the official data of station B showed that the GMV of this live broadcast exceeded 24 million yuan.
This is the third live broadcast of "Parrot Pear" on Station B, and the first two will be broadcast in August 2023 and Double 12 respectively. Although she only started three broadcasts, she leveraged the cumulative sales of hundreds of millions of yuan with 2 million fans.
"Parrot Pear", who often refers to herself as Rina Tachibana (hereinafter referred to as Rina) in the video, told the editorial department of Xinbang that as a newcomer to the live broadcast who wants to make a big noise, she and her team chose to make the first two live broadcasts a "big live broadcast", that is, there are many categories, the preparation period and the live broadcast time is longer, compared to the third live broadcast is smaller, but the result is far beyond expectations.
The live broadcast e-commerce track is becoming more and more involuted, and Station B started late in live broadcasting, how can the "Parrot Pear", which debuted halfway, stand out among the anchors?
Recently, we chatted with Lina and the team behind her, Bee Swarm Culture: the "unique secrets" of the UP master to bring goods live on station B.
From the fashion UP master to the anchor with goods, the total GMV of the 3 live broadcasts exceeded 100 million
"Many people may know me at station B, but it was very difficult to attract investment at the beginning, and some merchants didn't know that station B also brought goods live. Rina said.
As the owner of the fashion district UP, she is good at making long videos of clothing evaluation, and has accumulated 2 million fans with her unique aesthetics and expression style with frequent golden sentences.
Although she has produced a popular video of "Can Comic Breasts Get Out of Reality" with more than 10 million playbacks, and has also successfully won the title of the top 100 UP masters of Station B, she still frequently hit a wall when she first came into contact with live broadcast last year.
The first hurdle comes from attracting investment. Due to the fact that the live broadcast of station B has just started, and there is a lack of mature clothing anchors, some clothing brands are very unfamiliar with the names of station B live broadcast and parrot pear.
Lina believes that the most intuitive way to show the commercial value to the outside world is GMV, "If you do a small show, you can't rush sales, so I decided to do a big show in the first two live broadcasts, and there were nearly 150 product links in the first one."
In this livestream, brands such as BecBridge, RealisationPar, MAYALI and Selkiecollection that rarely appear on the live broadcast appeared. Lina mentioned that many of the brands she cooperated with in the first live broadcast were repeatedly recommended by her in the video before, and she said with some pride and happiness: "There are many viewers who have placed orders after Amway, and they will tell the brand that they came to buy because of my recommendation." ”
If making videos can be done alone, then live e-commerce is a team operation, which is also the second difficulty she faces - team building.
"I don't really need much help to make videos, I buy clothes for evaluation, I do the topic selection, writing, and shooting by myself, plus the assistance of editing. However, live broadcast requires the cooperation of the business side, the content side, the execution side and myself. ”
For example, Lina often releases 4 to 5 warm-up videos before each live broadcast, explaining in detail the outfits that will be on the live broadcast room, which are not only the warm-up before the live broadcast, but also the very solid content in the account, so it needs to cooperate closely with the selection and investment promotion personnel.
In order to complete the large-scale live broadcast of clothing, Lina and the MCN bee colony culture she signed decided to jointly form a special live broadcast team.
Liu Qi, the person in charge of the e-commerce of Bee Swarm B Station, said that Bee Swarm Culture has been at the top of the content list and business list of B station for a long time, and when B station began to try live broadcast to bring goods, Bee Swarm was also one of the first MCNs to cooperate deeply, and provided live broadcast strategic planning, investment promotion and product selection and other team execution services for its talents.
After several months of preparation, Lina successfully opened up a new business path for the clothing area of Station B with the good results achieved in the first two live broadcasts.
On August 19, 2023, the first live broadcast of "Parrot Pear" brought more than 700,000 views to the goods yard and more than 151 product links on the shelves, of which women's clothing accounted for more than half, and the GMV of the debut exceeded 30 million yuan.
Although the two live broadcasts brought impressive sales figures, there were also drawbacks of long preparation cycles and large personnel consumption.
Lina mentioned that the big live broadcast consumed a lot of the team and the audience, especially after the second live broadcast, and some viewers reported that it was too tiring to watch the live broadcast for ten hours in a row. Therefore, she reacted quickly and decided to make the live broadcast smaller and more frequent.
Therefore, in the "Early Spring Dress Special" on March 22, the live broadcast selection was more subdivided and the theme was more clear, focusing on the single item of "skirt".
In this live broadcast, Lina looks calm and relaxed, and she is more comfortable with the rhythm of the live broadcast.
She revealed that with the foreshadowing of the first two live broadcasts, the resistance to attracting investment in this live broadcast is significantly smaller, and it has also attracted some brands that have never been in the live broadcast room, and even some brands provide fans with additional rights and interests to watch the show on site.
"My estimated GMV for the third live stream was actually only a few million, but in the end, most of the links were sold out, and the final sale far exceeded the expected 24 million, which I am very surprised and grateful for," said Lina. ”
The UP main live broadcast brings goods, and you can't just be an anchor with goods
The popularity of the three live broadcasts seems to be traceable, and Lina has continued the strong video style to the "people and goods field" in the live broadcast room.
Her videos are not only the sharing of dressing experience, but also the output of personal opinions, in addition to clothing videos, she will also share her life, not only the perception of fitness and dance practice, but also the interesting stories of chasing stars and reading novels.
When describing the matching ideas, her language is delicate and powerful, "Because the skirt is a little lush, I usually cover a suit over it when I go out to make it look meek." But this time I decided not to cover any coats, because beautiful things should be shown."
When talking about "comic breasts", she hopes that everyone will not feel anxious and constrained by this, "Your breasts don't have to be beautiful, and they don't have to be beautiful."
When sharing her fitness experience, she told fans that sticking to the fitness mindset will usher in a change, "This feeling of I can do anything is much more attractive than when I lose weight."
These distinctive expression styles also continued to the live broadcast room. In Lina's view, the foundation of her live broadcast is the identity of the UP master, and the identity is superimposed rather than converted, "If you are only an anchor with goods, you can't bring goods at station B."
Chen Ziming, the person in charge of the content of the bee colony B station, believes that the talent with distinct personalities and personalities, strong lens expression and strong oral expression skills is suitable for trying live broadcast to bring goods, and on the basis of a solid content foundation and memory points, they can give full play to the advantages of content planting and high fan stickiness, so as to form consumption transformation.
In videos and live broadcasts, Lina often refers to fans as "audience leaders" and reports work progress and arrangements to "audience leaders" at any time.
Lina will do a multi-period warm-up video very seriously in every live broadcast, explain the advantages and disadvantages of each skirt to the "audience leader" in detail, and preview which ones will appear in the live broadcast room. Officially, these grass-planting videos with more than one million views successfully stimulated fans' desire to buy, and finally ushered in a sales explosion in the live broadcast room.
Through a variety of dry goods, evaluations and outfit videos, Lina's sincere sharing has attracted a group of fans with high stickiness, good aesthetics and great consumption potential. According to the data of the new station, the female fans of the "Parrot Pear" B station account accounted for 76%, and the fans aged 18~24 accounted for 55%.
In the selection of products, Lina will listen to the opinions of fans and meet the shopping needs of "audience leaders".
For example, she chooses brands that fans like based on private messages and comments, and the clothes with high demand in the video often appear in the live broadcast room, and at the same time, the unit price of her live broadcast customers ranges from 100 yuan to more than 1,000 yuan, which can cover the needs of different consumer groups.
In the live broadcast on March 22, the skirt link with a price of more than 1,000 yuan was sold out by netizens almost as soon as it was put on the shelves, and many netizens left messages saying that they wanted to increase inventory.
"What I recommend in the video and in the live broadcast room is the same. Lina said, "The best sellers in the last live broadcast were skirts with a unit price of more than 2,000 yuan, which is closely related to the content of my account, because I have been doing dress evaluations at this price as early as the earliest, and fans will have a higher acceptance of me and the brand." ”
In Chen Ziming's view, Station B is a content-first platform, and the strategy, theme and tonality of live streaming all need to be closely integrated with the content of the UP master itself. "Live streaming is not only a form of delivery, but also a form of content that is longer, more informative, and more functional. ”
In terms of the live broadcast field, the "Parrot Pear" live broadcast room continues the content field with a great sense of atmosphere, and the scenes of the three live broadcasts are very similar to the living room style of Lina herself who usually shoots videos.
In order to show the effect of clothing more intuitively, Parrot Pear often shows the same dress with two other models with different body shapes, providing a reference for audiences with different body types.
The high return rate of women's clothing is the consensus of the live broadcast e-commerce industry, and the return rate of some merchants is even as high as 70%.
According to Lina, the average return rate in her live broadcast room is about 30%, and the root cause is that her live broadcast room does not have "strong sales", but repeatedly emphasizes that "don't buy what doesn't suit you", and shares with everyone how to choose clothes that suit you with her own experience.
Under the strong planting of videos, fans are already familiar with the features of the product, and they are not impulsive consumption in the live broadcast room, but the last link of consumption is purposefully completed in the live broadcast room.
Among the first batch of people who "eat crabs", who can become the top stream of station B?
At the moment, the UP owners of Station B's live broadcast can be called the first batch of people to eat crabs.
From technology to model, UP owners and platforms are exploring and growing together. Lina mentioned that she continued to find some details and technical problems during the live broadcast, and solved them with timely feedback from the platform.
For example, when the search function of the shopping cart in the live broadcast room of station B was first launched, it would strictly distinguish between the case and case of the letters, and Lina found in the second live broadcast that if the brand name has a capital "V", but the user wrote a lowercase "V", the brand cannot be searched, in order to facilitate the user search, this technical problem was solved in time, and now, when the user searches for an English brand, it can be successfully identified regardless of the case or case.
For creators, live streaming can not only enrich the monetization model, but also feed back content creation.
Lina revealed that one of her videos will evaluate dozens of clothes, and there are many clothes that she tried on that are not presented in the camera, and the cost of a video is often about tens of thousands of yuan, and the results of live streaming allow her to get in touch with more brand cooperation, so as to better output content.
Zhang Zebing, the person in charge of the operation of station B of the bee colony, believes that the live broadcast e-commerce industry is not only in the "volume" mechanism and price, but also in the form and content of "volume".
"How to combine the pallet with the live broadcast theme, live broadcast form, and live broadcast warm-up and be accepted by the audience is a problem that every UP owner who wants to try live broadcast needs to think about. Zhang Zebing concluded.
From Li Jiaqi of Taobao, Luo Yonghao of Douyin, Simba of Kuaishou, to Dong Jie and Zhang Xiaohui of Xiaohongshu, when major platforms enter live broadcast e-commerce, they all need to find their own "top stream" to break the circle.
According to the latest financial report of Station B, the GMV of Station B will increase by 260% year-on-year in 2023, and during the Double 12 period, the turnover of UP's main single live broadcast will exceed 50 million. It is reported that the live broadcast results came from the double 12 live broadcast of "Parrot Pear".
Live streaming is one of the important sources of commercialization increment for station B and UP masters, and station B also needs benchmark UP masters like "Parrot Pear" to continue to break the circle and become the top stream of the whole network, so as to attract more people to enter the game and make the ecology of live broadcast e-commerce of station B bigger and stronger.
As the UP owner who was written into the financial report by station B, "Parrot Pear" has explored a replicable model for the fashion area of station B, and has driven more UP owners to "eat crabs" together.
"Some UP masters have also successfully run through our live broadcast model, which proves that our experience is meritorious, but I will not stop there. At the same time, we will also continue to think, explore, summarize and innovate the business model, I don't want other UP owners to blindly imitate, but everyone creates together, makes progress together, and makes more possibilities in the sector of live broadcasting. Rina said.