Source: Vic's Marketing Reflections
On March 30, Wu Xin opened a 12-hour live broadcast with goods with the theme of "The Wardrobe of Splendid Spring" on his Xiaohongshu account
The data hit a new high, from 14:30 in the afternoon to 2:30 in the morning the next day, GMV3500w+, the number of live broadcast appointments was 79,000+, the number of viewers was 2.06 million+, and the popularity of the buyer list was the first for 10 consecutive hours, the fan viewing time was 9min45s, the sales of 4 sets of style looks exceeded one million, and all 27 well-matched clothes were sold out
This data is second only to Zhang Xiaohui and Dong Jie, and it can be said that Wu Xin has become the TOP3 of Xiaohongshu's star buyer group
So what did Wu Xin do right?
First, focus on the selection of people and user needs
【Clothing】Wu Xin's selection of fashion clothing is mainly biased towards the hourly fashion that ordinary girls want to achieve, the unit price of customers is rich and thrifty, paying attention to the modification of clothing to the figure, the practicality of the style, and the friendly fashion trend items of ordinary people, and by showing the dressing method and matching details in person, it has become an indispensable link between high street fashion and ordinary girls, especially in this live broadcast with her outstanding artistic sense of dressing style 4 sets of LOOK have sold more than one million
[Daily chemical category] highlights price friendliness and quality assurance, and selects daily chemical products as spokespersons for live broadcasting, which not only brings exclusive benefits to users in the live broadcast room, but also gives users a good product explanation because of the spokesperson's understanding of the product. At the same time, we can personally understand the needs of ordinary girls, help ordinary girls get better products through the live broadcast room, and give suggestions that directly hit the pain points
[Food] is mainly focused on healthy products, Wu Xin's obvious body management is the best endorsement for her to recommend healthy food, and at the same time, the whole family went into battle to contribute to the selection list: the melon seeds on the shelves are eaten by the father, the corn is selected by the mother, and the live broadcast room can be called the "Wu family's strict selection", and the parents' choice of agricultural products also gives users strong reliability
Second, the positioning of ordinary women has made great contributions
Wu Xin entered everyone's attention as an ordinary girl through the draft, and it can be said that she has grown up under the witness of every audience for more than 20 years, and her transformation path has a strong reference and motivation for every ordinary girl, and it is precisely because of Wu Xin's personal style and growth experience that the target group of her live broadcast is mainly anchored to most ordinary girls in life
She understands the body problems of ordinary girls best, understands the psychological changes of ordinary girls, and can hit the pain points of ordinary people one by one in the explanation, and help everyone find good things that are suitable, easy to use, and highlight their strengths
Wu Xin's live broadcast positioning has played a differentiated route, making up for the lack of high-point buyers in Xiaohongshu among the "ordinary girls", and forming its own "ordinary girl economy" effect. Do not compete with the same level of circles, but find your own accurate crowd to occupy the high ground
The audience's mind and eyes are bright, when the same type of live broadcast continues to appear on the screen platform, it will cause the first-mover advantage to be extremely obvious, Dong Jie, Zhang Xiaohui, Yi Nengjing's healing live broadcast, has basically harvested the needs of the same type of users, and the data of the "various healing anchors" added in the later stage is basically very bleak
In terms of personality, Wu Xin is not beautiful from the moment she debuts, she is not like Dong Jie's classic image of Leng Qingqiu, nor is she like Zhang Xiaohui with her own celebrity attributes, but it is precisely because of her lack of star halo and story that she understands the fashion pain points of every ordinary girl
For example, how to choose glasses for a big face, how to choose a hat for a big head, how to modify the leg shape if it is not good-looking, how to pose for a photo to be natural, etc., in the live broadcast, she can teach by word and deed, and gain insight into the fatal attraction of each item for ordinary girls in one second
From the perspective of MBTI, Wu Xin is INFP, Dong Jie is INFJ, and Yi Nengjing is suspected to be ISFJ
3. The appeal of variety show and humor is increased
The expression of the Northeast people with a sense of variety and humor makes Wu Xin, who was born as a host, very infectious in the live broadcast, unpretentious language expression, just the right quote of his own personal story, and the language skills of exporting into jokes, so that Wu Xin's every product explanation is full of watchability, there is no "flickering bridge" for the sake of selling goods, Wu Xin can always sincerely think about the ordinary girls in the live broadcast room (considering the budget, collocation, use occasions, etc.), just like everyone's kind electronic girlfriends
It is not difficult to see that Wu Xin's live broadcast is indispensable behind the official advice of Xiaohongshu, whether it is in the selection or positioning, it is very clear, Wu Xin's selection always follows the principle of "I like", "I want to buy I choose" The selection logic, compared with other buyers' live broadcast rooms, it is more from the perspective of fabric, design, brand, etc., Wu Xin is more like a friend or sister around you telling you what product is suitable for her, because she thinks you will look good when you wear it
And all kinds of small details are also handled very well, Wu Xin has repeatedly emphasized "I like it" during the live broadcast, and also emphasized that "you also have to buy what you like", giving people a sense of logical and self-consistent sincerity
Fourth, the new template of the Xiaohongshu people's freight yard
In the final analysis, the success of this live broadcast still follows the underlying logic of e-commerce, and always grasps the matching principle of people, goods and yards
People: Wu Xin's general woman design and the reference sample of the "ordinary girl" group
Goods: Experiential selection focuses on non-professional emotional communication
Field: The chatter-style live broadcast room allows buyers to change ideas with fashion planting
The three elements of people, goods and fields are integrated together: clear user characteristics + suitable product selection principles + relaxed live broadcast atmosphere. Only when it really hits the pain points of consumers can it form a real conversion. It is also the best new template that is more suitable for female buyers to reproduce!
Fifth, the duration and rhythm are well worth learning
This time, Wu Xin broadcast live for 12 hours
There are also other celebrity buyers who extend the live broadcast time on Xiaohongshu, such as Zhang Li, but compared with Zhang Li and the assistant broadcaster taking turns to broadcast, Wu Xin's live broadcast is more sincere, which is difficult for other star buyers to do
Xiaohongshu's live broadcast style is originally slow and organized, so the duration and rhythm will definitely not be like Douyin, which uses a very fast pace to grasp the needs of users
The duration of 12 hours is almost the whole time from going to work to fishing and getting off work
It is recommended that merchants and buyers try to extend the duration of the live broadcast as much as possible, as the positioning of Xiaohongshu's buyer's live broadcast determines that the duration of Xiaohongshu is destined to be short
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