△ Technology and new business △
Video number masters are in the live stream with goods
In the live broadcast room of the video number, a dark-skinned and slightly thick-skinned tourism anchor is broadcasting live, and hundreds of thousands of netizens follow his explanation to tour the Forbidden City.
This anchor has a very down-to-earth name - "Zhang Dao takes you on a tour of Beijing". In his rustic lens and humorous narration, Beijing's customs and historical heritage appear to have a special flavor.
I was also fanned by Zhang Dao, and watching live broadcasts at home on the National Day home in the video number has become my daily routine these days.
In the interval between live broadcasts, Zhang Dao will also recommend some special products, such as carefully selected popular products "Da Dong Roast Duck" to meet the fans' coveting of Beijing roast duck; outdoor products such as sunscreen clothing, sunscreen hats, ice sleeves, and black sesame pills, as well as health snacks, appear in Zhang Dao's live broadcast room, which is real, interesting and grounded.
Zhang Dao video number live broadcast room
In such a scene, placing a few orders at will becomes a natural thing. When a new consumption scenario is built, the content consumption derived from the creator is transformed into commodity consumption in a minimalist way.
Anchors, this group of content creators, are creating new connections with fans through the live streaming room of video numbers. Through their recommendations, high-quality products were recommended to netizens in the live broadcast room at competitive prices, and consumption became simpler, more efficient and more interesting.
When more and more users begin to get used to what they see is what they get - no matter what scene they see, they will buy it if they like it. The huge user demand has raised a huge space for the supply side, and a large number of talent anchors have opened the nugget journey of the video number.
<h1 class="pgc-h-arrow-right" data-track="25" >01 become part of the tide</h1>
"If you don't transform, you won't have enough to eat." When it comes to doing live broadcasting, Zhang Dao, who has ten years of experience in offline tour guides, bluntly said that he was "forced to be helpless". Affected by the epidemic, the tourism industry suffered a heavy blow in 2020, and offline tour guides have switched to online live broadcasting, and cloud tourism has become a new trend for a while.
Although peers believe that this is the trend of the times, in the face of transformation, Zhang Dao's heart is still very worried, and his biggest worry is "Will anyone come to see?" ”
After repeated entanglements, Zhang Dao thought of the old customers accumulated in the past ten years with group tours. Before the first live broadcast began, Zhang Dao flipped through 3,000 friends in WeChat, and finally selected 200 old customers who had interacted, and carefully sent his own video number live broadcast information. Unexpectedly, many friends who only have one side of the relationship ignited the spark of Zhang Dao's live broadcast.
"I remember very clearly that the first live broadcast on January 9, in the video number to explain the Forbidden City for 5 or 6 hours. The live broadcast was watched by less than 1,000 people, but the encouragement to me was particularly great, many old friends got together through the live broadcast room, they introduced a lot of new friends in, and gave me a lot of tips. ”
Zhang Dao talked about the Forbidden City
Zhang Dao quickly found the motivation to continue the live broadcast. "The online live broadcast has amplified my knowledge of tour guides, which used to serve only a few dozen people, but now it can serve hundreds of thousands of people, and I feel very accomplished."
Although Zhang Dao talked about the transformation with some understatement, he did not spare any effort behind his back. Before each live broadcast, he would be as well prepared as when he first went to the White Horse Temple as a student to become a docent. In the official explanation, he will integrate the knowledge he has learned from reading books and constantly improve the content of the explanation.
This is Zhang Dao's work habit for many years, "I have a lot of materials and books at home, when I am fine, I will replenish energy, read books, can not just output, but also import." "After doing the live broadcast, Director Zhang's desire to update the content of the explanation became more intense." It's easy to meet old fans on live broadcasting, especially old fans who have followed you for a long time, if you keep talking about a set of things, you will taste the same as chewing wax, and people who watch it will be uninterested. ”
After carefully creating content, fans quickly gave Zhang Dao positive feedback. In just 10 months, Zhang Dao completed the transformation from a small transparent to a well-known anchor, and the average number of daily viewers in the live broadcast room exceeded 600,000.
What surprised Zhang Dao even more was that through live broadcasting, he not only connected with his old offline friends who had been in the industry for the past ten years, but also quickly met more new friends who loved him online.
This is inseparable from the WeChat ecology where the video number is located. "WeChat is particularly easy to spread, especially with the contact with old customers, through their channels for multiple diffusion, which is incomparable to other platforms." In the live room of the video number, I feel like a fan's family and friend, and on other platforms, I am more like an actor. ”
With the day-to-day live broadcast, Zhang Dao is also more comfortable with the products in the WeChat ecosystem, and WeChat groups, enterprise WeChat, circle of friends and video number live broadcast previews have become his small tools for communicating with fans.
Now, Zhang Dao has more than 400,000 fans and operates dozens of WeChat groups, Zhang Dao said: "This number is growing quite fast, and the follow-up will do more refined operations on the fan base." ”
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<h1 class="pgc-h-arrow-right" data-track="135" > who will build the supply chain? </h1>
With the growing fan base, Zhang Dao had an idea in his mind, can he bring goods? But one of the biggest conundrums he faces is: Where is the goods?
In fact, letting the people who create value embody value and get returns has a distinct path in the ecology of video numbers.
The solution to Zhang Dao's fundamental problem is the service provider of the video number - Love To Shop (hereinafter referred to as "Love Shop").
When Aijiao found Zhang Dao, he gave extremely fine operational suggestions for his account and operation at that time, such as the tourism IP of "Zhang Dao takes you to see Beijing", from the initial Zhang Dao's single live broadcast to the final husband and wife appearance, which is the result of optimization after aigou and Zhang Dao tested and investigated together. At the same time, Aiwan also provided Zhang Dao with a complete supply chain service.
At present, the live broadcast room seen by users, from the visual presentation, to the selection of e-commerce SKU, to the operation and delivery of each field control and live broadcast promotion, there is a love to visit the operation team.
"We will target Zhang Dao's fan base and style, to match the right goods, such as the Beidou Globe, which is a new product on the market in the past two years, adding AR elements, which is very in line with the new and peculiar scenes of live broadcasting, plus Zhang Dao's telling of historical stories is very attractive, accumulating a large number of fans who love history, Zhang Daoyi recommended, and the globe quickly became a hit in the live broadcast room." Junchen, head of operations of Aiwan, said.
Through continuous polishing and repeated attempts, Zhang Dao's goods have become more and more comfortable, and the sales of goods in August have exceeded 1 million.
Video anchor Sun Tianshu
The video anchors "Sun Tianshu's elegant form" and "Grace and Love Father", like Zhang Dao, have completed the transformation from content creators to anchors with goods in the past short period of time.
Sun Tianshu is a favorite body teacher in the video number, and she has more than 20 years of body training experience before doing the live broadcast. Unlike most physical teachers, Sun Tianshu will teach body shape in the live broadcast room, explain makeup and costume wearing skills, and also pass on positive energy by sharing the way of dealing with the world and life insights, and inspire all those who watch the live broadcast to become a better self.
This style greatly enhances the fan stickiness of the live broadcast room, and "elegance from the outside to the inside" has become a distinctive label for Sun Tianshu. Her clothing matching in the live broadcast room has also become a commodity frequently inquired by netizens.
This quickly attracted the attention of Aijiao, who took the initiative to find Sun Tianshu, and the two sides hit it off.
According to Sun Tianshu's positioning and fan characteristics, Aijiao helped Sun Tianshu choose more focused products. Cheongsams that show feminine elegance, jewelry including natural pearls, brand clothing, skin care products that help women fight aging, and small household appliances that are easy for female users to look at frequently appear in Sun Tianshu's live broadcast room.
"As long as the product is related to elegance, it will sell very well in the live broadcast room." Junchen said that during the live broadcast, the anchor will be armed from head to toe with the product in terms of styling. This display effect greatly increases the frequency of users placing orders.
Thanks to the blessing of love to shop, Sun Tianshu's live broadcast with goods has risen all the way. She only began to test the water in April this year, last month a single live broadcast with goods 140,000, a few weeks later this record was quickly broken by herself, in an 8-hour live broadcast, the live broadcast room accumulated 170,000 people to watch, and finally achieved more than 300,000 sales. During the review, Sun Tianshu said that the WeChat service provider Aijiao team that supported him behind him was indispensable.
"Grace Love Daddy" has been in the video account for a year and a half, and he has been operating short videos, and the highest video has received 9.95 million likes and 2.58 million retweets. In order to polish a 1-minute video, "Grace Love Daddy" once recorded a full 18 hours.
In October last year, when the live broadcast function was opened on the video number, "Grace and Love Father" began to live broadcast the early adopters, and after a little exploration, the number of viewers of a single live broadcast gradually exceeded 100,000 people, and the goods were put on the agenda.
Si Fan, head of the e-commerce of the magic chopstick video number, recalled: "In March, when we communicated for the first time through WeChat, I told him that you are sure that you can do the live broadcast in this ecology, and the magic chopsticks will accompany you to run on this track." ”
The reason why Si Fan is so sure is because the goal of "loving and loving dad" is very firm, "For such anchors, we are very confident in cooperation." ”
The same is true of the facts. For the anchor with the milk daddy type, the magic chopsticks team has been intimately accompanying the run, in the early days of live broadcasting, the magic chopsticks and the anchor are constantly soaked together, constantly adjusting the content direction, and slowly finding a more accurate positioning. In addition to the supply chain services distributed by the electric trademark, the growth plan of the planning stage is also arranged, and in the specific operation, the magic chopsticks will also provide services such as the planning of the whole case, the special frequency planning meeting, and the assistance broadcast for the matching of the human cargo yard.
"Grace Love Love Daddy" live broadcast scene
"Grace and Love Love Daddy", who settled in Shenzhen, will fly to Hangzhou to do live streaming with goods on every important live streaming day. With the joint efforts of the team, the sales of the single live broadcast of "Grace love and love daddy" soon approached 200,000.
For online sales, "people, goods, and fields" are indispensable. The service provider not only solves the problem of selection and delivery of goods, but also provides more professional live broadcast training and more refined operation management for anchors. Its value is constantly being highlighted.
In the ecological matrix of WeChat video accounts, KOLs and service providers can be selected in both directions. After the success of mutual selection, the clear division of labor has also brought about an increase in efficiency. KOL focuses on content, and the professional service provider team focuses on providing services. Behind the emotional connection built by live broadcasting, the data of live streaming with goods has also been rising. It not only gives users good content and product experience, but also allows those who create value to realize value.
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<h1 class="pgc-h-arrow-right" data-track="137" why is > video number? </h1>
With the development of technology and the subtle change of people's lifestyles, the pattern of e-commerce is transforming from the traditional shelf mode of 1.0 to the scene e-commerce model of 2.0. The live e-commerce in the scene e-commerce is ushering in a huge upward period. According to the research report from iResearch, the scale of China's live e-commerce market will exceed 1.2 trillion yuan in 2020, with an annual growth rate of 197.0%, and it is expected that the average annual compound growth rate in the next three years will be 58.3%, and the scale of live e-commerce will exceed 4.9 trillion yuan in 2023.
Compared with the past because of what is missing at home, take the initiative to think about what to buy, and then go to the mall to visit or go to the e-commerce platform to search for a product, now see it and buy it, and have walked into the lives of ordinary people very comfortably. The relationship chain and trust relationship that comes with the WeChat ecosystem will further enhance the business conversion rate derived from this lifestyle.
WeChat's ecology and product capabilities are also creating huge connections for people, goods and fields. In the video number, users can find good content, and anchors can find their own users at low cost. For consumers, planting and pulling grass are convenient and interesting. The various conveniences brought by various capabilities in the WeChat ecosystem have lowered the threshold for ordinary users to strictly choose good things in life.
Watching live broadcasts on the WeChat video account for two consecutive weeks, I couldn't help but start a big purchase. During the period, I also experienced common communication problems in e-commerce scenes such as communicating with customer service to modify the color of goods, returning and replacing and re-placing orders, and switching to the WeChat scene was also very smooth.
Obviously, in the WeChat video account, every link in the ecology has formed a positive cycle because it not only provides value, but also enjoys dividends.
In the video number, the bloggers in the rising period are very diligent. Travel blogger "Zhang Dao takes you on a tour of Beijing", the couple runs around beijing with live mobile phones every day, and it is common for five or six hours to live broadcast. Sun Tianshu broadcasts two live broadcasts every morning and one night, three hours a day, with a lot of work intensity but never absent. As long as users are interested, bloggers also follow the spirit of WeChat service users and are doing the content operation and service to the extreme.
The video number anchor "Grace Love Love Daddy" is broadcast live at home textile products
WeChat adheres to a decentralized product concept, full of respect for people. As long as the creator is serious about doing the content, it is not too late to start, and there are relatively fair resources and opportunities. At the operational level, the combination of video number and enterprise WeChat is very convenient for the operation of private domain traffic.
Recently, the linking function of WeChat video number is gradually opening up more. A few days ago, before the live broadcast of "Zhang Dao takes you to See Beijing", he has been reminding fans to click on his avatar and add his corporate WeChat with one click. Tell the fans who are too late to place an order in the live broadcast, you can find their customer service needs again on WeChat. Anyone who does carry operations can understand what a valuable product feature this is.
If you want to test your business possibilities on WeChat, you may wish to start with the content and try it first. As long as you have special reserves, are willing to spend their minds, and are willing to output value, every ordinary person may use the video number to find their own opportunities and values in the WeChat ecosystem.
Author: Tingting's Brave World, Internet practitioner, product enthusiast. This article was first published from the public number: Miss Geometry (ID: jihexj), please contact the authorization (WeChat ID: jihexj2019) .