In 2016, Liu Qian, who had been in the e-commerce industry for seven years, resolutely returned to her hometown of Guizhou. In the face of the changes in her hometown, she felt a lot of emotions in her heart: the highway was passed, but the young people were gone, and peppers, sweet potatoes, buckwheat, prickly pears... These specialties that make wanderers in a foreign land miss do not go out together. Liu Qian secretly resolved in her heart: I want to stay and bring Guizhou's agricultural and sideline products out of the mountains.
In 2017, Liu Qian officially founded the brand "Miao Jia Yuanyuan", which focuses on Agricultural and Sideline Products in Guizhou. Taking social e-commerce as the entry point, with the help of products and tools with praise, in-depth operation of users, in just 5 years, Miaojia Yuanyuan has accumulated nearly 12 million private domain fans, and the GMV in 2020 will exceed 150 million. In February 2021, the Miaojia Yuanyuan team began to work on the video number live track, "When the video number appeared, I saw a new round of opportunities. Liu Qian said.
<h1 class="pgc-h-arrow-right" data-track="5" > came out of the mountains, and the Miao girl turned into an "e-commerce businessman"</h1>
When she was a child, Liu Qian listened to her parents say the most: "You have to study well, and if you have a future appearance, you will be able to get out of the mountains." In her memory, she had to walk 2 hours of mountain roads every day to study until she graduated from primary school, and Liu Qian entered the best class of the county middle school with excellent results. In the next 9 years, this Miao family girl, like most students, immersed herself in books and mountains, hoping to fulfill the advice of her parents when she was a child. After graduating from university, Liu Qian left Guizhou with the dream of "going out" and took root in Hangzhou, which is known as the "capital of e-commerce".
Liu Qian told us: "In the 7 years in Hangzhou, I can say that I started from scratch and engaged in Taobao women's clothing operations. This period of work has taught me a lot of practical experience, which will be of great benefit to my future entrepreneurship. 7 years of "e-commerce" life is always busy, and Liu Qian, who is tired of running every day, occasionally thinks: What should I do next?
The change happened in 2016. That year, China's Internet still presented a grand situation of a hundred flowers: short video creation first emerged, the live broadcast industry opened the first round of hundreds of controversies, at the same time, financial writer Wu Xiaobo predicted that the "social economy" based on social ecology would become popular. For Liu Qian, a busy e-commerce businessman, she has only one simple idea - to go home and see. However, it was this "homecoming" experience that made her see the opportunity to "return to her hometown" to start a business. The Miao family girl secretly resolved: "Not only do I want to stay, but I also want to take the agricultural and sideline products of Guizhou out of the mountains and bring back the young people who have no choice but to leave." ”
<h1 class="pgc-h-arrow-right" data-track="9" > seize the opportunity of social e-commerce and take the hometown delicious out of the mountains</h1>
At the beginning of the business, as a senior e-commerce person, Liu Qian clearly realized that in 2017, the dividend period of platform e-commerce has passed, and if you want to make the "Miao family round" grow up rapidly, you have to change your thinking.
In the same year, WeChat officially launched the Mini Program. The concept of "use and go" and the official epic traffic support of WeChat have made the WeChat ecosystem a new highland for e-commerce to compete. As a zero-starting brand, "Miao Jia Yuanyuan" is determined to focus on social e-commerce, starting from public accounts, circles of friends, and communities to open up brand recognition.
In 2017, Miaojia Yuanyuan's first product, chestnut sweet potato, officially began to be promoted. Through the activity of "retweeting promotional posters in the circle of friends and getting free tasting opportunities", the team gained tens of thousands of seed users, and fission marketing has become the core operation strategy to help it quickly start.
In order to better serve users, Miaojia Yuanyuan chose to access the Youzan micro-mall system and used the Youzan "Distributor" tool to open fission distribution. The first batch of distributors are internal employees, sales, and senior users, through the "invitation reward" incentive, distributors will be more active in inviting friends and relatives around them to become store distributors, so that the team of distributors will gradually grow.
With the increase in the number of users, "Miaojia Yuanyuan" in the product is also constantly innovating, at present, its cooperative sweet potato planting base scale of more than 5,000 acres, and set up a "Miaojia Yuanyuan" food processing plant, to create a variety of explosive sweet potatoes, sesame balls, prickly pear jelly and other explosive cuisine.
As Liu Qian summed up: "I missed the dividends of the platform e-commerce era, but fortunately, I caught up with the outlet of social e-commerce." ”
<h1 class="pgc-h-arrow-right" data-track="17" > optimistic about the new outlet of the video number, and the single GMV of the live stream with goods exceeded one million</h1>
So, where is the next outlet for social e-commerce?
As an emerging brand that has grown up based on the WeChat ecology, Liu Qian knows that from the public account to the Mini Program, every product change of WeChat may bring a new round of traffic dividends.
In December 2020, the video number opened the live broadcast function. This is seen by many as the second spring of the live broadcasting industry, after all, every small action of WeChat multiplied by 1 billion is a big change.
In February 2021, the Miaojia Yuanyuan team entered the live broadcast track, and the live broadcast frequency of the single video number channel exceeded 6 times /week, and in just 3 months, it achieved a single live broadcast GMV exceeding one million. Liu Qian said: "Compared with other live broadcast platforms, the video number has a complete ecological chain, which can connect the public account, circle of friends, community and other channels to better reach users. At present, in order to do a good job in live broadcasting, we have set up a live broadcast team of nearly 30 people. ”
In May this year, Miaojia Yuanyuan and a number of snack brand merchants launched a 9.9 yuan snack spike special, through the video number reservation function, private domain community reminders, etc., in the warm-up period to make sufficient traffic savings, during the live broadcast to make full use of micro, community, circle of friends and other channels to divert traffic. In the end, sales on the day increased by more than 3 times compared with daily sales.
After a period of practice, the team summarized some key points to improve the conversion during the live broadcast: for example, in the first few minutes of the broadcast, do not sell goods first, but take stock of the benefits of the live broadcast, increase the user's residence time; when introducing the product, do horizontal comparison as much as possible to let the user have a perception of the competitiveness of the product; in addition, the core selling point is as far as possible in one minute.
In addition to the live broadcast itself, the team attaches great importance to the user precipitation of each live broadcast. In its view, a live broadcast cannot convert all users, and how to convert users who watch videos and live broadcasts to the community to achieve continuous reach and conversion is the key to maintaining continuous conversion. At the level of community operation, the "Miao Jia Yuanyuan" team has a clear rhythm. Liu Qian pointed out: "In order to keep the community active, we have formulated a detailed community operation plan, at present, Monday is a group purchase day; Tuesday is mainly coupon sharing; Wednesday is a member welfare day, mainly red envelopes and lottery activities; the rest of the time will be based on new activities and hot topic interaction." In general, it is necessary to keep the community alive every day and keep the group active. ”
<h1 class="pgc-h-arrow-right" data-track="25" > content + product two-way force, do the first person to find top food</h1>
At present, from the overall point of view, the proportion of sales created by video numbers is not high, but in Liu Qian's view, video numbers are tracks that need long-term investment, and it is more important to realize the advantages of the current realization. At present, WeChat live streaming traffic will still be evenly distributed to many new live broadcast accounts, and there is no targeted traffic tilt to the head or well-known businesses, so this is very beneficial for emerging brands like Miaojia Yuanyuan.
After a period of operation, Miao JiaYuanyuan has a clearer understanding of the positioning of its video number - to be the "first person to find sharp food", and will make two-way efforts in the future on the content and product ends.
At the content level, in the past, the team tried a variety of directions such as real-time recording, evaluation, science popularization, and brand value, and finally made it clear that value output should be put first and more story-based content should be created, such as product stories, public welfare event records, and brand entrepreneurship stories. In Miao Jiayuanyuan's view, in the video track, there needs to be a clear label to identify, that is, to solve the problem of "Who are you?" The problem of establishing recognition and trust can provide the possibility for the conversion of subsequent video numbers.
At the product level, in addition to the quality assurance, how to give the product a new identity and explore the difference between it and similar products on the market is the first problem for Miao Miao Yuanyuan: for example, the main "pure natural, no additives", which is the core highlight of Miaojia Yuanyuan products.
In 5 years, "MiaoJia Yuanyuan" has gradually developed from a small team of dozens of people to an emerging brand with a scale of more than 1,000 people, and the outlet and traffic dividends are changing rapidly, and liu Qian's determination to "bring Guizhou's agricultural and sideline products out of the mountains" remains unchanged.