Entering November, the atmosphere of Double 11 became more and more intense, and the enthusiasm of the payers who poured into the live broadcast room could not resist, and the topic of #Douyin collapsed and rushed to Weibo's hot search. Equally tireless, there are also shouting "123, on the link!" in the live broadcast room! "The anchors.
Since the douyin double 11 good things festival has been fully opened, various talents and brands have also handed over their report cards for the first half. In the new mechanics and gameplay, which cargo masters have the fastest fans? Which Dark Horse self-broadcast brands make it to the sales charts?
CBNData Consumer Station (hereinafter referred to as Station C) and Feigua jointly launched the "Red List" double 11 "Douyin Brand Self-broadcast Dark Horse List" (the self-broadcast number that was listed for the first time by virtue of sales ranking) and the "Douyin Shoulder Talent Rising Powder List" (the number of fans between 1 million and 10 million), analyzing the dark horse self-broadcast brand on Douyin for the first time in the cycle from October 25 to October 31, and the top ten shoulder masters in the powder growth rate in the live broadcast with goods for the first time on Douyin. I hope to find out how the best people "cultivate".
Dark horse brand self-broadcast performance: Wuling Automobile airborne first, Jiuyang rely on the spokesperson to win
During this week, 6 brands were successfully shortlisted for the brand self-broadcast dark horse list.
It is worth noting that the self-broadcast number "Wuling Automobile" won the TOP 1 of the self-broadcast dark horse list with more than 10 million GMV. What did the "Wuling God Car" that broke into the double 11 live broadcast room do the right thing?
The 63-year-old Wuling Automobile has always been very good at "doing things", such as the cross-border introduction of snail powder and masks. At the beginning of September, Wuling Automobile also officially announced the brand's global spokesperson Zhou Xun; on October 28, Wuling officially released the 63rd anniversary promotional video, creating a wave of heat.
Image source: Douyin, Wuling Automobile released the 63rd anniversary video
Live broadcasting has also become a normal action of Wuling Motors. Feigua data shows that the self-broadcast number "Wuling Automobile" has been broadcast 120 times in the past six months, but before Double 11, the products in the live broadcast room were mainly derivatives such as prepaid deposits and car models. During the Double 11 Good Things Festival, "Wuling Automobile" moved the car coupons into the live broadcast room for sale, with a 50% discount car purchase rights lottery, and the exclusive "Hongguang MINIEV Macaron" vehicle coupons sold 172 copies this week, contributing 6.06 million yuan in sales. In addition, women's decision-making power in automobile consumption has been continuously improved, and there are not a few female viewers watching live car broadcasts. According to Feigua data, women account for less than 30% of the fans of "Wuling Motors" Douyin, but women account for up to 60% of the audience in the live broadcast room. In line with this, the "Hongguang MINIEV macaron" has a small shape and fresh color, which is more in line with women's needs and preferences. Under the addition of various factors, the popularity of "Wuling Automobile" live broadcast has risen again.
Image source: "Wuling Motors" Vibrato live broadcast room
The sales performance of "Joyoung Jiuyang" in the early stage was not outstanding, and the sales of 6.075 million yuan were mainly due to Xiao Zhan, the brand spokesperson of the official announcement on October 29. According to the latest star consumption influence of CBNData stars, Xiao Zhan's consumer influence sentiment index reached 100.00, and the effect index was 97.76. Jiuyang chose to announce the spokesperson at the Double 11 Promotion Node, which did bring significant sales conversion to it. On the same day, the brand stepped on 10:05 Weibo official announcement (Xiao Zhan's birthday is October 5), and at the same time, Douyin started broadcasting and put Xiao Zhan on the shelves, and the live broadcast sales on the spot exceeded 5 million yuan, ranking first in the Douyin real-time live broadcast hot list / household products.
Image source: "Joyoung Jiuyang" Douyin live room
"LaChapell1" and "Woodpecker Brand Store" are self-broadcast accounts of brand authorized franchise stores, with the influence of national brands, the main promotion of seasonal items, sales performance is good. Taking the "Woodpecker Brand Store" as an example, although no video content was released during the statistical cycle, it sold 3.26 million yuan in sales in six live broadcasts, ranking 6th in the brand self-broadcast dark horse list. One of the "thickened men's casual trousers" that sold for only 99 yuan sold 27,000 pieces, contributing 80.6% of sales.
Shoulder talent fan performance: people are set as star assists, and the vertical talent of differentiated positioning rises
In the top 10 of this issue's shoulder talent rising powder list, celebrities and wear are still the two industries with the fastest growth of fans among shoulder masters, occupying four and three seats respectively. Compared with the previous period, "Host Hua Shao" and "Seaside KangKang Catching the Sea" have been on the list for two consecutive weeks, and the others are all new entrants. Reviewing the data and performance of these shoulder masters, Station C found that they had the following "secrets" for rising fans.
From the common point of view, under the guidance of the "interest e-commerce" model of Douyin, the content production and delivery of the talents actively match the audience's interest and further tap the potential demand; at the same time, to adapt to the core demands of consumers hoarding goods and wool in the live broadcast room during the Double 11 period, stimulate audience consumption and further transform into fans with "XX exclusive", price concessions, fan welfare and other ways.
Among them, the talents with all categories of goods are deeply in line with their interests according to the portraits of the audience in the live broadcast room, and the price concessions of different ranges are matched. Vertical industry with goods talents mostly have supply chain resources or self-built factories, the selection of products in terms of appearance, design, cost performance can be distinguished from the same type of talents; daily video content also highlights personal characteristics, in addition to product recommendations, talents also around their own to create personal series of content, share the factory production process, through emotional videos and fans to establish a deep connection.
Specific to different industries, the talents also show their ability in the performance of powder absorption.
As more and more celebrities open the vibrato live streaming with goods, they have a certain fan base and rich experience in camera performance, and they can absorb fans faster than other industry experts. But at the same time, how to make good use of the star identity in the selection of the right to speak advantages, maximize their own charm of the person, is also a science, need to be more cautious, to prevent the goods "overturned", into the fake goods storm and other negative situations.
Among them, "Host Hua Shao" won the first place in the shoulder master fan ranking with two live broadcasts and a 42.1% powder increase rate, and the total number of fans jumped continuously, approaching 5 million. Analyzing the reasons behind it, in addition to the star effect, iPhone13 lucky bag stimulation and other obvious factors, it also lies in the identity of Hua Shao's host. Under the trend of double 11 long-term live broadcasting and all anchors on the battlefield, higher requirements are put forward for live broadcast style and speech, adaptability, and continuous creation of atmosphere. Hua Shao's hosting experience makes his live broadcast more attractive and can calmly cope with various situations in the live broadcast. According to Feigua data, in Huashao's two live broadcasts, the average stay time of the audience is more than two minutes, surpassing nearly 80% of the anchors.
During this week, Ni Hongjie, who started broadcasting less than two months ago, ranked second on the list with a 26.0% fan rate, and performed well as a novice anchor. With the role of "Zhu Wushuang" in "Wulin Wai Biography", she became popular, carrying countless childhood memories of the post-90s. Human feelings also effectively provide assistance for her Douyin live broadcast, such as the theme of "peerless good products, to 'Ni' look good", the prefix of "peerless exclusive" in the product, and the post-90s and post-95s of the audience in the live broadcast room accounted for more than 70%. In addition, as a post-70s her, Douyin is introduced as "I live in my heart with a post-90s mushroom cool", daily videos cover earthy love stories, crazy literature, sister tricks and other interesting content, and there are fans in the comment area who directly call "always substitute for the unparalleled sense of jio".
Image source: Douyin, the left is Ni Hongjie's homepage, and the right is Ni Hongjie's live broadcast playback
In addition, Huang Shengyi and Zhu Yongteng entered the list with a fan growth rate of 13.0% and 11.4% respectively. They put down the male goddess filter, in the daily video, live broadcast room with real temperament, funny interaction with the audience to play together, with goods to the big brand beauty suits, jewelry text play-based, and their own positioning matching, with professional explanation, exclusive price, in the fan performance, sales have achieved good results. Among them, the total number of Huang Shengyi fans is close to 7 million, ranking first in the list.
For vertical industry talents, as many niche tracks such as catching the sea and handicrafts enter the public eye on Douyin, it is more necessary to win with differentiation and fun, and outperform the same type of talents. The number of fans of "Hideko Factory Store" and "Journey to the Sea" both exceeded one million this week, and they have just entered the ranks of shoulder masters. The goods brought by the "Ying Zi Factory Store" are mainly cute and high-value household goods, such as the "Ichilu has you" series of tableware; daily videos mainly share the production process of ceramic handicrafts. The combination of terminal product + production process retrospection deepens the audience's trust in the product and the binding with the talent. "Journey to the Sea" is a talented person living in a South Asian country, mainly recording the daily life of nepal and other countries, the video update frequency is not high, but it has been broadcast twice a day this week. Since the video content focuses on unpopular countries, the goods with goods are also mainly based on various niche imported products, the positioning is relatively differentiated, and the performance of powder absorption is considerable.
Image source: Douyin, "Hideko Factory Store" on the left, "Journey to the Sea" on the right
Through this issue's list, it can be found that for self-broadcast brands and shoulder masters, the dividends of short videos and live broadcasts are still there, and how to use them requires deep homework. Double 11 is just over halfway through, which talents continue to suck powder, and which dark horse self-broadcast brands will appear, we will continue to pay attention.
Author | Liang Xin
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