From THE CEO to the Douyin super anchor, Dong Bowen: You still need to be in awe of traffic

In 2020, due to the impact of the new crown epidemic, overseas travel has decreased significantly, consumption has returned, and China's luxury market has been booming, while also driving the rapid growth of the domestic second-hand luxury market. With the launch of the second-hand luxury goods trading live channel on Douyin in February 2020, the "second luxury" trend quickly swept through the major Douyin live broadcast rooms, creating one gamv myth after another.

Among them, Dong Bowen, the ceo of the well-known domestic second-hand luxury trading platform "Xinshang", personally went down, joined the first-line live broadcast team, and became a Douyin kol with nearly one million fans in less than a year and a half, bringing huge traffic and sales growth to "Xinshang".

The requirements of the times for CEOs are integrated

"From the beginning of the vibrato live broadcast to now more than three months a year, nearly 200 live broadcasts, all year round, even the Spring Festival has not rested." This is Dong Bowen's live broadcast life for more than a year. Live broadcast means to stand on the front line directly facing consumers, in addition to bearing the pressure of sales and consumers, the CEO personally went down to the front line if there is no achievement will also bring greater public opinion and enterprise development pressure, behind this decision needs a lot of courage and boldness.

In response to this, Dong Bowen said: "The requirements for CEOs in this era are originally integrated, so it is a very normal situation for CEOs to go to the front line, and Xiaomi's Lei Zong is a very pioneering example." ”

"This is a new era of empowerment of business owners to personal IP. The recognition and stickiness of Douyin users for anchors or character-type IP is far greater than the stickiness of 'Blue v Account', especially the non-standard products of second-hand luxury goods, and the anchor standing there (in front of the camera) will bring great trust. ”

At the same time, in the interview, Dong Bowen mentioned four key words: "ability, method, energy, and opportunity." Taking into account the CEO and the anchor means a lot of time and energy to pay, from determining the next live broadcast to the present achievements, Dong Bowen also uses this "four haves" to give the CEO a comprehensive integration of the interpretation.

First of all, the understanding of the field of second-hand luxury goods and voice expression are the natural strengths of Dong Bowen's ability. After deciding to go live, Dong Bowen and her live broadcast team are also strategically and "methodically" outputting. From recording short videos, to starting to cut into live broadcasts; from the "point package mode" of what Douyin users order, to the "spike mode" of the anchor deciding what goods customers rush to buy... In the words of Dong Bowen: "We will do some adjustments and planning of the structure of goods according to data analysis." ”

In terms of "energy", Dong Bowen also used fragmented time to the extreme. "I'm rarely able to deal with one thing at a time, like listening to voices while driving, and taking advantage of makeup and eating time. At the same time, I will also deal with things regularly, and I will have time to schedule and prioritize in my head, and use fragmented time interspersed to handle everything well. ”

And the fact that Douyin launched a second-hand luxury live broadcast has undoubtedly given Dong Bowen and the heart platform a huge opportunity. It is understood that the main energy of the previous team was on Taobao live broadcast, and when Douyin found Dong Bowen in February 2020 and proposed cooperation, dong Bowen's sensitivity as an entrepreneur allowed Dong Bowen to seize this opportunity and lead by example to seize the opportunity. At present, including Dong Bowen's Douyin account "tracy Dong Bowen", they have formed their Douyin live broadcast matrix in their hearts, driving rapid sales growth.

Traffic still needs to be in awe

Keen opportunity insight and efficient execution have allowed Dong Bowen and the heart platform to eat the dividends from Douyin traffic at the earliest, and the arrival of the traffic era has also witnessed the overnight popularity of countless companies. However, at this time, Dong Bowen said: "We still need to be in awe of traffic. ”

Douyin live broadcast is a very important entry point for the heart and even the entire second-hand luxury goods market, whether it is the huge traffic of Douyin itself, or the transformation path of Douyin live broadcast, and the sense of user trust brought by Douyin live broadcasting, which has a huge role in promoting second-hand luxury goods transactions. However, for platform-based companies, the traffic brought by large platforms is a stage dividend.

In this regard, Dong Bowen said: "Establish your own service system, better serve users, and keep users behind, which is the top priority." "It can be said that this is also the experience of Dong Bowen who has been on the front line for such a long time." Being on the front line has magnified my own understanding of the enterprise and better known what customers need. The fact that the CEO is not on the front line is actually a terrible phenomenon, because there is no way to get customer feedback first-hand. Dong Bowen said.

Many people will think that juggling CEOs and live influencers is a very difficult and even painful thing, because it takes a lot of energy and also faces more pressure. However, Dong Bowen believes that "it is not a painful thing to take into account the CEO and the live broadcast influencer, if the CEO has the ability, the method, the energy, the opportunity, and can do his job well, and can get user feedback on the front line, it is an unshirkable thing for me." ”

Finally, Dong Bowen also said, "Traffic has brought better exposure to non-standard products, but also let us see a better combination of people, goods and fields, this time is indeed a very good opportunity for the industry, and today's heart is indeed standing on a better level." Of course, as I said before, the dividends brought by traffic are staged, and there are more uncertainties in the future. But what is certain is that the demands on entrepreneurs in the new era will only get higher and higher. As a business owner, only by continuously improving their comprehensive capabilities can they adapt to the needs of the times. ”