Two hours of live broadcast sales nearly 300 million

"Oh buy it, buy it!" "Oh my God, what kind of fairy color is this!" "Wow, this is too beautiful!" Seeing these few words, I believe that many girls have already made up for "the lipstick brother" Li Jiaqi The picture of "brainwashing" sales. From L'Oreal counter makeup artist with a monthly salary of less than 5,000 to an Internet celebrity carrier with an annual income of over 10 million, Li Jiaqi spent two years. At the same time, he is also the Guinness World Record holder: 15,000 lipsticks were sold within 5 minutes of the broadcast.

female anchor "Viya Viya" is another "great god" in Taobao live broadcast. Last year's "Double 11", two hours after zero o'clock, the sales amount of her live room reached 267 million yuan, the sales of the whole day live room exceeded 300 million yuan, and the average number of viewers per live broadcast reached 2.3 million. The ability to carry goods is even equal to a second- and third-tier star.

The data shows that in 2018, Taobao live broadcast platform brought more than 100 billion yuan in goods, a year-on-year growth rate of nearly 400%; 81 live broadcast rooms grew by more than 100 million, and each live broadcast room is equal to a successful company; 5 institutions guided the transaction to exceed 1 billion; A single consumer's annual consumption record breaks tens of millions, and he is a tyrant who buys 10,000 yuan a day. In just over two years, Taobao Live has started from scratch, reaching a scale of 100 billion yuan, and will drive 500 billion transactions in the next three years. In order to serve this fast-growing industry, there are more than 600 first-line e-commerce anchor incubation companies that have grown up on the Taobao live broadcast platform, most of which are located in Hangzhou. At the same time, a larger "live broadcast economy" is taking shape.

According to the "6.18" E-commerce Report released by QuestMobile, the per capita usage time and frequency of live online shopping user groups are higher than the data of the entire mobile e-commerce network. Among them, nearly 80% of the live online shopping users have spending power in the market. Medium to high level.

Data shows that Taobao live broadcasts are about 8-10 million daily, and there are about 40,000 live broadcasts every day. Taobao live broadcasts sold 100 billion GMV in a year.

Live broadcast brings goods to the factory to usher in spring

Live streaming is changing the gameplay and trend of e-commerce platforms. The direct connection between factories and e-commerce platforms has become a trend. From this perspective, factory e-commerce may usher in a new outbreak.

In the past, in the C2M and ODM model, although the factory brand can be customized for production on the e-commerce platform, the pain point is that there is no traffic and there is no strong way of marketing with goods.

When the live broadcast mode is combined with the factory's e-commerce platform, the manufacturer and the consumer are directly connected, and the factory can know the specific needs of the consumer through the front-end data of the Internet celebrity live broadcast. For example, in an upstream garment factory, one style of clothing may produce thousands or tens of thousands of pieces. From the selection of materials, design styles, proofing, scheduling, and production, a series of consumption data can be obtained after connecting to the e-commerce platform. . It can improve the plan based on consumption data to make the product more suitable for consumers' size, closer to consumer needs, and more accurately estimate the number of orders, thereby reducing overall costs.

It can be said that the outbreak of online celebrity live broadcasts has solved the pain points and shortcomings of this level. One of the major competitiveness of online celebrity anchors selling goods is price competitiveness. They will emphasize the "lowest price" and factory price, which can ensure small profits but quick sales. After increasing the sales volume to a certain level, it will automatically increase the brand manufacturer's organic search ranking in Taobao. , Bring a higher repurchase rate.

The counterattack of a cashmere garment factory in Zhejiang

From debts to annual income of 15 million

Go bankrupt and start a business again, short video revives a company

Hong Ling, the founder of Hongye Cashmere, is in his 30s. He has a high school degree and entered the clothing industry in 2010. As a typical small manufacturing boss, he embarked on an aggressive line. In 2015, the company closed down due to blind expansion, and Hongling also had several million in debt.

In order to pay off the debt, he re-entered the road of entrepreneurship alone in 2016, but the results were mediocre in both offline channels and traditional e-commerce platforms. In October 2018, many people were talking about Douyin at a party, and he realized that Douyin has become a national short video software, and almost all young people are using it. So he also downloaded Douyin, and swiped it whenever he was okay.

One night, Hong Ling posted a video about cashmere before going to bed. Unexpectedly, the next day, many people left a message on how to buy it, and some even sent him a private message asking for payment. This made him realize that short live video broadcasting is becoming the outlet of the manufacturing industry, "This thing can be done!"

So he immediately selected two young employees to learn Douyin, and he also opened the enterprise certification. With the first-hand videos of how to wear cashmere and clothing, @Hongye Cashmere Hongling became popular. From November 2018 to the present, he has posted more than 230 videos in 13 months, with an average of 11,000 likes per video, and brought more than 500,000 fans in total.

Behind the fans' likes is actually Hongye Cashmere's influence through Douyin. What Douyin brings to Hongling is much more than just brand communication. What's more important is that when live broadcast and e-commerce are combined, huge commercial value bursts out all at once. After watching the live introduction, a large number of people will click on the link to buy directly, which is much higher than the conversion rate of stores and traditional e-commerce. After working on Douyin for 1 year and 1 month, Hongling achieved sales of 15 million yuan and paid off millions of debts on his back in one fell swoop.

Hong Ye Cashmere's Way to Success

Many traditional manufacturing bosses have irreversible cognitive limitations. The reason they reject the Internet is precisely that they believe that the Internet is too difficult, which leads them to become Internet "discards." In fact, it is not difficult to do a good job on the Internet, and it is even easier than manufacturing itself. So how does Hongling make short vibrato videos?

First: Value content, content is king, always correct at any time and anywhere

As we all know, Douyin is a content platform for short videos. Marketing on Douyin is essentially content marketing. In order to make more attractive video content, Hongling invested in a five-person full-time team, including directors, cameras, copywriters, editing, and operations. Although the sparrow is small, it has all five internal organs. In his own words: "Either don't do it, or do it wholeheartedly, and shoot all the bullets in one direction."

More than 230 videos have been posted in 13 months. It is necessary to ensure that all of them are high-quality products. Where do these contents come from? Hongling uses a "stupid method": manually search for topics in the cashmere industry on the Internet to see what is the key The high word search index shows that people are most concerned about this issue. He just listed 100 questions at the beginning, and videos based on these questions are extremely popular.

After a period of operation, Hongling has now created two fixed sections: "Cashmere Wearing and Sharing" and "Cashmere Science Knowledge". The first one introduces how to look better, with models showing actual collocation. The second introduction to the knowledge and common sense of cashmere products is that he himself showed up and taught the law. The videos in these two sections have been played 100 million times, and the logic behind Hongling's ultimate pursuit of content.

Second: Seize every opportunity to communicate with fans and increase the conversion rate.

As a deep Douyin user, Hong Ling's most common saying is, "The boss himself doesn't watch Douyin, doesn't shoot Douyin, and doesn't understand Douyin, how can he make money from Douyin?" On Double Eleven in 2019, He sold clothes live by himself, and sold more than 400,000 yuan in one night. His colleagues joked that he was a "male version of Via".

Hong Ling said the most when summing up his ability to carry goods is to maintain interaction with fans. There are hundreds of comments under each Douyin, and he and the team will reply one by one. If someone analyzes big data, he will find that the two most common words in Hong Ling's comments are: private messages. Because whenever someone wants to buy a product, they will reply to the user: private message. Many people may find it troublesome to reply to each item, but in fact it is this kind of "patience" that makes Hongling's user conversion rate several times higher than that of its peers.

"You must cherish every user, so that the user can give a return beyond your imagination." Hong Ling said: "There are many tools in the background of Douyin Enterprise to manage users, automatic replies, custom menus, comment management, and user tags. Wait, it depends on whether you can dig into the value."

Third: Only good service can retain users

Hongye Cashmere has a nickname in the mouth of customers, called "Haidilao in the clothing industry", at this time Hongling's most proud uncrowned king. He has worked hard to serve:

The first in the industry to achieve 30-day unreasonable free shipping and exchange, and it is two-way free shipping; promises that clothes are in the end, and clothes repair, maintenance, and washing are all free; fully meet customer needs, such as birthday gifts must be arranged on the same day Delivered one day early or one day late will not work;

This kind of service, which is in line with Haidilao, allows Hongye Cashmere to maintain a repurchase rate of more than 93%, which means that after customers have bought it here, they are basically inseparable from Hongling. From content to interaction, and then to service, Hongling has explored a way for the manufacturing industry to decisively win the vibrato short video, and also set a model for the following colleagues: it is not difficult for the manufacturing industry to embrace the Internet and short video, but the difficult thing is for business owners. How do we reverse our thinking.

From Hongling to see why the manufacturing industry should choose Douyin

Hong Ling is just one of countless business owners who have succeeded in Douyin. Through this phenomenon, we found a strange logic: the manufacturing industry is genetically matched with Douyin.

We all know that manufacturing is related to clothing, food, housing, and transportation, and is closely related to everyone's life. Therefore, the content produced by the manufacturing anchors has been warmly welcomed by Douyin users, and they have subsequently become industry opinion leaders on the platform. In this process, a trust relationship is formed between the anchor and the fans. What is the use of this trust relationship? To put it bluntly, it is the basis and bond of bringing goods. Whether it is Li Jiaqi or Wei Ya, it is essentially Fans trust this talent to buy his things.

Did you find anything? Douyin’s manufacturing anchors have an inherent superiority in bringing goods. On the one hand, the content they produce is very popular to win the trust of fans, and on the other hand, as the producer of goods, they own Unparalleled channels, this is far more advantageous than Li Jiaqi and Wei Ya.

Douyin has more than 320 million daily active users. When facing the 320 million Chinese people, the commercial value of short video content in the manufacturing industry has been infinitely magnified. For example, Hong Ling just took a casual video of the production of a clothing workshop, and it was seen by tens of thousands of fans. At the same time, many fans generated purchase demand. This is the commercial value that Douyin brings to the manufacturing industry.

After 20 years of development of traditional e-commerce, the bonus period has reached the ceiling, and it is an indisputable fact that the traffic fee is getting more and more expensive. This is a red sea for the manufacturing industry that is late to the Internet. And because of the particularity of its smart recommendation mode, Douyin is very cheap to obtain traffic. For Hongling, his 100 million views are almost free. Of course, what I said was "almost", and he still has input costs.

Hong Ling calculated an account for us. His 5-person team cost an average of 40,000 yuan per month, which means that with an investment of 500,000 yuan per year, he created an annual sales volume of 15 million yuan on Douyin, investment and production. The ratio is amazing. Compared with traditional e-commerce platforms, the cost of acquiring a single customer can easily be several hundred yuan, while the cost of Hongling is only a few dozen yuan, which is undoubtedly an outlet for manufacturing without a background. "Only when the customer acquisition cost is lower than your gross profit can you make money. Many companies have too high customer acquisition costs and burned to the end and went bankrupt."

With the rise of short video platforms such as Douyin, the manufacturing industry, which has always been far away from the Internet, finally ushered in a turning point for overtaking in a curve. The times are advancing, and the manufacturing industry can no longer stick to traditional thinking and must keep up with the changes in the wind. In the past, the manufacturing industry relied on electricity. In the future, it relies on data and traffic, and it relies on capturing young people in their positions. "For China's manufacturing industry, the future is here, just waiting for everyone to overtake in a corner!" Hong Ling said.

During the epidemic prevention and control period, 2.7 million fans increased,

37,000 pieces of goods on live broadcast, monthly sales of more than 10 million!

Since mid-January, its Pinduoduo women's clothing store has sold 37,000 pieces of clothes, with monthly sales of more than 10 million. Now, the stock of spring models prepared a year ago has been sold out, and he is only worried that it will be out of stock.

On March 27, the anchor Ru sister was interacting with consumers in an industrial park in Baiyun, Guangzhou. Picture source: one-line studio

The key to this "counter-attack" is live streaming. During the epidemic prevention and control period, Li Jiwang's store was broadcast live 24 hours a day. At the same time, relying on the Guangzhou apparel industry belt, he established a live broadcast base including R&D, design, and production, and attracted a large number of customers with high cost performance and fashionable styles. Li Jiwang is one of the merchants that Nandu visited the Guangdong characteristic industry belt activity. It is understood that in March of this year, in order to help industrial belt enterprises resume work and production, and cultivate and expand the housing economy, after Dongguan Dalang and Humen, Narada joined Pinduoduo to open a special live broadcast of Guangzhou women's clothing to help the industry bring merchants to bring goods.

At the beginning of this year, when offline channels were hit hard, the "fast forward button" was pressed for live streaming to bring goods, and different industries poured into the live broadcast room, starting a nationwide craze for bringing goods. When the resumption of work and production resumes, live broadcasting is also a goal of the government's attention. Guangzhou has recently issued the "Guangzhou Live Broadcasting E-commerce Development Action Plan (2020-2022)" to create a famous live broadcast e-commerce capital in the country.

In the eyes of many industry insiders, the live broadcast is booming, and Guangzhou, which has a well-developed commerce industry, announced at this time that it will support live broadcast e-commerce, incubating influential MCN agencies, head-carrying talents, etc., based on rich product resources and complete supply chain Improve the city's live broadcast ecology, intend to make up for shortcomings, and seize the opportunity for live broadcast to bring goods.

During the epidemic prevention and control period, 2.7 million fans increased by live broadcast and 37,000 pieces of goods

Li Jiwang, who is familiar with live broadcasting and considered to be an MCN organization, has always wanted to seize the trend and become a representative live broadcasting shop on the e-commerce platform. "Other platforms have not caught the enthusiasm. Pinduoduo opened a live broadcast of the Merchants Conference in early January this year. I feel that an opportunity has come and we must seize the first wave of dividends from the new platform."

If there is no new model of live streaming to sell goods, Li Jiwang may have given up being an e-commerce company. As early as the end of 2014, he returned to his hometown in Qinghe, Hebei to start a business. Relying on the advantages of the local cashmere industry belt, he opened 10 stores on multiple platforms in just 5 years and has his own brand.

stores opened more and more, sales even reached the level of 100 million yuan, but profit margins are declining. In his view, e-commerce platforms sell clothes, inventory and cost are particularly important. Traffic is getting more and more expensive, and the cost of acquiring new customers and acquiring customers remains high is the main reason for the reduction or disappearance of profits. However, after the live broadcast, the situation improved and profits began to rise. When the new e-commerce platform Pinduoduo went live, he had a foreboding that an opportunity was here.

After more than half a year of research, Li Jiwang settled in Pinduoduo in early January this year. It will be broadcast for the first time on January 13th. In his live broadcast shop, in addition to cashmere coats, the category has expanded to spring and summer models, mainly high-end fabrics such as silk and acetic acid, with a customer unit price of more than 300 yuan.

In order to differentiate from similar stores, before the Spring Festival, he decided to live broadcast 24 hours a day, and the 6 anchors he trained would be online in turn. At the same time, Li Jiwang set up a Pinduoduo project team of more than 30 people and stayed behind to work during the Spring Festival.

More than half a month after the live broadcast started, the new crown pneumonia epidemic hit. People are bored at home, and online channels are more important. The anchors continue to live in their dormitories, or the anchors in Hebei, Shanxi, and Guangzhou switch live broadcasts back and forth. He observed that although sales have been affected to a certain extent, consumers still have demand for clothes, driven by live broadcasts. After the seventh day of the Lunar New Year, we urgently switched to SF Express and started shipping.

Li Jiwang told Nandu reporters that Pinduoduo has a lot of free recommendation positions, and accurate recommendations are based on social sharing and relationship chains. There are various ways to play in the live broadcast room. Red envelopes are issued every half an hour to an hour, and at most one time, more than 10,000 red envelopes are issued a day.

He forgot it, red envelopes and social sharing, the conversion rate is good. Since mid-January, 37,000 pieces of women's clothing have been sold. It is worth noting that the customer acquisition cost of a single fan in the live broadcast room is only one-tenth of other platforms. At the same time, the number of fans in the shop has increased from 0 to more than 2.7 million, and the number of viewers in a single game can reach more than 3 million. At present, the stock of spring models prepared a year ago has been sold out, and Li Jiwang is only worried about being out of stock.

Pinduoduo's store manager Li Jiwang (right) is selecting goods with the anchor. Picture source: one-line studio

Venture to build a live broadcast base anchor sold more than 7 million yuan a month

The second venture, Li Jiwang came to Guangzhou where the upstream and downstream apparel industry chain is complete and the spring and summer models lead the national trend. He copied the Hebei live broadcast base model and set up a live broadcast and purchase live broadcast base of more than 3,000 square meters in an industrial park in Baiyun District, Guangzhou.

Southern Metropolis reporters saw on the spot that there are 20 live broadcast rooms in the live broadcast base. In the live broadcast of Pinduoduo, Cocoa, the 1999 female anchor trained by Li Jiwang, was busy confirming the composition of the pants with the operating staff. In about half an hour, she will take over from the female anchor Hong Hong who shouted "Sisters, this is our hot money".

“There are 26 anchors in the entire company. We tried to broadcast at the end of 2017. It was originally broadcast by my wife. There was no professional photographer and training, so I relied on my own exploration.” Li Jiwang told Nandu reporters that at present, old people lead new people to train communication and ordering skills. . Now, in Pinduoduo’s live broadcast room, six female anchors take turns to broadcast live from 7 a.m. to 1 a.m. the next day.

7 to 10 in the morning and 11 in the evening to 1 o’clock the next day are peak hours, and the "head" female anchor sister Ru is responsible for one of the periods. In an interview with a reporter from Nandu, she said that she would live broadcast 4 hours a day and change at least 20 sets of clothes. During the epidemic prevention and control period, he brought more than 7 million yuan in goods a month, and his highest monthly income reached more than 200,000 yuan.

Sister Ru, who has sold clothes and opened a beauty salon, also wants to seize the live broadcast. Nowadays, the annual income of live streaming is three times that of offline. She is also responsible for cultivating more than 10 new anchors in the company. A new anchor in Pinduoduo's live broadcast room has a maximum monthly income of more than 50,000, and his income has increased nearly ten times compared with offline.

"Deduction of 1 is effortless, money-saving and beautiful. Babies who want to deduct 1 will get a wave every second when there are more people, and large coupons will be issued; if there are few people, they will pass by, and the link will not be connected." A reporter from Nandu observed, the anchor We follow the procedures of greeting, showing clothes, introducing materials, and issuing red envelopes to introduce each product proficiently, and always pay attention to consumers who ask questions about colors and sizes, and keep interacting with them. The field control on the side sends out coupons and links in accordance with the pace of the anchor.

It is understood that the customers of Li Jiwang Pinduoduo stores are mostly white-collar workers aged 30-40 in first- and second-tier cities, and the repurchase rate is high. New products are released three times a week, and 300 to 500 styles are released every month. Three days before the launch of the new product, the anchor will get the script prepared for operation and memorize the key points and matching skills of the product in advance.

Interaction rate and pull stay are the two major indicators for anchor assessment. The anchor Ru Jie Xiang Nandu said that the number of users on the Pinduoduo platform is large, and with the support of traffic, the number of people watching a single live broadcast reaches hundreds of thousands or even millions. The anchor must be able to retain potential customers. "After explaining the material, I will ask if my sister likes it, and keep them in the live room through interaction. Generally speaking, consumers who reply or ask are 80% likely to place an order."

It is worth noting that in order to help enterprises stabilize orders, Pinduoduo will learn from the Canton Fair and help various industrial clusters build large-scale online trade fairs by building collective live broadcast exhibition halls and provide traffic support. In addition, the relevant person in charge of Pinduoduo introduced that the platform launched the "City and county chiefs come to live broadcast, farmers sell more goods" activities, city and county leaders walked into the live broadcast room, and landed in Xuwen, Chaozhou and other places one after another. On March 28, the Secretary of the Suixi County Party Committee sold sweet potatoes live, and 90 tons of sweet potatoes were sold short on the same day.

On March 18th, Tianhe, Guangzhou, an e-commerce anchor was selling clothes.

Catch up with Hangzhou and Guangzhou to build a live broadcast e-commerce capital

During the epidemic prevention and control period, live broadcasts have become more popular, and everything can be broadcast live overnight. Li Jiwang doesn't think the threshold for live broadcasting is low. "Live broadcast is more difficult than e-commerce operations. The host, site control, products, services and other links are interlocked, and one link is not bad."

After the epidemic trend became clear, store sales continued to rise, and he started to pay attention to the city's live broadcast ecology when recruiting external anchors. "From the current point of view, we cover the entire chain like us, and there are not many anchors trained by ourselves." Li Jiwang said that he expects the government to support and guide live broadcast e-commerce, attract top anchors and MCN institutions to come and form a driving effect. , Improve the exposure rate of high-quality products.

It is worth noting that in order to promote the development of the live broadcast e-commerce industry, Guangzhou has introduced 16 measures, determined to build a batch of live broadcast e-commerce industry clusters within three years, support 10 leading live broadcast agencies, cultivate 100 influential MCN agencies, Incubation of 1,000 internet celebrity brands and cultivating 10,000 goods-carrying talents will build Guangzhou into the nation’s famous live broadcast e-commerce capital.

Live streaming must be the key word for Guangzhou in 2020. The "2020 Guangzhou Live Broadcasting Year" was launched on the evening of March 30. Lin Guoqiang, deputy director of the Guangzhou Municipal Bureau of Commerce, stated that Guangzhou adopts the approach of "government + association (alliance) + e-commerce platform + anchor (carrying people) + merchants" to integrate resources from all parties and carry out live broadcasts to help resume production and resume markets. activity.

Chen Haiquan, director of the Guangzhou Asia-Pacific E-commerce Research Institute, Jinan University professor and doctoral tutor, told Nandu reporters that Guangzhou has advantages in goods and supply chains. Taking Baiyun District as an example, there are thousands of manufacturing companies and numerous wholesale markets. Relying on professional markets and advantageous industries, a number of online celebrity live broadcast bases have emerged, such as the Ishii wholesaler market group, whose goods are of high quality and low price, and are quite competitive, attracting a large number of MCN organizations and online celebrity anchors that mainly sell online live broadcasts. At the same time, a number of leading live broadcast agencies in the province have been born, such as Simba, Sanda, Gravitational Wave and so on.

Guangzhou's desire to build a live broadcast e-commerce capital has also attracted the attention of the industry. During the Spring Festival, Li Wen, CEO of Guangzhou Xibo Live Broadcasting Base, saw that clothing merchants that initially cleared their inventory through live broadcasts and attracted fans at low prices were forced to transform, introducing more and more new products, redesigning, and tending to build brands. "Live broadcasts will ultimately rely on products to guide consumers. Guangzhou, which has a product advantage, intends to seize the opportunity for live broadcasts to rise."

However, many industry insiders said that compared with Hangzhou, which has a large number of leading anchors and well-known MCN agencies, Guangzhou is still in its early stages. In this regard, Chen Haiquan believes that thinking about problems from the perspective of business operations, in addition to introducing large-scale MCN institutions, it is necessary to provide corresponding service platforms for them.

In addition, he said that in the long run, the online celebrity live broadcast sales model will mature and become a new sales channel through the "Internet celebrity + organization + platform + product supply chain" model. But in the end, it is the competition of products and services from the perspective of consumers. He suggested that traditional enterprises with certain supply chain capabilities actively embrace the new model of online celebrity live broadcasting and cooperate with professional organizations.

The cost of new live streaming is not high. As long as the product has sufficient price-performance ratio and good quality, the store can easily start the quantity.

The black swan is a reminder for the weak and an alchemy stone for the strong.

RT-Mart Huang Mingduan said, "If there is no difficulty in any business, then everyone can do it; if I can overcome the difficulties, this business is mine."

The epidemic is like a flash of lightning, destroying a group of companies and making a group of companies.

Under pressure, life and death are unknown; after the clearing, there will be a flat river.

Whether you are shuffled out or grow into the next super company often depends on the key decisions at the turning point.

It's time to change the way of life.