This article comes from the WeChat public account:Fat whale headline (ID: pangjing-toutiao), author: Institute whale fat, from FIG question: IC photo

Two weeks ago, I was fatWhale’s main brand community (Whale Watching Club) put forward ideas on the topic of live broadcast exchanges, the brands reacted very fiercely. I want to say a lot. In order to balance the voices of different stakeholders, we invited marketers in different fields such as food, skin care products, clothing, platforms, advertising companies, etc., and also took into account the voices of large brands and small and medium-sized brands. Of course, there are many excellent live broadcast cases with clear strategies and implementation in place in the industry. This night talk, behind the sharp truth, I hope that it can sound the alarm for the platform and related institutions to promote industry standards.

Highlight preview

  • Live streaming motivation

  • Industry chaos: black intermediaries and talents that are generated by opaque information

  • Live streaming goods fraud

  • Different effects of major platforms

  • Reflection 1-Is your product/brand suitable for live broadcasting?

  • Reflection 2-What is the core and underlying logic of the live broadcast?

  • Reflection 3-Does the anchor at the waist and below make no sense?

  • Reflection 4-Is star live broadcast more effective?

  • Reflection 5-Is brand self-broadcasting the way out?

  • Reflection 6-When everyone does one thing, is it the beginning of decline?

Night talk participants in this issue

  • David FMCG brand

  • Jonathn: If there is a requirement for sales volume conversion, the price is preferably around 200. There is basically nothing that can be sold on the luxury cloud. Of course, you accumulate goodwill with good content is another story.

    Jianghu Baixiaosheng: I think it has something to do with product characteristics, here are some experiences I have summed up:

    • Online sales, lack of traffic

    • Products are more cost-effective in the live broadcast room

    • The product has a certain brand awareness and the product has a price

    • Customer unit price is between 50~150, user acceptance is high

    • The momentum before the live broadcast and the interactive link in the live broadcast process are more successful, and there is also an operation team to cooperate with the community’s operation

    Live broadcast frequency will also affect the performance. Generally speaking, it is ideal to do this once a week or 3 to 5 times a month. Live broadcast every day is more suitable for clothing.

    Reflection 2: What is the core and underlying logic of live broadcasting?

    Rebecca: The core of the live broadcast itself should be the content, and now it is very promotional stuff. And I dare not buy things now, I always feel that I will miss hundreds of millions of dollars before the live broadcast, so the daily sales of the brands that frequently broadcast tickets will also be more or less suppressed.

    For live broadcasting, interaction is also very important, but some brands are the same as Art Life every time, interview with the host:)

    Audrey: Compared with Tmall, the content interaction between Douyin and Xiaohongshu will be better. That’s because content creators are thousands of consumers. Since ancient times, it has been the most intelligent crystallization of working people. With such a huge content library, how can you imagine pulling it through platforms or businesses?

    Jonathan: I don’t think it can be generalized. It’s no problem to do content interaction. But live broadcasting is originally used for many purposes, according to the brand’s own/p>

    Reflection 6: When everyone does one thing, is it the beginning of decline?

    Wang Jing: Look forward to the changes in the next one or two years of live broadcasting.

    Rebecca: When everyone does one thing, it is the beginning of decay. Keen people will start a new exploration, after all, the product itself is the engine.

    Jonathan: I have a different point of view haha. I think that when everyone starts to pay attention, this is the time to invest in. It’s just big waves, only those who do enough homework can really earn it. Now the brand has an idea: I have money, you have to do it for me. But he doesn’t do his homework. With regard to content control, the brand cannot be a general.

    Wang Jing: You still firmly believe that promotion is always the underlying logic of live broadcasting.

    Jonathan: Yes, because only people who care about those tens of dollars will watch the live broadcast for those tens of dollars.

    Everyone said one after another: Well, I’m going to write a fart kick, 88

    Wang Jing: Thank you for saying a lot of things that can only be said after closing the door, so that your peers can avoid detours and accelerate the specification of live broadcasting. Will help you get a pseudonym. Goodbye.

    As these night talkers expressed, live broadcast is a neutral carrier, there is no right or wrong, it will not and should not subvert the logic of product-oriented, brand first. It’s just that the industry is currently in a period of chaos, is the brand sober? Are the goals and costs clear? “Fat Whale Night Talk” as a “chat chat” column, will not give a systematic solution (not a seminar). But because of true thinking and sharp expression, it is enough to make everyone see the “elephant in the room”.