There are three conditions for becoming a top star anchor: love sharing, willingness to learn, and a wide audience.
Editor’s note: This article comes from the WeChat public account “Teng Yu” (ID: tengyu-flyu).
Author | Zhang Chenxi
Edit | Heap heap
Design | Zhuang Congting
Half of 2020 is approaching, which other star has not entered the live broadcast room?
The big promotion came in 618, in addition to the competition of gameplay and discounts, the platforms also pulled the stars into this “battle”. Tmall 618 live stream invited “half entertainment circle”, nearly 300 stars took turns on duty.
When a large number of celebrities flood in, the gameplay of star live streaming will inevitably become diversified. As a platform to actively introduce stars, you also need to think about: the stars are coming, and then?
On May 14, Liu Tao started her anchor career as an official official officer of Ju-Bei. She has completed 4 live broadcasts so far. Liu Tao’s live broadcast has received widespread attention because of the creation of a new star-platform-brand three-party linkage live broadcast model.
According to the latest battle report, Liu Tao averaged more than 100 million yuan in 4 live broadcasts, of which the GMV of the fourth “6 6 Festival” was as high as 220 million yuan. This data created a new record for star live broadcasts.
The first financial business data center (hereinafter referred to as CBNData) chatted with several brands that participated in Liu Tao’s premiere. They were the first to broadcast the zebra craft beer that sold 15,000 single beers, and the first broadcast sold 60,000 bird nests. The house, double the ease of returning to the market, and the smart home brand Cloud Whale.
We hope to look through the brand perspective to see what has changed in the three-party cooperation model of star-platform-brand after the platform has intervened?
1 Three conditions for becoming a head star anchor
According to CBNData incomplete statistics, from April to mid-May this year, there were more than 60 stars in the live broadcast rooms of the two head anchors Li Jiaqi and Wei Ya.
Most celebrities are short appearances invited by brands. But besides that, there are still many stars who are on the road of leading the anchor.
Whether live streaming is a short-term business or a long-term business determines how much the star invests in this. Whether the teamSpecialty and product selection ability will directly determine sales volume and reputation.
Liu Tao’s first two live broadcasts sold a concubine smile litchi and a newborn egg. According to Xiaoer Suen from the Juhua Market, the two products themselves are in the Juhua Subsidy Channel, and they have been tested for nearly 2 months, and the evaluation has been maintained at more than 4.8 points. After such a long period of testing, these two fresh products can be sold in the live broadcast room.
In general, the star must meet three prerequisites for live broadcast.
First, the star himself is very willing, and regards live broadcasting as a serious career, willing to learn for this and adapt to the rhythm.
The Juzui team has contacted many stars, and Liu Tao is the star with the highest willingness and loyalty among all the stars that the team contacts. Not only did he personally participate in the conference call and subsequent interviews, he even shared his own food shopping and chopping For the experience of price, the meeting was originally scheduled for 1 hour before the last 3 hours.
In the past 4 live broadcasts, Liu Tao is already a qualified anchor. She is very reasonable in time allocation. When explaining 100 yuan daily necessities, the average length is only about 3 minutes. When it comes to expensive jewelry and jewelry, she will patiently explain it. It takes more than 5 minutes. Wear the display in person.
Second, the celebrity has a strong life atmosphere, has a good understanding of the product, has enough accumulation, and cannot rely on short-term “evil supplement”.
After confirming the cooperation, Juzui found that Liu Tao knew the product better than they thought. Ju Bargain usually provides 1.5-2 times the final number of products to choose from. Liu Tao often supplements them based on these products and recommends the same model she feels better. The egg yolk in the first broadcast is provided by Liu Tao himself. Brand selection.
Third, the audience faced by celebrities is relatively wide, and new fan groups are constantly being expanded. This will cover more brands and categories.
Yan’s House and Zebra Crafts are the products that participated in Liu Tao’s first live broadcast. The main focus is on healthy bird’s nest and personalized trendy craft beer. It looks completely opposite in tone, but both brands can be among Liu Tao’s fans. Find your own users.
Li Liangjie, general manager of Yanzhiwu’s e-commerce business department, told CBNData that Liu Tao’s fan base happens to be the audience of bird’s nest in terms of age. “Most of them are women between the ages of 25 and 40, and they have a certain economy. Strength. Under the trend of youthful nourishing nutrition, the post-90s also joined the army of bird’s nest health.”
Pictures are from the official live broadcast room with 10 billion subsidies
Zhao Zhuang Crafts Operations Director Huang Zhao believes that because Liu Tao has shown a love of life in variety shows in recent years, this has led her fans to be more willing to enjoy life regardless of age. This attitude of life is also a craft beer initiative of. The final result also verifies the judgment of Zebra Craft. Because of the matching of the audience, many consumers brought through the cooperation between Liu Tao and Ju Bargain Live became fans of the brand.
On April 19, Zebra Crafts officially entered Tmall. Through Liu Tao’s live broadcast, the number of store fans increased from less than 1,000 to nearly 100,000 today. After short selling 15,000 products in the first live broadcast and completely emptied the factory, many consumers who came to Liu Tao’s live broadcast room are still repurchasing. “Some Tao sisters leave a message and ask when we will go to live broadcast. In the meantime, I also hope that we will prepare more orders next time.”
2 How to choose a star anchor?
Take a look at the 227 products that Liu Tao broadcasted in 4 live broadcasts, and we found Liu Tao’s preferences.
In terms of category, Liu Tao prefers products related to “family” and “home”. This is related to the current immersive live broadcast room is “Liu Tao’s kitchen” and “Liu Tao’s living room”.
From the perspective of the price dimension, commodities with a price below 100 yuan are Liu Tao’s basic plates. The number of commodities in this part accounts for more than 40%, mainly food and beverage and daily necessities. The price between 100-500 yuan is also the backbone of the live broadcast room, usually some small and beautiful household items, kitchen utensils, household appliances, beauty and skin care products.
In the price range of more than 1,000 yuan, Liu Tao shows a strong potential for bringing goods, which can drive the sales of 3C digital products such as projectors, TVs, headphones, mobile phones, beauty instruments, and household appliances. Among them, the mobile phone products are the key products of the tens of billions of subsidies.
According to insidersLu, after Liu Tao’s first broadcast, more than 50% of the merchants have the willingness to return to the market, but the two parties still follow the three-party selection principle: industry selection, live group selection and Tao sister selection. So it’s not that if you sell well, you can definitely enter Liu Tao’s live room. Compared to the “old friend” who ushered in the live broadcast room, the new anchor Liu Tao hopes to expand the selection pool, include more sources of goods, and provide consumers with more cost-effective choices.
After checking the appearance frequency of the brand and the number of returns, we found that after 4 live broadcasts, the actual products returned were actually single digits. Although some brands are familiar faces, they will bring different products to the live broadcast room. For example, Xiaomi brings 6 completely different products. The minimum is a portable speaker of 29 yuan, and the highest is an air conditioner of more than 3000 yuan, which basically covers All price ranges around Xiaomi.
Rich product categories and large price ranges are precisely the advantages of star live broadcasting.
3 Star live broadcast with goods, not just selling goods
For live streaming, Alibaba CEO Zhang Yong once mentioned in the financial report that the platform hopes to provide more long-term services for brands and merchants.
According to 36Kr report, Zhang Yong interpreted from the point of view of the merchant. Choosing live streaming to replace the channel cost and promotion cost in the past, but more importantly, it is necessary to precipitate users in this way and do longer-term User operations.
“We don’t take live streaming as an independent business form and sales form, we see it as part of the overall consumer operation, and ultimately help merchants achieve long-term value realization.” Zhang Yong explained. Some companies pin their hopes on user growth and revenue growth on live broadcasting. From Ali’s experience and perspective, this may not be the best option.
Li Liangjie, general manager of Yanzhiwu’s e-commerce business department, admitted that whether it is a star or a head anchor, the ROI (input-output ratio) of the live broadcast is relatively low. However, all brands have expressed such a view to CBNData: With the help of the platform’s star live broadcast, it can help brands reach more users, improve brand influence and awareness, and sales are second.
According to public data statistics, Liu Tao’s first live broadcast was mainly a large amount of resources in the station, such as Taobao screen-opening pop-ups, Taobao live screen-opening pop-ups, etc., and in the fourth live broadcast, there was a Weibo outside the station Open screen, Netease cloud music open screen and other resources. Such exposure opportunities are not available to every brand on its own.
Taobao homepage pop-up window
The platform’s investment in this C anchor is also directly reflected in the merchant’s sales.
On the evening of May 30, Liu Tao’s third live broadcast, smart home brand Cloud Whale brought a mopping robot priced at 3699 yuan. On that day, the 7,000 units prepared by Cloud Whale were sold out, and the number of people entering the store increased by 2500% year-on-year.
Lancome is a similar example. Although it is already an internationally renowned brand, it has received nearly 3 million new visitors through Liu Tao’s live broadcast room, accounting for 88%. These users come because of Liu Tao’s influence and price power. Unlike the inaccurate users who come in by means of grabbing red envelopes and pulling people in, these high-net-worth users who have spending power and loyalty have also become the basis for future merchants’ secondary marketing.
Li Liangjie, general manager of Yanzhiwu’s e-commerce business department, pointed out that the live broadcast outlet is very good, but companies also need to fully consider, “For example, if you are not profitable, you will not be able to continue for a long time. If you simply go down the price and there is no profit, bring The consequences will directly affect the survival of the enterprise. While leveraging live broadcast to open up the brand’s voice, it must also maintain the quality of the product and do a good job in maintaining customer reputation, so as to avoid paying attention to the price advantage and losing one another.”
So on the one hand, for brands and platforms, the goods must be strictly controlled in and out, so as to cultivate the user’s purchasing mind. On the other hand, the topic spread and user coverage brought by celebrities are also difficult for brands to resist, especially for a new brand.
Zebra Crafts, as a craft beer brand established 4 years ago, only entered Tmall in April this year. Although craft beer has received attention in recent years, it has always been unable to penetrate the mass consumer market because of its long-term personality and niche route. Live broadcast is precisely one of the best ways for craft beer to reach the average consumer.
In the early stage of the star’s participation in live broadcasts, the brand and the star interacted. After the platform business parties participated, the three-party cooperation model brought more imagination. For example, Liu Tao’s live broadcast room has produced 6 million-level single products and 71 million-level single products. Among them, iPhone 11 has sold more than 26 million. This explosive incubation ability has excellent performance for Liu Tao, platform, and merchants. the value of.
The star represented by Liu Tao has obtained new business value growth and monetization methods in this model. The brand has also obtained a cooperation model with the star that has more diversity and higher conversion rate. The platform has also built a Quickly circulating commercial marketing background.
Looking back at Liu Tao’s first live broadcast, the original cost-effective team’s original expectation was 50 million, and the actual final GMV was 148 million. Among the “extra” 100 million, there are two things that exceed the expectations of the Juhua team. First, the conversion rate is very high, which is much higher than the conversion in the usual Juhua station; second, the customer price is very high, and the bird’s nest is more relaxed. Waiting for more than 100 yuan high unit price products are also selling well.
Become easy to tell CBNData, because the star live broadcast before, the effect is not good. In Liu Tao’s first live broadcast, they expected that the iseX Tmall Genie eye massager could sell 2000-3000 units, but the actual turnover reached 15,000 units, far exceeding the brand’s expectations. On June 6, it was easy to return to the market with this product and sold 15,000 units again.
The live broadcast of stars brings brands more than just sales.
Beijing’s internal data shows that, in addition to the significant increase in sales, lead-in, and single-item access data, they noticed that the proportion of new customer visits after 1995 reached about 27.5%, which means that Liu Tao can bring more Many young users. Become also mentioned that Liu Tao’s live broadcast has a lot of exposures inside and outside the station, which has greatly increased their data bank AI (interest and cognition) crowd in Ali, about 100w new people.
Liu Tao’s live broadcast of goods is an external IP display of Ju-Bao Live Broadcast. The Ju-Budget team hopes that a set of models can be derived from this to achieve traffic precipitation and user precipitation for the brand. And the brand can also rely on Ju-Bao and Liu Tao’s live broadcast room to reach more new users and enhance brand awareness.
Now, brand merchants can use data back-end operation tools to interpret application scenarios after new customers come in, such as users, product data embodiment, guide entry, and store fan growth. On this basis, merchants can upgrade the three aspects of the people and goods yard, and guide the new, product selection and subsequent launch.
In this way, loyal users who are rushing towards the live broadcast can be activated again by the merchants. Not only that, merchants can also easily pull out data that meets brand potential customers, including high net worth users. Like this Liu Tao live broadcast, the average high-value crowd exposure of a single brand reached 2 million.
With the help of Liu Tao’s case, Juzui hopes to form a platform to promote the brand’s methodology through star live broadcasting, and more star cooperation plans are already in the planning.
After the number and frequency of live broadcast stars are getting higher and higher, the trend of “professionalization” of star live broadcasts will definitely promote the platform to “personally end” and actively participate in the multi-party linkage of live broadcasts. In the 618 that has arrived, what new players will be in the “star-platform-brand” model? What kind of record will there be? It is worth looking forward to.
*Cover image is from Liu Tao Weibo