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When we had almost unpacked all the parcels, the results of Double Eleven were released. According to data from QuestMobile, on Double 11, a total of 660 million mobile Internet users participated in this annual shopping event, and more than 60 million users rushed to buy at 0:00 on Double 11. Among them, Alibaba, which founded the "Double 11" concept, once again established its dominant position. The number of Taobao mobile users reached 460 million on Double 11 day. In addition, Pinduoduo had as many as 220 million, and JD.com accounted for 100 million. The large, medium and small brands in the center of the stage are making a lot of money. Of course, the impressive transaction volume is inseparable from the brand's early warm-up and the support of off-site content marketing and other means. Therefore, Kas Data also jointly released the "Double 11 Off-site Influencer Agency TOP List" with Taobao Alliance, sorting out the celebrities who guide transactions outside the site (selling goods on other content platforms and directing traffic to Taobao to complete transactions). ▲ Kas Data also jointly released the "Double 11 Off-site Talent Agency Top List" (partial) with Taobao Alliance In the TOP50 sales list of influencers from multiple platforms compiled by Taobao Alliance, we were attracted by the following phenomenon: nearly 40% of the influencers came from the Kuaishou platform. ▲ Image source: QuestMobile As live streaming e-commerce is gradually becoming a mainstream sales scenario, content creators are also adding live streaming conversion to the content commercialization landscape. Kuaishou, thanks to its strong fan stickiness and high user willingness to pay, is a good choice. So how can you achieve scale monetization through live streaming on Kuaishou? Which categories have more advantages? What are the characteristics and preferences of the live streaming shoppers on Kuaishou? We will explain them in detail one by one based on the "e-commerce sales" function module in the Kas Data business intelligence analysis system . Kuaishou Live Broadcast Product Selection During the Double 11 period, due to the characteristics of clearing inventory and marketing of star products, the product selection and sales strategies are often different from usual days. For this reason, Kas Data deliberately postponed the data for one week and carried out relevant analysis based on November 19 as the data statistical node, and the results were closer to normal. In this article, we will observe the TOP100 products on Kuaishou in the past 7 days, and compare some dimensions with the TOP100 products on Kuaishou in the past 1 day. (*Kuaishou Product Ranking: Kuaishou live streaming sales ranking, divided into two statistical periods: the past 1 day and the past 7 days.) 1. Price: Products priced between 10 and 100 yuan have more explosive advantages The "Men's Volcanic Mud Cleanser" which Wang Zulan recommended in the live broadcast room and has a unit price of 49.9 yuan has topped the Kuaishou product list TOP100 in the past 7 days with a sales volume of 150,000 pieces. The corresponding range of 10-100 yuan is also the range with the best performance, and it has better potential for explosive growth in a short period of time. When the time is extended to a longer period of nearly 7 days, the proportion in this range begins to disperse both upstream and downstream, with the downstream taking on more. Products with low customer unit price of RMB 1-20 maintain stable vitality with lower consumption thresholds and shorter decision-making cycles. 2. Sales: Mostly in volume So what is the scale of the products on the list, and how much money is there? We can see that there are 9 products in the daily list with sales of more than 10,000 pieces, and the rest range from 2,000 to 10,000 pieces; in the 7-day list, the top 3 products have sales of more than 100,000 pieces, 10 products have sales between 50,000 and 100,000 pieces, and the sales of the remaining products are distributed above 10,000 pieces. In addition, we counted the sales of the top 100 products in the 7-day ranking, and the details are as follows: The ceiling for the profit that a single item can make through Kuaishou live streaming within 7 days is 5 million. If you want to achieve a higher level of scale on this basis, you need better products, more suitable anchors, and more appropriate combination of delivery strategies. We can see that the number of products with sales of 0-500,000 accounts for 40%, and the revenue in this range and the sales range of 500,000-1 million is exactly the performance of products with a customer unit price of less than 50 yuan. A product called "Louisin Jackets for Men and Women" won the sales championship in the past 1 day and the past 7 days respectively, and the main reason was the high average order value. This clothing item, which costs 1,698 yuan, generated sales of 8.021 million yuan in the past day with 4,724 pieces (ranked TOP33). In the past 30 days, 13,000 pieces were sold, with a total sales of 22.071 million yuan. However, there is only one product with such excellent conversion effect in the past 7 days. Referring to the conventional classification of mass consumer goods, Kas Data divides the products on the content platform into 12 categories, namely: shoes, bags and accessories, household daily necessities, personal care and cleaning, beauty and skin care, 3C digital, home appliances, mother and baby, food and beverages, fitness and outdoor, clothing, pets, and others. When we classified the 100 products on the Kuaishou product list according to this system, we found that food and beverages and beauty and skin care accounted for the vast majority. As shown in the figure, in the 7-day Kuaishou product list, the first two accounted for nearly 60%. The two are currently the mainstream categories on Kuaishou and are relatively stable. These two categories are mostly dominated by female consumers, and the application scenarios of consumer goods are mostly related to individuals. The absence of the three categories of fitness and outdoor, mother and child, and pets also shows that the usage scenarios of other family members such as men, the elderly, children, and pets are not deeply connected. At the same time, considering the absence of consumer goods with health and wellness attributes, it is inferred that most consumers are young women. Of course, live streaming is currently still dominated by impulse consumption, with products that are easy to consume and purchased repeatedly. As a picky consumer group, mothers require that maternal and infant care consumer products have high quality and safety. Product selection itself requires a longer period, so their absence is reasonable. In addition, considering the current situation of the similar lack of male consumer products, it can be considered that the overall environment of Kuaishou live streaming is similar to that of live streaming platforms such as Taobao. At the same time, the ranking cycle also represents the advertiser's delivery cycle. In comparison, the cycle of clothing is shorter while the cycles of beauty, skin care and household appliances are longer. Which brands do you guys prefer? Kas Data Research found that the audience of Kuaishou live broadcast has a low awareness of the service, and trust in the anchor and price advantage are the main factors that facilitate transactions. After extracting the brands of 100 products, we divided them into four categories: OEM brands, niche brands, self-developed brands, and well-known brands. The OEM brand here mainly refers to multiple distributors customizing the brand for standard specification products produced by a certain OEM factory. Niche brands mean a lack of national popularity, while self-developed brands are mostly personal brands founded by top Kuaishou celebrities. For example, Chu Ruixue’s ZUZU, Simba’s Xin Youzhi’s Strict Selection and Cotton Code, Erlu (Jing Yuanlin) & Pingrong’s JLV, Kuier’s CUIR, etc. As shown in the figure, private label brand products occupy half of the space, which shows that mid-range brands and products with price advantages have better opportunities on Kuaishou. It is worth noting that well-known brands are mostly concentrated in the two categories of food and beverages and home appliances. It can be said that it is a good choice for relevant advertisers to enter Kuaishou at this time. In addition, Taobao accounts for 80% of the platforms that sell goods, which has an absolute advantage. Find the right track and you will get twice the result with half the effort. If you want to take the lead in Kuaishou live streaming, you need the right time, place and people. Mastering core data is the most important step to clear the fog of massive information and widen the gap with other players. It is also the most important step for advertisers to deliver ads efficiently and truly achieve brand and effect integration. The above information is the conclusion drawn under the guidance of the "e-commerce sales" function module of the Kas Data business intelligence analysis system . Product selection is a crucial step for anchors, creators and advertisers. In addition, we also need to know which celebrities are better at selling products? How to do live streaming to sell goods? How to shoot short videos to promote products? And how can you find the most suitable anchor when you have a product in hand? In order to solve this problem, Kas Data launched the Kuaishou Expert Sales List, Douyin Product List, and Douyin Expert Sales List to solve the problems encountered by creators in selling goods, as well as the confusion that advertisers have in the process of selecting anchors. "E-commerce Carrying Goods" Function Nanny-level Operation Manual 1. How to increase the sales volume of products? Once you have understood the market preferences through the above ideas on the “Kuaishou Product List”. You can click to track the product’s sales data and learn its sales skills. Click on the product name to enter its details page, where you can see all the data you need to know about the product. How many influencers have advertised this product? In how many live broadcasts did these celebrities guide purchases, and what sales volumes did they generate? How many sales did this product generate through live streaming? Questions such as where this achievement stands in the Kuaishou ecosystem can be answered on this details page. ▲ Kas Business Edition [E-commerce Cargo Delivery] Module (the same below) So what can advertisers gain from this? The advantages and disadvantages of competitors, and the optimal delivery combination are all included, and the skill that can be used immediately is perhaps to combine the "highest online audience" and "live broadcast duration" to look at the "sales volume" in "live streaming with goods" and identify the anchor with the best cost-effectiveness. In other words, anchors with "abnormal sales" can also be monitored here, and advertisers can clear minefields in advance. 2. How to find the track benchmark In addition, you also need the expert sales list to find the benchmark of the track. The anchor determines his own positioning based on this, finds the classmates in front, behind, and around him, and improves his ability to bring goods in a strategic and rhythmic manner. Advertisers can use this information to select the most convincing anchor to sell goods. The "live streaming sales volume" is intuitively placed on the far right of the list. Nothing can explain the problem better than numbers. 3. Douyin content brings goods In addition to live streaming, content + showcase is also one of the important ways for short video creators to achieve e-commerce conversion. To this end, Kas Data has designed a set of solutions for Douyin creators that are more suitable for content-driven sales. Douyin also has product rankings and expert sales rankings. ① Product list: select popular products and improve your sales skills The Douyin product list is divided into the Douyin good products list, product browsing list, and product promotion video list. Many influencers face the embarrassing situation of lack of views for their products. So how can they choose products to satisfy consumer preferences? When you see other people’s products selling well but your own products have no views, you need to think about whether there is a problem with your product selection. The Douyin Good Products List comes from the Douyin APP-Douyin Good Products List, which is generated based on the popularity of product sharing. Influencers can filter categories based on their own content positioning. The Douyin Good Products List ranks products based on Douyin’s popularity and provides product names and prices. If a celebrity is interested in the target product, he or she can click “Action” to enter the “Product Data Overview” window, where the celebrity who promotes the product and the corresponding promotional video will be clearly visible. Among them, the more relevant influencers there are, the more popular the product will be among them. At the same time, the competitiveness of the product will be stronger, so you need to choose carefully. Different from the Douyin Good Products List, the Product Viewing List ranks products based on the increase in views, reflecting consumers' intention towards the products. Experts can judge the degree of match between products and themselves based on product rankings and prices, and actively identify products that are suitable for themselves. Douyin’s best products list and product browsing list represent product popularity and consumer intentions, helping influencers understand consumer preferences and select suitable products. So after selecting the products, how do you improve your sales skills? Don’t worry, the “Product Data Overview” page of both lists has an embedded sales video viewing function. All sales videos of influencers related to the target product can be viewed. You can compare different sales videos of the same product, observe the differences in sales styles of different influencers, and learn and summarize excellent sales skills. Pay special attention to influencers whose content positioning is similar to your own and whose videos have high likes, understand their sales methods, and find the points of connection with your own. Too much hard-to-place advertising will only continue to consume the value of its own IP and reduce fan stickiness. In order to help influencers improve their skills in selling products, Kas Data has set up a separate list of selling videos, which ranks videos according to the number of likes. These lists can be used as examples of a large number of selling videos, and influencers can learn from their content presentation methods, advertising placement creativity, etc. Excellent selling videos can often integrate products with consumer content that users like, thus realizing advertising monetization and increasing advertising acceptance. ② Expert sales ranking: multi-dimensional screening to achieve precise delivery The influencer sales list directly represents the influencer’s ability to bring products and is an important basis for advertisers to choose influencers for advertising. The Douyin Expert Sales List comes from the Douyin APP-Douyin Expert Sales List, which ranks celebrities based on product sales, and mainly displays the celebrity's name, label, and number of fans. The creators’ competitors and advertisers’ treasure hosts are all hidden in this sales list. Let data light up the beacon of progress. It should be so simple to sell products in e-commerce. Author: Kas Data Source: Kas Data |
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