Herborist live broadcast room operation strategy

It took only two short years for live streaming e-commerce to go from being questioned to becoming extremely popular. Ordinary people, bosses, farmers, talented amateurs, bar singers, etc. have all joined the short video live streaming industry and followed the trend of the times. Citizens have also joined the live-streaming shopping craze. For a time, low-priced products, big-name goods, and brand live-streaming have become part of the lively live-streaming era.

Consumers have shifted their offline store consumption to online live streaming consumption. Some physical manufacturers, enterprises, and brands have become passive participants in the traffic trend. Even without opening e-commerce sales channels, they are forced to immediately familiarize themselves with all aspects and content of live streaming sales.

Users are not only participants in the live broadcast room but also guides for consumption. Live broadcast brings consumers a good shopping experience and has great value for money, which drives the progress of the e-commerce industry. Now there are new changes in all aspects of the live broadcast field. How can bloggers seek innovation and change in live broadcasts?

1. Involution of short videos and live streaming content

The word "involution" has been constantly magnified by people in the live streaming e-commerce circle since it appeared. Not only is there involution in the live streaming field, but there is also involution in the content field. If a team creates a novel live streaming room or high-quality video content, it will be easy to obtain natural traffic, increase account exposure, and gain the favor of brands.

1. The involution of short videos

At the end of October, an account named "Liu Yexi" emerged. On October 31, a video was released and its followers increased by 2 million. This video used real-life animation technology to create a virtual character "Liu Yexi" . She is a beauty expert and a monster catcher. In the video, she drew a few strokes on a little boy's eyes, opening up an "other-dimensional" world for the little boy.

The profile of Liu Yexi's account , "A virtual beauty expert who can catch monsters" , has laid the groundwork for the subsequent development of the account. The distinctive account personality will open up more channels for subsequent account sales and promotions. Currently, Liu Yexi has only released 2 short videos and has more than 4 million fans. Her development potential is worth looking forward to.

Virtual anchors have a long-standing problem - monetization. Virtual anchors pay more attention to fan operations, and only IPs that are loved by fans can survive and develop for a long time. For brands, creating virtual characters is a "cost-effective" business, which carries brand culture through virtual characters and delivers more brand value. As Generation Z’s spending power continues to rise, virtual anchors are a blue ocean market.

2. Involution in the live broadcast room

When the "Empress" starts selling goods live , what will the scene be like in the live broadcast room? The " Herboretum: The Story of Yanxi Palace" account is different from the usual live broadcast sales format. The live broadcast scene adopts a palace background, and the anchor wears ancient costumes, exquisite headdresses, and delicate makeup, which is comparable to a Qing Dynasty palace drama.

The live broadcast room features three people, "Xi Fei", "Mummy Long" and "Jinsuo". The story of "Xi Fei" who rose to fame by selling goods through live broadcasts unfolds. "Xi Fei" is the main anchor and "Mummy Long" is the deputy anchor, who role-play and sell goods at the same time. The live broadcast room not only explains the efficacy and ingredients of the products, but also inserts the love-hate drama with the emperor. When introducing the products, the queen uses the products to answer fans' doubts, and even uses interesting words such as "Reply to the prince" and "Reply to the lady" to answer.

In addition to the performance of the Empress, the cooperation in the live broadcast room is also very good. Palace-style music is played in the background . When listing products, asking about inventory, and promoting promotions, the staff in the live broadcast room will say in unison, "Your Majesty, the products have been sold out and there is not much stock left. The masters are so awesome."

In a preview short video, Nanny Long joked: "I originally thought that this account would only be visited after ten days or half a month, but I didn't expect that it would be pushed to the top of the hot searches by the operations colleagues the next day, with thousands of people online!"

2. Is the end of content bloggers to sell products?

When "The Story of Yanxi Palace" became a hit, operators on Douyin could no longer sit still and began to follow suit, and palace-style live broadcast rooms appeared one after another. The internal circulation of live broadcast scenes is not limited to the "Yanxi Palace". Previously there was also the "Snow Mountain Live Broadcast" with down jackets and the "Disco Live Broadcast" of four beautiful girls. The endless new ideas have created waves of trends in the live broadcast field.

Not only is the live streaming scene in a state of involution, content bloggers are also scrambling to join the live streaming sales team. Not long ago , "Niu Aifang's Xiao Chunhua" started live streaming sales. This couple who filmed rural life content finally started live streaming sales.

As a short video blogger who continuously outputs content, in addition to inserting promotional products into short videos, is live streaming really the end of the world for content bloggers?

In the current era of "live streaming for all", top anchors occupy a large amount of traffic. Content is the cornerstone of operating accounts, and they build a fortress of mid-level content creators brick by brick. However, homogeneous content frequently appears in the track. To break the involution phenomenon and make innovations, the most important thing is for the team to consider from the perspective of consumers and under what circumstances the product will be used, for example:

Snow Mountain Live Room, in the hot summer from July to August, when will we need down jackets? When would you wear a down jacket? So the operation moved the live broadcast room directly to a snow-capped mountain with an altitude of more than 4,000 meters.

When faced with a platform with serious internal competition, what should operators think about? Most of the creative live broadcast scenes are only lively for a short time. How long can the life of these live broadcast rooms last? How much benefit can it bring? It is a game for every operator. Operators need to consider their own brand, products, team members, etc. and think about the live broadcast format or video content that suits them.

Take Herborist as an example:

The content of the live broadcast room was innovative and interesting, attracting many fans to watch. However, the audience in the live broadcast room were not attracted by the products. Many fans commented, "To be honest, the story is interesting, but the product is not good. I can't even buy one to show my support."

Among the products sold through live streaming of Herborist, about 15 products will be put on the shelves in one live broadcast, but there are only four low-priced products: "9.9 yuan cosmetic bag", "39.9 yuan facial cleanser", "89 yuan facial mask", and "9.9 yuan sample cream". Compared with other live broadcast rooms, such prices do not have a price advantage and cannot attract more fans to buy. Therefore, most users enter the live broadcast room just to watch the plot in the live broadcast room, rather than to actually consume and place orders.