Kuaishou brand account operation plan!

2021 is the first year of brand self-broadcasting. Over the past six months, we have seen a number of brands achieve rapid growth in their self-broadcast GMV on Kuaishou, such as the brand cases of Vinda, Huili, and China Gold that Kass has analyzed.

In the food category, Kas found that Three Squirrels also had significant growth.

According to statistics from the Kuaishou platform, from January 1 to September 10, 2021, the cumulative sales of "Three Squirrels" on Kuaishou reached 95 million, of which 80 million was contributed by expert distribution, and 15 million was created by self-broadcasting, contributed by the two accounts of "Three Squirrels Food Flagship Store" and "Three Squirrels Big Shopkeeper". According to Kas, Three Squirrels' total sales target on Kuaishou this year is 300 million yuan.

Unlike other platforms, on Kuaishou, Three Squirrels has set up two types of accounts for broadcasting in order to expand the radius of users reached by self-broadcasting. Differentiated operations are also carried out on short videos and live broadcast content.

"Three Squirrels" broadcasts on two accounts

Kas sorted out the self-broadcasting experience of Three Squirrels and found that it is consistent with the STEPS merchant self-broadcasting methodology officially released by Kuaishou . Being able to attract fans and sell goods at the same time, Three Squirrels has found a win-win path in terms of "sales volume" and "brand awareness" on Kuaishou.

1. From distribution by influencers to self-broadcasting by “flagship stores”

In recent years, the snack food industry has flocked to short video platforms such as Kuaishou. Internet anchors have used their own fan base and content operations to promote their brands, effectively expanding the user base and product sales.

In 2020, through precise influencer distribution strategies, Three Squirrels gradually explored e-commerce operation models on Kuaishou and built a mature and stable brand distribution network.

After "testing" the products through expert distribution, in response to the store live broadcast trend, in August 2020, Three Squirrels launched its own brand live broadcast on Kuaishou through its official account @三只松鼠食品旗舰店. During the "New Year's Goods Festival" in 2021, after achieving sales of 30 million in more than a month, "Three Squirrels" sensed the explosive power of the Kuaishou platform, so it established a team specifically for Kuaishou.

According to Kas Data, the live broadcast team of Three Squirrels has about 15 people, including anchors, assistant anchors, field control, central control and a dedicated video team.

Among them, @三只松鼠食品旗舰店 is positioned as a brand promotion store. The short video content updated on Kuaishou focuses on anime IP characters, using the squirrel IP (Xiao Ku, Xiao Mei, Xiao Jian) ​​as the prototype to combine hot topics and hot topics to create plot segments or showcase talents. The two-dimensional style has also attracted a large number of young people. Data shows that fans aged 6-17 account for 36%, and fans aged 18-24 account for 45.76%.

@Three Squirrels Food Flagship Store's Kuaishou Live Broadcast

In order to attract more users, @三只松鼠食品旗舰店 maintains long-duration regular store broadcasts in the form of rotating anchors, with an average live broadcast duration of 9 hours and 35 minutes. Doing so can fully absorb the traffic entering the live broadcast room at all times of the platform. No matter when and where users see content of interest, they will have the opportunity to enter the live broadcast room, thereby increasing the probability of transaction conversion.

In terms of product grouping, Three Squirrels will set up main models, traffic-generating models and supplementary models for users in the live broadcast room to choose from.

The so-called main items are snack combinations with high customer orders, such as nut gift boxes and snack gift packs of about 100 yuan; the drainage items are single-digit snacks , such as rice crust, bread, spicy strips, snail noodles, etc., which do not conflict with the main items; and the supplementary items can be generally understood as "cannon fodder" products , which are mostly nut gift boxes and snack gift packs with medium customer unit prices similar to the main items, or non-main snack combinations with high cost performance but low customer unit prices, which are used to compare with the "main items" and accelerate user decision-making and ordering.

Data shows that among the six products with the highest sales in @三只松鼠食品旗舰店, five are nut gift packs, with unit prices ranging from 69 to 139 yuan.

2. A "flesh and blood" character is more likely to impress friends

In addition to the store broadcast account, "Three Squirrels" has also cultivated an IP personality account with a distinctive style.

At the Gravity Conference on March 26, Xiao Gu, head of Kuaishou's e-commerce, said: "There is no platform that is not suitable for brands, but the ways of doing it are different. We encourage self-broadcasting rather than brand store broadcasting, that is, we encourage brand store clerks, dealers and other people in various links of the chain to create some accounts and live broadcasts with real feelings, and establish good interaction and trust with fans, rather than opening a flagship store and then arranging sales staff to sell goods live on Kuaishou for a long time. You have to make your personality more interesting."

Perhaps inspired by this, in May this year, "Three Squirrels" opened a strong personal account @三只松鼠大掌柜 on Kuaishou, and started self-broadcasting on May 17. By September 10, it had sold goods worth 10 million yuan.

There is almost no difference between the two accounts in terms of product types, and nuts are also the best-selling product of @三只松鼠大掌柜. The difference is that @三只松鼠大掌柜 has systematically operated the real and down-to-earth characters.

From the short video, Xiaoyu, as the protagonist of the video, will take users into the Three Squirrels factory to trace the logistics and warehousing environment. Yunhai Yangfan is the service provider of @三只松鼠大掌柜. The team operator told KasData, " Kuaishou has some advantages over other platforms in establishing personal image. Going to the factory or headquarters to shoot is to enhance users' trust in us."

In addition, more videos of the Three Squirrels boss are about showing shopping benefits, which have a strong grass-planting attribute. The above-mentioned trader said, "We are positioned as a live streaming sales account, so most of our videos are welfare tips, so as to attract users who really have shopping needs to enter the live streaming room. As for the plot videos that the old friends like, we will shoot 1-2 more during the holidays, and users will just laugh and forget it."

The character of "Big Shopkeeper" is deeply rooted in people's hearts

In addition to Xiaoyu, there are 5 other permanent anchors including Dabao, Erbao, and Baobao. In order to ensure the live broadcast effect, the anchors of the Three Squirrels team are all mature anchors who understand the food industry or have promoted similar products. They also have personal characteristics. For example, Xiaoyu tends to be sweet, and Dabao and Erbao are twins.

Yunhai Yangfan's trader believes that a "flesh and blood" character is more likely to impress friends . Currently, the host Xiaoyu of @三只松鼠大掌柜 will shoot plot segments to suggest the highlights and benefits of the live broadcast; Xiaoyu in the live broadcast room will also "willfully" give benefits to his friends.

In terms of consumer groups, @三只松鼠大掌柜 mainly attracts women aged 30-40. The trader also mentioned, "I personally think the price of (Three Squirrels nuts) is a bit high, and the corresponding user group is also some people with higher spending power, such as white-collar workers around 30 years old."

3. Stable investment flow, ROI increased 4 times

In the early stages of account operation, most stores have few valuable users and lack clear user portraits, which results in low accuracy and volume of free traffic recommendations. Therefore, Three Squirrels uses paid audience packages to support its live broadcast rooms, and uses paid traffic to increase accurate free traffic, thus breaking the cold start deadlock.

The trader told Kas Data that during big sales, the traffic investment side does not need to deliberately start broadcasting and investing heavily, as this will easily disrupt the traffic investment rhythm of the day. Instead, it should first put welfare products or flash sale products on the shelves to attract popularity, and then put the main promotion products on the shelves to increase GMV and circulate the products.

"We invest in traffic at Kuaishou. If we explain products to users in a 'ordering' way, it will cause user loss. We must use the traffic budget wisely so that we can achieve our ROI target."

After figuring out how to play on the Kuaishou platform, @三只松鼠大掌柜 conducted a 15-hour live broadcast on September 11 and achieved sales of 1 million yuan.

@三只松鼠大掌柜911直播战报

After stable and long-term traffic investment, the traffic of @三只松鼠大掌柜’s live broadcast room has also been growing steadily. The trader revealed that ROI has increased by 4-5 times compared to the initial stage .

In daily live broadcasts, @三只松鼠食品旗舰店 will match paid traffic to obtain more public domain traffic (or natural traffic). "Kuaishou's traffic-generating end is actually quite suitable for brands to broadcast themselves. First, once the account group for traffic-generating end is stabilized, the traffic will be very accurate and the algorithm will react faster."

But @三只松鼠大掌柜 also has bottlenecks. "Three Squirrels' food is more oriented towards holidays, that is, gift packages. Therefore, sales will be higher during holidays, but lower during normal times. This is our current bottleneck, and we are also thinking about how to solve this problem."

4. Private domain traffic is a gold mine

During the interview, the trader repeatedly emphasized: Compared with other platforms, Kuaishou has stronger private domain traffic and higher fan stickiness, which is the uniqueness of Kuaishou.

In order to maintain fans' enthusiasm for interaction, Three Squirrels will give brand peripherals and coupons to deep fans from time to time. Private traffic tools such as Kuaishou’s fan groups help brands achieve conversions. "For example, the administrator of this account is a stranger we don't know, but we often buy things in the live broadcast room. We set him as an administrator, and he will help us answer some questions."

In addition, according to Mu Ming, the manager of the Kuaishou channel of Three Squirrels, the proportion of fan purchases in its live broadcasts on Kuaishou reached 40%-50%, which is also higher than other platforms.

In the era of live streaming e-commerce 2.0, the combination of online and offline channels and brand private domain positions have become the basic standard of the industry. The value of the Kuaishou platform has also been recognized by more and more brands, becoming one of the important tracks and positions for brands to seek new growth breakthroughs.

Kuaishou is also accelerating the construction of its own e-commerce ecosystem.

On May 18, at the launch conference of Kuaishou's 616 Quality Shopping Festival, Kuaishou officially released the STEPS brand self-broadcasting methodology, which includes five key elements: influencer distribution cooperation, brand self-broadcasting, public domain traffic support, private domain operation repurchase and brand channel special supply.

Kuaishou e-commerce STEPS methodology

On July 22, at the 2021 Kuaishou E-commerce Service Provider Conference, the e-commerce strategy of "focusing on trusted e-commerce, focusing on brands, and focusing on service providers" pointed out a definite growth path for brand merchants. Some brand service providers are also entering the market, further lowering the threshold for brands to enter Kuaishou and start broadcasting.

In the food category, according to Song Zhen, head of the food industry at Kuaishou e-commerce , as one of the key categories of Kuaishou e-commerce, many brands have explored mature development paths. In the future, Kuaishou will introduce more brands to help them grow rapidly.

At the Kuaishou e-commerce food industry brand private meeting, Koushui Wa General Manager Xie Yifan mentioned that by connecting with a large number of mid-level anchors, Koushui Wa has established a solid distribution network on Kuaishou. At the same time, while maintaining its distribution advantages, it has recently started self-broadcasting. Zhenwei chose to start with self-broadcasting. By adjusting product mix and setting up a live broadcast team, it ushered in explosive growth in GMV in September.

With the two-way efforts of the Kuaishou platform and brands, self-broadcasting can become a long-term career, helping brands find new incremental users and new GMV growth space.

Author: Kas Data

Source: caasdata (ID: caasdata6)