For most brands, live streaming has become a regular marketing move, but whether it is the brand’s own live broadcast or a celebrity live broadcast, they will face a problem - traffic.
It can be seen from the Double Eleven Taobao live streaming sales list that the list as a whole shows an oligopoly effect, and is roughly divided into super top anchors led by Li Jiaqi and Wei Ya + other anchors.
However, facing the live broadcast track where competition for traffic is so fierce, there were also highlights in brand live broadcast rooms in 2021, and a new consumption model was spawned - wild consumption.
Below, the Mad Men editorial department has compiled the top ten highlights of brand live streaming in 2021, and put forward some suggestions for the brand live streaming marketing model.
* Ranking in no particular order
1. Erke's live broadcast roomleads wild consumption
If we say that the most popular brand live broadcast this year is undoubtedly the ERKE live broadcast room.
The reason why the live broadcast room of Hongxing Erke is so popular is not from Hongxing Erke’s marketing behavior, but from Hongxing Erke’s donation of 50 million yuan to Henan.
After announcing a donation of 50 million yuan in supplies to Henan, netizens commented, "Damn, it feels like you are going to go bankrupt, and you donated so much..." "You are so stupid, I am worried about you, afraid that you will go bankrupt."
And during ERKE's daily live broadcast on July 22, 2 million viewers rushed into ERKE's live broadcast room, which also gave rise to a kind of consumption behavior - wild consumption.
Many netizens said that even though they placed an order, they did not need the product to be shipped, they just wanted to support ERKE.
The final relevant data showed that Erke’s sales volume on July 23 increased by more than 52 times.
Comments:
Wild consumption is the keyword of ERKE's live broadcast room. Netizens expressed their support for the state-owned enterprise that was on the verge of bankruptcy but donated huge sums of money to the disaster area through their actual actions.
This is also a phenomenon unique to brand live broadcast rooms.
Because before the rise of live streaming, netizens’ responses to brands’ charitable donations mostly consisted of liking, commenting, or expressing their opinions on social media, but now netizens tend to place orders for brands’ products.
This is not only because placing an order can better express emotions, but a more important reason is that the products belong to the category of low-priced and high-frequency products, which are essential products for netizens.
2. Hanshu live broadcast room,terminated the contract with Kris Wu, was highly praised by netizens
As the first brand to formally propose to terminate the contract with Kris Wu, Hansu has enjoyed the traffic dividend brought by being "first".
In addition to being on the hot search list on Weibo, a large number of netizens also flocked to Hansu's Taobao live broadcast room. This was undoubtedly a waveof traffic for a live broadcast room that usually only had dozens or hundreds of viewers.
At that time, the peak traffic could reach 3 million people online at the same time, which was a challenge for novice anchors. What’s interesting is that the second wave of traffic of Hansu was contributed by their anchors.
Faced with such high traffic, the two anchors seemed a little nervous, which gave rise to some golden sentences and "small accidents" on the scene. This was also the second wave of traffic. These moments were recorded by netizens through screen recording to form communication materials, which were circulated on major platforms and became a hot search on Weibo.
Comments:
The reason why Hanshu's live broadcast room has become popular is due to two reasons.
The first is to enjoy the traffic dividend brought by being “the first to terminate the endorsement”.
The second time was when the behavior of the anchor in Hansu’s live broadcast room brought a sense of contrast to the audience, which triggered the second round of spread.
Therefore, the live broadcast room is not only for selling goods, but also for emotional interaction with the audience. In addition to bringing goods, it can also provide emotional value to the audience. The example of Hansu anchor shows that brand live broadcast rooms do not necessarily have to sell goods, but more importantly, they have to integrate with the audience.
3. Herborist,the live broadcast room with the most sense of ceremony
Creativity is the recombination of old elements. If we think from this dimension, the Herborist live broadcast room is the most creative live broadcast room in 2021.
Because unlike other live broadcast rooms that suddenly became popular, the Herborist live broadcast room was a well-planned live broadcast room. Both the scene setting and the host’s words were carefully designed.
Combining costume dramas with live streaming, both the costumes and the rhetoric bring a sense of "immersion" to the audience, making users feel as if they are in the show. When answering the audience's questions, the show rejected the previous response methods and instead adopted some commonly used titles in ancient times, such as: princess, empress, prince, master, and princess, etc.
In addition, Herborist has also commercialized this type of creativity, producing a series of palace drama videos, which are distributed on the TikTok platform.
Comments:
Herborist’s live broadcast room gave us a new idea. In addition to offering the lowest price to viewers in the live broadcast room, we can also make changes to the format of the live broadcast room.
This is equivalent to making changes in the factor of presence in addition to people and goods in the people-goods-place. This also provides some reference for many brands in creating the direction of live broadcast rooms.
4. Gree Live Broadcast Room/The second Dong Mingzhu goes to the live broadcast room
Not long ago, Dong Mingzhu, the "Iron Lady" who has led Gree Electric Appliances for many years, said "the second Dong Mingzhu" at the China Manufacturing Leaders Summit, which not only shocked the audience, but also made the name "Meng Yutong" spread throughout the streets and alleys overnight.
The resulting wave of public opinion led to Meng Yutong's personal Douyin account gaining more than 900,000 followers.
Meng Yutong’s first live broadcast to sell goods was on November 3rd, in the “Gree Electric Appliances” live broadcast room, which has 1.39 million fans.
Data shows that the live broadcast lasted for 4 hours, during which 24 items were put on the shelves, with a total of 113,000 viewers and sales of approximately 620,000 yuan per broadcast. The GMV performance that night was far higher than the average GMV of Gree's live broadcast room in the past 30 days.
Comments:
Dong Mingzhu is indeed a marketing expert.
First, the gimmick of creating a second Dong Mingzhu was released, which triggered media discussions and attracted the curiosity of the public.
Secondly, it created a memorable point. If we only mentioned "Meng Yutong", the discussion might not be so high. But if we mentioned the second Dong Mingzhu, it would attract the public's attention.
5. Fenghua Live Broadcast Room andnetizens work together to save domestic products
For those who were born in the 1980s and 1990s, Fenghua is not unfamiliar. Affordable domestic products are the first impression of Fenghua for most consumers.
When rumors spread online that Fenghua was about to go bankrupt, countless netizens rushed to Fenghua's live broadcast room and expressed their support and recognition for Fenghua by placing orders. On that day, Fenghua's sales volume was equivalent to its monthly sales volume in the past. The host of the live broadcast room also reminded the audience to place orders rationally and not to consume recklessly.
Comments:
As an old and affordable domestic brand, Fenghua carries the memories of people born in the 1980s and 1990s. Faced with rumors of Fenghua's bankruptcy, some people expressed their support for Fenghua through their actions.
We can see two trends:
1. People are nostalgic. The significance of Fenghua to the public is not just a product. Another important point is that it carries the memories of the 80s and 90s.
2. Behind users’ purchases is their trust and recognition of the product. The price has only increased by 2 yuan in 10 years and there has been no punishment since its establishment. These are the trust labels behind Fenghua. Consumers do not shop mindlessly, but make consumption decisions after a long period of trust accumulation.
6. Jiang Xiaobai's live broadcast room andlive broadcast of land delivery are the most generous
After a netizen purchased goods in the live broadcast room of Jiang Xiaobai’s boss, he received a call from customer service and learned that he had won an acre of land. The matter immediately went viral on the Internet. In response, Jiang Xiaobai’s boss said that it was true and the consumer had indeed won an acre of land.
Compared with the gifts given in other live broadcast rooms, the gifts given by Jiang Xiaobai were truly generous.
Comments:
Giving away land during live broadcast is a big gimmick. It hits the curiosity of netizens.
However, the gift of land also sends a signal, that is, Jiang Xiaobai not only relies on marketing to sell wine, but is a wine-making company that truly owns a complete upstream and downstream industrial chain, which also indirectly reflects the strength behind Jiang Xiaobai.
In this regard, some netizens said that this was Jiang Xiaobai's way of showing off his muscles.
7. Huiyuan Juice Live Room,the live room that netizens want to activate the most
On July 22, Huiyuan Juice donated 1 million yuan to the Henan Red Cross, but not long ago, #Huiyuan Juice was executed for over 1.5 billion# just became a hot search. Compared with Erke, Huiyuan Juice is in a worse situation, because although Erke's performance is not as good as before, it is not on the verge of bankruptcy like Huiyuan Juice.
This strong sense of contrast stimulated the nerves of the majority of netizens. Many consumers flocked to the Huiyuan Juice live broadcast room to make purchases, trying to revitalize Huiyuan Juice. Although the anchor said that the delivery date would be 15 days later, it still could not resist the enthusiasm of consumers to place orders.
Finally, according to relevant data, the number of viewers of Huiyuan Juice's Douyin live broadcast room reached 14.4 million, and the sales amount reached 31.87 million yuan.
Comments:
Due to poor management, the company was on the verge of bankruptcy, but it still donated 1 million yuan to help Henan. This charitable act also reflects the social responsibility and commitment of national enterprises, and also touched the majority of netizens. Some netizens even started the topic #Save Huiyuan Juice Bar# on Sina Weibo.
8. YaYa Live Room,the highest live room in history
As we all know, YaYa’s main product is down jackets. On August 30, the YaYa live broadcast room, which had just been in operation, took "scenario-based" play to the extreme and moved the live broadcast room directly to the foot of Mount Everest, reflecting the warmth of YaYa’s down jackets through a real environment.
The final data for the day showed that the maximum cumulative number of viewers in the live broadcast room reached 365,000, the peak number of online users reached 12,000, and the cumulative sales amount of the live broadcast room also reached 472,000 yuan.
Comments:
Like Herborist, YaYa also put a lot of effort into the "scene", demonstrating the warmth-keeping performance of down jackets through real outdoor environments.
This kind of figurative expression of selling points can not only attract consumers' attention, but also truly restore product characteristics. It also indirectly reflects that there is still a long way to go in how to come up with new ideas for live broadcast rooms, especially brand live broadcast rooms.
9. La Chapelle Live Studio,the "Jiangnan Leather Factory" in the Live Studio
For girls, the brand La Chapelle is not unfamiliar, but due to poor management, the once popular La Chapelle is also facing a bankruptcy crisis.
Soon after the news came out, tens of thousands of consumers flocked into La Chapelle’s live broadcast room, ready to watch and pick up bargains, performing a live version of the Jiangnan Leather Factory.
This action of the consumer also became a hot topic and caused widespread heated discussion.
Comments:
La Chapelle’s live broadcast room has returned to the essence of live broadcasting - low prices. Most consumers enter the live broadcast room to make purchases with the mentality of finding a bargain.
This also gives merchants a new idea. Although the live broadcast room is already very inward-looking, if they just want to clear out their inventory, they can also do so through live broadcasting, because the key factor that drives all purchasing behavior is price.
10. L’Oreal live broadcast room,brand live broadcast room VS anchor live broadcast room
PS: L’Oreal’s live broadcast room is a little different from other live broadcast rooms. L’Oreal’s live broadcast room is not a highlight moment, but it also marks a certain moment in the brand’s live broadcast history, so it is also included in this list.
This year’s Double Eleven, the most popular brand may be L’Oreal.
The incident originated from: After Li Jiaqi and Wei Ya launched the L'Oreal ampoule mask in their live broadcast rooms, the so-called "biggest promotion of the year" was actually not worthy of its name: the pre-sale price was 429 yuan, and buy 20 pieces and get 30 pieces free. However, in L'Oreal's official live broadcast room, similar products only cost 257.5 yuan.
This caused dissatisfaction among most of the viewers who placed orders in the host’s live broadcast room. L’Oreal received a large number of complaints from users and was pushed to the top of the hot searches on Weibo. In the end, L’Oreal apologized to the users and provided a compensation plan.
Comments:
This incident has been widely circulated on the Internet and has been on the hot search list on Weibo many times, but the meaning behind this incident is more profound. It reflects the issue of the ownership of pricing power. In the end, does the brand have the pricing power, or does the top anchor have the pricing power? However, the final result shows that L'Oreal finally broke off its relationship with the top anchor in order to keep the pricing power firmly in its hands.
This also sends a signal to all brand live streaming tracks:although the top anchors have traffic, popularity and sales, the pricing power of the final product belongs to the brand and cannot be determined by the channel.
Looking back at 2021, the live streaming track has completely exploded and has become a routine action in brand marketing.
But even with live streaming alone, many brands have come up with new ideas.
Some brand live broadcast rooms may become popular accidentally, while others may attract traffic through careful planning. However, this also shows that live broadcast rooms are no longer just for selling goods.
It can also carry the user's emotions, such as: Erke, Huiyuan Juice, and Fenghua Live Room.
It can also become the starting point of a topic, such as: Jiang Xiaobai’s live broadcast of giving away land, YaYa down jackets’ live broadcast on the snowy mountain, and Herborist’s live broadcast of palace drama. It is not just a live broadcast, but can also ferment into a topic in the future, bringing a steady stream of traffic to the brand.
Therefore, we reviewed the highlights of the top ten brand live broadcasts in 2021, hoping to provide some reference directions and experiences for relevant students.
