The new live streaming room traffic code for disco + selling goods!

As the mobile Internet dividend fades, traffic anxiety becomes more obvious. The competition in the live broadcast room has become fierce. How to sell goods through live broadcast can attract more people. In order to attract consumers' attention and make them pay for it, a new live broadcast room traffic code of disco + selling goods has been derived. This format attracted many consumers to come and watch and place orders. This article analyzes the beauty shopping spree. Let’s wait and see what new tricks will appear in the live broadcast room in the future.

Relying on live streaming to bring in sales of nearly 10 million per month? In the short video live broadcast room, there has been a trend of handsome men and beautiful women forming groups to dance and sell goods in a Buddhist way. A number of accounts such as "Beautiful Girl Shopping", "Flower Boy Grocery Store" and "Times Girl Grocery Store" have emerged.

Amid the traffic anxiety in live broadcast rooms, disco-style selling of goods seems to have opened up a new traffic code, but the sales of most live broadcast rooms are not good, and the top "beautiful girls shopping" have also entered a bottleneck period. When selling goods through live streaming, never trust consumer loyalty.

Electronic music, rhythm, beauties...

On the screen, four young girls were dressed exquisitely, swaying their bodies to the dynamic background music and dancing; at the same time, they held microphones to chat with the audience, and randomly introduced the snacks and daily necessities at the bottom.

This is not an online discotheque of any nightclub, but a new form of selling products in the live broadcast room. Recently, an account named "美少女嗨购" has achieved a monthly total sales of 13 million by taking fans to dance online in the middle of the night, and has carved out a new path in the involutionary live broadcast room.

The beautiful girl who suddenly became popular was regarded by many as a dark horse in the live broadcast industry. Discotheque + sales are appearing more and more frequently in short video live broadcast rooms, and a number of multi-person discotheque accounts such as "Flower Boy Grocery Store", "Times Girls Convenience Store" and "Galaxy Girls Snack Store" have appeared.

The dividends of mobile Internet have faded, traffic anxiety is obvious, and competition in live broadcast rooms is even more fierce. The top anchors have a fixed routine, and they compete on cost-effectiveness by relying on their resource advantages, and their structure is relatively stable; the mid- and tail-end anchors can only find other ways to break through. The idol-like lineup in disco live streaming applies the logic of fan economy to live streaming through good looks, talent, and some rhetoric and routines, making it easier for businesses to seize traffic opportunities.

Dancing + selling goods seems to have opened up a new traffic code for the live broadcast room, but it is easy to copy the model, but it is difficult to copy the sales volume. In addition to the top "Beautiful Girl Shopping", the cumulative sales of other multi-person disco accounts in the past 30 days ranged from millions, hundreds of thousands to thousands of yuan.

A multi-person team also means higher costs. The snacks, beverages, and daily necessities sold in the live broadcast room have low average order values ​​but limited product selection, which restricts future growth space. After being popular for a while, the sales of goods through disco has entered a bottleneck period.

1. In the e-commerce live broadcast room, the den of disco was disturbed

The six-hour-long "cloud disco" appears on time every night in the live broadcast room of "Beautiful Girl Hi Shopping Go" (hereinafter referred to as "Beautiful Girl"). It started at 8 o'clock and lasted until about 2 o'clock in the morning.

Here, selling goods is not the most important thing. The audience is accustomed to other anchors’ shouts of “buy it, buy it” and “shut up” bargaining scenes, so the Buddhist style of selling goods while singing, dancing and chatting is very unique.

"I'm selling the goods, why do you keep jumping?"

Beautiful Girl Shopping Live Room/Leopard Change

This is the most common question that viewers have when they first start to ask about this type of product promotion. As the number of live broadcasts increases, many netizens say they are getting more and more addicted: "The first time I saw it, I wondered what it was. The second time I saw it, I wondered what the hosts' names were. Now I've started placing orders for mini bread."

After the mobile Internet's traffic dividend reached its peak, competition in live broadcast rooms became even more intense. Many celebrities have joined the live streaming e-commerce team, and the top anchors have repeatedly achieved sales of over 100 million yuan. The Matthew effect of the top accounts is significant, and it is particularly difficult for newcomers to break through.

At the same time, as the industry becomes more transparent, except for a few top anchors, most anchors get similar goods and are no longer competitive. The tactics of explaining products, offering limited-time sales, and bargaining with merchants are no longer novel.

There was even a time when a spoof video imitating the anchor became popular online: "Shut your mouth, I'll tell you a number." This shows that the public is fed up with the content of the live broadcast room.

In order to stand out, major platforms and anchors have come up with various unique strategies. Relying on the combination of beautiful girls dancing and selling goods in a Buddhist way, "Beautiful Girl" still achieved good results.

In less than three months since the first live broadcast on June 21, "Beautiful Girl" has accumulated 1.567 million fans, and each live broadcast can attract tens of thousands of people to watch at the same time. According to Chanmama data, in the nearly 30 days ending September 11, there were 41 "Beautiful Girl Shopping" live broadcasts with total sales of 13.416 million.

This new sales model was copied crazily.

If you stay in the live broadcast room for a while, you will soon receive similar accounts recommended by the algorithm mechanism, such as "Times Girls' Grocery Store", "Flower Boy Grocery Store", and "King Bomb Girls' Generation". Each of them is a disco live broadcast room for 2 to 8 people. Swipe the screen a few times to switch live broadcast rooms, just like changing scenes in a nightclub. "My TikTok is like poking a hole in a disco," one user wrote in the comments section.

"Times Girls Shop" is also composed of four female anchors who sell goods. Facing the audience pouring into the live broadcast room, the anchors swaying to the music introduced it over and over again: "This is a live broadcast room where you can chat, listen to music, and help you save money."

There are as many as 8 anchors of "Flower Boy Grocery Store". Except for two female anchors, the rest are men. The anchors take turns to appear on stage, and every time there is a live broadcast, there are more than 6 anchors crowded in front of the live camera. The hosts in the front row are responsible for explaining the products and interacting with the audience, while the hosts in the back row dance to the music and control the atmosphere.

The models of these live broadcast rooms are mostly similar. The anchors attract fans to stay in the live broadcast room by dancing, chatting or singing, and sell discounted daily necessities, alcoholic beverages, snacks and other goods.

The form of "cloud disco" is not new. As early as early February 2020, there was a craze for online disco dancing on major platforms.

At that time, the TAXX bar in Shanghai was affected by the epidemic and could not open as scheduled, so it live-streamed on Douyin and moved the disco venue online. On the night of the launch, when the live broadcast room was at its most popular, as many as 71,000 users were online at the same time. This "cloud disco" ultimately brought in nearly 340,000 yuan in revenue. Another nightclub that participated in the live broadcast, ONE THIRD, also received nearly 2 million yuan in tips.

For a time, platforms such as Kuaishou, NetEase Cloud Music, and Bilibili became new online fronts opened up by closed bars.

After offline entertainment venues resumed operations, the popularity of "cloud disco" is no longer there, but it unexpectedly provided retail e-commerce with new live streaming ideas.

2. The rising “idols who sell goods”, how much purchasing power do male fans have?

When you click into the "Beautiful Girl" account, you will find that there is almost no content about products. The most common videos are of the four hosts wearing ancient or modern costumes, and singing and dancing in switching scenes. The style of the painting doesn't look like selling goods, but more like a girl group waiting to debut. The "Beautiful Girls" team also has professional stylists who design makeup, hair and clothing for the anchors.

Four anchors form the "Fire Wenxiang" group. Each person has their own characteristics, which is similar to the way entertainment companies create idol groups. The boy and girl groups are divided into singing, dancing, appearance, and atmosphere management groups. Their personalities complement each other and attract fans with different needs to the greatest extent possible.

Among the beautiful girl group in the live broadcast room, Wenwen has a straightforward personality, is good at singing, likes to tease fans, and is responsible for the atmosphere. Xiangxiang is the type of girl next door who looks like a beautiful girl. The twin sister Huohuo is a lively "queen", while the younger sister Rere is a "silly and innocent" who likes to sing but occasionally sings out of tune, which often draws complaints from other members.

The members have different appearances and personalities, which can attract different fan groups, achieving the effect of 1+1>2. "Beautiful Girls" will also publicly disclose the personal Douyin accounts of the anchors on the main account to guide fans with different preferences to follow.

In recent years, the siphon effect of top anchors has gradually squeezed out the living space of mid- and lower-level anchors. Since it is difficult to create another big anchor, can we go the group anchor route? Putting the chips on the number of people and making up for the shortfall with quantity may become a new breakthrough point for mid-level anchors to compete with top anchors.

Good looks and talents are the reasons why many fans are attracted to "beautiful girls". Chen Hong, a freshman in high school, had become a fan of "Huore Wenxiang" a few months ago. She changed the name of her Douyin account to "Protect Huore Wenxiang forever." For her, there is not much difference between liking the anchors and chasing stars.

In order to support her idols, Chen Hong would stay up late every night, watch the entire six-hour live broadcast, and help buy snacks in the live broadcast room.

"Light up your fan's light sign" is a phrase often used by anchors during live broadcasts to encourage fans to send out light signs worth 0.1 yuan and get fan badges.

When encouraging fans to send light signs, the hosts of "Flower Boy Grocery Store" also revealed that they will hold fan meetings, autograph sessions and other activities in the future, but the places will only be open to fans with a fan level of 12 or above.

In the live broadcast room of "Beautiful Girl", fans are affectionately called "stinky treasure", "baby" or "family members" by the anchors. According to Chanmama data, nearly 70% of "Beautiful Girls" fans are male, and 60% are between 18 and 30 years old.

Targeting the young user group, most of the products promoted by “beautiful girls” are snacks, alcoholic beverages, website memberships, phone recharges, etc.

The products in the live broadcast room have a low average order value and are relatively well-known, so there is no need for excessive explanation and promotion. Data from Chanmama shows that the best-selling item in the beautiful girl’s live broadcast room is the Shanghaojia snack combination pack priced at 19.90 yuan, with a total sales of 13,000 pieces and sales of 250,000 yuan in 25 live broadcasts; the second best-selling item is Doubendou black soy milk, priced at 29.9 yuan for 20 boxes.

As for recharges for Tencent Video VIP membership and Baidu Netdisk super membership annual card, although the average order value is higher, at around 100 yuan, it is more inclined to the consumption preferences of male fans, and the average conversion rate is also the best, reaching 21%, which shows the spending power of male fans.

Category of products in the live broadcast room of "Beautiful Girl"/Source: Chan Mama stayed in the live broadcast room for a long time. A male fan of "Beautiful Girl" told "Leopard Change" that he had no habit of using short video apps before, but became a regular user in order to watch the live broadcast of "Beautiful Girl".

He felt more distressed for the "beautiful girl". "You can try jumping on the stage for six hours every day." He told Leopard Change that according to his understanding, the "beautiful girl" live broadcast schedule is "work at 2:30 every afternoon, live broadcast at 8 o'clock, and go off the air at 2 o'clock, and go home at 3 or 4 o'clock."

In order to support them, and because the products are at discounted prices, he often buys goods in the live broadcast room. For most viewers, placing an order for goods is not for discounts, but more like giving gifts to the anchor.

Of course, in the disco and goods live broadcast room, fans will occasionally give gifts and rewards to support the anchor.

3. How long will the popularity of disco sales last?

Can the disco live broadcast that brought in sales of tens of millions in 30 days become a replicable code to wealth?

Among the same type of disco accounts, in addition to "Beautiful Girl", the "Flower Boy Grocery Store", which is often called a high-end imitation by the audience, is also very popular. However, data from Chanmama shows that its cumulative sales in the past 30 days are only 899,000. In addition, the "Times Girls Convenience Store" has nearly 380,000, while the "Galaxy Girls Snack Store" has only 130,000. Some are even only a few thousand yuan.

Judging from the data of "Beautiful Girl" itself, sales reached a high point from the end of July to mid-August, with the highest single-day live broadcast sales of 3.9 million. Since then, it has been fluctuating downward. In recent days, the daily sales of the live broadcast room have been around 300,000. According to Chan Mama data, the number of people watching the live broadcast of "Pretty Girl" also showed a downward trend.

The number of viewers of the live broadcast room of Beautiful Girl Shopping is on a downward trend/Source: Chan Mama

The "Flower Boy Grocery Store", which mainly has female fans, has also seen a significant decline in consumer enthusiasm in the live broadcast room. In recent days, the average daily sales of live broadcasts has been 50,000 yuan. Most of the goods sold in these disco live broadcast rooms have a low average order value. Although the consumption threshold is not high, there are also difficulties. The live broadcast room has great limitations in product selection and limited follow-up space. In addition, the threshold for bringing in these goods is also low, and the competition is more intense.

Although many disco live broadcast rooms have tried to increase product selection, including clothing priced at hundreds of yuan and recharges, the results vary greatly. In the "Flower Boy Grocery Store", the sales of Guirenniao's shoes and some trendy clothes are in the single digits, or even zero.

On the other hand, the labor cost of cultivating a multi-person disco account, just for the host, may be higher.

An answerer named "Wu Handi" shared on Zhihu that when he first saw "Beautiful Girls", their Douyin account was still very small, with no more than 100,000 fans, but each show had several thousand views.

Working in the marketing industry, he was in a state of anxiety. How much would it cost to select, bring together and train four beautiful young girls? How much Douyin investment is needed to ensure that an account with less than 100,000 followers has thousands of people online during live broadcast?

In some of the videos of "Beautiful Girls", there are also some highly praised comments: "Why can I still see you guys even though I have blocked you? How much money did you invest?"

An advertising and marketing practitioner told Leopard Change that most of the popular live broadcast rooms on Douyin usually require a large amount of advertising fees. Even for a live broadcast room with average popularity, the advertising fee for a single broadcast is at least 100,000 to 200,000 yuan.

Whether disco live streaming can become popular is not only a talent competition among the anchors, but also a reserve competition among the MCN agencies behind them.

Behind the "beautiful girl" is the industry's leading MCN agency - Hangzhou Yaowang Network Technology Co., Ltd. (hereinafter referred to as Yaowang), which is often nicknamed the "RMB player" for its huge investment.

Yaowang once revealed to multiple media outlets that even amateur anchors incur huge manpower costs. Among them, the most well-known is the horse racing mechanism incubated by the anchor. The anchors are not selected based on the subjective wishes of the leaders. Instead, through massive interviews, 100 anchors are selected and incubated under the same conditions. After a quick race, the first one to reach the finish line will be kept.

Four girls who could have formed a group and debuted a few years ago are now just selling snacks through live streaming online. "Wu Handi" described this as "using a cannon to kill a fly." In his opinion, everyone is doing everything they can to compete for traffic, which means that the traffic dividend has dried up and the entire industry has begun to go into deep involution.

Some observers also discussed this topic on social platforms, believing that the current domestic e-commerce track has taken a sharp turn for the worse, and that "time is no longer a friend of e-commerce" but rather a "money-burning machine that is overwhelmed."

Douyin emphasizes "interest-based e-commerce", Kuaishou promotes "trust economy", and the platforms emphasize that live streaming e-commerce is to achieve the transformation from "people looking for goods" to "goods looking for people". Even for users who originally did not intend to shop, their potential needs and interests must be explored.

The advantages of "people" and "place" have also become a new focus of major platforms. Emotional programs, concerts, variety shows, all kinds of novel forms have emerged in the live broadcast room. The "beautiful girl"'s disco dancing and selling goods, this relaxed and lively live broadcast mode is called "atmosphere e-commerce" by Xie Rudong, chairman of Yaowang. Once the atmosphere is right, the audience will naturally place an order, which is similar to "interest e-commerce" and "trust e-commerce".

However, we should also see that innovative live broadcast rooms such as "disco sales" have become less and less popular after a period of popularity.

When the audience gets tired of the disco format, live streaming sales will also be difficult to sustain. In a crowded live broadcast room, how to please consumers is always a difficult problem.

Author: Chen Xiaoyan Editor: Xing Yun

Source: Leopard Change