Several cases of brands making a fortune on Kuaishou

Recently, it seems that more and more brands have emerged on Kuaishou. From last year to now, whether it is Kuaishou officials or private operators, everyone has a basic judgment of Kuaishou.

1. For Kuaishou e-commerce , there must be both supply from anchors and supply from merchants (brands)

Today, the huge demand from 300 million Kuaishou users requires a rich supply of brands; on the other hand, whoever can settle the brand on their own platform will have the basic foundation of e-commerce.

Then it is inevitable that the platform will vigorously introduce, encourage and support brands.

2. For brands, many brands have not yet all in

It comes from the stereotype that Kuaishou is rustic, down-to-earth, and has a "old-fashion" atmosphere, it comes from the slow commercialization of Kuaishou, and it is also because of the reluctance to humble oneself to understand the pattern of Kuaishou.

Therefore, there is still a bonus brought by the cognitive gap, and the greater your prejudice against Kuaishou, the greater the bonus.

3. Compared with Douyin, there is considerable room for misaligned competition

The same category, the same brand, may be popular on Douyin but not necessarily on Kuaishou. What is popular on Kuaishou may not be popular on Douyin.

Because the crowd, content and atmosphere are different. When a brand is popular on Douyin and then gets rejected when trying to enter Kuaishou, it will judge that Kuaishou is not a good channel.

But the most likely reason is that there are no products that match the needs and tone of Kuaishou users.

And, once you find this pulse, it will be a huge explosion. When I saw those cases, I broke out in a cold sweat (I will talk about them below).

Based on these three judgments, I will sort out the good brand cases I have seen on Kuaishou.

1. Brand management formula on Kuaishou

It is clearer to use a formula:

The brand's business model on Kuaishou = brand self-broadcasting + expert distribution cooperation + public domain traffic support + private domain business repurchase + channel brand

The formula is very simple, isn’t it the same for TikTok?

You are wrong, the general logic is the same, but the people who make money are the ones who find the key in the details.

To truly understand this formula, you have to understand the core differences between Kuaishou and Douyin.

First, the number of fans on Kuaishou is a private domain, which is 1,000 times stronger than that of Douyin.

The different product models of single-column and double-column are destined to make Kuaishou's fan base very valuable.

Second, the trust links between people on Kuaishou are beyond your imagination

Because of trust, the deal was done. This force is too great.

Third, top talents and super IPs are independent B-side channels.

Based on this, let’s appreciate this formula and read on.

2. We should vigorously carry out fan operations and attach importance to fan links

A single fan of Kuaishou is more valuable because of its product model, and fans have a stronger degree of identification with, attention to, and influence over the account.

Because the cost of attention is high, the value of attention is naturally higher. Users need to select from the double-column information flow, enter, and then see a single message. The information exposure of a single account is more sufficient.

Watch the content, read the comments, and immerse yourself completely. This is a fucking deep community atmosphere, you have to understand this!

As an example, everyone can pay attention to the brand Akita Manman and study how they do it.

It is the top brand of maternal and infant food on Tmall. Its sales volume on Tmall was nearly 120 million last year. After entering Kuaishou, its average daily sales volume increased from 7,000 yuan to 400,000 yuan.

First, work hard to increase the number of fans

The number of fans is the key to getting started. 100,000 followers is a critical point, the critical point for take-off.

Their strategy is to increase the number of fans first, create high-quality short video content + launch ads to attract fans, and do live broadcasts at the same time. Good live broadcast content is also good content. Just lower your expectations for GMV and be more patient.

When the number of followers reaches 100,000, the critical point arrives. We can build trust, emotional connections, and relationships through products with low entry barriers and high cost-performance ratios.

Then they increase their followers while doing other things, such as 618 and fan-pampering festivals, one wave after another. They don’t wait for the traffic to die down, but continue to push it up. If you repeat this operation, your number of fans will increase rapidly.

Second, treat your fans well with all your heart

Now that the number of fans has increased, what is more important is to deepen the connection with fans. If you earn less and give more to your fans, your fans will embrace you, remember your live broadcast room, and remember your anchor.

From now on, we are your family, it’s no exaggeration, my friends! Don’t underestimate the power of “family”. Once your fans accept you as family, your subsequent sales will only become more and more stable.

Then the question is, fans on Kuaishou all want cheap products. My brand is offering cheap products every day, especially on Kuaishou. Am I lowering my brand power? And then I can’t sell my profit either?

There are two solutions to this problem. One is what everyone is already using, which is to group products. Instead of lowering the price of individual items, they are given as gifts.

The second is what Akita Manman did, which was to give benefits to old fans so that they could help us create some positive momentum.

After the traffic-generating products are launched, when it’s time to launch the profitable products, fans are constantly spamming the screen to ask for 9.9 yuan. What should I do? Block them? Blocking one or two is useless.

What Akita Manman did was to go to the fan club, give some gifts to the old friends, and ask them to say some good things.

This is really a good way to capture the atmosphere. I suggest you go to Kuaishou to watch a few more live broadcasts. Once you enter that atmosphere, you can really feel that these fans truly believe in the host! I really believe it! ! !

Kuaishou’s fans recognize the anchors, and when they do self-broadcasting, they slightly weaken the brand factor and put people first.

I have watched their live broadcasts, and Akita’s hosts are more mature in their personalities. In terms of repurchase alone, Kuaishou is stronger.

In short, the key point is to increase the number of fans while cultivating their trust. This is the first step to get started with Kuaishou.

Third, look at repeat purchases and long-term ROI

Douyin’s delivery is based on the delivery in the live broadcast room, which means that people who come to the delivery can either place an order in this live broadcast room or swipe away directly, and there will be no more connection.

Therefore, the feedback on ROI of Tik Tok is timely, and fluctuates greatly from one campaign to another.

Because of Kuaishou’s strong fan base, what it invests in is not the live broadcast room, but you as a person and this account.

Following means entering your private pool, there will be relatively objective fan sedimentation assets, and there will be long-tail conversions.

Kuaishou needs to look at the ROI over a period of 7 or 15 days.

For Tik Tok, we look at the current day’s and 3-day ROI.

Therefore, when increasing followers and building up your private domain, don’t pursue high ROI right from the start, but also look at the long-term ROI.

3. Treat top anchors as platform-level B-side channels

The big anchors are definitely big channels that are worth tens of thousands of people. If used properly, it can almost achieve an absolutely high output ratio.

Another case is Gaofan, an 18-year-old down jacket brand that started offline and has more than 700 offline stores.

Throughout 2020, Gao Fan achieved a GMV of 400 million on Kuaishou. Look at the source of these 400 million:

Super Dan made 300 million, and other small and medium-sized anchors made 100 million from distribution.

Core model: Carry out C2B in-depth customized cooperation with large-scale anchors.

Did you see it coming, my friends? As a brand that started out offline, their strongest point is their B-side channel capabilities, and they have transferred this set of capabilities to live streaming.

Then deeply bind, bind tightly, and do a special show. I watched an interview with their boss to see to what extent they can go all in for this B-side channel:

In order to establish a long-term, deep and sustainable bond with Super Dan, they summarized a "531 model":

5 exclusives:

Exclusive team for product research and development, exclusive team for logistics and warehousing, exclusive team for customer service, exclusive team for KA operations, and exclusive super live broadcast room for Super Dan.

3 Supers:

Super new product launch: develop new products and launch them for Super Dan’s live broadcast room!

Super cost-effective: the lowest price on Kuaishou in Super Dan's live broadcast room

Super Service: Use the above 5 exclusive features to create absolutely amazing services for fans in the live broadcast room

1 task:

This year, Super Dan’s live broadcast room aims to make 1 billion yuan.

What kind of strength and determination is this? One talent, one live broadcast room, and 1 billion yuan a year. Isn’t that great?

I was shocked when I saw this model. This boss is so bold. Most of our new domestic brands are still struggling with this and that. This world is indeed divided. Life, life.

In addition, their average order value is not low, it is not white-label, my friends, it is around 200-500.

This is the result of a thorough understanding of the model, and decisive and effective efforts to create miracles. They are now continuing to replicate this model, except for Super Dan.

In the past 10 years, the channels have been online dealers, franchisees, and platforms such as Tmall and JD.com.

Today, a channel can be a live broadcast room under an IP. Gotta turn this corner.

4. Distribution is necessary, and self-broadcasting is even more important

In this dimension, Kuaishou and Douyin are the same, they need to do distribution and self-broadcasting even more.

The biggest benefit of influencer distribution is to plant seeds, trigger explosions, and supplement GMV.

But the ultimate long-term sales still have to be achieved through self-broadcasting, because only you understand your product best, only you care most about your product, and only you care most about the feedback from users on your product.

Especially for live streaming channels, in the long run, your products must be customized. The source of customization is long-term communication with users.

In the early stage of a brand’s own broadcasting, receiving user feedback and using it to determine the brand’s selling points, optimize products, and sort out the brand’s personality are actually the most important, even more important than selling goods and GMV. Of course, the prerequisite is that you want to create a brand with long-term value.

Therefore, I advise all my brand friends to pay more attention to self-broadcasting and be patient.

5. Dislocation of product category dividends in different channels

I call this a blocking position, what does it mean?

For the same category or product, the selling points, prices and attractions may be completely different due to the different attributes of the people and transaction atmosphere in different channels.

Kuaishou’s brand entry into the market is still in its infancy, and there are many gaps in product categories. As long as you find the right selling point, the right price range, and the right crowd. It will explode.

Let’s take the Akita Manman case again. One of their germ rice sells very well in all channels, but it doesn’t sell well on Kuaishou. Why?

Because for many users of Kuaishou, the users are relatively low-end, and they have rice and flour at home, unless they are particularly different.

Later they chose two new products, fruit puree and rice noodles. These two products have a large stock in the market, and are relatively blank, especially in Kuaishou, and the brand awareness is not high.

A good brand can launch a product with a large market share and compete with the few brand peers on Kuaishou. If it finds the right crowd, the right category, and the right demand points, it will be an explosion.

What surprised me even more was that these two products were first launched on Kuaishou, really first launched!

Oh my god, this is the first time I know that a brand is launching a new product on Kuaishou.

So why is it that brand merchants on Kuaishou seem to be divided into two camps? One camp does not recognize, pay attention to, or care about it in their hearts, while the other camp makes a fortune quietly.

So I seem to understand better why people say Kuaishou means "Along the River During the Qingming Festival". This ecosystem is really interesting.

VI. Final

Let’s go back to the formula at the beginning and summarize:

The brand's business model on Kuaishou = brand self-broadcasting + expert distribution cooperation + public domain traffic support + private domain business repurchase + channel brand

That’s 5 points:

First, when a brand is on Kuaishou, the first thing to do is to broadcast the brand itself based on the brand’s personality;

Second, turn public domain traffic into your fans and help brands start new stores;

Third, the distribution by experts can trigger a rapid rise in the market price;

Fourth, based on Kuaishou’s unique private domain attributes, it conducts repurchase operations in short video and live broadcast scenarios;

Fifth, pay attention to channels and start channel customization from product research and development. Kuaishou platform channel, the channel for super anchors.

above.

Author: Liu Siyi

Source: Qun Xiang Liu Siyi