Juhuasuan brand self-broadcasting method!

Brand self-broadcasting is becoming the "new infrastructure" for more and more consumer brands.

2021 is known as the first year of brand self-broadcasting. More and more brands are incorporating self-broadcasting into their daily operations, seeking relatively stable growth through normalized self-broadcasting. Compared with simply relying on celebrity anchors to bring goods, they can also better control costs. According to Tianfeng Securities research report data, it is estimated that by 2025, the brand’s self-broadcasting GMV will account for 30% of the overall live e-commerce GMV, which is more than 2 trillion.

Under this general trend, the platform is also deeply involved in it. In order to encourage brands to broadcast their own content, many platforms provide all-round support in terms of traffic, tools, marketing IP, etc.; Juhuasuan has also lowered the entry threshold to a certain extent through traffic and policies and guided merchants to broadcast their own content, which shows the popularity of self-broadcasting.

However, although brand self-broadcasting seems very popular to outsiders, it is actually not easy to do it well - there are not many businesses that have truly achieved business growth, made a name for themselves, and made profits. The reason is that the costs of manpower, marketing and even commissions invested in live streaming are huge expenses. Even if the GMV is gratifying, there are still many people who lose money when the total account is calculated.

When opportunities and difficulties are presented at the same time, all participants in the entire chain should think further about what is the key to doing a good job in brand self-broadcasting? What are the solutions to the current problems?

1. Leverage the platform to achieve short-term bursts through big promotion activities

It is not easy to do self-broadcasting well. It is not that merchants can just set up a live broadcast platform temporarily, put the products in front of the camera and shout to sell them.

Before live broadcast, short video traffic is essential. Traffic is the basis of live broadcast conversion, and early content investment is the key to attracting traffic. For a brand, if it does not have strong brand power and inventory capabilities, or a super anchor with huge traffic, it is not realistic to simply rely on live streaming to achieve growth.

During live streaming, brands also need to pay close attention to various aspects such as people, pallets, and scenes. Faced with users who stay in the live broadcast room for an average of less than one minute, brands can only attract users' attention as quickly as possible and achieve consumption conversion by "taking all aspects into account".

In the long run, stable and clearly planned operations are also the key guarantee for successful self-broadcasting. Some brands engage in matrix account racing on the platform, resulting in the consumption of their own internal traffic; some brands lack a stable strategy, and their positioning and planning are unclear. As a result, it is difficult for self-broadcasting to play its true role.

It requires not only content, but also good traffic generation and long-term stable operations, while also looking forward to growth and explosion. Brand self-broadcasting can be said to be a "big project." In the current e-commerce environment, platforms with sufficient marketing and planning experience can actually become the "leverage" objects for brands.

55 Bargain Festival event page

During the just-concluded May Day holiday, Juhuasuan launched the annual 55 Bargain Festival.

The big promotion activities promoted by the platform are themselves equivalent to influential, high-quality traffic-generating content prepared in advance for the brand. By participating in such activities, brands can integrate products, traffic, and content in a short period of time, create a huge voice, quickly gather traffic, attract user attention, and ultimately achieve explosive growth in short-term sales.

Of course, creating festivals is nothing new. When all major platforms launch various shopping festivals, what really sets them apart is the rich gameplay settings and arrangements of the activities, as well as whether the popularity can be prolonged and increased as much as possible. For example, this time Juhuasuan has specially built a buyer matrix with extensive coverage. One category is celebrity buyers, including Liu Tao and Wang Meng, two unique "traffic aggregators"; the other major category is a large number of industry waiters and brand celebrity buyers. They are deeply involved in vertical fields and can bring users a stronger sense of closeness and trust, thereby stimulating users' desire to consume.

The attention attracted by the buyer matrix will eventually be diverted to major brands. The top priority of this event is brand self-broadcasting.

At the end of last year, Juhuasuan launched a new live broadcast column "8:30 A.M. Good Deals", and pioneered the innovative "official store joint broadcast" model. The 55 Bargain Festival has upgraded this IP on a large scale - linking up 1,000 brands to create the "Thousand Stores Network Broadcast".

Among them, Juhuasuan has linked up with 15 core top-level brands such as Nike, Lancome, and Procter & Gamble, which reflects the importance and brand strength of the 55 Bargain Festival; at the same time, high-volume store broadcast brands such as Ulike and Winona and emerging brands such as Hutouju and PICO have also participated in it, forming a huge brand self-broadcast matrix, bringing consumers a 50% discount on popular products under the "Bargain 8:30" column. From April 29th to May 5th, Juhuasuan will have different "50% off night" specials every night, covering all aspects of daily consumption from home, life to sports, beauty, etc.

In order to make the brand more attractive, Juhuasuan designed some trendy and interesting ways to warm up the brand, including novel forms such as emoticons and chat records. These creative displays linked to the brand enrich the marketing approach. More importantly, this approachable marketing also fits in with young people’s daily communication methods. If brands get closer to young people, who are the main consumer force, they can truly turn them into a stable consumer group.

At the same time, during the event, Juhuasuan also set up a live broadcast ranking competition system to form healthy competition among brands. The constantly updated brand rankings provide consumers with more eye-catching guidance and more direct consumption persuasion, which also forms a direct positive incentive for brands.

The IP "8:30 a.m. Good Value" will incorporate many participating brands into a unified operating process, promote synergy in a large-scale manner, and feed back to the brands. During the entire May Day holiday, multiple rounds and multi-level marketing content helped brands drive their voice and sales step by step. The participating brands actually saw a double increase in traffic and GMV.

"The growth in fans during the live broadcast on April 29th ranked among the top two in the past three months," said tea brand Fuyitang. This year, the high-end home storage brand Taili Group has participated in the "8:30 a.m. Bargain" event for the second time. The brand said that "the single-game sales in the live broadcast room during the event will be more than 30% higher than usual."

Official data from Juhuasuan shows that "8:30 a.m. is a Good Deal" has focused on supporting more than 300 merchants, broadcast more than 700 shows, accumulated nearly 400 million yuan in transactions, and added nearly 2 million new fans to the merchants. Among them, the store live broadcast transaction volume of more than 10 brands including VIVO, Haier, Li Ning and Chivas exceeded 10 million, and the transaction volume of more than 70 brands exceeded 1 million.

It is not difficult to see that Juhuasuan covers brands in many categories at a high density. Not only well-known brands can quickly leverage the opportunity to achieve growth, but many internet celebrity brands that are popular among young people also benefit from the event. Brand is one of the most important entities in a marketing campaign. Aggregating and linking brands is a test of the platform's attractiveness and operational capabilities, and is sufficient to reflect Juhuasuan's capabilities.

Looking back at the entire 55 Bargain Festival, the platform took live streaming as the core, leveraged the potential of all parties through various incentive methods, and directly "invested" marketing and sales into the live streaming room at the same time, introducing the public domain traffic attracted by the event into the brand's own live streaming room through the shortest link. It not only creates topic volume but also has commercial effects, helping the brand achieve "brand and effect integration".

As GOTO, a trendy brand pioneer who participated in the event for the first time, said: "Participating in the live broadcast event of the 55 Bargain Festival will enrich the live broadcast content and make the live broadcast interest points more concrete, which will increase user interactivity and conversion rate for the live broadcast." Juhuasuan mobilized the platform's operational capabilities and the consumption influence of the shopping festival, bringing together brands, traffic, and consumer groups, helping the brand achieve a rapid outbreak of live broadcasts in just five days.

2. After the short-term boom, leverage the momentum to tap into long-term value

However, the short-term boom brought by node marketing is far from enough for the brand.

It is now an industry consensus that only by normalizing self-broadcasting can long-term and stable returns be achieved. Marketing festivals like big sale festivals have a lot of innovative ways to play, but they are time-limited after all. For platforms and brands, beyond short-term sales, they should think about how to more deeply link and coordinate big promotional activities with the brand’s regular self-broadcasting, so that the two can complement each other and bring more long-term growth to the brand.

Juhuasuan’s 55 Bargain Festival provides brands with a new operational idea.

The event aggregates traffic. During the 55 Bargain Festival, Juhuasuan first made the platform itself a traffic amplifier and completed a set of mature integrated marketing operations.

In the early promotion of the event to increase its popularity, Juhuasuan collaborated with brands to release pre-heating posters in the creative form of emoji, using content formats familiar to young people for brand exposure. During the event, in addition to direct platform traffic, Juhuasuan and brands also established buyer communities to promote products in private domains, achieving further fission through social scenarios, and deeply tapping into users' consumption potential. Not only that, the platform also mobilized the power of the brand's official social media to direct traffic to promotional live broadcasts and store broadcasts.

With multiple paths and the shortest links, the brand has achieved a rapid transition from traffic to sales. This kind of operational thinking can be fully replicated in the brand's daily live broadcast operations to form a normalized operating standard.

Secondly, every event is not only a moment for brands to tap into new growth, but also an opportunity to help brands grow faster by improving their own broadcasting, integrated marketing and operational capabilities.

Fu Yi Tang said when reviewing its participation in the Thousand Stores Broadcast: "This cooperation with the platform is very good for the brand, but it is also a huge test. It tests the degree of coordination of the internal team. I hope that we can be better prepared in the future to make the team grow faster and more efficiently."

Many of the brands participating in the Juhuasuan 55 Bargain Festival have already started their own broadcasting business. Fuyitang now maintains a high frequency of daily broadcasts, and the self-broadcasting activities of Taili Group and Pioneer GOTO have also entered the normalized stage. Whether it is their first time participating in the event or having cooperated with Juhuasuan many times, all brands said that such cooperation will help their own growth. "For GOTO, the combination of product and scene can help consumers gain a deeper understanding of the brand's concept of 'trendy lifestyle' and truly achieve the goal of integrating product and effect."

In addition, seeing the big picture from the small, the brand’s enthusiasm for the event actually reflects its recognition and expectations for the entire platform.

Talking about the cooperation with Juhuasuan, GOTO, the pioneer, said: "The platform provides more resource and traffic support, so that merchants and consumers can achieve a win-win situation."

Juhuasuan’s slogan has undergone several changes over the years. Currently, the emphasis of “Juhuasuan, every day is worth it” is on “worth it”. For consumers, a product that is worth buying is not only a demand-based consumption, but also a "value consumption". Today, China's consumer market is moving towards an era of value consumption. Against this background, Juhuasuan can be said to be completely in line with the changes in consumption trends. While providing value consumption to consumers, it has invisibly accumulated huge traffic for the brand.

After accumulating traffic, the natural thing to do is to use the traffic for the brand and bring growth. For this 55 Bargain Festival, Juhuasuan is making an innovative attempt at the marketing level, but its value lies in that it brings ideas and opportunities for brands to explore new growth by continuously expanding the boundaries of live streaming marketing, upgrading live streaming efficiency, and innovating marketing methods.

Every marketing activity will provide a brand with a new growth opportunity. In the process of cooperation with the platform, the brand can constantly sum up experience, learn from others' experience, internalize the gameplay it has seen and come into contact with, upgrade it into its own marketing methodology, accumulate little by little and eventually achieve a spiral upward and find a long-term development path that suits itself.

A healthy platform and brand relationship is an effective way to maximize marketing results. You know, in the current market environment with explosive marketing and involuted competition, brands have too many channels to choose from, but they may also lose sight of the big picture and blur their focus because of too many choices. Therefore, choosing the right platform and marketing campaign will give the brand a positive boost.

Juhuasuan can become a preferred choice for brands. Because a good partner often takes into account both short-term interests and long-term returns. As a promoter, the platform continuously supports brands and provides help at different levels, including practical operations and methodology. Only in this process can consumers, platforms and brands form a healthy interactive ecology.