For many brands, the first time they experience the explosive power of Kuaishou live streaming is often when they start working with an excellent anchor...
This unintentional and even somewhat "follow-the-trend" attempt may bring the brand not only a "product and sales integration" channel, but also the brand's long-term business strategy, ideas and even upgrades and improvements to the existing product structure.
Koushui Wa is one of them. From having no intention of getting involved in Kuaishou in June last year to officially forming a team and looking for anchors to sell goods in August, it took nearly a year for Koushuiwa to achieve a monthly GMV of over 60 million on Kuaishou. This year's business goal on Kuaishou is to maintain 5 and strive for 10 billion. Kuaishou has also allowed this offline traditional snack brand, which has been in business for 18 years, to truly feel the dividends and opportunities of live streaming e-commerce.
Like Koushuiwa, another beauty and skincare brand, Dora Doshang, also regards Kuaishou as its core business base.
Before entering Kuaishou, Dora Dora Shang cooperated with the top anchors of Douyin and Kuaishou as a supplier for nearly a year. In the review and summary one year later, Dora Dora Shang found that all the profits were "eaten up" by the big anchors, leaving little for the brand.
In April 2020, Dora Doshang entered Kuaishou. Compared to Koushuiwa who is keen on inviting mid-level anchors to sell goods for commission (uniform commission is 18%-20%), Duola Duoshang chose to build its own talent matrix, led by Li Haizhen. Currently, the total number of fans under the Duola Duoshang talent matrix has exceeded 23 million. At the anniversary celebration on May 7, @Duola Duoshang Li Haizhen also achieved a single-game GMV of over 100 million. Today, Kuaishou contributes more than 50% of Dora Doshang’s sales.
Today, leaving aside these already very mature brands, we share the stories of two brands selling goods through live streaming on Kuaishou. They are all new consumer brands that are rising rapidly. Some of them focus on influencers selling products, while others are gradually strengthening their own brand broadcasts. We hope that their strategies can help you if you want to make a big splash on Kuaishou.
01 Akita Manman: "We have indeed taken advantage of the huge stock of the maternal and infant market on Kuaishou"
Akita Manman, a baby food brand that has just received tens of millions of dollars in Series A financing, is a leading newcomer in the maternal and infant food market on Tmall and had sales of more than 100 million yuan on Tmall last year. At the end of March this year, Akita Manman, who felt the market potential and explosive power of Kuaishou through Kuaishou distribution, began to coordinate anchors to try self-broadcasting on Kuaishou. In 2 months, with zero investment, the number of fans increased by nearly 10,000, and the daily sales reached 7,000 yuan. In early June, feeling the bottleneck in increasing followers and sales, Akita Manman chose to break through the growth dilemma by investing in public and commercial domain traffic and strengthening the operation of live broadcast events. However, unexpectedly, on June 30, sales exploded. At that time, Akita Manman, who had nearly 200,000 fans, had a single-day GMV of over 400,000. Kas analyzed Akita Manman’s successful trial from both the strategic and insight perspectives.
From a strategic perspective:
First of all, when increasing fans and sales encountered bottlenecks, Akita Manman chose to use the operation and support of public domain traffic to solve the problem of increasing fans and monetizing them . In the early stage of the campaign, the core goal is to increase the number of followers, rather than over-emphasizing the ROI of the campaign. The investment-output ratio will be calculated over a longer period (7-15 days). This is more in line with the habit of old friends from planting grass to conversion, giving old friends a process of building trust and converting trust through content and live broadcasts;Secondly, focus on event marketing and be able to flexibly allocate live broadcast room goods and listing strategies based on event needs. For example, in an event for 100,000 fans, in order to increase fans' acceptance of the brand, Akita Manman specially prepared some low-price threshold products to promote the conversion of new fans, and the sales on the day of the live broadcast exceeded 60,000; and on June 30, at the Bigday event for 200,000 fans, Akita Manman chose to launch two single products, fruit puree and rice noodles, on Kuaishou for the first time. The reason is that Akita Manman found that these two types of products have a large stock in the Kuaishou market and are highly accepted by users, but the brand awareness is not strong, which makes it easier to drive conversion. It also established a unique hot product system for the brand on Kuaishou to drive the growth of single product sales;Finally, focus on increasing followers through short videos . Due to the incomplete structure of the live broadcast team, in the early stage, Akita Manman chose to put videos that had been tested on other platforms and had good interactive data on Kuaishou for distribution, and the fan conversion effect was outstanding. In addition, Akita Manman also pays great attention to fan operations. Through the method of fans actively "standing up" for himself and setting the pace and providing support in the live broadcast room, it is easier to win the trust of viewers and accelerate conversion.
From the perspective of insight, Akita Manman also discovered:
First, Kuaishou fans have stronger stickiness. Users will not shop around like other platforms, and the consumption decision path is shorter. As long as they trust you and think the price is right, they will consume your products. Therefore, you should pay more attention to the two major issues of increasing fans and fan management on Kuaishou, rather than just focusing on the purchase of public domain traffic and the products themselves;Second, the transaction data and repurchase data of Kuaishou fans are higher than those of other platforms. Compared with brands, people trust people more.Therefore, whether shooting short videos or doing live broadcasts, brands should focus on the personality , such as creating a special live broadcast of the president, performing live broadcast segments such as the director bargaining online, etc. This is easier to stimulate conversion than simply talking about product selling points and providing good shopping guide services;Third, when a brand has reached a certain stage in its operations on Kuaishou, or is planning to organize a large-scale event on Kuaishou, it can consider launching new products on Kuaishou or even opening up a dedicated production line . The advantage of doing so is that it will not affect the sales of the brand through other channels, while catering to the needs of the old customers in the sinking market and giving them an exclusive brand experience. This methodology has been verified by Dora Doshang. When it was discovered that the sales of its flagship body care products were poor and unsustainable, the founder Li Haizhen quickly understood the real needs of Kuaishou’s old friends through live broadcasts, and turned to the development of functional facial care products (such as whitening, freckle removal, wrinkle removal, etc.), developing more than 200 new products a year, which led to a huge explosion in sales on Kuaishou and ensured stable sales of the brand in other channels.Fourth, self-broadcasting is very important, and expert distribution cannot be abandoned . The value of expert distribution is to help brands plant grass, launch first, or be used to boost sales during promotions, while the value of self-broadcasting lies in the fact that brands understand products better and can plant grass among users more deeply, providing users with a stable purchasing and repurchase channel, and can also tap into the needs of old customers in the first place, increase the development of new product lines, and enable flexible supply chain production in a C2M manner.
02 Bingquan: Consumers prefer to “get a bargain” rather than “buy a bargain”
In June 2019, Bingquan toothpaste was launched. In just half a year, it achieved the top spot in sales of toothpaste products on Tmall. Now, it ranks fifth in the oral category of Tmall flagship store and second in sales of toothpaste products. At the same time, it ranks first in the subcategories of new traffic channels represented by Douyin and Kuaishou, and second in the daily chemical category. How did a new oral care brand achieve such outstanding results in just two years? Firstly, it relies on its explosive product thinking and is good at activating a category through a explosive product (chewing gum and toothpaste). Secondly, it stems from its in-depth insight into the market. The oral care market has a large enough capacity, and new brands have good growth potential in this category. Young users who are "either homebodies or socializing enthusiasts" have also put forward new demands for oral care products. But today, we will combine the content of Kuaishou Research Institute - "Kuaishou Reference" to analyze the growth path of this brand in Kuaishou live broadcast. Unlike other brands that often start their live streaming business on Tmall or Douyin, Bingquan chose Kuaishou as its starting point for live streaming. By analyzing the growth of Bingquan’s live streaming business by inviting influencers to promote products on Kuaishou, Kass divided it into three stages:
Phase 1: Testing phase: from unfamiliar to familiar;
In March 2020, Bingquan, sensing Kuaishou's ability to quickly grow its business, plunged headfirst into the Kuaishou anchor live streaming boom. However, due to its unfamiliarity with the Kuaishou ecosystem, Bingquan had to pay some tuition fees in the first two months, but the start was still optimistic. From May to July, Bingquan's live streaming sales gradually got on the right track. Relying on the sales cases and data analysis tools accumulated in the early stage, Bingquan gradually established its own influencer sales matrix and adjusted the product portfolio and buy-one-get-one-free strategy of the live streaming room, which led to a steady growth in sales.
The second stage: the offensive stage: using volume to drive sales;
The pendulum of time moved to August 2020. Bingquan, which had already tasted the sweetness on Kuaishou, began to choose an offensive strategy. At this stage, Bingquan not only sponsored the Kuaishou variety show "Seeing Fast Life", but also placed a large number of information flow advertisements. With the support of the volume, Bingquan's live broadcast sales also achieved visible scale growth, with monthly sales reaching more than 10 million.
The third stage: mature stage: refined operation, launching exclusive customization for experts;
At the end of 2020, Bingquan entered the stage of refined talent screening. Not only can it rationally plan the goods and buy-and-give strategies of the live broadcast room based on the sales data of the influencers, but it can also cooperate with key influencers to carry out special product research and development based on the needs of their fans. At this stage, Bingquan jointly launched ice cream toothpaste with Xinxuan anchor Zhao Mengche, who focuses on ingredient research. Bingquan provided the formula and design plan, Zhao Mengche then proposed modifications, and finally the product was delivered for production and sold in Zhao Mengche's live broadcast room. In the eyes of Bingquan founder Cheng Yingqi, C2M is still a false proposition in China, because it is difficult to gather the opinions of thousands of Cs, and it is also difficult to scale and concretize the demands of C-end consumers. Therefore, he attaches more importance to the C2B2C development model. Here, B includes the intermediate channel merchants and platform merchants, and top KOLs with a large number of fans can be regarded as big Bs, who understand the needs of their fans better. This is also the underlying reason why Bingquan cooperates with top influencers to launch customized models. Since May, Bingquan has also started its own live broadcast on Kuaishou. Judging from the SKUs, in addition to various toothpastes with different flavors, Bingquan has also launched more than 80 products such as mouthwash, oral spray, electric toothbrush, etc. to enhance the live broadcast and meet the consumption needs of different users.
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Cheng Yingqi, who has managed many brand cases such as Blue Moon, Softte, Lafang, and Ziyuan, believes in the idea that "it is better to do it cleverly than to do it well, and it is better to do it early than to do it cleverly." This is also an important reason why Bingquan, which has no mature experience, rushed into the Kuaishou live e-commerce track in March last year.
Perhaps, like Bingquan and Koushui Wa more than a year ago, you are still unfamiliar with Kuaishou. In that case, you might as well start a small-scale trial. Perhaps this "brave and even a little adventurous" attempt will bring you more intuitive inspiration and feelings, so that you can find a differentiated strategy for your brand on Kuaishou.
