Building a brand’s own broadcast account matrix!

On May 25, Douyin’s 618 Good Products Festival entered the warm-up period. During this Good Products Festival, Douyin e-commerce took the theme of “New Choices for Quality Merchants” and continued to increase its support for brand self-broadcasting . The event not only launched the Festival Alliance Plan, but also enabled brand merchants to obtain corresponding value in-site and out-site resource exchanges by embedding Douyin e-commerce visual elements in their advertisements or their own resources. It also enabled merchants to promote the 618 promotion through massive cloud maps and achieve full-link digital marketing.

Since the live broadcast external links were cut off in October last year and brand self-broadcasting was regarded as the core direction, we can see that more and more brands are active on Douyin. They have gradually found a way to operate Douyin e-commerce that suits their own needs by actively participating in Douyin e-commerce activities, inviting top KOLs to bring products, and starting long-duration, high-frequency regular self-broadcasting. In addition to store broadcasts, many brands have established a mature matrix of self-broadcast accounts.

Taking Midea as an example, it has built a self-broadcasting account matrix based on different products, services and solutions, with multiple blue V accounts such as @Midea Live Room, @Midea Life Flagship Store, @Midea Smart Home, and @Midea Washing Machine. The differentiated positioning of Blue V can not only better serve users' personalized content acquisition needs, but also import more accurate traffic to the live broadcast room, thereby increasing users' stay and conversion in the live broadcast room.

For brand self-broadcasting, why is it necessary to establish an account matrix?

We must have a unified understanding: the traffic obtained by each account and each live broadcast room is limited, and the account matrix can obtain more traffic exposure for the brand.

Like short videos, Douyin live broadcast room also has the concept of traffic pool. Each live broadcast room gains initial exposure in the initial traffic pool, and the system then makes further recommendations based on multiple evaluation indicators such as user clicks, stay time, and interaction indicators. Affected by various factors such as account labels and user feedback, the total recommendations received by each live broadcast room are limited. The advantage of establishing an account matrix is ​​to attract different users to enter different live broadcasts, thereby maximizing the amount of traffic that brands and merchants can obtain. At the same time, brands can also conduct differentiated positioning and operation of accounts based on their own products and businesses, so that they can import more accurate user groups through different accounts.

In addition, compared to operating a single account, creating an account matrix also has the benefit of providing more room for trial and error, which can increase the chances of a hit product. Douyin's interest-based e-commerce stimulates users' consumption interest through content and brings incremental business to merchants. Content is the key to achieving explosive sales. But for most brand merchants who are accustomed to the traditional e-commerce model, combining content with products is a huge challenge. Brands can establish an account matrix and continuously optimize the content of the account based on brand tone, target users, current hot topics and main product lines to create popular products and bring more traffic and conversions to the brand.

So from what aspects can brands build their own broadcasting matrix? Based on some brand cases, Kas has compiled these three major directions and usage suggestions for you.

Three directions and usage suggestions for building a brand self-broadcasting matrix

01. Construction of self-broadcast matrix based on IP and personality

Brand account and IP account each have their own functions, complementing each other's strengths

As a well-known domestic second-hand luxury goods trading platform, Panghu Luxury has formed two online and offline business models. In addition to creating its own online APP and setting up a live broadcast entrance, it also joined the Douyin live broadcast camp in the first half of last year, forming a self-broadcast matrix of "brand + own IP", and signed top fashion category anchors such as @子安 to bring goods for it on a long-term basis.

According to Kas's observation, from the brand account point of view, Panghu has two main accounts: @胖虎二手宝马 and @胖虎宝马Appraisal Center. Both maintain long-duration regular store broadcasts in the form of rotating anchors, and the live broadcast duration is mostly more than 15 hours. The advantage of this is that it can fully absorb the traffic from the platform into the live broadcast room at all times. No matter when and where users see the content they are interested in, they have the opportunity to enter the live broadcast room that is being broadcast, thereby increasing the probability of transaction conversion. When it comes to live streaming, since the overall average order value of second-hand luxury goods is very high, the SKUs are abundant but the inventory is limited (mostly single items), the anchors often recommend products one by one at their own pace, combining the comments and needs of users in the live streaming room and the existing goods. When explaining, they also pay attention to explaining the details of each product, including: the year of listing, condition, defects, reasons for purchase, etc., in order to dispel users' purchasing concerns.

In addition to the store broadcast account, Fat Tiger has also cultivated a number of IP personality accounts with distinctive styles.

Compared with brand accounts, whose value lies more in product promotion, the account content will not be tailored around a certain live-streaming host. The content of the IP account is obviously for the "personality" to strengthen the emotional connection between the IP and users and drive large-scale transactions through extreme trust. Compared with brand store live broadcast rooms, live broadcast rooms with strong IP personalities often have relatively more abundant inventory to meet the purchasing needs of multiple users as much as possible.

Representatives include: @胖虎高扬, whose content focuses on "emotional topics" that are of general concern to modern people as the entry point, and then implants knowledge about buying and using bags through a question-and-answer format. Video discussions on social issues, exquisite and handsome appearance, and slightly sarcastic but humorous comments can effectively broaden the reach of the content and attract more attention from potential bag lovers. Compared with Gao Yang, the content of Fat Tiger's other IP account @胖虎阿超 is more professional and focused. The main content is to tell users how to reduce the occurrence of pitfalls and pitfalls in the process of purchasing and using bags. Another account @爆裂白菜 is Fat Tiger's main account for high-end watch recommendations, and the content basically revolves around watch knowledge.

Unlike store broadcast accounts, IP accounts are often based on stable and high-quality content output and precise personal positioning. Therefore, the efficiency of bringing goods is often higher. Taking @胖虎高扬 as an example, his live streaming sales method is not entirely different from that of the Panghu store. The overall pace is faster, and he only needs to briefly introduce the styles and prices to inspire users to place orders. According to Kas's observation, although Gao Yang currently has only 160,000 fans, his GMV has exceeded 35 million in the past 30 days, and his ability to bring goods cannot be underestimated.

In addition to Fat Tiger, Jiuxian.com also adopted the matrix gameplay of "brand + multiple IPs". In addition to the brand accounts @Jiuxian.com flagship store and @Hotel.com official flagship store, it also has multiple IPs for selling goods, such as @Jiuxian.com Lafei Ge, @I am Xiao Zhang (Jiuxian Sanfeng), @Jiuxian.com Jiugong Gege, and @Jiuxian.com Chairman. According to Kas's observation, in the past 30 days, the GMV of goods sold by the account @Jiuxian.com Lafei Ge (Lafite Ge) alone exceeded 84 million.

Here, Kas suggests: Brands with professional content genes and strong sales genes, and whose target audiences have relatively segmented requirements, can try the "brand + IP matrix" method of bringing products. Firstly, the brand’s voice and sales on the entire platform can be increased by publishing content on multiple accounts. Secondly, differentiated personalities can be created to attract users with different preferences for the brand, thereby resolving the situation where “the traffic (especially accurate traffic) available to a single account is limited” and driving sales through traffic.

02. The self-broadcasting matrix based on different "products, businesses, and solutions" can realize the diversion and import of precise users.

Midea Group has multiple businesses including consumer appliances and HVAC. Based on different product business lines or differences in solutions, it has built a self-broadcasting matrix account, such as @Midea Life Flagship Store, @Midea Home Appliances Flagship Store, @Midea Smart Home, @Midea Washing Machine, @Midea Kitchen Heating Appliances, etc., to meet the potential purchasing needs of different users through precise account positioning.

Take @美生活 flagship store as an example. As the name suggests, the store mainly sells small household appliances, among which small kitchen appliances are the majority. Taking the main air fryer as an example, it will take up a lot of time in a live broadcast. At the same time, some ingredients that can be used with the air fryer will be put on the shelves, such as egg tarts and Orleans chicken wing marinade, etc., through fool-proof teaching sharing to accelerate users' purchasing decisions. In order to attract more users to enter the live broadcast room, @Midea Life flagship store will also release multiple videos before/during the live broadcast. For example, on May 20, Midea released 4 short videos about air fryers in succession, including product recommendations, welfare discounts, air fryer recipe sharing, etc., to expand the basic base of live broadcast traffic. Since the live broadcast started on April 25, Kas has observed that the total sales of air fryers in the live broadcast room accounted for more than half of the total sales, driving the sales of hot-selling products with the logic of single product.

For brands with complex product and business lines (especially standard products), Kas recommends that you refer to Midea’s approach and divert users by building a matrix account, bringing them into different live broadcast rooms to promote conversions.

In addition, you can also refer to Xiaomi's approach and integrate various products and business lines through the creation of independent live broadcast rooms. The advantages of doing so are, on the one hand, it can enrich the SKUs of the live broadcast rooms, enhance the highlights of the live broadcast rooms, and meet the potential shopping needs of various viewers; on the other hand, it can also concentrate marketing resources and broaden the live broadcast entrance through high-profile marketing, thereby driving high sales. Taking Xiaomi's performance during the "Wonderful Goods Festival" last year as an example, in addition to creating historic data for Douyin e-commerce at the time, with 50.53 million viewers and GMV exceeding 210 million, it also accumulated 2.34 million new fans who may have purchasing and repurchase behavior for @小米直播室 through a single live broadcast.

Of course, for standard product live broadcasts, Kas has another suggestion: that is, by setting different live broadcast themes and optimizing the live broadcast scene construction around the themes, you can also increase the highlights of the live broadcast while introducing more accurate users into the live broadcast room based on Douyin's interest recommendation technology.

Still taking @小米直播室 as an example, we can see that the theme of each of its live broadcasts will be different, such as Xiaomi Home Goods Day, Xiaomi Outdoor Travel Day, Xiaomi Audio and Video Entertainment Day, etc. The main products promoted will be different depending on the live broadcast theme. In this way, the user attributes and interests introduced into the live broadcast room will naturally be different.

The advantage of doing this is that in addition to sales, live streaming can be used to convey the concept of Xiaomi's ecosystem, thereby influencing more user groups outside of 3C digital products through product and theme differences.

03. Build a self-broadcasting matrix based on physical stores to expand offline physical sales scenarios and empower offline store marketing

Since entering the Chinese market in 2000, Jack Jones, a well-known European men's clothing brand, has more than 2,300 stores in mainland China. Relying on its large offline store scale and strong brand awareness, Jack Jones officially launched regular live broadcasts on Douyin. At the same time, large offline stores such as @Jack Jones//Hefei Heart City, @Jack Jones//Chengdu Sunshine Department Store, @Jack Jones//Taiyuan MixC ULTRA, etc. also participated in the live broadcasts. According to Kas's observation, the Douyin store named "JACK&JONES Men's Clothing Flagship Store" has achieved a total sales of 2.151 million in the past 30 days. In addition to Jack Jones, other brands under (parent brand) Essence Fashion, such as ONLY, VEROMODA, etc. have joined the Douyin live broadcast team. Compared with Jack Jones, which is named after "stores", ONLY and VEROMODA are mostly named after "cities".

For brands that have many offline physical stores and each store has relatively mature and distinctive shopping guides, Kas suggests: By formulating standard SOP processes and multi-dimensional training, etc., they can empower each store to transform to live streaming sales, expand their sales channels, and find the second curve to drive sales growth. Here is a reminder that Douyin is now making every effort to increase its investment in local life. By adding LINK tags with geographic locations in the videos released by various stores, the content can gain more exposure on the local page, which can also play a role in revitalizing and reminding users in the same city, thereby driving offline store revenue growth.

In short, brand self-broadcasting is a long-term road, and you have to find the path that suits you best through continuous trial and error. Trying to build a matrix live broadcast system can reduce the operational risks of brand self-broadcasting to a certain extent. At the same time, it can also open up traffic through differentiated content, and traffic means potential sales.

Author: Kas Data

Source: Kas Data