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It is obviously a children's water bottle, but it is loved by young women?

Chanmama discovered that UOOHAlittles, an account with only 37,000 followers that mainly sells children's water bottles, achieved sales of 160,000 in its first live broadcast on September 16.

▲Analysis of Cicada Mama’s live broadcast

Up to now, the sales in the past 30 days have exceeded 2.3 million, with an average sales of 78,000 per session! As of now, various data indicators of the UOOHAlittles account are still growing steadily.

▲Analysis of Cicada Mama’s live broadcast

As a brand that specializes in children's water bottle products and has its own live broadcast room, what is the secret to UOOHAlittles's success in live broadcasts?

Multi-account brand matrix layout, stable 10-hour live broadcast and frequent card explanations

Let’s first take a look at the basic situation of the UOOHAlittles account. The Blue V certification indicates that this is a brand’s self-broadcasting account, which mainly promotes branded children’s water bottles. So far, he has published 51 videos, received 143,000 likes, and has 37,000 fans.

▲Picture from TikTok

UOOHAlittles brand children's water bottles reached a cooperation with KFC and entered the V Gold Mall as early as the end of 2020. Through point discounts, sales reached 50,000+ in about two months. At that time, it also triggered the "UOOHA phenomenon" on Xiaohongshu. Many amateur bloggers created a large number of related notes to promote this good thing that is full of girlishness, and it became a case study for a large number of young female groups. The related topics were quite good at the data level of Xiaohongshu.

▲Pictures from the Internet

In terms of live broadcast strategy, starting from early September this year, the UOOHAlittles brand began to deploy Douyin and registered multiple brand accounts, among which UOOHAlittles performed better. They started their live broadcast debut on September 16th. According to the data from Chan Mama, this account has basically broadcast 30 shows in total, basically maintaining a daily broadcast. The total sales volume has reached 15,000 pieces and the total sales revenue has reached 2.349 million.

▲Analysis of Cicada Mama’s live broadcast

After the launch of UOOHAlittles, the duration of each live broadcast has been extended to a full extent. The cumulative daily duration of the live broadcast room has basically reached more than 10 hours. The long live broadcast every day has brought the average daily sales to more than 100,000. The anchors of UOOHAlittles are very good at using the card explanation function. During the live broadcast, they will constantly guide users to click on the yellow cart to view the products being explained. Guiding users to actively click on the yellow cart to view products can effectively encourage viewers to place orders. In UOOHAlittles’ live broadcast room, the conversion rate of “watch → click” is as high as 40.33%.

▲Chan Mama live broadcast analysis conversion funnel

In the live broadcast room, the higher the proportion of users clicking on the shared yellow car, the greater the probability of conversion. For new anchors, making good use of the card explanation function and actively guiding the audience to click on the card to open the shared cart is a good way to increase conversion rate.

Video is the main means of attracting traffic, and young women are the main followers

Chan Mama found that the main source of viewers for UOOHAlittles’ live broadcast room was video recommendations. In the live broadcast on September 30, 73% of the more than 100,000 viewers came from video recommendations.

▲Cicada Mama Data-audience source

UOOHAlittles' video effects are very good. They released their first short video on September 2 and received more than 3,400 likes. In the past forty days, they have released a total of 68 videos, with an average of 2,104 likes, 456 comments, and 567 reposts.

▲Picture from TikTok

The duration of the videos is mainly concentrated within half a minute to two minutes. In addition to product introduction videos, UOOHAlittles also releases many unboxing videos by experts or ordinary people. This form of product introduction is used to make good product introductions. As the content is not shared by the brand itself, it will be more recognized by the audience and will not make the audience feel that they are bragging, which can increase their trust.

What’s interesting about these unboxing videos is that the related texts are mainly recommended to “girls”, and more than 70% of the views of the videos with the highest number of likes under the account come from female users aged 18 to 24. In addition, on the Xiaohongshu platform, many of the UOOHAlittles notes are clearly aimed at young women aged 18 to 24. #cute#girly#high-value thermos cup, etc. are the most frequently associated tags.

▲Cicada Mama Data-Video Audience Analysis

Refined and personalized products are very attractive, and full gifts encourage users to place orders quickly

UOOHAlittles' high appearance is the main reason why it attracts many young people to buy it for their own use. Its four color schemes correspond to the brand's four cartoon characters. Judging from the product recommendation notes on Xiaohongshu and the unboxing videos on Douyin, although the product is positioned as a children's water bottle, the users' spontaneous product recommendation content is mainly aimed at young female user groups. The sufficiently fashionable product design has also attracted the attention of young consumer groups and received quite good responses among them.

We saw that in the UOOHAlittles live broadcast room, they directly placed several different DIY matching schemes of color schemes in front of the camera. When the audience entered the live broadcast room, they could see the actual display of different color schemes of the products for the first time. Compared with introducing each style individually, this arrangement allows the audience to quickly locate their favorite color scheme and reduce audience loss while waiting for the explanation. During the live broadcast, the host will introduce the product to users from multiple dimensions, including product safety materials, price comparison, and gift introduction. The host will also actively respond to audience requests in the comment area and take the initiative to display the product to increase the audience's sense of interaction in the live broadcast room.

▲Picture from TikTok

The prices in the live broadcast room are very cost-effective. The UOOHAlittles thermos cup costs 169 yuan on JD.com, while it requires 999 points + 149 yuan to redeem it in KFC's V Gold Mall. After using the coupon in the live broadcast room, it only costs 147 yuan, and there are gifts worth more than 100 yuan.

UOOHAlittles' thermos cup can be DIYed by yourself. The cup lid, cup cap and some unique cup body decorations can all be replaced. On other platforms, these additional accessories need to be purchased separately. In the live broadcast room, they are given as gifts to users who buy the cup in the name of giving benefits when a new account is launched. They also put all the links of accessories on the Ofo, so that the audience can intuitively feel the value of purchasing these products separately, and thus convert to the main products with higher average order value.

▲Picture from TikTok

Summarize

In the children's products market, refinement and personalization will become future development trends. For brands, some suitable products can also take into account the young female user group. Functional products for all age groups with breakthroughs in design and concept can quickly occupy the market of young female users, and their spontaneous dissemination power is often unexpected. Expanding the track and trying to target a wider user group may bring new growth points to the brand. The hottest season for e-commerce is about to arrive, and Chan Mama will continue to pay attention to live broadcast accounts with explosive sales and bring you first-hand analysis.

Author: Cicada Mom Data

Source: Cicada Mom (ID:cmmshuju)