Kuaishou Brand Self-broadcasting Methodology

Branded self-broadcasting is undoubtedly the hottest topic in the live streaming industry this year. Among them, Kuaishou e-commerce, which is dominated by "content + private domain", is becoming a key platform for brands to focus on.

In January this year, the paper towel brand Vinda began to distribute products through influencers on the Kuaishou platform. After accumulating certain user portraits and consumption preference data, it started self-broadcasting in May this year. In three months, the total GMV of the live broadcast of "Vinda International Flagship Store" reached 15 million, and the ROI reached 5. Currently, the number of fans of this account has reached 410,000, and it has smoothly passed the climbing period and entered a stage of rapid growth.

Previously, Kas Data has analyzed several typical self-broadcasting cases, such as Yalu, which had 20 million self-broadcasts in a single month, OPPO, which had 10 million self-broadcasts in a single game, and Bingquan, which had the highest GMV of over 10 million in a single month. What makes Vinda different is that the products it sells are not popular categories in the live streaming e-commerce industry, such as beauty and clothing, but standard products with lower average order value. However, it has also successfully developed a set of self-broadcasting methodologies.

Kas sorted out Vinda's growth path on Kuaishou, from which it can be clearly seen that the brand's approach just covers the five key elements summarized by Kuaishou's e-commerce STEPS methodology, namely, influencer distribution cooperation, brand self-broadcasting, public domain traffic blessing, private domain business repurchase and brand channel exclusive supply, and is accumulating momentum for long-term development.

Comparing the experience and feelings of operating accounts on multiple different platforms, Luo Yang, head of Vinda Group's Kuaishou e-commerce channel, said, "Compared with traditional channels, Kuaishou is a very strong incremental channel that can help us promote our brand and attract new customers in potential areas. In the future, Kuaishou will be a channel that integrates product and sales ."

01 Establish a "factory flower" persona and increase the conversion rate to 10%

Compared with traditional e-commerce channels, on the Kuaishou platform, brands need to communicate with consumers through short videos and live broadcasts. This also puts higher-level requirements on the capabilities of the brand's live broadcast team. They must not only master traffic investment skills, but also do a good job in short video shooting planning, live broadcast content planning and product planning.

To this end, Vinda has built a 6-person Kuaishou live broadcast team, including live broadcast project coordinators, live broadcast room operators, effect optimizers, short video planners, etc.

When the brand account was first established, Vinda went through a period of content exploration and eventually discovered that “personality” was very important.

This coincides with the views of Zhang Yipeng, head of Kuaishou e-commerce SKA brand operation center. Zhang Yipeng once mentioned in his speech: "'Personality is not equal to Internet celebrity'. From the perspective of brand management logic, there is a point in the brand pyramid called 'brand personality'. Today, when we talk about personality, we mean that a brand should have personality and should lower its profile and communicate with young people in a way that young people like. "

The anchor who communicates directly with consumers represents the brand's image to some extent, so this person is extremely important. In traditional e-commerce channels, the main user group of the Vinda brand is families with children aged 0-6; on the Kuaishou platform, users under the age of 30 account for 70%, which is a young population, and women account for 80%. Therefore, the anchors chosen by Vida were also three young people who had recently graduated.

Among them, the gold medal anchor Xiao Shuang has the image of a fresh and cute girl next door. Vinda added the label of "factory flower" to her, which brought her closer to users. In addition, the Vinda team also shot a series of short videos such as "Vinda Factory Diary" and "Vinda Campus Diary" to make the image of "Factory Flower" more concrete and tangible.

Short film shot by Vida

"Compared with the pure brand videos she released before, the video click-through rate and interaction rate of the short dramas shot by Xiaoshuang will be higher among friends," said Luo Yang.

After the brand role changed, the effects of short videos and live broadcasts also improved significantly. Luo Yang introduced : "By establishing the 'factory flower' persona, the duration of stay in the live broadcast room has increased from 40 seconds to more than 50 seconds; the conversion rate has also increased from the previous 7%-8% to more than 10% now, and sometimes it can reach 15% ."

At present, Vida’s anchors come from broadcasting agencies. In the future, their personalities will be enriched, and they plan to cultivate their own anchor team to form 2-3 fixed anchors. "In addition to the factory beauties, we will develop product managers and offline shopping guides in the future. They will provide guidance on paper selection for customers from multiple professional identities and deepen their understanding of the brand."

02 Live broadcast operation optimization: from old friends, to old friends

At the operational level of the live broadcast room, the Vinda live broadcast team will pay special attention to user feedback, such as barrage and product reviews.

The live broadcast team will record the comments from the audience in the live broadcast room, and later summarize user feedback to improve the live broadcast language and increase the purchase conversion rate.

In the interactive communication with customers, Vinda found that customers pay more attention to the cost-effectiveness of the products, are more willing to buy the "less draw, more packs" set, and are more concerned about the weight of the roll paper. "Therefore, when introducing paper towels, we will emphasize 'how much is the roll paper per kilogram'."

In addition, Vinda will also combine products to increase the length of stay in the live broadcast room through single-digit flash sales, multiple boxes or multiple kilograms of product giveaways, stimulate the enthusiasm of friends to share the live broadcast room, and thus increase the popularity of the entire live broadcast room.

After-sales details are also an indispensable part. Vinda’s idea is to make users feel that they can buy good products at a low price. Luo Yang recalled, "At that time (June 16 live broadcast), we distributed 100,000 one-yuan flash sales. One yuan could buy three large packs of tissues, and we packed them in cartons. When consumers communicated with us, they said, 'I didn't expect to buy three packs of tissues for one yuan, and they could also receive exquisite packaging.' Consumers were quite satisfied with this."

03 In terms of placement: Combination of "public domain + private domain", different goals for daily and big promotions

In the early stage, Vinda has completed preliminary brand promotion through influencer distribution, and also clarified its user portrait and user consumption preferences on Kuaishou. When entering the store live broadcast climbing period, the platform's traffic boost + commercial investment can help it improve the store's operating efficiency and fan accumulation, and gradually achieve a balance between profit and loss.

In June, in order to retain fans and optimize product selection in the live broadcast room, Vinda began to release public domain traffic on the Kuaishou platform. The cost of traffic release for the whole month of June was close to one million. From the budget allocation point of view, it not only released public domain traffic through "Magnetic Taurus", but also released private domain fans through "Fans Headlines".

Luo Yang found that "the combination of 'public domain + private domain' delivery has a significant improvement in the ROI of the entire live broadcast room. Now, the ROI of Vinda's public domain delivery can reach 4-5, and the ROI of fan headlines can reach more than 5, and sometimes even higher ."

There will also be differences in the delivery targets for daily delivery and big promotion delivery.

In daily advertising, Vinda will conduct product testing on different groups of people, as well as on different product materials. Currently, it is selecting products and accumulating high-quality groups for promotional nodes, and the advertising budget will also be tilted towards the big event once a week, namely the brand challenge every Friday. During the promotion period, Vinda's advertising will focus on sales conversion, with the main target audience being the transaction group and the secondary target audience being the viewing group.

Screenshot of Vida's live broadcast

Traffic injection not only brings sales, but also helps to quickly increase fans. During the promotion period, the number and quality of fans are higher than usual. For example, the live broadcast at Kuaishou’s 616 Gala was Vinda’s first large-scale live broadcast lasting 8 hours. Compared with daily broadcasts, the volume of live broadcasts on that day increased several times. In the end, the GMV was more than 600,000, and the number of fans increased by 250,000.

04 Make good use of private domain traffic to increase repurchase rate

Through high-cost traffic investment and new customer acquisition, brands hope to retain every fan and turn them into loyal users, so private domain is a project that will be explored and discussed in the long term in the future.

Kuaishou is a platform that focuses on "content + private domain". Brands can accumulate their consumer assets here, drive old customers to repurchase, and build a long-term business . Vida also seized on this feature of the platform and improved trust relationships and repurchase rates through fan group operations.

Vida established two Kuaishou fan groups and assigned someone to manage the group chats. The administrator not only communicates promotions, but also chats and interacts with friends in the group, and responds promptly when friends have questions.

In addition, Vinda also combined Kuaishou's fan group marketing tools to set up different prizes or new product development for fan groups of different levels, allowing fans to feel that "joining the fan group is different from other fans" and enhance their sense of identity.

After a period of accumulation, Vinda's private domain operations have achieved tangible results. "Some new fans don't know much about the product, and some old friends in the fan group will take the initiative to help us explain it. The fan group has basically increased the interaction volume, stay time in the live broadcast room and conversion rate of the entire live broadcast room by more than 50%."

Luo Yang introduced that Vida’s fan purchase rate on Kuaishou is about 60%, sometimes increasing to 80%, among which the repurchase rate of old fans is over 40% .

In addition, the private domain value accumulated through investment also emerged.

"If other channels do not continue to invest in paid traffic, the traffic in the live broadcast room will become less and less, forming an inverted triangle model. But after a certain amount of fan accumulation or investment on the Kuaishou platform, the fans' repurchase and stickiness will be better than other channels, and the traffic model is close to a 'right triangle', which will form a continuous increase ." Luo Yang concluded.

As a KA brand of Kuaishou e-commerce, Vinda has always maintained close communication with the platform. The platform’s category clerks and commercialization teams have dedicated personnel to provide guidance. "Basically, daily coordination is carried out every day. In addition, there is a big event every week, and the brand manager and employees from Kuaishou's commercialization department will also come to the site for guidance." Luo Yang said.

In order to prepare for the upcoming "116 Quality Shopping Festival", Vinda has formulated a live broadcast plan, with the goal of achieving a self-broadcast GMV of 10 million during the promotion period, and a total GMV of 20 million for influencers and self-broadcasts, driving the number of fans of the brand account from 400,000 to more than 600,000.

Luo Yang introduced that during this year's 116, Vinda will combine the platform's 116 activity rhythm to prepare goods and arrange the anchor's live broadcast level. For example, it will combine Kuaishou's special gameplay and participate in Kuaishou's BigDay, Super Brand Day and other in-site activities, focusing its main energy and products on this to obtain a better ranking and make a push for the brand ranking sales.

In addition, the platform's marketing tools will be combined, such as timed discounts, fan-exclusive coupons, anchor red envelopes, limited-time flash sales, etc., to increase the average order value and conversion rate of the live broadcast room.

Vinda’s long-term goal in the next 1-2 years is for the brand account to have 1 million followers and monthly live broadcast GMV to reach 5 million. The ROI is currently about 5, and we hope to reach 8-10 in the future.

Next, Vinda will continue to increase its investment in Kuaishou’s brand self-broadcasting layout. By consolidating the methodology of existing accounts, we will continue to build a brand matrix, such as establishing brand accounts and self-broadcasting systems such as Debao, Libresse, Bao Da and Tianning, while further developing the influencer distribution business.

By practicing the STEPS e-commerce management methodology and trying the steps of influencer distribution, brand self-broadcasting, private domain management, public domain placement, and brand exclusive supply, Vinda has successfully completed the growth path of "climbing from 0 to new stores and then to KA brand".

As for the future development space, it depends on long-term operations. Luo Yang believes that "we need to look up to the stars, but also need to keep our feet on the ground, because we have very high expectations for Kuaishou. At the same time, Kuaishou's daily active users and fan purchase rates are quite high, and it is a very promising channel."

Author: Kas Data

Source: CAAS Data (caasdata6)