Case Analysis: How do video experts do live streaming?

"Embrace change and iterate yourself." This is one of the company cultures of Youhuaguo MCN. One of its founders is the familiar "It turns out to be Ximen Dasao". From the earliest Douban internet celebrity to the top blogger in the era of public accounts and short videos, she has always been seeking change.

At the beginning of last year, the epidemic forced many people to change their consumption habits, and also gave Ximen Dasao a push. On March 25, 2020, Ximen Dasao, who entered the market relatively early, made her Taobao live broadcast debut. Although she has not broadcast many shows, my sister-in-law has already grown from a new anchor to a mature anchor.

On March 7, 2021, Ximen Dasao conducted a Queen's Day live broadcast on the Diantao App (formerly the Taobao Live App). The GMV of a single live broadcast was nearly 1 million, and the order volume of many products exceeded the merchant's target by nearly double.

From a fashion self-media person to a live-streaming host, what experiences does "It turns out to be Ximen Dasao" have? And why did she choose Diantao App as the main battlefield for live streaming? We talked with the person in charge of Youhuaguo's live streaming business and the official of Diantao App.

When doing live broadcast, you should make yourself the content

On the evening of March 7, Ximen Dasao tied her hair into a high ponytail, which made her look more playful compared to her usual straight hair. However, Mrs. Ximen's style remains the same as always.

In her own words, she hopes to create a "live broadcast room with scenario, story and warmth" to achieve a more immersive content experience through live broadcast.

That night, she introduced a total of 19 treasures in 4 hours.

When talking about sports bras and yoga pants, she teaches users how to match light and dark or contrasting colors, and avoid matching gray and blue with green; when talking about beauty devices, she removes makeup on the spot and personally demonstrates how to use the facial beauty device; when talking about air cushions, she gives specific product model recommendations based on the different skin tones of users.

"Many users who received products from my live broadcast room did not read the instructions or online tutorials first, but returned to the live broadcast room to watch the replay, because the usage methods and precautions we mentioned are clearer." said Ximen Dasao.

This is an era where everyone has the opportunity to start broadcasting by registering. From a certain perspective, the threshold for live streaming sales is becoming infinitely lower. However, the person in charge of Youhuaguo's live broadcast business believes that "to achieve high-quality live broadcast performance, refined operations are required, and more professional requirements are put forward in various dimensions such as theme planning, product selection, anchor quality, and operational capabilities."

At present, Youhuaguo is divided into different groups for the live broadcast business, and each group will cooperate with each other during the preparation stage and on the day of the live broadcast.

In addition to students responsible for investment promotion and live broadcast operations, there are also students responsible for platform and private domain operations and delivery. It involves brands that have high requirements for publicity and content, as well as students from other majors such as editing and video teams who produce front-end content.

When talking about the basic logic of live broadcasting, the person in charge of Youhuaguo live broadcasting business said: "Both anchors and products are content. Infectious anchors can keep users, and sales talk and interesting communication can impress users. At the same time, good products are also screened through layers. We need such a strict selection mechanism to build users' trust in our live broadcast room. In addition, in terms of grasping the rhythm of live broadcasting , the operation team will plan the time, sequence and display method of the entire live broadcast in advance according to the characteristics, selling points and interactive links of each product, and the site will also give feedback and adjustments based on real-time data."

With the official support of DianTao App,

The most popular red envelope rain has become an effective private domain operation tool

A live broadcast with a high conversion rate not only needs to have content that is fresh, useful, and touching, but also often needs to provide sufficiently attractive benefits.

In Ximen Dasao's special live broadcast on Queen's Day, the discounts on goods ranged from a few dozen yuan to several thousand yuan. For example, the Swarovski beating heart necklace costs more than a thousand yuan in the counter, but the price after receiving the coupon in the live broadcast room on the same day was only 399 yuan.

In addition to offering prices below market value and large coupons, Ximen Dasao also distributed three "favorite red envelope rains" at different times that night, with a total amount of 150,000 yuan.

"Favorite Red Envelope Rain" is a fan management tool launched by DianTao App for DianTao anchors.

The specific gameplay is: first, the user must become the anchor's favorite fan (they will receive a strong reminder when the anchor starts broadcasting), and then participate in several or even dozens of rounds of red envelope grabbing activities. Finally, the red envelopes grabbed can be used when shopping in the live broadcast room.

Simply put, the two most critical steps for users to receive the red envelope rain are to download "DianTao" and to become the anchor's "favorite fan."

From an operational perspective, "Favorite Red Packet Rain" has become an efficient private domain operation tool for DianTao anchors.

A DianTao staff member told Xinbang: "A user can become the favorite fan of up to 10 anchors. Compared with ordinary fans, the recall rate of 'favorite fans' is 2.5 times that of ordinary fans, the viewing time is 2.7 times, and the average payment amount is 3 times. From the effect point of view, the favorite red envelope rain is useful for increasing fans and promoting transactions. We will continue to develop different private domain operation tools in the future."

According to official data, during the 3.8 Queen's Day on DianTao, anchors such as Wei Ya sent out a total of 40 million red envelopes, driving the transaction volume in the live broadcast room to exceed 1 billion. From this point of view, red envelope rain has become a standard feature of live broadcast promotions.

In addition, in private domain operations, Ximen Dasao will also remind users to find customer service to join the community during each live broadcast.

"Because our live broadcast frequency is not very high, the community is a very important way for us to communicate with fans. We will ask everyone what products they would like to see in the live broadcast room, do some warm-up, tell them that the grand prize of this live broadcast is coming soon, and also answer users' daily questions in the community ." said the person in charge of Youhuaguo's live broadcast business.

Traffic, content, and goods are the three pillars.

Supporting video influencers to transform into live streamers

For video experts to do live broadcasts, which platform is the most suitable? Everyone has his or her own judgment. This is how DianTao attracts video influencers to cooperate. In addition to providing private domain operation tools such as "Favorite Red Envelope Rain", it also provides support in three aspects: traffic, content, and goods.

First of all, in terms of traffic , DianTao App is driven by a dual-core mode of short videos and live broadcasts. It is an e-commerce platform for one-stop discovery from product recommendation to purchase. Therefore, anchors can increase their fans, consolidate their personal image and drive traffic to their live broadcast rooms through short videos within this ecosystem. Especially for anchors who are video experts, high-quality grass-planting videos can help them quickly accumulate seed users.

According to relevant staff of Qiandian Tao, the platform is introducing a large number of grass-growing video experts, covering different fields such as food, beauty, fashion, mother and baby, and home.

Secondly, in terms of content , DianTao App will also carry out in-depth cooperation with the anchors, helping them to create more professional live broadcast rooms through training, and co-create content with the anchors during major promotions and other events to create influential events.

For example, on this 38th Queen's Day, Ximen Dasao was deeply involved in the theme event of Diantao App "You support life, I support you": including serving as the Diantao cross-dressing challenge officer, launching #Infinite Cross-dressing Challenge# on the site, with a single video playback volume of 1.26 million times, which was a good warm-up for the live broadcast; she also participated in the shooting of the theme TVC; and guided fans to pay attention to the platform welfare activities during the event period.

In addition, in terms of goods , supply chain has always been Alibaba's strongest advantage.

At the Taobao Live Institutional Conference in January 2021, Xuan De, general manager of Taobao's content e-commerce division, said: "Product construction will be the next focus, and Taobao Live will further empower institutions and anchors with supply chain capabilities. On the one hand, the online product selection pool will operate in a more data-based way; on the other hand, the official will also deeply operate offline bases to allow more brands, goods, and gameplay to participate."

Driven by the three pillars of traffic, content and goods, DianTao App has gathered a large number of video + anchor dual-role experts.

In addition to "It Turns Out to be Ximen's Sister-in-law", there are also anchors who are video experts such as "Lulu is Yellow", "My Ayou", "Master Nicole", "Xia Shiwen", "Brother Kun Plays with Flowers", "Wang Yuepeng", and "Zhao Daxixi".

Among them, "Lulu Huang Le" created more than 8 million GMV in a single live broadcast on Queen's Day, and Nicole Lao Ye once created a single-game sales of 10 million with 100,000 fans. Facts have also proved that Diantao’s “short video + live broadcast” dual-core model is suitable for their growth.

At present, DianTao App is also attracting more video experts to join the platform through the "Light Plan" and "Benchmark Co-creation Plan" to create grass-growing videos and sell goods through live streaming. And support a group of talented cases from them.

summary

The only constant in the world is change. The era of e-commerce live streaming has arrived. Looking into the future of live streaming, the person in charge of Huaguo’s live streaming business believes that live streaming, as a more authentic and real-time content form, will always exist. In the future, businesses and the market will place more demands on live streaming, such as education, display, offline activities, publicity, etc., not just the current sales.

For practitioners in this industry, in order to gain a firm foothold in the ever-changing times, on the one hand, they must win users with more professional and refined content and operations; on the other hand, they must choose the right platform and use the power of the platform to go further and better.

Author: New List

Source: Newrank (Public Account ID: newrankcn)