When it comes to Taobao Live , are the only people who come to mind Viya and Li Jiaqi? The incomparable light of these two mountain ranges blocks the sight of most people, making Taobao Live's third place a real dark place under the lamp.

Now, who will be the third place in Taobao Live? Is it baby Lieer? Or is it Chen Jie Kiki? Or is there someone else who comes from behind?

According to the latest online live streaming sales rankings, @雪梨_Cherie ranked fourth in August with a transaction volume of 555 million yuan, second only to Wei Ya, Li Jiaqi and Simba, and ranked third in Taobao Live.

In the public's impression, how did Sydney, an internet celebrity active on picture and text platforms, complete the transformation from an internet celebrity shop owner of her own brand to a full-category anchor? It took only one year to achieve such great sales results. What’s the logic behind this success? We have answers for you!

From pictures and texts to live broadcasts, the only thing that remains unchanged is the sales

Xue Li is no stranger to promoting products.

In 2011, Sydney, who was still in college, opened a Taobao store called "Mrs. Qian's Sydney Customization" with her good friend Mrs. Qian. At that time, they had a 3,000 yuan scholarship to start a business, but they had no money for advertising or bidding, and the store's exposure was worrying. However, attracting traffic through social platforms became the most convenient channel for them to accumulate fans in the early stage.

At that time, the concept of selling products was not so clear, and the promotion and publicity on social platforms was more important. Xue Li operated multiple platforms at once, such as Weibo, Renren, Mogujie, and Meilishuo. The product pictures of herself as a Taobao model are the main external content of this type of account, interspersed with sharing of travel experiences, dressing tips, daily life and other content.

As more and more fans followed her fashion style on social platforms, the off-site traffic and sales channel she built and operated [through content sharing - accumulating precise target users - and then directing traffic to Taobao to complete conversion] gradually took shape, and her Taobao store sales also saw rapid growth in the second half of 2013.

In 2015, having tasted the benefits of fans, Sydney began to emphasize the creation of personal IP and strengthened the full-link construction of the e-commerce system and the layout of the celebrity matrix.

In June 2015, Xue Li officially established Chenfan and signed contracts with more than 30 e-commerce influencers, covering various fields such as beauty, home furnishings, shoes and bags. In the e-commerce sector, it also covers full-link resources such as warehousing, supply chain, customer service, and operations. Under this systematic e-commerce layout, the store's performance has been booming. On Tmall’s Double 11 in 2016, Sydney’s Taobao store achieved sales of over 100 million yuan in a single day, and together with Zhang Dayi and ANNA IT IS AMAZING, she created the record of being the first Taobao celebrity store to achieve sales of over 100 million yuan in a single day. In 2017, on the night of Double Eleven, sales exceeded 100 million in 350 seconds.

(Chenfan’s 2017 Double Eleven Battle Report)

But Sydney was not satisfied with this. At that time, she had over 30 million fans on the entire network and an annual GMV of over 1 billion. After taking advantage of the booming internet celebrity economy, Sydney turned her attention to live streaming to sell goods.

In August 2019, Xue Li officially started to engage in live streaming sales. Compared to the already successful Wei Ya and Li Jiaqi, Sydney, who just entered the battlefield at this time, seemed to have lost the initiative. However, in just one year, Sydney handed in a satisfactory answer to the outside world with a single-game performance of 330 million.

Xue Li’s first few live broadcasts were mainly for promoting products in her own store and communicating with fans, and were clearly meant to test the waters. The company officially started its efforts with its first product selection and promotion event on August 29, which saw sales of 61 million yuan in its debut. 270,000 pieces of Korean Aussie facial masks were sold out that night, and even the pre-sale version of sea cucumbers with an extremely high unit price of 2,500 yuan were sold out. When Sydney first encountered live streaming, she started off with a very high starting point.

Soon after, Sydney's live broadcasts became increasingly professional from the number of sessions to categories and then to full-link coordination. The number of live broadcasts has expanded from 2-3 per month to 10-15 times; the product categories have also been further enriched, covering beauty, women's clothing, food, mother and baby products, etc .; and the entire live broadcast team behind her has also been quickly set up, and systematic operations have been started from investment promotion, product selection to operation and after-sales.

Four major elements to create a hit live broadcast

Sales exceeded 330 million in 5 hours. This was Sydney’s report card on the first anniversary of her live streaming sales. What is the logic behind Sydney Live’s success?

Good fan base

As mentioned above, Sydney currently has more than 30 million fans on the entire Internet, and it has become a daily routine for her live broadcast room to have tens of millions of viewers. So why can her fans be so actively mobilized? Celebrities have a lot of fans, but why do they always fail when promoting products?

Because the purposes of fans’ stay are different, the external output attributes are naturally different .

Most of the fans of celebrities are accumulated through their works, and they do not have a strong following attribute, which is what we often call "good popularity among passers-by". The relationship between this type of celebrity and their fans has not cultivated the attribute of selling goods that is easily converted by following trends, so the live streaming of goods is often popular but the number of transactions is small.

Of course, there are also some traffic kings among celebrities. Some of these celebrity fans are what people often call " brainless fans", who spare no effort in chasing stars , such as voting for rankings, buying a whole box of yogurt and pouring it down the sewer after opening the lid. But everyone should know that stars of this scale do not have the time to regularly do live streaming to sell goods, and the vast majority of stars who truly "come down from the altar" to sell goods do not have the attributes of traffic .

Xue Li has established her ability to influence the flow of goods since the early days of text and pictures. She is a dressing mentor and fashion trendsetter for many girls, and an opinion leader who can influence a large number of followers to buy, buy, and buy. She has always given her fans a very strong consumption guidance. It can be seen from the content of her Weibo that she influences fans' consumption in all aspects of life, including food, clothing, housing and transportation . And fans are accustomed to this, and there are even a large number of fans who just want to follow her and buy things like her, so it goes without saying that they are followers.

Therefore, her own fan base is very beneficial to the form of live streaming sales.

The character is established

The personality of a live-streaming anchor is very important and needs to be driven by strong commercial attributes, especially for Sydney, who wants to further expand her audience and increase the number of live-streaming fans based on her existing fans. She needs to retain users through an obvious personality during the live-streaming process.

For Sydney, there are two points to building a character.

First of all, it is the right to speak in professional verticals.

As the manager of a Taobao brand store, Xue Li has a very high say in fashion fields such as materials, styles, and clothing matching. Whether it is the ability to select styles or the long-accumulated product reputation in the hearts of fans, it can help her establish her professional image in the clothing vertical (similarly, Wei Ya also started out in the clothing industry and has her own factory to produce goods, and the clothes in her own store are sold out in seconds after they are put on the shelves).

This professional ability also radiates to the field of beauty and skin care. Sydney's reputation as an internet celebrity and fashion guru has helped her quickly establish credibility in related fields.

Plus her family role. She has a two-year-old son, and her identity as a mother makes her more authoritative in recommending maternal and infant products. Her identity is more closely matched, and she can transform her sense of participation into a direct sense of trust, thus expanding the scope of her product promotion services. There is also her intimate interaction with her husband "Aunt", and the image of a virtuous wife is very vivid, giving her a more down-to-earth personality, and she can easily get small household appliances, daily household products and other products.

Secondly, it is either low-priced and popular, or rare and high-quality.

What can really retain consumers in a live broadcast room in the end must be low prices.

Xue Li once claimed that her investment promotion team was particularly "strong" and was battling with brands with the determination to get the "lowest price on the entire network" for her fans. Every day was like a "war". With the support of Chenfan, which claims to have 1,000+ high-quality flexible supply chains, its bargaining chips are bound to be stronger and it will be able to bring more benefits to consumers.

Moreover, as a permanent guest in the live broadcast room, her husband always uses the persona of a "domineering president" and occasionally gives out benefits and subsidizes goods out of his own pocket to support Xueli's sales. Although it is full of routines, the progressive discounts are really effective for consumers.

Of course, Sydney’s live broadcast room is not just about low prices.

On September 1, Tmall Global announced its official cooperation with Chenfan, and Chenfan became the official MCN for Tmall Global’s overseas direct mail. I believe that the products in Xue Li’s live broadcast room will see a significant improvement in terms of category depth and exclusivity.

Preheat the entire network and use flexible marketing methods

Xue Li's ability in full-network marketing is also particularly strong. Although she does not have a large platform to back her up like Luo Yonghao on Douyin, Liu Tao on Juhuasuan, and Zhang Yuqi on Kuaishou, she has accumulated years of experience in celebrity marketing and has done a very good job in linking various platforms and online and offline.

Five days before the live broadcast anniversary event began, Sydney had been making previews on Weibo non-stop. Almost every piece of content carried the anniversary topic #悉尼直播一个年年##0828悉尼球迷节#. She kept posting previews of live broadcast products, guest previews, forwarding lotteries, preparing documentary vlogs, liking related content, etc., to flood Weibo with messages and deeply activate the platform's fans to divert traffic to the live broadcast room.

Not only that, Sydney also launched resources such as Weibo splash screen, covering content users from different paths, bringing extremely high frequency exposure to the anniversary event that day.

In addition to off-site resources such as Weibo, Xue Li has preheated the show many times in the Taobao live broadcast room to ensure that her "die-hard" fans who have formed consumption habits and are regular residents in the live broadcast room can wait in line on time and not miss it.

Offline, Xue Li's company Chenfan E-commerce has also invested a large number of resources such as light boxes, billboards, and riverside light shows. While personalizing the calls for its own celebrities, it is also warming up for anniversary activities and expanding its momentum.

Matrix red person layout

Chenfan, founded by Xue Li, currently has more than 200 celebrities and a total online fan base of over 200 million. In 2019, its GMV exceeded 3.3 billion. From the company's slogan, we can roughly see that the company's development focus is "a multi-brand fast fashion group driven by celebrities + AI."

The celebrity matrix is ​​naturally a topic that cannot be avoided.

Chenfan helped Sydney’s live broadcast anniversary celebration event to carry out dragnet publicity through matrix linkage with celebrities across the entire network. Not only were there special related content materials released, but there was also deep binding interaction among celebrities , creating a promotional network with Sydney as the core, which was interconnected and progressive, with multiple paths and layers of penetration, covering the largest area of ​​relevant users and building momentum for the event.

Moreover, in the daily live streaming process of selling goods, celebrities under Sydney always appear in groups as models to show their faces. Not only can the professional display of celebrities bring more considerable sales for the products, but the two can also divert traffic and convert fans to each other. Celebrities increase their exposure in Sydney’s live broadcast room, and can also divert their fans to the live broadcast room to buy goods, so both sides promote each other.

Chenfan's extensive layout on the influencer side covers multiple platforms including Weibo, Xiaohongshu, Bilibili, Taobao, and Douyin. Xueli is at the center, serving as a benchmark to influence its influencers, while also requiring feedback from influencers scattered across various paths to bring in traffic. A matrix marketing system that is both decentralized and aggregated has been formed.

In general, Sydney’s success in live streaming sales reflects her multi-platform traffic operation ideas and the adaptability of her own supply chain + external quality supply combination.

It is reported that in the latest anchor list released by Taobao, Sydney's 34 million live broadcast views have surpassed Li Jiaqi and ranked second. We will have to wait and see whether she can truly leap into second place by constantly making efforts in the areas of influencers, supply chain, and brand.

Author: Plum Soup

Source: Sour Plum Soup