Kuaishou brand self-broadcast transaction formula

It is no longer a new thing for brands to sell products through Kuaishou live streaming. Many brands have achieved sales of over 10 million on Kuaishou.

But in the past, what we saw most were individuals or expert anchors helping brands sell products. They independently conducted investment promotion and product selection, and helped some brands to broadcast on their behalf.

There are not many real brands involved in this, such as home appliances, clothing, etc., especially some well-known domestic brands. If users want to buy their products, they often need to go through the live broadcast rooms of other anchors.

But as can be seen from the case of Bestore, this situation is already changing.

1. Bestore and Kuaishou jointly create a brand self-broadcasting feast

On April 27, the well-known snack brand Liangpin Puzi launched the Kuaishou Fan Festival and collaborated with Kuaishou to create a feast of brand self-broadcasting.

In fact, Kuaishou has been actively guiding and encouraging brands to broadcast their own content on Kuaishou, and Bestore has seized the opportunity and become the first brand to reap the benefits.

As early as July 31, 2020, Kuaishou teamed up with Bestore to hold the brand's first live broadcast. In just 4 hours, the GMV of Liangpin Puzi's goods exceeded 14 million, with a total of 3 tons of goods.

At that time, Liangpin Puzi only collaborated with Kuaishou anchors to carry out sales activities, and its role was more of a supplier.

Now, less than a year later, Bestore chose to start its own live show on Kuaishou, which is enough to show that Bestore realized the importance of self-broadcasting on Kuaishou.

The number of viewers for the live broadcast that night was nearly 10 million, the total GMV exceeded 23 million, the total number of clicks on the products exceeded 1.64 million times, and the average customer order exceeded 180 yuan, setting a record for the single-event sales of snack brands on Kuaishou e-commerce this year.

In the past, when anchors helped brands sell goods, they were often the ones who benefited more. Not only did they use the brand effect to attract fans to sell goods, but they also gained fans by offering benefits due to price and other advantages.

But for Bestore, the gain from this brand self-broadcast was not only more than 20 million in sales that night, but also 276,000 brand fans.

This actually brings new inspiration to brands on how to play live e-commerce, which is to establish the brand's own personality and follow the personality economy route that is unique to the live e-commerce industry; create personalized content, and brand your account image and content with the brand's own personality attributes, so that fans can remember what kind of "person" you are. Only in this way can the brand truly accumulate private domain traffic and achieve long-term conversions in the future.

The fans accumulated from this case have laid a foundation for the brand's long-term interaction and conversion in the future, which is far more meaningful than the transaction amount.

2. Brand self-broadcasting is the biggest bonus for long-term growth of enterprises

Although this brand self-broadcast of Bestore is just one of many brand self-broadcasts on Kuaishou, it is enough to prove the feasibility of Kuaishou’s brand self-broadcast model.

Through the product and sales linkage between Kuaishou’s public and private domains, we can help brands achieve rapid growth, which is something that no brand should ignore with prejudice. We can draw several conclusions from the successful case of Liangpin Puzi’s product promotion.

1. The necessity of launching Kuaishou brand self-broadcasting

a. Self-broadcasting will become a stable way for brands to sell goods through live streaming

There are many companies that still don’t understand what live streaming is? In other words, what are the benefits of live streaming for enterprises through Kuaishou content construction.

Because in the minds of many brand owners, offline physical stores and online stores are considered sales channels.

In fact, Kuaishou is not only a content platform, but also an e-commerce platform. We all know that traffic equals transaction capacity, and consumption desire equals purchasing power.

What Kuaishou has no shortage of is consumers: in 2020, Kuaishou had more than 300 million daily active users, and the average daily usage time of users exceeded 87 minutes. This set of figures fully demonstrates Kuaishou's massive user base.

For any brand, there is currently a huge bonus period for self-broadcasting on Kuaishou. Self-broadcasting will become an indispensable channel for stable brand shipments and long-term brand exposure.

b. Kuaishou users need brands

Kuaishou live streaming e-commerce has experienced a period of rapid development and growth in the early stages. The rapid growth in the number of users may have led to the inability of the growth of goods to meet user demand. Many people's impression of Kuaishou e-commerce is still stuck on products such as 9.9 yuan for 5 packs and 49.9 yuan for 10 packs.

But we cannot stay based on past cognition. In fact, we have big misunderstandings about the needs and purchasing power of Kuaishou users, or even know nothing about them.

At present, the user distribution of Kuaishou is basically the same as the distribution of Chinese Internet users. Kuaishou users certainly also want to buy better goods, reliable goods, and branded goods. The purchasing power of Kuaishou's "old friends" should not be underestimated.

Data shows that in the past year, the number of revenue-generating users on the Kuaishou platform reached 23 million, and the GMV of Kuaishou's e-commerce was 381.2 billion, a significant year-on-year increase of more than 539%. The average repurchase rate increased from 45% in 2019 to 65% in 2020.

Now is the best time for brands to enter Kuaishou’s self-broadcasting market.

There is both the cultivation of consumption habits in live e-commerce in the early stages and a huge amount of unmet brand consumption demand among users.

c. The characteristic of Kuaishou e-commerce is the private traffic pool

Many people's impression of Kuaishou is that it is an "old iron" economy, which also means that users on Kuaishou actually pay more attention to emotional consumption and consumption based on human trust.

At first glance, this may seem incompatible with the brand, but in fact, this understanding is also wrong.

On Kuaishou, a brand is also a "person"!

The village chief believes that if a brand wants to sell products through live streaming on Kuaishou, it must first establish itself as a person with emotions, content, and trustworthiness. This is called brand personification.

This is different from traditional shelf e-commerce: traditional e-commerce is to pile up a lot of goods in front of users, allowing users to choose for themselves, and leave if they are not interested.

The biggest difference in Kuaishou is the existence of the personal economy. It is precisely because of the influence of the old iron culture that brands with personalities can truly settle down in the private domain.

The essence of private domain traffic lies in emotional maintenance. Relationships cannot be established without emotional communication, so Kuaishou is the real private domain traffic live streaming sales.

2. The benefits of doing brand self-broadcasting on Kuaishou

a. Self-controlled flow

For brand owners, if they have enough fans through content and live streaming, they can interact with fans or sell products through live streaming at any time.

Instead of being restricted by other anchors, brands can make flexible adjustments at any time based on the live broadcast traffic situation, such as directing traffic to the public domain.

b. Customer relationship management

Brand self-broadcasting provides an opportunity for brands and consumers to communicate directly.

You can know what content users like to post, which products they like, and even their opinions on brands can be collected directly.

When a brand hires a proxy broadcaster, it is easy for the host to not have a clear understanding of the products or to give vague explanations, but self-broadcasting can be adjusted well based on user feedback.

This allows brands to not only obtain first-hand information, but also solve user problems in a timely manner.

c. Product maintenance

Because of the full understanding of fans, the brand can also make adaptive adjustments to its products.

On a small scale, we do a good job in selecting products and combining packages for special events to satisfy consumers.

From a broad perspective, it is entirely possible to develop customized and specialized products for Kuaishou fans.

Therefore, the biggest advantage of self-broadcasting is that brands have more flexibility and the opportunity to get closer to and face users directly.

3. Kuaishou’s brand self-broadcasting transaction formula

Since brand self-broadcasting on Kuaishou has such benefits and necessity, how should brand owners conduct self-broadcasting on Kuaishou?

Before talking about the method, it needs to be emphasized that in order to support brands to broadcast their own content, Kuaishou has recently launched a series of support policies for brands.

One is that Kuaishou is further lowering the threshold for merchants to enter , which makes it easier for brands to directly face Kuaishou's hundreds of millions of users.

Secondly, brands on Kuaishou e-commerce have the opportunity to enjoy favorable policies such as brand-exclusive IP activities, brand JBP plan , product empowerment such as Expert Plaza & Distribution Boutique Library, user CRM brand private domain marketing tools, as well as traffic support such as S-level resource positions on the site and brand strategy special resources.

Based on these favorable policies, the village chief believes that if brands want to do a good job of self-broadcasting on Kuaishou, they must follow this transaction formula:

Brand self-broadcasting transaction = video seeding x public domain traffic diversion x private domain live broadcast

1. Video seeding

Kuaishou has always been a platform that uses content as a carrier and a platform for communicating with users through content. Content is both an emotional hook between brands and users and a tool to encourage users to generate consumption behavior.

Therefore, for brands, they naturally cannot ignore the content construction on Kuaishou.

Whether it is a store or a product, it cannot generate flow in the channel by itself. Content is different. When you produce content on Kuaishou, it has the opportunity to be seen by your potential customers, thus attracting their attention. The more exciting your content is, the easier it is to generate trust and transaction relationships.

So what kind of content should brands post on Kuaishou?

I think it is multifaceted: it can be the story of the brand and the user, the story of the brand’s production, the tips on how to use the product, or the story of the brand’s participation in social construction.

But you still have to remember one premise: it must not be a rigid advertisement, but a dialogue with users to convey your thoughts and values ​​to users.

2. Public domain traffic diversion

Content is a long-term public domain traffic diversion mechanism built by the brand itself, but for brand owners, it is difficult to solve the problem of difficulty in attracting fans and conversions.

This requires the use of the traffic tools officially provided by Kuaishou, combining two-way methods to improve customer acquisition efficiency.

For example, since the launch of Kuaishou Store, it has helped countless merchants to steadily increase sales by relying on precise fan positioning and powerful data empowerment mechanism.

At the same time, we use Kuaishou Fentiao to promote high-quality short videos of product content, taking a two-pronged approach to obtain various types of user traffic.

3. Private Domain Live Broadcast

The first two things are done to serve our last project, private domain live broadcast.

With content to maintain users and advertising to attract users, closing deals is a natural process.

However, when doing brand self-broadcasting on Kuaishou, you should pay attention to three points:

1. You need to have a regularity , and definitely not give up halfway. Otherwise, you are just selling without any preparation, rather than having a companionship relationship with your users.
2. You need to be down-to-earth . The so-called down-to-earth does not mean being low, but communicating in a language that fans can understand and in a way that they like. Doing business on Kuaishou relies on a friendship rather than a rigid consumer relationship, even if you are a high-end brand.
3. It must be authentic , allowing users to truly enjoy the brand’s benefits, delivering benefits in a simple and direct manner without any tricks, and also ensuring product quality.

Only in this way will users be willing to help you spread and share, and continue to consume and support you next time.

In the past, traditional e-commerce was driven by products, and transactions were completed through shelf displays and price screening.

However, Kuaishou is driven by content and relationships, changing from a product + public domain delivery model to a content + private domain emotional co-construction model, which is more reliable and longer-lasting.

Therefore, the village chief summarized the Kuaishou brand’s self-broadcasting model into three specific aspects: creating content, creating relationships, and creating consumption.

Finally, I would like to borrow a sentence from Xiao Gu, the head of Kuaishou's e-commerce, at the 2021 Kuaishou E-commerce Gravity Conference: "The live streaming e-commerce industry is in a high growth trend, and in the future live streaming e-commerce will be a market of over 6 trillion yuan."

Judging from future trends, the cost of public domain traffic is high and the cost of acquiring customers for merchants continues to rise. Content e-commerce dominated by private domain traffic leads traditional public domain e-commerce platforms in growth rate, duration and stickiness. Private domain traffic is the explosion point of the value of live broadcast e-commerce platforms in the future, and brand self-broadcasting has huge dividends.

Author: Shili Village

Source: Shili Village