Lao Luo’s first Douyin show, 4,000 words you must read about live streaming!

Lao Luo is on the hot list again, returning to his main business: internet celebrity career. The total payment transaction amount exceeded 110 million yuan. The number of viewers exceeded 48 million. This is a very good set of numbers. At the same time, and more importantly, this marks the beginning of Douyin's aggressive entry into live streaming sales. If we don’t discuss live streaming sales today, it would be as if we have been left behind by the times.

Bobo has been very busy lately. But compared with Mr. Luo's highlights, it is negligible. (humble.gif)

Busy making short videos and live broadcasts. I have done more than 20 live broadcasts in the past forty days. The types span: live sales (mainly to sell my new books, including Tmall, Dangdang, and Pinduoduo), live lectures (various companies invite people to share business lectures), Kuaishou live broadcasts (completed live sales + lucky draws with multiple top anchors, etc.), and Douyin specials (light knowledge sharing), with a total of more than 5 million views. It’s better to wait an hour or even half an hour for Li Jiaqi and Luo Yonghao. (Ordinary anchors have a hard time) Currently, short videos are still in the exploratory stage. It’s hard to talk about my successful experiences, but I can share a lot of failed experiences with you. Anyway, I am not afraid of failure. (We need to work hard on this this year. It won’t be shameful if we fail to do it, but we will definitely regret it if we don’t do it.)

Why are you so stubborn to do this?

Because this era is so difficult, if a writer does not understand the language of the camera, it is equivalent to losing one third of his language ability. In addition, if you don’t understand the language of young people, it is equivalent to losing about one third. Coincidentally, young people are all playing short videos and watching live broadcasts. Whether he is on Douyin, Kuaishou, or Bilibili.

I'm not exaggerating. Human attention is the core resource. If they pay attention to other things, they won't pay attention to yours.

For all practitioners, this is a generational journey. This is not a temporary online growth during the epidemic.

This is even more true for brands.

There are two main schools of thought among the older generation of brand people (sorry, they are really older). One is the "looks very scientific" school of foreign companies, and the other is the "Chinese metaphysical positioning" school. The design path of the former is very long, while the entire marketing plan of the latter is mainly based on one sentence of positioning (probably being far ahead and number one in sales nationwide), and whether it will be popular or not depends on luck.

These two paths are OK if there are sufficient resources and time.

But the biggest problem facing 99.99% of non-leading companies today is: time waits for no one, users are very busy, competition is fierce, and resources are scarce.

That is to say, we don't have a lot of money, so don't try to play the way the rich families do.

Today, users do not necessarily need CCTV’s endorsement to trust a brand. An IP that is recognized by an individual can endorse a newly launched product and can also create its own independent brand.

Today, unconsciously scrolling and viewing short videos have replaced active searches. The algorithm knows what you want.

Today, what you see is what you get in live streaming sales. The perfect new infrastructure foundation allows you to consume without feeling anything and receive the products quickly.

In fact, all brands need a round of reshaping or even a great leap forward to adapt to the current hell mode of commercial competition.

We need to have a new understanding of short videos (including medium and short videos) and live broadcasts. This is a reconstruction of organizational capabilities, channels, brands, and the links to achieve sales. Rather than just a simple gadget.

In the past year, the main traffic redistribution on the mobile Internet has occurred on short videos and live broadcasts. According to Questmoblie's data in June 2019, the number of active users of short videos increased by 32.3% compared to 2018, reaching 821 million, and we know that there was even more rapid growth in the following nine months.

During the most unforgettable Spring Festival for Chinese people that just passed, there was a redistribution of mobile Internet traffic. Short videos accounted for a full 5.5% more than during the Spring Festival in 2019. Even on normal days, it is 3.4% more.

If converted to each user, the average duration has increased from 78 minutes during the Spring Festival in 2019 to 105 minutes during this year's Spring Festival. 96 minutes on a peace day.

Let’s take a look at the platform data: In June 2019: Tik Tok’s first- and second-tier users accounted for 44%, and those aged 19-35 accounted for a total of 69.4% of users. Among Douyin’s live streaming users, 24.5% spent more than 1,000 yuan on shopping, and 47.9% spent 200-1,000 yuan. And users who like to watch live broadcasts on all platforms spend almost more money.

The future is already here, it’s just not coming as evenly.

Back to Luo Yonghao’s first Douyin appearance. Some people complained, some criticized, some supported, and some sighed.

My opinion is: this is not an isolated incident, it means that the second half of the short video platform ecology and model has begun.

The model of using short videos to increase breadth, live streaming to build trust, and a cycle of building brand assets and traffic has been successfully implemented. This is no longer a secondary battlefield, but a main battlefield.

For the platform, as the number of short video and live broadcast users has approached 900 million, it is bound to enter the era of inventory. The competition in the second half will mainly be the ultimate PK between "retention" and "commercial monetization". Live streaming with goods must be vigorously developed by Douyin in order to achieve these two goals.

And the data analyzed in 04 has shown that habits will not change back with the end of the epidemic. Once some things are changed, they will never change back. At present, businesses across the country have actively or passively accepted live streaming, which is the formation of a trend.

There are actually a lot of misunderstandings and prejudices about short videos and live broadcasts. Below I share my thoughts and the results of the survey. To this end, I had in-depth communication with several leading profitable MCN agencies, brands, and upstream and downstream companies.

1. There is still a lot of room for imagination in live streaming. He pretended to be cool and said that he reorganized the personnel and goods market. The reorganization of this human-goods market will have different appearances based on different platforms. For example, on Kuaishou, there are anchors who are trained + super promotions + old friends

You download a Kuaishou. Then click on a host’s live broadcast room. The list in the upper right corner is arranged according to the amount of reward. Appearing at the top of the list is called hanging on the list. A fixed sales model has been formed on Kuaishou. It is the "anchor-merchant reciprocity model". What does this mean? That is, as long as the amount of reward you give to the anchor ranks in the top five or ten, the anchor will connect with you and help you sell products. At the same time, they will call on their fans to follow you, which is called "dumping people". (The efficiency of this is extremely high, often more than 50,000 or 60,000 for one event) Finally, let me explain what stealing a tower means, which means that you launch a blitzkrieg and suddenly recharge a lot of money to become No. 1 on the list and gain the greatest benefits, while the original No. 1 suddenly wastes a lot of money. This is called stealing the tower. (It is said that the official has recently standardized the way of playing on the leaderboard, which means that other people's playing methods will be banned, and we may not know it yet.)

So on Douyin, I think this human-goods market has not yet been defined. At least Lao Luo set an example today, which is called the slow and methodical PPT analysis type. This is a style that a group of people like. It also means that there are more styles that can emerge and be defined. At the same time, the value of the brand show is reflected. Don't be led astray by just a few heads. We are optimistic that Douyin’s inherent attributes of being trendy and cool young ladies and young men can create many new live streaming methods in different categories.

2. Except for a few well-known giants, it is impossible for others to do it. That's not the case. It’s just that the media only reports on the big names.

Taking Douyin’s October 2019 expert sales ranking as an example: accounts with 0-100,000 followers accounted for 21.16% of the total number of followers, while accounts with 100,000-1,000,000 followers accounted for the highest proportion (31.74%).

This is thanks to TikTok’s love-hate algorithm. In Tik Tok, having many fans does not mean that every video will have stable playbacks. It mainly depends on a highly complex algorithm (no one can understand what it is in full). Fans have low weight, while algorithms have high weight.

For this purpose, I also read a lot of books and did a lot of homework. Perhaps it’s because the factors involved in this system are extremely complex. So don’t believe in some metaphysics.

Let me share with you an algorithm from Toutiao (not TikTok): for example, if you search for NBA frequently, the system will determine that you like NBA, but it will also continue to analyze whether you often watch the Rockets or other teams and famous players to determine what content you like to watch the most. If it is the off-season, the algorithm will be adjusted to push more highlights that you want to watch, etc. again

The algorithm in Douyin, which is a descendant of Toutiao, is also very complex, but smart enough. This is also a reflection of “content first”. Once your content innovation fails to keep up, no matter how big your account is, it will be forgotten in a short time.

This gives everyone a (close to) fair chance. This is why, in addition to the head, brands should also pay attention to a large number of shoulder, waist and even tail KOLs.

It is mainly watched by bored people. In fact, with the rapid expansion of users, it has become a broad spectrum of users, which means that it is similar to the real social structure. This has been mentioned in the multi-page data analysis in 04. It’s just that one group of people has a longer duration, while another group of people has a shorter duration.

3. In the past, product and effect synergy was extremely difficult to achieve. But now in fact, through an effective combination of short video + live broadcast + text, it is possible to quickly achieve brand breakthrough.

First of all, depending on your budget, you can choose KOLs of different sizes, or even collaborate with amateurs. Taking cosmetics as an example, the best way to play is to find celebrities to support it + challenge + distribute retouched photos. Then choose the top KOL in your category, do reviews, ingredient analysis, customized makeup, and unboxing recommendations. Then find some drama-based and other high-traffic content for product placement, mainly to increase the amount of traffic. Finally, you can also contact a group of KOCs to recommend gifts.

Live streaming is an important way to both plant and remove weeds. It is also the only way for big short video accounts to break through the business ceiling.

Last year, a bubble mask produced by PROYA spent nearly 200 million yuan on marketing on Douyin, using almost all the tricks. It quickly became popular due to its extremely visual impact.

Hua Xizi’s carved lipstick also started to be sold through live streaming.

I think it's coming, it should be on the way. There will be a batch of new products from big brands that are developed entirely for short video live streaming channels.

4. Live streaming is not the same as TV shopping. From the perspective of live broadcasting skills, this is indeed the case. But from the perspective of omni-channel marketing and interactivity, it is not. Live streaming blogging mainly relies on the trust of users and the perception that I am selling goods and my prices are good. To some extent, it contains the concept of a development system. In addition, because there are now abundant Internet tools, the customers who come in can be divided into different traffic pools for management, so this is an iterative product that is different from the TV shopping of the past.

5. Many people still think that live streaming is just a passing fad that will fade away after a while. I used to think so, but now I don’t think so. As pipelines and supply chains improve, and user habits become established, this could really kill some people. At the same time, it must be emphasized that most people go online mainly to kill time. The live broadcast killed off the TV variety shows. You can always find a live stream that suits you.

6. Don’t learn it yourself, but try to hire someone to do it for you. In fact, this should be a top-level project, or at least a top-level project for the business unit. So bosses, don’t hesitate and don’t worry. This is the last window.

May Beauty is an MCN agency focusing on beauty short videos. May is from Linyi. He originally started a WeChat public account business, but began to fully switch to Douyin in mid-2018. As of now, it owns 38 beauty and cosmetics accounts with a turnover of millions (including tens of millions). The total number of fans exceeds 100 million.

Alin Shining is one of their IPs with 5 million fans. It has become an IP that customers particularly love because of its clear personality, high-quality fan base, stable interaction volume and other reasons.

And the chicken brother picks the ingredients. Although there are only 416,000 fans. However, due to the good angle, its profitability is actually not weak.

At the same time, a group of bloggers under May Beauty have begun to quickly transform into live streaming this year. May Ren said: Although not all bloggers can become live broadcast bloggers, because May MCN has many KOLs, it is currently the second growth curve that they are very optimistic about.

For example, some bloggers, because they are good at immersive communication, can make 400,000 yuan in one live broadcast, and 1 million yuan after a period of time. Beauty products are high-profit products, and by doing 1-2 live broadcasts a week, it is easy to generate an extra 200,000 yuan in profit. At the same time, we currently adopt a model of 0 pit fees and pure profit-sharing, which customers are very supportive and willing to pay for.

As mentioned earlier, this is the second half of the battle between short video platforms regarding "inventory" and "monetization efficiency". Live streaming combined with short videos can increase production and revenue for both creators and platforms.

What is imagination?

Imagination is the ability of a person to create new images in his mind based on existing images. During the SARS epidemic in 2003, you could hardly imagine the existence of almost all the apps and even mobile phones we have today.

And those who dare to imagine can always go a little further. In the second half of the live broadcast, in addition to the existing routines, I think there are still many things worth exploring.

Author: Shen Shuaibo

Source: Jinjibo Finance