Kuaishou live streaming sales cases for maternal and infant products

Live streaming e-commerce has become a new growth point in the maternal and infant industry.

According to Magnetic Data, the penetration rate of the maternal and infant e-commerce industry has continued to rise in recent years, rapidly jumping from 6% in 2013 to about 28%. In 2021, the transaction scale of the maternal and infant e-commerce industry exceeded one trillion yuan.

At the same time, with the acceleration of the online process of maternal and infant care and the entry of high-quality maternal and infant anchors, Kuaishou has gradually formed a vibrant maternal and infant e-commerce ecosystem. With its support, maternal and infant brand marketing and e-commerce conversion have ushered in a broader blue ocean.

Nowadays, maternal and infant products have become an important category of live streaming e-commerce, and merchants and individuals entering the maternal and infant industry are quietly "digging for gold" on Kuaishou.

"Xixi Ma", who entered the children's clothing market, is one of the anchors who was made successful by the rapid development of maternal and infant e-commerce. Since its first contact with Kuaishou live streaming in 2019, in three years, Xixi Ma has carved out a space of its own in the maternal and infant track by relying on its deep cultivation in the children's clothing category.

Up to now, her account "Xixi Ma (Children's Clothing)" has accumulated 3.58 million followers, and the GMV of a single live broadcast room has leaped from 100,000 to 10 million, with daily sales of children's clothing reaching 20,000 pieces. During this year's Kuaishou e-commerce Quality New Year Festival, Xixi's mother also actively participated in platform activities. With the support of official traffic, the GMV of the live broadcast room reached 9.6 million; throughout January, the cumulative GMV of the live broadcast room exceeded 14 million.

How did she do it?

1. Transform from traditional e-commerce to enter the "big kids" market

Before joining Kuaishou live streaming, Xixi’s mother was a Taobao shop owner. After graduating from university, she followed her husband to start a life in Beijing and opened an online store on Taobao. In 2019, the traffic of traditional e-commerce gradually became unstable, and they suffered huge losses at one point. However, live streaming e-commerce was gaining momentum, and Xixi’s mother decided to give Kuaishou a try.

Because she entered the market early and had been "baptized" by the traditional e-commerce industry, she quickly and clearly entered the "big kid" track in children's clothing. Compared with the fiercely competitive "small kid" track, this niche field had few fans at the time and was more suitable for the account to grow and take root. Different from the previous path of increasing followers by “creating content first and then live streaming”, they choose to develop short videos and live streaming at the same time.

In March 2019, Xixi’s mother started her first live broadcast on Kuaishou. In more than an hour, she sold a total of 7 pieces of children’s clothing, with a profit of 5 to 10 yuan per piece. Since the fan base was small at the time and no investment was made, they were optimistic about the result. "If the fans are satisfied, they will repurchase. The overall industry is still good."

The turning point came in August 2019. At that time, the TV series "Dear, Loved" was on air. Li Xian, who played the male lead, was called "current boyfriend" by fans and became popular all over the country.

In Xixi’s mother’s shop, there happened to be a homemade children’s clothing that was the same style as the character in the drama. “Same style as my current boyfriend” therefore became a hot topic on Kuaishou, causing the popularity of the account to soar. According to Xixi's mother's recollection, the number of followers increased by nearly 200,000 at that time, the profitability of the entire account was also good, and she became more confident.

After 8 or 9 months of live streaming, the number of followers of Xixi’s mother’s account has skyrocketed like a snowball. After adapting to the rhythm of live streaming, she also began to explore more ways to play on the platform. In June 2020, she tried to cooperate with the brand and launched her first brand special event - "Little Yellow Duck Special Event".

"At that time, there were not many people watching the brand-specific live broadcast because no one had tried it. In addition, the price of the little yellow duck was relatively high, so we thought it might not sell well. But later we found that customers were quite receptive to the brand. Usually, there were only two to three thousand people online, but that day the number of people online rose to seven to eight thousand." Xixi's mother told Kas Data that tens of thousands of children's clothing sets were sold in a single live broadcast, with a GMV of more than 2 million.

The profits brought by long-term live broadcast are very considerable. Three years after joining Kuaishou Live, Xixi Ma already has 3.58 million fans. In August last year, the GMV of a single live broadcast exceeded 10 million. In addition to the children's clothing segment, she began to expand into more cross-category areas.

"At present, one-third of the children's clothing in the live broadcast room are produced by ourselves, another one-third are supplied by long-term suppliers, and the remaining one-third are various cross-category products, such as mother's clothing, shoes, and men's clothing. We hope to make users accustomed to you promoting various products." Xixi's mother introduced.

2. Create a "strong mother" persona and operate private domain traffic

The fact that Xixi Mama can attract millions of fans is closely related to the increasingly perfect maternal and infant e-commerce system on Kuaishou.

According to Magnet Data, people who buy maternal and infant products spend an average of 40+ hours per month on content platforms focusing on maternal and infant products. Among them, Kuaishou has become an important channel for this group of people to obtain consultation and make consumption purchases. From January to June 2021, the number of users on Kuaishou who follow maternal and child-related content increased by 14.5%.

It is worth noting that women born after 1985 and 1990 are the core consumer group of maternal and child content. Looking at the fan portrait of Xixi’s mother, female fans account for about 95%, of which 35% are between 24 and 30 years old, and the majority of fans are between 31 and 40 years old, accounting for 43.89%. This group of people often have another identity as "moms" and have a stronger desire to consume high-quality online maternal and child content. They also have a higher conversion rate and fan stickiness.

What makes Xixi’s mother impress users is that she is a mother of two children. The similar identity can easily resonate with users and invisibly narrow the distance between her and her fans. Therefore, "Strong Mom" ​​has become the main character created by Xixi’s mother.

Around this identity, Xixi's mother, on the one hand, focuses on the shooting and planning of original short videos. In addition to paying attention to the role of short videos in attracting traffic and planting grass, she also shoots some daily life, such as sharing her own life experiences, parent-child dressing tips, and daily interactions with her daughter, etc., to deepen fans' sense of identity.

At present, Xixi’s mother has nearly 9,000 public short video works. "We will post some life jokes about every four or five days, or shoot some daily emotional moments for users who have just been married for five or six years." Xixi's mother told KasData.

At the same time, as a "mom", Xixi Mama can better hit the users' "pain points" when selecting children's clothing.

Looking at the products in her live broadcast room, "foreign style" and "comfortable" are the key words. There are both basic sweatshirts and sweatpants, as well as eye-catching new products of the season such as Chanel-style jackets. Users in the live broadcast room kept asking in the barrage, "When will the Chanel-style jacket be available? Are there any Barbie pants left?"

When explaining individual products, she will also start from the perspective of a "mom", pay more attention to the material and fit of the clothes, and bring out other items to match, emphasizing the matching and cost-effectiveness of children's clothing.

On Kuaishou, which focuses on "content + private domain", if merchants want to build a long-term business, accumulating their own consumer assets is an indispensable part. To this end, Xixi’s mother quickly integrated into the community atmosphere of “Kuaishou Laotie” and strengthened the sense of trust through interaction with fans.

"We sell the same kind of clothes that I let my daughter wear." Xixi's mother told KasData that being a host is actually like being the eyes of fans and finding cost-effective products for them.

Once, after the clothes were sent out, they discovered that there was a problem with the quality and the colors faded easily during washing. Xixi's mother apologized in the live broadcast room and short video, and directly refunded the money to the fans without the need to return the goods.

After a period of accumulation, Xixi Ma’s private domain operations have achieved real results, and the stickiness and repurchase rate of old users have been significantly improved.

"Almost all the customers on Kuaishou are old customers. A little bit adds up to a lot. The old fans in the live broadcast room will repurchase three or four times every quarter." Xixi's mother said, "The fan repurchase rate is very high. In each live broadcast, the fan purchase rate can account for about 70%."

3. Hot-selling products in the live broadcast room help increase GMV

At present, Xixi’s mother has built a 20-person live broadcast team on Kuaishou, including anchors, buyers, assistants, short video planners, etc. The live broadcast room entered a 24-hour live broadcast state, with a total of 4 mature anchors jointly managing the operation of the live broadcast room for a day.

As the main force of live streaming, Xixi's mother will appear in the live streaming room on time at 7:30 in the evening. This is often the time when the "mom" gets off work and starts her day of entertainment. Over time, it has become her usual broadcast time.

In addition to building up the persona of a "strong mom", Xixi's mother also has her own set of strategies for selling goods in the live broadcast room. To sum up her product ranking logic, there are three points: first, sufficient short video traffic and preheating; second, attention to the live broadcast room product ranking strategy; third, long-term investment and paid traffic to increase the GMV of the live broadcast room.

Specifically, before the live broadcast every night, Xixi’s mother will shoot short videos to attract traffic for the new clothing in the live broadcast, awaken the private domain in advance, and further discover the styles that users like based on the fans’ likes and feedback, so as to create popular items in the live broadcast.

During the live broadcast, Kas summarized Xixi Ma’s product placement strategy:

One is to increase the popularity of the live broadcast room by offering welfare products. In Xixi’s mother’s live broadcast room, the first five styles appear as welfare styles, with a customer unit price ranging from 9.9 to 19.9 yuan. This is an important means to increase the initial popularity of the live broadcast room and increase user retention. The second is to pay attention to the order of complementary products.

Xixi’s mother attaches great importance to the matching of items in the live broadcast room. After the main model has been promoted, she will promptly introduce matching sweatpants. During the explanation, she will take clothes from the shelves at any time to match them, so as to increase the conversion rate of complementary products.

Observing the prices of goods in his live broadcast room, the main models are priced between 29 and 69 yuan, among which winter clothes are slightly more expensive. The average customer price of basic hoodies and sweatpants is about 29 and 39 yuan respectively. The price setting is in line with the consumption wishes of most "moms", and also provides convenience for "matching purchases".

At the same time, the live broadcast room has also established a mature set of "guiding attention - stimulating interaction - changing prices on the spot - order conversion" rhetoric, which can retain users who really want to buy this product and accelerate conversion.

In terms of traffic investment in the live broadcast room, Xixi’s mother established a long-term traffic investment strategy in the early days of live broadcast. According to Xixi’s mother, the main purpose of early traffic investment is to ensure the speed of increasing followers of the account, while the focus of later traffic investment is on the popularity of the live broadcast room. "Recently we have been focusing on ROI. In terms of advertising, the ROI can reach 7~8." Xixi's mother said.

Take the example of a live broadcast by "Xixi Ma (Children's Clothing)" in August 2021 that attracted 3 million fans. The event was preheated three days in advance, with various raffle prizes to attract user participation, and approximately RMB 500,000 was invested in advertising during the live broadcast.

"Of the money, 100,000 yuan was used to make warm-up videos for old fans, 400,000 yuan was invested directly in the live broadcast room, 200,000 yuan was used to attract new fans, and 200,000 yuan was used to attract old customers." On the night of the live broadcast, the number of people online in Xixi's mother's live broadcast room reached a maximum of 10,000, with a total of 122 items on the shelves, and a GMV of more than 5 million.

IV. Conclusion

The rapid growth of Xixi Mama is a small microcosm of the entrants into the maternal and infant industry on Kuaishou. Its success is attributed to the consumption potential of users in the maternal and infant circle, which cannot be underestimated. It is also closely related to the merchants' exploration of platform gameplay and their unremitting progress in the short video and live broadcast tracks.

As we enter 2022, live streaming e-commerce is booming, the Internet business has entered the second half, and Kuaishou e-commerce has also entered a new stage of professional, refined and systematic operations.

In October last year, Kuaishou E-Commerce officially released the STAGE merchant operation methodology, and proposed the "Five-Plan" theory, which is to help merchants create as many "highlight moments" of GMV explosion as possible in live streaming sales by planning products, live streaming, commercialization, benefits, and highlights .

On December 30, 2021, at the "Kuaishou E-commerce Service Ecosystem Year-end Summit", after proposing "focusing on trust-based e-commerce, brands, and service providers" , Xiao Gu, head of Kuaishou e-commerce, announced that the 2022 Kuaishou e-commerce strategy will add "focusing on industrial belts" to support more industrial belt merchants and emerging brands relying on industrial belts, and upgrade the differentiated cost-effective products and source products in the industrial belts into truly emerging brands in China.

On the one hand, there are benefits for anchors, and on the other hand, Kuaishou’s maternal and infant e-commerce system is becoming increasingly perfect. We have reason to believe that as the penetration rate of Kuaishou's maternal and infant e-commerce industry continues to rise and the transaction volume exceeds one trillion yuan, the "Xixi moms" who enter this field will have greater possibilities in the future.

Author: Kas Data

Source: Kas Data