1 formula and 3 suggestions for selling products on Douyin!

Li Hao, CEO of Mars Culture, once judged that live streaming e-commerce is an extremely rare and visible "big trend" at the moment, and its commercial potential is more than 10 times that of short videos .

Compared with short videos, live streaming has greatly lowered the threshold for user participation, making live streaming possible for everyone, and restoring almost all offline transaction-related scenes online, which is a "reinvention" of traditional business.

Every "big boom" in the Internet in the past was based on the dual factors of user demand and commercial value, and both are indispensable. With the rise of e-commerce, the benefit to users is cheaper prices, while the benefit to companies and merchants is direct access to users, eliminating the offline dealer system. At present, as online traffic is concentrated on several centralized e-commerce platforms, the online customer acquisition costs of enterprises are getting higher and higher and they do not have direct control over users. The rise of short videos and live broadcasts has brought the possibility of "de-intermediation" to enterprises again .

There are always patterns to follow behind many things, and there are always ways to get in. So, how can companies seize this new trend?

In the past few days, Jianshi has made an appointment with Mars Culture and its Kas Data to focus on analyzing the data of the TOP100 anchors in sales on Douyin live broadcasts , hoping to find reference from them. After looking at these data, Li Hao believes that there is a clear formula for selling products on Douyin , and merchants can learn from them 3 good suggestions.

6 conclusions from the top 100 anchors with the highest sales in 30 days

01

From the content types of the anchors' daily videos, fashion丨outfit accounts account for the highest proportion, followed by drama丨funny and life record content;

02

From the perspective of the anchors’ fan increase: 87% of the live streaming accounts are gaining fans , and the average number of fans of the TOP100 accounts increased by 394,700 in 30 days. Of course, some anchors were unfollowed by fans because they started live streaming to sell goods or updated their content infrequently.

Overall, Douyin is still in its traffic dividend period, and anchors still have the opportunity to enter the market and make money .

03

From the perspective of release frequency: among the top 100 anchors in terms of sales, 82% release more than one video per day, and 6 accounts release more than 10 videos per day; 43% of the accounts are in a state of broadcasting every day, and the broadcasting frequency is gradually becoming stable. It can be said that the harder you work, the luckier you are ;

04

Judging from the sales volume and sales revenue of the TOP100 anchors: the anchors with more than 100,000 orders on 30 days accounted for 31%, and the accounts with cumulative sales revenue exceeding 10 million on 30 days accounted for 30% . Within 30 days, the average sales volume of the top 100 anchors was 14.06 million.

05

Judging from the average price of goods sold: 53% of the anchors sell goods at an average price of 50-100 yuan, followed by 100-200 yuan . Judging from the categories of products it mainly promotes/sells, beauty and personal care products account for the largest proportion, followed by clothing and accessories and food and beverages.

If we are a little familiar with the history of live streaming sales on Weibo, WeChat official accounts, and Taobao, we will know that this is a unique phenomenon in the early stage of the dividend. After that, the unit price and total purchase volume of goods purchased by users will continue to rise.

06

Portrait of active buyers in the live broadcast room: women account for a higher proportion (72%), users aged 18-30 are the main purchasers (accounting for 60.1%), mostly concentrated in southern provinces and cities, and users in Guangdong and Jiangsu love to shop in the live broadcast room the most.

3 changes that Douyin live streaming is experiencing

1. Clothing merchants enter the market in large numbers, and they are the most diligent and practical

Among the TOP100 selling accounts, a quarter of them carry clothing and accessories (mostly women's clothing), with dressing, fashion and recommendation accounting for the highest proportion , and there are also some drama and young lady/boyfriend accounts.

The backgrounds of clothing anchors can be divided into three categories : mainly Taobao internet celebrity stores that have transformed to sell goods on Douyin, some offline physical merchants and designer brands that have transformed online, and a small number of traditional companies that have mastered the clothing supply chain that are accelerating their entry into the Douyin platform, seeking business opportunities to monetize on the new traffic platform.

Clothing anchors are the most diligent, practical and dedicated, with an average of 138.7 videos released every 30 days and 33.85 live broadcasts. Although their sales and revenue per live broadcast are relatively low among the TOP100, clothing anchors still have impressive sales and revenue thanks to their high-frequency live broadcasts, strong content strategies and users' rigid demand for clothing.

Li Hao observed that a high frequency of broadcasts and a long duration of a single live broadcast will increase the official traffic boosting opportunities and improve the exposure rate of the live broadcast plaza and the conversion rate of viewers.

Not only that, clothing anchors are also the most worth learning group of sellers on Douyin. They have performed relatively well in content operation, traffic operation, fan operation and data operation .

As the number of vertical track accounts increases, anchors need to further strengthen their personal image building and personalized content production, supplemented by high-frequency broadcasts, matrix account construction, and paid purchase of public domain traffic (mainly DOU+) to avoid encountering development bottlenecks.

2. Brand official Douyin starts "crazy store broadcast" mode: 24-hour live broadcast and advertising

With the live streaming craze, many brands have started 24-hour live streaming on Douyin. During the launch of the new Land Rover Discovery Sport, it was broadcast continuously for 30 hours on Douyin; Secoo started 24-hour live streaming on Douyin to sell goods ... Such operations are becoming more and more common now that live streaming has become a marketing tool.

Take Secoo as an example: in Douyin’s 24-hour live broadcast mode, 5-6 anchors take turns to sell goods, shouldering the important task of selling goods and shooting videos (preheating and attracting traffic). It not only ensures the unity of the video personality and the person selling goods, but also (through multi-anchor live broadcasts) reduces the user's attention on the anchor and shifts the attention to the research on the "goods".

In order to increase the popularity of the live broadcast room, Secoo’s investment can be described as very "generous" . Not only will they choose to run information flow ads and DOU+ and other live broadcast rooms during the prime time of live broadcast (usually 17:00-23:00), but during the rest of the time, they will make precise live broadcast pushes to fans who are playing Douyin, in order to wake up and attract users to enter the live broadcast room to watch the show.

Kas Data monitored the live broadcast sales data of Secoo. In less than half a month, Secoo’s live broadcast sales on Douyin reached more than 1 million yuan, with an average customer spending of more than 6,600 yuan .

Secoo’s “live streaming + distribution” model not only sets an example for other brands, but also proves the consumption power of Douyin users through vivid cases.

It is important to remind you that brands that want to use the " live streaming + delivery " model should not evaluate the investment-output ratio in the short term. Because for platforms like Douyin where public domain traffic accounts for the vast majority , the value of live streaming is not only to sell goods, but it can also greatly enhance brand awareness and credibility, and accelerate the accumulation of corporate fans (an increase of 41,000 fans in 30 days) ; at the same time, for performance-based products like Secoo, it can also increase App downloads and daily active users, which can be said to be "killing three birds with one stone."

3. The rapid rise of live streamers who bring goods: Compared with merchants’ own live streams, they pay more attention to the creation of “personality”

There has been a large increase in the number of Douyin accounts that sell goods. Judging from the categories of goods sold, beauty products, branded clothing, and food products account for the majority. In addition, home textiles and small appliances are also relatively common categories of goods sold.

From the perspective of "origin", the anchors who bring goods can be roughly divided into four categories:

1. Official traffic celebrities/stars, such as Chen He, Luo Yonghao, etc., have official support for both investment promotion and traffic diversion;

Second: Content influencers from MCN, who transform into selling goods after establishing IP (such as: Xianmu SamChak, Duoyu and Maomaojie, Zhu Xiaohan, Han Xiaolang, etc.). Such accounts will also participate in official activities to obtain traffic boost;

3. Born to promote products, such as @我是不白吃, @我是不白用, etc. (matrix accounts), which promote various products through the form of "animation + plot/funny + knowledge sharing". According to Kas Data tracking, one of the accounts gained 1.748 million followers within 30 days;

4: Accounts that increase followers and popularity of live broadcast rooms through the "high-density content release + DOU + delivery" model are also what we want to talk about here.

Some arrogant anchors use the form of "selling goods in seconds/hanging on the list" to increase fans and fuel the live broadcast room. Compared with the first three types, this type of anchors emphasizes the construction of their own personal image for selling goods (successful personality, inspirational personality, professional personality, etc.), and are mostly backed by the supply chain (transformed from traditional e-commerce and WeChat business), and are well versed in the gameplay of community and online traffic.

For example: Zhu Guagua, who ranked fifth in single-game sales (the top four are Chen He, Luo Yonghao, Li Xiaolu, and Wang Zulan), as well as @庚轩 (main category: clothing), @除草小壮汉 (main category: daily necessities), @-张越 (main category: beauty and personal care), etc., most of them have around one million fans, but they can be called the "bosses" in the live streaming industry and frequently appear in the live streaming rooms of major brands.

Tik Tok hit live streaming formula

After carefully reading the content of these TOP100 anchors, we can extract the commonalities from them and come up with a concise and direct formula for Douyin to bring goods to the market:

Hot live streaming = multiple channels for traffic diversion + high-quality products with high cost performance + building a personal image for selling products

A detailed breakdown of the three components of this formula is actually the best three suggestions for merchants who want to enter the market:

Suggestion 1: Prepare the venue as much as possible: try to squeeze out every source of live streaming traffic

For most businesses/anchors, the most difficult part of broadcasting on Douyin is not the content or increasing followers, but how to make good use of Douyin's diverse "traffic" .

Douyin has four major traffic entrances: recommendation page, follow page, live broadcast page and local page. The display methods and recommendation logic are different, and there are more opportunities to become popular.

When selling products on Douyin, one must make good use of the "recommendation page", the largest traffic pool, to prepare warm-up and diversion videos to attract public domain users, and be good at user interaction in the live broadcast room, guide user interaction through benefits, flash sales, etc., increase user attention conversion and product browsing, and obtain popular recommendations in the live broadcast square. As a live broadcast host, you must not only create good content, but also make good use of Douyin information flow ads and live broadcast DOU+ to attract traffic to the live broadcast room.

Relatively speaking, the former can set a finer user granularity, which is more practical for live broadcasts of products with relatively high prices and high conversion difficulties; the latter is relatively simple and practical. Here, e-commerce companies that want to place advertisements are advised to remember to follow the 3-hour release principle , that is, release the drainage video within 3 hours before the broadcast.

This is because when placing DOU+, the minimum amount that can be set is 100 yuan, the shortest placement duration that can be set is 2 hours, and DOU+ usually has a half-hour review period.

Therefore, 3 hours can leave merchants enough time to "label" the videos and push them to more accurate users. When the show actually starts, they can quickly obtain the first wave of traffic peak through "external forces (i.e. DOU+)" to ensure popularity when the show starts. It is recommended to prepare multiple preheating and traffic-generating videos, such as shooting live broadcast highlights and cooperating with DOU+ delivery.

Taking the TOP100 anchors with the best sales as an example, the average daily video release volume is 4.6. Among them, "Rose Goods" has the most daily video releases, with an average of 38 videos released per day. Such a high density of video releases and the support of DOU+ have laid the foundation for its sales.

According to the tracking statistics of Kas Data, in most cases, the higher the popularity of the live broadcast room, the longer the users stay, and the higher the user purchase conversion rate .

Recently, DOU+ has also begun to support direct heating in the live broadcast room. For anchors who do not have suitable video materials, they can consider directly heating up the live broadcast room after the live broadcast starts. The advantage of this heating method is that the conversion of fans is more accurate.

Suggestion 2: The core lies in the "goods", emphasizing both the cost-effectiveness of the goods and the quality and brand.

First, compared with Kuaishou, Douyin users are more mature and picky in e-commerce consumption. They are used to comparing prices and checking word of mouth before deciding whether to buy. Therefore, "low price" is not the only incentive (leading users to impulse consumption) ;

Second, compared to watching Taobao live broadcasts, users’ motivations for watching Douyin live broadcasts are different. Taobao users mostly come for shopping and are pure shopping users; Douyin users’ initial motivation for watching live broadcasts is mostly entertainment, and their purchases are very random. Therefore, the comprehensive strength of the product (such as brand, quality, price, etc.) is very important.

Taking the live streaming of goods by "Zhu Guagua" as an example, the selection of "goods" and the order of putting "goods" on the shelves are roughly divided into traffic-generating products, hot-selling products, regular-selling products and clearance products. Traffic-generating products will be put on the shelves from time to time to maintain the popularity and heat of the live broadcast room, while hot-selling products will be put on the shelves when the popularity is the highest, and will take up the most time to explain (including introduction: product value, price, R&D background, user reputation, etc.) to attract users to "get on the road".

Suggestion 3: Conversion also depends on “people”: With the development of “shopping fans” on Douyin, the importance of building a personal image becomes more and more prominent

Your personality determines whether users have reasons to follow you, or whether they will continue to follow you. Only when true "iron fans" or "shopping fans" are cultivated , the value of relying on external sources (such as through social networks, advertising, etc.) will be reduced, the value of users in the attention pool will increase, and they will be willing to act as "tap water" and bring in additional viewing traffic.

What needs to be emphasized is that to be a product promoter on Douyin, one must not only be able to truly act as the eyes of users (being able to select products and bargain for users), but also allow users to gain something while watching the show . This is also the biggest difference between Douyin, Kuaishou and e-commerce live streaming platforms, including: easy gains, pleasant gains, empathetic gains, learning gains, etc., so as to extend the user's stay time.

For example, artist @蒋沙龙（陈浩明的妻） will share her family life, favorite items, and attitudes toward life and relationships during live broadcasts. She is willing to mingle with fans, thus winning the trust of users.

Another example is "Teacher Xiaoguan, the salt-carrying man". During the live broadcast of selling goods (such as steak), he not only sells steaks, but also explains the professional knowledge of steak in detail to everyone, and gives the simple cooking process a "sense of ritual" through live broadcast. This can not only allow users with purchasing needs to make quick decisions, but also make users without purchasing needs willing to stay in the live broadcast room to gain knowledge and quietly click "follow", and attention is the prerequisite for conversion.

A few days ago, some media said that 618 will be a turning point in the time for Douyin to sell goods. After that, Douyin will no longer be just a "channel", but will rely on the platform capabilities of Bytedance to become an independent "sales platform" and appear in the user's field of vision . Although it is not easy to achieve this goal judging from the current data of Douyin live streaming sales and the number of anchors, we still firmly believe in the explosive power of Douyin.

Finally, a suggestion is also given to merchants who want to get involved in live streaming e-commerce: doing live streaming on new traffic platforms is not an option, but a must. The later you enter, the greater the difficulty and the smaller the benefits. The focus now should be on how to be more efficient, more effective and with the least investment.

Author: See the truth

Source: Jianshi