What’s the most effective way to sell products using short videos? Just read this one

Using short videos to sell goods on platforms such as Douyin and Kuaishou is no longer a new thing nowadays. More and more brands have come to realize that companies have no choice but to make short videos a strategic priority.

But at present, there are still many brands and companies of all sizes that cannot do well or understand this issue.

What is the most effective way to use short videos to sell products?

• A case that has become popular all over the Internet: Perfect Diary
• Why "short video + e-commerce" can bring millions of sales
• Find the secrets behind selling millions of products
• New Retail & Multi-channel Expansion

The following is the highlights of the live broadcast:

A case that has become popular all over the Internet: Perfect Diary

Perfect Diary, 2018 Singles Day, sold 100 million in 90 minutes;

Ranked first in the latest beauty sales rankings in 2019;

2019.6.18 Tmall ranked first in cosmetics in one hour;

After the new round of financing, the valuation reached 1 billion US dollars.

How does Perfect Diary succeed in content e-commerce?

Let’s talk about it from three aspects: products, platform and content.

1. Product: Accurately positioning consumers is an essential element of a good product

Accurately positioning consumers is a prerequisite for a good product. Perfect Diary has done a very good job in positioning its products.

The first strategy is to focus on "low price", which is lower than 1/3 of the price of similar big brands, and the main product is "low price and high quality".

Perfect Diary conducts marketing promotions on Douyin, Kuaishou, and Xiaohongshu. Its positioning is very accurate and it has captured the young users of these platforms. And one thing it has done is to promote Perfect Diary to these users: "Same quality, lower price."

The second strategy is to have good looks, with high-end and textured designs that are not inferior to big brands.

The third strategy is "useful", with celebrities and experts recommending it and it has gained great reputation.

The fourth strategy is "fun", combining makeup with art, which is full of creativity.

For example, Perfect Diary collaborated with the Metropolitan Museum of Art to launch a 16-color eyeshadow palette, collaborated with Explorers to launch a small gold diamond lipstick, and collaborated with Explorers to launch a 12-color animal eyeshadow palette. These interesting points will give every influencer and celebrity an "eye candy" when promoting your products.

Currently, none of the platforms that can sell goods and bring in large amounts of traffic are not mainly targeted at young people, and completely practical products are actually not enough to impress them.

To truly win the hearts of young people, one of the key elements is to meet their demands for new, novel and unique products.

2. Platform: Multi-platform layout, shorten the purchase path, keep up with the trend, and keep pace with the traffic.

How to choose a platform after you have the right product? What kind of content do you present on different platforms?

First, shorten the path to purchase so that consumers’ impulse purchases can be fulfilled within two or three seconds.

Perfect Diary has official flagship stores on Tmall, JD.com, Vipshop, Xiaohongshu, WeChat and other platforms. You can buy its products on all platforms where it has been promoted.

At the same time, its platform layout has been keeping up with the general trend of traffic. Open a store wherever there is traffic. Wherever the trend is, make arrangements there immediately.

Perfect Diary has not missed any mainstream social-related platforms and has made excellent operations and promotions.

During every platform's explosive period, it can quickly seize the traffic dividend, and then quickly promote and increase product sales.

The Internet never gives people the opportunity to wait and see.

Is a new trend good or bad? Let’s get off the field first.

If you say, "I want to see if others can do it, and then I will try it," the result is basically that no one will leave this opportunity for you.

3. Content: Content is the carrier of products and brands. Only good content can boost sales.

Perfect Diary, what actions has it taken in terms of content?

The most eye-catching people on Weibo are always celebrities. The concentrated conversion entrance for fan traffic is Weibo, so Perfect Diary used celebrity endorsements on Weibo and used Zhu Zhengting, who was very popular at the time.

Zhu Zhengting is called "Fairy on Earth" by his fans. When he used the Perfect Diary lipstick that he endorsed and told his fans that "You will also be a fairy on earth after using it", if you are his fan, would you buy it?

Later, in 2017, Perfect Diary expanded to Bilibili, where users are mainly Generation Z and college students in first-tier cities. They admire new trends and fashion and are willing to pay for creativity. Moreover, the matching rate between Bilibili users and Perfect Diary products is as high as 90%.

Through the recommendation of super-selling UP hosts, mid-level UP hosts released more than 1,000 experience, testing, and promotion videos, ultimately creating hundreds of millions of views.

In 2018, Perfect Diary entered Xiaohongshu, where 90% of users are female, and 80% are aged 18-35. They love to share and are willing to accept others’ sharing. They believe that “beauty is justice” and the match rate between users and Perfect Diary products is 100%.

Finally, how does Perfect Diary operate on Douyin?

The first step is to recommend it through super KOLs, which then attracts attention;

In the second step, I used the head and waist KOLs of the vertical category to complete the color test and seeding;

In the third step, it built its own IP to attract fans, and then converted them after attracting them, by using methods such as attracting fans through pan-entertainment videos + product color trials to increase conversions + challenge competitions to create topics, etc.

4. Creative strategy: one idea at a time

Perfect Diary’s first marketing concept is “big brand alternative” marketing.

When you search for "big brand alternatives", "affordable alternatives", and "Perfect Diary" on Xiaohongshu, you can find nearly 50,000 related notes.

The concept of "big brand alternative" was actually first proposed by an internet celebrity blogger. Later, more and more people began to remember that Perfect Diary is a "big brand substitute", for example, which lipsticks from brands such as Dior and Chanel can Perfect Diary replace.

Perfect Diary quickly discovered this marketing point. It realized that "big brand alternative" has become a core memory point in the minds of fans, and then it used "big brand alternative" as the main marketing point and achieved success.

The second core marketing point is "the pride of domestic products".

This marketing point was inspired by another up master.

In recent years, the national pride and sense of identity have been increasing, and many people are beginning to be more willing to use domestic products. When a country's products are well made, users will think that this is great.

The Perfect Diary team discovered that "The Glory of Domestic Products" had become a new cloud keyword on the Internet. Later, they took "The Glory of Domestic Products" as the second core marketing point, completing the overall marketing strategy.

Why "short video + e-commerce" can bring millions of sales

1. Consumers’ purchasing paths and shopping behaviors have been separated on a large scale

In the past, when we could only shop offline, we would go shopping. Later, for people who shop on e-commerce platforms, the purchasing path is that we see something good and then buy it. Afterwards, Taobao launched channels such as Taobao Live and Taobao Weitao, hoping that users would stay on Taobao to shop.

Now our attention is focused on Tik Tok and Kuaishou - short video platforms. We browse interesting videos, news hotspots and other content on short video platforms. During this process, when you see a favorite beauty blogger recommending a product, are you likely to buy it to try?

This consumption pattern is very different from the past, when we would watch advertisements and then choose whether to buy. Now we look at the content and then choose whether to buy it.

For example, on some long video platforms, there are dozens of seconds of advertisements before the broadcast. If users have purchased a membership, they will choose to skip it directly. It is very likely that users will not see the product, will not buy it, and there will not even be any shopping link to reach the users.

But on short video platforms such as Douyin and Kuaishou, users watch the content. Each video itself recommends some ways to play, some interesting things, and also recommends some products. Users cannot escape the pursuit of content. On these platforms, the only thing users care about is content. How to create good content? It has become the core element of short video plus e-commerce.

2. What are the ways to play “short video + e-commerce”?

Method 1: Display products directly

Directly show how to play the product. This gameplay is very clear and intuitive. People may not appear in the video, but the product must be highlighted, or some features that subvert user cognition must be highlighted.

Method 2: Internet celebrities bring goods

What is one of the core sales channels of influencer traffic? Product display and recommendation. A typical example is Li Jiaqi, the lipstick king who became popular on Taobao Live in 2019 and became an internet sensation.

There is no girl who would not be moved after hearing such words as "a drop on the lips, and the spring of a girl" and "you will be a fairy after applying it".

Gameplay 3: Building a scene

For example, in the case of Li Ziqi, a scene is constructed that everyone wants to go to, but cannot go to, like a paradise, as if there is no pressure at all. This is also the core reason why Liziqi has so many fans. Everyone wants to be her, but not everyone can be her.

Gameplay 4: Drama video production

For example, in "Cinderella's Tailor Shop", when people promote women's skirts, they may talk about the drape of the skirt, the sweeping waistline, the belt that highlights the lines, the elegance, etc. We are not just that.

The store’s slogan is “Confident women are the most beautiful, and believing in yourself is the biggest brand.”

Original design, emotional resonance, and high-quality materials make consumers feel that the product is worth the money.

This is a relatively advanced way of playing. If you don’t have a professional video team, you may not be able to achieve such a good effect, because all the plot creation, when to make the turning point, when to make the climax, when to make the language sublimation and so on, these requirements are very high.

If you have a core creative team, you might as well try this. If you don’t have one, then the previous methods may be more suitable for you.

Find the secrets behind selling millions of products

1. The matching degree of KOL fan portrait determines the conversion rate of the product.

There are several misunderstandings when choosing KOL cooperation.

The first misconception is to invest in whoever is popular.

When choosing a KOL, you should not look at who is the most popular, but whose fan profile is suitable for your product.

The second misunderstanding is misjudging KPI.

Many KOLs’ data are inflated. We need to pull out all their cooperation data to objectively evaluate and create KPIs based on the real data.

The third misunderstanding is to seek short-term success and then die quickly.

Most accounts will use some unconventional methods when seeking short-term bursts, which may have a negative impact on your product. Therefore, when you choose an account, you must choose an account with long-term development and stable content output.

The fourth misunderstanding is to pursue the boss’s likes rather than the users’ likes.

When facing consumers’ demands, we should not take it for granted but must look at their data on various platforms to make judgments.

For example, I found something very interesting, that is, many people who pay attention to funny content are basically interested in tourism. It seems that these two fields are unrelated, but through psychological analysis and word analysis, we can see that users who pay attention to funny content pursue the quality of life and care about the comfort of their hearts, so they will spend a lot on tourism. Therefore, the promotion of tourism products under funny bloggers may be very effective.

Everyone must truly conduct in-depth market research to understand what kind of consumers your brand and your products are facing, and study what their commonalities are. This is the most important thing.

The fifth misunderstanding is to mistakenly think it is traditional advertising and just do pure content production.

Drama-related accounts are most likely to have this problem. It was made to look very high-end, but it turned out that it couldn’t deliver the goods.

We must make a core prediction for each delivery, know what results you are looking for, and find the shortest path between the results you require. This is quite important.

2. When choosing a KOL, you should pay attention to whether they have the same values, outlook on life and values.

① Consistency of values, including correct values ​​of the country, laws, and socialism.

Don’t invest in accounts with incorrect values, no matter how popular they are. It is very likely that your money will be wasted and their account may be blocked the next day.

②Data view. Including market data, public opinion data, advertising data, IP data, etc.

Brands must clearly understand what kind of subject data they are in Douyin, Kuaishou, Taobao, and even in the industry market? What is the trend of these data? This ensures you know what you're getting for each dollar you spend.

③Brand concept. This includes ensuring that the tone of product brand output and KOL content output are consistent.

3. Three steps to unlock product content positioning

① Product keywords: authentic, hard to obtain, and different from ordinary products

Let’s take an example. An account sells white T-shirts. The selling point is that they are not stained with oil or salt. How does he do it?

The answer is simple. A person stands in front of him and pours soy sauce on a white T-shirt. Has he broken through everyone's perception of the product? Is the scene that shows the product perception real enough?

Let’s look at another account that sells wild honey. He created a scene of collecting honey. Few of us get to see such a scene, it’s very novel. He also filmed some very difficult actions like climbing a ladder, telling you that it takes a lot of hard work to collect this wild honey. He sells these actions to you for 300 yuan a can. Is it expensive? Not expensive, because it is hard to get.

In addition, it also subverts everyone's traditional perception. Many people think that honey is grown in beehives, but it is wild, which is the difference between it and ordinary products.

②Character keywords: personality, trustworthiness and recognizability in one sentence.

What is the personality of a sentence? Every time I see you, I remember what you do. For example, I created an account called "Guangdong Fruit King" and I would repeat at the beginning every time, "Buy the best goods at the cheapest price, I am the Guangdong Fruit King." to strengthen user awareness.

Doing reviews is the easiest way to build trust. For example, a fruit account can review the sugar content of fruits, teach people how to identify good watermelons, and so on.

What is recognizability? It's the difference between you and others. For example, Li Jiaqi is the No. 1 lipstick seller, and Viya is the No. 1 Taobao influencer and poverty alleviation ambassador. What do I do? I am the "Guangdong Fruit King". Every time you appear, you must enhance the recognition of this title so that when people want to buy fruit, they will click on your account to take a look.

③Scenario keywords: product experience, product identification and instructions for use.

For example, the account "戏精购物狂" has a video about selling wall repair paste. 800,000 people have watched this video. Does it have any usage scenarios? Yes, the walls are dirty, cracked, etc. Does he want product experience? Yes, the video image is the experience. Does he have instructions for use? For some, just a simple touch is enough.

When we watch this video, I can roughly guess, how can I use it? What is the product experience like? What will be the effect? These are the core elements of a video promoting products.

Q&A session

Throughout the live broadcast, the audience was very enthusiastic. They listened attentively and interacted in the comment area. Many viewers also posted problems encountered by their companies, hoping that Zhao Duanduan could help answer them. At the end of the live broadcast, Zhao Duanduan also selected a few questions as promised and gave detailed answers to everyone. We have selected three that we hope will give you some inspiration.

Question 1: How can fungal products be promoted?

If you are doing it in your own factory, then the case of selling wild honey that I mentioned earlier is very suitable for you. You can refer to some product videos such as wild white mushroom, wild matsutake, wild hericium erinaceus, and wild chicken mushroom. You can carefully study their ideas and paths. This direction is quite suitable.

Question 2: How to promote dishwashers?

Smart home brands are actually very easy to promote. For example, I can come up with an idea and make my account kitchen-related. The tag can be "Lao Wang who loves cooking but doesn't like washing dishes". The video content can be: I bring some delicious food to everyone every day, but every time I make the kitchen as dirty and messy as a battlefield. My wife always uses various methods to defeat me and ask me to clean up within 5 seconds. She gives me new challenges every time, and these challenges can be completed with a dishwasher.

This is very interesting. You can tell funny stories between couples, or you can talk about food. You can use food videos to attract people and then sell dishwashers.

Author: Barn Entrepreneurship Observation

Source: "Gucang Entrepreneurship Observation" (ID: gucangchanpinjia)