How do brands plan their promotions on Taobao, Douyin, and Kuaishou?

Brand self-broadcasting or store broadcasting is not a new concept, but the time when brands were truly given the confidence to embrace "self-broadcasting/store broadcasting" on various platforms has to be frozen until this year.

At 0:00 on June 1st, Tmall 618 officially started sales. According to official data from Taobao, Taobao Live’s transaction volume exceeded that of the entire day last year in just one hour after its opening. Among them, brand self-broadcasting ushered in a concentrated outbreak, and store broadcast transactions increased by 100% compared with the same period last year. In the Tmall merchant list of Taobao Live 618, Xiaomi, Estee Lauder and Huawei official flagship store topped the list.

Not limited to Taobao, launching high-frequency, long-duration store broadcasts on Douyin and Kuaishou has also become the choice of many brands to better embrace multi-channel users and fully grasp their certain and uncertain consumption needs.

Kas Data has specially counted the store broadcast/self-broadcast data of various brands on Douyin and Kuaishou . Taking Douyin as an example, since the official launch of the 618 Good Products Festival on June 1, as of 24:00 on June 9, the sales of brands such as Peacebird, TeenieWeenie, adidas, Huawei Terminal, and Belle have all exceeded 20 million.

Let's look at Kuaishou. From watching to testing the waters (inviting top-and-shoulders anchors to sell goods) and then to deep involvement, during this year's 616 Quality Shopping Festival, Kuaishou e-commerce also welcomed the first batch of brands that started regular self-broadcasting on Kuaishou. Although the overall performance was not as good as Taobao and Douyin, there were also live broadcast rooms like Han Du Yishe and Heilan Home with daily sales exceeding 1 million, not to mention the performance of Dora Doshang, Perfect Diary, and Bestore, which have already been deeply involved in Kuaishou.

In this article, we took the 618 as an opportunity to try to find those brands that have self-broadcasting practices and good performance on the three platforms of Taobao, Douyin and Kuaishou, and reveal how they have made a differentiated layout of "people-goods-place" and successfully implemented self-broadcasting on various platforms?

Xiaomi: The low-key "king" of store broadcasting, making a name for itself without making any noise

At 10 a.m. on June 1, Xiaomi’s store’s self-broadcasting sales on Taobao exceeded 100 million, making it the first brand on Taobao to achieve self-broadcasting sales of over 100 million during the 618 period.

However, the first time Kas Data noticed Xiaomi's live broadcast was not on Taobao, but on Douyin. On August 16 last year, Xiaomi created a large-scale live broadcast event on Douyin in the name of "Lei Jun's first live broadcast with goods", which had the effect of event marketing. This live broadcast set double records for Douyin's live e-commerce at that time, with 50.53 million viewers and total sales exceeding 210 million.

Subsequently, Xiaomi started regular self-broadcasting on Douyin. From the initial 5 hours a day to the current 14 hours a day, Xiaomi regards live streaming as a core sales channel. When reviewing the list of Douyin anchors with the highest sales in the first quarter of 2021, Kas found that the two brands, TeenieWeenie and Xiaomi, also made it into the TOP10 queue, with cumulative sales of more than 350 million.

The success of Xiaomi's Douyin store broadcast can be analyzed from two perspectives: "traffic acquisition" and "traffic operation":

From the traffic acquisition perspective:

1) Focus on big things and integrate all products into one live broadcast room . On the one hand, it can meet the diverse consumption needs of users in the live broadcast room. On the other hand, it can also coordinate resources to do big things. Through multi-entry and multi-level paid traffic purchases, more potential users can be introduced to the live broadcast room. Then, through excellent live broadcast carrying capabilities, more free traffic recommendations can be leveraged.

For example, during Lei Jun’s first live broadcast on August 16, @小米直播室 achieved an increase of 2.34 million followers in a single live broadcast through global traffic purchase; and during Lei Jun’s New Year live broadcast on January 1, @小米直播室 also achieved an increase of nearly one million followers;

2) Actively participate in various marketing IP activities of Douyin e-commerce, such as cooperating with Douyin e-commerce in the "Brand Live Room" during the promotion period, actively participating in the node activities held by Douyin e-commerce, and jointly creating the hot product launch day, etc., while obtaining large-scale traffic, strengthening the user's mind, so as to promote concentrated transactions with high orders in a short time;

3) Before major events arrive, Xiaomi will also use a series of creative videos to warm up and attract traffic to the live broadcast room. The preheating content includes but is not limited to Lei Jun’s videos, product recommendations, previews of large-scale welfare activities, etc. Of course, these videos will be presented in a funny and creative way to attract the attention and interaction of a wider range of users.

As for daily live broadcasts, Xiaomi has relatively few drainage videos for live broadcasts. So how to attract the attention of targeted groups of people? The natural thing is to focus on the live broadcast theme , such as: household cleaning theme, travel theme, audio-visual entertainment theme, etc., and through stable traffic purchases, introduce shopping people with relatively certain needs into the live broadcast room to improve their order conversion.

In addition, high-frequency and long-duration live broadcasts are the basis for @小米直播室 to obtain stable traffic.

If we study the traffic operation of Xiaomi Douyin live broadcast room, we can find that:

The ability to deliver real-time traffic is certainly important, but the ability of the live broadcast room to carry traffic is even more important - it determines whether the anchor can convert the purchased commercial domain traffic into private domain and drive the distribution of free traffic.

Compared with the common shouting-style live broadcasts on Douyin, Xiaomi's official live broadcasts focus on a professional approach. It does not simply emphasize live broadcast discounts and benefits, but instead focuses on professional answers to user interaction questions. Through comparison, it helps users understand the functional differences between products more intuitively. According to Kas's observation, in the past month, the average length of time users stayed in Xiaomi's live broadcast room was more than 1 minute and 20 seconds (users stayed for more than 2 minutes during large nodes), making it an outstanding live broadcast room in the store broadcast field of this category.

At the same time, @小米直播室 will also be equipped with fan coupons and fan draws to extend user retention and conversion. For example: During the 618 period, users who follow @小米直播室 can receive a 500 yuan exclusive coupon; another example: draw prizes at every hour, etc. But Kas discovered that the live broadcast room does not distribute the same welfare benefits every day, but is allocated based on its own node planning to boost the sales data of a certain day.

Figure/ Xiaomi’s live broadcast rooms on Douyin (left) and Kuaishou (right)

Looking at Kuaishou, the overall style of Kuaishou Xiaomi Live Room is similar to that of Douyin Live - there is no "shouting-style" live broadcast and various routines of red envelopes and welfare distribution, and it also stimulates user interaction and stay through the host's professional explanation. Kas found that since the launch of the 616 Quality Shopping Festival on May 20, Xiaomi's daily live broadcast time on Kuaishou has reached more than 9 hours, and it has started uninterrupted live broadcasts through rotating anchors. As of June 8, the average sales of Xiaomi's Kuaishou live broadcast room reached 893,000, ranking first among 3C digital brands.

Xiaomi’s live streaming method may also give us some inspiration: the live streaming room is returning to sincerity. Compared with those "superficial" acting and hype live broadcasts, brands can also take a professional approach on Douyin and Kuaishou, and with the ability to deliver stable traffic, bring users with real needs into the live broadcast room, and convert these users through brand power and service capabilities.

Three Squirrels: Dual accounts compete for live broadcasting, Douyin focuses on "store broadcasting", Kuaishou focuses on "self-broadcasting"

Unlike Taobao, Three Squirrels has set up dual accounts for broadcasting on Douyin and Kuaishou to expand the radius of users reached by its own broadcasts. But there are big differences in the way and method of live broadcast.

On Douyin, Three Squirrels has set up @三只松鼠 and @三只松鼠Official Flagship Store to broadcast live on a regular basis. Judging from the names, both accounts adopt the store broadcast model: they do not promote a single anchor, nor do they strengthen the anchor’s personality building. Instead, like Taobao, they regard store broadcasts as a channel to expand voice and increase sales .

On the other hand, Three Squirrels on Kuaishou may have been inspired by Xiao Gu at the Gravity Conference. Kuaishou does not encourage store broadcasts but self-broadcasts. It encourages brands to create some accounts with real feelings on Kuaishou to communicate with users and convert user trust. Or perhaps it was "stimulated" by the live broadcast data of its friendly competitor @良品铺子汤老板. Before the 616 Quality Shopping Festival, Three Squirrels also opened a strong personality account @三只松鼠大掌柜 on Kuaishou. Since it officially started self-broadcasting on May 17, as of June 10, according to Kas statistics, this account has sold nearly 1.5 million goods on Kuaishou, and the average peak popularity of the live broadcast room has exceeded 720 people.

The data may not look very good, but compared with the @三只松鼠 official account, which has been working on live streaming on Kuaishou for several months and has accumulated more than 960,000 fans, the performance of this account is still remarkable.

Unlike the official account @三只松鼠, whose content is based on the squirrel IP (Xiao Ku, Xiao Mei, Xiao Jian) ​​and combines hot topics and memes to create plot jokes or talent shows, the @三只松鼠大掌柜 account obviously sets its content around the host "Xiao Yu" who can be both salty and sweet.

Judging from the short video traffic, Xiaoyu, as the protagonist of the video, will take users into the Three Squirrels factory to trace the logistics and warehousing environment; he will also shoot plot segments to warm up the live broadcast highlights and profit points. The Xiaoyu in the live broadcast room is less sweet and cute than in the video, but more playful and handsome. He will "willfully" give benefits to the old friends. Such a "flesh and blood" personality is more likely to impress the old friends. In the comment area, we can see many fans praising and loving Xiaoyu.

Of course, Kas also made a special study of the @三只松鼠 official account, which has accumulated more than 960,000 fans, to find out why the live broadcast data performance is not outstanding? Kas discovered that the core issue is the mismatch in fan portraits. For the official account of @三只松鼠, which focuses on anime IP characters, fans aged 6-17 account for 36%, and fans aged 18-24 account for 45.76%. However, looking at the fan portraits of its live broadcast room, users aged 6-17 only account for 5.79%, and users aged 18-24 account for less than 30%. It is obvious that the users of the live broadcast room are more mature.

For accounts whose original fan portraits do not match the target user portraits, Kas recommends that you: Whether on Douyin or Kuaishou, you can enter the live broadcast track by starting a new account . The advantage of doing so is that you can find new users through completely different label content, rather than wasting time on accounts that seem to have accumulated private domains but are "tasteless."

In addition, in the early stages of account operation, most stores have few valuable users and lack clear user portraits, which will lead to low accuracy and magnitude of free traffic recommendations. Therefore, Kas also recommends that brands at this stage strengthen their live broadcast rooms by delivering paid population packages, and use paid traffic to drive accurate free traffic growth, thereby breaking the cold start deadlock.

PEACEBIRD Women's Wear: Differentiated "People-Goods-Place", Different Platforms, Different Strategies

Entering the official live broadcast rooms of PEACEBIRD Women's Wear on Taobao, Douyin and Kuaishou, the initial impression is that there is not much difference. However, the decoration style of Peacebird's Taobao live broadcast room is similar to that of all other Taobao live broadcast rooms. The decoration style will be more complex, with more small pendants on display to make users aware of the various rules and discounts in the live broadcast room.

But if you stay in depth for some time, you can still see a big difference.

First of all, from the perspective of product mix, Taobao’s live broadcast room will put all the products in the live broadcast room on the shopping cart at once. There are more than 200 SKUs, with the latest and most complete styles. The anchor also explains and tries on the products in the shopping cart for users "one-on-one" based on user needs, and his role is more like a "shopping guide". Looking at the live broadcast rooms of Douyin and Kuaishou, the number of products put on the shelves every day can reach about 200, but each live broadcast will be started through the rotation of anchors, and the SKUs of a single live broadcast are mostly controlled within 100.

The reason for doing this is that the anchors of Douyin and Kuaishou mostly put products on the shelves and display them according to their own rhythm and live broadcast scripts (rather than the user's willingness to interact). Compared with Taobao anchors, the anchors are more proactive and will pay more attention to the display and promotion of products to ensure the watchability of the live broadcast content . From the perspective of specific products, we can also find that: Douyin's live broadcast room has more new models, and some items will even be launched on Douyin for the first time, while Kuaishou's live broadcast room will sell more off-season clearance products, and will emphasize high cost-effectiveness to attract users.

Figure/ PEACEBIRD women's wear live broadcast room on Taobao (left), Douyin (middle), and Kuaishou (right)

Secondly, from the perspective of live broadcast duration, since the official launch of the 618 Good Products Festival, PEACEBIRD has further extended its live broadcast duration on Douyin, reaching more than 19 hours a day, usually only stopping broadcasting in the middle of the night (2-5 o'clock) to capture the full-time traffic of the Douyin platform; and the live broadcast duration of Taobao Live can also exceed 15 hours, in order to fully serve the demands of users who want to further understand the products and accelerate their purchase decisions; and Kuaishou, as a new position for PEACEBIRD to invest in self-broadcasting, is currently unstable in terms of broadcast duration, mostly between 6-15 hours, and is still in the testing stage;

Finally, from the perspective of daily sales, from June 2nd to 9th, the daily sales of PEACEBIRD Women's Wear on Douyin reached a stable level of around 3.5 million, and the average UV contribution also reached 2.88 yuan; on Kuaishou, the daily sales of PEACEBIRD Women's Wear, which had just started self-broadcasting, were mostly within 100,000, but both the user stay time and the UV contribution value were not low (around 2.5 yuan) .

This may also mean that in the old iron market, Peacebird, whose average customer spending is not low, still has the potential to achieve great things.

Analyzing the success paths of the three brands Taobao, Douyin, and Kuaishou, we can simply summarize them as follows:

First, both Taobao and Douyin can start broadcasting in the form of store broadcasts, but Douyin should focus on "content" and Taobao should be more "service";

Second, the prerequisite for playing Kuaishou well is that the brand needs to adjust the inventory based on the needs of old customers, and even develop new products for old customers. Of course, high cost performance is still the basis. In addition, compared with store broadcast accounts, personal accounts are more likely to win the hearts of old friends;

Third, for brands that can do well on Taobao Live, it will not be difficult to do well on Douyin and Kuaishou, but the prerequisite is: change your mindset from "e-commerce thinking" to "marketing thinking", and pay attention not only to traffic, but also to content, data, and the contribution of KOLs. Only by trying more can you have a chance to find the best way to take root and flourish on each platform!

Author: Kas Data

Source: caasdata6