Live streaming e-commerce is an extremely scarce “big outlet” visible to the naked eye, and its commercial potential is more than 10 times that of short videos. It brings the possibility of once again "disintermediation" to enterprises. The explosive formula for selling goods on Douyin, and three good suggestions that merchants can learn from. Six summaries of the top 100 anchors in terms of sales on the 30th. 87 of the sales accounts are in the state of increasing followers. The average number of followers of the top 100 accounts in the 30th day reached 394,700. Of course, there are also some anchors who have been withdrawn by fans because they started live streaming to sell goods or the frequency of content updates is low. Off; Douyin is still in the traffic bonus period, and anchors still have opportunities to enter and make money. 43 accounts are broadcasting every day, and the frequency of broadcasting is gradually becoming stable. It can be said that the harder you work, the luckier you are; the proportion of anchors who have brought more than 100,000 orders on the 30th is 31, and the cumulative sales of the 30th have exceeded 10 million. Accounts account for 30. Within 30 days, the per capita sales of the top 100 anchors was 14.06 million. The average price of products sold by 53 anchors is 50-100 yuan, followed by 100-200 yuan. Judging from the categories it mainly sells/sells, beauty and personal care account for the highest proportion, followed by clothing supplies and food and beverages. Three changes that Douyin's live streaming is going through 01 - Clothing merchants have entered the market in batches, the most diligent and practical ones. Dressing, fashion, and planting account for the highest proportion, and there are also some plots and little sister/little brother accounts. The backgrounds of clothing anchors are mostly divided into three categories: Taobao internet celebrity stores have transformed and mainly sell goods on Douyin, some offline brick-and-mortar merchants and designer brands have transformed online, and a small number of traditional enterprises that have mastered the clothing supply chain have accelerated their entry into Douyin. music platform and seek monetization opportunities on new traffic platforms. Clothing anchors are still the most worth learning group on Douyin, and they perform relatively well in content operation, traffic operation, fan operation and data operation. 02-The brand's official Douyin launches the "Crazy Store Broadcast" mode: 24-hour live broadcast and non-stop delivery. During the launch of the new Land Rover Discovery Sport, Douyin will be broadcast continuously for 30 hours; Secoo starts Douyin's 24-hour live broadcast to promote goods. Such operations are becoming more and more common now that live streaming has become a marketing tool. The investment in the temple library can be called very "magnanimous". Not only will they choose to put in-feed advertisements and DOU during the prime time of the live broadcast to fuel the live broadcast room, but during the rest of the time, they will carry out precise live broadcast push for fans who are playing Douyin to wake up and attract users to enter the live broadcast room to watch the broadcast. . Secoo’s live broadcast sales on Douyin are 1 million, and the unit price per customer is 6,600. Brands with the "live broadcast delivery" model should not evaluate the production ratio in the short term, because for a platform like Douyin, where public traffic accounts for the vast majority, the value of live broadcast is not only to sell goods, but also to enhance brand awareness to a great extent. degree and credibility, accelerating the accumulation of fans of enterprise accounts; at the same time, for effect-based products like Secoo, it can also increase App downloads and daily activity, which can be described as "killing three birds with one stone". 03-The rapid rise of anchors with goods: Phase. Compared with self-broadcasting by merchants, they pay more attention to the creation of "personality". From the perspective of "originality", the anchors who bring goods can be roughly divided into four categories: MCN content-based celebrities, who establish an IP and then transform into selling goods. There are also many such accounts Will participate in official activities to gain traffic boost; be born with goods, such as: @我是不吃什么意思, @我就是不了用, etc., through the form of "animated plot/funny knowledge sharing", grow all kinds of Amway good things , according to Cass data tracking, one of the accounts gained 174.8k followers within 30 days; fourth, accounts that increase followers and increase the popularity of the live broadcast room through the "high-density release content DOU delivery" model are also the focus of the Douyin explosion here. Formula for live streaming: Popular live streaming = multiple channels to attract traffic, cost-effective goods, and personal design suggestions 1. Prepare the "field" on the premise: try to "squeeze out" every live broadcast traffic source. The most difficult thing is not the content or increasing followers, but It lies in how to make good use of Douyin's diverse "traffic". It is recommended that e-commerce companies who want to place advertisements should remember to follow the 3-hour publishing principle, that is: the more popular the live broadcast room is, the longer the user will stay. , the higher the user purchase conversion.

Suggestion 2: The core lies in "goods". We should not only emphasize the cost-effectiveness of the goods, but also pay attention to quality. The "low price" of the brand is not the only inducement. Suggestion 3: Conversion also depends on "people": with the "shopping" on Douyin To cultivate fans, the importance of personality construction becomes more and more prominent. Personality determines whether users have reason to follow you, or continue to follow you. Only true "iron fans" or "shopping fans" can be developed, and those who rely on external drainage Only then will the value decrease, and only then will the value of users in the attention pool increase, and they will be willing to act as "tap water" and bring additional viewing traffic. The persona used to carry goods on Douyin must not only truly act as the eyes of users, but also allow users to gain something while watching the broadcast. This is also the biggest difference between Douyin, Kuaizhibo and e-commerce live broadcast platforms, including: easy Harvest, joyful harvest, emotional gain, learning gain, etc., can extend the user's stay time. Artist @ will share his family life, love and use of good things, as well as his attitude towards life and relationships during live broadcasts, and is willing to mingle with fans, so he can win the trust of users. Douyin will no longer be just a "channel", but rely on the platform capabilities of the massive engine to become an independent "goods delivery platform" in users' vision. Although judging from the current data of Douyin’s live broadcast and the number of anchors, it is not easy to achieve this goal, but we still firmly believe in the explosive power of Douyin.

Finally, I also recommend merchants who want to join the live broadcast to bring goods: doing live broadcast on the new traffic platform is not an option, but a must. The later you join, the more difficult it will be and the smaller the dividend will be. The focus now should be on how to make it more efficient, better, and with the least investment.

Author: Jianshi Technology