The holiday opens the "Feast" anchor to prepare for the battle one month in advance
Master Yu in the live broadcast.
Photo courtesy of respondents
"Do you love me or not! Surprise! The brand in the live broadcast room today makes you feel soft in seconds."
The anchor Yu, who was sitting in front of the camera on time, greeted the fans familiarly in the live broadcast room.
During this year's Golden Week, he did not arrange a break for himself, except for live broadcasts, and his work filled the holidays.
"In fact, holidays are a very good opportunity for us to bring goods and increase fans."
The difference is that the anchor Qingfeng intends to stagger the peak and start the live broadcast of the National Day with goods three days in advance.
In his view, major festivals are the focus of the traffic competition for live broadcasts with cargo anchors, and the mid-waist and tail anchors cannot fight for traffic.
"So we can only do fan conversion before the holiday." For this tough battle, Qingfeng's company made live broadcast arrangements one month in advance.
Prepare for the battle one month in advance, and broadcast live during the holiday period
Master Yu already has 8 million fans on the Kuaishou platform. He told the Beijing News reporter that this year's Mid-Autumn Festival and the National Day holiday are special.
"Everyone spends a lot of time on the road during the National Day holiday. The audience is very willing to watch some videos or live broadcasts, so the holidays are a very good opportunity for us to bring goods and increase fans."
On the good day of "fishing for gold", Grandpa Yu has already scheduled the full schedule according to the pre-judgment-September 30 and October 1 will be live broadcast of the National Day, and there will be no live broadcast from October 2 to October 4, only video Update, the daily live broadcast will resume on October 5th.
"We predict that the audience will arrive at their travel destination on October 1st, and may have to travel or rest afterwards. From the 4th, the audience's attention may return to their mobile phones, playing mobile phones, watching live broadcasts, watching TV series, etc.".
Although only two live broadcasts were scheduled in advance during the National Day holiday, Mr. Yu said that the selection and scheduling of all products were prepared one month in advance.
"In this way, there will be sufficient time for further screening of products and product preheating."
As an anchor with a certain fan base, Master Yu has a team of hundreds of people for operation, product selection, and customer service.
According to the investment situation, the team will pre-determine a few live broadcasts every month, a few to promote beauty, a few to promote clothing, and a few to promote electrical appliances.
Generally, in early September, the mid-October schedule will be set as a basic framework. Unless product schedules collide, the general direction will not change.
Different from the big anchor’s step-by-step live broadcast, Qingfeng chose to start this "feast" with goods in advance: the broadcast will start three days before the opening of the 11th National Day Golden Week.
"Unlike you imagine, small and medium-sized goods anchors may not be broadcast live during the National Day Golden Week." Qingfeng told reporters that major festivals such as the National Day are the focus of the traffic competition for live broadcast anchors. The mid-waist and tail anchors cannot fight for it. Traffic, so we can only do fan conversion before the festival.
On September 28th, the anchor Qingfeng officially started the National Day live broadcast, "The current arrangement is to live on the beauty account on September 28, the food account on the 29th, and the beauty account on the 30th." His company also made it one month in advance. During the live broadcast arrangement, Qingfeng needs to be responsible for watching the live broadcast on the Food Account live broadcast on one side, and on the other side is responsible for the Kuaishou Beauty Account live broadcast.
For Qingfeng, this is an ordinary job. He goes to work on time at nine o'clock every morning to check in, plan live broadcasts, prepare live broadcast materials, communicate with businesses, and live broadcast rehearsals.
Institutions attract more than 300 single products, saying that there is no suspense about consumption during Golden Week
MCN said that short videos and live broadcasts have penetrated into consumers' daily lives and are key channels that influence consumers' shopping decisions.
This National Day plus Mid-Autumn 8-day holiday, there is plenty of relaxation and rest time, adding to the current gradual recovery of shopping desire, National Day Golden Week will become a consumer golden week without any suspense.
Yaowang Network has started to attract investment more than half a month in advance. More than 300 single products will be launched in the live broadcast of Yaowang’s co-artist Wang Yaoqing, and its anchors such as Yu Da Gongzi and Li Xuanzhuo. The categories involved include beauty, skin care, beverages and snacks, and daily use. Clothing and digital 3C, etc., meet the shopping needs of most consumers during the 8-day holiday.
At present, major Internet companies and MCN companies are deploying live broadcasts, including Ali, Kuaishou, and Douyin.
Recently, Alibaba announced at the 2020 Global Investor Conference that in the past 12 months, Taobao Live’s transaction volume exceeded RMB 300 billion and continued to maintain rapid growth.
The number of Taobao live broadcast users increased by 160% year-on-year, and the year-on-year growth rate of merchants participating in live broadcast was as high as 220%.
Stars on the cargo track also came in.
In 2019, the live streaming of goods continued to be popular, and Li Xiang, Nicholas Tse and other well-known performers joined in, sparking heated discussions among the public on e-commerce live streaming and goods.
The 2020 epidemic once again helped the live broadcast to break the circle. The CNNIC report shows that in the first half of 2020, e-commerce live broadcast, as a typical representative of the new business, has become one of the Internet applications with the most rapid development momentum.
As of June 2020, the scale of my country's e-commerce live broadcast users was 309 million, an increase of 16.7% from March 2020, making it the fastest growing personal Internet application in the first half of the year.
CNNIC pointed out that the reason why e-commerce live broadcasts can have a wide audience is that on the one hand, platforms guide them to increase the conversion of users from passive consumption to active consumption; on the other hand, factors such as information explosion, user time fragmentation, fan effect and herd psychology, etc. Leading to its tendency to make fast and stable consumption decisions.
However, many businesses are looking at the celebrities' "bring your own traffic", trying to grab a place in the live broadcast room with pit fees, but the results are sometimes not satisfactory.
The Beijing News reporter interviewed and learned that a head snack merchant won the first show of a celebrity couple Douyin with a fee of 200,000 and a 20% commission, and only received 8,000 yuan in sales.
"Some celebrity live broadcast rooms will be watched by 100,000 or 1 million people, but the conversion rate may be only 0.1% or 0.2%." Qingfeng said that there are many types of traffic, and celebrities are more of pan-entertainment traffic. Fans do not Will definitely pay, the transaction amount of celebrities with goods is not necessarily higher than that of professional anchors with goods.
Zhao Yuanyuan, the former head of Taobao live broadcast operations, also said that more than 90% of live broadcasts on Taobao's platform are self-broadcast by merchants, not by masters.
Following the food live streaming account, the Qingfeng team is quickly incubating the beauty makeup live streaming account of the "Beauty Research Institute".
He told reporters that competition in the live streaming industry is already fierce. "For the entrepreneurial team, we will no longer do pan-entertainment, and we must pay close attention to vertical traffic."
Carrying goods business is difficult, and it is expected to change from "people bringing goods" to "goods bringing goods"
From the launch of Taobao live broadcast in March 2016, the e-commerce live broadcast station became popular in 2019.
According to the "2020 China Live E-commerce Ecological Research Report" released by iResearch, the overall transaction volume of live e-commerce in 2019 reached 451.29 billion yuan, a year-on-year increase of 200.4%, accounting for 4.5% of the overall scale of online shopping.
E-commerce has become a strategic business for major traffic platforms. In the post-epidemic era, traditional business models have been forced to transform, and new ideas for monetizing traffic are constantly expanding.
Pan Helin, executive dean of the Digital Economy Research Institute of Zhongnan University of Economics and Law, told the Beijing News that in 2020, the live streaming industry is expected to change from "people bringing goods" to "goods bringing goods."
At the same time, resources, capital, traffic, and brands will gather more and more to the head, and the people who carry goods will continue to sink. Everyone can become the anchor of the goods, and the goods market will usher in greater competition and challenges.
This year, the epidemic speeded up live broadcasts with goods, and MCN companies and anchors got together and people from all walks of life, including celebrities and entrepreneurs, crowded into the live broadcast room.
There are good harvests and pains. "It is easy to bring goods, but difficult to do business", which resonated with many people.
In this regard, Grand Master Yu said that on October 1st last year, the sales of his own live broadcast of goods were only more than 30,000. By September this year, the single-game sales will reach about 15 million to 10 million.
"I think there are more and more people entering the venue and the goods are getting worse and worse. This is because now many celebrities and business people will join the live broadcast, and their original fans may not buy it."
He told reporters that the anchors who carried the goods often grew up with the fans who watched the live broadcast, from only 5 people to 50 people, to 500 people to tens of thousands.
The fans attracted by the professional cargo anchors are in line with the anchor's tonality. As long as the product price is superior, the product quality is good, and the fans receive good results, they will do better.
"And some unprofessional anchors were criticized for being'just bad rice', and they only got the script for the live broadcast in the afternoon. This kind of live broadcast will naturally not last long."
The iResearch research report shows that the increase and opportunities brought by live e-commerce are mainly to improve the efficiency of the industry chain and reduce costs and bring new opportunities for participants.
There are several types of participants with more opportunities to benefit: the first type is the head platform party; the second type is emerging brands that seize the live broadcast bonus period and have strong supply chain capabilities; the third type is the more mature head MCN Institutions and third-party service providers.
In addition, the epidemic has triggered more demand for B-side live broadcasts, and live broadcast e-commerce B2B ushered in a new round of outbreak period.
Beijing News reporter Cheng Zijiao