Double 11 Taobao Live Battle
The rise of new brands, new ways of playing the supply chain. On the first day of the double 11th, on October 21st, Li Jiaqi sold 400,000 bottles of small brown bottle of eye cream. "I doubt whether there are so many goods in Estee Lauder." Like a group of brands, Green was shaken to the eyes by this number. . In the bustling trend of e-commerce live broadcast, some people have taken a fancy to the anchor effect of the anchor, and some people have seen the opportunity of the brand's rise. Green decisively resigned from a TV station in Beijing last year and came to Hangzhou to participate in the Taobao live broadcast industry. "I found that there is no such thing as a talent in this industry. They can do a good job, they can make so much money, and even adjust the equipment in the live broadcast. I made a fortune, then I can do it." He and his friends found some civilian cosmetics for European countries, and won the domestic agency rights, including the domestic independent pricing power, which is the key to Green's success in the live broadcast.
Green put the brand in the Tmall direct store as an endorsement, and then went into Taobao, fast-moving live room, and gathered in the collection, but he did not settle in the small red book, because he felt that the small red book content marketing link Too long, the conversion is doubtful. As a manufacturer's agent, Green will come to the anchor broadcast live room to help, with the anchor broadcast "on the spot price" drama code, "original price of more than 400, the current price of more than 200, the live broadcast and then cut to 89, already lower than your psychological expectations price, and then send You give a gift, the audience feels that it is a fool to shoot again today." Green, who has many years of experience in TV programs, sold more than 3 million in the first month of the live broadcast last year, and then increased by 1 million per month. Green has already walked into the live broadcast room of Taobao Lieer Baby and Enjia. "I am trying to enter the humble search super supply chain"; I have also cooperated with several quick-handed heads of the cargo, "I will talk about money when I come up." No matter how much you can sell, you must play 300,000 to the other party's card the day before the broadcast. There are a number of original domestic brands, with the single product explosion effect, from the live broadcast. After Li Jiaqi pushed the arbutin stock solution of Butterfly Fran, Butterfly Fran sold 100,000 and 150,000 pieces at the most exaggerated time, although the product was questioned by users on social media.
“There are many brands that are produced because of Taobao live broadcast, including skin care and clothing brands.” Green is preparing to buy the original European manufacturers, and is also preparing to build their own brands in Guangzhou, with more profit margins. A few cents cost three to forty. The factory has a formulator, I can ask to say, give me a black bandage like Helena, what is its effect, you add me this ingredient." The live broadcast room not only changed the brand's eruption path, but also profoundly changed the way a batch of goods that were not branded and sold exclusively sold. Lu Mo, the founder of momo, told Tappear, “We have experienced 16 and 17 years of consumption upgrades, and the price increase shop is very embarrassing. Now we are talking about 'the lowest price of the whole network.'” Put a 100% hair before the momo The price of double-sided nylon has been 460. "After this action was made, I became a crowbar. Everyone went down and it was very difficult." The supply chain will find Lu Hao to discuss, how to do the ultimate cost-effective, in order to let you have money to earn, I also have money to earn. "There is a degree to which the factory has already been played, let the store look at which models to sell, take 15 points, the factory stocks, take risks."
This is a big challenge for factories that adapt to the traditional e-commerce model. The live broadcast and operational resources are constantly approaching the factory origin, which is also an opportunity. Yiwu has a factory for sweaters and cashmere sweaters. It was supplied to the live broadcast room in the summer of June. The price of sweaters was as low as 38 yuan, and on both sides was 169 yuan. "The quality is exactly the same as the hundreds of pieces you bought, the same worker, and it is still new. The small anchor can produce tens of thousands of pieces of goods." Zhao Yuanyuan, the person in charge of Taobao live broadcast, thinks this model is very interesting. The winter season factory does not want to raise people in the off-season, and there are not enough people in the autumn and winter. The factory manager will find a way to start work with the price just hit, keep the workers, and start making money in the winter. A sweater can be sold to four. Five hundred dollars.
The live broadcast unleashed the factory's peak season anxiety. Live broadcast is not just a content e-commerce category, not only staying in the marketing chain, but more and more going upstream in the production chain, some people seize the opportunity to make money, some people seize the opportunity to save lives. When Zhang Dazhao started Taobao live delivery, he posted a long article on Weibo. "I especially love my feathers. For the past five years... I almost never received advertisements." Such as the red man of the Han finally laid out the live delivery business that was not visible before, in the view of the brand owner of Ruhan, because Taobao live broadcast has “made the soil very fertile with big cards”, just like in Hangzhou Building. Or there is a shop in Sanlitun, Beijing. A brand and a big brand are in a field, and consumers will naturally start to think it is reliable.
In other words, the content e-commerce is really coming. "One obvious change is that people who know the live broadcasters, or who do the live sales, are getting more and more," Green said. Taobao Live has experienced many “trauma incidents” and has tested the value of the content e-commerce model more than once. For a period of time, Taobao live clothing return rate of up to 50%, this degree is interpreted as the live delivery model is the result of impulsive consumption. After the platform survey, it was found that there were a number of anchors in the supply chain base to bring the goods, in order to complete the promised ROI, they swipe their own orders, and immediately returned after the payment, the return rate can be as high as 80-90%. After the platform restricted the return rate of more than 50% of the anchor to participate in the platform activities, the return rate curve began to go down, and now the average return rate is two points higher than Tmall's industry line.
Another time, a batch of fake brand lipsticks entered the Taobao live room. “A batch of anchors are recruited.” A beauty supply chain entrepreneur told Tappear, “Like a stalwart baby, they found it to be fake, not dare Delivery, and quickly receive the goods from the counters, duty-free shops across the country, and then go out, all lost." After the platform was followed up, the flight attendant Yu Yi was directly named by Taobao. The ability of the anchoring agency to screen and identify the goods and the regulatory capabilities of the platform have been forced to escalate in these large and small crises.
"2019 double eleven will be a node of Taobao content ecological cross-era." At this year's Taobao live double eleven business conference, Taobao content e-commerce business unit general manager Xuan De said, "importance level against 2015 wireless Taobao The birth of." After Taobao set a target of 500 billion yuan for the live broadcast at the beginning of the year, the KPI set by the Taobao live broadcast team for this fiscal year was 150 billion GMV. On the first day of the double eleven pre-sale, nearly 100,000 Taobao live broadcasts were brightly lit. According to official data, the first day of pre-sale Taobao live broadcast has increased by 15 times compared with last year, and 17,000 brands are marketing through live broadcast. In the eyes of a person in charge of a live broadcast agency, it is now obvious that Wen Zhong went to salted fish and then made the Alipay flow. This is to make the daily work. Taobao live broadcast with algorithm recommendation and daily activities as the main operation mode, and there are only 15 operating seconds.
The anchor and star anchor are the most eye-catching signs of Taobao Live. Taobao has about 60,000 live broadcasts per day. The broadcast of the live broadcasts is only a few thousand. The greater traffic and growth possibilities of Taobao Live are stored in the live broadcast of the store.
According to the third-party data platform, the number of 10,000 people has not changed much this year, but Tmall stores, C stores, a large number of businesses flooded into the live broadcast. The overall DAU of Taobao Live has steadily increased from 9 million in the middle of the year. It has reached 10 million before the launch of Taobao's global traffic in October. The Daren Live Room is flexibly changing the traditional logic of brand marketing, such as the innovation of live car sales to the car sales link. This year, more than a dozen auto brands, including Volvo, entered the live broadcast room before the double 11th. The case of Baowo and Lei Jiayin shocked the industry, and thousands of 4S stores were transformed into Taobao anchors.
Lu Hao’s red shop has a deep understanding of the value of the live delivery of the momo, and the general trend is not good. “The traffic has dropped 55% since last year, but the sales have increased by 45% to 50%.” Private domain traffic, the previous conversion rate is 1-2%, after doing Taobao live broadcast, there is a 7-8% conversion. Shop live broadcast is an effective tool for revitalizing private domain traffic within Taobao, where traffic is becoming more and more expensive. According to Zhao Yuanyuan, the proportion of transactions led by the live broadcast of the store is relatively small. In this way, in the first half of the year, the store has a single live broadcast of tens of millions, almost rushing into the top 10 level. "People don't do anything, it's normal operation, microblogging preheats, Xiaohongshu grows grass, shoots two advertisements, there are 10 million GMV live broadcasts, and the comprehensive e-commerce gameplay is still very powerful."
E-commerce live broadcast in today's brand is increasingly pursuing the combination of product and effect, the value of Internet traffic has been dug up and down, is a special agent for getting through the meridians. Those who participate in the industry are rushing to the goal of making big money. No one is small and wealthy. However, behind the myth of the sale and conversion rate, there are more participants who are paving the way for the bustling, but people go on. "I used to be an e-commerce company. The shop can't do it anymore. It's just dripping. It's often 2 o'clock in the evening. At this intersection, I can still get the little girl who just finished the live broadcast." The female driver in her 40s got The two sisters, Zhiyanjiao Investment, just came out from the live broadcaster of Xizi Global, and casually talked.
Taobao traffic new play method, the anchor from the time to the fight
Already at 8 o'clock in the evening, in the independent office building of the Ali Center, the humble team is still fighting. Via's agent, Gummer, was sitting in a circle with the team in a dignified manner. In the office area, there are small labels of the decisive battle double 11 everywhere. In order to win this "battle", Qianxun completed the investment of the double 11 on October 10th. In the face of the problem thrown by Tappear, Qian’s CEO Orly frowned and replied, “I don’t like to use this word. I’m afraid that fans will not come to see me the next day. I would rather say that she is I can't bear to stop broadcasting, because the merchant put a lot of expectations on us, this year's double 11 our GMV target is one billion."
In the Taobao live broadcast, even the head anchor is facing a very large traffic pressure. Under a very complicated algorithm, not broadcasting will mean giving up the right to emerge. In order to stabilize the traffic, the new anchors often need to keep broadcasting for 7 or 8 hours in a row, and they are not afraid to get sick. This is the 1.0 era. In addition to the lack of stable traffic, the anchor even needs to purchase samples for live broadcast, including Vija. The founder of an organization told the lord that Wei Ya just started to do live broadcasts with a loss of 500,000 per month. In order to create brand appeal, don't link fees, don't commission or minimum commission, and then post the money to make the lowest price of the whole network, a little bit. Develop. Since 2017, the organization has been stationed on a large scale. It is the 2.0 era. The whole plate is bigger. With the new play methods such as “Walking” and “Jade Base”, the qualifying has made the head anchors become more and more vocal in the brand and the user. Right, but the traffic problem is still unresolved.
In addition to attending official events, Weiya will not be absent from the live broadcast. She will get up at 3 pm every day and start to prepare live content. It will start broadcasting at 8:00, and it will often be 1 am at the end. "Recently, I have been recording a variety of performances for 10 hours a day. Wei Ya really didn't sleep." Li Jiaqi lived more than 380 games in 2018. Qingqing, the person in charge of the construction of the United States, told Tappear that the anchorage rate is still high. "From March to the present, the entire Hangzhou market has changed very much. The nine-kilometer anchor of Jiubao has an update rate of around 670%. In the first half of the first half of the year, I was gone."
Taobao previously hoped to use “rating-matching traffic” to stimulate growth and reduce the risk of fluctuations between live broadcasts. However, for various reasons, this traffic policy has not been implemented. The data in many live rooms is still like a roller coaster. In this context, Li Jiaqi stopped broadcasting for half a month to travel to Europe and watch the show. The global layout, advertising and live broadcast revenues each accounted for half, allowing Li Jiaqi to pause the live broadcast, use short video to plant grass in the middle, come back and live broadcast a wave.
In fact, this is another iteration of Taobao anchor, which is the fusion of experience brought by Zhang Dawei, Sydney, Momo, Zhang Mofan and other net red. The live "newcomer" is a lot worse than Wei Ya Li Jiaqi's professionalism, but the small net red Lin Shanshan sold more than 30 million a day, Shirley sold 61 million, and Zhang Dazhao sold more than 60 million yuan. The stalwart baby and Chen Jie in Top5 were rushed to the back of the list.
Not only did the sales force dominate the head anchor, but Zhang Dazhao kept yelling in the live broadcast room. "The lowest in history! Tell me when I buy it, triple the price difference, I will help you to tear it!" These red anchors used to be weekly broadcasts, even Monthly broadcast. In the past, Taobao live broadcast was a long time, and now it is a full-fledged influence. Li Jiaqi learned to pre-heat the list on Weibo before the first day of pre-sale live broadcast. A group of people took the Raiders for the first time and broke into the Taobao live broadcast room, and imported the most accurate fans on Weibo into the live broadcast room. In addition to a few more variety shows, Weiya is still marketing guidance on the more private WeChat platform.
Alibaba's "factory Taobao" 1688 network also began to breed the live broadcast format, started the factory live broadcast, the first place in many live broadcasts is the factory director, the boss, such as Yuantong cable, Yanli rain gear, the physical industry year after year Walking down forced them to make changes. According to the data of "World Network Merchants", from the stall to the production line, the daily live broadcast of the 1688 platform exceeded 4,000. A Taobao live broadcast service provider believes that "outlet live broadcast can not be sold, mainly because the middle profit is not too cheap." E-commerce live broadcast is to constantly remove the middlemen to earn the difference. In South Asia's view, the base actually has no price advantage, and it is no different from the stall. "If you go to the base again in 2019, you will die very badly. At this time you should go to the factory."