LV Live Broadcast Of The First Xiu Xiao Luo Hong Book, Live Is The "Community + Business" Point Of Intersection?

For the sticky, tunable vertical community, "live broadcast" is the best way to cash in, but "business" and "content" are also hard to balance.

Xiao Hong has always had a clear understanding that live broadcast technology is only a supplement to content ecology, and their foothold is always "community" orientation and user value orientation.

Account fans 25 thousand, 6 hours live, resulting in about 600000 orders.

This is a record of the first live broadcast of "Aloooooha Vintage" in a Shanghai middle shop. The so-called "medieval" is the collectively referred to as second-hand commodity trading. With the return of ancient times, it is popular among young people.

Shopkeeper GiGi is also a founder of Xiao Hong's book, with nearly 50 thousand fans. GiGi business line stores 10 years, there is a team of more than ten individuals. As the epidemic began to ease, GiGi began preparations for resuming business in the early March.

The small red book live broadcast, let GiGi see the opportunity to resume business hot start. In November 2019, Xiao Hong's book will be launched on the "open day of creators".

"Young people in Xiao Hong's book are more sensitive to fashion and fashion, and they can understand Chinese culture better." She said.

From micro-blog to Xiao Hong, GIGI has been keen to find a new gathering place for young people. In 2017, she focused on personal accounts and store accounts.

The order requirement of 600 thousand yuan is reached on line, but the completion of consumption needs to enter the offline store.

After customers enter the store, the consumption demand may be further activated. Users who come from the small red books to the offline shop will soon be able to make a blueprint on the little red book after buying something. The circulation of planting grass, weeding and planting grass will be transferred through a live broadcast.

"The epidemic has brought a lot of impact to the offline stores, and let us discover the little red book live" treasure house ". After that, we should continue to study how to do the live broadcast of Xiaohong book. "GiGi said.

In order to communicate with users steadily, Aloooooha Vintage and her personal creation number have been stabilized in a fixed time live broadcast every week.

Under the tide of "resuming work and resuming production" and promoting offline entities under the online experience (consumption), it is appropriate for the small red book to live directly.

　 LV's live debut and the "three dimensional community" grass planting logic

In March 26th, Louis Weedon presented the first commercial live broadcast in Xiao Hong book.

The live room is like a summer beach. There are short sleeves, cardigan, dresses, and leather bags in the closet. Next to it is a logo surfboard. There are scarves on the ropes and three or four pairs of slippers lying on the ground.

All the elements are "LV" logo, the theme of the current period is LV's summer collection bag and clothing series goods.

"They used to take photos with little sweet potatoes. Today you can take a stroll in reality." In March 26th, fashion blogger Cheng Xiaoyue said at the LV store in Hang Lung Plaza, Shanghai, through the live broadcast of "Louis Vuitton" Xiao Hong book.

The fashion blogger with 1 million fans is "star potato" in the book of Xiao Hong. That night, actor Zhong Chuxi appeared in the studio. She wore a new LV long T and shorts, with a long shawl and a long live room, adding more affinity to the girl next door than the TV.

"Pink girl heart, big capacity, keep all, card package three pieces." Zhong Chuxi began to introduce him with a pink bag.

Half an hour after the launch, Louis Vuitton's live broadcast boarded the first place in the little red book "live hour list".

This is the first time that LV has been using the Internet platform to launch live new products.

E-commerce has been developing vigorously for nearly 20 years. Up to now, the top garments and packages of Hermes, LV, Gucci and other top luxury brands have not set up shop on the electronic business platform. LV has entered the Chinese market since 1992, and it did not open China's official mall until 2018.

Why do I choose Xiaohong book? This may be related to the platform adjustment of Xiaohong book and the closed loop model of consumption.

The younger group has a high proportion of young red books. Most of them are after 90 and 95, and have strong spending power. This is the preferred platform for LV to cultivate user relationships and tap potential users.

In the embrace of young people, LV is one of the most popular brands in recent years. Whether it is to invite Wu Yifan to be a brand ambassador, to share a skin with LOL, or to live on the little red book, LV constantly tries to approach them in the way that young people like most.

As a communal way of life, Xiao Hong is also known as the "three dimensional community".

Unlike the virtual community, which consummate the experience online, its biggest uniqueness lies in the fact that users can hardly get instant gratification in the little red book. Whether it's a lipstick, a bag or a tourist destination, it is only in real life that the experience can be closed.

Through "online sharing" consumption experience, triggering "community interaction" can promote other users to "offline consumption", these users will in turn take more "online sharing" and eventually form a positive cycle.

This allows Xiao Hong to have the ability to explore the trend of consumption trend, and also has the power to occupy the front-end of consumer decision-making.

In the little red book, LV has more than 350 thousand related notes. It is one of the top note brands in the top luxury brands. Behind these 350 thousand notes is not only the target consumer group of LV, but also the potential free KOC of LV in Xiao Hong's book.

In fact, before LV, the former chain restaurant brand Wang had also done live broadcast on Xiaohong book. From the consumer side, these brands belong to the category of real consumption in a strict sense. Internet community and entity consumption, completed in the small red book through the brand, users closed loop connection.

Since the announcement of the "live broadcast" by Xiao Hong in November 2019, the "community", with the image and text as the main carrier, has followed a short video, and has welcomed a leap in content and showed a trend of eruption.

Restraint behind internal measurement: user value first

It seems that everything is going smoothly. Under the epidemic, almost all platforms are thinking about how to activate the flow pool with the help of "live broadcast".

From the case of GiGi and LV, the live broadcast of Xiao Hong seems to have a good start.

Xiaohong is the most recent platform for the consumption of community products. It was founded in 2013. It was first born by sharing overseas shopping experience. It produced more than 7 billion exposure notes every day, and formed a platform advantage in beauty, travel and other categories.

The essence of live broadcast is the precipitation of private domain traffic, which is the most essential difference between live broadcast of community platform and live broadcast of electronic business platform. It is also the main reason for the two platforms to show different styles and characteristics in live broadcasting.

Taobao live broadcast with high efficiency, short transaction links, is the most extreme performance of promotional goods; fast live broadcast with goods is more based on the trust relationship between fans and bloggers, the anchor often chat with goods, basically does not occupy the public domain of the flow space.

From the point of view of the mode, the live broadcast of the little red book is more similar to the live broadcast of the live broadcaster, which only opens bloggers' private domain traffic, and the fans have high viscosity to the anchors. But judging from the characteristics of carrying goods, Xiao Hong has obvious advantages in the unit price and conversion rate.

From the perspective of the internal measurement stage, Xiao Hong's book business is a small step forward, cautious and restrained.

Behind this restraint is the further clarifying of Xiaohong's "community" orientation and closely related to user value orientation. In his interview, Qu Fang, the founder, has repeatedly stressed the importance of "community" orientation and adherence to "user value".

The content ecology of Xiao Hong's book is born for users, all rules from establishment to iteration are designed to ensure the usefulness of content to users, which has been running through the beginning of the 2013. In May 2019, Qu Fang said in an interview with the media.

At present, in addition to the "hourlist" entry of live webpage, Xiao Hong's live broadcast mainly depends on the "private area traffic" of the creator. In the public domain, Xiao Hong's book mainly provides live guidance, and mobilizes the activities of participating in positivity activities, such as the introduction of "creators' small classroom", "live popularity list" and topic collection activities to help creators.

At present, the live broadcast of Xiao Hong's book is walking on two legs by interactive live broadcast and live delivery. The former serves the private flow of creators and improves the demand of sticky fans, while the latter serves the needs of the creator's personal influence and brand promotion.

Good things recommendation level, unlike the "promotion" type of live broadcast business, Xiao Hong's live broadcast has gradually revealed the platform characteristics of high passenger price and high conversion.

The traditional e-commerce anchors rely mainly on the huge number of fans and the bargaining power of the brands, and sell them in the form of "spike, low price + quantity". The price of Xiao Hong's books ranges from 100 yuan to 10000 yuan, and it is at a high level in the industry.

Will live broadcast be the intersection of "community + business"?

If 2019 is the first year of the live broadcast of the electricity supplier, then the next year's live broadcast may become the standard of the electricity supplier. The advent of the 5G era may make watching live streaming the most frequent content consumption direction of Internet users.

Will direct seeding squeeze other content forms of living space into a major element in defining Xiao Hong's book?

This is not necessarily the case. As many years have passed into the electricity business, the community is still the most accurate location of Xiao Hong's book. Live broadcasting will be an important part of Xiao Hong's book in the future, but it will not be all.

Aside from the category of platform, if you want to find a small red book compared with other communities, the most prominent differences may not belong to the complex ecosystem.

This includes two dimensions: content ecology and business ecology.

From the point of view of content ecology, Xiaohong is almost the only community platform that integrates graphic, short video and live broadcast. The content of different forms is in a delicate equilibrium state, and there is no such relationship.

From the point of view of business ecology, the two main categories are the advertising revenue of communities and the income of electricity suppliers. The development of new businesses such as direct seeding in the future also provides more possibilities for the expansion of business ecological boundaries.

The growth of the complex ecosystem of little red book is not fast in the Internet world, but the growth of ecological epitaxy is natural and steady.

In the early days, cosmetics and skincare products were the dominant categories in the little red book. When users stay in the community, the content will grow naturally with the different needs of users. Tourism, food, fitness, education, mother and baby and many other kinds of growth will follow the trend.

During the epidemic period, because of the user's home, the DAU in the small red book station was once the largest category in the station.

In the first half of 2017, Xiao Hong's monthly life was not more than ten million, but in July 2019, Xiao Hong's life was 100 million yuan. The growth of user numbers is supported by the compound growth of community content ecology.

It is undeniable that the "community + business" complex ecosystem has always been a controversial point in the little red book. The two forms of business coexist, but there seems to be no convincing story about their connections.

The birth of the live broadcast business is coming out of a thousand calls. The reason why the outside world pays close attention to the live broadcast of Xiao Hong is not only a player in the industry, but also whether it can make the mode of "community + electricity supplier" in Xiao Hong book more realistic.

Just for the "community + electricity supplier" model without reference, every attempt must be accompanied by controversy, and every dispute may also be able to write new business history.