Shake ROI To Do 1:30! Who Says LVMH Can'T Broadcast Live?

March 8th ~3 15 is the first week of LVMH's high-end professional make-up brand MAKE UP FOR EVER (hereinafter referred to as MUFE) to start the live broadcast of shaking. The cumulative live broadcast of 25.4 hours, 3 million 120 thousand times of live broadcast, UV reached 280 thousand, 36 thousand times of commentary, 9421 of the increase, the increase was as high as 855%. At present, the MUFE live broadcast is still continuing. It is worth noting that the ROI peak of MUFE has reached 1:29.7.

Nearly 30 of ROI is not surprising in the case of head anchor cooperation, but it is different for brand self seeding. How does the high-end brand represented by MUFE find the balance between business and content in the direct seeding room?

　　 Creative content orientation

It is understood that MUFE has tried every major live platform, but it mainly focuses on the three platforms, namely, live broadcast of Taobao, live broadcast of live voice, and live broadcast of Xiaohong. "From the positioning, Taobao live is more like a close shopping guide, mainly selling goods; jitter is suitable for professional make-up teaching, making interesting, creative, and scene output; Xiaohong book is closely related to tidal vane."

Correspondingly, content output on different platforms is different. Taking MUFE's quiver live broadcast studio and Tmall live broadcast as an example, the differences in selection, content, welfare and anchors are compared.

Fu Chenggang, general manager of MUFE brand, said that in the selection of products, "MUFE positioning is a high-end product. In order to enable consumers at different levels to have a choice, MUFE will divide all the products into several gradient prices, and the merchandise matching between live rooms should have both low cost welfare products, brand Live Room welfare prices to attract transformation, and star explosions provide a gift service. Enhance brand loyalty.

In terms of content, considering that the content of the live broadcast is more obvious, MUFE will make breakthroughs in creative content and plot content, such as make-up needs in different situations, enhance the story and interest of the live broadcast, and set up the anchor. "The content of Tmall live room is to understand the introduction of the commodity itself and the discount of activities, while the introduction of the live broadcast will be relatively weaker."

The media noted that the contents of MUFE live streaming were divided into four categories: offline visiting class, teaching class, evaluation class and online novelty search category.

Among them, the first three categories are weekly fixed time, columns and programs, which can be divided into five categories: offline makeup academy, street dressing test, cosmetics online answer question, make-up product grass, color makeup lawn weeds. For example, "hand in hand you teach super A hybrid makeup", "fairies will learn small face repair", "defective skin instant stealth second change ceramic muscle" and other theme live broadcast, online hunting can be refined to the most IN trend online makeup and makeup on the world market, these two categories as a sudden burst of things to guide the trend.

Fu Chenggang said that the content creativity of MUFE's live broadcast is from three aspects: first, the beauty display products have natural display advantages; the sale of cosmetics products (for guests to make up) is itself a demonstration process; two, the curriculum of MUFE make-up college is content output, curriculum diversity and the diversity of courses facing the crowd determines "from doing courses to doing live broadcast". The transition is very smooth; three, the content marketing of MUFE has already been mature in the aspect of live broadcasting, and some experience has been accumulated in content creation and attraction. The creative content on the shaking platform has been tested on other platforms to a certain extent.

It is worth noting that the 7 anchors of the MUFE live broadcast come from the professional makeup artists of the make-up Academy. In his view, this is one of the unique charms of MUFE live broadcast: MUFE professional makeup artist has many years of experience in using cosmetic products, and also has learned professional skills from make-up college. At the same time, he has been serving a large number of different types of customers online. The professional quality that he has precipitated for many years is that he is hard to catch up with in short time.

In addition, he also mentioned that MUFE intends to vary the welfare settings of the major live platforms. The general principle of live broadcast is not to exclude, do not DISS other products, face differences, and recommend suitable audiences according to skin quality and characteristics.

"During the epidemic period, all the people started broadcasting live, this trend will continue, and will enter the acceleration period." He explained that the live broadcast of the first two years was guided by the big anchor, with the attraction of star drainage and high cost performance, and this year's live broadcast will go to the next stage -- the brand live broadcast, and make the content of the broadcast more in-depth, and return to the dry goods itself.

　　 Precise touch of smaller dimensions

It is understood that the MUFE shaking room is one of the jitter "home cloud shopping" project, from the shaking platform has also received the corresponding flow support. Specifically, jitter for the "home cloud shopping" partners provide a total of 1 billion live streaming support, from January 1st to February 29th, did not use the function of live shopping cart offline businesses to provide 2 weeks novice traffic enrichment, small shops in green channel, official training.

In addition to platform traffic, MUFE also drained the live room from multiple channels including official micro-blog, makeup artists, voice and dou+. Fu Chenggang said, "every time MUFE is launched, a short video will be released to preview the live broadcast preview. The live broadcast of short live video will be conducted for the two time in the live broadcast, while dou+ will be used for high quality live content and short video."

Among them, about the dou+ launch strategy, MUFE will carry out AB testing and phased release for short video or live broadcast, and the second time dou+ will be released after the first time of short video / live broadcast reaches the expected value. In the notice and the short video content, he said that the jitter provides many creative tools, such as special effects, art processing, etc., to help increase the artistic and communication effects of video.

"After this period of live test, the future will be more coordinated with the branding promotion, and will also be able to harvest potential consumers while creating momentum." In his opinion, touching the more accurate crowd on the shaking platform can play the butterfly effect and resonance effect.

For example, in April, MUFE will carry out a "black spray challenge" on the jitter. (Note: black spray is a new MUFE makeup product). At that time, MUFE will promote the head, the waist and the ordinary consumers to participate in this product's challenge in various scenes, such as "no sweat after sweating."

At present, users who touch MUFE on the chattering reach 5~6 years younger than those under the offline counters, and are concentrated in the age of 20~25, while the majority of customers are 27~28 years old. "At present, our precise touch on shaking is still the concept of large dimension, that is, age, city and other dimensions. Next, MUFE and vibrato have more depth of cooperation to achieve more precise touch."

　　 New thinking of new marketing mode

The new beauty brand is catching up with the flow of goods and private areas, which has brought about another competitive power to the cosmetics industry. But in the view of Fu Cheng steel, "MAKE UP FOR EVER positioning is the high-end professional makeup brand of LVMH group, which is different from the brand positioning of most of the new sharp domestic products, so the competition can not be directly compared."

He explained that the make-up industry can be divided into three sub fields: one is fashion beauty brand, such as Dior, Givenchy, Tom Ford, YSL, Armani; one is stars, net red, KOL brand with fire, such as HUDA BEAUTY, FENTY BEAUTY, and others are professional makeup brands, such as MAKE UP FOR EVER, Shu Village show, BOBBI BOBBI, and so on.

In addition to different location and different track, he believes that the development stage and development direction of each brand are different, and the demand for marketing is different. Compared with some new beauty brands, MUFE has different ideas and expectations on public domain, private domain traffic operation and net live broadcast.

After the public domain traffic becomes expensive, it emphasizes private domain traffic. This is the way that some brands will take. But MUFE thinks, "although public domain traffic is getting more and more expensive, from the perspective of brand building, public domain can dig deeper." In the view of Fu Cheng steel, public domain is more suitable for brand building and brand building, and private domain is more suitable for consumers to interact deeply and sell.

As far as the live broadcast business is concerned, "we are the brand of the make-up Academy. We have trained many makeup artists and make-up teachers. We value the professional education and art DNA. We will not put all the KOL into the store. The purpose of putting KOL is not limited to the sales level."

For example, he said, the cooperation between MUFE and Li Jiaqi does not stay in a live broadcast or sale of goods. Instead, it hopes that MUFE can create some products that match the brand DNA with Li Jiaqi and his team, or invite them to do brand traceability activities. It is a deep cooperation between KOL and the brand side.

"Although they are all doing the same thing, they are doing live broadcasting with goods and private domain public traffic operations, but the brand positioning and sense of value are more important. It is more important than selling products and KOL communication."

When talking about the future plan of MUFE, Fu Cheng Steel said, "after that, there were about 100 outlets under the MUFE line, such as wired department stores and franchised stores, and 250 outlets of the four streets of the United States of China. The combined network of about 350 outlets is relatively affected by the epidemic." In the future, MUFE will further increase the proportion of online channels, and layout on Tmall, jowl, Xiao Hong and other platforms.

It is understood that before the outbreak, MUFE online, offline sales accounted for 2:8, after the outbreak, online can account for 3 or more. "In the future, the proportion of online will increase further, which is related to consumer habits. Consumers are becoming more and more young, and the online convenience and offline experience are more valued."