A Lot Of New Brand Growth Diary: Start 50 Days, Powder 2 Million 700 Thousand

Within 50 days, the women's clothing brand "Chuang Er" did a lot from "three no" to "three": brand from scratch, shops from scratch, fans from 0 to 2 million 700 thousand. It is worth noting that the sales of the direct broadcast studio of Chuang Er do more than 70% of the total sales volume of the whole store.

This can not help but think, will the live broadcast be a new opportunity for the new brand to grow rapidly in the short term? How can Chuang Er take the live broadcast as the breakthrough point and rise rapidly?

　 "Man": who is the anchor? Where does the audience come from?

The first day in which he spent much time was also the first day that he opened the live broadcast. On the first day of the launch, Li Jiwang, the founder of the company, came up with a magic trick: 24 hours of live broadcast. "I think different from others, I think live broadcast is a more intuitive form of service than words and pictures. As long as customers come into my shop, someone has to talk to her, serve her, show her."

Li Jiwang followed his way to solve the problems of people, goods and fields.

In the aspect of "human", it can be divided into two parties: the anchor and the consumer. Li Jiwang recalled, "at that time, the director who was responsible for the live broadcast was not a professional anchor, but our accountant, customer service and reception were temporarily pulled." 6 anchor, two one group (anchor + sub broadcast), two shifts in the day shift and the evening shift. "The day shift starts at 7 o'clock, when we go to a lot of orchard to pick up water drops, and there will be an early peak."

In terms of consumer (traffic), the newly established brand is not popular at all, but no one in the studio is watching. "I worked in Taobao before, when I was the most successful, I made a Taobao C store and 3 Tmall stores, and more or less accumulated some old customers fans. I pulled them over to see the live broadcast."

In addition, Chuang er's live room will send a red envelope every 6~8 minutes. "If you want to get a red envelope, the audience must share the live room for his friends, friends introduce friends, social fission drainage to the studio. At the height of the peak, I sent more than 10000 red packets a day.

According to its introduction, the number and total number of red packets are determined according to the real-time number of live broadcast rooms. When the number of people online is high, the total amount of a red envelope reaches four hundred or five hundred yuan. If the number of people online is less, it may be 10~30 block, and the total amount of red envelopes is between 5 and 1 yuan.

"They (consumers) will stay in my live room while waiting for a red envelope, watch the anchor explain the product, and then buy it after interest, or even buy it back."

In addition to natural flow and fission flow, Li Jiwang told the billion power that Chuang Er will be drained to the studio through advertising. For example, focus booth, scene advertising and other direct drainage to the live room, you can also use the search weight of the explosive merchandise, through the commodity drainage to the live room.

He also said that the source of the two typical problems of "no traffic flow" and "no flow" in live rooms is in fact the "human" aspect. "There are three reasons why there is no traffic Transformation: the lack of professional competence of the anchor, the low cost performance of the product, and poor layout of the live room. There are three reasons why there is no traffic in the Live Room: shops do not accumulate their fans, do not advertise, and officials do not give public domain traffic.

On the point of the professional ability of the anchors, Li Jiwang is very confident now. "Before the immature anchor and the temporary anchor, we are now through the systematic training of product knowledge, language organization ability and promotion of single skills, so the professional quality is difficult to exceed in a short time."

"Goods and markets": ultimate cost performance and factory traceability

"How can a competitor imitate 24 hours live broadcast?" whenever asked, Li Jiwang always replied, "the biggest moat is still in the" goods "itself, that is, product development capability, product quality and product performance price ratio.

Referring to the topic of "goods", Li Jiwang mentioned the background of the birth of Chuang Er: "Chuang Er" is an original brand of Qinghe cashmere industrial belt, and this industry belt is responsible for the production of cashmere and cashmere products of more than 40% of the whole country and 60% of the whole world. That is to say, Chuang Er has the advantage of manufacturing, producing and warehousing from the source of the industry, that is, the first advantage of cost performance.

"Truly cost-effective, only the advantage of the production side is not enough, all aspects of the cost must be controlled, such as marketing costs, passenger costs." When it comes to this, Li Jiwang tells a story about his own experience of opening a shop in Taobao:

In his view, Taobao receives customers mainly through paid advertising sites, and it pays more attention to the high cost alone, and spells a lot of social fission paths. The traffic cost is more cost-effective. In addition, he believes that Taobao live broadcasting is a typical "people looking for goods", star anchor become the entrance of the traffic, leaving fewer opportunities for new brands and small anchors. On the contrary, a lot of products are more like "goods for people". Live broadcasting is based on shops, not just a traffic entrance.

In this way, the biggest cost of creating a lot of live broadcast promotion is "red envelopes", with the implementation of coupons, spike and free activities.

In addition, Li Jiwang also stressed that the high price alone does not mean that the price is low, the low cost does not mean that the price is high. "Chuang Er did not consider the high and low price, but considering the high cost performance." In his view, the amount of live broadcast wins, the single piece profit is relatively small, but the amount of money can also maintain the level of profit, while playing a role in training the minds of consumers and brand awareness.

After the completion of "man" and "goods", Li Jiwang said, "in the field", "Chuang Er now has its own factory, R & D department, warehousing capacity, so that consumers can see the factory in production, warehousing in the delivery, R & D in work, see and feel the various parts of the line of water, which is the next important strategy to create differentiation between the direct broadcast studio."

Four thoughts of Chuang er

Although some achievements have been made at this stage, when considering the long-term development problems, Li Jiwang throws out the following four aspects:

1, the difference of consumers' portraits between platforms and businesses

Chuang er's target consumption crowd portrait is "30~45 age senior white-collar worker, just graduated university student employment crowd", actually is not consistent with the many live broadcast portrait. "Chuang Er needs to" clean out the potential customers of Chuang Er "in the platform users, so how to find the exact flow rate (consumer group) is very critical.

2. The weak link of live broadcast: public domain traffic

Li Jiwang said that at present, 70% of the store's sales are coming from the live room, but whether the official definition or the actual operation of the studio is a kind of private domain traffic operation tool, "Chuang Er can't rely solely on the old fans and advertising, which is rather laborious in the long run.

3, cash envelopes and other social fission patterns are facing consumer fatigue.

Take the cash package as the marketing tool, for example, "red envelopes used before are very effective and cost-effective, but now, overall, the growth rate of passengers gained through social fission such as red envelopes is gradually weakening." According to its analysis, the number of competitors is increasing, and the popularity of red packet marketing is becoming more and more popular, coupled with consumer fatigue. The existing fission modes are no longer so attractive.

At the same time, there are also a group of wool party members who are born with more and more products, so long as there are cash withdrawals, they have their existence. "The harm of the wool party to businesses is unavoidable by merchants themselves, and the platform should do something."

4, the difficulty of making more brands.

"Strong production and weak brand" is a typical "old disease" in the industrial belt. Processing, manufacturing and production capacity is the advantage of the industrial belt, but it can not be equated with brand competence. The Qinghe cashmere industry belt is more for the big brand to do the generation processing, the brand OEM or the brand factory. In the real sense, the brand has never been born.

The birth of Chuang Er is just the beginning. On the basis of production advantage, we have made breakthroughs in brand design, brand marketing, consumer communication and so on, from regional brand to independent brand - "this is what Chul has always wanted to do." Source: billion power network: Liao Zilin