Who Will Have The Chance To Win The Live Broadcast Of The Little Red Book?

"Do not make the whole network low" "take goods is the result is not the purpose"...... In the face of the "killing" of the platforms in the live broadcast of the electricity supplier, the little red book, which has been waiting for more electricity providers, is also tardy. This year, the live broadcasting function is officially launched, but it emphasizes that it is "the community is not an electronic business platform".

In March 26th, LV launched the first commercial debut of the new season in Xiao Hong's book. It was the first shot of Xiao Hong's live broadcast, followed by luxury brands such as Lanvin, Givenchy and Tiffany. Since then, live broadcast of cars, shop direct seeding has also become a feature of Xiao Hong's live broadcast.

From all kinds of labels, it seems to have a different route from other platforms.

01. Live broadcast is an extension of pictures and notes.

"Xiao Hong's live broadcast is a community logic related to lifestyle, and the positioning of the platform remains unchanged." Xiaohong book tells billions of power, "the core of the community is people. What we care most is the feeling of" people "in the community. This is the yardstick of doing many things for us. The same is true for live broadcasting. Users need to live in this form of content interaction. We need to do the live broadcast with the demand of the means of realization. We are essentially a community of service creators. Type products. "

It is reported that the live broadcast of Xiaohong book started in December 2019, and it is divided into two forms: interactive live broadcast and live broadcast by electronic commerce. At present, the proportion of interactive live broadcasting is 90%. In official terms, the application and popularity of live broadcasting make the book online experience more interactive and instant. For example, the "shop notes" of Xiao Hong's book has an extension of "live cloud exploration shop" before May 1.

In April 25th this year, nearly 30 bloggers of the little red book conducted a full day relay screening of K11 in BFC, TX Huaihai, K11 Shanghai, and Wuhan, Guangzhou and Shenyang. Through the form of "cloud shopping", the online shops for the netizens grow grass, and the live interactive rate is up to 44%. Xiao Hong book data show that in April, the single day search volume of "shop key" on Xiao Hong Book increased by 440% compared with February, and the consumption of the line was significantly higher.

Xiaohong book, known for its "grass planting community", emphasizes the order in user experience: users first share certain experiences with others, such as skin care products, travel destinations, and virtual goods, and then consume on the basis of basic cognition. That is to say, if users want to get satisfaction after planting little red books, they must return to real life to experience, and the consumption chain will be complete.

"Direct seeding shop is more real-time and intuitive for users interested in offline services and consumption. At the same time, there are bloggers conducting" tours "to better understand store characteristics and merchandise selling points. On the choice of shops, priority will be given to the hot and popular shops and shops in the little red book station. Xiao Hong book said.

02. Live broadcasting is not an effective way to cash in.

In the era of live broadcast of the whole nation, live broadcast goods are often linked to price oriented keywords such as low price, promotion, etc., rooted in the sharing of live broadcast of the community of attributes. Is Xiaohong Book feasible?

In this regard, Xiao Hong book talks to the power of billion power: "at the stage of market cultivation, price is indeed the most attractive factor for users. But with the improvement of the industrial chain, the increase of user and business volume and the diversification of demand, the future live goods will be beyond the logic of low price promotion, and there will be more room to play, such as the hatching and growth of the new brand of domestic goods, the anchors' individual. Branding, content and so on.

According to official introduction, the development of the live broadcast of Xiaohong book is faster than expected. Now the creator who participates in the live broadcast grows at the rate of 200% per month. Most of the creators have started using live broadcasting function to share their lives through live broadcast and fans.

There are some unique characteristics of Xiao Hong book live broadcast. First, the location of Xiaohong is the way of life sharing the community. The live broadcast is based on the community logic, which is an ecological product communicating with the fans. Second, the live broadcast of Xiao Hong's book is more inclined to share the way of life. In official terms, it is like "the living room of the creator" rather than the stage of the show.

"At present, the primary goal of Xiao Hong's live broadcast is to have more and more creators suitable for Xiao Hong's live broadcast, and to form a live broadcast featuring little red books." Xiao Hong book said.

It is understood that Xiao Hong book set a certain threshold for the creator of the broadcast. The small Red Book Creator center requires that only fans with more than 5000 fans have released 10 or more notes with natural reading of more than 2000 in the past 6 months, and users who do not violate the rules can apply for the permission of the creator center in App.

Xiaohong book told reporters that to grow up to a certain stage of creators, we can make full use of this form of live interaction and high-frequency communication, strengthen the stickiness with fans and enhance personal influence. "Xiaohong book has a strong influence on consumer decision making. Most of the producers live directly on the basis of the daily notes they share, so live broadcasting is an effective way out of business notes."

03. Opportunities for international brands and new domestic brands

"In the little red book community, we see that the new consumer brands such as perfect diary, Xiao Xian stew and MaiaActive have grown up in the little red book community. LV, LANVIN, HUAWEI, UNIQLO and other brands have also explored new ways of interaction with consumers in Xiao Hong's book. Qu Fang, founder of Xiaohong book, said in a recent dialogue with the real fund.

Billion power understands that since March, international brands such as LV and Givenchy have been broadcast live in Xiao Hong. Xiaohong book said, from the first crab eating LV, to flower gravity to build live team Lanvin, then to send new handbags as Givenchy, as well as to set up flash shop to complete the grass and weeds closed loop Tiffany, platform for brand cooperation attitude has been very open.

"More than 70% of users of small red books are 90, and have strong purchasing power and high consumption intention. They have a strong compatibility with luxury brands in terms of crowd and temperament." In Xiao Hong's book, the key to international competition for the Chinese market is to find a better matching channel, to grasp the online increment and transform young consumer groups. According to introducing, at present, dozens of luxury brands have set up accounts in Xiaohong book.

When it comes to which brands will be available in the future, Qu Fang said: "one is the category that the international brand still occupies the absolute advantage, and the two is the opportunity to produce a new domestic brand."

In Xiao Hong's book, young users play a role in reconstructing the communication link for interactive consumer demand. Making brand is a slow business that needs time to accumulate, and finding the anchor of interaction is the accelerator that enables excellent brands or products to amplify users' influence.

Live broadcasting is an important anchor point for these brands to interact with users on the small red book platform.

Source: the power of billions of Writers: Zhai Ziyao