After Chatting With Bosden And Swisse'S E-Commerce Directors, I Summarized The Two Major Tremolo E-Commerce Auto Broadcast Models

Source: Institute of knife technique

Author Bing Qing

Editor | Mammon

Shuo Yin e-commerce is playing out a hundred possibilities.

Some people gathered around CCTV host Wang Ning and actress Yan Ni to discuss a dream of Red Mansions, while others were waiting for seconds to get coupons and hoard coffee rations for the next six months; Someone bought 5000 in the brand studio with a big hand+ For winter coat, some people have ordered the first washing machine in their life, and others have collected the intangible cultural heritage leather carving Chinese chess into their pocket.

Since the concept of "interest e-commerce" was put forward by Shuo Yin e-commerce in April 2021, the knife method research institute has seen more and more brands, supply chains and talents entering the chattering e-commerce, looking for their own possibility.

The more entrants, the more intense the competition, and the more specific the challenges we face: it's difficult to start a number, how to quickly attract fans to zero powder account, and ensure stable traffic conversion in the follow-up; It is difficult to make large-scale investment. The quality of content material determines the upper limit of investment flow. It is more painful to have money but not to invest than not to have money; It is difficult to make a profit. The brand faces the low price strategy of white brand and brand, and the brand with higher cost can do it 1: The ROI of 1 is also losing money and making money; There are no lack of stories about the sudden explosion of tremolo e-commerce, but if there is no long-term planning, few people can continue to compound interest.

Some people began to ask: are there any brands that have made money in the e-commerce of tremolo? Is the final outcome of tremolo e-commerce selling goods at a high price, or is it really achieving the integration of product and efficiency? And the starting point of all this confusion lies in: how should the brand do the tremolo e-commerce?

The "methodology" which has not been verified by practice is playing rogue. Recently, Sabre Research Institute and bosden e-commerce live broadcast Director Zhu Zongyin and Swisse respectively Wan Weining, the person in charge of tremolo, chatted about how they operated the twitter e-commerce. The former set a record of 15 million Gmv for a single brand self broadcast in November, while the latter produced cross-border brand matrix accounts during the 818 Shopping Festival 7.13 million, an increase of 325% compared with 618.

After chatting with them, the sabre Research Institute has summed up two kinds of self broadcast playing methods for the e-commerce brand of tremolo for your reference.

　　01

How does bosden complete the new product explosion in Shuo Yin e-commerce?

Bosden's playing methods in the channel of shaking tone e-commerce can be summarized as: during the daily brand self broadcast stable output + brand marketing campaign, the hot topics of the linkage platform were linked, and the Gmv was improved by a single outbreak. The specific operation of this year's 11 Month, for example.

November is bosden's "harvest month.".

This down jacket brand, founded in 1976, has a footprint in 72 countries In January, the new brand spokesman official publicity was completed, and the new windbreaker, down jacket and top matching down jacket, which had been preparing for two years, were launched 2.0 "series. This series of actions also left two impressive brand self broadcasting experiences to Zhu Zongyin, who is in charge of bosden's live e-commerce.

The first event was the shaking sound super product day. On the day of the release of bosden's new windbreaker and down jacket, the brand's self broadcast Gmv broke through 14.2 million, and the customer unit price reached 3500 +. At the same time, the original price was 3222 The new product sold by yuan has become the first one in the list of Shuo Yin e-commerce products.

The second event was that the brand official announced that Xiao Zhan became the brand spokesman, with sales of 15 million in the whole day, of which the same series of Xiao Zhan accounted for 90% of the sales.

After the successful experience of these two shows, we will find that each strong self broadcast hit the convergence point of the brand marketing rhythm - not only in the tremolo, but also in the linkage of all social media channels, internal and external forces, the twitter e-commerce quickly ignited brand topic interaction, and constantly attracted target users to enter the brand for transformation.

Take the new self broadcast of windbreaker and down jacket as an example, it can achieve "new instant product", which benefits from bosden's short video grass planting and live broadcast content from brand side voice to shaking tone e-commerce, which are all centered on the two core displays of "product characteristics" and "new product launch".

In order to solve the pain point that consumers who prefer light business attribute wear down jacket are bloated and wear windbreaker without keeping warm, bosden has created this innovative category of "windbreaker and down jacket" with both demeanor and temperature, and has also demonstrated its strength in product research and development to consumers.

How can we attract such high order consumers who value product quality and prefer elegant daily dress on the tremolo e-commerce platform?

On the voice side of the brand, the immersive theme show of "the first bosden windbreaker and down jacket" and the dream wind and rain concert were moved online. The brand activities with high texture enhanced consumers' perception of bosden's "high-end" positioning.

On the marketing side of the platform, the head talent crazy production sisters jointly released the contents of new grass planting, and cooperated with the interesting topic of "what is the basic respect for cooling down", which caused heated discussion in the station, and it was on the chattering hot search list one hour after the product was launched Top 1, with 120 million playback.

After the hot topic detonates the traffic, through the special short link of "planting grass in the station short video marketing - conversion between live broadcast" of the unique twitter e-commerce, it uses the brand self broadcast + head talent / Star live broadcast matrix to quickly undertake the traffic, so as to deposit accurate and high-quality user assets for the brand.

In order to improve the conversion rate of new products with a high customer price of 3222 yuan, bosden also provides users with Dou staging 12 under the background of traffic focus and accurate delivery In the end, 62.5% of windbreaker and down jacket single product penetration rate was achieved, and the initial total sales exceeded 30.74 million.

This case also reflects the difference between the twitter e-commerce and other platforms -- timely feedback of marketing effect, short and fast flow conversion, and largely avoiding the waste of intermediate links.

In the environment of "content planting grass" cycle becoming longer and longer, it takes at least 3 days, 7 days and 3-6 days for other content platforms to complete the flow cycle from "content bedding topic fermentation content grass planting user transformation" Months. In the tremolo e-commerce, once there is a hot topic or marketing campaign for a brand or product, the platform can be linked, and the flow feedback is particularly direct, accelerating the outbreak.

This feature has also made the tremolo e-commerce a "new product incubator" and a "hot money maker".

The incubation ability of new products of shuoyin e-commerce benefits from the positioning of "interest e-commerce".

As we all know, new products need a lot of grass planting content to reach users and help them establish their cognition. In traditional shelf e-commerce, businesses often need to plant grass outside the station or through train inside the station, and guess what you like to make new products reach the public. They need to keep trying and making mistakes, and the user's access path presents a funnel-shaped shape.

In twitter e-commerce, the user interest oriented mechanism gives new products the opportunity to "take the initiative" to show them to precision users. Once the user group is identified, the background will continuously guide similar people to give such content. It's much easier to crack down on single products when a precise user pool is found.

According to the survey on the trend insight report of the "chatter in hot money list" of the 2021 twitter e-commerce companies, 76% of the users have purchased the popular products on the twitter e-commerce in the past year 51% will buy it next time. Among the popular buyers, 80% of them choose to buy in the trill e-commerce.

But if you want to make the tremolo e-commerce into a long-term business, it is not enough to rely on a single outbreak. Brand studio is more and more like a brand opening online "store", as long as the broadcast, there will be consumers "passing by" from time to time.

Now bosden's daily brand self broadcast duration is stable at 15 hours or more, and the proportion of live broadcast sales reaches More than 97%. And want to create such a stable output of the brand studio, bosden thinks that people and goods are the most critical factors.

Person: the anchor is the soul, and the operation team is the backing

Anchor is the focus of brand self broadcast. Zhu Zongyin, who is in charge of live broadcasting of bosden e-commerce, hopes that the brand and the anchor can grow together like family members. Many clothing brands in the market choose anchors based on high appearance and good eloquence. Bosden also requires anchors to have cultural heritage and strong learning ability.

The anchor not only needs to know the selling point and material of the product, but also needs to know the popular color and KOL / star of the season. As bosden is focusing on the promotion of its brand value and benchmarking its target audience with luxury products, the anchor will use the luxury product standard for reference when making the dress construction proposal. After the broadcast is off, the anchor also needs to repeat the live broadcast with the operation team, constantly iterating over the script and the order of goods.

It is also very important for the operator to cooperate with the anchor. Now bosden has established a fixed base, which corresponds to different live broadcast scenes in different time periods.

Goods: the ultimate combination of goods, increase the conversion rate and customer unit price

Goods management has always been a pain point in the clothing industry. Based on the platform characteristics, bosden has selected the following three types of products:

First, the industry trend oriented innovative products, such as this year's windbreaker and down jacket, in order to open up new market segments;

Second, topical products, such as the same model of stars and Brand Co branded products, can enhance the popularity of brands on the platform, and make it easier to create popular products;

Third, professional high-end products, such as the recently launched "Dengfeng 2.0" series, enhance the professional image of the brand.

In terms of product pricing, bosden directly anchored the high customer single area of more than 1500 yuan, avoiding the low price competition with competitors. According to official data, bosden's unit price for November reached 1900 The new product rate reached 95%.

　 Field: changing over time

15 per day The super long live broadcast time of hours means that different user groups are faced with in different time periods. In the morning, there are more Baoma mothers, so the appearance of the anchor on the morning shift will be more sweet and friendly, the background music will be more relaxed and natural, and the customer price of the product will be slightly lower; The audience in the evening is mainly office workers with higher consumption power, so the image of anchor in the evening will be more diversified. The background concert is the current hot song, and the unit price of product is also higher.

　　02

　 How does Swisse "Penetrate" the e-commerce channel of Shuo Yin in March?

Swisse only joined twitter e-commerce in March this year. However, the company's strategy is to develop the tremolo e-commerce, and has established a brand self broadcast matrix with five accounts as the main force in the platform.

According to cicada mother, Swisse's sales volume in the past 30 days was 22.43 million yuan. According to Wan Weining, head of Swisse tremolo, 85% of Swisse's Gmv From new customers, and 30% - 40% of its core account sales are contributed by fans.

Health care products are a category with high customer order and heavy decision-making, and the platform supervision is also very strict. What did Swisse do right when it was able to rapidly start and grow steadily on the trill e-commerce?

After chatting with Wan Weining, the sabre Research Institute found that Swisse implemented the "big penetration" method in the single channel of tremolo e-commerce.

Brand penetration = marketing penetration + channel penetration.

Large penetration of Marketing = marketing scale (number of reaching consumers) * marketing efficiency (reaching consumer efficiency)

Large channel penetration = channel scale (number of channels reaching consumers) * channel efficiency (channel convenience)

Because this is only Swisse's playing method for the chattering tone e-commerce channel, the formula is slightly distorted here:

Large penetration in the channel of twitter e-commerce = user path scale (the number of user paths that reach consumers in the twitter platform, i.e., short video, live broadcast, information flow advertising, etc.)* User path efficiency (the convenience of different route jump purchase, i.e. short video trailer, talent / brand live broadcast, three party jump)

The significance of marketing penetration lies in that, by constantly brushing the sense of existence in front of users to enhance brand awareness in the hearts of users, so that users can think of themselves at the first time when they want to buy related products; The significance of channel penetration is that consumers can easily find a way to buy.

Before Swisse officially settled in the e-commerce company, Swisse had carried out the layout of marketing penetration on the platform, made a large amount of brand advertising investment, and accumulated a large number of cognitive groups. When Swisse After entering, the brand still adheres to multi touch touch contact with the target group. Through brand advertising, live broadcasting room, short video and other forms, it constantly makes efforts on the number of exposure of a single user, so that more potential user groups can be touched by the brand many times in a certain period of time.

Every time the people who are touched, educated and planted grass by the brand may be transformed into brand users, so that TA can gradually develop the mind of "Swisse as the first choice of its health products".

The establishment of brand self broadcast matrix is an important means of its penetration into the channel of e-commerce.

In the early stage of the brand's entry into shuoyin e-commerce, Swisse opened about 10-20 accounts for brand self broadcast. This strategy is based on many considerations

First of all, the brand hopes to be able to choose a brand studio with good effect and long-term sustainable operation through DP horse racing mechanism.

Second, Swisse Although only oral beauty products have been launched in shuoyin e-commerce, the product lines under the major oral beauty category have been distributed to the self broadcast matrix of various brands in a differentiated way. Users with different labels of different groups can be obtained on the platform through differentiated operation ideas, anchor selection, and different scene positioning settings, It has accumulated experience for its subsequent expansion of other product lines on the tremolo e-commerce platform.

Invite talent short video planting + live conversion is the core means of its marketing penetration.

Swisse operates the talent and brand stores separately.

Talent has fans accumulated in the platform, and the station has great appeal and influence. Therefore, the brand will reach a long-term cooperation with the top talent, such as making a friend live room, Wang Fang, etc. with its appeal to fans, fans can strengthen their trust and favor of the brand.

Talent is better at recommending large and fast-selling products with light decision-making and low customer order. On the one hand, it is because a single talent can get 50 + SKUs in a live broadcast, so they can't deal with a single SKU To give a very detailed account and plant grass; On the other hand, most of the talent's personages belong to the image of "good friend" and "best friend" of Zhongshi energy, so they can't sell products with high customer price.

However, the unit price of health care customers is high and the decision-making cost is heavy, so it is necessary to plant grass for a long time. According to this characteristic, Swisse We should develop basic nutrition products with lower customer price, which are suitable for Darren to bring goods, so as to help them better spread their products and pass them on to consumers.

In the self broadcast room of the brand, Swisse will select some high order or upgraded nutritional products as the main push products to realize the re purchase and upgrade of consumption, so as to gradually generate the stickiness or loyalty of consumers to the brand.

　　Swisse It is believed that there is a huge flow pool in the chattering e-commerce, and there is still a lot of space to be explored. Therefore, they will do more "big penetration" of the existing users on the twitter e-commerce platform through the optimization of live broadcast room and delivery.

At present, Swisse daily brand self broadcast time is stable at 16 hours, and the proportion of brand self broadcast and talent live broadcast is 6: 4. Monthly sales are at the level of 10 million, which is inseparable from the continuous iteration and polishing of "people, goods and markets" by the brand.

　 Person: endow the professional skills of the anchor and strengthen the operation team to maintain the account operation

　　Swisse A complete anchor training system has been established, and trainers are arranged every week to train from the explanation of promotion mechanism to the professional knowledge points related to health products. At the same time, the brand has also set up a quick small program examination to help the anchor understand the product selling points and ensure the accuracy of the anchor's output information.

Today, Swisse brand has established a team of nearly 100 people, including internal members of the brand and DP operators.

　　 Goods: diversified product lines support brand self broadcasting, short video differentiated grass planting

　　Swisse With the advantages of rich brand product lines, the differentiated brand self broadcast matrix for different scenes and different groups of people is established to create demand explosion products. Moreover, with the help of the company's strategic support, the company has tilted the goods resources of the channel, including some exclusive preferential mechanisms (special product packaging and gifts) to help brands better match the needs of consumers in the channel. For example, in the During the 818 Festival, Swisse made some profits. During the event, the overall commodity conversion rate was 50% higher than usual.

　 Field: according to the detailed configuration of a / B test Live Room of core data

In the selection of live broadcast background, the brand will also do a / B test. Swisse The background of the live broadcast is mostly solid color, and the color system selection will be optimized by changing the color test for the same anchor. During this period, the click in rate of the live broadcast room under different colors will be optimized.

In terms of script, the brand will adjust its selling points according to the rules of the platform, and the forced single script that eventually promotes transformation will also do a / B test, which will be adjusted for 15 seconds, 35 seconds and 45 seconds Second, explain the proportion and rhythm of products.

　　03

　　 Bosideng What experiences can be replicated with Swisse?

In addition to the most critical "people's and goods yard" elements of live broadcast, the two brands have their own advantages in terms of traffic acquisition ability on the shaking tone e-commerce platform. Here, knife method research institute decomposes it into content marketing ability, talent matrix building ability, and advertising flow capacity, which can provide reference for brands with mature supply chain strength and e-commerce operation ability.

Content marketing capability:

Bosden regards the shaking tone e-commerce as a platform integrating communication, content planting and brand transformation, so as to fully and more fully expose the whole brand content to the consumers in this channel. Therefore, the strategy driven by brand integrated marketing content has provided a great help to bosden's explosion in the e-commerce of tremolo this year.

It is a very challenging task to do the content output of health products on the tremolo. Swisse Choose the young first-line star Deli Reba as the brand spokesperson to communicate with consumers. However, in the process of communication, the brand still hopes to maintain professionalism and rigor. In terms of talent selection, the brand prefers professional but not "paternal" preaching content for brand grass planting. In the future, we will try some plot accounts to let consumers understand the selling points of products in a more affinity and life-oriented scene.

Making content output around the overall marketing rhythm of the brand can help the brand to convey the core information of the brand more comprehensively, professionally and accurately, deepen the consumer's cognition of the brand, and also make it easier to concentrate the power of external channels to do explosion; With the help of stars and KOL The daily grass planting content of scene and life is beneficial to the potential energy accumulation of the brand and paves the way for the follow-up marketing activities.

Talent matrix building ability:

Bosden's unit price is 1000 Above, the threshold of short video with goods is high. Therefore, the brand has arranged a large number of short video grass planting content to improve the exposure rate of new topic products. On the other hand, it also cooperates with celebrities Qi Wei, Batu & Bogu, talent Yang Fafa, Wang Xiaoqian and other celebrities in different circles to realize diversified product grass planting.

　　Swisse When cooperating with the talent, we will give the corresponding products according to the fans' portraits of the talent. For example, those who choose to go to "make a friend live room" are partial to men's health care products; Wang Fang would prefer female related functional nutrition products, including children, mothers and infants, to gain more exposure and diffusion of products.

In a word, the choice of talent and anchor should be based on the depth and width of the brand's own product line, so as to penetrate the subdivision circle with different subdivision items.

Advertising traffic capacity:

During the cold start of the brand, a large amount of paid traffic is often selected to help the system understand the crowd label of the live room; During the promotion period, more exposure and Gmv will be obtained by purchasing paid traffic. For example The "Swisse Swisse beauty consultant" accounts for about 40% - 50% of the daily natural traffic, but during the promotion period, the proportion of paid traffic will reach 60% - 70%.

The knife method research also found that the two brands adopted the method of "short video content marketing and grass planting, brand self broadcasting and high customer price upgrading", because the brand needs a higher profit product portfolio to support the brand's investment in dealing with fee flow, and maintain the healthy growth of the brand.

Back to the business pain points mentioned at the beginning of the article, such as "difficult to start a business, difficult to start a business, difficult to make a profit, and unstable" mentioned at the beginning of the article, Shuo Yin e-commerce is also making some positive attempts, for example, from the data level and product tool level, to make some attribution for the "hot money" of tremolo; A centralized entrance, including tremolo mall and search, has been made to help businesses to do business more stably in the e-commerce.

Lu Xun once said: there is no road in the world, so many people will become the road.

Tremolo interest online retailers The rapid rise of China is inseparable from the constant trial and error and precipitation of a large number of brand merchants and talents. Dao FA also welcomes you to discuss the business methodology of Shuo Yin e-commerce with us.