With his consistent real and humorous speaking style, Huang Zitao's Kuaishou live broadcast room is out of the circle.
"As long as your address is not mobile, our goods can be delivered."
"I hate acting in a script the most, what kind of script is it, is it meaningful to sell something to act in a script?"
On October 16, Huang Zitao opened the live broadcast with goods debut in Kuaishou. Geng's straight personality and straightforward speech have made him redefine the "happy comedian" in the live streaming industry, and netizens commented that "watching him live broadcast is very good".
In addition to the unique comedic effect, Huang Zitao's ability to carry goods is also not to be underestimated.
According to kuaishou official data, The GMV of Huang Zitao's live broadcast room reached 230 million yuan, the cumulative viewing exceeded 40 million, the number of orders exceeded 1.6 million, the number of fans exceeded 1.2 million during the live broadcast, and the sales of endorsement items exceeded 74,600.
Celebrities with goods is not a new thing, what are the different highlights of Huang Zitao's live broadcast with goods? How does Kuaishou's new consumer population boost Huang Zitao's live broadcast out of the circle?
<h1 class="pgc-h-arrow-right" data-track="174" > 4 hours to break 120 million, Huang Zitao live with goods what to see</h1>
At 10:00 a.m. on Saturday, in the countdown cheer of "3, 2, 1", Huang Zitao slowly walked to the camera in the live broadcast room.
At first glance at the camera, Huang Zitao was a little shy, bluntly saying that he was plain: "I didn't wear makeup today, because I wanted to try some products, so as to highlight how powerful the function of the product really is." Under his fast hand portrait, there is also a logo of "no beauty".
Before the official listing of goods, Huang Zitao talked about the reasons why he decided to live stream the goods in the live broadcast room: "The company is what I do, the live broadcast is my choice, the industry is what I love, I want everyone to experience what is real shopping." ”
After a domineering speech, fans in the comment area kept brushing the message of "supporting Taotao".
At this time, there was a "little oolong" in the live broadcast room - some fans mistakenly photographed the Ou Shi Man skin care kit endorsed by Huang Zitao at the original price. This made Huang Zitao anxious and immediately announced the addition of gifts.
When it came to the product introduction session, Huang Zitao directly nagged the audience.
When recommending a green electric toothbrush, Huang Zitao complained in front of the merchant: "Although the color of this toothbrush is not bad, it can't stand it easy to use!" After using up my three views collapsed! The boss on the side hurriedly explained, "The key is that the effect of the toothbrush is good!" ”
When trying out a mask, he personally demonstrated it on his assistant's face and took the opportunity to play a prank.
Although the overall atmosphere of the live broadcast room is very happy, for low-cost preferential goods, some people support, some people question him cutting leeks, Huang Zitao replied in a way that was close to roaring: "When the country is in difficulty, I donated five million, my brand clothing was all donated to Henan, what have you done... No matter how sour you are, you will never be able to surpass me. ”
Four hours after the start of the broadcast, Huang Zitao's live broadcast room sales exceeded 120 million yuan. On that day, Huang Zitao's live broadcast was divided into two parts: day and night, with a total duration of 11 hours.
According to the new fast data under the new list, Huang Zitao's live broadcast room has a total of 131 products on the shelves, mainly for beauty and skin care, home life and other categories, all from Kuaishou small shops, and the highest sales of goods are Huang Zitao's endorsement of Ou Shi Man skin care sets, reaching 33.09 million yuan.
Image source: New Fast
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The clothing brand YK&YB, which is managed by Huang Zitao, has the highest frequency of appearance in the live broadcast room, with a total of 9 models on the shelves, from small face wash hair bands to sweatshirts and down jackets, with a variety of types, with total sales reaching 36,000 pieces and total sales reaching 7.955 million yuan.
There is no shortage of young netizens who said: "I feel that I have to download Kuaishou for Huang Zitao." ”
<h1 class="pgc-h-arrow-right" data-track="57" > preparation for one year, Kuaishou opened a new model of star goods</h1>
2020 can be described as the outlet period for celebrity live broadcasting with goods.
From traffic stars to powerful actors, from hosts to variety shows, anchors have ushered in a batch of competitors. Jia Luo, vice president of Alibaba Group, once revealed in the program that in 2020, 99.5% of the stars in China's entertainment industry have entered the live broadcast room.
Behind the crowd, there are crisis events such as overturning with goods and detonating mines with selected products. As the tide receded, it became clear who was swimming naked, and the number of stars who insisted on live broadcasting also dropped sharply.
When the play ticket is dispersed, it means that the professional star anchor has room to play value.
Huang Zitao wrote on Weibo, "I have thought about this step for a year, and I have been preparing for a year. In the Kuaishou live broadcast room, he also revealed that in order to "be worthy of every consumer", he used his free time in the crew to personally try the team's selections one by one.
According to the official introduction of Kuaishou, the Huang Zitao live broadcast with goods has opened a new model of celebrity goods - artists and professional MCN agencies.
With the help of the professional team of MCN Institution Remote Look Network to select and assemble goods, and cooperate with Kuaishou anchors "Yu Dagongzi" and "Kuaishou Wine Immortal", Huang Zitao Kuaishou Live Broadcast Room ensures the interests of consumers and maximizes GMV.
After the live broadcast, Huang Zitao posted a Weibo post to record the live broadcast: "I won, but it is only the beginning... It is the truth to continue to win, and the second battle continues to prepare. ”
According to the official disclosure of Kuaishou, the platform is currently actively engaging with Huang Zitao to jointly plan the future live broadcast with goods.
In Kuaishou, Huang Zitao has 28.27 million fans, and with the help of his fan consumption power and achievements in carrying goods, he has refreshed the general perception that Kuaishou e-commerce users are concentrated in third- and fourth-tier cities, the age group is large, and the consumer brands are mainly white-label.
<h1 class="pgc-h-arrow-right" data-track="82" > exceeds 30% of the transaction volume, and new consumers are flocking to Kuaishou</h1>
Not limited to Huang Zitao's young fans, the consumer audience of Kuaishou e-commerce is also moving towards first- and second-tier cities and rejuvenation.
At the Kuaishou e-commerce merchant conference in September this year, Xiaogu, the head of Kuaishou e-commerce, released a set of data:
Driven by platform strategies such as brands, in the first half of 2021, in the first half of 2021, high-tier e-commerce customers accounted for 35% of the purchase users, contributing more than 33% of the GMV; in the second quarter of 2021, the new consumer population (post-90s and post-00s) contributed more than 30% of the transaction volume and transaction volume, and the average monthly unit price increased by nearly 30% year-on-year. Among them, the post-00 contribution transaction volume increased by more than 80% year-on-year.
In the face of the potential market of Kuaishou's new consumer population, traditional brands and new consumer brands have made efforts to seize the track.
In April 2020, jewelry brand China Gold entered Kuaishou. Through the distribution strategy of talents, China Gold gradually explored the e-commerce operation model, and then built a number of matrix accounts to form a stable brand distribution network, and "China Gold Store" is one of the Kuaishou matrix accounts.
After the official broadcast, the "China Gold Store" basically maintained the daily broadcast frequency. Up to now, the account has accumulated 229,000 Kuaishou fans, and the live broadcast mainly includes gold jewelry, gold bars, mobile phones and other goods, with the highest sales of a single game reaching 11 million yuan.
It is worth mentioning that the Huang Zitao live broadcast also cooperated with the Chinese gold brand, and the sales of a single product reached 4.5 million yuan.
According to Li Juntao, head of operations of "China Gold Stores", among the buyers who place orders, the proportion of new consumers represented by the post-90s and post-00s has reached 60%. "This design is relatively new and more popular with young people." He added.
The new consumer group not only appeared in Huang Zitao's live broadcast room, but China Gold also felt the growth trend of the scale of the new consumer population.
Compared with the beginning of the broadcast in June last year, as of now, the proportion of new consumers in the live broadcast room of "China Gold Stores" has reached 30%-40%, an increase of nearly 10%, and the proportion of first- and second-tier cities is also increasing simultaneously.
In order to better seize the new consumer market, China Gold has targeted the design of gold jewelry suitable for young people, such as the National Tide series.
Kuaishou "116 Quality Shopping Festival" has begun, and China Gold has joined hands with Kuaishou to carry out special preferential subsidies for explosive goods. The person in charge of the "China Gold Store" said that at the end of the year, it plans to link up multiple Kuaishou matrix accounts to prepare for the brand day activities.
Not limited to high-priced commodities such as gold, new consumers are also willing to pay for their interests.
In 2019, the dental brand Bingquan was founded, and the founder Cheng Yingqi has 26 years of experience in the daily chemical industry, and has served as a well-known daily chemical brand such as Blue Moon and Ziyuan.
Through short video planting, live streaming with goods, sponsoring variety shows and other marketing methods, Bingquan has gradually created a young new consumer brand image in the minds of consumers.
Building a brand image is only the first step in the beginning, how to attract consumers to place orders and purchases, is the key to the continuous operation of the brand.
Since the beginning of 2020, Ice Spring has tested the water fast hand, taking the form of distribution by talents, with monthly sales of more than 10 million yuan, which has opened up user cognition.
In May this year, Kuaishou E-commerce announced the "STEPS" brand self-broadcast methodology, ready to support a number of benchmark brands.
Cheng Yingqi keenly smelled the dividends of the brand's self-broadcast, and in June laid out the official matrix number and designed different anchor personnel.
<h1 class="pgc-h-arrow-right" data-track="173" > aimed at new consumer groups, where is Kuaishou e-commerce intended? </h1>