Not Every Enterprise That Enters The Live Broadcast Of Tremolo Is Easy To Succeed

"Brand merchants in core e-commerce areas such as Shanghai, Ningbo and Hangzhou have a very strong sense of layout of tremolo, and the businesses that trade 10 million or 20 million a year are doing tremolo." A Hangzhou shoe and clothing business said that maybe when shaking music started to encourage small stores, everyone was still waiting, but now the merchants "rush faster than one.".

As the number one project in 2021, e-commerce is a pioneer. Some people close to tremolo disclosed to Yibang power that in the half a year since its e-commerce was upgraded to byte group's large e-commerce, a large number of businesses have flooded into the chattering tone e-commerce, and businesses of different natures have explored effective strategies for growth. "Especially after double 11.".

In 2020, Shuo Yin e-commerce double 11 will reach a record high of 18.7 billion. In August this year, the number was only 8 billion. More byte beat insiders told Yibang power that the daily turnover of Shuo Yin e-commerce has exceeded 600 million.

According to the self-made list of Shuo Yin "Xiao Er" shared by a men's clothing merchant, we can see all the brands such as SEMAR, Vero Moda, taipingniao, Hailan house, jpdun, gofan, five plus, GXG, etc.

"After the double 11, many of the head brand's tremolo business has been running. As far as I know, the first thing many new brands want to do is to open a tremolo shop. " The men's clothing merchant added.

The Internet women's clothing brand Han Du clothing house also found a new position in Shuo Yin. Recently, founder Zhao Yingguang often actively shares the layout of the brand in tremolo: "in the list of brand popularity, handu clothing house is the women's clothing brand that has entered the list for 15 consecutive periods." The national task "50 million little sister fashion secrets" released by Han Du Yi she in Shuo Yin has been broadcast more than 6 million times, which Zhao Yingguang called "seriously exceeding expectations".

It is worth noting that in the past three months, it is the Shuo Yin e-commerce that has begun to implement a new closed-loop cycle of live with goods transactions. From traffic realization to transaction realization, this is exactly what byte hopping needs to seek for its status in the world and business image.

"No matter how big promotion data is, the mainstream e-commerce channels of brands have entered a stable period, and they must go outside to look for increment. Since the establishment of the shaking tone e-commerce department, its actions have been very radical, and they are still in the window period. Of course, keen businesses will not give up such a good opportunity. " A live broadcast service provider told Yibang power that at such a time point, a large number of businesses will rush into the tremolo. Because the end of double 11 is just the time for brand resumption and implementation of new direction, Shuo Yin is the key planning for many businesses next year.

"Shuo Yin can not be let go, next year brand business opportunities are greater." Some home furnishing businesses said that the home textile, jewelry, daily chemicals, cosmetics and other industries have been brought up by the content platform. Many brands are already under exploration, and next year will be the outbreak period. "Some brands have achieved 100 million in a single live broadcast. Once such a benchmark comes out, the brands in the industry will pour in." He pointed out.

According to the latest official data of Shuo Yin, from January to November this year, the overall Gmv of Shuo Yin e-commerce increased by 11 times, the Gmv of small stores increased by 44.9 times, and the number of stores opened increased by 17.3 times. According to the people close to tremolo, at present, the number of tremolo shops has reached million orders of magnitude.

Daily trading volume of top flagship stores in some categories

In Shuang 11, which belongs to shuoyin shop completely, there are more than 100 direct broadcasting rooms and 1383 direct broadcasting rooms. Many businesses in order to stabilize the basic plate, are focusing on tmall, has not yet allocated energy to the tremolo.

Now the merchants are here.

The difficulties are still there, but the brand is still willing to come?

According to internal sources of byte beating, the goal of shaking tone is to slowly "tmall" through the closed loop of live broadcasting room. After the closed-loop, the number of businesses in Shuo Yin shop increased by 200000, and the average daily turnover of e-commerce reached 600 million. "From the direction of commercialization, there are also disputes on whether to support a complete closed-loop, after all, there will be pressure on the overall revenue growth. But Bob did. Whether there will be cooperation after tmall should be viewed objectively. However, from the perspective of growth, it is not a problem for byte e-commerce to do 300-400 billion Gmv in the future. Next year, we aim to guarantee a minimum of 250 billion. "

Shuo Yin live e-commerce started closed-loop in August. In fact, when chatting about the chattering e-commerce, businesses have not avoided pointing out its problems: the live broadcasting operation tools are weak, for example, there is no function for basic consumers to pop up coupons when they enter the live broadcasting room; the management tools are too "stupid" and can only be manually put on the shelves, and do not support one click Import; the return process is unfriendly, supporting 7-day return without any reason, but the entrance is very deep And the time limit is strict, affecting the consumer experience

However, different from the time when the store was just launched, businesses' attitude towards the e-commerce has changed. Even if the function update has not reached the demand, even if the team is still limited in energy, tremolo e-commerce has become a "must choice" for businesses.

"Now we don't care how much sales the tremolo can bring. What we focus on is whether the logic and settings of tremolo are worth participating in." Some clothing businesses, for example, said that the way their brands get traffic in tremolo is very simple, even if there is no operational basis, as long as the purchase of commercial traffic. In his impression, the ROI of the early business traffic in tremolo can exceed 1:10, and the average ROI of his industry can reach more than 1:3.

In addition, businesses with deep operations of tremolo pointed out that one of the most attractive features of the company is that there is no price comparison system. Merchants can quickly attract orders in the live broadcast, which will avoid a lot of returns due to comparison. "We have misunderstandings about the return rate of goods brought by the live broadcast of shaking sound. Although the value is similar to that of Taobao live broadcast, it is actually different. Most of Taobao's returns are after-sales, but Shuo Yin's return scenario is that users may place two orders in the same live broadcast, and suddenly realize that they don't want to buy the first one, and return the first one before delivery. Such return will not increase the operating cost of the business. " He said.

"Tremolo has stronger control over the talent than Taobao. Businesses may worry about the high price of talent or a lot of pitfalls in Taobao. The control of shaking tone is very strict. It will coordinate the talent and business cooperation through the official, and the merchants will have a higher sense of security." Some service providers that operate Taobao live broadcast and Douyin live broadcast, for example, say that if dithin promotes the cooperation between the business and a certain talent, it will actually give more traffic to the content of the talent. For the self broadcast of the business, there is also a relatively complete commercial traffic model for Douyin, and the acceptance of businesses is very high.

Yibang power has learned that in addition to the active cognition of businesses, Shuo Yin e-commerce itself is also actively attracting more brands to settle in.

Some businesses revealed that in addition to the continuous support of the government for institutions and talents, Shuo Yin is also providing preferential treatment for the settled businesses through local service providers. For example, service providers and institutions will also help businesses to guide the operation of the tremolo business.

A person in charge of an organization close to Shuo Yin told Yibang power that the internal selection mechanism of DP service providers has been set up in dithin, and high-quality DP service providers are being screened for settlement recently, and many excellent peers who have previously served other e-commerce ecology have participated in it. It has been revealed that the Department is also setting up a MCN department within the company. In the future, the Department will manage MCN institutions serving tremolo from the perspective of carrying goods.

The person in charge of the above-mentioned institutions said that the tremolo support organization and the talent are actually indirectly supporting businesses, but the efficiency of supporting the former is higher at this stage. "Ali's early support for talent agencies is also very strong. After all, businesses' own capabilities have boundaries, but talent organizations can bring in the accumulation of internal capacity. After the plates are bigger, they can choose the best, and brand businesses will become the focus of support in the selection stage."

Shuo Yin e-commerce has taken the action of branding. In fact, the way that e-commerce providers will be able to optimize the flow of e-commerce in the future is to provide more and more low-cost service providers with the means to optimize the flow of e-commerce in the future. In addition, Shuo Yin e-commerce will also optimize delivery tools and launch precision delivery tools similar to "through train".

The survival rule of chattering business: making matrix with dull voice

"Tremolo is essentially a traffic business, so either there is enough money or good enough content. Good enough content can also rely on the flow of people." A person in charge of MCN concluded. Consistent with the above point of view, the current playing method of the brand entering into the tremolo can be summarized as: official account opening shop self broadcast + account matrix live broadcast + talent live broadcast. Only according to the amount of capital capacity, the proportion of the three methods is slightly different.

"The brand looks at the whole business in the shaking sound. Even if the official store itself does not have much revenue, the trade of talent with goods is also incremental. The number of people who have reached the target of 50% will be allocated to the merchants in the early stage. " According to Taoxi live broadcast service provider, 90% of the company's customers want to enter the company's tremolo, which also directly expedites the company's tremolo broadcasting business.

According to reports, there is a big difference between live broadcast and Taobao live broadcast, so businesses can't copy the experience of doing self broadcast in shaking tone.

Tmall is not a content platform, but a retail channel. Brand stores already have a fan base. They don't give high priority to the construction of short video content, and live broadcasting is only a matter after the goods are put on the shelves. Buffeting is a content platform, short video and live broadcast are both content. Self broadcast of businesses should combine accounts to accumulate basic fans, which is more challenging for the brand team.

The above-mentioned service providers pointed out that it is precisely because the live broadcast needs more personnel such as content planning, live broadcast operation and commercial pitcher, so it is difficult to build a brand self-made team, and only a small number of head players can complete it. Therefore, the initial play method of most brands entering into tremolo is to take goods with the help of a large number of people and pay attention to the overall sales volume.

"A lot of brands already have a large volume in the shaking tone. They don't see the flagship stores on the list of pet powder Festival. It's just that they do a lot of scattered things. Each talent brings 1 million goods, and the combination of several talents is not a small sales volume." A person in charge of a shoe brand said that the traffic of the live broadcast of Shuo Yin basically comes from the delivery. Fortunately, the delivery and transformation are good. Even if the fans reach 20000, they can take the amount. "A small number of brands put in a million dollars a day can still make a lot of money, that is, they can make a lot of money by dispersing the big talent."

Compared with Taobao live broadcast, several merchants shared the characteristics of several shaking tone live broadcast:

(1) Taobao live broadcast needs "store guide" or "senior customer service", and "Xiaomei" is needed by shaking tone anchor. Because the traffic of the live broadcast comes from the public domain, the anchor needs to quickly attract the attention of consumers in a few seconds to promote sales.

(2) It is also because of the need to focus on the content in a short time. For example, the Taobao live room looks like a fitting room, but the shaking live room puts the official, the whole venue, and seven days without any reason.

Taking Li Ning as an example, compared with the Taobao live broadcasting room (left), the shaking sound live broadcasting room (right) has more clear interest points.

(3) There is no price comparison environment, but a quick response. Consumers are not sensitive to the price. For example, a studio once tried to sell 29 packets of mail, and the sales volume was very poor. However, the 79 yuan of similar products with the design were sold out. Another business can buy 40 yuan of concept goods in other platforms for 10 years.

(4) It's no longer suitable for traditional products. Many brands have set up a tremolo merchandise department to develop new and interesting products suitable for display.

(5) There is no time to have brand association with consumers in the live broadcasting room, but it can produce product association. The anchor speaks faster. Maybe the anchor has been introducing several products repeatedly for several hours, because almost all the new audiences are contacted.

"Last year, many brands were still focusing on self broadcast, but many brands didn't have enough product richness to create a private live broadcasting system. In the public area, we should spread the sound in all channels More than one business person began to think that the recommendation logic of Shuo Yin is more "right". However, the way to solve the problem of how to keep the brand assets in the era of rapid settlement is also the solution. Just at the moment, they don't want to miss the opportunity. After all, products are good advertisements. As long as they interact with consumers, the value of the brand will continue.

Is shaking tone e-commerce reserved for "*" players?

With more than 600 million daily living and frequent e-commerce infrastructure operations, no one can deny that this is a window of opportunity.

"For those ska businesses that are relatively mature in tmall, it will be easier to do tremolo, because they tend to be very quick in layout. In addition, the strength is sufficient, basically as long as the budget can be done, and the pure increment is obtained. " In the view of a live generation service provider, although the middle and low-end businesses have found out a lot of ways to seize the current bonus of tremolo, it is still the head businesses that are most likely to do a good job of shaking tone. "Tremolo actually tests the operation ability. If the traditional platform is not well done, it is difficult to have a world in tremolo."

"The head brand has a higher potential and a more solid supply chain foundation. The comprehensive ability will be obvious in the follow-up competition. " An early business owner explained that the head brands of tremolo often have more reserves in terms of finding professional traffic pitchers and purchasing massive engine advertising capacity. With these tactical matching, the brand will develop very fast, while the middle and low-end businesses are relatively weak. "The head brand business comes in is.."

However, some practitioners believe that there is still an opportunity to find a breakthrough from the content side, but it will test the content creation ability of the brand.

"The traffic of short video and live broadcast will always complement each other, because without short video, users won't be able to brush the tremolo. Therefore, the jitter will not weaken the traffic allocation of short video There are chattering sound service providers revealed that many MCN through short video guidance chain transactions are still considerable.

However, byte insiders also told Yibang power that with the integration of Twitter and byte, the whole e-commerce industry, the diversion of class II e-commerce and the advertising of Luban will gradually be brought into unified management. The strategic difference between diversion and live e-commerce closed-loop will also affect the survival status of different types of businesses on the chattering sound.

A person who has been engaged in e-commerce operation for many years told Yibang power that, on the whole, the branding path of Shuo Yin e-commerce is very reasonable. However, Shuo Yin e-commerce will also intentionally separate the industrial belt and brand which will sink the market, which will leave many opportunities for middle and low-end businesses. "It's just that they don't have to worry about whether they're going to recommend faster or not." The above-mentioned people pointed out that the chattering sound from the traffic distribution mechanism will avoid the appearance of super head, whether the talent, brand or seller.

However, in fact, the data obtained by Yibang power through a third party show that the transaction volume of chattering head anchor has occupied 70% of the market, which is almost equal to the fast hand live broadcasting structure. However, more than 80% of the anchorperson's share also makes the status of the numerous brands and industry belt merchants slightly embarrassed.

In essence, tremolo is still the content platform. The above-mentioned people predict that in the future, the dominant e-commerce company will still be talent, because compared with the emphasis on brand power in the live broadcasting room, the personal charm of talent cannot be replaced. In the future tremolo e-commerce, self broadcast and talent with goods will always be combined with each other, not a single choice question.