Daren's own user portrait and attributes can reduce the communication cost between brands and consumers, and achieve the purpose of rapid volume and brand awareness. After the brand self-broadcasting matrix is built, the positioning of each live broadcast room is also different. In addition to the flagship store, there are more subdivided scenes such as men's wear, sports and outlets, which cover different groups of people.
By the middle of June last year, Yaya officially entered Aauto Quicker. Because it coincides with the off-season of down jacket sales, they also cut into the strategy of catching traffic from the talent side. At the beginning, the cooperation was mainly in the category of clothing, and now it has been extended to emotional and PK anchors, from a single category to multi-field anchors, and has reached cooperation with almost all Aauto Quicker head clothing anchors such as Mi Jie, Zhen Jie and Rui Jie.
while bringing considerable traffic growth to the brand, it also broadens the trading channels of the brand. In the current overall performance of Aauto Quicker, talent distribution accounts for 2%-3%. With the help of talent distribution, brands can also achieve performance growth in the off-season. Similarly, after the brand matrix is built, each live broadcast room has a differentiated style positioning, covering the warm-keeping needs of a wider group of people.
This year, with the opening of live streaming support on the platform, Yaya also began to broadcast live video numbers. In August this year, Yaya and video number master Chang Da-Huang Ren cooperated in a special live broadcast of off-season down jackets, and the attendance of about 1, people brought in 16, sales, and the data was quite eye-catching.
Recently, a special live broadcast of duck, duck and down jacket was also made on the account of JD.COM Special Sale, and the user interaction rate was very good. In the video number, the down jacket category quickly occupied the user's mind through two highlights: high cost performance and national old brand.
in addition, in the live broadcast of video number, the self-broadcast matrix has not fallen behind. At present, there are about 1 brand live broadcast rooms that have been opened. Different live broadcast rooms have different positioning, and the main products are also different, which basically covers the needs of different people for down jacket categories.
brand self-broadcasting and talent distribution are actually a complementary relationship. In addition to the combination of the two, it quickly covers a wider range of users in new channels, and it also complements each other in sales strategies. In the brand self-broadcast live broadcast room, users are relatively vertical, and anchors are more familiar with products and brands and have higher professionalism. In the explanation, we will pay attention to design and style output, while the distribution of talents is more about mass explosions, with emphasis on cost performance.
second, the goods end: the channel determines the crowd, and the crowd determines the pallet
The reason why ducks and ducks can quickly create GMV through talent distribution and self-broadcasting matrix at the traffic end is inseparable from the differentiated goods strategy.
there are two key factors behind this: one is the supply chain capability accumulated for many years; The second is the accurate matching of goods with different channels and different accounts. It is common to sell tens of thousands of pieces a day in the live broadcast room of clothing industry, and the rapid response ability of supply chain is basically the lifeline of brand. In addition, the down jacket industry is different from other daily clothing brands. 6% of the cost is on raw materials, and a stable supply relationship is more important.
At present, there are more than 1 cooperative suppliers of ducks and ducks, among which 1 are head suppliers of the whole industry, and 6%-7% of the styles are produced by them. At the same time, as an old brand, it has not fallen behind in digital transformation and upgrading. Through the customized BMS product life cycle management system, it can realize intelligent management from raw materials to design to production, and can quickly produce hundreds of thousands of orders within 7-15 working days. The solidity of these basic skills provides a strong backing support for duck live broadcast.
With the supply chain as the cornerstone, more than 2, SKUs were launched last year. How to match different products to the right channels and people is another key factor for the success of live broadcast. In the past, the warmth attribute of domestic down jacket brands was usually greater than the fashion attribute, so the overall consumption age group was too large. However, in recent years, with the influence of foreign brands, the main consumer of down jackets tends to be younger, and ducks and ducks have quickly adjusted their brand and product positioning, and set the core age group at 25-35 years old at the brand end.
In addition, the advantage of Yaya is that the team itself has mature experience in e-commerce operation, and also has some insight into the characteristics of different channels: for example, Tmall users prefer basic models, Tik Tok users are more interested in novel styles, and Aauto Quicker and video users are more concerned about cost performance, so they match the pallets of each channel based on this. Under this circumstance, there are also detailed distinctions between different channels, different talent accounts and brand accounts with different positioning.
According to the live broadcast of the video number, in the cooperation with Daren, the Ivy League dad is positioned as a nanny teacher, who will teach some learning methods in primary school every day, and the fans are also concentrated in the circle of nanny. Therefore, the selected goods are children's down jackets and down vests, and at the same time, they have a very high cost performance, and they can be taken away for more than one hundred or even dozens of dollars. Parents who are willing to spend on their children's learning and growth education will naturally not miss this kind of welfare live broadcast.
in the special live broadcast in cooperation with the video number of the JD.COM special sale, combined with the attributes of account sale, the price-performance ratio is maximized-a down jacket with a tag price of 899 yuan, and only 139 yuan after ordering the ticket in the live broadcast room, and a man's satchel is also given. It is not difficult to sell explosions in the live broadcast room.
in addition to the special live broadcast of talent and brand cooperation, in the self-broadcast matrix of video numbers, the product selection and main promotion of ducks and ducks also have their own characteristics, which are not simply copied and put on the shelves. Different from the simple emphasis on cost performance in the live broadcast room, the self-broadcast goods will highlight the characteristics of style design, waterproof and antifouling, and highlight the brand tonality.
all the above items are selected according to the positioning of the account and the portrait of the user. In addition, data performance and active feedback from users are also important basis for goods adjustment. Ducky will also take the initiative to collect feedback from the design department on the transaction situation and comments of goods in different live broadcast rooms, and the design department will develop different styles and products according to different channels to truly make products that match the users of the channels. For example, this year's new Baokemeng joint name and designer joint name are all changes to cater to the current market demand.
third, the scene end: potential energy in the off-season and conversion in the peak season
ensure the stability of the traffic end and the goods end, and the most difficult things for ordinary live broadcast rooms have been solved. However, for the live broadcast room of down jacket category, due to the seasonal restriction of goods, there is an obvious difference between off-season and peak season. How to make products rush out of winter and have stable revenue in off-season without stopping broadcasting and going out of business is a problem that brands must solve.
In this link, Bosideng, a domestic brand, chose to turn left to sell sun-protective clothing; Duck and duck choose to turn right and "roll" a topic marketing in the live broadcast scene. Selling down jackets in summer is a counter-common sense, counter-intuition, and even a bit outrageous. In most cases, it will be regarded as a clearance sale of junk money by users.
But Yaya takes advantage of users' conventional cognition: Is it hot in summer? Then change the way to let the consumer be there, find the scene useful after placing the order, and dispel his concern that he will not be able to wear it at the bottom of the box.
This also goes back to the live broadcast of the Snow Mountain mentioned at the beginning of the article. In August last year, ducks and ducks moved their live broadcast studio in Tik Tok to the Snow Mountain in Tibet. The anchor shouted in the live broadcast room: "We are now on the Snow Mountain in Tibet at an altitude of 5, meters and MINUS 9 degrees Celsius. The live broadcast here is to show you on the spot whether the quality of our duck and duck down jackets can resist wind and keep warm!" This year, Yaya continued to play this trick and moved the live broadcast room into the ski resort, creating sales of 33 million yuan in eight days.
By creating a sense of contrast on the scene, Yaya has grasped the password of off-season marketing. Compared with the same indoor live broadcast room, more realistic outdoor scenes attract users' attention, especially in hot summer days, it is a novelty to see snow. This also gives us a very important revelation, and we must create a consumption scene that users are most familiar with or recognized.
going back to the expanding live video number, we can see that there is not much difference between the scene and the ordinary live broadcast room at present, and we also choose the self-built scene or the store scene to show it.
why can't you see this kind of eye-catching scene innovation on the video number?
We speculate that there are two main reasons:
First, it is the peak season for down jacket sales. Although our editorial department is in Guangdong, we still can't feel the chill, but the recent cooling in the north has made light down jackets come in handy, so we don't need to go to great lengths to create a sense of scene for the time being;
Second, the live broadcast of Snow Mountain out of the circle is handled by duck dealers, and the sales subjects of different channels and different accounts are different, so there is no multi-channel delivery of a live broadcast like Brother and Gloria who were dismantled before.
However, this set of anti-season scene marketing can be continuously reused. I believe that in the off-season of spring and summer next year, more scene marketing cases will emerge in the video number live broadcast matrix. At present, what ducks and ducks need to do well in the live broadcast of video numbers is to stabilize the basic disk on the traffic side and the goods side, seize the window of the peak season to create more GMV, and continue to replicate successfully on new channels.
If the live broadcast is a window for face-to-face communication with consumers, the sense of scene can promote the transformation; That short video is an important propaganda channel for users to "see", and the sense of scene determines the tonality of the brand. Unlike some brands that only edit live video clips, Duck-Duck Matrix accounts will add more scene designs to short videos at present. For example, in short videos, with beautiful scenes and emotional copywriting and BGM, clothing can be matched with specific scenes to win users' * * *, thus promoting communication and transformation.
Conclusion
The times are constantly moving, and the way of commodity trading, the migration of users' positions and the aesthetics of the public are constantly changing. It is not easy for old brands of domestic products to recreate their glory in the emerging new sales channels.
From the founding of Yaya in 1972, this year marks the 5th anniversary. If you were a human being, it would be the year of destiny, and duck and duck have stepped out of their new destiny. Presented us with the textbook-style live broadcast with goods of time-honored brands:
Winning frequently by the channel strategy of talent distribution+matrix live broadcast, and we can see their excellent combination of marketing means in the channel strategy: the cost of breaking the circle in the off-season is the topic, and the miracle is pushed and transformed in batches in the peak season. The play in the live broadcast room is the result, and the channel strategy and marketing strategy are organically combined to maximize the benefits.
This game has been verified by Yaya in Tik Tok and Aauto Quicker, and it is being copied in live video. It can be seen that in the matter of live broadcast with goods, the key is that the brand combines its own advantages to understand live broadcast and layout live broadcast, and the old domestic brands also have the same starting point as the trendy brands.