In 2003, Xie Dongkui, 30 years old, was a second-hand wok in an old goods market in Shanghai. After a year of repeated grinding, Xie Dongkui feds the first pot satisfactory orchid. Later, the orchid became the first explosion model of the snack brand \”squatting.\”
For more than ten years later, the okwate moved from Shanghai to the Taicang City, Suzhou, and developed from the wok to the automated production line, which became a representative of domestic rooted brands. Xie Dongkui once disclosed, \”In 2020, there are more than 300,000 county-level cities in the country,\”
Used in the secondary pot, open The road to the brand of the mouth of the mouth. After 18 years, Xie Dongkui’s son Xie Yifan decided to try new channels, he took the initiative to contact the fast-selling anchor, push the mouth of the squid to complete the first show, the first GMV reached 170,000.
Dosing Water found that the quick hand is a channel worth long-term development. Soon, Xie Yifan began to form a team, let the team members to the area of \u200b\u200bthe anchor, actively recommend products, contact the anchor to the headquarters to live broadcast. At first, there are employees to visit seven eighty anchors in Linyi, and send out a sample worth tens of thousands.
At the end of May this year, the mouthfuls have been built in Suzhou, Linyi, Hangzhou, Guangzhou, Shijiazhuang and other live broadcast bases. In January 2021, the gmv of gmv in the fast hand has exceeded 60 million. The light is the channel of the quick hand, accounting for 1/3 of the total sales of the current waterbow wire.
There is no more, there is a batch of brands to find new growth methods in the quick hand –
Founded in 2012 domestic makeup brand \” Han Xi, \”I have tried Taobao live and shake live broadcast. At the end of 2020, I found a very high sense of fastile users. The founder Wang Ni personally built the\” Han Xi \”personnel\” Han Xiqi Ni \”, starting from 2021 And with the quick-end e-commerce marketing platform magnetic golden cattle, currently has achieved nearly 2 million single month GMV, and it is sprinting 1 million / day.
The Zion powder brand \”Fang Fang\” has been trying to lay out of Taobao Tmall, but the results are not ideal. After the outbreak of live e-commerce, the Human Fang and the quick-end service provider magic chopsticks, invited the middle and waist anchor distribution, creating a 3 million GMV. In 2020, the sales volume of the fast hand has accounted for more than 60% of the confession. More importantly, the Human Fang will quickly collect the image as a brand adjustment and upgrade. When you collect fans, you will collect fans and user comments, and make younger and packaging make your brand upgrade. Today, the tasteFang has killed the Tmall from the quick hand, and became the TOP3 of the 618 cat screw powder this year.
In Tmall and the line, there is an influential down jacket brand \”Gao Van\”, through the \”Super Dan\” deeply cooperated with the fast-handed aesthetics, June 9, 4700 Wan ‘s sales. The \”super mission\” jointly agreed with the two sides is the goal of completing the total sales of 1 billion yuan this year, which will have a Doraemon, Snoopy, 5 countries, designers, stars, etc. \”Super Dan\” fans custom private service.
The national men’s brand \”Haishu House\”, 0 fans start broadcasting, after work with the fast-handed e-commerce and commercialization team, the daily GMV quickly raised from 20,000 to 50,000 In May 31, \”Big Day\” is promoted, the original plan of 300,000 GMV finally completed 1.15 million, and the powder was 100,000. At present, there is more than 50% of the sea home from the sea from the private field fans.
Brand self-broadcast is undoubtedly the biggest trend of live e-commerce this year. No brand doesn’t want to enter the fast hand. This day is always 380 million huge communities. The only problem is after coming in, how to get root on the old iron heart. These take the lead in trying to taste the sweetness, and provide us with some reference methods.
Han Xi: The sample of the founder’s next self-broadcast, \”Take the traffic as a person\”
Domestic makeup brand \”Han Xi\” is a quick hand Merchants on the skin care category.
This is a mature brand with powerful supply chain and e-commerce experience. As early as 2013, Han Xi settled in Tmall, the same year, the same year became the new store sales, sales, sales, sales, 2015, the red sales in Tmall’s explosive mouth, there are currently 6,000 counters.
Initially, Han Xi also signed an anchor of training and makeup artist background. However, on the one hand, it takes 3 to 5 days, high cost; on the other hand, the anchor does not understand the products and supply chains of Han Xi, and cannot reflect the brand advantage. It can only consider how to take a lower price from the perspective of the goods. The effect is very general.
In February this year, after recognizing the powerful viscosity of the fast-handed community, knowing the founder of the brand and product, Wang Ni, who decided to personally, using the account \”Han Xi Ni Ni,\” Broadcast, 6 o’clock in the morning to 12 noon, almost never disconnected live broadcast. \”I decided to do a few hours of broadcasting, it was very determination. Because I will involve me, I will manage the supply chain, product development, and financial energy in the company, but we decided to embrace this change.\” 123]
In this process, Wang NiWill go to the founding of Han Xi’s past 10 years, the first time I received the long letter written by the user: \”There is a user to write a letter, say where Ni is doing well, and give us recommendations.\” Wang Ni called this experience as \”old iron\”. In her opinion, Han Xi is doing the purpose of \”people\” not only selling goods, but also lets the audience understand the brand core, establish a sense of belief in \”customers face people, rather than business\”.
\”So we look into a long-term development platform, not only to see GMV, but to see how far the platform can lead the brand.\”
[123 Now, Han Xi has built a 12-person team, specializing in the faster account operation of this boss, and explored a set of play strategies. For example, 80% of the explosions of more than 80% of the explosions were concentrated in the first 2 hours, and accelerate the cold start period of the proceeds of the End Advertising Plan, thereby ensuring the stable running of the whole. In the running combination with the quick-e-commerce marketing platform magnetic golden cattle, the GMV and overall ROI brought by commercialized transport have been steadily rising.
In addition to specific \”tray\”, more importantly, to treat the old iron with truth. Wang Ni is impressed in the \”Don’t deceive the old iron\” on the \”Gravita Conference\” in March this year. \”From 2012, we have been doing e-commerce. We deeply realize that e-commerce is a evaluation system, consumers’ needs and perceptions are very important for brands. From experience and product development perspectives, it has always been adhering to the old iron. ‘The principle of \”
Han Xixi another founder Chen Jianghong has a classic style:\” In the past, everyone used people as traffic. In the quick hand, be sure to take the flow of people. \”
Therefore, Wang Ni as an an an an an an an an an anchor, and the \”squatting posture\” – I first came to send benefits, not to sell products. In the previous period, Wang Ni live broadcast every day, it will be sold for seven or eight thousand 9.9 yuan package to give back to the old iron, and ensure that the price on the faster is the lowest in the online line, and often give the fan group Welfare, kiki, in line with fans, fully utilize the private domain advantages and fans of fans.
This kind of investment has been returned in the data. As of now, in the 4 months, Wang Ni’s boss people set up the account to rise more than 2 million, and the month GMV is nearly 20 million. . 200,000 fans can sell nearly 20 million months, which is Wang Ni and team expectations, they set the next sales target to 1 million / day.
Seeing that Han Xi is getting bigger and bigger in the fast hand, many goals with them in a building, and the brand of Tmall TOP business is also started. In a event held in Han Xi, in May, the 15 circles participating in the 15th circles said: \”Seeing you so much, we can’t play it again. \”Now, in the influence of Meikang powder, at least 4 brands have begun to start broadcasting in the quick hand under the influence of Han Xi. There is a brand old bride, and the live team of\” Han Xiqi \”is also a live broadcast, analysis. Sales, even directly ask for experience.
In this, Wang Ni is very proud: \”Because they saw hope on me.
Dell Water Water: The power of 1,500 low waist anchor
For the first time, a anchor, a mobile phone, nearly three hours Created 170,000 GMV. For the sake of mouth, even in the county town of more than 1 million people, it is not possible to reach such a sales volume.
Compared to good products, Baise taste and other similar brands, okabo has not been able to kill a visibility in traditional e-commerce channels. But in the era of live e-commerce, the downs of the dolls are far more advanced than the peers.
The same is to cooperate with the anchor, the aquary distribution, the mouthful of the watery is not squeezed there in the big anchor like other brands, but the choice of higher waist anchor cooperation with higher cooperation. It takes Suzhou headquarters as The center has established a live base in the country. By using a variety of ways, online, offline, etc., and invites the anchor to the headquarters of the downtown, and the cooperative live broadcast of other cities, expand The size of the distribution.
Outside the own live broadcast operation team, the killer of the mouth is a full service service. The size of the headquarters and the live broadcast of the base. They not only cultivate a group of professional broadcast and operations, helping the anchor to explain the water-free product, mobilize the live broadcast room, reasonably arrange the live burst of goods. Even in the live broadcast base decoration In the event of a child, the anchors can stay with children, they can stay for a long time, more than a few games.
Under the rapid feedback of consumers in the live broadcast, The original production line is adjusted to live categories. The live item has increased from 780 from the beginning, and the SKU reached more than 200. And according to the fedback from the old iron, the production line is continuously adjusted, such as using the original The cost of packaging is saved, and the weight of the product itself is increased.
Delivery Broadcast Business General Manager Xie Yifan said that live broadcast can open the whole new retail channel, unlike traditional from the manufacturer Dealer, the middle must pass the first-level distribution, secondary distribution to the mall. Through the platform and anchor as the medium, the brand directly contacts the fans, saves the cost of the intermediate link, and the profits directly give consumers.
Thank you, the platformHave their own unique attributes, the most prominent performance is high conversion under the old iron culture. \”On the broadcast side, more than 90% of the anchors we have collaborate will return our products, and they will come to sell our products in one month or two months. It can cooperate more than 6 times a year. From the performance, return the results of the return The proportion is 60%. \”
Warm-Waterdow live broadcast business person in charge Wang Song Festival found that live band is a channel of brand and consumers directly communicate directly, a good thing is good, it turns out At least three months can have feedback, now you can use only 7 days. In the logic of live broadcast, the anchor is the boss of the small selling department of the doorstep. Everyone bought something in the store, I feel that the second day will tell the boss, not only feedback fast, more close, long viscous relationship.
After cooperation with more than 1,500 anchors, the mouth-smelled baby even began to go deep into the live broadcast industry chain and built a live broadcast base. In addition to the demand for its live broadcast, it also takes the lead in inviting other collaborative food and clothing brand, such as red bean underwear, Rongshida small appliances, gold medal home textiles. After the anchor is in the past, it can not only play the waterwood snacks, but it can also increase other brands in the way, greatly increase the willingness to broadcast the live broadcast of the base.
For the mouth of the water, it is more important to sell the goods, more importantly, to achieve the upgrade of the entire brand. In the past, there were online business, and after dealers fell, they often queued to ship. This time, they even want to pass the tricks, like three squirrels in that year, catch up with the traditional e-commerce’s tower, take the opportunity to jump.
Brand’s quick-hand methodology
From these cases, different categories of brands can have a long-term space in the quick hand, and they There is a focus on
Han Xi is based on operators, sedimentation brand fans, stable self-broadcast, and self-broadcast; saliva, Human Fang, Gao Fan is distributing Mainly, adjust the production line, and then make special products for channels. These two types of play are penetrated with each other, and Han Xi is equally low in the faster distribution sales, and the sake of the sakes will also start the brand.
If you want to summarize the brand’s growth methodology, the \”Steps\” proposed before the fast-handed e-commerce is a complete answer.
The person in charge of the fast hand e-commerce marketing center Zhang Yepeng decomposes \”Steps\” into:
The first should be based on the brand-based brand;
The second is to help the brand to complete the cold start of the new store through the operation and blessing of the domain flow; [123 ]
The third is to distribute cooperation with the people to explore their own brands, the outbreak direction of goods in the ecological ecology of the fast-handed eclectic;
Fourth is based on The private domain economy of the quick hand, the reunification of short video and live broadcast scenes;
The fifth is to conduct channel specials for development, better meet the needs of different channels.
When he accepted the tiger, the person in charge of the fast-handed e-commerce said, usually, it usually recommends that the brand will be distributed first, which is equivalent to a test, can be found by distribution. The brand is suitable for the product, the target population, the pricing range, etc. After the answer, the brand can be commercialized through the tools such as magnetic Taurus, and the target population can be exposed to the target population; at the same time, the brand should cultivate private domain. In order to convert the real-time flow of commercialized, transforming the real-worldxed domain traffic, allowing fans to contribute to the business value of the full life cycle.
\”Brand is doing the quick hand, the most important thing is not to see the short-term ROI high, but to see the long-term private domain Whether the pool can be built, \”said the practitioner of a live e-commerce industry. \”Many brands use the way to see the tricks, I hope to have a high commercial to put ROI, this is completely wrong. The charm of the quick hand is the high repaction of high-viscous private domain. Even if you can pass the magnetic golden cattle Thus similar to the commercial delivery tools of Qianawa from the domain drainage, the ultimate decision brand is good, or there is no such as Han Xi Chen, ‘Put the traffic as a \”\”