Tencent plus video number, how does the brand create a private domain live broadcast?

At Tencent's 20021annual financial report meeting, Tencent revealed that it will test and optimize short video advertisements in video numbers in 2022, which may be the biggest source of income for video numbers. According to the calculation of Insight Data Research Institute, combined with the three influencing factors of user duration, advertising loading rate and CPM price, the annual advertising revenue of video number information will reach about 25 billion when DAU is 6150 thousand. Combined with payment rate, ARPPU and other influencing factors, the future annual income of video number live reward income can reach 20 billion. Two totals, excluding live e-commerce, the annual revenue of video number will reach 45 billion yuan in the next three to five years. Previously, the number calculated by Founder Securities was more radical-the long-term advertising revenue of video number was 80 billion+. After two years of development, compared with the short video advertising business that will be launched soon, the live reward of video number and the live e-commerce business have been continuously strengthening the ecosystem. Tencent said at the earnings conference that it will try to commercialize after GMV (Total Commodity Transaction) increases. According to the prediction of the third-party visual lighting research institute, the number of DAU videos is expected to reach 600 million in 2022, and it will reach 10 trillion GMV three years later, which is equivalent to the sum of the three GMVs of Alibaba and JD.COM. COM+Pinduoduo in 20 19！ As a brand, how to gain a place in 10 trillion GMV and create a new ecology of private domain live broadcast based on video number? "Zhuangshuai Retail E-commerce Channel" studied the public sharing of the new retail live broadcast operation group of the well-known women's Attachment Group in Tencent Smart Retail School, and combined with the changes and operation logic of the video number in the past two years, sorted out the methods for brands to do private live broadcast. The private domain live broadcast system and architecture are different from the live broadcast mode of shelf e-commerce and content platform. Private domain live broadcast relies on WeChat, based on social system, and goes to the center through video number and self-built applet for live broadcast. Then, according to this feature, brands can cooperate well with brand headquarters, agents/distributors/franchisees, third-party service providers and broadcasters to form a matrix of private live broadcasts. In June, 2020, Attachment Group conducted the group live broadcast for the first time, that is, through the efficient cooperation of the headquarters group, the live broadcast was conducted. In addition, we cooperated with KOL to carry out the linkage between Weibo and Xiaohongshu, and also made hot topics such as President BOSS entering the live broadcast room, as well as star live broadcast and cross-industry live broadcast, all in the form of group live broadcast. In August of the same year, regional live broadcast and service provider broadcast began. The private live broadcast system and architecture of Attachment Group can be described by two key words: multi-dimensional and multi-channel. Multi-dimension refers to the development of different levels of live broadcast forms, such as regional live broadcast, service provider generation broadcast and brand A live broadcast, centering on group live broadcast. From the pyramid diagram, we can see the ranking of the live broadcast level of the attachment group at present. Give priority to breakthrough sales through group live broadcast, and then supplement sales with regional live broadcast and brand A live broadcast. Regional live broadcast refers to the comprehensive live broadcast planned by various large regions, which has more regional characteristics in product selection and mechanism play. For example, a live broadcast was planned in September. North China chose more warm styles such as woolen coats and down jackets than South China. Brand A live broadcast is a special live broadcast focusing on some brands with strong operational ability and high cooperation. Finally, the live broadcast was conducted by the service provider, which extended the duration of live broadcast business, increased the exposure of new products and cultivated the good habit of customers watching live broadcast every day. Dai Wan Attachment Group has a complete scoring system. Service providers and brands participating in the live broadcast need to complete one by one according to various rules, and points will be deducted if they are not completed or not. The scores and sales of each cycle constitute the ranking of the next cycle, in which scores account for 70% and sales only account for 30%. At present, there are 25 online brands of small programs in Yilian Group, which have been stably launched 18 brands. These 18 brands include women's wear, men's wear, children's wear, sports, luxury bags, daily necessities and so on. How to realize the stable launch of 18 brand? First of all, before each live broadcast is scheduled, the group headquarters should synchronize important time nodes, such as Children's Day, Valentine's Day and other festivals, 99 promotion, Spring Festival closing and other important shopping mall activities, and then arrange group live broadcast, regional live broadcast and brand A live broadcast, and then arrange service providers to broadcast live on their behalf. The second key word is multi-channel, that is, according to the existing platform development ability, the applet channel and the video number channel are broadcast at the same time. After building a complete private domain live broadcast and architecture, how to import traffic? Attachment groups form a stable flow pool through online/offline, public domain/private domain. Online traffic is divided into public domain traffic and private domain traffic according to sources: public domain traffic includes advertisements, video number recommendation, search and search; Private domain traffic includes natural traffic of small program mall, WeChat official account fans, community fans, SMS marketing and so on. The research of "Zhuangshuai Retail E-commerce Channel" shows that offline traffic is a very critical link and should not be underestimated. According to past experience, the sales brought by offline shopping guide can reach 60-80% in the whole live broadcast. Offline shopping guides can be promoted through their own circle of friends and small red book platform, and also have their own special fans to prepare live materials for customers in advance, and clarify the gameplay of live broadcast mechanism, which can better mobilize customers' interest in live broadcast and enthusiasm for forwarding. The headquarters provides copywriting and pictures of friends circle through third-party apps. The offline shopping guide can be forwarded to the circle of friends with one click, or the material can be personalized and then sent to the circle of friends. In addition, some practical KPIs will be formulated for offline shopping guides in various regions, and sent to large groups at headquarters in the form of pictures and texts to provide corresponding rewards to teams and individuals who complete KPIs. Finally, it is the hierarchical operation of live broadcast customers. On the basis of existing customer portraits, Attachment Group divides customers in more detail through the fields of membership, consumption behavior and interactive behavior. After getting a smaller group, we use various tools such as template messages, marketing short messages, and AI outbound calls. Arrive directly, and then reduce the number of hops. Of course, all tools are carried out in batches to avoid disturbing users by repeated sending. For example, the grouped treasure mom users contact them by SMS before the live broadcast, then the template message sent after the live broadcast will avoid this group of treasure mom people. Now through this private live broadcast system and architecture, the annex group has more than 80 live broadcasts every month on average, with a conversion rate of 10% to 20%. How to conduct a complete private live broadcast? First of all, the goal of live broadcast should be clear, including sales data, viewing data, conversion rate calculated according to the formula, customer unit price, product unit price and so on. Then the plan of live broadcast is defined from the time dimension, which is generally divided into three parts: two to three weeks of preparation warm-up period, one week of water storage outbreak period and three to five days of feedback recovery period. Under the premise of clear goals, it is necessary to choose the theme of each live broadcast. Attachment groups generally choose themes according to the time or nature of live broadcast. If it is an important festival or a major node, you can plan some live broadcasts, such as stars entering the live broadcast room, KOL entering the live broadcast room, early purchase of school, children's wear special, and double 1 1 bonus hunter not eating soil; If it is normal, you can do some nursing knowledge sharing, wearing teaching and cross-industry cooperation. With the general direction of live content, it is necessary to finalize the mechanism. How to highlight the advantages of live broadcast and how to get customers to place orders in the live broadcast room is the focus of each live broadcast. At present, Attachment Group has created a limited-time price tag, allowing it to enjoy more favorable commodity prices during specific live broadcast time. For basic operations such as spike drainage, full reduction and full discount, joint transformation and promotion, and distribution of larger discount coupons, details need to be implemented in more subtle places to get twice the result with half the effort. Taking coupons as an example, coupons in shopping malls can be set with collection time and use time. Let customers get coupons when the live broadcast is warmed up, and then the live broadcast will take effect from the beginning. The preheating data of live broadcast can also play a guiding role in the subsequent live broadcast room. In addition, after receiving the coupon, configure an advertising space and jump directly to the live broadcast room to guide customers to subscribe for attention. With this operation, customers will naturally receive a reminder to enter the live broadcast room after the live broadcast, which greatly increases the proportion of coupon cancellation. Of course, the more live broadcast activities, the better. Generally, no more than three activities are set to match and combine. In addition, it is necessary to grasp the psychological characteristics that consumers like bonus hunter, and set up lottery and gift-giving activities in the live broadcast room to enliven the atmosphere in the live broadcast room. It's interesting to have a help list like live applet. Customers can get a help score by forwarding their friends into the live broadcast room for three seconds, and they can get corresponding prizes if the score reaches the standard. The drainage effect of this activity is very obvious, and it is necessary to make clear the proportion of drainage channels during the warm-up stage. For example, a live broadcast needs 1 0,000 views, of which 5,000 can be forwarded through a shopping guide, and the remaining 3,000 can be introduced through official WeChat accounts and social platforms. In addition, 1 0,000 can be advertised and searched through a circle of friends, and finally 1 0,000 can be recommended by a video number. With this division of labor, it is clear at a glance what preparations each channel needs to make in advance and what goals to achieve. In preparation for the warm-up period, the choice of anchor and venue is also very important. Find an anchor that meets the brand tonality, so that customers can leave a deep first impression on the brand in the first three seconds of entering the live broadcast room. It is also necessary to combine the brand tonality and create a brand-specific live broadcast room through space decoration to highlight the brand's characteristics. After the preparation period, enter the second stage: water storage explosion period. During this period, there is a very important task, which is to broadcast money. How to choose the live broadcast style from thousands of SPU is a big problem in the clothing industry. Attachment groups generally make a summary according to the live broadcast duration and expected rhythm. About fifty or sixty models will be selected for the three-hour live broadcast, with an average of three to five minutes for each model, and the content and duration of the explanation will fluctuate. For example, explosive products will be packaged and explained to customers from brand introduction, product introduction, selling point disassembly, Amway, price and welfare, forced ordering and other aspects. For an ordinary style, it is almost the same to clarify the selling point of the goods and the basic information such as price and welfare. During the three-hour live broadcast, 60 products were disassembled according to gender, category and brand, such as 30 women's clothes, 20 children's clothes and 0/0 men's clothes. Then disassemble, how many skirts, sweaters, T-shirts, short sleeves are needed for women's wear, and what kinds of men's wear and children's wear should match. Distribute according to season, commodity data and main promotion. After completing this series of operations, the whole table basically came out. Then go back and check whether the explosion ratio of these styles is coordinated, whether the overall matching of on-site fitting money can be guaranteed, and whether the value of the goods reaches the expected sales target. Finally, fine-tuning, get the final pallet list. Of course, this table also needs to be shared with the person in charge of each traffic port in order to fully play its role. With the explosion candidate, you can make the announcement of the tweet of the official WeChat account and the announcement of the main push of the community; With all the price concessions, you can train shopping guides; With the overall arrangement of live broadcast, both the anchor and the broadcast can learn live broadcast. On the live broadcast site, in addition to anchors, sub-broadcasters and models, there will also be operation assistants, field control assistants, and field control assistants. As a whole, it is a small team of about 9 to 10 people. The anchor and vice broadcast are mainly responsible for the retention and transformation of the audience in the live broadcast room. As the first image people in the live broadcast room, their contact with the audience is the fastest. Operation is mainly responsible for commodities, including price, inventory, explanation sequence, time control and so on. The field controller is mainly responsible for the confirmation of sound and light, such as whether the image is clear and there is no jam, and whether the voice output explained by the anchor is noisy. Finally, no matter which channel users watch the live broadcast from, they will eventually guide the company to add WeChat and then precipitate it into the brand's fan base. Customers not only have the benefits of joining the group, but also daily morning and evening news, live broadcast announcements and after-sales consultation of professional customer service can be seen in the group. After the live broadcast, it is a feedback recovery period. The feedback recovery period is about three to five days, at least twice. The first resumption is immediately after the live broadcast, which mainly summarizes the advantages and disadvantages of the preparation process and live broadcast, and puts forward the improvement method, which belongs to qualitative resumption; The second replay is a complete quantitative data feedback 3 to 5 days after the live broadcast. Of course, although every live broadcast is over, the growth of the brand is not over. By fully tapping and utilizing the user data deposited in the live broadcast room and the video content generated after the live broadcast, we will continue to create new growth opportunities for enterprises.