“There are so many things here.”
"Jay Chou can't write "Snow" even if he uses it."
...
Collecting the Taobao live broadcasts of the "Three Musketeers" (Li Jiaqi, Luo Yonghao, and Yu Minhong), we welcomed another anchor who made a living by "mouth" - Li Dan.
This is another ace anchor after Luo Yonghao, and it is also Li Dan’s first Taobao sales show after signing the contract!
1. 6 hours GMV 32 million
It was only recently that "Make a Friend" formed a team of 100 people, focusing on Taobao's live broadcast business.
Immediately, talk show expert Li Dan signed a contract with "Make a Friend" to join Taobao, and the news of live broadcast on the 10th spread wildly.
Before the broadcast started, it attracted more than 20,000 fans to pay attention. Li Dan had not appeared yet, and millions of people had watched the preheating live broadcast.
Cui Dongsheng, vice president and general manager of Taobao business department, said
"Although we set a challenging goal at the beginning, Li Dan's investment situation has exceeded 50% of the expected investment, and there are still many merchants in contact, but we have limited pits."
The day before the broadcast, the investment promotion completion rate exceeded expectations by 200% . It is enough to see that brand merchants are very optimistic about Li Dan’s first Taobao sales show.
Indeed, Li Dan appeared on time in the Taobao live broadcast room called "Let's Lottery" at 7 pm on the 10th.
In the live broadcast room, Li Dan and Wang Tuo sang together, occasionally throwing homophones, cueing his own artists, just to play their own abilities.
"The shrimp boyfriend is here"
"Do you always talk about a talk show?"
"Li Dan, open your eyes and broadcast live"
...
What complements each other, in the live broadcast barrage, fans' reactions were quite enthusiastic, and "Li Dan = Funny" may be one of the guarantees of the live broadcast room data.
The entire live broadcast lasted 6 hours, with more than 11 million viewers, 293 products were listed, with a total sales of 32 million and a total of 580,000 new fans.
2. "The world is not worth it", but live broadcast is worth it
It is understood that the live broadcast room of "Let's Love" is the second Taobao live broadcast IP account launched after "Making Friends".
Although Li Dan once swears that he will never bring goods, in 2020, Li Dan wore a T-shirt with a "make a friend" logo and completed her live broadcast debut on TikTok, and shouted—
"I hope to change jobs with Luo Yonghao"
"We have given too much (live streaming goods) here, and we really can't give so much."
During this year, Li Dan met Luo Yonghao three times in the live broadcast room, and the seeds of live broadcasting sales were also planted here.
The Laughing Culture, which is a wealth of talk show actors, provides "people" and "fields" to make friends.
Packaging the goods into humor, the way of selling goods in talk shows may greatly improve the viewability of the live broadcast room.
Moreover, in the context of Xiaoguo Culture's brand-name variety shows "Tucao Conference" and "Talk Show Conference", they encountered the background of both decline in reputation and popularity.
Xiaoguo Culture’s confidence in online variety shows has gradually been shaken.
So after Luo Yonghao joined Taobao, "Make a Friend" sent Wang Jianguo and Xu Zhisheng and other Xiaoguo artists to the live broadcast room, achieving good results, and increasing the confidence of "Make a Friend" and Li Dan.
As a result, "Make a Friend" and Xiaoguo Culture both launched their own second IP!
3. Why choose Taobao, as Cui Dongsheng said
Taobao is an e-commerce platform that started earlier, with a large number of merchants and consumers, and the categories and platform mechanisms involved are also more diverse.
At the same time, many top anchors have many private fans and have strong explosive power in major festivals. The construction of the private domain of Taobao ecosystem determines the stability of daily broadcasts and the explosive power during the big promotion.
Starting from Douyin to cross-platform operations, the strategic transfer of making friends also reflects the changes in the entire industry.
It is understood that last year, more than 500,000 anchors entered Taobao. As Double 11 approached, more than 100 MCN institutions such as Oriental Selection, Yaowang Technology, and Wuyou Network have settled in and achieved remarkable results.
These institutions frequently enter Taobao, perhaps just like "making friends", they are interested in Taobao's natural shopping scenes.
After all, Taobao’s foundation is still traditional e-commerce, and its shopping labels are firmly engraved in the minds of consumers.
Compared with Taobao, Douyin has a lot of traffic, but it lacks the demand for natural shopping and can only open up a path based on "interest e-commerce" .
"Shouting to bring goods", "snow mountain selling goods", "conventional costume selling goods", "dishes selling goods", these novel ways of selling goods once became phenomenal.
But as soon as the limelight passed, reality proved that the novel form of selling goods was not a lasting and stable long-term solution.
Therefore, entering Taobao may be able to better consolidate the foundation and create a channel brand. Just like "making friends", we have established 13 vertical accounts in different categories, and even created a 7*20-hour live broadcast room.
4. Live broadcast is an important way to monetize IP
Moneying IP through live broadcast has become an important way to monetize traffic at present.
Wang Xiaofei's mother Zhang Lan, who frequently dominates the hot search list, Dong Yuhui, who is bilingual live broadcasting, and Luo Zhenyu, a big knowledge paid V... These people are like fish in the live broadcast platform with their personal influence.
But brand IP management ultimately requires a certain degree of time, otherwise it will become a double-edged sword. A word, a detail, and a copywriting may push the brand into the abyss.
So how should brand merchants grasp these moments?
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