Double Eleven is a traditional e-commerce shopping festival, an anniversary when countless girls empty their wallets.
On November 10th, Kong Yixuan and Gu Ying were taking stock of goods in their house in Hampton Phase II, preparing for the Double Eleven that will come tomorrow.
Since the two started to test the field of e-commerce live streaming, the communal life in the dormitory, as well as the cramped and quiet external environment, are obviously not suitable for the two newcomers and young anchors.
Gu Yun simply vacated the empty house in the second phase of Hampton and gave the keys to his sister and Kong Yixuan each.
Girls with backgrounds in finance tend to accept new things quickly. The two live broadcasts focus on women's clothing. Gu Ying is mainly responsible for introducing products, while Kong Yixuan cooperates with product introductions and plays the role of a model.
Both Kong Yixuan and Gu Ying have gained more growth and experience in just a few months than in the previous ten years.
The two of them started from scratch to learn and explore a series of projects such as product selection, docking with manufacturers, speech organization, expression management, and polishing of live broadcast logic and content.
Fortunately, they have caught up with the best of times.
Doule e-commerce has just started. Everyone is struggling on the same starting line. No one has a time machine to find the correct version of the answer as soon as they enter the industry.
For example, Kong Yixuan and Gu Ying only received a few words of guidance from Gu Yun, and they emerged among a series of small anchors.
For Doule e-commerce, the concentrated burst of orders under the live broadcast mode can take full advantage of the scale of the supply chain and effectively reduce production, logistics and other costs.
This not only allows anchors to directly connect with manufacturers, but also allows brands to directly connect with consumers, eliminating a large number of intermediate links.
At the same time, the data platform behind Doule's online e-commerce accurately pushes real-time data on every day, every game, and every type of commodity to every anchor, allowing everyone to adjust their live broadcast logic based on the data, and
Product selection method.
From the current point of view, Doule e-commerce's changes in the retail model are not only reflected on the consumer side, but also on the supply side. Among them, the most obvious manifestation is the effective compression of supply chain links.
This change effectively compressed the operating costs of goods and ensured the price advantage of commodity prices. On the other hand, the shorter supply chain also reduced the links and cycles of information feedback.
"Yingying, how were yesterday's data?"
Kong Yixuan shook the new skirt in her hands, turned to her roommate with a smile, and was in a good mood.
"It's great. The manufacturer is very satisfied and has specially sent us a large batch of goods for tomorrow. The quantity is ten times that of before."
Gu Ying is debugging the equipment, and the data analysis of the small team is mainly completed by her.
"So much? Can we digest it?"
Kong Yixuan blinked his eyes, a little surprised.
"Don't worry, these are the numbers we sent over and analyzed by the brand owners and manufacturers. We have to believe in science."
Gu Ying made a "yeah" gesture to her, opened Ele.me on her phone with full energy, and ordered takeout for two people.
During a live broadcast, the sales status of a certain item can be immediately fed back to the manufacturer and brand owner after the live broadcast ends.
They can adjust production plans and accelerate product replacement based on the most direct user feedback, and can also adjust their marketing strategies, customer group positioning, etc. based on the above information.
At present, DouLe e-commerce is also vigorously supporting brand self-broadcasting.
When it first tested e-commerce in June this year, Doule proposed that in the next year, Doule would help 100 new brands realize their dream of selling over 100 million yuan.
For suppliers, the attraction of Doule e-commerce comes from new sales increments, large-scale orders, sales-based procurement model, and easier entry and contract fulfillment models.
More importantly, judging from the current trend, Doule e-commerce has the ability to create explosive products, so it is more suitable for the development of new brands.
Small anchors like Kong Yixuan and Gu Ying, whose fan base does not reach six figures and have little influence, are just the tip of the iceberg.
Since Doule tested e-commerce, a series of celebrities and Internet celebrities such as Shen Qingcheng joined in, causing many top Vs to join the emerging industry of live streaming.
In fact, in terms of platform operation model, Doule's decentralization gives all merchants equal opportunities to display.
Here, no matter how influential you are, you only need high-quality content creation and the support of the algorithm to get traffic support.
However, on traditional platforms, it is difficult for middle and tail merchants to get good exposure opportunities.
From another perspective, the DouLe platform itself is more suitable for the development of new brands.
Doule e-commerce mainly focuses on random consumption, so the products sold are mainly non-essential products. In addition, there are many young users, who are more willing to try new products and generally have a higher acceptance of new products. It is easier for brands to open up the market.
"Yingying, have you discovered something?"
The takeaway arrived soon. Kong Yixuan pushed aside the messy brand gifts on the table, and sat down to eat face to face with Gu Ying.
"What?"
Gu Ying opened her chopsticks, raised her head and asked.
“It’s just that there were a lot of affordable clothes on Pinyuan before, which were difficult to sell, but they are very popular on Doule.”
Since Doule further improved the supply channel with Pinyuan, the attentive Kong Yixuan discovered this secret early on.
Pinleyuan’s previous users were mainly young people from small towns in third- and fourth-tier cities. They were mainly concerned about low-price or even cheap clothing, and had little interest in products that were slightly more expensive but could guarantee quality.
They think that since they have come to Pinyuan, they should focus on a bargain, otherwise what would I buy?
After this concept is deeply rooted in people's hearts, fewer and fewer people have the patience to slow down and understand product quality.
However, after products like this were launched on Doule e-commerce, they were unexpectedly welcomed by many consumers.
Under the spotlight of the live broadcast, the quality and ingredients of different products can be clearly seen under the introduction of the anchor.
This chapter is not finished yet, please click on the next page to continue reading the exciting content! In addition, Doule itself brings a large subsidy to live broadcast e-commerce, which is high quality and low price, and can be seen by people, which makes you feel at ease. The products often sell out within a few hours of the live broadcast.
"Is it true when you say that?"
Gu Ying nodded, showing an expression of sudden realization.
"Everyone said before that without the WeChat interface, DouLe's traffic will be reduced by a large amount. I'm afraid it won't be able to maintain the top three e-commerce companies in this year's Double Eleven, and it will be humiliated. Now it seems."
Now Kong Yixuan, as a half-insider, already has his own professional side when looking at issues.
Doule e-commerce quickly became a life-saving straw for Pinyuan to get rid of WeChat, an important traffic source.
For Doule e-commerce, it is absolutely difficult to complete the handover with Pinyuan in a short period of time.
From top to bottom, Doule must not only continuously optimize the supply system for the amusement park, but also connect with new departments to further complete the creation of a closed business loop.
In this process, the role of new brands in Pinyuan cannot be ignored.
In terms of specific operations, Doule e-commerce has also given specific operational strategies.
Specifically, Doule e-commerce has set up four different methods: top V, marketing activities, talent matrix, and merchant self-broadcasting.
Generally speaking, through the promotion of products by big Vs, new products can quickly increase their popularity and open up the market with the help of star effect. Then with the help of marketing activities, the celebrity matrix can continue to expand its brand influence.
"Maybe this is what the teacher taught us, the complementary effect of different user profiles~"
Gu Ying took a bite of the chicken leg and spoke vaguely.
The user portraits of DouLe and the target groups of Pinyuan are actually quite different.
Most of DouLe's users are younger, larger, and have higher spending power and desire to consume.
In Doule e-commerce, content scenarios and consumption scenarios are integrated with each other. In the past few months since the new e-commerce function was launched, the number of purchasing users of Doule e-commerce has increased rapidly. Through the recommendations of favorite experts, they can discover and purchase good products at good prices. What you can see
That’s what you get.
Even without data analysis, we can see that among Dole e-commerce users, women are the absolute main group of buyers, and the growth rate has doubled several times in the past six months.
From the age distribution point of view, young users in their twenties and thirties have an absolute advantage, and the growth rate of college students who are still in school is the highest.
Take Kong Yixuan's dormitory as an example. Almost everyone is a loyal user of DouLe. After the e-commerce live broadcast function was launched, young girls who love consumption naturally kept up with the new trend.
This is also the consumption characteristic of Doule e-commerce users. They pursue beauty, novelty, and fashion.
Statistics show that women's clothing, snacks and nuts, and fashion accessories have become the three most popular categories for consumers on Doule this year.
In addition, beauty and skin care, makeup, grain and oil seasoning, fresh food, etc. are also popular categories that have always been popular.
"Okay, Yingying, you are becoming more and more professional now."
After eating and drinking, Kong Yixuan stood up and threw away the leftover garbage. She pinched Gu Ying's round face and teased with a smile.
Live broadcasting is an industry that improves people's comprehensive abilities in all aspects.
In particular, the presentation ability of the anchors who appear on the scene is the core of the entire closed loop of e-commerce consumption.
The presentation ability of Doule e-commerce anchors is mainly reflected in three aspects: the appearance of the product, the anchor's aura and body language.
In terms of product appearance, we must first allow customers to initially understand the appearance of the product through the mobile phone screen, display the product in a conspicuous position, and put the product first when doing live streaming;
In terms of the anchor's aura, when the anchor is bringing goods during live broadcast, the aura must be strong enough. Only confident people can bring their own attraction and win the trust of the audience;
In terms of body language, the body and expressions must be natural and rich, so that the audience can feel the host's enthusiasm across the screen. You can even design specific actions for your own live broadcast room based on the characteristics of the product.
Over a period of time, under Gu Yun's occasional guidance, both Kong Yixuan and Gu Ying have developed quite solid expression skills.
Sometimes when they are lying in bed watching other people's live broadcasts, they can find faults with their competitors.
"This is not a good speaking speed."
The speaking speed of DouLe e-commerce anchors should be as fast as possible within the average dwell time, but it must be rhythmic.
"This is emotionless and almost meaningless."
Emotionally, the expressions should be rich, the tone of voice should be ups and downs, and the speech should be emotional. The audience should not feel that they are reading the text dryly.
"Isn't this sister's speaking skills too rubbish? Have you prepared a script in advance?"
When introducing products, the language should be professional and make good use of professional terms to highlight the value of the product.
"The control ability is too weak and there is no competitiveness at all."
Gu Yun once talked with his sister and lover. The most important thing for an excellent DouLe e-commerce anchor is to master the overall control ability.
These include the following three items:
Script process: Communicate with the operation in advance and become familiar with the script process;
Mobilize the atmosphere: stimulate the purchasing atmosphere among people, make the atmosphere in the live broadcast room relaxed and happy, and you can play music to mobilize the atmosphere;
Response ability: be able to respond to and resolve emergencies in a timely manner when encountering unexpected situations, such as overturning experiments in the live broadcast room, or negative fans in the comment area.
At this time, the importance of division of labor and cooperation is reflected. Gu Ying is better at mobilizing the atmosphere and has faster reaction ability. The work of communicating with operations and familiarizing with the script is left to Kong Yixuan.
Two hours of non-stop interaction with netizens in front of the screen was really overwhelming for the two girls at the beginning, and new problems continued to emerge.
Since it is a product-based live broadcast for women, as long as key sensitive words are touched, the word violation will pop up on the public screen.
Kong Yixuan is also crossing the river by feeling the stones, exploring while live broadcasting, constantly adjusting the live broadcast script according to the teaching and explanation of the brand's professional knowledge.
For a whole month, Kong Yixuan and Gu Ying continued to adjust and improve the live broadcast content through practice, and finally achieved results.
Among their fans, women account for 92%, especially over 60% in the 18-25 age group. As the main group of e-commerce consumers, they have high spending power in beauty, clothing, snacks, etc.
Although the two people's live broadcasts are not particularly popular, the excellent retention rate and transaction rate every time make the brand feel extremely satisfied, and this wave is not a loss.
Compared with other anchors with backgrounds, in the early stages of live broadcasting, the platform's operations team will analyze the categories and groups of people suitable for the anchor based on historical data, build high-quality brands, and provide professional advice on product mix and other aspects.
As the anchor's own style and tone continue to be established and deepened, the anchor will gradually clarify his own product strategy.
The professional operation team will provide traffic support and other aspects of support, and will also recommend more suitable brand products based on the characteristics of the anchor, helping the anchor gradually form a stable cooperative relationship with high-quality merchants, and achieve the improvement of people bringing goods.
As amateur anchors, Kong Yixuan and Gu Ying do not have a professional operation team, nor do they rely on Gu Yun's reputation to provide traffic support. They just rely on their own hobbies to get things done bit by bit.
And this is also the current situation of countless small DouLe anchors. There are also many amateur anchors like them who are growing rapidly through exploration.
"You have to be professional, honey. If you survive tomorrow, you can take off. Come on!"
Gu Ying pouted, made fists with both hands, and encouraged herself and her good sisters.
After being stuck for another day, I finally finished it. I spent half an hour revising it~
