Year end: the "time value" and business methodology of live broadcast E-commerce

After nearly two years of rapid development , The competition of live broadcast e-commerce shows 3+X Pattern , They are Taobao live broadcast 、 Kwai e-commerce and Tiktok e-commerce .

At present, from the monthly live user scale of several major live broadcast e-commerce platforms , The video number of wechat has surpassed taoshuaikuai , It will become the largest unknown variable of the future live broadcast e-commerce pattern .

This article is intended to be a live broadcast of e-commerce 2021 Year-end summary , From the perspective of brand business management , Put forward my opinions on live e-commerce “ The value of time ” The study of , As well as the business methodology summarized by different live e-commerce platforms according to the practice of businesses .

Retail two-dimensional model and core variables of live e-commerce

The two-dimensional model of retail industry contains six elements , The three elements of the first model are “ people 、 cargo 、 site ”, The three elements of the second model are “ efficiency 、 Cost and experience ”.

first “ people 、 cargo 、 site ” It belongs to the basic model of retail industry , In the evolving retail business model , These three elements will appear in different combinations and different forms .

In live E-commerce ,“ people ” There are two kinds of core of ： One is “ The host ”, One is “ fans ”;“ cargo ” Discount products mainly provided by brand merchants ;“ site ” It's a live studio .

The second model “ efficiency 、 Cost and experience ” It's much more complicated , Platform involved 、 The host 、 Brands, merchants, users and other roles .

For the platform , The efficiency of live broadcast is compared with the shelf search mode , Obviously less , But the cost of Amoy is not small ;

For users , Although the consumption efficiency of live e-commerce is not as high as that of the shelf search mode , But a good experience is the most important , Sometimes it's even more important than getting low-priced goods .

This is why Taobao 、 The reasons why e-commerce and content platforms such as Kwai and Tiktok should vigorously develop live broadcast e-commerce .

Under the dual role of the platform and users , At the initial stage, brand merchants can only follow the rhythm of the platform and invest in the wave of live e-commerce , Until the middle and late stage , from 2022 Started to bring goods to live broadcast in “ efficiency 、 Cost and experience ” Carefully evaluate the three dimensions .（ Due to category and brand positioning 、 Maturity and other factors , Brand merchants are “ efficiency 、 Cost and experience ” The analysis is much more complicated , There is no other expansion here ）

therefore , The core logic of live broadcast e-commerce lies in “ people ”（ The host ） and “ Experience ”（ Interaction and trust ）, Bring a better user experience through the anchor , So as to improve efficiency 、 cost reduction .

Of course , The premise of this logic , Need to have enough scale to support , therefore , Lijiaqi and other super anchors slowly appeared .

Super anchor brings sales scale to brand merchants in a short time , Let brand merchants see the improvement of sales efficiency , But the ensuing dilemma cannot be realized “ cost reduction ”.

therefore , At the same time, businesses are also making efforts to broadcast by themselves , Hope to cultivate a super anchor in the self broadcast , cost reduction .

that , How to measure the value of an anchor ？

You need to add... To live e-commerce “ The host * Time ” The most important variable .

As the core element of the business model of live broadcast e-commerce is the anchor “ people ”, and “ people ” And “ people ” The greatest fairness comes from “ Time ”, Every day 24 Hours .

therefore , Through the time value of the anchor , The cost and efficiency of live broadcasting can be measured .

The anchor's “ The value of time ”

With a simple formula, we can calculate ：

Anchor's “ The value of time ”= sales ÷ Live broadcast duration .

from 2021 Double eleven 10 month 20 The warm-up activity broadcast live on Taobao on the th created a peak sales performance , Get lijiaqi's “ The value of time ” by ： sales 11,538,870,486.22 element ÷ Cumulative live time 12 Hours 26 branch 42 second = The value per hour is about 9.28 One hundred million yuan .

By calculating the different time periods of the anchor （ Japan 、 month 、 year ） Average live broadcast “ The value of time ”, Can measure a host's “ The value of time ” Is it appreciation or depreciation .

Want to accurately calculate the anchor's “ The value of time ”, There are also two key variables ： Selection and number of fans .

Accurate selection and correct price or discount design can make the conversion rate of the live broadcast room higher , And this requires anchor and investment promotion （ Or selection ） Work together as a team .

In addition, the anchor spreads through public relations 、 Short video content 、 Obtain fans from the public domain through advertising and other means to become private domain traffic , Is the guarantee of sales scale .

Business methodology of live broadcast e-commerce platform

The time value of live broadcasting is not only the assessment of individual anchors , What is more important is the measurement of the brand and the business's live broadcast management ability .

From the current e-commerce development , Depending on the mode of the platform , The logic of live broadcast e-commerce is also very different , Thus, there are obvious differences in the operation of live broadcasting on different platforms .

The first is based on the traditional centralized e-commerce platform , Build live broadcast as a tool for business sales and operation . At present, live broadcast e-commerce has become Taobao 、 Tmall 、 Standard configuration of Jingdong and pinduoduo stores , Merchants mainly follow the large operation system of platform stores to do live e-commerce .

The second category is the content platform based on short video and live broadcast , It represents the live e-commerce of Tiktok and Kwai . Many businesses are laying out Tiktok and Kwai , A lot of questions have been raised about how to operate , therefore , Both Tiktok and Kwai have officially launched business methodology for businesses to operate .

The trill “ Centralized traffic distribution ” Kwai “ Decentralized traffic distribution ” Their e-commerce business methodology is also different due to their differences .

Centralization focuses on user growth and user experience , E-commerce is more efficient , The cost is also higher , At the same time, the platform also needs to balance the frequency of content and live e-commerce , The higher the frequency of live e-commerce, the lower the user experience .

Decentralization focuses on link growth , It has the characteristics of diversification and diversification ; E-commerce is inefficient , The cost is also lower , The platform does not need to balance the frequency of content and live e-commerce .

“ Centralized traffic distribution ” Tiktok as the core is based on interest e-commerce , Introduction “FACT Management matrix ” methodology , It is to divide the business operation into two rhythms ： Daily operation and product sales erupt .

Business self broadcast and talent matrix （ Middle waist ） It belongs to daily operation , The anchors trained by the merchants themselves are more controllable , It can be designed to match the image of the brand , But the possibility of outbreak is relatively weak , It is the same as the middle waist anchor in daily cooperation , The aim is to maintain stable daily sales .

Marketing campaign and head big V It is suitable for large-scale product sales , It can enable businesses to achieve sales explosion in a very short time , But the cost is also high , Businesses can not just blindly pursue the outbreak , We also need to pay attention to the maturity and cost of the brand itself 、 efficiency 、 The relationship between experiences , Do a good job in daily operation .

A typical case is the perfect diary 2020 Fourth quarter results of ： The total operating expenses for the quarter were as high as 28.3 One hundred million yuan , among “ Sales and marketing expenses ” by 13.8 Billion （ Including advertising 、 Marketing and branding costs 、 Expenses incurred during the development of the experience store ）.

Tiktok 、 The little red book 、 Microblog platforms , The perfect diary selects a wide variety of bloggers , They have thousands of fans , Down to thousands of fans , All walks of life are involved in , Even the anchor of E-sports will insert the advertisement of perfect diary when playing games .

Too much money is put in the head V As a result, marketing expenses will remain high , Although the brand awareness has been improved , It is also easy for enterprises to incur huge losses .

actually , For brands , Big head V More is to enhance brand awareness , The daily sales and operation work still needs to pass “ It's self broadcast ” and “ Da Ren matrix ” To complete , Only in this way can the brand develop healthily and steadily .

be based on “ Decentralized traffic distribution ” Mechanism , Kwai put forward to “ Content + fans ” Trust e-commerce based on , After more than two years of practice , Summed up the brand business in Kwai to carry out live e-commerce “STEPS Business management methodology ”.

First , Kwai hopes that merchants can conduct money measurement and content horse racing through Daren distribution , This method can effectively improve the conversion rate and repurchase rate of the selected products , At the same time, leave high-quality content to improve the stickiness of fans .

secondly , After the measurement , Same methodology as Tiktok , It also needs to carry out daily operations through business self broadcast and talent distribution （S&T The climbing stage of the store ）.

The third stage of private domain operation is based on the decentralized fan system of Kwai , This is different from the recommendation algorithm mechanism of Tiktok , Combine the daily operation and traffic boost work in the climbing stage of the store , adopt “ Marketing blessing ”, That is, the platform's marketing activities and advertising , To enhance brand awareness , Realize to become “ industry KA brand ” The goal of .

Last , Kwai's methodology puts forward “SKA brand ” The definition of , Hope that the brand merchants and Kwai can pass “ Sales customization ”、“ Advertising year box ” In depth cooperation , Combined with the... Provided by Kwai “ Service system ”, Achieve strategic cooperation with brand merchants , Realize the sustainable management strategy of deeply binding the brand .

From Kwai's “STEPS Business management methodology ” It can be seen that , Kwai doesn't mention big head like Tiktok e-commerce V Part of , Does this mean that Kwai is gradually weakening the size of the head V, You don't even want to have a big head V？

The third category is live e-commerce based on social tools and content , Live video broadcast relies on wechat , As one of the private domain conversion tools , It has become an important link for wechat to build brand merchants' global operation , Because it is still in the exploration period , The operation system of live broadcast e-commerce is not mature , The official has not yet had a complete methodology to guide the business operation .

The future of live broadcast e-commerce industry

from “ technology 、 Capital and policy ” Three future black boxes （ For detailed analysis, please click 《“ Three big black boxes ” Impact on the future of live broadcast e-commerce 》 To judge , Live broadcast e-commerce will enter a mature stage and be normalized , Both the merchant's self broadcast and the expert anchor have become an important part of the industry .

Technical level , With 5G The accelerated popularization and maturity of , More and more businesses and consumers will participate in live e-commerce , The development of technology will evolve into more forms , Such as virtual anchor 、AR Live scene broadcast, etc ;

Capital level , The pattern of live broadcast e-commerce platforms is becoming more and more stable , Technology company 、MCN Institutions and live broadcasting service providers still have the opportunity to obtain the favor of capital and investment , It's just that there are more conceptual changes , for example “ Meta universe ”, Its realization may be “ Virtual anchor ” Live E-commerce .

Policy level , With Shirley and via being punished , The industry will continue to be standardized , The competition is becoming more and more fair , More innovations will follow .

in addition , Super anchor still has its value , But with age and lack of energy , The duration of live broadcast will inevitably decrease ,“ The value of time ” It is bound to depreciate .

Every super anchor is born human “ Life cycle ”, Therefore, it is inevitable that the super anchor will continue to change .

And for the middle waist anchor , It doesn't have to be replaced easily with the depreciation of super anchor , After all, they have the same “ Life cycle ”.

Live e-commerce is very different from traditional sales , The traditional form of sales can continue to achieve high growth by replacing younger employees and senior executives in an organizational way , It can also surpass the giants when they fall .

And those who rely on super anchors MCN company , Want to maintain sustained revenue growth , There are four possible ways ：

1、 Can be on super anchor “ The value of time ” At its peak, it began to train younger anchors to become super anchors ;

2、 Layout the traditional sales form （ Shelf type retail e-commerce channel ）, For example, lijiaqi's private domain operation , The beauty behind the company one Not only built a lot of fan groups , A small program is also developed for booking live broadcast products in advance .

3、 Will be a super anchor “ The brand ”, Launch your own brand .

4、 Provide... For other brand businesses “ Business self broadcast and data service ”.

These four methods are the most important in the live broadcast e-commerce industry MCN We still have a lot of room for imagination and growth , expect 2022 Live E-commerce ！