Single Gmv has increased 100 times. What is the "general rule" behind the rise of popular brands?

In the case of long-term sluggish sales , How to turn the brand ？
Niche beauty brand lifusha , Maintain a high distribution frequency of talent , But the effect is very little . After adjustment , One day GMV Hundreds of times , Even jump into the list of popular brands TOP2.

1、 One day sales growth 110%, Niche brands have come out of the low tide of sales

Talking about livza , This was founded on 2020 Niche beauty brands in , Deep ploughing in Kwai for a long time , Only rely on Daren distribution to drive brand revenue .
Only three months , Associated with the 738 Bit anchor ,1.2w Live broadcast , Introduction 909 Product links . But most of the time sales , Only stop at five digits .

△ Fruit collection · Flying melon fast count - An overview of the data
From brand to brand 90 Days of sales ,5 month 26 Day and 6 month 5 The day ushered in a short peak , During this period, it is also the key node of Kwai e-commerce promotion , Then, lifessa faced a long sales volume “ Cooling off period ”.
until 7 month 13 Japan , The situation has changed again , Livza one day GMV A sudden surge , It has increased compared with usual 110%. And broke the seven digit mark for the first time , This is for a niche brand that continues to decline , It is undoubtedly an exciting turnaround .

△ Fruit collection · Flying melon fast count - An overview of the data
The change , The first is the adjustment of distribution strategy .

2、 Waist number shows the purchasing power of fans , Create popular models and promote brand counter attack

According to the observation of feigua , Lifusha used to be a beauty pendant account , And join hands with several head anchors . Perhaps it is the lack of tacit understanding between the two sides , Halos of pendants and heads , There is no obvious effect here in livza .
Then livza replaced and expanded the music 、 fashion 、 The proportion of funny and other industries , It didn't go deep into the emotional field until July .

△ Fruit collection · Flying melon fast count - Associated broadcaster
meanwhile , It also reduced the number of partners with the head anchor , Mainly rely on waist number and low pink number to release the brand voice , This is also conducive to reducing the launch cost of niche brands .

△ Fruit collection · Flying melon fast count - Associated broadcaster
among , Emotional anchor with three million fans @ Shang Tong has contributed core strength to lifessa .
He was broadcast live that day , It mainly promoted a liushengpeptide face cream of lifessa , And simplify the products on the shelves in the live broadcasting room , Avoid the comparison of competitive products of the same type , Shorten the decision-making time of fans .

△ Fruit collection · Flying melon fast count - Live broadcast details
This also makes face cream become the only popular product of levsa , So as to promote the sharp increase of the overall sales of the brand .
It is worth mentioning that , Selling point publicity of the products launched by lifessa , For example, six peptides 、 Nicotinamide 、 ceramide 、 Salicylic acid and so on , Are currently more popular skin care ingredients . relatively speaking , Products with these functions , Market prices are generally not low .
But the overall control of levsa is 50 Yuan of the following , At a very low price , Make users enjoy a higher level of experience , Shape “ Best value for money ” Brand advantages , This is also the success of distribution strategy adjustment , Laid a good foundation .

△ Fruit collection · Flying melon fast count - Commodity analysis

3、 Buy free seasonal benefits to show advantages , Market segments need to be digged

Up to now , In addition to optimizing the distribution strategy , Livza didn't make any other obvious moves . Toumi, a small beauty brand , In fact, it can provide another reference idea . That is to grasp the seasonal characteristics and the self broadcast welfare mechanism .
As the audience's awareness of sun protection increases , As early as may , Through honey, you will learn to judge the situation , The main seasonal products . In addition to introducing a single sunscreen , It also integrates sunscreen into other makeup products , Meet the needs of the audience . therefore , The data trend of Toumi from low to high is relatively rapid .

△ Fruit collection · Flying melon fast count - An overview of the data
In order to better implant the product into the user's mind , During the self broadcast, Toumi had an insight into the dual needs of sunscreen and stocking in summer , Set up the welfare mechanism as buy one get one free , Stimulate consumer demand in a simple and crude way .
Toumi is improving the self broadcast short board , Increased the proportion of sales . Originally, Toumi and livsa were in a similar situation , All rely on Daren distribution to dominate the overall income . In the last two months , Self sowing through honey GMV It's going up 25%.

△ Fruit collection · Flying melon fast count - Promotion model
Actually , In view of the booming market of Kwai sunscreen , Toumi can consider going to market segments , Around different skin types 、 People of different ages 、 Different usage scenarios , Launch benchmarking sunscreen products .
Like head anchor @ Mr. Chen smelled Kwai “ Lanyan market ” Business opportunities for , Created a personal men's skin care brand baifuyuan , This also gives play to the advantage of male fans absorbed by the account .

△ Fruit collection · Flying melon fast count - Fans portrait
in addition ,@ Mr. Chen also refined the promotional products to personal care 、 Home Furnishing 、 Baby, children and other categories , Actively borrow platform resource dividends , Participated in Kwai in June “ Handsome men advocate officials ” The activities of , Plus its strong influence , Sales can advance to eight figures in a single day .

△ Fruit collection · Flying melon fast count - An overview of the data
It is worth noting that , Kwai also intends to tap market segments , Start to operate men's facial skin care as an independent three-level category , Even perfume 、 Personal care will also focus on higher , And start large-scale investment attraction .
Although the above three brands have had brief “ Trough period ”, After changing the corresponding playing method, there will be a small-scale outbreak , But without exception, they are facing the problem of insufficient stamina . From the data collected by feiguakuai , It can be directly observed that there is a decline in varying degrees .
How to turn over the brand , And it can ensure the continuous upward trend ？ Feigua puts forward the following three ideas .
summary
Build and improve the brand matrix number of the system , According to the product 、 Audience 、 Divide the content , Precipitate loyal fans of the brand , help [ short + straight ] Wheel drive ;
Long term growth of other items driven by popular models , After the trial and the explosion , It can be combined 、 Buy give marketing 、 Your price is equal to your price , Enhance users' sense of purchase value ;
In daily distribution , Looking for middle and long-term talents who meet the product positioning , E-commerce promotes nodes to strengthen self broadcast frequency , Reach a long-term and unique cooperation with mature anchors ;
Statement ： The pictures used in the text are annotated .