Hard Brother'S Live Broadcast Is Not The Same As Understanding Spring Clothes And So On.

The number of fans who have entered the watermelon video for only 5 months is 130 thousand, and the fashion hero, "hard brothers", has launched a "Pet Festival" live with goods, with a single field sales of 6 million 340 thousand, and the highest value of live broadcast is 5 million 850 thousand. The number of comments has been 790 thousand, and three data have created a new record for watermelon business.

　 6 million 340 thousand where does GMV come from?

The hard brother said to the billion power, "before the launch, I had confidence in the 5 million GMV, and rushed to 6 million 340 thousand because it was fully prepared in the early stage." It is understood that this pet powder Festival is the first attempt of hard brother in watermelon video. In addition to the broadcast skills, the hard brothers attributed the success to two key points: first, the success of the selection, and two of the success.

On the selected products, the main products of Pet Festival are down garments, imported beauty and skin care products from Japan and Korea, Taiping bird spring clothes, etc. the cooperation mode with the brand side is basically the maid system, without the charge of pit and service.

"At present, most of the commodities in my live room are brand names. When I come to the fur season, I will have a little more goods on my own." Hard goods brother started up as a garment maker. He has his own physical store in Haining leather city and has his own factory. "At present, the category of my live room is basically clothing oriented, and beauty makeup and home textiles are two major categories that I am trying to develop in the whole category at this stage." Hard brother added.

In his live room, there is often a 1:3:3:3 matching proportion of goods, that is, 1~3 welfare (cost price sales, or even lose money sales), 1/3 drain (running amount to do word of mouth), 1/3 parity (normal profit interval), 1/3's profit.

In his position, he positioned himself as "genuine and sincere" and "a porter of high-end wage goods at low wages", that is, to pursue the highest price performance in high quality goods, not to sell low-end goods, and to strive for greater price advantage with the brand partners / factories with their own weight.

Take the fur industry as an example, the return rate of the bulk market can reach about 60% in the peak season, but the return rate is only 30% for hard goods. In this regard, the hard goods elder brother thinks, "the return rate depends on the quality of people and products. My people are sincere and sincere, using people to stir up fans, plus cooperative brands and factories are the forefront of the industry, and the quality is guaranteed."

He explained that "high-end does not mean that there must be brand empowerment. Brand means the existence of" brand value added ", to a certain extent, conflicts with" extreme cost performance ". At this stage, I am more inclined to make large brands to be OEM and processing enterprises.

In addition, I have to mention that the hard goods brother is both the carrier and the anchor of the watermelon live broadcast. "I brought the same stock on the watermelon and the fast hand, and the explosive products on the fast hand were also exploding on the watermelon, and at the same time, my user portrait on the two platforms was very close (30~40 years old), but the rate of heavy powder was not high."

What's different is that the rhythm between the two platforms is slightly different. "The key is fast seconds, and watermelon is slightly" hot ", but as long as the feelings are cultivated with watermelon fans, the purchasing power of fans is very strong. Even under the same fan size, the amount of single live broadcast of watermelon is much higher than that of fast hands.

At the same time, he also said, "I feel the most importance on watermelon, and the support for watermelon is relatively large. When I look for my own style, the difficulty of cross platform development is not big."

A few days ago, watermelon video officially updated the previously launched gold rush talent Nuggets plan. It is expected that no more than 35 new people will be deployed in April this year, and incentive policies will be given to those who meet the requirements.

The persons who reached the corresponding level entry conditions during the activity reached the designated task in 3 months after they were settled, and they could be assigned to 3 months. In 3 months, we can complete the live broadcast of the blast field, and we can get additional incentive from the explosion.

The referrals recommended by the referee and the referee can receive cash incentives separately after completing the mission, completing the next month's task and completing the live broadcast.

　 Hard brother's live broadcast is different.

Whether it's fast or watermelon, the number of hosts is very few. Finding out their own characteristics and exclusive know-how is the way to survive and grow. For hard goods brother, his unique advantage lies in two main aspects, namely, goods end and live broadcast tips.

1, live in the final supply chain.

At the end of the goods, the hard goods brother's live broadcast room has a spare commodity, that is, the real-time feedback of the live broadcast room, deciding whether to sell on the shelves. For example, from the end of February to the beginning of March, it is a more awkward node for the anchors. The temperature is rising. The best time for the down jacket and pie to clear the warehouse has been missed. But the hard goods brother thinks that the demand is still there, but it can not be cleared in the winter. The main force is still on the spring clothes. In this regard, his approach is to take out the previous live broadcast of the explosive down jacket, the preservation of the super low price momentum, and at the same time reserved part of the style to make backup, the feedback is good.

In addition, generally speaking, anchors will not launch large activity merchandise ahead of major events, and will keep purchasing power on the day of activity. But the hard goods brother doesn't think so. He often sow one or two big activities in advance, try to broadcast it, put the word of mouth out, and then return the product on the day of activity. This form will attract old powder and new powder into the live room, and the effect will be unexpected.

In his view, "live in the end is still a product, supply chain, the better the product, the better the quality, the cheaper the price, the faster the update frequency, the stronger the inventory depth, and who will grow at full speed." At the present stage, the most important focus of hard goods brother is to connect the strength of the factory, the supply chain and the word of mouth brand in the industry.

Among them, the strength factory can guarantee the quality and product depth, the supply chain can solve the problem of finding the strength of manufacturers and brands, and the problem of product breadth, and the word of mouth brand in the industry can exponentially raise its own people.

2. Hard disk brother's live broadcast methodology

Before launching, "warming up and noticing are very important." The hard brother told the billion power that he would extend the warm-up time to 1 weeks: the first thing was to launch activities every day for 1 weeks before the activity; second, directly on the headlines, watermelon videos, directly to the factory source, warehouse and exhibition hall, and to make a dramatic draw of the style and price of the live broadcast and to forward the raffle. Third, for specific welfare products, the hard brother will send a notice to 200 thousand WeChat customers.

In the live broadcast, the lucky draw (cash draw, diamond bag, in kind lottery) + fans group special welfare products + live audience welfare products (spike kill) + constantly spoiled next welfare and raffle, "this is a combination of hard brothers in the control of live rhythm, live room drainage and powder powder to maintain excitement.

When it comes to the lucky draw in the live broadcast, the hard goods brother thinks that he can get some money from his family. "Raffle is very important for drawing popularity, increasing fans and creating people." He explained that the popularity of watermelon live rooms can be understood as a spiral process. Whenever a node breaks through, the popularity of the live room will rise, and after every breakthrough, the popularity of the live broadcast will rise faster than before.

However, it should be noted that the price of spike money must be a super cost-effective product, but it can not be much lower than the price of the live room, otherwise the follow-up merchandise will be hard to carry. Therefore, the spike money needs to be carefully selected and priced, not only to ensure the latter, but also to buy panic.

In addition, the hard goods brother has his own skills in the studio, such as the gift can not be "small", let the fans feel that the anchors "atmosphere" and pick up their own cheap; sincerely tell the cost of fans, tell the fans how much money they earn; for clothing fabric production, detailed work, design story professional commentary; Another example is timed, limited, complimentary marketing and so on.

　　 Grasping both ends of goods and sales

During the epidemic, the live broadcast business was pushed to a higher "outlet". With the joint efforts of the anchor, consumers, brands and MCN, the competition in the live broadcasting industry became more intense.

For hard goods, breakthroughs in categories and supply chain are one of the goals this year. Specifically, because the hard goods costumes are mostly fur, and the fur season is strong, it is necessary to break through this limitation. He will try all kinds of goods, cultivate fans of the whole category, set their own monthly plan and target.

In terms of supply chain, billion power understands that the hard goods brother and his team intend to dig deep into four lines: brand, factory, human relationship and overseas. Among them, brand, factory and overseas supply chain are well understood, and the "human relationship supply chain" is defined by the hard brothers themselves.

He explained that there will be homogeneity in the latter part of the development of live broadcasting, that is, the content of the live broadcast of the same brand will be homogenized after the broadcast of the big and small anchor. "This year, you can use the brand to make your own design, but next year you may not be able to do it."

In his view, the importance of the directional development and directional style of the exclusive supply chain or ODM generation factory is gradually emerging. This is also an important way for the anchors to make their own characteristics in the homogenization competition, and is also an important plan for this year.

At the sales side, the hard brothers mainly work on the two aspects of hatching the red man and raising powder. The hatchery is similar to the road chosen by Simba, and the sales volume is further improved by hatching the bonus matrix, and the hard goods brother can put more energy on the supply chain.

In addition, in the powder, compared with private traffic, hard brother emphasizes the "fine area traffic", replaced by the live industry as saying that the flow of iron powder is more worthy of attention. In the words of hard goods brother, "1 iron powder value >100 new powder value >10000 playback or field view traffic value", in other words, after catching the public domain traffic, the anchor should transform it into private domain traffic, and then need to enter the "fine domain traffic".