Talent live broadcast or brand self-broadcast, where does the traffic in the live broadcast room go?When more than 1,700 brand self-broadcasts swept in every day, the answer of "whether to follow or not" has become clearer and clearer.
Produced by丨Yunjiu Vision.
Last night (December 16th) at Mr. Yu's house, I had a big drink with Yuhui, looking forward to the future development of New Oriental and Oriental Selection, two old men and one young man. ”
The day after the live broadcast of Yu Minhong and Dong Yuhui ended, on December 17, New Oriental CEO Zhou Chenggang posted the news on social **, as well as the photo of him with Yu Minhong and Dong Yuhui**, which quickly spread on the Internet. In fact, in the many turmoil before this, Oriental Selection was resolved with wine. This boiling "palace fighting drama" finally ended with a drinking game.
Source: Douyin @ Zhou Chenggang.
Among the many topics surrounding Dongfang Selection, discussions about anchors with goods have come and gone.
In the live broadcast of e-commerce, which has ushered in the second half, the live broadcast e-commerce, which has risen all the way to the Internet, has become one of the most powerful gold pools of major platforms after experiencing several times of integration and evolution with the upstream and downstream industrial chains.
In recent years, the continuous changes in the live broadcast track have also directly shown the changes in the live broadcast mode and trend. Taking the Douyin platform as an example, in November alone, the platform carried out nearly 40,000 live broadcasts of alcohol, of which the average number of brand self-broadcasts remained at 1,700 per day, becoming another important growth pole different from the live broadcasts of talents.
In order to further understand the impact of Douyin e-commerce in the alcohol sales channel, Yunjiu Vision and Feigua Data jointly launched the "Douyin Platform Alcohol Industry Report (November 2023)" (hereinafter referred to as the "Report") to interpret the growth trend of the wine industry in Douyin e-commerce, gain in-depth insight into alcohol social e-commerce, and discover the secrets hidden behind the platform data.
Douyin platform liquor industry report Portal.
The latest Douyin Liquor Monthly Report: 1140,000 goods on sale, with a dynamic sales rate of nearly 64%, who is the top 5 best-selling list?
The live broadcast field of the wine category is far ahead
According to the report, there were nearly 210,000 live broadcasts of alcohol in November, and the GMV of live broadcast accounted for 84% of the total sales of alcohol, an increase of 33% year-on-year, the sales volume of live broadcast increased by nearly 16% year-on-year, and the average output of pit locations increased by 17%.
Although the GMV of alcohol products is lower than that of other live broadcast categories on the Douyin platform, the number of live broadcasts is far ahead.
In Douyin, which focuses on the short-** social platform, the ecology of live broadcast e-commerce is still centered on "people".
As the mainstream mode of Douyin e-commerce transactions, the ability to create stars and attract money is outstanding in the industry, Dong Yuhui selected by Dongfang, Luo Yonghao who made a friend, and Brother Crazy Yang of the Three Sheep Group are the hottest head anchors at the moment.
According to the report, in Douyin's alcohol sales throughout November, the sales of influencers with 10-500,000 fans accounted for the highest proportion, accounting for 3282%。
While the influencers maintain their dominant position, the traffic gained by the brand's self-broadcasting on the Douyin platform is also gradually increasing.
According to the report, the number of liquor brands promoted on the Douyin platform in November was close to 7,000, and nearly 1,000 liquor brand accounts carried out live broadcasts of liquor, and nearly 40,000 live broadcasts were opened throughout November, and the average number of self-broadcasts remained at 1,700 per day.
At the same time, self-broadcast sales increased by 54% month-on-month4%, accounting for 17% of the total GMV of alcohol6%。
The rise of brand self-broadcasting (or store live streaming) has been a hot topic in the field of live streaming e-commerce in recent years. From the early people-oriented business ecology of the live broadcast room, the focus has begun to partially transition to the brand side and platform.
Talent live broadcast or brand self-broadcast, where does the traffic go?
In Douyin's liquor live broadcast room, ** and discounts are still the information that the audience is most concerned about. According to the report, among all the live broadcasts of selling alcohol on Douyin in November, benefits, activities, and discounts have become the top 3 hot words in the barrage.
Click into the window of the liquor vertical account of a leading Internet celebrity on Douyin, and the liquor products** range from single digits to five digits, and the fragrance types cover thick, clear, and sauce, and they are basically well-known brands.
The number of people in this liquor live broadcast room remained at about 600 within an hour, and the popularity was considerable enough. In the official live broadcast room of another leading liquor brand during the same period, the number of people remained at about 110.
The live broadcast room of the talent and the live broadcast room of the brand are two completely different styles and ecology. In the live broadcast room of talents, most of its products come from various franchise stores on the Douyin platform, and there are not many talents who can directly cooperate with famous wine manufacturers.
Judging from the growth performance of brand self-broadcasting presented in the report, live broadcast e-commerce, as a supplement to new retail channels, also showed a good contribution to sales gain.
The growth of its brand storecasts is even more pronounced on another more mainstream e-commerce platform. According to the first live broadcast release of the Double 11 live broadcast report, the number of store broadcasts with sales exceeding 100 million yuan has reached 64.
The rise of the store-broadcast model is directly related to the long-term investment of leading brands in the industry in the live broadcast track in the past few years. Under the increasingly tense traffic competition on the Internet, the traffic PK of influencers and brands will usher in more highlights in the future.