Text: Yu Ya, Editor: Jia Xin, Producer: Growth Works.
In recent years, brands, merchants and platforms have become popular with low prices. Whether it is the explosion of military coats or the "self-slashing" of BESTORE, it is enough to illustrate this problem.
But we recently came across a brand that did the opposite, broke the deadlock by increasing the average order value, and got a good increment.
Founded in 2017, the brand is dedicated to the field of sports nutrition and healthy light food products, with self-developed products including high-quality protein meat, carbon-controlled staple foods, and burden-free snacks, covering more than 50 single products.
Mr. Kangaroo entered Douyin in 2020, the GMV in the first month was 0, the second month was only 1,000 yuan, after increasing the customer unit price, it reached 500,000 in the third month, and by 2021, the monthly GMV exceeded 10 million, and the current highest monthly GMV can reach 60 million, becoming the head brand of the platform.
How did Mr. Kangaroo break through with a differentiated live broadcast strategy?What opportunities do functional products have in Douyin?How should small and medium-sized brands or white brands start and increase volume?Li Binbin, head of Mr. Kangaroo's Douyin, shared his thoughts on Douyin in the past two years with Growth Works.
The following is an oral statement by Li Binbin, compiled by the Growth Factory.
Mr. Kangaroo entered Douyin in 2020, and soon after we began to deploy brand self-broadcasting.
Since I had no experience in live broadcasting, when I first did self-broadcasting, I found that the product could not be sold at all. In the second month, I made adjustments and changes in the goods, but it was still wrong, and it was sold for more than 1,000 yuan. I began to work backwards to study the reasons and find a breakthrough.
After nearly a year of exploration, the effect began to show in 2021, with the monthly GMV exceeding 10 million, and in 2022, it will fully explode, with the annual GMV exceeding 100 million yuan, and this year, our GMV on Douyin can reach a maximum of 60 million in a single month.
How did we break through?The most important point is to increase the unit value of customers and increase conversions
At that time, we did pure payment for self-broadcasting and played ROI, but we didn't know how much the unit price of customers could run, so we could only test it one at a time. A few bags of product are combined into 999 yuan, the effect is not obvious, so it will be 199 yuan again, and it will be sold for 199 yuan. Then continue to raise the unit price of customers, increase the combination of 269 yuan and 399 yuan, and the effect is good so far.
Douyin's traffic is assessed by GPM (1,000 impressions), so we have to focus on increasing GPM, using the product portfolio strategy to group different products such as beef and chicken into product portfolios, increase the unit price of customers, and then achieve high conversion.
This is just the opposite of the low price strategy of other merchants, why is Mr. Kangaroo not good at low prices, but the product portfolio is out of the data?
I think there are three reasons:
One isMr. Kangaroo focuses on low-fat, healthy foodsTarget customer baseIt is a group of people who are in the fitness and sports category. This group of people attaches great importance to the quality of life and the value of products, and this group of people has relatively high spending power and willingness to consumeIt is not a particularly sensitive group.
Second, it is related to Douyin's algorithmIf the average order value is higher, you can pay a higher price to get more volume.
Third, there were few people selling at that time。There are not many competitors, as long as you understand the traffic rules of the platform, it is easier to get volume.
This set of product ideas has been used until now, which is basically equivalent to us selling a product, just through the product portfolio, maybe there will be changes in the specific products in the combination, but the core idea has not changed much.
At present, Mr. Kangaroo currently has 4 live broadcast rooms, mainly 2 of which are broadcasting, with a live broadcast duration of 16-17 hours a day, divided into four shifts.
Our live broadcast rhythm is relatively fast, heavy mechanism, and the personal style of the anchor is not high, but the emotional power is relatively high. This kind of broadcasting is more expensive for anchors, because it is difficult for a person to maintain a high mood for hours on end.
What kind of mechanism can motivate users to place orders?Our tenet is one - how to make customers feel more cost-effective.
Mr. Kangaroo's method is "counting bags", which is a very popular and common method. It is universal but effective, and what has been verified by others to be effective can be used directly. usNot all actions have to be innovative, and reusing valuable simple actions is a more cost-effective approach
Getting users to place an order is a crucial step.
In the live broadcast room, there are three elements: people, goods, and venues, which are easy to adjust and optimize with the naked eye, such as if the scene is not good, change the scene, train the anchor if the anchor is not good, and reorganize the goods if the goods are not good.
As a pure paid live broadcast room, Mr. Kangaroo has two important points, one is Qianchuan payment, and the other is front-end content planting and talent marketing.
Qianchuan must be able to pay for it, the key is the content material, the short ** must be done well, and then there is the problem of how to increase the volumeIf you can't put it out, you can't sell down jackets even on Mount Everest
There are two parts to the short** volume: the first part, the short** is a stuck point, it has a high degree of matching with the people and goods in the live broadcast room, and it is necessary to tell a story from beginning to end. From the front-end planting grass, to Qianchuan's paid content materials, to the people, goods, and fields in the final live broadcast room, they are linked in the entire Douyin field.
In addition to matching, the creativity of the content material is also important.
Basically, businesses without content genes do not have a core advantage in the production of content, Mr. Kangaroo is also one of them, we mainly screen popular ideas through talent creation, or refer to the industry, the platform in the popular short **, and then produced by its own content team, pondering the first three seconds of the content, completion rate, highlight picture, highlight copywriting and other elements.
At the same time, we also need to test the explosive material, this part of the work is responsible for the pitcher, will first do manual internal testing, the choreographer will repeatedly test the short**, will it continue to brush, watch, and then the pitcher test.
There is a key point that many people have not paid attention to, and each merchant has different standards for popular materialsWhether it is a popular material or not depends on how high the requirements for ROI are。For example, some leading brands have requirements for ROI that are even less than 1, which is relatively low for content materials.
The ROI requirements of the food industry are above 2, and Mr. Kangaroo's requirements are now about half higher than those of the industry, because when the brand power of a brand is not strong enough, if you want to survive healthily, the requirements for effect data will be stricter, and you can only roll up the material.
The pitcher will put the material on Qianchuan for placement testing, and will build more than 10 advertising plans to test the material, and the test cycle is basically about a week. After the material is tested, it depends on the undertaking in the live broadcast room.
There is also trust between pitchers and streamers.
During a live broadcast, the pitcher will pay attention to the status of the anchor in real time, and adjust the advertising plan in real time at different times of the live broadcast according to the understanding of the anchor, and the plan goal is set to enter and place orders.
For example, if some anchors are in good shape at the beginning, the pitcher will increase the bid, put a little amount first, and if the ROI data reaches the standard or is doing well, the pitcher will further put a large amount. If the data doesn't perform, a little bit will be collected.
During the live broadcast, the pitcher sees that the popularity data is improving and the conversion effect is good, so he will increase the amount of delivery little by little until it is put to a critical point, and the conversion limit that the anchor can undertake.
Here's a statistic to noteFive-minute conversion rate。A good anchor can consume 2000 in five minutes, and some anchors can only consume 200 in five minutes, which tests the anchor's ability to undertake, such as emotion, rhythm, speech, etc.
Seeing our experience, you may also want to try self-broadcasting. But what I want to say is that for small and medium-sized brands or white labels with weak brand power, I don't recommend doing self-broadcasting at the beginning now.
Now enter the game, start the market, and find a good starting point to achieve the effect of "four or two dialing a thousand pounds".
I think the strategy that is more suitable for the moment is that the first step is to do a good job of influencer distribution first. Priority is given to the production of a relatively stable part of the profit to ensure a healthy survival, and then do a good job of planting grass for the crowd through the front end, so that everyone knows what you are, accumulate a part of the A3 crowd, and then go live or self-broadcast, and "count the bags", which will be useful.
Mr. Kangaroo just started doing Douyin, there are only a few people, and he also started with talent distribution. There are two values in the distribution of talents, one is the channel value, which can complete sales and ensure the benign survival of the brand;The second is the media value, through the short cooperation, to plant the grass for the brand value of the entire Douyin, and produce long-term influence.
Based on our own product attributes, we first made some fitness and weight management influencers.
We found the head experts of fitness verticals such as Brother Zui and Hua Xiaolong to cooperate, and produced short ** content and goods in the form of pure commissions. At the same time, it also continues to explore waist experts in the industry with good content and a certain number of fans.
Regarding the selection criteria, we do not select talents according to the number of fans, first focusing on fitness, sports, weight management, light meals and other industries, and then the value points of the talents themselves, looking at the personality of the talents, the attributes of the talents, the stickiness of fans, etc.
China's fitness population is about 100 million, as long as this group is done well on the Douyin platform, the turnover can reach tens of millions.
With this part of the vertical talent to start the plate, the efficiency is very high,Because at that time, there was a natural flow of talentsIn addition, the short ** content of the influencer is also easier to attract traffic.
Vertical experts also have an advantage, they pay more attention to product power, and the requirements for brand power are relatively low. If the brand is confident in its own products, after rolling out the top experts in the fitness circle in a short period of time, according to Douyin's algorithm, more fitness bloggers will see your products.
In addition to professional bloggers who have fans to generate GMV profits, short ** content itself has professional endorsement and content reuse value, which is planting grass.
When you have tens of thousands of talents to shoot short**, there are always hundreds or thousands of content that will explode, and there are a few particularly classic contents, so you must make good use of these content points at this time.
We will put the short ** of the explosive amount and use Qianchuan to pay for a large amount. At the same time,Reuse good content copywriting into the live broadcast room, and update the live broadcast script and script.
For example, an expert filmed a short ** content for Mr. Kangaroo, showing beef products, and said an interesting and strong brand-oriented sentence: During the fat loss period, only eat Mr. Kangaroo's beef, because its ingredient list is cleaner than my husband's pants.
A wonderful copy made this short ** data explode directly. Mr. Kangaroo was reused in the live broadcast room and Qianchuan short ** materials, and the conversion effect was very good.
This involves a technical problem, how to find a talent with good conversion effect?
We will pay a small amount of money when the talent shoots a short **. The purpose of spending this money is not to generate how much GMV can be generated, but to do content screening. After the cast, the good content can run out, and you can know which materials have potential. Then talk to the influencer about a better cooperation mechanism, such as reducing the commission, the brand will cast the stream to the talent to produce GMV, such as letting the talent shoot the Qianchuan short ** in the live broadcast room.
One of the influencers we cooperated with before produced a popular **, which was also used to pay for drainage in the live broadcast room, and now it is the first place consumed in the live broadcast room. As long as the brand account can be flattened, or make a small profit, this method is worth continuing, and it can also be systematically improved.
It's a complete link, and we've been using it this way over and over again.
In addition to the business strategy, we also have very strict requirements for the talent placement team. At present, there are more than 20 people in the team responsible for the release of talents, and the horse racing mechanism of the last elimination is adopted, and the performance ranks in the bottom 10% for two consecutive months, and it will be eliminated.
For big brands with strong brand power, they have their own voice and consumer groups, and they can open a live broadcast room as soon as they come, which can hold up, but brands or white labels with weak brand power must plant grass and transform themselves.
When Mr. Kangaroo first made Douyin, it was not much different from a white label, so whether it was talent distribution or live broadcast, it was a game of chess to watch and do.
In the front-end planting, we have done the distribution of talent and accumulated enough A3 people;Plus the paid self-operated short ** to do some content planting, content and payment linkage;Finally, use the payment to do self-operated live broadcast, undertake the transformation of A3 people, and complete a closed loop.
At present, Mr. Kangaroo has both a white-label style of play and a brand style of play, such as doing paid products partially, using brand ideas in a whole, or returning to the underlying method of doing the Douyin platform, finding the right crowd and finding a suitable way to play, there will be an opportunity for you.