On January 10, 2024, the Fantasy Conference organized by Caijing World Weekly, in conjunction with the Municipal Boundary and Municipal Boundary Research Institute, was held at the Shangri-La Hotel, Beijing, with the theme of "Resilience and Crossing the Singularity Moment". Zhu Xiaomu, the chief anchor of Make a Friend and the manager of Age-Reducing Coffee, delivered a keynote speech on "Make Good Use of Live Broadcast to Bring Goods, Buck the Trend and Do a Good Job as a Consumer Brand".
Zhu Xiaomu mentioned that in the past 2023, there are no more than two reasons for the outbreak of a live broadcast, the first is a short ** explosion, which triggers streaming. The second is the explosion of a single item, which triggers a natural flow. However, although it is called natural flow, it is actually that there are more people who buy a type of thing, and the algorithm will push it to people who like to buy this kind of thing label, resulting in explosive products.
As a representative of the live streaming industry, when faced with the question of how brands can stand out, Zhu Xiaomu used quite humorous language to give the most "simple" summary, "Extreme**, push the brand backwards, when the cost performance is extreme to a certain extent, it will definitely explode".
There are two types of live broadcasts, one is content-driven, which is mainly characterized by the fact that the largest IP is the boss himself, and has the ability of content fission, and the other is product-driven, the biggest feature is that it is standardized, replicable, and has deep product operation capabilities.
In Zhu Xiaomu's view, making a friend belongs to the latter, "In the past, when Luo Yonghao was an anchor, making a friend could be said to be IP or semi-content driven, but as its broadcast became less and less, the company gradually shifted to product-driven."
In addition, when talking about the elements of live broadcasting, Zhu Xiaomu gave three elements, namely people, goods, and fields, and explained that people refer to consumers, not anchors, and anchors are actually not "people", but fields, but the most important of them is goods. Even in the cold winter of consumption, making a friend has made 10 billion GMV in two and a half years, and the secret lies in the goods, the ultimate goods.
Two days ago, we had a home live broadcast room, and it sold more than 20 million in two days, the reason is that the sofa that originally sold 10,000 yuan, we sold 2,000", Zhu Xiaomu gave an example, "When the cost performance is extreme to a certain extent, it will definitely explode." And the success of Mixue Bingcheng is the same reason, as long as it is extreme, it is impossible not to succeed, there is extreme**, there is extreme traffic, and the rest is not important.
Author丨Feng Chenchen, Editor丨Dong Yuqing).