On February 29, the new broadcast venue and Kuaishou Live held a South China regional guild exchange meeting in Guangzhou. This is the third offline large-scale exchange meeting held after Kuaishou Live has made efforts to operate in the region, and nearly 200 people from more than 100 guilds attended the scene.On the last day of February, the temperature in Guangzhou plummeted, but this did not stop the enthusiasm of the live broadcasters. On that day, guilds from South China flocked to Tianhe District of Guangzhou, including Shenzhen, Dongguan, Xiamen, Fuzhou and other cities in addition to Guangzhou itself.At the meeting, the person in charge of the Kuaishou Live South China Regional Guild and the operation of the Kuaishou Live Guild came to the stage to share, in addition to introducing the platform policy, but also introduced the operation situation in South China and the key operation direction in the future.
In addition, the three guilds of Tomorrow Daoting, AC Mutual Entertainment and Seven Stars** also shared their business experience and experience in Kuaishou.
The new broadcast has summarized and refined the sharing dry goods of this exchange meeting, let's take a look.
The meeting started at 1:30 p.m., but many guilds came early in the morning. At the sign-in area, many guild leaders had a warm exchange with the official, and some guilds were in contact with Kuaishou for the first time, and came with a learning mentality: "I heard from other guilds that the policy of Kuaishou live broadcast is very friendly, so I thought I would come and listen to it and see if I could do it." ”
South China is one of the most active and deepest regions in the live broadcast industry, where there are established guilds such as Entertainment Plus and AC Mutual Entertainment, as well as many powerful emerging guilds such as Tomorrow Daoting.
Last year, Kuaishou Live started regional operation, and South China was put into operation at the end of July as the second stop of regional operation, which shows that Kuaishou Live attaches great importance to South China.
At the exchange meeting, Wei Cheng, the person in charge of the South China Regional Association of Kuaishou Live, first shared the development of the South China region and the development plan for 2024.
Siege mentioned that in 2023, Kuaishou's live broadcast business revenue and the number of high-quality anchors will be steadily rising, and the scale and revenue flow of guilds in South China will also continue to grow. According to the comparison of the data of Q4 and Q3 in 2023, the overall turnover of guilds in South China will increase by 52%, and the growth rate of guilds with a monthly turnover of 5 million+ will be 150%.
The head of the South China Regional Guild of Kuaishou Live besieged the cityFor how the region will develop in 2024, Kuaishou Live plans to launch the "Regional Partner Program".As the name suggests, local guilds are selected according to local conditions for key cooperation, and enjoy the platform's unique support policies.
Siege said that as a policy for Kuaishou to focus on development in 2024, the regional partner program is the result of careful consideration. Considering that the situation of the entertainment live broadcast industry varies from region to region, the development strategies for different cities are also different.
"No matter how the activities are carried out, the connection between the guild and Kuaishou will be even closer. So said the siege.
At the exchange meeting, some associations showed strong interest in the "Regional Partner Program" in the Q&A session and asked about the cooperation rules.
At the same time, for regional guilds, the platform adheres to refined operation, provides guild situation mapping, guild diagnosis and analysis, on-site office guidance and offline training and exchanges, further deepens regional operations, and promotes the rapid development of guilds with a mature operation model.
In addition to releasing a good signal of deepening regional operations and supporting regional guilds, Kuaishou Live Operations also shared the latest policies of the platform and the specific gameplay of each track at the exchange meeting.
First of all, the operation of the South China Regional Guild of Kuaishou Live has interpreted the latest support policies in detail.
Kuaishou Live South China Regional Guild operates into the specialKuaishou's live broadcast policy maintains the same high score as always, with a maximum of 87%, consisting of 50% of the basic share, up to 20% of new anchor tasks, and up to 17% of new guild support tasks.
In terms of new anchor tasks, it is divided into four stages, covering the whole growth cycle of anchors. The reward base is the turnover of new anchors who meet the standards, up to 20%. As long as the live broadcast is valid for 16 days and the broadcast duration is 40 hours, the new anchor can get the corresponding reward share according to the live broadcast flow of different scales, and the maximum share of a single anchor in a single month can reach 200,000.
The maximum share of the new guild support policy is 17%, and the base is the monthly turnover of the new guild, including the anchor's active tasks, guild turnover compliance tasks and guild turnover increase tasks, accounting for % and 4% of the total share, respectively.
Secondly, for the barrage, group broadcast and palace grid tracks that will focus on development in 2024, the person in charge of Kuaishou live clustering +7 and Da Meow then introduced the experience and relevant policies summarized by the platform to help the guild better enter the game.
In terms of Kuaishou Live Guild Operation +7 barrage track, judging from the data presentation, the monthly turnover of the barrage track has exceeded 100 million yuan, and the monthly turnover in 2023 has increased by 18 times, and the guild with a monthly turnover of more than one million throughout the year has also increased by 21 times. It can be seen that barrage live broadcast is still a popular way to play on the platform and has great potential for development.
To this end, Kuaishou Live adheres to the three-pronged approach of high sharing, high space, and high efficiency, that is, the guild can get a maximum of 28% of the share, and the task baseline is more reasonable and the task difficulty coefficient is low.
In terms of group broadcasting track, since the launch of the exclusive policy in November 2023, the revenue efficiency advantage has been outstanding, and the average daily turnover of more than 40% of new groups can reach 5,000 yuan; In terms of policy, it has the advantages of high scores, low thresholds, and increased rewards for talent troupes. Next, the platform will continue to increase its efforts to support group broadcasting, providing accurate traffic support, screen optimization, gameplay empowerment, etc.
This is a new track opportunity not to be missed. +7.
In terms of the palace grid track, the Kuaishou Live Guild operation Da Meow made a relevant introduction. After half a year of development, the monthly revenue exceeded 100 million yuan, and a number of tens of millions of head guilds have been incubated. In terms of policy support, the highest share is 83%, which is the highest level in the industry; At the same time, the task design is more detailed to meet a variety of operational needs; The mission requirements are friendly and the barrier to entry is also lowered.
Not only that, the platform also continues to provide traffic support for the Gongge Track, empower functional gameplay, and strengthen content guidance and ecological control, so as to help the growth of the Gongge Guild in all aspects.
Kuaishou Live Guild Operation Big Meow So, after having policies and directions, what should the guilds do specifically, starting with **? Let's hear about the experience of the Benchmark Guild.
1. Barrage Benchmark Guild Tomorrow Dao Ting: "The mode is right" is very important
Tomorrow Dao Ting is the head guild of the Kuaishou live barrage track. At the meeting, Lao Xu, the person in charge of the Guangzhou branch, shared his thoughts on the barrage business: the low threshold of the barrage track means that it will face congestion and involution at a rapid pace, and the refined operation and management capabilities of the anchor will become more and more important; Replicable business is good business, standardized training and incubation system, short frequency and fast iteration speed, and efficient recruitment ability are the core competitiveness of the guild.
Lao Xu, the person in charge of Tomorrow Daoting Guangzhou Branch, therefore, Tomorrow Daoting has determined a set of "models" suitable for itself from the beginning: offline cooperation with live broadcast bases, online anchor management, and the establishment of a diversified and efficient anchor recruitment system.
According to Lao Xu, since the launch of offline live broadcast base cooperation in September 2023, there will be 60 Daoting national cooperation bases tomorrow; For the management of online anchors, Tomorrow Daoting also has its own set of methods, implementing the group system, bringing the old with the new, matching the most suitable operation according to the characteristics of the anchor, and at the same time establishing a reward mechanism, attaching importance to training and review; In terms of recruitment channels, Tomorrow Daoting has four main channels: online recruitment, intra-city recruitment, cross-industry recruitment and sinking recruitment, to attract talents more comprehensively.
2. Group Broadcasting Benchmarking Guild AC Interactive Entertainment: Choose the right platform and rely on high-quality content to break through
AC Interactive Entertainment was founded in 2019, but the team began to deploy group broadcasting in 2014 and has been rooted in this track for nearly 10 years.
As a veteran guild, why did AC Mutual Entertainment choose Kuaishou Live? The reason given by the guild president Ah Chi is: the platform is old, the style is more suitable, the audience meets the user needs of the guild, and the platform operation service has affinity.
AC Mutual Entertainment Association President Ah Chi Ah Chi likened the success of AC Mutual Entertainment in Kuaishou Live to "a marathon event for ordinary runners". He believes that the development of the guild is like running a marathon, which requires firm and continuous investment.
Ah Chi mentioned that many guilds are now facing such problems: fans are aesthetically fatigued, and the traffic cannot be broken; The anchor has a poor mentality and is difficult to recruit; The industry is facing upgrades, and the traditional model is in a bottleneck.
Therefore, in the context of Kuaishou live broadcast to focus on high-quality content, AC Interactive Entertainment also focuses on insisting on building a boutique group, comprehensively improving from visual, content, skills, services and other aspects, bringing users a better live content experience. In terms of anchor incubation, AC Interactive Entertainment starts with basic training and practical exercises to help anchors grow faster. Their high-quality content group has become a breakthrough in development, allowing the guild to develop rapidly.
3. Seven Stars of the Gongge Benchmarking Guild**: Platform support and guild capabilities are indispensable
Seven Stars** is an emerging guild that entered Kuaishou Live in September 2023, and its turnover exceeded one million after one month of entry, and entered a period of rapid growth in the following months.
Seven Star Guild President Yufu believes that the development of the guild is inseparable from two aspects: one is the support policy and development environment of the platform, and the other is the core competitiveness of the guild itself.
Seven Star ** Guild President Yufu talked about why he chose Kuaishou Live, he mentioned that Kuaishou Live has a strong support for the Gongge Hall, with a maximum score of 83%, and also provides high-traffic support; Moreover, Kuaishou Live has a good development environment, pays attention to the new small guild, gives long-term growth support, and the operation can solve the problems encountered by the guild in a timely manner.
In terms of the guild's own core competitiveness, he mentioned three points:
1.Cultivate and build a recruitment and incubation team, that is, do a good job in attracting new users and incubating anchors; 2.Learn to review, compare the data of a single live broadcast and a single account for 7 days, conduct differentiated analysis of the hall with a high turnover, and summarize successful experiences; 3.Learn from the head experience, analyze the high-turnover guilds in the industry compared with their own guilds, refine the gaps, and make up for them one by one.
Through the experience shared by the benchmark guilds of the three Kuaishou live broadcasts,It is not difficult to see that with the blessing of Kuaishou's live broadcast operation services and policy support, the guild still has the opportunity to quickly break through and achieve high growth in a short period of time by choosing the track it is good at.
Nowadays, the platform has further increased its support for regional guilds, which is undoubtedly another fast lane for the development of guilds.
After the exchange meeting, some guilds bluntly said: "It can be seen that the platform policy is still attentive, and there is still a lot of room for growth in the three tracks of barrage, group broadcast and gongge." Keep up with the pace of the platform so that you don't miss opportunities in the wait-and-see process. ”