Kwai 616 war report was launched, and the essence was thrown away for the second time to lead the new wave. Fast brand jumped to the top 3 of the hot list

2022 Kwai Chi 616 The shopping festival ended successfully . It is reported that , This time 616 It's really a shopping festival brand merchant GMV Last year 616 The growth reached 515%, Beauty makeup 、 fresh 、 Digital home appliances break a new daily sales record .
The number of flying melons will change from 10 Start from the big vertical category , Respectively mine the data of this popular commodity and the achievements of high-quality merchants , Refine its effective operational strategies .
1、 Secondary throwing essence GMV super 4000 ten thousand , The heat of tonic and skin care products follows closely
Refer to the flying melon list , In the beauty and skin care industry , As a new product form, the second throw essence , Set off a consumption boom this year with multi-function and safety . Moisten your face and throw away essence to 4000w+ sales , Take down top2 The location of , After the weather Dan skin care gift box .
Big eye beauty instrument and FeiMo Shuiguang beauty instrument ranked in the middle , Its GMV More than 2300 ten thousand . In skin care , A Kwai famous for cheap goods , It can also tap new high-end consumption potential .

△ Fruit collection · Flying melon fast count - List of beauty and skin care products
Clothing, shoes and boots industry ,F128 YA& Starting series / Broken series short sleeves , Join Dunhuang Cultural Creation , Show the characteristics of national style , Linkage is well known IP The final harvest 4000w+ sales .

△ Fruit collection · Flying melon fast count - List of clothing, shoes and boots
In the food and beverage industry , Fupai donkey hide gelatin cake GMV2600w+ Take the crown of glory , Beijing Tongrentang loquat cream of the same type 、 Ha Yao brand calcium iron zinc oral liquid 、 The vitamins in the middle and the middle are all on the list .
2022 year 《 A survey of China's beautiful life 》 I have counted ,18-35 A group of young people aged , Health care is ranked in the top three . The awareness of health preservation of the whole people is rising , It will bring a vast market environment for tonic products .

△ Fruit collection · Flying melon fast count - Food and beverage commodity list
“ Stock up ” It is the key word of the household life industry , A number of detergent and toilet paper brands occupied the hot list , Like Vader tissue, it closely follows different product performance , Can also get good results . Its soluble toilet paper GMV achieve 589 ten thousand , Portable portable paper extraction GMV near 500 ten thousand .

△ Fruit collection · Flying melon fast count - Household goods list
however , When we see the potential of hot goods , We can't ignore the explosive power of brands and fast brands .
2、 Xiaomi self broadcast GMV Over ten million , Fast fashion brands jump into the hot list top3
616 Xiaomi 、 Tian Hai Zang 、 Special step to become GMVTOP3 brand . On the official flagship store of Xiaomi , Self broadcast through the brand store + Talent distribution , This time 616 In the shopping festival 8000w+ sales . What's amazing is that , Xiaomi shop has self broadcast 7700w+ sales .

△ Fruit collection · Flying melon fast count - List of small shops in mobile digital industry
Refer to the flying melon quick count 90 The trend of bringing goods from heaven , since 5 month 20 Japan 616 The big promotion activity started , The official live broadcasting room of Xiaomi has launched a number of live broadcasting activities for cash purchase and development of new products .
And offer discounts for new products , Stimulate sales to rise in a fluctuating manner , There is a clear gap with the past . only 6 month 17 Daily live broadcast of new products GMV You can take 1024.9w.

△ Fruit collection · Flying melon fast count - Live data
Although Xiaomi keeps up with her makeup 、 fashion 、 Life industry experts cooperate in distribution , But from the beginning of the campaign , Xiaomi's cooperation talents have obviously decreased , Only the eldest young master Yu 、 A head anchor like sister mi .
Focus on the self broadcast operation of the store , Keep a high frequency every day 、 Long time self broadcast . therefore , The self broadcast sales of the store have been 7600w+.

△ Fruit collection · Flying melon fast count - Associated broadcaster
Except for the self broadcast dark horse like Xiaomi , Kwai fast brand is driven by both platform support and self broadcast strategy , Also ushered in a surge in sales .
This year, 5 month , Kwai announced at the gravity Conference , Based on last year “ Four big plans ” strategic , take “ Develop industrial belts ” Upgrade to “ Speed up the brand ”. take out 230 Billion + Flow dividend , Target support exceeds 500 A fast brand .
“ Speed up the brand ” Debut at the shopping festival , I got good results , According to Kwai data , The order volume of fast brand exceeds 1200 ten thousand .

△ Fruit collection · Flying melon fast count - Brand list of clothing, shoes and boots
It is worth mentioning that , Clothing fast brand Millennium 616 Sales doubled during the period , total GMV transcend 4000 ten thousand +. Go deep into the reason , Flying melon summarizes the following three points .
Live on time , Stable popularity
since 5 month 21 The date of , Thousand cypress years keep the daily average 2 The live frequency of the show . Considering that the users are professional women , Therefore, the thousand cypress year has been broadcast in various time periods , Reduced to morning 6 spot 、 At noon, 1 spot 、 Afternoon 7 Start broadcasting at fixed points .

△ Fruit collection · Flying melon fast count - Live data
5 month 11 Japan -6 month 18 During the day , Before the big promotion , The most popular value of thousand cypress year live studio is 7K, After a big promotion , It has broken through ten thousand for many times .

△ Fruit collection · Flying melon fast count - Live data
There's plenty of stock , The style is novel
5 month 21 Japan , The millennium has not only ushered in a turning point in popularity , Also ushered in the first wave of achievements , Single game GMV the height is 550w+.

△ Fruit collection · Flying melon fast count - Delivery data
stay 6 month 4 Japan , In the past three years, it has surpassed... Again 500 ten thousand , One of them is as high as 300 ten thousand +, shelves 144 Clothes, shoes and boots . However, the live broadcast was under the banner of clearance , Winter coats are also on the shelves , Take the route of out of season low price , The total sales of the two pieces are nearly 30 ten thousand .

△ Fruit collection · Flying melon fast count - Live message
High price , Quality wins
Different from the popular low price strategy of summer clothing , A considerable number of products of Qianbai year are priced at medium and high grades . And the source of sales , Mainly by 100-300 Meta support .

△ Fruit collection · Flying melon fast count - Commodity analysis
Even if the overall price of the brand is on the high side , But the product quality is also quite guaranteed . Whether it's propaganda or materials , Closely “ Real silk ”“ silk ”“ manual ” Equal word , Highlight the difference of the items .
In fact, Qianbai year is only a microcosm of the businesses growing up in the business ecology of Kwai , There are also many fast brand benchmarks , And also find out a suitable live broadcasting operation method .
Among them , Naturally, it is also inseparable from the help of Kwai e-commerce . Like last year , Kwai quickly realizes cold start for new businesses , To develop STAGE methodology , Help many brands shorten the growth cycle .
3、 Overall layout 616 Great promotion , Five dish methodology solves the pain points of live broadcast
This year, , Kwai e-commerce has released 《 Five disk methodology implementation manual 》, Set the five dish methodology as the standard SOP（Standard Operating Procedures, Standard operating procedures ）, Help businesses transition to the bottleneck of live broadcasting development , Improve operational professionalism , Also help businesses play this 616 It's a shopping festival , Fully enjoy the activity benefits .

▲ picture source -《 Five plate methodology 》
Five disc methodology divides live broadcast into front 、 in 、 The latter three stages , Integrate into the complete live broadcast architecture , Give the corresponding actual operation action , Form a scientific SOP Delivery process .

▲ picture source -《 Five plate methodology 》
What can't be ignored , Behind the five disk methodology is a set of efficient traffic recommendation mechanisms , This will also help businesses build long-term trust in business .
On this basis , Businesses according to their own characteristics , Combined with the activity path 、 Platform policies and traffic 、 Five sets of core moves , hold “ Five plate methodology ” It will be brought into the new links of cold start and powder expansion , It can greatly improve the operation efficiency of the live broadcasting room .
But how to deeply understand this set of traffic mechanism ？ Therefore, we have to mention the Kwai e-commerce traffic distribution strategy , It is mainly divided into basic flow and key flow .
According to LIULANG, head of Kwai e-commerce products , Key traffic distribution strategies , It is for fast brands 、 brand 、 Service providers and businesses provide cold start growth and activity explosion . Basic traffic distribution strategy , It is to bring more natural traffic to trusted good businesses .

▲ picture source - Well quickly
Guided by these core ideas , Kwai e-commerce has grasped “ Strong private domain ” The platform features of , Focus on important roles other than the platform —— Repeat customers . After all, a really good business , It is jointly defined by the platform and repeat customers . So Kwai e-commerce launched the repeat customer recommendation index and repeat customer said two products .
The recommendation index of repeat customers is from quality 、 service 、 Content and repeat shopping experience , These four aspects are evaluated , By quantifying the business operation, we can show users the recommendation rate of repeat customers .
Repeat customers say that the user expresses to the anchor / The popularity of merchants , Find customers who buy back many times in the same store to give a true evaluation , Merchants can also participate in the feedback of repeat customers in the background .

▲ picture source - Well quickly
therefore , Judge whether a business is really good , Whether more full link traffic support can be obtained . Repeat customer index and repeat customer index will be the most important evaluation criteria .
Although Kwai e-commerce has built a vast commercial fertile land , But the impact of external conditions such as the epidemic , It also brings resistance to the development of businesses . So , Kwai e-commerce has launched a number of epidemic policies , Solve problems for various brand merchants .

▲ picture source - Well quickly
4、 The great promotion under the cover of the epidemic , Kwai e-commerce helps businesses recover
This time 616 period , Kwai e-commerce has issued a number of epidemic policies to help super 11 Ten thousand businesses returned to work , The super 10 Million businesses have used the epidemic situation exemption function , super 3500 Businesses use the epidemic knowledge package provided by intelligent customer service .

▲ picture source - Well quickly
As early as this year 3 month , Kwai began to lay out relevant supporting policies , Try to minimize the impact of the epidemic .
for example 【 Warm spring plan 2022】, Refine it to support traffic 、 Supply support 、 Activity support 、 Policy support 、 Product support, etc 5 Big support , On flow support , Kwai e-commerce generously took out 10 Billion exclusive traffic , On average, tens of thousands of anchors enjoy platform traffic support every day .

▲ picture source - Well quickly
meanwhile , Fast distribution as SAAS Tool platform , Not only this time 616 Activity period , contribution GMV Take up the whole 40%, It also takes advantage of its unique distribution advantages , Help businesses resist the impact of the epidemic .
for example , Fast distribution has contacted Sijiqing head clothing merchants , Just a week , Assist merchants to complete distribution and settlement , Successfully solve the management dilemma of Hangzhou Sijiqing garment industrial belt .
According to Kwai e-commerce news , Merchants have integrated 12 Offline stores , The accumulated value of the goods exceeds ten million , exceed 100 Items have been uploaded .

▲ picture source - Well quickly
After the settlement is completed , Fast distribution will examine the regional customer base of anchor fans and the matching degree of users , Make targeted business operation plans , Provide multiple interests to promote sales . Like the anchor Xu Shan with the help of Kwai , The accumulated orders of the new dress sold by the company broke through 3000 single , The single product transaction is broken 50 ten thousand +.
Besides online business , Local businesses have not escaped the impact of the epidemic . A large number of offline businesses are seeking online transformation .
So , Kwai e-commerce has launched the star training program , The plan continues until 6 month 30 Japan , The specific content is for the food in the store 、 Wine Brigade 、 Shop / Home life service and other local businesses , The platform provides traffic 、 Goods and cash support .

▲ picture source - Well quickly
However , The movements of the Kwai are endless . Kwai e-commerce this time 616 It's a shopping festival , from 4 month 20 Japan -5 month 19 Prepare for the war one month in advance , Benefits revolve around ” Puff up + Traffic “ an .
since 4 month 28 rise , The total number of applicants in a week is 2.7 ten thousand people , existing 2.2 Ten thousand people were rewarded , Cumulative distribution 200 Ten thousand yuan .
5 month 20 Japan -6 month 19 Japan , Kwai has put out ten billion of traffic and 20 Billion users' equity subsidies , Upgrade from equity incentive 、 Product tool upgrade 、 Marketing play upgrade 、 The trust guarantee is upgraded from four perspectives , Various new playing methods and reward measures are arranged , So that businesses can fully enjoy the activity bonus .

▲ picture source - Well quickly
It has to be mentioned in the specific playing methods “ Short video is really good for qualifying ” and “ It's really a good anchor Qualifying ”, The vertical track of each industry will comprehensively rank the sales volume of merchants and the number of buyers , As long as you are on the list, you can win a reward , Including resource bits and daily traffic exposure of tens of millions . thus , It is helpful for the anchor to realize “ earnings + Puff up ” Win-win .
summary
“ Real people 、 Real goods 、 Real price ” The operation logic runs through this year 616 The shopping festival is always , Businesses of various brands , And Kwai e-commerce treats fans with sincere service attitude , Give back to the fans with preferential prices of goodies , Achieve the ultimate trust and promote transformation and repurchase .
besides , More and more brand businesses are also getting sound development in Kwai e-commerce , With their joint efforts , Indirectly built the prosperous new market well business face of Kwai .
I believe that Kwai will bring better and more assistance plans in the future , Help businesses break through and develop online . It will also bring better and more consumer experiences , Help users deeply touch the advantages of trust economy . And in the e-commerce environment , Constantly explore new consumption growth points , Bring us more surprises ！