A single game with goods increased by 100000, and the rural anchor sold men's clothes on top of the list?

How is the localization anchor of Kwai ？
The topic of Oriental selection has been hot recently , People realize that the live studio can also carry the power of knowledge . When the intention of live broadcasting with goods is sublimated , We seem to ignore , There are still a number of localized anchors in Kwai , Give full play to their potential to bring goods .
@ Rural children who love singing are excellent proof , He not only competes with the head anchor for a place on the list of people with goods , It also attracted Kwai officials to visit the live studio to brush gifts .

1、 When you bring goods, you'll get more powder 10 ten thousand , Jump into the list of people with goods TOP3

“ Other people's live broadcast is to drop powder , The goods in our area are powdered instead .” This is another co anchor who once told @ The evaluation from the rural children who love singing .
And it is ,6 month 10 Japan ,@ The real-time online number of singing rural children in the live broadcast room with goods is as high as 16 ten thousand +, The total number of spectators is nearly 1000 ten thousand , There are even Kwai officials to help in person , Sent “ oven ” Drive the atmosphere .
And this live broadcast also won brilliant sales data , Push him to the list of people with goods in one day TOP3, Compete with digital head , Near powdering 5 ten thousand .

△ Fruit collection · Flying melon fast count - List of people with goods
Continue to reverse the timeline , We can find ,5 month 19 After the daily delivery , The account number rose nearly the next day 10 ten thousand .

△ Fruit collection · Flying melon fast count - An overview of the data
With the early exploration ,@ Singing rural children are more and more handy to bring goods live . In a recent shipment ,300 ten thousand + Fans of him , Push the popularity of live broadcast to a climax again , The cumulative number of viewers is as high as 720 ten thousand .

△ Fruit collection · Flying melon fast count - Live analysis
@ Singing rural children only officially opened a special show to bring goods in April this year , Then bring the goods every month 1-2 Time , Before, it was mainly about singing and entertainment . In this case, it can set a record of popularity , It can be described as a dark horse with infinite potential .
however , This is inevitable “ Play a script ”、“ Plucking wool ” Wait for the outside world to question , Fans use songs for this 、 Express support in the form of praise . that @ What exactly did the singing rural kids do in the live studio , So that fans are willing to pay the bill ？

2、 The proportion of middle-aged men , Home Furnishing food Kitchen and bathroom become a hot selling category

@ The real name of the singing rural baby is Liu Bin , In the short video , He often publishes some rural daily , Be shy and stammer when communicating with others , Singing but confident , Plus the bitter experience before becoming famous in the profile .
All kinds of contrasts pile up , Formed Liu Bin's unique human design , This has laid a popular foundation for live broadcast and delivery in advance .

▲ picture source [email protected] Video screenshots of rural children who love singing
Based on this assumption , Liu Bin has attracted quite a number of middle-aged male fans . Plus, he mainly covers classic old songs , Can inspire their feelings , Fan loyalty continues to rise .
therefore , These users gradually become the main consumption force in Liu Bin's live broadcast room .

△ Fruit collection · Flying melon fast count - Fans analysis
Face the target audience , Liu binzai 4 month 23 In the first delivery of the day , Not looking in the right direction , In terms of selection, it focuses on beauty and skin care . Although the effect of carrying goods is commendable , But the user value has not been fully tapped .
Wait until May for a single live broadcast , Liu Bin positioned personal needs , Increased the strength of carrying goods for men's outdoor shoes and clothing , And meet the needs of middle-aged men to nourish and maintain health , A few maintenance products have been put on the shelves . This action also indirectly promoted the sharp increase in sales .

△ Fruit collection · Flying melon fast count - Live analysis
Then Liu Bin aimed at the family needs of the target audience , Form a home 、 Food and kitchen and bathroom three categories matrix .
among , Liu Bin and kitchen and bathroom brands DEBOLAI Deep cooperation , relation 4 Live broadcast , Bring goods for multiple products , Finally, a mandarin duck cooking pot will be made into a popular one , This also becomes Liu Bin to bring goods GMV Third place item .

△ Fruit collection · Flying melon fast count - Promote goods
It is worth mentioning that , Liu Bin always abides by his commitment to bring cost-effective products to fans , Commodities are affordable and people-friendly , Shorten the consumption decision-making time of fans , Greatly improve the conversion rate of the live broadcast room .
The only thousand yuan product is the world wide learning machine , Lean on “ Necessary for online classes ”、“ Parental control ” The selling point of , Poke the need to tutor children in learning , This high priced item has also achieved good results .

△ Fruit collection · Flying melon fast count - Commodity analysis

3、 Give fans a sense of identity , The talent live broadcast room realizes trust, hi buy

Liu Bin will hide behind the scenes when taking goods , The product is used and explained by the broadcaster , The key stage is to show up and sing again , And actively advocate “ Need to buy again ” Rational consumption concept , Fully maintain human tonality .
This operation down , Fans not only have no antipathy , Also formed a “ Group norms ”, Supporting Liu Bin seems to be the default common behavior mode among fans .

△ Fruit collection · Flying melon fast count - Live broadcast details
It's not hard to explain , Why do most male fans spontaneously use songs 、 It's a good review 、 Live broadcast preview and other ways to help Liu Bin . Enough to see , Liu Bin has successfully rooted in the male consumer market .

▲ picture source [email protected] Old wolf @ Chongqing liugezheng energy
Based on audience advantages , Consider expanding the number of categories suitable for middle-aged men , For example, mobile phone digital 、 Nutrition and health care 、 Car supplies, etc .
Or try to pass on women “ self ” Consumption concept , Jewelry and watch brands cultivate long-term cooperation with anchor , Wear it on camera in the daily live singing , Imperceptibly planting grass .
It is worth noting that , Kwai also intends to support local talent anchors , For this reason, it has also launched “ Master Kwai ” The election of . Involving Tourism 、 Lion dance 、 electric welder 、 Farmers, singers and other fields .

▲ picture source - Well quickly
for example @ Er Ren Zhuan Yan , Show fans the charm of northeast traditional talents through Kwai . Combine the Er Ren Zhuan performance with carrying goods , The popularity trend has been relatively stable . In view of the balanced proportion of male and female account fans , The anchor's goods are mainly clothing, shoes and boots, which are highly universal necessities .

△ Fruit collection · Flying melon fast count - Live analysis
also @ Tang Wei singer , It is still a folk design for rural girls who love singing , While Kwai gets attention and fans , It also relies on the vertical characteristics of the platform , Channel online fans to offline commercial performances . This is also for some anchors who want to engage in offline cashing , Reference cases are provided .

▲ picture source [email protected] Tang Wei singer video screenshot
These talent anchors , It not only enriches the content ecology of Kwai , We have also found a channel for entrepreneurship and income increase . at present , Most of them “ Talent and skill + Take the goods ” Live broadcast mode of , We also expect more and more niche talents to enter the game , Show the underlying vitality of Kwai , Highlight the new features of live broadcast .
Statement ： The pictures used in the text are annotated .