There Is No "Star Circle Powder" Split Live Broadcast, Making Fans Grow 6 Times Possible.

High topics, high concerns, and high pformation seem to be.

+ the synonym for live broadcast.

During the 60 minute live broadcast of Wu Chun in May this year, the conversion rate of the single product was as high as 36% during the live broadcast. After that, the number of people who watched the live broadcast of Juhuasuan in Juhuasuan's studio Fu Fu hall exceeded 140 thousand.

Visible, broadcast has become a new way for many businesses to import traffic.

But in many live performances, the focus of live broadcast is an important reason for creating beautiful live data. If the star effect factor is removed, how to play the live broadcast well?

For the clothing industry, the dynamic clothing display and the matching method with the details page are the highlight values of this interactive mode, which often arouse the effect of flat pictures.

Compared with the page model, the size of the anchor is more similar to that of the mass consumers, and it can be more convincing by fans to show the wearing effect personally.

Net red OR star is a problem.

It has been said that the live broadcast effect has been broken.

The last line of defense of the positioning theory, brand image, commodity selection and so on, is becoming more and more dispersed with the popularity of fans based on net red. The era of traditional brand one-way output is slowly being eliminated.

And live, video and other forms of interaction in the form of timely, high frequency interaction, so that some field of opinion leaders can constantly convey to fans of their subjective life value of the information, such a friend's communication and interaction, more and more accepted and supported by the young consumer groups.

For brands, it is very important to choose a suitable opinion leader to speak for the brand through live broadcast.

Generally speaking, the influence of stars often exceeds the majority of net red, so when the brand is broadcast live, the number of star platforms is invited.

However, in the new broadcast of autumn, the "treasure" was pressed on the net red of 27 pepper plants.

The company said that this is because the SKU base of clothing is larger and the skills of wearing and playing are more diversified. In the live broadcast, the demand for the number of products needed to be tried on the anchor and the ability to interact with each other are higher. The star's appearance time is short, the number of trial items is small and the cost is high.

Combined with these factors, the live broadcast of this split has not simply adopted the way of attracting pure flow of stars, but a large number of cooperation with influential energy providers, laying a network of high-quality brand information from content and experience.

Key words: multi frequency, long period and strong connection

During the early warm-up period, the 27 net red cooperation in the new activities of cracking down on silk and silk was distributed on 7 live platforms, including Zanthoxylum bungeanum, one live broadcast, Ying Ying, everyone, Qi Xiu, Lai Meng, YY and so on, and broadcast more than 12 hours a day.

This is the topic of the new Autumn Festival and the fans exchange and interaction. With the topic of "splitting the silk and catching up with autumn, I chat with you", I will discuss the love story with you and bring out the new activities of Tmall.

During the event, the 27 bit net red, which has gathered a large number of activities, will go to Tmall and Taobao live, and take the micro scouring of flagship store as the base, and make an interactive live broadcast of the total length of not less than 16 hours a day.

The content of live broadcast is closer to the fans. Apart from being able to give you the new details and collocation skills, you will also interact with fans in the game. You can send out the gift slips and coupons every day.

Through the anchor question, highlight the activity time and preferential strength, let fans tell fans "many people know this preferential information", convey favorable information and create a sense of urgency at the same time.

Randomly issuing coupons, sending free sheets, binding fans to watch.

Goods are issued with coupons to promote click pformation in a timely manner.

Enter the interaction of "cracking the silk and picking up the autumn", and the broadcast of the anchor's countdown screenshots is the climax of the normal live broadcast, and it also lets fans keep locking all the live broadcast tips.

"Free single spot micro announcement", field control "attention, purchase and share" discourse guidance, enhance fans' attention to live broadcast and micro ambit accounts.

During the warm-up period, 7 mainstream live APP live broadcast, soft convey the flagship store activity time and place, the cumulative number of viewing reached 1 million 600 thousand; during the activity in the micro panning live, hard to recommend clothing matching and details, effective viewing number of 40 thousand, micro fan fans up to 6 times normal.

Carry out this event

Resources, in the live broadcast platform, sales platform, social platform (WeChat micro-blog) three categories of platforms to achieve fan interaction, traffic interflow, for this autumn to increase the number of new exposure and content delivery quality.

Apart from leading the trend to cater for the audience's interactive preferences, it is more important for buyers to directly see the quality and details of the clothes, so as to enhance consumers' experience of buying goods in a more timely, in-depth and diversified way.

Follow up, will continue to explore the clothing industry and live interactive mode of the most appropriate grafting method.