Live Broadcasting From "Price Competition" To "Specialization" Is A New Beginning.

Fu Peng chooses to start at xiaohongshu.

The number of people who watched the live broadcast for nearly 2.1 million hours and the number of people who watched the live broadcast was about 2.7 million. On Weibo, the topic of "fupeng live broadcast" has also become a hot topic.

This is the first live broadcast of Li Jiapeng in May The text on the background wall of the studio has also become "Fu Peng studio".

It is curious why he chose to tie the turning point of his personal destiny with the little red book? After Yang Tiantian, Fu Peng and other heavyweight IP addresses join in one after another, where will xiaohongshu go next and what kind of live broadcasting ecology will xiaohongshu create?

From "price competition" to "specialization" This is a new beginning.

Fu Peng admitted that he was very nervous before the broadcast and fell asleep at 7 a.m. the day before. And for this day, he has been preparing in his mind for several months, constantly imagining and practicing.

When he left the studio a few months ago, everyone was speculating about his next stop. For Fu Peng, in three years, he and Li Jiaqi have completed nearly 400 live broadcasts, and the number of fans in the studio has increased from one million to 30 million. He himself has become a big V with millions of fans on the social platform. Before the launch of xiaohongshu, Fu Peng had nearly 1.4 million fans. He is also considered as one of the most professional bloggers with goods.

Specialty is also the goal of Fu Peng and the team. And just at this time, specialization and verticality are rising in the industry, becoming a new opportunity for the anchors, which is also considered to be the trend in the future.

As Yang Tiantian, a well-known agent, said: "it is difficult for these vertical anchors in various fields to compete with Li Jiaqi and Weiya in terms of turnover, but they will become the most influential in their respective fields."

The background of new opportunities is that the "low price trend" in the live broadcasting industry has also weakened. In other words, low price is no longer the way out for the anchor. The price is only one of the factors that affect consumer decision-making. Fans in specialized Live Room pay more attention, and the studio with high unit price has been proved successful.

In the words of Han Chenghao, a small red book blogger, "the price is very important, but there will always be a lower price. There is no lowest price. Other platforms are fighting for the price every day. But why are there fans willing to buy things in my studio?"

Han Chenghao, who insists on letting his fans "buy right or not, has accumulated 1.7 million fans in xiaohongshu for a year and a half.

Little red book blogger "Kim Cola king" has only 200000 fans. Before her debut live show in August this year, she was very clear that her positioning labels were "strong women in the workplace" and "fashionable pragmatism", and she insisted on trying high price goods and niche high-quality goods. On the night of her first show, the average customer price of her studio exceeded 1300 yuan. "I'm not bringing goods, it's taste," she told her fans

The person in charge of xiaohongshu's live broadcast told Yibang that professional and vertical anchors can be roughly divided into two categories: one is the anchor in the vertical field, such as life, fashion and beauty. They are experts in a certain vertical category and are very trusted by fans; the other is a featured anchor who focuses on a certain lifestyle, such as Baoma, white-collar women, etc., but not limited to a certain commodity category, "For example, Yang Tiantian's live broadcast of little red book represents the lifestyle of big girls and working women. Users who are interested in this lifestyle can easily become her fans and transform in the live broadcasting room.".

Yibang learned from a staff member of xiaohongshu who had direct contact with Fu Peng's team that before reaching cooperation with Fu Peng, the two teams had communicated for more than a month. What finally moved Fu Peng was that Xiao Hongshu proposed that he hoped that Fu Peng could be a blogger sharing lifestyle and carry out live broadcasting, which was in line with Fu Peng's interest. Therefore, Xiao Hongshu appointed Fu Peng as chief life experience officer.

This was reflected in Fu Peng's first live broadcast yesterday. Fu Peng's selection includes many good things in life, including cosmetics, food and other goods. From this moment, he is no longer only a professional blogger of beauty fashion, but also a professional spokesman for the texture lifestyle of xiaohongshu.

Embrace "sharing live"

Han Chenghao, a blogger of xiaohongshu, once told Yibang that no one listened to his "wordy" live broadcast on other platforms, and fans habitually urged him to link and talk about prices. However, in his imagination, he should be a Koc with opinions and knowledge output ability.

Like Han Chenghao, Fu Peng said in the interactive live broadcast of xiaohongshu in September that "I am full of curiosity about the world and like to share it. I hope to share what I see and hear with you and share my lifestyle with you."

In the studio last night, Fu Peng's first product to share was his hometown food, Nanchang mixed noodles. He used Nanchang dialect to describe its flavor and flavor, and shared his hometown memory with fans in an interesting way.

In contrast, people in the industry describe the live broadcast atmosphere of xiaohongshu as "sharing live broadcast". Its characteristics are that the product is fully explained, and the rhythm is relatively slow. Unlike the traditional live broadcast with goods, the "shopping guide" has more communication outside the product and strong interaction.

This shared live broadcast has also been recognized by Yang Tiantian. Another thing that impressed Fu Peng and Yang Tiantian was the good atmosphere in xiaohongshu's live room, which also made shared live broadcasting possible.

"If you post anything on other platforms, you will get tens of thousands of criticisms." according to Yang Tiantian, she can rationally discuss many topics with her fans in Xiaohong book, such as the relationship between marriage and women, and the issue of choosing a career after graduation. Moreover, fans are allowed to have different opinions, even controversial situations. "My little red book account has only 200000 fans, but everyone is willing to interact with me, and the rate of praise is very high."

The first live show of Yang Tiantian's little red book has created 7.36 million sales per show. One of the secrets of success is summarized by people in the live broadcasting industry as follows: Yang Tiantian and Fu Seoul (live guests) have adjusted the atmosphere of the live broadcasting room to a state of entertainment and relaxation, which makes fans have a strong sense of substitution and identity.

The change of brand owners' attitude also makes xiaohongshu more and more popular.

"It can be clearly felt that last year, the brand owners found us for sales, to clear the inventory, but now the brand still wants the volume, and xiaohongshu has been labeled as planting grass and volume in many enterprises." The person in charge of investment promotion of a MCN organization said frankly.

In other words, the commercial value of xiaohongshu is gradually recognized by businesses. For example, Yang Tiantian is not only a well-known anchor, but also has her own brand. She puts her own large size women's wear brand plusmall live on the little red book. She sells more than 3000 sets of large women's wear, and the total number of viewers reaches 480000.

LV, Lanvin, Tiffany, Givenchy, Gucci and other international brands also choose to cooperate with small red book bloggers to carry out new product live broadcasting. Many of these luxury brands are testing water in the live broadcast. Among them, Tiffany and Gucci put "the closed-loop link from live broadcast to purchase" on little red book.

In terms of data, the overall live broadcast of xiaohongshu platform presents the characteristics of "three high and one low", with high conversion, high repurchase, high customer order and low return rate. According to questmobile data, in April this year, the conversion rate of xiaohongshu's live broadcast reached 21.4%, and according to xiaohongshu, its live re purchase rate reached 48.7%.

Qiangua data shows that the average guest unit price of more than 59% of the live broadcasting stations of xiaohongshu platform is more than 100 yuan, and that of more than 30% of the live broadcasting stations is more than 200 yuan. Compared with other platforms, "less than 100 yuan is the comfort zone with goods".

Gradually improving the relevant live broadcast incentive policy is also stimulating the on-the-spot anchors and businesses.

At the xiaohongshu future brand conference held not long ago, Jesse, the person in charge of xiaohongshu e-commerce, released the 10 billion traffic support plan, including 1 billion traffic supporting 10000 newly settled enterprise numbers, 2 billion traffic supporting 1000 anchor with goods, 2.5 billion traffic improving the promotion efficiency of 100 new products, and 4.5 billion traffic helping 200 high-quality live broadcast merchants.

New position of future brand growth

According to the data released by xiaohongshu, the monthly life of xiaohongshu reaches 100 million, and 8 billion notes are exposed in a single day. More than 70% of the users are post-90s.

The report of qiangua data, a third-party data platform, also shows that the proportion of active fans of xiaohongshu bloggers, such as Zhao Lusi, goutian'er, Han Chenghao and other small red book bloggers, accounts for more than 97%; on the whole, the live broadcasting rooms with 10% - 20% interaction rate account for 53.32%, and the live rooms with interaction rate of more than 20% account for 18.48%.

(Note: the calculation of fans' activity will be based on fans' authenticity, fans' loyalty and fans' interaction based on the ratio of 4:2:4.)

In the eyes of brand merchants, the position of tens of millions or even hundreds of millions of highly active young people is a high-quality flow depression to be developed. Reflected in their actions, up to now, there have been 40000 brands settled in xiaohongshu platform. In the first half of this year, the number of beauty and skin care brands has increased by more than 5 times, and that of fashion clothing brands has increased by more than 10 times.

At the same time, there are not a few successful cases of brand volume obtained by live broadcast of xiaohongshu. The outside world can also clearly perceive that xiaohongshu is trying to establish a lifestyle sharing platform and become an important position for brand growth in the future.

As Du Chunjiang, the development & production director of simple pieces, said, "we need to have a good promotion and sales channel to increase the brand while doing a good job in our products.". In his opinion, xiaohongshu has always been a life sharing platform, and fans have a high degree of trust in bloggers, which is conducive to establishing brand mentality. For example, blogger Nan Nan said that simple pieces are "jeans that she thinks have a big brand" and convey a good impression of the brand to her fans.

"Since March this year, we have been doing live broadcasting on the little red book. The sales in April can reach 2 million yuan, and the sales in May will be 3 million yuan, which can achieve the effect of flat land."

At the entrance to the Shenzhen Office of shoe brand 7or9, there is a photo wall of bloggers and fans wearing 7or9 products. Wang Huan, co-founder of xiaohongshu, said frankly that the reason why he insisted on putting content into xiaohongshu is that it can reach a precise customer group through content touch. Nearly 80% of xiaohongshu users are female users, and about 60% of users in first and second tier cities, which is very consistent with the target customer group of 7or9.

He also mentioned that xiaohongshu is a platform for planting grass, and the users it attracts are of great value. Up to now, 7or9 has become a shoe brand with more than one million achievements.

For another example, when the luxury brand Givenchy launched a new product live broadcast in xiaohongshu, the popularity value of the live broadcast exceeded 1.01 million, and the interaction rate reached 30%. After the live broadcast, the number of fans of brand enterprise increased by 5.5 times compared with that before the broadcast.

In terms of anchor ecology, whether xiaohongshu wants to recreate the head anchors like Wei Ya and Li Jiaqi, or take a different road, which is one of the most concerned issues for the future of xiaohongshu live broadcast.

"We hope to have a more balanced live ecology, rather than concentrating traffic on the head," xiaohongshu's relevant person in charge told Yibang

He also revealed that "our most important goal at present is to make the scale of live broadcast of red books". For him, a large part of the workload comes from finding more anchors who are in line with the quality of life orientation, willing to truly share, and representing a kind of lifestyle, so that they can join the live broadcast of little red book.