Chinese Electricity Providers To Save LV, LV Can Not Save The Little Red Book Live Broadcast

In February, the number of people living in the small red book of the "national grass planting community" still broke 100 million, and the growth rate was 3%.

Having experienced many negative events in 2019, such as fake grass notes, name of the Ministry of industry and letters, application market shelves and so on, this year's little red book is more active. Even the global luxury brand benchmarking Louis Weedon also played the first show on Xiaohong book.

Looking back at the commercialization process of Xiao Hong's book, the two tonality of "book" and "shelf" are always difficult to reconcile. After this year's success, where will the balance of the little red book go?

01

The "Premiere" of Tucao

In March 26th, Louis Weedon LV opened the first live broadcast on Xiaohong book. The total number of viewers in 1 hours and 10 minutes was 15 thousand, and the live broadcast of the little red book, which had been arranged for nearly half a year, was introduced into the public view.

Earlier, Xiao Hong's "enterprise assistant" has released a video note of "Tony live invitation invitation", inviting hairdresser, beauty, beauty and ciliary industry creators to join the live broadcast, announcing that the live broadcasting function of the enterprise will be formally launched in early April.

During the epidemic period, the hair related notes on Xiaohong Book increased by 1000 times, and the related topics had a monthly exposure of 130 million times.

Jenny (pseudonym) is the deep user of Xiaohong book. Since 2015, it has begun to pay attention to the beauty make-up people on the platform and study their skin care notes.

In mid March, for the first time, she saw the icon of the live room in the column of "attention". It was a KOL with millions of fans.

It is not very skillful for the daddies to do live broadcast in the little red book. Sometimes they will forget what the gift is, or the total price of the goods is not very clear, and ask the assistant.

Jenny said that if she hadn't seen the notes of the live broadcast notice, it would be hard for her to notice the existence of the live room, "no exclusive live interface, and no playback."

Not long ago, there were also lots of slot points for LV live broadcast.

Because of the poor scenery and the lack of light, hanging the scarves and the wardrobe hung with clothes are somewhat shabby. They failed to take the high sense of luxury, so they were ridiculed by some netizens as the "earth flavor" live room.

Xiao Hong has been testing the water interactive live platform since last November.

If you want to open live permission, you must first become the creator of the platform.

The entry threshold of the creator includes real name authentication, the number of fans is 5000, and the number of notes with more than 2000 natural reading is at least 10 in six months.

After being certified, creators can continue to unlock brand realms such as cooperation and live broadcast.

Since its establishment in the past 7 years, Xiaohong has been recognized as a "national grass planting community" by netizens.

However, since 2019, the growing commercialization of grass notes has made Jenny feel a little uncomfortable.

"You can see that at the end of the note, you write" XX brand cooperation ". It feels like advertising. It's all good words, and it doesn't objectively analyze the merits and demerits of products. I don't believe so much.

02

Commercialization of authenticity

Grass notes began to "business", I am afraid we have to start from the beginning of last year on the "brand cooperation platform".

The brand cooperation platform connects the three roles of the brand, the creator and the MCN.

In March 2019, Xiao Hong upgraded the brand number, allowed the brand side to access the flagship store, and completed the one-stop closed loop marketing in the little red book.

When the brand invites the creator to create content, its business promotion notes need to be reported through the brand cooperation platform.

It was not until May 2019 that Xiao Hong published a "brand cooperation platform upgrade explanation" that the creators were rather unsure. The brand partners must have more than 5000 fans, and the average exposure of the notes in the last 1 months is at least 10000, otherwise they will be eliminated.

"At that time, there were more than 20 thousand brand partners in the whole platform, and only more than 4000 in the end. I was one of the survivors." Little red book beauty makeup Twice cat told the IT Times reporter.

Although it is felt that the notes are becoming more commercialized, the Twice cat still relies on the platform itself because it can see the new products and the beauty experience of the beauty make-up brand, and has been trying to get business notes from last year to make profits.

But when writing business notes, Twice cats can't do whatever they want just like grass planting.

Because this kind of note is more standardized for language requirements, it needs to show users the packaging, texture and effect of the whole product, rather than simply shoot it.

One of the small red books, such as cosmetics, costumes, technology, food and other business notes, is also known as the "one well" dolphin. "Ordinary grass notes" can start from personal feelings and have creative space, but brand cooperation notes also need to study brand culture and product development. It feels like a small paper.

It is worth mentioning that the guide to grass planting is easy to bring some small brands.

Qu Fang, the founder of Xiaohong book, once described the content community as the Instagram after 95. Many small brands have accumulated good reputation after entering the community.

Long term concern about the growth curve of small Red Book Internet practitioner geometry Miss sister also said, Xiaohong book in the brand appeal has more say, this kind of bottom spirit is mostly from the KOL in the community, because when people want to find some big minority money, often the whole network can not be found, and finally found in the little red book.

However, if the niche brands label the brand cooperation notes, they need to think twice before pulling the grass.

Twice cat remember that in the past, when invited to invite small brands, the other side not only wanted to grind the photos, but also the bloggers touted their products.

"The cooperation notes of the big brands basically do not allow the effect that the skin is whitening away this morning just after the morning runs out, it is too fake. Before going out, after coming home, makeup and makeup must be displayed. "

In her view, although business notes are always written for the benefits of the product, at least the experience is real and the photos can not be added later.

03

Can direct broadcast save the mall?

According to Quest Mobile statistics, the number of active users of Xiaohong book is 21 million before and after the Spring Festival holiday this year, an increase of 35% over the previous Spring Festival and 32 minutes a day, an increase of 44.9% over the same period last year.

Daily active users from less than 2 million to 20 million, and Xiaohong spent 2 years.

Geometric little sister analysis, Xiaohong book has more than 50% of the next day retention and high-frequency opening rate, user stickiness is far better than the traditional electricity supplier.

However, the process of guiding from community to electric business is like a high threshold funnel, which will greatly reduce the conversion rate of paid users.

Since its establishment in 2013, Xiao Hong has gone through different strategic focus stages such as "cross border e-commerce platform", "grass content community", "lifestyle sharing community" and so on.

Although in 2014 launched the self operated e-commerce business "welfare agency", but the content community's tonality led to its lack of a comprehensive electricity supplier service system, Tmall international, NetEase koala, Jingdong global purchasing power big factory almost also entered at the same time, directly squeezed the living space of the company.

Subsequently, Xiao Hong chose to change from direct camp mode to Taobao mode, providing mall platform open to third party businesses.

This change has reduced the supply chain, logistics and after-sales pressure of the mall, but also increased the risk of counterfeit goods.

On the Sina black cat complaint platform, complaints about the slow speed of the collection of small red books, the receipt of temporary expired goods, suspected purchase of fake goods, and no refund of the terms of the king's articles kept bubbling.

"How will the next live broadcast live?" Geometric little sister said.

From the live broadcast of the IT Times reporter, some of the small red books are only at the stage of welfare payment, and the rhythm of bringing goods has not been opened yet.

Live broadcasting is more like a chat between a host and a fan, or an extended version of a video grass note.

For example, a little red book fan of a 1 million fan has shared the good mouthwash, sunscreen, neck cream and low-fat snacks that he or his family used in a live broadcast of the Qingming holiday. At the same time, he also launched several raffle tickets for fans, and the total number of viewers watched more than 2000.

Live broadcasting is not the first time that Xiao Hong has embed the user value to empower the mall.

In May 2019, shortly after Xiao Hong's book raised the threshold of brand collaborators, he launched a "red heart" rating system.

The list is the first to cover the 3108 single products in the small red book self run mall, involving the core categories such as beauty makeup and personal care, which can provide users with more consumer decision-making guidance.

Qu Fang said that in the future, small hearts will also open wider to more commodities to expand their influence. The "brand number" with content and shopping malls may be the most direct beneficiary.

Nevertheless, according to people familiar with the media, Xiao Hong book business has not completed the goal of GMV (turnover) for 2 consecutive years.

However, the direct seeding function is a new exploration for KOL. The two little red books in the above mentioned the recent intention to test the water live.

One well dolphin revealed that during the epidemic situation, the scene of the outside shooting was reduced, and when writing notes, it could not be vividly displayed and help to calm down at home to do the content well, so she recently released more video notes than before.