A short video can drive sales of 2 million yuan, and professional live-streaming opens up new possibilities for business.
Written by｜Cen Cu
"Post-90s" young man Cao Han has become a "Fruit Ranger", traveling 80,000 kilometers every year to find orchards all over the country, live-streaming to sell kiwifruit, and selling more than 10,000 orders in one night; A short video introducing Xiangyunsha fabric became "viral", and a piece of clothing sold for 2.2 million yuan; A short video explaining the production process of Su Fan has opened a new channel for a non-heritage Su Fan factory that is about to stop production...
Under the new business model of live-streaming with goods, more and more anchors have become "experts" in a vertical field through professional knowledge and skills and deep cultivation of an industry, from simply selling goods to attracting a group of highly sticky users and achieving continuous business growth on e-commerce platforms.
During the just-ended Double Eleven promotion period, the author ecosystem continued to thrive, and the advantages of professional anchors with goods were obvious. Data from Douyin E-commerce shows that a total of 275 brands achieved a transaction volume of over 100 million yuan through live-streaming with goods; 111 e-commerce author live-streaming rooms had a transaction volume of over 100 million yuan, more than 470,000 e-commerce authors had a transaction volume that doubled year-on-year, and nearly 250,000 e-commerce authors had a transaction volume growth rate of more than 500%.
As live-streaming e-commerce enters the era of stock competition, in addition to competing on price, e-commerce anchors are also competing on "professionalism", including professional knowledge reserves, careful debugging of the live-streaming room, and rapid response of operation and after-sales. The advantages of the professionalization and professionalization of e-commerce anchors in facilitating live-streaming conversion are gradually emerging, and driving with high-quality content brings new possibilities for the growth of e-commerce businesses.
A Short Video Brings in 2 Million Yuan in Sales, Good Content Sparks Good Business
Is a candy heart apple necessarily sweet?
"Not necessarily. An apple with a candy heart is not necessarily sweet, and an apple without a candy heart is not necessarily not sweet." Recently, Cao Han, the "Fruit Ranger" who live-streamed to sell apples in Daliangshan, Sichuan, held up a candy heart apple and patiently explained to the users in the live-streaming room "How to Choose a Delicious Apple".
Cao Han, who is experienced in fruits, explained that whether an apple is sweet or not is not necessarily related to whether it has a candy heart, and whether an apple is delicious or not is related to the origin. Akesu and Daliangshan have longer sunlight hours and are relatively dry, so the taste of apples from these areas is better than that from ordinary areas.
In addition to popularizing apple knowledge, he also taught everyone in the live-streaming room how to choose a "thankful durian" and distinguish which grapes are naturally ripe. A short video popularizing knowledge about mangosteen received 200,000 likes, and his professionalism was recognized by users.
Cao Han is a "Post-90s" Shandong guy. He resigned from his job in Shanghai and returned to his hometown to start a business 8 years ago, and began to buy fruits everywhere. In 2020, due to the impact of the epidemic on offline purchases, he shifted the focus of his business to online and started live-streaming with goods on Douyin, calling himself the "Fruit Ranger", and the slogan of the live-streaming room is "Eat really delicious fruits".
Relying on professional fruit agricultural knowledge, he has gained a group of loyal fans, and through his live-streaming room, he has sold the good fruits that he has traveled all over the country and found to be of good taste. Currently, his Douyin account has 720,000 fans. During this year's just-ended Double Eleven period, the transaction volume of his live-streaming with goods increased by 612% year-on-year.
The "Fruit Ranger" who is live-streaming to introduce sugar-hearted apples
It is worth noting that more and more anchors with professional knowledge share knowledge through live-streaming e-commerce and look for new business growth. Data from Douyin E-commerce shows that from August 2023 to July 2024, on the Douyin E-commerce platform, there were more than 2 million young e-commerce authors aged 18 - 25, and more than 7.53 million new e-commerce authors. The number of e-commerce authors with a GMV of over 10 million yuan increased by 52% year-on-year.
In addition to live-streaming authors like the "Fruit Ranger" who are constantly in the fields all year round, a group of anchors with excellent aesthetic vision and professional knowledge reserves have also emerged in subdivided fields such as clothing, handicrafts, and flowers.
The women's clothing brand "Qingyaze · Guzhuo Zhizao" rooted in the Shenzhen industrial belt is a women's clothing brand that has successfully broken through in recent years with the popular new Chinese style aesthetics. It has gained the favor of a group of users with high-quality new Chinese style clothing, refined operation, and explanation of clothing fabric knowledge. It has accumulated 400,000 fans in 3 years, and there are 150,000 loyal fans with strong repeat purchase rates.
In 2021, the brand's director Mengmeng casually shot a short video introducing the traditional fabric "Mulberry Silk Silk Sticky Jacquard Two-Color Interwoven", which suddenly became popular. In the live-streaming room that night, a piece of clothing made of this fabric sold for more than 2 million yuan.
In Mengmeng's opinion, only by being professional enough can one go further. For this reason, the team needs to continuously learn more professional fabric knowledge, pattern-making methods, etc., to make their brand more and more "professional". Her entrepreneurial team is also constantly expanding, from the initial 4 people to 40 people. During this year's Double Eleven period, several new products in the "Qingyaze · Guzhuo Zhizao" live-streaming room were in high demand.
Mengmeng, the director of "Qingyaze · Guzhuo Zhizao"
In the booming new Chinese style business in the past two years, Sheng Chun, the director of "Shengfengtang" who makes Su Fans and is the intangible cultural heritage inheritor of Suzhou fan-making skills, has also opened the online market with professional knowledge. Sheng Chun has been making Su Fans for nearly 30 years. She and her husband opened a fan factory together, and they have very rich product experience. After the offline business was blocked in 2020, Sheng Chun turned the business to the Douyin live-streaming room and opened a new sales channel for Su Fans. Up to this year, the sales of Shengfengtang through the Douyin e-commerce channel account for 90% of the overall sales.
According to the latest data released by Douyin E-commerce, During the Double Eleven promotion period, the platform has a total of 275 brands that achieved a transaction volume of over 100 million yuan through live-streaming with goods; 111 e-commerce author live-streaming rooms had a transaction volume of over 100 million yuan, more than 470,000 e-commerce authors had a transaction volume that doubled year-on-year, and nearly 250,000 e-commerce authors had a transaction volume growth rate of more than 500%.
It has to be said that with the rapid development of live-streaming e-commerce, the advantages of the professionalization and professionalization of anchors and live-streaming rooms are gradually emerging, and driving with high-quality content is bringing new possibilities for the growth of e-commerce businesses.
Selecting from 200 Orchards to Sell Only 2, Professional Anchors Challenge the Limits of Product Selection
In professional anchors, it is easy to see their pursuit of the extreme.
In order to find the fruits he thinks are the most delicious, Cao Han, the "Fruit Ranger", is on the road for 300 days a year out of 365 days. Autumn and winter are the seasons for eating pears. In order to find a suitable Qiuyue pear, he can run two or three hundred orchards in a row and finally find only 2 suitable ones.
The second half of the year is also the season when citrus fruits are abundant. In order to find a delicious Wogan, he and his team need to run orchards separately and taste them one by one. Due to the high sugar content of fruits, although Cao Han only eats one meal a day, his weight still cannot be reduced.
Cao Han's control over fruits is almost harsh. In his opinion, a delicious fruit cannot only have the standard of "sweetness". "We previously sold a kind of Babagan. Its sugar content is above average, not the sweetest, but the overall taste is the best. We chose this, and finally the user feedback was very good."
Most of the time, he only sells seasonal fruits, and they must be mature in the current season to be delicious. Therefore, sometimes it takes a little patience to wait for the fruits to ripen slowly. For example, for kiwifruit, because the northern part of this year has a later cooling than in previous years, kiwifruit cannot secrete enough ethylene, abscisic acid, etc. to make its taste better. Compared with selling it at a good price on the Internet in advance, he is more willing to give the fruits some time, and it can be called "the latest picked kiwifruit on the entire network".
But sometimes, in order to seize the best tasting period of the fruits, he has to race against the maturity period of the fruits. When selling Guiwei lychees, in order to sell the picked lychees as soon as possible, he can only "sell day and night", The lychees are planted on the top of the mountain, and it takes too much time to go down the mountain," At that time, Cao Han, who had already drunk all the drinking water, had to skim the chicken-feeding water to drink to quench his thirst.
In order to ensure the professionalism of the team, Cao Han will conduct on-the-job training for every employee who runs the orchards. "This training is carried out in the fields for 95% of the time," In his opinion, picking fruits relies heavily on practical experience, and it generally takes three to five years to get on the right track.
For Su Fans, which are listed as intangible cultural heritage, the knowledge reserve requirements for anchors are even higher. "Shengfengtang" has expanded from one live-streaming room to more than 20 live-streaming rooms with more than 40 anchors. Each anchor needs to receive two months of traditional culture learning before taking the job, "Learning the history, shape, material, size, etc. of Su Fans," said an anchor of Shengfengtang. Selling Su Fans not only relies on sales skills, but more importantly, knowledge reserves.
Sheng Chun, the director of Shengfengtang Elegant Fan
In the highly competitive women's clothing track, Mengmeng, the director of "Qingyaze · Guzhuo Zhizao", also needs to be responsible for the professionalism of the live-streaming room. In terms of clothing design, pattern, fabric, buttons, and matching, they need to be continuously polished to achieve excellence.
In her opinion, there is never an unprepared battle in the live-streaming room. "Before each live-streaming, we will consider the matching of all products, including hairstyles, makeup, and accessories. We need to consider whether they match the clothing." Mengmeng said.
In order to avoid color differences in clothing and allow users to more clearly feel the texture of the clothing fabric and the layering of the jacquard, when setting up the live-streaming room, "We found professionals to help us conduct light and color tests in the live-streaming room."
In her opinion, the temperament and aesthetics of a women's clothing brand rely heavily on the brand's director. And as a fast-fashion product, women's clothing needs to keep up with fashion trends every season. Therefore, this also requires her not only to look at personal preferences, but also to pay attention to the popular trends of women's clothing from the perspective of a professional clothing practitioner in real time, "Not only on major online platforms such as Douyin, but we also pay attention to various brand fashion shows, and their popular elements will also bring a lot of inspiration to our designs."
New products of Mengmeng's live-streaming room
In addition, as a new Chinese style women's clothing, the 5,000-year-old culture of China is also their "inspiration mine" for design, "We also pay attention to a lot of ancient paintings and ancient books to find inspiration from them." Mengmeng introduced that "A Thousand Miles of Rivers and Mountains" was once boldly used in the development of clothing patterns by her.