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    電商資訊
    硬通貨:快手直播帶貨的5個核心法則
    http://www.www.jeronimoruedi.com  | 2019/8/15 8:04:56  | 吉林企業網  | 已有425人瀏覽過
         【億邦動力訊】國產化妝品品牌完美日記已在快手形成了自己的一套內容營銷打法:從一開始發布和時尚美妝相關的短視頻積攢流量,到后來創建自己的快手小店,開直播帶貨,直接促成銷售轉化。
      這是快手電商運營負責人白嘉樂提到的國貨品牌在快手做內容營銷的典型案例。在其看來,以美妝護膚、服飾穿搭為主的時尚領域,不僅在內容上具有爆發力,在電商變現上也非常具有潛力。而時尚領域也已成為快手電商今年重點發力的賽道。
      以近日舉辦的“快手時尚好物大賞”活動為例,博主們通過分享穿搭技巧、美妝教程、開箱測評等視頻內容參賽,最終進入十強的博主共同瓜分快手官方提供的總曝光百億的流量包,并優先獲得商業合作機會。
      官方數據顯示,本次活動有近7萬人參與種草內容創作,參賽作品超過60萬,總播放量達到37億次,點贊量達1.3億。“通過參加活動,很多快手主播漲粉十幾萬甚至上百萬,有服裝廠商通過直播帶貨實現2000單的日銷量。”快手電商總助高杰透露。
      “我們認為,每個人對時尚的定義不同,對于普通人來說,都會有對美的追求,比如找到適合自己的穿搭、適合自己的美妝。幾乎每一種時尚風格在快手平臺都能有被老鐵認可的機會和其存在的價值。”高杰說。
      最吸粉的時尚內容長啥樣?
      “時尚好物大賞活動的初衷是篩選出一批優質的時尚內容創作者,在平臺呈現一批優質的時尚內容,進而向大家展示,什么類型的時尚內容更受用戶關注、什么時尚選題可以上熱門推薦、時尚內容怎么完成內容變現。”高杰介紹說。
      那么,哪些時尚內容更受快手老鐵們歡迎呢?通過這次活動,快手官方也總結出一些規律。
      第一種是專攻時尚垂直領域的內容。“比如像快手平臺的美妝博主李佳琦、認真少女顏九這種類型,他們就非常精準地把握了女性用戶對口紅的訴求,對口紅領域有深入的研究,形成了自己獨特的風格定位。”高杰說。
      第二種是在時尚領域種草多品類,每個品類都精心做策劃的內容。在快手上,“原來是西門大嫂”就是典型的種草多個時尚品類的主播。“諸如包包配飾、服飾穿搭、護膚美顏之類的,同時她每個時尚品類的內容策劃都很用心、精致。”高杰介紹道。
      第三種是以導購為主的主播。比如運營賬號“抹茶sweet”的服裝賣家,每天會更新幾條時尚穿搭短視頻,加上購物車鏈接做導購,服裝款式時尚、價格實惠,所以用戶會留言討論服飾穿搭的內容,并且詢問購買渠道。
      第四種是主播本身具有鮮明的個人特色和時尚品味,很難被模仿。例如,本次活動的Top1“聶小倩她老板”,他是十強中唯一的男性美妝博主,個人性格鮮明,主打百變歐美妝容。“我會通過美妝和夸張的造型,把個人的性格特色和對產品的理解融入內容創作中,先讓別人記住我的獨特造型,然后在造型的輔助上測評產品。”“聶小倩她老板”說。
      男性美妝博主“聶小倩她老板”對直播帶貨深有體會,目前他的粉絲量超過160萬,直播間同時在線人數可以輕松超過5000人。“個人魅力不僅要體現在短視頻中,也要在直播間體現你的人設和個人魅力。如果在直播間設計三個小時的腳本,可能沒有人去看,娛樂性、個人魅力和粉絲互動是非常重要的。”“聶小倩她老板”說。
      第五種是“美妝+劇情”類短視頻。例如,本次活動的Top2和Top3都是來自MCN機構的美妝博主,比較擅長通過精心設計的劇情進行美妝產品種草。其中Top3“小魔女余機智”入駐快手不到一個月粉絲已突破100萬,其特點就在于塑造了“擁有看穿人心特異功能的小魔女”這個形象。
      快手電商總助高杰指出,快手作為短視頻平臺,也是一個內容社區。因此,入駐的博主一定要想清楚自己的定位,然后基于這個定位做出最好的內容吸引粉絲。從長遠來看,這是在快手平臺做好生意的前提基礎。
      “不管是短視頻帶貨,還是直播帶貨,都是一種內容的傳播,其中要展示主播的個人魅力以及他對時尚、美妝、服飾穿搭的一些認知與思考。把這些內容經營好,自然會得到粉絲的認可和追隨,再去做商業化變現就比較容易。相反,如果只是在公域流量獲得幾次熱門推薦,洗一波粉絲,在內容和博主人設上沒有持續運營的話,后期不管是接廣告還是帶貨,轉化率和效果都不會太好。”高杰告訴億邦動力。
      直播是快手內容營銷的關鍵?
      快手官方數據顯示,今年7月,快手平臺交易額TOP2的品類分別是美妝和服飾。由此可見,時尚品類在短視頻電商變現中有很大的發展潛力。
      在白嘉樂看來,快手平臺的優勢主要體現在兩個方面:一是直播帶貨,二是私域流量。
      “直播很容易拉近主播和粉絲的距離,也是主播檢驗私域流量社交資產沉淀情況的途徑。因此,在快手平臺,主播只要滿足開播標準,有這個能力,一般都會嘗試直播。”白嘉樂說
      據介紹,憑借粉絲的高粘性,“聶小倩她老板”曾在一場直播中幫完美日記完成十幾萬的銷售額。
      “在快手平臺,粉絲量多也不是考察一個賬號帶貨能力的唯一標準。我們也有很多賬號粉絲在10萬左右,但是一年帶貨的凈利潤可以達到一兩百萬,原因在于他在日常直播中就比較重視和粉絲的互動,主播的人設得到認可和信賴,因此粉絲粘性就比較高。”白嘉樂補充道。
      他認為,相比淘寶、抖音平臺,快手在私域流量方面更具優勢。“觀眾的流量對于這些主播來說是相對穩定和確定的。不管是備貨還是投入,都會有一個可持續性的規劃。”
      在這次時尚好物大賞活動中,晉級十強的主播“抹茶sweet”就與MCN機構打造的時尚博主有所不同。它是一家女裝廠商,2018年下半年開始入駐快手做電商生意。沒參加活動之前,其主要通過短視頻形式帶貨,日銷售量在700-800單;通過活動期間的直播,日銷售達到2000單;目前在快手的銷售量占到其總銷量的50%。
      “‘抹茶sweet’在日常運營中已經開始固定時間做直播帶貨,帶貨效果甚至超過我們一些傳統的服飾類主播的轉化率。”白嘉樂談道。
      下一步重點引入品牌商
      “目前,快手電商的目標并不是盈利。我們整個公司對這塊業務的要求是要把生態做起來,然后把規則做好,保護買賣雙方的權益。這也是我們2019年最大的一個目標。”白嘉樂指出。
      據介紹,不管是針對MCN,還是外部賬號拓展、站內原生用戶,快手在下半年都會有一些資源支持,包括以直播或公開課形式開展的運營指導,幫助賬號做內容提升,獲得更多的曝光和變現機會。
      “這次活動中,我們收到了很多品牌商的合作意向,包括快手商業化部門的品牌商。但由于活動持續時間有限,我們沒有引入品牌商。未來,我們相信那些通過活動漲粉的KOL可以很好地把品牌商帶入到這個生態來,我們官方也會在品牌合作上給予更多支持。”高杰指出,除了時尚主播、制造廠商,時尚好物大賞活動也吸引了不少品牌商的關注,而這也正是快手喜聞樂見的。
      “此前,大眾存在一個刻板印象,感覺我們的博主來自三四線城市,比較接地氣,因此會認為快手直播雖然帶貨量大、帶貨速度快,但客單價會較低。但實際上,目前快手已經有玉石、高端皮草、進口乳膠墊等高客單價品類商品,粉絲也可以接受這個價位。”
      《快手平臺美妝行業營銷價值研究》顯示,2018年,每天在快手上與交易需求相關的評論超過190萬條。其中,81%的快手受訪用戶使用美妝產品,以年輕人為消費主力。超過58%的人群每月在個護彩妝的花費超過1000元,91%快手受訪用戶經常購買國際美妝品牌,接近半數的受訪者會經常購買國貨美妝品牌。
      白嘉樂介紹,目前已經有很多品牌入駐快手,其中以國貨品牌居多,他們在創作內容的同時,也運營著自己的快手小店直接賣貨。“品牌商進來之后可以感受到,平臺流量是很可觀的,粉絲粘性比較高,最后的帶貨成交也是真實的。”
      “對于品牌商的宣發類訴求,快手平臺會通過‘快接單’的模式滿足需求;對于品牌商直播帶貨的訴求,快手也提供了直播變現、短視頻變現、購物車、快手小店等工具,可實現從下單到購買的整個商業閉環。”白嘉樂談道。
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