Via teaches Kardashian to be a man, and China's online red-taught world sells goods

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#深氪

Create a rich story, hundreds of millions more times.

Text . . Wu Rui

Edit the . . Hong Yu

When Kim Kardashian gave Veya a "wow", which overseas network could still be indifferent?

Over the past two years, the story has not been sexy in the eyes of overseas netizens, even though the live-streaming tape has been staged in China."I'm a creator, not a seller." They will so proudly rebuff the service providers who are looking for their live delivery and continue to create the implanted advertising orders at hand.

The difference between Creator and Seller is whether they are responsible for the sales results. Traditional Net-a-Red regards implanted advertising as a propositional creation, selling not only the appeal to fans, but also its creative style, tone and inspiration. The income of each video is fixed, it does not have to be responsible for the sales results, but with the goods network red pursues is the "guaranteed bottom plus commission" income combination, selling more commissions, net red interests and merchants deeply bound.

A youtube with hundreds of thousands of powders is offered at about $5,000 per ad; at four times a month, ads can bring in more than $20,000. What's more, YouTube's revenue streams include video browsing sharing, patch ad sharing, crowdfunding, and live streaming revenue. Can rely on the creation of small rich that is, ann, most of the net red will not try to bring goods this has not yet been proved overseas, the uncertainty is very high model.

But that pride was shattered on November 6 last year. That night, "Cosmos Red" Kardashian connected into Via's live room for her fragrance brand KKW Platform. Kardashian couldn't help but marvel when she saw that Veya had sold out 15,000 bottles of perfume in a minute:“OMG，It's crazy！”

It's awe-inspiring because Kardashian's super-influence has been repeated on social media overseas, encouraging more people to try. After this day, many overseas internet red will take the initiative to ask the cooperation of the Chinese MCN: "Can I bring goods?" "Overseas netizens who turned a deaf ear to the names of Li Jiaxuan and Via and were indifferent to the sales miracle they created were always moved to hear about Kardashian.

The outbreak is another driver. Net-a-Goers are locked up at home for more creative time, but the sluggish economy is making it harder and harder for them to take ad orders, while at the other end of the spectrum, under pressure sellers have had to cut advertising budgets and shift the focus of Net-a-Shirt's assessment from brand marketing to real sales.

If Kardashian inspires the presy, the outbreak whips the backers.

Turning the world's internet reds from creators to sellers is, no doubt, the more ym.A. businesses and service providers are the ones who are more likely to do so. From the live belt goods in China to take the lead in setting off the tide, cross-border e-commerce circles on the surge of "through the time machine" of the vigorous desire: the use of domestic advanced experience overseas to seize the opportunity to create Veya and Li Jiaxuan, copy the miracle of wealth.

Merchants want to use a few seconds to create tens of millions of GMVs, service providers want to fade the identity of customers, in the dividend period low-cost signing a large number of online red to create sales channels, and then complement the upstream supply chain, you can become a party.

Ai media consulting data show that last year Taobao live transactions amounted to 250 billion yuan. 36 has previously been informed that fast hand and shake sound live e-commerce, respectively, the 2020 GMV target increased to 250 billion yuan and 200 billion yuan. And with CCTV anchors, corporate CEOs, top-rated stars put down shelves into the live broadcast room, "net red belt goods" from a simple sales channel leapt to the mainstream discourse praised by the new political correctness, celebrities become affinity, appeal and dedication of the test.

The strangeness is no longer soaring numbers, and the truly enticing part of This original Chinese business story is the flip-velling fortunes of grassroots counter-attacks, ToC's few chances of creating wealth, and a national consumer entertainment spree.

It was a dream, and the players quietly set foot on the ship and tried to do it again.

From creator to seller

Starting in 2018, Hu Wei, CEO of WOOTOKOL, a cross-border online red marketing company, has been trying to persuade Youtubers to accept the "guaranteed bottom plus commission" model, but it has not been smooth. Net-a-Go are worried about customers "relying" on late settlement commissions, but also worry that the product is not selling well but let their personal brand damage, even "loss".

The 3d is at the heart of the problem. In fact, in the Amazon Live stream that WOTOKOL has tried, the traffic for a single game ranges from a few thousand to tens of thousands, and the turnover fluctuates greatly.

Accounting to know that the network red people's concerns are not unreasonable: live attention to private domain traffic, the host has a huge fan base to succeed, but for the net reds, the risk of trial and error is actually doubled. According to the original advertising model, a single video charges $5,000 online red, at a 20% commission rate, to sell 100,000 U.S. dollars to return the goods - and most e-commerce products cost only a few tens of dollars.

But on the other hand, merchants are beginning to have a stronger desire for tangible returns on marketing investment.

Two or three years ago, Youtube's red ads were an affordable option for businesses. A large number of small and medium-sized sellers who can't afford newspapers and televisions are quietly lurking here, packing their products into the user's content consumption by packaging themselves as "the love of the season".

Overseas network red marketing service provider Red Cube mai sea director Yu Yangxuan told 36, the pipeline can be seen as a collection of micro-blogs, small red books, B station, overseas consumers as long as encounter more than a hundred dollars of consumer decision-making, will go to the pipeline to search for evaluation video."And the point of online marketing is that consumers are looking for products with a lot of positive information that leads to orders."

It's a process of increasing spending. When the brand first went out to sea, vegetarians and tens of thousands of powdered low-level bloggers with marketing, each video one or two thousand, or even a few hundred dollars. By the middle, however, it will cost $5,000 for 100,000 powder bloggers, as well as tens of thousands of dollars for millions of powder bloggers. 30-120 days of cooperation period, dozens of net red, small and medium-sized sellers are in order to bear the effect.

But because overseas net red will not be as hard as China Net red with goods, this kind of investment is difficult to see the real sales return. Yu Yangxuan in the early stage of cooperation will remind sellers who want to find online red belt goods, "even if looking for a fee of 5,000 net red can not suddenly bring tens of thousands, hundreds of thousands of sales, we are more concerned about the problem of brand exposed."

The fundamental reason is that this marketing mechanism still does not jump out of the scope of content production. Net-a-Go is responsible for creating, service providers are responsible for finding the adjustment of Net-a-Turn, but the sales of merchants can not be fully guaranteed.

The service providers caught in net red and merchants have to try their best to mediate, to win customers about 50 to 60 percent of the guarantee ratio, as well as get a greater degree of exclusive fan discounts to persuade net red to sell goods transformation. Even so, the success rate is still low, and for two years it has been in the state of "one hundred communication, less than ten persuasion".

In the past, merchants had to endure this "cultural difference". But in recent months, Mr. Hu has begun to feel the strength of the merchant side and the shift in the red end of the net.

The "one-in-one" outbreak was clearly one of the turning points. The devastating impact of the outbreak on foreign trade at the beginning of the year has made businesses more demanding on the ROI (return on investment) of net red marketing, and home reds do need more sources of income. But in Hu's view, is the emergence of foreign success stories, so that the net red people see that "really can make money" is the most direct driving force.

At the beginning of this year, Hu Wei found a Russian net red to do women's live goods, in the case of the customer unit price of 20-40 dollars, the cheerful net red with her mixed talent show live with $5.6 million in sales, she can get 20% commission, that is, a live broadcast brought her about 100,000 U.S. dollars in income; Persuasion became much easier when Hu took these cases and went on to give other net dividends.

And closer to China, similar national conditions in Southeast Asia, there have been a lot of online red and businesses spontaneously try. Zhu Haoren, a Malaysian vlogger with 349,000 followers on Youtube, swiped Facebook last month when a fish and shrimp merchant's live "shock" of him: "I rarely see shrimp on Amazon, I didn't expect anyone to take shrimp live to sell, then want to live is really a bit popular." "It gave him the idea to try, and two weeks later, he signed up for MCN's webTVAsia Grapes Media (hereinafter referred to as Grapes) to arrange a live tape of lipstick from the Forbidden City in China, and he agreed to come down.

Looks like Li Jiaxuan is one of the reasons Why Zhu Haoren was chosen to bring lipstick. Grapes to Zhu Haoren to see a lot of live clips of Li Jiaren, Zhu Haoren's impression is: his mouth is really beautiful, and "buy it"! On May 12, Zhu Haoren's live broadcast, grape imitation of the domestic also gave him a partner, back to the camera on the computer screen is the product selling point;

An hour of live broadcast, Zhu Haoren sold 300 Palace lipsticks for 158 units. This number is not high, but Zhu Haoren is still very shock: "The first time I live broadcast can achieve such an effect!" "It encouraged him to keep trying other products.

Service provider opportunities

In February, when the domestic epidemic began to spread, zhao Jingping, a veteran traffic trader, flew to Thailand with his team and decided to start an overseas online red belt business here.

Looking back on his past two years in the traffic market, Zhao Jingping felt he missed the wind because of his slowness. For a long time, he felt that the waves of short video and live streaming would pass sooner or later, so he was slow to make up his mind to transition from a traditional traffic business to an All in-net red belt. But starting in October 2018, he began to feel a sharp drop in income. "In 18 years we had about 2-3 billion dollars in revenue, and in 19 years..." Zhao muttered for a moment: "At that time, I thought the domestic Internet traffic bubble should have burst, short video and live streaming are still growing, but there is nothing left." "

According to Crowley's 2020 White Paper on China's MCN Industry Development Research,By the end of 2019, there were more than 20,000 MCNs in China, an increase of 300% YoY。 But with more than 100,000 pinks on the market and no more than 200,000 people, many MCNs are turning to near-southeast Asia in search of a bigger market.

Many service providers believe that China's experience is ahead of the rest of the world, whether it is short video or live content. The era of cross-screen short video is when China NetHong is learning Youtube content, just as Station B looks like a replica of Youtube, but in the era of ultra-short video and live streaming, China's Net-a-J and MCN have become pioneers, and the resulting content methodology has a good chance of replicating it in other regions, especially Southeast Asia, where cultural differences are smaller.

"When you look at what's going on in Southeast Asia on Tiktok, it's basically the face value, the counterpart type and the technology flow in the early years of the shaker. If you move the content form of a man who is now very hot, or a series of short plays, it's a down-to-earth blow. "

The advantage of the Blue Sea market is that it can be low-cost and fast-acting. Zhao Told 36, the cost of doing MCN in Thailand is much smaller than in Europe and the United States and China, he selected a group of vegetarian hatching IP, a fixed monthly salary of 30,000 to 40,000 baht, or about 78,000 yuan. And as long as the content is done well, these vegetarians are rising very quickly, he has done eight accounts in Tiktok since October last year, the overall fan base has reached 23 million yuan.

Most importantly, compared with the domestic MCN crowded head-to-head competition for net red, Zhao Jingping because of the holding of data analysis capabilities and advertiser resources, in Thailand to enjoy the buyer's market treatment,"Net-a-Go people start, want two things, one is you can give him powder, the other is you can give him a order, can do you have the initiative."

The value of the service provider is also reflected in the control of the goods. At home, Vya Li Jiaxuan has the right to choose, in Amly products, to promote the purchase of words on the art of each have a life. And overseas service providers are responsible for the implementation of this set of methodoology, "goods are very important, you have to choose interesting goods; "

One hand holding the net red, one hand holding the source of goods, standing in the information highland service providers are facing a rare opportunity to upgrade. China's factories a large number of scattered, cheap products, but there is no C-side channels and no brand, and foreign network reds have no willingness and ability to contact the supply chain, service providers have the opportunity to integrate both ends of the goods, to the brand side of the transformation.

In fact, non-e-commerce platforms such as Tiktok, YouTube and Facebook will be the first to unleash opportunities on factories rather than brands. Compared with the traditional content marketing, live selling is the price, is the "net red traffic, merchants to discount, users buy cheap" logic closed loop. And the brand side of the layer distribution, price control, and even the tone style of attention, are not suitable for such play. This is also why the domestic live e-commerce first brought up is the white card, to the medium to medium-term only high-end brands to join.

And service commercial network red set up C-side sales channels, you can take the large-scale purchase volume to talk with the factory conditions, the first factory step to get the initiative. Under the "factory-net-red-C-side" model, service providers will replace former distributors and end retailers as new distributors of benefits and even hatch new brands.

"There are a lot of brands to work with, but I don't want to just be MCN. I intend to buy from the domestic, with their own net red to do with goods. "At present, Zhao Jingping chose daily necessities, beauty, 3C these standards, the price in the hundreds of baht or so, he is ready to follow the lizi brand screw powder, the development of their own cross-border e-commerce brand.

Don't get too high

Even if it looks like a wave is coming, many service providers will remind themselves not to get too far ahead. The paradox of many things is that you know the tide will come, but you dare not really take a small wave to bet on the future uncertainty.

Grapes Media Greater China President Li Huaxuan is a Malaysian Chinese, in his view, e-commerce's high-profile rapid progress in Southeast Asia has been an inevitable trend. At the end of last year, when he went to thai Chamber of Commerce University to do college lectures and explore student bloggers, he found that many of the students here ran to Hangzhou to take e-commerce training courses, already deeply shocked. The outbreak has accelerated all this: the end of May is Malaysia's traditional New Year, and businesses that were supposed to attend the New Year's market are now all learning to do e-commerce;

Li Huaxuan feels that people's obsession with offline consumption is "explosive" to dissolve.

It's a sign that the core consumers are ready. Hu wei also found that the first two years of the better effect of the live broadcast is mostly funny sub-class, but from this year, users will rush to shop to see the live broadcast,"The influx of traffic carries a strong shopping attribute, and this optimized data is pure and valuable."

In this node ushered in the development opportunities of e-commerce countries, it is likely to skip the picture, directly into the era of live e-commerce. Live broadcast is along the content e-commerce logic of the upgrade of the picture: traditional e-commerce businessmen looking for goods, live broadcast is the main broadcaster filtered the goods pushed to the front, shorten the decision-making link will also improve the conversion rate;

There are even people in the industry who see live streaming as a kind of service that goes beyond content rendering.

Platforms have also begun to act on a large scale. Amazon Live was launched across the site in December, after it was opened to Chinese merchants, after Southeast Asian e-commerce platforms Shopee, Ali's Lazada and Express already had live-streaming.

In addition to e-commerce platforms, social media giants are also making content-to-shopping channels, with Youtube last year starting to internally test links to Google Express, Google's e-commerce platform, and TikTok, an overseas version of TikTok, launching a social e-commerce service in the U.S. market that allows video creators to add product links to video profile pages.

From the domestic experience, the platform's traffic tilt is a sign of the head anchor.Li Jiaxuanvia is Taobao to the host a large number of release of the right to emerge in the dividend, the platform to do live e-commerce first step, is to create a benchmark to attract net red and MCN into the game, creating a momentum. Service providers can really start looking forward to the arrival of the overseas version of Li Jiaxuan.

But Li Huaxuan still poured cold water on himself. He understood that even if everything went according to the Chinese script again, the overseas online red belt business is far from the outbreak.

"Why is e-commerce slow in Malaysia?" It's just that logistics hasn't been fully opened yet. Mr Li said there were a large number of scattered small-language countries in Southeast Asia and there was still no "super logistics system" to integrate from them. Domestic logistics companies rookie, Shunfeng, JD.com and Tongda system of the sea is still in the construction phase, still need time. "POS LAJU picks up a lot of orders, but what we see on Facebook is videos of couriers losing ground, and even if we want to develop, we don't have enough capacity to deliver them."

This is the reality of southeast Asia at the moment - the hardware is not yet solid, another problem that makes Li Huaxuan anxious is the lack of professional network red. China's head anchors are "straight forward, very dare to say", but overseas from YouTube to do live broadcast of the net red people can not this direct model, "can not be fierce words can not be hard implanted, careful", Li Huaxuan sometimes can not help but worry about these over-burdened overseas network red. He has also advised bloggers to use words and sales techniques, not just to chat with fans, but as more competitors enter the market, Li Huaxuan has no patience, ready to directly enable the live platform of the anchors, with a higher degree of cooperation.

But is copying the Chinese style destined to get through? Hu Wei also initially let the cooperative network Red tried Li Jiaxuan's "buy it" and "Amazing", but almost no effect, "this is not simple words, foreigners more acceptable way is to bring in funny segments and talent show." "And must be simple and direct, the offer "Trump" put in front of you: "If you say you need to forward friends, where to get a coupon, I will go with the platform to cut a price..." These are the domestic live goods of the usual way, but in foreign countries, "when it's over, he absolutely won't buy." "

The more fundamental problem is that most countries do not have the supply chain resources to support China's live wave.The real charm of live e-commerce to merchants is that the S2B2C's burst law solves their biggest headache backlog: the head anchor facilitates a huge deal for a single product in a short period of time, and the factory only needs to produce the burst. This means that before production begins, inventory is zeroed and the user's needs are precisely met.

Take The new brand Huaxizi, which is deeply bound to Li Jiaxuan, for example, according to ECdataway data, 40% of the sales of Huaxizi's flagship store in January-February came from Li Jiaxuan Live, where the total sales of more than one million 5 products, such as air powder, makeup remover, carved lipstick are regular visitors to Li Jiaxuan Live. That Li Jiaxuan in front of the black cloth countless times to show the powder delicate loose powder, last year Huaxizi's first double eleven in the contribution of 700,000 boxes of crazy sales.

All this requires a high standard of production and quality control capabilities to undertake. And China has a highly developed, oversupply of a large number of OEM factories, waiting for new brands to choose. This makes it easier to understand how much power live selling has in China: it gives the supply chain the possibility to upgrade.

Perhaps the most exciting ending to the story is that China has not only exported the new game of live e-commerce to the world, but also the methodology of upgrading its flexible supply chain. So in the "Tiktok brand", "Lazada brand" incubation process, has been fully educated and trained Chinese factories will be more likely to get the order of the one.

For Mr Li, they are no doubt looking forward to it all. "But there really needs to be patience."

(At the request of the interviewee, Zhao Jingping is a name)