Double 11 e-commerce live broadcast “mess”, what new stories are there for the brand’s self-broadcasting?

On the first day of the double 11 pre-sale, the battles between the leading anchors of various platforms to bring goods were fierce, and several “top stream” anchors occupied a lot of heat on the first day. In addition to the hustle and bustle of the broadcast battlefield, brand self-broadcasting is also in full swing. According to CBNData’s observation, Estee Lauder’s Tmall self-broadcasting room has over 10.65 million views on the day of pre-sale, which is almost the same as the average head anchor.

If the head broadcast has brought the amplification effect of “traffic + conversion” to the brand in a short period of time, then self-broadcasting is the basic operation for them to accumulate users steadily. Especially at the moment when Dabo has uncontrollable risks, self-broadcasting is a key choice for brands to take the initiative during the promotion period.

Looking back on the 618 promotion in the first half of the year, many brands put their main energy into the self-broadcasting business. According to the opening data of Tmall 618 released by Taobao Live, the self-broadcasting transaction of brand stores has increased by more than 100% compared with the same period last year. On the Douyin platform, its brand self-broadcasting market has accounted for 57.7% of the total time of Douyin e-commerce live broadcast.

Both for the brand side and the platform side, self-broadcasting has become an important asset to help its long-term development. This year’s Double 11 has just kicked off. With the return of top streamers and the e-commerce melee, from the perspective of platforms and brands, what adjustments and breakthroughs have they made in self-broadcasting?

The platform starts the double 11 self-broadcasting “battle”

In 2020, Yu Feng, the former head of Taobao Live, said in an interview that the most important thing for Taobao Live in the next year is to build a self-broadcasting ecosystem for merchants. This is also the main opportunity for Taobao to attach importance to self-broadcasting in the early days. In the past three years, while traditional e-commerce platforms such as Taobao and Jingdong have consolidated the self-broadcasting ecosystem, content platforms such as Douyin and Kuaishou have also entered the game one after another, promoting and supporting brand self-broadcasting in an official capacity. On the eve of Double 11 this year, various platforms have released signals one after another, providing more practical convenience for brand self-broadcasting.

Focusing on today’s e-commerce traffic field, platforms dominated by “Taojing Doukuai” have formed a multi-pronged competition pattern. The development of brands’ self-broadcasting business is no longer limited to Tao-based platforms, and has begun to extend to Douyin and Kuaishou. . Taking the official data of the Double 11 platform in 2021 as an example, the number of brands launched on Douyin is 2.4 times that of the same period in 2020, and the number of brands in mobile sales has reached 3.5 times. An increase of 391%.

The strong entry of the Doukuai platform made Taobao realize the “sense of crisis”. In September of this year, Taobao Live officially released the “Going Home Plan”, which will reward anchors and merchants who have started broadcasting on Huitao with a large amount of traffic support, and the support will continue until Double 11. On the other hand, Doukuai has accelerated the pace of attracting new players, and has successively released a number of incentives for small and medium-sized merchants, new merchants and new products.

When the content platforms are all engaged in brand self-broadcasting, traditional e-commerce cannot “fix themselves” in the original e-commerce domain. The old and new e-commerce platforms represented by Douyin and Taobao collide with each other. Although the development paths of the two are different, the vision of realizing a closed loop in the domain is the same.

Let’s start with Taobao. On the eve of Double 11, Taobao Live focused on content gameplay at the Double 11 Merchant Conference, including some supporting gameplays specifically for brands’ self-broadcasting. First of all, it is emphasized that the preview of the hanging products will be explained one week in advance. Brands can put a preview link in the self-broadcasting room a few days before the pre-sale, and explain the product and give a discount notice without making a deposit or selling the goods. This mechanism has changed the previous Taobao “click and shoot” fast e-commerce model, prolonging the viewing time of consumers in the self-broadcasting room, focusing on the actual effect of brands and products. In addition, Taobao also specially emphasized “content-based in-store broadcast”, and set up a theme day between November 4th and 8th, inviting brands to participate in live broadcast activities such as makeup sharing, food craft teaching, and home solutions.

This year, Douyin has focused on the linkage of “self-broadcast + mall”. The 2022 Douyin E-commerce Double 11 Investment Promotion Conference revealed that Douyin Mall will compete head-to-head with platforms such as Tmall,, and Pinduoduo. The emphasis on shopping malls has prompted Douyin to extend from the previous content field dominated by “short video + live broadcast” to the e-commerce market dominated by Douyin Mall. In the brand live broadcast room, consumers are guided to enter the mall channel through the mall links at key points, while in the Douyin mall, a “live broadcast selection” section is set up to highlight the brand’s live broadcast room dynamics and strengthen the relationship between the live broadcast room and the mall. strong correlation between.

Image source: Douyin Mall

In addition, in addition to mainstream platforms such as “Taojing Doukuai”, new platforms such as Station B and Dewu have also begun to increase their horsepower to start the live broadcast business of Double 11. A week ago, the opening page of the APP of station B had frequently exposed the e-commerce activities related to Double 11. On October 14, station B also officially launched a shopping area in the live broadcast area, and the live broadcast room in this area was fully open to shopping “small” “Yellow Car” function, and the first-level entrance of the Dewu APP homepage has also joined the relevant section of “live broadcast”. However, compared with the mainstream e-commerce platforms that already have a mature self-broadcasting ecosystem, the current traffic support of these new platforms is still more biased towards celebrities and UP owners. Under the circumstance that the exclusive support for self-broadcasting is weak, the brand has not yet achieved mass production. settle in. The gap in self-broadcasting will also be the key direction for new platforms to develop live broadcasts in the future.

Major platforms “bloom a hundred flowers”, how to play brand self-broadcasting?

From the perspective of brands, the good self-broadcasting atmosphere created by major platforms during Double 11 is the keynote for brands to carry out self-broadcasting business. What practical games are there? Through the observation of different brands and self-broadcasting strategies, CBNData found the following three points:

The platform’s self-broadcasting account is unique, creating a barrier to the rights and interests of self-broadcasting members  

A few days ago, Tmall officially released the 4-hour brand turnover report card on the first day of Double 11 pre-sale. CBNData compiled the viewing volume data of the top 10 brands based on its beauty pre-sale report card, and found that Estee Lauder pre-sale was on the same day. The number of self-broadcast views exceeded 10 million, which was the highest self-broadcast viewing volume among beauty brands on that day.

As an international beauty brand, Estee Lauder is more cautious in opening self-broadcast accounts. Whether it is Taobao or Douyin, they only open a single official flagship store account for live broadcast, and such strategies are more common among international big names.

The self-broadcasting of a single account means that the brand pays more attention to the accumulation of its own user assets, especially on the Tmall platform, when the next-door “top stream” anchor live broadcast room focuses on the selling point of “the best price and the best benefits”, the price is not equal to the price. Not the main advantage of self-broadcasting studios, brands have begun to use more membership rights to retain consumers. According to Tmall’s official data, Tmall has 42 brands with more than 10 million members, and most of the brand members’ turnover exceeds 40% of its total turnover. Capturing the hearts of members in the self-broadcasting room is the key appeal of brands during the promotion period.

CBNData observed the product setting and purchase mechanism of Estee Lauder’s self-broadcasting room and found that it has set up multiple exclusive rights for members. One is the privilege of purchasing full 0.01 yuan, that is, after purchasing a certain amount, you can return to sample products through the exclusive link; the other is the exclusive savings and shopping for members Gold, recharge can enjoy discount shopping. Especially the 0.01 yuan privilege interface, the brand also clearly marked, “not to share with the live broadcast order of Daren”.

At present, the 0.01 yuan privilege and shopping gold model have been popularized in the self-broadcasting rooms of major brands during the double 11 period, and Estee Lauder can attract the most users to watch among many international beauty brands, and its membership benefits are also the most powerful. On the basis of the above, Estee Lauder has also opened a member-exclusive pre-trial link in the self-broadcasting room, and users can enjoy full gifts when they repurchase. And this mechanism has no relevant settings in L’Oreal, French Guerlain, Lancome and other big-name self-broadcasting studios.

The pictures are 0.01 privileges, shopping bonuses and members’ early trial interface in order. Source: Estee Lauder Tmall’s self-broadcasting room

According to CBNData’s observation and statistics, the average daily viewing volume of Estee Lauder’s official Tmall self-broadcasting room is maintained at around 2-3 million. It began to rise on the eve of the big promotion, and exceeded 10 million two days before the pre-sale, reaching the peak viewing volume. For consumers, as long as they join the brand’s store membership and purchase products through the self-broadcasting link, they can have more samples and preferential benefits on the basis of the original products. Compared with Dingliu Dabo, even if it sells the same type of SKU combination, the popularity of its brand self-broadcasting room has not fallen behind.

Although it is not a new way to play the main membership privileges in the self-broadcasting room, but at the moment when self-broadcasting occupies more and more live broadcast shares, it is more obvious for the brand to attract users through this channel. CBNData found that, taking Fresh as an example, under the mechanism of paying a deposit at 8:00 on the 24th officially announced by Taobao, Fresh opened an exclusive payment link for the self-broadcasting room, which was earlier than 8:00, and was ahead of the super-head anchor. Studio.

Strong membership benefits are really the best way to help big names identify the advantages of self-broadcasting. In addition, big names such as Estee Lauder have also opened official self-broadcast accounts on the Douyin platform, but their discounts and membership benefits are currently not as good as Tmall. For them, the Tao Department platform is still a deep accumulation of user expansion members The best position in the pool class.

The self-broadcasting matrix is ​​classified in detail, and the selling price of different platforms varies greatly

Compared with international big names, some domestic and new consumer brands are quite mature in their exploration and deployment of self-broadcasting on the Douyin platform. According to Feigua data, most of the top 10 brands with self-broadcast pre-sale sales on Douyin’s double 11 pre-sale day are apparel brands. Among them, the domestic down jacket brand Ya Ya occupies the first place in the self-broadcasting list, and its self-broadcasting GMV has accounted for 61.43% of the total GMV. The Feigua data shows that in the previous daily live broadcasts, the proportion of self-broadcasting GMV has reached 74%.

Taking Ya Ya as an example, CBNData observed the brand’s self-broadcasting gameplay on the Douyin platform and found that it has two characteristics. From the perspective of account attributes, Yaya has many self-broadcasting number matrices according to sub-categories. According to CBNData statistics, Ya Ya currently has more than 10 officially certified self-broadcasting accounts in the Douyin Matrix, most of which are divided into sub-categories such as women’s clothing, men’s clothing, parent-child, etc. In addition, there are also a number of Ya Ya officially authorized dealers self-broadcasting Accounts have formed a huge matrix family in terms of self-broadcasting accounts. The product SKUs sold by each self-broadcasting account are basically different in addition to some sub-category live broadcast rooms, such as men’s and women’s clothing, in addition, there is a certain overlap. Among them, the highest sales volume is the self-broadcasting room of the official flagship store of Duck Ya.

From the perspective of product price, the price of the same product sold in different self-broadcasting rooms of Yaya Douyin is the same, but compared with its Tmall self-broadcasting room, a big difference can be found. Take the Pokémon co-branded down jacket products sold during Double 11 as an example. They are priced at 489 yuan in the Tmall live broadcast room, while the Douyin self-broadcasting room is priced at 399 yuan, a price difference of nearly 100 yuan.

The picture on the left is the self-broadcasting room of Ducky Tmall, and the picture on the right is the self-broadcasting room of Ducky Douyin

This is also related to Ya Ya’s self-broadcasting strategy. Ya Ya, which started live streaming on Douyin in 2020, is also the first wave of brands to enter Douyin as a live broadcast e-commerce business. In terms of platform emphasis, Ya Ya is even more popular with Douyin. Because of its importance, its price concessions are also biased towards Douyin. In addition, there are many new consumer brands that have grown up on Douyin, such as home appliance brand Pursuit, which also adopts a matrix self-broadcasting method on the Douyin platform. The main products of self-broadcasting are as different as possible from Tmall, and there will be slight price differences. difference. The growth environment and active audience of the brand also have a significant impact on the self-broadcasting strategy.

The self-broadcasting platform will bloom more, and get things to become a new product marketing position

In addition to Taobao and Douyin, two major merchants, there are also some brands that have the idea of ​​​​more platforms. CBNData observed that during the Double 11, sports brand Peak opened a self-produced studio outside the mainstream “Taojing Doukuai” platform. From the price point of view, taking the new Huanju sneakers released on the 24th as an example, we can simply see some of Peak’s sales strategies in self-broadcasting rooms on different platforms. The price difference between traditional e-commerce Taobao and is not very big. The price of the same product in Douyin Kuaishou has risen slightly, and the price of the product is relatively low.

It is worth mentioning that on the day of the pre-sale on October 24, Peak did not list the price of this new product when it released the new product in the official self-broadcasting room of Dewu. The specific selling price was not clearly displayed until the pre-sale started at 8:00.

Image source: Picket’s official self-broadcasting room

Although Dewu can not be regarded as the main battlefield of brand self-broadcasting, due to its trendy e-commerce attributes, marketing in the self-broadcasting room with gimmicks such as “new product launch” and “limited time sale” during the Double 11 period can also play a certain role in self-broadcasting. Drainage effect. Compared with selling goods, getting things from the broadcast room can better meet the purpose of brand promotion.

From the iterative traditional e-commerce platforms to the rapidly expanding emerging platforms, brands’ various self-broadcasting strategies during the promotion period also demonstrate the prosperity and enthusiasm of the self-broadcasting market. Today, the various ways of playing the brand’s self-broadcasting have also penetrated into the daily self-broadcasting business of the brand. Whether from a platform perspective or a brand perspective, brand self-broadcasting is an irreplaceable and important way to help it accumulate e-commerce assets. At present, the emergence of brand self-broadcasting is not to replace the head anchors. One of the two focuses on long-term stability, and the other pursues short-term explosion. Two-way parallelism is the norm for brand live broadcasts.

However, it is foreseeable that the era of the barbaric growth of e-commerce live broadcasts has ended. When the short-term burst of broadcasts is full of uncertainty, and the “overhead” traffic halo continues to fade, more stable brand self-broadcasting will also be available. Seize more traffic dividends in the future.