According to the data of Xindou's "Live Streaming with Goods Trend" , the number of live broadcast products on Douyin in April reached 1021.32w, a month-on-month increase of 50.18% from 695.91w in the previous month, and live broadcast sales increased by 16.81% month-on-month. From these values, it can be seen that Douyin e-commerce in April is still in full swing...
So, in April, what new things to watch on Douyin?
Through the monthly list data from April 1st to April 30th collected by Xindou, let’s take stock of the recent popular talents, high-quality anchors with goods, and best-selling products .
30 masters rose to over one million fans
Contrast is still the traffic password
In April, 30 masters gained more than one million followers , a slight increase from March.
There are a total of 16 types of talents among the top 30 talents in the "Follower Soaring List" , and the categories are very rich, which shows that Douyin users have diverse content preferences. Among them, [Life-Character Snapshots] accounted for the highest proportion, reaching 20% , followed by [Celebrity Gossip], [Story Interpretation-Plot], and [Life-Life Records] each accounting for 10%.
@罗云冬ranked first in the list of soaring followers , with 303.72w followers ; @王雪叶, who performed innovative drama interpretations, ranked second, with 255.20w followers ; Three, increase fans 200.56w .
The following is the ranking of the TOP30 fans list:
Among them, it is worth mentioning that @王七叶, the number two on the list, had a mediocre increase in fans before April. After the release of the work "Where is it not fragrant?" w , this video received 762.9w likes and 245.14w shares .
▲ Xinjiu-Account Details-Data Overview
The content of the work makes the contrast full , making the low-priced mosquito coils that can be seen everywhere feel like a luxury Chanel advertising blockbuster, from "two yuan" to "high luxury" in an instant. Just like @王雪叶 said at the beginning of the video, "It's too cheap, I'll help you mark up the price", and some netizens in the comment area also said, "This ad is a dozen, and I can't afford it in an instant."
▲ Master works page
Low prices and high luxury, daily necessities and big brands, the conflict, drama and contrast shown in the video are important reasons for the popularity of the work.
This work is her continuation of the work "Can't afford it" in November last year. She has achieved outstanding results. Since then, she has released videos of this series. In April, this series gained a total of 157.43w followers and 1934.3w praises .
Sales of 23 anchors exceeded 100 million
Intense competition in the second half of the month
According to the data of "Live Streaming with Goods" data, the anchors with goods in April are concentrated in the second half of the month, so the overall sales in the second half of April are higher than the first half of the month. The live broadcast sales on April 22 are estimated to be nearly 3.5 billion , which is The peak of live broadcast sales in April.
▲ Xinjiu-live broadcast-live broadcast with goods trend
According to the "Anchor Carrying List" data, there were 23 anchors with sales exceeding 100 million in April , a slight drop from March.
Among them, @东方选选直播 sales reached 391 million , which topped the list again; @交一朋元直播室live sales, which jumped from fourth to second, reached 366 million ; , its live broadcast sales reached 359 million .
The following is the ranking of the TOP30 "Anchor Carrying List" :
The notable anchor @白米❤️ advocate of luxury and high-efficiency skin care in the list jumped from No. 71 to No. 9 in March.
She launched a total of 9 live broadcasts in April, 4 of which were birthday-related special live broadcasts, with a total of 2,777.11 million viewers . The live broadcast sales are estimated to exceed 150 million, accounting for about 74% of her total sales in April .
Checking her information, she found that she changed her name to "Bai Mi ❤️ No. 3 Birthday Carnival" in March, and made a live broadcast preview for her birthday in April. At the same time, a number of birthday-related videos were released before the live broadcast to attract traffic to the live broadcast. The statistics of these birthday live broadcasts are the best results of her recent live broadcasts.
▲ Xinjiu-Account Details-Live Analysis-Live Record
In addition to the comprehensive ranking list, Xindou also counts the list of each vertical delivery field. This article will select 5 "carrying field lists" to show its TOP10 anchors, including beauty and skin care, clothing, shoes and hats, food and beverage , home life and 3C digital , the following is the list:
Food and beverages occupy "half of the country"
Low-priced products are hot sellers
Judging from the trend of Douyin’s e-commerce delivery of goods, "Live Streaming Delivery Trend" - "Category Delivery Analysis" is sorted by live broadcast sales. In April, the highest sales were clothing, shoes and hats , accounting for 39.3%, followed by It is food and beverage, cosmetics and skin care, maternal and child products, sports and outdoor .
▲ Xinjiu-live broadcast-live broadcast delivery trend-category delivery analysis
In terms of hot-selling products, 19 of the TOP30 Douyin hot-selling products in April belong to the food and beverage category, accounting for 63.33% . The lowest price is 0.04 yuan, and the highest price is 188 yuan. Excluding the highest and lowest, the average price It is 7.26 yuan.
▲ Top 30 classification pie chart
Among them, Coca-Cola, which ranks first on the list, and Baisui Mountain, which is ranked fifth and thirteenth on the list from different sources, sold more than 1,000,000 pieces in total at a price of 0.01 yuan in the live broadcast room @酒卖批发云库.
In addition, the Xiaozhu dental floss stick on the second list sold more than 2.5 million pieces at @小白常设计at a price of 0.01 yuan ; the fishhook on the third list sold more than 5 million pieces at a price of 0.01 yuan at @小噚虫路亚Outdoor Fishing Tackle .
The following is the ranking of the TOP30 products in sales:
The above is the content of some monthly lists in April, and finally review:
Analyzed
1. In the short video ecosystem, users prefer works with strong contrast and dramatic conflict;
2. In April, Douyin e-commerce anchors will be active in the second half of the month;
3. Food and beverages accounted for nearly half of the hot-selling products in April, and low prices are still the strategy of bringing goods to major live broadcast rooms.