Since the concept of "Interested E-Commerce" was proposed, Douyin has gradually made efforts and launched three major support plans. A large number of merchants have settled in Douyin e-commerce, vying to step into the golden track of brand self-broadcasting, and have found a new retail model with higher efficiency and shorter brand value chain in the era of the epidemic.
Shelf e-commerce is characterized by exponential growth and customers shopping around, while live e-commerce is instant access to a single store. When customers are stimulated by sensory/field factors such as anchor emotions, flash sales activities, and marketing rhetoric, the live broadcast Inter-trade data may show explosive characteristics.
For brands, the live broadcast room needs to fight a "protracted battle on wheels", that is, different anchors will rotate the broadcast for more than ten hours every day. Between the repeated influx and loss of traffic, brand live broadcast operations are extremely sensitive to the result data: they want Seize the traffic breakthrough in the live broadcast, and constantly influence the purchasing decisions of new consumers in the live broadcast room, so as to improve the final conversion.
There are causes and effects. Since there is a live broadcast "middle", there will be a live broadcast "before" and a live broadcast "after". Connecting and deconstructing the content and data of "before, during, and after" live broadcast is the new boost to drive the growth of brand live broadcast business.
01
VAP, not limited to data analysis
In the era of the epidemic, the development of live broadcasting is more vigorous. Whether it is an Internet celebrity or a brand self-broadcasting, a complete live broadcasting plan will be planned before the broadcast, and an exclusive SOP will be precipitated.
The post-broadcast replay is an indispensable part of every live broadcast. Through the replay, the people, goods, and venues in the live broadcast are connected in series, the key influencing nodes are found out, and corresponding adjustments are made to break the shackles of the live broadcast business. seek growth. Of course, there is no need to say more about goods and markets. The concept of "people" includes not only the consumers who enter the live broadcast room, but also the anchor and field control operations.
While Douyin launched "interest e-commerce" and invited major brands to settle in, it also launched corresponding data service tools. These tools are limited to recording and displaying data, lack video storage and multi-role perspective data insights, and cannot meet the needs of large-scale brand live broadcast replays. At the same time, these tools are also difficult to help brands refine, precipitate, and optimize live broadcast "content". Compared with data, operators are more likely to ignore the content, and it is easier to adjust the content and reverse the business of the live broadcast room in the follow-up. There are many obstacles and no way to start.
To do a good job in the live broadcast business, brands must not only clearly grasp the various data indicators of the live broadcast "during" and seek breakthroughs; they must also do a good job in the review of the "post" live broadcast, gain insight into the market trend and user psychology through the content; and then feed back the live broadcast The optimization of the "front" people and goods yard has brought the follow-up live broadcast to a higher level.
Being able to get through this entire process is equivalent to getting a Gatling on the live broadcast battlefield, sweeping thousands of troops and achieving great results in the increasingly "volume" live broadcast e-commerce competition.
VAP "Video Analytics Platform", a live broadcast & short video data analysis platform newly launched by Whale, helps enterprises to build a good Live broadcast ecology, and finally unlock the brand-exclusive live broadcast business growth code that can be precipitated and reused.
02
Restore the key MOT in multiple dimensions
Most brands try to restore the situation of the live broadcast room through common data dimensions such as GMV and GPM trend charts when replaying after the broadcast, but it is difficult to accurately locate and trace the source of the specific and irregular data abnormal fluctuations.
Why does the data peak during this time period?
Is it because of the flash sale event? Or is it because a certain phrasing of the anchor hit the deep-seated needs of consumers? Or is it because the user asked a question and got a satisfactory answer, which led to the purchase behavior?
When more and more similar problems appear, reviewers can neither travel through time and space to view the live situation, nor can they only rely on the result data to find answers. Faced with this difficult situation, how does VAP solve it?
In the VAP solution, "data" does not only refer to common indicators such as GMV and GPM, but more comprehensively covers live broadcast anchors, spoken word skills, event activities (second kills, snap-ups), user comments, etc. associated with live broadcasts Multidimensional factors that may have a critical impact. We can easily find that most of these factors come from the subjective initiative of "people". How will VAP redefine these data about "people" and dig into its value?
By storing live source video and live data in a structured way, VAP helps brands establish a single room algorithm model for live broadcasts, and provides three major review applications , "live broadcast review", "commodity review" and "host review" , so that reviewers can easily Restore the live broadcast. After making a one-to-one structure of "people" that is anchors and comments, "products" that are commodities, and "fields" that are live broadcast rooms, and correlating them with the indicator data results one by one, VAP can help brands and influence business indicators. Intuitive and visual quantitative analysis of factors.
Different roles require different dimensions of problem positioning, data association, and quantitative analysis. VAP is the secret weapon. It can help brands clarify their thinking, and flexibly use AI replay technology for different scenarios to lock the MOT (moment of truth) that can directly interact with users during the live broadcast process, so as to facilitate follow-up Continuous optimization.
Different from traditional shelf e-commerce, live broadcast e-commerce has an additional layer of algorithm distribution based on shelf search, so the traffic entering the live broadcast room naturally has some randomness. How should brands seize potential breakthroughs in data? Can we seize this batch of random traffic introduced by the live broadcast platform, attract fans for the brand and at the same time drive performance growth? For more details, please listen to the next chapter.