Beautiful women on the catwalk, bringing in over 100 million yuan in sales

In the past 30 days, the beauty catwalk live broadcast room has conducted 33 live broadcasts with goods, with a total sales estimated to be over 100 million. This article conducts an account analysis, and I hope it will be helpful to you.

Can a silent anchor bring conversions to the live broadcast room?

The answer is yes.

Recently, a live broadcast room named @楠咪咪天团 has been very popular on Douyin. According to third-party data, in the past 30 days, the live broadcast room has conducted 33 live broadcasts with sales, with a total estimated sales of more than 100 million.

Unlike regular live broadcast rooms, in @楠咪咪天团's live broadcast room, although there are many anchors on screen, none of them introduce the products. Instead, they hold the products in their hands and take turns to show them to the camera in the form of a catwalk. During each person's brief presentation, there will be a voiceover to give a rough introduction to the product. The most common one is a straightforward sentence "XX product, change the price to XX yuan to get it" to guide users to go to the shopping cart to place an order.

How can a live broadcast room that "does not value" product introductions so strongly attract users to stop and place orders? To solve this puzzle, just stay in @楠咪咪天团's live broadcast room for more than 1 minute and you will see it at a glance.

According to Kas, although the anchors of @楠咪咪天团 did not introduce the products, they were all beautiful and eye-catching beauties with different styles, some cute, some intellectual, some charming... With the dynamic background music, they walked towards the camera one by one holding the products, and the picture looked very pleasing to the eye. In the visual enjoyment that made people linger, placing orders "by the way" became a natural thing, so it was not surprising that they could create a sales record of 50 million to 75 million in 30 days.

Screenshot of @楠咪咪天团 live broadcast room

Compared with the lively scenes that appeared one after another in last year's popular live broadcast rooms, there have not been many new gameplays emerging in the live broadcast track in 2023. In the slightly "withered" situation, "appearance" and "beauty" seem to have become the keywords for live broadcasts in 2023.

1. Beauty catwalks bring over 100 million yuan in sales

@楠咪咪天团 is not a new live broadcast account. According to observations, the account entered Douyin in February this year. Before it became popular with the "beauty catwalk", it had already tried various live broadcast modes. Earlier, the account combined the previously popular disco and rap gameplay to create a "disco while rap" live broadcast room : a host sat in front of the stage and introduced the product to users in the form of rap, while the three assistants behind him wore various funny costumes and danced passionately to the rhythm of the music, acting as the atmosphere group, and the whole live broadcast room was filled with a cheerful and lively atmosphere.

Screenshot of @楠咪咪天团 live broadcast room

This passionate and talented live broadcast style has brought a lot of popularity to the new account @楠咪咪天团. According to third-party data, in the 30 days from February 26 to March 26, the number of viewers in the live broadcast room reached a maximum of 851.3W, and a minimum of 233.3W. Many people were infected by the host's dress and vitality, thus extending their stay in the live broadcast room.

Although there were many people watching the fun, the conversion rate did not increase at the same rate.

Data shows that during the period from February 26 to March 26, the sales of @楠咪咪天团 live broadcast room were basically concentrated between 100,000 and 500,000, which was obviously not proportional to the number of viewers. Later, the emergence of various imitators also caused the popularity of the live broadcast room to decline significantly. Although it began to explore new live broadcast modes such as plot live broadcast and game videos, it could not stop the continuous decline of live broadcast room traffic. Coupled with the loss of popular anchors, the situation of @楠咪咪天团 has become increasingly dangerous.

Under such circumstances, the "Beauty Fashion Show" is nothing short of an antidote for @楠咪咪天团.

According to observations, @楠咪咪天团 officially started the "beauty catwalk" sales model in early July. Soon after the launch of this model, various data in the live broadcast room have increased significantly, especially in the past 30 days, sales data has ushered in an unprecedented explosion.

The reason why this "beauty catwalk" model can attract people is simple and clear. It is human nature to be attracted by beautiful things, and appearance, as the most intuitive and exposed beauty, has a fatal attraction no matter when and where. Especially when a group of beauties with different styles take turns to appear on the stage, the beauty crit brought to users is not only more intense, but also more diverse.

Screenshot of @楠咪咪天团 live broadcast room

It is worth noting that the previous live broadcast mode combining "disco + rap" had no shortage of traffic in the early stage, but it did not bring many conversions to the account. Why is it that the "beauty catwalk" gameplay, which looks simpler and does not even introduce the products, can increase sales by nearly 500 times in a short period of time?

The core reason is that this gameplay targets a more precise group of people.

After launching the "beauty catwalk" style of selling goods, @楠咪咪天团's live broadcast slogan was changed to "high-quality males, please come in." As expected, the male group is the precise user of the beauty catwalk feast.

According to third-party data, male users account for 79% of the fans in the live broadcast room, of which users aged 31-40 account for 45.74%. This group of people not only have consumption power, but also highly match the types of goods sold in the live broadcast room - in @楠咪咪天团's live broadcast room, 3C digital, sports and outdoor, men's clothing, wine and other categories account for the majority, and most of the goods are priced below 100 yuan, so the consumption decision time will not be too long. For various reasons, it is not surprising that the live broadcast room can usher in an explosion in the short term.

2. The “Beauty” live broadcast room takes center stage?

Using appearance as the main weapon has become a major feature of e-commerce live broadcast rooms.

In March this year, after introducing beautiful female anchors to the live broadcast room to dance and display products, Coco Tree set its sights on the muscular "sunny big boys". A group of muscular men with regular facial features, wearing black vests and sports pants, and with muscular bodies, posed in various postures to show their muscular lines while displaying Coco Tree's products. The whole broadcast room was filled with wild and vibrant hormones.

@Coconut Tree Live Room Screenshot

This wave of fierce temptation from macho men not only caused a surge in traffic in the live broadcast room, but also brought about a major turnaround in the reputation of Coco Tree in just a few months. Afterwards, Coco Tree took advantage of the situation and put up a "disco ticket" on Taobao Auctions that allowed users to dance with the model group in the live broadcast room for 30 seconds. The ticket started at 50 yuan and was eventually sold for more than 80,000 yuan, which shows how much users love this group of high-looking models.

Before Coconut Tree became popular, Luckin Coffee teamed up with male students from Zhejiang University of Technology to hold a coffee catwalk show in the live broadcast room on November 11 last year. Fresh models wearing various fashions and with the Luckin logo printed on their faces appeared one after another holding Luckin coffee, and there were other anchors beside them who attracted users to place orders through oral broadcasts. Since the male models selected by Luckin almost covered the most popular aesthetic types at the moment, this live broadcast was jokingly called the "concubine selection scene" by users. According to third-party data, the 3-hour live broadcast had a total of 1.1849 million viewers, more than twice the number of viewers of the account's daily 15-hour live broadcast.

@Luckin Coffee Live Room Screenshot In addition, Vinda Live Room has long created a group of anchors called "Treasure Boys". Compared with the sunny and fit style of Coconut Tree, these male anchors have a slightly more reserved "milky dog ​​style". While showing their talents, they hold Vinda tissues in their hands and launch a fierce offensive of "Please place an order" to the sisters in a coquettish way, leaving the female users in front of the screen unable to resist.

Although there are gimmicks and traffic, overall, these "male beauty" live broadcast rooms have not brought a significant increase in sales to the brand. Their significance lies more in helping the brand increase its voice . Take Coco Tree as an example. With the help of the low-cost advertising platform of the live broadcast room, the brand can not only gain real exposure and popularity, establish a unique brand impression, but also establish a rebellious personality that is deeply loved by young people. In this way, the younger generation's awareness of the brand has also been greatly improved.

In comparison, @楠咪咪天团, which targets "high-quality men" and focuses on selling goods, has already verified the conversion power of beauty temptation through the "beauty catwalk", but how long this model can maintain its popularity and conversion is still an unknown.

On the one hand, although the pictures of beauties of different styles appearing in front of the camera are pleasing to the eye and have indeed successfully stimulated the consumption of "high-quality men", the slightly monotonous catwalk model and relatively fixed anchors make it difficult to maintain long-term freshness, and users are almost inevitably doomed to aesthetic fatigue. How to maintain the vitality of the live broadcast room as much as possible is a problem that @楠咪咪天团 must consider.

On the other hand, @楠咪咪天团’s live broadcast room has already promoted a popular anchor @芝士士, who has a clear advantage in popularity. Although this popular anchor will strengthen the stickiness between users and the live broadcast room and bring more traffic, it is also because of this that the binding between the two will become particularly "tight". Once the anchor or the relationship between the two changes, it will naturally bring a huge blow to the live broadcast room. Balancing the relationship between popular anchors and live broadcast rooms is undoubtedly a problem that @楠咪咪天团 has to face.

Screenshot of @楠咪咪天团 live broadcast room

In addition, we also noticed that @楠咪咪天团's product reputation score was 4.59 points, of which the content reputation was as high as 4.8 points, but the product reputation was only 4.42 points . This also means that at this stage, in terms of the three elements of people, goods and venues, @楠咪咪天团 has advantages in people and venues, but is obviously lacking in the most important link of goods, which is likely to become the core factor restricting the long-term development of the live broadcast room.

Looking back at 2022, we have witnessed the birth of stylized live broadcast rooms such as Oriental Selection, T97 Coffee, Crazy Little Yangge, and Zhang Lan. Now, there are only four months left in 2023. Apart from the still active Oriental Selection and Crazy Little Yangge, there are few new hit live broadcast rooms emerging. How far can @楠咪咪天团, which focuses on appearance and form, go in the live broadcast track, and whether there will be new live broadcast rooms to surprise us in the future, let us continue to wait and see.

Author: Lou Xingchui

Source: WeChat public account "Kas Data"