Recently I found drinks products take goods sales on the trill, trill live again in take goods Zhou Bang double 叒 叕 appeared a “dark horse”.
He is the dark horse of @winesen.com, who has emerged from many livestream events on alcohol.
How good is he at carrying goods? Let me talk about the numbers:
3.53 million
The number of fans, ever
4
Sell by hour
3000
Bottle of brandy, sales per show
40 million
!
Since I joined TikTok in June 2019, I have grown from a few hundred fans at the beginning to more than 3.53 million fans now. With strong delivery capacity and high conversion rate, I have been able to continuously increase my fans, which is indeed a good example for the majority of merchants and talents to learn from.
So what’s his secret to making tens of millions of sales via livestreaming?
Now, let’s have a good steak together!
01
A single live broadcast sales of 40 million
At present, the delivery capacity of liquor livestreaming on TikTok has suddenly become very strong, and it has made a bloody way in the hot track of food, beauty, automobile and so on.
Some time ago, a vertical number of live broadcast sales of 40 million per game centering on the knowledge of drinks, becoming the leader of the alcohol live broadcast circuit.
The account is “Raffeger” (Raffeger).
The short videos of “lafego” are full of me,
The style and content of the video are vertical, mainly focusing on the popularization of wine, red wine and other wine knowledge, as well as the shooting of “wine” related plot content creation
With his more than ten years of experience in the wine industry precipitation and a strong degree of professionalism, in the many alcohol accounts to stand out.
For example, “One trick teaches you how to open the champagne”, “59 seconds to understand the general situation of the whole foreign wine”, “How to explain the true and false Jager, see two….” , etc.
It covers “almost every aspect” of the beverage industry, and the content is both dry and interesting
.
At the beginning, lafego played the same way as most people, taking advantage of his status as a wine expert to shoot short videos about wine knowledge and how to taste and upload them to TikTok.
With strong professionalism and humorous words, he soon accumulated hundreds of thousands of fans.
There are two reasons why Raphael’s content attracts so many fans. First, it is relatively professional and second, it is easy to understand.
In terms of traffic,
Lafighter uses the original social e-commerce model to increase user stickiness and quickly attracts traffic with the mode of “live streaming platform Internet celebrities”
.
His cash is mainly through livestream to bring goods, the goods are all drinks, the unit price of 26280 red wine can sell 14 million GMV, which on September 8 a single live GMV40 million , it can be seen how accurate the fan group portrait, the cumulative is a purchase intention of fans.
02
TikTok liquor industry big V behind the law of gold
So what’s the secret to Raphael’s livestream sales of tens of millions? Bubble Net income summed up three reasons, as follows:
1. Professional knowledge output
One of the most basic and difficult things about making short videos is consistently producing good content.
As a certified sommelier with a professional organization, lafego’s knowledge of wine expertise and wine-tasting culture goes without saying.
From the perspective of content attributes, the content with “wine knowledge” as the main theme is a unique but not too small category on TikTok. However, lafego has introduced this type of content to the public with its own style, and has gained quite vertical users’ love, which has been successfully realized.
2, professional vertical age category
Set up distinct categories of people vertical age group, create account characteristics, form a unique style.
Lafiege’s people and the categories of goods are very vertical, through the sharing of wine buying, wine tasting, wine culture and other wine knowledge, to provide value for fans, let users spread and share to attract accurate fans, through this value as the core let lafiege IP has a longer life cycle.
According to All Five scores, there are more than 3 million fans of lafighter, 75% of which are concentrated in the age of 31-50, and all are male, this age group of men is the biggest demand for alcohol users.
Older men have strong economic power and purchasing power, but due to different consumer psychology and women, the threshold of decision-making in the broadcast room is much higher for men than for women.
Lafego’s success in breaking open the door to older men’s live shopping through the alcohol category offers lessons for other streamers to leverage more male users.
3. Strong supply chain
Lafayette brother is a master account incubated by brand businesses themselves, backed by wine fairy net.
From selection to live streaming, lafego is supported by a strong supply chain, with a storage base of 100,000 square meters, which stores over 6 million bottles of wine.
Can open up all links in the link, can maximize the benefit of consumers, from the source of the selection of good wine to consumers
.
So that users can choose internal quality products, but also can enjoy high quality pre-sale, sale, after-sales service.
03
conclusion
As the trill ecological change constantly, there become more diverse, the content of the small class play will also expand, in addition to food, beauty makeup, cars and other conventional vertical class, also emerged more vertical niche content.
They are good at or delve into things that the general public is familiar with and curious about, but there is a certain threshold, and thus attract a lot of interested audiences. The “professional set vertical age” method of @Jiuxian.com Lufeig makes us see another possibility for TikTok live streaming to bring goods.
Take advantage of the current live delivery is still in the dividend period, if you want to operate, seize the opportunity to operate, do not hesitate, the longer the time, there may be no time!
