With 500,000 fans selling 30 million worth of goods, is Bilibili doing well again?

This article describes in detail the case of @Coco敲敲_, a vertical track UP host who has risen on the B station platform and has achieved great success in the clothing field with his unique live streaming sales method. By analyzing the UP host's product selection characteristics, live streaming style, and fan interaction, it reveals the rapid rise of the vertical track sales ecosystem on B station, as well as the interactive relationship between fans and UP hosts. This article is suitable for users who are interested in live streaming sales on B station.

On Bilibili, more and more UP hosts are entering the vertical track to sell goods, and their transaction volume is also shattering the outside world's stereotype that "Bilibili users only know how to get content for free and have no purchasing power."

I have always believed that buying on Bilibili is a reserved activity for UP fans, a niche consumption space with small circles, similar interests and strong demands.

Until my circle of friends saw the live broadcast report of @Coco敲敲_ in my treasure UP favorites.

I know that live streaming with goods is a track that is used to seeing "big money", but the number of fans is only more than 500,000, and the goods are mainly niche live broadcasts of "Pear People" wearing outfits. The GMV of the two broadcasts exceeded 31 million. Everyone can feel that Bilibili, an atypical live streaming with goods platform, has become a typical one.

Open @Coco敲敲_'s homepage, and you'll see that the "Pear People" tag is the main axis of the entire content creation. "Pear People" simply refers to "people with pear-shaped bodies", characterized by narrow shoulders, thin waists, and wide hips.

@Coco敲敲_ usually tries on clothes using her own body as an example, and then explains in detail the styles, materials, and matching of various clothes. During the process, she does not hold back on explaining her body flaws and concerns, making the "pear lovers" exclaim "looking at her is like looking at themselves."

Perhaps it is precisely because of the steadiness, accuracy and ruthlessness of her fan base that her live broadcasts have had more and more first-release limited editions. Along with this, there are also more and more times of melancholy that "I can't get the goods even if I wait for the live broadcast."

However, most fans will still feel happy that Bilibili has finally allowed its treasure UP master to shine.

1. After buying for a year, I got used to placing orders like an addict

As a "dianli" with a thin waist and wide hips, I have stopped shopping for bottoms online for many years after suffering the blow of "the waist fits but the legs don't fit, and the legs fit but the waist falls down". However, girls are "naive and love to try" in their nature, and are often broken by outfit videos.

Last summer, I accidentally saw Coco's video on Bilibili. The blue plaid short-sleeved shirt on the cover was exactly what I wanted. After clicking in, I found that her explanation of each piece of clothing was not just a simple "slimming" statement, but also covered the fabric, style, quality, cost-effectiveness, and wearing scenarios.

Those who understand are family. I feel as close to Coco as seeing a lost sister. When I watched a 12-minute video from beginning to end, I admit that I was addicted. Following Coco's guidance, I found a collection of links and ordered all the same items I liked.

After receiving these pieces, I kept them all for myself. It seems that she is a real "pear", and not the kind of blogger who calls herself a pear-shaped figure as I worried about. But when I clicked on them, I found that they were all "white, young and thin", and she often had to return the things she bought.

In the second half of last year, Coco started to try live streaming. As a veteran of live streaming, I am used to watching the preview of the broadcast in advance and then making precise moves. Coco's product selection is different from the large and comprehensive selection of top anchors. She focuses on clothing categories, focusing on practical wear and cost-effectiveness.

Although live streaming with goods was not all smooth sailing and there were some minor panics in the early stages, her distinctive personality, outstanding product selection, and authentic style of selling goods still managed to take away most of my clothing budget.

Her fitting process was very real. If it wasn't good-looking, it wasn't good-looking. If it was good-looking, it was really attractive. I saw people frequently asking in the barrage: "When will you go on the live broadcast room?" "It's over. I feel like I won't be able to keep my wallet after this live broadcast" and so on.

The live broadcast experience after the beginning of this spring has been several levels higher, and there is basically no problem with the team connection during the live broadcast. This also makes the arrival of the season more motivation to watch Coco, who brings many different matching ideas. Placing an order in her live broadcast room is more like "a meeting once a season" with a shopping guide who understands you.

She also makes a lot of documentary content around the preparatory work for the live broadcast. For example, in the business trip vlog released at the beginning of the year, she recorded her product selection process in the form of a video. She traveled across three cities, went directly to brand stores to inspect and try on clothes, and also "daringly" gave feedback to the brand for improvement.

Before the official broadcast, we will prepare multiple categories of content to warm up the live broadcast, keep the live broadcast mode updated, and whet the appetite of fans every day.

In addition, her meticulous operation is also reflected in every link of the live broadcast chain. After the live broadcast, she will also pay attention to the feedback from the sisters, because the goods and the crowd are relatively more accurate, and the entire after-sales service can also make fans feel more comfortable.

The emergence of more and more bonus points may be the reason for the exponential growth of Coco's GMV. Many girls like me regard her as a "pear-shaped heavenly dish" and are all following the map. Everyone is also Coco's "original shareholder". The barrage and comment area are full of "I want to buy this", "I give up, this warm-up video has planted 2 more pants and 4 skirts, and the point is that I have already bought 8 pieces in the last live broadcast, Lao Co".

Fans like me who place orders worth thousands of yuan in a single game may be the norm in Coco's live broadcast room.

2. Small size and big energy, use the order to stand up at Station B

Since last year, more UPs have chosen to sell products. In addition to Mr. Midong and Niaowuli, some smaller and more vertical UPs can always bring more surprises.

For example, another fashion UP host I follow, @五百-, has a fan base of less than one million. He mainly shares dressing tips for different scenarios. The total GMV of his first live broadcast on March 18 exceeded 9.7 million.

This has also forced more brands and creators who were holding a wait-and-see attitude to reconsider the commercial value of Bilibili.

From a phenomenon point of view, the fashion and lifestyle areas of Bilibili have grown extremely rapidly. UP hosts with good sales performance here have distinct characteristics: they focus on one category or one group of people, have a medium-sized fan base but strong stickiness, and their products are precise and high-quality.

What fans and the user ecosystem feed back to the UP master are: high customer order conversion, low return after-sales service, and sufficiently long-tail conversion efficiency.

For example, the average customer order of Coco’s two live broadcasts in the spring season exceeded 195 yuan, and the average customer order of the earlier Parrot Pear live broadcast was close to 300 yuan. This high customer order comes from the full and spontaneous trust of fans.

Xiao Yangge, the leader of the online sales, often uses his own sales live broadcast as the content source, and then edits it into different fragments for distribution and conversion. But on Bilibili, more fans are spontaneously directing traffic to UP.

For example, Coco, many sisters took the initiative to post Coco's unboxing and fitting videos and pictures, which gave many onlookers real references. Of course, this also made me grab the goods in her live broadcast room, and I had more "competitors". Coco's live broadcast warm-up information on March 26th appeared in my B station recommendation position, and some related fan feedback videos also constantly shook my wallet.

Take myself as an example. I buy things with Coco without thinking. I will buy anything I like. There is not much room for return. Her selection is vertical and targeted. I just need to buy it. There is no impulse purchase. Clothes for changing seasons are also just needed. I bought 10 items in this live broadcast in March. I am very satisfied with the 6 items I got so far.

As a female user, I feel that girls like me seem to be the majority: they don’t like to use “definitely next time” as a way of adjusting the comments in the barrage, but instead support the UP host by placing orders based on their professional, authentic, and pain-spot-hitting in-depth content.

Compared to "oh my god" and "3, 2, 1, link", Bilibili's promotions don't have as many routines, but one obvious feeling is that your interests, shortcomings, and preferences are respected, understood, and understood by more people, your needs can be met, and your expectations can be fulfilled. Placing an order has become a beautiful thing.

Author: Xue Jizhi

Source: Lujiu Finance (ID: liujiucaijing69)