No longer competing on low prices? Douyin e-commerce starts playing the "high-end card"

Recently, the female star Aya and her bestie Zhou Xun opened an account on Douyin called @好看识你, an atypical live broadcast room that focuses on "high quality". It has achieved a comprehensive increase in volume and sales on Douyin. So, what are the characteristics and magic of Aya's live broadcast room? Does the popularity on Douyin mean that Douyin live broadcasting has a new direction and trend? What references have the continuous emergence of high-quality live broadcast rooms brought to the industry? Let's take a look.

Live streaming e-commerce, which is constantly involution, is quietly undergoing a transformation.

Some time ago, Dong Jie's live broadcast was successful, which made the industry see more possibilities of live broadcasting besides "low price". Later, Zhang Xiaohui released a unique differentiated energy with a live broadcast with over 600 million views, which focused on high-customer single live broadcast rooms with high-quality life. Quality, attitude and style are driving the live broadcast room to a new direction.

Recently, actress Aya and her bestie Zhou Xun opened an account on Douyin called @很高识你 to record and convey their own life attitudes and consumption concepts, and started live streaming to sell goods. This atypical live streaming room that focuses on "high quality" has achieved a comprehensive increase in volume and sales on Douyin.

What are the characteristics and magic of Aya's live broadcast room? Does the popularity of Douyin mean that Douyin live broadcast sales have a new direction and trend? What references has the continuous emergence of high-quality live broadcast rooms brought to the industry?

1. @Nice to meet you: the quality of the main products and people’s lives

The IP "Nice to Meet You" comes from the variety show of the same name produced by Douyin. As the initiators, Aya and Zhou Xun will invite guests to go to various parts of the country to find people's attitudes and meanings in life. As the official Douyin account of the program, @Nice to Meet You was originally based on the derivative content of the program, taking over the variety show traffic, touching the emotional points in the lives of young people through short videos, and relieving the life anxiety that young people generally face.

At the end of 2022, Aya started her journey of live streaming sales. In October last year, @很高识你 officially launched its first live broadcast. At that time, the GMV was only a few hundred thousand. It was not until May 9 this year that @很高识你 cooperated with the big-name beauty CPB to conduct a special live broadcast. The GMV exceeded 10 million and the number of fans has exceeded 3 million.

In just half a year, GMV increased dozens of times, and @好看的推荐：@好看的推荐：@Nice to meet you) successfully embarked on a differentiated path on Douyin.

Compared with other live broadcast rooms, @好看的朋友见你 is very different in product selection and live broadcast style. Aya positioned the live broadcast room as a "quality life collection store" and focused on "free lifestyle". The products selected are mostly beauty, clothing and home products. Users can see international brands such as CPB, Dior, Shiseido, etc. in the live broadcast room, as well as relatively niche designer brands such as LESS and edition, and the average customer spending is relatively high.

In terms of live broadcast settings, @好看的朋友见你 has changed the lively traditional live broadcast room, without excessive decorations and eye-catching light signs, and focuses on warmth and refinement, bringing users a quiet and peaceful atmosphere in the literary scene. Aya even invites her professional stylist friends to style the assistants, so as to bring users the most textured live broadcast experience.

The picture is a screenshot of @开心有你's live broadcast

When introducing products, Aya does not deliberately emphasize her price advantage, but instead focuses on the craftsmanship and connotation behind the products in a soft voice. For example, when introducing the Biyunquan water purifier, she spent nearly half an hour answering fans' questions about water purification technology, and gave a detailed introduction from the filter element to the effect, without the sense of urgency of most live broadcast rooms. In Aya's own words, "I must be responsible to everyone and explain clearly why it is worth spending the money to buy it."

There is no forced ordering and no noise. This method is different from the "hawking" style of other live broadcast rooms. It is more like a way of talking and sharing with friends. Aya's focus on quality of life has attracted the attention of many high-net-worth people and created a unique high-quality live broadcast room on Douyin.

2. The key to success is the high degree of unity between people, goods and venues

In an interview with media person Uncle Ni, Aya said that the essence of quality e-commerce is actually the reshaping of the relationship between "people, goods and places". @好看的推荐的推荐_热身，阿雅是both the source and the result of the reshaping.

First of all, in terms of the positioning of the target population, @很高识你 chooses the high-end urban population with high knowledge, high income and pursuit of quality. According to public information, the main viewers and consumers of @很高识你 live broadcast room are currently sophisticated mothers, new white-collar workers and senior middle-class people. These users are generally willing to pay for the quality of life and have stronger consumption power.

At the same time, this group has higher requirements for product quality, and they consider consumption comprehensively, making it more difficult for them to make consumption decisions. This requires the host to have a deep understanding and expression of the product. This happens to be Aya's strength as a host.

For example, when Aya introduced SAGE STUDIO's clothing, she invited the brand's owner to the scene to introduce the details of matching and design through dialogue and interview. At the same time, she would also invite professional makeup artists, celebrity stylists and other professionals to the scene to fully introduce the product experience, giving full play to her advantages as a host through interactive means.

Aya gives people the impression of being elegant and refined, and has always been a petty bourgeoisie who enjoys life. She has also repeatedly expressed her understanding and love of life in the program, which is highly consistent with the target audience and product selection of @很高识你 live broadcast room. At the same time, Aya talks more about opinions rather than selling points, and knows how to use her own language to connect good products with target audiences. Users can truly feel her attitude towards life and her perception of beauty in the live broadcast room.

In terms of product selection, the prices of products in @很高识你’s live broadcast room range from tens of yuan to tens of thousands of yuan, and the company does not have overly stringent requirements on the price and brand of the products. Some niche designer brands may not be well-known, but they can also have good sales performance. At the same time, the number of SKUs in each live broadcast is not large, and the focus of product selection is more on quality and reliability.

The picture is a screenshot of @Nice to meet you window

When people and goods are unified, a live broadcast space with a matching style is needed as a connection point. @开心识你's live broadcast room inherits the atmosphere of the variety show of the same name from the setting to the style, and the rhythm is very slow. Aya herself also rejected beauty and filters, so that consumers can see the most authentic texture of the product, creating a sincere and warm live broadcast room.

Overall, the high degree of unity among people, content, live broadcast, and product selection has enabled @很高的见你 live broadcast room to accurately capture the hearts of target users. Quality life has become a differentiating feature of the live broadcast room , presenting us with the vitality of high-quality live broadcast in the future.

3. Douyin needs a high-quality live broadcast room

A high-quality live broadcast room does not mean a higher average order value, but the core competitiveness is not price, but rather driving users to consume through live broadcast content, live broadcast quality and the host’s life taste.

Looking at the current Douyin live broadcast rooms, most of them still focus on price advantage. As more and more live broadcast rooms adopt the same live broadcast mode, users will gradually understand the "routines" and gameplay behind them, and even develop a certain rebellious psychology. However, users' love for differentiated content will not change easily , which makes it possible for live broadcast rooms to take advantage of high-quality content.

For example, the live broadcast of Dongfang Zhenxuan outputs content in the form of cultural communication. The cultural background that can be explored in the product can be transformed into a selling point in the live broadcast. The fireworks of the world and the exotic mountains and rivers are hidden in the products and delivered to consumers through live broadcast. Another example is Che Che, who became popular as soon as his first broadcast, using trend culture as the basis of his live broadcast room, giving full play to the influence of his personal IP, and more of "selling" his own understanding of trends and youth culture.

A series of content-driven live broadcast rooms have broken through the circle on Douyin, making the connection between content and consumption closer. High-quality and differentiated content has become one of the transformation directions of live broadcast rooms in the future.

The second is the host's own transmission of the quality of life. Take Aya as an example. The image of a sister who is humorous and loves life has always been deeply rooted in people's hearts. After traveling around the mountains and rivers and understanding all kinds of life, Aya has a unique taste for life, and a layer of fireworks on top of her taste. Therefore, any product with a customer unit price can convey different interests in Aya's mouth. The long-term sedimented character image makes Aya's live broadcast room more realistic, making consumers more willing to listen to and believe in her aesthetic taste.

As consumption concepts change, users' interests and needs in content and products are gradually stratified, and differentiation is becoming clearer. Aya chose to start from consumers' demand for a higher quality of life and more accurately explore the differentiated characteristics of different groups of people. In the future, high-quality live broadcast rooms that meet the needs of refined groups of people will continue to emerge.

From the perspective of the industry, the live broadcast method that attracts users purely by price advantage cannot fundamentally bring the industry into a positive cycle. Users who come for low prices are more likely to "get a bargain" and do not really like and trust the anchor. Such users are not sticky and are not conducive to the long-term operation of live broadcast. At the same time, for brands, the decline in live broadcast prices is bound to compress brand profits, which will to a certain extent affect the enthusiasm of brands to participate in live broadcasting and bring goods, thus affecting the goods in the live broadcast room.

As the industry's development trend slows down and stabilizes, the identity of a host with taste and a good understanding of life, coupled with carefully selected live broadcast products and a warm and non-irritating live broadcast room style, has taken another path for live streaming e-commerce, allowing us to see the feasibility of high-quality live broadcast rooms on Douyin.

The quality development of live streaming has brought more possibilities to the industry. Only by achieving a virtuous cycle of "people, goods and places" and constantly building resonance and trust with users can a healthy business model be formed and the value and vitality of the industry be released.

4. Inclusion and diversity bring infinite possibilities to the industry

People's pursuit of high-quality content and quality of life has always existed. A carefully prepared live broadcast background and a high-quality live broadcast that conveys life attitudes can always touch people's inner sensitivity and resonance with life. The flourishing live broadcasting field can not only bring discounted products to users in a lively manner, but also tell intellectual and enjoyable life stories, which reflects the unique inclusiveness and diversity of the industry.

Regardless of the live broadcast method, it ultimately provides valuable connections between consumers and brands and serves both. Actively embracing change and adapting to consumer needs will always be an important issue for every practitioner. We look forward to the emergence of more high-quality live broadcast rooms, and more forms and styles of live broadcasts, to jointly promote the development of the industry.

Author: Dake

Source: WeChat public account "TopKlout (ID: TopKlout)"