2 million fans, monthly GMV exceeds 50 million, the "new king" of the food broadcasting industry has emerged

01 Relying on food broadcasting, GMV exceeded 50 million in a single month

@是可乐 is not a newcomer to Douyin. Before she started her own live broadcast room, she had collaborated with another food anchor @阿拉小雷 on the platform. Many old fans said that it was Xiaolei's live broadcast room that got them interested in Kele. After she left, someone asked in the comment section, "Why don't you live broadcast with Xiaolei anymore?

After choosing to "go it alone", @是可乐's short video content went through a period of exploration, and because of the change in style, it hid its past works. At present, the first video that can be observed on the Douyin homepage of this account was released in June 2021. The content is about making Xinjiang Dapanji in the countryside, and the shooting method vaguely has the shadow of Li Ziqi. Although the label is "rural food", the focus of the video is still on the later eating broadcast.

After the rural food series came to an end in episode 12, @是可乐 turned to the "Going Out to Forage" and other series, and eventually formed a fixed template for food broadcasters - focusing the camera on food, focusing on the food consumption process, often "showing off" the food in front of them in one breath, without too many lines and scripts.

Tik Tok account @是可乐

This type of content focuses on immersion, which has attracted a group of fans who love to consume food broadcasts . However, compared with her predecessors @小贝饿了 and other anchors who try their best to explore the "store exploration element", her content is not particularly innovative in terms of subject matter and content expression, and the number of likes is rarely over 10,000. However, short videos are not @是可乐's home ground. In comparison, her live broadcasts can almost always achieve over 2.5 million views.

Spending most of her energy on live streaming is a feature of @是可乐, and the lack of grass-seeding video traffic is compensated by purchasing traffic from the live streaming room. When users wondered why her videos had few likes but her live streaming was very popular, the anchor generously replied, "The live streaming traffic is purchased." In other words, @是可乐 is taking a path of "a large amount of traffic + retaining users with live streaming performance." Observing the sources of traffic in her live streaming room, most of it is natural traffic + paid traffic.

In terms of live broadcast time, @是可乐's live broadcast is scheduled to start at 10 pm. At this time, most office workers enter the leisure video watching period and are more likely to stay in the live broadcast room. This is also the time when people are prone to feeling hungry, which perfectly fits the well-known law in the field of food broadcasting: "If you can't watch it during the day, you can't escape it at night."

Kas summarized the three major advantages of live streaming.

First, the live broadcast room calls for good content, and the food broadcast track that @isCola has entered has a certain content gene in itself, which to a certain extent increases the length of time users stay in the live broadcast room.

The second is the sense of reality . In the past 30 days, @是可乐 has broadcast a total of 24 live broadcasts, each lasting about 4 hours. She sat in front of the camera for at least 3 hours, eating and explaining quickly and reviewing the food. For an eating broadcast account that values ​​the sense of reality, this undoubtedly adds to the credibility of her account.

@iscokelive

The third is her straightforward personality . Walking into @是可乐's live broadcast room, the most intuitive feeling is the lively and fast pace. The host's straightforward oral broadcast and unsophisticated eating broadcast constitute the most direct sensory stimulation. And her exaggerated eating posture and iconic inverted splayed eyebrows also make her more memorable.

Looking at the staffing in the live broadcast room, in addition to the staff who help with product promotion and backstage monitoring, the main characters include the host Coke, an assistant who focuses on "gentle style" eating, and an auxiliary commentator who does not show his face.

To a certain extent, the sales of food live broadcasts depend on whether the anchor "eats well". Therefore, when it comes to eating, Coke will take on the role of "wolfing down" the food, and quickly show the core selling points of the product with oral broadcast, such as the cheese shreds of paper-wrapped siomai and the thick durian flesh of durian thousand layers. The assistant lady sitting in the back row will eat at a slower pace. The two styles complement each other and meet the different viewing needs of the audience in the live broadcast room.

In addition to "delicious", for food live streaming, the audience's focus is mostly on three dimensions: authenticity, price, and after-sales service, which @是可乐 will also emphasize in the live broadcast.

In terms of live broadcasting skills, @是可乐 adopts an "old-fashioned, but effective" approach. Kas summarized its sales pitch skills. In short, it is to enhance the high cost-effectiveness of the product through price comparison and a large number of additional gifts, thus stimulating consumers' desire to consume.

For example, when introducing a raw cut marinated steak, they first emphasized the high quality of the steak, "no synthesis or splicing, no shrinkage after thawing", and then impressed users with the price, "Boneless steaks that were sold offline for 58.7 yuan a pack are now 199 yuan for 1, 2, 3... 10 packs in the live broadcast room. Click to follow and add a pack of their grilled sausages." Introducing amber walnut kernels: "We used to buy two cans of two kilograms for 69 yuan, but today the Coke live broadcast room sells one can of one kilogram for 39.9 yuan, and add another can of one kilogram, pure amber walnut kernels."

The price comparison before and after, as well as the stacked products, convey the message of "high cost performance" and "cheap and delicious" to consumers, and then promote the products by continuously "adding orders". It is worth mentioning that when introducing discounts, anchors often shout "pay attention" to convert traffic into their own fan groups and increase repurchase rates.

In order to avoid a crisis of trust and users questioning whether the product is "not what was described", the anchors, on the one hand, adopt the form of "unpacking bags on the spot", and on the other hand, stimulate conversions with consumer feedback. Positive feedback from fans will be carefully selected, and the anchors are more willing to interact with this type of barrage.

This fast-paced live style is also due to the number of products in the live broadcast room. Generally speaking, @是可乐 has about 80 products in a single live broadcast, and the highest number reached 95. The tight live broadcast time forced her to quickly go through the products, which led to some fans complaining, "The video rhythm is more comfortable, and the live broadcast room is too anxious to eat and it doesn't look good."

In addition, the high GMV of @是可乐直播室 is also related to its pallet configuration. According to Chanmama data, the most popular categories of goods on the shelves in the live broadcast room are food and beverages and fresh fruits and vegetables. The top three products in terms of sales in the past 30 days are Su-style paper-wrapped siu mai, marinated steak (both contributed 5 million to 7.5 million GMV), and durian crepe cake (GMV contribution 2.5 million to 5 million).

Kas observed that the product selection in @是煤乐's live broadcast room did not pursue the low-price "small profits but quick turnover" strategy of snack products . Among the products on the shelves, there are many products with slightly higher unit prices, such as beef ribs, lamb legs, and durian cakes. Most of the products have a certain brand awareness. While increasing the GMV of its live broadcast room, it also increased consumer trust.

02 How much potential does food live streaming have?

As we enter 2023, the food sector is also showing signs of weakness.

Overall, due to multiple reasons such as lower average order value, the data performance of single food live broadcasts is inferior to that of comprehensive anchors. In the few years of rapid development of live e-commerce, most of the food experts who transformed to live streaming early on have experienced a decline in influence or have been caught up in public opinion storms and other problems .

For example, @特兀啦啦, who has over 1.5 million fans, has only broadcast once in the past 15 days, with sales of 1 million to 2.5 million; @肉肉大搜, a veteran internet celebrity, has an average sales of 500,000 to 750,000 per show in the past 30 days; @大LOGO吃垮中国, who has transformed from a store explorer to a group buying expert, has an average sales of 500,000 to 750,000 per show, which is not commensurate with his over 2.5 million fans. Within a month, he has experienced a continuous loss of fans, with a decrease of 143,000 fans; after the lawsuit with You Xu was settled, the once-famous Langweixian "small account" had an average sales of only 250,000 to 500,000 per show in the past 30 days.

Other top anchors who have been caught in public opinion storms due to food safety issues include @小贝饿了 and @密子君. In a live broadcast in April this year, cockroaches were found in a boneless chicken claw that Mizijun was selling. Afterwards, the anchor did not properly handle the matter, but simply said "that pot is a sample, we don't eat it." After the relevant clip was uploaded to social media, Mizijun's reputation began to decline, and the live broadcast was immediately stopped. It was not until May 8 that she resumed selling goods, but the sales were not ideal.

@小贝饿了's "car accident" is more complicated. As early as November last year, she was exposed for claiming that a lotus root powder she promoted was "edible for pregnant women", but pregnant women had problems after eating it; in a live broadcast, she said "original cut marinated steak" was "original cut steak" and was fined 460,000 yuan. On the day the news was announced, @小贝饿了 lost 16,000 fans. Users place orders in the live broadcast room of food anchors out of trust, but this trust relationship is based on product quality. Once it is destroyed, it is not easy to rebuild.

TikTok account @小贝鸿了

Food live streaming needs new forces. In comparison, @是可乐, which has 2.4 million fans and an average sales of 2.5 million to 5 million per session, has performed very well. It is not difficult to imagine that more brands will cooperate with her to promote products in the future, but how much potential will the influencer release? Kas believes that it is still unknown.

On the one hand, most of the food broadcasting bloggers who became popular in the early days were labeled as "big eaters". Although the "big eater restriction order" came into effect afterwards, some stereotypes about food broadcasting still remain. Many food broadcasting bloggers are still known for their "ability to eat", and of course this type of content also has a considerable audience.

However, this track can easily fall into homogeneity and divert the audience's attention . In the comment section of @是可乐视频, many users also mentioned other food broadcast bloggers, such as @晴子-, @周小福, etc., and even derived a contempt chain of food broadcast styles.

On the other hand, the "original sin" of eating broadcasts still exists, and the audience's requirements for eating broadcasts are becoming more and more stringent. In addition to "eating well", the importance of "authenticity" has also been raised. Users who have been deceived by fake eating and fake editing have begun to question all "eating broadcasts" through a microscope: why there are no swallowing shots, why they don't get fat, whether they induce vomiting, etc. In @是可乐's live broadcast room, there are also constant comments questioning "eating too fast", "eating in an ugly way", and "recorded broadcast".

Of course, the most important thing is still the "goods". Only by building a perfect supply chain, establishing a perfect product selection mechanism and review mechanism, and ensuring that there are no problems with product quality can influencers go further.

Author: Lin Wu

Source: WeChat public account "CaasData (ID: caasdata6)"