With two shows grossing over 60 million, the leader of the entire network’s trendy live streaming has emerged!

Recently, a phenomenal live-streaming anchor Che Che has emerged on Douyin. He mainly sells trendy products and has gained a lot of popularity. Here, Douyin e-commerce has leveraged its content advantage to become the best catalyst for trend explosion. Let’s take a look at the detailed introduction in the article!

Recently, a new phenomenal live-streaming anchor has appeared on Douyin - Che Che.

He has only 1.7 million fans, but his sales from two live broadcasts exceeded 60 million. The first one had a GMV of 32.52 million, directly surpassing Jia Nailiang who has 30.77 million fans and Oriental Selection who has 29.88 million fans, and became the top seller on the day; the second one had a GMV of 31.82 million, catching up with Crazy Brother Yang who had 36.73 million sales on the same day and has 100 million fans. A maximum of 100,000 people were online in the live broadcast room at the same time.

It is worth noting that, unlike the top-tier live-streaming hosts in various comprehensive categories mentioned above, Che Che’s live-streaming focuses on the trendy track.

Before him, there had been no top anchors in the trendy e-commerce track. Trend is a popular "concept" track, with any vertical categories such as clothing and toys as carriers, combined with the avant-garde ideas of celebrities and trendy KOLs, such as trendy brand clothing, trendy toys, trendy artworks, etc., and the popular camping products are also included, and there is also a special trendy online shopping community App "Douwu".

For anchors, the threshold for bringing "trends" lies in the high requirement for the right to speak on "trends". It is already very difficult to gather relatively well-known brands in their respective vertical circles. The key is whether consumers in the trend-following circle "recognize" them. Trendy people include a large number of non-price-sensitive users. Compared with low prices, they are more concerned about whether the anchor really understands the trend. In the past, many top stars and super anchors wanted to use their influence and fan stickiness to launch trendy brands and enter the trend circle, but they all encountered a considerable reputation crisis.

Che Che's reputation is reflected in his sales performance. The former vice president of iQiyi has rich experience in producing trendy variety shows such as "The Rap of China" and "Trend Partners", and he also runs the trendy toy IP "FARMER BOB". He is also the ceiling of the trendy circle. His strong content gene gives him a latecomer advantage, and he just stepped into the "content-oriented" transformation wave of the live streaming sales industry.

At the same time, we can get a glimpse of the main development trend of live streaming e-commerce in the future - the content and product tracks are becoming increasingly vertically segmented. From Dong Yuhui to Liu Genghong to Che Che, they are gradually occupying the top anchor positions in vertical segments such as agricultural products, fitness, and trends. Digging out more in-depth content and creating richer live streaming expressions are their breakthrough weapons.

Focusing on the trend track of Douyin e-commerce, Douyin has noticed that whether it is Che Che’s recent trend live broadcast that has become popular, or the celebrity Wang Hedi’s trend brand D.Desirable that sold well in the Douyin mall some time ago, with the advantage of content, Douyin e-commerce has become the best fuel for igniting trends.

1. Che Che's live broadcast room: a gathering place for the trend of "opening up"

From incubating short videos to preheating live broadcasts and then to the review after the second show, "trend" content runs through Cheche's entire business path of "content-IP-consumption". For example, the company started various short video programs such as "Che's Work Diary" and "Che's Trendy Unboxing" half a year ago. For preheating live broadcasts, "trendsetters" were invited to the stage. The live broadcast room for selling goods is called "Trend Workshop", and all the selected products are trendy brands. The managers of trendy brands are invited to the live broadcast room to sell goods...

Frankly speaking, there is nothing special about this conversion path itself. Every MCN in the live e-commerce field can customize it, but the proven old tricks can be refurbished as long as they create content that suits them.

An industry insider close to Che Che told Duzhu that before live streaming to sell goods, Che Che visited all the MCNs in Hangzhou, and after listening to the same old guarantees of "over 100 million in the first show", he decided to build his own team and go ALL IN on this matter.

This is why Che Che's trendy product promotion is very "Che Che". For example, before the live broadcast, according to the usual routine, celebrities will use the resources of the entertainment industry to warm up and promote their first show, thereby bringing a lot of exposure. For example, when Xiang Tai made her first live broadcast, Jet Li and Gong Li were willing to give their face and come to bless her.

During the warm-up for Che Che's live broadcast, a group of friends in the rap circle were all singing a different tune. For example, TangoZ said, "Director Che will not host the show all night and still not get as much traffic as me talking nonsense online", and there were also comments like "Why don't you focus on variety shows and learn from others to sell goods through live broadcasts? Are you doing a good job?"

It seems like a question, but in fact it is full of variety show feeling and has a better traffic effect. On the one hand, it conforms to the communication method of the RAP circle, and on the other hand, it also manages the expectations of consumers. When the live broadcast comes, Che Che's seriousness is seen, which will form a strong contrast.

At the same time, Che Che also released a rap song "Big Salesperson" on the day of the live broadcast to warm up the live broadcast, and implanted the brand and products of the live broadcast into the lyrics to "plant grass". This novel model can't help but remind people of the advertising song of "The Rap of China", and it is also highly consistent with the consumer groups in the fashion circle.

In terms of product selection, the first live broadcast featured 62 items, which were basically trendy items that young people of Generation Z would like. The selection covered clothing, trendy toys, lifestyle, etc., focusing on "scarce trendy items + national trendy products", including personal designer brands with international influence such as fengchenwang, as well as affordable national trendy brands such as F426, BJHG, and ENSHADOWER. The second live broadcast added trendy accessories, backpacks, and the recently popular "Slam Dunk" complete set.

After two events, the street brand 1807 from Chengdu directly created the highest sales record for T-shirts on the Douyin e-commerce platform.

There is one detail. Even the products that attract traffic in Che Che's live broadcast room must be related to "trends", such as 1 yuan double-kick skateboards and T-shirts, and 16.9 yuan camping chairs. These niche products have never appeared on Douyin before, in sharp contrast to the small commodities such as "big belly cups" and "paper towels" at 9.9 yuan in most hawking-style live broadcast rooms.

The most important thing is to talk about the products. Compared with the pure shopping guide live broadcast rooms that focus on the fabrics and ingredients of the products, Che Che will spend more time inviting multiple brand managers such as Han Huohuo, Zhou Yangqing, KnowKnow, Benny Wu, etc. to the live broadcast room to talk about the topics of "trendy consumption" or "fashion shopping", give multiple interpretations of trendy culture, and introduce each niche fashion brand in detail.

This live broadcast room is more like a gathering of the fashion circle held by Che Che. Friends come to the live broadcast room to share their understanding of trendy items and talk about their own dressing styles, making each item more three-dimensional with a "fashion attitude". This not only fits the consumption concept of trend lovers who value concepts, but also makes it easier to attract users who are aware of trends to enter the consumption circle and place orders.

Supported by past variety show experience, Che Che even made the live broadcast review into a short variety show, inviting some consumers who made their debut with products to the scene to give suggestions on product selection. The issues discussed were also very practical, such as "What do you think of pre-sales? How to choose between 119 yuan spot goods and 89 yuan pre-sales for fifteen days?" "Will you buy the more classic logo T-shirts in the national trend track?" "Do you usually buy trendy bags for appearance or practicality?"

In a sense, Che Che has brought all the fashion taste, trendy attitude, and variety show content experience he has accumulated over decades in the entertainment industry into the live broadcast room. Compared with the 1.0 era of live streaming, celebrities tried hard to be "backward compatible" to cater to the audience, and the homogeneous shouting of thousands of broadcasts quickly exhausted the audience's purchasing desire. Che Che has a sense of being a fashion KOL guiding the public's aesthetic taste. From positioning, product selection, preheating, invitations, to interaction, everything is done in a certain order, bringing more trendy content information to consumers, while leading the trendy live broadcast to "expand upward."

2. Why go all in on Douyin e-commerce?

Content influencers like Che Che are naturally suitable for trendy e-commerce on Douyin.

Compared with other tracks, trends are created by people and are closely related to current popular elements. It is easy for them to become just a gust of wind. Just like a "traffic star", if they want to continue to be noticed by everyone, they can only stay in the minds of the audience for a long time by constantly being exposed and appearing positively on the screen and in hot searches frequently.

This is also one of the direct reasons why Che Che left the long video platform and started his own business. He gave himself the role of a disseminator of trendy culture and brands. However, under the previous platform experiments, long variety shows can penetrate circles and gather traffic at once, but the preparation stage is relatively long, and it is difficult to continuously form a public opinion field for the public to discuss trendy topics and generate continuous exposure.

In contrast, Douyin, a general content platform with over 600 million daily active users, is like a trendy topic plaza with many fashion influencers and designer brands, producing a large number of high-quality short videos and live broadcast content.

The core advantage of Douyin e-commerce is to leverage GMV growth through content and interest. Therefore, it is also highly efficient as a monetization scenario. For influencers, the combination of content "planting grass" and live broadcast "pulling grass", coupled with the cooperation of the shelf e-commerce trend section, makes the business model more diverse.

In particular, the live broadcast room can efficiently connect IP, products and consumers, and also provide a venue for more brands to participate.

The owner of the Douzhu observed that the products selected in Che Che's live broadcast room are fashionable and trendy items that are affordable for ordinary people. The "BJHG Reckless" T-shirt with a price of 138 yuan was directly reduced to 79 yuan in Che Che's live broadcast room, which is completely different from the path that the public has taken in the past when they thought of "luxury" trendy brands that cost thousands of yuan.

Due to their high prices, limited sales and dealer hype, trendy brands were once considered a "show off wealth" game for a niche circle. Not only did their business model become more and more like high-return financial derivatives, it also gradually deviated from its original brand intention of creating a trend for the whole nation. However, most of the consumers of trendy brands are students, and the mismatch between prices and spending power has created a certain vacuum price band.

F426 and "BJHG Reckless" are the trendy brands that have risen rapidly in this wave of "affordable rebellion". This is very consistent with Douyin e-commerce. As a global interest e-commerce, Douyin e-commerce has more traffic than other platforms, so it is suitable for promoting mass and affordable clothing.

The emergence of Che Che, a trendsetting anchor, directly brought endorsement and brand-effect integration to affordable trendy brands, making it easier to achieve full-area sales. It is understood that more than 10,000 BJHG reckless T-shirts were sold in Che Che's live broadcast room. At the same time, after learning about BJHG's brand story from Che Che, many trend-seeking consumers in other niche tracks also searched for its brand flagship store live broadcast room and converted into fans.

The search logic of Douyin is different from that of traditional e-commerce. It is a heuristic search with richer content and scenario-oriented. Take Kaalixto, a brand sold by Cheche, as an example. The title of the live broadcast room contains the keyword "Cheche Star Shoes". When consumers search for Cheche, the first one is Cheche's Douyin account, and the second one is the brand's live broadcast room.

This means that while Douyin uses interest-based e-commerce to form users’ purchasing mindsets for conversion, it is also optimizing costs through content in reverse.

Therefore, the traffic converted by Che Che's content live broadcast room can also be directly used by the brand, which reduces the traffic cost in disguise. Merchants do not need to spend more money to let users from Che Che's live broadcast room find themselves.

Content and consumption in the trendy track are inseparable. Behind Douyin e-commerce's "width of trendy content + depth of live broadcast conversion", on one end is the underlying information distribution model, and on the other end is the efficient replacement and optimization of content forms such as short videos, live broadcasts, and searches. The connection between the two has also become the biggest driving force for anchors and trendy brands to choose All in.

3. From Li Chennic to Wang Hedi to Che Che, Douyin's global trend scene completes the last piece of the puzzle

In fact, Che Che is not an isolated case when it comes to influencers and anchors leading the trend of Douyin.

Li Chennic is one of the first batch of fashion anchors to enter Douyin. He and Pan Weibo founded the clothing brand NPC more than ten years ago and it is the benchmark for Douyin's trendy clothing.

Different from Che Che's business model, Li Chen prefers live streaming for daily sales, regularly providing consumers with trendy brands and products; Che Che focuses on content-driven sales, and after creating high-quality content with high-quality brands and influencers, he recommends products to consumers.

With the pioneering efforts of anchors like Li Chen, more and more celebrity-run brands and national trend brands have entered Douyin e-commerce and started their own brand live broadcasts. SMFK, F426, "BJHG Regardless of the Consequences" and other national trend brands have exceeded one million, and have made Douyin e-commerce the exclusive sales platform and regular live broadcast venue for their brands.

When global interest e-commerce emerged this year, Wang Hedi's fashion brand D.Desirable became a hit in the Douyin Mall. The first launch of the new product exceeded 1 million purchases through lottery and the inventory was 100% sold out in seconds.

Douyin Mall is an overlooked trendy market. During the Double 11 shopping festival last year, data showed that on November 7, the total payment of NPC brands was nearly 20 million, and the payment of general malls was nearly 4 million, of which Douyin Mall had nearly 2 million transactions, with an explosion coefficient of 6 times.

Che Che’s content-based live streaming will complete the last piece of the puzzle for Douyin’s current trendy full-domain scene, and it is also a key breakthrough for the platform to open up the Ren and Du meridians of trendy e-commerce.

As mentioned above, trendy e-commerce has its own transaction logic. Unlike other e-commerce companies, it does not rely on the number and quality of SKUs to seize the market. Instead, it is a content business that uses avant-garde cultural identity to interpret the brand's trendy propositions and consumption concepts to meet the needs of young people.

In this basic situation, e-commerce exists as an additional product, and the combination of content and transactions can only be stimulated after countless rounds of UGC precipitation. This means that the trading field derived from Youcheche's live broadcast room also needs a large amount of evaluation and interactive content to lead the trend.

The core of Douyin's interest-based e-commerce being able to form a closed loop lies in the establishment and recommendation mechanism of UGC content. As long as users have watched Che Che's live broadcast on Douyin, they will also see Che Che's famous live broadcast scenes, unboxing videos of trendy brands in the live broadcast room, and more fashion bloggers spontaneously following up to explain new content. For example, the "Get to know a trendy brand every day" account, the recent updates are basically about the trendy brands in Che Che's live broadcast room.

Acai was not originally a fashion lover, she just bought a versatile trendy T-shirt on Che Che’s live broadcast. In the past few days, she has often seen short videos that provide inspiration for trendy outfits. “Many bloggers would mention that true trendiness is not about wearing all logos or trendy brands, or even wearing things that are too expensive. As long as you can match them to create a stunning look, that’s trendiness.” This kind of dressing expression that focuses more on value proposition in addition to appearance has led Acai to join several trendy brand live broadcast rooms.

Similarly, when Wang Hedi launched his new product D.Desirable, he created and spun off more trendy content on Douyin. A large number of trendy KOLs posted unboxing videos on the entire network, stirring up a large amount of UGC water and setting off an unboxing craze.

Behind this is the advantage of Douyin's e-commerce interest recommendation logic, which stimulates consumers' attention to new and trendy products through content.

When potential consumers begin to like, share, interact, and even post their own trendy content, a new trend begins to emerge in Douyin e-commerce.

Che Che’s content-based trend live streaming is a good start. In the future, it may be able to use the content’s closed loop to elevate consumers’ identification with trends and brands to a sense of trust in the Douyin platform’s ability to lead trends, and then convert that into sales, becoming its growth curve. This is worth looking forward to.

Author: 24

Source: WeChat public account "Doujiao TMT (ID: ylwanjia)"