How did the big-mouthed girl who performs “shouting + rap” perform on her first Taobao show?

On February 27, the popular girl who became popular with her live broadcast of "rap + rap" appeared in the Taobao live broadcast room, but she seemed to be completely different from the girl with a ponytail who used to shout "Do you want to make coffee? Make coffee, make coffee, make coffee, make coffee". How did the girl perform in her Taobao debut? Let's take a look.

“Beyond the mountains, there are greener mountains; beyond the buildings, there are buildings. Most anchors have gentle mouths. There are thousands of beautiful women in the world, but only anchors with big mouths are capable.” After becoming popular on TikTok, Big Mouth Girl, the star anchor of Maodou Media, started her live broadcast debut on Taobao.

On the eve of the warm-up, Dazui Mei and her team held an offline event at Alibaba's Xixi Park. Passersby only needed to follow Dazui Mei's Taobao live broadcast account to receive a cup of T79 coffee or a portion of Wang Baobao bran cereal breakfast. Dazui Mei also took photos with fans on the spot, which also created enough momentum for her Taobao debut.

As Taobao's operating logic gradually shifts from "goods find people" to "people find goods", supplementing content shortcomings has become a key link. To this end, Taobao has repeatedly poached top anchors from Douyin, aiming to create a new shopping scenario and attract consumers' attention.

Previously, anchors with tens of millions of fans, such as Luo Yonghao, Liu Genghong, Zhu Yici, Yili Xiaoshazi, Cheng Shian, etc., left Douyin and joined Taobao. Some of them broke the GMV record, while others were not able to adapt to the local environment. It is still unknown what kind of results Dazuimei will achieve after entering Taobao. How to convert the traffic brought by the content into commercial realization of live streaming is the direction that Taobao and Douyin are exploring together.

1. Dazuimei’s Taobao live broadcast debut

At 8 pm on February 27, Big Mouth Girl appeared in the Taobao live broadcast room on time. In the live broadcast room, she introduced the products to consumers patiently and carefully, but she seemed to be completely different from the Big Mouth Girl with a ponytail and shouting "Do you want to make coffee? Make, make, make, make, make". This sudden change in style also made the audience feel extremely confused. The rap scene that countless netizens were most looking forward to only appeared for 40 minutes.

In October last year, Big Mouth Girl started the "shouting + rap" live broadcast format on Douyin. The scene of her dancing and performing rap in front of the camera was magical and funny, and countless netizens became more and more addicted to it. In order to attract audiences, Big Mouth Girl will continue to output rhyming jokes related to the product. For example, when recommending strawberry latte, Big Mouth Girl shouted: "If the sky has feelings, it will also grow old. Strawberry latte is better when it is iced. Come and try the imported strawberries, which are very fresh after being cold processed. Sour and sweet to the mouth, love is coming, you first"... These jokes are appropriate and catchy, and also accelerated Big Mouth Girl's pace of breaking out of the circle.

Relevant data shows that during the live broadcast of Big Mouth Girl, T97 Coffee gained 1.47 million followers in 2 months, with the highest number of viewers in a single game reaching 10.82 million and the highest number of concurrent online users reaching 173,800. Not only that, the live broadcast of Big Mouth Girl also rushed to the hot search list of Weibo and Douyin, and the number of related topic entries exceeded 600 million. With the blessing of popularity, Big Mouth Girl has gradually formed her own personal IP.

In addition to T97 Coffee, Dazui Mei has also entered the live broadcast rooms of consumer brands such as KFC, Niu Yue Burger, and Gu Ming. This time, when entering Taobao, Dazui Mei joined forces with brands such as Gu Zhanggui, Wang Baobao, and Jiangzhong Diet Therapy. This also shows the direction of Dazui Mei's live broadcast. She intends to try to test the waters in the field of food.

However, due to the completely different operating logics of Douyin and Taobao, after entering Taobao's live broadcast room, Dazui Mei changed the style of live broadcast and adjusted the content. When she was live broadcasting on Douyin, Dazui Mei could rap for seven or eight hours straight, but after the live broadcast on Taobao, Dazui Mei mainly introduced products, and the rap and rap segments were moved to the break time, which also led to Dazui Mei not meeting the expectations of fans.

For fans, they prefer to watch Dazui Mei sing rap and tell funny jokes in the live broadcast room rather than selling goods. Funny is Dazui Mei's advantage, but it also limits her GMV to a certain extent. Because Dazui Mei's funny attribute is too strong, she can easily attract viewers to the live broadcast room, but how to convert huge traffic into commercial realization is the challenge that Dazui Mei faces.

Previously, when Big Mouth Girl promoted T97 Coffee, although the number of people watching the live broadcast reached several million, the average sales volume of T97 flagship store was only a few thousand pieces, and the average sales volume was less than 100,000 yuan. Li Xiao, the founder of T97 Coffee, said in an interview that he did not regard sales volume as the KPI of Big Mouth Girl. Big Mouth Girl can make more people curious to enter the live broadcast room, and stay for a while because of the content, so as to form a deep impression of T97, and the Big Mouth Girls' grass-planting mission is completed.

Today, Dazuimei's Taobao debut has come to a successful conclusion. Her first live broadcast on Taobao set a record of over one million viewers in four hours. Although Taobao did not announce the GMV of the goods, Dazuimei has demonstrated certain potential for bringing goods, and the follow-up is worth looking forward to.

2. Taobao starts poaching

As the Internet e-commerce war enters the second half, major platforms have tried their best to grab existing stocks. According to a report released by the China Council for the Promotion of International Trade Research Institute, as of June 2022, the scale of China's e-commerce live broadcast users is 469 million, an increase of 204 million from March 2020, accounting for 44.6% of the total number of netizens. From May 2021 to April 2022, Douyin live broadcast more than 9 million times a month, sold more than 10 billion items, and the total transaction volume increased by 2.2 times year-on-year. As of March 2022, the cumulative number of viewers of Taobao Live has exceeded 50 billion.

In order to catch the users' attention, Douyin focuses on global interest e-commerce, and its operating logic is changing from "people looking for goods" to "goods looking for people", while Taobao aims to create content e-commerce. At this time, the cross-platform flow of anchors has become a general trend.

Taobao has been making frequent moves to supplement its content shortcomings. In September last year, Cheng Daofang, head of Taobao Live, said at a merchant conference that outstanding content entrepreneurs who join the Taobao ecosystem will receive all-round support. Taobao Live will also re-introduce a traffic allocation mechanism, with specific indicators including transactions and content.

In order to achieve content diversification and reduce reliance on top anchors, Taobao urgently needs anchors of various types to join in, so as to build the content ecosystem of Taobao Live. In addition to poaching top anchors from other platforms, Taobao has also introduced 500,000 new anchors. In this regard, Cheng Daofang once said: "We have basically talked about everything you can think of (short video or live broadcast experts on the entire network)."

However, due to the different styles and tones of Douyin and Taobao, anchors need to adjust their live broadcast content according to the style of the platform. Douyin live broadcast focuses on content promotion, while Taobao is more inclined to introduce products. This makes it difficult for cross-platform anchors to adapt to this change in the short term, and their performance is not good, but many anchors have also created good sales records.

Yili Xiaoshazi is an example of successful cross-platform development. As early as April last year, Yili Xiaoshazi, a fashion blogger with tens of millions of fans on Douyin, launched her Taobao live broadcast debut. Her first live broadcast lasted for 8 hours and accumulated 2.55 million views. One month after the live broadcast, Yili Xiaoshazi's Taobao live broadcast room gained 530,000 fans, and the total live broadcast views reached more than 12 million. Less than four months after the broadcast, her live broadcast room also rushed to the 10th place of Taobao Live's "Hourly Transaction List".

Liu Siyao, who is also a beauty blogger, completed her Taobao live broadcast debut during the Double 11 period. During last year's Double 11, Liu Siyao basically insisted on doing one live broadcast every day. The products she sold included beauty and personal care products, clothing, daily necessities, etc., which were in line with her own positioning. Precisely because of this, during Liu Siyao's live broadcast, the number of views for each show was around one million.

However, the most anticipated Douyin anchors did not deliver satisfactory results on Taobao. Although Luo Yonghao's first live show created a GMV of 210 million, this result was far surpassed by Li Jiaqi. Fitness expert Liu Genghong suffered a disastrous defeat in his first Taobao live broadcast. Relevant data showed that the best-selling product in Liu Genghong's live broadcast room, matcha powder, only sold more than 1,000 pieces, and the sales of the entire live broadcast were less than one million.

3. Unlock Taobao’s content-driven sales methodology

Judging from the cross-platform development of anchors, while Taobao is introducing Douyin anchors, it is also exploring a content sales methodology that is suitable for the platform ecology. What kind of content is more in line with Taobao's needs still depends on the anchor's conversion between content and sales.

Star Map data shows that during the 618 period last year, the total transaction volume of the entire network reached 695.9 billion yuan, and in 2021 it was 578.48 billion yuan, a year-on-year increase of 20%. Among them, the total sales volume of Douyin, Kuaishou, and Taobao Live reached 144.5 billion yuan, a year-on-year increase of 124.1%. But unfortunately, Li Jiaqi was absent from the 618 at that time, which indirectly led to Taobao Live's performance ranking behind Douyin and Kuaishou.

Taobao, unwilling to lag behind, launched a strategic counterattack in the second half of the year. However, Taobao's layout of content is not limited to poaching top anchors. The platform is more concerned about what kind of content anchors can create. Last year, Li Dan dropped into Luo Yonghao's live broadcast room and directly contributed to multiple Weibo hot search terms such as #Li Dan said that people with leg hair are not suitable for wearing autumn pants# and #Li Dan said that there is no reason not to go home this year#. Although Li Dan's first live broadcast only created a GMV of 32 million, the popularity he brought was equivalent to free advertising for the brand.

In January this year, Hu Lan, Wang Jianguo and other talk show actors also entered Luo Yonghao's Taobao live broadcast room, with a total of 3.78 million viewers in three hours. Later, Song Muzi, a contestant of the "Annual Comedy Competition", also airborne Luo Yonghao's Taobao live broadcast room, with a total of 5.104 million viewers. It seems that Taobao values ​​their own publicity effect more than the GMV created by the anchors.

So, for Taobao, what kind of content is more likely to bring goods? Judging from the sales performance of Ichili Xiaoshazi, Liu Siyao and others, content that focuses on explaining products and is steady and reliable is more likely to create GMV records. The simple and crude live broadcast mode of shouting "OMG, buy it, buy it, buy it" like Li Jiaqi was once regarded as the standard.

Live streamers like Li Dan and Wang Jianguo, who are good at producing jokes and have stronger entertainment attributes, can easily attract the audience's attention and weaken the effect of bringing in goods. Many viewers also enter the live streaming room purely for entertainment. However, as Taobao is focusing on the content ecosystem, introducing diversified live streamers will have to sacrifice some GMV in the short term.

Some time ago, Zhang Dada became popular on Douyin with his personas such as "Wishing Well Turtle" and "Entertainment Circle Customer Service". The amount of topics he brings is also what Taobao needs to supplement. It seems that Taobao will poach Zhang Dada from Douyin in the near future. After all, in order to achieve a pattern of flourishing anchors, Taobao still needs to strengthen the moat of the content matrix.

Author: Rain and Smoke; Editor: Ji Nan

Source: TopKlout (ID: TopKlout), a self-media ecological observation account that combines good-looking and informative content

Original title: Douyin can’t keep big mouth girls