Money never sleeps, here are the live broadcasts that made the most money during the Spring Festival

While we are busy catching up with the Spring Festival travel rush, making dumplings, eating New Year's Eve dinner, and watching the Spring Festival Gala with our families, there is a group of live broadcast rooms that do not close during the Spring Festival. Their anchors and operation teams are busy as usual, spending this Spring Festival in the live broadcast rooms. From the 30th of the lunar year to the sixth day of the lunar year, in 7 days, the total GMV of many live broadcast rooms is around 50 million. What kind of live broadcast rooms are they? How are these live broadcast rooms bringing goods during the Spring Festival? Why are they the "minority" who broadcast live during the Spring Festival?

In recent years, wealth stories surrounding the live streaming e-commerce circle have spread like wildfire.

Every role in the live e-commerce industry chain seems to be very excited and moving forward closely.

This enthusiasm has not subsided even during the Spring Festival.

It’s been three years since the pandemic, and I haven’t been home for a long time.

While we are busy catching up with the Spring Festival travel rush, making dumplings, eating New Year's Eve dinner and watching the Spring Festival Gala with our families, there is a group of live broadcast rooms that do not close during the Spring Festival.

Their anchors and operations team are busy as usual, spending this Spring Festival in the live broadcast room.

From New Year’s Eve to the sixth day of the Lunar New Year, in seven days, the total GMV of many live broadcast rooms was around 50 million.

What kind of live streaming rooms are they? How are these live streaming rooms selling goods during the Spring Festival? Why are they the "minority" who live stream during the Spring Festival?

1. These live broadcast rooms are open during the Spring Festival

When the epidemic leaves, the sound of doors closing is still in our ears, and 2023 is coming soon.

In the past, commercial wars often took place after the Spring Festival. However, this year, many live broadcast studios became busy during the Spring Festival, when thousands of families celebrated the rare reunion.

Xinwaner observed that the sales data of these live broadcast rooms that stayed on the front line during the Spring Festival were no less than usual, and even showed an upward trend. In order to further summarize and analyze, Xinwaner summarized the live broadcast rooms with the highest GMV in a table.

Except for the live broadcast rooms with obvious GMV, the table is basically not ranked in order of GMV. From New Year's Eve to the sixth day of the first lunar month, the live broadcast room with the highest GMV ranking is @搭搭随便夫妻. Their live broadcast room started broadcasting on the fourth and seventh days of the first lunar month. On January 20, before the broadcast on January 25 (the fourth day of the first lunar month), they started to make a special short video warm-up for the "Guyu" skincare brand.

For example, on January 20, the anchor and the brand discussed product prices during a meal. Both parties performed price bargaining and gift giving in the video, giving fans the impression that the anchor was trying to get the lowest price from the brand, thereby winning the fans' trust.

A series of publicity has whetted the appetite of fans and warmed up for the brand’s special live broadcast on the fourth day of the first lunar month.

After posting more than 10 videos as warm-up, on the fourth day of the Lunar New Year, when we were visiting relatives and traveling in Xishuangbanna with our family, they started broadcasting for 8 hours that day, and the total GMV reached 25 million to 50 million.

As for the live broadcast rooms that worked overtime during the Spring Festival, the GMV data of @搭搭随便情侣 in a single game reached the highest value.

According to Feigua data, on January 25, in the live broadcast room of @搭搭随便夫妻, there was a product called [Guyu King Blast Special] Guyu Light Sensing Whitening Essence Cream 50g Whitening and Brightening Small Milk Can 2.0DB, with sales reaching 10 million to 25 million.

The GMV of this product alone has reached the level of single-game sales in other live broadcast rooms.

The second was the [Guyu King Special] Guyu Light Fruit Licorice Snow Skin Water and Lotion Set for Hydrating, Moisturizing and Brightening DB, which sold for 5 million to 7.5 million yuan.

There is also a product called [Guyu King Special] Guyu Light Fruit Licorice Snow Skin Water and Lotion Set Hydrating, Moisturizing and Brightening DB pre-sale, which sold 10,000 to 25,000 units with a GMV of 2.5 million to 5 million.

The high GMV levels of these products jointly contributed to the sales of 25 million to 50 million yuan in the @搭搭随便情侣 live broadcast room on the fourth day of the Chinese New Year.

On the first day of work on the seventh day of the first lunar month, they held their second live broadcast of the Spring Festival in their live broadcast room.

According to FeiGua data, @搭搭随便夫妻 conducted three live broadcasts that day, with a total duration of about 8 hours. Since FeiGua data has not been updated yet, the total GMV of the three live broadcasts is probably more than 20 million.

According to statistics from Feigua data platform, two special live broadcasts during the Spring Festival brought about 50 million GMV to @搭搭随便情侣.

If we triple the employees' salaries during the Spring Festival, this hard work during the Spring Festival is worthwhile.

Another beauty live streaming studio @王炸夫妻 is located in Japan and will be live streaming on the second, fourth and sixth days of the Chinese New Year.

Before the live broadcast, they also used short videos to warm up the live broadcast, and after accumulating a large amount of traffic, they completed monetization in the live broadcast room.

According to Feigua data, @王炸夫妻’s highest GMV during the three days in Japan was 10 million to 25 million, which was the live broadcast on the sixth day of the Lunar New Year. The sales of other sessions were mediocre, basically fluctuating between 100,000 and 700,000.

Among the live broadcast rooms that persisted in working during the Spring Festival, the @China Gold Flagship Store live broadcast room can be regarded as the most diligent one.

They broadcast live on time every day from New Year's Eve to the seventh day of the first lunar month.

In Chinese traditional customs, people buy gold during the Spring Festival, which means taking gold and silver treasures home. The particularity of China's gold category has made the GMV trend of its live broadcast room a little special.

From New Year's Eve to the second day of the first lunar month, the daily GMV of @中国黄金旗舰店 live broadcast room was between 10 million and 25 million. Then until the seventh day of the first lunar month, the GMV of @中国黄金旗舰店 live broadcast room dropped to 10 million to 7.5 million, and is currently in the range of 5 million to 7.5 million GMV.

From New Year's Eve to the seventh day of the first lunar month, the total GMV of @中国黄金旗舰店 live broadcast room was 50 million to 75 million

Specifically in terms of product sales, within the time period, the products with the highest GMV ranking in the live broadcast room of @中国黄金旗舰店 were lucky beads, blessing bracelets and golden rabbit blessing bracelets. These three products have the auspicious blessing attributes of the Spring Festival.

Seeing the whole from the details. After this epidemic, people have more beautiful pursuits for a stable life, and also have a beautiful yearning for a prosperous life in the new year. People choose to place orders for gold products in the live broadcast room on New Year's Eve and the first and second days of the first lunar month. ‍‍‍‍‍

With such data fluctuations, we can find that the sales of gold products are directly stimulated by the Spring Festival . From another perspective, gold also has cyclical fluctuations. During non-holiday periods, the sales of gold products are not supported by external factors and it is not easy to drive sales growth.

During the Spring Festival, Chinese people's pursuit of gold, silver, pearls and jade, which symbolize good luck and wealth, was reflected in another live broadcast room.

@思嘉思嘉 is an original jewelry brand live broadcast room. During the Spring Festival, they completed three live broadcasts on the second, fourth and seventh days of the first lunar month.

The highest GMV was on the fourth day of the Lunar New Year, with a GMV of 1 million to 25 million, and the lowest was on the seventh day of the Lunar New Year, with a GMV of 5 million to 7.5 million.

This data fluctuation is consistent with what was mentioned above. The stronger the Spring Festival atmosphere is, the more consumers' impulse to buy gold increases proportionally.

Unlike China Gold’s products, which are mostly classic gold models, the jewelry in @思嘉思嘉’s live broadcast room has no brand endorsement and places more emphasis on craftsmanship.

When consumers see jewelry craft products that they have never seen before, they will place orders to buy them.

These jewellery items are also suitable for gifting to family members during the Spring Festival.

@Hongtuo Intelligent (3C digital manufacturer) is an electronic product manufacturer. Their live broadcast room mainly sells 3C products such as mobile phones and computers.

Judging from the product pictures alone, the appearance of their products imitates Apple. For example, their mobile phones are designed with three cameras and notch screens, but have no brand names. They are factory direct products, but the price is more than 20 times lower than that of Apple phones.

These products are mainly aimed at the low-end market.

They broadcast live on New Year's Eve and the second day of the first lunar month, and the GMV corresponding to the two days of live broadcast were 10 million to 25 million and 2.5 million to 5 million respectively.

The reason why their products are popular during the Spring Festival is mainly due to their low prices. In addition, since their competitors are on vacation during the Spring Festival, they seized the opportunity of the Spring Festival holiday and achieved good sales.

Take the live broadcast on Year 30 (January 21) as an example.

The highest GMV on that day was 750,000-1 million. Two products achieved this result. They were the [Manufacturer Direct Selling] 2022 New 11th Generation Laptop Computer 15.6-inch HD Screen Thin Online Class Entertainment priced at 1,499 yuan, which sold 500-750 units.

There is also a [factory direct sale] 14Pro Max new 6.5-inch face recognition smart 128G dual-SIM full network mobile phone (mobile phone) priced at 599 yuan, and 1,000-2,500 units were sold throughout the event.

One detail is that the Douyin account of @宏拓智能 (a 3C digital manufacturer) is full of videos of their life and work, without any product introduction content. This proves that they are aware that their product strength is relatively weak and people are not used to ordering 3C electronic products on Douyin. In order to narrow the distance between them and consumers and enhance trust, they create anchor personas through a large number of videos, and add the product positioning of "cheap Apple mobile phones" to stimulate consumers to place orders during the Spring Festival.

During the Spring Festival holiday, people have a stronger desire to shop. In addition to gold, skin care products, and mobile phones, bags are also a category that consumers pay attention to.

@Zi'an's live broadcast room will broadcast continuously from the first to the sixth day of the Chinese New Year.

According to Feigua data, Zi'an's live broadcast room basically starts broadcasting after 8 pm, with each show lasting less than 2 hours, and is divided into multiple broadcasts until the early morning.

Her live broadcast room mainly sells skin care products and second-hand luxury goods.

Taking the time period of Zi'an's continuous live broadcast, from the first to the sixth day of the Chinese New Year, their best-selling products are three skin care products, namely [Zi'an Exclusive] A.IERVOLINO Clear Water Pearl Skin Nourishing Primer, priced at 229 yuan, sold 7,500-10,000 pieces, corresponding to a GMV of 1 million to 2.5 million yuan;

There is also a [Zi'an exclusive] German VILLA DECO'S Vina's Healing Essence Cream 50ml, priced at 499 yuan, with 2,500-5,000 units sold, corresponding to a GMV of 1 million to 2.5 million yuan;

[Zi'an Exclusive] A.IERVOLINO Platinum Collagen Freeze-Dried Lace Mask is priced at 299 yuan, with sales of 2,500-5,000 yuan, and the corresponding GMV is 1 million to 2.5 million yuan.

What is worth noting is that, unlike the above-mentioned @搭搭随便夫妻 live broadcast room, a lot of preheating was done before selling branded skin care products.

Not only did Zi'an not do any product or live broadcast preheating for the Spring Festival, the skin care products it sells do not have a flagship store on Taobao and are mainly sold in Douyin's live broadcast room.

The sales logic of Zi'an's live broadcast room is similar to that of @Hongtuo Intelligent (a 3C digital manufacturer). Both are based on the trust between the anchor himself and the consumers, and sell niche products. The profits of such products are much higher than those of big brands. The disadvantage is that consumers are not familiar with the brand and are not easy to accept the purchase.

Another anchor who sells second-hand luxury goods, @妃鱼柒柒, broadcast live continuously from January 26 (the fifth day of the first lunar month) to January 28 (the seventh day of the first lunar month).

The live broadcast lasted until the early morning on the fifth day of the Lunar New Year, and together with the live broadcast on the next day, the total GMV was 10 million to 25 million.

The sales volume of their live broadcast room is relatively even. The GMV of two packages is the highest, ranging from 500,000 to 750,000 yuan.

@余潇潇Jessica, @Teenie Weenie Official Flagship Store and @遂心 are all clothing accounts.

Among these three anchors, except @遂心, the other two live broadcast rooms will broadcast live and sell goods every day from New Year's Eve to the seventh day of the first lunar month.

@Teenie Weenie official flagship store is a brand flagship store, similar to China Gold. Their highest single-event sales are between 25 million and 5 million, and the lowest are between 500,000 and 750,000.

@余潇潇Jessica's live broadcast room performed mediocrely in other sessions, except for a 10-hour live broadcast on the fifth day of the Lunar New Year, when we went out to visit relatives. Their live broadcast room achieved sales of 10 million to 25 million.

On that day, Yu Xiaoxiao's [Meng Hualu] heavy-duty traditional Chinese style tassel-button embroidered short jacket, priced at 599 yuan, sold 2,500 to 5,000 pieces, achieving a GMV of 25 million to 5 million.

In this case, let’s look at @遂心. Although there was no live broadcast every day, it live broadcasted for three consecutive days from the fifth to the seventh day of the Lunar New Year during the Spring Festival holiday, with a daily GMV of 7.5 million to 10 million, and the sales volume was also impressive.

2. How to seize the traffic gap during the Spring Festival?

Insisting on normal live broadcast during the Spring Festival is more like a venture capital.

In order to understand the commercial value of live streaming during the Spring Festival holiday, Xinwan interviewed the head of MUJI's live streaming, who said, "On ordinary days, the competition between live streaming rooms is very fierce, but during the Spring Festival, both the celebrities and live streaming organizations are on holiday. For example, there are many clothing live streaming rooms on ordinary days, but there may be only a few of them broadcasting during the Spring Festival. Consumers are on holiday and have more time to watch videos and live streaming on Douyin, which means that a large amount of traffic will appear and be vacant. During this period of time, traffic is more likely to enter the live streaming room, and the data effect will be better."

Through the live broadcast rooms reviewed above, we can see the sales results influenced by this factor.

The most typical example is women's clothing. The live broadcast room @余潇潇Jessica, which has outstanding GMV performance this time, has only 426,000 fans. They just took advantage of the traffic gap during the Spring Festival and overtook others.

There is also @Teenie Weenie official flagship store, and their GMV before the Spring Festival is often in the range of 250,000-750,000.

But during this Spring Festival, their live broadcast results were all over one million.

Since traffic is high during the Spring Festival and the traffic cost of the live broadcast room is low, why are there only a few people who insist on live broadcasting during the Spring Festival?

The other party told Xinwan, "You need to weigh the pros and cons. If you continue to broadcast during the Spring Festival, you need to pay three times the salary. If the sales volume is large enough, it is cost-effective. If you are not sure of achieving high sales volume, it is better to take a holiday."

The logic behind insisting on live streaming during the Spring Festival is very similar to venture capital. If you can accurately hit the traffic trend and achieve considerable GMV, it will naturally be a successful investment.

The investment in serial broadcasts during the Spring Festival holiday is huge, and brands are more able to take risks.

From this we can find that it is mainly the brand live broadcast room @China Gold Flagship Store Live Broadcast Room and @Teenie Weenie Official Flagship Store that broadcast continuously every day, and Zi'an is the only one among the experts.

Judging from the current results, the sales of the two brands during the Spring Festival are much higher than their daily sales.

For example, looking at the live sales trends in the @中国黄金旗舰店 live broadcast room in the past 30 days, we can see that they reached the highest peak during the Spring Festival.

The same is true for @Teenie Weenie official flagship store. Since New Year’s Eve, their live broadcast sales data has been rising.

Since expert broadcasts rely heavily on traffic accumulation, and the investment required for live broadcasts during the Spring Festival holiday is too large, people tend to choose to broadcast live for a few days, or broadcast live every other day to reduce risks. For example, @思嘉思嘉 broadcast live on the second, fourth, and seventh days of the Chinese New Year.

Among these expert live broadcast rooms, Zi'an is an exception.

One detail is that there are a large number of pre-sale items in Zi'an's live broadcast room.

This means that after many consumers place an order, if the live broadcast room delivers the goods late, a large number of returns will occur.

Taking the live broadcast on the evening of January 25 as an example, Xinwan roughly calculated that less than 90 out of 103 items were in pre-sale status.

This proves that although Zi'an's live broadcast room was broadcast normally during the Spring Festival, their supply chain could not keep up with the pace of live broadcast. On the other hand, Xinwaner previously wrote an article about Zi'an's live broadcast room's sales routines, "Second-level luxury goods are cold, can Zi'an's fictitious 80% GMV save Fat Tiger?" The subsequent sales of these products are still unknown.

3. Should we take a gamble during the Spring Festival traffic gap?

The anchors and consumers seem to be on the seesaw of live streaming e-commerce.

On the one hand, consumers are becoming more calm and rational. Faced with the dazzling live broadcast room and the confusing products explained by the female anchor, everyone can only compare prices and look for the best quality products and prices.

On the other hand, live broadcast rooms are using various tricks to compete for consumers' attention.

As the red ocean of live streaming e-commerce becomes increasingly inward-looking, anchors are searching for more opportunities to make money.

Whether the Spring Festival period is really an opportunity to make money actually depends on your own situation. You have to think clearly about what you want from the overtime live broadcast during the Spring Festival period.

For example, the reason why China Gold’s broadcast effect is relatively outstanding is largely due to the fact that the gold category caters to the traditional customs of the Spring Festival.

Not only China Gold, but also Chow Tai Seng's sales in the past 30 days, from the eve of the Spring Festival to the holidays, were significantly higher than usual.

This phenomenon proves that category is a key factor in ensuring continuous sales during the Spring Festival holiday.

The second is the traffic reserve of the account itself.

The most typical example is @搭搭随便夫妻, the live broadcast room with the highest GMV. They did a live broadcast warm-up for the brand special as usual. There were not many special broadcasts during the Spring Festival. After accumulating a large amount of traffic to whet the appetite of consumers, they successfully completed the traffic monetization when their competitors were taking a break during the Spring Festival.

The @王炸夫妻’s account in Japan was able to achieve a GMV of 10-25 million on January 27th. It was the same logic. They also made a lot of videos to warm up the sales of the corresponding brand of skin care products before this live broadcast.

There is also @余潇潇Jessica. Before the live broadcast on January 26, they did more than ten live broadcasts to warm up and released videos simultaneously, which led to a GMV result of 10 million to 25 million on the same day.

Therefore, even with the advantage of Spring Festival traffic, the account itself still needs to be adequately prepared.

The last type is the case of @子安直播室, which has prepared a large amount of pre-sale funds.

During the Spring Festival, I invested three times my salary to do continuous live broadcasts, but for many products, I only have order data and the final transaction volume is still unknown.

Regardless of the final actual transaction volume, at least during this Spring Festival, Zi'an has once again deepened everyone's impression of their live broadcast room.

During the Spring Festival, even if there is vacant traffic, it is easier to attract consumers to the live broadcast room, and the live broadcast room needs to do a lot of preheating as usual.

You need to work as hard as usual and invest more money. If you make money, it is hard-earned. If you don’t make money, the worst result is that you won’t even get the GMV data.

From this, we can understand why only a few people insist on broadcasting continuously during the Spring Festival holiday.

While we were sitting on the sofa at home, eating nuts and watching the Spring Festival Gala, these anchors were busy in the live broadcast room. While we were browsing our phones during the holidays, tens of millions of funds were pocketed by them.

These money-making live broadcast rooms hide one secret after another about money.

Author: Lian Zhou

WeChat public account: Xinwaner (ID: bosandao)