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阿爽双12直播带货破千万,垂直行业成为直播电商黄金赛道
发布时间:2020/12/17 15:38:21   来源:网络来源   编辑:中国家装家居网

  SUIZHEZHIBODIANSHANGXINGYEDEHUOBAO,ZHUBOXINGYEYINGLAIYUELAIYUEDUODERUJUZHE,JUAIMEIZIXUNSHUJUXIANSHI,2020NIAN8YUE,ZHONGGUOZHIBODIANSHANGZHUBOZONGSHU8.25WAN,10YUEZHUBOZONGSHUDADAO11.44WANREN。YIBUSHOUJI、YITAIDIANNAO、YIZHIHUATONG,MAIHUOZHUBOZHEIGEZHIYEKANQILAIZHUANQIANQINGERYIDE,ZHIXUYAOMEITIANZUOZAIPINGMUQIAN,YIGUANGXIANLIANGLIXINGXIANGSHIRENJIKE,RANERXIKANZHIXIA,QUEYINZANGZHEXUDUOJIANXIN。

  JIULIANZHONGGUOZHIBODAIHUO“SANJUTOU”:WEIYA、LIJIAQI、XINBA,ZAITAMENKANSIGUANGXIANDEBEIHOU,YEYOUXUDUOXIANYOURENZHIDEXINSUAN。WEIYACENGKAITAOBAODIANKUI600WAN,KAOMAIFANGZHOUZHUANZIJIN,PINBOSHIDUONIAN,ZUOSHANG“TAOBAOYIJIE”BAOZUO;LIJIAQIQUANNIANWUXIUZHIBO,YIYINIAN389CHANGZHIBO,YITIANSHISE300ZHIKOUHONG,ZHONGCHENG“KOUHONGYIGE”;“KUAISHOUYIGE”XINBAJINGLILESICICHUANGYESHIBAI,11YUEYICHANGZHIBOFANCHEZHIJIETUIBULIUQIANDUOWAN,JIDUZHIBOJIANSALEI。

  ZAIJIAZHUANGLINGYU,YEYOUZHEIYANGYIWEIZHUBO,JINNIANJIDUSHISHUIZHIBODAIHUO,DANZHANJIQUECONGBUCHAO50WAN。DANZAIGANGJIESHUDESHUANG12DACULI,6GEXIAOSHIZHIBO,XIADANRENSHU1.1WANDUOREN,RENJUNKEDANJIAJIN900YUAN,ZONGXIAOSHOUEPOQIANWAN,JIJINLEDANGTIANSHUANG12ZHIBODAIHUOQIANSANJIA,ZHEISHIQIJINWEIZHIJIAZHUANGXINGYEYOUDUIWAIGONGKAISHUJUYILAIXIAOSHOUGUIMOZUIDADEZHIBODAIHUOZHUANCHANG。

  XIANGBIYUQITAWEIYADENGTOUBUDAIHUOZHUBO,ZHEIYISHUJUZAIQITAKUAIXIAOPINDENGXINGYEKANSIPINGPING,DANQIGAODAJIN900YUANDEKEDANJIA,SHUAXINLEZHIBODAIHUODEKEDANJIAZHIZUI,ZAIJIAZHUANG、FANGCHAN、QICHEDENGJIHUBEIRENWEIZHIBODAIHUOBUKENENGCHENGGONGDEZHONGDUCHUIZHIXINGYELI,YIYIFEIFAN!

  TAJIUSHIBEICHENGWEI“JIAJUYIJIE”DESHEJISHIASHUANG。CONGDAIBUDONGHUODAOXIAOSHOUPOQIANWAN,TAJIUJINGSHIRUHECHENGGONGNIXIDE?DAODIZUODUILESHENME?

  授人以渔,靠内容走红

  “SHEJISHIASHUANG”SHIZENMECHENGWEIJIAJUYIJIEDE,KAONEIRONG。“NEIRONGSHIBENZHIHEHEXIN。”GAIIPDEZHUBOASHUANGJIESHAO。

  ZAICHENGWEIJIAZHUANGDARENZHIQIAN,ASHUANGBENRENYIYOU8NIANDEJIAZHUANGXINGYECHENDIAN。2018NIAN4YUE,TAFABULEDIYITIAOJIAZHUANGZHISHIDUANSHIPIN,DANGSHIDEBOFANGLIANGHAIZHISHIGEWEISHU。ER“GEWEISHUBOFANGLIANG”BANSUIZHETAHENZHANGYIDUANSHIJIAN。

  ZHIDAO2018NIAN12YUE,YITIAOPUTONGDEJIAZHUANGJINGYANZHISHI“MAOPIFANGYANSHOUSHIPIN”,CHENGWEILETADEDIYITIAOBAOKUANSHIPIN。ZHEITIAOSHIPINZAIDOUYINHUODEDIANZAN250WAN+,QUANWANGBOFANGLIANGCHAO1GEYI。

  JIAZHUANGSHIYIXIANGFUZADETILIHUO,CONGXUANZESHEJISHIDAOZHUANGXIU3dZHIJIA,CONGYINGZHUANGDAORUANZHUANG,DUIMEIYIGELEIMUPINZHIDEBAKONG、DAPEIJIGOUMAI,DOUXUYAOTOURUJUDADESHIJIANCHENGBENHEJINGLI,GENGXUYAOZHUANYEDEZHISHICHUBEI。

  DANBAIDUDENGPINGTAISHANGDEJIAZHUANGZHISHI,SUIRANDOUSHIZHUANYEZHISHI,QUEKUZAONANDONG,YONGHUKANGUOLEYEHENNANJIZHU,GENGBIESHUOYUNYONGDAOSHIJIDECAOZUOZHONGLE。

  “ZHUNQUELAISHUO,JIAZHUANGLINGYUYONGHUXUYAODEBUSHI“ZHUANJIA”,ERSHISHULIHAODEPANDUANYIJU。”ZHEISHIASHUANGZAINEIRONGSHANGTANSUOCHUDEDIYIGECHENGGUO,“MAOPIFANGYANSHOUSHIPIN”NENGCHENGWEIBAOKUANSHIPIN,ZHENGSHIJIYUZHEIYANGDELUOJI,“SHOURENYIYUBURUSHOURENYIYU”YECHENGWEIASHUANGZAINEIRONGSHANGZUIDADETEDIAN。

  BUTONGYUYUPUTONGYULEDAREN,ASHUANGDENEIRONGFEICHANG“LUODI”,DOUSHIJIYUSHIJIANLILUODIPAISHE,CHANGJINGFENGFU,YUYANJIANDAN,BAKUZAONANDONGDEJIAZHUANGZHISHI,ZHUANHUACHENGLANGLANGSHANGKOUDEDUANZI。

  从个位数的播放量到全网1个亿,从阿爽发布的内容,我们不难发现,她内容的着力点都能打在粉丝最关心的痛点上——防水怎么做、排墙水如何预埋管线、淋浴房流行什么材质、空间配色、收纳设计、入户门怎么选……都是装修用户最急需的知识点。同时阿爽的视频内容不是散点式科普,而是体系化结构化的输出——一万个好设计、一万个好建材、装修60天……不同的装修场景下应该去注意什么,不同装修阶段应该怎么选择,在阿爽的短视频里总能找到答案,而这些内容知识点,市场上没有人能做出系统、有诚意的解答。

  ASHUANGHETADETUANDUIYONGJIEGUOZHENGMING,CHUIZHILINGYUTOUBUCHUANGZUOZHEZAINEIRONGSHANGYAOZHUANYEHUA,ZAIYUNYINGSHANGYAOJINGXIHUA。

  “设计师阿爽”IP背后的操盘手是深耕于家居垂直赛道的新居网MCN机构,这是泛家居行业最大也是最早的一家MCN机构。旗下运营着20+个家居类头部IP,签约达人300+,累计短视频粉丝1.5亿,单条视频最高播放1亿人次,累计播放200亿人次。除了家居一姐“设计师阿爽”,还有WULI设计姐、设计好房子等家装头部知名IP有一半都是新居网MCN旗下的。

  ZAIXINXIRONGZADEDANGXIA,ASHUANGZAIJIAZHUANGLINGYUBUDUANSHENGENG、CHIXUSHUCHU,“AISHEJI,CHAOGUOAINANREN”DEKOUHAOSHENRURENXIN,QUANWANGXIYINLE4000WANFENSI,DANDOUYINPINGTAIJIUYOU2200DUOWAN,CHENGWEILEDANGZHIWUKUIDE“JIAJUYIJIE”。

  家居一姐=卖货好?

  CHENGWEIDUANSHIPINLINGYUDE“JIAJUYIJIE”ZHIHOU,ASHUANGDEZHIMINGDUYEKAISHI“CHUQUAN”,HEZUODEPINPAIHANGAIJIAJU、KUAIXIAO、HULIANWANG、TONGXUN、QICHEDENGGEGELINGYU。

  DANGRAN,ASHUANGZUIXIANGZUODESHISHENGENGJIAZHUANGXINGYE,WEIJIAZHUANGFENSIDAILAISHISHIDEBANGZHU,ZAITONGGUODUANSHIPINWEIDAJIAKEPUJIAZHUANGGANHUODETONGSHI,TAYEZAICHANGSHIDAKAIBIANJIE。ZHIBODAIHUODASHIDEDAOLAI,TAMANHUAIXINXINKAISHICHANGSHIJIAZHUANGZHIBOMAIHUO!

  “我们2019年就开始直播卖货了。”阿爽在采访中谈起直播卖货的初心,“我们想挑选出质优价廉的家装用品,从最上游的装修、建材、家具、软装、油漆、地板、配饰等等,进行一站式挑选,以接近成本价推荐给粉丝,作为回馈粉丝的福利。”

  2020NIAN,ASHUANGJUEDINGJIANGMEIYUEDE18、28RIDINGWEI“SHUANGFENJIE”,KAIQIJIAJUZHIBOMAIHUOZHUANCHANG。YIJIAJUYIJIEDEDIWEI,ZHIBOMAIHUOYINGGAIHUIHUO,BUZHIASHUANG,HENDUORENDOUZHEIMEXIANG。

  “DANHUOMAIBUDONG,PINGJUNMEICHANGDECHENGJIAOEBUDAO50WAN。”ASHUANGTOULU。

  SHISHIZHENGMING,ZAIZHIBODIANSHANGLINGYU,JIAZHUANG3dZHIJIADOUHENNANMAIDONG,2020NIANGEDAJIAJUJIAZHUANGMAICHANG、JIANCAIQIYEDOUFENFENZAIZHIBOJIAN"DATAICHANGXI",DANSIHUMEIYOUZHAODAOYITIAOZHENZHENGSHIHEJIAZHUANGXINGYEDEZHIBOLUJING,LIANJIAJUYIJIEDOUNANYIXINGMIAN。GENGYOUMOUTIANMAOJIAZHUANGTOPPINPAIDEFUZERENZAIJIESHOUNANFANGRIBAOZHUANFANGSHIBIAOSHI:“ZHIBODAIHUODUIJIAJUJIAZHUANGXINGYESHIGEWEIMINGTI。”

  WEIHEJIAZHUANGXINGYETONGGUOZHIBODAIHUOMAIBUDONG?SHIYINWEIJIAZHUANG3dZHIJIAXIAOFEIDIPIN、ZHONGTIYAN、XIAOFEILIXING、JUECESHIJIANZHANGDETEDIANBUSHIHEZHIBOJIANZHEIZHONG“DUANPINGKUAI”DEXIAOFEIJIEZOUMA?

  ASHUANGHETADETUANDUIBUGANXIN,TAMENYIZHIKANHAOJIAZHUANGXINGYEZHIBODIANSHANGSAIDAO,ZHEISHIZHIBODIANSHANGSHANGWEIKAIFADELANHAISHICHANG。

  ZHENGRUXINJUWANGMCNJIGOUCHUANGSHIREN、HULIANWANGDIANSHANGZHUANJIADIANSHANGLAOBINGDOUNIUSHIPENGHAILIANGSUOYAN,“JIAZHUANGSHIYIGEYOUZHEJIN5WANYISHICHANGGUIMODEXINGYE,ZAICHUANTONGDIANSHANGSHIDAI,ZHEIGEXINGYEYINWEIGOUWUTIYANHEXIAOLVDIXIA,TADEHULIANWANGJINCHENGSHIYUANYUANLUOHOUYUQITAXINGYEDE。MIANDUIYUANYOUYUCHUANTONGTUWENDIANSHANGSHIDAIDECHANGJINGSHIGOUWUXINGTAI——ZHIBODIANSHANG,RUGUOZHIBODIANSHANGNENGZAIJIAZHUANG、QICHE、FANGCHANDENGZHONGDUCHUIZHILINGYUZHAODAOTUPOKOU,WUYIJIANGCHEDIGEMINGCHUANTONGDIANSHANGZAIZHONGDUCHUIZHIXINGYEYIZHIWUFAGONGKEDEJINQU”。

  “电商行业的每次革命式突破,都根源于效率的大跃迁。直播电商是一种有别于传统的图文展示形态的新电商形态。相比传统的图文、视频电商模式,直播电商以更加立体、更易理解、更直观的展现形式,让消费者看到商品的展示效果,从商品本身的展示效率来看,消费者对这一商品的购买认知和决策效率是明显优于图文、视频形态电商的。从主播的维度来看,直播电商的本质是社交电商,在消费者与主播的交流过程中,构建了高频次的互动交流,主播往往为留住粉丝,被动或主动设计了具有穿透力的商品价格(大多数情况下价格优于传统电商渠道),往往更容易刺激消费者参与消费,购买体验明显比传统电商更高。当用户进入直播间的场景中,有一种线下“逛街”的乐趣,形成现实生活场景的购物感觉,这种场景下消费者更容易获得购物快感。”

  ZUOWEICHENJINHULIANWANGDIANSHANGSHIDUONIANDEZISHENLAOBING,PENGHAILIANGHENSHIKANHAOZHEITIAOSAIDAO。“ZHEIYEJIUZHUDINGLEZHIBODIANSHANGBUHUISHIYIZHENFENG,ERHUISHIZAIWEILAIJINIANDIANSHANGGUABUTINGDEFENGKOU。”

  KEWEISHENMEJIAZHUANGZHIBOYIZHIDAIBUDONGHUO,ASHUANGHETADETUANDUIZONGJIEJIAZHUANGZHIBODAIBUDONGHUODEYUANYINYOULIANGGE:

  YISHIZHUBODEZHUANYEDUGOUBUGOU,CHUIZHISAIDAODEZHUBOZUIDADECHAYIDIANJIUZAIYUZHUANYEDU。MAI100YUANHE1WANYUAN3dZHIJIASUOXUYAODEZHUANYEZHISHISHIBUYIYANGDE,QIANZHEKENENGTONGGUOJIANGJIASONGFULIJIUNENGQUDONGFENSIGOUMAI,ERHOUZHEZEBUSHIJIANG1000YUANNENGJIEJUEDE,TASHEJIDAODEHENDUOZHUANYEZHISHICHENDIANXUYAOSHIJIANJILEI,FENSIBUTAIRONGYIZAIZHIBOJIANCHONGDONGXIAOFEI,NIBIXUYAOJIFENSILIUCHUZUGOUDEHUANCHONGSHIJIANQULEJIE,HUOZHESHUOJIDAOFENSIZUGOUDEGOUMAIYOUYUQI。

  ERSHIYAOJIEJUEPINLEICHUIZHIDAILAIDE3dZHIJIADIPINXIAOFEIWENTI。FUGOULVSHIDIANSHANGDEMINGMEN,FUGOULVGAODIDUICONGYEZHEERYANZHEIBUJINSHIXIAOLIANGWENTI,HAISHEJIDAOCHENGBENWENTI。ZUOWEIJISHIXINGGAOPINCIDESHEJIAODIANSHANGXINGTAI,ZHEIXIEXINGYEDEZHUBOWANGWANGXUYAOMIANDUIDEJIUSHIZHIBOJIANFENSIHUOYUELVHERENQIWENTI,YINWEIQITAKUAIXIAOPINXINGYEFENSIHAIKEYIFANFUGOUMAI,HUOYUELVGAO,ERLEISIYUJIAZHUANG、QICHEZHUBOQUEYAOMIANLINFENSIGOUMAILE3dZHIJIAHOUMEIYOUFUGOUDEJIONGJING。

  RUHEDAPOBILEI,CHENGWEIASHUANG,NAIZHICHUIZHIXINGYEZHIBODAIHUODEZHONGYAOKETI。

  全新模式,王者归来

  ZAISHENDUPOUXILEJIAZHUANGZHIBODETONGDIANHOU,JINGGUOYIGEDUOYUEDEJINGXINZHUNBEI,ZAIGANGGANGJIESHUDESHUANG12DACULI,SHEJISHIASHUANGZAIDOUYINZHIBOJIANJINXINGJIAZHUANGCHUIZHIZHIBODAIHUO,6GEXIAOSHIZHIBO,XIADANRENSHU1.1WANDUOREN,RENJUNKEDANJIAJIN900YUAN,ZONGXIAOSHOUEPOQIANWAN,JIJINLEDANGTIANSHUANG12ZHIBODAIHUOQIANSANJIA,ZHEISHIQIJINWEIZHIJIAZHUANGXINGYEYOUDUIWAIGONGKAISHUJUYILAIXIAOSHOUGUIMOZUIDADEZHIBODAIHUOZHUANCHANG。

  WEISHENMEZHEICIZHIBONENGQUDEZHEIMEHAODECHENGJI,“WOJUEDEZHUYAOSHIWOMENZHENDUIJIAZHUANGZHIBODEBILEIJINXINGZHUYIPOJIE”,XINJUWANGMCNNEIRONGZONGJIANZHONGDINGXINRUSHISHUO。

  首先是直播模式的重新设计。针对高客单价3d之家,推出30天无理由退货,让粉丝在直播间可以毫无顾虑地拍付。此设计主要是因为家装类3d之家大多属于高客单价、消费频次低的3d之家,这样一来粉丝可以提前锁定心仪的商品,仔细权衡其性能、品质,还可以到线下门店体验,更理性从容地做好消费决策。不仅如此,这次直播间还首创最长延迟360天发货周期服务,这既让粉丝可以提前锁定优惠,又能避免在未装修之前囤货损耗的担忧。

  其次是场景化打造。此次直播摒弃了传统直播单一的解说方式,而是采用样板间直播的方式,由专业主播们在样板间里进行真实场景化的直播,看直播等于线上逛展厅,营造了身临其境的消费体验,能够让消费者产生联想,往更深的层面说,更能刺激消费者额外的消费需求。

  再次是3d之家上发力。大家电、家具、建材类属于低频消费3d之家,家居生活用品、小家电属于高频消费3d之家,此次直播新居网MCN推出了高低频3d之家组合,建材、家电、家具、家纺、家居用品一应俱全,满足了消费者了多元化的消费需求。同时3d之家共云集了30家居大牌牌70款3d之家,3d之家的价格比双11还要低。这场直播不仅打通上游链路,覆盖家居全品类,更把价格打通,让消费者购齐、购省、购爽。

  ZUIHOUSHIDARENSIYULIULIANGZHUANHUA,XINJUWANGMCNYONGYOUQUANWANG1.5YIDOUYINKUAISHOUDENGDUANSHIPINFENSIJUZHEN、3000WANWEIXINGONGZHONGHAOFENSIJUZHEN、500WANWEIXINSHEQUNSIYULIULIANG。ZAIHUODONGKAISHIDEQIAN1GEYUE,XINJUWANGMCNBIANTONGGUOZIMEITIJUZHEN、DUANSHIPINIPJUZHEN、SHEQUNDENGSIYULIULIANG,TIQIANYURETUIGUANGZHENGCHANGZHIBODENEIRONGJILIDU,ZAOZAOSUODINGLEYIBOLIULIANG。

  垂直直播电商赛道的新征途

  ZHEISHIASHUANGJITUANDUIZHENZHENGYIYISHANGDEDIYICIJIAZHUANGZHIBOMAIHUO,KENENGYESHIDOUYINDIYICHANGZHENZHENGYIYISHANGDE“JIAZHUANGZHIBODIANSHANG”,ZHEICHANGZHIBOZHISUOYINENGCHENGGONG,ZAIYUASHUANGHETADETUANDUIDUIXINGYEXUQIUDEJINGQUEBAWOHEJIAZHUANGYONGHUTONGDIANDESHENKEDONGCHA,JIEHEZHIBODAIHUOZHEIYIQUANXINXINGSHI,CHUANGXINJIAZHUANGZHIBODAIHUOMOSHI。ERZHEICHANGZHIBODECHENGGONG,YEWEIZHENGGEJIAZHUANGZHIBODIANSHANGDAILAILEXINQISHI,WANSHANLEZHENGGEJIAZHUANGDEZHIBOSHENGTAI,YINLINGJIAZHUANGZHIBODIANSHANGJINRUXINDEFAZHANJIEDUAN。

  进一步说,这场直播的成功,也为整个垂直领域直播电商的发展找到了借鉴之道,也打开了垂直直播赛道的新征途。

  ZHENGRUDIANSHANGZHIMINGZHUANLANZUOJIANISHUZAIYIPIANWENZHANGZHONGSUOYANDE,“ZHEICHANGZHIBOZUIDADEYIYIJIUSHISIKAILEZHIBODAIHUOZAIZHONGDUCHUIZHIDEXINGYEBUKENENGCHENGGONGDEGUYOUGUANNIAN,RANGQITACHUIZHIZHIBODIANSHANGXINGYEDECONGYEZHEKANDAOLESHUGUANG”。

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