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sab35807
Apr 06, 2022
In great things I've come across
Douyin released a talent support plan before Double 11 to encourage the growth of mid-waist anchors, and set up qualifying competitions to encourage anchors to complete their tasks; Kuaishou also provided main venue resources for mid-waist anchors on Double 11, platform-specific merchant incentive funds, etc. . In addition to "support", the logic of the live broadcast platform is also changing. Taobao has continued to deepen its content creation in recent years, and now it has extended to the grass-growing link. Through short video planting + live weeding, consumers will have a more complete understanding of the brand, and the anchor will have more opportunities to attract traffic to the live broadcast room. Previously, the realization of the grass-planting link was mainly through "planting grass outside the station" + "weeding in the station live broadcast". Taobao platform recently launched "Diantao" and "Shopping", which put grass planting into the ecology. Danni likes to use "Diantao" and usually publishes short videos to share good things and introduce how to use them, which not only attracts new fans but also facilitates old fans to learn skincare and makeup at any time the special leads category Defined most new consumer brands are fundamentally different from channel chain brands such as Luckin, which have offline point resources. It is even more difficult to make a comeback. Similar changes have also occurred on Douyin and Kuaishou platforms. The two have traffic advantages, but the complete e-commerce capabilities are still developing. While the platform is making efforts to create a "full chain of operations", the logic of anchor growth and breakthrough is also changing in the early stage of platform development, and the quality of goods is difficult to guarantee), offline channels (especially supermarkets, supermarkets, and convenience stores) often have stricter control over product selection and supply chain, the products that can enter the offline channel not only have the endorsement of the brand but also have the credit endorsement of the offline channel attached.
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