According to a businessman who often talks with gecko about the lottery, he started to lay out vertical self-broadcasting in the middle of last year, and now he has a mature incubation model and methodology, and the whole matrix can achieve monthly sales of 2000w+ GMV.
Next, the gecko will share some practical experiences from the following four sections.
1, track selection (how to judge)
2. People (team building)
3. Commodities (supply chain)
4. Field (Five Senses Experience)
First, track selection (how to distinguish)
In order to do a good live broadcast, changing cognition is the first step, and choosing a good track is the second step.
1, the process of cognitive adjustment
Last year was the first year of Tik Tok draft live broadcast and brand special. As a data platform, we have linked many talents, and many brands first think of deep binding cooperation with talents, or incubating themselves.
However, the uncertainty of "people" is too high, which requires high overall quality and can't find suitable talents. Incubating IP yourself will also worry about the problem of MCN institutions-the loss of anchors.
Therefore, Gecko chose the mode of high controllability+scale+replication, which is vertical matrix self-broadcasting.
This model strictly requires strong supply chain, strong operational ability, weak anchors and weak personnel, and integrates supply chain and operation, greatly reducing the requirements for anchors and the cost of cultivating anchors.
2. Tracking and screening logic
"At present, Tik Tok's goods are already in the Red Sea, and it is getting harder and harder to do."
I believe many people have heard of this sentence, but is it necessarily correct?
In market economics, any extreme division of an industry must be narrow market absolutism.
First of all, in the current track with goods, only some general goods enter the Red Sea market, such as clothing, beauty cosmetics, food and so on. However, many categories are still in the ascendant, especially most transmission companies have not yet transformed to Tik Tok, which doomed that there are too many categories full of opportunities for live broadcast.
Secondly, even if the categories of the Red Sea market are vertically subdivided, they can be divided into blue ocean loops. For example, the clothing category is the Red Sea Circuit, but underwear and Hanfu are the Blue Ocean Circuit.
Then, as a new player of Tik Tok live broadcast, how should we screen the commodity track?
Gecko looks at the lottery, and I suggest you judge it according to the existing supply chain advantage +Tik Tok ecological red and blue ocean.