When @Cindy_ Xiaoqiumi, a plane model and beauty expert, shared her beauty tips on a live broadcast and Weibo, her 90,000 Weibo fans and 165000 live broadcast fans were busy with another thing.

They snapped up all kinds of cosmetics that Xiao Qiumi was using in the live broadcast on Taobao, and then took notes on the live broadcast content and learned while scouring.

In five days, due to the direct drainage of Xiaoqiu honey, a * * promoted the sales of three kinds of beauty products 1 10000, such as Mi Si Buddha, Senior Hall, Diptec and Ou Biquan.

She's just1170, the anchor of this beauty live show.

(Cindy_ Xiaoqiumi shares her beauty experience in a live broadcast)

Content e-commerce consumption experience: practical skills+useful goods

During the five days from March 4th to March 8th, a live broadcast, a live broadcast in Weibo and an e-commerce company in Weibo jointly launched 170 "Red Man Live Taobao" activities, with a cumulative broadcast of 1379, with a cumulative viewing volume of over 240 million, orders exceeding 70,000 and sales reaching 8.98 million.

The first content-oriented e-commerce live broadcast in China, is it really just as simple as "laughing+selling goods" by online celebrities?

In the live studio of fashion guru @ Fang fll, which has 200,000 fans in Weibo, there is no face or voice. She only focuses on one thing: Liu Shu takes you to wear new clothes and play Seconds Kill.

Willow, who claims to be lazy and retro-controlled, has a unique taste in every piece of clothing. Not only because of her appearance and figure, she skillfully hooked the fans' eyes with various novel and retro clothing combinations and various beauty and skin care tips.

As a graphic model, before the live broadcast, she was more packaged according to the commercial positioning of photographers and brands, but now the live broadcast gives her more opportunities to show her value and skills.

How hard is it to be a goddess? Want to be a male god, very simple! In the whole "Red Man Live Amoy" activity, 170 network celebrities are decorating the screen with their own unique perspectives, which also gives fans what we call "knowledge".

Of course, the shopping craze triggered by this also happened, and @' s live delicious delicious fll finally triggered more than 1.7 million consumption. "Through the blessing of skill points, these goods have become more useful." A fan sighed on Weibo after watching the live broadcast.

The sense of gain exceeds the sense of participation. What have you prepared for your fans?

Is this the entire content-based e-commerce live broadcast? Probably not.

If a stage is defined for e-commerce, then the e-commerce in the traditional PC era can be called e-commerce1.0; After that, Jumei, Murray and other buyers shared e-commerce, which is also considered as version 2.0.

Is the content-based live e-commerce version 3.0? Or share the advanced version of e-commerce from flat to live video?

Last year, the sales of the same e-commerce product triggered by the explosion drama "Descendants of the Sun" exploded. Although it is also a video, it is definitely a sharing type, because users can only watch and buy it, instead of directly getting the experience from the video.

The key lies in the sense of acquisition, which is another dimension of social networks, above the sense of participation. There is a sense of gain, which is 3.0.

In sharing e-commerce, it is more about the promotion of buyers and the follow-up sharing of fans, which is basically a one-way communication between buyers and fans.

The live broadcast changed that. In the live broadcast room, users can communicate with online celebrities in the first time without time difference. If you change your mind, comments, gifts and other instant interactions can also become free questions and answers, which can solve the doubts in watching.

In the pan-entertainment mode, this kind of communication is of little significance, but what if it is a vertical and skilled social live broadcast?

@ Cindy _ Xiaoqiumi, who makes fashion and beauty cosmetics, and @ Fang FLL, who makes dressing and matching, play not only an anchor, but a "teacher" who provides his skills and knowledge to fans and teaches according to their real-time needs.

What fans can get from the live broadcast is not only leisure and entertainment, but also the common sense and knowledge of life they really need, which can be said to be the trend and guide of consumption upgrading.

This "Red Live Amoy" activity is in the vertical category of beauty and skin care, combining many related products and online celebrities to release the sense of gain, rather than just letting users participate in the live broadcast.

Let more users get their own needs in the live broadcast through communication, instead of losing the initiative in one-way sharing, they can only wait for each other to get their own pain points in one sharing after another. This is actually the essential difference between content-based live e-commerce and shared e-commerce.

Network celebrities are no longer clothes hangers, or add points to users' sympathy by shouting "jokes".

The entry threshold ensures the fans' sense of gain.

After giving more sense of gain, the challenge remains the same for the content-based e-commerce live broadcast that has just appeared. After all, after adding some skills, online celebrities still have to rely on their word of mouth to endorse the brand.

There are two issues that are particularly critical. One is who will guarantee the quality of the brand. One is who will guarantee the reputation of online celebrities?

The former solution is not only to introduce a well-known brand to cooperate. Judging from this "Red Man Live Amoy" activity, more than ten kinds of beauty and skin care brands have joined it, which in itself provides a variety of choices. Not only for fans, but also for online celebrities, the matching space and selection range have been released, and even different brands can be mixed and mixed to form a surprising effect.

In fact, this has become an arena between brands. Who can get more recommendations from online celebrities and trigger strong sales just shows that this brand is full of experience.

In the live broadcast of beauty expert @, Jing Jing Jing Jing Jing, she even "played a joke" with various brands, telling her friends how to avoid making famous brands and ugly makeup.

So, who will guarantee the reputation of online celebrities? A live broadcast method is more or less to improve the entry threshold. Only when a live broadcast or Weibo's fans reach a certain level, can they apply for opening the e-commerce live broadcast function, because the stickiness of fans is the strongest recognition and the most likely source of income.

If you can't provide valuable things for fans, fans' stickiness and patience will be consumed again and again, and the most intuitive thing is that sales will also decline.

Beauty is only the first battle of content-based e-commerce live broadcast, and it is also an area where online celebrities have tried and tried many times before. More vertical areas, food, finance, venture capital, science and technology, how to do it? There are more gestures to unlock.