The city of live broadcast adds "Fast Brand" to build a new market well.

Cover reporter Cai Shiqi

On June 26, the Linyi Municipal Government signed a contract with Kuaishou Company. The two parties will carry out a series of activities to rely on fast -hand traffic and technical product capabilities to aggregate various resources such as Linyi corporate merchants, Internet celebrity experts, etc., empower the new business formats, shape the city, shape the city New brands activated new cities' new consumption. At the same time, the two sides also opened the "Quickly Praise Linyi Consumption Season" activity.

He Dongdong, the old man of the brewing, sister Juan, and Gongye, etc. Nearly 100 fast -moving popular brand founders and anchors, also discussed how fast brands accelerated their growth and achieved long -term business growth in the fast -handed ecosystem through marketing methods.

Kuaishou Layout Live E -commerce Capital Investment in Linyi Live E -commerce Service Provider

The reporter learned that there are currently more than 15,000 professional fast -handed e -commerce anchors active in Linyi. Among them, more than 300 anchors with a number of fans are more than one million; There are more than 150,000 personnel, and e -commerce service providers account for more than 25%of the country's total. In recent years, Linyi has sold the first in the country in fast -selling goods. It is called "the city of the fast -live broadcast e -commerce".

Long An, Vice President of Kuaishou Technology, recalled that as early as 2019, the first clothing industry belt of Kuaishou landed in Linyi. At that time ) At the Imported Commodity Expo, Kuaishou anchor and Thai Consul launched live broadcast, creating a single GMV 30 million yuan. This time, a strategic cooperation agreement with Linyi and conducting a series of activities is to rely on fast -level 100 billion -level traffic and mature technical product capabilities, to gather various resources such as Linyi enterprise merchants, Internet celebrity experts, etc., empower the new business format, shape the new city, and create a new city. Brand, revitalize new measures for new cities.

Wang Yan, vice president of fast -moving commercialization

Wang Yanzhi, Vice President of Kuaishou Commercialization, said that Linyi had emerged many outstanding popular brands such as Jiangnan Impression (Xu Xiaomi), JR (Tao Zijia), and Youth Films. Real emerging brand.

Recently, Kuaishou released the "Fast Brand Support Plan". In 2022, it plans to start with five aspects including traffic dividends, cold start benefits, product privileges, marketing activities, and exclusive services to support 500 fast -moving brands. In terms of building an e -commerce service provider ecology, it provides new momentum for service providers, and Kuaishou officially announced that it is preferred by e -commerce service providers who have invested in Linyi.

Live e -commerce brand no longer depends on the "list"

Consolidate private domain+expansion public domain double -pronged approach to fast brand

As the founder of the new beauty brand "Mengquan", which started on the Kuaishou platform, He Dongdong told reporters that he had grown all the way in the field of live e -commerce.

He Dongdong admits that when he first made live e -commerce, he rely on the big anchor on the platform to "rush". At that time, the six major families on the platform were very popular, and his brand had just started. He wanted to accumulate quickly and wanted to accumulate quickly. The most direct user is to help the big anchor to play the list -that is, in the live broadcast room of the head anchor, he rely on the reward to win his fans, so as to achieve consumption transformation. He Dongdong told reporters that the investment in the list at that time was very large, and now he feels very "barbaric" when he looks back. It is a risky thing that the model is highly dependent on the personality charm of the anchor. He Dongdong said that the turning point of his brand development is officially commercialized in 2020. After the emergence of tools such as magnetic engines, the brand side can specify the launch strategy more clearly. Townships, most of them do not have the pressure on car loan mortgages. They are very strong consumer power, and there are also many needs to buy higher cost -effective products. "Users in first -tier and second -tier cities do not need education, and the consumer goods market is relatively solidified. But consumers who deeply sink the market actually want to see more product content, which also gives local brands fertile growth soil." He Dongdong said.

With the maturity of her brand, the private domain flow she has operated for many years has also been stable. He Dongdong is thinking about how to better grow from the public domain with the strategy of supporting the "fast brand". It is a good direction to use the products bought by users more scientifically in live e -commerce.

For the brand, doing a fast brand can transfer the trust of fans from people to brands, and can raise the ceiling of business growth. In the past, experts only did the business of the live broadcast room, and the emergence of the fast brand can do the business of the live room+supply chain, extending to the industry to make the business grow more stable. The brand is Yan Shen, which can precipitate relatively stable assets.

The Sanye who operates nourishing products is the heir of the traditional business family. He has experienced the prosperity of the family business business. He also matures the business of shelf e -commerce such as Taobao and JD.com. After living in opportunities and creating a fast brand "Iriwan". The Grandpa said that there is a cycle of consumption of private domain users, and the brand will also engage in promotional activities on the 3.8 Women's Day, Father's Day, Mother's Day, and traditional June and November. This will stimulate users to stock up. Further locks the consumption power of private domain users.

San Ye believes that the brand wants to do a good job of live e -commerce, the core is to do a good job of supply chain, so as to have a premium ability."Those who can do fast brands can be settled in private domain flow." He said, because pulling new needs for public domains, using magnetic Taurus, etc., but it will also face the bottleneck period. The cost of traffic is getting higher and higher.This is a common problem faced by all platforms, and it also requires the brand's refined operation.

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