The First Experience Of Anta Sports' Fast Hand Brand Self Broadcast

In the past 30 days, Anta brand (Sports / children) self broadcast Gmv exceeded 10 million yuan. Fast hand has become another important brand position of Anta.

In April this year, "Anta children's official live studio" started self broadcast quickly. Within two months, from 4000 fans in the initial stage, it achieved a monthly increase of 200000 yuan in June and a monthly Gmv of more than 4 million yuan.

At the end of July, "Anta Sports" entered the express, with a price increase of 600000 + in two months. In the first month, Gmv nearly 4 million yuan. On September 6, the Gmv of single live broadcast broke through 700000 yuan, once reaching the top of the brand self broadcasting group of the day.

What's Anta's exploration and Thinking on the Autotoll brand? What are the interesting points of convergence between national brand and fast e-commerce? What are the value points of fast hand brand self broadcast that have not been excavated?

On these issues, we had a chat with Li Yilin, the e-commerce director of Anta Sports express channel.

01、 RMB 600000 increase, ROI 3.25

The first experience of Anta Sports' fast hand brand self broadcast

Li Yilin's answer to why the brand self broadcast was launched in Kuaishou at the end of July is very straightforward. In addition to the fact that kuaihou is the Olympic Games rights holding broadcaster and Anta is the partner of the Chinese Olympic Committee, 500 million months is a reason that can not be ignored.

"Such a big platform, isn't it?" Li said.

Before that, "Anta Sports" was mainly operated by product promotion. Although it had accumulated 400000 fans, there were not many attempts related to live broadcast and e-commerce.

At the end of July, Li Yilin began to set up a brand self broadcasting team focusing on operation, commodity and promotion, and at the same time, he searched for agency broadcasting agencies, and finally selected a live e-commerce service provider focusing on fast hand.

In addition, in order to lengthen the live broadcast duration and obtain high-quality anchor resources, Anta sports's self broadcast team is also divided into two parts, one in Xiamen and the other in Hangzhou, the capital of e-commerce.

"Now it's equivalent to broadcasting in Hangzhou in the morning and Xiamen in the afternoon. The live broadcast lasts 15-18 hours every day."

"If the follow-up development is better, I will also go to Hangzhou" Li added that another advantage of the split of the self broadcast team is that it can better deal with accidents and ensure the normal operation of live broadcasting. Recently, due to the epidemic situation in Xiamen, the live broadcasting task of Anta sports has been transferred to the live broadcasting room in Hangzhou.

As the ska brand of fast e-commerce, "Anta Sports" has also been supported by the express official in the daily operation of the live room, launch strategy, resource package of major activities, etc. "Fast official has arranged three small two to connect with e-commerce side, launch side and commercialization side respectively."

Since the beginning of brand self broadcast, "Anta Sports" has also experienced a process of exploration and re exploration. "At the beginning, our performance was relatively low, and a day's Gmv was 10000-20000." in order to solve this problem, Li Yilin and his team optimized the products, operation, delivery and other aspects.

From popular to exclusive

In terms of goods, "Anta Sports" was directly put on the shelves of popular commodities verified on other platforms, and the results "directly exceeded 200000". This let "Anta Sports" directly skip the link of testing funds in the initial stage, and once again verified that a good product can be passed through the whole network.

However, due to missed Anta's internal order meeting, the pallet was not deep enough, which led to a high proportion of sales in live broadcasting room, reaching 70% - 80%.

"In my opinion, 60% of the top 10 blockbusters are enough," Li stressed.

Therefore, at present, Anta sports's commodity planning basically focuses on welfare funds and drainage funds. Finally, it uses explosive funds to undertake the flow. At the same time, it constantly tries new products, hoping to "test out the exclusive hot money belonging to itself" with the data, so as to continuously enrich the health of the products in the live broadcasting room.

From bringing goods to product promotion, from low price to high price

In terms of operation, Anta Sports uses the standard playing method. In addition to making good use of lucky star operation tools and matching Star Limited blind box and other gifts, Anta sports also improves the operation efficiency of the live broadcasting room by constantly running in the team.

As for the anchor, Li Yilin "hopes to cultivate an anchor with a high degree of compatibility with the brand. He can not only speak, but also understand the brand, such as the Winter Olympics. The anchor he is expecting should not only be able to sell goods, but also bring the brand image.

For teams, the High frequency communication improves cooperation and trust between teams.

Before that, the self broadcast team has always been lack of attempts in carrying goods with high customer price products. In this regard, Li Yilin believes that "fast hand will not only accept products with low customer price. Slowly, products with high customer price, high cost performance and brand power will be more and more popular with fast hand old iron.".

Finally, with Li Yilin's constant emphasis, more than 300 pairs of shoes with a customer price of more than 200 yuan were sold in a single show, which proved that the high customer price products were also popular with fast-moving old iron, and opened up new ideas for the self broadcast team of Anta sports.

First increase powder, then sell goods

In terms of investment, "Anta Sports" basically implements the logic of "first increase powder, then sell goods".

"Our current method of playing is basically to add powder, and then improve the ROI of the live room. In the future, we will also increase the push stream of short videos to reduce the powder adding cost of the live broadcasting room," Li Yilin said. He will specially give the user portrait package in line with the brand to the launch team, so as to optimize the delivery strategy and increase the matching effect.

Because the time of self broadcast is relatively short, it also takes time for the accumulation of re purchased fans, "At present, there are two main directions for our promotion, one is fans of bidding products, the other is focusing on regional fans."

It is understood that "Anta Sports" currently invests an average of 800-900000 yuan per month on investment tools such as magnetic Taurus, with a price increase of 600000 yuan in two months. Up to now, the GPM of Anta sports live broadcasting room has increased from 27 to 56, and the ROI of magnetic Taurus has also reached 3.25 in recent 30 days.

In addition, Li Yilin also plans to open a new account and give it to Yuanwang network, which is the son of Yuda, for the generation operation, so as to obtain more talent resources and try to distribute talents.

"Tuba has a lot of tasks to shoulder. It has to do both self broadcast and product promotion. I can let go of my hands to play with the trumpet."

Of course, Anta Sports' self broadcast performance is not so amazing compared with the achievements of hundreds of millions of goods. In terms of experience, because it has just been broadcast for two months, even Li Yilin feels that there are still many things to be optimized, such as the high proportion of popular sales, the insufficient fit between the anchor and the brand, and the lack of cooperation between the self broadcast team and so on.

In terms of the second round, with the help of service providers to quickly make up for the shortage of manpower and experience, the company quickly opened up the situation by using popular goods, and at the same time, it also tried to promote the store climbing by means of delivery tools and official support, and tried to further open up the situation through account matrix and talent distribution. These experiences of Anta sports also further enriched the quick steps brand self broadcast methodology.

"Anta Sports" also provides a new standard sample of how to enter the national brand fast self broadcast.

02、 From chronism to sustainable growth

Why is Anta Sports self broadcast?

For national brands like Anta, especially official accounts, Gmv may not be the first pursuit, but rather hope to create more sparks on the brand.

From a macro point of view, the 500 million monthly live users of fast hand and the fast hand private domain, which contributes most of the total amount of e-commerce transactions, let Anta Sports see the potential of fast hand e-commerce.

"We Anta should be more forward-looking than other sports brands, and ensure the brand's position in the world of fast hand platform", Li Yilin stressed that it is necessary to ensure the brand's first position in the category of sportswear on the express platform.

In short, See the opportunity and take the place first. This key layout in the key platform itself is a part of the brand strength display.

From the micro point of view, the brand and service providers also have their own different understanding of fast hand self broadcast.

Brand autonomy and permanence

If it is only for the purpose of sales volume, only do talent distribution is undoubtedly a simpler and faster way. But if "blindly cooperate with talent, brand autonomy will be lower and lower", which is one of the reasons Anta sports is willing to make efforts to do brand self broadcast.

"In the early stage, we mainly increased the number of fans. At present, the number of fans who bought a live broadcast has reached 15% - 20%."

Li Yilin hopes to attract users who are interested in sports, sports and Anta through self broadcast on the express platform, and do a more long-term thing with the help of the private property of fast hand.

According to the new fast data show (new list of fast data platform https://xk.newrank.cn ）"Anta Sports flagship store" accounts for 81.2% of fans under the age of 23, which is also in line with Anta sports brand positioning of youth and sports.

Compared with a complete public domain traffic platform, Fast hand's private domain attribute gives the brand the opportunity to have a group of low-cost and repeatedly accessible fans. With the help of short video, live broadcast and other content tools, it is possible to deposit it into the private domain assets of the brand.

"I want to make a strong correlation between all fans and Chinese national products, Chinese fashion brand and Anta sports, so as to strengthen the human setup of our brand."

"From the brand point of view, shoot some short video sitcoms that are more in line with the fast hand old iron's preference."

In Li Yilin's plan, brand self broadcast is not only a sales channel, but also a product promotion window, and an important way to communicate with 500 million express old railways.

Account growth and delivery stability

Anta Sports express service provider Luo Tianen gives another perspective of the answer.

In his opinion, compared with other e-commerce platforms, the operation details of fast hand live broadcasting room are similar, and the key lies in Fast hand's private domain attribute can make the account "have a steady growth characteristic".

"In the long run, if you do it quickly, you can gradually unify your user portraits; but when it comes to tremolo, it distributes traffic by type (product)."

Through the accumulation of fans in the early stage, fast account is easier to see a "sustainable growth". With the promotion of fans' repurchase, the cost of putting in will be less and less, so as to obtain a stable performance delivery.

For service providers, maintaining the stability of delivery is one of the core objectives.

"300 yuan for this year and 300000 yuan for tomorrow. The fluctuation is too big, which is not good for the brand," Luo Tianen explained.

03

Besides selling goods, what is the second value of Express brand self broadcast?

In a speech, Zhang Yongzhao, chief operating officer of fast e-commerce clothing brand, emphasized that: "We are a content community, not a pure e-commerce shopping app.".

To some extent, this reveals the nature of fast e-commerce.

From focusing on industrial belt and white brand to vigorously introducing brands now, from the steps brand self broadcast methodology to the three major enterprises, and then to the wind maker plan, in essence, the underlying logic of fast e-commerce is not product upgrading and e-commerce realization, but trust maintenance, which is to make the consumption of Express old railway more secure on the platform.

From the perspective of Anta, 30 years of brand accumulation has already crossed the stage of selling goods. It is the more important task at this stage to attack the brand. Whether it is to sponsor the national team or choose the star Wang Yibo as the spokesperson, it is essentially an attempt to create a brand image. In particular, the rise of the national trend has given domestic sports brands new opportunities to surpass Nike, ADI and other brands.

In the layout of new traffic platforms such as Kuaishou, brands are willing to give time to polish accounts, maintain fans and build trust.

If we say that the live room of Yu's eldest son and other celebrities is a large-scale group buying meeting with family ties as the link and discount as the driving force, then Anta Sports' live room is more similar to a brand fan pool with the dual functions of selling goods and promoting products, aiming at brand culture incubation and brand fans cultivation.

At present, most of the self broadcast brands of fast brands are mainly selling goods. However, how to give full play to the value of fast hand private fans and how to make further linkage with fast hand old railway may be the next problem that brands need to overcome.