Shulou(Shulou.com)11/24 Report--

On February 24, Kuaishou became the largest live broadcast platform for ticket sales in the "Sky City" amusement park.

The Sky City Playground is located in Tagan International, Qiaoxi District, Shijiazhuang City, Hebei Province, with oversized trampolines, ubiquitous swings and an oversized rainbow slide. The amusement park has been in Kuaishou since February 12, and more than 10000 ticket packages have been sold in less than two weeks.

Shijiazhuang is jokingly called "International Village" by the Internet. There is a joke in Zhuang that is very popular, "Shijiazhuang is intentional, the Internet is ruthless." Shijiazhuang does not seem to fit in well with most Internet platforms. It has the largest commodity distribution center in the north, but it does not develop e-commerce on the same scale as obligation; it is the nearest provincial capital city to Beijing. but it did not get too many dividends in the popular community group buying in previous years.

Zhuangli people are more impressed by the Internet is that there was a man who sold kebabs next to the park. He seized the dividends of live e-commerce and made a lot of money in Kuaishou. The man's name was er Donkey. Now, local life has become the next tuyere, and Zhuangli people are trying to seize it.

With 5000 tickets a week, it has become the largest live broadcast platform for ticket sales in the "Sky City" playground in two weeks.

February 12, the "Sky City" amusement city in the fast hand of the marketing campaign planning began to implement. In this activity featuring "matrix talent visit", the Shijiazhuang team of Kuaishou local life planned a comprehensive store exploration content with short video and live broadcast.

On the one hand, nearly 100 local celebrities have produced more than 150 store videos, forming the high exposure and high volume of the "Sky City" amusement park in a short period of time; on the other hand, the continuous live broadcast of talent has been scheduled to start broadcasting and transaction every day, further transforming the high heat flow. At the same time, Kuaishou platform provided super-value subsidies for the project to create the ultimate performance-to-price ratio, with ticket sales exceeding 5000 in a week and more than 10000 in less than two weeks.

As a local shopkeeper in Shijiazhuang, Jia Ailiu, whose account is "I am in the International Village", also participated in the amusement park visit of the "Sky City". "I love to eat, drink and play, and now the spring is in full bloom, I want to make some videos to share with you. I hope you can also go for a walk." In this event, Jia Ailiu not only sent a video, but also came to the amusement park to broadcast live for more than 3 hours, showing the play project in real time, leading many people to place orders.

"I think Kuaishou really has a lot of traffic, and the official policy and support are very strong, not only for businesses, for consumers, but also for us talent, are very friendly." Jia Ailiu sighed.

For Jia Ailiu, the delivery effect of video and live streaming does not only mean that she brings traffic to businesses, but also represents the realization of her sense of self-worth. "seeing so many fans approve me and let me know that it is valuable for me to do this, I suddenly realized that I could live like this." From an ordinary baby mother to a full-time talent with a monthly income of more than 10,000, such a transformation was unimaginable to her a year ago.

A counterattack on the tuyere track

Before becoming a Kuaishou expert, Jia Ailiu was a treasurer. After sending her children to school every day, she walked into the unit, made some tea, and buried herself in the processing of financial data. Day after day, stable and calm, but Jia Ailiu always felt that life should not be like this.

In the winter of 2021, she looked at some online self-media filming daily Vlog, and her heart tickled. Taking advantage of her spare time at home and office, she simply pulled the meat of her neighbor, who is also a precious mother, to do the Kuaishou account of "I am in the International Village" and found something for herself.

When they plunged into the short video platform, the two bumped into each other and learned from scratch that they could not operate the account, so they followed Kuaishou's official lesson little by little; if they couldn't make a video, they watched other people's videos and followed them. "write down what pictures should be shot and what copywriting should be taken with each shot." In an one-minute video, Jia Ailiu and Meat can shoot 200 to 300 pieces of material.

Even if the quality of their content continues to improve, there will inevitably be bad voices in the video comment area. "at first I saw a bad comment, and I couldn't sleep all night. Of course, there are a lot of die-hard fans who have been supporting me, giving me likes and comments." The encouragement and support of fans give Jia Ailiu more motivation to stick to it all the way.

From daily life records to store evaluation videos, gradually accumulated, the account has more than 1000 followers, Jia Ailiu began to take group buying. "later, it was found that when we reached 5000 fans, there would be creative incentives, and we ran in this direction." Jia Ailiu set a small goal for himself, and the realization of each small goal also gathered sand into a tower, so that the two people saw the results of their efforts. "A video with good data can sell up to more than 10,000 orders."

Last September, Jia Ailiu tried to start a live broadcast, trying to find a new direction outside the short video. "We bought a Wallace and sat in the living room and started broadcasting." To their surprise, the studio, which was originally expected to have only a dozen viewers, has maintained the popularity of 300 to 400 people online at the same time.

"at first, I was very scared, but now I am very calm. this is my job." The two people continue to optimize the quality of content and develop steadily. With the arrival of Kuaishou's local life team in Shijiazhuang in 2023, Jia Ailiu and Meat also ushered in a growth explosion. "it used to be more like fighting alone. After the official came, we found the 'organization' and gave more support, and now we are full of drive."

In addition to the traffic endorsement of short videos and live broadcasts, what makes Jia Ailiu more happy is that his short video "layman" has finally been led by an "expert". In Shijiazhuang's local got talent community, she met Kuaishou local life operation tree and learned about video content, live broadcast operation, development planning and so on.

"I am in the International Village" account is booming, and Jia Ailiu and Meat Meat have also made a second account, "Meat Diary", to create different accounts and styles according to their different personalities to attract more fans. At present, Meat Diary has accumulated 12,000 fans in less than three months.

Take advantage of the situation and make a rapid transition.

Now, Shijiazhuang talent is realizing the level of leap.

Compared with the "recommend-pull grass" in short videos, real-time live streaming can not only shorten the conversion link, but also better match the tone of "shopping and eating", so it is a highly efficient and profitable way of realization. However, for those who have no experience in live broadcasting, it is inevitable that they are afraid of appearing live on camera at first, or they may not be able to find a way.

How to help people get over the hurdle of broadcasting? Kuaishou team planned the Wallace brand campaign and came up with a set of incentive strategies. The first step is to test the fashion style. "it is found that the GMV of Wallace's eight-piece dinner for two and a barrel of ten wings per barrel is extremely high, and we agree that such a quality can help people improve their live broadcast ability." The big tree said.

With the product base, it is necessary to make the talent feel "profitable" in order to enter the game boldly. Kuaishou allocates attractive support resources for talent participating in the event. Four levels are set according to live broadcast sales, number of contributions, POI click rate and other indicators. If they meet the grade requirements, they will receive corresponding live streaming traffic and cash subsidy. The higher the level, the higher the subsidy.

At that time, it coincided with the Spring Festival of the year of the Rabbit, and the flow of online platforms and offline restaurants reached their peak. "I am in the International Village" also participated in this event, although it is not the first time, but the studio has taken it to a new level.

"the traffic support given at that time was really 'enjoyable', which made me experience the feeling of 3000 people chatting with me online at the same time." In addition to seeing such a "big scene" for the first time and finding a sense of inner value, Jia Ailiu's sales performance in January also reached a new high. Inspired by the policy, she focused on live broadcasting, broadcasting almost every day from January 19 to the end of the month, with an income of more than 20,000 yuan that month.

Another talent, Liu Fantong, is the "diligent representative" of the new broadcasters. Although he does not understand live broadcasting, he thinks that he can start broadcasting at the wrong peak, from 9: 1 p.m. to 2: 00 a.m. in the morning, trying to grasp the "evening peak" of traffic.

However, at first, the live broadcast effect of "Liu Fantong" was not good, with popularity but no sales. "the operators in the official group will watch it in the studio every day, and the next day they will send me some adjustment techniques, telling me not only to pull the interaction rate, but also to guide the transformation. Liu Fantong said that through official guidance, his live sales figures have nearly tripled in a day.

The fan growth rate of "Liu Fantong" is more like sitting on a rocket, gaining 2000 fans a day, and the number of fans has doubled in just a few days. The intuitive data gave Liu Fantong great confidence and motivation. "I calculated that the income was really too high, and I didn't want to broadcast it at all, and at first I didn't know that support traffic was available 24 hours a day, otherwise I would have to broadcast at least 12 hours a day."

While broadcasting live, Liu Fantong did not leave behind short videos. Considering that the number of contributions is also one of the rating indicators, Liu Fantong submitted more than 240 videos one after another during the campaign, rising to the highest level in three or four days, with overall sales reaching 150000 in January.

Deterministic growth to make the pace more stable

"in fact, I have always wanted to make a bigger account and make myself a million V." With his hard work in the field of Kuaishou local life, Liu Fantong is one step closer to his ideal.

In fact, Liu Fantong has taken many detours in the short video track in the past. Born as a photographer, he stood early in the tuyere of short videos, shooting jokes for several years from behind the scenes to in front of the stage, but he was always lukewarm and did not find a good way to cash in.

In 2020, the combination of short video and local life business made him see new possibilities. In Kuaishou, he started from the video link, to the end of last year began to fully invest, and then to this year's performance by leaps and bounds, "Liu Fantong" felt that he finally found the right direction.

After enjoying the dividend, Liu Fantong is more willing to keep up with the official pace and begin to devote himself to Kuaishou operation. Based on the successful experience of "Liu Fantong", he set up a personal account matrix, each of which continues to impact towards the highest level. To that end, he has a full schedule, visiting up to five stores a day and sending out a total of 600 videos in February.

Although it is mass-produced, Liu Fantong's video also ensures quality and tries to find a position that suits him. In order to test more possibilities, he set a different style for each account, such as the funny "Liu Fantong" account, trying to attract more people to complain about interaction. Although the best direction has not been found yet, "Liu Fantong" is very confident. "now that the authorities have come, you can consult the authorities with many questions."

As for the future of the local life track, Liu Fantong is also full of confidence. "when I first started, I knew that the prospect of local life is very bright, and the conversion rate from local life to online life is now very low. With a big market, we have a vision." More importantly, "Liu Fantong" can see Kuaishou's determination to do local life business, "a lot of investment, support, the first time to solve the problem."

This makes Liu Fantong feel that he is not far from the million Vs. "2000 fans a day, 60,000 a month, 700000 fans a year, and a year and a half later I became an Internet celebrity." However, he is not a wishful thinking. Liu Fantong knows very well that he wants to do more refined and differentiated video content, set up his personal IP, and then go up step by step.

Unlike Liu Fantong, whose goal is firm, "I am in the International Village" and "Meat Diary" are more concerned about work-life balance. In their view, the most ideal state of life is to be able to take care of both work and family, and to feel full and confident while taking control of time freely. Next, the two are prepared to continue to strengthen the human positioning, while stabilizing the video quality, send force live broadcast with goods, "after all, live broadcast is the most intuitive."

As they move forward steadily, more and more companions have emerged. Jia Ailiu found that the elderly aunts in the same community are also quick to be masters of local life. "sometimes my aunt will tell us that we have to communicate more with everyone in order to get more information."

Jia Ailiu, who has not only communicated with his peers and tasted the "sweetness", but also is willing to use his own experience to drive more people around him into the industry. "even my high school classmates who haven't contacted for many years have browsed my video to ask me about it." On the other hand, she will generously introduce her work and tell each other that "the industry is fine."

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