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

September 17, 2023 is the fifth year that Kuaishou anchor Xu Xiaomi entered the platform. According to the usual practice in previous years, she will hold a live broadcast at this node, and this year is no exception, and the whole team has already started preparing early.

"the purpose of our annual promotion has not changed, which is to give benefits so that fans who have been following us can get real benefits." Xu Xiaomi said.

Sincere, honest, close to the people, this is Xu Xiaomi's style label. From breaking into the live broadcast industry five years ago and starting broadcasting with zero fans, Xu Xiaomi has always been required by the principle of "business for good and customer first" to become the head anchor of Kuaishou platform with more than 20 million followers. And her way from growth to maturity is inseparable from the support of Kuaishou Magnetic Taurus team in many aspects, such as flow strategy, delivery policy, platform operation activities and so on.

Born in the countryside, courageously broke into the live broadcast world to become the live "number one Sister"

In Linyi, Shandong Province, Xu Xiaomi's name is known to almost everyone. The post-90s girl who came out of Yimeng Mountain area uses her own experience to interpret a story of contemporary rural women who are indomitable and independent. Born in an ordinary rural family in Yimeng Mountain area, Xu Xiaomi entered the society without graduating from high school. She has experienced rich and tortuous experiences. She has sold paint, furniture and cars, but she has not made outstanding achievements.

In 2018, known as the "first year of live broadcast", Xu Xiaomi also began to try to use Kuaishou live broadcast to sell clothes. When she didn't have any fans on her account, she dared to try and start broadcasting directly. In just one month, her single sales in Kuaishou exceeded 10,000.

It took Xu Xiaomi less than a year to broadcast GMV from 0 to 10 thousand and then from ten thousand to one million. The subsequent growth is even more rapid: the Singles' Day in 2020 exceeded 100 million in a single game, and in 2021, the sales of Kuaishou clothing industry top1,2022 annual fans exceeded 20 million. A beautiful report card witnessed Xu Xiaomi's growth all the way; the former rural sister, also by virtue of her own strength, became the live "No.1 Sister" in Linyi.

Economic conditions are improving and fame is following, but Xu Xiaomi herself seems to have never changed-she is still "social" and afraid of being recognized when she goes out; her daily expenses are simple, and most of her meals are settled in the company. Clothes and daily necessities are also bought in her own studio; how to bring real good products to her fans is still the most important thing she thinks about.

Achieve accurate leap with the help of professional external brain

Xu Xiaomi has been deeply involved in the e-commerce industry, and Xu Xiaomi has also deeply felt the changes in the traffic of the platform. "now that more and more people are doing live streaming, the 'cake' of traffic will be divided into more and more details, and it will pose more and more challenges to us."

She is also clearly aware that behind the changes in traffic, the live e-commerce industry has entered the second half at a high speed-the competition in the industry is showing a white-hot state, and it is no longer a stage in which anchors can have great development by relying solely on their own efforts. If anchors want to continue to grow, they urgently need to use professional "external brains" and "external forces" to achieve accurate leaps in delivery, operation, marketing and other aspects.

In 2021, magnetic Taurus, a professional streaming tool of Kuaishou e-commerce, was launched, and Xu Xiaomi became the first batch of merchants to test and use it. She hopes that Magnetic Taurus can provide her with effective e-commerce marketing solutions in many aspects, such as short video content, fan operation, traffic operation and so on.

With the help of magnetic Taurus, Xu Xiaomi knows more about her fans. In the past, her clothes introduced to her fans were mainly fashionable, but through the feedback from magnetic Taurus, most of her fans were between the ages of 30 and 40. In fact, she would prefer some calm and generous styles. With this valuable information, Xu Xiaomi's team quickly adjusted the selection strategy.

Behind the 2000 million fans, there are actually 20 million needs. The needs of each fan are different, and the services to them are also different. In order to make Xu Xiaomi closer to her fans, Magnetic Taurus divided her fans into loyal fans, good feeling fans, passerby fans, silent fans and other levels, and worked out corresponding service strategies for her at the same time.

Since last year, Xu Xiaomi has also handed over her annual promotion work to the Kuaishou Magnetic Taurus team.

For Xu Xiaomi, the annual 916 promotion is her most important event of the year, because she began to do Kuaishou live broadcast on September 17, 2018. "performance is secondary, the most important thing is to let fans have fun, let them benefit, let them get real benefits." Xu Xiaomi said.

But with the help of magnetic Taurus, Xu Xiaomi's fourth anniversary promotion also reaped a pleasant surprise. As early as a month before the big promotion began, the Kuaishou Magnetic Taurus team carried out detailed investment planning and goal setting for her, and formulated a specific creative plan for this event, and simultaneously used strong eye-catching open screen and other brand advertising forms according to the characteristics of the big field. In the end, the effect of the overall cooperation far exceeded the planned sales, the actual sales exceeded expectations by 14%, and the 917 market also broke through the sales peak of nearly a year.

Make every effort to "break the circle" to realize social value

"head talent like Xu Xiaomi, they have become the benchmark of the industry, how to reflect the social value of their own industry leaders, to achieve" broken circle ", is a more important task at this stage." The person in charge of Kuaishou Magnetic Taurus said.

In fact, this sentence also hit the heart of Xu Xiaomi. With the spirit of not admitting defeat and strong career ambition, step by step from the countryside to see a broader world, now also has 20 million fans, Xu Xiaomi also began to think about his future. "the more fans, the greater the responsibility, the more things to do." Xu Xiaomi said.

Xu Xiaomi began to act, first of all, to find ways to help more women with anchors' dreams come true. "there are a lot of women around me who are very capable, but they may be limited by their families and lack the opportunity to realize their self-worth, and I can help them to embrace the larger world."

Since last year, Xu Xiaomi has deliberately reduced the frequency of broadcasting, but has devoted more time to training new anchors. These female anchors, who are personally trained by Xu Xiaomi, are also known as the "second generation".

The goodness of business is the four words that Xu Xiaomi often emphasizes with the "rice second generation". She does not approve of anchors selling goods in order to sell goods, and does not want them to sell goods that are cheap but not good enough for short-term performance. She hopes that the "rice second generation" will think more from the perspective of fans. Think about whether fans will buy again and whether they will build deep trust with them.

To this end, every "rice second generation" from the entry to the real live room to bring goods, often need to experience at least a year. During the year, their role was as a studio assistant, starting with the most trivial and basic work. "We should not only sharpen their temper, but also see if their qualities can stand up, and whether their values are in line with the values of the company." Xu Xiaomi said.

Those who can really stay are starting to show results. At present, her team has successfully trained a group of anchors who can start broadcasting and sell goods independently, and the outstanding ones have been able to create a record of more than 10 million GMV per game.

In addition to cultivating the "rice second generation", Xu Xiaomi also hopes to use his influence as a Kuaishou head anchor to do more meaningful things.

"over the past five years, I have turned down offers of cooperation from tens of thousands of domestic factories and suppliers, so I have been jokingly called'Xu machete', but I think it is worth the effort." Standing on the podium of outstanding talents in Linyi e-commerce in March this year, Xu Xiaomi said frankly, "making customers more satisfied has always been our mission and our action guide." we have always asked for brand priority, quality priority and after-sales priority, which have never changed. "

A month later, she announced the launch of the "Great Chinese Brands" program on her account, saying that only first-tier brands that have gone through the precipitation of time, the test of quality, and years of feedback from consumers can be selected into her selection plan. "I can't just make money. I can't sell just to sell. I think I have the responsibility, the obligation and the ability to let more people know about our great Chinese brand." Xu Xiaomi said.

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