Shulou(Shulou.com)12/24 Report--

With the continuous rise of young people with a strong sense of national pride in the new Z era, new business opportunities are emerging. Recently, a live broadcast with goods connecting young consumer power and local merchants was staged in Kuaishou-Kuaishou Quadratic Virtual Anchor @ Li Hao Duck joined forces with brands such as Honey Snow Ice City and Wallace to open a special show of gratitude and feedback. With the innovative form of "full virtual scene interaction + virtual object explanation", domestic brands can help domestic brands occupy the minds of users in the new Z era and open up new incremental spaces.

As the network's first virtual IP × local e-commerce show, Li Haoying successfully sold 200000 + for Thanksgiving, added 3000 million new customers to the brand, ranked No. 1 on the second Yuan Live list and No. 3 on the national group buying list in real time, with an increase of 14000 fans in a single game, achieving a bumper harvest of both revenue and reputation. At the same time, this live broadcast has also created a new model for two-dimensional virtual anchors to stimulate users' desire to buy through creative content, precipitate people with high aspirations into brand equity in the new Z era, and promote content consumption, fan conversion and cyclic growth of brand volume.

Domestic brand + new second dimension, Kuaishou deeply taps the consumption potential of the new Z era.

Take 4000 cups of milk tea with goods in 25 minutes, selling an average of 160cups per minute, the Snow and Ice City brand sells 77000, and the whole audience sells 200000 +. @ Li Haoya's first live e-commerce show was a great success. Behind this virtual anchor e-commerce marketing victory is Kuaishou's deep excavation of the consumption potential of the new Z era.

As a head short video live broadcast platform with an average daily active users of up to 387 million, Kuaishou has gathered a large number of two-dimensional people in the new Z era. Public data show that as of the second quarter of this year, the number of daily active users of Kuaishou QQ has exceeded 200 million, and the average daily consumption scale has reached TOP 5 of the whole site. In terms of user consumption attributes, the proportion of young users in the new Z era has exceeded 85%, which means that Kuaishou QQ is becoming a new fertile ground for young people.

The two-dimensional people of Kuaishou platform in the new Z era are not only young and have a strong sense of national pride, but also have more refined consumer preferences. Compared with the use value of the product itself, they are more inclined to input cultural and emotional values. Therefore, they tend to pay more attention to national pride and are willing to spend for domestic brands. In the previous frequent search of Hongxing Erke, vigor 28 and other "endorsements for domestic products" incidents, this group accounted for a large proportion of "tap water".

And the brands such as Honey Snow Ice City and Wallace, which appeared in @ Li Hao Duck Thanksgiving special show, are precisely the outstanding domestic brands, and the portraits of their target user groups are also good at accepting new things. and the consumption base and consumption frequency are growing in the new Z era two-dimensional population.

On the other hand, Kuaishou QQ users generally gather in the new-line cities, which is also highly consistent with the consumption areas focused by domestic brands. Therefore, the collision between Kuaishou secondary crowd and domestic brands, coupled with the mutual superposition of "virtual anchorman's scientific and technological strength, Kuaishou platform social power and QQ's influence", successfully set up a new consumption scene of "online and offline" through virtual anchor. as a result, @ Li Haoya's e-commerce special order for the new Z era accounts for a very high proportion of users in the new Z era, so that they can interact with virtual anchors in the new Z era Also enjoy the good price brought by the anchor and the good goods and service of the brand, laying the foundation for the success of domestic brands to infiltrate the young circle and build a sense of cultural belonging.

E-commerce live broadcast + innovative content to help the virtual industry explore diversified commercialization

With the blessing of today's new technology, Kuaishou QR virtual ecology continues to expand, giving birth to original virtual human IP,TA with millions of fans, such as @ Fox Glass and @ Li Hao Duck, who have constructed their world outlook through short videos, magnified their personality characteristics in live streaming interactions, and established deep emotional connections with the audience.

At the same time, Kuaishou Quadratic is also actively using content play and innovative virtual technology to help the virtual industry explore more diverse business models. @ Li Haoda's first virtual IP × local e-commerce show is a beneficial attempt for the commercialization of virtual anchor IP in addition to live rewards and advertisers.

In this live broadcast with goods special show, @ Li Haoda brings strong interactive games such as instant transformation, cartoon version of milk tea and fried chicken, rather than simply "carrying goods" and "forcing orders". Instead, it really gives the "emotional value" loved by consumers in the new Z era, realizing the close and efficient connection between brands and young users. At the same time, in the sales yard, @ Li Haoda put on the shelves rich low-cost popular food and beverage items through "full virtual scene interaction + virtual goods explanation", making e-commerce live streaming more interesting and scene-oriented, and successfully created a new popular style Showcase with goods brought by two-dimensional virtual anchors.

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It is not difficult to see that relying on Kuaishou's "short and straight combination" characteristic animation IP development system, Kuaishou Quadric can build an interesting and interesting gathering place for the second-dimensional consumer groups in the new Z era, and it has also become a coveted marketing magnetic field for domestic brands, providing differentiated customer channels and revenue tools for them to achieve new commercial increments.

Kuaishou QQ has also launched the "v-star quality Virtual VJ introduction Plan", hoping to continue to expand the virtual ecology together with more native IP and mature IP, explore diversified forms of realization, constantly broaden the commercial imagination of virtual VJ, and help more domestic brands to grow and realize at a high speed in Kuaishou Quadratic's development field, distribution field and business field.

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