"in my constant exploration, I found that it is very important to make good use of Kuaishou Technology's public and private domain traffic pool." With this belief, Kuaishou Technology ID:Byx888866668888, who sells children's clothes in Kuaishou Technology, achieved a monthly GMV of more than 8 million in August, nearly quadrupling her usual sales performance.

To this end, Lin Lin Ma first set up anchors through short video content to create popular content and cultivate fan stickiness, and then made use of the product mix and streaming strategy of the studio to improve conversion and repurchase. In only one and a half years, Lin Lin Ma has achieved a breakthrough in fan volume and sales, achieving explosive growth.

　　ContinuousFan absorption: short video content operation and commercial streaming in parallel

Before entering Kuaishou Technology's e-commerce platform, Lin Lin Ma was an "old clothing man" with many years of experience in the clothing industry, running a Taobao store. But with the rise of live e-commerce platforms, traffic on traditional e-commerce platforms such as Taobao has been scattered, and Lin Ma's store sales are declining.

In addition, the operating logic of Taobao stores that focus on popular styles also puts Lin Lin under pressure. "We have to push new fashions every season, but if we can't do it this season, basically we won't be able to sell the whole season, which is equivalent to an one-shot deal."

In early 2020, the outbreak of the epidemic made Taobao shop, which was already unprofitable, even worse. "at that time, my family was hoarding a lot of goods, and I was very anxious when I looked at it that I couldn't sell it." On second thought, Lin Lin thought that she could use Kuaishou Technology to broadcast live.

Referring to her previous experience in Taobao, Lin Lin first asked her son to be a model at home, filmed some clothing works and accumulated some fan base. When the number of fans reached more than 1000, Lin Lin's mother opened the first live broadcast, and the effect was good. "it was broadcast for more than an hour and more than 60 pieces were sold." This made Lin Lin's mother decide to continue her work in Kuaishou Technology.

Although she first joined Kuaishou Technology at that time, Lin Lin Ma soon found that Kuaishou Technology had a strong advantage in private traffic, and doing a good job in content could accumulate a good reputation. To this end, Feifei Mom began to send short video works in Kuaishou Technology to introduce her children's clothes and their effects, attracting more fans and laying a solid foundation for the popularity of the live broadcast room at the same time.

At the same time, Lin Ma also actively cooperated with Kuaishou Technology e-commerce officials and third-party service providers, using streaming tools such as Kuaishou Technology Xiaodian Tong and Kuaishou Technology Magnetic Taurus to further improve the number of fans and the accuracy of their fan base.

　　ImproveConversion:Set up an anchorman to match the flexible arrangement of goods.

For Lin Ma, having worked with clothing for many years, she knows the fabrics, styles and styles of major children's clothing brands like the back of her hand, and the real-time interaction of live streaming allows her to give better play to her own advantages.

"in the past, when I was doing Taobao, I could only highlight the characteristics of our clothes as much as possible through the details page, but now they can be displayed and explained more directly in the live broadcast, and fans have a higher degree of trust." Lin Ma not only pays attention to style, but also attaches great importance to clothing quality and strives for cost-effective products as much as possible.

In addition, according to the needs of different fans, Lin Lin Ma will also adopt different product combination strategies during the live broadcast. Lin Lin Ma will mainly focus on clothing and match other categories in terms of layout; during the live broadcast, Lin Ma will promote popularity when she sells the main products, and then stimulate the consumption of users entering the live broadcast room through a good atmosphere in the live broadcast room and high-quality goods, so as to realize the conversion and retention of new fans and the repurchase of old fans.

Thanks to the sticky foundation of fans laid before, coupled with the good e-commerce atmosphere and operation strategy of Kuaishou Technology, Lin Ma Lin can get repeat customers in every live broadcast. At present, Lin Lin's mother's repurchase rate can reach more than 70%.

　　Rapid growth: withBusiness growthActively prepare for war and promote activities under the guidance of methodology

In August this year, Lin Ma's monthly GMV exceeded 8 million, which is the highest monthly sales result since she started Kuaishou Technology e-commerce. From 2 million GMVs per month to 8 million GMVs per month, Lin Ma's sales results have nearly quadrupled. Behind this, besides Lin Lin's own efforts, it is also inseparable from the help of Kuaishou Technology's business growth plan.

It is understood that this year, Kuaishou Technology e-commerce launched the "Merchants preparation growth Plan" to train waist anchors or brands like Lin Lin Ma through a series of flow dividends, training courses and product strategies to help them complete fan accumulation, fan activation and fan conversion, improve the ability of live streaming to carry goods, and more quickly become a new force in Kuaishou Technology's e-commerce ecology.

In the process of participating in the training, Lin Lin Ma came into contact with Kuaishou Technology's "five plates" business growth and operation methodology, that is, disk live broadcast, plate goods, disk commercialization, disk highlights and disk welfare. Under the guidance of this methodology, Lin Lin Ma not only followed the existing strategy, but also actively participated in holding live event venues and enjoyed the subsidy given by Kuaishou Technology e-commerce.

"the official support is very strong, not only the flow boost, but also cash back according to sales, so we can use the cash back to invest, saving a lot of cost." According to Lin Lin's mother, the GMV of a single event can reach 3 million, and the event contributed nearly 75% to its total sales in August.

Now, Lin Ma's Kuaishou Technology e-commerce operation strategy is becoming more and more mature, and she has also put forward a new goal: monthly GMV impact 10 million. Not long ago, Kuaishou Technology officially launched the Kuaishou Technology 116quality Shopping Festival, in which Lin Lin Ma also actively participated, hoping to use good goods to give back more old iron and achieve a greater sales breakthrough.