[TechWeb] July 22, at the million Video Summit in Beijing, the head of live e-commerce of Youzan revealed that Youzan is currently planning a large-scale support program for video creators to help "100 video creators achieve the small goal of earning millions a year."

"We will rely on our commercial experience to bring a wave of benefits to the majority of video owners, and the first phase of the plan has set the goal of helping at least 100 video merchants achieve 1 million revenue within a year," he said. He revealed that the support will include products, traffic, services, supply chain and other aspects, to support and empower video merchants in all directions.

Commercialization of beach-fighting video number

Baizun CEO Gong Haihan pointed out that in the future, "Yiwei No.1" will become the new standard of brand marketing. "Video numbers can be recommended, shared, interacted, and easily precipitated in the private domain. It is estimated that the video number will have a GMV of more than 350 billion in 2021."

Baizun video monitoring shows that among the top 1000 creators of the Baizun index, the proportion of stores opened is more than one and a half. Among the certified creators, 45% are enterprise certified, including Xiaomi, JD.com, vivo, perfect Diary and other brands. Relatively mature accounts are exploring commercialization.

Likes data also show that as of June this year, the number of video merchants' attendance has increased by more than 10 times month-on-month; UV&GMV has increased by 4 times month-on-month, with a single transaction volume exceeding 10 million; the length of live broadcast by merchants has exceeded 3 times; the customer price of video merchants has reached 162yuan, and the repurchase rate is 40%.

"the first value of a video number is the value of display and business cards; the second value is the value of link and transformation. That is to say, through e-commerce, we can make a link between the two values, effectively realizing the complete closed loop of the ecological commercialization of Wechat's private domain.

Unlock the five key factors of the cash seal of video number

Pan Yuefei, founder of Zinc Finance, revealed that although the DAU of the video account has exceeded 450 million, the majority of account owners are still facing difficulties in many aspects, such as traffic, operation, user precipitation, and so on, and they are still in the stage of "crossing the river by feeling the stones" in terms of cash flow and commercialization.

Based on the operational experience of a large number of video merchants, you like summed up five key factors that contribute to the growth and realization of video accounts:

First, full flow savings should be made during the preheating period. At present, the reservation ability of video number is far stronger than that of other short video platforms. Video number home page, official account and stores can all set up live broadcast reservation windows, so it is particularly important to make good use of live broadcast reminders. Data show that once a live broadcast is booked, at least 70% of users will click into the live room.

Second, make full use of public and private domain drainage during live broadcasting. In addition to channel diversion through WeChat / WeChat / Community / moments and other channels. In the video number field, there are functions such as the floating window of the official account and the floating window of Mini Program, which can direct the stream for the studio. In addition, there are likes to support binding the sharing studio with the distributor to improve the fission capability.

Third, do a good job of efficient transaction conversion of video number. The VJ's own LVB capability is the core of high conversion. In addition, likes can provide more customized marketing capabilities, such as coupons and instant kill, which are urgently needed in LVB scenarios.

Fourth, do a good job in settling the private domain of video number traffic. A live broadcast cannot transform all users, so how to convert the users who watch videos and live broadcasts to the private domain to achieve continuous access and transformation is the key. Tools such as QR codes and praise codes in the studio can help merchants quickly guide the traffic of the studio into the group.

Fifth, continuous user operation, retention and repurchase. Likes and Wechat platforms both provide a variety of assistance on the operation side and repurchase side of users, such as the payment completion page guide and group adding function provided by WeChat Pay, and through the like backend, merchants can see the live broadcast transactions, traffic and the distinction between new and old customers and members.

The weekly turnover rate of TOP10 video number merchants reaches 70%.

Based on these five key factors, after a period of actual combat, many businesses have run through the video number live link.

Miao Jiayuan, a Guizhou agricultural and sideline products merchant, locates the original ecological and healthy food brand and is committed to bringing Guizhou's agricultural and sideline products out of the mountains through online e-commerce. Since February this year, the Miao family Yuanyuan team has entered the live broadcast track, and the single video number channel has a live broadcast frequency of more than 6 times per week. In a short period of 3 months, it has achieved a breakthrough of more than 500000 in monthly live broadcast sales. Liu Qian, general manager of Miao Family Yuanyuan, said: "compared with other live streaming platforms, video account has a complete ecological chain, which can connect official accounts, moments, social groups and other channels to better reach users."

Teacher A Bin, founder of Binjian studio, launched his first live show on video number in April this year. The number of viewers exceeded 110000, the order exceeded 26000, and the final turnover reached several million. In its view, video number has natural advantages such as Wechat community and moments traffic, and making full use of public domain drainage + private domain basic fission, and combined with "mall + community + live broadcast" to run through the new private domain link is the key to do a good job of video number live broadcast.

Uncle Jian, a history columnist who has millions of followers on Douyin, Kuaishou and the video account platform, said that in his view: the value of video account is different from that of shaking Kuaishou, although my video account only has 100000 followers, which is far less than the number of fans of Douyin Kuaishou. But I find that the conversion rate here will be higher. Fans of the video account are closer to your content and recognize you as a person. at first, there may only be dozens of people in the group to buy it, and then they will post it in the group, and then someone will buy it, and finally it will become a good book recommended by Uncle Jian.

However, although the merchants who entered the video account in the early stage have made initial achievements, their head advantage has not yet been formed.

Likes data show that the weekly turnover rate of TOP10 merchants is as high as 70%, and with the efforts of more entrants, such ups and downs will continue for some time.

That is to say, according to past experience, compared with centralized traffic platforms such as Douyin Kuaishou, video numbers will be distributed more evenly and oligarchs will be few. The realization of e-commerce will be one of the main ways for the commercialization of video numbers. next, in the Wechat ecology, there may even be activities similar to "Singles Day" to help make a further breakthrough in the commercialization of video accounts.

Brewing a large-scale support plan

Zan revealed that his team has maintained a "precise and fast" response on the way to help the video to be "commercialized". At the end of 2020, there is a praise mini program to achieve full-link access to video numbers, attracting many merchants to participate in internal testing. During the internal test, brands such as McDonald's online stores, ramen, ZEESEA Color, Zhou's Black Duck and Huaxizi have tried to carry goods on video accounts.

Even Xin also believes that the video number is a brand-new track, and newcomers will often face three major pain points in the process of commercialization: content flow, transformation precipitation, and operation repurchase.

In order to solve these problems, Youzan plans to provide all-round support to video merchants from the aspects of live broadcast, marketing, operation, supply chain and so on, so as to help more potential merchants to realize their video accounts. "in addition to the investment at the tool level, this year we have set a small goal of 100 million dollars to help 100 creators of video accounts achieve an annual income of 100 million."

From official account to Mini Program to video account, Youzan has always been a deep participant in the "commercialization" of Wechat's ecology.

Only half a year later, Youzan launched its core product, Wechat, which ushered in the first explosive growth of merchants' GMV; in 2017, WeChat Mini Programs was a member of the app, and a year later, GMV increased 35 times compared with the same year last year; in the same year, Youzan completed its listing in Hong Kong, becoming the "ecological first share of Wechat".

In 2021, Youzan moves frequently in the field of video number. In April, the team announced that it would support all merchants to apply for access to Wechat Video account. Since then, Youzai has launched video number assistant, live broadcast coupons and other functions. At the same time, it works with a series of value-added services, such as like distribution supply chain support, like ad flow support, and systematic training in Youzan schools to attract video creators and merchants to join. All kinds of movements show that Youzan attaches great importance to the video track.

As praised CEO White Raven predicts, video accounts may drive e-commerce by $1 trillion a year in the next three to five years. The real competition on the video track has only just begun.