“it's hard at first to be a pronunciator. We were running around in a liquor store when someone else started
It was 2019, and lee seon-joo was also an anonymous small anchor。
At the time, he would not have thought that, in 2023, only three months after entering, he had taken a one-time out-of-the-billion score — just by selling alcohol and making a deal. Vertical goods with clear ceilings on market size are not easy。
This challenge is more difficult than ever: in the last seven days (5-11 september), the sale of “gold food for friends” was in the range of $5 million to $7. 5 million; and the new “east selection to wine” booth at the end of last year was in the range of $500,000 to $750,000。
If converted on the basis of the results of the transaction, this live broadcast is equal to the amount of several months of live delivery by other anchors。
“at the time, our daily sales were usually 12 million dollars, and we could get tens of millions of dollars in the event of a major event, but billions of dollars were to be seen throughout the drinking water industry, and few people could do so.” journalists noticed that during the night, lee seon-joo was ranked number one in the live broadcast, updating the record of the single-stage sale of poppy water。
The vertical breakdown and alternative delivery lines are not uncommon in the telecom development process。
In 2023, one main sign + n is becoming the standard for large institutions and broadcasters. But why was the wine and water industry the first to run the "big billion" anchor? Where does the new platform of entry come from
As the lead anchor of the head-run broadcaster teletech, lee xing cheuk was the first to be hit by the fast hand, with more than 12 million fans to date. In june of this year, li seon-chul became a member of the “drawing into the tide” and launched a new live studio, known as the “acho tavern”, which became familiar with interviews with massey for online fans. On 7 september, journalists visited lee seon-joo during the breaking of a billion live screenings at the astrón tavern。
Behind this "big billion" live broadcast, we can see the shadow of the platform pushing. Since the beginning of this year, “contentization” has become an important strategy for the live production of treasures, such as li seon-joo's leading tracker, who specializes in the export of professional content, and is ushering in a development dividend。
More, more precise, more professional people
The business of a single product is not the same logic as the full product of billions of dollars. There is a need to find not only a sufficiently broad marketable class of products but also a more precise class of people and a more specialized content。
"online do the whole class. Business starts fast. But at the end of the competition, it must have its core competitiveness.”
In li's view, there are two sources of competitiveness: brands, which themselves have exclusive competitiveness and influence; and vertical tracks, which give consumers a sense of trust in anchors. “considering you as an expert in this field”。
Of all vertical products, drinking water is a popular type. Stars live across the border, preferring it, from zeng chi wei, pan yanggang to yu qianqing, li gyeongqing... Selling alcohol is the first choice of the middle-aged man to flourish his second spring. The platform and the agency also took the lead in setting it up, “friendship”, eastern selection, and young-yang all set up a drinking studio。
On september 7th, the team was preparing for the live broadcast
It's a popular track, thanks to the special nature of alcohol and water. High māori and high-repurchases have the dual characteristics of “consumer plus luxury goods”. What you drink is not just a need, but also a display of "face." this leads to a higher premium for wine and, for consumers, to poor information about complex varieties and distribution chains。
The poor information of this type, with higher professional requirements for anchors, is also key to opening markets。
“the threshold for this industry is high. You need to know all the drinking water source channels. You can't get a good price if you've been following people to get the goods. At the same time, you need to have enough money to hoard, just like we did on our own, to pull back hundreds of thousands of bottles of wine at once. 99. 9% of the people who want to do this business end up here.”
From 2019 to 2023, lee seon cheuk, relying on the live broadcast agency teletech, travelled through almost all the wine factories, with supply chain advantages combined with accumulated knowledge reserves over the years, bringing him to the first stage of live broadcasting in the liquor industry. If the first half revolves around increasing consumer trust and building strong anchors, by 2023 lee seon-joo, with a small reputation in the industry and more than 10 million faithful fans, is gradually seeing the development cap of a single platform. Looking for additional quantities to become the development theme for the latter part。
On the day of the live broadcast, li sang-joo's sister dong chul-hong was in the live studio
"in the fast hands, we have sunk many faithful users. But it's hard to double the volume again." lee xin duk-tang, "to find more increments." unlike the consumer population for the whole-product anchor, which is much broader, televised, although more sticky, the overall population is also relatively limited。
During the same period, “recruitment for horses” was being broadcast on “information”. Since the beginning of this year, the poaching of treasures has deepened vertically in the fields of drinking water, tea, freshness, tide play, etc., and has been introduced into the main broadcasters, including the wine fairy liang, liu yi wei, and uncle three of the south. A vertical reach with a pool of expertise on all vertical tracks can enjoy a perceived “content dividend”。
“board hunting has given us a lot of rights and support, and it has indeed opened up new increments. For example, in fast hands, many of my fans come from the north, and from the backstage, we'll find that there's a very even distribution of fans of the skycat."
Lee seon-chul told the journalist that for three months he had also noticed that there were many very professional consumers involved in the treasure hunt。
"in fast hands, my fans are big, but the general entertainment properties are stronger. Users of the treasurecats have a clear sense of consumption and many have a good understanding of the price of liquor and water, the price of dealers, and the price of final retail. They're all drinkers, and they're going to the live booth with a specific shopping purpose." in li's view, this is both a challenge and an opportunity. In the case of vertical goods, the more precise group of goods also means, in practice, that it is a potentially high buy-back population that can operate over time。
It's from the top to the bottom. Category
In preparation for this live broadcast on 7 september, the li seon-joo team and the poo-cat team began to load and assemble half a month earlier. This live broadcast was targeted at “big billion”, for which 150 million pallets were prepared by both sides。
It is clear to lee that the key point of telecast is to build consumer “trust”. “it's precisely because treasure-hunting users are professional and have a wider range of price implications for their products. As long as the product is accepted by them, at a price of tens of thousands, they will not think that i am selling, because they know that the product is so high in value that it is expensive to buy.”
On this basis, there is a slight difference in the logic of grouping between the phased strategy of poaching and fast-tracking。
“we've only been in town for three months, and we're in the process of getting acquainted with treasure hunters. At this stage, we'll open the market with something we all know about, and in this way we'll raise the confidence of the fans; at the express hand, we'll add some local regional wine, because we're familiar with fast-hand fans. In the future, we will try to increase trust by making it live at the place of production, at the warehouse, or by going deep into the brand liquor store.”
In addition to expanding the class of goods, li was impressed by the support from the platform for three months。
First, in terms of flow support, the traffic from the platform was felt by lee seon-joo in several key live broadcasts, although it came to a new platform, but during the cold start-up phase, lee seon-joo quickly sanctified a new group of fans, and on the night of the live broadcast, consumers opened a search for “white wine” to reach the adra tavern; second, on the docking level, from a live show of treasures to a small food industry, a project team from lazi, lazi, worked together to boost the live broadcast to ensure its effectiveness; on the source of the goods, together with business teams such as the skycat supermarket, there was a better supply, more efficient distribution and consumer service experience。
“board hunting is a powerful ip, and at many levels of detail we will help each other. For example, when we go in there, and the liquor store picks up the stuff, it'll be better. Business advancement will be smoother and better prices for fans.” lee xing cheuk describes this as a two-way process in which he will be able to run his content in a stable manner over the long term。
Lee seon-joo visited the liquor store
Not only is it white wine, but since this year, the treasurecats have been adding to the line. Tattoo sister, uncle nan, liu yiwei, and liang, among others, have started to launch a different kind of live show on the poaching of treasures。
In 2019, li seon-chul entered the business, the most fragrance goods were make-up, and the most zealous on the air was “li jiaqi sells 15,000 lipsticks in 15 minutes”. With make-up as the breakthrough point, the headmaster made a look: it opened the lead path from proxies to the whole class. For the next four years, from being a friend to being selected in the east, telecasts have emerged as springs of rain。
If you're talking about a full-blown live broadcast, you'll be able to create a sense of excitement and surprise for shopping through a rich supply of rainbows. So, by 2023, when the display of live delivery becomes less common, markets and consumers are back to rationality。
Consumers, ranging from the feeling of a novelty to the pursuit of a “minimum price” to a “lower price” to the purchase of a popular anchor, have passed through the “new medium, good price, strong power”-driven phase. People are beginning to think of a question: what is the product that they really need, compared to the three, two, one-linked carnival shopping? And now, perhaps the ones who can really answer this question are those that were ignored: they are more professional, more knowledgeable about content and products, and they do not bring millions of dollars overnight as full-fledged anchors, but they operate longer and their fans are more stable。
