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所有主播,快手直播選品秘籍,來咯!

相比于抖音,快手平臺無論是粉絲粘性、直播互動數據,還是購買轉化率都要更強,而在快手直播帶貨的過程中最主要的工作就是做好快手直播產品的選品工作,那么快手直播帶貨如何進行選品呢?

1、價格:10-100元產品更有爆發優勢

王祖藍曾在直播間推薦過、單價49.9元的“男士火山泥潔面”以成交15萬件的成績登上了近7天快手商品榜TOP100榜首。其對應的10-100元區間也恰恰是表現力最優的區間,其在短時間內有更好的爆發潛力。而將時間推移至更長的近7天時,該區間的比例開始同時向上、下游分散,其中下游承接更多。1-20元的低客單價產品以更低的消費門檻、更短的決策周期保持穩定的生命力。

2、銷售額:走量居多

那么上榜商品的規模如何,這里面究竟有多少錢?我們看到,日榜中帶貨1萬+件的商品有9個,其余則在2千件至1萬件間不等;7天榜中,TOP3商品的件數在10萬+,有10件商品的件數在5萬-10萬件間,剩余商品的銷量則分布在1萬件以上。

此外,我們統計了7天榜TOP100商品的銷售額,具體情況如下:

7天內單件商品通過快手直播獲益的天花板為500萬。想在此基礎上獲得再高一級的規模,則需要更好的商品、更契合的主播,以及更恰當的組合投放策略。我們看到,0-50萬銷售額的商品數量占據4成,而該區間與50-100萬銷售額區間的收益也正好是50元內客單價產品的戰績。

一款名為“男女式路易森外套”分別拿到了近1天、近7天銷售額冠軍,較高的客單價為主因。這款1698元的服裝,在近1天以4724件(排名TOP33)產生802.1萬銷量,在近30天中賣出1.3萬件,銷售額共2207.1萬。不過轉化效果這樣優秀的商品近7天內僅有1例。

3、品類

參照大眾消費品的常規劃分品類,卡思數據在這里將內容平臺的商品分為12類,它們分別是:鞋包飾品、家居日用、個護清潔、美妝護膚、3C數碼、家用電器、母嬰兒童、食品飲料、健身戶外、服裝、寵物、其他。

當我們將快手商品榜上的100件商品按照該體系分類時,發現食品飲料與美妝護膚占據絕大多數,如圖所示,7天快手商品榜中,前兩者的占比近6成,兩者是目前快手上的主流品類,且相對穩定。

而這兩個類別多以女性消費者見長,且消費品的應用場景多于個人相關,健身戶外、母嬰兒童、寵物3個品類的缺位狀態,也可看出男性、老幼、寵物等其他家庭成員的使用場景聯系不深,同時考慮到養生、保健屬性消費品的缺席,推斷為消費者多為年輕女性。

當然直播目前還是以沖動消費為主,易消耗、反復購買的商品為主。寶媽作為挑剔的消費人群,需母嬰育兒類消費品質量安全過硬,選品本身就需要更長周期,有著缺席的合理性。此外結合男性消費品同樣欠缺的現狀,可以認為快手直播的大環境與淘寶等直播平臺的狀況相似。

同時在榜周期也表示著廣告主的投放周期,對比來看,服裝的周期更短而美妝護膚、家用電器的周期更長。

4、品牌

老鐵們更喜歡哪些品牌?VV直選研究發現,快手直播的受眾對的意識并不強,對主播的信任,價格優勢是促成交易的主要的因素。

在提取了100款商品的品牌后,我們將其劃分為4個類別:貼牌品牌、小眾品牌、自研品牌、知名品牌。

這里的貼牌品牌主要指,多個經銷商針對某個代工廠生產的標準規格產品進行自定義品牌。小眾品牌則意味著缺乏國民度,而自研品牌則多為頭部快手紅人創辦的個人品牌。比如初瑞雪的ZUZU,辛巴的辛有志嚴選、棉密碼,二驢(井元林)&平榮的JLV,葵兒的CUIR等。

如圖所示,貼牌品牌商品占據著半數空間,可見腰部等有價格優勢的品牌及產品在快手上有更好的機會。值得注意的是,知名品牌多集中在食品飲料及家用電器兩個品類中,相關廣告主此時進入快手可以說是一個好選擇。此外帶貨平臺中淘寶占據80%,具有絕對優勢。

找準賽道,事半功倍。欲在快手直播中搶占鰲頭,天時地利人和一項都不能少,而掌握核心數據是掃除海量信息迷霧、與一眾玩家拉開差距的最重要的一步。也是廣告主高效投放,真正實現品效合一訴求最重要的一步。

在快手電商行業,如何做好直播選品的工作是必須面對的問題。如何找到合適的產品,唯一有效的方法是去不斷嘗試實踐,借助VV直選可以極大提高電商選品的效率。

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