In addition, in March, what other explosive products and powder-rising talents appeared in Tik Tok? What is Tik Tok's "traffic password" in April? Let's take a look!
According to the sales data of the live broadcast room, the sales of * * * broadcasters 15 in March exceeded 100 million, and the monthly sales of 470+ broadcasters exceeded 10 million, an increase of 7 1.7% compared with February.
At the top of the anchor list, Luo Yonghao, the "first brother of Tik Tok", started 28 shows in January, with a cumulative sales of 392 million. Followed by the star anchor Zhu Zixiao and Zhang Ting, ranked second and third with sales of 235 million yuan and 2. 1 1 billion respectively;
With the blessing of Queen's Day traffic, on March 5th, Tu Lei, an emotional tutor, started an overnight live broadcast for as long as 14 hours, and finally set a new record for her delivery with the sales of 1.0 1 100 million, and successfully squeezed into the "100 million yuan club".
Then, which high-quality dark horse broadcasters appear in the sub-categories?
From the breakdown list with broadcasters, it can be found that most of the top categories of gourmet drinks, skin care and daily necessities are familiar head anchors, such as Brewmaster Net Lafeige in the gourmet drinks list top 1, and Chen Sanbao gg in the daily necessities list top 1, etc., with monthly GMV exceeding 6,000 W;
At the same time, we noticed that the top sales of vertical categories such as home textiles and automobiles are mostly brand store broadcast numbers. For this reason, the flying melon data also generated a monthly list of goods with brand store broadcast numbers.
It can be seen that among the brand store broadcast numbers, the official flagship store of Taiping Bird Women's Wear, the official flagship store of Teenie Weenie and UPSTAR rank among the top three.
From the perspective of makeup, mobile phone digital, shoes, hats, bags and other sub-categories, many domestic brands such as Hua Xizi, Yijia Mobile Phone and Belle all set a new record of self-broadcasting in March;
Take the official flagship store of Belle, whose monthly list of shoes, hats and bags is top 1, as an example, we can see that the account has been broadcast live in Tik Tok since March 9, and the initial number of fans is less than 3,000.
The account is regularly broadcasted every morning and evening. As of 23.6w 1, the account has broadcasted 50 games in total, with a sales volume of 2847.6w, and it can be said that the cold start has been successfully completed through live broadcast.
In addition, brands such as soulmate and Panpan Food are achieving new growth in marketing through self-broadcasting.
On the other hand, Tik Tok has also recently launched the function of "brand flagship store" and launched the activity of "mounting a small windmill" to send traffic to further support Enterprise. Therefore, we believe that more brands will accelerate their growth under the blessing of platform traffic in the future;
So what are the trends of Tik Tok's commodities in March?
03. The monthly sales of Boji topped the list with 54.3w, and the products continued to sell well in summer.
According to the data of Tik Tok's commodity list in March, we found that most of the goods ranked higher were food and drinks, among which Shuzhong Taozijie alms chicken seasoning bag ranked first with a monthly sales volume of 54.3w. Followed by stainless steel scissors, the daily sales volume is 8.2w, and the results are bright;
In addition, the popularity of purple rice bread is relatively high recently. For example, the delicious purple rice bread and Mengzhongyao purple rice bread rank 5 th and 8 th with monthly sales of 32.3w and 30. 1w respectively.
At the same time, we counted the commodity data of TOP50, and found that besides gourmet drinks, weight-loss fitness and seasonal commodities in summer also had good sales results.
For example, this sugar-reducing life has been on the monthly list of hot-selling goods for two consecutive months. In March, the sales volume of single products was 28.8w, an increase of 77.7% compared with February, indicating that users still have a continuous demand for weight loss in the near future;
In addition, as the season is changing, summer short sleeves, sun hats and other commodities have also become hot items for merchants in March.
For example, in the category of shoes, hats and bags, we can see that the top three products are sun hats, with cumulative sales of 46. 1w and page views of 182.9w, and the commodity conversion rate is as high as 25.06%.
100+ Does the broadcaster have a monthly increase of over one million, a "country theme" or a new trend?
Let's take a look at the situation of talent increase. In March, the number of broadcasters increased by more than one million 100+, down 49. 1% compared with the previous month. Among them, Mr. Little Orange, with a monthly increase of 476w, topped the list;
Xinhua Daily Telegraph rose 46 1w and 365w in the morning and March respectively, ranking second and third; Among them, in the morning and morning of the broadcaster, in the past three months, * * * rose by 990w+, successfully ranking among the tens of millions of fans.
At the same time, we analyzed the distribution of top 100' s main industries, and found that the efficiency of video entertainment accounts was higher in March, followed by life accounts and online celebrity accounts;
Taking the life class as an example, we found that recently, the broadcaster's round-faced girl De and the homesick girl Zhou Zhou had a strong momentum of powder increase, especially the round-faced girl had to pass the "earth tide wind" with obvious recognition, and the powder increased by 530w+ in two months.
We noticed that in March, many accounts with millions of fans chose video scenes in the countryside, which shows that Tik Tok users have paid more attention to the content of "country theme" recently and can continue to follow up;
In addition, affected by the fitness craze, the powder-increasing efficiency of fitness and shaping accounts in March has also been significantly improved.
Take Liu Fang's body etiquette in top8 as an example. This account focuses on the training of female temperament and manners. In March, she insisted on taking fans for shaping exercises every morning and evening, and the live broadcast of powder increase was 25 1.8w, accounting for 88.75% of the total powder increase.
The above is the analysis of each list in March, and finally draw a key point:
1, the number of stores with sales exceeding 10 million in March increased by 46.5% compared with February, and it is believed that more brands will achieve new marketing growth through Tik Tok platform in the future;
2. It's the season change, and seasonal goods such as sun hats have good sales; At the same time, the heat of controlling sugar diet and fitness is not reduced;
3. Recently, the account of "country theme" content has high efficiency, strong user attention and sustainable follow-up;