Is the matryoshka-style coupon rebate indispensable?

Yesterday, Oriental Selection made its Taobao live broadcast debut, bringing in 170 million goods in 17 hours. During HE Tuber the warm-up period before the first show, the number of followers of Oriental Selection's Taobao account was 576,100, which has now tripled to 1.967 million. The number of people online in the live broadcast room continues to exceed 100,000, and the cumulative number of viewers exceeds 10 million.

Compared with peers, Luo Yonghao entered Taobao during Double 11 last year and broadcast live for 13 hours. The number of people online was as high as 70,000, with a cumulative number of 26.5 million viewers and a GMV of about 210 million yuan. Considering that the entry time of the Oriental Selection was not blessed by a large-scale promotional festival at the right time, and the differences in the pallets, it is difficult to judge the effects of the two first shows horizontally.

However, there are some details and differences worthy of attention. For example, before the first show, Make a Friend and Oriental Selection conducted many warm-up games before the debut. Considering the traffic competition, top anchors Luo Yonghao, Yu Minhong and Oriental Selection CEO Dongfang Xiao Sun Du chose to appear at the prime time of the live broadcast between 5 and 6 pm.

The first show of Oriental Screening lasted longer and started broadcasting at "8 a.m.", directly covering all traffic peaks and troughs. Among them, the new live broadcast room model of "matryoshka-style red envelope return" contributed a lot.

Taobao Live, of course, does not hesitate to spend money to attract traffic to Oriental Selection, such as the opening screen position, hot search position, and homepage banner entrance, all of which are represented by Oriental Selection.

Oriental Selection is well-prepared to enter Taobao. Not only does it not charge pit fees, but its self-operated products 88 fold plus red envelope subsidies, the main anchors are all on Taobao, and Yu Minhong also acted as the "New Oriental Chef" in the live broadcast room, scrambling eggs and making steaks. .

The Taobao platform that has entered the shelf logic will inevitably need to change its appearance, especially as a typical case of Douyin's interest content e-commerce, the pain period of Dongfang Selection may be longer.

An interesting detail is that when opening up a new battlefield, it is easier for Internet celebrity anchors to take the lead in gathering traffic. However, when 30 million "mother-in-laws" were ready to escort Dong Yuhui, the Internet celebrity anchor of Oriental Selection, to fight against "Li Jiaqi Girl" on Taobao, Dong Yuhui did not show up. In the Taobao live broadcast room.