That's all for today's product introduction. Thank you very much for your company. At 2:00 am on March 26th, Nicole waved her hand in front of the camera and completed the nearly 12 hour "marathon" live broadcast.

From beauty, snacks to mobile phones, over a hundred products were listed in the live broadcast room that night, and the process of passing through the products was orderly. Even if a small accident occurred midway, causing the live broadcast room to go black for five minutes due to a power outage, many fans in the live broadcast room have not left after the power outage was restored.

For anchor Nicole, this is a slightly special live broadcast, the Pet Fans Festival for her one-year live broadcast. She has been on Taobao Live for a year and has 140000 fans. This one-year special event has generated over 15 million sales, making Nicole a sample of content influencers turning to live streaming sales.

Nicole's one-year live broadcast marks the successful transformation of Purple Six Culture by signing a contract

One year anniversary of transformation live streaming

As a ten-year veteran beauty blogger, Master Nicole has witnessed the whole process of celebrity ecology from embryonic to full from the PC era to mobile Internet, from short video to live broadcast.

Nicole's one-year live broadcast marks the successful transformation of Purple Six Culture by signing a contract

Unlike native Taobao anchors, Nicole, who transitioned from a celebrity to an anchor, has her own unique insights and advantages. This is also Nicole's unique strategy - continuously attracting new fans with high-quality video content, and accumulating fans and increasing repeat purchase rates through live streaming rooms. In her opinion, content is the core, and live streaming is more like a channel for fans to purchase the products she recommends. Therefore, most of the consumers in the live broadcast room are fans who have previously followed her.

2020 is also another turning point in Nicole's life. This year, live streaming e-commerce has also influenced the development trajectory of many influencers.

The year of doing live streaming sales is the year with the most brand PUAs in one's life. ”After Nicole transformed into an anchor, she developed rapidly, but also encountered many difficulties in the early stages, the most headache inducing being the initial lack of brand recognition.

She spoke confidently on the one-year anniversary video of her live broadcast, stating that she was initially not recognized by various brands. However, through her own and her team's efforts, her live content and sales capabilities gradually gained recognition from many brands.

As a high-end beauty salon brand in Germany, Babor's anti wrinkle and repair eye cream was a super hit during the 325 live broadcast, with a single product sales of 2.1 million. Its relevant person in charge said, "First of all, there is no doubt that Nicole's live streaming sales are very professional, whether it is introducing and explaining the brand, or explaining the efficacy of the product itself, and so on. The explanation process is also very detailed and meticulous, responsible not only for our brand, but also for our customers, which can help everyone better understand our Babor brand. The high stickiness of Lao Ye fans drives a large number of customers to place orders. ”

Beauty is the foundation of influencers, and in terms of product selection, we prefer high-quality niche beauty brands. Secondly, we have also added some fashion accessories this year, such as YIN Hidden Diamond, which was launched yesterday and is also our original design brand. ”Nicole's live streaming manager Zhang Jie introduced.

YIN Yin, as a Chinese original design jewelry brand, also participated in this live streaming pet fan festival. "We chose Nicole Lao Ye live streaming because we value Lao Ye's emphasis on product quality and brand tone when selecting live streaming products. As a jewelry brand originating from China, YIN Yin's free and intelligent outlook on life and attitude towards life are different from traditional jewelry brands that focus on marriage and love. We believe it can resonate with fans of the master. Moreover, the two founders of YIN Yin and Lao Ye are both 4A company marketers who have transformed and started their own businesses, which also has additional similarities in experience and background. ”

Joining forces with Diantao to create the first 'super celebrity live streaming room'

It is worth mentioning that this live broadcast is also the first "super celebrity live room" jointly created by Diantao and Nicole. After the Taobao live streaming app was revised to Diantao, it has become a content e-commerce platform with a dual core mode of short video and live streaming. Nowadays, the platform attaches more importance to short video content. This one-year live broadcast of Nicole has been boosted by the platform, which has also given Nicole the determination to persist in polishing high-quality video content.

Nicole's one-year live broadcast marks the successful transformation of Purple Six Culture by signing a contract

Nicole started selling short videos on Diantao in February this year. So far, Mr. Nicole has updated nearly 30 short videos, using them to create character designs, attract fans, and then convert them into live streaming purchases. The advantage of relying on content to drive conversion traffic is the quality and loyalty of fans. "From the data, our return rate is very low, which is where I am relatively satisfied," said Lao Ye's operations manager.

The MCN Purple Six Culture Behind Master Nicole

In March 2020, Nicole Lao Ye posted a video on Weibo and Bilibili, announcing to her fans that she had officially joined Diantao (formerly known as Taobao Live APP) as a live streaming host for e-commerce. But soon, she realized that "the operation mode of live streaming e-commerce is heavier than short videos." In the second half of 2020, Nicole decided to sign a contract with the agency Purple Six Culture - the agency provides Nicole with rich import supply chain, live streaming operation, precise character and traffic placement, preheating and promotion support, while she focuses on product screening and polishing of live streaming content.

Nicole's one-year live broadcast marks the successful transformation of Purple Six Culture by signing a contract

Nicole's promotion from one million to ten million anchors is inseparable from the support of Purple Six Culture. It is reported that Ziliu Culture is the only official MCN for Tmall Import and Export, backed by the Alibaba economy and supported by a strong e-commerce system and resources, to build a marketing MCN company with high-quality supply chain goods as its core. Currently, its exclusive contracted anchors such as Zhao Daxi, Teng Yujia, and My Oil cover nearly 100 million high net worth individuals in China.