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抖音头部娱乐垂类主播带货情况
抖音头部娱乐垂类主播带货情况
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所属报告:
新东方在线-东方甄选从流量突破到品牌塑造的跃升-221111(29页).pdf
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娱乐内容主播积累粉丝,开启直播电商之路。抖音作为内容平台,具备流量聚合优势。我们以某头部娱乐垂类主播为例,早期通过短视频内容出圈,作为娱乐垂类主播积累大量粉丝,从 2021 年初尝试视频带货,2021 年 3 月成立自己的MCN 机构。目前该 IP 账号粉丝数已过亿,并在持续增长中。此为抖音较为普遍的形式,通过垂类短视频积累粉丝,再通过直播带货进行变现。2022 年 3 月该账号暂停直播后,于 6 月 9 日复播,场观人次、GMV 有明显提升,由于直播间具有较高的互动性和娱乐性,观众的停留时长较普通带货账号更长。8 月以来账号的 GMV 增长速度超过观看人次的增长,主要原因系直播品类的增加提升客单价,在观看人次保持稳定的情况下,GMV 有进一步的增长。
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新东方在线-东方甄选从流量突破到品牌塑造的跃升-221111(29页).pdf
东方甄选自营品复购及对比(万件)
东方甄选、交个朋友直播间品类、均价对比
东方甄选部分优秀主播
公司主要管理层
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