01 Benefits
Features: large inventory, high preferential strength, low profit margin
Welfare products are also generally referred to as drainage products, and the purpose is:Attract traffic with cost-effective products and retain the flow of people in the live broadcast room, so as to trigger Douyin's push mechanism and let the platform continue to push streams, so it's called drainage.
The feature of Douyin live broadcast is that there is no shortage of traffic, but the platform will give traffic to valuable live broadcast rooms, so it is necessary to use welfare products to retain traffic when Douyin starts to push streams. For example, when the broadcast has just started or when the popularity is weak, the welfare products that will be put on the shelves for 10 minutes are used to stir up the live broadcast, so that fans can stay, interact, pay attention, and light up the signs in the live broadcast room.
（⭐️Tips: Live broadcast click-through rate> user stay time> interaction rate> fan conversion rate> product click-through rate> sales conversion rate> GMV, > UV value）
At the same time, there are many welfare products/drainage fundsIt is a product with high user awareness, the original price is higher than that of the same category, and it is related to the main promotion on the shelves later, in line with the consistency of the target consumer group, in order to play a role in connecting the previous and the next through the preferential means of the live broadcast room. For example, the live broadcast room selling alcohol uses big-name lipstick to drain traffic, but the crowd is completely out of line and cannot play a role in drainage; And if the main promotion is women's clothing, it is more suitable to use lipstick to drain traffic.
Source: Shake clothes
Zhiyi Technology selected the list of goods in a women's live broadcast room on Douyin (as shown in the picture above), and noticed that the [supermodel sunglasses] priced at 39.9 yuan were the welfare drainage model of the live broadcast room, which directly increased the sales of single products in the live broadcast room to three digits.
Based on this, in order to analyze the data performance of welfare products/drainage funds more scientifically, we have taken stock of the three live broadcast rooms with the highest sales in Douyin live broadcast rooms in Q1 2025.Products that meet both low prices and high sales are classified as welfare products, respectively, estimated the number, sales volume and sales proportion of the welfare products and products on the shelves in the three live broadcast rooms.
Based on the trend presented by the histogram, we can observe from itThe overall trend of low volume proportion, high sales proportion and low sales ratio：
1. Significant drainage effect: Welfare products contribute to a higher proportion of sales with a smaller number of proportions, indicating that the main role of welfare products is to drain traffic, improve the popularity of the live broadcast room and drive the overall conversion.
2. Limited contribution to sales: Despite the high sales volume, the contribution of welfare products to overall sales is relatively small due to the low unit price. The number of welfare products in the three live broadcast rooms accounts for between 3% and 5.5% of the total number of products on the shelves, which also showsWelfare products are not the main commodity composition of the live broadcast room, but exist as a strategic selection。
02 Featured products
Features: The brand mainly promotes new products, good quality, and large inventory
Generally, yesThe brand's main new products in the current season are also essential to maintain store operations, with large profit margins, can cover the cost, is usually the main source of profit for the whole live broadcast, probablyIt can contribute 60%-70% of the GMV to the whole live broadcast。
At the same time, it is also the next quasi-explosive product to be tested.Usually the anchor spends a lot of time to increase the audience's attention to the main product, introduction, pain points, selling points, details and scenarios, etc., are used to increase the value of UV.
It is worth noting that the main promotion must be a category with high public acceptance, such as commuter bags and basic clothing, but compared with other products, there are obvious differences and the market response is better. As shown in the figure below, in a Douyin live broadcast room with top sales in Q1 this year, most of the live broadcast sales and sales performance are basic and black, white, gray, and earthy color clothing.
Source: Shake clothes
We analyzed the top 10 sales of Douyin live broadcast rooms in Q1 2025, and compared their new rate with dynamic sales rate data, we notedAll the new products in the TOP10 live broadcast room accounted for more than 30%(minimum 30.56%, maximum 76.34%),It shows that the head live broadcast room generally relies on high-frequency new strategies, and the main product must be the top priority in the new product。
On the other handThere is also a certain positive correlation between the proportion of new products and the dynamic sales rate (referring to the proportion of products that have been sold in this live broadcast to all products), which verifies the positive impact of new products on the conversion rate of products。
03 Explosive products
Features: good quality, good market response, low inventory
Explosive products refer to those products that are highly recognizable, have a certain degree of popularity in the market, and usually have celebrities, brands, and qualification endorsements, such as [Kendou Down], [Maillard Biscuit Shoes] or [Song Jia with the same style] in the figure below.
Source: Shake clothes
In general,On the basis of maintaining the original price, the sales volume of explosive products will not be inferior to that of welfare products, and the inventory in the live broadcast room is small, which is in line with the trend of short supply。
In order to maintain the popularity and traffic of the live broadcast room,It is best to have explosive products with topical topics every hour, and the shelf time is about 20 minutes。
It should be noted that the explosive products in each live broadcast room are different, even if other people's explosive products are reproduced one-to-one and get into their own live broadcast room, they may become unsalable, so you must test them yourself in the live broadcast room.
So how to judge whether a product has the potential to be a hot product? Generally, the evaluation criteria are based on the following 3 key data:
1. Exposure Click-through Rate:
Benchmark for popular models: 15%-20%
If it's only 5%, you need to check if there's a problem with the main image or price setting.
2. Click-to-Transaction Rate:
Benchmark for popular models: about 10%.
If the value is lower than 5%, check whether there is a problem on the details page or the SKU settings are incorrect.
3. Sufficient sample size:
The minimum standard exposure > 500 people
If only 2 people are exposed and 1 person places an order, even a "50% conversion rate" is meaningless.
04 High-end products
Features: good quality, high customer unit price, high profit, good market response
High-end products, also known as profit products, refer to the goods in the live broadcast room that can bring higher profit margins to merchants, and the main role isIncrease profitability and increase the profit of the live broadcast roomwhile meeting the needs of specific consumer groups and providing users with a better experience.
In the apparel industry, it refers to thoseWith better quality and higher unit price than other products, it is a product that symbolizes the tonality of the brand, such as a brand show。
Source: Li Ning's 2024 Oriental Theme Show
Compared to the main product,High-end products can bring out the cost-effective advantages of the main products, and stimulate the audience's desire to buy through intuitive comparison and display。 The number of high-end products accounts for 10-20% of the whole live broadcast.
05 Combinations
Features: high preferential strength, large inventory, low profits
Refers to the combination of two or more pieces (usually including a basic product and some matching items) and sells them as a "set of outfits", "scenario solutions" or "discount sets".
The composition itselfNot a single product type, but a sales strategy and presentation.It can be composed of a variety of combinations such as "basic products", "basic products, profits", "basic products, trends", etc.It can be sold in bundles or separately, and stores can also set up promotions such as "buy two get one free" or "half price for second item".。
The core difference between the combination and other products is that it emphasizes "wholeness" and "solution", rather than the isolated nature of the individual product. A good component solution can maximize the user stay, GMV and UV value for the live broadcast room, so as to achieve the goal of increasing the weight of the live broadcast room and precipitating accurate fans.
06 Basic products
Features: high repurchase rate, average quality, moderate price
It mostly refers to those clothing items that are classic, versatile, widely worn, not so seasonally strong (or essential basics for the season), and have stable and high-frequency consumer demand. They are often paired with other categories and are the "evergreens" of the wardrobe, such as solid color T-shirts, simple underwear and basic shirts, base layers, etc.
Source: Shake clothes
There may also be other new products from the main brand, which can be supplemented by the complete experience of consumers in a live stream, such as a shirt with the main skirt, a T-shirt with jeans, etc. Generally, it can account for 20-30% of the entire live broadcast.
· END ·
