【CXO观点】沃尔玛CMO William White：TikTok直播带货效果惊艳 短视频成为社交营销主战场

去年12月，全球最大零售商沃尔玛与短视频社交平台TikTok举办了直播购物活动。作为北美地区“直播带货”的首次尝试，“节日一起购”反响热烈，仅一小时的活动就使沃尔玛粉丝数量骤增，直播观看人数超出预期6倍多。

今年3月，沃尔玛再次联手TikTok举办“春购直播节”，邀请拥有350万粉丝的美妆博主Gabby Morrison等网红创作者到场助阵，引发众多用户围观。亲历两次“直播带货”的沃尔玛首席营销官William White表示，十分满意TikTok线上直播的销售效果。

近日，时尚美妆网站Glossy.co与沃尔玛首席营销官William White做了一场访谈，详细阐述了沃尔玛的TikTok营销战略。

这位零售行业老将表示，公司可以算是最早一批重视TikTok营销的企业，与TikTok有关的市场战略也在逐步扩大。同时，沃尔玛也鼓励公司员工在TikTok上记录和分享自己的工作实况，以此拉近与用户的距离感。

一、沃尔玛最初是如何制定TikTok营销策略的?

William White:沃尔玛的社交平台策略很简单，选择最受顾客欢迎的平台，以顾客最喜欢的方式互动。我们希望展示沃尔玛“懂”他们，了解如何融入他们的生活。因此，TikTok就是一个绝佳的营销平台。沃尔玛早在2019年10月就已登陆TikTok，平台上的内容代表当前最流行、最热门的话题趋势，其用户群也是最具活力且多元的。TikTok让我们可以通过自创的内容，真实地与用户进行沟通，介绍商品。

二、为什么TikTok对沃尔玛如此重要?你们是与现有客户互动还是去吸引更年轻的新购物者?

William White:TikTok的战略地位越来越重要，原因在于它能帮助我们与大量活跃用户群建立“一对一”的客户联系，为潜在顾客提供一站式的购物体验。

3月与TikTok合作的“春购”美妆专场就是双方合作的最佳案例，它的成功来自TikTok上的美妆热度和沃尔玛的产品供应实力。TikTok美妆达人现场试用，让用户们“零距离”体验惊艳妆效，激发用户们潜在的购物欲望。同时，在TikTok上购物很方便，用户只需要点击图标将其加入购物车，在直播活动期间或结束之后点击付款即可。

同时，我们对12月直播带货的效果也非常满意，因为这次活动让我们成为购物创新的风向标，吸引了众多年轻的Z世代。

三、12月TikTok时装专场的经验，给3月的美妆专场带来了哪些改进?

首先，我们需要给TikTok美妆创作者更大的空间，允许他们在活动中展现自己对于美丽的理解。所以，在12月的时装专场中，我们鼓励美妆博主们用自己熟悉的方式和观众互动，分享自己的美妆爱用品和独特的化妆教程，这正是他们在TikTok平台上走红的“秘籍”。

其次，我们希望在TikTok上提供一种动态体验，保持观众直播整场的参与积极性。

最后，我们从用户的反馈中得知，他们希望在直播中更多了解商品的详细信息，以便于匹配自身的产品需求。所以，在“春购直播节”的美妆专场活动中，我们特意安排了TikTok网红博主现场为观众试用产品的环节。

四、为什么美妆产品在TikTok有很大的机会?此次互动效果如何?

William White：在TikTok上，美妆是一个非常热门的话题。这次的直播为TikTok用户提供一种发现和购买沃尔玛商品的全新途径。活动中的主推产品是护肤品、化妆品、护发用品和香水等，涉及到多个知名品牌，其中大部分均可在沃尔玛商城中购买。这对TikTok用户来说可能是一个意外的惊喜。我们对观众互动也非常满意，我们很高兴地发现第二场的观众人数超过了第一场购物活动;活动结束之后，我们收获了大量新粉丝。

翻译：

In December, Wal-Mart, the world’s largest retailer, hosted a livestreaming shopping event with TikTok, a social platform for short videos. As the first attempt of “Live shopping” in North America, “Holiday Shopping Together” received a huge response, with the number of Walmart fans surging in just one hour and the number of viewers of the live stream exceeding expectations by more than 6 times.

In March, Walmart teamed up again with TikTok for a “Spring Shopping Live festival,” featuring celebrity creators such as Gabby Morrison, a beauty blogger with 3.5 million followers, which drew a huge audience. William White, Walmart’s chief marketing officer, who witnessed two livestreams, said he was pleased with the sales on TikTok.

Fashion beauty website Glossy.co recently spoke with Walmart Chief marketing Officer William White to elaborate on Walmart’s TikTok strategy.

The retail veteran said the company was one of the first to take TikTok seriously, and that its marketing strategy related to TikTok is expanding. Walmart, meanwhile, is encouraging its employees to document and share their work experiences on TikTok as a way to get closer to its users.

How did Walmart develop TikTok marketing strategy in the first place?

Walmart’s social platform strategy is simple: choose the platform that is most popular with customers and interact in the way that customers like the most. We want to show that Walmart “gets” them and knows how to fit into their lives. TikTok is therefore an excellent marketing platform. Walmart launched TikTok back in October 2019, and the platform’s content represents the most popular and trending topics of the day, as well as its most dynamic and diverse user base. TikTok allows us to truly communicate with our users and introduce products through our own content.

Why is TikTok so important to Walmart? Do you interact with existing customers or are you trying to attract new, younger shoppers?

TikTok is becoming more and more strategically important because it allows us to connect with a large active user base on a “one on one” basis, providing a one-stop shopping experience for potential customers.

The best example of this collaboration is TikTok’s “Spring Buy” beauty feature in March, whose success comes from the beauty popularity on TikTok and the strength of Walmart’s offerings. TikTok beauty experts have a live trial, allowing users to experience amazing makeup effects from “zero distance” and stimulate users’ potential shopping desire. Shopping on TikTok, meanwhile, is easy, as users simply click on an icon to add it to their cart and click to pay during or after a live event.

At the same time, we are also very satisfied with the effect of live delivery in December, because this event has made us a weather vane for shopping innovation, attracting many young Generation Z.

What improvements did the TikTok fashion show experience in December bring to the March beauty show?

First, we need to give TikTok beauty creators more space and allow them to show their own understanding of beauty in the campaign. So, for our December fashion episode, we encouraged beauty bloggers to engage with their audience in a familiar way, sharing their beauty products and unique makeup tutorials, which are exactly how they’ve become so popular on TikTok.

Second, we wanted to provide a dynamic experience on TikTok that would keep viewers engaged throughout the livestreaming.

Finally, we know from the feedback of users that they want to know more detailed information about the products in the live broadcast, so as to match their own product needs. That’s why, during the beauty event of the Spring Shopping Live Streaming Festival, we specially arranged for TikTok celebrity bloggers to try out the products for our audience.

Why is there a big opportunity for beauty products on TikTok? What was the effect of the interaction?

Beauty is a very hot topic on TikTok. The livestream gave TikTok users a new way to discover and buy Walmart merchandise. The main products featured in the event were skincare, cosmetics, hair care products and perfumes, featuring several well-known brands, most of which can be purchased at Wal-Mart Stores. This could be an unexpected surprise for TikTok users. We were also very pleased with the audience interaction. We were pleased to see that the audience for the second event exceeded that for the first shopping event; After the event, we gained a lot of new fans.

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源于网络；编辑/翻译：CXO UNIONCXO联盟小C。

如需加入CXO UNION（CXO联盟）高管社群，请联系社群小伙伴哦~

免责声明: 本网站(http://www.cxounion.cn/)内容主要来自原创、合作媒体供稿和第三方投稿，凡在本网站出现的信息，均仅供参考。本网站将尽力确保所提供信息的准确性及可靠性，但不保证有关资料的准确性及可靠性，读者在使用前请进一步核实，并对任何自主决定的行为负责。本网站对有关资料所引致的错误、不确或遗漏，概不负任何法律责任。

本网站刊载的所有内容(包括但不仅限文字、图片、LOGO、音频、视频、软件、程序等) 版权归原作者所有。任何单位或个人认为本网站中的内容可能涉嫌侵犯其知识产权或存在不实内容时，请及时通知本站，予以删除。