Jenny Live sells this good stuff. How much does the brand owner get?

Jenny Live sells this good stuff. How much does the brand owner get?

Many people have seen the "Jenny Life Sale" phenomenon at the top of the hundred thousand landslide orders in a few minutes, and may wonder how much the owner of this campaign really made. The answer may not be as beautiful as it looks, because when looking at the real numbers, most of them are "not profitable" from the live that time.

Assuming a brand sells 300 baht per piece of clothing, it sells 1,000 items, including revenue of 300,000 baht, but must deduct the cancellation rate of 25% to 225,000 baht, then deduct the Tikis fee of 15% (33,750 baht) to 191,250 baht, followed by a commission of 10% (19,125 baht) to 172,125 baht. Subtracting the production cost, package and average shipping cost of 120 baht per piece (120,000 baht), the profit is only 52,125 baht, and when including Macro celebrity pay of about 80,000 baht, the brand will immediately lose about 27,875 baht, excluding taxes, wages or transportation. Return all goods

So why would a brand make a "loss" for Jenny Life to sell? The answer is because the brand doesn't just look at how much sales that day will get, it's "buying what it can't afford to advertise" - access, reliability, and real customer data that will become the long-term strategic cost of the business.

There are five important things that brands buy. One is "Attention," or Instant Interest. Huge views make brands unknown to talk about. Two is "Trust + Positioning." Borrowing celebrity credibility helps to raise the image to a greater presence. Three is "Momentum," or Loss Leader strategy, which allows short-term losses to open the door for customers to remember the brand and repurchase. Four is "Algorithm Advantage," which Tikis driving high-engagement content to see more. And five "Data" - behavioral data of real customers that can be used to future marketing.

So a Live campaign that looks like a loss in the short term can be a worthwhile "marketing investment" in the long run, because what a brand has is not just sales, but the opportunity to create a name, raise a brand, and truly understand customers, all of which are at the heart of a new generation of marketing strategies that view some of the losses as the cost of "next day growth."

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