The most complete guide to live streaming sales: KOL placement strategy!

The framework is as follows:

1. What is the real data of live streaming sales ?

2. How to launch a reliable live broadcast selling goods?

3. How to do an excellent live broadcast selling goods?

I started out as an anchor, and I probably understand the anchor’s psychology better than most operators, as well as how a live broadcast should be conducted. Because when you find someone scolding the anchor for being stupid and not knowing how to talk about the goods, you yourself are also quite stupid, because everyone has a different perspective.

Our company’s main business is e-commerce live streaming. Why did we choose e-commerce live streaming? E-commerce live streaming is the fastest way for a small team like us to get started.

1. What is the real data of live streaming sales?

This is an account incubated by our company. We are not just an e-commerce MCN, we are also incubating content. But now it is obvious that compared with the work we did on Guo Congming's accounts last year, this year will be much more difficult.

It took us a month to get this account to 1 million followers. It’s not very high, but the traffic is very good.

Generally speaking, 10,000 likes is normal for an account with 1 million followers. This account ranked in the top ten of Douyin's playback volume twice within a month. Now the playback volume is basically around 30 million per post, which is very good data.

This account has no protagonist, and all the actors are part-time actors who were hired for 500 yuan a day. Then, we didn’t have a screenwriter, only one director, and he did all the post-production on the camera himself. This account has now started selling goods. One video can bring in more than 900 orders, with an average order value of around 100 yuan, which is not particularly good.

Let’s take a look at several items specifically broken out in the battle report, and share with you how to pick out the ones that may have the best sales effects through live streaming.

Many people say that they are all about promoting products. Your cases are so good, why are they not so good when it comes to promoting products to me? The specific reasons will be discussed later.

Dear brand owners, if you want to invest in live streaming advertising, you must pay attention to this. This is the battle report you have seen. There may be more than 1 million viewers for a single game, and the turnover of a single game may even exceed 10 million. We often feel as if this is real, but is it really true?

As a live broadcast operator working on the front line, I can say that the cases you see are the results of beautification and optimization.

This cannot be said to be good or bad, because when everyone does case packaging, they will choose the best results to present. However, you cannot assume that your product can achieve the same effect just because you see a battle report. Since it is in the battle report, it must be the best hit.

For example, we may think that these anchors can bring in millions of sales for a single product in a single show, and 20,000 to 30,000 orders for a single product, especially Simba, his data are amazing. Everyone would think that if they can cooperate with Simba, they can also sell 100,000 per product and millions per link, but is it really so?

As for the relationship between brands and anchors, it’s not that anchors are incapable of building their own supply chain. If they don’t understand the products, they can label them and cooperate with factories. Anchors like Simba who are very good at selling products generally have their own supply chain because this can maximize profits and they can also afford to stockpile goods.

In the end, big anchors will have hundreds of staff members. They can afford to stockpile goods and will maximize their profits. However, some anchors who frequently promote products are selective about their products, and not all products are promoted perfectly.

Let’s look at the real data. In fact, all cases where ROI has taken off are often in the training teachers’ PPTs.

For example, a single live broadcast can achieve 1:20 or 1:100. Does this really exist? Exist, in their PPT.

And let me tell you, how is this done?

Here are some relatively unsatisfactory numbers we pulled from the website.

Generally speaking, your media or your anchor company will not bring this kind of company up for everyone to see. It is possible that the anchor can really sell a single product like this. Everyone needs to have a psychological expectation first.

We should not think that our live broadcast will have a very high return on investment just because we see a perfect battle report or hear some perfect PR articles.

Let me give you some data.

For every live streaming platform, we must have a psychological expectation for the launch. I am not saying that it must be this value, but when you are launching on Taobao, if your output ratio can reach 50,000-60,000, which is about 60%, you should give yourself a passing score.

Of course, we can make the data better by matching the live broadcast products with the anchors. But if you have achieved this value, you should feel that you have passed, and don't think about getting rich overnight.

Especially Kuaishou, if you do well on Kuaishou, you can get a 1:1 return. But we have invested in so many anchors ourselves, and we also do live broadcasts ourselves, and 1:0.1 and 1:0.01 will really appear.

Sometimes, I even advise clients not to invest because this host is not suitable for you, but he insists on choosing him. The basis for our judgment is that the user portrait does not match yours, or that the anchor has had some failure cases in the same category.

Therefore, trust your recommender as much as possible, or go watch the live broadcast of the anchor yourself. Before each brand makes an advertisement, it is recommended that you spend 3 hours one night and let your staff or yourself watch the live broadcast of the anchor to see if his style and tone of the live broadcast are suitable for you.

2. How to launch a reliable live broadcast selling goods?

1. Choose the anchor reasonably

First, you can invest during the Kuaishou anchor’s activities. Because Kuaishou focuses on private domain traffic, the anchors play with each other. Before you start your live broadcast, they will ask other anchors to give way to them. For example, if Sanda is going to hold an event recently, he will ask the top 30 anchors on Kuaishou not to broadcast live at the same time and give the traffic to himself.

We also know that Kuaishou users are highly dependent on live streaming. If no one else is broadcasting at the same time, who will they watch? You can only look at Sanda. Through such operation methods, Sanda can obtain half of the platform's traffic in a short period of time. He is qualified to tell others that I can sell a single product for 4 million and I can guarantee ROI.

Of course, ordinary anchors, including small anchors, also play like this, but the big anchors give way to each other, and the small anchors also give way to each other.

Kuaishou anchors like to organize events very much. Today is my birthday, tomorrow she will give birth to a baby, they will find such reasons to hold events. Such reasons are legitimate and we can attract more traffic to a certain person. In this way, traffic is the first guarantee of conversion. If no one comes, who should I sell goods to?

Second, incorporate a marketing calendar. Why do we need to look at the date? Because during the same popular time period, such as auspicious days, there will be a lot of big anchors broadcasting, and the traffic will be dispersed.

In addition, during holidays, users are resting and we have plenty of time to watch live broadcasts. If you do advertising at this time, you can buy more traffic for the same price.

Third, the host’s active time. This is very important. Kuaishou is divided into time slots, and everyone's live broadcast time period is different. You have to choose the most popular time. We can find the active time of the anchor through data software such as Gecko Kankan and Alchemy Furnace.

The host’s active time for short videos is easy to check, but the active time for live broadcasts can only be viewed manually. Because there is no data software that can directly see the active time of his live broadcast fans, the platform has not opened this port.

Fourth, avoid the user’s sluggish period. For example, if this anchor holds events every day and holds 18 events in a month, then his fans must be over-consumed and he is not suitable for us to target. We should also think carefully about the anchors who are selling goods every day.

2. Choose the delivery time

First, analyze the host’s user portrait. As I just said, we need to look at the user portrait of the anchor, but this portrait needs to be viewed together with data and people.

Second, find out what users need. A beauty anchor doesn’t necessarily have to sell beauty products, and a food anchor doesn’t necessarily have to sell food. Why do I say that?

For example, if we want to promote a brand of brown sugar, we must first think about who the target audience of brown sugar is. It should be young women aged 25-45. Where are these young women? They may be in the live broadcast room of a male anchor, but not necessarily in the live broadcast room of a show-type female anchor.

There is a saying in the live streaming e-commerce circle that "male fans are worse than dogs". Just like Li Jiaqi can't sell men's products, men are actually difficult to impress, and they are only willing to buy things for themselves.

But women are different. They not only buy things for themselves, but also for their husbands and children. Therefore, they are easily impressed by a powerful product + anchor sales pitch. Any anchor with many female fans has potential. If this account has very few female fans and only male fans, then perhaps the only way out is to reward them.

Third, you must do background checking on the anchor. I have heard many stories about brand owners being abandoned by their hosts. Even after I received the money, I was still blocked. This is real.

Why is this happening? First of all, many of Kuaishou’s anchors do not have a high level of education and their awareness is not that strong. They think they can run away and return to their hometown.

We also had our own artists before. After receiving their salary or after the company topped the charts, they took the money and returned to their hometowns, changing their phone numbers, thinking that you would never be able to find them again.

In fact, it is very easy to find out. Just ask in any operation circle or institutional group about a certain anchor’s cooperation level and previous data, and you will know. Never invest blindly because the risk will be very high.

Many brands or supply chains come to us and say they want CPS, and ask if we can provide it for free.

3. Determine the product tone

First, does the product have brand power? For example, if a certain brand has a very good price, it does give our supply chain a great advantage. For our anchors, it is a two-way endorsement. The other party’s goods are our endorsement, so we can bring CPS.

But if it is a new brand and the product power is not very strong, we have to talk about CPS right away. We usually first look at whether this product is suitable for us, select products carefully, and make a two-way choice.

Second, is the product suitable for the form of pit fee + commission? You also have to have a psychological expectation. If we cannot give a certain discount, we insist on controlling the price, and the product will be more expensive than outside. For example, if we sell it offline for 39 yuan, you insist on selling it for 129 yuan in the live broadcast room. We have really experienced such customers.

If a product that originally sold for 39 yuan is raised to 129 yuan, it is not a question of whether it can be sold or not. The host may be scolded by fans because of this, and fans may turn against him. This is a very serious problem.

We will not accept this kind of bargaining behavior. The slot fee + commission are generally coordinated like this. The slot fee can be bargained, but if you do bargain, the commission will be higher. We can even sell goods purely on commission.

Third, do the product and the anchor match? It is also a very critical issue. Don’t vote for a certain anchor just because your boss likes him. If you do that, there’s a high probability that someone will be blamed.

4. If you have enough budget and want to invest in a special event

First, are there enough SKUs to support a live broadcast?

Some brands have sufficient budgets, so we recommend that you invest in a single link, because a single link is sufficient to meet the needs of one of our products. But if your budget is particularly sufficient and you have many brand SKUs, you can invest in a special event.

Generally speaking, a Kuaishou special event lasts for one hour, with 4-6 products. If it is Taobao, it may be more. For some large-scale events that require booking of the entire venue, the service fee exceeds 500,000, but more than 15 products can be displayed.

Second, how to match products - traffic-generating products, main promotion products, and profit products.

In a live broadcast with goods, there must be a traffic-generating product. When popularity is not particularly good, sell the traffic-generating product to increase popularity.

When popularity is particularly high, we sell the profitable models. Why? Of course, money-making things are relative.

The main promoted products are mainly self-operated products. Why are they mainly self-operated products? Because brands use links to Tmall and Taobao to promote products, the traffic is sent out at this time. If we have some self-operated brands, even one or two items, we can promote them as the main hot-selling products.

Third, live broadcast packages sell better than single items.

Why do you say that? Because users have a strong habit of comparing prices. After seeing your recommendation, they will go to Taobao to search for Pailitao, or check if anyone else is selling the item through this link. If your item is particularly expensive, I will change it. However, prices of sets cannot be compared because sets are customized. Sometimes, if the packaging is changed, no one really knows what is inside.

Including the buy one get six, including lotion and lotion sets, such as Simba’s sets that sell particularly well. Everyone knows that no one compares prices with him because there is no comparison.

Fourth, for price-sensitive users, discounts and free gifts are very effective.

Don’t think that discounts and free gifts are very low-level behaviors. The entire Kuaishou user group is a group of people. They are very accustomed to the promotions, discounts, free gifts, buy one get two, and buy one get one free in our third- and fourth-tier supermarkets. They are deeply ingrained in them. Even if you save 5 yuan, it is a benefit.

Next, let’s take a closer look. This is a breakdown of one of our live broadcast scripts.

Let me show you how we set our prices. For example, the green words in the icon above mean 20 yuan off, buy one get two free, buy one get two free, buy one get four free. These are our usual practices.

But price-sensitive users will buy into this. Let’s take a look at the pricing, 29 yuan, 9.9 yuan, which really sounds cheaper than 10 yuan.

3. How to make an excellent product promotion

First, for each product, targeted implantation is adopted instead of just reading the script.

Second, combine marketing points and implant the product into actual scenarios. He has his own ideas. He will experience the product first and then integrate it into his own scene.

Third, arrange the live broadcast rhythm reasonably. The anchor assistant adjusts the conversation time rhythm to ensure that users do not lose. Many anchors actually do not have the ability to have conversations. Now many so-called anchors are transformed from short video experts. They do not have the ability to broadcast live, they only know how to act. They are very good actors, so at this time they may need an assistant anchor. Assistant anchors usually choose Taobao anchors to take on this role.

Fourth, be sure to try the product in advance. This is very important, otherwise the same failure as Li Jiaqi will occur.

Fifth, product placement + demonstration. We can learn from TV shopping because it is our ancestor. It also has super shopping guides and super promotions. Their displays are very professional, including color and size. They are arranged in an orderly manner and not messy.

Sixth, control the time of the flash sale. Flash sales take place in the live broadcast room, because product promotion and flash sales are short-term promotional activities, and the countdown feeling will make users feel that they can’t get the discount, so it can stimulate online users to consume immediately.

Don’t underestimate a script. In a 4-hour live broadcast, we used so many things, including 14 conversations, 22 product promotion sessions, and so on.

The live broadcast script is generally divided into several parts, from the introduction to the ending, including who will speak. We have made the live broadcast SOP, starting from who will speak, what products will be talked about, how to display the products, how to adjust the prices, how to demonstrate, all are done within one framework.

Including when doing live broadcasts, you must combine product demonstrations with singing and chatting, otherwise user loss will be serious.

Normally, such detailed scripts are not given to all anchors. This is suitable for novice anchors or anchors who have just transitioned from the show field, or people who have never had any broadcasting experience. Just follow this live broadcast script twice and you will basically be familiar with it.

Author: Qun Xiang

Source: Qun Xiang Club