How to build e-commerce live streaming 0-1?

How did a successful e-commerce live broadcast come about? In our opinion, every link of "people, goods, and venue" needs to be "fully armed", whether it is character creation, scene arrangement, live broadcast script polishing, live broadcast process design, live broadcast sales skills, etc. Only when every link is in place can we successfully create a "highlight moment" in the live broadcast room.

The establishment of a live broadcast site

The three elements of "people, goods and place" in the live broadcast room can be positioned as "live broadcast team", "live broadcast product selection" and "live broadcast scene" respectively.

1. People - Building a live broadcast team

The configuration of a mature live broadcast team is roughly as follows: anchor + assistant + assistant broadcaster + operation + shooting and editing + streamer + trader.

For the initial team or new anchors and brands, in the start-up phase, they can first try the smallest team configuration: 1 anchor + 1 operator. The overall operational difficulty of Kuaishou live broadcast is much lower than other platforms, and the cost of entry is lower to a certain extent.

2. Goods - Live Product Selection

Select the products needed for this event based on the live broadcast theme, host personality, fan preferences, and supply chain conditions; the main product selection must be strongly related to the preheating/promotion during the live broadcast.

There are four main types of live streaming products: traffic-generating products, volume-generating products, profit-generating products, and welfare products.

3. Scene - Live broadcast room scene construction

Live broadcast room venue: The space can be controlled within 20-40 ㎡, and there should be no poor sound insulation or loud echo.

Live broadcast room background: mainly light-colored/solid-colored background walls. Do not use white as it is easy to reflect light. You can choose a gray background wall.

Live broadcast room lighting: The lighting configuration includes main light, fill light and auxiliary background light.

Live broadcast room sound: Background music can be used appropriately, but not too loud.

Live broadcast equipment: The most core equipment is mobile phone, network, bracket and fill light.

1. “People”: Creating IP Characters

1. What is a personality?

Personality, or character setting, refers to the image of your account that is clearly perceived by others. A vivid and memorable, or down-to-earth personality image can make your account more recognizable and enhance trust.

The role of a personal setting is to efficiently gather fans, enhance interaction, increase stay time, and increase the number of fans and conversions in the live broadcast room.

2. Methodology for Creating Live Streaming Personality

A distinct personality is needed to determine the overall content direction of the account. Therefore, the live broadcast team needs to master the methodology of personality creation, understand the challenges of personality positioning and the specific creation process, and then create a personality image that is competitive and has monetization capabilities.

Four major challenges of personality positioning New live broadcasters often get stuck at the stage of "personality positioning" in the early stage. The challenges they face can be summarized into four categories:

(1) No differentiation: Homogeneous content can easily cause users to become aesthetically fatigued.

(2) No sense of value: The character itself needs to have value, feelings, and a sense of mission.

(3) Failure to build trust: a content community based on trust

(4) No monetization capability: The ultimate goal of creating a persona is to increase monetization capability

The three steps of character positioning

After understanding the challenges of personality positioning, we will then create a distinctive personality label based on the trilogy of "Who am I", "Whom I am facing", and "My differentiation".

(1) Who am I: Identify the niche vertical field. First, find the field or category that you are good at. This is the most critical point from 0 to 1.

(2) Who is it for: Attracting specific fan groups. Using official data tools such as Xiaodian and Magnet Star, we can accurately understand the fan profile and produce content that matches them.

(3) Finding my differentiated personality. Homogeneity of personality and content is undoubtedly a stumbling block in building a high-quality personality.

3. Brand personality three-dimensional positioning model

For brand accounts, you can use the three-dimensional positioning method of "product positioning + target positioning + audience positioning " to clarify the personal image and content direction that are suitable for the brand account.

2. “Goods” live streaming product payment, quantity, price, and discount strategies

1. Live broadcast selection-in line with the theme

Product planning not only determines the pallet structure of the supply chain, but also solves customer acquisition strategies and designs promotional activities.

The inventory strategy of e-commerce live streaming is significantly different from that of other platforms. If there is not sufficient preparation before the live streaming, users will not experience good products, good prices and good services, which will further lead to low conversion rate, average order value and sales data of the entire live streaming.

2. Predicting hot products

If merchants want to achieve a better "big-scene" effect of live broadcast conversion, they need to predict hot-selling products in advance, gather user traffic by controlling the rhythm of the live broadcast, and at the same time monitor the number of online viewers. When the peak number is reached, they can put the predicted products on the shelves, and take advantage of the trend to create "highlight products."

Highlight product definition:

The concept of highlight products came into being with highlight moments. The specific evaluation criteria are as follows:

When there are 5-10 items in the store, the GMV of a single item accounts for ≥ 25%

When there are 10-20 items in the store, the GMV of a single item accounts for ≥15%

When there are more than 20 products in the store, the GMV of a single product accounts for ≥ 10%

3. Product selling points

The selling point of a product is the outstanding feature that distinguishes it from other products in the same category. It can be refined from two dimensions: user thinking and differentiated selling points. The selling points of the product can be used to enhance user perception, reduce user decision-making costs and increase willingness to place orders.

How to refine the selling points of products? This even determines whether you can turn an everyday product into a hit.

The first rule for refining product selling points is user-thinking. Brands and anchors should not focus on the product selling points in their own eyes, but should pay attention to what product selling points users need to meet their needs. Only by reaching the same frequency as users can resonance be achieved.

It mainly starts from the basic functions of the product, explores the user's consumption psychology and directly hits the user's needs, which are concentrated and magnified in specific usage scenarios, allowing users to accept and identify with the benefits of the product, thereby achieving sales conversion.

The second rule for refining product selling points is to seek differentiated selling points. In today's severe homogeneity, merchants must inevitably seek differentiated selling points for their products in order to be prominent and attractive enough. The product differentiation selling points are mainly reflected in the following six points:

(1) Product quality differentiation selling point Quality differentiation can be reflected in the scarcity of raw materials, quality, or craftsmanship of the product.

(2) Price differentiation selling point: If a company can get a better price than its competitors for the same product and achieve the best value for money, it will be extremely competitive.

(3) Packaging differentiation selling point Appearance is always one of the selling points that cannot be ignored. Unique packaging and innovative design will naturally be slightly better.

(4) Functional differentiation selling point: Product functional differentiation, such as patented design, functional upgrades or product iterations, is one of the core elements that can convince consumers to buy.

(5) Service differentiation selling point Service has always been a factor that consumers consider when making purchases. The services here not only include after-sales service and gifts, but also consumer experience and value resonance.

(6) Value-added selling points In addition, the added value of products such as master design, IP co-branding, and celebrity endorsements can also prompt some users to place orders.

4. Product Pricing

Price is an important factor that affects the success or failure of a transaction. If merchants want to achieve high conversion rates for their products, they need to differentiate their product prices from similar and identical products in other channels to highlight the ultimate cost-effectiveness of the products they sell.

By comparing the prices of similar products with the live-streaming e-commerce merchants, influencers, and brands in the industry, we can determine the reasonable prices and highlight the price advantages of our products. The price advantage of products in the live broadcast room is usually reflected by comparing them with offline and other platform stores, and combined with marketing activities such as limited-time discounts and limited-quantity flash sales to stimulate users to place orders and consume in the live broadcast room.

5. Product stratification

The rhythm of the live broadcast room requires the coordinated push of products. Different products have different sales targets. Products are usually divided into fan welfare products, traffic products, volume products, and profit products.

Layer Description

(1) Fan welfare products: 1 yuan/9.9 yuan products (each product is limited in quantity, the flash sale quantity/number of people online in the live broadcast is generally controlled at 5%, used for the opening/warm-up); 2-3 products are recommended as fan welfare products to enhance fan stickiness, and can be sold in bulk.

(2) Traffic-generating items: As traffic-generating items for the live broadcast room, their function is to attract traffic/obvious discounts/high visibility, and to warm up the audience 20 minutes before the live broadcast. We recommend 5-10 items that can be sold out in flash sales, mainly low-priced items below RMB 20, with prominent discounts, and try to choose items that are commonly used and highly recognized.

(3) Volume-based products: As the main sales model for the live broadcast room, they are mainly seasonal products/popular online celebrity products/mass consumption products. Users are not very price sensitive. We recommend 10+ models, with the largest quantity and sufficient inventory. While ensuring a certain gross profit, the price advantage is outstanding. As the main product for closing orders, the goal is to increase sales.

(4) Profit items: As the profit items of the entire live broadcast, non-standard products, high-quality or unique product selling points require high-frequency explanations or long explanation times; 3-5 items are recommended, with a small number, high gross profit, and guaranteed good quality or scarcity.

3. Scene - Live broadcast room scene construction

The live broadcast room scene is an important part of the implementation of live broadcast. According to the changes in the live broadcast event theme, nodes, live broadcast guests and other factors, the live broadcast room scene also needs to be adjusted and arranged.

1. Three major ideas for choosing live broadcast scenes

   (1) The selection idea of ​​live broadcast marketing scene is to build a live broadcast room that echoes the activity scene according to the live broadcast theme, marketing activities, special nodes, etc., such as the Fan Festival, 116 Quality Shopping Festival, 38 Goddess Festival, etc.

   (2) The idea of ​​selecting product-oriented scenes for live broadcasts is to take the product as the core of the entire live broadcast room and create scenes that echo the product, such as food parties, clothing launch weeks, etc.

   (3) The selection strategy for live broadcast hosts is to create a live broadcast scene that adds points to the hosts based on the product categories and personal characteristics of the hosts. For example, if a clothing host broadcasts live in a women's clothing factory, it can reflect the professionalism of the host.

2. Three elements of scene arrangement

   A qualified live broadcast room scene should have three parts: display area, product area, and props area.

   (1) Exhibition area: The core function of the exhibition area is to highlight the products explained and displayed by the anchor;

   (2) Product area: Display more products to users through shelf display and other methods, thereby extending the audience's stay in the live broadcast room;

   (3) Prop area: used to place prizes and various props, such as small blackboards, etc.; props can assist the anchor in explaining products, releasing welfare information, etc.

3. Live broadcast script

Definition of live broadcast script The live broadcast script is the basis of a live broadcast. Its function is to provide narrative context and support for the live broadcast, so that the live broadcast can proceed in an orderly manner in the expected direction.

1. There are two types of live broadcast scripts: single product live broadcast scripts and entire live broadcast scripts. A single product live broadcast script is a script that takes a single product as the object and includes product explanation, brand introduction, function display and other content. The entire live broadcast script is based on the entire live broadcast and regulates the rhythm, process and content of the entire live broadcast.
2. Live script template is a common live script for live broadcast rooms, which mainly includes the following points:

   (1) Live broadcast goal: What is the goal of this live broadcast? Pay attention to data such as conversion rate and sales;

   (2) Personnel arrangements: Make arrangements for the division of labor and responsibilities of each person participating in the live broadcast in advance;

   (3) Set a good live broadcast time and strictly enforce it. It is recommended to set a fixed time period for live broadcasts to cultivate fans’ viewing habits;

   (4) Live broadcast theme: Set the live broadcast theme to ensure that there are no problems with the preset theme direction;

   (5) Live broadcast process script with detailed process details, down to the time period and minute, to clarify what needs to be done at each time point;

   (6) Selection of main products: Determine the main products, organize the list, sort out the selling points of the products, and prepare relevant conversion words;

   (7) Offers and activities: Design discount information and gameplay to better stimulate the atmosphere of the live broadcast room and guide fans to consume;

   (8) Live sharing During the live broadcast, do a good job of live sharing and ensure that each channel can connect to the live broadcast room normally. Awaken the private domain within the site and guide the fan community outside the site;

We need to review the live broadcast

The success of this live broadcast is closely related to the live broadcast script. With this goal in mind, the anchor and the operation team planned each aspect of the live broadcast, including the live broadcast rhythm, live broadcast language, main products, product scheduling strategy, product transition speed, commercial investment and so on, so that the final live broadcast challenge of 2 million GMV target was exceeded.

Reviewing the live broadcast script, it mainly includes the following six points:

1. Create a group, determine the live broadcast goals and personnel division, assign key roles to the group, ensure information synchronization, make good on-site dispatch, align GMV targets, clearly define the operator as the person in charge of the live broadcast, arrange product duration, investment plan, etc., and ensure that key actions are executed in place.

2. 8 minutes after the broadcast starts, all traffic during the highlight moment is filled up at the start of the broadcast to accumulate water for the first highlight and form conversions. Adjustments are made based on data performance.

3. Make the first round of adjustments 30 minutes after the broadcast starts. Refer to GMV progress, traffic consumption progress, ROI investment indicators and other data to quickly make the first round of adjustments, reallocate the commercial budget, increase exposure, and prepare for highlight products.

4. The second round of adjustments is carried out 45 minutes after the broadcast starts. The inventory list will not be adjusted significantly. The anchor will be reminded to sell items with low unit prices and sell items with high unit prices and verified hot-selling items. The anchor will speed up the explanation, refine the key selling points, strictly control the time of getting on and off the broadcast, create a flash sale atmosphere in the live broadcast room, push the volume at full speed, and leverage natural traffic.

5. 90 minutes into the broadcast, the third round of GMV adjustments was in line with expectations. The explanation time of highlight products was lengthened to create conversions and ignite fans’ rush to buy. Lucky Star prizes were drawn out to match the atmosphere. Commercial delivery tools were increased based on ROI, with GMV sprint as the main focus, while maintaining the number of online users.

6. After 120 minutes of broadcasting, the GMV target was achieved as expected at the end of the challenge, setting a new record for the anchor.