New methods of selling products through live streaming in 2020, strategies for selling products through short videos!

​In 2019, "Li Jiaqi" and "Viya" should be names that everyone knows, and these two names are usually accompanied by various huge numbers, such as: XX orders were sold in a few minutes, and a total of XX billion was sold in a live broadcast.

In fact, it’s not just them. With the support of major e-commerce platforms, a large number of online influencers have emerged on each major platform, and live streaming has become an eye-catching tool for various online platforms such as e-commerce, social networking, and video.

Live streaming e-commerce has also become a trend and outlet for the future development of e-commerce. At the first Douyin Creator Conference in 2019, Douyin President Zhang Nan predicted that by 2020, the total number of daily active users in the domestic short video industry will reach 1 billion.

So how do ordinary people sell goods through live streaming?

We have summarized the latest live streaming selling skills for 2020 for you, let’s take a look.

1. Preparation before live broadcast

1. Live product selection

Select products according to market demand

Choose products that suit the current market, such as selling masks on foggy days and selling down jackets on cold days.

For anchors with fewer fans, they can choose products based on their own style, tone and personality. A food blogger sells food, and the products receive a lot of attention.

Select products based on fans' needs

1. Preheat and set up a fan live broadcast group in advance (activate the group chat function), and understand what kind of products fans want through asking, voting, etc. in the fan group.

2. If the popularity among the fan base is not high, you can organize some small activities to ensure the attention of fans. Interaction can also enrich the content of live broadcasts.

2. Live broadcast staff and venue preparation

• Anchor

Clean and natural makeup that is consistent with the background and clothing style;

The mood is full and the mental state is good;

Speak clearly and express fluently;

It is recommended that the live streamer have an assistant to respond to comments, help display products, and avoid the live streamer leaving the venue in case of an emergency.

• Venue Equipment

Choose a clean and bright background environment and simply arrange it according to the lighting''

Bright light, avoid overexposure and backlight, add fill light according to conditions

Ensure stable signal and smooth live broadcast''

Mobile phone (HD front camera) and a stable phone stand

Headset to enhance live broadcast sound (optional configuration by the host)''

• other

Music, prepare background music in advance;

Such as a melody with a strong sense of rhythm/a medley of recent popular music/a melody that matches the tone of the live broadcast, etc.

Props: prepare the props needed to display the products in advance, such as batteries, small blackboards, etc.

3. Live broadcast theme and format

Live Topic

• The theme starts from the needs of the store and is learned through fans and buyers. Set up a fan group and collect fans' needs. Pay more attention to the comments after each live broadcast.
• After having a general understanding of the fan group, determine the live broadcast time and content based on their age, region, and viewing time.

Live broadcast content and format

You can highlight your own strengths or highlights in the content to give your friends a reason to pay attention to it, for example:

• Chat type: suitable for initial live broadcast, cultivating fans' stickiness
• Talent type: anchors who are good at dancing, cooking and other skills
• Sales type: mainly focusing on bringing goods and e-commerce conversion content
• Comprehensive: rich combination of chat/talent/selling, etc.

Script elements

• Live broadcast time and duration: stabilize the live broadcast frequency and inform fans of the live broadcast time in advance
• Live content module: According to the live theme, allocate time periods of 10 minutes/30 minutes/1 hour to determine the corresponding live content module
• Budget and gameplay: The budget for the cost of a single live broadcast, and plan the gameplay of this live broadcast based on your own conditions and budget.

Example

Writing scripts can effectively organize the live broadcast process, avoid unexpected situations, and provide clear guidance for the anchor:

2. Live broadcast skills

1. Increase the popularity of the live broadcast room

2. Live Interaction

3. Live content gameplay

3. Post-live broadcast skills

1. Improve conversion after live broadcast

Post related works after the live broadcast: After the official live broadcast, you can post detailed product usage instructions in your account to improve user experience and increase user stickiness.

Collect feedback: Interact in the fan group and ask fans for feedback on prices and product quality after receiving the goods.

After-sales service: Follow up on order processing in a timely manner after the live broadcast to ensure the user's consumption experience, especially the delivery process, which must be followed up in a timely manner.

2. Notes

For anchors who have just started live streaming, the traffic is relatively not much, and the core data to focus on are the fan conversion rate, likes and comments, etc. In the later stage, the length and frequency of live streaming can be increased to accumulate the number of fans.

4. Live broadcast review

1. Live broadcast data analysis

Record and analyze the live broadcast data to optimize it for the next live broadcast

Live data——

• Time and duration: Test the live broadcast effect at different time periods/durations
• Likes: The number of likes from fans and users, which continuously increases the popularity of the live broadcast room
• Number of viewers: The real-time number of viewers in the live broadcast room
• Number of comments: fans and potential fans comment in real time in the live broadcast room
• Number of reposts: Reposting can bring other users to click on the live broadcast room to watch
• Live broadcast follower growth: the number of unfamiliar users who enter the live broadcast room and are attracted to follow

E-commerce data——

Order Management: View all status orders

Bill management: view the transaction amount in progress and completed on third-party platforms (Taobao/JD.com, etc.)

Clicks: The number of clicks that reach the product or store

Number of payments: the number of payment orders brought in

Total amount: total income amount

2. Collect fan feedback

Comments and feedback:

Record 1-3 hot comments in the live broadcast room, such as "maintenance tips"/"try more color numbers"/"how much does it cost", etc. Highlight the key points in the "planning script" stage before the next live broadcast to answer the main pain points of fans.

Private message feedback:

Randomly conduct “private message follow-up” among active live broadcast fans and collect in-depth feedback through private messages.

First, express gratitude for support, build closer relationships, and increase fan loyalty.

Second, collect feedback on the live broadcast, what was done well and what was not done well enough, and give some suggestions for the next live broadcast.

Customer service feedback:

Answer fans’ questions online through customer service, and actively collect live broadcast feedback in the fan group.

"How would you rate the live broadcast?" "Do you like the clothes in tonight's live broadcast?"

"Would you like to see lipstick next time you live stream?" "What time should we meet for the next live stream?"

Other feedback:

Through research among friends, relatives, colleagues or other off-site channels, timely discover issues that need to be optimized in live streaming.