Tik Tok brand self-broadcasting channel building strategy!

My core point is that brand live streaming channels should be in their own hands, rather than in the hands of cooperating anchors.

For example, if your live broadcast is completed by one or two top anchors, it is equivalent to doing your craft. Craftsmen will have various uncontrollable problems, you will not be able to achieve repeat purchases, and you will not be able to obtain a stable income. If you want to achieve a GMV of 5 million, 4.9 million of which is completed by one anchor, and your own live broadcast room only completes 100,000, this is very strange.

So what do we do if we don’t do crafts? Do business. Business is replicable, and only what is replicable is called business.

So today, I will talk to you about the path to doing business on Douyin. What kind of channel should we regard live streaming as? How to combine live streaming channels, e-commerce channels, and offline channels? This is the focus of my speech today.

1. Brand awareness

1. When brands meet interest e-commerce

I think we should consider Douyin live streaming as a channel or even the main strategic direction of the enterprise. If you only think of it as finding someone to sell goods to, that would be too one-sided and you will miss a lot of opportunities.

Next, I will share my understanding of the Douyin brand. What is my understanding of interest-based e-commerce? It can be viewed from four perspectives:

(1) Interest-based e-commerce is a form of motivational e-commerce that has grown from nothing to something, from small to large.

Let’s think back, what was the first thing we bought on Douyin? That shouldn't be a necessity. But from the end of 2020 to the whole year of 2021, we bought a lot of urgently needed items on Douyin.

What you buy is a necessity, but the starting point of your demand is not that you plan to buy it today, but that you saw a video or a live broadcast and then realized that you need it.

For example, let's say I want to buy a cup. In the past, we might search first, go to Taobao or JD.com to search for cups, and then buy them when we find a good one. But on Douyin, you may not realize that you want to buy a cup, but you buy it after accidentally seeing the video and being tempted by it.

(2) Interest-based e-commerce is an interceptive type of e-commerce that swoops in and steals the show.

Another example is down jackets. In fact, the peak season for down jackets on Taobao and JD.com is generally September and October, but the peak season for down jackets on Douyin starts in June and July. This brings us to our second point, interceptive e-commerce.

Most people only buy two down jackets a year. What if in June or July you saw someone selling down jackets on Douyin and it stimulated your desire to place an order? Interest e-commerce has eaten up your consumption demand in advance. Will you still go to Taobao, JD.com and Pinduoduo to buy in October?

Before that, you have to be sure that the demand has arisen before you go to major platforms to buy one. But when you see content on Douyin and your demand is aroused, you go and buy one. Then Douyin intercepts the shopping demand that should have occurred on platforms such as Taobao and JD.

I have to add one more concept here. Douyin is recently developing the Douyin Mall. Regardless of whether the Douyin Mall will become an independent app, we found that when searching for specific product names in the Douyin search box, what Douyin presents is different. He has tofu blocks of products, just like Taobao, as well as grass-planting video content and user reviews and order lists.

Douyin has actually embedded "shelf-style e-commerce" into its own system. Douyin can easily embed shelf e-commerce into the banner of interest e-commerce. But looking at Taobao and JD.com on the other hand, they are the entrances to the shelves. If the basic logic is not changed, it will be difficult for the products themselves to generate traffic.

We say where the traffic is, there is the business. Of course, I do not deny that at present the GMV of Taobao and JD.com is definitely higher than that of Douyin and Kuaishou, but you can look back and into the future.

As we all know, when it comes to trade between countries, there is a concept called trade surplus and trade deficit. We found that Tik Tok has a traffic surplus compared to other platforms. In other words, Douyin occupies an advantageous position in all live broadcast tracks and channels.

Some people live stream on TikTok without a shopping cart below, but their Tmall goes viral because people go to Tmall to search if they can’t buy it on TikTok. However, Tik Tok hardly consumes traffic from other places. He is a content traffic provider in all channels. If they can’t finish it themselves, they will give it to others, such as JD.com, Tmall, and Pinduoduo. So of course Douyin will do e-commerce. With such a huge amount of traffic, why doesn’t it take advantage of it itself?

(3) Interest e-commerce is content-based e-commerce, which generates continuous revenue and increases efficiency through fission.

Your understanding of Douyin should not be limited to live broadcasts. In the past year, you may have watched too many live broadcasts and thought that live broadcasts are a way to make money quickly. But everyone needs to understand what drives TikTok. What drives traffic? What drives monetization? It must be the content.

Therefore, everyone will find that short videos can contribute value to you in the long run, and live streaming is just an externalization of short video traffic.

Live streaming is a form of video. A well-done live streaming is the repeated superposition of excellent short videos. Everyone, please pay attention to this sentence. Any live broadcast room that is well run is actually a repeated superposition of excellent short videos selling products.

Excluding the situation of looking for big anchors, we will find that there are not many SKUs in the live broadcast rooms selling goods. The live broadcast rooms of ordinary small and medium-sized enterprises with high sales do not have many product categories. Even in those clothing live streaming rooms with many links, only three or five models contribute to the transactions. Not to mention some food and cosmetics, which are basically supported by just a few products.

If we regard the host's introduction of the product as a video, then the live broadcast is this video being performed by him once, twice, or N times. The monetization efficiency of such a live broadcast room is very high.

For most brands, live broadcasts cannot be broadcast 24 hours a day. Four to six hours is considered too much. How do you make money for the remaining 20 hours or 18 hours? Short video. The long-term dissemination of short videos, the fission, forwarding and efficiency improvement of short videos must be much higher than live broadcasts. So when it comes to monetizing on Tik Tok, don’t just focus on live streaming.

(4) Interest e-commerce is a circle-based e-commerce where people share the same ideals and move forward hand in hand.

How to understand circles? Everyone has used Baidu Tieba and QQ groups in the past, which are gathering places for some circles. Now where do these interest circles, such as people who like fishing and hiking, gather? They gather in the comment sections of several vertical influencers on Douyin, and in their fan clubs and fan groups.

Many people ignore this matter, and even if they are aware of it, they don't manage it. But interests can actually generate a lot of value.

I used to have a friend who worked on Baidu Tieba 10 years ago and made money from Tieba. Similarly, we target people with similar interests on Douyin. For example, many people like fishing and want to buy fishing rods. You have created content, but have you built a community? Have you joined the Tik Tok circle?

Many people may not know that Tik Tok’s fan group function is already very powerful. Now that you have joined a TikTok fan group, you can pull up previous chat records. You can send business tools, coupons, locations, parties, and orders in the chat. WeChat groups do not have these functions, but Douyin groups do.

Moreover, in this kind of interest circle, people will only add each other on WeChat unless they have a very close relationship with each other, but everyone gathers in the Douyin group. Today, when the expert starts broadcasting, it is the beginning and call for an activity. Therefore, there are actually many in-depth areas that can be studied here, especially for brands and merchants selling niche products.

You must strengthen private domain operations and fan operations on Douyin in order to reap long-term benefits. This is something that many people overlook.

In interest-based e-commerce, the motivation for purchasing mid- to high-priced goods is that the consumption scenarios are stimulated and the consumption levels match the goods.

How do you understand this sentence? For example, we have a live broadcast room for high-end women's clothing. We purchased a batch of scarves at 6.8 yuan, but we couldn’t sell them at 9.9 yuan, but we sold them at 99 yuan and they sold out. Because the average customer spending on summer clothes in this women's clothing live broadcast room is between 600 and 1,000 yuan, and this group of people won't buy things that cost 9.9 yuan, so we have to match the price of the goods with their consumption level.

The reason why the conversion rate of live broadcast rooms is high is because the anchor uses words to stimulate the user's consumption scenarios.

So, what does it mean when a consumption scenario is stimulated? We often give the example of lipstick. Has anyone bought dark green lipstick? No one buys it, right? We once collaborated with a big anchor and sold 4,000 dark green lipsticks. How to sell? We introduced a scenario into our script.

Everyone has seen Legend of Zhen Huan, right? After the prince died, Zhen Huan returned to the palace and painted her lips with a dark lipstick. We would like to take this opportunity to tell the people in the live broadcast room that, dears, women need to have a ruthless side. When you ask your boss for a raise, break up with your ex-boyfriend, or make some drastic decisions, in order to look cooler and more resolute, you need a lipstick like this.

In fact, many girls buy a lot of high heels with pointed toes and stilettos, but they hardly ever wear them after they get them. But when I bought it, the salesperson said, "Oh, if you wear these shoes to a class reunion or go shopping with your husband, you will be the most beautiful person on the street." There are many examples of people buying something because they were inspired by the scene.

We must note that live streaming is a scenario-based way of selling goods.

In many of our live broadcast rooms, we change the backgrounds 2 to 3 times every day. Do you know why the scene needs to be changed? Because of the different scenarios, consumers can use their imagination or find consumption scenarios with the cooperation of the anchor. My background is a warehouse, so users will know that there will be a flash sale today; my background is a counter, and I will be selling counter products in the live broadcast room today; the background is a birthday party, with a bunch of balloons, so users can see that it is the host’s birthday and he is going to have an event today.

You need to use your brain when live streaming. However, many live broadcasts just start mechanically without any routine, and just force sales.

People often ask me, Teacher Fengnian, is it okay to broadcast flatly? He said I didn’t want to use any tricks, so I just went through all 10 things in our house from beginning to end in two hours. I said, why did you choose this method? Are you making sales when you sell something?

Everyone remember what I said, marketing and routine mean the same thing. I don’t know why, but some bosses just don’t play any tricks on us. Don’t tell me about the tricks and I won’t listen. In fact, you are using tricks every day, but you put shackles on yourself in your head.

Some people say, I sell things and I don’t want to hold back on orders. I didn't say that you have to hold back on your orders, but what's wrong with me marketing a cost-effective product? For example, I am selling a beautifully colorful cup today for nine dollars, and I place two orders every ten minutes. So I think you all must understand this.

New domestic brands born in the new consumption track are infinitely close to the purchasing scenarios of interest e-commerce. Interest e-commerce is the fertile soil for the growth of "Douyin brands".

In recent years, new domestic brands have ushered in unprecedented development opportunities. Tik Tok and Interest E-commerce are the fertile soil for the growth of many new consumer brands.

However, interest-based e-commerce does not mean low-price e-commerce. I don’t believe in small profits but quick turnover. We don’t sell cheap goods in any of the live streaming rooms we operate. My requirement for the team is that we serve the top 30% of people in each industry, create value for them, and teach them how to do live streaming.

I don't agree with the loss-making development model that burns money and loses traffic. Many entrepreneurs have this kind of thinking: I can lose some goods and traffic now, and I can make money after the scale is achieved. I tell you, if you can’t win in the present when doing live broadcasts and short videos, you will definitely not be able to live in the future. If you lose today, you will definitely lose in the future. If you make a profit today, you may make a profit in the future.

Some people may say, Teacher Fengnian, there are also people who burn goods and sell cheap goods first, spending 20 million in the middle, and then sell expensive goods to make money later. You should actually get in touch with these teams and see whether they are making money or not. Take returns into account, and consider his inventory pressure and turnover cycle before drawing your conclusion.

Some people also said that there were very few people online in our live broadcast room, only a dozen or twenty people. However, Tik Tok can help us find the precise target audience. Tik Tok’s recommendation algorithm is the strongest among all platforms. We have a live broadcast room, with only 20 people online a day, but we can sell goods for 200,000.

Don't expect hundreds or thousands of people to be online in the live broadcast room. No one will be like this in the future. There are hundreds of people in the live broadcast room now, but in the future there will probably be only dozens of people. Some people think, there are too few people, what can such a small number of people do? Can do a lot of things. Look at physical stores, can dozens of people enter the store at the same time?

2. What is my understanding of Douyin brand

The following only represents our organization’s understanding of the Douyin brand and is not Douyin’s regulation. I suggest that if you want to build a brand in Douyin, it is best to have the following characteristics:

(1) High premium, profitable, and high customer orders in the industry

In this track, your pricing should be in the top 30% or 40% and don’t make your products too cheap.

(2) Long-term sustainable advertising on Douyin

The advertising here does not refer to Qianchuan and Suixintui, but you need to have a certain exposure in Douyin, such as finding top anchors and KOLs for exposure, and it does not need to bring goods.

You don’t have to spend a lot of money. Just find a few anchors, shoot one or two videos promoting the products, and get basic exposure, and that’s it. Don’t think that you can start selling goods after your account has reached 100 million exposures and 1 million fans. This is a waste of traffic.

(3) There is a long-term and continuous KOC content delivery on Douyin

KOC is a key consumer, that is, the consumer who posts the video in the form of evaluation and recommendation.

Zhong Xuegao's video

Everyone must continue to release KOC content over a long period of time, because the traffic from Douyin searches and content planting has a long-tail effect, and can even spread and split on its own.

(4) Brands with long-term and stable broadcasting and agents’ own broadcasting rooms

Here comes the point. We have found top anchors to expose our products and KOCs to promote our products. Who will harvest this traffic? It is a long-term and stable brand live broadcast room or agent’s own live broadcast room.

Because of the exposure across the entire network and so much traffic, it all ends up falling on one fulcrum. This fulcrum is your Douyin self-broadcasting room where you broadcast for a long time.

(5) We need to build a closed-loop operation system for Douyin stores

This is a point that is easily overlooked.

When I analyzed interest-based e-commerce earlier, I mentioned that Douyin has built-in shelf-based e-commerce. Because there is search traffic now, even if you don’t broadcast, there will be people buying your things.

Douyin is now strictly investigating two types of behaviors: one is checking price changes, and the other is checking for wrong categories. Why does Douyin want to crack down on price changes? In the past, many anchors used a trick to announce the price of goods before putting them on the shelves. For example, the price of a down jacket is initially written as 99999, and then changed to 169 when it is put on the shelf.

So why don’t we allow this now? Because if a user searches for a down jacket and it says 99999, which means a down jacket costs more than 90,000 yuan, will I buy it? I don't buy it. Only if your prices are reasonable will people buy your products even when you are not broadcasting.

Many people do not pay attention to the details page of Douyin store. In fact, the Douyin details page cannot be copied from Taobao, JD.com, or Tmall. We recommend that you use the scene details page on Douyin. What's the meaning? Everyone puts the usage scenarios of the products on the Douyin details page, such as the scenarios in which shoes, hair dryers, and beauty devices can be used. Don’t let users spend too much time looking at parameters, as this will delay the order rate and affect their final transaction.

Here is another piece of knowledge to add: what Douyin can monitor is the average order value of your product, but it cannot monitor how many boxes of this product you have.

For example, if you sell a skin care product by the box, and the transaction price is 298/order, then Douyin will think that you are a user who can complete high-order transactions in the skin care product track, and will recommend some high-value traffic to you.

Therefore, we often recommend that some accounts sell by the box during the cold start, so that they can get high customer order traffic, and the purchasing power of this traffic is very strong.

2. Douyin brand live broadcast layout

The "Dou Brand" here can refer to the brand itself or the merchant who has obtained the exclusive agency of the brand.

We recommend that you adopt the 1+1+4+N layout. What does each number in this formula mean?

1 brand promotion number. What the propaganda means is that he doesn’t have to do live streaming to sell goods, but he has to promote products, and the videos on this account are of relatively high quality.

1 brand’s own flagship account. This number is for selling goods.

Did you know that one business license can be used to authenticate two accounts?

Why do we need to separate the accounts for product promotion and sales? Because our self-broadcast flagship account needs to publish a large number of videos in order to increase traffic. For example, there are a lot of sliced ​​highlights, and we even need to publish 5 to 10 of them every day. These videos are intended to bring traffic to the account, but their quality is low and their quantity is too large to be suitable for posting on the main account.

Many people confuse these two numbers, so they feel uncomfortable no matter what they do.

4 brand self-broadcasting channel numbers. The difference between a flagship account and a channel account can be understood as, one is a comprehensive store and the other is a specialty store.

When you have many product lines, for example, if you are a skin care brand, you can open a skin care line and then a makeup line, or have one account specifically selling sets and another account specifically selling cleansing and care products. These accounts can also stagger the time and adapt to different crowd portraits, so that they can match the needs of different groups of people.

N brand agency authorization numbers.

There are two ways to authorize a brand. One is to let the agent take the goods back. There is another way. When you authorize an agent, the other party is not your account, nor is he your person, but he can join your selected alliance, and then he does not ship the goods, and the general warehouse will ship them.

Some people may say, doesn’t a 1+1+4+N layout require a team of many people? Everyone, remember, the layout is carried out step by step. If you have a small team and a small brand, just start with one. Many large companies now have live broadcast teams with hundreds of people, but they still can’t handle these few accounts.

What to do if the team is small? Go to Selected Alliance to find goods, get two samples, and broadcast for 2 to 3 hours every day. You don’t have to ship the goods from the Selected Alliance. Just find a product with a high rating and a commission of 30% to 40%.

Considering the input-output ratio, if you are a small team or a mom starting a business part-time, I strongly recommend that you do not rent a venue specifically for live streaming. Just print a virtual background.

For example, print a background of a maternity and baby store, and then prepare a set of corresponding sales pitches, such as: Babies, our products are the same as those in the counters and are displayed in offline stores, but today's price is only 1/3 or even 1/4 of that in the counters. In a word, if you keep people for 15 seconds, you can definitely keep them, and the rest will enter the normal sales channel.

What is the point of setting up a special room or even a warehouse? How can we resist with such a huge investment when we don’t even have ten people? Therefore, small teams need to think clearly about how you should embrace live streaming.

3. Douyin Brand 3K Model (KOL+KOC+KOS)

Next, I will share one of my core ideas, the Douyin brand 3K model:

1. KOL: Leading the broadcast, low-cost recognition endorsement + brand penetration

KOL is a leading broadcaster, which is actually a low-cost cognitive endorsement.

Low cost is relative to other communication channels. Some people think that many KOLs and anchors on Douyin charge high fees, but in terms of publicity effect, the money is not expensive.

You don’t need to find too many KOLs, as they are there to solve the problem of trust endorsement. Just a few of them can build brand penetration.

2. KOC: planting grass + closing deals, long-tail effect exposure + small wins big sales

The second K is KOC (key consumer). These people have two attributes: they can both plant grass and close deals.

They shoot unboxing videos on TikTok every day, and someone sends them free samples every day. Many moms who are starting their own businesses are doing this, and it is also a good choice for a small team of two or three people.

KOC is a long-tail effect exposure. Brands need to integrate these people who match your brand tone.

When placing KOCs, please note that short videos should be released first and then live broadcasts. Do not broadcast live unless the video goes viral. Because they shoot a lot of videos every day, the video ends once the shopping cart is hung up, and the transaction is completed directly in the shopping cart.

I think this is a process of making a small investment for a big gain. Some people say that TikTok is “a little effort to achieve a great result”, but in my opinion, it is “four grams to achieve a thousand tons”. No matter how well the live broadcast room is run, it would be good if the ROI reaches 1:2, 1:3 or 1:4. However, the effectiveness of selling products through short videos, compared with your efforts, may be 1:1000 or even 1:1 million.

Everyone must have heard about selling products through just a single video. You think this is far away from you, but in fact it is not far at all. This happens every day. Every day there are a lot of amateur moms who sell tens of thousands of orders with just one video.

3. KOS: Self-broadcasting stabilizes sales, recommends traffic based on interests, repeat purchases and private domain positions

KOS is a concept that appeared for the first time today. What is S? Sales, sales.

For enterprises, especially brands, you don’t need to recruit anchors, as the anchors are your salesmen and store clerks.

The salesperson turns into an anchor, you may ask, can this person broadcast live? Can they broadcast it well?

Going back to what I said before, live streaming is the repeated superposition of excellent short videos selling products. Isn't this just copying over and over again? Can’t your shopping guide learn these things? Can't your store clerk learn it? They already know so much about the product, why do you spend so much money to hire anchors? You have a lot of people in your company, but you don't turn them into anchors. Instead, you go out to recruit anchors who earn 200 or 300 yuan an hour? So what are you thinking?

These people broadcast for 6, 8, or 10 hours every day, and in fact they serve as your repeat purchase platform. We have to mention one thing here. In fact, live streaming by experts has a very big pain point: there is no guarantee of repeat purchases.

For example, today I saw that Bangge’s hairstyle was very handsome, so I asked him where he bought the hairspray, and he said he bought it in Teacher Luo’s live broadcast room. Then I asked him, I also wanted to buy, when would he sell next time. Then he said, I don’t know.

What if his hairspray is the New Bang brand hairspray? Xinbang’s live broadcast room is open for sale, not 24 hours a day, but at least most of the time it’s open for selling. So is the repeat purchase traffic being eaten up by its own live broadcast room?

So, if you want to go to the live broadcast rooms of Luo Yonghao, the Big Wolf Dog Couple, and Zhu Guagua, there is no problem. Let me ask you first, is your live broadcast room ready?

If you are not prepared, then the promotion given to you by the expert is just a one-time thing. If you are prepared, you will find that every time he broadcasts to you, your live broadcast room will be able to reap the rewards, which are the rewards of repeat purchases by users. You have spent the money, do you want to see long-term effects?

Therefore, in the 3K model we proposed, KOL solves the problem of sowing seeds; KOC takes into account both sowing seeds and closing deals; but you also need some sales to establish long-term connections with users, and that is KOS. These people are the ones who have transformed from your store clerks and shopping guides into anchors, broadcasting for 6 or 8 hours a day.

4. Douyin Enterprise Accounts - A New Engine for Private Domains

Douyin has launched many private functions, including Douyin group chat, Douyin private messaging, subscription group messaging, etc. These functions are currently only available to Blue V users.

Did you know that Douyin groups can send coupons? Did you know that once a Tik Tok group starts broadcasting, all group members will receive a reminder? Did you know that you can directly post product links in the group?

There are also private messages. Did you know that you can make targeted invitations to old fans before the show starts? This feature actually saves some advertising costs. In addition, we can also chat privately with high-order users.

Some brands have already achieved results, such as Luzhou Laojiao. Their Douyin group can complete 15% of orders. That is to say, if they sell 1.5 million on Douyin in a day, 150,000 of them are sold in the group. Because your live broadcast room is not open 24 hours a day, when there is no live broadcast, the Douyin group is an important channel for you to reach users and bring in transactions.

Another powerful feature is "Subscribe to Group Message". This feature is currently only available to Blue V users with more than 100,000 followers. Short videos are recommended. When you post a video, not all your fans will receive it. But by using this group messaging function, everyone who follows your corporate account can receive reminders of your broadcast and your content. This function is of course limited in the number of times it can be used, currently 8 times a month, but this function is amazing, it can directly increase your opening broadcast audience to a high level, and can also save a lot of initial investment costs.

As an aside, some people say that TikTok is changing too fast and I don’t want to be a TikTok user. But I think the opposite. Every time there is a change, everyone can return to the starting line. To whom does the future belong? Someone who embraces change. Only if you can adapt to the various changes in TikTok can you stand out from the competition. Wouldn’t it be great if we could all return to the same starting line every 3 or 4 months? You will find that those who embrace change are always ahead of the track.

5. Douyin brand channel linkage

Finally, I’d like to share some ways to connect Douyin live streaming with brand channels.

1. Online + offline channel linkage

(1) Live streaming can help brands quickly test products across all channels

I found something particularly interesting: the hot-selling items on Taobao and JD.com may not necessarily be hot-selling items offline; but the hot-selling items in the live broadcast rooms can also become hot-selling items offline. This may be related to the form of transaction.

Therefore, we cooperate with some leading beauty brands and help them test popular products in the live broadcast room.

Traditional beauty giants spend tens of millions or even hundreds of millions of dollars on offline sales. If they don’t test the products, the cost of loss will be incalculable, so they have to test the products every year.

In the past, they might have tested in individual regions and it would take them three months to find a hit product and then distribute it across the entire network. Now, we test the products in the live broadcast room, and can shorten the testing period to two weeks.

(2) Live streaming can create a new form of offline physical business

When monetizing Douyin live streaming, don’t just focus on the transactions of shared bikes in the live streaming room. In fact, we can also sell goods live to attract traffic to the store.

We have recently been cooperating with some leading domestic home furnishing brands, such as Gu Jiajia. Most home furnishing brands have offline chain stores with high operating costs. After the epidemic, customer flow is much worse than before. However, due to the particularity of the furniture category, they have to open physical stores. So why don’t they use live streaming to attract traffic to the stores?

(3) Live streaming can quickly incubate vertical category sub-brands

In the past, it was very difficult for us to incubate a sub-brand, and the cost was very high. But now, you can put a link in the live broadcast room, establish an independent fan group for the sub-brand, and then open a separate Douyin account for the sub-brand. You will find that it has become easier to split from a large account to a small account, and from a main brand to a sub-brand.

2. Live streaming revolutionizes offline store formats

Let’s take the example of a mother starting her own business. Suppose she wants to open a live streaming supermarket. This type of supermarket can take three forms:

(1) Live streaming in-store. I set up an area in the store dedicated to live streaming. In this way, physical stores can upgrade to another track.

(2) Live broadcast of the store in the building. I didn't rent a store, but instead rented an apartment building or an office building. Then I found a 40-square-meter room, put things in it, and made people feel like it was a supermarket. So who delivers the goods? The headquarters will ship the goods, I don’t ship the goods myself. Because if I ship the goods myself, I need to hire one more person, and my logistics costs are not as cheap as the headquarters.

(3) Live broadcast of home store. This form is more practical for mothers. My house is small, so I just spend 150 yuan to print a background.

3. Basic structure of live streaming supermarket

(1) High-frequency fast-moving consumer goods products sacrifice category breadth in pursuit of dynamic sales

This diagram shows a live supermarket we made for a food brand. As you can see, we have less than ten items on the shelves. Again, don’t have too many categories. You should make high-frequency, fast-moving consumer goods products with high sales volume.

(2) Reduce store opening costs and quickly build a large number of physical outlets

For individuals, you can go to the Selected Alliance to organize goods, put the items on the shelves, and then place the shelves in the live broadcast background, and you can open a live broadcast supermarket.

For brands, can you set up a large number of such live streaming stores? Is it possible to quickly lay out a large number of physical outlets?

(3) Standard speech output + standard live broadcast room environment + local traffic acquisition

What can brands do? standardization. Standardize the language and environment. There are only a few categories in total. We will train everyone on the sales pitch for each category and record the live broadcast process for each category.

By adopting this live streaming supermarket format, the brand's agency costs will also decrease. It does not need provincial, county, or municipal agents, so it can lower its profits and give them to grassroots agents, and even recruit some mothers as live streaming agents.

For ordinary people, this is also a channel for entrepreneurship. If you want to start a business, and someone asks you to pay tens of thousands of dollars in franchise fees and import a lot of goods, you should open your eyes first. In fact, you don’t need that much money to start a business.

Finally, I hope every brand founder will think about three things:

1. 100 physical chain stores VS 100 corporate live streaming rooms

2. Flagship physical offline store VS flagship online live broadcast room

3. Tmall channel VS Pinduoduo channel VS live streaming channel

I hope everyone will embrace change, live in the present, and win in the future.

Author: New List

Source: New List