Advanced Douyin live broadcast room for food!

1. Account Introduction

"Mengdu Flagship Store" is a local Douyin account in Inner Mongolia. The main body is a local food company in Inner Mongolia, mainly selling Inner Mongolia specialties such as beef jerky and cheese products.

The account was first put into operation in May. From May to June, a total of 30 shows were broadcast, with a total revenue of 4,802 yuan.

2. Account diagnosis

At the end of June, the account began to be re-arranged. The first thing to do was to conduct a systematic diagnosis. Through analysis, it was found that this type of account is very common in the current sales field:

1. There is no professional team operation, and the team is passively established through internal incubation or external recruitment;

2. The account has no clear positioning. The so-called account positioning is limited to setting the account description;

3. The front-end works are solid, either shot casually by the factory, or the anchor shoots the oral video in the live broadcast room;

4. There is no mature model for live broadcasting. They use welfare to attract traffic at a loss, and burn money to produce negative returns;

This is also the pain point of most brand merchants at present. They are doing well in traditional fields, but they are not able to adapt to the live broadcast field.

1. Account repositioning

Determining your identity is the first step in building a good persona, so first you need to explore the category you are working in and what identity is most appropriate for facing users.

Manufacturers, boss ladies, bloggers, founders, brand owners, these are the characters we often see in live broadcasts. Of course, there are other particularly popular social characters, such as Sister Taozi from Shu, fan circle characters, and the series of beautiful girls and boys.

Mengduju is a well-known local beef jerky company with several factories that can provide a large amount of factory materials and topics, so we chose the identity of the factory.

The identity of a factory has two obvious advantages: cost-effectiveness and high endorsement, and these two characteristics are greatly related to the conversion of live broadcast products.

Identification is the first step, and how to display it is the second step. For a live broadcast account, there are four main channels to display the identity:

Account side, i.e. account avatar, description, etc.;

The video side, that is, the works released every day, can create a three-dimensional character image for users;

The live broadcast end refers to the live broadcast scene and the host's speech;

The back-end sales department includes customer service maintenance, after-sales related processing, etc.

How to output perceptible content around four channels?

The previous live broadcast room was built using a simulated yurt, but the drawback was that it was impossible to truly restore the scene, which led to users' doubts about the scene and affected conversions.

What we need to solve at this time is the authenticity problem. Due to the safety of the production process, we cannot enter the factory for the live broadcast, but green screen live broadcast perfectly solves this problem.

By building a green screen live broadcast scene and using the factory's original production materials, it is possible to "move" the factory to the live broadcast room. From the perspective of the scenery, a sense of trust is created around the character.

4. Game mode adjustment

Most live broadcast rooms are made or broken by free traffic. The same was true for Mengdu’s early model, which relied on low-priced goods to attract traffic and increase traffic by selling regular-priced products.

However, due to unreasonable activity design and the anchor's weak rhythm, the GMV in a month did not exceed 5,000 yuan. After optimization, the live broadcast room abandoned the low-cost traffic model.

We started by focusing on short video traffic + Qianchuan traffic, and used a small amount of traffic-generating products to supplement interactive data to increase recommendations for natural traffic.

The front-end creates products that can be replicated industrially. As long as a hit product is detected, it will drive accurate traffic into the live broadcast room.

Since the account published its first work on July 1, its works have been played over 500,000 times every two days, greatly increasing the traffic scale of the live broadcast room.

Qianchuan adopted a single product launch strategy, and injected a large amount of accurate traffic with paid services while the video traffic was still in the cultivation stage, and completed the transaction with the products in the live broadcast room.

At the same time, due to the fact that paid traffic can stimulate free traffic, we adopt the method of supplementing data, combined with multi-target delivery + welfare funds + store sales techniques,

By leveraging the interactive indicators of the live broadcast room, the live broadcast recommendation traffic, which originally had less than 1,000 per game, has increased by more than 10 times.

5. Optimization of anchor capabilities

Due to the influence of the low-price model in the past and their lack of understanding of the live broadcast algorithm system, the anchors can only frantically guide users to like the button in the live broadcast room, and have no concept of tactics such as placing orders and forcing orders.

In the current stage of live streaming, anchors who do not understand algorithms generally cannot broadcast well, so the first thing to do is to train anchors on live streaming algorithms and teach them how to split the weights, indicators and data systems of the live streaming rooms.

Secondly, we correct the anchor's speaking ability, and conduct systematic training from the opening speech, atmosphere speech, to the speech of talking about money, placing orders, and forcing orders. Finally, through continuous testing, we train the anchor's ability to develop the rhythm of the live broadcast room.

At the same time, since it is a factory character, the anchor is the spokesperson of the factory. What the anchor needs to do is to fully reflect the characteristics of the character in terms of dress and speech.

The first thing is clothing. Since the green screen is built with a factory background, the difficulty lies in clothing and makeup, which must conform to the characteristics of the factory environment.

Secondly, it is the wording. The purpose of the wording is to let users feel the character through hearing.

"We are the source factory and have been making beef jerky for twenty years. Three out of ten pieces of beef jerky are from us," reflects the market size of the source factory.

"We are the drafting unit of the air-dried meat industry standard and the leading brand of the China Beef and Mutton Conference. We are deeply recognized by the majority of users. If they do not recognize us, we will not recommend it," which reflects the brand's status in the industry.

"We sell directly from the factory, without middlemen making a difference in price, so for the same amount of money you spend, not only can you enjoy the food with peace of mind, but you can also get more quantity than others." This reflects the advantage of connecting with the factory.

"We have more than 100 offline stores. We are not a small factory. In addition to the two packs you bought, I will give you a sample pack.

You can try the sample first. If you don’t like it, you can return it for free. If you have any questions, you can contact us directly. This reflects the brand’s commitment to consumers.

What is high-closing sales talk? The sales pitch that can combine personal character with product selling points to create a sense of value and trust is the sales pitch that generates high transaction volume.

6. Adjustment of delivery mode

In the early days, this account also used Qianchuan's delivery for testing, but it was a blind direct investment and lacked scientific investment methods. Either the volume could not be achieved, or even if the volume was achieved, it could not even reach a 1:1 production.

In Qianchuan’s adjustment, we first determined to focus on short video delivery, and in terms of material production,

In line with the account positioning, we conducted a large number of factory-type delivery materials for testing. Secondly, we adopted the AB method to build a large number of plans and cooperated with refined operation methods.

2. Openness of the team

I have never been optimistic about the teams incubated within brands. Before Mengdu, I also diagnosed no less than 10 brand live broadcast rooms.

It’s the same problem. Internally incubated teams often have several shortcomings and are stubbornly based on past experience.

The speed of acquiring new knowledge is too slow, and when performing actual operations, the thinking is too rigid and cannot respond flexibly to the changes in TikTok.

The best advice is to absorb external teams into the system, but on the contrary most brand merchants choose to outsource to DP service providers.

However, companies should also understand that live streaming sales, as a current bonus and a continued mainstream in the future, is one of a company’s core marketing channels.

This is equivalent to your life and death line. Are you sure you want to put your life in the hands of others?

3. Optimization of people and places

To optimize the scene, it is necessary to build it from the perspective of marketing path, rather than just thinking about arranging the scene and being done with it.

We should analyze, from the user's first perspective, how to reflect who we are, what we sell, what we promote, and what benefits we have.

Finally, in terms of people, I will focus on the anchors. One point I have always advocated is that the current anchors must understand the live broadcast algorithm.

In this way, when broadcasting live, the anchor will know exactly when to attract traffic and when to place orders.

4. Acknowledge the fate of the product

I have seen too many individuals or businesses around me who, on a whim or due to information anxiety, hastily chose a category that did not match their own advantages or was not suitable for the Douyin platform.

Then after working hard for a long time without any results, you can only complain about fate, not knowing that the outcome has already been decided at the beginning.

Although Douyin e-commerce is popular all over the country and can indeed change the sales difficulties of many traditional offline companies, it is not suitable for every merchant.

Although some brand merchants’ products sell very well offline, they are not yet suitable for marketing in the field of live streaming, at least based on the current overall trend of Douyin.

When we are really faced with such a dilemma, don't be stubborn, as insisting on it will lead to death.

It would be better to explore other advantageous products and enter the live streaming sales track while consolidating its own traditional products.

5. Emphasis on talent cultivation

Finally, let’s talk about the impression of brand merchants. Often when chatting with brand owners, nine out of ten of them will say “We are a brand and we have plenty of money.”

It is true that you are rich, but by saying this aren't you just inviting the sickles to swing at you?

When brands can spend a lot of money on data, new operators with real talents and practical skills are emerging.

Therefore, for brand merchants, instead of spending so much time talking, it is better to work hard to discover more outstanding e-commerce talents and cultivate their own live broadcast soil.

After all, with the traffic dividend, more and more competitors have entered the market. Don’t wait until you suddenly realize it, because it will be too late.

Summarize

1. After identifying the key issues in the live broadcast room, geometric optimization will bring exponential growth.

2. Choice is more important than effort. Choosing the right way to play is far more important than focusing on technical details.

3. Only accurate and correct positioning at the strategic level can achieve great results with little effort.

Author: Qun Xiang

Source: Qunxiangle