Brand live streaming e-commerce promotion guide!

Here is an example: GMV 1.06 million

Data: GMV 1.06 million. Paid traffic accounts for 30%, totaling 40,000 yuan. An average of 263 people are online. After dismantling the 1.06 million GMVs, the top three products in terms of sales accounted for 12%, 22% and 32% respectively, and the total accounted for 66% of the GMV.

Before the live broadcast: do a good job of product selection and determine the activities for the top three products with the best sales, that is, buy one product and get one free. There are two things to be assured of when buying a single item and getting a gift: the first is to get the same product, and the second is to get a related product. The free products must be strongly related and of good quality. There are two ways to increase the GMV of a hot product. One is to make the purchase of free gifts bigger, and the other is to perform an extreme product disassembly. This will be discussed in detail below the article.

The experience we have summarized is: regularly organize activities including price reduction, single item purchase and gift, overall gift, flash sales, and koi draws. When buying a single item, you can give away peripheral products to increase the average order value and raise the GMV. If it is a consumable, you usually sell it one by one. You can give away a gift when you buy 3 or 5. If it is not a consumable, you can sell it in combination with other products. Selling full-priced products during flash sales and then drawing koi fish is an expert method that is also suitable for store broadcasts. However, the return rate will increase after drawing koi fish, so pay attention to the background data.

During the live broadcast: control the live broadcast time and order of the hot products (the fourth section, the anchor direction, has a detailed explanation). Our live broadcast room is generally equipped with 4 people: anchor + operation + 2 field controllers.

Anchor: explain products + force orders + check inventory, etc.;

Operation: Central console operation + overall live broadcast rhythm control;

Field control: order demonstration + product explanation + product display.

The situations in each company's live broadcast room will be different, so please act according to your actual situation.

Operations must pay real-time attention to average order value and conversion rate. Not only should we pay attention to the overall conversion rate, but also to the conversion rate of individual products. The experience we have summarized here is that conversion rate is more important when the average order value is low.

Low conversion rate and high average order value are more important.

To put it in terms of algorithms, the system for low-consumption groups requires quantity, while the system for high-consumption groups requires quality.

Let’s first talk about the key live broadcast priorities: management > content > product > anchor = operation.

The five parts I will talk about below are all based on the idea of ​​long-term operation. If the idea is just to make a quick buck, it does not conform to the content of this article. Long-term operations are difficult at the beginning, but will become smoother later on. Sometimes you may not earn quick money but end up losing it, or you may end up being the one making the most money. Speaking of cutting leeks, I really want to use Mr. Lu Xun's writing style to scold them. There are two kinds of bad people in the world, one is the one who cuts leeks, and the other is also the one who cuts leeks. They are probably sick and can't sleep when they return to their hometown. Looking at the leek money in the card, they may feel regret for no reason!

1. Give each position space

2. Don’t change your mind at any time

3. Don’t manage downward

In management, I have always believed in a saying: your subordinates' subordinates are not your subordinates.

Different management positions have different responsibilities. The first level is the direct executor, that is, the person in charge of the live broadcast room. He is responsible for specific and detailed management actions, determining what each person does, how much to do, and how to do it. It is a very direct way to promote everyone to work together. The second level is the manager or the boss himself. They usually manage multiple live broadcast rooms and are in charge of the person in charge of each live broadcast room, which is the first level, but they do not directly manage the operations and anchors of specific live broadcast rooms.

If the second-level managers directly manage the specific operations and anchors, then the team will definitely become rigid and die slowly. If your level and authority are too high, front-line staff will not confide in you. Without a voice at the bottom, they will still think their decisions are correct. I call this management model: The Emperor’s New Clothes!

Today, the competition in Tik Tok has become a professional one, and it is evolving very quickly. Even if you are a brand, it is not easy to do well. Guanzhan’s online sales on Singles’ Day this year reached 77.85 million, an increase of nearly 200% over last year. Among them, Douyin's GMV of 27 million increased by nearly 4 times compared with the 618 New Trendy Goods Festival. Zhang Yu, founder of Guanzhan, mentioned in an interview with 36Kr: "The TikTok ecosystem is more suitable for content seeding. Delivering the valuable content and information that users need and conforming to the logic of this ecosystem" is the methodology of their team.

Brands are still focusing on content, and white-label products are not yet producing content, so you just have to continue competing on price with your peers!

There are 2 content directions:

The first one is the direction of film and television dramas such as palace fighting dramas, Qiong Yao dramas, Jin Yong dramas, cartoons, etc. Live-action dramas require a more professional film and television team to produce. But the direction of cartoons is much simpler. I haven't seen anyone do it yet. This is a brand new path. Whoever does it first will have an advantage (for example, selling Ultraman toys, the anchor is Ultraman. If Ultraman cannot appear on camera, then he can wear the logo of the Victory Team before Ultraman's transformation, 4 Daikoku, and the music of Zero. This live broadcast room will definitely explode, with more than 10,000 people online in minutes. This planner is giving it away for free, but don't sell yam slices for 9.9 yuan for ten or twenty bags, sell vertical Ultraman toys);

The second is the consumption scenario, such as selling down jackets in the snow mountains, selling sunscreen in the desert, selling milk in the ranch, and selling toiletries in the swimming pool. The standard takes a consumption scenario to the extreme. When doing something exquisite, be sure not to do it in a shoddy way, as this will have the opposite effect.

1. Product selling point training

There is a comprehensive product training session, and all anchor operators will participate. Large product training is mandatory, and small product training is optional. There are also full-time trainers in the department to organize courses, so you can still feel professional when talking about products.

2. Product selection ideas

First, professional product operators will preliminarily select products suitable for Douyin live broadcast, and then the live broadcast room operators will specifically select the products to be broadcast. Because the entire company has tens of thousands of SKUs, it would take too much time to select them directly by the live broadcast room operators, so we have set up professional product selection operations.

3. Product selection criteria

First, the price is in line with the positioning of the live broadcast room, which is approximately between 50-199.

Second, in line with the account positioning, each matrix live broadcast room will broadcast to a different group of people.

Third, inventory is stable enough and supply chain production capacity can keep up.

Don't take shortcuts here. We once had a live broadcast room that always selected low-priced inventory leftovers. Due to the price advantage, the broadcast was very good at the beginning and maintained hundreds of people online. Later, because the product selection strategy remained unchanged, the entire operation team got stuck in a dead end and could only sell low-priced inventory leftovers. The normal products with sufficient inventory could not be broadcast at all. The low GMV is blamed on the lack of stock of popular products, but in fact it is the product selection strategy that is putting the cart before the horse. Now there are often only a dozen or twenty people online in this live broadcast room, and he has already been admitted to the ICU!

Fourth, package yourself as a niche brand.

For non-branded products, go towards niche brands. The road to white-label products is like the dawn, and you don’t have much time left.

1. Broadcasting order and time

Arrange the order of hot-selling products, place 2-4 other products between each hot-selling product, and do flash sales or lucky charm when popularity is low. Calculate the average GMV of each anchor for a hot product that is broadcast for 5 minutes, and the interval between broadcasting products. Based on the order in which we broadcast products, we can calculate the approximate GMV in the next hour. The GMV of the live broadcast room can be increased without any investment. It can be done by simply compressing the broadcast time and increasing the broadcast time of popular products.

2. Product broadcasting method

Fix the eight-level wording and actions for key hit products, and make some fine-tuning every day. Don’t change the proven methods frequently. The words and actions should be consistent. For example: 3 boxes of facial masks will give you 10 pieces for free, so 46 pieces in total are not a lot. At this time, the corresponding action is to use a KT board to stick all 46 pieces one by one, and the operator shows a 2-meter-high facial mask wall with the camera. The effect is completely different. For example: This diaper can absorb 500ml of urine. Just pour a whole bottle of mineral water on it. Don't use a big glass bottle here, you won't know how much you pour and you won't be able to feel it. A bottle of mineral water with 500ml is the most real and obvious way to feel it. With a good combination of words and actions like this, there won’t be much difference no matter which host is replaced.

3. Pay attention to the conversion rate of hot products

The overall conversion rate will determine how many people are online, and the conversion rate of hot products will determine how much GMV there is. For products with low conversion rates that have been measured, the sales pitch can be simpler and shorter, and it is sufficient to broadcast it once a day to maintain product richness. The key to creating a hit product is to coordinate words and actions to increase the conversion rate; product display and body movements can be exaggerated.

At this point, everyone understands why the host is placed second to last. They don’t even understand the product features and presentation methods, and they expect a great anchor to do all of this. Then the anchor naturally becomes important, and they put all their hopes on the anchor. Once the anchor leaves, the live broadcast room collapses immediately. What I advocate is that we ourselves should understand the best words and ways to present our products, so that any anchor can become a good anchor.

Over-reliance on the host’s personal ability is the first step to the death of the live broadcast room!

The operation work connects the three sections of content, product and anchor. You can basically just look at the above. Now I will write about our operation case.

Summary: GMV data reflects the capabilities of the entire team, not the result of the personal capabilities of the anchor or operator!