Kuaishou live broadcasting techniques and process

Background of Kuaishou Jewelry Industry Jewelry products have always been popular among live broadcast merchants due to their high profits and high turnover. The gold and jade in jewelry products are recognized and purchased by consumers because of the stability of their value.

According to Feigua data, on the Kuaishou e-commerce platform, the sales share of jewelry accessories reached an astonishing 51.07%, ranking first among all categories.

Among them, Q1 of 2021 was around the Spring Festival, and the enthusiasm of Chinese people to buy jewelry and gold continued to increase. During this period, a group of anchors and merchants selling gold jewelry emerged. Fujian Putian, as one of the origins of gold jewelry, has its own product design capabilities and source of product cost advantages. Many businesses have successfully profited from this gold craze.

Among them, the combination of Niannianxijinxing and Luo Jia is the most successful! Luo Jiaben was a luxury anchor on Kuaishou with good control skills and fan base. Niannianxi Gold Store is a local gold merchant in Putian with strong financial strength. The two parties hit it off and joined forces to achieve 80 million GMV through the gold jewelry category in Kuaishou live broadcast .

2. Key points of Kuaishou’s live streaming of jewelry and gold categories

Since the craftsmanship of gold jewelry varies, and the product ingredients are divided into 18k, 24k and 999 pure gold, many customers do not carefully watch and understand the product ingredients when purchasing products in the live broadcast room, which will lead to higher returns and customer complaints. Kuaishou stores will ban live broadcast rooms based on the complaint rate of customer products, which will seriously affect the progress of the live broadcast project. Therefore, merchants can deploy multi-account matrix operations to reduce the risk of single store account bans due to customer complaints.

After the account layout is completed, product selection is carried out. Currently, the mainstream gold jewelry is mainly gold pendants, which use 3D hard gold hollow technology. The pendant is 999 pure gold and weighs about 0.15 grams. One product includes a free silver-plated gold necklace, packaging box, warranty card and sales list. The cost is about 60-70 yuan/set, and the retail price is about 3 times the cost. According to past practical data and the return and exchange rate, merchants can break even if the overall advertising investment-output ratio is greater than 1 to 3.5. The most outstanding live broadcast in Luo Jia's cooperation with Niannian Xijinhang achieved a live broadcast effect of 10 million GMV with 1 million advertising fee.

In the live broadcast room of gold jewelry, the atmosphere is very important, and the anchor needs to stimulate customers to complete impulse purchases in a timely manner. Therefore, before the live broadcast, the sales language also needs to be strictly refined.

3. Reference for second kill tactics

The field controller signaled the start of the live broadcast

1. Simple interaction

How many of you are old friends who came in from my hot list? Please call 1 and stay in my live broadcast room for ten minutes, and our gold-winning event will begin immediately.

2. Rules of the Game

Now let me tell you the rules of our gold grabbing. As long as you follow me, everyone can grab a gold necklace. It is made of pure gold. The operation department will count and give each friend who follows me one gold necklace. Internal employees are not allowed to grab the gold. Any internal employee found grabbing the gold will be fired.

3. Trust Building

Set the pace for yourself. Some friends said that we are selling fake gold, sand gold. First of all, selling gold is illegal. No one dares to sell fake gold now. Selling gold is illegal and you will go to jail. If you have the ability, go and sell fake gold and see if you will be caught.

Explain the benefits

Buy one for Mother's Day/Women should be nice to themselves/Give one to my wife, etc.

5. Choose your products

Now let's take a look at our store. We are an offline physical store. Huachang Jewelry is a street full of gold shops in Putian. It is impossible for us to cheat you. I will take you to select gold and start the gold flash sale. I will first look at the big bracelets and then say that this is too expensive and you can't afford it. Let's go to select gold necklaces. After choosing the products, let you guys get ready to grab them.

6. How to win sales

After making your selection and putting the products on the shelves, now it’s time to put them on the shelves and pressure orders. It’s only 188, what can 188 do for you? You can own a gold necklace with the remaining money for a meal or a manicure. It is a good way to preserve value, and can be exchanged in a physical store or sold in a gold shop. You guys don't want to sell it, so hurry up, there are only XX items left. There are still friends in the barrage saying that the address has not been filled in. I will give you three minutes to fill in the address. It will be taken off the shelves as soon as the three minutes are up. During these three minutes, I will emphasize the interest points and finally take it off the shelves.

Tips: The advertising flow is 15-20 minutes per wave. When the background advertising fee is consumed to 70%, the advertising operation will notify the anchor, and the anchor will start the process. When the consumption and popularity reach the highest value, the anchor will conduct activities to force orders and complete the sales conversion.

The back-end team must know about online customer service: The customer service staff should be 5-10 people and adjusted according to the size of the event, striving to achieve a 5-minute response rate of more than 90% to avoid a decline in store weight due to a score lower than the score.

Delivery time: The delivery time strictly abides by the rules of Kuaishou store. The longest delivery time is no more than 72 hours, and 24 hours is preferred to improve the customer's shopping experience.

It has been 2-3 years since the rise of non-gold jewelry live streaming skills , and the development has gradually matured. However, for offline physical stores that have never been online, it is because of the market closure caused by the epidemic that they are forced to go online and sit in front of the camera. The epidemic has truly given rise to the live streaming ecosystem in jewelry retail stores. The entire physical industry quickly transformed and started to develop social networks and live broadcasts. There will be problems with rapid transformation, that is, the anchor who is forced to do the job will easily become incoherent in front of the camera, and his logic when introducing the product is confusing, just like an emotionless parrot. In response to this situation, today I will share with you 4 live broadcast speech skills that can be used immediately.

Live content preparation

Live streaming is not something that can be handled by just one anchor. Behind every live broadcast there needs to be a team responsible for the execution of each link. It can be a small team in a store or a large team of a company.

Preparation before live broadcast

The hardware facilities are ready;

Preparation of goods benefits;

Warm up the live broadcast half an hour in advance;

Determine the theme of this live broadcast, how to attract people with the promotional copy, and what welfare activities to include during the live broadcast;

Determine the goals of this live broadcast (the most important is the GMV goal, followed by the number of fans, popularity, reward amount, etc.).

Personnel allocation: anchor + field control + operation + streaming (used to remind the anchor of the process, cooperate with the anchor, etc.).

Live broadcast process

The live broadcast room previews the process and content of this live broadcast;

Call on everyone to spread the live broadcast room to major WeChat groups and promote it with rewards;

Find some online trolls to create momentum, and coordinate with the anchor to liven up the atmosphere;

After the live broadcast ends, you can notify the next live broadcast time and content in advance;

Live broadcast script design

The product introduction in live broadcast is very different from that in offline stores. It's not just a repeater. It is more about guiding and transmitting emotions. The basic framework is as follows:

1. Attract fans

Title: Creating Identity

Babies who like ancient style, please look over here and listen carefully

Women with rich fingers have long necks

All the girls who want to buy jewelry but don't want to spend money

Guide fans to follow

Guiding fans in the live broadcast room to click and follow is an important part of increasing fans through live broadcast: Welcome XXXs who are new to the live broadcast room, click and follow to avoid getting lost. You can watch it in time when it airs next time.

2. Product Introduction

Use reference objects

Celebrity IP

The purity of fairy sister Liu Yifei

Wearing it gives you the feeling of being a fairy, and you instantly transform into goddess Liu Yifei.

Common items

Look at the proportions of its design, it is as light as a leaf

Model Show

The exit part must be beautiful

To allow the audience to see

3. Description of usage scenarios

Description of usage scenarios

When you are on a date with your dream boyfriend and he lifts the hair by your ear with his hand and sees such beautiful earrings, his heart is already yours.

4. Experiential expression

Experiential Expression

Yes, the bracelet is a bit heavy, almost like the feeling of wearing a watch, or the weight of your boyfriend holding your hand.

Answer fan questions

Answer fans’ questions promptly

Answer questions in a simple and understandable way

Thanks and notice of next live broadcast

Thanks to all the XXXs who supported the host in the live broadcast room today. Today’s live broadcast ends here. Our next live broadcast will be at 19:00 on X/X. See you all on time!

For physical stores, live streaming is an important transformation that must be made urgently. Otherwise, you may be left behind by the tide of the times. But no matter how the sales form changes, it still returns to the most basic essence of sales: changing needs, solving trust, and guiding transactions. As long as we do a solid job in every aspect of live streaming sales step by step, we will be able to achieve secondary growth in performance driven by the trend of the times!