How to operate live broadcast? Master these 3 key points!

I believe everyone is familiar with the term " live broadcast operation ". So what are the most important points we need to pay attention to when doing live broadcast operation?

I think there are three main points: people, goods and place.

Today, let’s talk about these three points in detail!

1. People

In fact, many people automatically associate "people" with "anchors." Of course, this is not wrong, because the anchor is the most important person in the live broadcast and the core of a live broadcast.

It is easy to do a live broadcast, but it is difficult to do a good live broadcast!

Why is it that some new anchors who have just started broadcasting for three months already have a monthly salary of over ten thousand yuan while you are still only getting a guaranteed salary of three thousand yuan?

Why is it that some people are eloquent and have a wide range of words to say, but when you start broadcasting you don’t know what to say and the live broadcast room is frequently stuck and boring?

Why is it that you are also an e-commerce anchor, but your products are the same as those of a big anchor, but the price is cheaper, the big anchor has sold thousands of orders, but you haven’t sold a single order?

It's very simple, because people are the soul of the live broadcast room.

For most live broadcasts, whether it is a show live broadcast, a game live broadcast or an e-commerce live broadcast, the anchor is the one who determines the victory or defeat.

for example:

During the celebrity live broadcast week planned by Taobao Live in January this year, actress Su Qing attracted 240,000 fans to watch in just one hour of live broadcast, and brought 250,000 sales to the brand, with a conversion rate of up to 25%.

Su Qing is not a top-tier actress, and this is her first time doing a live broadcast, but the final live broadcast effect is no less than that of other top anchors, and even surpasses some of them.

When it comes to live streaming sales, one cannot forget the internet-famous lipstick king Li Jiaqi, whose popularity is no less than that of first-tier celebrities.

With his signature shout of "OMG! Buy it!", Li Jiaqi once sold 15,000 lipsticks in 5 minutes of Taobao live broadcast, and sold 400,000 bottles of liquid foundation in 10 minutes of live broadcast, which is equivalent to the sales volume of the counter in half a month.

When she was selling lipsticks on Taobao live streaming at the same time as Jack Ma, she defeated him with an absolute advantage of 1000:10...

If we look back at the development history of Douyu and Huya, it is actually the history of poaching in the game live streaming industry.

From the earliest 55kai to the then top Hearthstone anchor Prisoner, and later on Snake Brother, Hi Shi and others, it can be said that the battle to poach anchors among live streaming platforms has never stopped.

In the second-instance judgment of the case in which the King of Glory anchor Hai Shi breached the contract and jumped from his former employer Huya Live to Douyu, Hai Shi was ultimately required to pay Huya Live a huge breach of contract fee of 49 million yuan. The total amount of nearly half a billion yuan also set a record for the highest breach of contract compensation in the live broadcast industry.

Just at the beginning of this year, Panda TV, founded by Wang Sicong, was closed, which was also related to the high salaries of anchors. This also illustrates the importance of anchors in the live broadcast industry.

So, what aspects should operators pay attention to when selecting anchors?

1. The anchor’s professional ability

There are many aspects to the anchor's professional ability, such as the anchor's reputation in the industry, his or her attitude towards live streaming, and his or her live streaming skills.

Why is it that Li Jiaqi always manages to sell out all his lipsticks every time he does a live broadcast?

Li Jiaqi’s high profile in the lipstick industry

Good live broadcast attitude

Unique live broadcasting skills

You should know that live broadcast attitude and live broadcast skills are directly related to the quality of live broadcast.

Attitude is the foundation. If a host does not have a good attitude, the operator can consider directly eliminating him; and skills determine the upper limit of income.

Therefore, we often find that excellent anchors are always honing and improving their live broadcasting skills. A look, a movement, a little live broadcast routine, repeated practice leads to continuous improvement.

2. The matching degree of the anchor

The matching degree between the anchor and the live broadcast content is very important!

Many anchors, especially top anchors, have their own labels.

for example:

When mentioning Li Jiaqi, the audience will think of lipstick and cosmetics; when mentioning Zhang Daxian, they will think of Honor of Kings.

If you ask Li Jiaqi to sell fruits at this time, the effect will definitely not be very good. Why?

Because the temperaments don't match.

Just think about it, a delicate man with a little bit of effeminacy recommends fruits to you in front of the camera, "Oh my god, this mango is so delicious", wouldn't you want to slap this man to death?

There is also a mismatch in professional knowledge. They may not know the impact of water, soil, climate, and temperature differences on fruit quality, nor do they know the differences between mangoes in different regions.

This also means that if there is no way to use professional knowledge reserves to immediately answer fans' professional questions during live broadcasts, the live broadcast effect will be greatly reduced.

3. Training of anchors

Many companies may not have the resources or funds to cooperate with top and mid-level anchors and can only train themselves.

It takes a lot of energy to train a host.

First, you have to find a good seedling, then determine the direction of training, and constantly hone your skills in practice. Through this whole process, you can ultimately hone and improve your anchor's abilities.

So how to train anchors?

· The host’s appearance

When we watch a live broadcast, the first thing we see is the host's face, so we need to first consider the appearance, attitude, articulation, etc.

· The interactive ability of the anchor

Live streaming is actually a one-to-many interactive game. The host’s interactive ability directly affects the atmosphere of the live streaming room, and the atmosphere determines the prize-winning rate or purchase rate.

· The host’s professional knowledge

If an anchor wants to make a breakthrough and get greater profits, accumulation and precipitation in professional sub-fields are essential. Only if he is professional enough can he be convincing and have high conversion and high profits.

In addition to the anchor, there is another "person", that is the user.

Whether it is traditional pan-entertainment live streaming, which relies on user rewards, or e-commerce live streaming, which relies on user purchase sharing, users are an important part of the live streaming room.

Therefore, operations need to stratify users and connect with them in a targeted manner.

2. Goods

The concept of goods is actually easy to understand, and different types of live broadcasts have different goods.

In live show broadcasts, the host’s talent is the merchandise;

In game live streaming, the game played by the anchor is the merchandise;

In e-commerce live streaming, what is sold is the goods.

Goods are the foundation of the live broadcast room’s survival! Without goods, even the best anchor can do nothing.

Here we will focus on the products sold in e-commerce live streaming.

Regarding e-commerce live streaming, the most important thing in operation is to get products with more favorable prices and better quality, or to get customized products that only I have and no one else has.

As long as you have unique and good products, users will naturally be attracted to your live broadcast room, and slowly, this will become your label.

So how do we do it?

· Pay attention to the latest foreign product consultation

Pay more attention to various product exchange meetings

Visit product source regions more often. Establishing a supply chain is not something that can be done overnight. It requires effort and opportunities.

Regarding goods, what are the points that operations need to focus on?

1. Quality

Needless to say, quality is the foundation of everything.

If the quality is not good, even if the anchor works hard to sell all the products, what awaits you will be endless returns, so try to choose products from big brand counters. If it is the first time to cooperate and you are not familiar with the product, you must inspect the goods in advance.

2. Price

Low price is an advantage.

The same anchor, the same content, the same script, but in the end it all comes down to price. The cheap here does not mean to choose the lowest price regardless of quality, but to get the best price under the same quality conditions.

3. Time point

The principle of grasping the timing of selling goods is the same as chasing hot topics on new media.

Especially for e-commerce live broadcasts that sell seasonal and phased products, grasping this timing can allow you to seize the initiative during the live broadcast.

For example:

The hottest event in the Internet industry last week was "Robin Li was splashed with water". That evening, some merchants put related peripheral products on the shelves. This is a grasp of timing.

4. Matching

Operators also need to consider the degree of match between products and anchors.

Under what circumstances should we consider this?

This needs to be considered when your anchor resources are fixed or limited.

Whether the anchor is familiar with this type of product and has his own knowledge and understanding, whether the anchor can simply and clearly express the selling points of the product to customers in a short time, effectively and clearly, and generate demand and then consumption and even spread it.

For example: The products that Li Jiaqi's team takes on for him must be beauty-related, and they will not take on other products such as clothing, alcoholic beverages, etc.

Finally, what I want to say is that if you control the supply chain, you will have an absolute advantage.

3. Field

Among the three key points of live streaming: people, goods, and venue, venue is relatively less important.

For example, Li Jiaqi, the "Lipstick King", just sits in front of the camera and hundreds of lipsticks are produced.

Everyone's attention was attracted by him and the goods in his hands, and no one cared where he was broadcasting live.

Whether he is in a counter, in his own live broadcast room, or in an Internet celebrity store on the street, as long as the live broadcast effect can be guaranteed, people will not care too much about where he does the live broadcast.

Therefore, for the top anchors, their ability to sell goods is already strong enough, and they do not need to care too much about the venue.

However, for non-head anchors, the choice of venue is very important!

Especially when selling some goods from the origin, if the live broadcast can go deep into the source, the effect will increase exponentially.

for example:

Xuyi crayfish, Yangcheng Lake hairy crabs, and Xianju bayberry are all nationally famous delicacies.

When consumers buy something, they are not concerned about how the product tastes, but rather whether they can buy authentic products from the place of origin.

Then, at this time, if the anchor of a popular fruit store moves the live broadcast venue to Xianju and broadcasts the process of picking, selecting, boxing, packaging and shipping of local bayberries, it can play a huge role in increasing sales.

In this case, "field" is very important!

In order to ensure that customers who buy agricultural products can eat with peace of mind, Wei Baoyu, a farmer in Wuxiang County, Shanxi Province, live-streamed the process of growing millet online.

As the influence of his live broadcasts of life scenes grew, his agricultural product sales increased by more than 200%.

Driven by Wei Baoyu's demonstration, the villagers went from not understanding live streaming to following it. The total amount of agricultural products sold online in the village has reached hundreds of thousands of yuan, and the village is making great strides towards getting rid of poverty and becoming rich.

This is why it is important to create a real and credible live broadcast venue.

To put it simply, the live broadcast room is the host’s image window, and it is also the key element that distinguishes the visual effects from other live broadcast rooms.

Therefore, for the "field", operators also need to pay attention to the following points:

To be consistent with the live broadcast content

Different types of anchors require different venues.

For example: for pan-entertainment live broadcast, it should be arranged according to the style of pan-entertainment; for e-commerce live broadcast, it should be arranged according to the style of e-commerce live broadcast.

To make the anchor down to earth, if you are selling fruits, then the best place for live broadcast must be an orchard.

· Change scenes frequently

If things remain unchanged, users will lack a sense of freshness, so excellent anchors will always constantly change their live broadcast rooms.

Summarize:

The order of importance of people, goods and places is not absolute but relative.

For example, in e-commerce live streaming, the importance of goods and venue is often far greater than that of the anchor; while in pan-entertainment live streaming, the importance of the anchor is far greater than the other two aspects.

To grasp the scale here, operations need to constantly try, observe data, make adjustments, and finally adjust to an optimal solution.

In the past, traditional commerce was mainly based on the order of goods, places, and people. First there were goods, then there were places for trading goods, and finally people were connected.

But now a lot of changes have taken place, user needs are becoming more and more personalized, and at this time we need to reconstruct the people, goods and places according to our own business logic.

Some anchors promote products every day with extremely high efficiency, comparable to group buying; some anchors have become KOLs in niche industries and their recommendations for new products are extremely explosive every time.

Only in this way will more and more businesses discover that live streaming is a very stable sales channel; and more and more brands will feel that live streaming can even achieve the three-in-one of product quality, effect and sales.

Only in this way can the live broadcast industry belt base achieve greater success. Therefore, people, goods and venues control the rapid development of live streaming!

Author: T Brother

Source: Operation Gongju Xiaoleilei (Public Account ID: gongjulei)