The traffic password for Herborist live broadcast!

What you sell on Douyin is not important, how you sell it is the key!

I have shared with you before that YaYa Clothing went to the snow-capped mountains to sell down jackets, and a beautiful girl sang and sold food in the HiGo live broadcast room.

They have achieved impressive results on Douyin through their novel and scenario-based live sales method.

Today we will share another brand scenario live broadcast case - Herborist .

The palace drama was directly moved to the live broadcast room, with the audience maintained at over 20,000, entering the TOP50 of Douyin's real-time live broadcast sales list.

Next, we will break it down for you. Teams that have the conditions can learn from it and try it out immediately.

1. Ingenious combination of new domestic products and costume dramas

Whether it is users or brands, in everyone’s general perception, live streaming sales of brands should be as conventional as those of Li Jiaqi and Luo Yonghao.

So when everyone is so ordinary, it is difficult for brands to stand out from hundreds of thousands of live broadcast rooms.

Herborist has found its own live streaming language on Douyin: a combination of new domestic products and ancient costume dramas.

On the one hand, Herborist is a well-known domestic skincare brand, and on the other hand, it is a popular palace costume drama on the entire Internet. The combination of the two does not feel out of place.

The most important thing is that users who enter the live broadcast room are instantly attracted, which is completely different from the live broadcast rooms of other brands.

If Luo Yonghao’s live broadcast room is a shopping mall, then Herborist’s live broadcast room is a square, attracting more people to enter.

Therefore, although both live broadcast rooms sell Herborist products, there is a huge gap between them and the Herborist Palace live broadcast room in terms of the number of viewers, sales, and topic level.

2. Interactive Talk with a Strong Sense of Involvement

If you think you can sell goods just by wearing an ancient costume, you are only seeing the surface.

When doing live streaming to sell goods, you must pay attention to the sense of immersion.

The stronger the sense of immersion in the live broadcast room, the longer users stay and the easier it is for them to make consumption decisions.

1. Product Introduction

The host doesn't just pick up the product and talk about the efficacy of its ingredients. Instead, he will tell you that the queens and concubines in the palace would use these products and cite many scenarios in which they used them, making you feel that what he says is true.

2. User Q&A

If a user asks a question in the comment section, I won’t answer it directly.

Instead, they will judge based on the user's nickname and avatar, and use words such as "Reply to Prince", "Reply to Master", "Reply to Sir", and "Reply to Brother".

3. Fan Interaction

For example, when guiding fans to follow, join fan groups, and comment, they don’t call them baby, family, or buddies, but princesses, queens, princes, masters, and princesses, etc.

In the live broadcast room of Herborist, their use of rhetoric is very appropriate, making you feel as if you are in an ancient palace market.

3. Live cooperation of the live broadcast team

The success of the Herborist live broadcast room is not only due to the good looks, professionalism and humor of the anchors, but also to the close cooperation of the entire team.

1. The much-watched secondary anchor

The host's dress was already enough to attract users' attention and discussion, and the secondary host also had the role of a nanny.

But the nanny is a man dressed as a woman, and she is as cute, silly, funny and dark-skinned as the comedy star Song Xiaobao, which creates a natural conflict.

Even if "Mammy" doesn't speak, there will be fans discussing it.

What's more, the nanny is good at on-the-spot response, skin care expertise, and the ability to support the main role, and she dares to make a fool of herself.

This combination of one beautiful and one ugly, one slow and one fast, one high and one low can highlight both the visual effect and the interactive effect.

2. A well-coordinated field control team

When each product is launched, the off-site voice of the venue control team is particularly interesting, just like welcoming the queen to appear. It is very easy to set the mood and attract the attention of users.

When the anchor asks about product inventory, shelf availability, and discounts, everyone will say in unison, "Reply to the queen, the product has been sold out, there is not much inventory left, there are no more discounts, the masters are so awesome, etc."

Therefore, when people watch the Herborist live broadcast room, they do not feel any shopping pressure, but rather feel happy.

4. Super preferential welfare package

The ancient costume live broadcast room of Herborist has completed the first two steps of selling goods, which are attracting traffic and retaining volume.

With so much traffic, how can we achieve better conversions?

Ultimately, it depends on the product.

In a live broadcast that the village chief watched, it was shown that Herborist also put some thought into its products.

1. Low-price traffic diversion as welfare

For example, the lowest price for a 10G travel pack of Herborist Black Tea Firming Cream on Taobao is 18 yuan, but it is only 9.9 yuan in the Douyin live broadcast room.

In addition, there are low-priced welfare products such as 19.9 and 39.9 to hold orders and encourage stay.

2. Super value packages promote transactions

Buy one repair water and get 7 free, buy one facial mask and get 32 ​​free, buy one facial cleanser and get 15 free. Except for the products that attract customers, other profit-making and transaction-priced products are all relatively value-for-money discount packages, which have great competitive advantages compared to the prices of Taobao and other channels.

Therefore, the Herborist live broadcast room not only retained traffic, but also made transactions!

5. Seamless connection of short videos

In addition, while watching the live broadcast of Herborist, you can also pay attention to its short video content.

The clever thing about it is that it is blatantly asking users for GMV and announcing live broadcasts every night, but the content doesn’t make people feel disgusted by it.

In the short video, the host Empress Xi, the assistant host Nanny Long, the maids and others all appear together. The advantage of this is that even if the host is suddenly unable to shoot the video due to something, the other characters can still make a few videos.

From this, we can see that the live broadcast operation team behind Herborist has put a lot of effort into the entire project in a very systematic way, rather than just being limited to a certain creative point.

In this regard, I think if you already have your own factory, brand, etc., you can think carefully about the differences and you may find a breakthrough point for live streaming.

For example, if you sell nuts, can you dress up as three cute little squirrels? If you sell seafood, can you dress up as the Third Prince of the East China Sea Dragon King?

There are many well-known stories and characters in China that can help you and your users create new live streaming sales scenarios. You can take stock of them.

Author: Shili Village

Source: Shili Village (shilipxl)