Tik Tok live streaming skills for the jewelry industry

"Jewelry is silent, but it can move women more than any language." This is a classic saying by Shakespeare, a master of his generation. Now the jewelry business on the live broadcast platform is very hot. In April 2021, the total sales of anchor "Sydney" reached 466 million. On May 20, 2021, the live broadcast of Douyin anchor "Mr. Dong's Jewelry" created a GMV of nearly 200 million, and in June 2021, he replaced Luo Yonghao to become the number one live broadcast anchor of Douyin.

Why do some people make a lot of money while others lose money by doing the same jewelry live streaming?

When doing jewelry live streaming, some people make money, while others lose money. Some jewelry live streaming merchants are in wholesale business. Although the live streaming retail unit price is slightly higher, the total profit is not particularly high because the quantity is relatively small. Some jewelry merchants, in order to attract users' attention at the beginning, sell products worth hundreds of yuan for only tens of yuan. This is also a real phenomenon. Some people bought "Dou+" and its popularity increased, but there were still no sales. In fact, these are all because the live broadcast model needs to be optimized. Today I will teach you an excellent live broadcast routine: use the "薅羊毛" routine to win people's hearts.

Create a "薅羊毛" live broadcast routine in 30 minutes

There are many tricks in live streaming of jewelry sales. The so-called "薅羊毛" means taking advantage of others in layman's terms. If your live streaming can make users feel that it is a great bargain, then selling goods will be easy. Since most people want to take advantage, how do they do it specifically? You can refer to the 30-minute strategy of the "薅羊毛" live broadcast routine.

0-5 minutes: powder gathering

The 0-5 minutes after the start of the live broadcast are mainly for gathering fans. During this process, we mainly talk about how big the discounts of our products are, add some suspense, keep the audience in suspense, and attract the attention of fans. The specific words are as follows:

"My dear family! Welfare is here. You will never imagine this jewelry product. I also think it is amazing because..."

"My dears! I was really exhausted some time ago. I went to many places and finally negotiated the most affordable price..."

In terms of wording, you need to directly tell the audience in front of the screen that this live broadcast will have low-priced jewelry and great savings. However, they did not reveal what the product was. The purpose was to arouse everyone's curiosity and at the same time gather fans.

5~8 minutes : Towing

You can talk about your product at this stage, because after your product comes out, some customers may not be very interested in it. At this time, you need to come up with some promotional policies to attract users. You can send some large red envelopes and call on users to collect the red envelopes and swipe the screen.

8~12 minutes : Locking in customers

Lock your customers firmly in your live broadcast room after preliminary preparation. Users already have a basic understanding of our products and discounts. At this stage, we need to talk about the features of the jewelry products, etc., to make users feel that this is very affordable.

12~20 minutes : Request for order

Announce the price and make some comparisons with competing products during this period to make users feel that they are getting good value for money. Have an assistant or other third party on site explain the benefits of the product. Emphasize promotional policies, urge orders, hold random draws for free orders, offer cash rebates for free orders, etc., and use a variety of methods to urge orders.

22~30 minutes : Forcing the order

At this time, you need to create the impression that this jewelry is very popular now, and the countdown is about to begin, otherwise it will be gone if you don’t buy it. After the above 30 minutes, you create an impression for users that "the product is very affordable", "this is a great bargain, you'd lose out if you don't buy it", "the price is super value, you'd lose out if you don't buy it"... Make users feel that they are getting a bargain, and it will be easier to close the deal.

The "薅羊毛" live broadcast routine is not selling fakes

We mentioned above that this kind of "薅羊毛" live broadcast routine can be used to promote transactions, but "薅羊毛" is definitely not equal to selling fakes. The key is to use the rhetoric of getting the best deal, mainly to create a tense atmosphere, because the more ordinary the consumers are, the less they understand professional products like jewelry, so the attention of users can be attracted by baits such as giving benefits and flash sales. For example, a one-dollar pure gold pendant, a 99-dollar ruby, a 9.9-dollar gold bracelet... Who wouldn't be tempted by such gimmicks? However, some jewelry merchants are absolutely confused. How can a one-dollar pure gold pendant be real? In fact, this is also a knowledge point. Let me give you an example:

Live streaming success story: Mr. Dong ’s jewelry growth journey

Mr. Dong’s jewelry was not particularly famous in 2020, but in April 2021, it became one of the top 10 Douyin live-streaming hosts. The popularity of Mr. Dong’s jewelry is very special and it became popular very quickly. He is also different from some well-known live-streaming hosts such as Luo Yonghao. He is an amateur and can be said to have started from scratch. Why did he become so popular so quickly? In fact, a big part of the reason is because of his live broadcast routine.

1. Product creation routine

The pendant sold in Mr. Dong’s jewelry live broadcast room on 520 this year is said to have an original price of nearly 1,700 yuan, but the preferential price is only 180 yuan. How is this product created?

How to get a rental pendant for 1.180 yuan?

Gold jewelry is quite versatile, and gold has very good ductility. This pendant looks very large in the picture, but it is actually not that big. The product he sells actually weighs only about 0.2 grams, so the price is not low, but looking at pictures like this and hearing the promotion, you will feel that it is a good deal.

What we can learn from the sales strategy of this product is: try to weaken the disadvantages and magnify the advantages of the product. For example, in Mr. Dong’s jewelry live broadcast room, the actual weight of the product is rarely mentioned .

How to make a classic six-claw diamond ring that costs more than 2,200 yuan?

Who wouldn’t be tempted by a diamond ring that costs more than 200 yuan? And they also give a certificate. Isn’t this more convincing? How can such a product be achieved? In fact, artificial diamonds are used.

This routine actually exists a lot offline. When selling jewelry products, pay attention to the high-end packaging. No matter what the cost price of the product is, it must be equipped with high-end packaging boxes. It looks more refined. During the live broadcast, the advantages of the product should be magnified, and less or even no mention can be made of the disadvantages of the product. You can turn low-priced jewelry into a hot product, making users feel like they are getting a bargain.

2. Account creation routine

The management of live e-commerce is now becoming more and more strict. In terms of products, if you still try to use the previous methods of counterfeiting and fraud, you will definitely not be able to go far in the long run. What is more important is to work hard on product marketing and explore the selling points of the products.

After all, jewelry is a high-value product. When building an account, you must pay attention to creating a sense of expertness. This is what Mr. Dong Jewelry does. At the same time, there is a lifelike side to his profile, which can narrow the distance between him and users.

Let’s take a look at Mr. Dong’s live broadcast frequency. The live broadcast time period is between 9:00-12:00 in the morning, accounting for 93%. He has live broadcasts almost every day, with 29 live broadcasts in the past seven days. He also collaborates with celebrities.

3. Third-party routine

If the host in the live broadcast room keeps talking about how good a certain jewelry product is and how cost-effective it is, users will actually be skeptical. How can you dispel their concerns at this time? Just use a third party.

For example, in the live broadcast room, you can use assistants, staff, and manufacturer personnel to promote various jewelry products through performances. You can also invite some celebrities and internet celebrities, etc. It is often more convincing to let such third parties explain the strength of the discount. For example, Mr. Dong Jewelry invited Yang Zi and Huang Shengyi on 520 to push the popularity of the live broadcast room to a climax.

Of course, this does not mean that all companies have the strength like Mr. Dong to invite big stars to help sell their products, but we can invite internet celebrities or cooperate with other Douyin anchors. From this perspective, we can create an image of "selling at a loss, selling goods at a loss" in the live broadcast room, and users will be more convinced. At the same time, you can use hunger marketing in terms of quantity, for example, only prepare 5 or 10 pieces, etc.

4. Popularity Growth Routine

Some stores have products with relatively high unit prices. For example, some jewelry products cost several thousand or even tens of thousands of yuan. What should they do when the target users are relatively small and the popularity is very low?

1. In the live broadcast, you need to provide some truly useful information, not just sell goods. For example, when Mr. Dong Jewelry is speaking, he will also introduce ways and techniques for buying jewelry to attract attention.

2. Increase popularity by selling daily products. Products like phone bills can provide consumers with certain benefits, making consumers feel that the live broadcast room does offer great discounts, thereby gaining consumers' favor and being very helpful for subsequent jewelry sales.

Letting users take advantage of the product is not a losing business

It should be noted that a truly successful wool-pulling routine is never a loss-making business. The key to the wool-pulling routine is to make users feel that they are getting a good deal. However, as a jewelry merchant, you must not do live broadcasts with a loss-making mentality, because you cannot buy users at a loss. Although live broadcasts do not have costs such as stores, a loss-making business cannot last long, and the consumer stickiness obtained by losing money is not particularly high. The vast majority of consumers do not particularly understand the value of jewelry. For example, a jewelry product worth more than 100 yuan is sold for more than 80 yuan, and consumers can't really tell the difference. At this time, there is no point in making a loss to attract customers, so don't fall into the routine of making a loss to attract customers.

Some people also deviate from their original intention of selling goods during live broadcasts. For example, if there are too few people watching the live broadcast, they will perform shows or chat, which actually deviates from the original intention of selling goods during live broadcasts.

Through the case of Mr. Dong’s Jewelry, we can see that it is not that ordinary people cannot make a success now. It is possible to make a success in the jewelry industry by doing live streaming. The key is to master the routine. The above wool-pulling routine is very practical, and everyone can adjust it according to their actual situation.