Analysis of the planning of a single product live broadcast room

A classmate asked me about the gameplay of "Tianhai Zang Official Flagship Store". In the past two days, I paid special attention to this account, a self-broadcasting account of a fresh food brand. It has exploded in the past month and sold more than 4 million in the past 30 days. The sales share is mainly contributed by the two hot products, steak and crayfish. It is a dark horse single product live broadcast room that is worth learning.

Let’s analyze the two games before and after the explosive period to see how they achieved this result.

I will break it down from the following dimensions

1. Basic information of the account
2. Planning and analysis of personnel, goods and venues
3. Key points for single product launch

1. Basic information of account

(1) Basic information

Number of fans: 55k

Main categories: Fresh food

Sales in 30 days: 455.3w (live streaming accounts for 97.45%)

Product information: mainly brand self-broadcasting and live streaming

Live broadcasts: 27 in the past 30 days, 57 in total

Brand background: The "Tianhaizang" brand is a top-level merchant in the category on Taobao. It has been ranked first in seafood sales for three consecutive years, and its Tmall store rating is above 4.8. This shows that its product satisfaction, after-sales service, and reputation are all excellent. For fresh food products, it can achieve this result in traditional e-commerce channels, and the supply chain system is already very mature.

(2) Overall account gameplay

This brand has another big account called "Tianhaizang Flagship Store" which is relatively stable, with an average sales of about 140,000 yuan per game. We broke down this account and found that it is a matrix account that was just launched recently. We can see that its gameplay is similar to that of the big account, both of which are Qianchuan products + extended time. This can be seen from the traffic curve of each game, the length of live broadcast, and the average online time.

I checked the past broadcast records of this account through Chanmama. It started broadcasting on December 1 last year, but broke the cold start in the middle. Later, the traffic dropped and it has been suspended since then.

It was not until February 24 this year that it broadcast two shows, but the audience was not high, so it stopped for a few days, probably to readjust the strategy; it started broadcasting again on March 7, and it started to explode on March 24. This is the development stage of the entire account. Our focus is on the period from the account creation period to the start period.

2. Key points of personnel, goods and venue planning

(1) Grouping and sorting products

*Starting period:

The main item promoted is the steak set meal. The activity planned is "buy one get 26", which includes 14 slices of steak, 10 grilled sausages + 3 slices of chicken steak + 2 packs of egg dumplings + 10 packs of crushed pepper + 1 set of knife and fork. A full box costs 149, which makes consumers feel that it is a great value and reduces their sensitivity to price.

Then, all the other products on the shared cart are linked to the full-price products, without any explanation, no low-price benefits or traffic-generating products, and the main product - the steak set - is explained throughout, with the broadcast being flat and lasting.

*Initiation period:

During the initial stage, we sold steak packages by relying on Qianchuan materials and live broadcasts. With an average of 10 to 20 people online, we could occasionally sell 20,000 to 30,000 yuan per show. The real explosion began on March 24, when the "crayfish" product exploded. There were three SKUs: 99.9-7 boxes, 139.9-10 boxes, and 199.9-15 boxes.

Similarly, Ofo’s other links can be used to link other products without any explanation, while promoting overall sales, increasing UV, and also testing products.

Key points: The core lies in product selection, which requires constant testing, as well as a strong supply chain and cash flow. For example, if a certain product becomes popular, can the shipment keep up? Can the traffic budget keep up? Can user satisfaction with the product be guaranteed? This account has sold over four million, and its rating remains so high. The supply chain management, pre-sales and after-sales, logistics and warehousing behind it all have strong capabilities. However, it would be difficult to sustain if these capabilities cannot keep up with the payment model for each product.

(2) Anchor & Talk

This account adopts the flat broadcast + extended duration mode. A single broadcast lasts more than 16 hours, relying on multiple anchors taking turns. It is a typical single-product light anchor mode, relying mainly on traffic investment. With a little training in the anchor's ability and being able to explain the product clearly, they will be able to receive accurate traffic.

Let’s break down their rhetoric:

<1>Product Talk:

Welcome everyone in the live broadcast room to our Tianhaitang’s official flagship store. What will the host bring to you today? Each box of lobster tail special is made with pure Hubei rice field shrimp. The live shrimp are headed and cooked directly, and are cleaned cleanly and hygienically. The upgraded aviation-shoe packaging locks in the freshness of a very good process, and the soup ingredients are separated, so both family members who can eat chili and those who cannot eat chili can eat it.

My spicy lobster flavor, with a lot of spicy ingredients in the middle, is right here. The spiciness can be adjusted freely, just put as much as you can eat. Each box contains half a pound of shrimps, a 250-gram large package with 35-38 live shrimps. We'll remove the heads and pre-cook them for you.

<2>Activity introduction + interactive guidance:

A box of the same product in an offline supermarket costs 39 yuan, and 90 boxes cost 399 yuan to take home. We have three major factories and ten major warehouses across the country. We adhere to the principle of shipping nearby. We ship from the closest place. Today, the anchor doesn't charge you 399 or 299. You can get an immediate discount of 200 yuan. The anchor will send more than 10 boxes for 199. All our fans who follow the anchor, please pay a little attention.

199, the host will send you 15 boxes. New fans can give the host a small one on the public screen. The small one will float all over the screen. The host will only give each Douyin ID a new welcome gift once. I will give you a 3 yuan gift certificate for 199 yuan, which can reduce 3 yuan, 196 yuan. The host will send you 15 boxes. The average price of one box is less than 13 yuan. If you eat a bowl of spicy hot pot offline, they will ask you to put more meat and more meatballs, and it will cost eighty or ninety yuan. Host, I am here to give you a big treat today. I will take you to eat crayfish. Each one is alive, spicy and fragrant, and can be shed in one second. The meat is chewy.

<3> How to force a sale

The more you stock up from me today, the more discounts you can get. It only takes 5 seconds to get 5 orders of stock. You only have 5 seconds to get 5 orders of stock. 54321, link No. 1 has stock on the shelves, and payment is made in seconds. After receiving the goods, remember to freeze them and grab them at link No. 1.

<4>Interactive speech + answering questions

After taking the photo, go back to the public screen and click “taken” on the host’s button. After taking the photo, the order will be pinned to the top and sent out first. The express delivery has been upgraded to the ceiling. SF Express or JD.com will give priority to sending it to you and free shipping home.

If there is no control over the logistics of regional transportation transit stations, I will arrange the order and send it to you within 48 hours. The regional transportation and logistics transfer station will arrange the order and send it out within 48 hours. Regional transportation and logistics are regulated. Look at the logistics announcement above the host’s hand. Look at the logistics announcement.

Summary and classification:

Product sales pitch: product selling points, scenario description, user pain point stimulation

Activity Talk: Introduction of the attraction of the activity

Interactive words: like, comment, follow, add fan group, share

The tactics of forcing sales: limited time and quantity, creating a tense atmosphere

Question Answering: Answer questions in the public screen area

(3) Scenario Analysis

Green screen live broadcast, the computer live broadcast companion realizes the customized settings of background text, stickers, and video materials.

*background:

The large-font copy around the main promotion item, "Spicy lobster tails - large and plump, shelled in one second, fresh and chewy," highlights the selling points of the popular product; the background is set with a large plate of appetizing crayfish, which attracts attention in one second; and a patch is set up to specifically announce logistics information.

*Mid-ground:

The anchor is located in the center and broadcasts live while sitting. In addition, the clothes worn by the anchor must be distinguished from the background color and cannot be mixed. The anchor should wear makeup to look more complex.

*prospect:

The main products are neatly listed, and an automatic turntable with real crayfish is used to quickly attract attention.

As you can see, in addition to the setting up of the scene, everything is designed around the main product. The product explanation, anchor's words, and the display of the shared bikes all focus on highlighting the main model.

3. Key points of single product model launch

(1) Materials

The core of the explosive growth lies in the short video material script. Don’t think about creating original materials at the beginning. You can go to Jueliang Creative to find the popular scripts of your peers, and remake them for micro-innovation to test. If you can measure the material with good data and high volume, you should increase the volume, constantly reshoot and remix it, and fully utilize the traffic of the popular scripts.

One bright spot of this account is that she not only does distribution, but also pays great attention to the output of short video content. Although the output frequency of short videos is not high, her short videos obtain a lot of natural traffic. I guess many of the short videos they have published on their homepage are also distribution materials.

I watched their short video, which mainly revolves around the core selling points of the product, visual presentation, and is accompanied by popular BGM. In fact, the short video went viral before the launch. The short video revealed that crayfish was a hit product, and then the next day the show was broadcast centered around this product. Qianchuan also invested in this material, and it went viral!

(2) Delivery

Regarding delivery, it is impossible to see other people’s background data in detail, so I will post a few related experience posts that have been posted in the planet before.

*Generally, all single-product live broadcast rooms are mainly invested in single plans, but if there is no consumption, some shallow indicators such as "clicks" and "comments" will be brought in. The core of the delivery lies in AB testing, whether it is the material, the crowd, or the plan.

OK, the above, hope it helps you.