Logic analysis of product selection in live broadcast rooms

The disadvantages are also very obvious. The product categories are relatively single and the SKUs may be very few. I have seen some live broadcast rooms with less than 5 products hanging on the yellow carts.

Considering the above advantages and disadvantages, the products of manufacturers in the live broadcast room need to adopt the explosive model. What is the explosive model? That is, the sales volume of a single product in the store exceeds 100,000.

The life cycle compensation for hot products requires good timing. Last year, I saw a friend from my hometown post a short video. A pair of jeans was priced at 19.9 yuan with free shipping, and 30,000 pairs were sold in one night. It was partly due to luck, but more importantly, it was due to his excellent ability to interpret the hot products.

Constantly explore market demand, analyze how peers' products become popular, quickly open molds, quickly produce, add beautiful pictures and text introductions, and then a high-quality short video. Whether it is a short video or a live broadcast transaction, it is very suitable for manufacturer players.

You can choose some products with high demand and low prices, and adopt a business model of small profits but quick turnover. In the past, we bought napkins in Chaoshi, but now in the live broadcast room, we buy 100 or 200 packs at a time, and the unit price may be half cheaper than Chaoshi.

You can also seize hot spots. During the Olympics, the little yellow duck hairpin of Yang Qian, the first gold medalist, was a hot seller with sales going through the roof. If any manufacturer can start mold production on the same day, he will undoubtedly earn the first pot of gold from the hot spot.

Summary: Take the route of explosive products, focus on hot spots and cost-effectiveness, and use production advantages to efficiently create a single explosive product.

If it is a brand or agent with a certain degree of fame (the following text includes brands and agents), the products are generally sufficient, there are many SKUs, and the supply is stable. The team already has a certain foundation and e-commerce genes, then it will not be difficult to start live streaming and selling goods.

Brand owners need to adopt a light-asset operation model, focus their main efforts on product polishing, continue to create popular products, and also put in a lot of effort in marketing.

For some products that were originally only used in first- and second-tier cities, if certain brands can enter third- and fourth-tier cities through live streaming, it will also be a new approach.

In the rural areas of the third-tier small town where the young man came from, it has become popular to use domestically produced Qinyuan water purifiers, Supor non-stick pans, and MJ cotton rags in recent years. Now, if the elderly under 70 years old in small places stay with their children, using smartphones is no longer a problem, and online shopping for these products that were previously only available in big cities has also become very convenient.

It is also a very good product selection logic for brands to seize this opportunity and introduce their products into the sinking market. Of course, this also involves other aspects of product development and traffic delivery to target the applicable population.

Some brands have offline stores. If they need to prevent the online and offline price systems from being disrupted, they can go down two paths and develop online-only models. In fact, many home appliance and clothing brands will take this route. After all, some industries need the dealer system to operate.

Brand owners also have strong design capabilities, so they can design product appearances that work well in live broadcast rooms. I think Xiaomi AIOT devices are very good-looking, simple, fresh, and have a sense of design, which makes people feel that they are good-looking at first sight.

Today's young people's aesthetic concepts are influenced by the Nordic style, and they generally like products with simple colors. Therefore, the concept of selecting products that cater to young people's preferences is also very suitable for brands.

Summary: Take the route of multiple hot spots, focus on design and marketing, and develop online exclusive products.

The live broadcast rooms of experts are generally positioned according to their accounts. Most of them belong to vertical categories, and the fan portraits are particularly concentrated on a certain group of people. It is recommended to choose products based on the fans. For example, if you are a mother or a maternal and child expert, you can choose children's health food, children's education, children's clothing, household products, cleaning products, etc.

If the fan portrait is diversified, such as Luo Yonghao, then you can try basic food, clothing, housing and transportation, and then iterate the product selection strategy based on data feedback and continue to optimize.

So what is the product selection logic in the expert’s live broadcast room? After all, most of the anchors are still more vertical, so this guy will introduce the product selection logic of the vertical anchors.

01) Vertical products, unit price within 100 yuan

As long as you are a mid-level anchor or above, you will often be approached by many products. In this case, we need to choose suitable products ourselves. Products priced under 100 yuan are the most suitable for live streaming. Users have a large tolerance. One account basically only sells one vertical product. Accounts that sell women's clothing have basically given up on men's clothing, and accounts that do outdoor adventures have also given up on the underwear market.

According to statistics, among the top 100 products in Douyin stores, products priced above 100 yuan have less than 10% views, so the guy asked everyone to choose products priced under 100 yuan to increase traffic and ultimately achieve the goal of increasing conversion rates.

If you have enough resources and good strength, you can copy the existing operating model and open a few more accounts with other positioning. The accounts can also directly direct fans to each other and keep the fans within your own matrix.

02) High cost performance

I have always felt that value for money is not low price. In one sentence: I am the best at the same price and the cheapest at the same quality. When selling goods in live broadcast rooms now, users are very inclined to products with high cost-effectiveness. Sometimes, after seeing a product halfway through, they will go to other e-commerce platforms to compare it and make sure it has the best cost-effectiveness before placing an order.

Occasionally, you can also use tricks such as 30% off for three items or buy two get one free, which will make users feel that it is cost-effective while increasing sales.

03) Sell more seasonal products

This means focusing on the practicality of the products, such as selling electric fans and air conditioners in summer, down jackets and hand warmers in winter, rice dumplings for the Dragon Boat Festival, moon cakes for the Mid-Autumn Festival, and so on.

Now there are also some experts who are clearing out inventory during the off-season, selling down jackets during the dog days of summer, branded goods for more than 100 yuan each. This is also a kind of reverse thinking. If you can receive super cheap inventory products, it is worth a try.

04) Well-known brands

Anchors usually choose well-known brands. Not only are the quality and after-sales service of branded products guaranteed, but the anchors can also use their excellent cases to negotiate with other brands and get better prices.

There is also competition between brands, and users may not be so sensitive to brands. If Baicaowei sells cheaper than Three Squirrels, I believe that most people will still make the right choice. Therefore, the price that the live broadcast room can get determines the competitiveness of the live broadcast room.

Sometimes choosing some new brands may be an opportunity. Huaxizi has reached the top of domestic products and become a new national brand thanks to Li Jiaqi. Maybe some brands really need an opportunity, and maybe some anchors are lucky enough to grow with such a brand.

Summary: Vertical categories within 100 yuan, high cost-effectiveness, seasonal products, and more well-known brands.