How to review live streaming sales?

Live streaming to sell goods became popular in 2019, and now we have entered an era where "everyone can be a live streamer."

Live streaming e-commerce is an advanced version of traditional e-commerce. In fact, there are no major changes. It’s just that the product introduction process has been improved compared to watching videos, pictures, texts and consulting customer service. As a result, the desire to consume has also increased a lot.

The review after the live broadcast is to bring out today's live broadcast process and the pre-live broadcast preparations, put both the good and the bad on the table, and let everyone talk about it together.

There is only one purpose: to improve the data for the next live broadcast.

First of all, the live broadcast process needs to be recorded in its entirety. In addition to ordinary mobile phone recording, you can also use professional software to record, which will have better recording effects.

The live broadcast process is a process of cooperation by all team members. Therefore, the review of the live broadcast process requires a clear understanding of whether everyone's work has been performed in place during the live broadcast, whether there is someone to fill in the position if someone is absent, and whether any emergencies are handled according to the plan.

The following is a brief introduction to the job responsibilities of live broadcasters and common problems that may arise:

01) The first thing is field control. Field control is the commander of the normal live broadcast and the organizer of the review. He needs to observe everything that happens during the live broadcast at any time and always pay attention to the achievement of tonight’s goals. When the number of online users is low, he needs to organize the implementation of plans such as increasing traffic, providing benefits, retaining people and increasing interaction. He is responsible for the stability and efficiency of the normal live broadcast.

The main issues that need to be paid attention to in the live broadcast room's field control are that the product has no distinctive features on camera (mainly prominent in the clothing industry), insufficient summary of product key points, deviations in estimated live broadcast data, and inability to make effective judgments on sudden situations during the live broadcast.

02) The second is the anchor. The anchor is the first person who directly faces the users. As long as it is not a special product or a special live broadcast room, generally they will choose handsome men and beautiful women with high looks, height and weight that match the product characteristics, strong verbal expression skills, strong adaptability and strong stress resistance. Have your own unique insights into products and live broadcast rooms, and be able to lead or participate in matters such as product selection, selling point summary, product display methods, live broadcast gameplay planning, review and optimization, etc. You must have excellent state adjustment ability, language expression ability, and the ability to summarize and continuously optimize.

During the live broadcast, common problems faced by anchors include being unable to handle the traffic when the number of online users surges, deviations in the rhythm of the live broadcast room, on-the-spot reactions when black fans appear, inability to promptly answer professional questions raised by fans, incorrect and confusing selling points in product introductions (especially obvious problems with clothing matching), poor appeal of the live broadcast room, and weak ability to urge orders and pressure payment.

03) The third is the assistant anchor. The assistant anchor acts as the anchor’s “best friend” during the live broadcast. High-quality talents with excellent sensitivity, passion and cooperation are the best choice for the assistant anchor. When the host has difficulty in introducing the product, he can create topics and set the mood. When fans want to see details, he will give a close-up of the product as soon as possible. When doing benefits, he will introduce the rules and lottery operations in detail. If fans in the live broadcast room have any questions, he will rush to the front line to solve them quickly.

Problems that may arise during a live broadcast include lack of passion to liven up the atmosphere of the live broadcast room, poor coordination with the host, unclear display of product details, untimely distribution of coupons, untimely answers or resolutions to questions, and incorrect delivery of props.

04) The fourth is central control. The work content of central control is relatively simple. Generally, it involves backend operations, including product delisting, price and inventory modification, cooperating with anchors to shout out quantities, issuing coupons, real-time data recording, etc.

The problems that occurred during the live broadcast of the central control were errors in operating products when delisting and removing them from the shelves, errors in modifying inventory quantities, insufficient coordination in the atmosphere to pressure orders, insufficiently loud voices, and failure to record real-time problems after they occurred.

05) The last one is the pitcher, whose main job is to attract traffic to the live broadcast room. Whether it is the preparation and release of short videos of the live broadcast room or short videos for attracting traffic, or the delivery of huge amounts of Qianchuan or dou+, timely output is required.

Imagine if the number of people online in the live broadcast room is very low, and everyone else is working hard to sell goods and doing a good job, it would be a pity, so bringing accurate paying people to the live broadcast room in a timely manner is the pitcher’s first priority.

During the live broadcast, the main problems encountered by pitchers were inaccurate traffic, insufficient conversion rate, low popularity of the live broadcast room when welfare funds were released, insufficient volume of established plans, and only shallow data but no deep data.

The above are the main tasks of the five important team members during the live broadcast and the common problems that may arise. The review of the live broadcast process is to reflect on the work errors that occurred during the live broadcast and provide solutions. If major mistakes may occur during the live broadcast, it is necessary to prepare plans in advance to prevent major mistakes from causing extremely serious consequences.

Live broadcast data reflects the most realistic situation of the live broadcast. There are many data points to pay attention to. We need to pick out a few data sources that can reflect the overview of the entire live broadcast or even the entire month for review and analysis.

I would like to focus on four points here.

01) Peak popularity and average number of online users

These two data determine the popularity of the live broadcast room. If the number is too low, there is no possibility of monetization and profit. Generally, if there are more than 50 people online on average, there is the ability to monetize live broadcast and sell goods. Of course, this is a basic condition.

Just imagine, if the number of people continues to remain below 50, according to the formula of transaction amount = number of online users * conversion rate * average order value, it will be difficult to make a live broadcast room with high profitability, unless it is a high-gross-profit product with a unit price of more than 10,000 yuan, but no one can ensure that there will be completed orders every day.

The products in the live broadcast room generally have low average order value and gross profit, and high average order value products are generally sold offline. So don’t have the idea of ​​making money by doing something unconventional. Just focus on increasing the popularity of the live broadcast room first.

02) Average length of stay