200 golden quotes about e-commerce on Douyin, all of which are valuable information!

Today I will share with you more than 300 Douyin e-commerce experiences, and also make some analysis based on my own experience. I will not reinvent the wheel, and hope to be of some help to friends who are doing Douyin e-commerce. The content is rather scattered, so if you understand one sentence at a time, it may help you save a lot of money. Without further ado, let’s get straight to the point.

1. Some categories have become red ocean markets, but there are also some blue ocean tracks. For example, the clothing category is a red ocean track, but the underwear track is still a blue ocean, and the same is true for beauty products. The specific way to judge is to use Chanmama to select the category and see what the daily transaction volume of the top vertical numbers and brand self-broadcasting accounts is. If there are already live broadcast rooms with a stable daily GMV of several million, and there are many of them, it is already an absolute red ocean; on the contrary, if the top live broadcast rooms only have a GMV of tens of thousands per day, it is a blue ocean track. There are also cases and business models in some categories that have not yet been successfully developed and are more worth exploring.

2. The Douyin e-commerce ecosystem is progressing rapidly, and many large brands are unable to adapt. At the same time, there are not many absolutely professional service providers in this field. Therefore, the second half of last year and the first half of this year were a year for service providers to make excellent showcases. The situation in the second half of this year is hard to say. The capabilities required of a good DP service provider include: data analysis capabilities, delivery capabilities, BD capabilities, IP incubation capabilities, live broadcast room operation capabilities, business capabilities, etc. Teams with all or more of the above capabilities are suitable to enter the market as DP service providers. If the team is well built, there will be no problem in running a turnover of several hundred million and making a profit of tens of millions a year.

3. Training institutions will also be very popular this year because the entire industry is very scarce, with Douyin live streaming operators, experienced pitchers, experienced anchors, and professional operators. Hangzhou has become the hottest city because of its large talent pool. Other cities have a large demand for training because of their backward ecology. Therefore, this year is a bonus period for all kinds of training on Douyin. If we can build a mature team, provide traffic, course research, lecturers, services, etc., we can have tens of millions of revenue this year, and the profit margin will be very high.

4. Ordinary people can try to join a team with successful cases and learn from them. If you learn the essence and can find the right resources to cooperate, you can go out and work on your own. If you can't find suitable resources, you can turn the experience and strategies you have learned into courses, or go to some companies to provide consulting services. If you have strong knowledge in a certain field or have product resources, you can also try live streaming and selling products yourself. You can quickly learn how to do it through professional training.

5. Barriers: People, goods and places all have corresponding barriers. Controlling goods is the highest barrier, and controlling traffic is also a dimension with a relatively high difficulty coefficient. Let’s focus on this aspect. The realm of controlling goods is that we have exclusive access to the popular products that everyone wants. The profit model is incomparable in the entire industry, and the price-performance ratio is also very good. There is also the issue of smooth stock preparation and delivery.
Controlling traffic means that in terms of attracting traffic to the live broadcast room, we can continuously and continuously introduce cost-effective traffic. This requires us to have good delivery capabilities, as well as content production capabilities, and the learning and mastery of some gameplay skills. Of course, the information value of the circle is also very important.

6. The platform is the grandfather (TikTok), the party controlling the goods is the father (strong brands and strong supply chain), and the traffic player (needs to continue to explore and improve).

7. You need to control your own flow and learn to gradually get into the state. If your expectations are too high at the beginning, it will easily put too much pressure on the team and cause their actions to be distorted. Once the results are not good, they will become depressed and anxious. On the contrary, if you keep a normal mind, keep learning, and persist in optimization, the data will get better and better, and the team will be stronger and stronger.

8. A single product is a hit and is suitable for a small team of several people to start a business and make money right away. Required abilities: product selection, placement, and information acquisition. Advantages and disadvantages: low investment, direct money making, low requirements on anchor’s ability, relatively weak accumulation and precipitation.

9. Vertical accounts are suitable for teams with mature supply chains. The scale is generally between a dozen and several dozen people. Some losses can be tolerated in the early stage of setting up the account. The core capabilities required are: supply chain, product matching, and the ability to launch multiple vertical live broadcast rooms. Advantages and disadvantages: There is a certain threshold, the investment is moderate, the requirements for the anchor are higher, and the long-term value is relatively higher.

10. Special anchor is suitable for the cooperation of good anchors and professional teams. It has high investment costs, brand resources, BD capabilities, anchor traffic carrying capacity, and advanced delivery capabilities. The first few months are the investment period. The product needs to have extremely high cost-effectiveness, and the anchor needs to have strong personality and content capabilities. Advantages and disadvantages: The threshold is relatively high (anchors, resources, cash), more resources are required, investment is made in the early stage and recovery is made in the later stage.

11. The concept of traffic level: In fact, it is to divide the live broadcast room into several dimensions based on the size of the audience according to the total number of people entering the live broadcast room. Class E means a hundred spectators, Class D means a thousand spectators, Class C means ten thousand spectators, Class B means nearly 100,000 spectators, Class A means hundreds of thousands of spectators, and Class S means millions of spectators.

Within 12 or 24 hours, that is, within one day, live broadcast rooms with traffic level B and above accounted for 74% of the traffic of live broadcast rooms with goods. There are 5,000 live broadcast rooms above level B, accounting for 7.7% of all live broadcast rooms with goods. Excluding individual live broadcast rooms (high traffic and low income and low traffic and high income), level B is basically the watershed between making money and not making money.

13. Through the traffic level, the account can be divided into several stages: Under normal circumstances, as long as the new account is properly deployed and the rhythm of bringing goods is adjusted, it is easy to upgrade from level E to level D, but if you want to stabilize at level C, it is a watershed that is somewhat difficult. Of course, upgrading from Class C to Class B requires a period of challenges and struggles.

14. An account with 0 followers can directly sell goods through live streaming. At the beginning, it can rely on awesome products and super low prices to attract orders. It can also invest some money in Dou+, and once there is sales, it can continue to grow step by step.

15. Basic abilities required for level transition: E->D requires investment in Dou+, and the ability to hold back orders to retain customers; D->C requires understanding how goods attract customers, the ability to select flash sale products, willingness to pass on profits to users, video diversion and precise delivery; C->B requires learning to invest in Qianchuan, strong product selection capabilities, sufficient excellent SKUs, increased user stickiness, passing the stage where sales can only be driven by flash sale products, and gradually entering into regular sales. B->A The anchor IP is formed, with high-frequency king-bomb special shows (strong product power and low price), strong price control ability, and professional traffic investment ability. Another thing is to keep watching live broadcast rooms that are similar to your own level, as well as those that are one level higher, absorb their advantages, and continuously improve all aspects of the details.

16. Specific traffic analysis and solution methods: Disassemble the traffic source structure: Square recommendation, video, same city, fans, Douyin, Qianchuan, and others (search, share, live broadcast, ranking, portal, etc.). Each source is considered according to the strategy of this source to see whether it is in place, and design a way to activate the traffic level according to the current situation; analyze the retention situation, traffic accuracy, coordination between people, goods and venues, and historical changes in the field, analyze the growth rate of the account, what adjustments have been made, what changes have occurred, and whether it is progressing or regressing; see if the live broadcast title and topic match their own category, which makes it easier for the algorithm system to label the account; use Chanmama, Douyin or other data platforms to detect and diagnose, verify the hypothesis horizontally and vertically, and narrow the scope of the problem.

17. When we use tools such as Chanmama and Douchacha to analyze the live broadcast rooms, we may see that many anchors interrupt the broadcast many times a day, often when the number of viewers is peak, and then start again immediately. There may be two reasons. One is that the host’s speech violated the rules and the broadcast was interrupted. Another reason may be that they wanted to block the live broadcast square.

18. Recommendation mechanism of the live broadcast square: In principle, as long as you start live broadcast, you will have a place in the live broadcast square, but whether this position can be advanced and get more traffic recommendations depends on the carrying capacity of the live broadcast room. When more people come to the live broadcast room, the more people there are, the better the quality is, the better the recommendation position and traffic will be. When it reaches a certain level, the live broadcast square will stop pushing traffic. When will this stop? You need to have a rough judgment of your own. When the anchor feels that the live broadcast square will not continue to push traffic, he will immediately go off the air and then go back on the air. In this case, the recommendation mechanism of the live broadcast square will cut off your new live broadcast room and remain in the recommendation mechanism position of the previous live broadcast room, but it will be pushed again according to the new traffic mechanism. After repeating this several times, it will occupy a push position in the live broadcast square for a long time, so that the live broadcast square can continuously attract people to your live broadcast.

19. How to use natural traffic: The core concept of the newly used DOU+ account creation method is to keep people in the live broadcast room while ensuring that new people continue to come in. At present, DOU+ delivery adopts single-account delivery and multi-account dou+. This method makes it easier for the live broadcast room to be listed. The main principle is to consume multiple accounts at the same time, increase instantaneous traffic, and make the live broadcast room surge in new users in a short period of time, and use lucky bag draws. Lucky bags have a very obvious effect in retaining people and igniting the live broadcast room.

The key to increasing traffic in the live broadcast room is to cater to the TikTok algorithm. It is actually very easy to leverage traffic by planning marketing activities, but it is difficult to achieve sustained and stable growth because the supply chain is the bottleneck. The key to running a good live broadcast room is to cleverly plan the growth cycle of the live broadcast room after attracting traffic, so that the live broadcast room can grow healthily.

20. How to play in a single-product live broadcast room: Buy one product in a live broadcast room, and sell 500,000 in one day. For a single product, the difficulty of the anchor’s explanation is reduced to the lowest. The anchor is proficient in the words and does not need to think, and the output is efficient. The target audience is precisely targeted when the delivery is made, and only the user portrait of this single product (female, elderly) needs to be considered. In addition, with a live broadcast duration of up to 20 hours, the delivery algorithm has enough time to learn and optimize the conversion rate. Utilizing video streaming can make traffic generation more precise and reduce the live broadcast room’s reliance on the host. When live streaming a single product, you don’t have to worry about people entering the live streaming room not being able to see the product you want. At the same time, the video has already demonstrated most of the highlights, functions, cost-effectiveness, etc. of the product. For users who enter the live broadcast room, the host can directly carry out the work (introducing how to place an order, choose colors, and pressure orders), so the conversion effect is very obvious. A well-run live broadcast room will have higher viewing time, user comment interaction, click-to-shopping cart ratio, and order ratio because of its accurate traffic generation. This can activate natural traffic recommendations and enter a higher traffic pool.

Pros and cons of single product live streaming:
The advantage is that it is particularly suitable for cities where the anchor resources and teams are not very mature. Because the difficulty of field control is reduced to a minimum, the difficulty of explanation is reduced to a minimum, and the difficulty of flow investment is reduced to a minimum. Moreover, because the investment is relatively small, the ROI model is easy to polish and more stable (the ROI of multiple products is difficult to estimate and unstable). It is suitable for early small teams and grassroots startups, and can directly make profits.

The disadvantage is lower long-term value. Because it is a single product, the user repurchase rate is low. It is difficult for users to remember the account and the personality of the anchor, and it is difficult to form a stable traffic pool, so it is generally a short-term strategy.

21. Chuihao’s live broadcast room gameplay: super long live broadcast room + low unit price + video diversion, using video for precise guidance, and product selection is also very close to the user portrait. Although the anchor’s ability is average, the video has basically planted the seeds, and the anchor can directly take over and make sales actions. Extra-long live broadcasts can accumulate some weight, while allowing the system algorithm enough time to learn accurate user portraits.

22. Live streaming e-commerce will still be highly dependent on short videos, and this aspect of the ability needs to be given more and more attention. Collecting videos of the same category, extracting the essence of the copywriting of popular videos, and constantly pursuing the development and interpretation of visual effects are all ways to reduce traffic costs and create accurate user portraits.

23. Pay attention to the long-term value of the store. Because Douyin stores will also have category list traffic and search traffic in the future, they will be the same as Tmall stores. After the weight is increased, there will be natural sales every day, so they will also be very valuable. Therefore, many businesses will lose money to increase sales just to quickly grab market share, attract users, and increase store weight.

24. The biggest difference between Douyin, Taobao and Kuaishou is that they all started quickly. Although there are great changes in all aspects, they are very valuable ecological platforms because they are the most efficient in acquiring traffic and are easy to explode.

25. Brands and supply chains entering the Douyin live broadcast need to understand the underlying logic of Douyin live broadcast, gather traffic, promote conversion, and accumulate sedimentation, and then they will be clear about their own focus. The capabilities that need to be continuously upgraded in this process include: product selection, pricing, delivery, store operation, placement, traffic generation, live broadcast room control, anchors, overall management, private domain sedimentation, etc.

26. The first step for a new account is to open the live broadcast channel by holding activities and selling goods. This is also the easiest way to increase the volume of a new live broadcast room.

27. A great short video director is as important as a great pitcher. Both can make traffic cheaper.

28. Use the "order success rate" to trigger the recommendation mechanism in the live broadcast room to obtain free traffic recommendations. Even if your stay, interaction, and clicks are not good, as long as the "order success rate" is high, you can still trigger free traffic recommendations.

29. When Qianchuan is launching advertising, it should consider launching "video creativity" to use videos to attract traffic to the live broadcast room to place orders. A video of dozens of seconds can clearly explain the product selling points or the discount strength of the live broadcast room. Users come to the live broadcast room just for the products. This can weaken the host's ability. The host's ability is no longer the key. 60 points is enough. The key lies in the content production of the video to attract traffic. Use a few dozen seconds of video to tell users what you are doing? The anchor no longer needs to deliberately attract viewers to stay, but instead can focus on getting orders!

30. If you can take action, you have already defeated 90% of the people. But many people need something more "scientific" and "efficient", and spend a lot of time indulging in secrets to achieve success in a simple and crude way. Human beings are not afraid of hard work. The reason why they do a bad job is that most people want to see immediate rewards and cannot tolerate delayed gratification, but the Douyin e-commerce case is delayed gratification.

31. Strategy is far more important than tactics. I have seen too many individuals or businesses around me who, on a whim or due to information anxiety, hastily chose a category that did not match their own advantages or was not suitable for the Douyin platform at the beginning. Then they worked hard for a long time but got no results, and finally could only complain about fate, not knowing that the outcome had been decided at the beginning.

32. How can you choose the right category to increase the success rate of Douyin live streaming? That is to conduct investigations, collect enough information and data, and then analyze this information and data, combined with your own resources, advantages, manpower and other conditions, to ultimately determine the product that is suitable for you.

33. I would like to remind everyone not to take data as conclusions, but the actions behind the data. You need to understand the root cause of the data and then use it to guide your work.

34. What are the characteristics of the new live broadcast room? How should we cold start? When we use a new account to start a live broadcast for the first time or after just a few broadcasts, you will find that the traffic in the live broadcast room is very small, the total views of a live broadcast are only between 200-500, and the quality of this traffic is very poor. Because you are a new live broadcast room, the system will give you these low-quality traffic. What is low-quality traffic? These are people who are not your precise users, such as those in the same city, those who follow you, those who have just registered on TikTok, those who have no historical shopping records or those with low order amounts.

But at this time, the account is in a cold start-up period. The system is learning what kind of people will stay and buy from you. Your account is blank to the system. It doesn't know what your account is going to do on Douyin, so the system is just constantly learning. If at this stage you are able to use the system’s push traffic or some precise traffic that you purchase, and this part of the traffic stays in your live broadcast room and makes a purchase, then the system will label you.

So in fact, this stage is equivalent to the platform learning the labels of your live broadcast room. If your sales are good, it may increase the flow of your sales. If your sales are not good, it will replace another group of people to test. After many tests, if it still doesn’t work, it may abandon your account. In addition, the system will also test the e-commerce fulfillment capabilities of this new account. If the goods sell well, but the delivery is not timely or the user feedback on the product is very bad, the system will not give you more traffic. If several tests fail, the system will abandon your account.

35. Since Douyin anchors are unable to fully preheat and promote products before the broadcast, the rhythm of putting merchandise on the shelves in the live broadcast room is mostly controlled by the anchors. However, they will basically start with welfare products, and then put products on the shelves and explain them in order according to the hot-selling products, profit-making products, cannon fodder products (products that set off the hot-selling products), etc.

36. Use Qianchuan to increase the volume, use hot-selling or welfare products to stay, and pull up UV and GPM. GPM is an extremely important indicator of the new algorithm. Once GPM is up, maintain it for 3-5 games, and the field views and peaks will naturally come up. The era of low prices and flash sales is over.

37. Label the account before launching Qianchuan to facilitate accurate traffic delivery.

38. When starting the live broadcast room, you can use several accounts. If one account goes down, you can use that account to broadcast live.

39. Qianchuan can be used to test products. Use Qianchuan to increase traffic, and cycle through hot products, benefits, and hot products. Maintain traffic through Qianchuan until a hot product is tested.

40. When launching Qianchuan in a new live broadcast room, do not limit indicators such as click-through rate, retention rate of more than 1 minute, and conversion rate to fixed reference values. These indicators are closely related to the product. Do not blindly refer to other people's values. Different categories, brands, and promotional activities will result in very different indicator values.

41. Testing of hot-selling products can be done through single product explanation mode, with 45 minutes to 1 hour of explanation, 2500 placements, 800 clicks, 1700 orders, and data;

42. Do not link the videos sent to your account to affect traffic;

43. The price of a low starting number is relative;

44. The speed of DOU+ delivery is closely related to previous consumption;

45. When adding inventory, create a sense of scarcity of goods;

46. ​​Staying only gets general traffic, and only when transactions are completed can there be accurate traffic, and it is more meaningful to let the machine learn to generate single samples;

47. Don’t be afraid of losing people, but you need to know the reasons for losing people. What you need to do is to keep those who really want to buy things.

48. Single products can be promoted, but it is a great test of Qianchuan’s investment level;

49. Product arrangement is very important and flexible. If you find that you are losing a lot of people, quickly switch to popular products to keep the people.

50. Machine learning is very sample-intensive. If the sample is not good, the account will be easily wasted. It is necessary to use multiple accounts to run the same account in order to save time.

51. Short videos are also the best way to test hot products. Find the same popular ones and test the types. Post 5 different types every day. If a new account has no traffic, use DOU+ and start batch delivery. Focus on the comments themselves, the like rate and the interaction rate.

52. To attract traffic with clothing, there should be 2 traffic-generating styles, 2 welfare styles, and 2 profit styles. It is best to have a three-piece set. If the traffic cannot be attracted, it is a problem with the quality or the anchor.

52. For the evaluation of accounts, test 500 accounts. If the data is very bad after one or two days, discard it. Test multiple accounts at the same time.

53. The best way to select products is to attract traffic with hot products at low prices. Find hot-selling products, lower the prices, put DOU+ on short video works, and put DOU+ on the popularity of the short video works at the beginning of the broadcast. The popularity is constantly increased, and then use the profit to attract UV. The third and fourth broadcasts will be fixed at 2000 DOU+.

54. The broadcasting time of a new account should not be too long. It is meaningless to extend the broadcasting time without traffic. The focus is on data optimization.

55. Holding orders and lucky bags are the biggest weapons in the live broadcast room. Steps to create an account: build a persona - tag the account - test for hot items - DOU+ / Qianchuan mixed delivery - display of the small yellow car - welfare items + profit items + sales-enforcing rhetoric + interactive rhetoric;

57. In the new account stage, holding back orders accounts for most of the sales tactics. The logic is very simple, which is to try every possible way to close the order.

58. Differentiate from similar talents. If you can think of a great talent, others can also think of it, and the competition will be fierce. You should choose new accounts with low conversion rates.

59. Don’t look for short video fans of accounts that focus on content. They have no purchasing habits. You can consider short video fans of accounts that promote content. When placing ads, give priority to fans of live broadcast accounts.

60. The gameplay of AB link mode is that the traffic-generating funds are attractive enough and equal to the profit funds, forming a complementary relationship, but it is too wasteful and has no accumulation;

61. The next step is to take over the products after the single products are held back, so as to increase the probability of transaction and generate more GMV;

62. If you hold back orders for a long time, you may violate the rules and receive more complaints. In addition, the traffic of the Pure Card Live Square is not stable.

63. For new accounts, focus on retention; for old accounts, focus on conversion. The platform will give new accounts opportunities to grow;

64. The next day's broadcast will have the memory of the previous day. Don't wait until the live broadcast room is completely unused before ending the broadcast. Instead, end the broadcast when there are a certain number of people online.

65. Whether to broadcast in a square or flat broadcast depends on the anchor's mentality. If it is a flat broadcast, you need to prepare with the anchor in advance to get through the most difficult period. It is also a test for the anchor.

66. The first wave of traffic is provided by the platform recommended traffic, which is usually released in about 15 minutes. The second wave of traffic depends on the conversion rate of the first wave of traffic, so the conversion in the first half hour of the broadcast is very important. You should have an idea of ​​how to arrange the products.

67. How to label the live broadcast room? In the live broadcast room, similar influencers are hired to bring goods, and the differentiated products are used to attract similar groups of people;

68. The output in the first half hour is closely related to the output in the second half hour. There is a wave in half an hour and a stage in ten minutes.

69. Hot products in the live broadcast room should be repeatedly released, and short videos should be shot repeatedly to drive other products to become popular;

70. Douyin has various ways to play e-commerce. Those who are good at video can do video, those who are good at live broadcast can do live broadcast, and those who are good at both can do it together, and the end result is the same;

71. To achieve spiral resonance, artificially increase the popularity of the video, have live fans like it on the homepage, and when the video goes viral, post a second video, and use interactive words to guide users to like the video;

72. Store broadcast mode: long online, carousel, storefront, precise traffic, high conversion, vertical, vertical, and vertical again;

73. To do Douyin e-commerce, you must be able to run models. Only when you have a model can you launch it. The first task is to obtain data samples of successful orders, and then to amplify the model.

74. Tik Tok’s algorithm is a black box. It does not judge your behavior in a single dimension, but a combination of multiple dimensions.

75. One order is better than 100 views, and 9.9% of customers are still accurate customers;

76. Don’t underestimate the Douyin algorithm. It’s not that you can’t set high prices. Set price tiers to increase the average GMV per person.

77. The premise of buying traffic is a high degree of matching between people, goods and venues. Traffic conversion ability is the key. Paid traffic is a necessary way to expand the live broadcast room. Industrialized paid traffic is the stone for brand self-broadcasting. God-level pitchers are a plus. Building a live broadcast room with people, goods and venues is the key.

78. The live broadcast mode of the personal account, the goods are still the basic plate, and the video creation ability is emphasized. The factory personal account is the best, and the live broadcast location is also in the factory;

79. Change is commonplace, and not changing is a typical example of cannon fodder. Embrace iterative thinking and abandon metaphysical analysis of internal causes;

80. The gameplay is hidden in the live broadcast list, and the practice is hidden in the data compass. Find the benchmark, disassemble, analyze the reasons, and adopt it;

81. The broadcast starts at the hour, which is in line with the horse racing mechanism and the hourly streaming mechanism. The fixed broadcast time is helpful for system statistics.

82. To achieve a concentrated burst of orders, you need to hold back orders and create hot products;

83. The carrying capacity of the live broadcast room is very important. CVR, CTR, average stay time, interaction, and fan group indicators are all very important. If these indicators cannot be pulled up after the launch, it will have side effects. Therefore, you must first make orders from the beginning. You can use Qianchuan’s interest group + order model;

84. The first live broadcast must quickly complete the novice anchor task;

85. The amount given by the system for less than 200 viewers is basically in the same city. More than 500 is the natural traffic recommended by the system. At this time, do not stop the broadcast and broadcast for 10 hours;

86. Vertical accounts have several things in common:

1) Broadcasting for a long time, almost 24 hours a day online;

2) Good products at good prices, the ultimate cost-effectiveness, no tricks to satisfy customers;

3) The fan portrait is extremely accurate, the traffic is not high but the conversion rate is extremely high;

4) It’s no longer people bringing goods, and you can’t even remember the anchor’s name;

5) Vertical precision positioning under vertical categories, such as affordable plus-size women's clothing for the elderly. 6. Accurate videos. Although the number of fans is not large, the GMV is very high, making money quietly. The underlying logic is vertical, vertical, and vertical again. Although the traffic is low, each flow is extremely accurate. It is no longer a model of attracting and retaining people, but customers come in, make their choices, and leave, and come back next time they need them.

87. Don’t get hung up on the gameplay of the live broadcast room. Look beyond the phenomenon to the essence. Most of the gameplay can be summarized as catering to the algorithm, but the expression forms are different.

88. Different products have different planning spaces, that is, the outer shell can be packaged, but the essence of the product remains unchanged;

89. The methods of live broadcasting are constantly changing, but what remains unchanged is to think about what other methods can be used when the methods fail.

90. Disassembling a live broadcast room and analyzing the mode is a prerequisite. Disassembling the routines behind the gameplay, and then integrating and applying them to oneself is the fundamental purpose of disassembling the live broadcast room;

91. Don’t delay in entering the Douyin e-commerce market. There are not many opportunities left. The best way is to choose a model and quickly invest in optimization.

92. Anyone who says that private domain traffic is not important will be attacked. We should pay attention to the accumulation of private domain traffic;

93. The prerequisites for Qianchuan’s advertising are the anchor’s level, the ability to produce short video materials, the level of live broadcast room creation, and the hot products;

94. Once the ROI is positive and the key is to run out of the model, strategically go all in and invest until it is unacceptable. If you don't make a move, others will naturally feel comfortable. I don't know if you understand this sentence;

95. Breaking the information gap will solve many problems. Social circle fission, paid courses, and communities can effectively solve the information gap. The gap between cognition and opportunity matching is the fundamental reason for regrets in the past. Relying on external learning + thinking + trial and error is the best way to break the cognitive gap. Don’t always say that you are being cut by leeks, and don’t insult leeks.

96. If the account has stable orders, increase the broadcast time to create greater revenue;

97. Rapid and concentrated orders can stimulate traffic in the live square;

98. Traffic explosion depends on quality, decline is a problem of quality, and increase still depends on quality;

99. If you encounter a hot product at the beginning of the broadcast, promote it directly. At the end of the broadcast, you can mix in new products to avoid sales gaps;

100. Traffic volume is not important, but the ability to handle traffic at each level.

101. The so-called mode is ultimately about hitting the crowd. It depends on what kind of crowd you are good at hitting.

102. The essence of Shaohuo is to pull verticality. Shaohuo does not mean selling a 1,000-yuan item for 1 yuan, but that users perceive you as 1,000 yuan, but you only buy 800 yuan;

103. Personality positioning: character flaws + warmth + trust; authenticity + clear values ​​+ value output + trust; label shaping - vision - action - language - form;

104. Riding on hot topics is a must for creating works. You must know the difference between hot topics and popular topics.

105. Post two short videos at the same time, the chances of going viral will be greater;

106. The video has some points, which means that the video must have one or more of the valuable points, such as slot points, pain points, urination points, and laugh points.

107. No one reads the so-called exquisite content, only the content that can be spread is valuable;

108. For users, the eternal hot topics are: hatred of the rich, counterattack of losers, miracles, and arousing desires;

109. When making short videos, you cannot follow the rules. You need to think in reverse, break the routine, and attack from a lower dimension. You need to be able to play the game of Tian Ji and horse racing.

110. Be able to dismantle the core points of the imitation work and then interpret it in your own style;

111. The live broadcast room is generated through activities, which relies more on the traffic recommended by the system. However, a healthy traffic structure must have the dual carriages of video end + system recommendation. It is not acceptable if any one of the ports is missing.

112. The emergence of hot products is the best way for the live broadcast room to grow rapidly. Hot products can either become popular in the video or in the live broadcast room. If there are no hot products, you must be able to combine hot products or find benchmark hot products to disassemble and learn;

113. The fundamental way to create a hit product is to select products in a scientific way and to continuously select products to improve the hit rate. Scientific product selection requires the use of data platforms such as Chanmama to look at objective data feedback instead of making random guesses.

114. A good product work only needs to have two points. One is that the product itself is good and well displayed; the other is that the creativity of the shooting is good, and the second one is more difficult.

115. If a live broadcast room does not have a good traffic structure, it will not last long. The biggest trouble is over-reliance on live broadcast recommendation traffic. If the product selection cannot keep up, the conversion rate will become lower and lower, and the traffic will become lower and lower, entering a vicious circle.

116. The discovery of a problem does not end with raising the problem and the solution, but with the implementation of the solution.

117. When a problem occurs, do not seek more solutions first. Instead, put aside the complex phenomena and look at the essence, where the problem lies, find out the fundamental problem, and then find a solution.

118. It is not scary to have problems. What is most scary is the panic after problems occur. Panic is often the last straw that breaks the camel's back.

119. The essence of e-commerce is the supply chain, the essence of live streaming sales is also the supply chain, and the essence of the account operation model is also product selection. Product selection is king.

120. The biggest problem with an account is not how to create it, but how to make it grow steadily and healthily and then mature. The path design here may be far more complicated than we imagined, but solving it is equivalent to completing the transformation.

121. Only by facing current problems with the most perfect state and methods and striving for excellence can we have the opportunity to reap results. You can't achieve any growth by lying down.

122. Don’t get bogged down in too many details of the live broadcast. Look for more opportunities to think about problems outside of work, and you may gain more.

123. Tik Tok live streaming is very hard work, and it is easy to get emotional when you are tired. But please remember that emotions cannot solve everything, but they can destroy everything.

124. Douyin live streaming is a very tedious task, so recording is a good habit, especially when there are a lot of things you want to record.

125. The core of product selection ability is sensitivity. Cultivating sensitivity requires time, and time corresponds to practice.

126. You may not necessarily get a hit like someone else’s. A non-obvious product may get a hit, but the probability is low. There must be a reason for a product to get a hit, either because it is designed to be particularly hot, or because you meet the right person.

127. When doing Douyin live broadcast, never touch categories that you are not familiar with, or you will fail miserably;

128. Hot products also have their cycles. Products that have been hot may continue to be hot. Think about what products have been hot in each season and prepare in advance.

129. Data analysis is the best way to find products. After using Chanmama/Douchacha, you will find such tools are great.

130. Product selection requires practice. You need to look at it frequently, try it frequently, and be challenged frequently, so that you can gradually find inspiration and rhythm.

131. Every decision made by Douyin e-commerce operators should be carefully considered;

132. Douyin e-commerce operators must be proficient in using at least two forms of account creation and have experience in both natural traffic and paid product promotion;

133. Douyin e-commerce operators must be on the front line to understand more details. If they are away from the front line, they will only give blind orders.

134. The core of the short video works used for labeling is the product, and the outer core is the form of presentation. Try to increase the conversion rate of the product. Functional products should fully demonstrate their functions, and beautiful products should fully demonstrate their appearance. At the same time, be creative and improve from the script, picture, music, action, promotional activities and other aspects.

135. For every short video product, you need to extract selling points from multiple angles and display them to the extreme;

136. Not everyone is suitable for content creation. If you don’t have strong creative ability, just focus on shooting what you are good at.

137. If you don’t know how to shoot short video material, don’t force yourself to create original works. There are many works in the huge creative space that you can learn from, and there are data feedback;

138. Don’t generalize commonalities based on individual cases. Instead, analyze more live broadcast rooms and then summarize the rules.

139. There is no fixed way to play. There are too many factors that change and it is difficult to control them. There must be flexibility in the execution process.

140. Use a one-week cycle to measure the feasibility of the live broadcast account, traffic, peak, and activity indicators. If it doesn’t work, change the account decisively;

141. If you choose the wrong traffic-generating models for your live broadcast room, you won’t be able to attract more viewers no matter how hard you try. You should focus on choosing several traffic-generating models. If model A doesn’t work, you can always use model B.

142. When all live broadcast activities are fake, authenticity is differentiation; when all live broadcasts are full of singing and dancing, talking about practical things is differentiation;

143. The key to using Qianchuan to obtain traffic in a live broadcast room is to be able to consume it. Only by being able to consume it can there be room for optimization. Otherwise, it is meaningless.

144. Don’t change the live broadcast time easily. It’s better to choose a time to do the live broadcast. It also needs to be tested.

145. Since you are using each other, you don't have to be afraid of being taken advantage of. Repeatedly maximize the value of this group of people's actions. The key thing to remember is to continuously provide them with what they want. Only in this way can you achieve continuity of traffic.

146. When doing Douyin e-commerce, other people’s methods can only provide ideas, but they cannot be copied completely. You should imitate the essence instead of blindly plagiarizing;

147. No one way of playing is permanent, but the starting point is the same, just in different ways;

148. As long as it is traffic, it has value. Let the traffic be iterated, from basic attributes to transaction attributes, and then to targeted transaction attributes. The core lies in using means to continuously screen the crowd;

149. Traffic will only become more and more expensive. If you are not sure about this year, when you look back next year, you will regret not seizing the dividend this year;

150. Each traffic entrance has value. The maximization of traffic represents the refined operation of each traffic entrance, and does not miss the conversion brought by each traffic entrance;

151. The rules of work release should be kept two hours before the broadcast, and during the broadcast, and for new accounts, 3 works are the best. For old accounts, you can make continuous calls according to different video types;

152. The function of DOU+ is to make works popular, tag accounts, attract popularity in live broadcast rooms, and convert live broadcast rooms. The purpose of each stage is different and the logic of use is also different;

153. Not every work will explode instantly, and there are no more works that dig graves. Develop the habit of reading data frequently;

154. Similar choices for experts are not necessarily the same category, but also for people of different categories;

155. There is a delay in the data after DOU+ delivery, and the traffic will not enter immediately, so you must plan the delivery time in advance;

156. The consumption speed of DOU+ is related to previous releases, and the label of the live broadcast room is not unrelated. For accounts with good labels, the consumption of DOU+ releases is more stable. Accounts that are frequently invested will also have data models;

157. A small amount of DOU+ pods does not necessarily mean 100, 500 is also a small amount;

158. Customized groups can lay the basic attributes, and the system recommends more suitable for live broadcast rooms with labels;

159. Only by converting live broadcast rooms can problems be discovered by 100% relying on order-based plans and regular schedules and testing;

160. Qianchuan’s initial use of loose orientation, matches materials + high bids for running volume, runs out and then copy, copy the same plan, copy the plan that reduces bids, copy and reduces the direction; if the card is too dead, it is easy to run out;

161. When the budget is limited, you don’t need to build too many Qianchuan plans, just 3-6. Too many plans will lead to insufficient consumption of a single plan;

162. First there is data, then the model, then there is data, then the model is calibrated;

163. For plans of the same type, it is necessary to change the elements, either target the crowd, materials, or bid;

164. The cost of staying and clicking plans is lower than watching, but the bid is higher than watching;

165. The dependence of the backend on the plan is the same as the dependence of the account on the work. It runs well and keeps running;

166. Compared with general exhibition materials, materials with strong functionality are more likely to explode;

167. Direct investment is not completely invalid. It depends on the live broadcast room model and the level of the people and goods yards;

168. Don’t construct materials subjectively. Find good materials from your peers. Either edit or pseudo-original.

169. Qianchuan is not anxious if he runs well. Anxiety cannot solve any problem. Analyzing the causes and improving it is the best way;

170. Get the plan, find materials, build plans, run comprehensive ratios, run the volume plan, run the good and keep the copying, and create new new materials at the same time. At the same time, create different types of materials. The early stage is just one word, test, and copy it continuously after the measurement is measured, reduce the price, and know that the ROI will be run;

171. Do not be affected by a single short-term plan, which will affect your judgment on whether the plan is of high quality;

172. A small store will eventually develop into Taobao. Having your own small store is equivalent to entering the market first;

173. A vertical store will eventually become a small store with stable traffic;

174. For the refined maintenance of small shops, goods are the foundation, and invitations are the second choice;

175. The traffic in and out speed every five minutes represents the push flow speed; the push flow speed, stay, and conversion rate represent the health of the account;

176. The traffic at the beginning is stable, so you don’t have to worry about even if the traffic is bad after the broadcast;

177. You will never know when the crest will come. You must take every minute of Douyin live broadcast seriously;

178. When there is little traffic, ordinary anchors cannot avoid being emotional. One way to solve the problem is to inform them in advance;

179. The formation of complementarity between the drainage and the profit package will greatly increase the conversion ratio of the profit package. At the same time, the combination of different products is very important, and there is no conflict, only complementarity;

180. According to the data performance, the live broadcast room is arranged, and before the broadcast is started, the data is the tool for all optimization;

181. In the early stage of the account, the profit is not distributed, and the profit is arranged in a small cycle of drainage and welfare; when the live broadcast traffic ends, the profit is tested; when the live broadcast room is stable, the profit is gradually replaced by the profit is used one after another, but the welfare is not given up and it is ready to be used at any time;

182. For the converted products, constantly arrange return, and pay attention to using traffic to measure new models to ensure that the main models are generated in the new models;

183. If the traffic is not good, it is better not to broadcast;

184. The best way to learn rhetoric is to capture live broadcasts from peers, dig them down and dismantle them and form your own;

185. Treat word-of-mouth division as a major issue to solve it, otherwise you will be worse than death in life, and you will have word-of-mouth division after 30 orders;

186. Big anchor/celebrity runs to watch and stay, while small anchors must run into orders;

187. The design of live broadcast speech must include selling points + crowd + discount + forced orders;

188. If you don’t do the details page well, you will think you are playing the routine without playing it;

189. The wrong point of low prices is that it attracts people who are not you and affects the indicators of the live broadcast room;

190. UV determines your traffic level, and stay determines your entry speed;

191. The UV value of natural traffic is lower than the UV value of paid traffic;

192. Mid-low customer order live broadcast room, low-price instant sale, high-price live broadcast room, lottery draw, or extremely low-price instant in non-related categories;

193. Some rules for retaining people: those who love lottery with lucky bags, those who are greedy for cheap prices, those who are greedy for welfare, those who are careful in calculating in the scene; according to the characteristics of these people, design gameplay to increase interaction, adjust the scheduling to increase rhythm, and improve transaction speech to increase conversion;

194. If you don’t have an advantage in your supply chain, you don’t have to sell your own goods when you start an account. Your goods are not popular and cannot be sold, and it must be the hottest products on the market;

195. Don’t ignore Douyin SEO. The orders in the new live broadcast room may also come from intercepting search users, helping the live broadcast room break through the cold start period;

196. Every word in the live broadcast room is carefully set;

197. For old accounts, use Qianchuantou popularity + interaction + past hits as welfare funds to suppress old fans to place orders and increase the order rate of new fans in each game;

198. Only popular products can be issued. If there are no popular products, you must find ways to find popular products, design popular products, and enhance the sense of value of products sold in the live broadcast room;

199. If you can’t move the traffic, you can’t change the model, don’t be in a fight;

200. Don’t care about too many so-called live broadcast room skills, but pay attention to the logic behind Douyin e-commerce in order to have the ability to optimize the live broadcast room;

Final Thoughts

I believe many people haven't finished reading so many suggestions, but it doesn't matter. You can collect this article and take it out when you encounter problems or share it with people you think it's useful to them. When you have time, Lao Zhao will systematically develop a course on Douyin e-commerce to help everyone systematically sort out the gameplay and details of Douyin e-commerce. I hope that friends who see such courses will leave a message to Lao Zhao.

Author: Marketing Lao Zhao

Source: Marketing Lao Zhao