How to sell goods through Douyin live streaming? 70 notes!

This is the information I collect on a daily basis or my personal thoughts on live streaming.

70 very personal notes, I hope they will inspire you.

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

2. 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;

3. 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;

4. 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.

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

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

7. 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;

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

9. 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.

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

11. If you choose the wrong traffic-generating model 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 choose model B.

12. 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;

13. 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;

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

15. Since you are using each other, there is no need 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.

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

17. No one way of playing is permanent, but the starting point is the same, just with different ways to go;

18. 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;

19. Traffic will only become more and more expensive. If you don’t seize the opportunity this year, you will regret not seizing the opportunity next year.

20. Every traffic entrance has value. Maximizing traffic means the refined operation of each traffic entrance, so as not to miss the conversion brought by each traffic entrance.

21. The regularity of releasing works should be maintained. They should be released two hours before the broadcast and during the broadcast. For new accounts, three works are the best. For old accounts, they can be released in succession according to different video types.

22. The role 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;

23. Not every work will explode instantly, and there are many old works. Develop the habit of checking the data regularly;

24. The selection of similar experts does not necessarily have to be from the same category, similar people from different categories can also be selected;

25. There will be a delay in the data after DOU+ is released, and the traffic will not come in immediately, so the release time should be planned in advance;

26. The speed of DOU+ consumption is related to previous broadcasts and the labels of the live broadcast room. For accounts with good labels, DOU+ consumption is more stable, and accounts that frequently broadcast will also have data models;

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

28. Customized crowds can lay a good foundation for basic attributes, and the system recommends live broadcast rooms that are more suitable for labels;

29. The conversion rate of the live broadcast room depends 100% on the order-making plan. Only by regularly arranging the plan test can problems be discovered;

30. Qianchuan initially adopted loose targeting, with creatives + high bids to run volume, and then copied the results, copied the exact same plan, copied the plan with lower bids, copied and reduced targeting; if the plan is too rigid, it is easy for it to fail;

31. If the budget is limited, do not build too many Qianchuan plans, 3-6 plans are enough. Too many plans will lead to insufficient consumption of a single plan.

32. First, data, then models, then data, then calibrate the models;

33. For the same type of plan, be sure to change the elements, either the target audience, the material, or the bid;

34. The cost of stay and click plans is lower than that of viewing, but the bid is higher than that of viewing;

35. The dependence of the background on the plan is the same as the dependence of the account on the work. The good ones are repeated and the volume is continuously increased.

36. Compared with general exhibition materials, materials with strong functionality are more likely to explode in volume;

37. Direct investment is not completely ineffective. It depends on the live broadcast mode and the level of people, goods and venues.

38. Don’t construct materials subjectively. Look for good materials from your peers, either edit them or create pseudo-original works.

39. Don’t worry if you don’t run well. Worrying can’t solve any problem. Analyzing the cause and making improvements is the best way.

40. Once the plan is in hand, find materials, build a plan, run a comprehensive ratio, run a volume control plan, keep the ones that run well, and copy and create new ones continuously. At the same time, create new materials of different types. In the early stage, there is only one word - test. After the test, keep copying and lowering the price until ROI is achieved;

41. Don’t let a single short-term plan affect your judgment of whether the plan is good or not;

42. Small shops will eventually develop into Taobao. Having your own small shop means you are the first to enter the game.

43. A vertical store that broadcasts live 24 hours a day will eventually become a store with stable traffic;

44. The fine maintenance of a small shop is based on goods, and inviting reviews is secondary;

45. The speed of traffic in and out every five minutes represents the speed of pushing traffic; the speed of pushing traffic, retention, and conversion rate represent the health of the account;

46. ​​The traffic is stable at the beginning, so you don’t have to worry even if the traffic is poor later in the show;

47. You never know when the peak will come, so take every minute of your Tik Tok live streaming seriously;

48. When traffic is low, most anchors cannot avoid being emotional. One way to solve the problem is to inform in advance;

49. The complementary relationship between traffic-generating items and profit items will greatly increase the conversion rate of profit items. At the same time, the matching between different products is very important. Do not make them conflict, but only make them complementary.

50. Arrange the live broadcast room products based on data performance, and arrange the products before the broadcast. Data is the tool for all optimization;

51. In the early stage of the account, do not arrange the profit funds, but arrange them in a small cycle of attracting funds + welfare funds; when the live broadcast traffic ends, you can test the profit funds; when the live broadcast room is stable, gradually use the profit funds to replace the welfare funds, but do not give up the welfare funds, and keep them ready at any time;

52. For products with good conversion rates, continue to arrange return sales, and use traffic to test new models to ensure that the main models are produced among the new models;

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

54. The best way to learn the art of speech is to catch the live broadcasts of peers, disassemble them and form your own;

55. Treat reputation points as a big deal, otherwise you will be worse off than dead. You will get reputation points after 30 orders.

56. Big anchors/stars run to watch and stay, while small anchors must run to make orders;

57. The design of live broadcasting script must include selling points + crowd + discount + forcing orders;

58. If the details page is not well designed, even if you are not playing tricks, people will think you are playing tricks;

59. The mistake of low prices is that they attract people who are not yours, which affects the indicators of the live broadcast room;

60.UV determines your traffic level, and dwell determines your entry speed;

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

62. In the live broadcast room with low and medium customer orders, low-price flash sales are launched at the beginning of the broadcast; in the live broadcast room with high customer orders, lucky draws are given away, or non-related categories are sold at extremely low prices;

63. Some rules for retaining people: lucky bags retain people who love to win prizes, low prices retain people who are greedy for bargains, benefits retain people who are thrifty, and scenes retain people who are curious. According to the characteristics of these people, design gameplay to increase interaction, adjust product arrangement to increase rhythm, and improve sales talk to increase conversion;

64. If you don’t have an advantage in your supply chain, you don’t need to sell your own products. Your products are not popular and cannot be sold. You must sell the existing hot products on the market.

65. Don’t ignore Douyin SEO. New live broadcast rooms may also generate sales from intercepting search users, helping the live broadcast room break through the cold start period.

66. Every word in the live broadcast room is carefully designed;

67. For old accounts, we use Qianchuan Investment’s popularity + interaction + previous hits as welfare products to suppress old fans from placing orders and increase the order rate of new fans in each game;

68. Only hot products can be used to create an account. If there are no hot products, you must find ways to find hot products, design hot products, and enhance the value of the products sold in the live broadcast room;

69. If the diversion fund cannot attract customers, don’t fight to change the fund;

70. Don’t pay too much attention to the so-called live broadcast room skills, but pay attention to the logic behind Douyin e-commerce, so that you can be able to optimize the live broadcast room.

Author: Yin Chen's live streaming

Source: Yin Chen's live streaming