How to sell tens of millions of wine through short videos?

Short video sales have become a common sales method. This sales channel undoubtedly provides users with a convenient and intuitive purchasing and interactive experience. However, how can we effectively sell products through short videos to realize monetization?

Selling products through short videos has become another normalized sales channel after offline stores, online stores, and WeChat business communities. No one can deny the fact that short videos can sell products.

Then why do some people fail in selling products through short videos? Even spending millions and getting nothing in return?

There are many reasons for this, such as not knowing how to create content, random placements, poor live streaming, wrong product selection, etc. It seems like the effort has been done, but in fact it is useless.

Of course, today the village leader will not share with you how to avoid pitfalls when selling products through short videos. Instead, I will first review with you the cases of selling products on short video platforms.

This will be a series of sharing on how to monetize products through short videos . I will try to share short video cases in one field at least every month, such as how to sell tea, shoes, jewelry, etc. through short videos, so as to bring some inspiration to everyone.

Of course, the village chief has already written three cases of short videos bringing goods. If you are interested, you can read the previous articles:

1. I sell insurance on TikTok and earn a million dollars a year!
2. I have looked at 300 Douyin clothing accounts and summarized 15 short video sales experiences.
3. 9 ways to earn over 10,000 yuan a month by selling books through short videos.

And today, I will talk to you about how to sell wine through short videos.

1. Formula for short video sales

There are many tutorials on the market on how to make short videos and how to sell goods through live streaming, which can be said to be a variety of topics.

How to make a hit video and how to sell goods through live streaming is a systematic project, and the village chief will explain them one by one later.

Today we will first summarize and share a formula for selling products through short videos to help everyone establish a high-dimensional cognition.

The formula for short video sales = stable content output + trustworthy personality building (personal/brand) + live streaming of products that you want to buy + private domain accumulation of user lifetime value

1. Stable content output

Don't listen to any tricks to get big sales with zero fans. This is not one in ten thousand, but only one lucky person in millions or even tens of millions. They don't even know how they became popular, and they can't maintain this sudden popularity.

Why do we need to output content instead of doing live broadcast right from the beginning, and why do we need to maintain continuous content output?

The reason is simple. Outputting content on the platform is like opening a store offline. The output of each piece of content is equivalent to opening a store for one day.

If you don’t produce content for a day, it’s like you’re closed for the day, and users won’t come into the store when they pass by.

Moreover, online is different from offline. Offline, even if you are temporarily closed, users at least know where you are? People passing by are still influenced by you.

But it’s different online. If there is no blockbuster effect and the account is not recommended with high weight, there will be almost zero traffic if there is no content output.

Therefore, the output content must be stable, which has three meanings:

1. The purpose of content output is to gain exposure opportunities and allow content to flow through channels.
2. Content is the core carrier of your products, emotions, services, and ideas.
3. Ensure quality content output, rather than random shooting, to gain continuous attention from users.

2. Build a trustworthy personal or brand image

Although users buy goods, the final consumption decision is made because of people or brands .

Because there are many similar products available, why would users choose you? The key is that your people or brand are worthy of users' trust.

So we have to find ways to continuously build users' trust in us through the process of content output.

For example, through customer testimonials, traceability of origin, display of personal strength and background, simple and reliable expressions, etc.

The more users trust you and the more they rely on you when making consumption decisions, the easier it will be for them to place an order.

3. Watched a livestream of a product you wanted to buy

The transmission of information deepens users' understanding of you, and the establishment of trust accelerates users' consumption decisions. The final finishing touch lies in live streaming.

For short video sales, the vast majority of transactions still come from live broadcasts, and all the content in the early stages is just to lay the groundwork.

So how can you make users stay and listen to you and buy after they enter your live broadcast room?

This is also a complex project, such as the layout of the live broadcast room, the language, field control, pricing policy, product selection and combination, interactive activities, etc.

4. Private domain accumulates user lifetime value

Perhaps more than 90% of merchants can complete the first three steps, but few actually do the last step.

One of the core elements of private domain traffic operations is the opportunity to establish secondary links with users, continuously tap into the long-term value of users, and continue to repurchase. This is the growth of merchants in the private domain.

Therefore, whether it is a personal homepage introduction, a unified brand for the entire network, or express delivery including inner pages, etc., you must find customers who have consumed before, establish contact with them, check your circle of friends, and participate in your group purchases.

The above four points are our analysis from a holistic perspective. They are the four aspects that need to be paid attention to when selling products through short videos. We will have the opportunity to expand on them in detail in the future.

Next, I will share with you 7 cases of selling wine through short videos, hoping it will be of some inspiration to you.

2. 7 examples of selling alcohol through short videos

1. Wine Appraisal and Wine Sales

People who drink regularly know that wine is very easy to counterfeit, especially the more expensive the wine, the more likely it is to be counterfeited.

For example, the actual price of a bottle of Moutai produced in 2020 is around 3,000 yuan, and a box of Moutai is more than 20,000 yuan. If it is five or ten years old, the motivation for counterfeiting will be even greater.

Many people hoard Moutai for the sake of appreciation or to entertain friends and guests. Once counterfeit goods are found, the losses will be huge, especially now that there are endless counterfeiting methods such as removing the cap, punching holes, and using old bottles, which make it difficult for ordinary people to distinguish.

Therefore, it has become a necessity to authenticate the authenticity of high-end liquors such as Moutai, Wuliangye, and Guojiao 1573.

How to shoot content

1) Knowledge Sharing

Directly share some tips on how to identify real and fake wines, combining them with specific cases, such as the comparison between real and fake wines.

But usually only one person is needed, or a small assistant can be used to ask questions.

2) Case presentation

Share cases of wines sent by customers for identification, or take photos of customers coming to the store and inviting you to help with wine identification.

3) Other daily activities

Occasionally, you can mix in daily life content such as going out to make friends and attending conferences to narrow the distance between you and the users and increase your authenticity and credibility.

How to cash out

1) Sell

Since everyone is afraid of buying fake wine, and they happen to meet someone who knows a lot about wine, it is easy to buy real wine through his channels. So they start broadcasting at a fixed time every week to sell wine live.

But because it is a high-end wine with some collection value, it is different from other promotions. This kind of wine is sold through bidding in the live broadcast room. The highest bidder wins, and the transaction is finally completed through direct WeChat transfer.

2) Recycling

If there are people who drink it, there will be people who sell it. And once you have fans, the sales channels become wider and you can become more bold in buying wine.

Therefore, in his videos, wine lovers often send him wine to verify its authenticity and then sell it.

3) Ration wine

Not all wine lovers can afford high-end wines on a regular basis, so at this time, we rely on the trust of our wine lovers and launch our own brand of staple wine.

2. The law of collecting and selling alcohol

How to shoot content

Door-to-door recycling + identification of old wine: We only share videos of door-to-door recycling of old wine across the country, and popularize identification knowledge during the recycling process.

How can we attract users’ attention by shooting like this? The core lies in two points.

1) It must be a lot of alcohol

It would be meaningless to just collect a bottle of ordinary Moutai liquor at the door, so the video must show real old liquor or many famous liquors, plus the valuation segment. The audience is not interested in how much it is worth.

2) The transaction must be completed on the spot

If the cooperation is finalized on the spot, pay directly in cash or by transfer, so that the audience can see that you are generous and capable, thus attracting potential customers to buy and sell wine from you.

How to cash out

Generally, those who have the ability to do door-to-door recycling are almost all wine shop owners, so their idea of ​​cashing in is to buy and sell good wine because the returns are high.

By the way, we also make some wine for local customers' wedding banquets, hotels, etc.

3. Recommending and selling wine

How to shoot content

1) Scenario Method

Share various drinking scenarios, such as what wine to drink after a breakup, what wine to drink when you're with your goddess, and then recommend a more suitable wine for you.

2) Popular Science Law

In order to popularize the history and culture of various types of wine, such as how to drink Jägermeister, homemade cold brew, Lafite science, etc.

This kind of video is shot because we are not selling high-end wines, but various daily wines with wider usage scenarios.

The most important point is how to impress users to drink, such as scenes, copywriting, rhetoric, product selection, and curiosity.

How to cash out

1) Good wine recommendations

Almost every video is a recommendation for a certain wine, so the order link for the wine is directly linked in the video.

2) Live streaming

The creation of this kind of personality is not just about selling a type of wine, so the frequency of broadcasting must be guaranteed every day. Users will also be curious about what new wines will be available, so you have to learn how to create a wine selling festival.

3) Product promotion by influencers

Another approach is that the main character is a wine seller, with distinct characteristics such as the God of Wine, the King of Wine Bowls, the Wine Fairy, the Drunkard, the Red Wine Brother, and the Wine Girl.

But it will extend the ability to sell other products, and gradually transition oneself to the role of a good product officer, so that more products can be sold. For example, Zui Goose Lady and Drunken Fairy Li Xuanzhuo have such development paths.

4. Law on selling own alcohol

How to shoot content

If you only sell one type of wine or only sell your own wine, there is a video shooting method called subject repetition method.

That is, the lines, scenes and products remain unchanged, only some minor details are changed, such as the background accessories.

This method is actually the same as what you see when you see the advertisements and packaging of Melatonin and Wahaha remain unchanged for ten years. It continuously deepens the user's impression of you and forms a distinct account personality.

There are two immediate benefits:

1. The production cost is low, it requires almost no thinking, the pattern is repeated, and you can shoot many videos in a day.
2. It is difficult to imitate. Anyone who imitates it will be recognized and criticized by fans.

How to monetize: Sell products directly through personal stores and live streaming of the shared bike service.

5. Small Brand Wine Sales Method

How to shoot content

No matter whether it is a local brand or a nationally renowned brand, users will have more trust in it because of its brand awareness and brand certification.

When making branded wine, the core is to shoot content centered around the brand itself, so it needs to be presented from multiple angles.

1) Product display

Generally, a brand cannot have only one type of wine, so various videos can be shot for each type of wine.

2) Product Background

It displays the wine's production workshop, process, delivery, base and other information, fully demonstrating the wine's reliability.

How to monetize: Mainly through long-duration live broadcasts every day to guide users to place orders, but it is easier to impress users by taking users directly to the workshop or interviewing winemakers.

6. Food and Wine Sales Law

How to shoot content

Different from the direct selling method of others, the company makes various delicacies and pairs them with its own wine every time you eat them.

This approach also has its advantages:

1. Through the production of delicious food, the richness of the materials is greatly improved, avoiding user fatigue. Talking about the same wine all day long will definitely not last long.
2. Eat and drink, good wine goes with delicious food, subconsciously telling users to think of my wine when eating.
3. Arouse users' curiosity about why this wine is so versatile and can be used in any scenario.

How to monetize: By stimulating users' curiosity and continuous attention, and then cooperating with live broadcasts to make transactions.

7. Platform sales of alcohol

How to shoot content

Some vertical wine e-commerce platforms that I am familiar with have opened accounts on short video platforms.

They have natural advantages in supply, brand and science popularization.

Moreover, they sell wine on the short video platform, and their real purpose is not really the wine. Therefore, the video content does not necessarily have to be a serious popular science about wine. Instead, exposure is the most important thing.

Therefore, we can see that platforms like Jiuxian.com will create a large number of matrix accounts. In addition to the main account, the core of other accounts is to direct traffic to their own platforms.

The above is a summary of some cases of selling wine on short video platforms. If you are interested, you can find it and study it carefully. In addition, there are two small points about selling wine that need to be emphasized.

1) Selling alcohol must be professional

Whether you are verifying the authenticity of wine, making wine tasting recommendations, or sharing knowledge about wine, you must be very professional, because wine lovers use their own mouths to taste the wine, and the mouth is the most tricky thing, and wine is also a standard product.

It's really not like selling shoes or clothes. Good-looking and comfortable are universal terms, and even the slightest difference in wine will be criticized.

So it’s really not about memorizing the script. You either really love drinking or you are really a wine practitioner.

2) Wine is a product that contains three highs

The wine product has three highs: high gross profit, high average order value, and high repurchase rate.

As long as you win over your drinking buddies and build trust, you can generate continuous repeat purchases, because drinking buddies are the most loyal.

Therefore, when selling good wine, its authenticity must be guaranteed, and when selling staple wine, its tasting must be good.

In addition, as I said at the beginning, you must find a way to add your drinking buddies to WeChat.

We provide benefits by giving away some ration wine, utensils, raffles, tastings, etc., and then continue to make transactions through WeChat.

Finally, I want to tell you that there are many ways to sell goods. As long as you focus on making your own distinctive characteristics and gain the trust of users, that is enough.

Author: Shili Village

Source: Shili Village (shilipxl)