In 2021, how to seize the new marketing opportunities brought by live streaming?

Today, we will focus more on analyzing the overall environment and how our brands, distributors, and retailers can make full use of this channel, and share some of our understanding and experience over the past two years.

01

First, let’s take a look at the trend of the entire short video live e-commerce.

Over the past two years, short video live streaming e-commerce has developed very rapidly.

1. About user scale and characteristics of user scale. At present, the leading short video and live streaming e-commerce platforms, represented by Douyin and Kuaishou, have seen a surge in the number of users, maintained sustained high-speed growth, and become universal.
2. Users have achieved circle formation. The so-called circle formation means that users with different preferences on different platforms and users from different circles have formed fixed groups.
3. It is highly interactive, whether it is the interaction in short videos, live broadcasts, likes, and forwarding, or real-time on-site interactions in live e-commerce, it stimulates the user's sense of participation and forms the characteristics of high interaction.

Tik Tok’s current daily active users have exceeded 600 million, which can already be called a super traffic pool. The second is a time killer. I believe that many of you here have asked your children to uninstall TikTok because it is very time-consuming. We call it the baby economy or the baby model.

According to statistics, the average usage time of Douyin has exceeded 80 minutes per day. Compared with WeChat Moments, this duration is extremely exaggerated. The average daily usage time of WeChat Moments is 30 minutes. Tik Tok has surpassed the usage time of WeChat Moments in all aspects, and the sense of immersion is very strong.

Another very important point is that Douyin, which has become a super traffic pool and a time killer, will focus on two areas in the next step. One is e-commerce. They are recruiting a large number of e-commerce teams, and the number of new people is very large every day. Second, they have begun to formally layout the local life section.

The local life section is closely related to our retail channels. In my subsequent sharing today, I will also focus on this part. E-commerce and local life are the key development areas of Douyin in 2021, and there will definitely be official support, so this is also a very good entry point.

Let’s take a look at Kuaishou. As the two giants of short video live streaming e-commerce, Kuaishou and Douyin have very obvious differences in user tags and features from Douyin. Let’s first look at the overall situation. Kuaishou’s daily active users have exceeded 300 million, and the average daily usage time per person has exceeded 85 minutes, which is slightly higher than Douyin. And its biggest feature is that the community has strong stickiness, the user stratification and circles are more obvious, and it has strong social attributes.

Another of the most notable features of Kuaishou is that its e-commerce business is developing very rapidly. According to statistics, the GMV in the first half of 2020 has reached nearly 110 billion. From another data, we can be amazed to see that the number of orders generated on Kuaishou is currently ranked fourth among China's e-commerce platforms. Everyone is very familiar with the first three, they are all traditional giants.

Let’s take a look at the basic data of Taobao Live. The daily active activity statistics of Taobao Live are difficult to find, and there is no clear official explanation. Some say it is 15 million, some say it is more than 100 million. Now looking at the daily active users, we understand that it is around 100 million, but Taobao Live has a very clear business model with e-commerce as its core.

Although its daily active users are not high enough, the GMV of the e-commerce part is the highest among all platforms. GMV should exceed 300 billion in 2020. At the same time, there is a particularly important data here, that is, the conversion rate of all traffic in Taobao Live is higher than that of traditional online platform e-commerce. Currently, top internet celebrities can convert up to 20% of traffic.

The third section is Tencent’s self-operated short video and live streaming e-commerce system, as well as a series of platform matrices in which he has invested. From the perspective of self-operation, Weishi has not developed and has failed to achieve the goal of sniping Douyin and Kuaishou. Recently, we have seen the strategic center position of Video Account move forward. With a series of rapid iterations and upgrades, Video Account has become a focus for friends looking for traffic dividends.

Many people say that the next trend will come from the video account. I personally hold a conservative attitude and will spend some time analyzing the development path of the WeChat video account later. In general, WeChat's short videos and live broadcasts are lagging behind the development of the industry.

The fifth part that is very worthy of everyone’s attention is the live broadcast of private domain traffic, which includes the live broadcast of short videos in the private domain. Many platforms emerged in this area from 2018 to 2019, such as BiBi.com, an online wholesaler live broadcast model focusing on vertical wholesale categories, Tebaobao, which focuses on the distribution system, and V5 Live, which focuses on online live broadcasts for store merchants or offline merchants. Many similar platforms have also appeared in the past two years.

We have observed that new platforms are looking for opportunities through differentiation. However, since the top platform structure has already been formed, they may grow rapidly in the initial stage, but after developing to a certain level within about 6 months, they will encounter obvious bottlenecks and their traffic will decline.

For us, brands, distributors and retailers, the most important thing to understand the development trends, especially the development characteristics, of the above platforms is not the data, but to make a choice and judgment. What we need to understand is how we can utilize the traffic of short videos and live broadcasts and monetize the characteristics of these platforms.

Next, we will focus on Kuaishou and Douyin, which have done relatively well in e-commerce, and conduct a simple analysis of the personality, characteristics, and ecosystem of these two platforms.

Let’s talk about Douyin first. Douyin has a huge traffic pool and is developing very fast. The commercialization path has basically been formed. Its entire commercialization is part of brand marketing. It has built the Star Map platform, which allows us to form a virtuous interaction between brands, KOLs, and KOL users and ordinary user traffic, and conduct advertising marketing delivery management.

Kuaishou's platform is called Nebula, which has a very similar name to Douyin. The Nebula platform was developed later than Douyin. Currently, it is also empowering the user industry chain on the entire Kuaishou platform and strengthening its marketing attributes. This is an official platform provided for marketing.

When brands and retailers are doing brand marketing, they can first use the large amount of data provided by Nebula and Star Map to help us find the most suitable methods and the most suitable anchors for delivery. Everything is digitized. The operation is very convenient. We can use it to analyze and understand the data and find the most suitable delivery method and data reference for you.

In terms of traffic characteristics between the two platforms, Kuaishou tends to favor equal rights and private domains. Simply put, Kuaishou is a double waterfall flow, which means that after users enter the homepage of the Kuaishou platform, they will actively choose to add one more click. Increasing this click will seriously affect the overall data, but it will make people actively choose it. In other words, Kuaishou encourages users to make choices and emphasizes user attention, thereby protecting the private traffic of the entire anchor.

Tik Tok pursues extreme data-based and decentralization. All recommendations are made by algorithms in a single waterfall flow format. This format is very easy to get addicted to. The powerful artificial intelligence constantly matches user portraits and data, as well as tags generated by the host's content to make recommendations based on preferences, which makes it particularly easy to get addicted.

In general, the user time spent on Tik Tok and Kuaishou is similar. That is to say, whether it emphasizes private domain or decentralized algorithm model, users have ultimately found their respective concerns and positions in the ecosystem and will immerse themselves in it to continuously push and use information.

Let’s talk about the e-commerce ecosystems of the two. Kuaishou’s e-commerce ecosystem is the most complete. We have communicated with many small and top internet celebrities. From the perspective of e-commerce internet celebrities, Kuaishou’s e-commerce ecosystem is already very complete, while Douyin’s e-commerce ecosystem is still in the process of gradual improvement.

2021 is the year when Douyin will focus on developing e-commerce, and it is still in the process of continuous improvement. Similarly, users, especially KOL users of live e-commerce, are also between the two platforms because the algorithm properties of the entire platform have their own characteristics. The top platforms on Kuaishou are adopting a family-oriented model, while Douyin is, in a sense, de-centralizing itself. Douyin is now focusing on the mid-level and branding sectors, and is encouraging businesses to build their account matrix on Douyin.

The common feature of the two is that the e-commerce path has gradually been closed. Starting from October 2020, Douyin and Kuaishou have formed their own e-commerce closed loops. That is to say, they no longer transfer the traffic in live e-commerce to Taobao or external link malls such as JD.com, but instead create their own Douyin stores and Kuaishou stores. Complete the closed loop of the entire e-commerce chain in 2021. In other words, he monetizes his own traffic through e-commerce and promotes his own e-commerce platform. This will also bring about a relatively large change in the entire industry landscape. They want to close the door and play by themselves, which has forced many merchants to change from running JD.com, Tmall stores, Taobao, Pinduoduo, and now Douyin and Kuaishou stores.

Let’s take a look at the WeChat Video Account, which many people have paid special attention to recently. After all, WeChat is the real super traffic pool, and a large number of business models and opportunities have been derived based on the WeChat ecosystem. Here is a small proposition, which is the rapidly growing video account. How does it develop and where are the next opportunities? Is there a chance to enjoy the traffic bonus period?

We listed the fourth part. In fact, before the video account, Tencent had been building its own short video and live broadcast system. The first one launched was Weishi, which was a short video live broadcast platform to compete with Douyin.

In the beginning, a large number of celebrities and internet celebrities were invited to join and provide subsidies, etc. However, the results were not good last year and now they have almost lost their voice. At the same time, a series of products have been incubated based on WeChat mini-programs.

Judging from the actual results, these attempts have not shaken the leading short video platforms such as Tik Tok and Kuaishou. It didn’t work very well in live streaming either. The GMV of self-built short video and live streaming platforms is not ideal. So in the end, we placed our bets on our core product, WeChat.

When we open WeChat now, we will see that the next item in the Moments is the Video Account, which means that the Video Account has been placed in the most important position among all WeChat traffic entrances. After the position and weight are improved, we need to see, as a short video platform, what is its traffic distribution logic?

If we look carefully at each video, we will see that it tends to be a single waterfall flow, which is based on the private traffic of the circle of friends, combined with the system recommendation method. For example, every time we open the video we see, many of them are from our circle of friends, our WeChat friends, and video account content sent by friends with this social relationship, and then they are recommended by the system.

Recommended content based on your preferences. In other words, WeChat’s video account is based on a strong private domain traffic relationship. The benefit is obvious. We will see what content our good friends are posting, and at the same time, we are constantly strengthening the addiction system. The so-called addiction system means that we will push to you what you like to watch. This kind of system push based on user tag behavior is actually contradictory between the two.

Are you protecting our word traffic relationship and constantly strengthening the content push between us and our friends, or are you constantly pushing your favorite things for the sake of usage time? From the results, we can see that the current traffic of WeChat Video Account is growing rapidly. It is said that the average DAU is close to that of Kuaishou, and its user usage time has currently increased to about 10 minutes.

Compared with the usage time of about 30 minutes on WeChat Moments and more than 80 minutes on short video platforms such as Douyin and Kuaishou, there is still a lot of room for growth. From the commercialization perspective, we see that WeChat has added WeChat Stores. At the same time, when WeChat Video Account was in grayscale testing, I was one of the first users to receive the grayscale test. I don’t know why I was selected, but during the test, I saw that it could be connected with the mini-programs in the service account. As for the commercialization part, the WeChat video account was already designed when it was launched, and the entire monetization path was realized through small stores.

So far, the best test live broadcast has a single-game sales of about one million. In terms of the growth of test data, it is still relatively basic. Overall, we believe that the entire fast-growing video account is still in a very early stage in terms of user usage time and the entire e-commerce monetization. As part of the traffic has been placed in the super traffic pool of WeChat, its clicks, opens and usage have all grown rapidly. At this time, how can we find our own place on the video account? We will see that almost all KOLs take the initiative to do this. The methods used by everyone to produce content are still the mature methods of Douyin and Kuaishou. Many people adopt the strategy of moving the content they posted on Douyin and Kuaishou directly to WeChat to form a matrix. I will not fall behind and will give it a try.

I think that in theory, WeChat Video Account must have dividends in the early stages of its growth, that is, if you start early, you can become a KOL earlier to influence and occupy the traffic pool. However, when it comes to actual content uploading and output, we will find that both its push mechanism and the limited scope of the circle of friends make it difficult for us to grow quickly. So I personally think there is still a relatively long growth cycle.

The above is my personal opinion on the basic development situation and future trends of the entire platform of the short video and live broadcast industry. To briefly review, Douyin will vigorously develop e-commerce and localization in the future, especially localized same-city services, which will allow massive traffic to be directed to our offline LBS stores in the form of private traffic through account push information. This is a point that deserves special attention.

In addition, part of Kuaishou's ecosystem is already very mature. If we re-enter, we will actually have to find our own position in the mature ecosystem, which is quite difficult. The third is that there will definitely be opportunities when Video Account is in a period of rapid growth. But I think this opportunity will last a long time.

02

How can brands leverage short videos and live streaming e-commerce to develop our new channels?

The first thing I want to communicate to everyone is that when we do this, we need to be clear about our needs. Only when we have clarified our needs can we find the most reasonable method in the fastest way.

I believe the needs are nothing more than two points. The first is brand marketing through traffic. The second is to monetize the traffic, that is, to sell goods through live streaming.

First, let’s look at brand marketing. As a super traffic pool, how can we make our brand influence consumers through these traffic and anchors, through the content we generate ourselves. Whether we are launching new products, doing promotional activities, or spreading the word, we are shaping our brand influence.

At present, in terms of marketing, the main battlefield for new marketing and content marketing is in the field of short videos, because its traffic and user immersion time are too long. Here you can maximize the traffic pool to showcase your products and activities. Content Marketing We must understand how we can generate good content in order to achieve content marketing on the broadest scale.

Here we must talk about the formation mechanism of so-called Internet celebrity products, how our products can create content, make the content come alive, and gain more attention in the traffic. In fact, Internet celebrity products do not refer to the products with the highest sales volume, but the popularity within a certain period of time. This popularity stems from the brand’s recognition on the Internet, which is mainly among young people. It can be understood as a popular product that originated from online recognition.

The first thing for an internet celebrity product to be formed is that the product must have internet celebrity characteristics, such as being topical, unique, and your product must have a new form or new technology that is easy to attract attention and spread.

The second thing is to understand the dissemination paths of Internet celebrity products. The communication path has gone through a process from active detonation to user sharing fission, which further presents a cultural phenomenon through sharing fission. Finally, the communication beyond the circle basically follows this path. The source of active detonation is initiated by our brand owners, which is the most core and basic action.

Before we took the initiative to detonate, we used celebrity advertising, wall painting, and elevator advertising to repeatedly bombard people, repeating one slogan five times. This is the traditional way. Now, we use the self-media of major platforms, that is, Internet celebrities KOL, to initiate active detonation through marketing events.

There are basically two modes:

The first one is a very traditional model, relying on buying volume and display. Before, our products had to be launched offline. It was very simple, just to strive for display space. We generate sales through offline displays. The model is still the same online. We spend money to buy e-commerce traffic. In fact, e-commerce traffic is essentially a window display model.

For example, search ranking, event ranking, and keyword ranking, which have very high costs for launching a single product, have become the traditional e-commerce strategy.

However, by leveraging content traffic, you have the opportunity to gain big returns with a small investment. This is the value of an era where content is king. Very familiar Weibo, WeChat public accounts, Moments, Toutiao, Xiaohongshu, Douyin, Kuaishou, Bilibili, Zhihu, etc. All of these content traffic platforms are our platforms for detonation. Unlike traditional search traffic, we no longer use search traffic for our marketing. We focus entirely on content.

This is an angle, from a platform that detonates traffic to generates content. Think about it from another perspective: how users are affected. This is the logic of planting grass and pulling grass that we have always emphasized. When users browse related content platforms, they are influenced by the content we put out and are motivated to buy products directly through links, which is called buying pullouts. Finally, it was spread again through social platform accounts, achieving multi-polar fission.

In practical terms, let me give you a simple example. When we were communicating two years ago, there was a product called the Little Bear Wise Internet Celebrity Biscuits. The characteristic of cookies is that they can form a ball after being shaken for a long time. Normally yes. It's a bag of cookies. After shaking a bag of cookies for 15 minutes, when I took it out, the whole thing was a big ball of chocolate biscuits, and it was quite round. This product has the characteristics of an internet celebrity, so we found a series of top internet celebrities on Douyin. Each person shakes the product and what comes out is a ball. It outputs a large amount of content and instantly became an internet celebrity hit. Some people tried, some shook it out into a ball shape, while some couldn't, resulting in a secondary fission of the content.

Simply put, as content is king, the most important thing is to find the internet celebrity attributes of your product, then match the kols, and then achieve the very important content generation. Each kol has attributes.

After receiving our product marketing order, the KOL will do secondary creative work. We make full use of his users, his fans, and his creativity, instead of traditional brands making an advertisement and looking for a 4A company. Now it is handed over to these KOL anchors with unique personality traits, human touch, and more down-to-earth to help us make a personalized and different advertisement and spread it.

In addition to content marketing itself, live streaming e-commerce is currently also a very well utilized link in the entire marketing process. For example, Li Jiaqi and Wei Ya are super top anchors. They will sign a contract with us for all the products they broadcast. For example, for products that are put on live broadcast, the audio and video images produced during the live broadcast can have the right to use the anchor's portrait online and offline during the 4 to 6 month contract. We can play this content on offline screens and introduce our products in the form of advertisements. It is an Internet celebrity product. It is a product recognized by Internet celebrities and is already a very good product.

Brand marketing is a particularly large topic. Above I would like to share with you my understanding of this matter through basic paths. From the point of entry, as a new marketing method, as a new way of content generation and delivery, the core should still be to start from the product. Only in this way can there be a real opportunity to make a small investment for a big return, and even to create a cultural phenomenon.

Similarly, for content topics that already have the ability to split, we can take advantage of their popularity. For example, Peppa Pig is very popular. If we follow up quickly, we can overlap its IP with our products and offline scenarios. In the short term, we will make full use of Peppa Pig's phenomenal influence to promote our brand products and offline.

The second demand is live streaming to sell goods. Live streaming with goods is actually the monetization of traffic. The traffic of short videos and live streaming with goods platforms comes from two aspects. One is the content we just mentioned, such as the content generated by short videos, which can be used for brand marketing. At the same time, you can also link to products. If you have good content, you will generate long-tail sales.

The second type is more pure, which is to rely on live broadcasts by anchors to sell goods. Where does the traffic come from? It means the fans of the live broadcaster who brings you goods, that is, his private traffic. We use these two types of traffic to realize monetization. The first thing to do when doing live streaming sales is to choose a platform. Which platform should I do it on? This is the first choice we face.

The above introduces the characteristics and features of the current platforms. You can find these platforms according to your needs. For example, I emphasize e-commerce and I make products with relatively low average order value. You may be suitable for accessing from Kuaishou. I focus on marketing and at the same time strengthen the brand influence and then do live streaming to sell goods, so I prefer Douyin.

If it is just my store, Taobao Tmall store, we will broadcast it through the store itself, and of course Taobao Live is your best choice. This is closely related to our current e-commerce stock business, the characteristics of your products, and the characteristics of the platform you want to choose.

After choosing the platform, how do we match products? What is the essence of the first anchor who sells goods through live streaming? We think there are at least three reasons why live streaming e-commerce has become so popular. The first reason is that what you see is what you get, and the second is that it is an experience. The anchor helps you experience whether the product is good or not. Third, the host himself has empathy with his fans. In the process of introducing the product, you can also add a lot of performances and interactions.

We saw that people were almost fighting on Kuaishou, with comments like “Boss, you’re already losing money, you can’t sell anymore.” It was so lively that it turned into a show. Therefore, we can see that the entire live streaming e-commerce industry is developing very rapidly. In the process of a large number of anchors racking their brains, various different schools have been formed.

Secondly, you must understand the traffic recommendation mechanism, especially when we are doing self-broadcasting, having our own accounts, and incubating our own anchors, how to obtain traffic becomes your most important thing. Without traffic and fans, there is no way to bring in goods. At this time, we must understand that the traffic recommendation mechanisms of each platform are different, and our entry points are different. This is a completely technical operation.

The third is the selection of products. There are two main points about this product. The first is that it must match the tone of the anchor. We rarely have super anchors like Li Jiaqi and Wei Ya who can cross all categories. Most anchors are all vertical categories. His account, for example, if he sells cosmetics, clothes, or fruits, his account has basically locked attributes and is vertically matched with users. The matching of this product and the anchor is the core.

Here are some methodologies.

After we have made the basic preparations, how can we quickly and effectively carry out live streaming sales? Let me share with you some methods we have summarized in the process of training anchors and cooperating with brands over the past two years.

The first point is how to find the anchor. The anchor is the source of core traffic, so it is important to find the right anchor. This is the first big problem and also the biggest difficulty that our brands and suppliers have to face when they first start live streaming.

From the perspective of the anchor, there are top anchors and mid-level anchors. How to cooperate with top anchors? What problems will arise? From now on, it seems that he will definitely ask for the lowest price on the entire network and compete for the price difference. The second is that his product selection and slots are limited every day. It’s not that we arrange them arbitrarily. He has to make an overall plan every day. Thirdly, I personally recommend working with big anchors and doing brand-specific sessions as much as possible. It is very simple to find top anchors, and their contact information is relatively easy to find. The most difficult part is the negotiation process, especially the choice of slots. For example, Li Jiaqi and Viya, they both have special events for cosmetics, special events for leisure foods, special events for snacks, and so on. For brand-specific events, we can do more preparation and negotiation cycles accordingly, and try to make it a brand-specific event. In this way, the overall effect will be better in terms of data.

The most difficult thing is matching mid-level anchors, because there are a huge number of them. Although Star Map, Kuaishou and Douyin platforms provide a lot of official data to help us screen out some anchors with data, it is still difficult to actually find them, how to negotiate with them, and how to avoid problems. We must open our eyes.

It can be digitized as much as possible, and some external data can be borrowed. External data agencies such as Zhiboyan and 99 Doushang. There are many such data analysis agencies that will provide us with historical data of each anchor. Avoid pitfalls by analyzing these historical data.

The second idea is to cooperate with agencies. It is difficult to find a large number of anchors, so a large number of operating agencies and MCN agencies have emerged in the entire ecological chain. MCN has agencies established with top anchors, agencies that specialize in integrating large numbers of mid-level anchors, and agencies that specialize in agency operations.

The advantage of cooperating with an institution is that we have professional personnel to help us connect, which saves us a lot of trouble.

After finding the anchor, you will find that there are many problems in the connection process, and many problems have also been reported in the industry. I watched an interesting video analysis a few months ago. It cited many cases. You can read similar articles and introductions. The methods are quite profound.

Let’s talk about the self-built accounts that everyone is particularly concerned about. I believe that many brand organizations and retailer bosses have thought about this issue. Since short videos and live streaming are so popular, can I create my own account to do it? First of all, the answer is yes, definitely. But this is a very difficult task and the competition is very fierce.

How to make the process from 0 to 1 and from 1 to 100 smoother and faster? There is a very systematic method, which needs to be summarized through a lot of actual combat.

Choose a good platform and clarify your positioning. When clarifying your positioning, your account should focus on building your own KOL, doing brand marketing, or focusing on traffic monetization. Each direction determines that our next step of operation will be completely different.

One thing is common, the account must establish a personal image, and it must be done on the basis of the personal image. We see this in all the successful cases.

On all platforms, it is extremely difficult to manage an official brand account. It’s not impossible, but it’s extremely difficult. Immersive short videos and live broadcasts place special emphasis on interaction, personalization, and content. It is not about making exquisite videos and advertisements and putting them on your account. Basically no one will watch them. What are they watching? What you see is whether he likes you as a person, recognizes and pays attention to you as a person.

It is very important to learn the rules. Kuaishou or Douyin, both have their own set of rules. Whether it is the deciphering of its algorithm mechanism, I can only say that it is deciphering, because no one knows the real algorithm. It changes every day. Only by finding the rules to produce content can we have better traffic conversion effects. We need to train talents, such as your anchors and operations staff. This is a learning system that provides a foundation for us to achieve our goals better and faster.

When incubating a team, the most important thing is the anchor. This anchor can incubate internal personnel or hire professional anchors. We can also use the people's war method to incubate a large number of anchors to achieve the same traffic conversion and monetization effect. This is what we call the account matrix approach.

Whether it is incubating core professional anchors or a large number of incubation account matrices, these are the paths we can choose.

Establish your personal image and learn the rules, then start producing content. When producing content, based on the attributes of internet celebrity products, we create content, and the content is presented through people and your anchors. This is the logic of combining content with products.

There are many kinds of content generated by different products and in different ways. The most important thing is to find the one that suits you best and the one that best suits the tone of our product.

To generate content, establish a persona, learn the rules, and quickly increase our fans from 0 to 10,000 to 100,000 to over one million, we must learn how to buy volume and traffic.

Please note that this does not mean buying fans, but buying traffic. On Douyin and Kuaishou, the methods of purchasing traffic are different. They are divided into short video traffic and live broadcast traffic. There are various different ways of playing. You must study them accurately and carefully before doing so. This has a methodology that can increase our investment cost and conversion rate.

If we want to save some trouble, we can find a professional operating agency, or a training camp, or an agent of Kuaishou's official agency. They will teach you how to make placements and buy traffic, but I think this matter is too critical, so you still have to master its underlying rules and methods yourself.

After the account content operation is established, the core is still operation. We need to operate our fans well, we need to take the initiative to add comments, and when commenting, we need to follow hot topics to guide comments and formulate comments to strengthen interaction.

The operation achieves two results. One is to truly interact with fans. The other is that through our interaction, the system will think that the content of our account is high-quality, so the system will push your video to more traffic pools. This is a very important detail in the operation.

There is another very important link, which is that during the operation process, you can gradually direct your fans from the platform account to your private account.

The last step is that now that we have worked so hard to gain fans and traffic, how do we monetize it? There are two major paths: one is to use short videos to sell goods, which is a typical long-tail effect. Another tip worth paying attention to is that our short videos must interact with your live broadcast. There are two ways. The first is to capture the content of your live broadcast and put it on a short video. That is, carefully edit and arrange the part where you performed best and make it the content of your short video. This may bring unexpectedly good results. The second characteristic is the long-tail effect. A high-quality short video of yours may trigger your long-term sales. This is the short video driving sales.

Live streaming sales, I regret to tell you that after our contact, cooperation and training with so many anchors, live streaming sales is both simple and difficult. It seems that there is no skill involved in live streaming sales now.

The first point is to be simple and direct. I am a seller. There is no need to beat around the bush. I should first state what kind of person I am who sells goods through live streaming and creates an e-commerce account. It should be simple and direct, starting from the label, from your name, from your cover, the cover of your account, from the title and cover of each of your accounts. Everything should be simple and direct, reflecting the product and the core features of what you are selling. It must be simple and direct without beating around the bush. Although it is very difficult for you to acquire users in this way, every user is a precise e-commerce user.

The second point is persistence. No matter how difficult this thing is, I can't stick to it. I have communicated with many live broadcast operations and bases, as well as live broadcast organizations across the country, and roughly compiled some statistics. The success rate of all live broadcast organizations in training for those who are interested in becoming e-commerce anchors who sell goods through the internet celebrities is between 3% and 10%.

The so-called success rate means that he can persist in doing this thing for three months after completing his studies and training. Regardless of whether he has successfully sold the goods or how much he has sold, as long as he can persist for three months, the elimination rate will be probably over 90%.

You must persevere. As long as you persevere, you will succeed, because the vast majority of people will be eliminated. Are there any tips? Of course, there are a lot of skills involved, such as how to start a live broadcast, how to select products, how to preheat, and how to connect with short videos. This is a job that requires skills.

The skill I want to emphasize here is to make good use of traffic dividends, because different platforms have different traffic prices at different time points, and even with different regional characteristics, or the peaks and troughs of traffic recommendations are different.

For example, at a certain stage, the official platform will focus on promoting a certain category, such as cultural relics, trendy toys, or catering. This will bring traffic dividends. A weight coefficient will be added when the entire system is pushed. You need to build more relationships with the official, or observe and watch the changes in background data more.

The so-called private domain traffic is actually your WeChat ecosystem. There is a game between how to build your WeChat private domain traffic and the platform itself, because the platform absolutely does not allow it, whether it is on your account or in your reply, if your WeChat number is exposed, your account will be blocked. Please note that there will be these contents when we study the rules, everyone should learn about it.

But it can be done, and you need to divert your private domain traffic in all aspects. For our retail companies, I think the most core part is how to accumulate your private domain traffic. The first is our account lbs traffic, which is allowed by the official platform. This method is very simple. For example, we are a chain retail company. At this time, you have your own company's main account and brand account. We have done some content marketing, even live streaming and sales.

There is a very good job, such as an offline physical store, whose monthly transaction volume has exceeded 400,000. There is no good way, just keep insisting on finding a way. In addition to the main account, we need to establish a large number of store-based information accounts, such as an account with geographical location characteristics and your chain store name. We call this account matrix.

Establish an account matrix: First, it has the opportunity to grow up. As long as you insist on doing the corresponding content, whether it is the headquarters or the store owners perform their own performance, there is a chance. More importantly, the Douyin platform has now strengthened its local life business. After your store account has enabled certain functions, it can identify lbs traffic. No matter if you actively initiate traffic, recommend where my store is, what activities are there today, or the system can directly push the form.

Douyin has now officially started doing the same-city business. There will definitely be dividends in the early stage of doing the same-city business. Our single-store matrix account can attract traffic online and offline. The second is to drive traffic to the private domain of WeChat. The ultimate choice is to take over the main account or group in WeChat. Whether it is from your big account, your matrix account, or your matrix account, or your matrix account with physical stores, we can finally lead to our offline groups step by step, based on your store community, or your brand community, and will drive traffic.

The third method is to make full use of offline customer acquisition. We have many detailed methods for obtaining offline customer acquisition to fully reuse our existing offline resources. The cost of acquiring customers is low, and your own acquiring customers can be attracted to your online main account. After the base of the main account is large, the system will push you more traffic in the public domain pool, and we will pour it to the private domain to form such a boosting cycle driver. We push the traffic obtained from physical stores to the account to attract traffic.

The second type is the mini program in our physical store or your live broadcast tool, which can directly generate your product trading system based on your WeChat traffic. A mini program will be done. In the live broadcast process, it is nothing more than letting our shopping guide live broadcast in your own mini program.

Some new platforms use this method. The content of live broadcast includes live shopping guides and live broadcasts. After the epidemic ended, the official Douyin platform also pushed a series of cooperation cases empowering physical chain stores, insisting on live broadcasts for a long time. The sales of the best store, one offline comprehensive store exceeded 4 million. The second type is to make live broadcast trailers between accounts. The third type is to convert content generated by our daily activities into your public domain main account and your private domain community. The sending of online DM orders will have actual results.

The last thing that is most attractive and valuable is that private domain traffic can be used for fission and secondary distribution. For example, if each of our stores can acquire 5 million or even 50,000 customers, our community traffic is dead, but you share your live streaming links through live streaming and share them with the live streaming links. After shopping occurs, the sharer has a commission mechanism, which can cause fission. I think this is the most core system for our offline private domain live streaming.

Author: Bao Yuezhong

Source: Bao Yuezhong New Retail Forum