Key points of live streaming sales in Juliang Qianchuan

During this period, there has been an endless stream of information surrounding Bytedance Qianchuan . Every day, I can see people discussing the topic of Qianchuan in the communication group. Coincidentally, as a certified lecturer of Houchang University some time ago, I was officially invited by Bytedance to participate in the course co-creation of Bytedance Qianchuan. I would like to share with you some content about the gameplay of Bytedance Qianchuan.

The key points of live streaming sales by Juliang Qianchuan, are you sure you don’t want to save it?

Table of contents:

1. The role of Juliang Qianchuan in the live broadcast room

2. Key points of live streaming sales of Juliang Qianchuan

1. The role of Juliang Qianchuan in the live broadcast room

What kind of live broadcast room would you stay for? In what kind of live broadcast room will you buy products?

Getting users to buy is not as easy as you might imagine, as long as a pretty female anchor shouts a few words. The effectiveness of selling goods in a live broadcast room is the result of the combined effect of multiple factors.

Regarding the huge amount of Qianchuan live streaming sales, I have summarized the following formula

Live streaming = 30% anchor + 30% product selection + 30% operation + 10% placement

In fact, the gameplay of live broadcast is very simple, but the content you are responsible for is very difficult. Qianchuan Advertising has the following three functions in live broadcast:

1. Gain more traffic through paid advertising and increase the output of the live broadcast room

2. Accurately cover the intended audience through targeted methods, attract more intended visitors, and improve the ROI of the live broadcast room

3. Achieve different traffic-driving purposes through different conversion goals and bid settings

What are the difficulties in launching live streaming sales of goods on Juliang Qianchuan?

When we launch a form, the page is "dead", but when we launch a live broadcast room, the page is "alive" and it is people, which is the most difficult to control. Therefore, when placing an ad, we must be clear about our capabilities and goals, in order to attract traffic, for ROI, and for better conversions in the later stages.

This picture shows the traffic of our entire live broadcast room, which is divided into advertising traffic and natural traffic.

In terms of traffic composition, it is divided into seed traffic and traffic expansion.

There are many new live broadcast rooms that do not have much traffic and fans at the beginning, and lack the ability to create videos. Qianchuan helps these live broadcast rooms obtain more traffic and bring in customers with precise intentions through paid methods. Even if the account has “0 fans”, it can be quickly started and labeled through Juleliang Qianchuan to increase its weight.

Let me show you a comparison of the traffic and transaction volume between the live broadcast room with Qianchuan and the live broadcast room without Qianchuan.

We can see the impact that Qianchuan’s campaign has on the traffic base.

Before the launch, the cumulative number of viewers was 713, and after the launch it exceeded 140,000. The data showed that the traffic from Qianchuan only accounted for 21%, or nearly 30,000 people. Other natural traffic also increased many times compared to before, and the overall traffic also increased significantly.

This is what many people are asking: Will Qianchuan’s own traffic affect natural traffic? The answer is yes! Qianchuan can drive natural traffic and bring more traffic to the live broadcast room.

But please note that investing in Qianchuan does not necessarily mean good results. The most important prerequisite for the effectiveness of the Qianchuan account is a complete people-goods field. It is necessary to retain people through the live broadcast room, otherwise there will only be a wave of traffic, and it will not be able to achieve deep conversion.

2. Key points of live streaming sales of Juliang Qianchuan

Depending on the conversion goal, we can start the plan like this

Viewing is the most superficial conversion, which only requires one click to count. Generally, we will set a relatively small budget for this link.

The bid per click is usually between 1 and 10 yuan, and the budget is usually not too much, with the dimensions mostly between 500 and 1000.

Placing an order is the option we use most often. We set several different bids in a step-by-step manner. As shown in the mind map, we first use low-priced traffic-generating products to retain users and increase the weight of the live broadcast room. Then we gradually add high-priced products and increase the bids in a step-by-step manner.

Following and commenting are generally not used much, and 80%-90% of the plans are for placing orders.

The targeting methods are divided into: basic targeting, Leica, Douyin similar influencers and system recommendation.

It will be used when basic directional + Leica is used to start the number, and a small amount will be tested in the mature stage.

Many friends are also concerned about where to find “Tik Tok lookalikes”? A small suggestion: don’t search directly, it will be better to find an expert with a similar account.

We found the "marketing center" - "Expert Plaza" in the background of Doudian, opened a huge amount of apps, and found live streaming experts of the corresponding categories.

Requirements for finding a “benchmarking account”:

1. Don’t have too many followers. In the current industry, accounts with 10,000 to 200,000 followers are best.

2. Accounts are divided into two categories: accounts for live streaming and accounts for non-live streaming

3. The average order value of the goods sold is consistent

You can also check the data on third-party data platforms such as Xindoufeigua.

Targeted usage scenarios of Douyin similar influencers:

More content includes the differences between Qianchuan/Feed/Dou+ paid traffic, the four major delivery rhythms and different account building dimensions, as well as data analysis and account optimization methodology, etc.

Regarding the massive live streaming sales of goods through Qianchuan, many optimizers have discovered that this new way of playing will have a huge blue ocean in the future, and many people have started to make plans early, hoping to break through the siege and improve their competitiveness.

Author: Houchang College

Source: Houchang College