How to select products for live streaming sales? 7 practical methods!

With the growing popularity of short video platforms, many friends have moved to short video platforms, such as Douyin short video live streaming to sell goods , Kuaishou live streaming to sell goods, and Video Number live streaming to sell goods. They use short video platforms to attract traffic and even use short video platforms to monetize live streaming to sell goods. But when it comes to live streaming sales, many friends Guo Rennan has contacted said that the effect is not very good. Why is the effect not so good when live streaming sales is so popular? What is going on here?

After a year of rapid growth, live streaming e-commerce has become increasingly mature. As we all know, there are three important factors that affect live streaming sales: people, goods, and venue.

Among them, we have separately shared about the people who sell goods through live streaming and the venues where they sell goods. Today, we are going to share with our friends the goods sold through live streaming.

The “goods” we are sharing today are the products sold through live streaming.

Friends who have watched the live broadcasts of Li Jiaqi, Viya, and Luo Yonghao know that these big anchors sell a wide variety of products. For example, Li Jiaqi, most people think of him as selling beauty products. In fact, this is not the case. Li Jiaqi also sells snacks, household items, etc.

If you want to do a good job in live streaming to sell goods, the word "goods" is the foundation and one of the most important. From the consumer's perspective, buying low-quality products online often lowers their favorable impression of the store. How to select products to highlight the advantages? Some anchors even worry about not being able to find suitable products.

So what kind of products can occupy a place in the live broadcast room? After summarizing thousands of live broadcast rooms, I have analyzed the following points and hope they will be useful to you.

1) Choose seasonal products

Many products have their own seasonal products. For example, spring is the season of the year. If you buy a down jacket in spring, the sales will definitely be poor. For example, if you sell a thermos cup in summer, the sales will definitely be low. People are afraid of heat in summer, and a cup with such good thermal insulation effect may not even finish a cup of water a day. In the summer, we sell some seasonal products, such as small fans. These are definitely necessary products for people, and they are also beautiful. However, they will definitely be very popular in the autumn and winter because they are seasonal needs.

2) Determine product categories and consumer groups first

The main target groups for stationery on the market are students and office workers. Office stationery is purchased centrally and the product categories are relatively single. The quantity is large, but “there is little meat and many wolves”, so many businesses still focus on the student group.

First determine the product category based on the consumer group, such as stationery or toys for primary, secondary and university students, understand the needs of consumers, and offer the lowest price on the entire network. Only by ensuring the price while also ensuring the quality can you achieve sustainable development on the road of live streaming e-commerce.

Considering the consumer groups, parents generally make up the majority of stationery consumers. Parents tend to focus more on their children’s studies and will not buy or will buy less of things that may affect their studies.

Parents may worry that stationery that is too fancy will affect their children’s learning. Multifunctional products are innovative and more convenient to use, which will become the decisive factor in parents’ purchase.

3) Accurate fan portrait

The average order value and categories of goods must be controlled within a certain ratio to avoid the monotony of product categories and average order value ranges, and the needs of different user groups must be taken into account.

For example, a live broadcast schedules 20 products.

Low customer unit price attracting traffic: 2-3

Moderate customer unit price: 14-16

There are more boys, and their spending power is lower than that of girls, who are the main force of purchases.

There are more girls and more categories, and food, daily necessities, beauty products, clothing, etc. need to be combined with other indicators.

Most of them are under 23 years old, and their fan group has low spending power. Recommended categories. Mainly low average order value (less than 60), food and daily necessities are more suitable.

Most of them are between 24 and 35 years old, and their fans have strong purchasing power. Recommended platforms: they can bring more goods, sell them by combining high and low average order values, and are prone to impulse buying.

Most of them are over 36 years old, and the products have outstanding cost-effectiveness. Recommended categories: This group of users are not prone to impulse buying, so the anchor needs to have certain professional knowledge. In terms of products, try to choose daily necessities.

Understand the fan profile and analyze their attributes and needs. For example, the fans’ age, gender ratio, consumption level, demand for products, etc. Based on these demands, we will promptly supplement our product categories to meet the needs of fans and promote consumption.

4) Select products in the same field

Whether it is video operation or article, the word "verticality" will be mentioned. That is to say, the works created must be about the field selected by this account. The creative content should be highly consistent with the field. The higher the verticality and the more accurate the positioning, the easier it is to be recommended by the platform.

We often say that the video content must be vertical to the account positioning, so that the system will accurately label your vertical content and recommend the video to more accurate fans. The same is true for WeChat live streaming. If you want to quickly build trust among customers, it is best to choose products that match your identity as your initial live streaming products. On the one hand, you are familiar with the product, and on the other hand, it also meets the fans' expectations of the account.

The same applies to product selection for live streaming sales . If your account is positioned for women's clothing, then the products you sell should all be women's clothing related. In this way, you will have a better understanding and familiarity with such products, which will also meet the fans' needs for the account and help improve product conversions.

If you are a content expert, you can choose products in vertical fields based on your account positioning, and then sell products in other categories later. If you are not an expert in a professional field, you can give priority to choosing product categories that you like and have a certain understanding of.

If you are an influencer without any attributes, you can choose products according to the needs of your fans. For example, if you have more female fans, you can sell beauty and skin care, women's clothing, food, etc.; if you have more male fans, you can sell digital products, gaming accessories, automotive supplies and other products commonly used by men.

5) Hot products

When the demand for a certain internet celebrity product is high, it will bring good sales.

For example, children's bubble cameras, Starbucks cat claw cups, Korean turkey noodles, and red bean and barley tea were sold almost everywhere on the Internet during their popular period.

Of course, selling popular products does not mean selling just anything. You can understand the needs of fans through interaction in the live broadcast room.

For products with higher demand, we can prepare more inventory and combine it with welfare activities. This wave of live broadcast will definitely have good sales.

In addition, you must be quick to follow the trend and have a supply chain or supplier that can support the rapid production of hot-selling products. If you sell faster than others, you will have greater profit margins.

Because popular products will bring popularity to the live broadcast room, therefore, when live streaming with goods, you can choose to put some Internet celebrity products on the shelves, such as "Li Ziqi Snail Noodles", "A Kuan's Noodles", etc., which can not only increase the traffic and popularity of the live broadcast room, but also increase the sales of the live broadcast room.

6) Products that users need

To gain the trust of users, you must have your own positioning and value. By the same token, live streaming sales also needs to have its own positioning.

To achieve accurate positioning, you need to understand your fans, including their gender, age, interests and hobbies, active time, etc.

Especially after several live broadcast tests, the background data can reflect user preferences, and we can also know: what type of products fans want.

For example, if the account’s fans are mainly women who are interested in beauty and skin care products, then the live broadcast can focus on promoting beauty products in the live broadcast room.

If the account's fans are mainly male and are interested in 3C products, the anchor can mainly promote such products.

Only by selling what users need can we achieve efficient conversion of the number of people in the live broadcast room and provide a stronger user experience.

7) Sell products with high cost performance

When it comes to cost-effectiveness, many people equate this concept with "cheap".

Although most people like cheap goods, in fact, a product with high cost performance does not mean "cheap", but should make users feel really at ease.

For example, Luo Yonghao’s live broadcast room on a certain audio platform is the best example. The prices of the products sold in his live broadcast room are relatively higher than those of other internet celebrity anchors, but in terms of sales volume, he is not inferior to Li Jiaqi and Wei Ya.

The reason is that Lao Luo has always adhered to the principle of "value for money". The product selection team must be responsible to the fans, and if there are problems with product quality, after-sales service must also keep up in a timely manner.

In the first half of the year, Lao Luo had been apologizing for quality issues, but in the second half of the year, there were few such issues.

Therefore, cost-effective products can keep fans in the live broadcast room for a long time and avoid a crisis of trust in the anchor.

So, how do you find products with the best price-performance ratio?

We can choose Taobao crown stores, Tmall stores, and ensure that the store’s DSR is not lower than the industry average; at the same time, we can also choose hot-selling products, clearance discount products, new models, etc.

Regardless of which live streaming sales platform, products with high cost-effectiveness and low average order value will have more advantages in live streaming sales.

For example, Wei Ya’s live streaming products will always offer fans the benefits of “the lowest price on the entire network” and “unconditional returns and exchanges”.

On the one hand, it maximizes the protection of fans' rights and interests, and on the other hand, it also allows fans to have extremely high trust in the anchor, resulting in a high return rate.

The price is also better within 100 yuan

Price is an important factor that influences user purchases. Users are mainly young people, and they tend to prefer a more balanced price range, and products that are neither too high nor too low are more likely to become their first choice.

The fan base for live streaming e-commerce is relatively stable, and new users cannot be added quickly. Therefore, we can choose some fast-moving consumer goods with high repurchase rates, which will have better effects.

If you are also interested, you can contact me to discuss it. I have been working with Internet short videos for many years. If you have any questions, please feel free to contact me.

Author: Guoren Nange

Source: Guoren Nange