How to choose products in Douyin live broadcast room? Four major factors in product selection!

It is said that Douyin sales rely on “70% product and 30% operation”.

If the conversion rate of your Douyin live broadcast room is not high and you are not able to get any orders, a big part of the reason must be that you did not choose the right products!

How to choose products in Douyin live broadcast room? What do “traffic-generating models, hot-selling models, and profit-generating models” mean?

In this regard, we have compiled a list of product selection tips for Douyin live broadcast rooms, hoping that it will be helpful for everyone’s live broadcast sales!

1. What exactly are traffic-generating products, hot-selling products, and profitable products?

First of all, we need to understand that whether it is a full-category live broadcast room or a vertical live broadcast room, all products can be divided into traffic-generating products, hot-selling products and profit-making products. For novice live broadcast rooms, we must first select some traffic-generating models to attract customers and experts.

Drainage

As the name suggests, its function is to attract traffic to the live broadcast room , and it is often called a welfare fund or a fan-pampering fund . A characteristic of this type of product is that it has a wide audience, low price per unit and extremely high cost-effectiveness.

Hot sale

It is also known as the volume-based model , which is mainly used to boost performance in the live broadcast room. As these products are the main products in the live broadcast room, the frequency or duration of explanation will generally account for a relatively large proportion. At the same time, the prices of such products are usually not as low as those of the drainage products, but they can be accepted by most audiences.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

This kind of product can be analyzed through Feigua Zhitou’s live broadcast product conversion data. The data is very accurate and can effectively help merchants understand what kind of products are suitable for their live broadcast rooms.

Profit

In order to make the entire live broadcast profitable, we also need to increase the proportion of high-profit products. The quality of profitable products is generally higher, or they have their own special selling points, and users are not very price sensitive to such products.

2. What are the tips for selecting products in Douyin live broadcast room?

Choose from big to small

First, we need to determine the major categories, and then make the following products. For example, once the large category of daily necessities is determined, you can then sell some small items of the same category, such as kitchen supplies and trash cans, in the store.

Remember not to turn your shop into a grocery store, otherwise it will affect the rating of your shop. When looking for products, you can search the entire Internet and find some products with relatively large sales, and then search for the same products on Douyin. If there are very few merchants selling them, then this product has a great chance of becoming a hit.

High cost performance

When selecting products, there must be a large room for price reduction. Priority should be given to products with high profits and large room for price reduction. The price discounts of such products are more obvious, which will have a greater stimulating effect on users' orders.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

Whether it is a brand owner or a live broadcaster, if you want your live broadcast room to have popularity, traffic, and good conversion data, it is crucial to choose the right welfare products. If the price of the welfare products in the live broadcast room is very favorable, it can attract consumers to enter the live broadcast room to buy.

Explore potential hot-selling products

The sales volume of the live broadcast room is closely related to the product selection and ranking strategy. Products with high exposure and click-through rates in the live broadcast room can reflect the degree of preference of the live broadcast room audience. We can use comprehensive considerations such as sales volume, average order value, and click-through rate to guide the product selection for the next live broadcast room.

For example, in the live broadcast room below, we can find that snail noodles have the highest exposure click rate. Considering the unit price and sales conversion, we can use snail noodles as the traffic-generating item and hot-selling item in the next live broadcast room.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

Adjust the order of product listing according to the audience's barrage needs

When viewers have a strong desire to buy products in the live broadcast room, they will actively leave messages in the comment area. Therefore, as the scene controller at this time, you need to promptly understand the fans' demands for the product through key comments, quickly filter the comments about purchase and after-sales in the barrage area, and remind the anchor to reply to the audience in time.

(Data source: Feigua Investment, the data has been authorized by the customer and anonymized)

The above is the content about product selection for Douyin live streaming.