A guide to selecting products and avoiding pitfalls when selling goods through live streaming!

After completing the product selection, we will enter the stocking stage. As for controlling the cargo, Mr. Guanzhi gave two suggestions: First, the goods supplied to Douyin and other e-commerce platforms should be uniformly managed in warehousing and logistics. The second is to estimate sales based on the influencer’s past ability to bring goods, lock in inventory in advance, and prioritize the supply of goods to the Douyin channel.

The former can reduce the inventory risk faced by stocking large quantities of goods for a single channel, while the latter can ensure sufficient goods and on-time delivery.

Step 3: Four points to note when assembling pallets

After completing product selection and stocking, it is necessary to maximize the sales effect through multiple product live broadcasts. Regarding how to "assemble goods", the Guanzhi team gave four points to note.

1. Special events will contribute more to GMV, but only merchants with enough SKUs will have the opportunity to organize special events. For example, a small special event requires 20 items, a general special event requires 40 items, and a shoe and clothing special event requires at least 80 items.

2. The product pool needs to be continuously iterated. Don’t promote products with the purpose of clearing inventory. Only by launching more new products can you occupy more market share.

3. You can choose co-line products, but don’t choose the main products of traditional channels. This is because, although the main products have sufficient inventory depth, in the case of relatively weak e-commerce channels, it may not be possible to grab more inventory, and there is no way to pass on the benefits to consumers.

4. All calculations must be done in advance. Before looking for an anchor to promote products, merchants need to make a table by themselves to sort out information such as product selling points, traffic, profits, etc.

List of goods that merchants need to prepare in advance

More importantly, businesses need to think clearly about their goals. If sales are the goal, be sure to calculate all costs before the live broadcast, including anchor commission, slot fees, staff transportation and accommodation, stockpiling, etc. If live streaming can only bring sales but not profits, it is bound to not last long.

Through the above three processes, the selected goods can not only meet consumer demand to the greatest extent, but also achieve sales growth for merchants and extend the possibility of subsequent business.

2. Three ways to quickly find matching experts

Method 2: Find an MCN agency

Compared with manual screening, cooperation with MCN agencies can match anchors more efficiently. However, MCN agencies will charge a certain percentage of commission.

Method 3: Through Douyin e-commerce's selected alliance, huge Baiying and merchant backend

In addition to manual screening and MCN agencies, you can also rely on the power of Douyin official. For example, anchors can reach merchants through selected alliances, merchants can conduct targeted recruitment through the background, and service providers can establish connections with institutions through a huge amount of resources. The advantage is that it can provide accurate recommendations and help businesses make efficient and accurate deliveries.

There is no distinction between the above three methods in terms of advantages and disadvantages. Merchants can make choices based on their own needs.

3. Live Streaming Execution Pitfall Avoidance Guide

In addition to the price guarantee clause, attention should also be paid to how the GMV target in the contract is handled if it is not achieved. Generally speaking, the anchor will choose to make up the broadcast, but the merchant needs to agree with the anchor on the time it will take to complete the make-up broadcast.

- Did not communicate with the anchor in person

Some anchors, due to their tight schedules, will arrange assistants or business contacts with merchants. But for merchants, it is necessary to communicate with the anchor personally on product selection, product order, product selling points, PPT content, etc. Only by communicating in person can your demands be better conveyed. In addition, it is best for businesses to arrange assistant broadcasters. The advantage of being an assistant host is that you can assist the host and explain the product benefits, etc.

- Did not visit the venue in advance

It is best for merchants to check out the location in advance, familiarize themselves with the live broadcast route, and confirm details such as whether the live broadcast venue has power supply and whether the network is smooth. Any detail will have a great impact on the live broadcast.

2. Pitfalls you may encounter during live streaming

- No specific scenarios are set for the product

Different categories require different scene demonstrations. For example, home appliance and kitchenware merchants can set up kitchen scenes, and clothing merchants can set up catwalk scenes, etc. A good live broadcast background can increase the possibility of potential purchases by consumers.

Home appliance and kitchenware brand "Midea" set up a kitchen scene during its Douyin live broadcast

- Failure to properly divide the work among personnel

Because the anchors and merchants are not familiar with each other, they need to identify one person to serve as the backbone. In addition, backend price changes, real-time monitoring of data, high-sales products and returns, etc., also require dedicated personnel to be responsible.

3. Pitfalls you may encounter after live streaming

- The brand did not conduct a comprehensive review

In addition to the host’s own review, merchants themselves also need to do a review. The content of the review should not only include the live broadcast sales, advantages and points for improvement, but also select the products with the best sales. We should also summarize a reusable methodology through cooperation with different anchors.

- No short video shooting after the live broadcast

After the live broadcast ends, you can shoot two more short videos for secondary marketing to continue the popularity of the event.

- Not paying attention to after-sales service

According to the data provided by Mr. Guanzhi, most refunds after placing an order occur within 24 hours, and refunds after receiving the goods mainly occur within 72 hours of receiving the goods, and there will be offline after-sales from the fan group. Based on this, Mr. Guanzhi recommends that merchants set up four teams, including pre-sales reception (2-3 shifts), after-sales work order processing, call center, and order guidance service personnel. Good pre-sales reception can effectively promote orders; good after-sales reception can improve consumer satisfaction.