Quickly build an e-commerce live broadcast room from 0 to 1

The live broadcast room is the core module of e-commerce live broadcast , carrying all interactions and displays. Its importance is comparable to that of Tmall product details page, and it determines important indicators such as user stay time and conversion rate. At a time when customers stay for a short time and suffer from visual fatigue, an eye-catching live broadcast room is essential. Today, I have summarized the techniques for setting up e-commerce live broadcast rooms and shared the most practical and standardized routines with everyone.

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People are traffic, attraction, and endorsement of personal trust. They need to be verified through several purchasing behaviors. Once word of mouth is established, the explosive purchasing power is extremely amazing. This kind of trust is fragile, just as fans who come because of the host's appearance will abandon them if the host's appearance collapses, and people who gather because of the cost-effectiveness will leave without hesitation if the price has no advantage.

The live broadcast team consists of as few as one or two people and as many as three or four people. In addition to the anchor himself, there will be other roles involved in operations, field control, and assisting. In addition to on-site staff, there will also be members such as product selection and customer service.

1. Anchor

The anchor is the core of e-commerce live broadcasting, so when merchants choose anchors, they must consider the anchor's business ability and matching degree.

As for the host's professional ability, merchants can consider aspects such as the host's reputation in the industry segment, his or her live broadcast attitude and live broadcast skills, because an excellent host will have his or her own unique live broadcast skills, such as eye contact, movements and even live broadcast routines. The host will have his or her own ideas; and the live broadcast attitude determines the host's appeal among fans.

As for the matching degree, merchants can consider the host’s tags and professional knowledge. The label of the anchor is very important. For example, when people mention Li Jiaqi, the first thing that comes to mind is lipstick, that is, beauty products. Therefore, when businesses are recruiting or training anchors, they can give priority to the match between the anchor and the live broadcast content. At the same time, the host's relevant industry expertise is equally important, because the host needs to answer users' professional questions. If he cannot answer them, users will not pay attention or even continue watching, which will greatly reduce the live broadcast effect.

2. Broadcasting Assistant

If the anchor is the core of e-commerce live streaming, then the assistant anchor is the key to e-commerce live streaming. Because the assistant host needs to be responsible for regulating the atmosphere of the live broadcast, controlling the rhythm in the venue, increasing the liveliness of the live broadcast through various interactive methods, and reminding the host to get back to the main topic in time when the host is chatting happily.

3. Operations Team

Director: write live broadcast scripts, etc.

Field control: responsible for coordinating the live broadcast console, distributing red envelopes, putting products on shelves, event registration, etc.;

Product operation: providing products, exploring product selling points, product knowledge training, product optimization, etc.;

Activity operation: collecting activity information, activity execution, etc.;

Live broadcast room customer service: responsible for answering questions in the live broadcast room, cooperating with the anchor in the live broadcast room, and after-sales delivery issues;

Of course, you can also adjust the job functions according to your own situation;

2. Goods

1. Product display

Generally, a clothing live broadcast room has a small clothes rack hung with clothes, while a beauty live broadcast room has a small dressing cabinet. Display racks better display products and make the live broadcast room look neat and tidy.

Product display racks are not necessary, but if the live broadcast room is particularly small, it is recommended to place the products being broadcasted in front of the camera.

Food:

For the foreground display of food, the products to be displayed should be placed on the foreground display stand or display table, so that the anchor can show the food being sold. Also, when displaying food, try to show the appearance of the product and remove the packaging bags.

When there is a need to fry or boil products, the process of frying or boiling the products and the finished effect of the food can be displayed on the foreground display stand and eaten.

Beauty and makeup:

For the foreground display of beauty products, lipsticks can be neatly placed in a transparent lipstick storage box. If the color number needs to be displayed, the lipstick caps can be removed so that users can intuitively see the color number of the lipstick. Moreover, the brightly colored lipstick shades will make everyone have a strong desire to learn more.

2. Lighting

Different light source color temperatures bring different feelings. Under high color temperature light source. If the brightness is not high, it will give people a cold feeling. On the contrary, under the irradiation of low color temperature light source, too high brightness will give people a stuffy feeling. Therefore, the lower the color temperature, the warmer the hue (redder); the higher the color temperature, the cooler the hue (bluish).

Main light source:

It is the main light that reflects the appearance of the host and the product. It plays the main lighting role, which can make the host's face and the product receive light evenly, and at the same time has the effect of skin smoothing and whitening, making the host's face and the product look softer.

Regarding the use of main light sources, it is recommended to use spherical lamps because the light produced by spherical lamps is the softest. It is also recommended to use spherical lights with a color rendering index of more than 96%, and place the spherical lights in front, middle and behind the anchor. The editor does not recommend the use of ring lights and photography lights.

Ambient Light:

Also known as background light, it is mainly used as background lighting, and it is best to cover the top of the live broadcast room. It makes the illumination at each point in the live broadcast room as uniform as possible, which plays a role in making the indoor light uniform, but it should be noted that the ambient light should be as simple as possible. (ps: Some live broadcast rooms also use chandeliers, which are more exaggerated, but can enhance the sense of luxury and scene)

Fill Light:

It is mainly used to enhance the three-dimensional effect and highlight the side profile. When using auxiliary light, be careful to avoid situations where the light is too dark or too bright. The brightness cannot be stronger than the main light, it cannot interfere with the normal lighting effect of the main light, and it cannot produce light projection. Types of auxiliary lights include: spotlights, wall lamps, etc.

3. Field

1. Live broadcast venue

Generally speaking, it is sufficient to control the area within 8-20 square meters. If it is a beauty live broadcast, 8 square meters is enough. If it is a fashion live broadcast, choose about 15 square meters, so that there is space for trying on clothes.

The venue standard for individual live broadcast is 8-15 square meters, and the venue standard for team live broadcast is 2-40 square meters.

Before live broadcast, conduct echo and sound insulation tests on the live broadcast venue to avoid poor sound insulation or excessive echo, which may affect the live broadcast effect.

2. Live broadcast background

The background wall of the live broadcast room should be simple and clean (except for the live broadcast of transition activities). The background wall should be mainly light-colored and solid-colored, simple, elegant and bright.

In addition, you can make adjustments based on the host's image or live broadcast style. For example, if your live broadcast is cute, the background wall or curtains can be warm and clear.

If you want a mature and stable style, try to use a solid-colored background wall as the main color.

Generally speaking, gray is the most suitable background color for the camera. It will not be overexposed, is visually comfortable, and helps to highlight the colors of clothing, makeup or products.

2. Live broadcast equipment

Mobile live streaming:

Generally speaking, both mobile phones and computers can broadcast live. If you choose to broadcast live with a mobile phone, the configuration of the phone must be high to ensure the live broadcast process. For example, the iPhone 11 and Huawei Mate 30 series mobile phones are currently high-configuration mobile phones, and the effect of live broadcast is relatively better.

Note: When live streaming with a mobile phone, try to turn on the airplane mode to avoid chat tools or other information prompts affecting the live streaming effect.

If you choose to live broadcast with a computer, you need to install a camera on your computer. The camera must be high-definition, stable, and low-latency to ensure the perfection of the live broadcast picture.

Mobile phone holder:

If you are live streaming with a mobile phone, you will also need a mobile phone stand to stabilize the phone and ensure a stable live streaming picture.

There are many types of mobile phone holders, some are integrated with multiple positions (mobile phone + sound card + microphone + fill light), some are separate and independent, some are floor-standing, some are desktop, and so on.

You can choose according to your needs, and the key considerations are stability and not taking up space.

microphone:

In order to ensure the best hearing effect during live broadcast, it is generally necessary to use radio. If we don’t have a professional recording studio, we can use a microphone to record the sound. Even the microphone that comes with the mobile phone can be relatively better. Of course, try to choose a higher quality microphone.

If you are indoors, choose a condenser microphone; if you are outdoors, choose a dynamic microphone. The prices range from 100-10,000. You can choose according to your actual conditions. Generally, a condenser microphone within 1,000 is completely sufficient.

Sound Card:

The most commonly used device in the live broadcast room is the live broadcast sound card. After connecting the mobile phone, we can directly debug various effects on the sound card. At the same time, you can also connect another device that plays music accompaniment, such as a mobile phone or a computer, and then you can start the live broadcast. Nowadays, many live broadcast rooms are designed to look like variety show live broadcasts, mainly because of the sound effect software.

Push Stream:

1. iOS mobile terminal

2. Android mobile phone

3. PC

1. Use the camera or screen recording function to capture video for live broadcast room construction.

2. Audio is collected through a microphone, and the original audio data format is PCM.

3. Encode the video file and change the video format from YUV (RGB) to H.264 (H.265).

Encode the audio file and change the video format from YUV (RGB) to H.264 (H.265).

4. Encode the audio file and change the audio format from PCM to AAC.

5. Encode the video and audio files into a multimedia container format (Multimedia Container Format) with "streaming media" characteristics. At this time, the audio and video (H.264 and AAC) are combined into FLV or TS or RTMP Packet, depending on the provisions of the transmission protocol).

6. Select a protocol for streaming to the server ("stream" means "a file in a multimedia container format with streaming media characteristics"), application layer protocol: HLS; RTSP; RTMP, transport layer protocol: RTCP, RTP, network layer protocol: RSVP.

7. Pass in the streaming address (URL) to locate our streaming target (that is, "who" to send the streaming media to) and then start streaming. When setting up a live broadcast room, for example, if you are live broadcasting on Taobao, the streaming address in OBS should be Taobao.

Pull Stream:

1. The live broadcast room is set up to obtain the streaming URL (or playback URL) through some channel, and select a protocol for streaming from the server, and then start streaming application layer protocol: HLS; RTSP; RTMP, transport layer protocol: RTCP, RTP, network layer protocol: RSVP.

2. Demultiplex the stream in the "multimedia container format" into video data in the "video encoding format" (such as H.264) and audio data in the "audio encoding format" (such as AAC).

3. Use hard decoding (GPU decoding + CPU assistance) or soft decoding (CPU decoding) to decode the video data format into YUV or RGB, and the audio data format into PCM. The video data format into YUV or RGB, and the audio data format into PCM.

4. Perform audio and video synchronization operations.

5. Send the synchronized audio (PCM) to the audio output device for playback.

Send the synchronized video (YUV or RGB) to the video output device for playback.

Author: Zhao Zichen Vic

Source: Zhao Zichen Vic