Tik Tok live streaming e-commerce exploded rapidly from 0 to 1

I strongly recommend that you save today’s tweet, read it several times, and then focus on putting it into practice! The gameplay I’m going to share next is a summary of our own experience in managing accounts, a practical methodology for starting from 0-1, and a live broadcast gameplay based on the “underlying logic” of Douyin e-commerce. As long as the Douyin algorithm does not change, it will not become outdated.

01. Underlying principles

If you are also preparing to start live streaming sales, or have already started, I believe you have discovered that there are already many courses on the market.

These courses are similar, teaching you how to get into the live broadcast square, how to cast a feed, how to shoot short videos, how to be a host and other knowledge points.

There is nothing wrong with this knowledge itself, and they are all indispensable skills, but what problems will arise if a novice starts learning technical things right from the start?

For example, if we want to build a building, if the foundation is not laid well, then no matter how high the building is built later, it will not be stable.

Therefore, the same applies to Douyin live streaming . You should first understand the underlying algorithm logic of Douyin e-commerce, as well as the process of system learning from the cold start from 0-1. Most people stop here, which is not worth it in the long run.

1. E-commerce trends under the new Douyin algorithm

To sum it up in two sentences: "In 2020, grassroots live streaming sales reached the peak of their lives; in 2021, the team operated in a refined manner, and merchants reaped the benefits of self-streaming."

The reason why we say that in 2020, grassroots live streaming sales reached the peak of their lives is because we ourselves are a real example. Before we started live streaming, we were just office workers in an Internet company.

When I first started live streaming, I was at home. I just picked up an unused cabinet and started streaming in my pajamas.

At that stage, except for the money to buy samples, other costs were almost zero, which was basically a zero-cost business. It was indeed a very profitable stage at that time. This was the first account we incubated, and it still continues to make profits, with monthly sales of around 2 million.

The commission ratio was relatively high at that time. We used the expert model and the commission was around 25%, so we could basically earn an annual salary in a week. This was the bonus we grabbed last year.

However, if you still have such a live broadcast environment this year, it will be impossible to do well, because after more than a year of development, Douyin's live broadcast system has been continuously improved, and the requirements for people, goods and venues will be higher this year.

In fact, since November last year, many wild players have been eliminated by Douyin, such as those who used marble cards, beauty cards, unmanned live broadcasts, and semi-unmanned live broadcasts to block the live broadcast square. Basically, they have been eliminated. Now the live broadcast team is gradually moving towards refined operations.

So, if we enter the market this year, can we do it? Can you do it well?

In 2021, gradually return to the essence of e-commerce

Last year, Douyin released the latest data, and the daily active users have exceeded 600 million. However, the most important thing among these 600 million is the average daily active user time. According to official statistics, each user spends an average of 98 minutes on Douyin every day to watch videos and live broadcasts.

In addition, there are only 200 million people who shop on Douyin now, which means that there are still many users who have never bought anything on Douyin, and Douyin’s recommendation mechanism is algorithm-based personalized recommendation.

Therefore, this part of users may not have any push notifications, and Douyin has not opened live streaming for these users. It is slowly speculating and expanding this group, so there is still a lot of room for the increase in daily active users of live streaming in the future.

Whether you are an individual or a business, especially a business, you don’t need to worry about whether to join the game or not. The real data is there. It will definitely be a battleground for every business in the future. Moreover, Douyin will go through the path that Taobao has taken in the past decade at three times the speed. It is very likely that it will become a national e-commerce APP in the future. What you need to think about is how to do it well.

In terms of the role of selling goods, a large number of grassroots, experts, and celebrities joined the market in 2020, quickly pushing live streaming to a climax. This year, a large number of merchants, enterprises, factories, and brands will join the market. B-side merchants have realized that they must open a store on Douyin and focus on operating it.

As for the dimension of traffic changes, as I mentioned above, the barbaric era of 2020 is over. This year will definitely require more refined operations. The closer the professional team layout is to the supply chain, the greater the advantage will be. If you are an e-commerce team, or if you have product advantages, hurry up and get started!

2. Evolution of Douyin’s three generations of e-commerce algorithms

1.0 era - creators accept advertisements to promote products

At this stage, creators mainly increase their fan base by creating short videos, and their monetization model is mainly through taking on brand advertising, but only some top and mid-level influencers are likely to receive brand advertising.

However, when brands promote new products, they will also use the top + mid-level + amateur expert matrix to cooperate in launching new products to promote them.

The disadvantage is that it is actually very difficult for small and medium-sized businesses to enter the market because the promotion cost is very high, and it is impossible to achieve product and effect integration. In fact, it is discontinuous and there is no way to directly achieve conversion.

2.0 era - short video sales

In the 2.0 era, Douyin began to make preliminary attempts to connect to e-commerce monetization, so short videos opened up the function of selling goods, and users could directly use the shared cart to sell goods in the video. In fact, using the shared cart in the short video has achieved product and effect integration to a certain extent.

There are two main ways to play. One is to test production through Doujia, and the other is to plan creative scripts and shoot popular videos to promote sales.

However, after developing for a period of time, Douyin discovered that the short video ecosystem was destroyed. This is because Douyin's basic platform is actually a content platform based on short videos, and various chaos have occurred when connecting to short videos to sell goods. For example, in order to become popular, a large amount of vulgar content appeared on the platform, so Douyin believes that the transaction scenario must be changed!

3.0 Era - Live Streaming

Therefore, after experiencing the 2.0 era, Douyin switched the transaction scene to the live broadcast room. In 2020, it began to vigorously develop live broadcast e-commerce . In March and April last year, it signed Luo Yonghao and planned the first Douyin live broadcast, once again pushing live broadcast sales to a climax.

At this stage, Douyin needs a large number of merchants to join in, because their KPI is to achieve sales of 500 trillion yuan in 2021.

That’s why there were so many grassroots rises last year, because brands and merchants had not yet entered the market. Although the goods were not as rich as those on professional e-commerce platforms such as Taobao and Tmall, and the products were more expensive, they still sold well.

It’s not that the people entering the market at this stage are so good or the supply chain is so strong, but rather the platform dividends, the strong support of the Douyin platform, the traffic imbalance, the imperfect rules, etc., the content and products in the live broadcast rooms have achieved wild growth.

3. The essential attributes of Douyin’s e-commerce ecosystem

Through the above two points, you have understood the development trend of Douyin e-commerce under the new algorithm, as well as the evolution process of the three generations of Douyin e-commerce algorithms. The following content will help you fully understand the essential attributes of Douyin e-commerce and quickly transform your thinking from traditional e-commerce.

Look at this picture first:

Tik Tok Live VS Traditional E-commerce

First of all, we need to establish platform thinking, that is, think from the perspective of the platform. Douyin is essentially a content interactive community, and Douyin e-commerce is also built on this basic foundation. The underlying appeal of the platform is to keep users staying and immersing themselves, while monetizing traffic (sales commission + advertising fees from merchants).

So in the era of Douyin e-commerce, goods are content. If you have a good product, it is equivalent to good content, and you can get more traffic.

Content e-commerce VS search e-commerce

Let us first understand the traffic of Douyin Live and traditional e-commerce. The main sources of traffic for Douyin Live are: video recommendations and live broadcast recommendations. Its push logic is to match the user's interest tags and the content tags of the short video/live broadcast room to push.

For example, this short video:

Because this phone case is a very good product, the short video shot with it, even if it does not require a lot of modification, can be simply displayed. For those who want to buy this phone case and have potential demand, this is very good content, so it will get a large amount of display and more traffic.

Taobao is a traditional e-commerce platform that is a search-based e-commerce platform. The logic of traffic matching will match products based on product labels and search keywords, and then sort the products under a keyword. It will also sort the products based on the comprehensive ratings of the store where the products are sold. So these are two completely different traffic push mechanisms.

Stimulating needs vs satisfying needs

For content e-commerce platforms like Douyin, most people don’t go there to buy things, but to kill time and have fun on this platform. So when you do live broadcasts on Douyin, you need to stimulate user demand.

As for search e-commerce, we all know that we search after we have a purchasing need. Before buying something, we will have an expected price and what we expect to buy. Therefore, Douyin e-commerce stimulates demand, while traditional e-commerce satisfies demand.

Impulsive buying vs. shopping around

In Douyin e-commerce, live broadcasts are impulse purchases because users themselves have no shopping plans. You need to give users a strong motivation process, from having no purchase plans to entering your live broadcast room, to dispelling purchase concerns and finally completing the order.

You will find that when you do live streaming on Douyin, your competitors are not your peers, but your customers, because users are immersed in the atmosphere of the live broadcast room.

Unlike traditional e-commerce platforms where users can compare prices from different stores, if a user likes a product in your live broadcast room, he or she cannot search for the same product because he or she will not be able to find it. Moreover, users are in an immersed state when watching the live broadcast.

Therefore, users can only buy or not buy in your live broadcast room. This is the game between you and the users. If you can convince them, they will place an order. If you cannot convince them, they will leave. When users shop in the live broadcast room, it is an impulse purchase.

Then when shopping on traditional e-commerce platforms, everyone will compare prices from three different stores. Now, users no longer compare products on Taobao’s product page. Instead, they start to compare products across platforms such as JD.com and JD.com before finally deciding where to buy.

E-commerce search users love to compare, not only prices but also quality and reviews. If your products are the same and others’ designs are better than yours, they may sell better than you.

So at this time your competitors are your peers, and you need to be more cost-effective or better or have better visual effects than your peers.

Shopping and shopping vs. buying and leaving

Secondly, the shopping mentality is different. If you are live streaming on Douyin and you are a very strong anchor, you can allow users to experience immersive shopping, browsing again and again, and if they don’t like this one, look at the next one, until the user places an order.

But traditional e-commerce is different. After users look at the detail page and find that they have no demand, or find that the product is not suitable for them, they leave. Or they buy it and leave without buying the next product. In fact, it is difficult for users to stay for a long time.

Essence: Matching degree between people, goods and places

Although there are so many differences between live streaming e-commerce and traditional e-commerce, the underlying logic of e-commerce is the same, and it will ultimately come back to the matching degree between people, goods and places.

People, goods and places are not just conceptual talk. When we are talking about people, goods and places now, we may be talking about what the people, goods and places are in live streaming e-commerce and what upgrades have been made.

The same is true for traditional e-commerce. People are more about matching crowd labels with goods labels, that is, you have to match your users with your goods. People in traditional e-commerce are called users.

But in the field of live streaming e-commerce, there are many more definitions. One of them is people. The growth rate of your overall team largely determines how high the ceiling of your live streaming room is.

For example, every anchor has a ceiling. Some anchors cannot broadcast live even after professional training. Some people are naturally able to handle more simultaneous online users, so anchors need to be screened.

Back to the part about goods, any e-commerce platform will return to the supply chain when it develops to a certain stage. Any technology, or even team, may not be as important as the goods to the supply chain.

Ultimately, it all comes down to the supply chain, so no matter what kind of business we do, we should get as close as possible to this supply chain.

In traditional e-commerce, for example, Taobao is actually a detail page, but in our era of live streaming e-commerce, the live broadcast room is actually a dynamic detail page. The visual experience of the user when he swipes to the first frame of the live broadcast room directly determines whether he stays or leaves in the first three seconds.

The feeling of different venues can largely determine the ceiling of your live broadcast room. If you are a counter decorated to look very high-end and you sell welfare items, users will think you are giving welfare.

But if you are decorated in the style of a grocery store and you offer benefits, users will think you are having a big sale and that you are making a lot of money. So different venues can target different groups of people, and the types of people are also different.

If you are still using a mobile phone, a fill light, and a few shelves behind you, you will definitely not last long. At most, you can get through a cold start, but you won’t be able to jump around for too long.

Therefore, we must take this field seriously. Don’t think that we can just do it casually when we first start, and start broadcasting by just putting up a background. We still have to be relatively professional.

02. Four-frequency resonance

Through the above chapters, we have clearly understood the underlying principles of Douyin e-commerce. Among them, we talked about the three generations of Douyin algorithm evolution. Now Douyin is in the third generation of Douyin e-commerce algorithm. So how do we do live broadcast based on the algorithm?

High energy throughout! The next chapter will introduce a gameplay based on the underlying logic of Douyin e-commerce - four-frequency resonance. This is a set of methodologies that we have repeatedly practiced and verified to be successful. Through the combination of short videos + live broadcast rooms + goods + paid traffic, we can make the live broadcast room a hit.

The underlying principle of the four-frequency resonance model

In Chapter 2 - Short Video "TikTok E-commerce Short Video Practical Operation Guide", there is a brief mention of the principle of mutual diversion between short videos and live broadcast rooms, and the four-frequency resonance will go more in-depth and is an upgraded version 2.0 gameplay. Next, we will use the same video as an example to help you fully understand the four-frequency resonance model.

Watch this video first:

After watching such a spoken-word product explanation video, don’t you feel that the content is very simple? According to the Douyin 1.0 algorithm era mentioned above, such a video would never be popular, right?

but! In the era of Tik Tok 3.0 algorithm, such a simple video has a total of 122w views, and more than 7,000 pairs of slippers mentioned in the video were sold during the live broadcast that day, with sales of 110,000!

Let’s think about why such a short video would go viral?

If you have run a short video account before, you should know that in the era of short videos, if a work wants to become popular, it mainly depends on these data: completion rate, likes, reposts, fans, comments, and homepage visit time. The most important data indicator is the completion rate.

Because from the platform's point of view, it hopes that users will stay on Douyin for a long time, and a high completion rate of a work proves that the content of your video is good and users are willing to stay.

When the Douyin algorithm evolved to 3.0 and Douyin entered the era of live streaming e-commerce, the recommendation algorithm for hot products has changed. The data evaluated by the system are: live streaming room entry rate, dwell time, and conversion rate.

Short videos have become one of the entrances to live broadcast room traffic. When short videos and live broadcasts appear at the same time, users will see the video and click on the flashing avatar on the video to enter the live broadcast room, which will form a live broadcast room entry rate data.

When users who enter the live broadcast room through short videos generate data indicators of stay, interaction, and conversion, the system will consider your live broadcast room to be a high-quality one, and will reversely weight your short-sightedness.

Therefore, the reason why the above video can go viral is not because of how well it is shot, but because the product in the video itself is a hit. When the target users see the short video, they will enter the live broadcast room, stay and convert, thereby driving the flow of the short video, so the short video will explode.

This picture can basically explain the push logic of Douyin in the e-commerce era, as well as the underlying principles of the four-frequency resonance model.

The four frequencies are short videos, live broadcast rooms, goods, and paid traffic. When people in these four links reach a consensus, a very popular live broadcast room will be formed. We call it the four-frequency resonance model.

First, let’s look at the first link, which is also our core: goods. Behind the goods corresponds to the population. For example, maternal and infant goods are matched with the maternal and infant population, and snack goods are matched with some foodies.

In our era of live streaming e-commerce, short videos are not used to sell goods. Short videos are just an entrance to the live streaming room, used to attract traffic to the live streaming room and to plant seeds for users, which is equivalent to the main picture of products in our traditional e-commerce.

The live broadcast room is used to make deals. In a deal scenario, if the person who comes in through the short video is very accurate, and your live broadcast room happens to be selling the same product, then the two links will reach an agreement, the data will be very good, and they will guide each other and heat each other up.

Another source of traffic is paid traffic, which is mainly used to calibrate the crowd in our entire live broadcast room. If you have done live streaming, you will know the method of using the Douyin live streaming single card square to get on the card. The crowd is relatively general, but if you use paid traffic to buy a small number of precise people to come in, its conversion rate will be very high.

Then at the same time it will drive the precise flow of traffic in the entire live broadcast room. If these four groups of people: the people who buy goods, the people attracted by your short videos, the people who make transactions in your live broadcast room, and the people whose traffic you paid for, all reach an agreement, then the live broadcast room will explode.

So this is the underlying logic of four-frequency resonance. In fact, it is equivalent to giving users a one-stop transaction space. First, use a short video to plant grass for them. When the user enters the live broadcast room, he sees that what you sell in the live broadcast room is exactly what you sell in the short video. Then he hesitates, and then the live broadcast room promotes orders and plants grass, and finally the transaction is completed;

Then, the paid traffic purchased at the same time is also the same group of people who are interested in this product. After all these groups of people reach a consensus on the labels, your live broadcast room will be flooded with traffic.

If you understand the above content, you will basically not take any detours when selling products on Douyin. Many people have been taking this detour for a year or several months and cannot get out of it. They never figure it out and then give up on selling products.

How to Amplify the Four-Frequency Resonance Model

After we understand the four-frequency resonance model, the next step is to implement it. How can we amplify this model? The main breakthroughs were in short videos, live broadcast rooms, goods, and paid traffic.

Short video: product testing + continuous criticism to speed up traffic generation efficiency

Step 1: Find a few products that may become popular and shoot multiple short videos for them. Then directly release the test short videos in batches. 100 yuan can directly release 5 videos. This function can reduce our testing costs. It is also a method of testing products. After we release them in batches, we can find short videos with good data.

The second step: It is not about shooting multiple videos, because shooting videos is not that fast. We actually use software to deduplicate them. Even if it is the same video that is sent out, it will be the same as a new video. With our own account, we can shoot four or five new videos and generate twenty or thirty videos with the same content as this video, but the system will think they are different. This will greatly improve efficiency.

If you need this software, you can contact me privately, or you can find it by searching on Taobao.

Live broadcast room: Holding back orders to increase user retention

We just mentioned that when a user enters our live broadcast room through a short video, we need to try our best to keep them and increase the length of stay so that there will be subsequent conversion indicators. Only with stay and conversion will the heat be reversed to the short video. Our continuous action in the previous step will help us achieve exponential growth in the drainage effect.

So how do we increase the length of time users stay on our site? This requires a combination of people, goods and places, and the anchor needs to be able to hold orders. This part will not be discussed in detail here, and we will discuss it in detail in the third part below.

Goods: Big hits drive small hits

How to amplify the goods in the four-frequency resonance model?

Our approach does not mean that we only sell a single hot-selling product in the live broadcast room. We just use the algorithm model to measure a big hot-selling product, and then use this hot-selling product to drive other products to become small hot-selling products, and drive other products in the live broadcast room to be sold together, so as to maximize the UV value of the live broadcast room.

For example, if our best-selling product is a set of kitchen knives, then the products that follow can be products related to this best-selling product, such as cutting boards or other kitchen utensils. Then, we can combine the related products with the best-selling product in the product arrangement to achieve the goal of one big best-selling product driving multiple small best-selling products.

As for how to select products, the third chapter of the practical yellow book has discussed it in detail. You can click on the article to review it: Douyin e-commerce product selection practical chapter.

When the conversion data and UV value of our live broadcast room go up, short videos and live broadcast rooms will continue to expand, just like a snowball, and continue to explode.

Paid traffic: Industrialized delivery and volume expansion

When the above three frequencies are in agreement and form resonance, the natural burst is already very good, but it can be even better! That is to intervene in paid traffic to amplify the traffic several times and increase the efficiency of making money several times.

For example, for this account, we leveraged the free traffic exponentially through paid delivery. Originally, we could only sell 10,000 or 20,000 per show. By leveraging paid traffic, combining the above short videos + live broadcast rooms + products, and superimposing the increase in volume, we sold 150,000 in a single show within 3 hours.

The main delivery method is feed combined with Doujia. Doujia is used to deliver goods, targeting 5-10 similar influencers with high sales volume. Feed delivery is mainly used to generate orders, which does not require a large quantity. It only needs to introduce every bit of traffic from the live broadcast room accurately enough.

Based on the four-frequency resonance model, the purpose of the launch is not to pay for production, but to introduce more accurate traffic to amplify our model, leverage more free traffic, and achieve a super strong compound interest effect. It mainly depends on the final overall production.

03. Breaking the Cold Start

In this section, we will focus on breaking the cold start, which is what everyone is most concerned about, because many people are really stuck in this 0-1 stage. Of course, if you understand the four-frequency resonance gameplay mentioned above and have good execution, breaking the cold start will be no problem at all.

During the cold start period, we first need to know what the status of this stage is, what data indicators must be achieved to survive the cold start, and how to break through it. This part includes both theory and practice.

What is the cold start period like?

We have discussed this part of the theory in Chapter 3 of the Yellow Book - Product Selection - Getting Started: Practical Product Selection for Douyin E-commerce.

I quote directly here:

Let’s look at the mind map first:

When we start live streaming with a new account for the first time, or when we start the first few broadcasts, you will find that there is very little traffic in the live broadcast room, and the total views of a live broadcast are only between 200-500, and the quality of this traffic is very poor.

Because you are a new live broadcast room, the system will give you these low-quality traffic. What is low-quality traffic? These are people who are not your precise users, such as those in the same city, those who follow you, those who have just registered on TikTok, those who have no historical shopping records or those with low order amounts.

But at this time, the account is in a cold start-up period. The system is learning what kind of people will stay and buy from you. Your account is blank to the system. It doesn't know what your account is going to do on Douyin, so the system is just constantly learning.

If at this stage you are able to use the system’s push traffic or some precise traffic that you purchase, and this part of the traffic stays in your live broadcast room and makes a purchase, then the system will label you.

So in fact, at this stage, the platform is learning the labels of your live broadcast room. If your sales are good, it may increase the traffic for you. If your sales are not good, it will replace another group of people to test. After testing many times, it may abandon your account.

Why does Doubaba set a cold start period?

Let’s look at the mind map first:

With so much traffic, why is Tik Tok so unfriendly to newbies? In fact, it is very easy to understand. Let's take an example from real life:

For example, you join a large company as a salesperson. This company has very rich customer resources. As a new employee, the company knows nothing about you. They don’t know what kind of person you are or what your abilities are. The company will be worried that if they give you the customer resources, will you be able to handle them?

Therefore, the company will definitely not give you high-quality customer resources at the beginning, but will give priority to sales people with excellent abilities, unless you prove yourself in a short period of time. At this time, you will be able to successfully become a regular employee and gain more high-quality customer resources.

The same is true for the Douyin platform. A new account that does live streaming and selling goods is like a new employee. At the beginning, the system needs to assess you and can only give you some low-quality, very small amounts of traffic. Because at the beginning, every time the system pushes traffic for you is a risk. If you can't handle it, it will cause a bad experience for users and even cause user loss, which will have an impact on the platform.

Therefore, each stream is to build a model for the algorithm, that is, the system must go through certain tests to find out what kind of people your live broadcast room is suitable for.

For example, if your live broadcast room is particularly suitable for a certain group of people, it will learn the characteristics of this group of people, and then your live broadcast room will be labeled with this group of people. In the future, it will also push traffic to you according to this group of people.

If things aren't going well, that is, after pushing a small amount of traffic to you several times and you still can't handle it, then Doubaba may give up on you.

Because it can't learn from you, you are a live content creator who is difficult to deal with, it would rather cut you off as a creator. You as a creator are not important to it, and it wants to save algorithms.

So if we have a new account and you have been trying to activate it for a long time but still can’t, then you have to consider the planning of the live broadcast room and whether there is any big problem.

Cold start period data indicators

It can be understood as the system's assessment indicator for you. When a new live broadcast room reaches such data indicators, it can break the cold start and obtain traffic recommendations.

The specific data indicators of the cold start period are as follows:

The above data is summarized after we have worked on so many accounts, but this indicator is actually a black box indicator. It does not mean that if I reach this data, I will be able to break the cold start. It is a comprehensive statistic, but after we measured it, the error will not be very large.

Don’t be scared after seeing the data indicators mentioned in the picture. In fact, these data standards are very easy for new accounts, and they are relatively low standards. In fact, they can be even higher.

In the case of instant benefits and flash sales, the traffic in your live broadcast room is very small, and all of it is accurate traffic that you purchased. This data indicator is very simple. Signs of breaking the cold start: Live recommendations account for more than 80%, and the number of viewers reaches 10,000 to 100,000+

How to solve the cold start period expiration

1. Three consecutive benefits explosions - detonation method

Suitable for live broadcast rooms with a customer unit price of 19-59 yuan, this set of welfare planning can be used to trigger a boom.

Live broadcast product planning:

King bomb welfare A: compensation products, shocking lowest price, everyone in the target group wants it; 10% of the number of online people each time an order is placed. During the process of seconds, the announcement was made: everyone will have a share of the next welfare B and welfare C, the price is also very attractive, and the products were taken out for display. (Two types of King Bomb Welfare A can be prepared for users to choose from)

Compensation Benefit B: Slightly loss-making or no-profit products must be hot-selling products verified by other live broadcast rooms, with super low prices (higher than A), and higher value than A, as compensation for A; everyone has a share, but only one order is allowed. The inventory is 55 and there is enough inventory. At the same time, you will be reminded to like XX and open the A model in seconds.

Compensation C: No-profit or low-profit products, must be hot-selling products that have been verified in other live broadcast rooms; the customer order is higher than AB, and the quantity is buy one get one free. Shoot one and get three. The king of cost-effectiveness. Place sufficient orders each time.

Key points: Real inventory; Constantly remind that benefits ABC are cyclical; Three products are best to be a "three-piece set"; The order holding time is 3-8 minutes;

2. Welfare and order retention - detonation method

Suitable for live broadcast rooms with a customer unit price of 59-299 yuan, this set of welfare planning can be used to trigger a boom.

Live broadcast product planning:

Link No. 1: King bomb welfare model A, super shocking value product, priced at 29-59, loss cost is 20-50 yuan, mainly used to pull extreme retention data;

Link No. 2, compensation benefit B, super low price, everyone can place an order painlessly, pricing is 9.9-19.9, loss cost is 5-10 yuan, used to increase volume unlimitedly and increase conversion rate.

The process of holding orders in the live broadcast room:

1. Use Model A to set the pace, guide interaction, and retain customers. After retaining them, inform them that the quantity is limited, and the operation department will count the inventory and wait for a while before putting it up again. However, Model B is available to everyone, and only one piece is allowed.

2. Start to lead the B rhythm, guide interaction, and convert fans

3. After selling out Model B in seconds, start selling Model A, and emphasize again that the quantity is limited. Those who haven’t sold out in seconds will have to wait for the next round, which lasts every 5 minutes.

Infinite loop 1-3.

We used a long article of over 10,000 words to analyze from the bottom-level principles, and shared a set of gameplay based on algorithms - the four-frequency resonance model. In the last chapter, we focused on the practical operation of breaking the cold start. If you have good learning ability and execution ability, it is enough to complete the detonation from 0 to 1.

This article is the final chapter of the Yellow Book. Those who have followed the series from the first article to this one are undoubtedly loyal fans. This series is a complete knowledge system. I suggest you save it and read it repeatedly. I wish you a quick success!

Author: A Tao and Chu Xin

Source: A Tao and Chu Xin