Analysis of the live broadcast process of Juliang Qianchuan: including live broadcasting techniques

1. Before the broadcast

Live broadcast time selection: Daily broadcast avoids the time nodes with fierce competition

Time selection suggestion:

Pay attention to the recent traffic conditions of the beauty and personal care industry, especially during periods such as Double Eleven and Double Twelve, and try to avoid clashing with celebrity anchors. If a clash is unavoidable, try to gain a greater price advantage.

Determine the crowd and time: At the beginning, you can determine the detailed crowd based on the purchasing crowd outside the site (Taobao, JD.com, etc.) or the advertisements placed on the site, and conduct traffic tests based on the crowd's idle time.

Try to avoid popular live broadcast times of top anchors/celebrity hosts (Friday, Saturday, Sunday, 7 pm, etc.)

Anchor selection: must be selected in advance and trial broadcast

In the early stage, you can choose two male and female anchors for testing, but you must test the broadcast in advance!

The host’s makeup and clothing should be consistent with the product positioning.

Key points for character creation:

1. An interesting name

An interesting name can make people remember you at the first moment. Simple, funny or down-to-earth names are more memorable.

2. Give yourself a label

The anchor must have his own shining points or characteristics to make others remember you, such as a catchphrase that belongs only to him (Li Jiaqi's "all girls" and "buy it! Buy it!")

3. Package a background

The anchor’s background determines his or her appeal and credibility. For amateur anchors, professionalism or work background is the key to gaining the trust of others. For example, when selling skin care products, a skin care expert/saleswoman is definitely more persuasive than a celebrity who knows nothing about the products. The anchor should also pay attention to the packaging of his or her background during the live broadcast.

4. Professionalism

The professionalism of an anchor is the most important quality you have in this line of work. Only if you are professional enough can your fans recognize and remember you. Professionalism can be focused so that people will think of you when they mention a certain product, such as beauty, lipstick, clothing, etc.

5. Regularly broadcast and treat fans as friends

When you are doing live streaming, your relationship with your fans is not that of customers but friends. He was sincere and honest during the live broadcast, and communicated with fans like friends. Starting the broadcast at a fixed time every day and showing up in the live broadcast room on time like a date with an old friend makes it easier to get closer to fans.

6. Integrated packaging

The IP packaging of anchors does not have to be limited to the live broadcast room. Public accounts, communities, Weibo, Douyin, Kuaishou, etc. can all be used for publicity and promotion to increase presence.

Team configuration: streamline according to actual situation and clarify functions

Notice:

To set up an administrator, you need to enter the live broadcast room with an administrator account to speak after the broadcast starts. During the live broadcast, you can click the administrator nickname to set it as an administrator (it is best for the administrator to change his name to anchor name + administrator in advance)
Be sure to arrange for someone to record the broadcast, at least two mobile phones

Private domain traffic operation

Before the live broadcast, you can promote it in advance on your account or other private channels (Weibo, WeChat public account, Moments).

Customers who manage their accounts well can set up a live broadcast fan group and send a live broadcast preview in the group before each live broadcast.

Live streaming video production

You can select several time periods before the live broadcast (three days, one day, six hours, one hour in advance) to post videos or post them on the brand account to warm up for the live broadcast.

The video content needs to be strongly related to the live broadcast content, focusing on live broadcast room discounts and product display.

Live broadcast room and product layout-simple and clear

The background of the live broadcast room should be designed according to the account attributes (brand, dealer) and the tone of the live broadcast room (product promotion, product sales). It can be a backdrop or a large screen placed behind, or it can be a shelf, factory, or shipping site.

If the customer hopes to convert orders, the background board can focus on price discounts, product names and product pictures. If the background is a carousel of pictures, you need to confirm the discounts and the order in which the products are put on the shelves with the script in advance.

You need to test the screen before live streaming. If you are using a mobile phone's front camera, you need to set up a mirror when the live streaming starts.

Do not place products too far down on site, and leave space for the comment area and shopping cart.

Product selection and SKU setting

Hot products + image products + flash sale products. Try not to choose too many products for the first live broadcast. The link setting allows users to understand directly.
SKU setting needs to refer to factors such as buyer audience, brand positioning, product positioning, ROI, product itself, logistics, etc.

Live link test

The link needs to be prepared one day in advance, and a live broadcast rehearsal should be conducted to test purchases and flash sales.

Make sure the product name is brief and precise; the introductory information can include price comparison, celebrity endorsement, and features.

Live broadcast welfare mechanism setting

Live streaming requires users to consume immediately, so the welfare mechanism should be simple, direct, and impactful to reduce user decision-making time.

The welfare mechanism is set according to the corresponding goals:

Increase the average order value: coupons that offer discounts on purchases over a certain amount
Number of orders per person: How much is the discount for the second item
Force order: deduct "1" when placing an order, take a screenshot and win a prize
Increase weight: Join the fan group to get coupons, and deduct "1" if you want to get instant discounts
Some users will pay extra attention to gifts. Products with higher average order value can be paired with gifts, which can be written in the product selling points.
Flash sale products can be used to increase comment interaction and increase traffic in the live broadcast room. For example, if you want to deduct "1" for a flash sale item

Live broadcast equipment

3-4 iPhones of iPhone 8 and above: for live streaming, for the host/co-host to read comments, and for room management and review
Mobile phone holder
Laptop: used by field control to view data
Prompt board (used by the field control to communicate with the anchor)
Background board/LED rear projection
Lighting: surface light, ambient light, contour light
Hand card/discount information display card
Small props: calculator, small bell
Power bank, device power cord, charger, socket strip
Tables and chairs required on site

2. On air

Account settings before broadcasting

The day before the live broadcast, the account will post a video to attract traffic, change the account name and profile (name + live broadcast time), and introduce the live broadcast benefits.
Before the broadcast: set labels, titles, and covers (host + goods or design according to the live broadcast situation)

Live broadcast control

Props: Prepare a host reminder board to synchronize host information in real time
The real-time crowd portrait information of Baiying backend is synchronized to the anchor to adjust the speech (product sales situation, live broadcast viewing crowd situation, and unpaid order situation)
Synchronize the flash sale time and welfare information with the anchor
Tips for adjusting the host's status (sitting position, desktop placement)

Anchor's Talk

The host's speech is the most direct factor in promoting conversion into orders. When choosing an amateur host, special attention should be paid to the speech. For example, when talking about discounts, you can say "I don't know if there will be such discounts in the future" or "I don't know when the next live broadcast will be". These are more tactful but very tempting statements.

Necessary information for live streaming card:

Discount information corresponding to sku price
Welfare information (when will the flash sale be launched)
Brand product introduction information (ingredients, how to use)
Switching tactics between main products and complementary products
Product usage scenario description
Frequently asked questions (which is the cheapest, which tastes the best, logistics)

Case reference:

Click on the large image to view and save

Customer Service: Doudian Backstage + Live Broadcast Room Management

Housing management: real-time comment area Q&A
Doudian has a customer backend, which sets up 1-2 customer service staff according to the scale of the live broadcast, shortening the user's decision-making time and bringing users a good shopping experience.

3. After the broadcast

Screen Recording Video

The live video clips can be used as the next live broadcast preview and short video to attract traffic
After the live broadcast, a comparative analysis is conducted based on the real-time data of Doudian, the anchor’s speech, and the live broadcast interaction.