5 mainstream ways to play Tik Tok live streaming!

In fact, we have talked a lot about live streaming this year, but after all, many friends still don’t know much about the mainstream ways of live streaming. So this article organizes, analyzes, and dissects the five mainstream ways of “ Tik Tok Live Streaming ”. This is the original intention of writing this article. As for why I am qualified to write? Refer to the picture above, it’s old Versailles.

Game 1: Interest e-commerce + Douyin selected alliance

1. Model analysis: Interest e-commerce + Douyin Selected Alliance, that is, merchants select high-commission products in the Selected Alliance, and use live broadcast content (such as running written in the previous article) to stimulate the audience's interest in content-related products (such as the Bluetooth headset written in the previous article) and generate purchases. For example, the body shape live broadcast, running live broadcast, square dance live broadcast, etc. that Lao Kuang wrote about before all use this method.

Note that in this model, users are first attracted by the touch point (running), which awakens their needs and leads to purchase. Generally, live broadcast rooms that are purely for selling goods have no touch points. To put it bluntly, they are live broadcast rooms recommended by the system as "matching user tags", where the anchors sell products with high cost-effectiveness. Because interest-based e-commerce has touchpoints, while pure live streaming rooms for selling goods do not, the path to reach and conversion is shorter, users do not compare prices much, and the average order value and conversion rate are higher.

2. Prospect analysis: 1. It is very easy to make money now: According to observations, the daily sales of the "basketball, table tennis, and swimming" live broadcast rooms in the industry are about 10,000, and the daily sales of the body shape, running, square dance and other live broadcast rooms are about 50,000-100,000. The commission is calculated at 10%, and the average monthly profit is 30,000-300,000... Taking the body shape live broadcast room as an example, the industry's sales in the first month directly exceeded 100 million, and the monthly sales of the top 4 were all over 10 million, with commission income of 1-10 million per month. 2. There is a promising future: As mentioned before, the general direction of Douyin live streaming this year is "interest e-commerce", so there is no need to analyze it, you know.

Head data chart ▼

3. Operational difficulty: 1. The core of this model is content, not products, so there is no need for a strong supply chain. You can just go through the selected alliance to earn commissions (the key is that you don’t have to worry about after-sales). 2. No need to spend a lot of money to recruit anchors or spend time arguing with them! Want to do it? You only need to prepare 1-2 anchors who are good at your interests (such as running, etc.), or you can do it yourself.

4. Entrepreneurs: There are mainly two types of people who are doing this model: 1. As mentioned above, this way of playing does not require a strong supply chain, strong anchors, and strong operations, and the threshold is extremely low. Therefore, it is favored by the crazy dog-type "entrepreneurial teams" who are ready to chase the trend 24 hours a day, 365 days a year. The ones who are doing the best now are these people. 2. This year, traditional offline training companies, such as body training and driving schools, have also entered the market, but there are still huge opportunities.

Gameplay 2: No one appears + Thousands of rivers flow

1. Analysis of the model: No one appears on camera + Qianchuan investment, that is, the anchor does not appear on camera, but sits next to the broadcaster and verbally introduces the product in a loop (the words remain unchanged), and invests money to use the "Qianchuan promotion tool" to buy traffic to the live broadcast room to facilitate transactions. This model was popular in live streaming of skin care products last year, and this year, industries such as "small to high-priced men's and women's clothing, jewelry and jade, and mother and baby" have followed suit.

"No one appears on camera + thousands of rivers flow into the river" live video ▼

This gameplay is essentially the same as traditional e-commerce. It treats the "product display and explanation in the live broadcast room" as the Taobao details page, and "Qianchuan" as Taobao's through train and super recommendation. It then pays for promotion, buys traffic for conversion, artificially controls ROI, and adjusts the product structure and price of the live broadcast room at any time until it becomes profitable and is infinitely magnified. (If you can’t vote, change the category)

2. Prospect analysis: Lao Kuang’s friends who use this model to sell men’s and women’s clothing can achieve a ROI of 1:5-10, that is, spending one dollar on promotion can generate 5-10 dollars in sales. Theoretically, the amount of promotion budget you have determines the amount of profit you can generate. Taking men's clothing as an example, top players generally open 5-10 accounts, with monthly sales of 5-10 million and annual sales of over 100 million. Since this model relies on hard purchases for traffic and Tik Tok also needs to make money, as long as you can achieve ROI, it can be said that the prospects are very good.

Head account data chart ▼

3. Operational difficulty: Compared with interest e-commerce and pure e-commerce, this model does not require a strong anchor (a 40-second loop explanation of the product is enough) and minute-level control and operation of the live broadcast room. By doing a good job in the two links of supply chain and promotion, you can obtain accurate traffic continuously. Therefore, as long as you know how to promote, you can enter the market. Whether it is difficult or not depends on whether you know how to do it.

4. Entrepreneurs: Those who used to engage in traditional e-commerce promotion were very successful. They understood promotion tools and logic, often looking for factories to supply goods, opening their own stores and live broadcast rooms, spending real money on testing, and expanding after it worked. (In the future, Lao Kuang may write an article to introduce it in detail, so stay tuned!)

Gameplay 3: Factory direct broadcast + private domain

1. Model analysis: Factory direct broadcast + private domain, that is: merchants open Douyin stores, use green screen cutout technology and middle-aged male and female anchors over 30 years old who are not good-looking, to create a scene of "real factory managers" selling goods in "real factories", and use "loss-making, high cost-effectiveness, bosses giving benefits, buy one set and get four sets free" and other means to create a hot-selling and rush-buying atmosphere, guide users to place orders impulsively, and use "store customer service private messages, parcel cards, customer service phone calls and other methods to divert traffic to WeChat for repeat purchases.

It is recommended that all factories use this gameplay. Ordinary merchants can use green screen cutouts as the background in their own live broadcast rooms (requires 1,000 followers) to create the illusion of a live broadcast from a factory. Green screen cutouts can not only reduce the cost of setting up the scene, but also solve the problem of the noisy factory environment affecting the live broadcast effect.

How to cut out a green screen image? 1. Shoot a video of factory assembly line production. 2. Download the "TikTok Live Companion" software to your computer; 3. Backstage operation: open the Live Companion on your computer → add the "filmed video" material → picture → add material → select add camera → select green screen cutout → adjust the parameter clarity below, as shown below:

Green screen cutout steps ▼

2. Prospect analysis: There are not many players in this model, and it is still in the blue ocean. The mid-level and top-level factory managers have monthly sales of 3-30 million. The front-end live broadcast room exchanges small profits for sales, with the aim of exchanging the "goods" from its own factory for real traffic. The back-end conversion after being introduced to WeChat is the main source of profit. Note: It is now quite dangerous to directly broadcast traffic in the live broadcast room or to post the WeChat account on the homepage. It is recommended that you use the "package card positive review cashback" to attract traffic, good reviews + traffic accumulation, killing two birds with one stone.

Factory live broadcast mode head data chart ▼

3. Operational difficulty: Because the front end needs to exchange goods for traffic, there are still certain requirements for the "cheap goods supply chain". Ordinary merchants do not have this condition and can directly do the "Play Method 1" written above. This model is best done by the factory itself. Of course, in addition to the goods, you also need a mad dog-type middle-aged anchor who is more contagious and has a strong aura. This is more difficult to do, but fortunately, the factory is large and can pay more wages, so people are not a problem. Don't pretend to be poor with me, thank you.

4. Entrepreneurs: Currently, those who adopt this model are basically factories or WeChat business teams that have transformed (because this group is best at WeChat conversions). There is nothing much to say, as long as you have the goods and a crazy dog ​​anchor, just do it.

Gameplay 4: Short video expert + live streaming

1. Analysis of the model: short video experts + live streaming with goods, that is: opinion leaders, industry KOLs, and MCN companies who used to shoot product unboxing, product reviews, product knowledge, etc. on Douyin, open windows and hang shopping carts to earn commissions, build up their account followers and use star charts to receive business orders, are now beginning to frequently engage in live streaming with goods, mostly focusing on bundled promotion of business orders + brand-specific live broadcasts.

The most disgusting thing about this group is that while they shout in the video to support domestic brands, they are picky, charging high placement fees and high commissions to exploit small and medium-sized domestic brands. When it comes to domestic or internationally renowned brands, these people are basically like slaves, servilely posting videos to lick the brands, mindlessly flattering them in the live broadcast room, and they are 100% pure commissions, and dare not even fart for the slot fees or service fees. Why are domestic brands not making money? Where do the merchants’ profits go? Just look at the financial reports of Perfect Diary and others and you will know.

Expert short video star map quotation ▼

Expert live star map quotation ▼

2. Prospect analysis: There is no future at all for two reasons: 1. It is a problem of business model. These people cannot sell goods and basically make money by business orders. Therefore, most of them are just freeloaders who take money to do things. There is no truth or objectivity at all. This model is doomed to not last far. The second is that the path is too long. There are 10,000 light-years between the time users go from short videos to the live broadcast room. There are often so-called hundreds of thousands of accurate fans of short video content, but there are only dozens of people who actually go to the live broadcast room, which is better than nothing.

3. Operational difficulty: It is very difficult. Just accept business orders and forget about live streaming. Except for the top KOL/MCN in the industry, it is impossible to do it. The path is ridiculously long. Even if you build an account first, it may not be effective because the explosion of video volume is a mystery in itself.

4. Entrepreneurs: Except for the industry leaders, those who use this model are basically the declining KOLs and MCNs who have transformed because they could not make money and had to cheat the merchants due to poor conversion rates. As far as I can tell from the current situation, there are two words to describe this group of people doing live streaming: no hope. Therefore, I suggest that if you want to do live broadcast, just start with 0 fans and shoot crude videos. Last time I said I started broadcasting with 0 fans, many people suggested that it’s impossible to open a showcase for a new account and that I must have 1,000 fans. Can Taobao solve this problem for 50 yuan? (Not a fan, thank you)

Gameplay 5: Brand self-broadcasting mode

1. Model analysis: Brand self-broadcasting, that is, physical or traditional e-commerce brands build their own Douyin stores, hire anchors themselves or outsource them, and start live streaming to sell goods under the official name of the brand. Although platforms such as Douyin, WeChat, and Taobao are actively encouraging brands to set up their own live streaming teams for operation, no matter which platform, small and medium-sized brands have basically achieved little results, which are better than nothing. The ones who have done well are basically big brands and international brands that have their own traffic. Whether it is Taobao, WeChat, or Douyin, they are all the same.

2. Prospect analysis: There is not much prospect. The brand itself has no popularity and it cannot be established at all, no matter which platform. Of course, being well-known does not necessarily mean you can succeed. Not to mention the difficulty of operation and the number of entrepreneurial people, I haven’t seen small and medium-sized brands perform well in the broadcast, to be honest.

Finally, two things: 1. There are some mainstream gameplays that I have missed. You are welcome to leave comments and I will add more details next time. 2. Some of the words in today's article are very harsh. That's right. Anyway, Lao Kuang doesn't take any business orders, so he doesn't have to look at anyone's face. He only reflects the most real and objective facts. If you are unhappy, please reflect on yourself more. Thank you.

Author: Kuang Fang

Source: Kuang Fang