What are the methods for selecting products for live streaming sales?

With the development of live streaming e-commerce, the products sold through live streaming are becoming more and more diversified.

Even special categories of goods such as "cars" and "houses" can be converted in the live broadcast room.

Although everything can be broadcast, not all products can be sold efficiently in the live broadcast room.

So, what sells well in the live broadcast room? What are the methods for selecting products for live streaming sales? How to choose live streaming products with high popularity and high conversion?

After reading this article and solving these 3 problems in selecting products for live streaming sales, your product selection skills and the conversion rate of your live streaming room will immediately rise to N levels.

01. What sells well in the live broadcast room?

According to Weibo's "2020 Live E-commerce Industry Report", the current interest of fans in the live broadcast room is mainly focused on fast-moving consumer goods, and they are more pursuing the cost-effectiveness of live streaming.

From the perspective of the platform, Taobao Live has a relatively complete range of product categories, mainly clothing, beauty products, maternal and child products, food, jewelry, etc.

Douyin and Kuaishou are currently mainly focused on practical products with high cost-effectiveness, such as fashion and beauty, household daily necessities, women's clothing, food and beverages, 3C digital products, etc.

Among them, Douyin live broadcasts have a high proportion of beauty products, clothing and department stores , with product prices concentrated in the range of 0-200 yuan , and brands with a certain degree of popularity; Kuaishou live broadcasts have a large number of cost-effective white-label products, and the proportion of industrial belt live broadcasts is relatively large.

Generally speaking, live streaming has now covered all industries, and related non-standard products with strong experience, high gross profit margin, low average order value, low return rate and high repurchase rate have benefited more.

In general, beauty, clothing, and fast-moving consumer goods are strong categories for live streaming.

From the perspective of economic benefits, beauty products have the characteristics of high gross profit and high transaction volume, making it the most popular product to carry.

Clothing is the second most affected by the return rate. These two are the main products sold on e-commerce platforms.

From the perspective of the degree of specialization, fast-moving consumer goods have become one of the most popular categories for live streaming, as there is less differentiation between brands and purchasing decisions are more driven by brand effects. The professional requirements for live streaming hosts are low, and fast-moving consumer goods have also become one of the most popular categories for live streaming.

As for commodity categories with strong professional demands, such as jewelry, automobiles, and 3C, anchors need to have professional two-way communication with customers to promote purchasing decisions. Anchors who are close to the upstream of the product industry chain are often more persuasive.

02. What are the methods for selecting products for live streaming sales?

1. Product selection needs to meet the account fan portrait

That is, it must satisfy the gender characteristics of fans and be consistent with their age characteristics.

How to understand fan portraits and select products based on fan characteristics? Take Douyin as an example, log in to the Douyin creator backend https://e.douyin.com/;

Or use other short video live data analysis tools to understand the basic profile of the account's fans, such as where the fans come from, whether there are more boys or girls, age factorial...

See what mobile devices fans use. Are most of them using iPhones and Huawei, or OPPO, Huawei or other brands of phones?
Why should we pay special attention to the mobile devices our fans use? Because according to big data, the purchasing power of users of iPhone phones is slightly higher than that of users of vivo, oppo and other phones. Relatively speaking, users of vivo and OPPO phones are more down-market. If the majority of users are down-market, then you cannot sell very expensive things because they will not sell well.

2. Choose products based on content verticality

If you are an expert in vertical content, you can first make vertical products related to the account positioning, and then expand into other categories of products after you become proficient. For example, @麻辣德子, a food expert, chooses to sell food-related condiments, kitchen utensils, specialties, etc. through live streaming. The product review account @老爸评测美妆 has a real and trustworthy personality. The product selection mainly revolves around health and safety related products, such as formaldehyde removal products, baby products, beauty products, etc.

If you are a pan-entertainment expert in a non-professional field, you can first choose the categories that the expert is good at or likes to match the products recommended in the live broadcast room;
If you are an expert without obvious e-commerce attributes, you can select products based on your fan portraits. For example, if you have more female fans, you can choose beauty products, clothing, household products, and food; if you have more male fans, you can choose male products such as digital technology, gaming supplies, and automotive supplies. For example, @河南你华哥李妈妈, who produces funny short videos about family life, has more female fans, and their live streaming sales are mainly beauty products.

3. Determine product price range based on personality

For professional personalities, such as @老爸评测, the products they recommend can mainly be high-priced brand products, supplemented by medium-priced brand products. Cultural and entertainment personalities, such as @多余 and Maomao姐, can focus on mid-range products and use low-end products as a supplement as live streaming products. The people-friendly type, such as @乔乔好物, mainly focuses on practical mid- and low-end products.

In addition, there are two other methods for selecting products for live streaming e-commerce, which are also the most core and critical mysterious factors in the methods. Whether the conversion rate of products in the live streaming room is high or not, and whether they can sell well, depends to a large extent on these two mysterious factors.

03. How to choose live streaming products with high popularity and high conversion?

1. High frequency of use in daily life (high repurchase rate)

For example, fast-moving consumer goods such as laundry detergent, hand soap, hand cream, eye cream, and face cream are easy to consume and have high repurchase rates. Coupled with the order-urging rhetoric and exclusive discounts in the live broadcast room, they have to be used anyway to create an atmosphere where people will lose out if they don’t buy!

2. High cost performance, low unit price

Since most of Douyin's fans are between 18 and 30 years old, this consumer group has limited income and therefore a low consumption level.

When purchasing goods, they will pay special attention to whether the product price meets their psychological expectations, and promote products with low unit price, good quality and low price, so as to win by quantity and make small profits but quick turnover .

3. Timely hot products

For example, we eat rice dumplings during the Dragon Boat Festival and moon cakes during the Mid-Autumn Festival.

A small fan in the summer, a hand warmer in the winter, or a product that is popular among internet celebrities or stars at a certain time are all timely popular products.

It is also understandable that products that take advantage of popularity are based on the same logic as posting videos to take advantage of the popularity. At the same time, you can also use data analysis tools, such as Feigua Data, Chanmama, Xindou, etc.

4. After-sales service is guaranteed

The biggest worry about online shopping is the after-sales service. If there are quality problems with the product and there is no after-sales guarantee, it will invisibly discourage many potential customers.

However, as a product recommender and seller in the live broadcast room, the anchor also needs to be responsible for product quality and after-sales service. For example, Luo Yonghao’s live broadcast on 520 selling flower gift boxes went wrong, and he ended up paying more than 1 million yuan out of his own pocket in compensation.

Therefore, if you operate your own Douyin store , the after-sales service is basically in your own hands. Delivery time, product quality, etc. must be standardized.

As of October 31, you can open a Douyin store with zero threshold, and you only need a business license. Moreover, after opening a Douyin store, you can also directly apply for live shopping cart permissions .

Author: Doushang Commune

Source: Doushang Commune