Live broadcast room operation, process and framework!

Goods: Products sold during the live broadcast, which may be single or multiple.

Scene: The environment content presented in the live broadcast screen. A good scene is essential, which can improve the conversion rate to a certain extent.

GMV: The total transaction amount in a certain period of time in the live broadcast room.

Ofo: The shopping cart in the live broadcast room, often it looks like this.

Welfare products and traffic-generating products: generally low-priced products sold in the live broadcast room, used to attract popularity and traffic to the live broadcast room.

Profitable item: the main profit-making product. All preparations in the live broadcast room are to increase the sales of profitable items.

Average order value: the average purchase price of each customer, also called the average transaction amount. Average order value = GMV/number of customers who consume in the live broadcast room.

DSR: Merchant Experience Score, which reflects the comprehensive service capabilities of the store, including product experience, logistics experience, and merchant service experience.

① Opening warm-up

Duration: 5-10 minutes, content: self-introduction, preview of live broadcast content and benefits, and guiding audience interaction and forwarding.

You can refer to the opening of some big anchors. They usually introduce some benefits and hot products to attract users to stay in the live broadcast room. By distributing benefits, they guide the audience to continuously like, comment and forward in the live broadcast room. These behaviors can increase the popularity of the live broadcast room.

② First round of activities

Duration: 5 minutes. Content: Release the first wave of benefits. For example, high-cost-effective products or lucky bags priced at 9.9 yuan, the main purpose is to retain people entering the live broadcast room and increase popularity.

③ Go to the live broadcast room to attract traffic

Duration: 10 minutes. Content: Bring out the most cost-effective products in the live broadcast room. By guiding users to interact (for example, if they want the product, they can tell the anchor), we can introduce the product and continuously accumulate popularity and increase the traffic weight of the live broadcast room.

④ Upper transition

Time: 15 minutes. Content: Launch 1-2 transitional products. They are not promoted as the main products, and their prices are between the traffic-generating products and the profit-generating products. Their main function is to continuously increase the popularity of the live broadcast room and give users a sense of security at a relatively low price.

Because if consumers have already bought cheap products, then they will be more psychologically receptive to relatively more expensive products.

⑤Best seller

Time: 10 minutes. Content: Come up with a product that can both make money and sell well. During this period of time, the popularity of the live broadcast room will reach its peak. If the popularity is well coordinated, ROI can be easily increased.

⑥Profit payment

Time: 10 minutes. Content: Come up with the main profitable products. Make use of previously accumulated traffic to place as many orders as possible and increase ROI.

⑦ The second wave of activities

Duration: 5 minutes. Content: Release the second wave of benefits. After the release of two consecutive high-priced products, the popularity of the live broadcast room will decline, and at this time it is necessary to use welfare activities to boost popularity.

Continue to repeat the above steps until the end of this live broadcast. (ps: If the live broadcast room suddenly explodes in volume during a certain period of time, immediately bring out the traffic-attracting products to retain people, and then bring out the hot products to increase ROI. This part tests the anchor's rhythm control and adaptability; the traffic in the live broadcast room is huge, and an excellent anchor should also know how to bring out the right product at the right time instead of blindly following a fixed template.)

⑧Preview of next live broadcast, duration 5 minutes

⑨End of live broadcast

③Record the popularity change range of the live broadcast room and draw a simple curve.

④ Understand the content of the character setting part, product introduction part, and sales pressure part of the live broadcast script.

⑤ Compare the definitions of people, goods and place to find out what the people, goods and place of this live broadcast are specifically.

0-5s: Waiting for changing products

The venue control actively amplified the volume (to avoid a dull atmosphere), and popped up the current shopping cart selling products (to guide users), with a popularity of 11,000 people.

6-30s: New products come on stage

To allow everyone to hear the host's explanation of the product clearly, the venue control promptly lowered the volume of the BGM;

At 22s, a mistake occurred on the spot (it was speculated that the staff might have put the wrong product introduction that the host needed to watch). The field control immediately raised the volume of the BGM to drown out the voices of the host and the staff communicating. This was handled very well.

If it is a less mature live broadcast room, there will not be such a good coordination of the BGM volume. After the error was resolved, the anchor introduced the product and the atmosphere group behind him immediately cooperated by saying "super easy to use", giving users a psychological hint, and the popularity reached 12,000.

31s-3min5s: Product Introduction

Integrate the product with your own life (using it at home will increase users’ sense of security) + read the product introduction script.

After the product introduction, users were asked to type the word "clear" (to enhance interaction in the live broadcast room). At this time, the atmosphere group continued to cooperate by taking out more guiding signs, and the host introduced the highlights of the product, accompanied by surprised voices and responses to the host's words, with a popularity of 11,000.

3min6s-4min20s: Product price introduction and listing

The anchor introduced the product price in a very layered way, first introducing the product background, then comparing the counter price, and then proposing the live broadcast room price.

After the price was announced in the live broadcast room, the free gifts of the product were introduced three times, continuously increasing the user's sense of surprise and enhancing their desire to buy. Finally, the atmosphere group counted down to put the product on the shelves, creating a tense atmosphere for buying, and the popularity reached 11,000.

4min21s-4min35s: Guide to purchase

The assistant broadcaster demonstrated on-site how to place an order, mainly guiding new users to place orders and increase conversions, with a popularity of 11,000.

4min36s-5min18s: Product details display

The toothpaste squeezing display continues to strengthen the product's ease of use and advantages, and enhances users' trust in the product, with a popularity of 1w.

5min19-5min47: Forcing a deal

The host prompted that there were only 300 orders left (generally speaking, the inventory of this type of product is sufficient), making users feel that it will be sold out soon, thus improving conversion. At the same time, he mentioned that Watsons (generally a script setting rather than a real answer to the user's question) has the product and made a price comparison, which increased user sense of security and improved conversion. The popularity reached 1w.

5min48-6min: Popularity continues to decline

The female anchor returned to the scene and started using lucky bags to increase her popularity and stay in the live broadcast room, with a popularity of 1w.

6min1s-End: Answer user questions and emphasize the ease of use of the product through interaction with users

in

6min34s assistant inserts to guide purchases, strike while the iron is hot to increase conversions;

6min58s mentioned that it is a benefit for fans, and only fans can get this price, to guide new users to follow the anchor. In fact, fans or not can buy it.

9min06s Repeatedly mentioning product background enhances user sense of security;

At 9 minutes and 47 seconds, the video is forced to buy again. The countdown to the release creates a sense of urgency. The first wave of releases usually sets a certain number of items so that some users cannot buy them, commonly known as holding back orders. Then, the video is released again to attract more users to buy them. At the same time, the video assistant guides users on how to buy.

10min09s The anchor let the user who grabbed the item deduct 1 to increase the interactive popularity of the live broadcast room, and it dropped 1w in the last wave of removal.

The Guangdong couple pays great attention to controlling the atmosphere in their live broadcast room, from switching BGM to volume, to perfectly cooperating with the host to prevent the atmosphere from becoming dull.

The atmosphere group holds up signs to remind users of product highlights and discounts at all times, and they cooperate with the host's responses in the live broadcast room at any time to make users feel the enthusiasm at all times. These are all areas worth learning and studying.

In addition, the host's control over product introduction and the atmosphere of the live broadcast room are perfect. This clip is just an analysis of a product randomly selected by the author from a certain scene.

You can watch a complete live broadcast based on this template, and analyze each advantage and function of the live broadcast room in detail. By watching it repeatedly for a week, you will gradually establish the concept of people, goods and places, and deepen your understanding of live broadcast. This will make it easier for you to connect with customers and deliver feeds.

Author: Aunt Ning

Source: Sanlitun Information Flow (sanlitunxinxiliu)