5 formulas for brands to create influencers who can bring goods

How to create your own influencer to sell products online? The first question is, what is your own influencer to sell products?

When we talk about online influencers who sell goods, we specifically refer to the online influencer IPs that are cultivated independently by the company and that sell goods themselves, specifically referring to online influencers who sell goods through short videos and live broadcasts, as well as self-media, and the super group leaders in our WeChat groups.

Companies can decide on the direction of developing their own internet celebrities based on their own genes and circumstances. Even the smallest individuals can participate. For example, the uncle who sells seafood downstairs has WeChat owner groups in 14 nearby communities, and he can be considered a trendsetter in the Ciyunsi Bridge area of ​​Beijing.

By the way, who in your company is suitable to be an online influencer? Let’s discuss this issue first, it’s very important!

The boss can do it, and so can the star employee, but I strongly recommend that the company first create an IP based on the boss's surname or product characteristics and operate with this IP.

For example, we have a boss named Zhou who sells duck necks in Suning Plaza. He has several female employees in his store. It's like a drama everywhere with too many women, and it's difficult to manage them.

But ever since Boss Zhou asked two of the girls he trusted and favored to run the company's live streaming account IP "The Two Sisters of Zhou Ya's Family", the team has become easier to manage. Can you think about why?

Right, fully mobilize the enthusiasm of employees.

Then a friend asked, why do we have to create an IP that sells products with the company as the main body first?

Why? Because some bosses are very reserved and unwilling to do it, others are simply busy as hell, so it is impossible, or not possible to easily become an influencer who promotes products for the company.

If your employees train an internet celebrity to promote products for the company, if he doesn’t become popular, you’re just wasting your time, but if he becomes popular, can you control him? If even a fixed contract signed by an agency doesn’t work, how can we talk about a labor contract?

Unless you are like Boss Zhou, who selects employees you trust, or employees who must stay and even become partners.

The IP account that sells goods with the company as the main body is equivalent to a large customer service and sales account of the company. It is an inherent asset of the company. Fans are all on this IP account to avoid loss. Moreover, bosses or executives can openly mobilize company resources to serve this account, rather than choosing so-called democracy and believing in human voting when it comes to innovation opportunities.

We must be decisive in achieving win-win results for the boss, employees, consumers, and products!

Once she wins , like Boss Zhou, because of this IP, she can move freely and decide whether to appear on camera according to her own wishes and time;

A double win : for employees, the live streaming sales project is a micro-entrepreneurship that can bring them fame and fortune, and increase their wages and motivation;

It’s a win-win situation for all three parties. For the customers, they can get a better understanding of the products through live streaming and choose what they like.

A win-win situation for all, goods can be sold better.

In addition, when we talk about building our own influencers to sell products, we do not mean that we do not recommend companies to look for external channels to sell products.

On the contrary, when companies learn the system of building their own influencers to sell products, they can, on the one hand, keep their eyes open and not be cheated by fake channels, and on the other hand, they can find channels that suit them and achieve a win-win situation.

Small cleverness can only work for a short time; win-win and multi-win are the long-term values.

At the end of the introduction, let me introduce myself again: I used to work for Alibaba and Suning.com, as an operations director. I have experienced the secret strategies and theoretical methods used by online influencers to grow and succeed.

The star store managers, shopping guides, executives, founders, and even on-site staff of brand merchants that have emerged in recent years are all well-deserved company-owned influencers.

So are only large companies like Alibaba and Suning able to cultivate their own online influencers? You really misunderstood:

Suning and Alibaba are platforms, both made up of thousands of small and medium-sized businesses and stores. The stores and merchants with more employees have over a hundred people, while those with less than 10 people can also have annual sales of over 100 million.

I was fortunate to have the opportunity to work in these two companies, and the strategies I summarized for building your own influencer to sell products will definitely be suitable for you who are currently running an emerging small and medium-sized enterprise, or if you have already entered a medium or even large enterprise.

This is a set of playing formulas we summarized:

Building the company's own influencer = own influencer's skills + precise traffic management + hot product planning and design

Today, we will mainly talk about the secrets of being an influencer in selling products online. As for other things, such as achieving precise traffic operation and realizing hot product planning and design, we will talk about them next time we have the chance. From 1990 to 2020, hundreds of thousands of Suning employees have learned painful lessons in the past 30 years on the road of creating their own influencer IPs to sell products.

Let’s talk about a case first:

In 2017, a fresh food merchant saw that live-streaming sales were very popular, so he followed the methods of celebrity brokerage companies to cultivate an online celebrity to sell products. As a result, he invested 10 million yuan, but there was little response.

But I don’t think it’s unfair, because if we follow the star management company’s system, the average cost is 40 million to train a decent trainee. This training path is terrifying:

First of all, the seedlings you choose must have good looks or talents since childhood, and then they are selected as trainees from thousands of applicants. Trainees are eliminated every year;

Then you have to participate in competitions and keep competing just to debut as a group, such as "Youth With You 2", where the elimination rate is as high as 90%! They're going to debut as a group, right? Do you think that's the end of it? But what if it becomes outdated?

Therefore, generally speaking, when creating an internet celebrity, whether he or she can become popular and how long he or she can be popular depends on luck! How can we run a company by relying on luck? This doesn’t conform to business logic!

This is just one of the pitfalls in our journey to cultivate our own influencers. There are others, such as:

The positioning and occupation of the characters are not clear; the platform positioning is not accurate; there is not much content output, but the products are sold directly; the hot spots and celebrities are not used properly, which leads to negative effects; there is no iterative optimization, etc. 118 problems...

So we summarized a set of systematic strategies in 2020. Today, we will share with you our own tips for selling products as an influencer. Is it difficult? There is a formula:

The secret to creating your own influencer who sells products = personality positioning and position occupying + platform positioning + content output + rising by leveraging trends + iterative maturity.

Break down the formula at each step. How much is it in total? There are over a hundred formulas, scientifically broken down; almost every formula represents the experience and lessons learned by hundreds of thousands of people.

1. Personality Positioning and Placement

This is the first step in creating your own influencer to sell products. Let’s first break down the first formula, “Feature Mining”. It also has its own formula.

Did you see it? The four quadrants of SWOT: strengths, weaknesses, opportunities, and threats.

Feature mining, "dig" yourself through the four quadrants of SWOT, and then complete the "dig" out through the two-eye theory and opportunity confirmation, and finally correctly release your potential to the maximum.

What to do?

Let’s take Wu Gaoyang, the influencer who sells products at Suning Beijing Yangqiao store, as an example.

Wu Gaoyang, who had never broadcast live before, brought the store sales of 1.5 million in two months, and the sales are currently growing at a rate of 70% per month.

This is her SWOT, let’s dig into her:

1. Anchor first

We want to select influencers who can sell products, so we need to analyze her SWOT to see which parts of her are suitable for being an influencer, and see if disadvantages can be turned into advantages and threats can be turned into opportunities.

We need to "dig out" her potential and fully stimulate her potential in becoming an online influencer.

Regarding the issue of being an influencer selling goods, her disadvantages, such as being paranoid about live streaming, have become a good example of bargaining with the supply chain for the benefit of her fans. This is what I admire most about her, so I have turned it into an advantage.

Her threat is that there are no customers or too few customers during the epidemic, but if she does live streaming, it becomes an advantage because people at home have turned to online consumption, so it becomes an opportunity.

Of course, smart friends have also discovered that sometimes advantages and opportunities may turn into disadvantages and threats for online influencers who sell products. Fortunately, this did not happen to her.

2. Two-eye theory + opportunity confirmation, "dig out" the potential of influencers

The Two-Eye Theory is a term in Go, which means that if there is only one place to place a piece, it is easy to be trapped, but if there is one more way, you will not die.

Corresponding to creating one's own online influencer who can sell products, if a person has two eyes, that is, two advantages, once he seizes the opportunity and combines them together, a magical effect will appear - this person can develop rapidly and even accomplish something great.

Like Wei Ya, she has received professional artist training, which is an advantage. She can perform without stage fright and is beautiful. She has also opened a clothing store and a Taobao store. She understands the products and buyers, which is her second advantage.

When she seized the opportunity to live broadcast, these two advantages immediately reacted like a chemical reaction and made her unstoppable.

Li Jiaqi is also a student majoring in dance from an art school, which is an advantage in performance. In addition, he has rich sales experience in the beauty industry. When these two advantages meet live streaming, he also develops rapidly.

For someone like Wu Gaoyang, the two most relevant factors for her potential to become an influencer are: her obsession with seeking benefits for her fans and her rich experience in selling products. In addition, she also encountered great opportunities for the development of live streaming due to the live streaming itself and the epidemic.

Let’s go back to the overall formula and look at the character labels. Everyone can also understand what the character label is? The purpose is not to discover Suning, Wei Ya and Wu Gaoyang, how can we make them more vivid and unforgettable?

3. Positioning confirmation

Positioning confirmation means how to check blind spots 360 degrees to make your positioning and personality foolproof? There are also such as:

To occupy a niche is to occupy the first place in a certain niche and seize the minds of consumers;

The product proposition is the selling concept you publicize to the public, so that everyone knows what value you provide to them;

Halo empowerment is to build your story through the hero's journey. In addition to the hero's journey model, we also have contrast stories, prodigal son models, and tragic warning stories;

…

2. Platform Positioning

Now that we have completed the character positioning and position occupation of the prospective influencer, the next step is the second step in the strategy of creating our own influencer: platform positioning.

1. Seize the new platform

It mainly refers to seizing new platforms launched by large companies. There is not much to say about this. The key is to identify a reliable new platform, such as the current video account.

2. Benchmarking platform figures

It is to find a role model, learn from, imitate and improve upon him/her. This is very important.

Why?

Because benchmarking can help us clearly identify the gap between ourselves and the industry's top influencers, so that we can know the overall direction of our work, learn from our competitors' practices and avoid detours. Then, quickly get rid of others in your own world and circle.

So how do we find our counterparts? We also have a formula, see the one marked in red on the page:

Let’s continue with Wu Gaoyang’s case:

She has appeared on CCTV Finance's "Economic Half Hour" and people call her "Suning Weiya".

How did she benchmark?

There are two ways:

One is to find a benchmark person on your own platform and approach him or her and surpass him or her;

The other type is influencers who are successful in selling products on competing platforms but are not available on their own platform, and bring their experience back to their own platform. Achieve overtaking by copying the already awesome experience of other platforms.

Wu Gaoyang belongs to the second category, because she did not find a suitable counterpart on the Suning platform, but found one on Taobao Live.

Who is he? Li Jiaqi.

Yes, this Suning Wei Ya has actually always been benchmarking against Li Jiaqi. Why? Think about what they look like?

As for their professional background, they are all shopping guides! WHAT ELSE? The price levels of the products they promote are similar. The average order value of beauty and cosmetics is similar to that of 3C home appliances, which are considered high prices in live streaming.

After finding the benchmark, what do we do next? Determine the benchmarking dimensions and content.

Benchmarking dimensions are generally divided into qualitative and quantitative. Qualitative means looking for it from the nature, such as sales skills and sales talk; quantitative means looking for it from the data, such as how many products are selected at a time, the number of people online for the first time, etc.

As for Wu Gaoyang, she first determined the benchmark content from the qualitative dimension - how did Li Jiaqi mobilize the atmosphere in the live broadcast room? What kind of interactions did he have with his fans? What are some high-conversion phrases?

Next, she analyzed these benchmark contents and combined them with her own experience to integrate them into the live streaming sales.

In this way, she brought her experience of competing with Li Jiaqi to Suning, and since then she has been far ahead of others and has risen quickly!

After sharing, when we have identified the benchmark, imitated, and improved, what should we do next?

3. Content Output

Now it’s time to gain both fame and fortune. Let me post a picture and look at the formula. Hundreds of thousands of Suning employees suffered the most in content output. I can talk about this for three days and three nights, but I will just tell you the result.

1. Content Type

We divide it into brand content, grass-planting content, and product-selling content.

(1) Brand content

In the first part, in terms of character positioning, the formula marked in red and the story created with it serve the personal brand content of the influencer who sells products.

We have a consensus: mastering it is the beginning of creating your own legend.

(2) Content that promotes your business

It is specially designed to plant grass for everyone. We have summarized three major grass-planting modes so that you cannot escape the fate of being tempted to place an order.

(3) Product promotion content

Product promotion content design = topic relevance + explanation effectiveness + ultimate cost-effectiveness + scene transaction, a path with very high conversion rate.

2. Content format

Finally, let's take another example:

During the Lantern Festival this year, Lao Yuan, the “influencer in selling goods” at our Carrefour Zhuhai Jida store, started a live broadcast.

Guess what? There was an explosion of orders on the same day. The sales of glutinous rice balls increased by 195% compared with the same period last year;

There was also live streaming on Valentine's Day, and the store's chocolate and red wine sales increased by 175% and 259% respectively.

Why is there such an obvious change? Everyone can think about it first.

Most people believe that these items sold better than the same period last year because of the holiday popularity and the large number of people in the live broadcast room.

But is it really like that?

Not really. The fundamental reason is that when Lao Yuan was live streaming and selling goods, he aroused everyone's emotions.

During the Lantern Festival, eating glutinous rice balls represents reunion and peace. When Lao Yuan was live streaming, he particularly emphasized the meaning and emotions behind it. So, that day, the orders exploded.

The same goes for live streaming sales on Valentine’s Day.

Taking advantage of the festive atmosphere, Lao Yuan described chocolate and red wine as essential tools for couples' love and romantic dates. With these foods and drinks, people can feel like they are in love.

After such sweet talk, the lovers' emotions were "seduced" and everyone was "eager to place orders".

4. Rise by taking advantage of opportunities

This is a practical example of how we take advantage of hot topics, and it is also the first content of the fourth step in the strategy of building your own influencer who can sell products: “Rise by taking advantage of the trend”.

Look at the picture I just posted. The formula marked in red is the hot spot formula.

Many people take advantage of hot topics by going to trending searches and looking for news. The problem is, when you rub shoulders with others, they are also rubbing shoulders with you.

How can you stand out from the crowd instead of being lost in the crowd?

Grasp the essence!

1. What is the essence of riding on the popularity of a topic?

It is to cater to the public sentiment behind hot events and say what the public wants to say.

Like Lao Yuan, whom we mentioned earlier, it caters to people's emotions of family reunion and peace on the Lantern Festival and romantic love on Valentine's Day, thereby doubling the sales of holiday merchandise - glutinous rice balls, chocolate, and red wine.

Another example is "Sisters Who Make Waves". Many people tried to take advantage of this hot topic, but a problem arose: the writing was not deep enough and there was not much response.

What is the fundamental reason why this program became popular?

Because it represents the unwillingness in the hearts of many people - although I am old, I can still live my true self and work hard for my life and work.

The sisters proved time and again on the stage that "I'm still alive" and "I can do it", which resonated with people and allowed everyone to see themselves in them.

2. How to take advantage of the hot spots?

The purpose of grabbing hot spots is to stimulate these emotions and push them out.

Think about it, what is the purpose of riding on the popularity?

It's not about getting people to click and browse, it's about getting others to forward it for you, wave after wave, or to get people to buy.

As long as we push these emotions out and people feel that we have expressed their true feelings, they will take these actions.

So, the question is, how do we capture the public sentiment?

Generally speaking, there are four major categories of public sentiment:

(1) Emotions triggered by festivals

Like Lao Yuan’s live broadcast of selling goods, he seized the holiday mood and sold out the goods.

(2) Emotions triggered by social topics

For example, the rectification of eating broadcasts has been a hot topic recently, and the sentiment behind it is that they are too hateful - not only do they eat and drink lavishly, but they also waste food, while they themselves "tighten their belts".

(3) Emotions of special groups of people

A show like "Sisters Who Make Waves" mainly represents older women. To take advantage of this hot topic, it is necessary to arouse the emotions of this group of people, such as unwillingness to give up, the desire to work hard even though they are old, etc. There is also Liziqi, who reflects people's romantic mood of getting away from the hustle and bustle of the city and looking back at the countryside.

(4) Ultimate Value Emotion

Like national self-esteem, freedom, equality, independence and so on. Events like the Huawei Meng Wanzhou incident and the US removal of Chinese apps can arouse people's national sentiments.

The above are the four types of emotions that are used to catch people’s attention. As long as you grasp them, cater to people’s psychology, and say what people want to say, you can stimulate their desire to forward and buy.

This is just to take advantage of the popularity. In addition to this, there are other practical formulas in Riding on the Trend, see the gray areas below:

Things like hanging out with celebrities, the five ways to leverage trends to sell products, and support from fan groups are all examples of leveraging trends to rise.

5. Iteration Maturity

Iteration and maturity are achieved through data analysis, hypothesis formulation, and verification and optimization. This process requires repeated efforts and capital amplification.

Is that all? No! This is just the secret to creating your own influencer who can sell products. We will also do two major parts: precise traffic management and hot product planning and design. I will have the opportunity to share them in the future.

Author: Banggehui

Source: Live e-commerce is coming