38 industry terms for live streaming sales

Live streaming sales are very popular nowadays, so have you mastered all the professional terms related to live streaming? Today, we have compiled some common live broadcast terms for you, you can save them.

1. Controlling comments: Also known as "empty bottle", this term originated from Weibo, which means manipulating comments by liking and replying to good comments on Weibo to make them popular, while bad comments are either ignored or reported to avoid appearing at the forefront. It is often used to describe fans controlling the direction of comments under celebrity-related news. It is also often used to remove negative public opinion about a company. In the live broadcast room, it means controlling the style of the comment area in the live broadcast room. Generally, the anchor will set it up in advance to block some negative keywords and guide a healthy interactive atmosphere in the live broadcast room.

2. Setting the pace: Similar to controlling comments, live broadcast operators will set the pace in the comment area of ​​the live broadcast room, play a leading role, and guide other users to purchase products. There are now special water armies selling this type of business. The main purpose is to create an atmosphere in the live broadcast room.

3. Slot fee: the fixed link fee for products in the live broadcast room. Currently, most e-commerce anchors charge merchants a slot fee. Generally, even if the same anchor is broadcasting the same show, the product placement fees will be different. The variables of the placement fees include product categories and the order in which the products are broadcast live.

4. Service fee: The service fee that merchants pay to live broadcast organizations is generally charged based on a certain percentage of the sales in the live broadcast room.

5. Commission: E-commerce anchors charge merchants a certain percentage of commission based on the sales volume of products in the live broadcast room, which can be understood as sales commission. This commission will be different from the pure commission model and is generally charged additionally.

6. Pure commission model: e-commerce anchors do not charge merchants for slot fees, but only commissions.

7. Targeted commission: In Taobao Alliance, merchants can set the commission ratio only for the pid of a single anchor (pid refers to the code corresponding to each account, used to identify different Taobao customers).

8. Exclusive benefit points: exclusive gifts, product prices, etc. that belong only to the anchor. Those who often visit the live broadcast rooms of top anchors should be able to see that certain products require notes when purchasing. If you make a note, you will receive additional products or small gifts. These are exclusive benefit points. Of course, many anchors now use this method to guide orders during live broadcasts.

9. Assistant anchor: Also known as "deputy anchor", an assistant to the e-commerce anchor in the live broadcast room, responsible for supplementing product information, answering user questions, etc. For example, Li Jiaqi’s little assistant.

10. GMV: The abbreviation of Gross Merchandise Volume, which refers to the total transaction amount. Generally speaking, the transaction amounts disclosed during the 618 and 1111 periods are GMV, which is higher than the actual transaction price.

11. Average order value: the average transaction amount of each customer. The calculation method is average order value = GMV/total number of customers who consume in the live broadcast room.

12. ROI: The abbreviation of return on investment in English, refers to the rate of return on investment. The calculation method of ROI in the live broadcast room is ROI=sales/slot fee. For example, the pit fee is 20,000 yuan, and the ROI is guaranteed to be 1:2, which means that the product sales are guaranteed to be 40,000 yuan.

13. Number of online users: The number of users watching the live broadcast at the same time.

14. Average online time per user in the live broadcast room: the average length of time users stay in the live broadcast room.

15. Brushing orders: Also known as "supplementing orders", it refers to placing orders manually or through software to increase sales in the live broadcast room. Some businesses now use live streaming to fake orders in order to increase product sales.

16. Traffic-generating products: Also known as “hook products” and “flash sale benefits”, they generally refer to products with prices as low as 1 yuan or even 0 yuan, which help attract new customers to the live broadcast room. A common routine is that the host will say when a certain number of people have participated in the lottery/flash sale. The purpose is to extend the user's stay time in the live broadcast room.

17. Profitable model: Also known as “high-priced model”, the product is based on profit and has high profit.

18. Standard products: Products with unified market standards and transparent prices, such as mobile phones, computers, and home appliances are all standard products.

19. Non-standard products: products without clear specifications and models, such as women’s clothing, women’s shoes, etc. Because product styles, creativity, services and quality are different, the prices vary greatly.

20. sku: The abbreviation of StockKeeping Unit in English, refers to a product. If a product has 3 colors, it is equivalent to 3 SKUs.

21. DSR dynamic rating: Taobao Tmall store rating. If all three items are green, or one item is below 4.7 points, the product will not be available in the Douyin product showcase.

22. Brand-only session: A live broadcast in which the host and the brand cooperate to sell products, that is, only the brand’s products are sold in this live broadcast.

23. DOU+: A content heating tool launched by Douyin to help anchors recommend content to more interested users. Simply put, it is paid promotion, which can be invested by the anchor himself or directly by the brand.

24. Douyin Store: An e-commerce monetization tool provided by Douyin to Douyin influencers to help them expand content monetization channels, similar to the nature of Taobao stores. After the store is opened, it can be displayed uniformly in other Toutiao applications, such as Toutiao, Douyin, Huoshan, etc. Fans can shop on these platforms separately, completing a closed loop. Opening a Douyin store requires an enterprise, and a certain deposit will be required based on the category.

25. Product showcase: This is the product sharing function of Douyin. After it is activated, products can be placed in the showcase for sale, and fans can earn commissions after placing orders.

26. Yinlang: Douyin’s virtual currency, used by fans to give tips to anchors. The anchor can withdraw cash.

27. Juliang Luban: Place advertisements for small shop products, and the landing page can be directly placed in the Douyin live broadcast room.

28. Star Map: A service platform for brand owners, MCN companies and celebrities/influencers to conduct content transactions. Merchants can choose celebrities and influencers who have settled in Douyin to cooperate in live streaming and selling products according to their needs. Of course, the cost of cooperation with Xingtu will be relatively higher. A talent platform similar to Taobao.

29. Right to appear: The anchor needs to meet certain conditions before being displayed on the "Mobile Taobao - Taobao Live" channel.

30. E-commerce ranking: Merchants can enter the ranking designated by the anchor (for example, top three) by giving gifts, and the anchor will compete with them to sell goods online. Guabang e-commerce is a live streaming sales method originated by Kuaishou, and Douyin currently has a similar method.

31. Deposit: Kuaishou requires merchants to pay a deposit to open a Kuaishou store or other product channels. In addition, when e-commerce companies on the list cooperate with anchors, some anchors will also be required to pay a deposit.

32. Kuaibi: Kuaishou’s virtual currency, used by fans to give rewards to anchors.

33. Ofo: the shopping function of Kuaishou. After the anchor adds products for sale in the live broadcast room, users in the live broadcast room will see the "little yellow car" and can click to view and purchase the products.

34. Quick Order: Kuaishou’s official platform for matching customer promotion needs with influencers’ monetization demands. Customers select influencers based on their promotion needs and place live broadcast promotion orders. After the expert accepts the order, he or she will help the customer achieve e-commerce ordering or brand marketing goals through live broadcast.

35: Technical service fee: When the live broadcast room uses the shared bike to display Taobao products, the settlement is based on the CPS method, and 10% of the amount needs to be paid to Alimama.

36: Channel service fee: Taobao Alliance will charge a channel product-special service fee for the Taobao customer promotion orders generated through the channel ID, that is, 10% of the commission will be charged from the orders with the channel ID. For example, if the final transaction price of the product is 100 yuan, and the merchant sets a 20% commission, then the special service fee charged by the agent is 100X20%X10%=2 yuan.

37: Comparison order: find the desired product on the shopping app first, and then go to the price comparison app to get rebates. Currently, Taobao Alliance has made floating profit adjustments, and Pinduoduo will cancel the corresponding commission.

38: Content service fee: For orders that promote the content product library through content platforms (such as Douyin, Kuaishou, and Weibo), the content scenario service fee needs to be deducted. The final transaction price of the product is 100 yuan, and the merchant sets a 20% commission. The commission rate that Taobao sees in the content CPS product library is 14% (20%-6%=14%). The 14% commission is then divided among the three parties according to the profit-sharing ratio.

Author: Love Operation

Source: Aiyunyun