Review of 4 private domain traffic live broadcast cases

All brands are paying close attention to private domain traffic operations, and many brands have achieved very good results through private domain operations.

About private domain traffic live broadcast:

I myself earn a lot of money through private domain live streaming.

I have established a large number of communities through the positioning of big names + community fission + live broadcast fission + value fission (white paper\replay\courseware); and also obtained potential cooperation channels and sales leads. Once your private domain architecture is built, you will find that a lot of resources will be attracted continuously. But you won’t be able to experience it unless you get involved yourself.

Recently, the new version of WeChat live broadcast has added new features, and many people are paying attention to the changes in live broadcast.

There is a lot of debate about live streaming of private domain traffic. Some brands firmly believe that private domain traffic can be cultivated. Although it does not have the natural traffic of public domain traffic (there is very little natural traffic in the public domain now), it is necessary to unswervingly persist in operations and explore the routines that suit them.

Another wave of voices believes that private domain traffic is still playing with its own users, and growth is too difficult, so it is better to invest more in growth in the public domain.

In fact, both the public domain and the private domain are channels for enterprises to operate their customers and there is no conflict between them. Public domain traffic relies on grabbing, while private domain traffic relies on nurturing. Converting users obtained from the public domain into the private domain user pool may be a more appropriate approach.

The live streaming format has increased the distance between brands and users and improved the efficiency of brand communication. This method will definitely have a bigger explosion.

We share with you the private domain traffic live broadcast solution that we have previously implemented, to help you unveil the mystery of private domain traffic live broadcast, so that you can have a thorough understanding of live broadcast operations, and you are also welcome to start trying private domain live broadcast.

If someone asks me now, how should I do live streaming? Maybe I will help you sort out the position of live streaming in the private domain operation system first.

Live streaming can attract fans and make transactions, it can activate users and convert trust. We share several practical cases of our customers, and perhaps you will have a clearer understanding of private domain traffic live streaming.

1. Home furnishing industry: headquarters live broadcast enables stores to open up full-link digitalization

The benefits of live streaming are obvious in the home furnishing industry because of its high average order value and long purchasing cycle.

• Home products provide live broadcasting, a WYSIWYG format, which can enhance users' sense of reality in understanding the product;
• Through the host's real-time explanation, users can have a more comprehensive understanding of the product and create a scenario-based shopping experience;
• The real-time communication and interaction of live broadcast makes users feel more involved, and other people’s purchases will also lead more potential consumers to complete transactions.

Live streaming in the home furnishing industry is booming, and many home furnishing brands are gradually accumulating a user base through private domain live streaming.

For chain enterprises, the value of live streaming can be maximized through the model of live streaming by the president of the headquarters + store promotion to obtain traffic watching the live streaming + distributing the obtained sales leads to stores .

• Each store has sales leads to be closed. Through the professional sales staff and the president's platform at the headquarters, we can provide a very strong sales impetus for the store.
• The store provides customers to be transacted with, the headquarters helps with the transaction, and the leads belong to the store after the transaction. This model is valuable for both the brand and the store.

Therefore, in the private domain traffic live broadcast gameplay in the home furnishing industry, forming a closed loop in three steps is a very effective live broadcast form.

Now that the transaction model is in place, it needs the support of digital tools. In order to support the function of private domain live streaming, distribution function needs to be provided.

That is, the live broadcast shared by each person must contain personal information. Others can enter by clicking on the link shared by the individual, and the sharing information of their superiors needs to be recorded.

In this way, everyone sends a link to the members of their own store. After the members of the store complete the transaction, they can record the source of the sales leads, realizing the live broadcast model of "the president helps with the transaction, and the stores distribute the leads."

2. Store traffic harvesting + live streaming: the transformation strategy of jewelry brands and luxury goods

For products with high average order value, the full-link process of digital operation of luxury goods may refer to the following case.

The general perception of the jewelry industry is that jewelry customers have high order prices and low repurchase rates. However, through data analysis, we find that the repurchase rate of some high-value customers is very high.

For private domain operations in the jewelry industry, we recommend using: store traffic harvesting + exclusive shopping guide operations + live broadcast of new products + distribution mall.

The number of live broadcasts should not be too frequent, but they must have very clear positioning and goals.

In the special luxury goods and jewelry industries, new products are very attractive to repeat customers; distribution live streaming can also establish channel loyalty to the brand.

Through the store traffic harvesting plan, all store customers are collected into the user pool.

Through one-on-one exclusive service guides, we provide customers with a very professional and considerate service experience. The exclusive guides can see the customers' browsing history and interests, and the guides will be the first to contact the customers when they open the mini program. The digital service experience undoubtedly enhances the customers' brand experience.

During the live broadcast, very professional teachers will explain the investment value and matching scenarios of jewelry, shaping the scarcity and high profit value of the products, and deposits can be paid directly in the live broadcast room.

3. Card opening gift package + flash live broadcast + old customers bringing in new customers: the digital counterattack of the retail industry

Private domain live streaming in the retail industry is very representative, with a high customer repurchase rate, relatively low average order value, and a large number of customers, which places higher requirements and tests on the company's digital operation capabilities.

Promotions, purchase restrictions, special prices, and coupons are the basic and necessary means of operation; bringing in new customers and group buying are advanced operation methods; private domain live streaming can be a very effective supplement.

Flash live streaming is a small innovative gameplay created after multiple private domain live streaming events.

In the retail industry, some live broadcasts are done for 2 hours a day, and activities and promotions are carried out in the live broadcast room. This has an impact on the brand's product positioning. Moreover, long-term live broadcasts place high demands on the anchors. It is not suitable for promotion in every store.

Flash live broadcast is a promotional live broadcast method launched in conjunction with the store’s membership day every Wednesday.

Each live broadcast is only 30 minutes long; weekly membership day activities can only be claimed in the live broadcast room.

This method gives members a stronger impression of the concept of Membership Day. At the same time, during the flash live broadcast, the store only needs to broadcast promotional information and product introductions to everyone, and the salesperson of each store has no pressure to be the anchor.

Concentrated time discount sales is a very good way of promotion.

And after the transaction is completed in the live broadcast room, a card opening gift package can be automatically pushed. The gift package contains a lot of coupons and other promotional baits, which is convenient for members to return to the store regularly.

It is through this small strategy that the well-known chain stores we cooperated with achieved an annual performance growth of 26%.

4. Digital experts say: Community fission + live broadcast fission + old-to-new fission: a breakthrough solution for private domain growth

Finally, it should be emphasized that private domain live streaming has fixed methods and routines, and through live streaming, a standard and qualified private domain live streaming operation plan can be executed.

Author: Jiuzhilan

Source: Jiuzhilan Internet Marketing (jiuzhilan)