The latest version of the 2020 live streaming e-commerce operation methodology, it is recommended to collect it!

Looking back at the live streaming e-commerce boom in the first half of 2020, many changes have taken place compared to before.

The participants in live broadcasts are becoming more and more diverse, and their roles are becoming more diverse. Celebrities, CEOs, KOLs, and brand owners have all started live streaming to sell products and have achieved good results.

For example, Zhang Ting's first live broadcast on Douyin had a cumulative viewing number of nearly 20 million and a GMV of 256 million; Luo Yonghao's live broadcast with goods was also steady and solid, with sales exceeding 300 million in the past few dozen days.

At the same time, in the fierce market competition, brand promotion has received much attention from enterprises in recent years. It not only brings high-intensity exposure to enterprises, but also becomes a powerful weapon to enhance product and corporate image.

In Luo Yonghao's first live broadcast on April 1, Xiaomi Mobile Phone took advantage of the popularity of Luo Yonghao's live broadcast debut to "bundle" the brand and Luo Yonghao, thus achieving the purpose of brand promotion.

The Weibo topic #Luo Yonghao sells Xiaomi phones# has been viewed over 20 million times.

On Douyin, the video playback volume of the topic #Luo Yonghao helps Lei Jun sell Xiaomi phones has reached over 8 million, triggering widespread discussion among users.

Under the trend of online marketing, live streaming has become the main battlefield for online communication for many brands, including beauty and skin care brands, food, and daily necessities. Some high-priced categories such as 3C digital products, automobiles, and real estate have also begun to increase their investment in the live streaming field.

It can be said that live streaming has penetrated into every area of ​​people’s lives.

At the same time, more and more short video platforms have joined the ranks of live streaming e-commerce, among which Douyin has been particularly prominent.

As a platform with a wide user base, Douyin's potential in live streaming has been recognized by more and more anchors and brands. Its industry influence continues to increase, and more and more successful cases are presented to industry professionals and users.

Based on these successful cases, ByteDance launched the "TikTok Live Marketing Practical Experience Manual", which follows the logic of "people-goods-place" and is case-oriented to provide reference and methodological guidance for those entering the live broadcast industry.

01. Prerequisites for live streaming sales

To sell goods through live streaming, there must first be someone to “lead” the sale, and that person is the anchor .

The development of live streaming has also put forward different requirements for anchors. Anchors need to strictly select products, introduce products concisely, and stimulate users' shopping needs with skillful recommendation methods. The different abilities of anchors also bring users different live shopping experiences.

Therefore, in live streaming with goods, the choice of the anchor is very important. The anchor is often the prerequisite for determining whether the live streaming with goods can be successful .

In the vast live broadcast content ecosystem, anchors of different types and identities have formed different broadcast ecosystems.

These anchors may include celebrities, experts, brands, government agencies, etc. They have different characteristics and advantages for brands to choose from.

For example, Luo Yonghao, who has been deeply involved in the 3C digital field, has an advantage in promoting digital products, while Zhang Ting, who has her own beauty and skin care brand, is better at promoting beauty and skin care products.

When a brand selects an anchor, it needs to consider several factors comprehensively and select the best anchor for the brand through the 3C analysis method of anchor selection.

The 3C analysis method for anchor pre-selection includes Competitor, Capacity, and Coincidence.

• Competitor

Competitor, translated as competitor.

For brands, it is also very important to learn from competing brands.

Analyzing the anchors chosen by competitors for live broadcasts can help you quickly discover anchors who have the ability to sell similar products. Combined with fan overlap analysis, this can effectively expand the brand's anchor choices.

• Capacity

Capacity, translated as ability. When brands select anchors, they must consider the anchor’s professional ability.

By analyzing the sales effects of competing products and combining them with the specific circumstances of the anchors, we can select the anchors with the strongest sales power, which will have a positive effect on consumer conversion.

• Coincidence

Coincidence, translated as correspondence and consistency. The fan groups of different brands are quite different. Therefore, when choosing an anchor, a brand should choose the influencer with the highest fan overlap with its own brand. The higher the overlap, the wider the potential consumer group will be covered and the better the sales effect will be.

When choosing anchors to sell products, different brands should consider these factors comprehensively and choose a ratio that is most beneficial to their brand according to demand.

In the chart of brand matching analysis of a beauty brand influencer by ByteDance, we can also gain insight into the correctness of the 3C analysis method.

In the chart, we can find that influencers D and E perform well in their ability to bring goods and the overlap of fans with the brand. In particular, influencer E has higher fan overlap and ability to bring goods than the brand's own influencer C. Such high-quality influencers can naturally be included as the key considerations for subsequent live broadcasts.

The data comes from the "Tik Tok Live Marketing Practical Experience Manual"

02. From “people looking for goods” to “goods matching people”

In addition to comprehensive factors such as the anchor's own ability to sell goods, the "goods" in live streaming sales are also very important. On the basis that the anchor's ability meets expectations, the goods cannot "fall behind".

In today's live streaming ecosystem, the traditional "people looking for goods" has become "goods matching people", using goods to match the anchors in the live streaming room.

The key to “people looking for goods” is traffic and brand, while “goods matching people” pays more attention to personality and scene.

First of all, the price of the product is an important factor that users consider.

Products with low average order value are often easier to attract users and acquire new customers.

But at the same time, high-discounted quality products can also stimulate users' desire to buy. High-priced goods can attract consumers through greater discounts and more attractive and practical gifts, and increase fans' enthusiasm for interaction through raffles.

Brand awareness can also influence users' purchasing behavior to a certain extent. If a product brand has a certain degree of popularity in a specific circle, it can also help users achieve consumption conversion.

At the same time, the product attributes and the host’s personal labels must be highly consistent , so that they can better match the fan group and generate strong demand among fans.

For example, when Luo Yonghao, who is deeply involved in the digital 3C field, sells digital products in the live broadcast room, users will have higher trust in him and will be more willing to consume.

The automobile brand Geely is well aware of the importance of these factors and used them flexibly in the Geely Haoyue live broadcast room some time ago.

First of all, in the automobile industry, Geely is undoubtedly a brand with a high degree of popularity. The Geely Haoyue car featured in the live broadcast is also a relatively high-quality product of the brand. Therefore, in terms of popularity, Geely Haoyue has gained an advantage first.

At the same time, during the brand live broadcast, Geely Haoyue's live broadcast room included the lottery benefits throughout the live broadcast.

Users can obtain lottery qualifications by leaving information and win 40% off on car purchases and more than a thousand luxury gifts, as well as super discounts on products. The company successfully attracted consumers with high benefits and completed the collection of consumer information.

The final number of leads from this live broadcast was 700% higher than other similar projects, accumulating a large number of potential customers for Geely.

03. The multi-tasking live streaming “middleman”

Wherever the users are, there is the scene.

In the above parts, we have discussed the issues of "people" and "goods", and the next one is "place".

In recent years, as the scale of online live streaming users continues to expand, more and more platforms have begun to enter the live streaming industry, and live streaming has gradually become a standard feature of the platforms.

In live streaming, if you want to maximize the role of the anchor and the products, you must work hard on the construction of the live streaming room and the selection of the platform to maximize the live streaming effect and achieve product and effect integration.

Traffic diversion before live broadcast is very important for live broadcast. Traffic diversion and preheating are the basis for ensuring the traffic of the live broadcast room and are also an important means to increase fans.

Taking the Douyin platform as an example, due to the rich content forms on the platform, brands or anchors who live broadcast on Douyin can use short videos and Douyin topics to attract traffic to the live broadcast room, accumulate private domain traffic with high-quality short videos, guide users to the live broadcast room, convert it into public domain traffic, and promote users to achieve consumption conversion.

Infiniti once conducted a short video warm-up before the live broadcast, and cooperated with host Chen Ming, celebrity Zhang Ruoyun, automotive industry KOL Chen Zhen, and design bigwig Liang Zhaohui to "endorse" the launch of the new car, which not only achieved wide coverage of the fan group, but also achieved precise reach of the automotive audience.

When live streaming, you must strictly control the live streaming time and grasp the best live streaming time and duration. Only in this way can you accumulate popularity and attract user attention.

During the live broadcast process, high-quality live broadcast scripts are also a necessary condition for achieving consumer conversion.

As a content marketing tool, Tik Tok has a high-quality content ecosystem.

Douyin has a strong tolerance for high-quality content. Whether it is short video content or live broadcast content, as long as it is of high quality, it can be widely disseminated on Douyin and achieve marketing goals.

Based on this, only sufficiently high-quality live broadcast scripts can gain loyal fans of the brand. There are several elements to pay attention to in a high-quality live broadcast script:

• Storytelling: Storytelling scripts that can deeply convey brand values ​​are more likely to be liked by users and are also more likely to gain loyal fans of the brand.

• Rhythm: Splitting the entire live broadcast into multiple "time units" and making them independent segments can reduce the user's understanding cost and allow users who enter the live broadcast room at any time to understand the content and value of the live broadcast.

• Interactivity: The interactive part is indispensable in the live broadcast process. Live broadcast with strong interactivity can extend the viewing time of users and increase their willingness to consume.

The picture comes from the "Tik Tok Live Marketing Practical Experience Manual"

Of course, the final link of live streaming sales ultimately falls on consumer conversion, so the integrity of the conversion chain is indispensable.

A complete conversion chain is a major criterion for choosing a live streaming platform.

Taking the Douyin platform as an example, the Douyin store function shortens the conversion path, allowing users to place orders directly in the Douyin live broadcast room, giving users a better consumer experience.

On the Douyin platform, short videos attract customers, live broadcasts pull out customers’ products, and live broadcasts pay for products, forming a closed loop and achieving consumer conversion, allowing Douyin to help people experience a better life to the greatest extent.

Luo Yonghao’s construction and utilization of “field” is very worthy of reference.

Before the live broadcast, Luo Yonghao used a large number of "TikTok-style" short videos to warm up the show, using TikTok's popular memes to attract users to watch and creating a lot of sense of conflict and drama. The number of interactions for his first live broadcast warm-up video reached nearly one million in a short period of time.

At the same time, during the live broadcast, he and his team controlled the rhythm of the live broadcast room properly, frequently holding draws and interacting with fans .

In addition, the live broadcast room links to the e-commerce platform, forming a closed loop, which drives the platform to improve conversion efficiency.

04. Conclusion

The prosperous development of the live broadcast industry, the ever-increasing categories, and the increasing number of players and platforms involved have shown us that live broadcasting has become an irreversible trend.

Players who go with the flow and enter the live streaming industry often don’t know enough about it and need guidance on live streaming marketing methodology.

The "Douyin Live Marketing Practical Experience Manual" launched by ByteDance and Douyin E-Commerce this time is a "pitfall avoidance guide" for players entering the live streaming e-commerce industry.

These scientific methodologies have enabled more and more players who have not yet entered the industry to have a better understanding of the live streaming industry.

At the same time, it also allows players who have already entered the game to avoid falling into misunderstandings, use scientific methodology to guide practice, create more efficient live broadcast solutions, achieve product and effect integration to the greatest extent, and jointly promote the prosperity and development of the live broadcast industry.

In the future, we also look forward to more characters exploring new gameplay and more new possibilities in the live broadcast track.

Author: Jiayi

Source: TopKlout