80% of live streaming sales fail due to 3 problems!

Today, I suddenly felt like talking to you about the experience I’ve accumulated recently in live streaming sales .

Based on a call from a good friend of mine yesterday (because she wanted me to help her get her clothing live streaming room on the right track, let's call her Party A for now), her thinking logic is really terrible because she has never done live streaming. Her subordinates made a budget for her around live streaming, which involves: live streaming equipment, anchor salary, anchor commission, service team service fee, Douyin commission, Dou+ fees, massive advertising, purchase payment, pressure payment, how to return goods and a series of other issues about expenses.

The minimum investment budget was about 2 million. Party A was confused and called me to ask, "I have invested so much, how much can I earn back? Is there any guarantee?"

Based on this content, I will talk about three problems that must be solved in live streaming sales. If they cannot be solved, then don’t do live streaming sales.

1. A strong supply chain is required

Many people don’t know what a strong supply chain is. Simply put, it must be a hit product, a high-end, good-looking, high-quality, and low-priced product. If a hit product is not possible, a high-frequency product that is good value for money will also be acceptable.

Using this friend's clothes as an example, I told her:

"Sister, first of all: do you have any clothes that you particularly like, clothes that you can't sleep without recommending to your best friends, clothes with such styles that you feel uncomfortable not buying them, and this has nothing to do with the cost of the clothes. Second: if the live broadcast room sells 10,000/20,000 pieces of clothes, can you make a phone call to the factory to lock in the clothes you need, even if there is no agreement signed or payment made."

Her answer was "neither".

Many shop owners who sell goods through live streaming always feel that what they have in their hands is real, so they need to spend a lot of money to buy the products first and then do the live streaming.

It is absolutely wrong to think so. One of the important reasons why many small anchors cannot make money now is because of this. The products they get are also available to others. They are provided by suppliers specializing in live streaming, and the profits are pitifully small. However, they actually ignore their own personal image and the feelings of their fans for the sake of money and just sell goods through live streaming.

If we are only middlemen of the products, then there is no need to do live streaming to sell goods.

I suggest and strongly recommend getting first-hand sources directly from manufacturers. It would be even better if you can become exclusive and be able to lock the warehouse in time. If you don’t want to spend money, find someone to wait in the warehouse. You can get the goods based on how much the live broadcast costs.

2. Anchors who can bind relationships

There are really too few anchors these days, and even fewer anchors who can sell goods. Looking at the background data, there are about 400 people doing live streaming to sell goods in Henan, and those who can do well can only be answered with "sighs."

Let’s get back to the issue raised by Party A this time. Her partner is a very good anchor. He is the perfect choice in terms of appearance, expressive ability, work experience, serious attitude towards work, etc. But I asked Party A: "Your live broadcast room needs to be built with a character IP. Other positioning is not suitable. Are you really willing to build her IP?"

For today's anchors, even if they sign a contract, what can they do? You cannot control things like taking leave or slacking off. Once a person becomes famous, there may be more possibilities, so business does not involve gambling on human nature.

Isn’t “Eddie Peng” from a certain Internet company a living example? So the current company + employee approach is outdated, and we can consider how to achieve win-win cooperation with more sincerity and less routine. There is no need to bind the relationship with live broadcast. The main thing is to distribute the benefits reasonably, and then the relationship with the anchor can be bound.

3. Experienced Operations Team

The first thing I want to popularize to everyone about live streaming sales is that it is not just the host’s job, there is a team behind her.

The functions of this team include: deputy anchor, anchor assistant, sales customer service, event planning, advertising, data monitoring, product selection and supply chain, warehouse management, etc.

Many people only see Li Jiaqi and Viya, the few people in front of the camera. What you don’t know is that the team behind them may have hundreds of people. One product line may require a team of more than ten or twenty people.

Let's talk about why Party A chose me to help her. First of all, I am not a professional live broadcast operator for others. I have my own live broadcast base, and I also help a live broadcast room selling clothes (let's call it Jingjing Live Broadcast Room). After training, there are about 150 people online every day, and the GMV usually fluctuates around 2,000-5,000 yuan. If we hold an event, the GMV will be as high as about 30,000 yuan.

However, if I tell you the source of the goods, you will probably be confused. The goods are purchased from Zhengzhou Yinji Commercial City. They are a studio with two people. I think it is good enough that they can achieve this without any advertisements. We can't compare with those big anchors.

If you want to know about Jingjing’s live broadcast room’s personality, positioning, product pricing, customer groups, number of online users, community management, event planning, private domain traffic management, etc., you can chat with me privately.

Finally, regarding the road of live streaming sales, every store owner who has not yet done any sales through live streaming should reflect on this: What are your advantages? Is it suitable for live streaming? What is the purpose of live streaming?

Don’t just follow the trend. Maybe you can do two live broadcasts, and considering that there is only one person watching, if you do a few more, your mentality will collapse. Live streaming can be done, but it requires careful planning and perseverance from a professional team.

Author: Yang Minghao (Ah Hao)

Source: Yang Minghao