Live streaming sales has never been an easy task.

This article provides a detailed analysis and division of operational key points for the specific operational work in the three stages before, during, and after the live broadcast .

Pure dry goods!

It is strongly recommended that all players who are currently doing live streaming or preparing to start live streaming to sell goods collect and forward it.

01. Before the live broadcast

1. Live broadcast team formation

①2~3 anchors

They are: anchor, vice anchor, assistant anchor

1. Anchor: mainly introduce activities, introduce products, coordinate the whole scene, and interact with fans; 2. Co-anchor: create atmosphere, introduce promotional activities, remind activities, remind selling points, and guide attention; 3. Assistant anchor: real-time understanding of sales, number of orders, remind anchor, and voice-over interaction; 4. 2 store guides or store managers: mainly assist anchors in introducing product features, characteristics, and recommending products, while assisting anchors in interacting with users; 5. 3. Field control: 1 field control: responsible for on-site product flash sale price changes, inventory verification, event discount settings, store backend settings, and PC live broadcast product explanation cooperation; 6. 4. Operation: 1 person
Operation: Mainly responsible for video, live broadcast data operation, promotion, etc., video shooting creativity; ⑤ Shooting and editing 1 person Shooting and editing: responsible for video shooting and editing before live broadcast; ⑥ Customer service and after-sales 2 people Customer service and after-sales: responsible for customer after-sales questions, size answers, pre-sales consultation, etc. during the live broadcast;

If conditions permit, merchants can form a team for their own broadcasts to achieve greater results. The minimum team configuration is 1 anchor and 1 live broadcast operator.

2. Product selection

The prices of live streaming products are usually different from normal selling prices. The product portfolio structure of live streaming is also very important, and is usually divided into three categories: traffic-generating products, profit products, and brand products (standard products, non-standard products).

Traffic-generating products: also known as "hook products" and "flash sale benefits", 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.

Profit model: Also known as "high-priced model", the product is based on profit and has high profit.

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

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.

3. Live broadcast planning script writing

The live broadcast script contains two files, one is the [ live broadcast flow chart ], and the other is [ product selling points/preferential measures/oral broadcast script ]

Live broadcast flow chart: Arrange the products to be broadcast in each time period to avoid imbalance in the live broadcast arrangement.

Product selling points/preferential measures/oral script formulation: Combine the product selling points previously communicated with the merchant + the understanding of personal characteristics to produce a script that includes product marketing goals, key sales products, necessary product knowledge, promotional benefit points and other information. It is usually made into a PPT and used as a reminder during the live broadcast.

4. Live broadcast preview

Live broadcast preview is also called live broadcast room traffic diversion. Currently, the main methods of live broadcast room traffic diversion are:

Account nickname: Add a live broadcast time preview before the live broadcast, as shown below:

Short video preheating: send 2 hours in advance;

Daily short videos: duration within 20-30 seconds; Warm-up short videos: make a preview short video before the live broadcast, add the live broadcast date and time; but avoid mentioning marketing information such as flash sales, discounts, benefits, and preferential prices. Quantity: 2-3 pre-heating short videos; Comments: The comment area maintains the live broadcast time and guides other users to initiate comments; Behind-the-scenes short videos: Behind-the-scenes short videos shot from a third-person perspective Subtitles: Add subtitle information, such as must-haves for white-collar workers in the workplace, to increase the click-through rate of the user's live broadcast room Quantity: Publish 2-5 during the live broadcast; Short-term: Increase the traffic of the live broadcast room by posting behind-the-scenes short videos; Long-term: Fixed live broadcasts, and gradually increase the proportion of live broadcast recommendation traffic; Live Dou+: Use DOU+ to boost the popularity of live broadcasts

Delivery time: dou+ should be delivered as soon as the broadcast starts to increase the popularity of the live broadcast room in the early stage; Audience type: Target women, choose the appropriate age group, and guide the precise ordering group to enter the live broadcast room; Short video selection: Manually select short videos with high playback volume in the past month for delivery to improve the efficiency of dou+ delivery in live broadcast; Expected exposure time: Select the time based on the live broadcast duration; If dou+ cannot be delivered during the live broadcast, it is necessary to check whether the short video violates the regulations.

5. Live broadcast scene construction

① Background selection: Choose multiple live broadcast backgrounds to avoid certain backgrounds being exposed. Build a shelf background: The products are in the front of the scene, and the products are displayed in a focused manner (in a conspicuous position in the center of the screen). The background adds depth to display more products.

② Ensure that the lighting is even and does not cause overexposure. Add mobile fill lights to adjust the lighting. Background exposure: Test in advance to ensure that the background is not overexposed. ③ Radio

Make sure the microphone is picking up clear sound. ④ Ensure network stability and test it in advance to avoid live broadcast interruptions.

Spare 4G network card. ⑤ Screen

It is recommended to broadcast live from multiple angles, explain the product in close-up, place the platform in the distance, and increase the full-body angle. ⑤Mobile phone

It is recommended to use iPhone 8 or above for live broadcast. ⑥Props

Activity reminder board: Always remind people of the main content of the attractive activity: Try to be as large and eye-catching as possible to increase the number of orders for product flash sales.

If it is a clothing live broadcast, you can set up size tags to intuitively tell users how to choose sizes; use product price tags to form a strong contrast between the original price and the flash sale price (as shown above) to increase the user's sense of surprise

6. Network speed test and hardware check before broadcasting

Use official broadcasting equipment and an official network environment, log in to a low-fan account, set the account to private, and start broadcasting to conduct the following tests to avoid unknown impacts.

Hardware requirements (one of the following two is sufficient):

iOS: iPhone X or above is recommended; Android: flagship phones are recommended.

PC: System: Windows 10 is recommended, Memory: 8G or above, CPU: Intel I7, and the test should not be stuck.

The upload bandwidth requirement is >= 10Mbps. If there is a network master-slave solution, both the master and backup network uplinks need to be tested.

Under the same network conditions, only the host device should be connected, and no other devices should compete for the network speed.

7. Live broadcast test: the account starts broadcasting test, and POC enters the audience's live broadcast room to check the live broadcast effect

• Start broadcasting with a test account, and let the audience see whether they can watch the live broadcast normally;
• Test the live broadcast room functions that will be used in anchor activities and observe whether the basic functions of live broadcast are normal;
• Test the anchor's portrait and observe whether the live broadcast clarity (pay attention to the ambient light and anchor's image quality) meets the event requirements;
• Test the host's speech and music, and observe whether the live broadcast sound (pay attention to the volume and sound quality) is normal;
• Switch the primary and backup networks (if any) once to observe whether there is any lag in the live broadcast room and whether the disaster recovery effect is acceptable.
• Keep the current live broadcast test status for 10 minutes (including the time taken by the previous steps) to observe whether the live broadcast has any lags;
• If there are no other test items, you can stop the broadcast. If there is a microphone connection, see below↓↓↓

8. Microphone test: After completing step 7, an additional tester is required to continue the microphone connection with the host. Continue to observe:

• Whether the anchor can connect normally, without any problems such as black screen, no streaming, or microphone connection failure;
• Both parties disconnect the microphone once, then reconnect and observe whether there is any interruption in the connection.
• Both parties test the anchor's portrait and observe whether the clarity of the live broadcast meets the activity requirements;
• Both parties test the conversation between the anchors and observe whether the live broadcast sound is normal (pay attention to the volume and echo);
• Switch the primary and backup networks (if any) once to observe whether there is any lag in the live broadcast room and whether the disaster recovery effect is acceptable.
• Keep the current microphone connection test status for 10 minutes (including the time taken by the previous steps) to observe whether there is any lag in the microphone connection;
• If there are no other test items, you can stop playing.

02. Live broadcast

1. The live broadcast process repeatedly emphasizes the following factors to attract users' attention and comments.

Throughout the entire live broadcast, a simple cycle is performed every xx minutes, which requires a procedural and standardized design.

Interactive speech: Increase active interactive guidance, topic guidance, and attention guidance. The speech needs to be simple and circular, and add interrogative sentences. Try to choose interrogative sentences. Do you have dry skin in winter? Send red envelopes: The red envelopes will be sent out in a few minutes, and there will be a few minutes to grab them; Promotional speech: You must buy it, and your hand speed must be fast, otherwise you will not be able to grab it. Circular reminder speech: Babies, the pink water originally priced at 999 only costs xxx yuan in the live broadcast room today...

2. Assistant work

Watch the live broadcast throughout the process to ensure that the user can watch it normally. Points that need attention include but are not limited to: The above live broadcast scene contains all the key points, especially the basic points such as sound reception, network, and lighting. Computer operation to remove and remove products: During the live broadcast, use the PC background (Jubaiying platform:

https://buyin.jinritemai.com ;

Backend User Manual:

https://buyin.jinritemai.com/helpcenter/ , operate product listing and delisting, and product explanation functions.

There needs to be a clear division of labor with the anchor, for example, when the anchor is talking about the product, the assistant will remind him to pay attention to the anchor in a loop;

The anchor needs to be reminded of the rhythm in time and the relevant product information in time; the assistant speaks when the anchor is free; always remind the anchor to pay attention; change the price of the live broadcast room; the live broadcast content is compliant: understand the live broadcast regulations in advance and ensure that the words used during the live broadcast comply with the live broadcast regulations; 3. Operations during the live broadcast

① Product flash sale gameplay: add a price change link to improve fan conversion. Make sure the product has been added to the store and added to the showcase on the Douyin app. Directly use price change/inventory change method to achieve flash sales: During the live broadcast, change the price/inventory of the goods in the store background to achieve flash sales for merchants - use limited-time flash sales activities in the store background: set up flash sales activities in advance, and add products during the live broadcast.

②Control comments in the live broadcast room: set up administrators in advance; block sensitive words in advance.

03. After the live broadcast

1. On-time delivery and after-sales service

If the goods are not delivered on time, you may receive platform penalties. For detailed penalty standards, please refer to the "Standards for Handling False Shipments by Small Shops".

2. Secondary promotion can make the performance data and highlights of the live broadcast into videos and send them to Tik Tok, Moments, communities, etc. for secondary promotion. 3. Data review: Review the data after the broadcast and continuously optimize the live broadcast content based on the data. The main review data include: whether UV, PV (*uv number of live viewers, pv number of live viewers) meet the standards, whether the conversion rate meets expectations, whether the product structure is reasonable, whether the anchor is proficient in speech, whether the promotion strategy is successful, whether the field control is in place, etc.

The above is the latest Douyin live streaming sales operation manual for 2020. Whether you are a novice or a veteran, you can refer to this manual for self-reflection before, during, and after the live broadcast, and constantly review, summarize, and optimize the live broadcast process.

Author: Doushang Media

Source: Doushang Media (ganweishang)

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