How to create the host’s personality in a private live broadcast room?

The bonus period of live streaming has not yet passed, and more and more people are switching to become anchors. Top anchors such as Li Jiaqi, Viya, and Simba stand as industry benchmarks, making more and more young people include e-commerce anchors in their career choices.

An excellent anchor can indeed bring huge profits to merchants, and it is not a miracle to achieve a large GMV in a short period of time.

However, there are frequent incidents of celebrities and famous people failing to sell goods through live streaming . A while ago, Wu Xiaobo sold goods through live streaming, but the merchant paid 600,000 yuan for the slot fee, but the actual transaction amount was less than 50,000 yuan. Luo Yonghao's live streaming sales plummeted by 97%. Yang Ying's live streaming sales were not satisfactory.

The poor professional quality of the anchor is one of the most important reasons for a series of live broadcast failures.

Merchants who can afford to hire top anchors and spend money can naturally do more live broadcasts and try more tricks; but for most merchants, it is actually unnecessary to spend huge amounts of money to hire stars and celebrities.

Private domain live streaming has become a trend nowadays, and it is currently developing well. Not only small and medium-sized businesses will choose private domain live streaming, but big brand businesses will also build their own private domain live streaming rooms.

Under such circumstances, the anchors of private domain live broadcast rooms should not only not lower their requirements, but also be built with a more professional attitude. If businesses can create their own professional anchors, it will definitely be economical and efficient for the future development of live broadcasts.

So, how does a live broadcast room create a host with a specific personality?

1. Store positioning

Store positioning determines the style and image of the anchor, so the most fundamental thing is to figure out what your store positioning is.

The store positioning should be determined based on the merchant's product features and customer portraits. Are you selling beauty products, food, clothing, or daily necessities? What are the selling points, benefits, and advantages of your products?

For example, the styles of clothing include workplace style, casual style, or some smaller circles such as Hanfu, two-dimensional clothing and makeup, etc. If you understand what style of clothes you sell, the customer portrait will be clear.

As mentioned before, customer portraits actually refer to who the consumers of the product are, their age, gender, consumption level and consumption preferences.

After clarifying the style of clothing, the next step is to think about the consumer groups and consumption scenarios.

For example, some businesses selling Hanfu, their customer base is Hanfu enthusiasts, mostly young people, who usually buy Hanfu in scenarios such as photo shoots, performances, and events.

Once the customer portrait is clear, we can equip anchors with corresponding styles; everyone's appearance and temperament are different. Some people may look cool and are not suitable to be anchors with literary or ladylike styles.

For anchors who wear Hanfu, it may be necessary to choose anchors who have a more classical look and make people feel involved.

If it is a store selling fresh food and agricultural products, the anchor may need to be down-to-earth, while for a store selling jewelry and luxury goods, the anchor must have the temperament of an "industry expert" and an "appreciator".

2. Live broadcast room host configuration and duration configuration

The number of anchors in the live broadcast room and the duration of each anchor's broadcast will depend on the live broadcast industry and product.

Generally, it is more appropriate to have two anchors for food live broadcasts, one responsible for product introductions and the other responsible for tasting and handling food.

Clothing can be equipped with one or two anchors to prevent empty scenes when trying on clothes. Some clothes have different colors. If two anchors try them on together, it will also be convenient for fans to compare the effects.

Home and jewelry categories focus more on products and demonstrations and can be equipped with only one anchor.

Since catwalk shows are held on a T-stage in the live broadcast room, they require multiple anchors.

3. Quick Guide to Anchor Training

So, how to train anchors and build their personalities?

1. Makeup

Hairstyle: Boys should be neat and tidy, and girls should have a clear face and no messy hair. It is best to tie up the hair. Of course, this is not a hard requirement. It depends on the specific scene and sales needs. It is enough for the anchor to look elegant and have the right temperament.

Makeup: Female anchors should wear makeup as much as possible. If they wear glasses, pay attention to whether they will reflect light. It is best to wear contact lenses.

Clothing: clean and tidy, in line with public aesthetics; if you are in the clothing industry, your clothing is the best representation of your brand, and the anchor needs to try on all kinds of clothes.

2. Psychological development

When the anchor stands in the live broadcast room, he has to face hundreds of thousands or even millions of fans and accept their evaluations. Various emergencies may also occur in the live broadcast room, so it is a test of the anchor's ability to respond and psychological quality.

First of all, the anchor must think like a friend and be patient; when the anchor stands in the live broadcast room, he is actually sharing what he thinks is good with everyone, so he must be as sincere as if he were recommending something to his friends. The explanation of the product should be neutral. When explaining the advantages of the product, you should also analyze where the product is not suitable. For example, some skin care products are suitable for oily skin, but may not be very friendly to dry skin. Some clothes look good on tall people, but may not be supported by short people. These are all things that need to be made clear when promoting the product to fans. In addition, the anchor must have enough patience to answer repetitive questions patiently as users come and go.

Secondly, the host should keep a normal mind. Sometimes there may be malicious comments from users in the broadcast room, and the host should be able to resolve them with wit and humor. Here you can pay attention to some reply masters in the entertainment industry, such as Li Yifeng, Wang Yibo and Zhang Yu Jian, and see how they reply to others.

Finally, it would be better if the anchor could cultivate his or her sense of humor. The live broadcast room needs to create a relaxed and happy atmosphere. If the anchor cannot open a tense and serious live broadcast room, the fans will feel embarrassed. The anchor is humorous and good at creating an atmosphere, and fans can also shop happily and consume happily.

3. Professionalism building

The anchor needs to have a certain degree of professionalism. First of all, he or she must have the shopping guide ability like a "saleswoman". Only after trying on, tasting, and trying products and having his or her own experience can he or she speak, and only when dealing with consumers on the front line can he or she have a say.

The next step is to have a certain level of research into the product industry and a certain field like an expert. For example, if it is the clothing industry, then you should at least have a certain level of research and aesthetic ability into the material, style, fashion trends, and dressing skills of the clothes; in the beauty industry, you should be proficient in a certain field such as the ingredients of skin care products, skin care knowledge, makeup techniques, and makeup matching.

In addition to the knowledge of these industries or fields, the anchor must also understand the selling points, advantages and benefits of the products he or she is broadcasting. In short, your professionalism determines the level of trust your fans have in you.

4. Product selection ability

Knowing what kind of products can be included in the live broadcast room, what kind of products are not suitable, and how to match products to achieve good results, this is the host's product selection ability.

The ability to select products is also linked to the host's professionalism to a certain extent. Only when the host is professional enough can he know the selling points and advantages of the products and how to explain them to maximize the advantages of the products.

The anchors should learn more about product-related knowledge and industry knowledge in their daily lives, which are things that need to be accumulated through osmosis and subtle influence.

Of course, product selection is not the host’s job alone. More often, it is the result of coordination and discussion with merchants. Merchants and anchors should communicate and negotiate more and complement each other’s strengths to achieve good live broadcast effects.

4. Selection of anchors

First of all, the anchor is someone who understands the product and has a certain degree of professionalism.

The first thing to do is to choose a professional anchor who matches the positioning of your store. Secondly, employees and bosses can also be anchors. Finally, merchants can train and incubate their own anchors.

1. Professional anchor

Of course, professional anchors are the most suitable to be anchors. He/she has certain live broadcast experience and professionalism. Merchants only need to choose anchors that match the tone of their own live broadcast rooms.

Finding professional anchors is a better choice for some businesses that cannot be anchors themselves but have a certain scale and brand awareness. They can sign long-term contracts with professional anchors, but it is best to incorporate the signing plan into their own strategic plan. It is best to form long-term and stable cooperation.

2. Employees

Employees can also serve as anchors. They have a certain understanding of the products and have long-term experience in dealing with consumers. They are familiar with both customers and products.

Merchants can use their own shopping guides as anchors more often. They have been selling goods on the front line for a long time, are familiar with the products, and have experience in dealing with customers. Now many merchants also choose to train excellent shopping guides in their stores to do live broadcasts, and the effect is good.

3. Boss/Boss Lady

Some small and medium-sized merchants and dealers, who cannot afford live broadcasts, choose to enter the live broadcast room themselves.

The advantage of the boss and his wife personally participating in the live broadcast is that they have a certain credibility and are familiar with the entire industry and their own products.

For example, most merchants selling agricultural products and fresh produce do live broadcasts themselves, and the products are even grown by themselves. They know the planting and production processes of the products better than anyone else.

The shortcoming may be that I don’t quite understand the skills of live streaming, and I can learn more about these later.

4. Cultivate and incubate anchors

Merchants with the conditions can also recruit potential anchors and train them themselves.

However, training and incubating anchors is time-consuming and labor-intensive, and takes a long time. It is suitable for businesses that are not in a hurry to do live broadcasts in a short period of time and have longer-term strategic plans.

5. IP-based anchors

For general small and medium-sized enterprises, if they can turn their anchors into IPs, they can not only attract fans quickly and for a long time, but also greatly increase fan stickiness; if you can create an IP like Li Jiaqi and Wei Ya, then the influence of your live broadcast room will no longer be limited to your own store.

The IPization of anchors can start from the following points:

1. Choose an interesting name

An interesting name can make people remember you at the first moment. Simple, funny or down-to-earth names are more memorable.

2. Give yourself a label

The anchor must have his own shining points or characteristics in order to make others remember you. The catchphrase can be a label, such as Li Jiaqi’s "all girls" and "Buy it! Buy it!".

Being funny can also be a label, and professionalism is also a label. For example, the reason why Wei Ya and Li Jiaqi can gather so many fans is because they are professional.

Foodie or XX expert are also labels. In short, you want people to remember you and recognize you.

3. Pack a background

Background is also very important. The host’s background also determines your appeal and credibility.

Generally speaking, professionalism or work background is the key to gaining the trust of others. When it comes to selling infant formula, an infant formula expert is definitely more convincing than a celebrity who knows nothing. The anchor should also pay attention to the packaging of his or her background during the live broadcast.

Of course, ordinary anchors without such a strong background can also create an image for themselves. For example, Simba’s image is “a farmer’s son”, which brings him closer to his fans.

4. Professionalism

The professionalism of an anchor is the most important quality you have in this line of work. Only if you are professional enough can your fans recognize and remember you.

Professionalism can be focused so that people will think of you when they mention a certain product, such as beauty, lipstick, clothing, etc.

5. Persistence

Persistence is the key to everything. The anchor must have patience and perseverance, and insist on broadcasting and accompanying the audience. Only in this way can the effect be achieved in the long run.

Before Li Jiaqi became famous, he persisted in broadcasting for several months before gradually improving. Ordinary anchors should also persist.

6. Integrated packaging

The IP packaging of anchors does not have to be limited to the live broadcast room. Public accounts, communities, Weibo, Douyin, Kuaishou, etc. can all be used for publicity and promotion to increase presence.

6. Anchor Room Decoration

Create a live broadcast room style with corresponding tonality according to the host's style.

The clothing and jewelry industries generally choose to live broadcast in-store. You can choose a corner that can better showcase the style of the store as the live broadcast room, and configure hangers to increase the sense of reality.

The background and item placement in the live broadcast room should be simple and generous, the space should be bright and tidy, and the colors should be harmonious and not abrupt.

The products displayed in front of the camera should have a certain sense of hierarchy to facilitate fans to watch, especially some beauty products, food and household items, the placement of the products is very important.

If it is a live broadcast of home education, the scene should be mainly life-like. You can choose places with more life atmosphere such as the kitchen and living room as the live broadcast room for the live broadcast.

The camera placement angle during live broadcast is also very important, especially for the clothing industry. Choosing a good angle when trying on clothes can greatly improve the dressing effect.

You can use the corners to increase the three-dimensional sense of space, which will make the host appear taller visually and increase the sense of layering of the live broadcast.

By lowering the camera, a sense of depth can be created, which not only makes people look taller and have longer legs, but also allows fans to better see the effect of trying on clothes.

The simplicity of the background has always been emphasized. A messy live broadcast room will confuse people's vision, reduce fans' favorability, and greatly reduce the trying-on effect and shooting effect. The brand logo and brand LOGO can be exposed on the background.

To sum up, a good anchor largely determines the success or failure of your live broadcast.

If you train anchors yourself, you can train them according to your own requirements and goals, and the trained anchors may be more in line with your brand image; hiring anchors can meet the short-term needs of merchants, but it takes more time to run in; of course, if you sell the goods yourself, many small and medium-sized merchants will also choose to be anchors themselves - different merchants have to make decisions based on different situations.

Author: Doushang Commune

Source: Doushang Commune

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