There are pitfalls when it comes to selling products with influencers!

Not all live streaming sales by internet celebrities are reliable, and there are some pitfalls that you have to be careful of.

01 Consumers pay the bill but are still cheated

1. Three-no products, counterfeit and shoddy products

We fight against counterfeiting every year, but fake goods appear every year!

For the sake of profit, there will always be people who do this kind of thing, including the so-called Internet celebrities.

For many ordinary consumers, it is not uncommon to buy fake bags, fake shoes, and fake clothes.

Especially for some daily necessities, such as shampoo, laundry detergent, facial masks, etc., the cost of counterfeiting is low and the audience does not have much ability to distinguish.

For the final consumer, there is a high probability that they will be deceived into placing an order. And many consumers will continue to be kept in the dark.

2. Bad stuff isn’t cheap

Unconditional bargaining and excessive free gifts are common marketing tactics in many live broadcast rooms of internet celebrities.

In the end, the original price of two bottles of "good wine" was 199 yuan, but a box was only 99 yuan in the live broadcast room of the internet celebrity. This is called "selling goods based on temperament."

There are also facial masks that originally cost 199 per box, but in order to make friends, they only cost 99, and if you buy one box, you will get 7 boxes for free.

Whether it sounds or looks, these seem to be particularly affordable.

But the reality is not like this:

I know a guy who is looking for sources of goods. He specializes in finding various popular goods in the Yiwu market.

The so-called facial mask that costs 199 yuan for a box of ten pieces only has a purchase price of 5 yuan, and 8 boxes are only 40 yuan, and including express delivery it is less than 45 yuan. The anchor sells it for 99 and makes at least double the money. The key is that there are more discounts when the quantity is large.

There are many cases like this, and it is very common for the price of toiletries to double. For example, a ginseng shampoo has a purchase price of 12 and a selling price of 68. The purchase price of a pair of Dou Dou pants is 13, and the selling price is 98.

3. There are too many dramas in live selling

There is nothing wrong with merchants selling goods and shouting about their business, but it is wrong to arrange and collude in advance and sell goods at a loss.

This kind of situation is particularly common on the Kuaishou platform. It is both ridiculous and hateful to watch the Kuaishou anchors and e-commerce sellers selling goods together every night.

Here, I will briefly list three types of selling scenarios.

a Operational error: During the product listing process, the merchant deliberately set the wrong selling price, such as setting the original price of 98 yuan to 68 yuan, or the merchant deliberately misreported the wrong price during the live broadcast.

At this time, the anchor began to pretend to seek benefits for the fans, and the merchants began to act out all kinds of miserable dramas.

b Team quarrel: The boss wants to sell at a low price or buy one and get N pieces free.

At this time, the partners or couples next to them started quarreling, shouting that they cannot lose money, and even smashed cups and cried. At one point, the drama of impending bankruptcy was staged.

c Anchor subsidy: Anchors bargain for fans, but merchants always disagree.

In the end, the anchor said in the live broadcast room that he would pay for it himself and subsidize the merchants with a fee ranging from 10 to 50 yuan per order, and only let the merchants sell 10,000 orders.

All of these pre-arranged plots ultimately ended with the merchants making concessions and only releasing a few thousand places at great cost.

The whole plot kills three birds with one stone: the anchor seeks benefits for fans to win their favor, the merchant pretends to make concessions and advertises the product at a loss and sells the goods, and ultimately ignorant consumers pay for it.

4. Pit Closure Guide

a Look at the data

Consumers need to make themselves smarter and learn to make judgments based on product brands, sales data, and reviews, including searching more on Douyin and Xiaohongshu.

b. Keep your hands off

Except for branded goods, which have certain price control conditions, for other goods, if anchor A sells them today, anchor B will also sell them tomorrow, so it doesn't matter which time it is.

Many commodities are not absolutely necessary, so you need to control yourself more. No matter how good an influencer’s promotion sounds, in the end it’s not about love, it’s all about money!

02 Selling products or selling brands?

1. One million rewards, zero transactions

It is undeniable that some internet celebrities are indeed capable in selling goods. But it does not mean that all internet celebrities with fans can sell goods.

a Internet celebrities have a positioning

Internet celebrity anchors are also classified into categories, such as talent anchors, comedy anchors, emotional anchors, and e-commerce anchors.

It is obvious that those female anchors with good looks, dancing and singing cannot sell many products and they only attract a group of old men.

While many funny anchors are helpful for brand exposure, they are not expected to be very effective in sales.

b. Internet celebrities also need to be professional when selling products

Moreover, whether a host can sell goods depends not only on her positioning, but also on whether the host has marketing and other capabilities.

Some anchors are good at bragging, telling jokes, and shouting, but when it comes to explaining a skin care product, trying on a set of clothes, or talking about an electrical appliance, they may become stage fright.

Because this not only requires professional knowledge and on-site trials, but also sales and marketing skills to get consumers to spend money.

c. Internet celebrity data is also fake

The most important way to sell goods on Kuaishou e-commerce is to rely on rewards and get listed on the leaderboard. Then, the anchor will take some free time to connect with the merchant and send people to attract traffic to the merchant’s live broadcast room.

Generally speaking, if a big anchor wants to get the opportunity to be listed on the list to sell goods, it is difficult for the merchant to do so without spending 300,000 or 400,000 yuan. When the anchor is PKing, he has to brush at least 500,000.

Once the merchant swipes the money, it is truly spent. As for how much ROI can be achieved, it depends on luck, and almost no anchor dares to guarantee the quantity.

There are many internet celebrities who fake their fans and popularity. The key is that they have poor ability to sell goods, which ultimately harms the merchants.

There are many cases of people cheating on Kuaishou by inflating the rankings. Merchants have inflated their rankings by 200,000, 500,000, or even more than 1 million, but in the end, they receive very few orders.

d. High return rate

Some anchors do have good appeal, and the merchants and anchors work hard to give out red envelopes, shout and act during the live broadcast.

Many spectators and fans have to at least cooperate and place orders.

At that time, we saw that the orders were increasing rapidly, but the return rate remained high.

For some merchants, they only sell 1,000 orders in one live broadcast, but 500 of them receive returns.

2. Failure to build brand awareness

I have always believed that the core idea behind brand merchants looking for anchors to sell products is still voice marketing.

First, you cannot go to the sales venue where you can be featured on the anchor on a consistent basis or every week.

Second, after a month or two, most fans will not remember when you sold goods in the anchor’s live broadcast room.

For example, who can clearly tell what products Luo Yonghao and Viya sold in their previous live broadcasts?

Because there are so many products, they have at least 30 products in one sale, and even more during big sales.

Third, many fans do not go for the brands or merchants, but for the discounts and offers.

Both Li Jiaqi and Viya have been emphasizing that this price is exclusive to fans of their live broadcast rooms.

A core principle of big anchors in selling goods is: low price, historical lowest price, and lowest price on the entire network!

Fourthly, fans decided to buy it because the anchor recommended it or the anchor said it was for personal use.

There is actually no essential difference between selling A tissue and B tissue today for fans and anchors.

More importantly, many merchants have no say in the anchors, and many anchors will slowly build their own supply chains.

• For the anchors, merchants are just a way for them to collect money and practice selling goods in the early stages.
• For merchants, in the entire selling process, it is more about letting users take advantage of the situation.
• For users, they only remember the good things about the anchor, but not the merchant and the brand.

3. Pit Closure Guide

a Internet celebrity is just a channel

There are many sellers on Kuaishou who are all trying to make money from one-time business. Many of the goods are found in the Yiwu market and then sold at a higher price.

However, for some brand merchants, whether it is clothing or home appliances, it is important to recognize that online celebrities are just a channel to sell goods.

To establish a brand and create lasting influence, it is essential for businesses to build their own channels. Whether it is creating your own Xiaohongshu, opening a Tmall store, an offline store, etc.

The most worrying thing is that merchants mistakenly regard the anchor’s ability to sell products as the influence of the brand.

bMulti -dimensional judgment and careful selection

If merchants really want to find an anchor to sell goods, it is best to go to the intended internet celebrity’s live broadcast room and observe for a period of time.

By the way, you can use some tools to understand the host’s live broadcast data every night as a reference, which can at least reduce the chance of falling into the trap.

At the beginning, you can choose 1 or 2 anchors for testing. In terms of the level of the anchor, choose some mid-level or vertical internet celebrities, and give them a few thousand or tens of thousands of tips to have a chance to be on the list and connect to the live broadcast.

In addition, brands also need to target different influencers, look at the attributes of their fans, and then decide which influencer to choose to promote which product.

Li Jiaqi and Viya both have trouble selling goods, let alone other ordinary anchors?

03 For anchors, only sincerity can last long

In the entire live broadcast transaction chain, internet celebrity anchors are the most core link. Internet celebrities must know that you are not just selling goods in one show.

1. Responsibility to consumers

Why can big anchors like Li Jiaqi, Wei Ya, and Simba achieve what they have today, and why can they easily break 100 million on the spot? In addition to various personal settings and marketing methods, the core is to carefully select and try out products to ensure that they are reliable.

It doesn’t matter whether this product is for your personal use or your employees have experienced it before recommending it. The most important thing is to tell you, your users and fans, that you can buy this product with confidence and there will be no problem.

2. Cooperate sincerely with merchants

When anchors select merchants, the screening dimension is not only money. Instead, you should consider whether the merchant’s products are good, whether they have a good reputation, and whether there is after-sales guarantee.

The anchor selects good merchants, helps them to sell goods seriously, places orders and reduces refunds. Only in this way will there be a steady stream of merchants cooperating, whether they are seeking exposure for selling their brands or sincerely seeking to bring in products.

Only if the anchor treats fans and merchants sincerely, can the business of selling goods last long.

Otherwise, for the internet celebrity anchor personally. If you don't carefully screen the products and don't promote them truthfully, you may make some money briefly but end up cheating a group of users and merchants. But in the long run, you will end up hurting yourself.

Author: Shili Village

Source: Shili Village