How can live streaming make products popular?

A live broadcast room can generate sales of over 100 million yuan in a day, an internet celebrity can do 389 live broadcasts a year, and 100,000 items can be sold out in three seconds of live broadcast... This is the real situation of live streaming sales today.

Live streaming is now one of the most controversial tracks.

On the one hand, live streaming has become an important tool for many companies to survive the crisis during the epidemic. In addition, Luo Yonghao's involvement in live streaming sales has made this track very popular. On the other hand, some market practitioners are also dissing that "only incompetent marketing departments will be keen on live streaming sales", " live streaming does not bring brand benefits, and fans may just be attracted by the anchor or the anchor's personality", etc.

But in fact, live streaming is not just about selling goods, it is also about marketing. Taking Luo Yonghao’s first live broadcast on April 1 as an example, under the focus of the entire network, the Baidu index of niche and internet celebrity brands such as Xinliangji, Nayuki Tea, and Zhong Xuegao has increased exponentially. Products such as Xiaomi and Gillette have been on the hot search list on Weibo many times.

Alibaba, Tencent, Douyin, Kuaishou, Pinduoduo, JD.com, Suning, etc., almost all well-known platforms have launched support policies related to e-commerce live streaming during the epidemic. The categories of live streaming are not limited to clothing, jewelry, food, beauty, etc., even houses, cars, medical supplies, etc., as long as they are in demand by consumers, are included in the live streaming.

As for the reason why live streaming is so popular, the industry generally believes that the service form of live streaming with goods has returned to the essence of business: comprehensive product display, as well as the host’s professional recommendations and thoughtful service, satisfying the needs of consumers .

It is undeniable that compared with ordinary text and picture displays, live video presents more product details to consumers, builds mutual trust, and brings buyers and sellers closer together. At the same time, live video can boost product sales and achieve the goal of "bringing goods"

The users of a product can be divided into accidental users and inevitable users. The greater value of live streaming lies in helping brands acquire more accidental users through real-time face-to-face communication, more intuitive interaction and display, and highly contagious comments. This is what we often call the “grass-planting effect” and “brand effect” of live streaming.

1. Three elements of live streaming hits

There are accidental factors but also inevitable rules for the success of a product. To create a hit product, we must first return to the three most essential elements of selling: people, goods, and place.

People, goods and places are no longer new concepts, but the core keywords for a brand to "sell goods". The focus of in-depth research is not to separate people, goods, and places and look at what they are separately, but how to deeply combine people, goods, and places in short video e-commerce.

1. People: Finding “accidental buyers” requires the effectiveness of self-media

Before a brand wants to engage in short video e-commerce, it must first think clearly about three issues:

Who are you?

Who do you want to influence?

What value do you want to bring?

The two ends of selling goods are "key people" and "buyers", and the overall structure lies in how to use "key people" to influence the buyers you want. These "key people" who can influence user conversion can be top IPs, mid-level influencers, or your employees and salesgirls. However, the effects of their sales vary greatly under different scenarios and with different goods variables.

The promotion of goods is the result of a combination of factors. From the buyer’s perspective, most people who buy goods are inevitable buyers. In the cases where some sales clerks or bosses sell goods, users already like the brand and have already added the goods to their shopping carts. Such buyers have a strong desire to purchase, and the company only needs to make appropriate concessions to encourage them to pay. But the essence of this kind of promotion is actually overdrawing the brand influence of the product and exchanging profits for sales, which has nothing to do with live streaming.

Self-media is the way to stimulate unknown growth and is the key person in determining "accidental buyers".

The greatest value of top influencers (or celebrities) lies in their wider coverage of circles, their strong exposure capabilities, creating social effects, and promoting the brand to more users.

The mid-level influencers rely on their influence in vertical fields, using the more down-to-earth perception of “real users” to create a stronger sense of trust. Creating diverse content in multiple scenarios can stimulate users' resonance and have a more obvious grass-planting effect.

How to choose key people who influence “accidental buyers”?

First of all, your eyes can help you make part of the judgment: for example, look at the daily advertising ratio of the account. The higher the ratio, the worse the relative quality will be, and fans will develop an "immune system" against the account. Secondly, look at the interactive content, whether it is a spam post or real feedback, and whether there is close interaction. Furthermore, his window products are further examined for sales.

However, after several rounds of visual observation, brands still fall into traps and fail to find the right “person”:

Are his users your target audience? How are his recent reading stats? Is the user interaction good? How is the service? Are there frequent complaints from customers?

2. Market: Find out which "market" you are in, and don't waste your time selling goods

From wholesale markets to Taobao and Pinduoduo, and now to social media and short videos represented by Kuaishou, new stores are being built in every era.

In the fierce competition, short videos have different styles and strengths, so these stores are also decentralized, regionalized, and personalized. The future will highlight the long-term dynamic imbalance and instability. If you don’t correctly understand the people and changes in these fields, all methodologies will be in vain.

Weibo: Weibo showcase + live streaming, an open information platform, hot-selling categories are: clothing and daily necessities;

Douyin: Top anchors are relatively concentrated, daily necessities + clothing account for a high proportion, and product prices are concentrated within 100 yuan;

Taobao Live: Merchants and influencers’ content drive traffic retention, and big anchors harvest large sales; women are more likely to spend, and clothing is the most popular category, followed by jewelry and parent-child products;

Kuaishou live streaming: It is mainly based on decentralized social distribution, and the live streaming hosts are relatively diverse and scattered. Places of origin, industrial belts, factory direct supplies, and expert brands are in high demand ;

Tencent Kandian Live: It integrates official accounts, mini-programs, and live broadcasts, and uses private domains to mobilize resources within the WeChat ecosystem. It is suitable for promotions that emphasize strong relationships and trust. Currently, it has achieved excellent sales results for maternal and infant products.

Pinduoduo: Low-priced white-label promotions and discounts are the main focus. There are many products on the platform. Low-priced products/big-brand promotions + merchant explanations + discounts have a good guiding effect on impulse purchases of goods.

Xiaohongshu: accurate traffic, high user activity, many female fans, best-selling products are branded goods, imported goods, fashionable trends, and stylish.

A high degree of unity among people, goods and places is a necessary condition for hot sales. Different goods and different people require different venues. We can use the table below to find the marketing path for our products.

3. Goods丨The organic combination of people, goods and venues has the potential to explode

Among all the popular short video products, the ones that ultimately sell well are only big brands at special prices and small brands at super special prices. Products that meet the four characteristics of "more, faster, better, and cheaper" are most likely to be accepted by users.

More: Large inventory and rich product categories;

Fast: Fast-moving consumer goods require fast ordering, fast logistics, and a short purchasing process;

Good: It has product features, good appearance, good effects, good ingredients, and good selling atmosphere;

Savings: The price is below 200 yuan, and the products can be shipped quickly through users’ trust in self-media;

In addition, there may be some luck in selling goods online, but in the end, the result of "explosion" is inevitable and not accidental. To ensure the success of a live streaming product, each product has its own unique path to success and some formulas have been sorted out. There are a total of 7 combinations that can or cannot be successful:

Special products + big IP + no discount = can be popular

General goods + IP big names + mid-level talents = a chance to be popular

Big brand goods + salesgirls + low discounts = hot sale

Specialty goods + a large number of mid-waist products + no discount = can be popular

Well-known goods + salesgirl + mid-waist = hot

New product + salesgirl + amateur + no discount = useless effort

General goods + amateur + no discount = waiting to die

As long as a large amount of product promotion is done on short video platforms in the early stage, so that the product forms a certain awareness and purchasing desire in the minds of users, the focus in the middle and late stages will be on harvesting conversions in batches through live streaming. The final product sales continued to rise and word of mouth spread.

In fact, we can also find out from this: the popularity of short videos, more specifically:

Should: determine the content, location, and characters.

1. Determine the content

What does it mean to determine the content? For example, in the field of food, focusing on creating creative food is defined content.

The advantage of this is that the content you create is fixed and vertical, and the fans who are attracted by the video and choose to follow it will be positioned very accurately. They are often a group that is very passionate about this field, and in the future they can monetize around knowledge payment.

2. Determine the location

Setting a location can strengthen fans' impression of the location. If the place where you collect materials for your work is fixed and the location is highly recognizable, you can attract traffic to nearby merchants' products in the future.

Of course, it is more convenient for merchants. They can directly attract traffic for themselves through creative videos. For example, Turkish ice cream is a good example. Many people go there to queue up to buy ice cream because of the influence of Douyin short videos, just to "enjoy" the Turkish guy's seductive way of selling goods.

3. Determine the character

The concept of defining a character is to strengthen the fans' impression of you as an individual. If your work is created around yourself, no matter what method is used, it must be mainly based on your personal appearance. Then the means of monetization in the future can be achieved by fans building a personal IP. Fei Qiming is a good example.

There are still a lot of content analyses, and I think putting them in the Q&A section will help you understand better, so that you won’t feel awkward reading the article. Otherwise, there will always be people saying they can’t understand it.

Q: How to output content well?

Answer: Douyin’s content output is divided into three forms: original, copied, and imitative.

Original videos are relatively difficult to create, as they require creativity, team, hardware, etc., and they may not necessarily be popular, so there is a certain risk.

The reposted videos will be blurry and the content may be repeated. They are also more likely to be warned by the original authors and fans. Once infringement occurs, they may be fined.

But imitation is different. To imitate, all you need is a mobile phone and some people. With some micro-innovation, there is a chance of becoming popular. Therefore, the most popular videos on Douyin at present are still mainly imitation videos.

Q: Can you tell me about the traffic algorithm?

Answer: Simply put, Internet traffic distribution is generally divided into three types:

1. Editor's recommendation: mainly news and information.

2. System recommendation, also known as algorithm recommendation: mainly information flow type, represented by Toutiao,

3. User subscription, mainly fan attention type: the representative is WeChat public account.

Tik Tok belongs to Toutiao, so its traffic is distributed and recommended based on algorithms. Unlike general text information flows, it makes recommendations based on seed data. Since videos are different from text bytes that can have codes to directly identify quality, seed data is used to identify the quality.

Author: Qinghao

Source: Kuoyi Culture Media