From Lao Luo's first Douyin show, let's look at the three key points of live streaming sales

Everyone knows that e-commerce live streaming is popular, and everyone is trying to enter this industry. So why can some ordinary people successfully sell goods frequently, while big stars such as Li Xiang and Wang Zulan often fail in live streaming and no one cares about them?

I think the success of e-commerce live streaming depends mainly on these three aspects.

1. Anchor

Whether it is small and medium-sized e-commerce platforms or traditional merchants switching to live streaming to sell goods, the biggest confusion lies in two points.

1. Obtaining traffic

Selling goods, selling goods, only when people see them will people buy them. Therefore, no matter who you are, traffic acquisition is a problem that must be solved. At present, the cost of attracting new customers through Internet channels is frighteningly high, with the cost of acquiring a customer often reaching hundreds of yuan. How many people can afford it?

2. How to gain user trust

If you are selling a non-famous brand, how do you increase its visibility? If you sell a well-known brand, how can you make people believe that you are selling authentic products? Internet users have more choices, lower loyalty, and almost zero switching costs. How can you make users trust you and convert them into orders from you?

The quality of the anchor is directly related to these two issues.

The reason why internet celebrity selling has become such a blowout trend is precisely because the internet celebrity hosts themselves can solve the above two problems.

• First, based on the topicality and spreadability of their own internet celebrities, they can bring a large amount of traffic to the live broadcast room. Compared with ordinary anchors, this has already won at the starting line.
• Second, based on fans’ trust in themselves, they endorse the brands and products they sell.

This also explains why Lao Luo can cause high-priced competition among major platforms. As one of the first generation internet celebrities, Lao Luo has his own traffic, natural topicality , and tendency to attract negative attention , all of which are a perfect match for the live streaming industry.

Compared to internet celebrities who have their own traffic and trust, what ordinary hosts need is continuous accumulation . Li Jiaqi, Viya, Simba and other top male and female stars on the platform also grew up slowly from ordinary people. Although their traffic has taken advantage of the rapid development of the platform, it is also accumulated bit by bit through their own efforts.

Trust is a compulsory course for the anchor's self-training and growth, including how to keep people in the live broadcast room, how to quickly build trust, narrow the distance, how to convert , etc.

2. Price

The decisive factor of e-commerce live streaming.

Whether it is a celebrity or an internet celebrity, the key factor for truly long-lasting sales is price .

You may try it for the sake of novelty or to follow the trend at first, but once you find out the price is not so attractive, there will definitely not be a next time.

I have been lurking in Li Jiaqi's live broadcast room and fan group for a long time, and everyone has the same opinion that the things sold by +7 (his nickname given by fans) are cheap. They are cheap, and they are things that can be used sooner or later, so it doesn't matter if you stock up a little more.

You see, this is the reputation that has been cultivated over a long period of time. Trust him and believe in his lowest price.

Consumers are not stupid. There are so many e-commerce platforms now, such as Taobao, JD.com, and Xiaohongshu. Comparing prices is just a matter of moving your fingers. If it is not really cheap, why buy it from the anchor?

Because it is really cheap, people not only want to buy it, but also rush to buy it.

The above prices can be collectively referred to as the lowest prices on the entire network. Whoever can get the lowest price on the entire network can sell at a discount and dominate e-commerce live streaming.

There is another price, which is the price range of the product. E-commerce live streaming requires selecting products at appropriate prices. Each live broadcast room has its own price range, and products with prices that are too low or too high will not be sold. The products that can be selected are all priced to suit the fans of the live broadcast room.

As for Viya selling rockets, a certain internet celebrity selling cars, etc., it is more for traffic and gimmicks. Whether the final transaction volume is true or false, you can judge for yourself.

3. Team

For e-commerce live streaming, is it enough to just manage the host selling goods?

Obviously not. E-commerce live streaming has already formed a complete set of strategies . From anchor packaging, to product selection and pricing, to fan maintenance, to event planning, to after-sales processing, it is a complete process. There are no solo anchors, or it is impossible for a solo anchor to survive.

Since ancient times, colleagues have been enemies, and the mutual blackening of anchors is even more serious than in other industries. If there is a problem in any link of your business, the whole network will know about it the next day, and people in the industry will all say that you can’t sell your goods. Rumors are scary.

Li Jiaqi’s last attempt to sell non-stick pans went wrong and the news has been hot. Who knows how many people are behind the scenes “helping him” to buy hot searches?

Only when the anchor is packaged properly can he accumulate fans and gain traffic and popularity. Only if the event planning is done well can you apply for resources and ensure traffic. Only when traffic and popularity are guaranteed can you negotiate prices with brands and manufacturers and ensure low prices for products.

Analysis of past live broadcast data, fan portrait analysis, which price range of products has the best sales, which category of products is easiest to sell, which brands fans like the most, etc. This requires a professional operations team.

In order to better maintain fans and ensure traffic, it is necessary to use official accounts, communities, etc. to carry out user operations, fan maintenance, after-sales processing, etc. This requires a professional operations team.

In order to obtain more traffic and to stand out from the crowd, more and more anchors choose to settle in major short video platforms, which also requires a professional operation team.

Behind every successful sales anchor, there is an excellent and efficient company providing support.

E-commerce live streaming sales are no longer the era of 2016-2017 where people had to fight alone, rely on hard work and luck. Now, it’s a competition of comprehensive strength.

Author: T Brother

Source: User Operation Play (ID: happy_yiyi517)

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