Wei Ya’s 4 core secrets of selling goods through live streaming!

Selling goods through live streaming is not that easy. If you also want to become one of them, before that, you may need to know these 4 secrets first.

"Live streaming with goods" is one of the hottest marketing concepts from 2019 to 2020. Recently, Luo Yonghao announced his entry into the live streaming industry, making live streaming as a marketing method even more popular.

In the eyes of many people, live streaming has a low threshold and no cost, and it seems easy to make money. Many company bosses also want to do a live broadcast to sell products quickly.

The term "live streaming with goods" itself is very biased. When you hear about live streaming, you think that it will definitely sell goods, but is live streaming really that simple?

01Why can Wei Ya sell goods through live streaming?

For example, if in the atrium of a shopping mall, a well-known brand of goods is being promoted by a seller at a much lower price than usual, will it arouse your desire to buy?

At least you will take a look first. If you find that the price of a certain product, such as a cup, is 20-30% lower than the usual lowest price, you will most likely buy it.

The three most important points here are: cheap, frequently used goods, and low average order value.

1. First of all, it is cheap. If this brand is not on sale at a low price, it will not attract your attention at all. This is the most important point.
2. The second is high-frequency use commodities, what does that mean? These are some commodities that you use frequently in daily life, such as snacks, socks, towels, cups and other daily necessities. When the price is low, they will trigger your desire to buy, because even if you don’t use them now, you can still use them after buying them because they are at the lowest price.
3. Finally, there is low average order value, which means that the price of each product is not high, and you do not need too much decision-making cost to purchase this product. On the contrary, if the price of a product is 5,000 yuan, most people will not consider it even if it is 20% off at 1,000 yuan.

Recently, I have been lurking in Wei Ya’s Taobao live broadcast room almost every day, and I found that there is no secret to Wei Ya’s success in selling goods. The most important thing is that they are cheap.

Take Viya’s live broadcast on March 22 as an example. She sold more than 20 kinds of goods that night. This live broadcast actually represents Viya’s typical sales model in her daily live broadcasts. Let’s take this as an example to look at the characteristics of Viya’s live broadcast sales. Below are the products and prices I have counted.

Price of goods: Among the more than 20 kinds of goods promoted by Wei Ya, most of them are priced between 19-99 yuan, and only 5 kinds of goods are priced above 100 yuan, but also below 300 yuan. Among them, 4 are cosmetics and the other is a hair fluffy device. For young ladies who use cosmetics, things around 200 yuan are already very cheap.

The prices of the products themselves are low, and coupled with the fact that Weiya’s live broadcast room offers lower prices than usual, it is no surprise that Weiya’s live broadcast is attractive.

Product categories: Among the more than 20 kinds of goods, there are snacks, men’s underwear, toothbrushes, sausages, necklaces, cockroach medicine, cosmetics, etc. What are the characteristics of these categories? Almost all of them are daily food and supplies.

For example, the small fried dough twists and dried tofu that cost 19.9 yuan are snacks that you can just pick up and put in the shopping cart when shopping in the supermarket. For example, a toothbrush for 39.9 yuan (one toothbrush with 5 brush heads), four pairs of underwear for 49.9 yuan, and two bottles of cockroach medicine for 64.9 yuan are all daily necessities that we need every morning and evening, so it makes sense to buy them while they are on sale.

In fact, this category is common for live streaming sales. The live streaming sales report of China Merchants Securities shows that Kuaishou’s sales have a GMV of 40-50 billion throughout the year, of which food accounts for more than 40%, daily necessities account for about 30%, and cosmetics account for about 30%.

So you should understand by now that the characteristics of Viya’s sales are that most of the goods are high-frequency daily necessities, and the prices are low and there are discounts. In this case, the user’s decision-making cost is very low, impulse consumption contributes greatly, and it is not surprising that the transaction rate is high. This is essentially no different from the shopping mall promotion model analyzed above.

If the products sold by Wei Ya during live broadcast are separated from the above factors, it will be difficult to promote them.

In comparison, a car worth 150,000 yuan has a discount of 30,000 yuan, which is already a very high discount, but it is unlikely to lead to impulse buying. Therefore, even Wei Ya may not be able to drive it. In fact, Wei Ya has driven a car before, but she really couldn't drive it. If a bag of potato chips that costs more than 30 yuan is discounted by more than ten yuan to 19.9 yuan, it will trigger impulse purchases by a large number of users.

02 Wei Ya has become a low-price platform

Wei Ya is a live broadcaster, but after years of accumulation, she has actually become a low-price platform. You can think of her as the Walmart of the live broadcast e-commerce industry.

Walmart once had a low price guarantee: Our prices are guaranteed to be the lowest in the city, otherwise we will compensate you double the difference. This low-price guarantee left a deep impression on me. Regardless of whether this guarantee is true or not, it has left an imprint on my mind: when I go to a supermarket, I go to Walmart because it is the cheapest.

Live broadcasts by Wei Ya and Li Jiaqi leave a similar impression on many users. For example, there is such a comment under an article by Half-Buddha Immortal.

If you have watched Wei Ya’s live broadcast, you will find that many users will interact and leave messages. Some asked her to bring batteries, some asked her to bring pants, some asked her to bring a mattress, and so on. The users who left these messages are not unable to buy these things, but they want to buy the cheapest ones from Wei Ya.

Every afternoon, Wei Ya would post a preview of her evening live broadcast shopping list on her official account. A die-hard fan would check the official account first every day to see what items on the list he or she would like to buy. If so, he or she would place an order during the evening live broadcast.

Here is a little trick to get a bargain. Next time if your home is short of something, you can first check the preview on Viya’s official account. If what you need is there, you can buy it in Viya’s live broadcast room in the evening.

Therefore, Wei Ya’s entire live streaming sales process is to collect user needs, announce sales lists, and sell goods live.

You can think of Wei Ya’s live broadcast as a small Double Eleven. She will look for products based on user needs, negotiate discounts with merchants in advance, and then announce discounted products on the platform. Once the live broadcast time arrives, users can place orders and enjoy discounted purchase prices.

Therefore, the secret of Wei Ya’s sales is very simple, which is low prices and discounts. Therefore, some people say that if you give Wei Ya’s products and discounts to a dog, the dog can also sell goods.

Really?

03 Low price is a competitive advantage, but not everyone can offer low prices

When a product enters Walmart, Walmart will usually negotiate a low price that is beneficial to consumers. But if you are a grocery store owner and want to negotiate like Walmart, it is estimated that no supplier will pay attention to you. To put it bluntly, it’s because Walmart has high traffic.

Still, the live streaming sales report of China Merchants Securities shows that among the more than 600 MCN agencies on Taobao Live, 20% of the top agencies account for 75% of the institutional market’s traffic and 80% of GMV. The Matthew effect of live streaming sales has become very obvious.

Not everyone can get a low price when doing live streaming. Viya and Li Jiaqi are able to get low prices because they have high traffic and exposure. The same is true conversely. Brands that are willing to offer low prices are only willing to give to anchors with high traffic and exposure. Simply put, traffic creates low prices, and low prices attract traffic.

So it makes sense that if you give Viya’s products and discounts to a dog, it will also be able to sell the goods. The problem is that no one will give the goods to a dog. Not to mention dogs, 90% of the anchors can’t do that.

Why can Wei Ya and Li Jiaqi achieve such high traffic today? Just look at what they were doing in March 2018 when live streaming was just emerging. Some people say that there is no such thing as overnight fame, it is just the result of repeated tempering , which is very accurate.

04 Behind Wei Ya is a network

In the latest episode of 13 Invitations, "No One Can Understand Me", Xu Zhiyuan interviewed Wei Ya.

Xu Zhiyuan believes that Wei Ya's ability to sell 2.7 billion goods a year is the limit that an individual can achieve in this era, but behind an individual is a huge network.

Many people think that it is too easy for Wei Ya to sell goods worth 2.7 billion yuan a year just by sitting in the live broadcast room. In fact, the network behind the anchor that Xu Zhiyuan mentioned is the core thing in this business. The value of a single anchor is not the anchor's mouth and face, but the network she creates and connects, which consists of multiple parts.

Employees: In Xu Zhiyuan’s program, Wei Ya introduced that her team has more than 300 people in Hangzhou, more than 200 people in Guangzhou, and a total of more than 500 people including the team in Beijing. These people are responsible for investment promotion, product selection, planning, operations, data, etc. The scale is already larger than that of a medium-sized advertising company.

Supply chain: This is the most important ability behind an anchor. Wei Ya’s company in Hangzhou has a total of 10 floors, and each floor is very large. Wei Ya has built a supply chain base here, which is dedicated to storing high-quality supplier goods, including clothes, shoes, food, gold, silver, jade, etc. This base is no less than a medium-sized shopping mall. It is estimated that Viya may have to connect with thousands of suppliers every year.

User: Wei Ya has more than 10 million fans, and the monthly cumulative views reach 320 million. This is the largest group of people connected to Wei Ya’s network.

From Viya alone, to 500 employees, to tens of thousands of suppliers, to hundreds of millions of users, this is the network that Viya connects. In Xu Zhiyuan's program, Viya said that she was like a bridge. Her team, merchants, and fans had to walk across this bridge every day, so she couldn't stop for a moment.

Therefore, the secret of Wei Ya's success in selling goods is not complicated, it is low prices and discounts. As far as this aspect is concerned, even if a new anchor is replaced, the sales will not be affected too much. However, Wei Ya's many years of experience in running clothing stores and the supply chain network system she established after starting e-commerce are not something that can be accomplished by just any good-looking anchor.

Most people only see Wei Ya in front of the live camera, but fail to see the network system behind her. This network system is precisely the core competitiveness of an anchor in selling goods.

Author: Xunkong

Source: Xunkong’s Marketing Revelation