To do live streaming sales, you need to master 6 marketing skills

What are the key points that companies need to hit if they want to do a good job in video marketing? This article introduces six key points, I hope it will be inspiring to you.

Crazy live streaming sales data

In 2017, anchor Wei Ya seized the new trend of Taobao live streaming and became one of the first anchors to enter the live streaming sales market. With more than 4 million Taobao fans, the live broadcast had a maximum number of viewers exceeding 8 million, with sales of 267 million yuan in 2 hours and a total transaction volume of 2.7 billion yuan in 2018.

In 2018, Li Jiaqi sold 23,000 orders in 5 and a half hours of Taobao live streaming, completing a transaction volume of 3.53 million. During the Double Eleven period, he challenged Jack Ma to become the "No. 1 Lipstick King" and became an Internet celebrity.

In 2019, according to the Double 11 results announced by Tmall, Taobao Live drove transactions of nearly 20 billion yuan on Double 11. There are more than 10 live broadcast rooms with transaction volume of 100 million yuan, and more than 100 live broadcast rooms with transaction volume of 10 million yuan.

Anchor Wei Ya also ranked first on the Taobao live broadcast popularity list. Zhao Yuanyuan, head of Taobao live broadcast operations, revealed in the early morning that Wei Ya's sales during this year's Double Eleven period have reached her full-year sales last year. In 2018, Wei Ya led sales of 2.7 billion yuan.

Live streaming is the 2.0 version of TV shopping

Is live shopping really just a new retail method in the past three years? After analysis by Growth Flying Elephant, it is actually not the case. Live shopping is essentially the 2.0 version of TV shopping.

Comparing TV shopping and live shopping, it is actually just the same expression used by consumers using different communication tools in different eras, and their essential logic is the same. They all try their best to communicate with fans/audiences and showcase the selling points of the products in a specific environment in order to achieve transactions.

But the progress of live streaming sales lies in the fact that it can achieve real-time interaction with fans . When fans have questions, they can leave messages directly in the live broadcast room. The anchor can interact with fans across the screen and help them answer their questions online. This restores the offline consumption scene. What's even better is that the shopping guides (anchors) here do not have the uncomfortable faces of offline shopping guides, which greatly improves the shopping experience. Live shopping creates a scene like old friends chatting , quickly narrowing the distance between fans and anchors and boosting the atmosphere of the live broadcast room.

The essence of marketing is to build trust with users. From traditional offline retail to content e-commerce and live streaming by internet celebrities in the Internet era, the essence of sales has not changed, only the sales channels are constantly replaced and updated.

In the past 30 years, in the era of radio and television when commodity production was not so abundant and the means of communication were relatively simple, people would shop on TV and listen to the TV host constantly saying "998, only 998, take the eight hearts and eight arrows home". This kind of incitement would instantly brainwash people and they would obediently call the ordering hotline.

Today, with the advent of the Internet age, commodity production has become more abundant and the means of communication have become more diversified. What is produced is still content, but the channels for carrying information have changed. Today's short videos and live broadcasts are essentially the newspapers and televisions of the past.

“All girls, buy it!” As soon as it appears, people will buy it without hesitation. In contrast, the information contained in texts today is equivalent to the newspaper and magazine media 30 years ago.

Therefore, Zhangzhang Feixiang concluded that current live shopping is the 2.0 version of TV shopping.

Video marketing is still in its infancy today. Strictly speaking, pictures, texts, short videos and long videos can all sell goods, but the most efficient form of selling goods is still live streaming. Many heavy Taobao users can no longer pay attention to pictures and texts after getting used to live broadcasts. The principle is the same as people who are used to watching Tik Tok and Kuaishou don’t want to read pictures and texts on Weibo and WeChat public accounts, or just like people who are used to watching TV no longer focus on reading newspapers. The video form of expression is far more intuitive and impactful than text and voice.

In addition, the arrival of the 5G era has made videos even more powerful. In the past, newspapers stimulated readers' vision, but after the advent of television, we can watch and listen. After the advent of video, we can not only listen and watch, but there are also people trying out products, chatting and interacting with you, mobilizing your senses in all directions, stimulating your nerves, and converting you. This is also why some people are very rational in their consumption in normal times, but can't help but buy when they watch live streaming.

Therefore, Zhangzhang Feixiang believes that the live streaming sales model will still have a large room for development in the future, and there will be a subsequent version 3.0.

6 key points of live streaming sales

Next, Growth Flying Elephant will analyze what points a company needs to hit if it wants to do a good job in video marketing.

1. Product selection and pricing should be reasonable

Choose products with sufficient profit margins. Merchants need to make money through video marketing, and the people who bring the products must make money. In other words, the selling price of the products must include a rebate commission for the people who bring the products. However, the selling prices in the live broadcast room are often relatively low. How is this done? After our analysis of Growth Flying Elephant, there are two situations:

1. In some cases, merchants really make concessions in order to increase sales. Some internet celebrities do have a large volume of sales, so they have the bargaining chips to negotiate prices with merchants. They use the volume to drive down prices crazily and get a very low cost price. This way, they can sell at the lowest price on the entire network and still make money.

However, in the long run, this kind of order is not something merchants are willing to accept for a long time. After all, the profit is extremely slim, and if you are not careful, it will become a losing business.

23. Selling specially made customized products made by internet celebrities. When many internet celebrities are selling products during live broadcasts, they will ask you to search for the same product on Taobao. When you search, you will find that this product does exist and is priced at 299, but it is only sold for 89 in the live broadcast room.

You think it is a good deal, but the truth is, the product you see is specially designed to resist price and has almost no sales. This product mainly relies on video marketing to bring goods. Now many manufacturers are custom-making various products for Internet celebrities on major platforms. A very important part of promoting products is to put the same products on large platforms such as Taobao and set a high price.

In fact, this routine has long been used by merchants. The same product is marked with different models online and in physical stores, making it impossible for you to make an absolute price comparison, thus avoiding a lot of trouble.

2. The anchor’s character positioning must be precise and vertical

Many anchors are grassroots born. In order to feel close to their fans, they adopt the persona of "friend recommendation" . On the contrary, many celebrities also follow suit and do live streaming to sell goods. For example, Li, a former famous host of Hunan Satellite TV, tried to sell goods but encountered a miserable failure.

Some of these anchors often open chat threads and inadvertently reveal the hardships behind their work in their "small accounts" that all fans know, allowing the audience to realize that the glamorous anchors are just like ordinary people. They get sick, get tired, and stay up late. They sacrifice their hobbies and social interactions for their careers. This story, which is very similar to the life of ordinary people, can instantly narrow the distance between fans and anchors and help the anchors successfully attract fans.

Secondly, we should align ourselves with the fans and bargain with merchants together with them to gain their trust and lower their psychological threshold.

Finally, have a clear positioning and do not cross boundaries easily.

Just like Li Jiaqi, everyone knows that he is the "No. 1 Lipstick King". Due to his strong ability to sell products, the manufacturer of non-stick pans found him, but a huge mistake occurred. The non-stick pan was sticky when he was frying eggs. Although Li Jiaqi handled the public relations properly afterwards, this incident served as a wake-up call to other anchors.

3. Scenario Description

When Li Jiaqi recommends lipstick, he always uses scenario-based imagination to describe you wearing this lipstick.

If you want to look like a rich lady today, choose a super elegant plum jam purple lipstick;

If you want to go for a girly look tomorrow, try a rotten tomato color. Apply it thinly and you will be a young girl full of energy.

The day after tomorrow is the Hong Kong retro style, and you can never go wrong with the matte red color.

In contrast, if you just describe this lipstick as having a moisturizing texture, bright color, strong brand background, and affordable price like other bloggers, you can only convey the information about the lipstick to users, but it will not touch people's hearts. Li Jiaqi is well versed in female psychology and knows that what every girl desires in her heart is to be more beautiful. So when he is recommending products, he abstracts various scenarios to make girls feel that not only is there always one piece of clothing missing in their wardrobe, but there is also always one lipstick missing on their dressing table.

Secondly, there are many golden sentences , such as "OMG! This is so beautiful! All girls, buy it!", which makes people say "I am not afraid of heaven or earth, but I am afraid of Jiaqi OMG!"

4. Give people the feeling of taking advantage

The anchors do not sell products solely by offering low prices, but more by using coupons, gifts, limited quantities, and price limits to stimulate fans’ curiosity and interest in the products, giving fans the feeling that they are getting a good deal . Zhangzhang Feixiang once said that what customers want nowadays is not cheap goods or getting a good deal, but the feeling of getting a good deal.

The host kept exaggerating and creating an atmosphere of "If you don't buy it now, you will never get this bargain again", and I was afraid that the product would be out of stock if I placed an order one second late!

"Today's limited orders are 2,000. There are no more. Once they are all sold out, they will be gone!" If you don't buy now, when will you?

5. Comply with platform rules

Based on its natural platform advantages and the fact that it was one of the earliest organizations to enter the live streaming e-commerce market, Taobao still has the highest sales conversion rate, and general consumer goods are the best-selling products .

Kuaishou and Douyin have the same content logic and high daily active users. The difference is that Kuaishou focuses on private domain traffic sedimentation and has strong fan stickiness, making it suitable for promoting products with a customer unit price generally below 300 yuan.

Tik Tok has a large amount of traffic , but due to its algorithm-oriented limitations, Tik Tok’s traffic cannot be privatized, so it is not valuable. The products with better conversion rates are beauty products .

In addition to the above platforms with large sales volumes, some other platforms have also tried their hand at adding different elements.

Pinduoduo brought the fission gameplay into the live broadcast room when it first tried it out.

JD.com is also currently promoting a celebrity incubation program and has invested at least RMB 1 billion in this effort.

The "grass-planting platform" Xiaohongshu will also conduct internal testing of e-commerce live streaming, allowing creators to conduct live streaming with a combination of note-taking, online and red envelope gameplay.

6. Keep updating frequently

Marketing must be continuous to be effective.

In an interview with reporters, Li Jiaqi said that he conducted 389 live broadcasts in 365 days a year. Such high-intensity and high-frequency live broadcasts are intended to cultivate fans' habit of watching live broadcasts and maintain their loyalty.

At the same time, careful answering of questions or entertaining communication can narrow the distance between KOLs and fans, achieve emotional resonance, and establish intimacy and trust between the host and fans. In this way, bringing goods becomes a natural thing.

According to Darwin's theory of evolution: after every major change, the species that survive are not the strongest populations or those with the highest intelligence, but those that can respond most positively to changes.

Author: Growth Flying Elephant

Source: Growth Flying Elephant