Self-help guide for "live streaming sales"

Today, I will share three aspects:

First, what does e-commerce live streaming mean to brands? Where are its opportunities? Should we enter the e-commerce live streaming track at this point in 2020?

Second, what kind of people are suitable for e-commerce live streaming? Is it only traditional handsome men and beautiful women who can do it? How were the successful cases of Taobao Live broadcasting achieved in the past?

Third, during the epidemic, how can we expand our products or services to every corner of the country through a mobile phone or a computer?

01

Re-understanding "e-commerce live streaming"

First, let’s look at the first question: what does e-commerce live streaming mean to brands and where are the opportunities?

We must make it clear that e-commerce live streaming is not traditional live streaming, and Taobao live streaming is not a simple e-commerce tool.

E-commerce live streaming is completely different from traditional live streaming. Traditional live streaming is mainly show live streaming. There is a saying that distinguishes the two very well: show live streaming "coaxes" the big brother, and e-commerce live streaming "coaxes" the big sister.

Live show hosts are mostly good-looking female anchors, whose purpose is to please the male audience in front of the camera. The e-commerce live broadcast is to appease the older sister, which means that the audience of the e-commerce live broadcast is mostly female.

Why is Taobao Live not a simple e-commerce tool? Taobao Live has an AIPL model (Awareness, Interest, Purchase, Loyalty), which covers four stages from attention to trust, purchase, and loyalty. Different stages can be completed through live streaming.

Where are the opportunities for live streaming sales in 2020? Is there still a chance to join the e-commerce live streaming track now?

Nearly half of the users in the live broadcast room have used video shopping, which actually sends two signals:

First, there is already a very large group of people who shop through videos.

Second, those students who do not shop represent the growth space for e-commerce live streaming, and the future is still full of imagination.

Video shopping is actually a new consumption scenario that uses live broadcast technology to display a panoramic view of products and respond to consumer inquiries in a timely manner. It has two key points: panoramic display and instant interaction. This precisely solves the pain points of traditional e-commerce:

Pain point 1: All products can only be viewed through pictures, and many things cannot be seen clearly or completely. The live broadcast room can display 360 degrees without blind spots.

Pain point 2: When you have questions about a product, you have to go to customer service and read reviews, and the feedback efficiency is relatively low. In the live broadcast room, questions can be asked through barrage, and the host will answer immediately, which is very efficient.

In 2016, Taobao Live was the first e-commerce live streaming platform. What problems did Taobao Live solve for consumers?

First, it solves the problem of what you see is what you get. What you see in front of the camera is what you buy. Pictures can be beautified, but the live broadcast room cannot be beautified, which ensures the user experience.

Second, this is an opportunity for friends who have never done e-commerce. In the past, if you wanted to do e-commerce, you had to hire a graphic designer and someone who could do keyword optimization and title optimization. Now, none of that is necessary. As long as you are very clear about the history and products of your brand, you can start talking about it directly in the live broadcast room.

We have seen many brands achieve new growth through e-commerce live streaming, and many consumers have shortened their shopping decision time and gained new consumption experiences through e-commerce live streaming.

E-commerce live streaming is also an opportunity point. 2019 is the first year of 5G commercial use. With the addition of 5G technology in the future, traffic charges will drop significantly. More and more people will not care about traffic and choose to use live streaming technology to understand each product in a more detailed and comprehensive way.

02

Am I suitable for “e-commerce live streaming”?

1. What kind of people can do e-commerce live streaming?

Five types of people:

The first type is those who already have Taobao or Tmall stores.

The second type is KOLs with professional knowledge. (iHeima Note: Key Opinion Leader)

The third type is KOC with loyal fans. (iHeima Note: Key Opinion Consumer)

The fourth type is the MCN agency, a company that specializes in incubating live streaming talents, which can be done in batches.

The fifth type is traditional media, including shopping guide media and social media, which present content to consumers through live broadcasts.

Speaking of stores, they are actually divided into two types: online and offline. But no matter whether it is online or offline, anyone who has product knowledge and knows everything about the products can do it. It can even be said that brand managers should showcase the charm of their brands through live broadcasts.

What does e-commerce live streaming really mean? Shopping used to be a bilateral relationship where consumers had direct relationships with stores, but now a third party is involved - content creators. We read the content recommended by content creators and then place orders in the store. More and more content creators are creating incremental value for the store.

2. Content e-commerce can be divided into three dimensions:

Dimension ①: pictures and text.

It is relatively simple to make graphics and texts, and they are easy to copy. All you need is a product picture and a piece of product information. There are basically no barriers to entry and no training is required.

Dimension ②: short video.

Currently, users prefer to browse short videos, in which they can fully explain the product and express the content. The disadvantage is that there is no way to have real-time interaction.

Dimension ③: Live broadcast.

In essence, live streaming is actually a short video, a long video made up of countless short videos spliced ​​together. After stretching, there is an extra dimension in the middle, which allows instant interaction.

In addition, when you go shopping in an offline mall, a group of people gather together to buy a certain product. The atmosphere is very strong and the desire to shop will be infinitely magnified. This is actually the advantage of live streaming. The three different dimensions can be used to judge the choice based on your own situation, and the three can be combined.

The ages of the hosts on Taobao Live range from those born in the 1960s to those born in the 2000s. Those born in the 1990s are the main group of e-commerce hosts. Age is not an obstacle to doing Taobao Live. Appearance is not an obstacle. Don’t think that the anchor must be particularly handsome or beautiful.

In addition, e-commerce live streaming has replaced many functions in traditional e-commerce. There is no need for image optimization, art design, etc. You only need to do a good job of product explanation and real-time interaction.

3. What specific responsibilities do Taobao anchors or e-commerce anchors need to assume?

①Display the brand. We strongly encourage brand founders or brand business owners to do it themselves.

② Emotional dependence. Many fans who shop in the live broadcast room have developed a very strong bond with the anchor, and the fans have unlimited trust in the anchor.

As long as fans believe in the host and think that what the host recommends is particularly good, then the fans will trust the host infinitely. This is a spiral upward process. So for the anchor, it may take some time to build up trust in the early stages, but once trust is built up, the relationship will be unbreakable.

③After-sales service. Since your fans trust you, you need to solve all after-sales problems that arise in the live broadcast room. We choose you because we trust you, so you have to take care of the after-sales service. This is also why it is said that e-commerce live streaming is "the celebrity-selected shopping model that is closest to the offline business environment."

4. Shopping and socializing. Girls who often use the same lipstick shade will have some common topics, such as liking a certain brand. Shopping can generate social interaction and form self-operated fans.

5. Instructions for use. Demonstrate how to use it in the live broadcast room.

6. Product description. It turns out that everything in the product details page is displayed by the anchor in the live broadcast room, which is a basic ability that the anchor needs to have.

The above six responsibilities are what the anchor needs to undertake. After reading these responsibilities, you will find that offline shopping guides, store owners, and brand founders are actually very suitable for live streaming.

On Double Eleven 2019, presidents and executives of more than 100 global brands personally participated in the live broadcast, including the president and assistant of Camel Group, the president of Semir Group, the president of Belle Group, the president of Zuliji Group, the founder of Mark Fairwhale, and so on.

Recently there was a very successful case, Lin Qingxuan. Unable to return to the office, the shopping guides at Lin Qingxuan stores across the country began doing live broadcasts from home. Taobao Live officially launched the brand shopping guide project on February 4, and on February 6, Lin Qingxuan had more than 300 shopping guides open live broadcast permissions. On February 14, Sun Laichun, the founder of Lin Qingxuan brand, personally live-streamed the event. The transaction volume during the two-hour live-stream was equivalent to the sales volume of four offline stores in one month.

This is a typical case of converting offline business into online business during special periods. Next, Sun Laichun will also come to Dark Horse University to share.

03

How to do e-commerce live streaming well

How to be a good e-commerce anchor? To sum it up in one sentence, an interesting anchor + endless treasures + super high cost performance + multi-person backend, four key words.

First, an interesting host. Consumers are constantly entering the live broadcast room. If the content is not attractive enough, users will leave immediately, so it is very important to be an interesting anchor.

Second, a treasure that you can never get enough of. When people play short videos, they feel like they are opening a treasure chest, because you never know what the next short video will be, so you will be immersed in it and keep watching.

The same is true in the live broadcast room, because it is a real live state, you never know what will happen in the next second. The ones who do the best in this regard are Wei Ya and Li Jiaqi. The items in their live broadcast room are displayed one by one. You can only see one and not what’s behind it. After you grab one, they move on to the next one. Throughout the whole process, you will feel that the next one is worth looking forward to.

The third point is the extremely high cost-effectiveness. Live streaming is interactive and when many people come to watch and buy at the same time, it is very easy to attract fans to watch the live streaming room.

There are three key words in live streaming sales: limited time, limited quantity, and limited price. Limited time only, the offer will be gone when the live broadcast ends. Limited quantity, only 1,000 copies are available in the live broadcast room, no more will be sold out, and the original price will be restored after they are all sold out. Price limit, it costs 99 yuan through normal channels, but today it may only be 89 or even 79 yuan through our live broadcast room. Adding these three factors together, with a limited quantity of 1,000 copies, a price limit of 79, and a time limit of two hours, this greatly stimulates consumers to participate in the purchase.

Fourth, multi-person backend. A host needs to have six responsibilities, but after all, the host only has one head and two hands, so a good host will have a team supporting him behind the scenes. Some people are changing prices, some are adding inventory, and some are communicating with fans in the live broadcast room in real time according to the host's commands. Only by working together as a team can we achieve the ultimate experience.

Taking Taobao anchors as an example, the front desk and backstage use walkie-talkies to communicate in real time. They start by shouting about price changes, and then they change the prices immediately afterwards; they increase inventory at the beginning, and then they change the inventory immediately afterwards.

An interesting host, products you can’t get enough of, extremely high cost-effectiveness, and a multi-person backend—these are the four elements for successful e-commerce live streaming. As for how to promote consumer conversion, there are three key words: limited time, limited quantity, and limited price.

The live broadcast room is your online face. How to create a good online storefront?

One is the basic style. How to display products? Should the products be placed in the foreground, middle ground or background of the live broadcast room? How should the live broadcast background board within the promotion range be decorated? How should the promotional information in the front be written? For beauty products, how should the live broadcast script on the right be written? How should the products below be displayed? There are some suggestions on the PPT. (Follow iHeima official account, reply “live broadcast” in the background, and receive the course PPT)

Taobao Live is the celebrity-selected e-commerce model that is closest to offline business scenarios. We also have some suggestions for merchant brands, which are divided into brand events, brand marketing, daily stores, how to run offline stores, and how to cooperate with influencers. I will explain through cases:

For example, in the fast-moving consumer goods category, if you feel that you are really not good at live streaming, there is another way, which is to cooperate with a product influencer. It is recommended to cover a large area for fast-moving consumer goods, which is more efficient.

For clothing, because sample cost loss is relatively high and the cost is also relatively high, it is recommended to choose an anchor who has a style similar to your store to do it, without large quantities.

For those with strong professionalism, such as 3C, manicure, and health, the top anchors have the ability to cover the entire industry, so you can look for the top anchors.

For e-commerce live streaming, marketing is a very important link. Traditional marketing has a very long link from voice to sales. But in e-commerce live streaming, the marketing link is very short. I have already talked about the product display, discounts and promotions, and people buy directly after I finish. Based on the differences between e-commerce live streaming and traditional marketing, we must first change our marketing ideas.

We need to focus on precise groups of people and create live broadcasts that do not waste a single fan. There are two words in e-commerce, CPS and CPM. Marketing advertising must shift from broad and massive investment to precision and depth. In other words, when placing advertisements, you should not only consider CPM, but also CPC and CPS. More ways are to cover the precise audience you want. Recently, Taobao Live has launched preferential policies to support merchants, and everyone is welcome to join.

Finally, to summarize, today I first talked about a trend: the concept of video consumption has been formed, and there is huge room for growth in video consumption users. Especially after the commercial use of 5G in 2019, the video industry will usher in a new round of explosion. Then I talked about what kind of people are suitable for e-commerce live streaming. Finally, I briefly talked about how to enter the e-commerce live streaming track and how to do e-commerce live streaming well in special periods.

Author: Shinkawa

Source: Xinchuan