How to sell goods through live streaming? What skills do you need to do live streaming sales?

In the second half of 2019, short video live streaming e-commerce gradually began to become a standard for brand marketing. Data predicted that the market size of the e-commerce live streaming field will reach 300 billion in 2020. Affected by the epidemic, the layout of live streaming e-commerce has accelerated, and many people have already obtained the latest wave of live streaming traffic dividends during this period!

You can live stream sleeping, dancing, selling a house, shopping...

Intime Department Store launched the “Shopping Guide Live Streaming Plan at Home”, with more than 1,000 Intime saleswomen collectively live streaming and selling goods. The number of online viewers in the first three hours of the broadcast was equivalent to the mall’s customer flow for six months.

Within 3 days, live streaming sales amounted to more than 10 million yuan.

The automobile and real estate industries are also not willing to lag behind and have joined the live streaming ranks and moved to the main sales front.

On February 10, BMW opened live broadcast rooms in its flagship stores on Tmall and JD.com. The salesmen not only talked about cars online and answered questions with the comments, but also held draws for coupons and scheduled prize draws.

Evergrande offered the biggest discount in history, selling houses online at a 25% discount, and sold properties worth 58 billion yuan in 3 days.

There was even a real estate consultant who sold houses through Douyin live broadcast, selling 23 houses and earning a commission of 1.2 million.

At 19:00 on the afternoon of February 28, the Blue V account of Zhuzhou Wangfujing Department Store started a live broadcast on Douyin. By the end of the live broadcast, the total number of viewers in the live broadcast room exceeded 830,000, the live broadcast jump sales volume was 3,000, and the final sales volume exceeded 2.4 million .

People trapped by the epidemic used all their tricks in the live broadcast room, trying to find a new way out.

So, how popular is live streaming sales?

Even during the epidemic, many cities and roads were closed; but the live streaming devil Li Jiaqi resumed broadcasting after the holiday. The live broadcast lasted for 3 hours, with more than 16 million people watching. 26,000 boxes of snail noodles, 300,000 packs of face towels, and 150,000 bottles of Red Earth foundation were all sold out in seconds.

How profitable is live streaming sales?

Taobao live broadcast leader Wei Ya's live broadcast transaction volume exceeded 3 billion during the 2019 Double Eleven period;

Kuaishou live broadcast leader Simba, with a turnover of 11 billion yuan in 2019;

Li Jiaqi, the lipstick king, revealed in an interview that since January 2019, he has been earning seven figures (millions) a month through live streaming;

There is no doubt that live streaming has become the hottest way of selling goods currently.

Nowadays, in addition to Douyin, Kuaishou and Taobao, well-known Internet platforms such as Xiaohongshu, Weibo, WeChat, Mogujie, Pinduoduo, Xigua Video, Baidu, and Weidian are all trying out live streaming marketing, and live streaming has become a standard feature of the platform.

Everyone knows: This is a new opportunity.

If you don't keep up, you'll be left behind.

1. In 2020, the tide of live streaming sales has arrived

In fact, live streaming has not only become popular in the last two years.

As early as 2016, live show broadcasting was at its peak, and live broadcast e-commerce also began to emerge. In just two or three years, live streaming e-commerce has become a large industry with a scale of nearly 500 billion.

Why do we say that the live streaming sales wave has arrived in 2020? There are several reasons:

1. Capital enters, platform traffic tilts

As mentioned before, Taobao is not the only live streaming e-commerce platform that dominates the market. Douyin, Kuaishou, as well as giants such as Xiaohongshu, Pinduoduo, JD.com, Mogujie, and Meilishuo are all increasing their investment in live streaming e-commerce and introducing various policies to support live streaming e-commerce.

The entry of capital and the shift of traffic to the platform both indicate that the era of live streaming e-commerce for all has arrived.

Taobao President Jiang Fan once publicly stated that being able to achieve a live broadcast with millions of viewers and a transaction volume of over 100 million is no longer an embellishment, but the mainstream of the future business model.

If you don’t do it, the platform will force you to do it.

If you choose to turn a blind eye, you will be eliminated in the end.

2. Live streaming shortens the time it takes users to make purchase decisions, making it easier to close deals

Live streaming’s unique real-time two-way interaction, the lowest price on the entire network, transparent consumption scenarios, and all-round sensory impact make it possible for live streaming to effectively promote e-commerce conversion rates and transaction volumes, and improve the efficiency of traffic monetization.

"I buy as soon as he calls out and I can't control myself at all." Li Jiaqi's fans think he is toxic. Similar to the "crazy" reactions of users, the secret lies in the impulsive consumption brought about by the visual impact of live broadcast.

Moreover, a large number of users who have bought things in the live broadcast room are no longer willing to go back to the picture and text page and spend more time selecting.

In the future, live streaming sales will become more normalized, just like selling goods through pictures and texts now.

3.5G technology iteration and optimization will bring a better viewing experience for live broadcasts

In 2020, with the popularization of 5G networks, the video experience will be greatly improved, and live broadcasts will be available anytime and anywhere.

Download speed under 5G network

Coupled with the ever-evolving hardware foundation of smart terminal devices. The next 3 to 5 years will be an important stage for the videoization of China's Internet and the transition from the era of pictures and texts to the era of videos!

Short videos and live broadcasts will also occupy more netizens’ attention time and more commercial traffic! It will greatly change consumers' Internet and consumption habits.

It is foreseeable that in 2020, with the gradual popularization of 5G networks and 5G terminal equipment and the participation of giants, live streaming will undoubtedly become the biggest opportunity and trend after short videos.

But opportunity does not equal success. Many people found out after entering live streaming:

Live streaming done well can bring in countless traffic, but it is difficult to do it well, especially for people who have never been exposed to live streaming.

• Want to get into live streaming e-commerce, but don’t know where to start; platform selection, live streaming equipment, live streaming techniques, anchor personality... all confused;
• After half a year of hard work in developing live e-commerce, I look back and see that I am still standing still...
• Why do other people's live broadcast rooms have tens of thousands of viewers, but yours is deserted?
• I spent three hours talking earnestly in the live broadcast room, but the transaction volume did not increase...

How to break it?

2. What core skills do you need to be successful in live streaming sales ?

Although live streaming has become one of the mainstream forms of e-commerce sales, there are still a large number of anchors whose sales methods remain at the primary stage of "big sale".

Problems such as rough decoration of the live broadcast room, insufficient expressive ability of the anchor, and frequent loopholes in the transaction process are still the shortcomings of a large number of anchors who sell goods.

If you want to do a good job of selling goods through live streaming and improve the conversion rate of the live streaming room, you need to at least solve these three problems: pre-broadcast preparation, on-broadcast operation, and post-broadcast review.

Preparation before sowing

Pre-broadcast preparations include setting up the live broadcast room, selecting live broadcast equipment, host personality, live broadcast scripts, and attracting traffic before the broadcast .

The three most important elements are the host’s personality, the live broadcast script, and pre-broadcast traffic.

Anchor’s personality: In live streaming sales, which revolves around “people, goods, and venue”, people are the primary core. In the early stages, anchors with distinctive personalities are more likely to stand out.

An outstanding anchor personality can leave a deep impression on users, which will lead to an increase in fans and stickiness.

In addition, the host’s abilities also include product selection ability, situation control ability, professional knowledge, sales ability, interactive ability, etc.

Although not every novice anchor has all the abilities, through practice and professional learning, everyone can become a professional live broadcast anchor. After all, it’s not the first time that Li Jiaqi and Viya have been anchors, but they have achieved their current results.

Live broadcast script: The biggest function of the script is to coordinate and arrange every step to be done in advance. One form allows you to do more with less.

Live Script Reference

A qualified live broadcast script should at least include five major parts: live broadcast theme, time node, activity links, product explanation and transaction plan.

We have turned the live broadcast into an SOP (standard operating procedure), starting with who will be speaking, what products will be talked about, how to display the products, how to adjust prices, and how to demonstrate, all are executed according to the script.

In short, scripts are for efficiency and results.

Preparation for launching the live broadcast: launching the live broadcast includes internal traffic and external traffic.

Methods to increase traffic during broadcasts include live broadcast previews (fan groups, public accounts, WeChat groups, Weibo, account nicknames), short video diversions, anchor PK, and other methods.

Live broadcast preview

Anchor PK diversion

In addition to the live broadcast equipment, anchor personality, live broadcast script, and pre-live broadcast diversion, how to set the live broadcast room cover to be attractive, how to set the live broadcast title and labels, etc., are all things that need to be carefully considered before the live broadcast.

2. Operation during broadcast

In-broadcast operations include live broadcast room interaction, sales conversion link settings, platform live broadcast precautions , etc.

Interaction in the live broadcast room: Live broadcast interaction is the basis of live broadcast content and the core of live broadcast sales. The live broadcast room has a strong sense of interaction and is more likely to stimulate users to make impulse purchases in a timely manner.

Li Xiang is the anchor with the best sales performance among the star team, largely because of her natural advantages as a professional host. Unlike other internet celebrities or stars who would have awkward silences, the host's instinct allowed her to fill every minute with words.

The success of Li Jiaqi and Wei Ya is also inseparable from their lively discussions in the live broadcast room.

But as ordinary people, not everyone can be like Li Jiaqi, who is born to be able to chat and create an atmosphere.

If you want to improve the conversion rate of live streaming sales, training in live streaming interactive skills and chat language is essential.

Live broadcast room conversion: Live broadcast room conversion includes event settings (flash sales, limited time and limited quantity, buy one get one free, etc.), product trials, product demonstrations... how to match products during live broadcasts (traffic-generating products, main promotion products, profit products), etc.

In addition to having a thorough understanding of the product, the anchor also has certain requirements for sales capabilities.

It’s not that people will buy your products just by chatting with others in the live broadcast room. You need to show the highlights of your products and touch the points that will make them buy. This requires mature sales skills.

Things to note during live streaming: The things to note during live streaming on each platform are different. What words can be said and what words cannot be said; what products can be promoted and what products are prohibited on the platform.

Even the attire has clear dress code requirements. If you don’t know, at best your traffic will be restricted, and at worst your account will be blocked.

3. Review after broadcast

After each live broadcast, a review must be conducted in a timely manner. If it’s over when it’s over, then your live broadcast room will always be lingering at the starting line and it will be difficult to make a breakthrough.

Post-broadcast review should at least include live broadcast data analysis, user activity, live broadcast room fan conversion rate, adjustments and improvements , etc.

After comparing all the data separately, note down areas for improvement and implement them in the next live broadcast.

If you want to wait until the next day or after a good night's sleep to adjust, you may have almost forgotten it. The feeling at the end of the live broadcast is always the most intuitive and enthusiastic.

Wei Ya, the top anchor on Taobao who has earned over 100 million yuan from a single live broadcast, will review the pros and cons of the normal live broadcast after each show, and write down the points that can be improved before taking a break.

Image source: Financial Gossip Girl Channel

Therefore, it is not an easy task to do a good live broadcast.

If you want to figure it out on your own and do it by trial and error, not only will you waste manpower, material resources and financial resources, but you may also not be able to find a suitable "broad road" for several months or even half a year.

The end result is that time is wasted, money is spent, but nothing is gained.

If you want to get started quickly on anything, the most effective and fastest way is to learn, draw on the experience summed up by predecessors, and avoid detours and pitfalls. Unfortunately, the few live streaming sales courses on the market are only focused on case sharing and trend interpretation. Superficial, shallow content. After learning, you just know that others are very good, such as Li Jiaqi, Viya, Simba, they are all very good, but you still don’t know how to do it.

That feeling is very similar to reading Jack Ma's entrepreneurial quotes, "You are right, but - how should I do it?"

Author: Doushang Commune

Source: Doushang Commune