Summary of Xigua Video live streaming sales techniques.

1. Live broadcast preparation

1. Master the use of live broadcast function

How to list products during live streaming and familiarize yourself with the complete ordering process. View original article

2. The live broadcast title and cover are very important!

The cover and title are the face of your live broadcast room. When pushing live broadcasts, the first thing that catches the user's eye is the cover and title, which determine whether he will click and enter your live broadcast room among the numerous anchors. Pay enough attention to the cover and title, and test them with different titles. Good title sentence patterns can be reused, but make some minor modifications each time.

(1) The title should have highlights, clearly state what the content is about, and highlight the benefits to attract targeted users to enter the live broadcast room.

(2) Product images should be clear, highlighting the product’s highlights, and the background should reflect the origin of the product and should not be cluttered.

2. Abide by the self-discipline convention and do not violate the rules

(1) Description of prohibited products: https://shimo.im/docs/R421fetKGrQ8CH8O/read

(2) Description of Violations https://shimo.im/docs/9tt6W9RCDtKXrPT8/read

3. Understand the product and refine its selling points

This is very important! Talking about the wrong product or the wrong activity price are both very basic mistakes during live broadcasts.

The anchor needs to understand his or her own products, especially the selling points, and needs to list them in clear tables for reference during the live broadcast. He or she should also provide information such as the local characteristics and customs of the place of origin, size, express delivery information, etc., so as to be able to answer various questions from fans in real time.

4. Live event planning and product selection

• Determine the live broadcast theme: Determine a live broadcast theme, and the content of the entire live broadcast needs to revolve around this theme. For example, if the live broadcast is to cooperate with the store’s new products, the live broadcast can be centered around the new products; if the theme content of this live broadcast is to give back to fans or an event, then the discounts should be highlighted. If new products are released less frequently, you can plan topics that will interest buyers based on the needs of fans and buyers.
• Product selection is the key to retaining users: you need to know the characteristics of your fans and their active time. This can not only be used as a reference for the start time, but also help you choose products that meet the needs of your fans.

5. Anchor qualifications

Eloquence is more important than appearance. It is best to have offline sales experience and understand humor; the anchor can train his eloquence and improve his reaction ability by broadcasting more, thinking more and watching more excellent anchors. In addition, the host who loves to laugh and has a calm personality will be more attractive.

6. Arrange live broadcast room managers and assistants

When there are too many people, the host may not be able to answer all the questions. The room manager can assist the host in controlling the scene, answering questions, and emphasizing the selling points of the event during the live broadcast.

For live broadcasts of clothing, there needs to be assistants, models changing clothes, and people responsible for shopping guides, and the staff in the live broadcast room must have different focuses.

2. Live broadcast warm-up work

1. Preheat and build momentum in advance (important)

• Preheating on Weibo: 1-2 days before the live broadcast, you can preheat the live broadcast by forwarding on Weibo for raffles, issuing coupons, etc. Remember to inform the live broadcast time, exclusive discounts for the live broadcast, and if there is a raffle, if the prize list is automatically announced by the system, you can set the prize opening time to the live broadcast time, or tell fans that the prize list will be announced in the live broadcast room to attract fans to watch the live broadcast room. (Weibo lottery function setting tutorial https://shimo.im/docs/ZWl9mdiq2h0iMgl5/read)

• Video warm-up: Release a warm-up video 2 hours before the live broadcast - inform users of the live broadcast time and promotional activities (highlight price discounts, compare original prices with current prices in copywriting and oral broadcasts, and grab live broadcast benefits). The next live broadcast time, products and promotions can also be mentioned in daily released videos.

• Comment warm-up: Preview the live broadcast time in the comments and call on fans to watch the live broadcast; answer fans' questions or guide fans to the live broadcast room to see detailed response plans for the problems.
• Live broadcast warm-up: In the previous live broadcast, you can promote good products for the next live broadcast and preview discounts to guide fans to pay attention to your next live broadcast (suitable for influencers who have the habit of live broadcasting).

2. Multi-channel traffic diversion

Make full use of WeChat, social networks, Weibo and other channels to inform fans of live broadcast times and discounts.

3. Live broadcast skills

1. The anchor has a distinct personality

You need to find your own personal positioning according to your own personality. For example, a certain anchor speaks more frankly and makes it clear that I am a businessman and I want to make money, but I make the money I deserve. My products are good products from the source and I do not make any profit from the difference in price. I provide everyone with the most cost-effective products. It can also expose industry chaos and provide topics for conversation in the live broadcast room, which will help with interaction and increase the popularity of the live broadcast room.

2. Product Story Description

Introduction to product/brand background, such as detailed introduction to the advantages of the product’s origin, brand story, comparison with similar products, etc. for fresh products.

3. Shopping bag quantity limit

The number of products added in the live broadcast is controlled within 10. If too many products are added, the display effect will be poor and it will be difficult for users to find the products accurately. Especially for clothing, you must emphasize the link number of the product you are displaying.

4. Product display/features description

Be sure to display the product in the live broadcast room and constantly explain its features.

• For example, if you want to cut the fruit, taste it, and tell your fans about its taste.

• For example, food can be cooked on site and its ingredients, nutritional value, and cooking methods can be explained.
• For example, for beauty products, it is necessary to emphasize the feeling of use (such as the skin condition before use, what it is like after use, and focus on the efficacy. If there are better ingredients, you can also mention them), the effect of use (for example, foundation, eye shadow, etc. should show the makeup effect to fans, which is more suitable for makeup with obvious effects, cleansing, makeup removal, etc.), texture (show moisture and fluidity), and appearance design (external appearance and whether such a design can make it more convenient to use). For beauty products, you can show the makeup steps while bringing in the product to intuitively see the use effect and promote orders.

5. Repeat the benefits/product advantages

It is necessary to repeatedly guide the interest points, highlight the price discounts, compare the original price and the limit price, and grab the live broadcast benefits.

Even the shouting style can better mobilize the atmosphere of the live broadcast room - attract attention, give gifts, and buy shopping bags. Only by constant emphasis can conversion be increased.

Moreover, there are new users constantly pouring into the live broadcast room, so repeated guidance is needed. Important information must be repeated over and over again, such as promotional information and how to buy (demonstrating how to place an order using a mobile phone); the core selling points of the product can be guided to reach users through emotional tone and repeated emphasis. For example, when emphasizing the functional benefits of beauty and personal care products, remember not to use too many adjectives that cannot be felt, such as confident, more attractive, charming, etc. These are actually of little use to consumer decisions during the fast live broadcast process. You need to express something that fans can see intuitively, such as: sufficient quantity, quick absorption, moisturizing, very smooth to the touch, blingbling and very shiny, etc.

6. Find the right position

If the price is favorable, emphasize the price comparison; if the quality is good, emphasize the quality comparison.

7. Make good use of live broadcast tools

You need to be proficient in using the tools in the live broadcast room. When broadcasting products, you should also push coupons and purchase cards for the product, as well as stickers, and write out the highlights that need to be communicated.

8. Create an atmosphere of grabbing

The anchor needs to find ways to create a "grabbing" atmosphere in the live broadcast room. For example, by limiting inventory so that after the stock is sold out, the anchor can use his or her face to help fans in the live broadcast room grab the goods at a discounted price, or by offering a limited-time, limited-quantity discount price.

9. Live broadcast time

Live broadcast at a fixed time every day, and insist on live broadcasting for at least 4 hours without interruption to cultivate fans' viewing habits; and mark the fixed live broadcast time every day in the signature item on the homepage to inform users. Especially for new anchors, insisting on daily live broadcasts is not only helpful in cultivating fan habits, but also helpful in obtaining platform traffic. Usually, it takes one to two weeks for a new anchor's live broadcast room to become popular and for the platform to have traffic recommendations.

Secondly, the live broadcast time can be staggered with that of some similar big anchors, but the golden period from 17:00 to 23:00 in the evening must be grasped.

10. Live promotion gameplay design

Not limited to flash sales, limited sales and raffles, multiple SKUs are available for flash sales in each event, n pieces in 5 minutes, and the original price will be restored after the time is up. Or limit the sale to n pieces per day and end the broadcast when they are sold out. You can also consider making raffles a habit in the live broadcast room (for example, a clothing merchant will give clothes to users in the early stage to attract fans, and people who like clothes will place an order sooner or later), do flash sales at regular times every day, and set up discounts or limited coupons in the live broadcast room.

11. Live broadcast room popularity increased

Through the Watermelon and Diamond Ranking activities, we can promote and guide consumers to interact, thereby boosting the popularity of the live broadcast room;

Arrange room managers to maintain the live broadcast room, answer common questions, and improve product conversion rates; when popularity is rising rapidly, give yourself appropriate gifts to make your popularity grow faster. The prerequisite is that there must be someone to communicate with you, otherwise your popularity will drop quickly after giving gifts. You can maintain your popularity through raffles, constant interactions, and free meals. When selling at a flash sale, you can use a small account to place orders and set the pace.

You should proactively greet new users and explain and respond to their questions. A good interactive atmosphere in the live broadcast room will also bring in traffic recommendations.

12. How to broadcast goods

The anchor should have his own ideas and should not be led astray by users. Otherwise the live broadcast room will be chaotic. Especially for products with multiple SKUs, there should be a focus, and the ordering method should be abandoned. Users should follow the host's rhythm to select products and place orders. The host will introduce the characteristics of the products, and users can place orders if they like them, and the order for this product will be completed after leaving enough time. Instead of answering with a bunch of random words.

13. Competitive products within the site

Look at competitors rationally and don’t criticize others. A category cannot be established without a market. We need to cultivate user purchasing habits together. Those who enter the market early will reap the benefits early.

14. Review

After each day’s live broadcast, we summarize and reflect to seek better marketing methods and improve the marketing capabilities of the team and the anchor.

4. Common Misunderstandings and Improvement Techniques of Live Streaming Sales

1. The display of goods lacks aesthetic appeal

Problem (Example)

Improvement Tips

Food: Too few food shots

The camera is facing the face of the person, so you can only see the person, but not the products on the table.

Only the packaging and size of the food are shown, and the color, aroma and taste of the food are rarely shown, such as the pulp of fruit, or the picture of hot food cooked in a small hot pot.

(1) Fully display the product: Place the product to be promoted on the table, adjust the camera position, and shoot the product on the table so that it fits completely into the live broadcast screen.

(2) Display the product in a way that will make you salivate: for example, cut a melon to show the flesh inside, or use a small hot pot to show the spicy flavor of the food after it is cooked. Make sure to show the food in its most delicious form, and never hold the packaging bag in front of the camera! ! !

(3) Eating while displaying, making fans in front of the screen cry with envy: Eating while displaying makes the viewing experience more immersive and makes fans want to buy some to try.

Women’s clothing: lack of display of dressing effect

Just hold the clothes and shake them in front of the camera without showing the upper body effect.

Clothing display: Wear the promoted clothing to show users how the clothing looks on them and explain the highlights of the clothing. Only when you wear the clothes beautifully can users imagine how they would look when wearing them, and thus generate the urge to buy!

Beauty: Lack of before-and-after effects display

Only display the product packaging, not the product effects, or the product effects are not fully displayed

(1) Use contrast to highlight product effects: Visually display the effects of the product on the hands or face (e.g., concealer products, applied on the face or hands, visually tell everyone how strong the concealer effect of the product is through contrast. Apply lipstick on the hands to show everyone its color number, and compare the changes in the complexion before and after application) (whitening, anti-wrinkle, acne removal, moisturizing)

(2) Uncover product highlights: Extract the unique features of the product. You can compare it with other products in terms of its formula, efficacy, smell, texture, etc., uncover the highlights of the product and focus on displaying the highlights of the product.

2. Product introduction fails to grasp the key points

Problem (Example)

Improvement Tips

Lack of repeatability

The product is often introduced only once, and the core selling points of the product are not repeatedly emphasized.

(1) Reason: Users entering the live broadcast room are constantly changing. In the first two minutes, one group of people may enter the room, and two minutes later, another group of people may enter. You need to keep repeating your introduction. You may think that you are repeating like a tape recorder, but for users, it is actually the first time they hear your introduction. Therefore, you need to repeat your words and the products you have displayed every two minutes.

(2) Improvement techniques: Limit the promotion time of each product to 2 minutes. During these two minutes, display the product while verbally introducing the core selling points of the product and answering users’ questions. After the introduction, continue to repeat the previous actions.

Lack of information on prices

Just focus on introducing the product without mentioning the price. Or just say what the flash sale price is, without emphasizing what the original price is.

Repeatedly emphasize price comparison: repeatedly emphasize the original price and the flash sale price during the live broadcast. By comparing the original price and the flash sale price, users can intuitively feel the discount.

Not teaching users how to buy

It always emphasizes that users should quickly place orders, or asks users to click below to buy, but does not show the purchase steps.

Demonstrate the shopping process in person: Use another phone to face the screen and show users the location of the shopping bag and how to click to buy. And after each product introduction, repeat to show users how to buy it. (Many users don’t know how to place an order, and don’t know what a shopping bag looks like, so they need to be shown in detail)

Not actively interacting with users

Waiting for users to leave messages and ask questions. If there are no messages, just waiting in front of the screen without actively displaying or introducing the product.

Improve autonomy: Imitate TV shopping salesmen. Even if there are no users, you should introduce products with passion and take the initiative to chat and interact with users. (Many users just watch the live broadcast but don’t talk much, so the anchor needs to mobilize the users’ enthusiasm and attract everyone to leave messages and interact)

For example, after introducing a product, you can proactively ask the user if they like it, and deduct 1 if they like it.

3. Other issues

Question Collection

No effective guidance

Focusing on interacting with fans and answering questions, but not effectively guiding fans to buy - be sure to pay attention to guiding fans to click on the shopping cart to place an order, especially when doing activities, and often use your mobile phone to demonstrate how to get coupons and buy goods in the live broadcast room.

No special offers

The promotion is not strong enough, and is basically the same as usual promotion methods/strength, without any greater incentives to stimulate users to buy - in the live broadcast warm-up stage, pay attention to emphasizing what benefits the live broadcast room can give to users, especially for new anchors. Don't think about profits in the early stage, first accumulate fans and popularity through low-price means, and accumulate word of mouth.

Network/Device Issues

The live broadcast was interrupted once due to a bug, and the popularity was affected to a certain extent after it was restarted. The number of viewers in the live broadcast room increased slowly. Please pay attention to check the network before the broadcast

Insufficient preheating

Insufficient preheating of videos and live broadcasts in the early stages - Preheating and building momentum in advance is very important

Problems with connecting to microphones

The degree of cooperation between the two parties was low and the preliminary preparation and communication were insufficient. The preparation period is short: 1-2 days before the live broadcast, there is not enough time to warm up for the live broadcast. The live broadcast process is relatively simple and the script is not detailed enough, which affects the performance on the day of the live broadcast. During the live broadcast, the microphone connection was not tested in advance. When xx connected, yy was set to prohibit microphone connection. The second time the microphone was connected, after xx warmed up in the live broadcast room, yy had something urgent to do and did not connect in time.

5. Case Sharing

1. How does Li Jiaqi sell goods?

• Display: The texture is moist and easily absorbed by the skin. It feels so comfortable while applying it.

• Core selling points: whitening, brightening, balancing, brightening, lightening, essence. Kiehl's repurchase number one,

• Explanation of the core selling point: Rich in active vitamin E small molecules, this type of vitamin C has stronger stability than traditional vitamin C. Contains phosphodiesterin, which promotes collagen and has the functions of whitening and anti-aging.

• Value brought to users: two pumps during the day and two pumps at night, your Snow White dream is no longer a dream.

• Personal experience: I have used more than half a bottle. Some users said that their face became much whiter than their neck after using it for a month.
• Commonly used words: very delicate, high-end, beautiful, very moisturizing, very aura when applied, especially makes the skin look whiter, touching price, comfortable texture, crystal lips, good goddess, starry, five-carat mouth.

2. How does Douyin celebrity Yu Zijiao do live streaming?

(1) Live streaming gameplay:

• Preheating: Preheat at least ten days in advance (traffic accumulation)

• Flash sale: Flash sale with limited time and quantity by brand (creating atmosphere and attracting users with low price)

• Lianmai: Because there is a lack of traffic support within the site, we rely on personal relationships to connect with high-followers on the site for supply (traffic diversion)

• Lucky draw: One lucky draw every ten minutes, one souvenir draw every twenty minutes, one mobile phone draw every hour (increase fans' stay time)

• Alipay red envelopes: increasing fan stickiness and retention

• Alternative broadcast: reduce audience fatigue and increase the fun of live broadcast

• Charity: Every order was donated to the earthquake-stricken area in Yibin and the long-term charity children's home (giving users the feeling that buying is doing good deeds)

• Invite big V to be your guest: improve your status and increase your fame

(2) Product focus:

• Product selection: strict selection of brand categories, optimization of popular products, and compensation of 10,000 yuan for counterfeit products! We focus on product safety. If it is harmful to the human body, compensation starts from 500,000 yuan. We guarantee the quality of all brand products. (Make sure you can do it, otherwise don’t easily promise fans in the live broadcast room)

• Explanation: Provide interesting explanations for brand products

• Price: Limited time sale, the lowest price on the Internet

• Quantity: Limited stock for some items, sufficient stock for popular items

• Supply chain: Strong domestic supply chain, providing high-quality products

Author: Everyone is a self-media

Source: Everyone is a self-media