Why is no one buying products sold on Douyin live streaming?

During the 2019 Double 11 shopping festival, Taobao livestreamer Wei Ya’s sales reached 3 billion, exceeding her 2018 full-year sales of 2.7 billion.

During the 618 e-commerce festival in 2019, Simba, the top live streamer on Kuaishou, sold 165,000 bottles of Aaron Kwok’s self-created shampoo brand AKFS in 5 seconds;

In addition, Simba also set a record of short selling a Thai latex factory in 10 minutes and achieving total sales of 180 million in 6 hours.

Others who also became popular in 2019 through live streaming include Li Jiaqi, the lipstick king, Lijiang Pomegranate Brother, and Zhengshan Beef Brother.

If 2019 is the first year of live streaming e-commerce, then 2020 will be the year when live streaming e-commerce will explode.

The live streaming room is becoming a new battlefield for major brands to sell their products. Live streaming sales is becoming a major opportunity in today's business world.

So how should live streaming be done to sell goods? What live streaming skills can ordinary people refer to for selling goods?

Today we have summarized 8 live streaming sales skills of first-line anchors such as Li Jiaqi, Simba, and Wei Ya. We hope it will be helpful to you.

1. Real experience

The biggest advantage of live streaming is authenticity.

In live broadcasts, whether it is product trials, interactions with fans, the host’s every move is presented in real time, and for the audience, it is the most real.

Whether it is Li Jiaqi or Wei Ya, no matter whether they are recommending household products, beauty products, or food, the hosts are personally trying and tasting the products almost throughout the live broadcast.

In Wei Ya's live broadcast room, because the product on promotion was ice cream, the studio even moved the store's dedicated medium-sized ice cream machine directly to the live broadcast site so that Wei Ya could eat it in front of the audience. The purpose is to create a sense of reality.

2. Professionalism

Why must live streaming anchors be professional?

There are two reasons:

The first reason is that deep down in the hearts of the vast majority of users, they hope that “experts” can guide and help them make decisions, and consumer decisions are no exception. Therefore, people with higher professionalism are naturally more likely to gain trust.

The reason why Li Jiaqi can stand out among a group of beautiful live-streaming influencers is largely due to his many years of experience as a shopping guide at cosmetics counters.

The second reason is that during the live broadcast of selling goods, the anchor needs to provide timely feedback to questions raised by netizens.

Among them, some are relatively professional questions, such as: the ingredients of cosmetics, etc.; some questions are just because netizens are hesitant, such as: Is this lipstick suitable for me? The host's reply needs to solve these problems professionally and considerately.

So, if you want to sell goods through live streaming, if you are selling clothes, you must not be unable to even describe the fabric of the clothes; if you are selling beauty products, you cannot be completely ignorant of cosmetics and skin quality.

Selling goods through live streaming does not mean that people will buy your products just by chatting with others in the live broadcast room. You need to show the highlights of the products and touch the points that will make them buy. What is needed behind this is not only mature sales skills, but also professional interpretation of the products and professional answers to fans' questions.

"I study beauty products every day. Only when I know the products well enough can I find selling points and know what fans like." Viya hated chemistry the most when she was in school, but to sell beauty products she had to study a lot of chemical ingredients. With the accumulation of basic skills and consulting experts, Viya can tell which cosmetics will have selling points with just a glance.

"If you really stand in the buyer's perspective, you have to keep learning every day, learn various product knowledge, and make your fans trust you and need you." Wei Ya mentioned in an interview.

A big difference between online shopping and offline shopping is that online shopping can only be viewed but not touched or tried, so the experience is relatively poor. Live shopping can solve this problem to a certain extent through the host’s vivid description of the products.

On the premise that you have experienced it with your heart, use vivid metaphors, assumptions, expressions and body movements to mobilize the fans' direct feelings of their eyes, nose, ears, tongue, body and heart, and clearly convey the feelings after tasting and trying out the product, so that they can experience your product as if they were there in person and let the users empathize.

4. Timely interaction

Real-time interactivity is a major advantage of live streaming.

Through timely interaction, information is conveyed and emotions are communicated between the anchor and the fans. Whether it is Li Jiaqi, Viya or Simba, the interaction between the anchor and fans is usually very frequent during the live broadcast of selling goods.

5. Cost-effectiveness

Text and picture sales and short video sales are more suitable for normal sales situations, while live streaming sales are very suitable for one-time large-scale promotions. The intensity of promotion is one of the important factors affecting the effectiveness of sales.

In Li Jiaqi's live broadcast room, in addition to selling brand products at a 30% discount, there is also a buy one get one free promotion.

Buy one get one free, which is 35% off, a price you can’t get through any other channel. Sure enough, this product was sold out instantly in the live broadcast room.

The lowest price on the entire network is the confidence and strength of the top "Internet celebrities".

It is said that one time, Viya and Li Jiaqi had a live broadcast collision, and Li Jiaqi sold the same item 5 yuan more expensive than Viya. Li Jiaqi was furious and lost his temper in the live broadcast room, calling on fans to return the products and never buy them again.

6. Herd mentality

As the host counted down “3, 2, 1” to stock up, tens of thousands of items were sold out in an instant. It is difficult for netizens watching the live broadcast to resist the temptation of such large-scale group concerted action, and their impulse to consume is stimulated.

So many people are buying it, I want to buy it too. I feel like if I don’t place an order, I’m not integrating into the group and will be “abandoned” by the group. This is the typical herd effect, also known as herd behavior and herd mentality.

7. Trust

When public domain traffic becomes as valuable as gold and the cost-effectiveness of advertising becomes lower and lower, brand owners have turned to the construction of "private domain traffic". The core of operating "private domain traffic" is the trust relationship with fans.

Trust is the lifeline in the era of "private domain traffic".

Wei Ya personally uses every cosmetic product she sells. Li Jiaqi personally tests every lipstick he sells. If a product is not “tested and proven to be useful”, it will never be put on the shelves. It is said that Wei Ya's face is often allergic because of this; Li Jiaqi's mouth suffers from cheilitis all year round.

It is said that three years ago, Wei Ya could only beg brands to cooperate with her in live streaming. As a result, when the products were delivered, none of the sales gifts promised by the brands were given.

Wei Ya became anxious, and after several fruitless negotiations, she decided to pay for the gifts herself. This move directly turned consumers into fans, and fans into "old friends", and the money paid out became word of mouth.

All of this is done out of responsibility and trust in the fans, because they know that once trust collapses, it will be difficult to start over.

8. Live broadcast room character setting

When it comes to live streaming sales, people are a very important element, namely the anchor.

Only when the anchor constantly interacts in the live broadcast room can it be called live broadcast, otherwise the official will demote the anchor or even directly close the live broadcast room.

In the past, when we mentioned anchors, we often meant show anchors who displayed their talents in the live broadcast room and received rewards. However, e-commerce anchors are completely different. Their purpose is to sell goods, and they display products in the live broadcast room to facilitate transactions.

Therefore, in addition to talent and appearance, the ability to truly realize transactions is the core factor that tests an e-commerce anchor.

Therefore, in the early stages, anchors with distinctive personalities are more likely to stand out, either by being humorous or nonsensical. In short, an outstanding personality can leave a deep impression on users, and what follows is an increase in fans and stickiness.

But the character setting is not something that can be fanciful. You can create whatever kind of character you want, and it must be combined with your actual situation and product.

That’s all I have to share. If you still don’t understand, you can follow me and read my personal profile so that we can learn and communicate together.

Author: Momo Operation

Source: Momo Operations