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The dramatic changes in the second-tier e-commerce industry have caused complaints and misery among every second-tier e-commerce merchant. The transformation often cannot keep up with the speed of the introduction of platforms and policies. A big problem now is that we know a rule today and finally make some adjustments, but a new rule is introduced in two days and we have to adjust again. But the hottest one at the moment is the feed flow, which has its own value. Well, today, I will share with you a practical case analysis of feed flow, so that you can understand the current situation, how to select products for feed flow, how to make material videos, how to deliver, and how to choose anchors. Through these dimensions, I will provide you with some references and lessons. 1. Feed flow bonus dependence According to the current market realization situation, the blue ocean bonus period of the feed single product model is about 2-3 months. Why do I say that? 1. From a macro perspective, Douyin is currently vigorously promoting and supporting live streaming, and has recently launched e-commerce channels such as "Goods Flash Sales" to allow more merchants to come in, and there are commercial carriers for merchants to realize commercial value. 2. There are few competitors, which is mainly reflected in the following three aspects: 1) The team that previously worked on Doujia had difficulty in transformation, because Doujia previously mainly focused on product tracking, and their bidding logic was not feasible. Five households consumed 300,000 yuan, which made it difficult for others to run. In addition, they had no supply chain or e-commerce team system, and they mostly adopted the Taobao customer model. They did not have anchor resources in many places, and it was difficult to train them. 2) As for Taobao sellers, they are currently either waiting and watching, or not understanding, or running special events; 3) Luban’s top boss is still building a team; Combining the above points, it is not difficult to conclude that we are still in a bonus period for our small and medium-sized businesses. For our friends in the second-tier e-commerce industry, we have the ability to select products, financial advantages, supply chain capabilities, and a delivery team (operation team). What we lack in feed stream live streaming may be the anchor, including the products that can run the entire feed, which is a matter of time. To be honest, we second-tier e-commerce merchants have just started playing with feed streams and don’t know how to play it. We are also unfamiliar with the backend of the delivery, because we used to play with direct planned delivery, which was more about consumption. This aspect is a little different from the through train. When we can test this link, we can basically achieve a balance or even profit. If we continue to optimize, it will not be difficult to make a profit in this wave of dividends. A friend shared with me a pair of running leggings. I used them for about a month before I started running. Of course, I personally think that doing this well also requires a complete logic. Take leggings as an example. It basically takes a period of time for a friend to test a product, which is about one to two months. The period of it becoming a hit is relatively long. Another reason is that there are relatively few competing products and rivals at present. I think this is a big reason. Take leggings for example. In fact, many big guys from Luban are also running them. They sell them at Luban for 29.9 yuan a pair, as I remember. The price on Pinduoduo and Taobao may be 19 yuan, but our price in the feed is 49 yuan a pair and 79 yuan for two pairs. There is a huge information gap here, that is, there is an information gap between the traffic pool of the feed and the traffic pool of Luban, including some Taobao consumers. In itself, there is no price comparison involved. People just make impulse purchases after seeing the video. This friend sold about 2 million in September. The overall investment-sales ratio is 1:2, close to 3, and the net profit is about 0.4. The output-output ratio is relatively good. Now the logic of the entire feed is that there will be people going to the live broadcast room to watch, some going to the live broadcast room buttons, and some going to the live broadcast room screens. Today I will share with you that one of the better ways to create hot-selling single products in the industry is to enter the live broadcast room by watching a video and then place an order. So what is the framework of this practical method? Let’s talk about it in detail.2. Choosing the right product is half the battle In fact, the operations in each industry may be different because the operating methods of each category are also different. For example, in the clothing strategy, product selection may account for 50%, then the video material accounts for 30%, the anchor accounts for 10%, and I think the placement only accounts for 10%. This is my current understanding, and product selection is more important. So according to the data we have currently, the gross profit of a single clothing item must be at least 40 to 50 yuan, because the market price is 30 yuan, and at least a profit of 10 yuan must be guaranteed, and the conversion rate must be at least 6. Basically, the evaluation and optimization should reach 10%, and the return rate should be controlled at 15%. Therefore, the taste of running tends to be somewhat similar to some popular items of monopoly clothing, either effect comparison type or price driven, mainly these two aspects. When making clothes, we also need to look at the big brands in the market. We will create about seven or eight brands, and basically each brand will more or less compete in terms of traffic. We need to look at the degree of market competition. For example, when we first start, we need to analyze when the product will start to gain volume. Through a direct train analysis tool from previous years, we can see when the product started to gain momentum. Because when you promote the product when the market is just starting to take off, there will be less competition and more traffic support. As for the current brands, the same logic actually applies. We should go for those large-scale data in the preferred alliance if we have them on hand. Now many of our merchants, when they start running feeds, just offer a price of 20 to 25 yuan to get the order done, and the daily compensation can be up to 70,000 to 80,000 yuan, but it takes about half an hour, and then because everyone knows that it is a loan, including all those who make clothes, they will run it, and now whether it is some card square traffic, including running shopping malls, including various channels are all producing. Recently, I heard that the cost of running an order is close to 30 yuan, so the timing of product entry is also very important. Then some friends will ask, what are the things to pay attention to or skills in product selection? Here are some points for your reference: 1. Product selection depends on the time. If we make clothes, we have to plan our product selection ideas according to different seasons, because clothes have positive attributes. As for other things, we also need to consider festivals, solar terms, etc. 2. When selecting products, we need to consider the target audience and pay attention to our customer groups; 3. When we are doing some traffic diversion work, we need to see whether our price can enter a special event. If it is for traffic diversion, then in addition to the benefits, the price must have a screaming point, and the product must be competitive; 4. Another very important point is to look at the portion size; 5. For operators who frequently select products, they have a certain sensitivity to product trends; 6. We should always look at historical data, because in different periods and seasons, the best-selling products of the past are likely to have a second wave of popularity; Whether we were doing Luban before or feed now, materials still account for an important proportion. Even in the future, if the Douyin system becomes more and more perfect, the proportion of material videos will continue to increase. At present, I personally think that the importance accounts for 30%, because one of the ways for merchants to actually launch the video is a selling point after they watch the video, including the price and even about 10 to 20 seconds before entering the live broadcast room. So basically, when he comes to the live broadcast room, the conversion rate of just casting a video is about 5%. The director of those live broadcasts can achieve 10%. The higher rate is attributed to the guidance of the anchor. The anchor plays a role in enhancing the conversion here, because since he has entered your live broadcast room, he is actually more interested in your product itself. Buying or not is just the final step, so here we should put some effort into the video material. The length of this video material should be controlled within 15 to 30 seconds. As for the video framework, I can briefly talk to you and you can refer to it. Video frameworks are mainly divided into three types: video frameworks, video scripts, and video shooting and production. 1. Generally, the three-second video frame in our traditional application environment means that the first three seconds should allow customers to enter as quickly as possible, that is, they should want to watch your video as soon as possible, and there will be such a foreshadowing when they watch the video later; 2. Display product display using display effects, including promotional guidance into the live broadcast room. This is a script that is currently used more frequently; 3. Then the host’s oral broadcast is also an effective way; Basically, when a product is first developed, it is best to have 5 scripts, and make 2 to 3 videos for each script. Then have the editor update the script every day based on the video, and then send it out for release in a repetitive manner. That is to say, when we make material videos, we must comply with the following three logics of popular materials: 1) Be sure to highlight the selling points of the product 2) Be sure to explore the user's pain points 3) There must be a screaming point (price) 1 At present, for our small and medium-sized businesses, anchors account for about 10%. In fact, this does not mean that anchors are not important, but it lies in two reasons. One is what I just mentioned, most customers want to buy after watching the video. Here, the anchor only plays a promotional role. Because many merchants who now make feeds consume millions a month and have sales of more than 10 million. Their anchors are actually a group of amateurs, that is, they have never been anchors. In fact, here, for our merchant friends who are currently doing feeds or are about to transform into doing feeds, if conditions permit, when selecting anchors, it is best to find those who have been anchors on Taobao for more than half a year. Because in this case, the initial investment cost may be higher, but after recruiting an anchor, we don’t need to spend time, energy and money to train him, and he can generate benefits for us in the fastest way. As for the delivery technique of feed stream, its delivery time is different from that of DOU+. The delivery of feed stream will start automatically before the live broadcast starts and will automatically pause when the live broadcast ends. After the live broadcast starts, you can also pause the delivery plan at any time. Therefore, the delivery strategy of the feed stream can be adjusted in time according to the real-time data of the live broadcast room. 1. The delivery period covers the user’s active time For example, if we want to promote body lotion in our live broadcast room, we have to choose the "body lotion" category. We can see that the main peak is concentrated between 22:00-23:00, which means that for this type of product, the audience is more active during this time period. 2. Expose the hot-selling products in the live broadcast room multiple times If the audience in the live broadcast room is interested in a product, they will click on the shopping cart to view the product details. This can be reflected by the "number of people purchasing" barrage that appears in the live broadcast. Then, when introducing hot-selling products in the live broadcast room, you can increase the advertising budget to introduce more new users to the live broadcast room and improve the conversion rate of hot-selling products. 3. Choose the targeting range reasonably Feed stream targeted delivery can cover audience portraits, user interests and other aspects. Delivery based on the real-time audience portrait of the live broadcast room and narrowing the targeting scope may achieve better results. 4. Seven common traffic delivery targets of the current platform: (2) Stay in the live broadcast room (3) Live streaming room orders (4) Click on the product button in the live broadcast room (7) Rewards in the live broadcast room Therefore, we must pay special attention when making an offer. Our focus should be on the weighted offer and the effect we want to achieve. It is necessary to review each live broadcast of the feed stream. Each review can help us achieve better results for the next live broadcast and feed stream delivery. So for each live broadcast data, we should review and analyze the following data: 1. Analysis of traffic basic data This type of data mainly allows us to see the ability to convert new fans and the comment interaction rate; As the name implies, it is where the data of our live broadcast room comes from today. We need to know clearly that our audience can enter the live broadcast room mainly from the following pages, live broadcast squares, local cities, video recommendations, etc. Only when we clearly know where our traffic comes from can we alleviate the situation of large traffic and difficulty in increasing fans; After a live broadcast, we need to focus on the following background data when reviewing the broadcast: 1) Product display times, that is, the number of times a product is displayed to users and the number of times users browse the product; 2) Number of clicks on the product: how many users click on the product details page after seeing it; 3) Number of visits to the display window: how many users have entered your product display window and viewed your products, which proves that they are attracted to your products. You must pay attention to this. 4. Live streaming viewing data For each of our live broadcasts, we need to pay special attention to the number of live broadcasts, the duration of the live broadcasts, the number of live broadcast views, and the data on users' views on the market. So what can reviewing the live feed bring us? 1) If the user stays for a short time, we can improve the attractiveness and retention rate through the layout of the live broadcast room and the anchor's speech; 2) If the interaction rate is low, you can appropriately increase the anchor's guidance session to encourage more interaction; 3) If the product conversion rate is low, we should focus more on the discrepancy between product selection and account fan portrait, which cannot attract audiences to buy. In this case, we can improve the average order value, cost-effectiveness, and welfare activities. To sum up, in fact, if we want to do a good job in feed flow, there are many things we need to learn and understand. At present, we are facing clearance on the one hand and transformation on the other. Only by continuous learning, researching, and then constantly making various adjustments can we survive the cold winter of our second-level electricians. Author: Second Class E-commerce Source: Second-class e-commerce |
