Kuaishou Live Selling Operation Guide

In order to write this article well, I have been watching Kuaishou every day in recent times. Through this article, you will have a complete understanding of the merchants ' experience in selling goods , how to find anchors to sell goods , and the current situation of selling goods in the Kuaishou ecosystem .

Since last year, Kuaishou has begun to vigorously support formal e-commerce, making Kuaishou an important sales platform for merchants. In addition, due to Kuaishou's conscious benchmark building and public relations communication, there is even a saying in the industry that Kuaishou's sales level exceeds that of Douyin.

For merchants, as long as they can sell goods, they will put 120% of their enthusiasm into it. However, many merchants are unfamiliar with the Kuaishou platform.

How should you sell goods on Kuaishou?

This article excerpts the communication between Guai Muxixi and a Kuaishou live broadcast girl, and makes some changes to share with you:

This Kuaishou anchor works for a company that mainly deals in skin care and cosmetics. The average order value ranges from 11.9 to 99.9 yuan. The main focus is live streaming sales. There are full-time and part-time workers. The full-time workers broadcast 4 hours a day, and the part-time workers broadcast 2 hours a day. The company has opened a series of matrix accounts on Kuaishou.

1. Team Configuration

Each live group has three people:

• The anchor sells goods live;
• The live broadcast assistant is responsible for after-sales service, price changes, product delivery, and the listing and removal of the shared bikes.
• The live broadcast operation is responsible for finding suitable big anchors to compete in the rankings.

When we promote our product, we say: everyone can go to the big platforms and see that the facial mask that originally cost more than 800 yuan now only costs 80 yuan.

2. Live broadcast operation

Here we focus on live broadcast operations:

Where does the traffic for the live broadcast room come from? There are three directions:

First: accumulate content;

Second: run official advertisements and purchase live broadcast promotions;

Third: hit the charts.

There will be a lot of users who buy products promoted through live broadcasts, and the number of fans will increase, but people will not buy the products because these users came in after seeing the cover of the live broadcast, and the cover is more seductive and has a lot of randomness.

Create content to accumulate fans. If it is a video of beautiful women, there is a high chance that all the fans will be male fans and they have no purchasing power, unless your content is extremely accurate. But in most cases, even if the content is good, it cannot bring in goods, because people don’t come here to buy things, they just come to watch your funny video clips.

This explains why many advertising companies and MCN companies have cultivated pan-entertainment influencers with hundreds of thousands or millions of fans, but have no sales after entering e-commerce.

The fans who come to the charts are very accurate. For example, I find a big V who is a handsome guy who cooks in the countryside. He has 200,000 fans, and most of his users are girls. It only costs three or four hundred yuan to be number one in his live broadcast room.

There is a tacit understanding in the live broadcast room: I will vote for you and push you to No. 1 on the list; the anchor will definitely shout: "Pay a little attention to the list", or shout: "Go to the microphone for No. 1."

If you are connected to the live broadcast room with the top player, the host will give you 5 minutes, and you can sell goods in his live broadcast room, and this big V will also help you sell goods. Five minutes later, he found the next person to connect with.

Of course, there is a certain risk in making the charts, so an assessment must be made before making the charts: are the fans of this big V our audience? How much does it cost to reach the top? This needs to be estimated in advance.

At this point we can understand why there are some people on Kuaishou who don’t have any good works and the number of their works is not large. The few works they have are all about introducing products, but they can still make money and have a lot of fans.

It’s because of the chart-topping + live broadcast.

3. The cost and logic of live streaming ranking

To some extent, ranking on the charts is equivalent to placing advertisements. With 300 or 400 yuan, it is very likely that your product will become a hit.

You can follow a Kuaishou account called "Sydney Loves to Laugh". She often connects with others via live broadcast and helps them sell goods. How much money does it cost to get on the list? You can watch this live broadcast.

Route: Store (goods) - Sales account (promoter) - Live account (bring people in)

In Kuaishou, stores can be: Kuaishou Store, Taobao, Tmall, Pinduoduo, and Youzan. (Mostly likes)

The sales account mainly does live selling, selects goods, and looks for accounts that can connect to the microphone/rank on the charts.

The accounts connected to the microphone mainly produce video content and live broadcasts. They do not sell goods. They just bring the people in their own live broadcast room to other people's live broadcast rooms when they are connected to the microphone. The money earned by the sales order number to put him on the list is equivalent to the advertising fee he collects.

The Kuaishou account in the picture below has 348,000 followers and 5,450 people in the live broadcast room. To get to the top of the list, it needs 5,776 beans (Kuaishou coins), which is 577 yuan.

Is it worth it to spend 577 yuan to sell goods in her live broadcast room for 10 minutes?

In Sanda Ge’s live broadcast room [when connected with Gaudi], the number one on the list was 51,200 yuan.

4. The detours I took in off-site promotion

I (Guaimu Xixi) have a silver jewelry factory in Panyu, Guangzhou. Our factory has been in operation for seven or eight years. We supply several large Tmall stores and also some foreign customers in Mexico, Australia and other countries.

I just opened my own Taobao store this year (Mr. Qi's sterling silver jewelry). At the beginning, there was no traffic, so I thought about shooting videos for promotion, mainly recording the production process of silver jewelry. I have done Douyin, Kuaishou, and Zuiyou (Cute Mr. Qi), and I have shot some videos that have been played more than 1 million times. I also sold some goods, but the effect is not always very good.

What's the problem?

I found beautiful women and took photos of the jewelry making process in the factory:

First, there are no good scripts and ideas;

Second, my own filming and editing are not professional (filming and editing with a cell phone);

Thirdly, this is the point! In the absence of a mature team to create content, you should not shoot videos to create content, but instead focus directly on live streaming.

I have considered doing live streaming before, but I don’t know how to get traffic by doing live streaming without any fans, so I have been making video content, hoping to retain fans.

As a result, it's a thankless task.

The video with 1 million views sold goods for 0 yuan. This is true.

I have just started a Taobao C store and I don’t have any successful experience to share. When it comes to live streaming, I am really just a layman and not from this circle. It was only after chatting with that girl today that I learned some ways of doing live streaming.

I have written down what I have done, the pitfalls I have encountered, and my thoughts during this period and shared them with everyone. I hope that friends who do live streaming on Kuaishou, or other friends, can communicate with me and connect with me to discuss ideas or resource connections. Or, if you are an old hand in the live streaming circle, you can guide me and bring me into this circle. I really want to thank you all.

Lao Wang added:

1. Charting / Following

Many merchants selling goods on Kuaishou do not have the ability to produce content, so they hope to accumulate fans through their accounts and sell goods after reaching a certain level, but this takes time to accumulate. Many businesses can’t wait, so here we will focus on ranking and losing fans :

Ranking/selling fans: Generally, you have to rank in the top 3 of big anchors, and then make money by live streaming with the big anchors and selling fans. It is equivalent to spending money to buy other people's fans. (As mentioned above)

Previously, when live streaming on Kuaishou, if you ranked first on the list, the host would usually directly call on friends to pay attention and place orders to support you. Now, on Kuaishou live streaming, the top three on the list are directly connected to the microphone, and the host gives 5 minutes for the brand to sell the product. Of course, 5 minutes is not a limit. If the host has not finished speaking, it depends on his personal mood and he can continue for 5 minutes, and so on.

At 6:30, Liu Yan made her first live broadcast on Kuaishou. The battle report was full of propaganda that she sold 15 million goods in more than 3 hours. But in fact, it was inseparable from the fans of 13 big anchors on Kuaishou with tens of millions of fans.

Before Liu Yan's live broadcast, Kuaishou's top anchors such as Lu Sao and Gao Di, etc., announced through their own live broadcast rooms to promote Liu Yan's fans. During Liu Yan's live broadcast, Lu Sao's products were also among the products sold.

During the live broadcast, 13 top celebrities came to support the event, and Lao Hechen showed up for the first time, causing quite a stir in the room.

For wealthy merchants, ranking on the charts is the most convenient way. For individual entrepreneurs and small businesses with limited budget, they can only accumulate fans through content. Although the effect is slow, such fans have high stickiness and it is easy to monetize through live streaming. The most important thing is that there is basically no cash investment.

What should I do if I have no money, no big brother to protect me, and no knowledge of content production? Then just take a shower and go to bed.

Although the method of selling goods by manipulating the rankings is simple and crude, the final conversion rate has a lot to do with the anchor's sales ability and the product. Different e-commerce companies compete for the "number one" spot of the same big anchor at different times, selling similar products at the same retail price, and the conversion rates can differ by more than 10 times.

2. How to find anchors who are relatively accurate in selling goods/driving traffic

The most reliable method is to pay attention to their past data. Make a comprehensive judgment based on the number of people watching their live broadcasts online, the cost of rushing to the top of the charts, the data on their rankings, the transaction data on their rankings, and the degree of compatibility with the target audience of your own products.

1. If you have enough budget and enough inventory

There are top anchors to choose from who earn tens of thousands or hundreds of thousands. They are sufficiently commercialized and have highly loyal fans, and they will definitely cut the prices of merchants to very low levels.

Big anchors and merchants communicate with each other in advance, and then when the anchor is broadcasting live, they spend money to be on the list and sell goods in the live broadcast room.

For example, in the live broadcast of Sanda Ge’s 10w Tmall store, the first place went to the agent of Adidas, who spent 101,000 yuan to make the list. He sold a set of shampoo and shower gel, a total of 4 bottles, at 49.9 yuan including shipping, and bought a total of 5,500 sets.

I have to make 20 yuan from this bottle to recover the cost of ranking, but it is obviously impossible.

But considering the number of followers his Kuaishou account has gained, as well as his purpose (he said in the live broadcast room that it was to boost sales and rank first among all agents), it may not be a loss.

Tips:

However, merchants who cooperate with big anchors must also be mentally prepared, as prices will be cut very low. When I was watching Xiao Shenlong's live broadcast room, a merchant's Tmall store had a product that cost 368 yuan, but the price was cut to 179 yuan. The same product was sold for 218 yuan on another big anchor just that afternoon. As a result, the merchant was attacked by the other big anchor's fans and could only refund the difference.

2. If you are short of budget

It is very important to select an anchor who will not let you waste money. Generally, anchors who are good at selling goods have several characteristics:

1. The content is vertical and large in quantity;

2. I usually sell goods through live broadcast;

3. Strong sales ability, professional ability and understanding of product selling points;

You can take a look at these two anchors, who are beauty anchors. Although they do not have tens of millions of fans, they are very vertical. Each fan is gained through his or her own content, and they also sell goods through live broadcasts on Kuaishou. Therefore, for merchants without money, it is completely worth a try to find anchors like these.

Instead of talking too much, it is better for everyone to actually download Kuaishou and take a look to understand it. In order to write this article, I have been watching Kuaishou live broadcasts every day during this period.

So, is Kuaishou’s way of selling products suitable for all merchants?

Of course not!

For merchants selling goods on Kuaishou, products are very important. We can review the unit prices of Liu Yan and Sanda Ge’s products:

Liu Yan sold a total of 18 products on 630, including a vacuum cleaner for 139 yuan, three bottles of shampoo for 29.9 yuan, and even three bottles of imported toothpaste for 39.9 yuan, etc.

Sanda Ge’s products at last year’s Double 11 e-commerce festival: toothpaste, priced at 19.9 yuan per unit, sold over 100,000 orders, with sales of nearly two million yuan; thermal underwear priced at 59 yuan, sold 100,000 sets in ten minutes; the highly cost-effective Redmi 6 mobile phone, priced at 658.9 yuan, 10,000 units were sold out instantly.

The users on Kuaishou are mainly from third-, fourth- and fifth-tier cities, or even lower-tier towns. They are sensitive to prices and prefer low-priced and cost-effective products.

Therefore, most of the products on Kuaishou are priced under 100 yuan, and the main ones are priced under 50 yuan. They are mainly low-priced, urgently needed products such as beauty products, clothing, daily chemicals, snacks, etc.

Not all merchants that meet the above product requirements are suitable for Kuaishou live streaming. I think it is mainly suitable for three types of merchants:

1. The purpose of merchants doing business is to sell goods and make money. Let’s put the brand building aside for now.

2. Merchants who are clearing out inventory and selling off leftover goods.

3. Brands created by anchors on Kuaishou themselves;

If the merchant and products basically meet the above conditions, you can try to sell goods on Kuaishou and make money. While many businesses are talking about brand and tone, many business owners have no time to pay attention. They use the most simple method to sell goods first, make money, survive and live well without worrying about not being able to pay their employees' wages.

In 2018, Taobao's live streaming platform generated sales of over 100 billion yuan, a year-on-year growth rate of nearly 400%. The sales of 85 anchors' live streaming rooms exceeded 100 million yuan. In the next three years, Taobao Live will drive transactions worth 500 billion yuan. Live streaming is really the trend of the times. I suggest that everyone learn more about the live streaming on various platforms (Taobao/TikTok/Kuaishou) and find a live streaming platform that suits them.

Many people have never even watched a few live broadcasts seriously, and as soon as they start to talk, they say that live broadcasts are LOW. Isn’t live broadcasting just TV shopping? I won’t complain about those who pretend to know something and still think they are right.

Author: Small matters of operation

Source: Operational matters

For Kuaishou advertising , please contact Qinggua Media official

Related reading:

Kuaishou live broadcast promotion introduction and delivery guide

The most comprehensive guide to Kuaishou information flow advertising

Kuaishou advertising promotion forms and Kuaishou video advertising advantages!

Kuaishou Information Stream Advertising Guide

Kuaishou short video advertising platform gameplay + case introduction!