A must-have guide for live streaming e-commerce operations for newbies!

Do you know what the three main elements of live streaming are?

It’s people, goods and places .

Short video live streaming e-commerce and short video live streaming with goods are essentially centered around these three elements. So, how does short video live streaming e-commerce start from these three aspects?

01. Short video live e-commerce - people

1. How to choose a suitable anchor

In a live broadcast, who is the first person the audience sees? You are the anchor, and the quality of the anchor's image, just like the cover of a short video live broadcast, directly affects whether the audience is willing to enter the live broadcast room because of you .

Therefore, it is important to choose the right anchor.

When choosing an anchor, we can consider three aspects: matching degree, sales ability and cost-effectiveness .

The matching degree needs to be examined from the following aspects: the fan portrait of the anchor, the image and professionalism of the anchor, the atmosphere of the anchor's live broadcast room, the anchor's reputation, etc.

The ability to bring goods is examined from the fan activity, fan group and live broadcast data.

The cost-effectiveness is mainly considered from two aspects: conversion rate and verticality.

2. Build the anchor’s personality

Let’s take Wei Ya and Li Jiaqi as examples.

As the top anchor of Taobao, Wei Ya ’s personality is very clear: she is a “boss” who has a sense of justice, is responsible, and always protects her fans .

She calls her fans "Viya's women" and will protect their consumer rights. For example, through various coupons, unconditional refunds and other services, the legitimate rights and interests of fans are protected and fans are not allowed to suffer losses.

Li Jiaqi, who is also a Taobao anchor, has a completely different personality. He is a "caring girlfriend" who knows how to put on makeup, understands cosmetics, and understands girls .

For example, when he expressed his liking for a product, he shouted "This is so beautiful" like a little girl, with a soft image and charming posture.

The two companies have completely different positioning but can achieve the same goal and achieve very impressive sales results. This is because they have found a positioning that suits them.

If you don’t know how to position your personality, you are welcome to add Fengge, the founder of Dou Shang Commune, on WeChat: fengyoubai (note: positioning), and receive Dou Shang Commune’s exclusive personality IP nine-square grid positioning mind map . According to this nine-square mind map of IP character setting and carefully planning each step, you can clearly find the anchor character positioning that suits you.

3. Live broadcast control

The role of live broadcast room control is to mobilize the atmosphere of the live broadcast room, make up for the shortcomings of the live broadcast and promote transactions .

A live broadcast usually lasts 2 hours or more. During this period, the field control must cooperate with the anchor to prevent the live broadcast room from being dull and find ways to liven up the atmosphere. If a host can create an atmosphere of 60 points, then the field controller needs to adjust the atmosphere to above 80 points.

In addition, when the anchor has some concerns in the live broadcast room, such as not being familiar with the product, poor script execution, etc., the field control can make up for these shortcomings.

So, what does it take to control the live broadcast room?

(1) Determine the live broadcast process and become familiar with the product

For example, you need to familiarize yourself with the live broadcast process in advance, including when to draw prizes, when to share topics, and when to share useful information. In the product section, you should not only be familiar with the text description of the performance, parameters, etc. of the promoted product, but also actually operate it to see if it is really as the merchant advertises.

(2) Create atmosphere and rhythm

When the anchor is tired and does not take the atmosphere of the live broadcast room into consideration, the venue controller needs to adjust the atmosphere of the live broadcast room by guiding the fans to interact, such as asking some guiding questions to stimulate the enthusiasm of the fans.

(3) Provide timely data feedback to the anchor

The venue control needs to pay real-time attention to the fan feedback in the live broadcast room and the data feedback of the live broadcast products. For example, if a certain product sells very well, the Taobao anchor will be reminded to continue broadcasting. Otherwise, the Taobao anchor will be required to broadcast the next one immediately to avoid the loss of fans in the Taobao live broadcast room.

02. Short video live e-commerce-goods

What is the ultimate goal of short video live streaming e-commerce? Selling goods! Cash in!

So product selection is very important.

How to select products for live streaming? What are the product selection methods and ideas?

1. Specific analysis of specific objects

Choose products to sell through live streaming e-commerce based on the specific consumer groups your live streaming account targets or the different needs of different scenarios .

For example, although Li Jiaqi sells products in many categories, his main selling line is still beauty products because his fan base is “all girls”.

2. Focus on low prices and adopt the "low price and high quality" product selection strategy

This means that the price of your product should be lower than that of similar brands, but the quality cannot be worse. That is to say, high cost-effectiveness and average order value in line with the track , ensuring that the product price you offer to fans is the "lowest price on the entire network" and improving fans' purchasing experience.

3. At least two of the following: good-looking, useful, and interesting

Good-looking means that your product design or appearance has a high-end texture, and usefulness means that your product has a good reputation and is recommended by many celebrities, including stars, internet celebrities and other well-known people. Interesting, of course, is the unique creative point that is different from similar products.

4. Product selection and inventory are guaranteed

The audiences that sell goods in live broadcast rooms may be tens of thousands, hundreds of thousands, or even millions. Therefore, the products you choose must clearly state the actual inventory, delivery time cycle, and inventory replenishment time cycle. You can choose a small quantity and multiple batches strategy.

03. Short video live e-commerce

Regarding the "field", many theoretical analyses tend to focus on live e-commerce platforms, and the experience that the audience may face in the live broadcast scenes when the 5G era arrives, such as multi-scene switching, high-definition zooming; switching between multiple smart terminals, trying on makeup and clothes; immersive virtual shopping, etc.

But these belong to the technical section, and our focus is on live selling, and more on mastering the skills of selling goods in the "venue" of the live broadcast room.

So, what do we need to do to sell goods through live streaming?

Some people say that sales is a script of rhetoric. You have to use rhetoric to convince the audience, make them believe your explanation of the product, and then stimulate users to place orders.

We can promote sales in the live broadcast room and improve conversions according to the following process:

First of all , actively interact in the live broadcast room to narrow the distance between you and the users. In this process, you can appropriately package and render the product's origin, reputation, sales data, etc. Attract users' attention and arouse their curiosity.

Secondly, set up activities such as raffles and welfare giveaways in the live broadcast room to retain users.

Furthermore, try out the products on site, share usage experience and results, verify product functions, and stimulate users' usage needs and purchasing desires. After stimulating the audience's desire to buy, tell users the best price for the product, so that fans will think it is "great value for money."

Finally , emphasize the promotional policies, including limited-time discounts, gifts of equal value for the first XX people to place an order, cash rebates, random free orders, free orders by lottery, and other promotional activities, so that users' enthusiasm reaches a climax and urges users to place orders in batches.

For example: If there are 2,000 people in the live broadcast room now, we will give out 200 XX gifts in total, with a 10-second countdown. Friends who take screenshots can get prizes, etc., to create an atmosphere of flash sales and carnival.

In a word, if you make sure that what the audience buys exceeds their psychological expectations , you will be able to have viewers continue to be willing to pay in your live broadcast room!

From all the above, it is not difficult to see that doing a good job in short video live streaming e-commerce is not something that can be achieved just by talking. We must constantly analyze the experiences behind others’ success, draw lessons from them.

There is a saying that goes, the money you earn is the realization of your existing knowledge; the money you lose is due to cognitive defects .

Therefore, every time we master a method or technique, it is an improvement of our skills. The same is true for short video live streaming e-commerce. Every little trick we share is to enable our friends to master more monetization tips through continuous learning and practice!

Author: Doushang Commune

Source: Doushang Commune

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