6 ways to sell products through live streaming on Xiaohongshu!

Since 2019, Xiaohongshu has officially launched the Xiaohongshu Brand Partner Platform, providing an entrance for triple identities: brands, content partners (MCNs) and bloggers. Brands can directly enter Xiaohongshu's official advertising and marketing platform through this platform, MCN can view the settlement information, and bloggers who have applied to be brand partners can directly view their real business content data, quote their own notes, and set whether they are visible to the brand. I know that Xiaohongshu has been planning this and will eventually start selling goods through short video live streaming .

Five months ago, the live streaming product launched by Xiaohongshu triggered many interpretations. On the "Creator Cloud Open Day" on April 23, Xiaohongshu sorted out the results and paths of its live streaming business to the public for the first time after internal testing. Jess, head of Xiaohongshu's creative account business, revealed that after five months of operation and testing, the growth of the live broadcast business has achieved results beyond expectations, and "the number of creators with over 10,000 fans has increased by 155%."

Therefore, today I will share with you how to sell goods through live streaming on Xiaohongshu. Short videos are a traffic pool. As a strategic goal, Xiaohongshu has allocated 3 billion yuan to subsidize Xiaohongshu. I hope you can overtake others with the help of Xiaohongshu. Live streaming and e-commerce are becoming increasingly inseparable. E-commerce companies are investing heavily in promoting live streaming, and short video platforms are also busy launching e-commerce businesses. Now that Xiaohongshu has officially launched its e-commerce business, how much of the pie can it get in the live streaming market? We can also get a piece of the pie.

What is Xiaohongshu Live?

1. Create stronger fan stickiness, combine the original community content of Xiaohongshu, interact with fans live (send gifts, like, Q&A), and enhance the live atmosphere

2. Create a more three-dimensional personality for the account, get close to fans through live broadcasts, and let fans get to know you more comprehensively.

3. Account traffic monetization: monetize traffic through gifts, red envelopes, and product promotion

How to operate Xiaohongshu live broadcast?

1. Confirmation of authority

1. Confirm the account live broadcast permission

Meet the background creator conditions and set the page "Function Application" to view the live broadcast permission

2. Confirm the account's authority to carry goods

Requirements for applying for the right to sell goods: broadcast three shows with at least 100 viewers per show and a broadcast duration of at least 30 minutes

2. Live broadcast content

1. Live broadcast environment (to ensure smooth live broadcast)

1) High-speed and stable Internet speed. If Wi-Fi is unstable, it is recommended to switch to 4G

2) Pay attention to the light and don’t expose yourself to overexposure or darkness

3) Do not end the live broadcast or exit the live broadcast room at will. If you exit the live broadcast room due to a network error, immediately re-enter the live broadcast room interface to continue the broadcast.

2. Trailer notes (to ensure fans’ viewing rate)

1) Release the preview note one day in advance

2) Preview the live broadcast time and theme, and guide fans to watch on time

3) If there is a fixed broadcast time, you can write it in your signature

3. Live broadcast theme (to ensure the content value of the live broadcast)

1) Determine the live broadcast time

2) Determine the live broadcast theme and content framework (question and answer, gift giving, interaction)

3) Refer to the topics of popular notes that have been posted

(You can ask fans and cater to their needs)

4. Live broadcast parameters

1) Live broadcast room beauty parameter settings

2) Set group announcements and banned words to regulate the live broadcast environment and prevent malicious control of comments

3) Set an attractive live broadcast title and exquisite live broadcast cover to attract users to the live broadcast room to the greatest extent.

After confirming that there are no problems with the above parameters, you can start the live broadcast~

3. What you need to do during live broadcast

1. Live broadcast rhythm

1) According to the live broadcast theme and content framework, set the live broadcast script, determine the live broadcast links, and strictly follow the live broadcast script to effectively ensure that the rhythm of the live broadcast room is not dragged out and ensure the user retention rate (previous viewers will not leave the live broadcast room, and new viewers will continue to stay in the live broadcast room)

2) Find out topics that users are interested in based on the account’s popular notes to increase the fan interaction rate

2. Fan Interaction

1) When there are new fans in the live broadcast room, welcome them by name to make them feel involved

2) Fans who give gifts need to be thanked by name. When fans give large gifts, red envelopes can be sent to fans in the live broadcast room to give feedback.

3) At the end of the live broadcast, take some time to say goodbye to the fans who are still watching, and announce the time of the next live broadcast

3. Improve the interactive atmosphere in the live broadcast room

1) Guide the audience to send gifts, like and share

Gifts, when popularity reaches a certain value, draw a prize or send gifts to fans, and thank the fans verbally after receiving the gifts

4. Red envelopes in the live broadcast room

1) After receiving a big gift from fans, you can interact with the fans in the live broadcast room through red envelopes at the appropriate time

When the live broadcast room data reaches a certain achievement value, send red envelopes to interact with fans

4. Live broadcast room lottery

The anchor can click on the lottery icon in the lower right corner of the live broadcast room to set prizes and audience participation conditions. We provide 4 optional participation conditions: "Follow the host", "Share the live broadcast", "Enter the password", and "No conditions". Each draw will be automatically drawn 1 minute after it is initiated. The winning audience will receive an official private message from Captain Potato to fill in the delivery information. After the live broadcast ends, the anchor can also check the list of winning users and delivery information through Captain Shu’s official private message.

1) The purpose of the lucky draw is to "increase the stickiness of the anchor's fans" and "increase the interactive atmosphere in the live broadcast room"

5. How to play live

1. Live connection

Make an appointment with the anchor you need to connect with in advance. After the connection, the screens of the two live broadcast rooms will be displayed on the same screen, and fans of both sides can see it, which greatly increases the exposure of the live broadcast room

After all, fans of both sides can exchange with each other, and the two talents can create topics for fans.

2. Live streaming to top the charts

1) The anchors with the highest popularity in the hourly and weekly popularity rankings can get weighted recommendations from the system, and their live broadcasts will be recommended on the homepage.

2) The live broadcast room ranking data is higher, which can get more exposure in the rankings and increase the introduction of non-fans

3. Livestreaming

1) The influencer needs to determine the number of live broadcasts for selling goods, and the theme of the live broadcast must be strongly related to the goods, so that users who click on the live broadcast will have certain demand.

2) The live streaming data operation center of live streaming with goods will rank the live streaming popularity. The live streaming hosts with the highest popularity in the hourly popularity ranking and the weekly popularity ranking can get the weighted recommendation of the system.

3) The goods sold through live streaming need to be screened and sampled at the product center in advance.

6. End of the live broadcast

1. Spend some time to say goodbye to users who have just entered the live broadcast room and are still watching the live broadcast, so that users continue to feel present

2. At the end, you can say goodbye by collecting fans’ intentions, collecting the theme of the next live broadcast, and announcing the specific time of the next live broadcast

To learn the basic operations of live streaming, you should also participate in more activities of Xiaohongshu, such as the recently launched "Shining Star Anchor" support plan, in which Xiaohongshu has provided 3 billion traffic to support live streaming anchors. Officials said that this is Xiaohongshu’s first large-scale traffic event, and as long as the broadcast starts, there will be a chance to join the main force of live streaming.

"For new anchors who sign up for the event and complete their first broadcast for at least half an hour, they will receive 2,000+ traffic exposure incentives, which can be used to recommend daily notes, and their live broadcast journey will start smoothly.

"Xiaohongshu also revealed that the top 100 most popular anchors in each week's live broadcast room can receive an additional 200,000+ traffic exposure support. The more broadcasts they have in a week, the higher the accumulated popularity value.

However, the entrance to Xiaohongshu’s live broadcast function is currently deep, and one has to search for “Xiaohongshu live broadcast” on the platform to see these “Shining Star Anchors”. I wonder whether Xiaohongshu will make the live broadcast entrance shallower in future updated versions.

Xiaohongshu anchor model: "grass-planting bloggers" create "grass-planting live broadcast"

"Live streaming sales allows users to complete the entire consumption chain of planting and buying products on the site." This is an era where "everything can be sold through live streaming." Platforms such as Taobao, Douyin, and Kuaishou are all making live streaming a success. More and more bloggers and KOLs are also using e-commerce live streaming as a new profit model.

Behind Taobao Live is Taobao, a giant e-commerce platform. It has inherent e-commerce back-end advantages. The anchors do not need to dig for sources of goods, but only need to select the products. For mid-level and below anchors who do not have supply chain resources and economic foundation, Taobao Live is a very good entry point for live streaming and selling goods.

In addition, Taobao itself has extremely high popularity and trust, and has the largest number of users who already have the habit of online shopping on Taobao. Consumers instinctively have strong trust and stickiness in Taobao Live anchors. According to the "2020 Taobao Live New Economy Report", Taobao Live has more than 400 million annual users.

In addition to Taobao Live, Kuaishou also has inherent advantages in e-commerce live streaming. Live streaming is Kuaishou’s earliest and most important way to monetize.

Kuaishou launched its live streaming function as early as April 2016, and the penetration rate of live streaming users has reached 60-70%. According to Interface News, Kuaishou's live streaming revenue in 2019 was close to 30 billion yuan. According to the "2019 Kuaishou Live Ecosystem Report", Kuaishou live broadcasters cover all age groups from 20 to over 60 years old. These anchors will share cooking knowledge and breeding teachings with users, and also teach users how to do manicures and skin care. They will also sing and dance in the live videos to bring fun to users. Of course, they will also sell some of their own products.

Most of Kuaishou’s internet celebrity anchors are grassroots. Due to Kuaishou’s “old iron culture”, it is easier to form an “old iron economy”. Most fans have a natural trust in those anchors and their loyalty is very high.

Unlike the shopping guide attributes of live streaming platforms such as Taobao Live and Kuaishou, Xiaohongshu focuses on buyers sharing their shopping experiences. Xiaohongshu's own "grass-planting" gene has attracted a large number of bloggers who mainly produce "grass-planting content" for the platform.

For a long time, the keyword of Xiaohongshu has been "planting grass". After reading the planting notes of Xiaohongshu bloggers, users need to compare the prices of major e-commerce platforms during the purchase process. The process from planting grass to pulling grass is relatively long. Live streaming allows users to complete the complete consumption chain of planting grass and pulling grass within the site.

Therefore, live broadcasts of grass-planting type have become the difference between Xiaohongshu’s live broadcasts and those on other platforms.

In the view of Jess, the person in charge of Xiaohongshu's creative account, Xiaohongshu's advantage is that most of its users are high-spending and willing to express themselves. Although live streaming has long been a route of "low price" and "special supply" on platforms such as Douyin and Kuaishou, Xiaohongshu's live streaming does not use low prices as the main advantage to impress users. "There are several layers of logic in the conversion of live streaming. The first is that I believe in the things you recommend, which should be the most important."

Therefore, Xiaohong's operation still has a long way to go, and whether it can stand out among many platforms is still unknown. In comparison, Xiaohongshu has a lot of support, and both individuals and companies can give it a try.

Author: Qinghao

Source: Tc-Aboss