A guide to building a live streaming sales campaign from scratch!

1: Live broadcast core logic:

We analyze from three perspectives: people, goods, and venues.

Source: ByteDance official website

First of all, let’s talk about people. Among the people in the live broadcast room, the first one must be the anchor. What are the necessary conditions for an anchor? He has a personality, is good at speaking, and understands the products. For example, the national daughter needs persuasiveness. Through her identity and background, she is persuasive. In addition, the host's affinity, leadership, and down-to-earth feeling make people feel happy.

Secondly, I am not afraid of facing the camera and can say what I want to say. I can explain what scenarios and functions my words are applicable to and in accordance with standard logic and methods.

The third is to understand the product. You need to understand the advantages of the industry and the product, who it is suitable for, and some matching needs of the product. So this is the ability that the anchor should have. Another one is to grasp the rhythm. The anchor cannot be led by the audience. The rhythm must be controlled by the anchor.

How should we choose products, including prices and buy-one-get-one-free promotions? We need to choose the products we want to carry based on our fan portraits, age groups, genders, and regions. For example, if my fan groups are generally in first- and second-tier cities, the first thing people think about in first- and second-tier cities is high consumption, and secondly, they all use Huawei phones. I am not saying that using other phones is bad. According to big data, the consumption capacity of Apple and Huawei phones is generally slightly higher than other brands. So, if you use Apple or Huawei phones, and you are in first- and second-tier cities, your consumption capacity may be higher, and the unit price of our products may be more expensive. Then men and women will make their choices based on products that are suitable for them. For buy-one-get-one-free activities, our prices must be competitive, right? We also need to have a rich product range, multiple categories, popular online products, new products, welfare products, etc.

Third, what does the live broadcast room scene include? Suppose, you invite a celebrity to sit next to you today, right? Then for fruits and home textiles, we usually go to the place of origin, broadcast them in the fields, broadcast them in the factories, visit stores, and provide entertainment. Entertainment refers to the atmosphere of your live broadcast room. Can you say something that the audience finds interesting, tell some jokes, etc. The atmosphere for placing an order is to see whether there is a crazy atmosphere in the live broadcast room where people are brushing good reviews and grabbing these.

2: Live broadcast room, people and goods field - people

Source: ByteDance official website

people:

Anchor: Let's interpret in detail the personality of the expert's live broadcast room. The initial personality of an expert is often related to the content of his short video, but in the live broadcast, we need to create our own label, because your personality must be as close to the content of your short video as possible at the beginning, so that everyone can create a label that you are real and make everyone feel convinced of you. In fact, Douyin is a content platform. It is difficult for many people who come in to say that they want to buy your things, see your goods, introduce who embroidered this pattern, or which joint brand this bag is from. In fact, there is no meaning. They just want to come and see some funny things and take a break.

So, don’t focus all your efforts on selling products. You can first rely on your own labels and personalities to attract a wave of fans, and then cultivate them into friends. This will slowly increase the stickiness of fans. Maybe they don’t buy today or tomorrow, but they may buy the day after tomorrow.

Division of labor: Besides the host, who else is there in the live broadcast room? Assistant, operation, field control, audience, some people may say, it’s just me in my live broadcast room, there’s just me and the audience, nothing else. This is a relatively mature anchor team that needs to have these. Then let’s talk about what each person in each position should be responsible for? Let’s start with the host. The host will definitely be the leader of the entire live broadcast. First of all, he needs to be familiar with the product information, the event information, and introduce the good and bad points of the product display, control the rhythm of the live broadcast process, and review the live broadcast content. These are all the host should do. Especially the control of rhythm during the live broadcast, which is very important for the anchor.

What about the assistant? What should he cooperate with the anchor? Assist the anchor in the live broadcast, the tacit cooperation between the anchor and the assistant, the interaction in the lucky draw session, briefly introduce the product display, answer fans' questions and assist the anchor. The assistant may not usually appear in front of the camera.

Next is operation and field control. Operation and field control do not need to be divided into such fine details. In fact, it is the flexible control of the entire live broadcast process and rhythm. What does it include? Listing information, distribution of discount information, announcements of red envelopes, lotteries, comments and gifts, as well as product price changes, inventory, reminders of anchor words, temporary adjustments, etc. These are what they need to do to operate and control a live broadcast.

In fact, it means that if one of us wants to do e-commerce live streaming, all of these are needed. At the beginning, we experts just try to do it, or our ability is not yet up to that level. Then all of us anchors may have to work harder and do it all by ourselves.

How to set your own anchor personality

You must first think about what category you want to be in, and then create a personality that suits you, fits your personality, and fits your own label based on your category.

Basic structure of the live broadcast room

First of all, the live broadcast screen is composed of the host, live broadcast background, comment area, and product display area. What are the types of live broadcast rooms?

First, beauty and makeup. Generally, the background of beauty and makeup is the beauty cabinet, right? As for why, it is because the beauty and makeup categories behind it are very rich, and I am very professional in this field.

Second, clothing. Generally, you can put up a clothes hanger in the corner of a store and do live streaming, because this can enhance the sense of trust in the store. This is also very simple. Find a clothing store, and there will be lights and clothes hangers inside, all ready-made.

Third, for food, if you want to increase the credibility of the live broadcast, the part of the food broadcast must be the place of origin. For example, if I buy some strawberries and sit in a strawberry field to plant them, with strawberry vines all behind me, then as soon as the audience enters the live broadcast room, they will feel like they have come to the place of origin, and they will have a very convincing feeling.

Live broadcast background:

Source: ByteDance official website

Multi-category set examples

Beauty: For example, when applying lipstick, you must be able to see what the lipstick looks like in front of the camera, and then what the effect is when it is applied on the lips, so he needs a medium distance to show the product, usually showing a large head shot of a person.

Clothing: Generally, I use the corners. There will be a mannequin in the corner, or a scene where the anchor is wearing real clothes. There will be a row of hangers behind me to show the styles of my clothes. I use the advantages of the corners, because generally models standing in the corners will appear taller and more beautiful.

Food: Use the foreground to make a display, and the background to make an activity display. Put all the food in the front and try it. Then you can do some activity displays, raffles, etc. in the back.

What else do you need to start a live stream?

1: Stable network

2: Computer (operators can remove and remove products from shelves and change prices in the background of the computer)

3: iPad (read manuscripts, product details and content documents)

4: Live broadcast environment is quiet

5. Two mobile phones (one for live streaming, one for checking the comments section and the lucky draw)

6: Power bank, mobile phone holder

7: Background board

summary:

Three elements of live broadcast:

People: Personnel design and division of labor

Screen layout: foreground, middle ground, background

Scene layout: product display area, product standby area, lighting, background

Equipment & Road