The underlying logic of people, goods, and venues in the live broadcast room

In China, if there is money to be made in an industry and the industry can be expanded to a certain scale, capital and talent will quickly flow into the industry.

Since the outbreak of the epidemic, the rapid development of live streaming has made merchants, companies and even individuals across the country smell the scent of "making a lot of money."

In the past three years, whether it is the live broadcast room or the platform, the number of players has increased, the transaction data has increased, and the gameplay has become more and more innovative, but I believe that no matter how things change, the essence remains the same . Only by grasping the essence can you have the last laugh.

So today I want to talk about some logical analysis of live streaming sales, starting with the three major elements of “people, goods, and place” that have been talked about a lot.

1. People: The root of everything

In the live broadcast room, the first thing users see when they come in is a person. They observe the host from many aspects such as face, clothing, expression, movements, etc. The first impression is crucial, so when doing live broadcasts, you must do everything you can to create a personal setting.

Take Luo Yonghao for example: “ stand-up comedian, the anchor who knows the most about technology, and the first-generation internet celebrity ”. These are his personalities. Therefore, the portrait of his fans is mostly men between the ages of 18 and 35. From his personalities, we can know who his fans are and what kind of products to sell.

Have you noticed that with the same number of people in the live broadcast room and the same products, some anchors can sell hundreds of yuan a day, while some anchors can make thousands of yuan. Under the right time, place and people, it is possible to have a turnover of tens of thousands. This is because the role of personality plays a decisive role.

The anchor cannot just be a tool, so how should he build his own personality?

1) Static capability display

Creating a persona is about positioning, letting users know what kind of person this is, what his personality is like, what his attitude is, what he does most professionally, what he hates most, and so on . These abilities are usually displayed in the nickname, personal introduction, header image and pinned video on the personal homepage.

2) Dynamic capability display

The host's performance during the non-product introduction period in the live broadcast room can be judged by whether he is stage-frightened, has topics to talk about, can set the pace, has the ability to withstand pressure, and has the ability to control traffic. If this host 's dynamic ability is good, then the host's dynamic ability must be good.

3) Product capability display

Understanding product features, understanding user pain points, and different ways of introducing the product to new and old users, from point to surface, expand the product's audience, and inform users who have never seen the product of their most professional insights, so that users have the feeling of having used it.

2. Goods: A bridge for communication with users

What kind of people sell what kind of goods, this is the golden rule . "Dad's Review" focuses on products for healthy living, such as formaldehyde removal, maternal and child and children's products, so how should we choose products?

• Appearance: Clothes make the man, and products also need a certain appearance. Look at Apple abroad and Xiaomi at home. Basically, they have put a lot of effort into design.
• Diversity: You never know what new needs users will have every month, so test as many products as possible, look at the data of each event, and quickly adjust the next product based on sales to ensure that you can meet the shopping needs of users.
• Quality: Quality is the first factor for the sustainable development of the live broadcast room, and it is also the first requirement for Chinese people to do business. There must be senior executives to control the products. It is best to send samples to more people for trial for a few days before putting them on the live broadcast room.
• Brand: Seize every opportunity to make branded products and slowly move towards the path of branded products. Brand and anchor must complement each other.

The price will be determined later. Is it only possible to promote it at a low price? Is it possible that I can only sit there with the high-priced products and watch a few lonely orders? Therefore, a variety of types of products are needed to adjust the rhythm of the entire live broadcast.

At this time, the product triangle model is needed to classify products.

Strategic models: products used to give users faith , just like Tesla's MODEL X did not sell 1,000 units in 2021, but this represents Tesla's ultimate production technology and is a reliable endorsement of trust that electric car enthusiasts like the Tesla brand.

In the live broadcast room for buying women's clothing, you can display a few high-end products that are particularly beautiful but not for sale, and incorporate the ultimate craftsmanship into the products so that users can tell at a glance that these are good things. With the host's occasional introduction, everyone will know that this brand has the ability to make top-notch clothing.

Profitable items: As the name suggests, the biggest profits come from these products. Using ordinary materials and supplemented by a few high-sounding gimmicks, there is a high gross profit.

Sometimes some high-end brands will delegate some technology to sub-brands to gain some premium space, which means both volume and profit. This is the positioning of profitable models.

Fan-favoring models: In order to increase the popularity of the live broadcast room and change the user's mindset, some unprofitable or even slightly loss-making products will occasionally be released. Basically, they are mainly discounted or inventory products of the best-selling products of the season. Sometimes, some products that every family uses are purchased from outside.

3. Scene: Use beautiful scenes to improve conversion rate

We will talk about it from five dimensions: venue, lighting, hardware, background, and props.

The venue should be arranged according to existing conditions. Most of them are in well-decorated professional live broadcast rooms, but if there is a need to sell goods, live broadcasts can also be conducted in factory workshops, outdoor farms, and stores. Everything is determined by the source of the goods and the identity of the anchor.

The lighting is generally aimed at "fully displaying the product" and should not be too dark or overexposed. It is best to use warm light as the main light, and the spotlight should be adjusted according to the host's skin color and height.

Hardware refers to the configuration of a mobile phone or camera + computer. If you want low cost, you can just use a mobile phone. If you have a budget, you can use a camera + computer. The latter is expected to cost at least 10,000 yuan.

The background can be either real scene or green screen. There is no need to explain much about green screen, you can put whatever you want. The real scene requires a sense of immersion. If you sell summer clothes, a cool background is best, and if you sell winter clothes, warm tones are needed.

Props: You don’t have to have a lot of props such as stickers and hanging rods, but they must be able to tell users the most important product information or anchor information, so that users can grasp most of the key information in the live broadcast room at once.

4. Final

Today I only briefly talked about some basic concepts of "people, goods, and venues". When it comes to specific live broadcast rooms, we still need to think, analyze, test and summarize in detail. Everyone is welcome to talk to me about the details of the live broadcast industry.

Author: Traffic Brother

Source: Things about Internet Traffic (ID: xzhbdgs)