Those who advocated live broadcast with cool goods before V They were beaten in the face , Therefore, both the platform and the participants are full of confidence in live delivery , The frequency of video updates in the last month is more than that in the past six months , So for ordinary people , It's worth doing for a long time , Keep in mind that content is king , Don't be a giant of language , A dwarf in action .
So what Mr. Guo Ren shared with you today is Quick hand live Kwai skills , How to keep fans in 5 Order in minutes ？ Here's a description , Kwai live goods are not only the tiktok. , In the future, there will be live video with goods , And these live delivery methods and techniques are universal , The underlying logic is consistent , So we should understand the spirit , Don't limit yourself , Thinking must be open , Grasp the core competitiveness .
A lot of new people start to live with the goods , Select a lot of products carefully , Each live broadcast introduces the product dry mouth , A meal operation as fierce as a tiger , When I step down, I feel bitter , A few hours of deal a lonely , Even doubted life for a time . Actually , Why did this happen , There are three reasons ： There is no live script , There is no live broadcast planning and marketing , The staffing is not prominent , Poor audience trust .
First of all , How to do live script ？
Live script refers to the live broadcast process of the anchor , Design what products should be talked about in each time period , How to interact with the audience , How to guide the audience to order , How to draw a lottery , Only the live script is designed , Then the live broadcast can be orderly , Just follow the script .
The normal live script can be divided into pre live 、 Live 、 Three stages after live broadcast ：
What needs to be done before live broadcast is preheating , The general means is to take a short video to warm up , Official account 、 Micro blog and so on , The goal is to let fans know you're going to live , What products are broadcast live , You can save your studio if you need it , It's easy to buy .
Live broadcast is to introduce the product clearly , What are the functions and benefits , How can you impress others , There is also a reason for the audience to place an order , For example, the price is low , Grabbing is making money and so on , The planning and marketing in the back will also explain in detail .
After live broadcast, it is to maintain fans in time , Feedback fans' opinions to businesses , Pave the way for the next live broadcast , Of course, it's all part of a normal team .
second , How to do live marketing planning ？
It's like that , How do you make the audience willing to place an order with you , After all, there are not tens of thousands of people live every day , The audience doesn't have to buy it from you, does it , So we need to plan a marketing plan , Make the audience willing to buy your product .
At present, there are several kinds of common live activities with goods ：
Limited sales ——
Inform users in advance , How many products are there in this event , It will stop when it is sold out , Give users a sense of scarcity 、 Sense of urgency , Impulse to place an order .
Deposit inflation ——
This is similar to many activities of Taobao ！ refer to , Advance payment of goods deposit in the event , The deposit can be used several times of its own amount , At the end of the transaction, the remaining balance will be paid .
Before the live broadcast 、 The audience can make a deposit in the live broadcast , Targeted customers in advance , Promote conversion rate . This way can also effectively improve the volume of trading .
Whole point seckill ——
Some products specially used for seckill activities are prepared in advance in the live broadcasting room , The price must be low . This kind of second kill , It can create a sense of scarcity and urgency , Greatly driving transaction conversion .
Second kill time generally choose the customer's free time , Selection of products generally choose high-value or strong second kill products , In order to attract more people to watch the live broadcast , Enhance popularity , Make a transformation .
Deduction voucher ——
Send coupons in advance 、 Deduction voucher , Lower the consumption threshold , Motivate potential customers to buy , Combined with second kill, the effect will be better ！
Super buy free ——
In Li Jiaqi's live room, we often use this kind of live marketing mode with goods . Just buy one product , But the number of giveaways is enormous , You can't help chopping your hands .
Third , How to highlight the staffing ？
It's a long-term process to set up elites , Li Jiaqi was broadcast live for three years before she became famous , More than ten hours of live broadcast every day , Do ordinary people have the will to do it ？ So don't just watch one anchor now , The real invisible effort behind them is the fundamental reason for their success .
Compared with we media , Live delivery has greatly reduced the number of people building IP The process of human establishment , Like writing articles to make people remember you , At least a few hundred more , Others can see your article every day , Will have a little impression on you , Live delivery is the system that pushes you to many people on the platform , As long as you have your own characteristics , The audience likes to watch , Like to share , Then you may add tens of thousands of powder overnight .
So how can we highlight our own people's design , What are some quick ways to make others remember you ？
1、 The skill of carrying goods by personal experience
In the studio , It's easy to use 、 Live broadcast tube 、 The roughest 、 The most effective way , Show the design of the product to the user through the live camera 、 Product material 、 Product technology and use scenarios , Hit the consumer pain point , So as to promote sales .
2、 Building trust style of carrying goods skills
By showing a third-party test report 、 Customer's evaluation, blueprint and enterprise's trust endorsement , So that customers have a sense of trust in your products , So as to promote the commodity transformation in the live broadcasting room .
3、 The technique of carrying goods in a similar way
Through identity exchange , Scene brought in , Quickly shorten the distance with users .
for example ,“ I visited my sister-in-law who had a second child yesterday , By the way, I was a father for a long time , It's not easy to be a woman , Busy housework , And take care of the kids , Tutoring children's homework , Take care of the new baby , The whole day is busy , If you don't eat well, you can't sleep well , Exhaustion of body and mind .”
How to do live broadcasting operation ？ Master this 3 A key point ！
about “ Live operation ” This word must be familiar to all of us , So what do we need to pay attention to most when we are doing live broadcasting operation ？
I think there are three main points ： people 、 cargo 、 site .
today , Let's talk about these three points ！
In fact, many people will “ people ” Automatically corresponds to “ The host ”, There is nothing wrong with that, of course , Because the anchor is the most important person in the live broadcast , It's also the core of a live broadcast .
It's easy to make a live broadcast , But it's hard to make a live broadcast ！
Why is it just three months after the new anchor , Some people already make tens of thousands of dollars a month and you still have a minimum guarantee of 3000 yuan ？
Why do some people have so many different kinds of people , And you don't know what to say when you're on the air , Live broadcasting room frequently jammed cold field ？
Why is he also an e-commerce anchor , Your source is the same as that of a major anchor , The price is even cheaper , The anchor sold thousands , And you didn't give a single ？
It's simple , Because people can't , Talent is the soul of the studio .
For most live broadcasts , Whether it's live 、 Live game or live e-commerce , The anchor is the one that decides the winner .
such as ：
This year, 1 The Star Live week planned by Taobao in January , Actress Su Qing in a short time 1 Hours of live broadcast 24 Ten thousand fans watching , And bring to the brand 25 Million sales , The conversion rate is as high as 25%.
Su Qing is not one of the top stars , And this is her first live broadcast , But the final live broadcast effect is no less than other head anchors , Even beyond some of the head anchors .
Speaking of live selling , Of course, lipstick King Li Jiaqi, who is popular all over the network , It's as hot as a first-line star .
In his signature “OMG！ Buy it ！” In the cry of , Li Jiaqi was broadcast live on Taobao 5 Minutes to sell 15000 lipstick , And live 10 minute , sold 40W Amazing performance of bottle Foundation , Equivalent to half a month of counter sales
And Ma Yun at the same time Taobao live selling lipstick , More so 1000：10 Absolutely excellent , Beat father ma ……
Let's go back to the game 、 The history of Huya , In fact, it is the history of the game live industry .
From the earliest 55 The legend of the first brother, the anchor and the prisoner , And then the snake brother 、 Hi, etc , It can be said that the live broadcast platform's digging anchor war has not stopped .
At that time, King glory anchor hi's breach of contract , The judgment of the second instance of the former owner Huya live job hopping Betta case , Hi will eventually have to pay Huya live 4900 A huge breach fee of ten thousand yuan , The total amount of nearly half a billion yuan also created the highest record of liquidated damages in the live broadcasting industry .
At the beginning of this year , The panda live broadcast created by Wang Sicong is closed , It also has something to do with the high salary of the anchor . And that's exactly what it means , The importance of anchor in live broadcasting industry .
that , When the operator selects the anchor , What should be considered ？
1、 The service ability of the host
There are many aspects of the anchor's business ability , For example, the anchorperson's segmentation industry popularity 、 Live broadcast attitude and live broadcast skills .
Why does Li Jiaqi do live broadcast every time , Can create the myth of selling out lipstick repeatedly ？
· Li Jiaqi's high reputation in lipstick industry
· Good live broadcast attitude
· Unique live broadcast skills
We should know that the attitude and skills of live broadcasting are directly related to the quality of live broadcasting .
Attitude is the foundation , An anchor without a good attitude , The operator can consider eliminating ; Skills determine the income ceiling .
So we often find good anchors , I'm always honing and improving my live broadcasting skills . A look , An action , A little routine of live broadcasting , Practice repeatedly and keep improving .
2、 The cultivation of anchor
Many companies may not have the resources or funds to cooperate with the head waist anchor , You can only train yourself .
Cultivate an anchor , It takes a lot of energy .
First of all, look for a good seedling , Then determine the culture direction , And constantly polishing skills in practice , Through the whole process , Finally, to polish and improve the anchor's ability .
So how to train anchors ？
· The beauty of the anchor
We were watching a live broadcast , The first thing I saw was the anchor's face , Therefore, we need to start from the appearance 、 attitude 、 Comprehensive consideration of speech and other aspects .
· The interaction ability of anchor
Live broadcasting is actually a one to many interactive game , The interaction ability of the anchor directly affects the atmosphere of the live broadcasting room , The atmosphere determines the rate of prize or purchase .
· Anchor's expertise
The anchor wants to break through , If you want to make more profits , Accumulation and precipitation in the field of professional subdivision is essential , Only professional enough , To be convincing , Only then can we have high transformation 、 High yield .
Except for the anchor , There's another one “ people ”, That's the user .
Whether it's traditional pan entertainment live broadcast , Rely on users to reward , Or live e-commerce , Depending on user purchase share , Users are an important part of the live broadcasting room .
that , Operations need to layer users , Targeted docking .
The concept of goods is very easy to understand , And different types of live broadcasting , There are different goods .
Show live , The talent of an anchor is a commodity ;
Live broadcast of the game , The game the anchor plays is the goods ;
E-commerce live broadcast , What you sell is goods .
Goods are the survival foundation of live broadcasting room ！ Not available , No matter how good an anchor is .
Here we will focus on the products of e-commerce live broadcast .
About live broadcast of e-commerce , The most important thing in operation is to get more favorable products , Better quality goods , Or I can get customized products that only I have that others don't have .
As long as you have a unique good product , Then the user will naturally be attracted by your studio , gradual , It's your label .
So how to do it ？
· Pay attention to the latest product consultation abroad
· Pay more attention to various product exchanges
· Run more product source areas , Establishment of supply chain , Not overnight , It takes effort and opportunity
About goods , What is the focus of operation ？
1、 The quality of
There is no need to say more , Quality is the foundation of everything .
If the quality is not good , Even if the anchor sells it all , Waiting for endless returns , So try to choose big brand counter products , If it's a product you're not familiar with for the first time , The goods must be inspected in advance .
Low price is advantage .
The same anchor , The same thing , Same script , In the end, I still can't escape the price . It's cheap here , It doesn't mean to choose the lowest price regardless of the quality , But on the premise of the same quality , Get the best price
3、 Matching degree
Between product and anchor , Operators also need to consider a matching degree .
Under what circumstances should we consider ？
When your anchor resources are fixed or limited , You need to consider .
Is the host familiar with this type of product , Have your own cognition and understanding , Can the anchor simply and clearly put the selling point of the product effective in a short period of time 、 Express clearly to customers , And produce demand and then consume and even spread .
for example ： The product that Li Jiaqi's team received for him , It must be about make-up , It won't give him other products , Such as clothing 、 Drinks, etc .
The last thing I want to say is , Master the supply chain, you have the absolute advantage .
People on the air 、 cargo 、 In the three key points of the field , The field is not that important .
for instance ：“ Lipstick brother ” Li Jiaqi , Just sit in front of the camera , There are hundreds of lipsticks .
Everyone's attention is attracted by him and the goods in his hands , No one cares where he's on the air .
Whether he's at the counter , Or in your own studio , Or some online store on the street , As long as the live broadcast effect can be guaranteed , People don't care too much about where he does the live broadcast .
therefore , about “ site ”, Operators also need to pay attention to the following points ：
· To fit the live broadcast content
Different types of anchors , The field needed is also different .
such as ： Pan entertainment live , It's arranged in the style of Pan entertainment ; E-commerce live broadcast , According to the style of e-commerce live broadcast .
Let the anchor be grounded , If you sell fruit , So the best place to live must be the orchard .
· Always change the field
immutable and frozen , It will make users lack of freshness , So a good anchor always changes the studio .
Only in this way can the live broadcasting industry belt base achieve greater success . therefore , people 、 cargo 、 The field controls the rapid development of live broadcasting ！
Want to know more about how to get customers from short videos , Official account ： Shake the coffee training camp You can also tiktok. , More tiktok tips 、 Tiktok live training 、 Tiktok operation