- Platform support ,2018 The live broadcast rights of tmall and Taobao stores were opened in , Tmall merchants can bring their own rights of emergence , Many businesses can broadcast live through their own business accounts .
- Content trends , Live broadcasting is an indispensable part of the content-based operation of stores , During an activity or promotion , Businesses through micro Amoy , Image & Text , Short video to complete the task of planting grass , Then complete the task of weeding through live broadcast .
- Businesses take the initiative , There is information gap and instability in the choice of institutions and talents , Businesses can regain the initiative in their own hands through their own live broadcast .
- Fans management , Ascension transformation , Live broadcast is the highest form of interaction in taonei at present , Businesses can communicate closely with fans through live broadcast , Better understand who your users are , What are their needs , What are their crowd portraits like , So as to increase the use of
- The stickiness of households .
- The purpose of the live broadcast , New fans ; Through the interaction with fans in the live broadcast , Promote the activity of fans ; Keep the customer alive , Forming vermicelli viscosity ; Finally, the transaction transformation is formed .
- The function of store live broadcast , The host + Customer service ;CRM; Build a brand image , Deliver brand values .
- The positioning of live broadcast
- New products , Target population , Sensitive to trends , People who like new product live broadcast
- Clean up inventory , Target population , Sensitive to price , Low price customers
- Content output , Brand Premium , Target population , All customers
-24 Hours online window , Target population , All customers
Taobao live broadcast form
- Shop live ： With branding ,IP It's a formalized existence ; The goods are relatively simple , Slow update ; Multiple people live on one account , Long time ; The initiative , It can be deployed according to the activity
- Live broadcast of talent ： personification ; Products are updated in real time ; One person live one account , Time is limited ; Passivity , Time , The goods are out of control
- Shop live VS Live broadcast of talent ： Subjective needs VS Emotional drive ; consumer demand VS Consumption desire ; brand , I agree with VS Personality identity ; Payable consumption VS Follow the consumer
How to apply to join Taobao live
Personal identity to join Taobao live ： Method ： You can scan the code through Taobao , According to their respective identities , Select the corresponding identity to enter Taobao live broadcast and join Taobao live broadcast as a merchant ： Method 1： Taobao through mobile phone - Search keywords in the search box at the top of the home page “ Live in ” 、“ Live broadcast of Taobao ” Wait to enter the entry page , Choose to enter as a merchant ; Method 2： Download it from your mobile phone “ Taobao anchor ”app, Get into 【 Taobao anchor APP】-【 Release 】-【 Create live 】-【 The entry channel for businesses 】 apply . Scope of application ： Merchant identity , Personal stores and corporate stores , Institutions ：MCN Institutions 、 Professional program organizations 、 Live service providers , Other identities ： star 、 Village broadcasting 、 Base and so on .
The conditions for the entry of businesses and stores ：
- Taobao shop to meet a diamond or a diamond and more
- Number of main categories of online products ≥5, near 30 Days store sales ≥3, near 90 Day shop turnover ≥1000 element ;
- The seller must comply with 《 Taobao marketing rules 》
- There is no illegal act of selling counterfeit goods in this natural year
- In this natural year, there is no serious violation behavior of publishing prohibited information or counterfeiting material ingredients, and the score is deducted 6 Above and above
Join Taobao live as a talent ： Method 1： Taobao through mobile phone - Search keywords in the search box at the top of the home page “ Live in ” You can enter the entry page , Choose to be a personal anchor ; Method 2： Download it from your mobile phone “ Taobao anchor ”app, Get into 【 Taobao anchor APP】-【 Release 】-【 Create live 】-【 The access of the talent 】 apply
Taobao talent identity application conditions ：
- Log in to Taobao account , It has passed through Alipay Real name authentication , And has registered as Taobao
- The level of Daren account reaches L2 Level
- Prepare a high-quality video within one minute , It can reflect better field control ability 、 Presentation skills （ That is speaking fluently 、 Clear thinking ）、 Present ability （ That is, fans are highly interactive ）, Don't just introduce yourself
Live content operation 3 The big thing
Live script
- Definition of script ： It's a specific description language , According to a certain format written by the executable file .
Live activity script ： Determine the theme of the whole live broadcast , Control the rhythm of the whole live broadcast , Clarify the division of personnel responsibilities , Determine the number of live products , Determine customer benefits and activities play , Anticipate emergencies ahead of time ; On a regular basis , Regulate the live broadcast process and content
Single product live script ： In terms of a single commodity , Standardize the explanation of the product , Highlight the selling points of commodities ; The explanation period of subdivided products , Standardize the explanation terms of products , Define the selling point of the product , Be familiar with the welfare of corresponding products
- The importance of live script ： Control the rhythm of the live broadcast ; Maximize the benefits of live broadcasting ; Standardize the live broadcast process ; Take the initiative ; Reduce live emergencies
- Define the theme of the live broadcast ： Live content is themed ; Live theme scene ; Live scenes are cased ; Live case interactive ; Mining information around products , Categorize into different themes , Planning into different scenes , Through the form of storytelling
Share with you , Form interaction in the process of communication , Achieve your store style , Build brand image , Finally form the emotional value of the product , Weakening product prices , Increase the stickiness of fans in your store
Live room decoration display skills
- The light ： Color temperature ,３０００K Warm white light ： Generally for families , The hotel , Cafes and other warm environment ;４０００K Cold white light ： It can create a warm atmosphere , It is generally suitable for home decoration ;５７００K White light ： Like the sun at noon , It has high luminosity and color rendering , It is widely used ; It's generally applied to make-up 、 food 、 jewelry 、 Home Furnishing 、 dress ; The light source , The ambient light 、 The main light source 、 Spotlight
- background ： Decide the background style according to the atmosphere created by different lights
Small and medium-sized sellers live short board
Goods are scarce
- There are fewer categories of products in the live broadcast room , Short stay
- Product updates are slow , The return visit rate is low
- The repurchase cycle is long , The conversion rate fluctuates a lot
- Price sensitive , The conversion rate of fans is low