Taobao live introduction and weight explanation and emergence right acquisition skills
Various source codes 2021-02-23 01:07:48
Why open Taobao live ?
  • 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

 Taobao live introduction and weight explanation and emergence right acquisition skills


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

 Taobao live introduction and weight explanation and emergence right acquisition skills


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

 Taobao live introduction and weight explanation and emergence right acquisition skills


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

 Taobao live introduction and weight explanation and emergence right acquisition skills


- 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
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