On March 5, Long Xiaobei's first Goddess Day e-commerce live broadcast event was successfully completed, with two live broadcasts customizing exclusive skincare solutions for hundreds of fans and sales reaching millions.
Long Xiaobei, winner of the International Tokyo Medical Skin Care Award, celebrity royal image consultant, aesthetic visual image designer, is known by fans as "a skincare blogger who only shares dry goods without goods".
How did Long Xiaobei work with OST Media to plan a unique e-commerce event, through the live broadcast room to customize a targeted plan for skin problems, one-stop solution to the skin problems that plague fans, so that all fans who love beauty can have an exclusive beauty plan.
Today, we sat down with the project manager, Sissy, to have a chat.
01: A three-month e-commerce live streaming marathon
Looking at Sissi's clock-in records, twelve o'clock in the morning is already the earliest time to leave work, and half a month before the live broadcast started, Sissi and her colleagues survived in this state.
"This project is completely different from the e-commerce planning I have done before, and my planning focus and action path are very different from the past. "Because of the need to formulate targeted plans for fans' skin problems and needs in advance, the pre-preparation process has become complex and complicated, with product selection, information collection, planning, distribution, and live event warm-up, each step intertwined and parallel.
If traditional e-commerce can promote the conversion of the audience through products, words, and atmosphere during live broadcasts, then Sissi has integrated this transformation process into several months of preliminary planning.
Long Xiaobei should customize the skin plan one-to-one for different skin conditions, screen the right products, how to match, dosage, and usage of each product, and Sisi They must summarize the needs of fans, distribute plans, and repeatedly communicate with fans. All the factors added up to make this live broadcast preparation seem extremely long.
02: Customized plan, complicated steps
"Beige Live is different in that other e-commerce live broadcast projects revolve around product efficacy and mechanism, and we take the solution as the core." Sissi said. Simple understanding: others only talk about how good the product is, but Long Xiaobei tells you how to use this product.
In addition to the basic 7 skin plans, Long Xiaobei also customizes the skin plan according to the skin condition of each fan. In addition to solving different skin problems such as dullness, acne, dry skin moisturizing, whitening and light spots, anti-inflammatory and antioxidant, but also considering the fan budget, needs, realistic conditions, etc., each team member must confirm with the fans one by one, select the right product, consider the matching between products, and ensure the effect of 1+1>2, and they have developed an exclusive plan for more than 100 fans in a few months.
People's needs and ideas are always changeable, and some people spend a lot of money on products but do not strictly implement the steps; There is no fixed number of people who want to turn white today, and who want to resist aging tomorrow; There are people with low budgets but many problems. All of this required Sissi and the team members to repeatedly communicate with fans, emphasize, give suggestions, just comb through the plan of 100 people, Sisi they spent a week. "This process is devoid of any technology and effort, and we collect, proofread and distribute it manually." Sissi said.
03: Product selection, plan Every step is deeply rooted in the hearts of the people
At seven o'clock in the evening of March 3, Long Xiaobei started broadcasting on time and tens of thousands of fans flocked to the live broadcast room, many fans did not wait for Long Xiaobei to introduce the product, so they added the shopping cart early to place an order and pay, a set of actions without hesitation, all thanks to the early live broadcast preparation to build mutual trust between Beige and fans.
In the selection of products has gone through several rounds of screening, such as acne products, need to contain type II yeast, if the product is not or the content is not enough, or the safety is not reached, the product will be passed, this is the first way. Secondly, there is another mechanism to screen a product, the product that the team gets, at least the best mechanism of the whole network, if someone else's live broadcast room is 3 bottles of giveaways, Beige live broadcast room only gives 2 bottles, such products will also be screened out. In the end, only more than 50 products were selected out of four to five hundred products to be put on the shelves.
In addition to strict product selection, three live broadcast warm-up activities around free face viewing and aesthetic design for fans are also deeply popular.
A live broadcast can only make a plan for 8 people on average, but each person's plan will be explained for nearly 20 minutes, and the facial design, the causes of human aging, the problems of eye cream, etc. are all extended from the principle to the plan, and they can be clearly explained to you.
"Thanks to everyone's help, this live broadcast could not have been broadcast by just a few of us," Sissi said. On the day of the live broadcast, someone was responsible for the central control, someone linked up and down, someone adjusted the position, someone specialized in the atmosphere, and some people did private domain docking, and many partners from external departments rushed to the scene to have this unique live broadcast event.