Li Jiaqiweiya live broadcast with nearly 20 billion goods, Cecilia Cheung live debut squeezed the server, Yu Minhong personally on the live broadcast... On the topic of live broadcasting, there has been an endless stream, in the Internet celebrities, celebrities, big entrepreneurs to play the live broadcast, there are also many small and medium-sized tail merchants to ask questions, is it too late to enter the live broadcast? What is the most important thing to do live streaming with goods? Seeing that many peers have made a lot of money and a live gmv transaction has increased by more than 10 times, they also want to grasp the trend of live streaming with goods.
Newly settled merchants, a live broadcast turnover increased by 10 times
Live streaming with goods has three constituent elements: people, goods, and fields. To put it simply, if you want to do a good job with goods, in the three elements of a good anchor (person), a good commodity (goods), and a good live broadcast room (field), the three elements need to be highly integrated in each live broadcast to achieve efficient conversion of traffic.
Live e-commerce is the superposition of content e-commerce and social e-commerce in the live broadcast scene: on the one hand, the anchor displays the content more vividly and vividly through live broadcasting, attracts attention, and realizes the gathering of traffic in the live broadcast; on the other hand, it enhances the emotional connection and strengthens user trust through warm interaction.
First of all, based on the underlying principle of live broadcasting, to do a good job of live broadcasting, you first need to inventory goods. A successful live broadcast, the basic test is the ability of the anchor or merchant in the selection, scheduling, and combination of goods, and the high-quality pallet will be based on the needs and pain points of different fan portraits for differentiated payment, quantification, pricing, and preferential treatment, so as to extend the user's stay time and thus obtain more public domain traffic recommendations.
The second is the live broadcast. Many businesses will think that the live broadcast is more biased towards the assessment of the anchor, including the anchor's ability to explain, control the field, and the ability to undertake traffic. In fact, before the live broadcast, it is also necessary to clarify the live broadcast rhythm, optimize the script and live broadcast room words, strengthen the anchor setting, and live broadcast warm-up are the meaning of the topic.
Next is the commercialization of the disk. Before elaborating on commercialization, we must establish a consensus: the commercial delivery strategy needs to be pre-positioned, and it is necessary to customize the differentiated delivery strategy based on the target of each live broadcast and the corresponding customer composition, and plan the proportion of delivery in different periods, so as to truly improve the delivery roi.
After the grassroots principle of live broadcasting is explained, let's take a look at the problems that will occur when many newly settled merchants start live broadcasting with goods in the cold.
At present, live broadcasting is the core ecology of major platforms, so there will be a tilt of resources, so when you open live broadcasting on a normal account, the platform will give natural recommended traffic, and if your live broadcast natural traffic is directly zero, it may be the following situation:
1. The computer live broadcast is not set up, so that the system mistakenly thinks that you are the recorded video, so the stream is limited.
2. Your account system recognizes that the misjudgment is set as a marketing number or matrix number, and the platform will not give traffic.
3. Account avatar, live broadcast cover, live broadcast title, live broadcast topic involving sensitive content.
4. The word-of-mouth score is low, and the system will think that the live broadcast room is not enough to serve good users, and it will not push the stream.
These situations are only the basics, because the platform has its own algorithm, which will make traffic recommendations through several dimensions of user stay, like, comment, forward, tip or shopping. And this is only for the platform, standing on the user side, what live broadcast content, anchor image design, live broadcast rhythm, product selling points, etc., will have an impact on the watching users, feel the data between the live broadcast! Therefore, to really do a good job in each live broadcast, so that the live broadcast room truly becomes the traffic monetization position of the merchants, which is a huge project that requires the efforts of many parties. At present, more than 1000 cases of conversion in the live broadcast room have been created, so welcome to discuss the questions related to live streaming with goods.
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