New Wrist (bosandao) Exclusive Original
Author: Lianzhou
Introduction:
Wang Tuo is very busy. He gets up at 8:30 in the morning every day, and rushes to the classroom to teach students an hour later. After class is over at 12:30, he continues to attend classes until 1:30, and is busy until 6:00 in the afternoon. When he was not in class, he entered the live broadcast room at 2 pm, broadcasting until six or seven pm, and then from 7 pm to 1 pm. The live broadcast of
ended, and the team reviewed the live broadcast situation of the day and ended at 2 o'clock. I went home to wash up and brushed the Douyin list until I went to bed at 3 a.m.
only has more than 5 hours of sleep, so getting up is a difficult task for him. "Our team has two colleagues who are specifically responsible for the kind of people who ask me to wake me up and kill the deadly series of calls." Speaking of the difficulty in getting up, Wang Tuo laughed loudly, his laughter was very refreshing, and he couldn't feel that this was a five-sleeping day More than an hour, a week.
and Wang Tuo interviewed for 1 hour. After the interview, we saw him in the live broadcast room again.
We are very curious whether continuous high-load work will be tiring. Will this celebrity anchor be lazy? "I actually have laziness, but the team does not allow me to be laziness."
In the live broadcast room of making friends, I often see this handsome anchor sitting next to Luo Yonghao in . People who often follow Luo Yonghao and colleagues in the company know that Luo Yonghao likes Wang Tuo very much. Wang Tuoduo communicated with everyone in the live broadcast room and made friends in the e-commerce school class. Few people systematically learned about the growth experience of this celebrity anchor.
How did Wang Tuo grow into a celebrity anchor? What qualities and abilities are required to become an excellent anchor? How does he deal with every setback? What kind of experience is it like to do live broadcasts with Luo Yonghao?
In this conversation between Xinbian and Wang Tuo, Wang Tuo answered it one by one for us.
01
resolutely entered
Wang Tuo came from Urumqi, Xinjiang. In his words, "it is more in the sinking market, in the northwest area." Compared with the development of information in first-tier cities, the reach of the sinking market is even more commercially valuable. reflect. This is the beginning of Wang Tuo’s market for Douyin and .
At that time, Wang Tuo's offline training business had just ended. He returned to his hometown for the New Year and noticed Douyin. Before that, he worked in the flight attendant industry for 8 years. In 2016, it was the period of bonus for public accounts, and people gradually formed the habit of reading public accounts articles. Wang Tuo noticed the Internet through his official account, "At that time, I thought these contents aroused my interest, so I wanted to enter the Internet as soon as possible."
At that time, Wang Tuo had become the flight attendant and was also an internal trainer of corporate culture , spokesperson, deputy secretary of the Youth League Committee, etc. "I still have to fly in my daily life. I feel it's a bit boring. I want to take a different environment to challenge me, so I quit."
has been in the flight attendant industry for 8 years and has been resigning from leaving rashly, and I am a little uncomfortable. "The time I resigned was a little different from what I thought. I went to the interview without any preparation. Many jobs require work experience and the salary and benefits I received were also very different. I decided to be a trainer myself."
flight attendant industry He has high requirements for etiquette professionalism. He has worked as an etiquette trainer before and has rich experience. "At that time, I felt that I could do training and I also made some money before. Later, due to the epidemic, it was difficult to do offline stores. , from making money to losing money, I owe a lot of money. "
It's just about the Chinese New Year, so Wang Tuo returned to Urumqi for the Chinese New Year. During the quarantine at home, I found that all the aunts and aunts were browsing Douyin, which has become a phenomenon-level form of entertainment. He is very optimistic about the Douyin market. When he was a flight attendant industry, he served as the secretary of the Youth League Committee and was responsible for cultural and artistic work such as evening parties and video shooting. "I can shoot, edit, act, be creative, write articles... This is my natural advantage."
Just like that, Wang Tuo opened a Douyin account, "I shoot, direct, act, and myself. Edit, operate it yourself..." The disadvantage of taking the team work alone is that when there are hits, it will bring a sense of accomplishment, but most of them are ignored and it is easy to fall into self-doubt.
After the New Year, Wang Tuo returned to the long-term Xiamen . He learned at that time that " 10 o'clock Reading " was transforming into Douyin. He wanted to find someone suitable, but they coincided with it. He stayed at 10 o'clock Reading and gradually grew into a 3 million followers. Anchor.
anchor is obviously suitable for Wang Tuo. I discovered the opportunity to Douyin in my hometown of Urumqi, and after trying it out in Xiamen, I gained some results and foundation. In order to pursue more possibilities, he resolutely left Xiamen, where he had lived for 10 years, and came to Hangzhou, the e-commerce super holy place.
landed in Hangzhou means that everything is about to start over.
Hangzhou salary level is relatively high. Wang Tuo interviewed 6 companies in one day and got 5 offers, one of which could give 50,000 or 60,000 a month. If the broadcast effect is better, it is possible to have 100,000 to 200,000. After packing up his luggage, he was about to go to work. Wang Tuo first browsed Douyin and became familiar with the ecology. "It's quite interesting." I accidentally saw a live broadcast room where I made friends.
"I used to be a knowledge anchor, and I couldn't explain the product in a roaring way, so I'm still calmer. This live broadcast room is very similar to the style I want." He opened the recruitment software and saw that the company was recruiting anchors. , so I asked. "As a result, he said I can't be an anchor. They don't recruit anchors from the society, they have special anchor training and management departments to recruit, and they are also recruited by Teacher Luo himself. I said 'Then I won't go'."
see I can't be an anchor anymore, Wang Tuo wants to give up. But the other party said that if you don’t be an anchor, “you can come and be something else.” The staff looked at Wang Tuo's resume and had rich previous work experience. He had done product selection, business, live broadcast, and review at 10 o'clock. He had done all of them except technical work. When I was in an airline, I also took the tea reviewer and the wine tester, "You are more suitable for product selection."
Before making a friend's offer, Wang Tuo got all the anchor positions and his salary was ideal. "My first appeal was definitely salary, because I had to pay back the money. Secondly, I had more opportunities to study here. After working for one or two years, I could do some work, and I would have rich work experience." Weighing the pros and cons, choosing an anchor who can directly make money before is more in line with the actual interests at the time.
HR told him that many anchors are from product selection. When I heard the sentence 'You can be an anchor when you select products here', "I think this is an opportunity. Since it is an opportunity, I can seize it, why should I deny myself?" I went to make a friend.
Wang Tuo at that time thought he had a great chance of winning. The product selection work requires strong logic, good image, and high requirements for comprehensive conditions. There is an opportunity to transfer and promote internal positions. And he recognized the model of making friends. "I want to learn how to do real live e-commerce. I have to learn from professional institutions and people, so I won't regret this choice. If I regret it, I can change it again. I think it's okay."
When my needs are getting more and more, I'm getting better." The more accurate the choices you leave, the clearer the choices you leave for yourself.
02
Become an anchor
Wang Tuo walked a bumpy journey from product selection to anchor and almost gave up.
The job of selecting products is not difficult in itself, but when you encounter Wang Tuo's "death" spirit, it will become very complicated and cumbersome. At that time, they had to produce 70 to 80 products every day, such as wine categories. The 10 products they selected had to predict their sales, judge their public opinion, after-sales risks and potential products. Secondly, you need to query a large amount of information and investigate whether the product qualifications are complete. Finally, it is the product sales issue, that is, the vision of potential products for hot products.
The company's live e-commerce department usually goes to work at 2 pm and gets off work at 2 pm. We go to work at 2 pm, gets off work at 4 AM, and even gets off work at 9 AM. "I am a person who is not very good at dealing with it at will. As a newcomer in the company, I need to spend more time to make up for my professional shortcomings and cognitive shortcomings."
With diligent work day after day, Wang Tuo welcomed the work The anchor’s opportunity.The person in charge of the live broadcast room expressed some appreciation and affirmation to him, and said roughly, "You are working hard, and you have also passed the oral script written by Mr. Luo, and the logic of the product is clear when comparing the live broadcast. The image is OK, Mandarin is also very standard. If you didn’t try to be an anchor? "In addition to personal ability, live streaming sales also requires audience favor, so Wang Tuo will try it first.
"The first and second trials were smooth, with many positive reviews. In the third session, because the person in charge of the live broadcast did not tell Teacher Luo about my trial, Teacher Luo saw an anchor he didn't know. I asked the person in charge of the live broadcast and found out that it was on the pilot. It could not be broadcast directly without Teacher Luo's interview and consent, so I let me off the broadcast halfway through the broadcast. "When talking about what happened at that time, I could still feel it Wang Tuo's sense of loss.
"Either leave or stay and continue to work in the product selection position", these were two choices that Wang Tuo faced at that time. At that time, Wang Tuo felt that his career in making friends might have been cut off. He called his mother and said, "Mom, I can't be an anchor anymore. My mother said, "Aren't you a good broadcast?" After talking about this, his mother asked him to think about it again.
"In the end, I decided not to change jobs and continue to make friends." He recalled his consideration at that time, "People have two values to realize, one is material value and the other is spiritual value. I thought at that time When your spiritual value is not enough to achieve the desired material value, you should give priority to improving your spiritual value. Making friends can satisfy my understanding, judgment and ability improvement in this industry is a kind of spiritual value. , the opportunities and value will be greater here."
Wang Tuo came in less than two months and had achieved product selection and coordinated, responsible for a live broadcast of the pallet combination, that is, from a single category to multiple categories Now. The understanding of live broadcast room products is still precipitating. In addition, the employees had fewer rest time, were tight and had too high work intensity. He proposed a solution to the new leader at that time. "He thought I had a better idea, so he promoted me to the coordination of product selection business." After staying this time, Wang Tuo was a turning point opportunity. After doing product selection business coordination, he needed to always go through the review with Teacher Luo, and he would participate. After a while, Teacher Luo had a good impression of Wang Tuo, which was equivalent to passing the interview with Wang Tuo, and finally agreed to him live broadcast.
Wang Tuo's anchor career is now closely related to Lao Luo . At the end of September 2021, Wang Tuo partnered with Lao Luo for the first time. "The anchor who partnered with Teacher Luo is a fixed one. At that time, the company moved to Hangzhou. Zhu Xiaomu and Huang He were dealing with the company's affairs in Beijing, so they wanted to find a male anchor partner. My data performance was OK at the time, so Become his partner."
Lao Luo's live broadcast room has 20,000 or 30,000 viewers. If you are watched by so many people, you will be nervous. is especially the boss around him. "Teacher Luo is more rigorous. If there is any mistake, he will tell you this problem on the spot. Tell you this problem in front of tens of thousands of people. If you think about it, you will be nervous."
and Lao Luo's partner is indeed nervous. But on the other hand, he will help young people grow. He once suggested that Wang Tuo must wear a shirt suit or an polo shirt with a collar when broadcasting live. Later, in the second month when Wang Tuo was an anchor, an Aokang shirt item became a hit. "Later I found out that Teacher Luo's sense of smell has to be admired."
Wang Tuo and Luo Yonghao broadcast many live shows, and the impact was divided into two aspects, namely explaining products and values. "When I partner with Teacher Luo, I will observe how he talks and interacts with users, so that everyone likes the live broadcast room. When I review the video, I will also watch the slices to learn."
is also the value, and Luo Yonghao is about the product. Those who follow him know very well. "Although he is quite big, he is actually a very careful person. Many of his suggestions on product details would be a big mistake. So I think in this direction, we must learn from one example and form rigorousness. values."
03
Multi-layer identity
After becoming the anchor, Wang Tuo is also the manager of the beauty live broadcast room and the e-commerce school training lecturer. Wang Tuo is quite adapted to the transformation of these two roles.
talks about choosing to be a beauty at that time Makeup, not the best-selling clothing and food categories, Wang Tuo said, "I think he has more possibilities. "The beauty track is deep enough to open many product lines, such as cross-border line, large-row brand line, domestic product line, makeup line, skin care line, home cleaning line, etc. "Just do this category deep enough , there are more possibilities in the future, so I chose the beauty track. "
makes friends with men, which does not have much advantage in the beauty products that Wang Tuo chose. "I suffered a lot." It is difficult to start with
. For a long time, Wang Tuo Only big-name beauty products can be sold. "The commission for big-name beauty products is extremely low and it is not profitable at all. We can make a vertical account and be responsible for our own profits and losses. If we don’t make money, we can only continue to attract fans and exchange short-term pain for long-term value. "
Here includes changing the pallet, short video support, including establishing user cognition, cultivating user mind, etc., and synchronizing the flow, so that users who purchase new pallets can be accurately found.
For another identity, Wang Tuo talked about him just now When he entered the e-commerce school, he was still in the early stage and he played a role similar to a consultant. Then he entered the e-commerce school as a lecturer. Wang Tuo seemed to be happy with the role of the anchor and lecturer in
. He has worked as a training instructor before, and this job has quickly become familiar with it. "Teaching has a methodology. As long as the content is replaced and a lot of practical experience is combined, we will teach you how to acquire customers and monetize traffic on a large-scale traffic platform. "
In the training academy, we will come into contact with many students who want to become anchors. The anchor industry has a high salary and a low academic threshold, which is a good choice. However, it is not easy to do this job well. It requires your own conditions and The combination of acquired efforts.
Wang Tuo talked to Xinbian about the standards for making friends to select anchors. First of all, the logical thinking should be very clear. Secondly, as an anchor, you need to have good expression skills, be able to quickly accept information and iterative processing Information. "For example, some people are not good at selling goods. After I talk about the method round, some people will act immediately, combining the products and speeches to be spoken in combination with the products to be sold. But some people go to bed. ”
In addition, you must be diligent and have strong stress resistance. Only by combining the above conditions can you have requirements for appearance, combine your own image to extract characteristics, give people a sense of humor and form memory points.
for how to become an excellent live broadcast Wang Tuo said that there must be a comprehensive thinking and data thinking. "TikTok is an algorithm platform that emphasizes algorithm logic, so it is necessary to understand the algorithm logic through a lot of practical combat, and not become a theoretical school. "
In addition, as a trader, you must have enough understanding of the vertical categories you have deeply cultivated. "All customer unit prices and categories on Douyin are different, and the crowds are completely different. Different ways of playing in live broadcast rooms The only thing that remains unchanged is your overall awareness and data bottom-level awareness. You must also reflect different ways of playing and expression for different vertical categories, unit price and products in the industry. This is more difficult to become a trader. thing. "So to improve your professionalism and information acquisition ability, Sang Neng will become an excellent live broadcast room trader. The interview with
is coming to an end. Wang Tuo told us that he is reducing the duration of live broadcasts and spending more time thinking Go and do something that can be incremented in full. "The big drawback of anchor work is that the time you invest will be produced as much time. Last year, I only had 4 hours of live broadcasts, and this year, the average live broadcast time has reached 6 or 7 hours, and it is even normalized to 8 hours, which seriously affects my other time. I am simplifying the live broadcast time. "For external planning, he said that he would not always be an anchor, and he might gradually move behind the scenes and do some work on user growth and business growth.
Recalling Wang Tuo 6 years ago, he just left the airline. He was in the sky all year round Fei, suddenly I wanted to come down and take a look.After walking all the way, he finally found his direction when he arrived at the live broadcast room.
