Guest speaker/Teacher Xiaomi Mi Yuhong Hello, viewers of "Underwear Lecture", good evening everyone, I am your old friend - Teacher Xiaomi. For small programs under WeChat, they must use business models to expand their technology and data, and rely on the effect of fans to provid

Editor's note

[Beijing time] At 19:00 on the evening of February 27, the third lesson of "Underwear Lecture" will be broadcast on time. The epidemic that has lasted for a month has gradually stabilized, and companies in different industries and fields that have been suspended for a long time have begun to prepare for resumption of work, or have already resumed work. The impact of the epidemic on all walks of life has complemented and disadvantaged each other, each with its own pros and cons. The test that the epidemic has brought to everyone is profound and understandable. When the tide surges, you have no ability to swim and are destined to be beaten to death by the waves. Ordinary people use tears to escape reality, and strong people use tears to cheer themselves up.

Under the severe disaster, many things are no longer the same. Where will the tide of underwear entities go? If you are not strong enough, you also need the self-rescue ability to prevent and control risks. The guest speaker this time - Mr. Mi Yuhong, the chief instructor of Xiaomi wisdom, will work with fellow travelers in the underwear industry to open up a new channel "money path", brand business , how to detonate the market through a live broadcast event? How can a physical store generate huge sales volume through a live broadcast event? How to activate the self-rescue ability to prevent and control risks and accidents? This time, Mr. Xiaomi will take you to play live e-commerce!

Speaker/Teacher Xiaomi Mi Yuhong

Hello, viewers of "Underwear Lecture", good evening everyone, I am your old friend - Teacher Xiaomi. Welcome to the class opening session of Teacher Xiaomi. Today I will share with you the live broadcast. Before the official start of the course, you can take a look at the PPT we put in the live broadcast room as a preview. Tonight, I will use more than 20 pictures of PPT to share the essence of the course through the live broadcast room to maintain interaction with everyone.

saw many familiar old friends in the live broadcast room today. Among them, "Yu Drop" (an audience member in the live broadcast room) said, if the future is uncertain, how can you become the person who will not be changed by the world? This person should also be an old friend of mine. , because I posted this on Moments during the Chinese New Year. So tonight's first lecture: "How to play live broadcast with underwear entities in 2020", let's talk about how to correctly understand live broadcast?

No.1

The course started and talked about the importance of

to the understanding of live broadcasts.

Since the tenth day of the Lunar New Year, I have actually been sharing every day, and the content I share is about live broadcasts. At that time, most of them were cooperating with enterprises and brands, so they shared more with their lower-level employees, agents and terminals. Today, through the public welfare "Underwear Lecture" organized by our Underwear Dark Horse Business School, I will also share with you from a non-brand and non-enterprise perspective and tell you about the (live broadcast) understanding.

awareness is key. First of all, everyone must remember that what I am talking about today is not to teach you how to do live broadcasts. I believe that from the Chinese New Year to now, you have received a lot of content about how to do live broadcasts in Moments, WeChat groups, and friend groups. . For example, training on how to do live broadcasts. Many of these teach you how to do live broadcasts. And I will tell you more about cognition. Because when we don’t know enough, we have to learn, learn methods, and learn skills.

An epidemic, starting from the lockdown of cities and villages in Wuhan, also caused the whole country to press the pause button. Offline (physical) stores, including many factories, were unable to resume work as scheduled, including everyone in the live broadcast room today—— Our brand owners, agents, and terminal vendors may not be able to open stores at this time. An epidemic has disrupted all our plans, and in addition to being nervous, scared, and worried, we are also anxious.

Being unable to open a store means that you have no income and can only go in and out. (Foresighted) Some stores started on the eighth day of the Lunar New Year, and some even started doing some clearance flash sales a long time ago. Because it’s not just underwear stores. Except for restaurants, movie theaters, bathing centers and other institutions that open stores, basically if you have products in the store, you can attract groups, do clearance flash sales, and do some live streaming sales activities.

At this time, I believe that many people are confused, especially those in physical stores in the traditional manufacturing industry. There are still many people who still have little understanding of live broadcasts. The purpose of today's "Underwear Lecture" is very important. The purpose of my speech today is very Di Ming Ming is here to answer your questions. Because only after learning and communicating can you carry out the next action (live selling).

No.2

The era of national live broadcast

New retail = private domain traffic + live broadcast delivery

2020 is the era of 5G national live broadcast. Therefore, from 2019 to 2020, what we span is not a year, but an era. Before 2020, it belonged to the consumer Internet era, and its most important thing was to change our lifestyle.

5G, National Live Broadcasting is also called new business, and new business must have a new era. New business is a business model in which online is the mainstay and offline is supplemented. What the industrial Internet changes is the way of working. At the moment, no matter what we are doing, we are actually providing services, and they are all business models that are mainly online and supplemented by offline. Although the arrival of the epidemic has accelerated the transformation of our era, after the epidemic is over, I believe we will all become more and more accustomed to online promotion.

What is 2020? It is the era of industrial Internet. What is the Industrial Internet? Many people can't tell clearly. From the U.S. stock market, Apple's sales have always been leading, to the giants such as , Microsoft, , , Google , which have been far ahead. They have been paying attention to the industrial Internet sector and have also made huge promotion for the development of the industrial Internet, making today's industry The Internet can easily change our habits and ways of consuming, working, and living.

Within our company, the relationship between brands and agents, terminal vendors and consumers is constantly changing; the methods and channels through which we sell goods are also constantly changing. Since Jack Ma put forward the argument of "new retail", "new retail" has been at the center of public opinion topics. In fact, many people don't know what "new retail" is, but in our current situation, for our underwear store, new retail =Private domain traffic + live broadcast delivery.

Of course, some individuals can do public domain traffic + private domain traffic + live streaming, but it needs to be clear that the overall complexity of public domain traffic and the requirements for the team are relatively high. As a small individual, What we do more is to do as much as possible to do private domain traffic + live broadcast to bring goods, and to achieve "integration of quality and effect".

What does "integration of quality and effect" mean? It means that brand promotion + product sales can be completed at one time.

In the current epidemic, the question that everyone wants to consider most is how to survive? In the past, brand marketing and publicity was the business of the brand owner, and sales and sales were the business of the terminal. Agents played a service role of uploading and distributing goods. We also know that now an event must achieve both brand promotion and sales and shipment. , private domain traffic + live broadcast delivery, is the best "integration of quality and effect".

No.3

Private domain traffic or public domain traffic?

The four major live broadcast platforms

The new era subverts the old era, the new business model destroys the old business model, and the new retail method gradually replaces the old retail method. The arrival of the epidemic was not gradual, but instantaneous, almost in a night or a day, sweeping across the country like crazy. Similarly, live broadcast is also a very changeable thing: technology is changing, methods and methods are changing, and many things are changing. At present, we have four mainstream live streaming platforms - Taobao , Douyin , Kuaishou, and WeChat.

Taobao started live broadcasting in 2014. For two years in the middle, its performance was tepid, but Taobao has the highest conversion rate among all live broadcasts. Douyin and Kuaishou are also known as "Northern Kuaishou, South Douyin". The difference is that their positioning is completely different. The main force of Douyin is in the south, while the main force of Kuaishou is in the north.

Before, I told many underwear store owners, “If you haven’t played Douyin before and are now playing Douyin, the difficulty is relatively high and the threshold is relatively high."Because the dividends of Douyin have reached a very high level, those very popular videos have very high requirements and the threshold is very high.

Now when we go to watch a relatively popular video, almost none of them were taken by mobile phones. It uses a SLR and a lot of professional equipment, and a whole team to plan and edit, and finally the finished product is produced.

And the live broadcast on WeChat is much more complicated than Taobao, Douyin, and Kuaishou. How can I say that I only do half of it? The other half is done by others. Therefore, under WeChat's "only do half" ecosystem, there will be many live broadcast platforms, such as Kandian, mini programs, etc. These are the differences in the operation methods of each live broadcast platform.

Taobao. Live usually lasts four or five hours, and it has certain rules. Like Li Jiaqi and Weiya , they have been doing Taobao live broadcast for more than a few years before they were recognized by the platform, and then they were given some traffic and allowed themselves To become bigger and stronger, Douyin is going to hit the big time.

Currently, one of the largest Internet platforms is Alibaba , and the other is WeChat. Douyin is associated with Taobao, and Kuaishou is associated with WeChat. Kuaishou belongs to the public domain traffic. If you do live broadcasts on Douyin and Taobao, as long as you insist on doing it and play according to its rules, the platform will give you traffic

. But the "private domain traffic" we are talking about today - WeChat is not like this, it is. Based on your own traffic.

From the earliest Tencent live broadcast, to QQ live broadcast, and those platforms we know, they are all based on small programs and live broadcast platforms. Tencent’s consistent approach: do not do it based on one point. Instead, establish a horse racing venue and define a horse racing mechanism. Who can win depends on the horse racers themselves.

What people ask me most recently is about WeChat live broadcast, which is based on the extension of WeChat private domain traffic. The number of friends you have on WeChat, the number of your groups, and your fans will determine how many people will watch it. However, the current "Jianjian Live" is in the internal beta stage and has not yet been opened. The content inside is blocked. Strict, and there are currently only five official service providers in the country.

No.3

Marketing logic says

Changes in the three elements of selling goods in physical stores

1. Traditional physical stores = stores > goods sellers

What we usually call physical stores selling goods The three elements are people, goods, and place. Because in traditional physical stores, when we do offline business, people, goods, and place are very important, and place is the most important. There is a saying that when you open a store and choose the right location, the store's business will be half successful. If you don't choose the right location, it will be difficult no matter how hard you work. I believe everyone has experienced this, so the location of the venue and the location of this store are very important.

We are all born in the 1990s. The decoration, display and style of the store itself also determine how many people are willing to enter the store. In the past, when there was no online, the traffic was all offline. Your location is good, and the style of your entire decoration display is suitable for her, because she is willing to come. Therefore, the role of the venue is far greater than the role of people, and the role of goods is also far greater than the role of people. This conclusion is based on the analysis of the business of our traditional physical stores.

2, public domain, private domain traffic live broadcast = people goods field

Regarding live broadcast, whether it is public domain or private domain live broadcast, there will be two situations when doing live broadcast. The first is that the role of people is greater than goods than the field. Anchors like Li Jiaqi, Weiya, Simba have tens of millions of traffic, and each live broadcast is worth tens of millions. When an individual's traffic is large enough, when the IP effect of an individual's fans is large enough, whatever goods they sell can be sold out in a matter of minutes, or seconds.

3, public domain and private domain traffic live broadcast = cargo field

When we do not have such a large traffic IP and do not have such a big star effect, you will most affect the people around you, your relatives and friends, Your VIPs, your customers... are very rare.We cannot have so many fans, and when the value of people is not that great, the second situation will occur, where goods are more important than people, and people are more important than places. All marketing promotions, live broadcast private domain traffic, and products are very important. We must know how to keep goods and borrow traffic. There are differentiated goods in the store, differentiated brands, and brands that customers can trust, and we must keep them. In the live broadcast section, the role of the venue is the least important. Watching Li Jiaqi and Wei Ya's live broadcast, you will find that his backstage is very ordinary. It may be in a large conference room, with a mess in the back, and there is no background. Whether it is 10 square meters or 100 square meters, you can only see the surrounding two square meters in a live broadcast room.

When we move from offline business to online business, we must pay attention to the changes in these three elements. If your store has a very good brand, whether it is bras, home clothes, underwear, socks, shapewear, thermal insulation, etc., you must lock up the good brands.

Although many people do live broadcasts, many people will find that we are still not used to doing live broadcasts. How do we talk to our mobile phones? When doing live broadcasts, you must speak fast. This is the first point. Nowadays, many people are doing live broadcasts by themselves, but it is difficult to do live broadcasts by yourself without professional training. Therefore, to do live broadcasts, you must first learn how to do live broadcasts.

live broadcast combination can be divided into large live broadcast + small live broadcast and brand live broadcast + store live broadcast.

Product and effect are integrated, this is a very key word. When you are alone and have a mobile phone to live broadcast in a single store, the core function of a single store live broadcast is not to ship goods, but to sell, because it is difficult for you to promote a brand with the height and authority of a brand. , you can only recommend products, but you can’t promote the brand, and the role of our brand’s live broadcast is called brand publicity and brand promotion.

In the future, not only manufacturers, but also agents and terminals will have to do live broadcasts, and they will have to be bundled through social live broadcasts. The brand's live broadcast is called big live broadcast, and the store's live broadcast is called small live broadcast. Brand's live broadcast, firstly, can promote the brand, secondly, can introduce new products, and thirdly, can drive them to our stores across the country through activities. Collect money.

The live broadcast of a single store is very simple. After the company completes the live broadcast every month, you can do it once a week. I don’t recommend doing it every day, but do it once a week to help your shipments. When a company does a live broadcast, it will be more official and authoritative if the background, materials, and models are all in place.

The future live broadcast methods will either be high-end, with exquisite scenes, rich pictures, 3-camera switching, and even invite celebrities and Internet celebrities; or they will be down-to-earth. When others don’t know you, you will be more likely to be accepted if you are down-to-earth. .

is a live broadcast that combines product and sales. It is very necessary to initiate it in the community and promote it in the live broadcast. Why do live broadcasts make our stores very miserable? Because we need to understand both the community and live broadcasts. Nowadays, the threshold for opening a store is getting higher and higher. There are only two or three people in an underwear store. We need to expand our online business. We also need to consolidate offline business, do live broadcasts, and play social media. It is a very challenging task for our store, but the next business will be so challenging.

Business will only become more difficult, not easier, because the business model will change. If you don’t have social resources to support you, it doesn’t mean much if you live broadcast every day.

The core of each live broadcast transaction is how many goods can you ultimately sell in each live broadcast? The goods sold by live broadcast have little to do with whether you explain it well or poorly in the live broadcast room, whether you explain it smoothly or not smoothly, how your image is, how your eloquence is, and whether you have passion or not. As long as you explain your story well and he is willing to watch it, the final purchase amount is not directly proportional to your live broadcast. The core is how many viewers do you have?

As long as you have enough fans, when you have 10,000 fans, you can sell hundreds of items; but if you only have 500 fans, and you talk like Li Jiaqi, if you have 100% sales, it will only be a few hundred.To do private domain traffic live broadcast, what you need to improve is community marketing .

Community marketing is the foundation of the entire private domain traffic + live broadcast, and how many WeChat groups do you have? The number of fans determines the sales and effectiveness of your social marketing or live broadcast. Even if you do not do live broadcasts and only do pre-sales, the number of fans in the social marketing itself also determines every time you do this kind of private domain The amount of traffic performance.

No.4

The underlying logic of live streaming

One premise, two points of humanity, and three contents

First of all, there is a premise, you must prepare the audience. The first stage of live broadcasting is called the starting stage. Many people have never done live broadcasting. During the live broadcast, they will think about how well I speak? Did I speak smoothly? Did I speak well? Will the audience like it? Everyone is still stuck at the stage of how to deliver a live broadcast well. So live broadcasts are broadcast every day, but under normal circumstances, I don’t recommend that you broadcast every day. First, you don’t have that much traffic, and second, you don’t have that many good products.

The second logic is two points of human nature: sensibility and rationality. When we do live broadcasts, the audience is either rational or emotional. Rationality means limited price, limited time and limited gift packages for new products. It's a combination punch. When doing private domain traffic, first of all, every live broadcast must use new products. If it is old products, unless the audience is new. The second step is to limit the price for a limited time. Like Li Jiaqi and Wei Ya's live broadcast, it basically disappears in a few seconds. Therefore, for a limited time, this offer is only available before 12 o'clock tonight; for a limited price, this discount is only available before 12 o'clock today. The third step is to limit the number, there are only 100 places. First of all, we don’t have many places, and there are so many stores in China that it is impossible to prepare so many goods for you. Finally, there is the gift package, which is very important. If you design a good gift package according to the current situation, you will receive unexpected results.

What is sensibility? , Emotion is the charm and core of your anchor. charm. Either you are awesome and I will worship you; or you are highly trustworthy and I will support you. Why are Weiya and Li Jiaqi so popular? In addition to their own excellence, personal charm is also very important. Of course, I believe there are people who are more powerful than Weiya and Li Jiaqi. But they are built according to Taobao's rules and slowly filter out the excellence that has accumulated. At this time, if Taobao wants to help you, it will definitely help you. So sometimes, it’s not just how great you are, but the platform will also push you very high.

If you speak well, including your image, many people will be willing to continue reading. This is a prerequisite. The second one is trust. Many of us are not that charismatic and cannot have such a big impact. Then your relatives and friends, your friends, your classmates, your colleagues, your VIP, these are your fans. If you can't create charm, I will create trust and let your fans have a high degree of trust in you. Either perceptual or rational, try to have both perceptual and rational, but if you don’t have perceptual, you have to purely amplify rationality. The third logic of

is three contents. Under normal circumstances, our live broadcast lasts from one hour to two hours, which is the time you live to sell goods. Commercial live broadcasts generally last for one hour, and the live broadcast itself can be played back. But on Taobao Live, the longer you live broadcast, the more viewers will come in. Why does Taobao Live broadcast until midnight? Because the longer the live broadcast lasts, the more people will watch it.

Professional live broadcasts will have interactive content, professional content, and activity content (promotional content). The proportion of these three contents, interactive content and professional content each account for 40 to 45%, that is, interactive content and professional content account for a total of 80/90 percent, promotional content accounts for 10 percent, and event policies account for 10 percent.

the end

Due to time constraints, I will not go into detail about other content now. I will answer some questions below.

Q: 1. The price of underwear is high, but I don’t know how effective it is?

A: The

brand has a certain degree of accumulation. As long as you start broadcasting, people will buy it. Whether the price is high or low, the important thing is how we design this live broadcast plan.So when you do the live broadcast yourself, you are not convincing. If you do it with the company, it is very convincing. Logically speaking, the more expensive something is, the harder it is to make it. We only recommend that it be designed through an activity plan so that everyone can pay the pre-sale amount. The amount of a few dozen yuan cannot exceed 100 yuan, because the more money, the more the transaction will be done. The more you think about it. When we make underwear, we need to try them on and experience them. The first thing sold through the live broadcast room is pre-sale or goods, and then we find ways to divert traffic to the store. But now during the epidemic, it is difficult to go to the store, but under normal circumstances, through your service, through your explanation, you will guide people to the store, through your usual sales, and through your service, you will guide people to the store.

Q:2. Which platform should I choose for WeChat live broadcast?

A:

is relatively low-priced, you can use it first, because some are thousands, some are tens of thousands, and some are not pure sales, they have social boundaries. Now many WeChat live broadcast platforms are from Zhejiang, because many of them are It is the transformation of micro-business companies into this thing. So I can’t recommend it. What I recommend is not expensive. You can try it, because if something goes wrong, the loss will not be big. Just use the one with a low price. If the price is too high, because our underwear store also makes a profit. Not much money.

Q:3. How long does it take for the store to broadcast live?

A:

Under normal circumstances, it cannot be less than 1 hour. One hour is already a lot of content, because you cannot live broadcast all day and talk too much. So one hour is more appropriate, and many live broadcast platforms allow replay. After you live broadcast, and some live broadcast platforms allow you to take a rest, but your group friends cannot.

Q:4. In addition to pre-sales of new products, can inventory be done?

A:

stocks flash sales activities. Live streaming is just a tool, but the activities are very important. The activities include new product pre-sales, flash sales, crowdfunding, group buying, and retail. The activity plan can be displayed through live broadcast, and any activity can be done. But for flash sales and group buying, my suggestion is that unless you have a very large inventory, you should never do flash sales as a last resort, or you can do it once or twice a year. Do not do flash sales frequently. It seems to be very powerful, but Sometimes your brand does flash sales, and if the energy is very high, your performance in the next one or two months will be difficult. However, new product pre-sales can be done frequently. Tmall, Taobao, and JD.com are now doing universal pre-sales. .

Q: 5. When there is no social traffic, should you not start a live broadcast?

A:

can be opened, because many of you have never used it, you can experience it through live broadcast. When soldiers fight, the first thing they need is training. Does training for new recruits take at least 3 months? The live broadcast is now live, it is live today, and it will be live broadcast tonight, which means that if you take this gun and rush over without training, the result will be either you die or I die.

When doing live broadcast, first of all, we need to train. If you don’t have live broadcast software, just turn on your mobile phone and do a recording exercise first, make an opening statement, introduce yourself, and see if you can follow it down, or put the product, Tell the brand again. My suggestion is, first of all, for your first live broadcast, don’t target customers first. We all have family groups. You can put the live broadcast in the group so that everyone can experience it, or put the live broadcast in the best place for you. You can simulate and practice with your friends. After that, you ask these people, what suggestions do you have? Whether tools are important or not is important, but tools are not the core, talent is the core. After testing, you can gradually improve yourself.

Q:6. Which products are better for live streaming of products?

A:

First of all, it is not divided into several products, but there are at least 4-5 categories, because some are single-brand live broadcasts, and some are live broadcasts of several categories in your store. There are many live broadcasts of Li Jiaqi and Wei Ya. There are several to twenty categories, as few as seven or eight categories. There is no absolute, because some products are particularly easy to sell, or there will be more new products that have just been launched. There is no special case in this case, at least you have a single product. It can also be done with two or three brands.

Q:7. What should I do if I can’t start pre-sales?

A:

The first time I did the pre-sale, the effect was very good. The second time I did the pre-sale, it had some effect. The third time I did the pre-sale, the fourth time I did the pre-sale, the temperature was gone. If the pre-sale is not good, it is not that the pre-sale itself is bad, but that the traffic pool is not large enough. You have a group of 300 people. You do the first pre-sale and buy everything you need to buy. Then you do a pre-sale in this group for the second time. Well, you buy again and do the pre-sale for the third time...

Private domain traffic is like your pond. The pond is only that big, and there are only so many fish. Once it declines, it will be exhausted again. So, in the end, pre-sales will never go well. The only thing you have to do is to do fission. Go multiply. If the pre-sale is not done well, it means that you have too few fans. One group becomes two groups, three groups, or four groups. Whether there are new friends in these groups, no matter whether you Whether their products are new or old, they are all new to them.

Q:8. There is a lot of inventory. What should I do?

A:

recommends more live broadcasts and more clearance sales every day. There is a lot of inventory at this time. My suggestion is that in March, if you can clear the stock for a flash sale, do it because the epidemic will basically gradually improve after March. At this time, we will sell at the regular price. You can’t always do it. They are all selling old goods, so I will clear out all the inventory as much as possible in March, deal with some best-selling models, and keep some models if they can be sold.

Q:9. What do you think of these current platforms with business models?

A:

is a live broadcast platform, and there is no business. Why do you say this? Except for Douyin and Kuaishou, platforms that attract traffic have capital behind them. General live broadcast platforms simply cannot afford to burn this money. When I was working as Inke in 2015, how much was the monthly traffic fee for Inke? 5,000 yuan, 600 million yuan is burned in a year, and these 600 million yuan are not given to China Telecom or China Mobile, but to the backend servers. The bigger the platform, the more money will be burned, because the traffic will be very expensive. Nowadays, the mini programs produced by WeChat have to have models. A few hundred yuan, or even thousands of yuan, will basically be burned for a live broadcast. For small programs under WeChat, they must use business models to expand their technology and data, and rely on the effect of fans to provide financing and endorsements from their bosses to make money. If they make money through live broadcasts, how much can they sell? All money is lost. Without a business model, they cannot survive. Unless you find Jack Ma, Ma Huateng, and Ren Zhengfei to invest money in you, you can survive. Otherwise, many platforms cannot survive. .

The above is the essence of the content compiled by the editor based on this live broadcast speech of "Mr. Xiaomi". If you have different ideas or voices, please leave a comment. At the same time, we also welcome and sincerely invite people of insight from all walks of life to speak out. Although the experience of successful people cannot be copied, it can be used for reference. Although it cannot be imitated, it can be learned. In difficult times, the most difficult thing is not to move forward or to stop, but to know where to stop while moving forward.