The development of live e-commerce, there are still people who doubt the value of live e-commerce, and hesitate to do it or not.
But I think for all sales and communication companies, there is no choice. At the moment when Douyin became a national-level app, it was decided. Even if you don't believe it, you still have to deploy it.
Although live broadcast e-commerce can theoretically be seen by users across the country in a live broadcast room, it also turns the offline 3km competition into a national competition. User demand is so great, one trades and the other grows, some people always lose money, and some people take advantage of it. There are those who live a night of Xiaofu, and there are also many who are lonely all night.
Therefore, live streaming e-commerce is not a business model that makes a profit without losing money. This is a bloody rule, which was obtained by the bloody lessons of countless live e-commerce practitioners who left the show.
When it comes to live broadcast, you have to mention "people and goods market". These three words have been mentioned since the era of traditional e-commerce (Taobao, Tmall) and are still being mentioned. Obviously, this is not because all practitioners are lazy together, but because these three words can be dug deep. Staffing, live broadcast scene creation, live broadcast selection and arrangement all affect the flow and conversion of the live broadcast room.
01
to do what the platform most wants to do,Make the platform inseparable from you
Although for the platform, whether it is a small user or a big player, it is not indispensable. But at a relative level, we must try our best to do what is less easy to be abandoned, even if it is just to exchange traffic with the platform.
Let me give you a model first: traffic level three rocket
_ _4span_u85 Level 2: Precipitating the business scenario of a certain type of user
Level 3: Profit center, complete the business closed loop
Level 1: Short video, keep high-frequency traffic
_span6 _uspan6 p third level: e-commerce live broadcast,To undertake the traffic of short video and live entertainment, complete the final closed loop
From the platform algorithm, we can also see that Douyin’s requirements for each level: p _strong52span1 span2 span4 _span4 p6span4. short videos mainly watch completion rate , a high completion rate means that users like it.
2. entertainment live broadcast mainly depends on stay _strong_strong and _strong4span_strong_strong. Channel. If you can attract users, stay there, and make some gifts, the platform can't love it any more.
3. e-commerce live broadcast main test conversion ,If the conversion is not good, the traffic allocated by the platform is wasted.
02
When I came up, I was hit by reality. The current live broadcast e-commerce still continues the e-commerce "explosive product" logic. A good product will drive the GMV of the live broadcast room to a higher level. And without a good product, unless there is a cliff-like price break, it will be difficult for the number of people in the live broadcast room to exceed 20 people online. Of course, explosive products do not guarantee the rise of a live broadcast room. It is very possible that you made your own hot items that day, and your peers will use your hot items as their own drain money that evening to wash your fans and cultivate your own hot items. Especially after the integration of platform launches, there is a function-to select peer live broadcast rooms. Before that, basically you beat you, I beat mine, and everyone can only snatch some traffic from the other party’s live broadcast room. After the emergence of this feature, all the live audiences became "transparent", everyone was in the spotlight, and the cakes began to be distributed to users.
2021/09/07—2021/10/06 the proportion of live streaming hot-selling categories (data source: flying melon data)Commodity categories are not arbitrarily selected. The women's clothing category best meets the selection criteria of high-frequency rigid demand, but just because everyone knows that this category is easy to do, the competition has become particularly large. For the selection of women's clothing, once the selection is good, a live broadcast can be sold out; if the selection is not good, you will be in a daze with the data that does not fluctuate very much. In the end, you can only choose between inventory and profit distribution.
From the perspective of high-frequency just-needed standards, there are two types of low-risk and easy-to-do . In more detail, it is snacks and daily necessities. First of all, high-frequency consumption, the brand coverage of snacks is not obvious, and niche brands can also become hot-selling brands. Not to mention the daily necessities, it is difficult for everyone to think of several well-known department store brands at a time. Not being covered by the brand means greater opportunities and more traffic for everyone to grab.
And the snack scene is the office and the home, whether it is between colleagues or friends, it is a natural sharing scene. The general merchandise population is mainly female users. If it is positioned outside the Fifth Ring Road, the sharing advantage will be even greater. Low price and practical, you can place an order directly without worrying about the price.
However, now the head live room of daily necessities, although the decoration is very good, but does not take into account the step of allowing users to share. After all, the home scene is subject to certain restrictions. If users can take the initiative to share the use of goods to Moments, the traffic growth in the live broadcast room will be considerable.
03
sp span2pOnly a more suitable time. There is no omnipotent gameplay, and the same is true for time.
TikTok 10/07 live broadcast data (data source: Feigua data relative to strong _span1span
The best time is to broadcast separately at 23:55 in the evening. Because at 24:00, most of the big anchors will download, and the new live broadcast can just take over this part of the "lost" traffic after the big anchors are down. Although most of them will be taken over by mid-waist anchors, as long as they can take over and flow in, it means there is an opportunity.
The next best live broadcast time is 5:00—9:30 in the morning , this is the time period we tested at the time. From the perspective of the data market, this time period is just when the platform traffic is recovering. Thanks to the platform’s "horse racing recommendation algorithm", a wave of rapid traffic will be pushed from 7:30-8:30. Even if there is no rapid flow, it can still take a part of the flow advantage when the market flow recovers.
When we create a new account, we usually choose to test it every 24 hours. Take out several time periods with relatively good data for further testing,Finally find the best time period for the current account data. The reason for mentioning "now" is because the audience of the account is changing, and the account is also growing. When a new account grows to a mid-waist account, it must be time to retest. No one will refuse the live streaming at night. If there is, it can only prove that he did not understand the value of that part of the traffic.
04
can not let any traffic between a live traffic sources available
is a major problem, difficult to obtain , It’s hard to stay, and it’s even harder to transform. There are many live broadcast rules, and no matter how many, they will always be figured out by the industrious operators. However, the platform relies on traffic to make a living. Whenever the rules are figured out and a common gameplay appears, the platform will quietly change the rules. From sending mobile phones, holding orders, to ordering users to like and brush comments, they have all been marked as violations of interest induction.
gameplay can no longer be played, but the underlying logic of the gameplay still needs to be studied clearly. All the rules of the platform will change, but the path of "monetization" alone will not change. We say that the flow is water, and the live broadcast room is to make an opening in this river, and what to do with the water. Suppressing the bill is actually blocking the water outlet, so that the inflowing water cannot flow out. One side is constantly getting in, and the other side is unable to flow out. Then the water can do a lot of things.
If there is not enough water in one opening,Then open a few more holes. such as video traffic, traffic shared in the live broadcast room, etc. . I have seen a magical account. By virtue of the logic of counting live streaming traffic every 5 minutes, they send a video every five minutes, so that there is a steady stream of video exposure, and the live broadcast room also has a steady stream of video traffic coming in.
Don’t be afraid that the traffic of the video will be scrapped. The basic exposure of 200 per video is enough to use. Moreover, the video recommendation algorithm is separate from the live broadcast recommendation algorithm , video recommendation is abolished, and it does not have much impact on the recommendation in the live broadcast room.
05
6 , The first and second tiers of the Internet occupy the right time, the right place, and the people. Many of the resources they get at hand are beyond the reach of practitioners in the fifth and sixth tier cities. The live broadcast is also limited to a certain extent by intra-city traffic, which gives practitioners in fifth- and sixth-tier cities a starting point.
When I was in Yiwu last year,We have used intra-city traffic to sell 11,000+ bubble machines in one month. We bought a lot of this map and posted it on the wall. selects a third- and fourth-tier city location for live broadcast every day, covering the city's intra-city traffic. does not need to be placed, and can sell three to four hundred pieces a day.
06
do live, after all, "Interests"
live electricity supplier from a start location is "interested in electricity Business”, but until now, most of them are still using “marketing” to do live broadcasts. Compared with traditional e-commerce, what has changed is only from "people looking for goods" to "goods looking for people". Marketing is still marketing. The anchor is hoarse to introduce selling points, and the audience is nervous to grab the few drainage products.
I understand that the interest in e-commerce is not only to dig out the needs of users in advance, nor is it a way of entertainment + live streaming. It is similar to a live broadcast room like and 361°. The audience will stay in the live broadcast room to pass the time if they don't buy it. The anchor will be asked to recite the teacher's list, let the anchor perform their talents, and "catch the duck" in the comment area. The live broadcast room is not only a scene of selling goods, nor is it a simple entertainment live room + shelf mode. But from the live broadcast team to the audience,Everyone has the right to make troubles in a live broadcast ecosystem that has all been integrated into.
For example, most of the live broadcast rooms are now sold personally, just like you go to the supermarket to sell toothpaste and milk. Although the current data is very good, the anchor will be tired, and the audience will be tired. The most important thing is that the demand is certain. When everyone is tired, everything is over.
Buddy + bring goods, more like a kindergarten teacher with children playing games, you think you think it is what you think. After all, users will grow, and there is also an interest threshold. A single model can only attract targeted interested users.
Live broadcast rooms like Hongxing Erke and 361° are more like script killing scenes. We provide you with scenes, you play by yourself, and I will sell some products that you may use by the way. Because the game is set by everyone, there will always be new games to replace the tired games.
Author: Li Xiaopang Senior short video operation, multiple million Douyin fan account trader
.
