[100 Douyin live broadcast industry professional terms]
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Live Team
1.Assistant broadcast: is also known as "sub-broadcaster". It cooperates with the assistant of e-commerce anchor in the live broadcast room. It is responsible for assisting the anchor to supplement product information points, answer user questions, guide attention, introduce the ordering process, and assist in mobilizing the atmosphere of the live broadcast room. Be a temporary anchor when the anchor needs to leave.
2. Central Control: Responsible for the operation of the center console during the live broadcast of , such as listing products, modifying prices, red envelopes and coupons, statistics of winning fans in the event, pushing videos and patches, and cooperating with the anchor to help mobilize the atmosphere in the live broadcast room.
3. Operation: is the "director" of the live broadcast room, responsible for organizing the team to select products before the live broadcast, and formulating live broadcast gameplay, process and content. Responsible for monitoring real-time traffic and data during live broadcast, adjusting the live broadcast rhythm in real time according to the live broadcast situation, and guiding the work of personnel in each position. After the live broadcast, we are responsible for organizing the team to review the live broadcast, optimize the live broadcast effect, and propose solutions and suggestions.
4. Customer Service: cooperates with the sales of the live broadcast room and interacts with fans online; is responsible for fans' pre-sales questions and answers. As well as after-sales delivery arrangements, fans' after-sales problem solving, etc.
5. Delivery: is responsible for the delivery of paid advertising in short videos and live broadcast rooms, and is responsible for the delivery results. Before the live broadcast, a delivery plan is formulated according to the situation, and the delivery data is monitored during the live broadcast, and a review and summary is conducted after the delivery.
live room data
6.GMV: Gross Merchandise Volume refers to the total transaction amount.
7. Customer unit price: The average transaction volume of each customer . The calculation method is: Customer unit price = GMV/Total number of customers who have consumed in the live broadcast room.
8.ROI: Return On Investment, refers to return on investment .
●Live broadcast room ROI is divided into two types: "comprehensive ROI" and "release ROI".
●The calculation method of comprehensive ROI is ROI=sales/single-field input cost. For example: the cost of a single live broadcast is 20,000 yuan for pit fees + 50,000 yuan for investment, and ROI guarantees 1:2, which means that the product sales are guaranteed to be 140,000 yuan.
●The calculation method for ROI is ROI=sales/single-field delivery cost due to ROI. For example: if a single live broadcast is 50,000 yuan, the sales generated by the release is 100,000 yuan, and the ROI of the release is 1:2.
9. Number of people online: At the same time, the number of users watching the live broadcast room.
10. Live room PV: Number of visits to live room. If a person enters the live broadcast room repeatedly, it will lead to an increase in the PV value.
11. Live room UV: Unique Visitor, refers to the number of visitors to the live room.
12. Live broadcast room UV value: is the ratio of the overall market view and sales. Calculation formula: UV value = sales/time visitors. For example, the overall view of a single live broadcast is 10,000 people, and the GMV of this broadcast is 20,000 yuan, and the UV value of the live broadcast room is 2. The higher the value of UV, the higher the value of the user is, the higher the value of the live broadcast room. In contrast, the platform is more willing to promote streaming to such live broadcast rooms.
13.CTR: Click-Through-Rate, refers to the click-through rate or point-exposure ratio. For live broadcasts, it refers to the actual number of clicks (strictly speaking, it can be the number of destination pages) divided by the impression of the ad.The higher the click rate, the higher the attractiveness of the live broadcast room content/product to users.
14. Per capita online duration in the live broadcast room: The average length of time the users stay in the live broadcast room is one of the important indicators in the live broadcast room.
15.ATV: The average number of people online in the live broadcast room of .
16. Popularity Peak: refers to the highest popularity peak data in a single live broadcast.
17.GPM: The average total amount of orders placed by every thousand viewers in the live broadcast room is often used to measure the sales ability of the live broadcast room.
18. Live room popularity: the number of online people displayed in real time in the upper right corner of the live room page.
19. Product impressions: The number of times the product is displayed to the user. Pop-up windows in the live broadcast room and users clicking into the shopping cart to browse the products are all considered displays.
20. Product clicks: After the product is displayed to the user, the number of times the user actually clicks on the product, that is, the number of times the user clicks on the product to enter the product details page. It reflects the attractiveness of product display, products, prices, etc. to users.
21. Conversion rate: refers to the proportion of the number of orders sold in the live broadcast room and the number of people entering the live broadcast room to watch. It is one of the important indicators in the live broadcast room.
●Where natural traffic conversion rate = number of orders generated through natural traffic / number of natural traffic views. The natural traffic conversion rate eliminates the impact of paid traffic and only evaluates the conversion generated by the natural traffic in the live broadcast room, which can best provide feedback on the "hard power" of the live broadcast room.
●The conversion rate of single products is for later product selection and arrangement. The overall conversion rate affects whether the Douyin platform will promote natural traffic to the live broadcast room in the later stage.
22. Fan conversion rate: is also called "return rate". It is the ability to convert new fans during the live broadcast room, reflecting the attractiveness of the live broadcast room's people and cargo yard to strange users. Response conversion rate = total number of new fans/viewers.
23. Weight: refers to the traffic level of the live broadcast room. The higher the weight, that is, the higher the traffic level, the more traffic the platform pushes. The factors that affect the weight of the live broadcast room are:
●Live broadcast duration and frequency: For new accounts, it is broadcast steadily every day, with each live broadcast for at least 2 hours;
●Average stay time: Among all interactive indicators, stay is the most basic and most important, because all data generation must be based on stay.
●Interaction rate: including comments, likes, followers, joining fan groups, sharing, etc., among which comments are greater than likes, but weaker than following, fan groups, and sharing.
●Conversion rate and UV value, etc.: This is the "trading indicator" of the live broadcast room, which means that the live broadcast room can effectively use traffic and can bring profits to the platform.
24. Hourly list: list calculated by one hour, counting the ranking of the live broadcast room with the most gifts received within that hour.
25. Live Plaza: is the system display page where all anchors can theoretically see the covers of the live broadcast room, and is the main page of the Douyin APP live broadcast section.
live product
26. Six major standards for product selection: high cost-effectiveness (performance meets expectations but price is lower than imagination), high appearance (select the best among the same category/price), easy to display (products that can establish what you see are what you get" expected), products that are not picky (can be used by all young people), non-planned consumer products (will not be proactively searched, but will be attracted to see it, and a urge to buy), quasi-hot products ( life cycle earlier).
27. Drainage model: is also known as "hook model". The function is to attract traffic and attract stays, and at the same time establish the initial trust of new fans in the live broadcast room and the anchor. For example, some live broadcast rooms will use products with prices as low as 1 yuan or even 0 yuan. These are traffic attractions to help the live broadcast rooms attract new products. Of course, the prices of traffic diversions are different depending on the sales category, brand and fan positioning of the live broadcast room.
28. Welfare: is generally provided when doing activities in the live broadcast room to give back to fans and guide interactions. Very cheap product compared to other sales channels.It can also be called "event money" or "fans". The function of this type of product is to enhance the stickiness of fans, improve the retention of fans, attract fans to stay, and guide interaction. There is no fixed requirement for the time when welfare products are sold and put on the shelves. They can be launched from time to time during the sales process according to the planning of live broadcast content.
29. Acceptance model: is also called "transitional model". It is launched after the traffic diversion model, used to undertake the traffic in the live broadcast room, to lay the foundation for the price of hot products or profit products. The price of transitional products will be higher than that of traffic, and the profit will be higher than that of traffic. The launch of transitional products is usually after the traffic diversion, before the hot or profit-making products are sold. For example, after the live broadcast room is 9.9 yuan, the price will be 19.9 yuan and 39.9 yuan, and the price will be 59.9 yuan and 89.9 yuan.
30. Hot product: is a product with very high sales volume and even in short supply in the past sales process in the live broadcast room. The function of this type of product is to increase conversion rate.
31. Profit: is also known as "high price". The product starts with profits and the profits of live broadcast sales are high.
32. Standard product: products with unified market standards, with transparent prices, such as mobile phones, computers, home appliances, etc., all belong to standard products.
33. Non-standard products: products with no clear specifications and models, such as women's clothing, women's shoes, etc. Because the product style, creativity, service and quality are different, the price difference is large.
34. White Brand: The relative concept of the brand of the live broadcast room. It refers to products produced by some small manufacturers without brands; or products that have not been promoted on the Internet and have no popularity.
35. Brand special session: anchor and brand cooperation live streaming special session, that is, this live broadcast only sells products of the brand.
36. Live broadcast of the field (mixed live broadcast): anchors bring products from multiple brands in a single live broadcast.
Live operation
37. Algorithm: The computer system used in the distribution, management and evaluation of short videos or live broadcasts.
38. Blue V certification: Douyin official account real-name authentication is only for enterprises and individuals cannot apply. Directly verified by Blue V through the Douyin APP, the platform will charge 600 yuan. Content that is certified after the Blue V number will be easier to pass the review, and the platform will be more inclusive of Blue V number.
●At present, if you open a Dou store first, after the Dou store certification, you can go through Dou store to authenticate Blue V for free. Method: Doudian backend - store settings - store official account - certified blue V enterprise account. After submitting the certification, the Blue V will be activated after being approved. Note: After applying for and binding to the store, it cannot be unbinded or changed.
39. Account tag: Douyin algorithm filters and classifies the account based on the account video or live broadcast of the user's tags, and pushes it to users who are interested in video/live broadcast content. The label is clear, and the video will be quickly seen by the target user after being released or live streamed.
40. Account information changes: Douyin account nickname, avatar, personal signature can be replaced more, but there is a limit on the number of changes per month. Multiple changes will affect the weight of the Douyin account and the system's identification of the account label, causing Douyin's traffic limit, and it is impossible to attract traffic outside the site on the personal information page.
41.SKU: Stock Keeping Unit (inventory unit), the original meaning is the unit of inventory in and out. Now SKU refers to the abbreviation of the unified product number, and each product corresponds to a unique SKU number. In other words, an SKU refers to a single item of the same color, same style, same quality and same specifications. If a product has three colors, it is equivalent to 3 SKUs.
42. Xiaohuangche: one of the three major conversion components of Douyin live broadcast room. The shopping function of Douyin live broadcast room is carried out through the product window system. After the anchor adds and sells products in the live broadcast room, users in the live broadcast room will see the "Little Yellow Car" and click to view and purchase the products. There are generally no geographical restrictions on the purchase of products on Xiaohuangche Live, and can be purchased nationwide.
43. Little Windmill: is used for Douyin enterprise Blue V users, mainly selling virtual products. Allow offline traffic drainage and support regional precise traffic recommendations. For example, local catering merchants can sell group purchase coupons through small windmills. After purchasing small windmill products, users can enjoy the right to refund at any time and automatically refund after 30 days of expiration. Small windmills are commonly used in local life catering group buying, customized service appointments, virtual products (knowledge payment), etc.
44. Xiaoxuehua: TikTok third-party mini program, similar to a third-party mini program based on WeChat, and its functions can be developed by yourself. Take the Douyin open platform interface.
45. Douyin Store: is a platform for selling goods provided by Douyin e-commerce for merchants, similar to the nature of Taobao stores. After the store is opened, the store can be displayed uniformly in other applications of the Toutiao system, such as Toutiao, Douyin, Volcano, etc. Fans can shop on these platforms separately to complete a closed loop. Currently, only corporate merchants are allowed to settle in (limited liability companies, individual business owners), and Douyin does not support opening stores with personal ID cards for the time being. Tip: If you apply for closure after the Douyin store is opened, you need to apply for registration again after 180 days (6 months) after the closure.
46. Douyin Store DSR: The DSR (Detail Seller Rating) of Douyin Store are: product division, service division, and logistics division.
●Product score: the degree to which the baby matches the description.
●Service points: the seller's service attitude.
●Logistics division: logistics service quality. The dynamic ratings of the above three combinations of Douyin Store help users to understand the store’s service evaluation in a timely manner.
●The starting point of DSR is 5 points, and the average value of the positive and negative reviews given by all buyers is the store's DSR score. The general calculation period is 60 days, which is the evaluation value from the previous day to the first sixty days. The store has a high DSR score, and the rights you can obtain are:
✔ Shop products can enter the Selected Alliance: If the store score is above 4.5, you can apply to enter the Selected Alliance, and if the store score is below 4.5, you will be cleared by the Selected Alliance. If the store is cleared three times, the Selected Alliance will no longer be eligible for application. After entering the selected alliance, more powerful experts can help the store bring goods.
✔Shop upgrade: Doudian has an upgrade scoring system. After the store is upgraded, the platform will reduce the value of the store's points and increase the store's net profit.
✔ Improve order rate: The DSR rating system allows buyers to understand the advantages and disadvantages of the store’s products more intuitively. Judging the quality of the store’s products through everyone’s evaluation and store ratings. Stores in high-rated high-quality rating areas will increase the conversion rate of the store.
✔ Traffic skew: For stores with high ratings and increasing sales, the platform will have traffic skew. When live broadcasts and buyers search for product peripherals, they will increase ranking and increase exposure.
●If the store’s DSR score is too low, the platform will issue a “rectification warning”. If the average score of the three items is less than 4.0, it will be cleared by the platform (banned). After being banned for the first time (half a year later), you can apply for lifting the ban. After a second ban, it will be permanently banned, and products with the same name cannot be selected as Douyin store platform again.
47. Category deposit: Douyin store’s main business category pays a deposit. The margin for ordinary orders ranges from 200 to 20000 depending on the category. The margin for advertising traffic orders is from 50 million to 200,000. When paying the deposit, please note: If you choose multiple first-level categories, the deposit will be paid according to the maximum margin corresponding to the selected category. If it is a new category and the corresponding margin is adjusted, the merchant needs to pay the margin. There are only two situations for refund of margin: the store is cancelled and closed or the category is adjusted to refund the difference.
48. Freight Insurance: Return freight insurance is a compensation insurance service that helps buyers appropriately reduce losses. Douyin store merchants can improve the overall conversion of the store by opening "freight insurance". Opening method: Doudian - Shop - Merchant Protection Center - Return freight insurance - Join now.Merchants need to pre-recharge the premium when opening freight insurance. You can choose WeChat, , Alipay, and corporate online banking. The premium is charged on the order. After each physical order is confirmed online for shipment, the system will automatically deduct the premium from the pre-recharge amount. If the shipment is not delivered, no premium will be charged. The seller clicks "Confirm the Shipping" and generates an insurance policy, and the insurance will take effect. After opening freight insurance, if the merchant does not want it, he can withdraw at any time.
49. Juliu Baiying: is a one-stop comprehensive product sharing management platform based on short video/live broadcast content display, sharing product scenarios, and thus gathering and linking content creators, merchants and institutions. It has functions such as management agency experts, management and promotion products, recruitment planning activity management, address management and other functions. The four main functions are: window product management, live broadcast room product management , overall transaction data management, and live broadcast data management. Unlike third-party data systems such as Feigua, Juliubai should only support viewing the account's own live broadcast data.
50. Reputation points: means the reputation points for the reputation of the expert. Each account has a reputation score. It is an evaluation rating based on the platform's comprehensive calculation of multi-dimensional data such as evaluation, after-sales, complaints, etc. of the products shared by the account. It reflects the quality and authenticity of the goods sold by the account and is one of the important indicators of the account. The full score for reputation is 5 points (5 stars), and the reputation score usually reaches more than 4.8 points, otherwise it will affect the entry of free traffic. If the account is less than 4.6 points (inclusive), the account starts to limit the current, and the lower the score, the more limit the current. If the live broadcast room is less than 4.0 points (inclusive), the paid delivery will be prohibited. If the reputation is too low, it can be gradually improved after a period of operation through "selling good goods, doing good logistics, doing good after-sales service, and not exaggerating publicity".
