Editor’s Initiative: Under the epidemic, live band is extremely hot. Whether it is a live broadcast of the net red belt or the owner of the company, the five flowers are all. Why is so many brands start broadcasting goods? Don’t you really make money? After two or three years of ultra-high-speed development, what is the live band industry? I believe that everyone is very confused, this article launches these issues, and interested friends will come and see.
China’s Internet is a tone, and the Chinese smell is also unusual, not so much curved, as long as you look at the new track that can earn big money, you will have a big capital and talent. The live broadcast of the year has become the biggest wind.
From the four major portals, 3Q wars, thousands of groups, taking a truck war, takeaway war, as long as it is a new style of the Internet industry, it is not attractive to capital, useLoswardlyMethod, wait until the circle is almost the same,I smiled and waved the sickle to start cutting the leek.
Recently a hot text"The end of the Internet is e-commerce"Detached social networks, from traditional Taobao Jingdong spent a lot of new hanging tricks, WeChat, Xiaohong book, drip, Zhizhi also started to sell, even the APP of the country is gradually played in addition to their business business. E-commerce business.
During this time, the live broadcast of the firewood is not much different from well-known anchor Zhu Xihui (Sydney), Lin Shanshan is suspected of stealing taxes, and the two need to pay taxes, and the retaining gold is fined about 65.55 million yuan and 27.67 million yuan. With such a high tax and penalty, then business revenue can know that it is calculated as a billion.
Well-known entrepreneurs believe that many people have heard of many people.Luo YonghaoThe wind is from the water, and the three-year payment is 60 billion debt.Li GuoqingSelf-proclaimed department store rivers and lakes, it is good.Yu MinhongExit the field of education, with the most core hundred teachers temporarily "transfer the agricultural products" e-commerce industry.
After two or three years of ultra-high-speed development, what happened to live goods industry,Today, Xiao Ge will talk to you through some things you see.
First, from the object to be gathered, to people with a population, from the core of the product into traffic
Twenty years ago, on the shelves of the supermarket, various items were placed in a variety of goods. They were placed in order, and they were placed in a row of food, restaurants, tools areas, snacks, Hardware districts, etc.Each item has been labeled with respective tags.
Today, when people put more time on the e-commerce platform, when you open a shopping app, all kinds of different goods are lost in front of you, even if the live broadcast, you can still do thousands of people.Because everyone has been put on their respective labelsYou are a quaternary girl, I am a middle-aged uncle, she is an old age retirement worker.
If you still have a good job at this time, you don’t know how to get appropriate users, that business is estimated to do for a long time.
You must know that in today’s era, production capacity is basically excess, people’s shopping needs are no longer there, but it is good, I don’t like it. Whether it is wholesale or retail, you mustTake the potential customer for the first principal, Under the premise of exception of product quality,Thinking the path of communication is the right thing.
A friend of Xiaogong is a golden Chinese. There are many relatives in the local area to be a supply chain. I think that I can live in the goods, so I have three teams, and each team is five people. It has been done for half a year, loss More than 100,000, usually selling seasonal products, each product is started, sold for a while, rewinding the new product in the past season.
Occasionally, but it is not sustainable, continuous replacement, and for the company, there is no user to precipitate. It must understand that the live broadcast must understand: Sell is only a means of changing, and the traffic is the key.
Tophbus,7 points, 3 points to do, More flowers are put on the choice, rather than selling what to sell, to drive the preferences of fans, and study the psychology of fans to improve the entire selection system.
Second, the conversion rate of live broadcast goods is not as high as you think
Live e-commerce is mainly interested, by stimulating user shopping interests, the conversion rate will be low compared to traditional shelves search for e-commerce.In stock first and then invited to buywithFirst buy a reappearanceIt is a completely two different shopping logic, which is also the greatest reason.
A friend of a brand is from Taobao. In the past two years, it has built a team to make a trembled live band, according to him,There is only one bit number in the conversion rate of hanging, and Taobao’s conversion is two digits.
Raminated this content platform has large traffic,But there is no shoppingTherefore, it is relatively difficult to convert to shopping.
Compared with Taobao, the live band of trembling is more needed to set up IP support."Without quality content, do not do the essence of live goods."
From avatar, nickname, personal introduction, short video content, top picture, shop score, user evaluation, will affect the conversion rate between live broadcast, which is determined by the platform "interest e-commerce", which is more than Traditional e-commerce has moreImpact factor.
Brand’s friends think about a lot of ways, please come outside the company to lecture, how to promote the employees of all business lines to improve business KPI, after three times, improve the improvement, and finally gave up from the outside The proposal of the helper, focusing on internal replications and uses the reward strategy, and the effects currently achieved are not bad.
Third, there is traffic, it is not necessarily successful, and the user is precise is the fundamental element.
Now as long as you do live goods, you want to do it, you must buy traffic, traffic is very mystery, as long as you spend money, traffic is basically coming in, but as can be transformed, except for an excellent pitcher, you have to watch live The overall undertaking capability.
Generally, a live broadcast should build dozens of plans, each plan is a bit different, is to identify the most accurate traffic, and after dozens of games, maybe you can find the best part of the traffic.
I have heard a point of view recently.channelIt is the scale of precision users.In the eyes of the little brother, the perfect channel is the right user to enter the live broadcast between the right time to see the items of interest.
So the little brother said that the live band is a time and space, there is no previous demand, and it will not come to the transaction of this life.
What we have to do is let users talk, of course it is impossible to use mouth, but use behavior, transform behavior into data, and the common hobbies they have, and take the user common psychology, you can set it in user orientation. When it is very accurately removed from users who belong to high conversion rates.
Fourth, the key to grasp the traffic is to activate the desire
You must have heard that the live ROI of some industries is only 1 point, that is, the order is stable, but according to the truth of "buying is not as sold", the merchant wants to make money, earning it is repurchant. money. Friends with a snack industry, they are in the live broadcast, except for selling,Very focused on booting users’ repurchase behaviors.
The most original method is of course adding attention, adding the fan group, when the next time, the system is recommended when the software is just opening the software.
Then it is a fan group, whether it is an official group, or a private domain, you must do it, or even mailing goods can also guide the fans, using professional software, do word of mouth and content, and brush the existence from time to time. , Fans have demand, I will think of your goods in your home.
Finally, it is also a commodity pricing strategy. How long after a purchase, you can get some equity, whether it is cash reward or member welfare, you can try it. If you can build a member system, then it is fine.
5. Final: Any industry, only becoming the head to live best
In this era of all things, I recently saw that the lawyers were broadcast live, Double Eleven Li Jiaqi and Wei Ya’s record believes that as long as it is in this industry, the third place and the results after the backup, do not The value is mentioned.
Once a certain industry is overheating, people go too much, and finally the winner will have one or two, then the extra talent will be surplus, the inner volume will be produced, the word inner volume has been deeply rooted in the heart, even Internet big factory, don’t work hard, I am really afraid that one day is optimized. How can I be steady on the Diaoyutai, not the fish on the cutting board?
Winner is eaten, in any industry, in addition to some national monopoly industries, other industries, a large or secondary world is the most common, and the Matthew law tells us that strong people are constant, so,Only becoming the head to live best.
Individual is also the same,Become the ultimates of a certain fieldIt will be steadily sitting on the Diaoyutai, a technology, whether it is working or entrepreneurship, you can hold the sky.
This article is originally published by those things in @ Internet traffic.
The title is from PEXELS, based on the CC0 protocol.