Net Red + Live Broadcast How To Play Taobao Like Zhang Dayi Sydney?

In Taobao women's clothing, red shop is the first to use live broadcast for the store drainage, and quickly produce the effect of the business, "activity + live + Red Man" way let the red man live to produce a beautiful pcript.

"New force live" is no longer aimed only at the live broadcast of the red people, but through the regular new businesses, so that more businesses can participate. Ordinary sellers can draw lessons from high-quality live scripting and cross border cooperation.

To decompose the new business process, we can divide the live broadcast into three stages: preheating, new and after sales, and integrate these three stages into the live broadcast.

Wang Huoguo took a self timer pole to roam in the roppong belt, and song song ran to the clothing store in Tokyo street to decorate the window with his shop clothes. He went into the bamboo shop to search for the local special products. He succeeded in persuading a girl to put on the clothes of her shop in the street. When the red man crossed the streets of Ginza in Tokyo, the "billowing Tokyo" plane billboards echoed with the subway.

In September 20th, 5 Taobao red men came to the streets of Tokyo to complete the designated task of 8 minutes per person. The theme of "dash Tokyo" was broadcast live by Taobao.

In the evening live show, the first cross border live broadcast form was adopted by VR and red people.

Today, direct seeding is a bridge that businesses try to connect products to consumers. When Taobao broadcasts live shops and commodities, the direct seeding is becoming more routine and routine.

The live broadcast studio is no longer confined to a simple fitting room, jumping from indoor to street, and even splitting into more imagination.

Red man + live broadcast

In Taobao women's clothing, the red shop is the first to use live broadcast for the store drainage, and quickly produce the effect of the business, in addition to the daily independent live play, combined with "activity + live + Red Man" way let the red man live to produce a beautiful pcript.

At present, there are three ways of organizing live broadcast activities: live broadcast, live broadcast and live broadcast.

Among them, the clothing iFashion business activity broadcast the biggest momentum, with thematic activity play.

The activities are based on iFashion brand tonality, and are divided into upper and lower lines.

IFashion as

The biggest explosive force comes from Shang Xin. Taking the new power week as an example, it combines the characteristics of merchants and divides seasonal activities into seasonal activities in new districts.

In August 22nd, the new force, Zhou Zhong, was the first to broadcast live broadcasting to such a platform.

From the new live broadcast of the new force Zhou Qiu, Zhang Dayi's single live broadcast has 310 thousand viewing times, and it is the red man who gets the highest UV in the event.

And Sydney broke 280 thousand of its double 11 last year in the first hour of live sales, with the highest single observer and the longest watch per person.

In order to make the live broadcast more routine, September 12th opened.

The live broadcast activities are divided into three live modes with new line, holiday line and cross boundary line.

In this field, 8 sellers of TOP10 sold the new live broadcast.

Among them, the first time to participate in Taobao live broadcast of the red man Zhou Yangqing, compared to the shop on a new sales volume increased by 5 times, with 100 thousand people watching to rush to the first activity.

From the two live broadcast data, Taobao's live broadcast can better combine the shops and goods, and the direct purchase of direct broadcast is more direct.

Daily live streaming can be more fun.

The way of "live + Red Man" has amplified the influence through activities. In order to allow more businesses to participate, the live broadcasting activities of iFashion's markings have brought more businesses.

In September 19th, the theme of "dare to tide Tokyo" was broadcast on the streets of Tokyo.

In order to increase the product style and the richness of the category, the main business is divided into two batches.

The first group includes 8 businesses, including the big business, the chief model, the stubborn, Wang Xiaodu and the Xiaobu shop, which include men's wear, women's wear, bags and so on.

In the early days of pmission, the 8 businesses provided products, and the platform was used to shoot flat propaganda, from single products to shops.

The second batch of merchants is mainly based on the red people. Combined with the fashion style of Tokyo, a group of red people with high temperament and coordination have been selected.

Among these 12 businesses, there are 3 global buyers and 9 red shop, including Mo Xiao Bai, Song Song, Wang chafing dish, cherry seed and so on.

During the preheating period, poster poster placed on the front pages of these stores attracts attention and interaction.

At 8 a.m. on the morning of the event, advertising was launched at Ginza in Tokyo to form two reflux.

After 14 hours of uninterrupted live broadcast, a red cast was broadcast every hour, of which 5 were mainly red men. There were film crew and group.

These red men have to do some challenging tasks, such as going to the Ginza building, decorating shop windows, going to the high street platform of rpnu wood, or carrying out the discussion on the street in the street.

With the live broadcast, iFashion is in.

At the same time, the "Tokyo tide I see" shopping activity at the same time was launched. After 14 hours of rolling live broadcast, more than 1 million 650 thousand people watched the event.

At the same time, the event also led to the participation of some 8 000 shops with characteristics and 150 thousand new products in autumn and winter.

According to Xiao 2, who participated in the event, Tokyo's live broadcast on the streets is the second landmark after iFashion's launching "Shanghai tide Wo".

The trend culture and fashion sense of Tokyo is closer to the trend of domestic young consumers. By combining with the landmark activities, iFashion tries to guide young people's interest in the tide flu.

The live broadcast of the red man has driven the desire of Taobao clothing merchants to broadcast live. Therefore, the platform has been launched on the platform to help businesses to broadcast live, "new force live".

This column is no longer aimed only at the live broadcast of the red people, but through the regular new businesses, so that more businesses can participate.

Ordinary sellers can draw lessons from high-quality live scripting and cross border cooperation.

In September, the insect joined Wen Yi to launch the KOL joint product, and preheating and adding new products through live broadcast, using the influence of KOL itself to enhance the brand image and the stickiness of fans.

After working together to identify and prepare products, the worm made a plan to broadcast live in advance 2 months ahead of schedule with the theme of "re love yourself".

In the early days, the store was preheated through the store's home page and micro panning, and Wen Yi also made some related information in advance in micro-blog.

On the day of live broadcast, we introduced the product, topic and topic exchange in the form of dialogue between the founder of insect and Wen Yi.

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This live broadcast is also different from the way of direct broadcasting by mobile phone directly, using multi camera shooting and multi shot switching to enhance the clarity of the picture and increase the sense of three-dimensional.

Live broadcast is also interspersed with short videos of filming products, making scripts and images more visible.

In addition, businesses can also make scripts based on their own store location or product characteristics.

For example, there are high-end customized sellers, production processes and some products from France, will be placed in the production site of France, to the factory to introduce fans to the production process of the product.

How do ordinary businesses play?

The live broadcast of red man emphasizes personal charm and amplifies live influence with activities.

In addition to having the natural fans' attributes, the red people's key to winning is the red people's ability to describe and display products, control the rhythm of new live broadcast, and guide the exposure and purchase of products.

To decompose the new business process, we can divide the live broadcast into three stages: preheating, new and after sales, and integrate these three stages into the live broadcast.

Pre warm-up: at this stage, we should enhance the familiarity of fans to the products. We can proceed with the preparation products at the same time, flexibly change the stocking status from the fans interaction, advance the payment and pricing in advance.

When the product volume is determined, the first batch of single quantity and supplement information of each product can be disclosed in advance, and the fans' sense of crisis will be increased, and fans can be prepared to rush to buy.

The warm-up period is not suitable for pulling the time too long, keeping up with the new early spoilers.

On the new day: this stage focuses on guiding fans to buy, combined with user needs to highlight the characteristics of goods.

Reasonable adjustment of product mix, combination of basic funds and image funds will help you to introduce products to each other. The foundation can be repeated and recommended. When you recommend the relevant products, you can add product links to the live page, and you can buy them while you look at them.

At the same time, coupons are released at all stages of live broadcast, increasing interaction and lengthening the viewing time of fans.

After sale service: this stage focuses on information synchronization. If we use pre-sale shops, we can synchronize production information at this stage, such as when the product will arrive, explain why it takes a long time to wait for delivery, etc.

Use professional knowledge to increase user trust and comfort.

Different live broadcast channels also have different functions. The micro live broadcast is mainly based on live broadcast, and is used for maintenance of old customers. Taobao live broadcast can combine more column live broadcast and live broadcast to attract new users.

The above is a new entry point for live broadcast. We can try to broadcast live columns with higher thresholds and increase the influence of live broadcasting.

And the live broadcast of the column needs to have high-quality footwork, personal participation and importance, as well as the data performance of Taobao's live broadcast in the past.

The live broadcast of the wave is seemingly simple and arbitrary, but it needs the ability of planning scripts, professional operation and continuous output.

In the homogeneity of the obvious live broadcast, the industry based live broadcast is a good tool to help shop upgrading.