Small Program Live Broadcast 4 Hours Sales Broken 25 Million Dream Home Textiles Is How To Do It?

The first large-scale single live broadcast, 4 hours sales exceeded 25 million yuan, at the same time, the number of visits has exceeded 600 thousand. How did Meng Jie home textiles achieve this? What are the reasons behind the achievements? What are the future plans for direct seeding and smart retailing? Media and Meng Jie group CEO Li Jing exchanged.

　　 3. 14 live strategy: Community diversion, sorting of products, and 3 levels of strength.

Li Jing told the media that on the whole, the more than 3000 communities were directed to interact with the micro League live direct program, and then to carry out the sale through Meng Jie, a good commodity platform tool.

The strategy is fixed. Next is the selection. In the selection of products, Li Jing said that the two aspects of the live broadcast of the dream of home textiles: one is the form of gifts + spike, mainly considering the factors of gathering popularity, gifts have watches, stereo, mobile phones and other young people like home life and technology supplies, so as to ensure the whole live broadcast activity.

The other is that the live products are divided into 4 grades: low, medium, low, medium and high grade products, because the length of the live broadcast is longer, and the time and tactics of which products should be placed at different time intervals need to be different. For example, pulling sales volume requires products with relatively low price and high cost performance, which account for about 70% of the total live sales.

"The theme of our live broadcast is that tens of thousands of people rush to the factory to win the competition. The price of goods is high, and the speed and speed of decision-making are very high. In the future, we will make different live sales according to the grades and grades of different products.

At the level of implementation strategy, Li Jing revealed to the media that efforts were mainly made in three aspects, namely, direct broadcast, live broadcast and external community assistance.

In the early stage of the live broadcast, the community was purchased, and the purchasing power under the line was transformed to online. The whole live early stage relies on Meng Jie's franchisee store guide shopping development community, shopping guide and consumers are one to one way, the quality of such sales is relatively high. Shopping guides can enable members of their own communities to see live content and merchandise, so that they can make quick turnover in the community.

On the day of the live broadcast, there were 3000 communities in sync. With the help of shop guide, the purchasing power of the line was quickly transferred to online, so that users could form more coverage and sticky. The sharing of live broadcast content and the introduction of one to one shopping guide in the community make the probability of the live broadcast increase.

Live broadcast, community hierarchical management, headquarters unified command. From the headquarters, to the center community, to the center command group to the operation center, and finally to the group management of each store, the instructions were conveyed synchronously, each group responded quickly, and the group was active through the group draw and red envelopes. At the same time, the community shared interactive activities and group talk, creating a good atmosphere and rhythm.

External community cooperation to introduce live water flow. One is Meng Jie headquarters level, and other business groups, such as Wangfujing, Tianhong and other long-term partners of Meng Jie, cooperate with their communities, and everyone is heating up the group. The other is franchisee level, and the franchisees in various cities integrate local resources to introduce some community resources such as female consumption, home consumption and other related franchisees.

At the same time, this dream live broadcast anchor team is also a strong lineup, through the group CEO, brand general manager, product designer, TV shopping host combination way, take account of the interesting and professional content of live broadcast.

　　 Summing up experience: pre test + upper and lower synergy, results sharing

In Li Jing's eyes, the live broadcast achieved super expected results, and saw, interactive, and transaction reached a new high, with a final sales volume of 25 million 330 thousand yuan. Looking back at the reasons behind such a success, Li Jing concluded that the 2 main secrets were Meng Jie.

The first secret is the big promotion test before the live broadcast. Li Jing said that Meng Jie home textile made preparations for 10 days or so, and during the 38 period, it carried out a burst test in the community of each store and franchisee. At the same time, 3 days before the live broadcast, the dream team preheated in every community, and maintained the activity of each group through red packets and interaction.

The second secret is franchisee and shopping guide collaboration. It is understood that this live broadcast, from inside the dream to the franchisee, has identified a synergy mechanism, we all have the same goal and the same method.

"During the special period of the epidemic, using live broadcast + community as a new marketing mode, franchisees are also actively involved, hoping to create a good way of operation with headquarters. At the same time, we have made initial training for franchisees, set up core intelligence groups, and carried out unified training and method transmission for store owners and large groups of owners." Li Jing shared.

That is to say, the live broadcast of Meng Jie home textile is initiated by Meng Jie headquarters, and all franchised stores, franchisees and shopping guides participate in the propaganda, sales and sub performance mode. We work together to share the fruits.

For example, franchisees, Meng Jie home textile on-line "one house good goods" small program cloud storage mode, so that all franchisees can have the ability to cloud, open exclusive online small program mall, can share the SKU house and marketing activities of Meng Jie home textile headquarters.

Li Jing said that in the live broadcast process of Meng Jie headquarters, there are two ways of profit distribution for a user to purchase goods through a franchised store or store. One is that the franchisee stores have the goods, the goods are shipped from the stores, the performance belongs to the stores, and the other is that the franchisee stores do not have the goods, and the goods are shipped by the headquarters, and the franchisees and the Meng Jie headquarters settle accounts.

For example, shopping guide, during the preheating period of activities, Meng Jie home textile creates promotional materials in the background of micro League intelligent retail. All the shopping guides can be promoted in the material promotion of APP, a shopping mall assistant. The promotional posters with shopping guide parameters are propagandize in the circle of friends and communities. In the live broadcast process, the shopping guide will share the live program code to the friend circle. If the user purchases, the performance will also belong to the guide.

"In the establishment of social relations between customers and shopping guides, Meng Jie has adopted two sets of models. Old customers belong to the stores that customers are familiar with. The shopping guide realizes the relationship chain with the old customers through the micro union business assistant. Old customers generate consumption, and guide buyers and their stores are targeted to achieve corresponding results. New customers adopt the logic of "sharing priority". The shopping guide with the parameters of the live poster that the new customer first touches is the link chain with the new customers. The service and performance of new customers in the future are attributable to the guide. This policy can fully motivate the guide to excavate new customers for the brand. Li Jing explained so.

Through the above way of profit sharing, Meng Jie home textile has thoroughly ignited the enthusiasm of franchisees and shopping guides.

　　 Open live interaction to merchandise purchase closed loop

In order to work well, Li Jing must take advantage of his tools. The results of this dream home textiles live broadcast are closely related to the assisting attack of the live broadcast program. Moreover, it believes that with the impact of the epidemic, small program live broadcast will become an important online marketing channel for the brand.

As a brand name, Li Jing said that the small program live broadcast has some core advantages. Take the mini live broadcast applet used by Meng Jie as an example. First of all, the most important thing is to open up very convenient and powerful technology teams to monitor the flow in real time, which ensures the smoothness of the users and the stability of the system. Besides, it has a wealth of marketing interactive functions, including a variety of marketing interactive ways such as time grabbing, coupons, live haggle, and gift boxes. The sales capacity of a good store.

Secondly, the function is perfect. It can not only record live videos, generate playback videos, improve the repeat purchase of goods, but also provide a unique platform, such as "good list", "live record", "subscription live" and "public address", to help users find out better products and guide users to become fans of shop public numbers, so as to achieve user retention.

At the same time, the micro League live direct program also opened up the solution of the micro League, which can be purchased seamlessly by the mall, and promoted the transaction with the marketing tools.

"Meng Jie is a seamless tool to promote the use of micro Union before the live broadcast. It will be popularized on the front page and the community of the dream shopping mall. The users will go to the mall to purchase the shopping mall successfully, and the dream team can also use the micro union marketing tools, time limited discount and N yuan N for live interaction to promote the order. Li Jing explained.

On the whole, Li Jing concluded that with the help of a series of solutions and tools such as the live broadcast of small League live + shopping guide APP+ smart retailing program and so on, it ensured the smoothness of the direct viewing of the users and the smoothness of the conversion from live watching to order purchase.

　　 Live broadcast follow up planning: normalization, fragmentation and categorization

It is understood that this dream of home textiles live broadcast about 600000 fans online watch, from the private area traffic operation perspective, how to live the about 600000 fans to further retain and manage, is a major problem of dream home textile follow-up.

In this regard, Li Jing said, next dream will be fans and store shopping guide to do one to one binding, to deal with and do not deal with customers to do operation and maintenance. With the help of the material design of the dream product, the consumers are attracted to return to the small program.

In addition, Meng Jie will use live tools, through the combination of groups, bargain and other strong social games combined with the diffusion of multiple contacts such as Meng Jie "public number + WeChat group + friends circle" to achieve user drainage, interaction and fission, so as to further transform private domain traffic into private users, build a sticky user relationship to facilitate the two consumption, and complete the operation of "one stop private area traffic". Battalion closed loop.

After achieving such results, what plans will follow the dream home textile for direct seeding? Li Jing said that after that, the live broadcast of Meng Jie will be normalized and fragmented.

"Normalization" means that dreams will often connect customers with live broadcast; fragmentation is to say that on the one hand, the dream will be layered live broadcast for different customer groups, adjust the pace according to the consumption habits, do more accurate marketing activities, and on the other hand, will not be able to direct live outlets and franchisees. Li Jing revealed.

Since the beginning of this year, the spread of the new crown virus has caused a great blow to the retail enterprises. How to survive has become the most concerned problem. But for Meng Jie home textile, its core strategy, which has been implemented in the past two years, has played a great role in this special period. Through a series of actions such as cloud warehouse collaboration, commodity development and community operation, Meng Jie home textile has achieved a contrarian growth, which is the smart retail strategy of Meng Jie. The smart retailing strategy enables Meng Jie to share goods, logistics, content and data.

For the smart retail strategy, the high level of Meng Jie group attaches great importance to it. It is understood that in early 2019, Meng Jie set up a smart retail department, launched the WeChat Mini program represented by "one house and good goods", and set up the "dream smart retail University". At the same time, it also worked with Tencent smart retailing to popularize the wisdom retail operation methodology to all stores and franchisees.

In February 2020, Meng Jie held an online strategic conference to launch smart retailing. Two In terms of strategy, menxie will focus on creating a "one kilometer home consumption service ecosystem", that is, multi line shop layout, online use of small procedures, public numbers, community, shopping guide operation and other means to accurately cover the surrounding one kilometre passenger group.

In exchange, Li Jing said, next, Meng Jie will continue to deepen the wisdom of the retail strategy, while insisting on using the wisdom of the retail League game and ability, through the micro alliance system tools to empower Meng Jie offline stores, the dream of wisdom retail thinking planting in the dream home textile line stores and shopping guide, so that they become a professional channel smart retail channel professionals. For franchisees, in addition to integrating all kinds of resources and regional advantages of Meng Jie to empower them, how to let franchisees master the game of smart retailing, which is also what Meng Jie insists on doing.

"For example, live broadcast, in addition to headquarters classification and clustering play, how to enhance the store's direct seeding ability and store content ability is also a dream will be concerned next." Li Jing, for example.