Search For More Live Broadcast: How To Transform The Live Room?

Since December, when many of them were formally joined in the live track, the industry has not broken the doubts about its "lack of direct business base" and "no profit to broadcast live". After running for more than 3 months, a lot of live shops are showing up:
In March 15th, a lot of businesses "Dai Dai jewellery official flagship store", shop direct broadcast day GMV approaching 2 million, set a record of jewelry daily maximum transaction volume; "day Feng flagship store" launched 37 games, the average daily sales increased 9.9 times before the launch; "Chuer women's clothing" settled in a lot and opened the live broadcast 50 days later, the pink powder 2 million 700 thousand.

　　 Live broadcast room

According to the official introduction, a lot of positioning for many live broadcast is low threshold, high conversion tools, rich marketing gameplay, and private domain traffic operation tools. Among them, the low threshold refers to the three conditions for shops to meet the requirements of DSR, paying the security deposit and binding the card, and without violating the rules. The high conversion rate means that the conversion rate of the live broadcast is 2~3 times of the picture and text.
In a lot of internal view, a lot of live broadcast is a tool for businesses to operate private domain traffic. It is a "walking Live Room" (live broadcast in WeChat ecosystem can share fission), and its mission is to help businesses do better fission under WeChat system.
In this regard, a lot of live broadcast has developed a lot of fission play and products, such as red packets fission, fans fission. A senior marketer said, "in the past, the number of people watching the store or the live room from 100 to 200 could only be promoted by advertising. Now businesses can use a tool to fission in the WeChat group and fans, and get the traffic in a lower cost way."
In the eyes of these people, recommendation from friends is a word of mouth marketing, and its conversion rate is higher than that of everyday scenes promotion or search promotion, which is much stronger than that of paying for public domain traffic.
In addition, the industry also pointed out that the starting point of a lot of live broadcast is different from Taobao live broadcast, "the traffic of many live broadcast is the whole link traffic, and Taobao's live broadcast is still limited to a channel of Taobao, and it takes the traffic of the channel."
He explained that a large number of live traffic entries include APP home page, search results / scene advertisements, merchandise details page, shop front page, and attention store five locations, that is, every link of the consumer behavior track has a lot of live coverage.
(from left to right is the display of the live room on the front page, search results and details page).
However, he also said that Taobao's live broadcast has gradually shifted from the channel to the full link, which can be seen from Taobao's live broadcast as an independent APP, pin pin Bao set up store live tags and super recommendation, direct train support live broadcast promotion and so on a series of actions can be seen.
In the words of a cashmere brand businessman, "Taobao live broadcasting is a typical" people looking for goods ". Head anchors become the entrance of traffic, and more products are more like" goods for people ". Live broadcasting is a display and service form of shops, not just a traffic entrance.
It is worth noting that many of the service providers who offer more shops to broadcast services tell the billion power. "In many live broadcast environments, the anchor of the red man is not pleasing. First, there is no live broadcast, and the two is that there is no such atmosphere." According to a service provider, "80% live broadcasting is the most popular live broadcast, the 20% is the live broadcast of daring people, and all of them are independent merchants."
　　 Red envelopes attack private territory, horse race grabs public domain.
A number of businesses that have opened more than one live broadcast have told the billion power that "the core of the live room is to run private stores in their own stores. We should regard the multi live broadcasting as a tool."
Many small businesses have also told merchants that "the problem of no flow in the live broadcast is that the weight of the commodity itself is not enough, that is, the private flow of the shops is not enough." To this end, a lot of official provides a kind of direct broadcast private domain traffic marketing tool - "cash red envelope".
After setting up the total amount of red envelopes, the number of red packets and the time to fight, the red box icon will be displayed in the upper right-hand corner of the live room. After clicking, consumers will be asked to pay attention to the live room to receive the red envelope, and then the page prompts "invite friends to help cash discounts" and invite more friends to increase the success rate of red envelopes.
In this way, consumers can use WeChat group and WeChat circle of friends to bring more traffic to businesses, and help businesses expand their sales. At the same time, when consumers wait for the demolition of the red envelope, the length of stay in the live room will also be lengthened, which will increase the success rate of conversion. In addition, the direct broadcast room that uses the marketing function will also get a lot of APP oriented Push (shop fans) and get a certain platform recommended traffic.
Many locations such as multiple product details page, shop page, chat page, attention page and so on can help businesses guide private area traffic to the live broadcast room. One of the most noteworthy things is the second "attention" pages at the bottom of APP: in the attention page, the "live" is the most obvious location at the top. The shops in central concern will also show the word "live broadcast" when it is being broadcast live, and the live broadcast room will also be shown at the bottom of attention.
Many businessmen said that after a lot of "attention" moved to the bottom of the APP fixed second places, store collection brought about a significant increase in traffic. "Through the direct seeding store collection, attention, and then pay attention to drainage to the studio to complete the transformation" is part of the business to find a large number of live broadcast methodology.
In addition, besides the private area traffic entry provided by the platform, businesses can also operate autonomously, such as live announcement, 15 minutes of live broadcast, live broadcast of information by SMS, blackboard advance notice, today's live content and discount, customer service guidance and consultation, users enter the live room, and the next live broadcast is announced.
According to a lot of business feedback, in addition to advertising, the public domain traffic of the live broadcast is mostly from qualifying. Official data show that a lot of live qualifying can boost the average daily sales of participating businesses by 6 times.
For example, a lot of jewelry competitions are being held. The flow channels provided by the platform side are mainly many orchards and qualifying matches.
Among them, many orchards give 300 million + traffic support to merchants' precise users and potential users (including casual customers). The specific form is to display the head of the business and the word "live broadcast" at the bottom of the orchard. Official data showed that the average number of hits was 2 million +, the average conversion rate was 0.2%, and the input-output ratio reached 2.
In the qualifying match, in addition to the fixed position of "sea view room", the following tracks of head, waist and tail (corresponding to "quality jewelry", "new brand" and "Jewellery Fair") are arranged in descending order of three hours per hour of GMV live broadcast. "Guess you like" is arranged in descending order according to the UV conversion rate per hour of the commercial live broadcast.
In addition, a lot of live broadcasts have adopted a hierarchical operation mechanism for businesses. The head businesses (nearly seven days store total live sales total is more than 350 thousand), and the waist businesses (nearly seven days store direct sales total sales of more than 70 thousand) have been tilted in the use of "seconds" tools, DMP toolkit, orchard NPC advertising priority, platform traffic dividends and so on.
　 Three stages and three strategies
According to the experience sharing of many small businesses and many businesses, the billion state power has sorted out the business operation methodology of different stages of the business: exploration stage (looking for traffic volume, location of goods), climbing stage (professional anchor, fan operation), leading stage (Jin Genping station, peak value).
Specifically, in the exploratory stage, the main task of businesses is to find traffic and identify the location of goods. A businessman said, "popularly speaking, it is to figure out where the traffic from the live room is coming from, what the traffic composition is like, take the advertising recommendation traffic or the main social fission traffic, and what to sell and what to say between the broadcasting rooms."
Take Dai Dai jewellery's official flagship store as an example. The layout of the shop in December of last year was much more live. In March this year, the store sold more than one million live days. In the early days, the shop focused on lots of focused booths and crowd bags. Every day, the pictures, characters and corresponding merchandise combinations of the booth were different. Every day, they were adjusted daily and the final production was 5~10.
At the end of the merchandise, Dai Dai Hao's live rooms initially choose products that are cost-effective, diversified and content oriented. "High performance price ratio is the point of interest to attract consumers. Diversification is the combination of standard and non-standard products. The content is that when the anchor explains the product, it can tell" story ", such as the meaning behind the Moonstone, the design concept and so on. Industry 2 explained.
Another example is the location of goods found in a cashmere brand -- the ultimate cost performance. "In order to achieve cost performance, it is important to control costs. This is not to cut corners, but to reduce costs from products through scale effect, such as industrial belt live broadcast and low price drive. In promotion, social sharing is much cheaper than advertising." According to its accounting, the acquisition cost of a fan in its shop is about 1 yuan.
In addition, in the commodity match, the general direct broadcast room goods matching rule (draining money, profit section) also may draw lessons from. In the drainage means, during the direct seeding period, we should establish a promotion plan in the "multi search" and "many scenes", or step on the platform peak traffic for broadcasting.
Among them, we need to notice that the peak traffic volume of many platforms is different from the other four mainstream broadcast platforms in 6:00~8:00, 12:00~13:00, 20:00~22:00 and 0:00~1:00.
During the climbing stage, the main business of the store's live broadcast is the professionalism of the anchors and the operation of fans. The host's professional understanding is better, and fans' operation requires businessmen to take an active part in activities to increase exposure. Two, we should not rush to see the input-output ratio of one time, and pay more attention to the retention rate of fans / users.
In the leading stage, it requires businessmen to keep pace with the activity of the platform, and lift the peak of the live broadcast of the store with the help of the platform.
However, in the process of more live broadcast, some businesses also found some problems:
"A lot of live broadcast has just been launched in December, many functions are not perfect, and the live broadcasting function is still in a relatively primitive stage." There is a business example to the billion state power. "Many live rooms only support sharing live broadcast live rooms, unable to view live playback, for example, the computer terminal can open more live broadcast, but the operation is very inconvenient."
A large number of senior operators told the billion power that "at present, the transformation of our shops is very unstable. The conversion rate will fluctuate between 3%~14%, and there is no similar situation on other platforms." According to the analysis, the reasons are very complex, which may be the drawbacks brought about by the initial layout of the platform, and it may also be the time period, the anchors, and the adaptability of the commodity itself to the platform.
He also revealed that a lot of live "cash red envelopes" function has bred a group of wool party, although the platform algorithm is restrained, but the harm to businesses can not be ignored. "This group of wool party sees who has a red envelope in the live room, will be crazy to forward WeChat group, grab the red envelope and leave. As a result, consumers who have real shopping needs can not enjoy the benefits.
In addition, there are businessmen said, "did not feel that the platform for their shops live streaming support." He pointed out that in the qualifying match, there were mostly horse race pits. According to the GMV per hour, the shops with high price per passenger won the starting line.