I saw Sister Blueberry today. After I learned about it, I learned that she was transferred from the boss of a self-driving media company to be an anchor. The first show of "Debut" brought more than 200,000 goods, and used the live broadcast to help the unsalable hometown of Dandong Blueberry. Sold all over the country.
As a novice anchor, how does Blueberry Sister start live broadcast from 0, and even more selflessly transform the big pits encountered in live broadcast and the live broadcast script/speech card template for unreserved sharing!
Blueberry Sister-Live Broadcast Xiaobai brings goods out of the blueberry hometown
Blueberry sister mentioned that she is from Dandong City, Liaoning Province, and was the owner of a self-driving media company before April this year. Affected by the epidemic at the beginning of the year, the blueberry sales channel in his hometown Dandong shrank. In order to help the unsalable blueberry in my hometown to find more sales channels, I started my own live broadcast trial!
Unexpectedly, the first live broadcast of his life sold 200+ million, and the popularity value of the single live broadcast was as high as 300,000. Since then, he has been affectionately called the blueberry sister, and the fans in the live broadcast are the "Smurfs".
Riding the wind and waves to develop a record of the explosive single live broadcast room
1. Preparation
1. The return rate ranges from 95% to almost none. Product selection is the key to success
At the beginning of the live broadcast, Chun Xiaobai had no supply chain, so he cooperated with the service provider to help select products. At that time, he trusted the service provider and had insufficient control over the product, so that the fresh food was sent to Many users are rotten, and there is a 95% return rate after one session. After this painful lesson, gradually began to develop its own supply chain and reliable cooperative factories, and more stringent selection of products.
The products of each live broadcast will investigate the shopping needs of fans through the community. At present, there are about 200 communities in cooperation + own communities, covering about 10W people. 60-70% of the mothers in the community, the rest are mainly office workers. Therefore, the categories of live studios are mainly daily necessities, maternal and baby food, outdoor sports and a small amount of fresh food.
Pictured: Dandong blueberry products sold in the live broadcast room during the epidemic
2. The live broadcast script and the preparation of the call card
In order to improve the quality of the content of each live broadcast, it is currently broadcasted 3 times a week, with a minimum of 3 hours each time. At the same time, the live broadcast theme will be designed, guests will be invited as guests, and guests will be used to design and bring goods and guests will set up content display links. Improved live broadcast visibility.
After confirming the theme, you can refine it according to the live broadcast script and the skill card:
①Product time and process
②The selling point of the product is refined, taking blueberries as an example, such as the introduction of different ways to eat blueberries, such as blueberry sauce.
③Interactive play in the live room
④Preparation of live broadcast props and display of prizes.
Pictured: Live broadcast product speech card and script template, merchants in need can pick it up.
2. Live broadcast
1. Make good use of cash red envelopes/help list to enhance the live broadcast atmosphere
There are also ways to improve the atmosphere of the live broadcast room. Before participating in the live broadcast of large-scale events, you need to warm up in the community;
If you have entrepreneurs and other resources around you, you must also learn to leverage them and let them help propagandize;
In the live broadcast, make good use of the helper list tools and cash red envelopes, and the helper list will be drawn by the hour.
Cash red envelopes are currently used more frequently. The main strategy is small but multi-frequency each time. At the same time, the best/weakest luck can give gifts to the user as a second activity.
There are generally 50 red envelopes for 50 yuan, and there are two considerations for the time when red envelopes are issued:
①Send once an hour,
② The red envelopes will be issued according to the popularity and likes.
The countdown red envelope is mainly used when you want to talk about profit, to ensure that users can stay in the live broadcast room as much as possible. At present, from the data point of view, the conversion effect of community fans in the live broadcast room is better than the community group purchase, because the live broadcast room has a stronger atmosphere and can display products intuitively.
2. Product ranking and layout method
There are usually about 10 products in a live broadcast, and the order and layout of the products must be complementary.
There are two techniques:
①Sequence of products: For example, No. 1 product is rice, No. 2 and No. 3 can be salted duck egg/beef sauce, these products can be used with rice;
② Make a combination: such as Wuchang rice + duck egg + beef sauce can have a package price together.
3. Cheats for public domain traffic conversion
For the current public domain traffic, new users will mainly promote user conversion through the product's super cost-effective product, such as 9.9 yuan or 1 yuan spike product, and the decision-making cost for users with lower prices is also relatively small. After the transaction is concluded, users will be guided to enter the agency. group. According to the user's purchase of the largest amount/number of pieces, additional small products will be given to increase the stickiness with new users.
3. After the live broadcast
1. Pay attention to after-sales work and help you accumulate fans
At present, the team has 6 customer services. 2-3 days after each live broadcast, the customer service will pay a return visit to the user who placed the order, ask about the purchase experience, after-sale satisfaction, correct the lack of user feedback, and guide users to join the group. . Although this is a humble job, it can help us convert new users and become new fans.
How to play Tencent live broadcast for new businesses
1. Be sure to persist and maintain a good attitude.
Don't worry, stick to the broadcast at a fixed time, and slowly accumulate your private domain community. At present, Tencent Live also has a public domain traffic support policy, which can help new businesses obtain public domain traffic and accumulate new fans;
2. Strictly select products to avoid live broadcast "rollover".
This is the lesson that Blueberry Sister spent money to buy, new businesses must remember.
3. Pay attention to platform information
Always pay attention to the platform's latest marketing activities and the launch of new product functions, such as the recently launched cash red envelopes and help lists, which can help to obtain more social fission traffic.
4. Pay attention to the surface material in the live broadcast room
① To comply with the content specifications of the platform;
②It is recommended to make a general cover template that can be fine-tuned. Once the cover is fixed, don't change it frequently, forming a fixed set of characters. It is easier for fans to find you and attract users to click.
Special introduction
Blueberry Sister is an excellent online celebrity representative created by Xingcancan Xingbo (WeChat: TXZB666888) and Tencent Live! Xingcancan Xingbo's CEO Liu Xubo personally managed to withstand the pressure during the epidemic. The team and Blueberry sister stayed there for more than 3 months to focus on building! Achieved such a result! At the same time, Xingcancan Xingbo continues to expand its business footprint by relying on the existing Internet celebrity anchor base. Currently, there are 3 live broadcast bases in Beijing and 2 live broadcast bases in Shenzhen, both of which are jointly created by the local government and brand companies. Hopefully Many cities, governments, enterprises, industrial parks, etc. join hands with Xingcancan Xingbo and Tencent to create a better future! To lay a solid foundation for the country's poverty alleviation, to ensure the country's employment, people's livelihood, and industry stability to do a good job of enabling digital live broadcast! (Tencent live broadcast KA service provider Xingcancan Xingbo live broadcast empowerment hotline: 18818529733)