In early 2020, no one expected the arrival of the epidemic. In the face of the uncertainty of the epidemic, the survival and development of offline maternal and child stores are facing various challenges.
The survey shows that offline retail sales of mothers and babies will drop by 30% this year. Many stores are on the verge of loss or flat. After the epidemic, the loss of mother and baby stores has become an established fact.
Facing the fluctuation of the epidemic, how can offline maternity and baby stores seek new ways to attract traffic and achieve profitability?
1. Live delivery of goods The
survey shows that the post-90s generation has become the main consumer group in the maternal and infant market, and product information is more dependent on online platforms. Compared with the post-80s, post-90s pay more attention to word of mouth, so it is easier to shop online when you meet a trusted anchor.
In 2020, social e-commerce will grab 30%-40% of the consumption traffic of physical stores, which will increase the pressure on offline maternal and child stores to a certain extent.
At present, many offline maternity and baby stores operate in a traditional manner, and only some stores only involve traditional e-commerce. Facing the impact of the epidemic, the operation of offline maternity and baby stores will be even more difficult.
So how does a maternal and baby store bring goods through live broadcasts and bring high turnover profits?
Live streaming is not as simple as imagined. On the contrary, the official account: Lankemo classroom concludes that live broadcast delivery requires more preparation and a certain ability: do you know enough about the products of an industry? Can you quickly build trust with users?
Let's take a look at what preparations need to be made for the live broadcast:
1. Fixed live broadcast time
Fixed live broadcast time and time period to cultivate a fixed viewing habit of the audience. Each live broadcast lasts 3-4 hours.
2. Create a set of anchors.
Each store has a fixed anchor to fully explore the personality charm of shopping guides and anchors, mark them, and cultivate fans' viewing habits.
3. Tell a good story
Every live broadcast needs to create a "live broadcast theme" and plan the product and live broadcast script in advance.
4. Choose the right products. Choose products
according to the live broadcast theme. Choose 10-30 products for each live broadcast, including drainage models, discount models, and regular models.
5. Follow fan behavior The
anchor needs to interact with fans, chat with fans, and reply to fan comments in a timely manner; set up a shop in the live broadcast room to reply to messages on the public screen to make fans feel valued.
6. Various gameplays with rhythm,
such as paying attention to courtesy, issuing coupons, screenshots and lottery draws, etc., mobilize the atmosphere in the live broadcast room, and impress the audience by designing gimmicks for different time periods, such as repeating key information every 10 minutes.
7. Live broadcast preview After the
live broadcast is over, repeatedly announce the time, content, and discounts of the next live broadcast, or sell a key to attract users. Official account: Lankemo classroom sharing from a high-quality live broadcast process: live broadcast venues, live broadcast personnel, live broadcast publicity, live broadcast content, live broadcast review, to build the anchor’s core competitiveness, including but not limited to product familiarity and professionalism Be proficient in sales skills that impress customers, speed training suitable for the rhythm of live broadcast, and cultivate the ability of anchors to attract fans.
2. How do offline maternity and baby stores sell goods online?
By integrating scattered offline customers in the stores and guiding the WeChat account of the stores, we can build and shape private domain traffic and promote the closed loop of offline and online transactions.
The store’s thinking on private domain traffic operations can be roughly divided into five steps:
1. Create consumption scenarios, transfer offline consumption to online transactions, and create a consumption atmosphere.
2. With the help of tools, live broadcast regularly, and use WeChat groups and Moments to create shared personal settings.
3. Full-line assistance for the launch material, daily maintenance of the community, efficient replay and output of optimized speech skills and operational rhythm plans.
4. Change the brand end to the service end to create the personal IP image of the maternal and child store. Such as maternal and child health experts, pregnancy health experts, senior mothers, etc. Exchange and share professional knowledge, not only sell products, but also provide more valuable content services and methods for live broadcast rooms and private domain communities.
5. Expand the service capabilities of stores, increase delivery, offline pickup and other services, so that employees have something to do, earn a little money, and allow customers around the store to quickly pick up goods.
Nowadays, public domain traffic is becoming more and more saturated, competition is getting fiercer, and big brands occupy a dominant position. The existence of private domain traffic is undoubtedly a breakthrough. Therefore, the operation of private domain traffic is the key to breaking through the bottleneck of traditional stores.