What is the hottest game in e-commerce right now? It must be a live broadcast with goods!
Li Jiaqi sold 15,000 lipsticks in 5 minutes of live broadcast; Luo Yonghao made his first live show with goods, and the total payment transaction value exceeded 110 million yuan...What a terrifying number, is live delivery really so attractive? Make everyone want to be the next Li Jiaqi and the next Lao Luo on major live broadcast platforms?
1. Preparations before the live broadcast
(1) Obtain relevant permissions
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E-commerce permissions
When the store is opened, it can automatically obtain e-commerce permissions (including anchor short video, window and e-commerce live broadcast permissions)
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Live permission
When the store is opened and the Tk UK account is bound in the backstage of the merchant, the bound 1 official account and 4 channel accounts can automatically obtain the live broadcast permission, and the products in the store can be automatically synchronized to the window of the official account, while the channel account Needs to be manually added to the showcase.
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Obtaining the permission to push OBS streams
If you need the permission to start broadcasting OBS streaming on your computer, please contact your account manager: you can apply for OBS permission with your account manager before you can live broadcast and bring goods more than 500 pounds, and you need to use OBS for live broadcast within 7 days after activation.
(2) Account Settings
Account Profile Settings
Account video
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Account profile settings:
Make the account look recognizable and increase the attention rate of the account. The avatar and user name must be related to the category to be done;
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In the personal profile, highlight your own value and guide users to pay attention;
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You can write the regular start time in your profile
High-quality e-commerce account case
find the right streamer
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Cooperate with service providers, and the service providers will introduce anchors with strong English skills
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Consult the Tk Shop anchor library with the account manager to find anchors that meet the business positioning
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If the business is looking for anchors by itself, it is recommended to invite anchors who can communicate fluently in English, such as overseas students, Chinese, foreign English teachers, students of media colleges, models of foreign model companies, etc.
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The anchor should have good communication, appeal and guidance (for example: Li Jiaqi "buy it"). If you have been engaged in sales, hosting or live broadcasting experience, your ability to display products may be better
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Equip at least one assistant in the live broadcast room to assist the anchor, interact with the audience, answer questions and pin products, etc.
(3) Hardware equipment of live broadcast room
The construction of the live broadcast room often determines the user's first impression. Grab the user's attention at the beginning, stay, convert, and place an order!
Flexible mobile live broadcast room
Suitable for the crowd: Outdoor anchors without broadband network space.
Advantages: flexible, mobile, unique gameplay for mobile live broadcast.
Insufficient: Mobile live broadcast will cause the picture is not clear enough.
HD computer live room
Suitable for the crowd: Anchor with high-speed broadband network and high requirements for visual effects such as live broadcast clarity.
Advantages: Higher-definition live broadcast room, richer visual effects and map gameplay.
Deficiencies: No obvious deficiencies.
(4) Construction of live broadcast room
Live room scene layout
The live broadcast room should have "121" vertical screen composition features:
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Upper part: 1/4 space for brand Logo/Slogan and product stickers;
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Middle part: The anchor appears half-length, occupying 1/2 of the screen, keeping his eyes on the camera;
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Lower part: 1/4 of the foreground console, where the main products are placed;
Live room lighting suggestions
Main light (above the position of the anchor), fill light (placed on both sides and not out of the camera) and auxiliary background light (depending on the situation and the venue, it can be used); the reasonable use of light can enhance the clarity of the live broadcast room and create a higher-end atmosphere a feeling of.
Apparel and beauty makeup: use white light, which is close to the color temperature of natural light, which is beneficial to display the display status of clothing, cosmetics, skin care products and other products in front of the camera, and reduce color difference.
Home: Use warm light to make home textiles more warm.
Jewelry: combine the jewelry type and luster, and then decide whether it is white light or warm light.
Live color suggestion
Live broadcast room:
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It is recommended to use low-saturation colors such as solid wood/dark/morandi colors to decorate the brand logo on the wall to strengthen the customer's mind;
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Use the background cloth, which can be replaced at will, which will bring freshness to the buyer, and the cost will not be high, so you can consider choosing it;
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The color of the soft decoration built in the live broadcast room should be consistent with the brand tone, or match the theme of the live broadcast.
Virtual Live Room:
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It is recommended that the anchor wear dark-colored clothing, with clear edges and a better button image effect;
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The lighting in the live broadcast room should be tested and adjusted in advance. In order to avoid lighting problems, the color of the product will be deviated, and the product will be deducted by the green screen.
No matter you are a novice or a beginner, a domestic e-commerce player, or a traditional foreign trader, I recommend you to try TIKTOK. This is the only Chinese app that has gone global and is growing very fast!