In just one year, it has experienced many changes, big and small 10.
Next, search e-commerce, marketing and other new gameplay emerge one after another, and Tik Tok is gradually increasing resources to support businesses to broadcast themselves live, which is both an opportunity and a challenge for businesses.
It's difficult to make Tik Tok, it's not difficult to make Tik Tok.
The boss knows the operation of Tik Tok e-commerce
It's easy to sell millions a month.
The boss doesn't understand the operation of Tik Tok e-commerce
If there is no way to manage the team, you can only be led by the nose and finally kill the account.
Today, we will share with you what Tik Tok e-commerce should do to get more profits.
one
Live broadcast team formation
The first step to do a good job in Tik Tok is to form a live broadcast team.
. The live broadcast team is based on the foundation. Without the live broadcast of the foundation, the house can't get up. Therefore, when merchants are preparing to settle in Tik Tok e-commerce, they must set up an excellent live broadcast team to lay the foundation for the subsequent live broadcast room.
1) field team role
live-streaming
The anchor in the live broadcast room is the most important role in a live broadcast. He can talk, his speech is infectious, he can mobilize the atmosphere in the live broadcast room and be familiar with the products in the live broadcast room. Mainly responsible for product sales and field control in the live broadcast room.
Auxiliary sowing
Assist the anchor to broadcast live, explain and answer questions from fans. Responsible for live broadcast room, anchor sales, activity guidance and atmosphere creation.
Live broadcast operation
Promote live broadcast, refine selling points of explosive products, live broadcast, official activities, etc. Mainly responsible for putting products up and down in the live broadcast room, distributing red envelopes and blessing bags, and setting up temporary activities.
field control
Enhance the fan activity and interactive atmosphere in the live broadcast room, and increase fans' interest in purchasing. Mainly responsible for the rhythm control and text guidance of the public screen in the live broadcast room.
customer service
Answer questions before and after placing an order. Mainly responsible for real-time customer information reply of flying pigeon client during live broadcast.
2) live broadcast team building strategy
Novice businessman
Definition: Live broadcast merchants who have just started to contact Tik Tok or Tik Tok within three months have basic live broadcast capabilities.
Features: Novice merchants, the team structure is relatively simple, and one person can take care of multiple roles in the team.
Develop businessmen
Definition: Tik Tok live broadcast is stable for more than three months, the team is stable, the fans' attention is basically effective, and there is a certain ability to convert fans.
Features: During the development period, there is more demand for live broadcast by merchants, and the team structure is gradually improved.
Mature businessman
Definition: Tik Tok has been broadcast stably for more than half a year, the team is complete, and the traffic in the live broadcast room accumulated by fans is good, which can be continuously and stably transformed.
Features: mature merchants broadcast live, paying more attention to the front-end product update frequency and back-end logistics distribution.
two
Scene construction in live broadcast room
1) novice period
Form:
Mobile phone stand-alone live broadcast
Tools required:
Mobile phone, mobile phone bracket, fill light lamp, background, desk and chair, etc.
Price:
Within 654.38+10,000 yuan
Mobile phone selection:
IPhonex and above models are selected for ios system;
Android system tries to choose the flagship version or high version of major brands.
This can ensure that the picture will not be distorted during live broadcast! In addition, the flight mode must be turned on during the live broadcast to prevent the live broadcast from being interrupted by the mobile phone.
2) Growth period
Form:
Multi-camera HD live broadcast room
Tools required:
HD camera *2, tripod *2, background screen/green screen, microphone *2, mixer, camera light *4, live computer *2, pilot station, live computer *2.
Price:
60,000 ~ 80,000
3) Maturity
Form:
4K professional studio
Tools required:
4K camera and lens group, pilot station, high-definition background screen and monitor, lighting group, color matching system, sound processing system and computer room.
Price:
3 million cases
Live room selection
According to the positioning of the live broadcast room, determine the live broadcast goods. There is a saying circulating in the electric business community:
Three points depend on operation and seven points depend on product selection.
The products in the live broadcast room are mainly divided into the following categories:
Drainage fund, profit fund, main fund and welfare fund.
1) Drainage Fund
Drainage money, as its name implies, is a product used for drainage, which is usually used in the numbering stage to bring the first wave of traffic to the live broadcast stage. It needs to have a very important feature: strong versatility! It is a product that the public wants, without age and geographical restrictions, and can attract everyone who enters the live broadcast room.
The key point is: cognitive price is high!
A user thinks it's expensive, but buying a product with low cost makes the user feel that robbing this product is making money. Relatively speaking, most of the drainage funds are losses, mainly to boost the flow and promote the sales of other products.
2) Welfare payment
Welfare funds are used to supplement drainage funds or undertake traffic, with the purpose of stimulating commodity activity with interactive indicators and trading indicators. The UV value can be slightly increased, but it will not fall too far from the price of the drainage money, resulting in few or no people in the live broadcast room at the time of transfer.
On the whole, most welfare funds are explosions from peers or their own cost-effective models, and the price is not low, but throwing away profits does not make money, and the cost performance is super high.
3) Profit payment
The profit is relatively easy to understand, and the live broadcast room is mainly used to earn regular-priced goods with profit-driven trading indicators. Compared with the cost price, it is sold for more than 10%. So, what kind of products will become profitable? The choice of profit is not the more expensive, the better, but the potential of explosion-potential explosion, improve GMV and UV in the live broadcast room, and at the same time pull the explosive products to complete the rise of the live broadcast room.
Profits have two characteristics, one is that they sell well and are stable, and the other is fake explosions, which have always been plain and suddenly sell well and have potential.
4) major payment
Commodity with high customer unit price
Constantly help users to be accurate and enhance the overall user value.
four
Living room drainage
People, goods and venues are all ready, and the next most important question is: how to bring traffic to the live broadcast room.
1) Traffic source of live broadcast room
Free driving
How to get free traffic in Tik Tok live broadcast?
Increase the weight of the live broadcast room and let the system judge that your live broadcast room has recommended value, so that you will have more opportunities to get free public domain traffic from Tik Tok system.
How to improve the weight of the live broadcast room?
Pay attention to the GPM index, that is, the turnover of thousands of visitors.
. The system will assess the live broadcast room at a certain time. If the thousand exhibitions pushed by the system are well transformed, then the system will judge that your live broadcast room is a valuable live broadcast room, thus pushing more traffic to you. On the other hand, if you are given thousands of shows in the live room, but there is no conversion at all, then the system will judge whether your live room is worthless and will not push the stream to your live room again.
In addition, if merchants want to incite free traffic, they must know where the entrance of natural traffic is.
The sources of natural traffic are mainly recommendation pages and attention pages, and also include the main locations of live broadcast squares, push messages in stations, search portals, hour lists, order centers and other pages.
The core of getting more free traffic is to make the content of the business appear in the above position as long as possible, so as to repeatedly reach potential users and fans.
Paid traffic
Payment delivery mode
Cost Control = User-defined bidding speed
Running amount release = the system bids and accepts the floating price.
When the live broadcast room needs traffic, be sure to turn up the volume; If the live broadcast room requires high speed, you must choose the control book.
Cold start period
Use Qianchuan Extreme Edition to match the number. Pay attention to be broad when modeling, build more schemes, and let the system find someone.
For example, if you sell eye drops and set up 20 planning budgets for 300 yuan, you can choose to invest 40% of the audience, 40% of the products click and 20% of the conversion.
Note: A large number of thousands of projects have a short life cycle, so it is very important to increase the account infrastructure. At least 30 projects are built or copied every day, excluding new projects with new materials;
2) Video drainage and transportation
Surprise manufacturing
Bargain to the end
Limited sales
Limited time peak
Weeding grass
Yan value selling goods
Emotional transaction
Familiar faces to attract customers
Highlight slice
3) Matters needing attention in making drainage video
Master the golden 3s principle.
Design an eye-catching point in the first 3 seconds of the video to bring the audience's emotions from the previous video to their own video.
such as
Facial cleanser: The skin of women over 30 years old is prone to blackening, dryness and aging.
Mite shower gel: Do you also have oil on your back, covered with acne?
Perfume shower gel: perfume for bathing.
Clear purpose and intuitive guidance
Guide users into the live broadcast room to improve video clarity and texture.
Video duration
Try not to exceed 15s, and the story involved will be explained within 35s. Don't exceed it.
You can say in the video before the wonderful content is finished: Don't wait, come to my live room!
4) Formulating the drainage video.
Formula 1:
Enlarge the pain point → lead out the product → ingredient efficacy → enhance the value → eliminate concerns.
Equation 2:
Stimulate curiosity → lead out products → enhance value → efficacy of ingredients → guide transformation.
Formula 3:
Star material → lead out products → effect scenes → eliminate concerns.
Equation 4:
Pure effect display
5) Drainage precautions.
The materials are often reviewed, but!
Low word-of-mouth score
Change the bid for more than two times and lose the qualification for compensation.
Frequent price changes trigger flow control and the plan will be crushed to death.
Frequent operation of bidding/modification of delivery time/suspension plan in one day leads to disorder of good model, devaluation of system valuation and flow control (frequency control for short)
Copy the plan, the plan may not be used up.
Planning a crowd crash has a high probability of not getting out.
If you want to plan a quick start, it is very important to establish a new plan, and it will be faster to establish a high-quality plan before the peak traffic.
PS: Tik Tok's gameplay has a future, but Tik Tok's future is definitely not gameplay.
You think my open gameplay is the core, and gameplay is not the core of the live broadcaster.
1, progressive activity number playing method
Progressive activity numbering method, by catering to the live broadcast algorithm, gradually pulls the live broadcast weight and obtains the recommended live broadcast traffic in a balanced way. At present, the progressive method contributes100000 GMV to the individual live broadcast room in a single month.
2, short video test explosion gameplay
Compared with the traditional short video explosion detection method, the short video explosion detection method can obtain higher accurate natural recommendation, which is widely used in clothing and food live broadcast rooms and contributes 20 million GMV per month.
3, the single product is passed forward and played.
Qianchuan's single product gameplay and single product delivery strategy have greatly lowered the threshold for mixing products. At present, I contribute more than 50 million GMV in my live room every month, which is the most used live room game for me personally.
4. Troika mixed-flow play
Troika broadcasting, the traffic structure of troika is the most stable mode in the future live broadcast form, but the operation process is complicated. At present, the monthly GMV is less than100000, which is not recommended by novice teams.
Author: Official certification service provider of massive science. The original training mode of "interpreting the underlying logic of live broadcast, disassembling the explosion process with goods, and building a live broadcast operation system"+"on-site practical operation incubation" 3+ 1 empowers merchants to realize cash.