New Oriental has become a god in 7 days, and knowledge e-commerce has become a "clear flow" for selling goods! The core competitiveness of "Oriental Selection" is actually...

We're tired of watching the food broadcast expert

I was tired of hearing the live broadcast of "Babys, family members" and forced to single slogans

The emergence of New Oriental's "bilingual selling"

It's like eating too much greasy, and it's refreshing to eat vegetables and fruits

The popularity of " Oriental Selection" is not accidental , but it accurately determines the appropriate consumption scenarios and positioning, and gives full play to the advantages of New Oriental's "traditional art"; on the other hand, the disappearance of Li Jiaqi, Luo Yonghao's withdrawal from the Internet, and Weiya's fall kicked off the prelude to the top anchors. At this time, the brands and platforms of this scene need new substitutes.

Therefore, New Oriental has brought a lot of attention and traffic to its knowledge e-commerce live broadcast that is very different from its market style.

Explain a piece of raw cut steak in pure and fluent English; explain a shrimp in four languages ​​including Japanese and Korean. It is the most "volume" live broadcast room in 2022 was born.

And "differentiation" is the breakthrough in the current live broadcast room!

Similarly, when we are doing sales accounts, we must first consider the difference between the live broadcast room and competitors. Opening up differentiated markets from the direction of positioning, content, products, live broadcasts, etc., can also judge the quality of an account through this type of model. Today we will share this model with you!

Clear positioning

Now that the track is crowded, if you do not position yourself well, you must be at risk of being eliminated at any time.

The so-called positioning means that users will know what services you provide and what products you sell as soon as they see your account.

Just like both accounts are selling fruits, the products and prices are similar. One of them is the image of a salesperson, who is selling hard; the other is a simple-dressed farmer who sells fruits sown by his own home... I believe consumers will prefer the latter.

So a good positioning allows every fan to have commercial value, and everyone is more willing to buy things from your account.

"Oriental Selection" is positioned as a live broadcast platform for agricultural assistance projects, mainly selling agricultural and sideline products; although "Make a friend" sells many categories, its core positioning is good goods + benefits, so that consumers can buy with confidence; in the early days, Li Jiaqi's live broadcast room deeply cultivated makeup and won the vertical field...

This positioning is not only a product, but can be a place where services, tracks, prices, and personalities reflect their own advantages.

If the product is a high-end product, the anchor’s character design needs to use a high-end and elegant boss, and the live broadcast scenario can be an elegantly decorated office, so that your positioning will be clear at a glance.

Only by determining the positioning can the subsequent anchor speech and content display be extended, and further combined with the product selling points.

Just like a live broadcast room selling maternal and infant products, the setting needs to be pink and blue, light pink and other colors, and mothers are used as anchors, and from time to time, a little common sense that new mothers are likely to ignore can pop up.

Don’t let go of elements that can be displayed in the camera. This is one of the important ways to increase the added value of the account and improve the recognition of the live broadcast room.

Unified content

A neat layout can better highlight the professionalism and positioning of the account.

The standards are nothing more than unified cover, unified form, and unified update.

For example, a clothing seller must have the same content output to the outside world. If your performance method is to show the details of the clothing and the effect of wearing to the camera, then maintain the same method as possible for the past month.

It does not mean that it cannot be displayed in other ways, because maintaining unified performance allows users to have a fixed impression of their account, and people think of you as soon as they see this style.

In addition to the form of expression, background images, cover images, avatars, introductions and other elements need to use the same copy, style, and special effects to give the user the feeling of presentation.

In addition, the update frequency should be maintained uniformly, cultivate users' viewing habits, and be able to obtain traffic and exposure of accounts.

Live broadcast rhythm

The rhythm of live broadcast can be divided into live broadcast scripts and live rhythms.

Live scripts are what needs to be done in each time period, such as when to put red envelopes, when to send coupons, when to force orders, etc. These elements are inseparable from the theme of live broadcast, that is, what is the purpose of our factory's live broadcast? Giving back to fans? New products? Or a promotion?

At the same time, you must also know the live broadcast budget and clarify where the bottom line of concessions is.

The on-site rhythm requires the anchor's personal ability, which involves complex reasons such as the anchor's expressiveness, appeal, temperament, and even eye contact.

Grasping the rhythm of the live broadcast room is also indispensable to the efforts of controlling the field.

When the anchor said that the dress looks very thin, the field control can follow up in the comment section, "It's really slimming, and my colleague also asked me if I've lost weight recently."

When a large number of traffic flows in the live broadcast room, the field control will ask in the comment area: Is the link No. 3 today buy one get one free?

Whether it is the outline of the live script or the rhythm of the live is a skill that needs to be carefully polished. A successful live broadcast cannot be separated from a live broadcast script with strict logic.

Many people often have no idea how to start when preparing to write live scripts and do not know how to master the key points.

Related reading: Stopped for 4 days and all removed from the shelves! Li Jiaqi "disappeared", and e-commerce merchants panicked...