The UV is worth 9.15 yuan! Beyond the Oriental Selection, the "Tik Tok No. 1 Sister" was born?

The Douyin sales rankings for September are released!

As expected, Oriental Selection won the top spot again with a score of 500 million to 750 million yuan.

Ps: Since the platform changed the data statistics rules and changed from the original accurate data to the interval, the accurate amount of goods sold by the anchor was not calculated.

It is worth noting that " Gaytou Baby" , which ranked tenth, surpassed the "Oriental Selection" with a GMV of 10 million to 25 million yuan on October 6 with a sales of 50,000 to 75,000 orders .

According to incomplete statistics, since the launch of Double Eleven last year, "Gaytou Baby" has been ranked first in the anchor sales list several times.

On March 21, it ranked first in the list of live streaming anchors with a GMV of 20.088 million yuan, with a peak average of 19,000 people and a live streaming sales of 59,000 orders;

On May 11, it ranked first in the daily list of live streaming anchors with sales of 13.675 million yuan, with a peak average of 13,000 people and a live streaming sales of 89,000 orders;

On September 23, the live broadcast room ranked first in the anchor sales list, with a GMV of 25 million to 50 million yuan, and a live broadcast sales of 100,000 to 250,000 yuan.

At the same time, in the past 7 days of data, the total sales volume of "Yatou Baby" exceeded 240,000 orders, with a total sales of 50-75 million yuan; the average sales volume exceeded 30,000 yuan, with an average sales of 5-7.5 million yuan; the total viewing data was 6.9171 million yuan, with an average UV value of 5.17 yuan.

In the average UV value ranking compiled by the media, "Gaotou Baby" ranked second with 9.15 yuan, far higher than 2.48 yuan to make friends and 1.68 yuan to choose Oriental Selection.

This data is hailed by the media as the "future number one sister in Douyin".

"Gaitou Baby", which mainly focuses on women's clothing brands, has a big gap with other popular live broadcast rooms with an average customer price of 236 yuan.

But we need to know that the lower the average customer price, the higher the possibility of increasing the conversion rate...

This is the case when making friends in the live broadcast room. The average customer price in July and September is 135 yuan, 79 yuan and 49 yuan respectively , with the corresponding conversion rates of 1.91%, 3.8%, and 5.1%.

Similarly, Brother Yi’s average customer price in July and September was 63 yuan, 35 yuan and 31 yuan, respectively, and the conversion rates reached 2.23%, 6.99% and 6.42% respectively.

Therefore, for our merchants, locking in low customer unit prices in advance is more conducive to improving conversion rates.

1. Lock the customer order price

Let’s compare Simba and Li Jiaqi’s live broadcast room. Simba does not fluctuate greatly like Li Jiaqi, but locks the price between 50-100.

The reason is very simple. The low average customer price makes the audience easily consume impulsively after planting grass , after all, the amount is not high.

In addition to the average customer price, the cost-effectiveness, practicality, efficacy, sales feedback and other products that prompt users to place orders are important factors that need to be considered when selling short videos and live streaming goods.

What’s more important is the target population.

For Kuaishou fans, most of them are concentrated in second-, third- and fourth-tier cities, and the consumption threshold will not be particularly high.

At the same time, Simba often emphasizes that gifts are included, such as buying one get X and giving XX gifts, etc., will be mentioned several times in a live broadcast.

And he would also specifically emphasize that this is a gift he gave to his fans.

This is one of the routines to enhance the value of the product. We don’t need to know whether it is really a gift, but as long as consumers feel that it is worth spending, the goal will be achieved.

Of course, before pricing, we must list the existing product price data in a table to facilitate the establishment of preferential benefits and inventory and review of the pre-, middle and late stages of the live broadcast.

2. Planning of live broadcast content

In addition to pricing, factors such as positioning, product selection, live broadcast room preparation, store operation, and scripting are also very important.

First of all, as shown in the figure below, we need to set up a large framework for the entire process of live streaming sales.

Including preheating, scene construction, theme conception, anchor character design, selection of models, design and other matters related to live broadcast.

We also need to establish projects one by one for the division of labor, work categories, details summary, time nodes , etc., so we don’t have to worry about “losing watermelon and picking up sesame seeds”.

In this way, the live broadcast person can have a specific framework, know where the current work progress is and where it needs to be made up.

And when the live broadcast begins, we can also prepare a live broadcast schedule.

This can sort out the coordination between the navy, customer service and operations, determine the degree of standardized work, and avoid accidents such as the product being put on the shelves late, the customer service not knowing the welfare rules, and the navy not cooperating with the anchor.

At the same time, we can also list some possible accidents, such as stock sold out, live broadcast line breaks, anchor mistakes, etc.

Fill in the emergency plan in advance in the form. When the incident really happens, the responsible person will not be in a hurry.

...

As the saying goes, a good memory is not as good as a bad pen.

A live broadcast room with strong risk resistance will definitely arrange every link in the early, middle and late stages of the live broadcast, and these abilities are actually more details than other live broadcasts.

Only by preparing for the future can you travel far!