今年，双11淘宝直播不仅迎来了李佳琦回归，还集齐了另外三位直播大咖——交个朋友的罗永浩、东方甄选的俞敏洪、健身达人刘畊宏的妻子ViVi王婉霏。
其中，有着前环球小姐、“健身教练”刘畊宏的太太等头衔的ViVi王婉霏，在出圈之前，就与老公刘畊宏曾在淘宝有过2个多月的直播带货经历。
At 5 pm on October 31, the live broadcast room of "ViVi Fat Oil Kick" officially started.
身着健身服的ViVi在7点空降直播间，与“畊练团”的队员们一起跳了一段《本草纲目》。
The live broadcast room also ushered in a small climax, and the audience exceeded one million in half an hour.
"This is a joint letter from Mr. Zhou."
"Where are the fans of Zhou? Let me see you"
"We are not here to dance today, but we brought our own brand and good goods back."
...
During this live broadcast, ViVi brings more private brand products to fans, including the private fitness clothing brand VIVI CYCLE, which will be launched on Tmall, as well as IP products that have strong correlation with Jay Chou.
在直播间的34个链接中，有18个产品与周杰伦有关，其余均为ViVi的自有品牌，其中仅有一款九阳豆浆机是刘畊宏代言的产品。
尽管有周杰伦IP和“刘畊宏女孩”做背书，但这场长达7个小时，观看量达222万的直播带货结果却不尽人意。
The most eye-catching result in the whole audience was a matcha powder, which sold more than 1,000 pieces . The 9.9-yuan drainage model of sparkling water sold only more than 800 orders. ViVi's own brand product sold 265 yuan sports trousers, with the highest sales of only 58 pieces per model.
In general, it is a big regret for the live broadcast room that only shouts but not earns money.
There are many reasons for this, but for merchants, the most important thing is speech!
Today we briefly talk about the live broadcasting techniques of placing orders and urging orders...
1. Tips for urging orders
We recommend two tips for urging orders to throw bricks and attract jade:
After sacrificing the user's appetite, the price will be officially announced, making the user feel "very good value for money".
We once again emphasize the promotional policy, including limited-time discounts, equivalent gifts placed on the former XX name, cash back, random orders, lottery free orders and other promotional activities, which will allow users to reach a climax of enthusiasm and urge users to place orders in a concentrated manner.
for example:
There are 5,000 people in the live broadcast room now, and we will give the top 600 equivalent gifts today.
Count down 5 numbers, 5 (let the assistant cooperate and say, there are 200 orders left), 4 (let the assistant cooperate and say, there are 100 orders left), 3 (let the assistant cooperate and say, there are no more).
Case Skills
This is the atmosphere of instant killing and carnival.
Selling goods in the live broadcast room requires a shopping atmosphere. In the future, live broadcasting will be an entertainment live broadcast, which is different from shopping.
Live streaming sales should make users feel carnival, increase their hormones, and create predictable surprises. We have a principle: users should buy our things beyond their psychological expectations.
This business can be done for a long time.
2. Tips for orders
The anchor stands in the live broadcast room and is a script.
Be responsible to the boss, products and users, so that users can only buy things with you and repurchase them.
All the goods sold are skeletons, which have no blood or muscles.
What the anchor needs to do is to use words to build scenes, turn the advantages and selling points of the product into specific scenarios, to satisfy all users' beautiful imaginations and use all the beauty to support users.
It is not a skill to win by relying on low prices alone.
There are two benefits for users to buy products in the live broadcast room:
On the one hand, it is economic interests, and your products are good and cheap. But economic benefits are not your own ability, but the advantages of the supply and supply chain.
On the other hand, it is to use words to build beautiful scenes, give benefits to users, and satisfy users' imagination and vanity.
for example:
This lipstick gives people the feeling that Zhen Huan turned around and smiled after taking office, and said to those people, "I won."
Nowadays, the work pressure in cities is very high, and every worker needs to relieve stress.
The feeling of this lipstick is that it feels like turning back to those people and saying "I won".
...
Selling lipstick is not only about selling a makeup that suits the color, but also about the different value it can give to consumers.
There are thousands of lipstick numbers, and it is difficult to stand out in the market unless you have an absolute advantage.
Therefore, opening up differentiation is one of the ways to get rid of competitors.
For example, in Li Jiaqi's live broadcast room, you will hear Li Jiaqi explain the order process many times every night:
First get a coupon of 40 yuan, then fill in 2 when placing an order. If 2 is filled in, it means 10 pieces. The price of 10 pieces is 88 yuan...
At this time, the assistant will use his mobile phone or pad to display: where to get the coupon and what is the interface for placing an order...
I have been explaining and demonstrating it for two purposes:
Guide ordering action
Eliminate hidden dangers of customers not familiar with the operation during the ordering process
Guide ordering is when the customer does not have much resistance to the product, experienced sales will make an action in a timely manner, which will play a "push" role and prompt the customer to complete the final purchase step.
In the live broadcast room, Li Jiaqi's explanation of the ordering process also played this role.
To eliminate obstacles in ordering operations is to stand from the customer's perspective to prevent some customers from being unfamiliar with online shopping operations.
When facing millions of people, sales may be tens of millions or even tens of millions in a night, even if only 1% of people fail to place an order without being familiar with the operation, the losses caused by hundreds of thousands.
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