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The following is a list of the live broadcasts of this issue
First, the fast-selling style of play and case sharing
Tonight, our core is still in the case of fast-handed e-commerce. The fast-handed e-commerce actually started from the double eleven last year. Only a small part of it was privately made some jade through WeChat. What is it? What is the piecemeal e-commerce that sells. Until the double eleven Sanda brothers brought good results, and Taobao live broadcast 20 billion GMV in 2018, the entire fast-handed e-commerce began to develop rapidly. It turns out that the fans who have fans directly transform into e-commerce, and there are a large number of accounts that are positioned as e-commerce.
Fast hand sales currently effective play
Currently, the fast-moving goods are basically based on live broadcasts, short video brings a lot of goods, and it is also the official official encouragement of development in August, just like the official vibrating in June. Support the same logic as short video. Of course, there was a group of people who insisted on short video content with goods and then brought them through the short video. They also did a good job. These products are basically strange goods or craftsman works. From my personal point of view, I am very optimistic about the short video content of the goods, this has a long tail, although the effect in the unit time is not live, but the short video hanging product link long tail effect is good. Judging from the effect of the actual actual delivery attempt, it is also quite good. At present, some Taobao customers’ products are taken, and a 100-200 link is linked to the video of the Daren, which is calculated on a monthly basis. However, the implementation of BD under pure line, the implementation cost is a bit high, looking for someone is a gecko look can be figured out, but the cost of contact implementation is not low. The picture below shows the revenue of a short video link with tens of thousands of fans.
The same as the current Kamei’s Red Man Shop Companion Logic, there is only one App that will automatically select the Amoy goods automatically, and then BD Express will choose the product to link and then split. The underlying logic of the magic chopsticks star selection business is also the same, but the goods of the magic chopsticks star selection merchants are their own direct investment. Going to the magic chopsticks mall to select the goods is also the quick hand red man who opens the store directly in the magic chopsticks. If you have a good product, you can go directly to your own store. When you send a video or live broadcast, you can directly sell it on a small yellow car. This is a quick kiss of the son, and the whole operation is smooth.
This is a complete trading platform based on fast-handed short video live e-commerce. At present, the most appropriate and most effective way to play is to increase the hacker’s perfect diary’s KOL stereoscopic system play–play volume or live broadcast high exposure; UGC, video friends circle has strong fan stickiness The people use the user’s point of view to plant grass, fission; then trade through the vertical e-commerce with the goods person.
Not long ago, Perfect Diary made a national brand festival on the fast platform, completed nearly 70 million sales, and reached a long-term partnership with a group of beauty artists, and also created a Perfect diary official account.
Commercial chain of fast-selling goods
The industry chain of fast-selling goods is relatively simple before June. Most of them are hanging Taobao guest links, or they are originally offline stores. Taobao shop owners directly guide the old iron WeChat transactions, and then the entity or Taobao shop. There are fewer products, such as praise, magic chopsticks, and official stores. At the same time, many small and medium-sized anchors or video-loaded goods directly use the supply chain of Yiwu Beixia Zhu. There is no professional supply chain company like the Taobao live broadcast + live broadcast base industry belt model. However, with the 7.20 fast hand and Taobao add Taobao guest commission and 9.1 start fast official to crack down on private transactions. The fast-handed reds opened in the magic chopsticks and the magic chopsticks and the likes increased rapidly. Fast flash phone dealers have been linked to the chopsticks = Taobao + have praise + quick official.
Now fast and Taobao have found a step to each other to reduce the commission of Taobao customers, I do not know if the link and transaction on Taobao will be restored. The fast-moving e-commerce industry chain is still attached to the original e-commerce. However, the rise of professional fast-track e-commerce anchors such as Simba, Kwai, and Mr. Chen has formed a similar industry chain model for integrating the supply chain Taobao live broadcast. There is a professional team to operate the entire e-commerce operation, and there are buyers. There are products, after-sales, and logistics. And the flow and supply are completely split. The fast-hand official is also cracking down. All kinds of management measures for commodities are to manage the problem of “sell only after selling, regardless of after-sales”.
Category combing and analysis of fast-selling goods
Quick sales of the current SKU category is very imperfect, the current category of data can be found hanging in the store to sell the best category is beauty, field investigation, the turnover is not low, the category is jade, Secondly, it is mainly clothing and food, basically the brand owners have not entered the fast-handed electricity supplier to sell goods.
When finishing this sharing, I found a new rising category of liquor, Maotai Town Sauce was on the list in August, and there are a lot of wines in Guizhou that sell a lot. The rise of this liquor is very much in line with the characteristics of fast-handed users mainly in the sinking market in the north.
The stall owner is quick to survive
This is mainly about a few real cases. There is a Wenzhou clothing store owner. If the offline store is not good, it will open a Taobao store. The Taobao store is not too busy. I want to transform myself into a quick hand and then go all out. Learning short video shooting skills has also cost a lot of money, because the most popular on the market today is a variety of vibrating hands-on video production training courses. Just watched a few fans of their own release with the video. Every night, there was no one to watch the live broadcast, and it didn’t work. I wanted to give up several times. I happened to be doing research on the user of the broadcast assistant. I saw her account and told her not to send the video again. Directly operate the live broadcast room, give the old irons benefits in the live broadcast room, and the video will only be sent at night. Notice of benefits for the live room.
After the mid-to-late adjustment in August, it is now basically stable to sell about 6,000 pieces of clothing every night. A real-world online clothing store opened successfully.
Of course, there are more stalls in the Yiwu transformation success, and Yiwu has become the largest training center for fast-handed e-commerce providers. The same demand is widely distributed in the wholesale markets of the original various types of goods in various provinces. The small section is the owner of the three pavements of the Dahua Market in Hehuachi, Chengdu, North Damen, and I want to slap on the bench and clap my hands. , 50 yuan’s routine moved to the live room, but because I don’t know how to produce content, how to suck powder, how to operate and maintain fans, and have been unable to enter, at the same time, Wuhan Hanzheng Street children’s clothing wholesale boss Zhang Yu, Hunan Zhuzhou women’s clothing The second batch of boss donuts are all gaining momentum and want to enter fast-handed survival. They have resources, capital and experience in doing business. What is lacking is just informational guidance.
Second, how can the company and our ordinary people get started quickly, and how to achieve effective sales?
Quicker product mechanism, subscription relationship, resulting in strong user stickiness, a single fan with higher gold content
On the one hand, the fast-hand recommendation algorithm has great support for high-quality content. The videos released by the creators in the fast-handed will be equally recommended to all fans (unlike the previous Weibo platform). And once fans pay attention to the creators, they will generate stronger interactions based on the subscription relationship later;
The well-known IT commentator Keso once said: “In fast hands, small individuals, and their own audience. This is true, no one is left out here.”
Quick-handed users generally don’t have much resistance to video bloggers selling or advertising. As long as your content touches people, some people will go to spend, and they will always chase after your live and short videos.
Amateur team is fast, there are a few points that should be noted
1. Positioning, cut into the vertical class as much as possible, shorten the liquidation path (for life products)
The products on the fast hand are diversified, but most of them are daily necessities.
On the fast-hand platform, users are particularly sensitive to the price of lifestyle items. A user who buys toothpaste at the door of the house costs 12 yuan. If he only uses 10 yuan in his fast hand, he has the motivation to snap up. In addition to the well-known anchors, there are also e-commerce and offline store practitioners who are continually selling.Selling daily necessities. The feasibility of being able to be widely accepted has been repeatedly verified
2. Set up people to build their own high recognition
Take the red the uncle’s uncle as an example. The uncle’s father-son combination constitutes a natural barrier for people; Zhu Xiaotong’s father and his wife are well-established, providing a strong sense of substitution for a series of funny short plays. Whether it is a modified short play, or a simple and rude record video. As the number of incoming players increases, it is only by improving their high recognition that they can stand out.
3. Use live streaming to keep fans, or e-commerce monetization
There are relatively few restrictions on the live broadcast of the reds. The Reds can maintain a relationship with the user by selecting a fixed scene to broadcast live every day.
We give customers, the red man’s suggestion is that as long as you reach 6 fans, you can use the live broadcast to drain, after reaching 1000 fans, there is the value of realizing.
4. Combine the same city function with the fast hand:
It’s similar to the case of selling used cars in fast hands. According to the previous report of “AC Car”, a video of about 30 seconds, with rhythm dance of metal hard core style, a bit of Mandarin with a high degree of recognition is enough. Create a “micro-business circle” in fast hands.
Compared with traditional car dealers, fast-moving cars break through geographical restrictions and customers are relatively widely distributed. The same city function has considerable trading potential and needs to be further explored.
How to sell zero fans
Rewarding 200,000 and selling 1 million,
How did the zero-based team do it?
Investing 200,000 and selling 1 million. This is the number that most e-commerce and brand companies can’t imagine, but some people are doing it quickly. Rely on the top of the list, please let the anchor play an advertisement for yourself, and the people in the rivers and lakes call it the “second list.”
If content and operations are not the strengths of most companies and teams, then the “second list” provides a shortcut for many companies to sell goods.
Before, some netizens said: “Some e-commerce practitioners, with 200,000 input, won the top of the list of rewards. Then under the recommendation and endorsement of the anchor, you can sell the goods worth 1 million. I returned to the moment and even brought 200,000 fans.”
How is the safe and effective second list? There are several methodologies as follows:
Step 1: Choose the anchor you want to be in the second list. Flip through the anchors of the anchor, watch a live broadcast of the anchor, and record the number of peaks.Estimate the anchoriness and authenticity of the anchor.
Step 2: Learn about the live broadcast habits of the anchor and think about the time of the second list. Most anchors will broadcast live at a fixed time.
Step 3: Advance business communication with the anchor in advance, and design the activities of the second list. The most effective way is to design the second list, you can give fans the benefits, such as: “Before 10 o’clock tonight, the old irons to a Taobao shop, you can buy a certain product with a very low discount “Ensure high conversion of traffic and reduce the risk of investment.